Entrepreneur Association of Tokyo
Featured Member - Anita Lee

1. When did you start your first business? What was it? What lessons did you take away from that experience?
I had an early start in the business world when, aged 8, I sub-contracted the weekly cleaning of my bedroom to my youngest brother. I had carefully calculated that I could earn far more in the same time helping out in the family’s interior design store. We were both happy with the arrangement and I learned a valuable lesson − a win-win strategy works best.

2. What are some of the challenges you have faced in starting your business and how did you overcome them?
Thankfully, my earlier days in Finance and being involved in a family business had taught me that there are always challenges when developing a business − but you can’t allow yourself to become overwhelmed or consumed by day-to-day problems. A clear plan of what I wanted to achieve helped to focus my attention on what is important and prevented me from being sidetracked by issues or outside opportunities. Before I started Go Mobile I worked out what the core business was about, had devised an entire business model for the pricing and level of service I wanted to provide customers, and had a healthy dose of optimism and patience in store − the last two being a critical combination.

Initially, I found the Japanese language barrier a challenge, but resolved this by investing in excellent bilingual staff and developing a global office culture. Fortunately this reflects our international corporate client profile.

The greatest challenge I faced in the beginning was the expensive upfront cost of high profile advertising. Marketing was necessary to introduce Go Mobile’s unique service of offering travelers a cost competitive and easy-to understand service, but the amounts involved for a new business were exorbitant. I had to be creative with different types of advertising and received help from supportive people in the business.

3. How did you form your business? (Yugen Kaisha, Kabushiki   Kaisha, etc.) How long did the start-up process take?
The decision was made to invest at the outset in professional accountancy services to set up a Kabushiki Kaisha − which costs more than other business options. It took about one month to complete the process but was well worth the cost and time as the relationship that I have with my accountant is invaluable.

4. Where do you see your business in 5 years?
Go Mobile is expanding rapidly into the corporate communications market and with our loyal client base we are on track to provide a full range of communications services throughout Asia. The next five years will see new products tailored to our client’s specific corporate travel needs and the extension of Go Mobile’s service to considerably more countries.

5. Do you see yourself as an entrepreneur? Why?
I don’t think of myself as an ‘entrepreneur’ in the traditional sense, probably because I have a background in accountancy/finance and that doesn’t fit the image I have of innovators or business visionaries. I was also brought up in a family of ‘classic’ entrepreneurs and ended up marrying one too, so I don’t feel like I fit into the same category.

But when describing my own definition of an entrepreneur (see below) I realized the term covers almost anyone willing to launch a business venture and to work like crazy to make it a success. I wasn’t driven by a desire to be my own boss or to create something revolutionary. The idea of setting up a business came from my desire to share the financial responsibility for my family. But at the same time I do admit it is in my nature to be driven to do the best in whatever I take on − perhaps that’s the result of being brought up by entrepreneurs! What did make the idea of my own business feasible was that I strongly believed in the idea of Go Mobile − and everything else flowed from that, including being able to persist in the face of challenges.

6. What is your definition of an entrepreneur?
An entrepreneur is an individual who is able to recognize a business opportunity and is willing to use their personal capital (money and/or time) and take the necessary risks to transform that initial idea into reality.

7. What piece of advice would you give to a person wanting to start his or her own business in Japan?
Many people have great ideas for products or services but if they want to turn it into a successful business they must be prepared to invest everything they have including time, money and sometimes their sanity. A new venture can own your soul for the first few years and you need to dedicate yourself to making it happen. Be patient as everything will take longer and may cost more than you think. Be prepared to be humbled as setting up a business can offer some harsh lessons.
Know your strengths and weaknesses and ask for help when you do not have the expertise. You should definitely invest in the best quality professional advice you can afford for legal and financial matters.

Finally, surround yourself with positive and supportive partners/spouses/family/friends.

8. Can you recommend any resources such as books, websites, or support centers for entrepreneurs in Japan?
I wish I could say I’d found the perfect step-by-step guide to setting up a successful business in Japan but I don’t think it exists − yet (now there’s an entrepreneurial project for someone). In the meantime, forming alliances and expanding your contacts are obviously essential. You may find this in networking organizations like FEW (www.fewjapan.com), EA-Tokyo, or more informally through word of mouth. I’ve been extremely lucky to meet a few people along the way who understood what I was trying to do and helped me by opening doors

9. Who are your mentors in business?
My husband, not only because he offers unwavering personal support, but because he is an entrepreneur and knows what’s involved. My entrepreneurial parents and brothers also act as mentors − believe it or not my parents are still dabbling in business even though they “retired” some time ago. You can imagine what our family dinner-time conversations are like!

10. What makes you happy?
I enjoy hearing from clients who have rented a mobile telephone and have used the concierge service to help them out of a difficult situation. But my greatest joy is relaxing with family and friends feeling like I’ve done my best at work − it’s a wonderful feeling to see something you’ve created grow from a simple concept to a thriving business and to know you have achieved what you set out to do.