[Column] A market with a scale of 3 billion is a battleground where small and medium-sized enterprises can win.

I would like to introduce a column article.

No matter how wonderful a product you create, it means nothing if you don't win. While many small and medium-sized enterprises develop excellent technologies and products, if they misjudge the arena in which they compete, they will only have their know-how stolen and be pushed aside, no matter how good their technology or products are. If you don't identify a winning arena, your approach to fighting will be flawed. A large creature like a whale can swim in the Pacific Ocean, but if a water strider ventures into the Pacific, it will be immediately swallowed by the waves. It is better to act confidently in a small puddle. Even in a muddy puddle, if there is no one else inside, you can win. This is the way to fight, and the principle is to win in an arena where you can win. From the perspective of market size, considering niche areas and gaps, the current market size for niche areas is changing to 3 billion yen. A certain major corporate group has established a criterion for new business development that any venture that does not reach an annual sales of 3 billion yen within three years will be withdrawn. Conversely, this means that they will not enter markets with annual sales of less than 3 billion yen. Incidentally, Kobayashi Pharmaceutical, known for product development, is developing products that can win in a 1 billion yen market.

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