Sometimes, being early is a strength. But it doesn’t always guarantee you’ll be the one to win.
Back in 2011, we launched HealthyIM — a concierge service for medical travel in Japan. The vision was clear: Japan had some of the world’s best healthcare, but very few resources for international patients. We built a multilingual platform, partnered with leading hospitals, and helped foreign patients navigate Japan’s complex healthcare system.
And it worked. We had a steady stream of customers from Asia and beyond. Media coverage was strong. Our service filled a real gap — and in many ways, we were ahead of the curve.
So why did we pivot?
Because being too early can be just as limiting as being too late.
The number of inbound travelers was still growing. Japan’s hospitals were only beginning to adapt to international patients. Regulations were unclear. It was good business — but we saw even greater potential elsewhere.
That’s when we shifted toward what would become HealthyTOKYO, Japan’s CBD pioneer, and later Plant Farm, a leader in premium plant-based foods. That pivot gave us room to scale, launch new products, and expand into retail, wholesale, and international markets.
Being First Isn’t Always Best
Over a decade later, medical travel to Japan is booming. Concierge services like the one we launched are becoming common. Hospitals now have foreign-patient coordinators. And new businesses — launched years after ours — are thriving.
That’s a lesson we’ve seen across industries in Japan:
- The first movers often spend time educating the market.
- The second movers come in when the timing is right.
- The third ones grow even faster — with the playbook already written.
What We Learned
We don’t regret launching HealthyIM. In fact, it helped lay the foundation for everything that came after. It was successful in its time. But our decision to pivot gave us a platform to build something even bigger.
If you’re thinking about entering Japan or launching a new concept, it’s not just the idea that matters — it’s timing, and the willingness to shift when needed.
Being first can be noble. But being ready to pivot can be powerful.