Entrepreneur Association of Tokyo
Featured Member - Andrew Shuttleworth

Interview - November 2004

Andrew Shuttleworth
Manager - Tabemo
Tabemo is a real-time restaurant coupon service.
www.tabemo.com

 

Interview with Andrew:
1. When did you start your first business? What was it? What lessons did you take away from that experience?
After a few schemes to make pocket money at a young age, I joined the Young Enterprise program at junior high school. Our coordinator had a friend who had a lot of extremely badly designed bicylcle helmet covers to sell and pushed us in that direction even though none of the team was really for the idea. Given that only about 2 out of 1000 people in the school wore helmets the market for badly designed bicycle helmet covers was very limited. We diversified in to enamel soccer pin badges that were a huge hit and we ended up winning a regional prize as one of the best performing companies. That was a simple lesson in supplying products that the market needs.

2. What are some of the challenges you have faced in starting your business and how did you overcome them?
My current company was already formed when I joined but we are still in the early phases. I'd say the real challenge is going from an idea to a product or service that the market is willing to pay for. There are a lot of complexities that your customers will think of that you never did.

Another is the the complexity of having to deal with a completely new set of challenges for which I have no prior experience to leverage from. I'm sure most people don't like not being able to do things well, but it is impractical to do everything perfectly al of the time. You have to learn to swallow your pride, get things done and accept any corrections and critcisms. The only other option is not to get things done which is not an option when running a business.

3. How did you form your business? (Yugen Kaisha, Kabushiki   Kaisha, etc.) How long did the start-up process take?
The company is K.K. and the owners are serial entrepreneurs so they are used to this administrative technicality. I'd certainly recommend working with people who have gone through incorporation before.

4. Where do you see your business in 5 years?
At the moment we are focused on bringing the current service to maturity over the next year. There are many areas and industries we could move into so I can't say at this stage which direction we will grow. We will grow by continuously evaluating the emerging needs of the market and what solutions we are able to provide that other companies cannot. I really believe though that the value of the company comes from the collective experience of the people working there, so I will grow the team with people who already have experience in the markets we move into. After 5 years I envision we will have a huge amount of expertise and be able to offer cutting edge services faster and better than any of our competitors

5. Do you see yourself as an entrepreneur? Why?
Yes. Two reasons: One is that the internal drive that keeps me heading for the best way forward for the long term, even if the most difficult in the short term. I think that drive is a characteristic of entrepreneurs. Secondly, and somewhat related, I fit the definition in the next question.

6. What is your definition of an entrepreneur?
Someone with a willingness to take a risk and sacrifice short term comfort and rewards for potentially larger rewards in the long term.

7. What piece of advice would you give to a person wanting to start his or her own business in Japan?
Know your market well. It would really help if your Japanese is fluent so you can understand it first hand. Keep speaking to as many people as possible. You may not know the market as well as you think you do.

8. Can you recommend any resources such as books, websites, or support centers for entrepreneurs in Japan?
The clubs, groups and professional associations are great places to meet like-minded people. There are interesting events going on almost every night. Try and get to different groups and meet different groups of people. Groups that aren't directly related to your core interest will help expand your network and outlook even more.

As for online services I really recommend www.linkedin.com. It enables you to connect with friends of friends (... of friends...) that you would otherwise have had very little likelihood of meeting. It's a very efficient way of tapping into an extended network through trusted relationships. Ecademy (http://japan.ecademy.com) by comparison is a great way to actively expand your network online.

9. Who are your mentors in business?
All the people I am working with are my mentors. It can be hard working with people who really believe in what they are doing when as a manager you are the 'pig in the middle'. It certainly ensures that you are learning and growing every day.

10. What makes you happy?
Having free time and nothing to worry about.