Navigating Japan’s SaaS Market: Localization & Partnerships with Shay Khosrowshahi, MD YuLife Japan | Ep 2

Asia AIM

Hello and welcome to Asia AIM, the podcast that uncovers the strategies and stories driving business success in Japan and the APAC region. Robert Heldt, CEO of AIM B2B, is joined by Shay Khosrowshahi, Managing Director of YuLife Japan and Asia. From scaling a SaaS startup in the UK to leading its explosive growth in Japan, Shay reveals how to navigate in one of the world’s toughest markets, Japan. This episode will provide insight on alignment, localization, credibility and trust.

IN THIS EPISODE:

• (00:00) Opening
• (02:08) Shay shares his career trajectory
• (06:11) The importance for businesses to localize for market acceptance to match Japan’s need for trust, credibility and commitment
• (10:15) Shay compares the UK and Japan approaches and stresses localization and commitment
• (15:30) Fostering team alignment and engagement after changing leadership style
• (24:00) METI’s wellbeing certification, leveraging education to address mental health challenges, accessible content and influencers to drive education
• (28:38) Warnings against spreading too thin with partnerships and the importance of building credibility
• (33:40) Shay discusses OKRs for agility, urgency and culture and aligning quarterly goals with the long-term mission
• (36:19) Final questions, thoughts and conclusion

KEY TAKEAWAYS:

• Localization and commitment are crucial for SaaS success in Japan. A tailored product and local expertise is essential in building credibility and trust with customers and partners.
• Alignment and consensus drive effective partnerships and team dynamics, necessitating adaptive leadership and strong communication to align with Japan’s corporate culture.
• Education through content, events and influencers, along with agility and urgency, accelerates growth by addressing wellbeing needs and optimizing the sales funnel.

RESOURCES:

• AIM B2B
• Robert Heldt - Custom Media KK | LinkedIn
• The Five Dysfunctions of a Team: A Leadership Fable, 20th Anniversary Edition: Lencioni, Patrick M.: 9780787960759
• Amazon.com: Measure What Matters: How Google, Bono, and the Gates Foundation Rock the World with OKRs
• The Qualified Sales Leader: Proven Lessons from a Five-Time CRO
• Amazon.com: $100M Leads Summary & Workbook: How to Get Strangers To Want To Buy Your Stuff (Acquisition.com $100M Series) eBook
• Shay Khosrowshahi - LinkedIn

GUEST BIOGRAPHY: Shay Khosrowshahi

Managing Director of YuLife Japan & Asia, Shay is leading the company’s expansion across the region. Since relocating to Tokyo, he has grown YuLife Japan from the ground up—reaching 40 corporate customers and over $200K in ARR within nine months. Before that, Shay was one of the first 20 employees at YuLife UK, where he helped grow the company to ~$20M ARR, 210+ employees and multiple funding rounds. Shay was also the co-founder of DecifAI, a data, AI and revenue intelligence agency focused on helping teams make smarter, more measurable decisions. He brings a balanced mix of technical and commercial experience, with a background spanning digital marketing, data science, revenue operations, sales and general management. Shay is especially passionate about building from zero, creating high-performing teams and navigating the challenges of scaling across cultures and markets.