Problem and Customer Definition

Copyright © K Consulting All Rights Reserved.
Problem and Customer Definition
Kazuaki Oda
Hult Prize Hokkaido University, 16th,December 2023

#SerialEntrepreneur #Professor #Consultant
#Investor #Athlete #Mathematics #KeynoteSpeaker,,
-K Consulting Co., Ltd (CEO)
-Nagoya University (Visiting Professor)
-SLOGAN Inc.（Co-Founder & Executive Fellow） *IPO(2021)
-IIT Kharagpur, IISc, Indian Institutes of Management,
IIT Hyderabad, National University of Singapore,
Institut Teknologi Bandung, University of Indonesia,,,
（Guest Lecturer）
Kazuaki ODA (織田一彰)

Copyright© K Consulting All Rights Reserved.
Please keep in mind
Always think and talk
with a “Number”

<Today’s Topics>
(1)What is an “Innovation”?
(2)What We Do For Innovations
(3)Business Opportunities
(4)Product and Customer
(5)Pitch Presentation
“Problem and Customer Definition”
@Hult Prize Hokkaido University (2022)
Kazuaki ODA

Thomas Alva Edison

(Examples of Innovations)

The Inventions of The Human
-Language
-Fire
-Agriculture
-Currency
-Electricity
-Telephone
-Car/Train/Plane
-Medicine
-Metal(Iron/Copper/Aluminum,,,)
-Paper/Book
-Music/Art
・・・

Four Greatest Inventions of China
(四大发明)
-Compass(罗盘)
-Gunpowder(火药)
-Papermaking(造纸)
-Woodblock Printing(木版印刷)
Three Greatest Inventions of Europe
-Nautical Compass
-Gunpowder
-Printing Press
Great inventions changed our life

The Three Sacred Treasure(三種の神器)
in Modern JAPAN
<SHOWA(1)>
-Refrigerator
-(Mono-color) TV
-Washing Machine
<SHOWA(2)>
-Color TV
-Cooler(Air Conditioner)
-Car

＜What technology solved＞
Rescue from starvation
A large increase in human population
Increase in travel distance
Health and lifespan of people
Rise of civilization and culture
Stable livelihood
＜Tragedy caused by technology＞
Development of war weapons
Increase in the economic disparity
Increasing competition
Destruction of nature and environment
Waste of resources
Loss of mental calmness

Myth of Innovations
-They are science/engineering based
-Heroine/Hero can make it
-Suddenly it happens
-Found by educated people
-Planned by organizations

Innovations are not so difficult!(1)
“S Trap”

“Laundry Ball”

“Laundry Net”

“Vertical Farm”

“Innovations” are waiting next to us!
(Tips by Prof ODA)

What are SDG’s?
(Sustainable Development Goals)

There are so still many issues in the world
poverty, rising inequalities, disparities of opportunity,
wealth and power, gender inequality, unemployment,
global health threats, natural disasters, spiraling conflict,
violent extremism, terrorism, humanitarian crises,
natural resource depletion, environmental degradation,
desertification, drought, land degradation, freshwater
scarcity and loss of biodiversity, climate change,,,

(1) End poverty in all its forms everywhere
(2) End hunger, achieve food security and improved nutrition and promote sustainable agriculture
(3) Ensure healthy lives and promote well-being for all at all ages
(4) Ensure inclusive and equitable quality education and promote lifelong learning opportunities for all
(5) Achieve gender equality and empower all women and girls
(6) Ensure availability and sustainable management of water and sanitation for all
(7) Ensure access to affordable, reliable, sustainable and modern energy for all
(8) Promote sustained, inclusive and sustainable economic growth, full and productive employment and
decent work for all
(9) Build resilient infrastructure, promote inclusive and sustainable industrialization and foster innovation
(10) Reduce inequality within and among countries
(11) Make cities and human settlements inclusive, safe, resilient and sustainable
(12) Ensure sustainable consumption and production patterns
(13) Take urgent action to combat climate change and its impacts*
(14) Conserve and sustainably use the oceans, seas and marine resources for sustainable development
(15) Protect, restore and promote sustainable use of terrestrial ecosystems, sustainably manage forests,
combat desertification, and halt and reverse land degradation and halt biodiversity loss
(16) Promote peaceful and inclusive societies for sustainable development, provide access to justice for all
and build effective, accountable and inclusive institutions at all levels
(17) Strengthen the means of implementation and revitalize the Global Partnership for Sustainable
Development
17 Sustainable Development Goals

Why SDG’s?

