Towards a World Where Japan's Unsung Technical Heroes Can Take Center Stage

Our company endorses April Dream, a project that aims to make April 1st a day for announcing dreams.
This press release is the dream of "Nanimono Inc."

## Our Dream: Continuously Creating Entryways for Everyone to Become Someone

## The True Meaning Behind the Company Name "nanimono"

Many people find the company name "nanimono" (meaning "who" or "someone") strange.
This is because it's rare to hear of a company named "nanimono."
Representative Yuta Uchiyama explains:

"To be honest, I myself am not 'someone' yet. I don't feel like I've accomplished anything significant. That's why I chose this name. 'I want to become someone'—that's my true feeling right now."

Born in Hamamatsu City, Shizuoka Prefecture.
During university, he led a band club, dreaming of "making a living from music."
However, that dream shattered the moment he moved to Tokyo and heard his seniors perform.

"I realized I had been living in a very narrow world. I was just a 'dabbler.'"

After giving up on his band dream, Uchiyama began to ask himself another question:
"I want to earn a living with my own mind, not by selling company products."

To find that answer, he chose an advertising agency.

## Look at the "Structure," Not Just the Surface

At the advertising agency he joined as a new graduate, Uchiyama was in charge of a major house builder.
He once achieved the largest order in the company's 35-year history.
He also mobilized over 120 people for a real seminar gathering only legal professionals and landowners.

Numerically, he was producing results.

"But I always felt a sense of unease. Creating beautiful designs. Writing clear copy. Placing ads in selected media. That was the job. But often, results didn't come."

After going independent, his first success was an LP improvement project for a jewelry store.
He thoroughly analyzed the existing LP's exit points, stripped away jargon, and restructured it.
As a result, the CPA was nearly halved.

He received a message from the client saying, "We've decided to increase our advertising budget."
He was happy. But Uchiyama says that at the time, he was still creating things "somehow."

There was a person who fundamentally changed Uchiyama's way of thinking.
It was a management consultant who had been working as a consultant for his previous company.

"His catchphrases were, 'Everything is based on fundamental principles,' and 'Get into the habit of looking at the structure.'
At first, I honestly didn't quite understand. But as we talked, it gradually became clearer.
Design and text are merely superficial.
Where is the traffic coming from? What motivates users to view that page?
In what context do they receive information?
—Only by thinking through all of that can a 'functional LP' be born."

"Long-term perspective," "fundamental principles," "structuralization."

These three pillars he learned from the consultant became the origin of nanimono's philosophy.

## The Day "1 Application for 1 Million Yen Annually" Changed

While accumulating experience in customer acquisition support, Uchiyama received a consultation request.

"We're also having trouble with recruitment; can you create an LP for us?"

It was a housing equipment company in Kanagawa Prefecture, with about 15 employees.
They wanted to hire electricians and skilled workers who could handle plumbing and gas, but they were constantly buried in the competition with larger companies.

They spent over 1 million yen annually on job boards, but received only 1 application.
The one person they hired left after 3 months.

"I don't know what to do anymore," the president said.

Uchiyama's proposal was to stop relying on job boards.
He created a recruitment LP centered on employee interviews and distributed it only to those who "matched the company."

He thoroughly interviewed the representative and the staff closest to the target audience.
They disclosed everything from their initial career to the present, even parts that made them wonder, "Should we really put that in?"
Interview videos were also embedded.

Result...
- With a monthly advertising budget of 50,000 yen, they received 20 applications and hired 5 people in six months.
- Zero turnover. Recruitment cost per hire reduced by approximately 85%.

At a regular meeting, the president said:

"Thanks to you, we're truly helped.
Before, we couldn't even choose, but now we can 'select' with the premise that people will come."

When Uchiyama heard these words, he was convinced:

"Customer acquisition and recruitment are essentially the same. To gather and move people, you need a 'reason.'"

## Shining a Light on the "Unsung Heroes" Supporting Japan

Currently, nanimono is particularly focused on recruitment support.
Its main targets are small and medium-sized enterprises in blue-collar industries such as construction and manufacturing.

"Many companies are struggling with 'not attracting people' and 'not resonating with young people.'
But there is always pride in the field. There are the skills of craftsmen.
If we can articulate that 'reason' and communicate it properly, there will always be people who respond.
I want to continue proving that."

Even if customer acquisition goes well, there won't be enough people.
Even if recruitment goes well, sales won't increase.

"Only when both wheels turn does management become stable" is nanimono's belief.

And there's one more thing Uchiyama values:

"'Speaking honestly.' We don't push sales, and we cut out anything meaningless.
But we think together.

For our clients,

'If something happens, we can just consult nanimono and it'll be fine.'

I want to be that kind of presence."

## Continuously Creating Entryways for Those Who "Want to Become Someone"

There are two meanings to the company name "nanimono" (何者).
One is Uchiyama's own awareness that he is "not yet someone."

Another is the desire to create a place through this company where "everyone involved can become someone."

"Clients, staff, and everyone we meet in the future.
If people who 'want to become someone' can achieve that through nanimono, that would be great.
It might not be a grand dream, but that's what I truly want to do."

This dream is still in progress. That's why we continue to share it.
Continuously creating entryways for everyone to become someone.

That is nanimono's April Dream.

## About Nanimono Inc.

Company Name: Nanimono Inc.
Location: 3-10-16 Minamirokugo, Ota-ku, Tokyo 144-0045, Rokugo BASE
Representative Director: Yuta Uchiyama
Established: May 2024
Business Activities: Customer acquisition and recruitment support, marketing, creative production
URL: https://nanimono-yy.com

【Contact for this matter】

Nanimono Inc.
Representative Director Yuta Uchiyama
URL: https://nanimono-yy.com

"April Dream" is a project by PR TIMES where companies announce dreams they wish to realize on April 1st. We are seriously committed to achieving this dream.