My thoughts on how Meludia could approach the japanese market. To know more about Meludia, go on : http://meludia.com This work is independant from Meludia and does not contain confidential data,

1. Launch Meludia in Japan
音楽“music”

2. Executive Summary
1. Japan Market specificities
2. Meludia enter strategy for Japan
2.1. Target BtoB Market: Schools and Conservatories
2.2. Leave BtoC Free(mium) access
2.3. Organize Events and Competitions
3. Possible adaptations for the Japan Market
4. Other ideas

3. 1. Music in Japan
● Music is part of compulsory education in Japan
from 6 to 15 y.o.
Music can be integrated in the learning process, see Suzuki Method
● Japanese demonstrate a strong interest in
music, historically as well as more recently for
modern music.
”Scientists suggest that the Japanese language in terms of its
facilitation of specific brain function, promotes listening to natural
sounds as well as sounds of Japanese instruments, a process that
occurs in the left hemisphere of the brain”
● Music is already well practiced among the
population.
Music is a survey showed that 47% of the participants plays a music
instrument. First instrument is Piano.
Sources:
Survey(758responses):http://www.japan-guide.com/topic/0110.html
http://web-japan.org/kidsweb/explore/schools/
http://en.wikipedia.org/wiki/Education_in_Japan
http://www.academia.edu/2088759/Japanese_spirituality_and_music_practice_Art_as_self-cultivation
is quite practiced and appreciated

4. 2. Meludia Enter strategy for Japan
1. Enter the BtoB market and target major
actors to trigger mass awareness:
○ Approach government to propose services
to Compulsory education
○ Approach main specialized institutes
(conservatories, Suzuki method institutes…)
2. Leave free BtoC access, with a freemium
model, as it is the case today
3. Organize events and competitions (Win an
instrument) to relay the brand name in
schools, on social networks, etc.Tablets in class in Bangkok Schools
Shinichi Suzuki training Suzuki Method
http://m.thejakartapost.com/news/2012/08/06/tablets-bring-world-learning-alive.html

5. 2.1 BtoB Market
2 main targets to approach:
Official & Specialized schools
1. Study music learning in schools and
how Meludia can insert in japanese
music learning process
Homework? Before Lessons? First Lesson?
2. Present Meludia as an essential complement
to music learning to schools
3. Create a children’s book paired with a Meludia
demo that will be a call-to-action and a
demonstrator of Meludia pedagogic value.
4. Distribute this demo-book to all approached
schools
音楽
音
楽
音
楽
Create a Pilot book
associated with a
Meludia Demo for schools
Demonstrate how Meludia
can integrate Japan music learning

6. 2.2 BtoC Freemium Access
Leave free BtoC access, with a freemium model,
as it is the case today.
● A basic adwords campaign should help users to
find the Meludia platform easily
(learn music, meludia, music game, etc.)
● Traffic should increase with BtoB exposure and
Events
● BtoC Communication will be implemented later

7. 2.3 Events and Competitions
Organize events and competitions to relay the brand
name in schools, on social networks, etc.
1. “Win a Piano”: tournament based on Meludia, in
partnership with a Japanese piano brand (Yamaha).
The tournament is announced in schools and
conservatories and limited to kids below 15. After 1
month of participation, The winner is picked among
the 1000 fastest participants.
2. “Win a Guitar”: same tournament as above but
launched on social media, on groups associated to
guitar players and music lovers, as well as schools
social media groups.

8. 3. How Meludia could adapt to Japan?
As learning starts early in Japan, through elementary
schools and Suzuki Method, a simpler and funnier
version could attract children and complement
traditional learning
2 adaptations that may make Japan market entry easier
To attract tradition lovers, Meludia could adapt
by using traditional instruments sounds or even
by using traditional tone scales
Develop a simplified/gamified version for children
Adapt to traditional Japan music with japanese tone
scales versions

9. 4. Other ideas to consider
1. Competition: does Meludia have direct or indirect
competitors (substitutes) in Japan?
2. Network and platform accessibility: does Meludia need
Japan-based servers, or mirror servers?
3. Compatibility with local devices: what is the local
environment, and is Meludia compatible ?
4. Translation: is Meludia well translated in the local
languages (Japanese, Chinese, other) ?