#Japan #Tokyo #SME Growth #management support #OriginalSelf

Introduction

In a rapidly evolving business landscape, small and medium enterprises (SMEs) are facing new challenges. A recent study conducted by OriginalSelf LLC, based in Minato, Tokyo, has shed light on a notable trend: the prioritization of internal organizational development over traditional external marketing efforts. By analyzing 327 client consultations ranging from February to December 2025 using AI technology, the company has captured the real-time transformation of management challenges faced by SMEs.

Background of the Study

The environment for SMEs is increasingly harsher due to labor shortages and rising prices. Many business owners are grappling with critical questions then they approach consulting services, primarily focusing on how to attract talent and streamline operations through IT utilization. Recognizing the need for a deeper understanding of real-life challenges that cannot be detected by standard surveys, OriginalSelf utilized AI to analyze dialogue data collected during their regular support engagements. This analysis has allowed them to quantitatively and qualitatively extract meaningful trends.

Summary of Findings

1. Current Concerns Shift Toward Organizational Structure

The data indicates that more than 60% of consultations related to areas such as web marketing. Specifically, the top areas of concern included IT/Web utilization at 35.4% and sales/marketing at 30.7%. Together, these topics represent a major focus for SMEs aiming to enhance revenue and recognition. However, it is noteworthy that HR and organizational issues comprise 21.6% of consultations, indicating a significant interest in not only attracting talent but also building efficient internal structures.

2. Monthly Trends Show a Shift from PR to Organizational Stability

Analyzing the monthly progression of consultations reveals a gradual transition of focus throughout the year. In the first half of 2025 (February to June), the majority of inquiries centered on external actions, such as building owned media for recruitment and generating awareness through web marketing. This reflects a strong inclination towards acquiring visibility and establishing a talent pool.

Conversely, in the second half of 2025 (July to December), the focus shifted towards retention of newly acquired talent and existing employees. Consultations increasingly dealt with developing performance evaluation systems and creating conducive work environments through IT applications, indicating a growing awareness of the importance of internal organizational stability.

Insights from Leadership

Shota Suzuki, the representative of OriginalSelf LLC, commented, "In 2025, many SME leaders started by believing that enhancing web marketing alone would secure talent. As trust grew through ongoing projects, their focus evolved towards fundamentally addressing how to best engage new hires and retain them within the organization. Cases where initial web PR strategies transitioned into significant discussions around performance evaluations and back-office digitization are on the rise. This underlines how intertwined marketing and organizational development have become in today’s business model."

Future Outlook

Following the analysis, OriginalSelf plans to enhance its support systems, moving beyond one-off assistance. They aim to provide seamless integration between proactive web/marketing strategies and defensive organizational strategies, particularly in HR and evaluations. Looking towards 2026, the company intends to focus on supporting the implementation of performance evaluation systems backed by IT, alongside digitalizing back-office operations to foster sustainable growth for SMEs.

Research Overview

• - Participants: Client consultations conducted via Zoom by OriginalSelf LLC.
• - Period: February 1, 2025 - December 31, 2025.
• - Methodology: AI analysis of Zoom recorded data using text mining tools.
• - Sample Size: Valid data from 327 consultations.

Company Overview

• - Company Name: OriginalSelf LLC
• - Representative: Shota Suzuki
• - Location: Aoyama Tower Place, 8F, 8-4-14 Akasaka, Minato, Tokyo.
• - Business Focus: Management support and consulting services for SMEs, including AI implementation, PR support, and talent acquisition.
• - Website: OriginalSelf