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【社会人向け】
経験者から学ぶ新規事業の理論と実例
Kazuaki Oda

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＜The Keywords of Today’s Workshop＞
- Creating New System
- Product Design

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Please keep in mind
Always think and talk
with a “Number”

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We Need “New Systems”!

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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,,,

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

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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)

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(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

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

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

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

Technology and innovations can save our world!

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Thomas Alva Edison

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

＜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

16
-Artificial Intelligence (AI)
-5G
-Cloud Computing
-Blockchain
-Quantum Computers
-RPA(Robot Process Automation)
-IoT(Internet of Things)
-AR(Augmented Reality)
-VR(Virtual Reality)
-Clean energies
-FinTech(Financial Tech)
-Space development
-Nanotechnology
-Drones
-Autonomous driving
-Regenerative medicine
-Electric/ fuel(hydrogen)
vehicles
-Clean/artificial meat
<The keywords of “Technology”>

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

Innovations are not so difficult!(2)
“Laundry Ball”

Innovations are not so difficult!(3)
“Laundry Net”

Innovations are not so difficult!(4)
“Vertical Farm”

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The world is changing dramatically and fast!

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India’s IT Center, Bangalore

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India’s Startup Event and Incubation at Hyderabad

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China’s Startup Ecosystem at Shenzhen

EV-bus and EV-taxi in Shenzhen

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GoJek Headquarter at Jakarta, Indonesia

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Beautiful International City, Singapore

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

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(Work) *10 min.
How much is the annual sales of
“McDonald’s Japan”?
* Answer in JPY(兆円／億円／万円）

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(Work) *10 min.
How much is the annual sales of
“McDonald’s Japan”?
* Answer in JPY(兆円／億円／万円）
<Answer>
3000億円！（<=1億円*3000店舗）

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(Work) How big is it?
* Answer in JPY(兆円／億円／万円）
Annual sales of McDonald’s
GDP(Gross Domestic Product of JAPAN)
Annual revenue of KDDI
Market capitalization of KDDI
Annual revenue of “mercari”
??

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(Work) How big is it?
* Answer in JPY(兆円／億円／万円）
Annual sales of McDonald’s 3000億円
GDP(Gross Domestic Product of JAPAN) 600兆円
Annual revenue of KDDI 5兆円
Market capitalization of KDDI 8兆円
Annual revenue of “mercari” 1000億円
??

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(Ref) Number, Number, Number!!!
World GDP = 9000兆円
JAPAN’s GDP = 600兆円
TOYOTA’s revenue =30兆円
KDDI’s revenue = 5兆円
Rakuten’s revenue = 1.5兆円
Mercari’s revenue = 1000億円

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34
(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

36
(Ref) GDP per capita rankings(USD)（2019 IMF）
1 Luxembourg 115,536
11 Australia 56,420
18 Germany 47,662
28 Korea 33,320
9 USA 62,869
63 Russia 11,289
70 China 9,580
137 Vietnam 2,551
142 India 2,038
26 Japan 39,303

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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

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

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<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)

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A market size <=> “SCALABILITY”!
(Tips by Prof ODA)

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(DAY2)
<Agenda>
(1) Project Definition
(2) Creating New System
(3) Business Opportunity

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

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

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(Work) *
How many ideas do you have about new businesses?
“ガスト Japan”

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<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)

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Stay foolish!

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http://facebook.com/kazuaki.oda (follow)
http://facebook.com/kazuaki.oda2(friendship)
<LinkedIn>
https://www.linkedin.com/in/kazuaki-oda
Kazuaki ODA（織田一彰）
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