Tokyo-based Commmune, the Japanese startup behind a customer success support platform under the same name, revealed on Friday that it is expanding into the US market. The company has raised funds from several investors, including DNX Ventures, in Series A and Series B rounds. Yuya Takada, founder and CEO of Commmune, plans to move to the U.S. himself and start operations at DNX Ventures’ Silicon Valley office in San Mateo, CA. The specific timing of the start of activities has not yet been determined due to logistical arrangements but is expected to be early next year.

Commmune was founded in May of 2018 by Yuya Takada (CEO) and Shota Hashimoto (initially COO, now CPO), both of whom graduated from the University of Tokyo and had previously worked in the U.S. prior to the startup. Commmune currently has about 100 employees and contractors working in its Japan office. After the announcement, Takada will focus on decision making and market fit effort for the US market while Hashimoto will supervise team building in the Japan office.

The startup offers companies with a online community environment to improve their user engagement, enabling them to get their words out as well as receiving responses from users, which is quite challenging with conventional communication channels like blogs and other platforms like Medium.com. For companies managing online accounts for their users, the platform allows them to integrate their member database to enable single sign-on login. The startup’s user base of enterprises is growing as the pandemic has forced various companies to keep in touch with their customers in a digital manner.

This enterprise need is not limited to Japan, but is likely to exist in Western markets that pursue a good customer journey. However, Takada says platforms like Commmune do not yet exist in the Western market, and some services with similar functions are not sufficiently recognized and are small in scale. Given that there must be a market there, Takada expressed his determination to go to SF Bay Area and take on the global market before other startups from Europe and the US do it.

Takada says,

We know a Dutch startup called inSided. In contrast to our platform mainly serving B2C startups, they have more B2C services as users and their scale is still small. Some people say we have to dominate the Japanese market and IPO here first before expanding into the US market. However, I thought that we might not stand a chance if we do that after IPO. It will be too late because US startups grow at least three times faster than Japanese startups.

He continued,

We know a Dutch startup called inSided. In contrast to our platform mainly serving B2C startups, they have more B2C services as users and their scale is still small. Some people say we have to dominate the Japanese market and IPO here first before expanding into the US market. However, I thought that we might not stand a chance if we do that after IPO. It will be too late because US startups grow at least three times faster than Japanese startups.

Looking at the Japanese market, major tools in CRM (Customer Relationship Management), MA (Marketing Automation), SFA (Sales Force Automation), and among others are all provided by foreign firms. Commmune is solving a problem that is not dependent on the culture of a particular country. Even in the areas of customer success and community management, history tells us that we will eventually see strong players from outside the country if we don’t make a global expansion. We have no choice but to go now.

One of the reasons why Takada could make this decision was probably due to the changing perspective of Japanese investors. In the past, both entrepreneurs and investors used to prioritize the Japanese market which has a reasonably large domestic demand. More foreign institutional investors pouring larger sums of cash into Japanese VC firms, making it easier for them to understand the need to expand into the global market in terms of maximizing growth potential. A good recent example is Snkrdunk (pronounced as Sneaker Dunk), which secured funds from SoftBank Vision Fund 2 earlier this month and announced its full-scale expansion into the Asian market.

Takada does not believe that their product in Japan will work in the US without tailoring to the local context. It will need certain time to reach product-market fit. For this reason, he will appoint no country manager but hire and manage several local employees during the initial stage of market development because he hasn’t yet fixed what it looks like they want to offer to US businesses.