Entrepreneur Association of Tokyo
Featured Member - Brian Tannura

Interview - March 2007

Brian Tannura - MarketPioneerJapan.com
CEO Market Pioneer Japan

Profile of Market Pioneer Japan
Market Pioneer Japan has built a network of over 1,000 vending machines placed nationwide, selling stickers and print logos.

1. When did you start your first business? What was it? What lessons did you take away from that experience?
In 1999, I took a strong interest in doing my own thing. I had been working for a large English language school for about three years and this gave me enough of a taste of corporate, bureaucratic environments to know that I wanted something different in my working life. . .namely freedom, control, self-determination, optimism, hope and an opportunity to grow wealthy - all things which tend to be lacking in ordinary working environments.
 
There was also one specific thing which I knew that I did NOT want. . .and that was a boss. I did not feel the pressing desire to be a boss but I felt an INTENSE desire to not have a boss. This really was a driving force in getting me started and in keeping me going.
 
After about a year or so of research and some failed small ventures (internet schemes, MLM selling) I finally made the plunge into what I consider my first actual, proper business - imported vending machines.
 
Using credit cards, I spent two months salary and bought a US-made novelty vending machine - an electronic, talking gumball machine called "Oscar's Wild Ride." It was by no means smooth or easy but by mid-2002, I had built enough of an income and had enough confidence to finally "fire my boss" - and I've never looked back since (except with a smile). I've since moved on and found greater success with a different type of machine - a flat media vender commonly referred to as a sticker machine.
 
The biggest lessons I learned from starting my first business are - know and trust yourself, make a plan that suits your nature (for me this meant not quitting my day job until I had built enough income to survive), think carefully long and hard, work hard . . .but even more important, work smart, play out the worst-case scenarios and if you can live with the worst-case then there is nothing to fear. It is at this point that you can take action  - allowing the best-case scenarios to energize and pull you forward.

2. What are some of the challenges you have faced in starting your business and how did you overcome them?
At the time, I didn't realize there were so many challenges but reflecting back on it now the list would look like this - no formal business training, no start-up capital, no experience or contacts in my target industry, no office/warehouse space, no master plan and on top of all that my Japanese was not yet fluent (probably still isn't but I manage to get by even though most of my customers speak no English). It's a wonder I ever got started, looking back on it. I suppose I was blissfully naive. . .and all the better as it allowed me to power forward despite all of the obstacles.
 
Not being aware of the difficulties really helped me. I had run the worst-case scenarios in my head and I could live with complete failure. It would not ruin me or end my life. This realization gave me the "release" and confidence to take action.
 
Likewise, I had run realistic scenarios that seemed to me to offer a good chance of success. The cherry on top was that the best-case scenarios were extremely exciting - way better than anything I could imagine in a regular job.
 
The other challenges I faced were nervousness and fear. I completely expected things to turn out well for me but a part of me was definitely afraid. . .the best cure for that was action.
 
Through all of this, I'd be remiss not to mention the help and support of friends and family in overcoming the challenges. They really had no idea what I was doing, probably thought I was crazy but nonetheless were there to lend a hand when I asked. . .which was rather often early on. 

3. How did you form your business? (Yugen Kaisha, Kabushiki   Kaisha, etc.) How long did the start-up process take?
From the very beginning, I operated as a sole proprietor. I was mostly unaware of the formal start-up processes involved in running a business in Japan so I just went about researching products, scouting for customers, asking about import procedures and so on. It took about one year or so to get that first machine on the ground. 
 
It was only very recently - December 2006 - that I incorporated as a Kabushiki Kaisha. The process was much quicker and easier for me this time - I paid a company to do the company registration for me, which took about one month.

4. Where do you see your business in 5 years?
In my experience, new entrepreneurs tend to think in terms of days, weeks and months and not years. 
 
Being in a position now to look out many years and strategize is a process that I find new, challenging and fun.
 
As of now (March 2007), I've built a network of over 1500 machines in Japan and I plan for this to grow at least tenfold in five years time - 15,000 machines by 2012 or sooner. 

5. Do you see yourself as an entrepreneur? Why?
Yes, I love that word and everything it means. To me entrepreneurs are fun, exciting, challenging, unafraid to fail, successful, bold, wanting to stand alone and able to get along with others, optimistic, and so much more.

6. What is your definition of an entrepreneur?
I've always operated using the simple definition - to enter into business. This casts a wide net so as to allow for many variations and types to be considered entrepreneurs.

7. What piece of advice would you give to a person wanting to start his or her own business in Japan?
Know the "why" first. Why do you want to enter into business on your own? What will being an entrepreneur give you in your life that other kinds of work will not?
 
To me, having clear and compelling answers to these personal, emotional questions is very important. 

8. Can you recommend any resources such as books, websites, or support centers for entrepreneurs in Japan?
As I was getting started the Rich Dad, Poor Dad series of books by Robert Kiyosaki provided fuel when my tank was getting low. 

9. Who are your mentors in business?
I honestly feel that every friend, every customer, every supplier and partner has been a mentor of sorts to me. I've learned from so many people along the way.

10. What makes you happy?
So many things - my wife and kids, family and friends, customers, suppliers and partners - all of the people who have treated me well and helped me to grow personally and professionally.