While continuing the investment for growth, the company will strive to increase the sales and profit from WEB services, and strengthen other services, including the development of new businesses. In the term ending Jan. 2020, the company aims to achieve an operating profit of 700 million yen, exceeding the amount 650 million yen for satisfying the requirement for exercising paid stock options issued in Jun. 2017, and all of staff of the company will join hands to grow their company.
【Goals and path】
Until now, the company has been trying to provide "web and phone services through which seniors and their families can compare various memorial services and identify the one they need." The company aims to deepen and evolve this objective to provide the services based on the concept: "with a deeper understanding than anyone else of what seniors and their families need, we will listen carefully and work closely with them to provide services that resolve issues and enable them to do what they want to and feel they must do." The company will evolve introductions of potential customers for memorial services to achieve a scalable business model with overwhelming data and membership base of seniors and their families.
【Action policies of growth】

The company will take actions for its growth in four steps. As the first step, in the three mainstay businesses, it will focus on enhancing convenience of the service users, easing their concerns, and strengthening the web-based business and marketing etc. which are the weakness of the service partners (i.e. funeral companies, Buddhist altar shops, tombstone shops) in order to realize high growth and high market share. As the second step, it will thoroughly strengthen capabilities to know and understand the service users and address their issues. It is currently in the second step and has already been taking actions. In the third step, it will create an ecosystem to provide the best services to seniors and their families (building a service platform). For this purpose, it will appropriately carry out investment and M&A. In the fourth step, in parallel with the growth of the company, it aims to become a company that is respected by addressing social issues in the senior market, etc.
The 1st Step
Focus on maintaining customer convenience and eliminating anxiety and strengthening areas outside of service partner expertise in our three main businesses, realizing high growth and high market share
Strategies by business
In each business, the company will have the "clear ideal image," establish new measures, and strengthen the foundation of the three projects across the board. In the graves business for which the company is already leading the on-line industry, it will try to implement the "strategies to be overwhelming No. 1." During the current fiscal year, it will start a new type of "grave service" (details will be announced later) and launch advertisement using mass-media to get publicity about high-quality services and the largest number of registered stores in Japan, while emphasizing cost effectiveness. For the funerals business, it will implement the "No.1 platform strategies." In addition to obtaining the top customer satisfaction (completed), it aims to obtain the highest number of reviews (completed) and the highest number of funeral halls (partnership). In order to attract more customers and increase customer conversions, renewal of the websites will also be carried out several times from March to June. In the Buddhist altars business, based on the fact that the business environment of the Buddhist altar stores has become increasingly severe and the awareness of advertising effectiveness is rising, the company promotes the "Only One Strategy" and aims for becoming the channel to be chosen by the Buddhist altar stores. For this reason, it will strengthen the products. Specifically, the company make the coupons, enrich an introduction of products, instead of just introducing Buddhist alter shops, and enable product comparisons. It will also make efforts to enhance the store visit rate and closing rate.
Business cross-cutting strategies
Along with the above-mentioned business-specific strategies, it will also implement cross-cutting measures to maximize productivity. It will place a person who supervises three businesses, and, while maintaining the independence of each business, it will instrument KPI management, numerical management for each client, horizontal development of success cases, regional strengthening, strengthening of SEO and marketing measures, and consolidation of the customer center function across three businesses.
Strengthening the business foundation
In addition to strengthening development capabilities and technology to respond to increased access and improving convenience, it will also make efforts to improve brand value and strengthen customer (users of the company's services) capabilities. To improve the brand value, it will continue to work on strengthening media relations and publicity, which the company has been worked on from the previous fiscal year. It will also launch mass-media advertisement while emphasizing cost-effectiveness. To strengthen customer capabilities, it will build a member base and enhance the function of the call center, which is a point of contact with customers. It will also strengthen analytical capabilities of markets and customers by specialized teams.
The 2nd Step
Thoroughly strengthen our ability to know and understand customers and resolve issues
The points are: (1) Establish superior advantages other companies cannot imitate with story business (Farewell party business), (2) Increase direct contact (voice, face, heart) with customers, (3) Create knowledge and data platform based on customer information, and (4) Cultivate and attract end-of-life market professionals.
In FY ending January 2019, for (1), the company will work on increasing the tailored farewell parties which can be done from a membership fee of 5,000 yen. This effort began in FY ended January 2017 (Sales were 8 million yen in FY January 2017 → 50 million yen in FY January 2018) . Farewell parties are common among celebrities, etc., but the company will expand the business to include a wider range of public, offering affordable membership fees while maintaining quality. For (2), in order to grasp the true demands of the service users, the company summarized the call center functions of the three businesses and established the CS division. It will make efforts to lead this initiative to a successful result. For (3), it will construct and introduce data (service user information) analysis base to realize prompt decision making and marketing activities. For (4), in order to deepen the understanding of the market, it will strengthen in-house research efforts including evolution of the monthly "Butsuji" which is a business information magazine for business operators of the memorial service industry and release it. It will also work on the implementation of roundtable talks.
The 3rd Step
Cultivate and engage in business to create an ecosystem for providing seniors and their families with the highest level of service
Currently, the company provides memorial service-related services. Through these services, it will capture bereaved families, etc. and develop demand for active senior services, services for people who need essential support or care, and services for people who need nursing care. In addition, it will organize the users of these services as members under a community platform. The company is intending to expand the businesses by implementing investment and M&A. Their businesses can make use of the strengths of the Internet, and quick recovery of investment can be anticipated. Furthermore, because it is difficult to approach seniors only through the Internet, it may also consider person-to-person approaches. However, it will not target businesses that require large-scale investments in assets, stocks, personnel etc. It will strengthen customer contacts by nurturing businesses that require only a small amount of upfront investment and bring profit at an early stage and create an ecosystem for seniors and their families. As part of this effort, it already launched a pet sitting business and a computer schools business.
Pet Sitting Business
The company made a minority investment in Care Pets Co., Ltd., which operates a franchise business for pet sitter services including the pets in need of care and nursing. About half of the users are 65 years old and over, and about half of the users use the service more than 30 times a month. Kamakura Shinsho will establish a 100% subsidiary and will provide services as franchisees in Setagaya-ku, Suginami-ku and Nerima-ku in Tokyo.
Computer Schools Business
It will establish a joint venture with Japan Itskill Co., Ltd. and operate computer training classes, "Minna no Pasokon Kurabu." Its purposes are not only to enhance computer skills of the participants but also to form communities using computers. The company is planning to use empty spaces of the specific post office buildings and shopping malls for the classes.
The 4th Step
Become a respected company by tackling challenges faced by society
The company aims to become an excellent company that has growth potential/profitability and social contribution/social nature by implementing awareness activities of seniors and their families through the end-of-life seminars, publishing "Social Contribution Organization Guidebook" (comparative information of social contribution organizations), and strengthening cooperation with "Tsunagu Inochi Foundation." Furthermore, to achieve the goal, it will implement activities such as self-realization of seniors and work on social issues related to deceased people leaving no one to attend to their graves, lonely death, seniors in poverty, seniors providing nursing care of seniors, leaving jobs to provide nursing care to a family member, euthanasia and dignity death.