Why SDG’s?
Because it has NOT been sustainable

Why has it NOT been sustainable?
Greedy capitalism/Short-term goals/
No social objective/No government…

Capital market
(資本経済)
Why SDG’s?
The gap of two systems is too big to coexist!
Real economy
(実体経済)
-SDG’s
(Sustainable development goals)
-ESG investment
（Environment/Social/Governance）
-NPO
(Non-profit organization)
-NGO
(Non-government organization)

NPO of Deep Tech “hello tomorrow”

Deep Technologies(“Deep Tech”)
Artificial intelligence
Biotechnology
Drones
Blockchain
Advanced materials
Quantum computing
Electronics
Robotics
Nano-technology
Energy

New IT city of Vietnam, DaNang
Danang University of Technology
(Vietnam)

China’s Startup Ecosystem at Shenzhen

EV-bus and EV-taxi in Shenzhen

Big Cites of China, Beijing/Shanghai!

Indonesia’s Big City, Jakarta

GoJek Headquarter at Jakarta, Indonesia

India’s IT center, Hyderabad

Rakuten India Headquarter, Bangalore

German Accelerator (Singapore)

Google Asia Pacific Headquarter(Singapore)

What make The Innovations?
-Pain(=Need)>Want
-Funding
-Trial and Error
-Technology(R&D)
-Team and Leadership
-Marketing
etc.

“Business Opportunity Principle”
Pain >>> Want
Social issues
(natural disasters,
poverty, inequality,,,)

“Business Opportunity Principle”
Pain >>> Want
Social issues
(natural disasters,
poverty, inequality,,,)
Business Opportunity

“Any problem is an opportunity”
(Tips by Prof ODA)

There are some approaches
to find business opportunities
(1) Imagination
(2) Brainstorming
(3) Analogy
(4) Copying
* Bathing, Horse riding, Toilets may be good!

There are some approaches
to find business opportunities
(1) Imagination
(2) Brainstorming
(3) Analogy
(4) Copying
* Bathing, Horse riding, Toilets may be good
=>Right hemisphere(右脳)
=>Left hemisphere(左脳)

“Stay foolish!”
We can learn from the legend!

We can learn from him!

We can learn from this!

GROUP WORK(15 min)
-Pick up your interest(s) apart from SDG’s topics.
-Show us how to solve them.
(2 min presentation)
* Only “FOOOOOlISH” ideas can be accepted!

What is your TARGET market?
(どのマーケットを取りに行くか？)

Product design and marketing are
as important as inventions
(Tips by Prof ODA)

・Can You Predict the Future Market?
－Size is big enough? (How many use the product?)
－How can people come to use the product?
－People are ready to use it?(good time?)
Product Design and Marketing

Can You Predict the Future Market?
－Size is big enough? (How many use the product?)
－How can people come to use the product?
－People are ready to use it?(good time?)
Product Design and Marketing

Nobody knows the future markets!
(誰も未来の市場については知らない)

<“Marketing” Principle>
マーケティングの原則
Market size = Product * Customer

<Extreme Simple “Marketing” Questions>
マーケティング究極の3つの問い
(1)”Who” pays(誰が)
(2) to “What”(何に対して)
(3)”How much”(いくら払う)

<Extreme Simple “Marketing” Questions>
マーケティング究極の3つの問い
(2) to “What”(何に対して)
(3)”How much”(いくら払う)
Customer
Product
$
$

Customer $
”Who” is this person?(コレは誰？)

Take time to know “exactly”
what our customers are!
(Tips by Prof ODA)

Market size is simulated mainly
by the number of users!
(Tips by Prof ODA)

(Work) *10 min.
How much is the annual sales of
“McDonald’s Japan”?
* Answer in JPY or USD

(Work) *10 min.
How much is the annual sales of
“McDonald’s Japan”?
* Answer in JPY or USD
<Answer>
2B USD = 3000億円！
<=0.7M USD*3000(１億円/店*3000店)
0.7M(１億円)<=5USD(750円) * #persons
#persons=120mil * 30% *frequency

(Work) How big is it?
* Answer in USD
Annual sales of McDonald’s Japan?
GDP(Gross Domestic Product of JAPAN)?
Annual revenue of NTT?
Market capitalization of Apple?
??

