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

I would like to introduce a column article.

No matter how wonderful a product is, it means nothing if you don't win. There are many small and medium-sized enterprises that develop excellent technologies and products, but no matter how good the technology or product is, if they choose the wrong arena to compete in, they will only have their know-how stolen and be pushed aside. If you don't identify the arena where you can win, your approach to fighting will be problematic. 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 winning in an arena where you can win is the principle. From the perspective of market size, considering niche areas and gaps, the current size of the niche and gap market is changing to 3 billion yen. A certain major corporate group has set a standard for new business development that anything with annual sales of less than 3 billion yen will be withdrawn within three years, which conversely means that they will not enter markets with annual sales below 3 billion yen.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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