(Work) How big is it?
* Answer in USD
Annual sales of McDonald’s Japan 2B USD
GDP(Gross Domestic Product of JAPAN) 4T USD
Annual revenue of NTT 80B USD
Market capitalization of Apple 2.5T USD
??

(Ref) Number, Number, Number!!!
World GDP = 96T USD(1.4京円)
JAPAN’s GDP = 4T USD(600兆円)
TOYOTA’s revenue =0.2T USD(30兆円)
Rakuten’s revenue = 10B USD(1.5兆円)

65
(Ref) GDP rankings by country (bil.USD)（2019、IMF）
1 USA 21,433
3 Japan 5,080
4 Germany 3,862
6 UK 2,831
2 China 14,732
7 France 2,716
8 Italy 2,001
9 Brazil 1,839
10 Canada 1,736
5 India 2,869

(Ref) GDP Projections by country(2050) bil. USD
GoldmanSachs(2007) PwC(2017) The Economist (2015)
China 70,710 China 49,853 China 105,916
USA 38,514 USA 34,102 USA 70,913
India 37,668 India 28,021 India 63,842
Brazil 11,366 Indonesia 7,275 Indonesia 15,432
Mexico 9,340 Japan 6,779 Japan 11,367
Russia 8,580 Brazil 6,532 Germany 11,334
Indonesia 7,010 Germany 6,138 Brazil 10,334
Japan 6,677 Mexico 5,563 Mexico 9,826
UK 5,133 UK 5,369 UK 9,812
Germany 5,024 Russia 5,127 France 9,671

Population by country（2019）
1 China 1.44
２ India 1.37
4 Indonesia 0.27
6 Brasil 0.21
3 US 0.33
7 Nigeria 0.20
8 Bangladesh 0.16
9 Russia 0.15
10 Mexico 0.13
5 Pakistan 0.22
（Billion）
www.worldpopulationreview.com

Where Is It in Company Growth Curve?
CompanyValue
（Ⅰ）（Ⅱ）（Ⅲ）（Ⅳ）
Time
Potential Size
Present Size
Present Stage Matured Point

Where Is It in Company Growth Curve?
Company
Value
（Ⅰ）（Ⅱ）（Ⅲ）（Ⅳ）
Time
Potential Size
Present Size
Present Stage Matured Point
<=Market Size = Product * Customer

Time
Company
Value
$50M
$10M
$1B
$300M
Series A
Series C、D、、
IPO (Initial Public Offering )
Secondary Public Offering
Series B
Fund Raising ( by Issuing Stocks)
Pre IPO Growth Post IPO Growth

FUNDING must be done
to have a good team and a product
(Tips by Prof ODA)

Let us study another Math question!

(Question)
You draw 10% lotteries 10 times.
Then what is the probability
that you win at least once till the end?
(1) 25%
(2) 45%
(3) 65%
(4) 85%

(1) 25%
(2) 45%
(3) 65%
(4) 85%
(Question)
You draw the lotteries 10 times.
Then what is the probability
that you win at least once till the end?

Mathematics tells us…
0
20
40
60
80
100
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
Probability(%) of winning in
1/10 lottery with N times trial
Trial(N) 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
Probability(%) 10 19 27 34 41 47 52 57 61 65 69 72 75 77 79 81 83 85 86 88

Take your time and take a “trial and error” approach.
(Tips by Prof ODA)

In a “Pitch” presentation,
select messages into 3!
(1) Background
(2) Service
(3) Business Model
(Tips by Prof ODA)

<Background(背景)>
-No.1 share in communication
-New service added to infrastructure
-New business opportunity in a new era
、、、

Ex. Info of pitch presentation
(1) Background
Lots of children do NOT access to the net
(2) Service
“Completely free internet access
(3) Business Model
“All companies pay “Children tax”
* Monthly 300JPY for 1 employee

“Be Ambitious!” by Dr. Clark
Thank You !!

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