TOYNOVA Announces Overview of Keynote at B2B Business Breakthrough Marketing Conference: 'How Bellface Survived Near-Bankruptcy and Achieved a Breakthrough'

TOYNOVA (Headquarters: Shibuya, Tokyo; Representative Director: Keiji Kobayashi) announces the overview of the keynote session to be broadcast at the 'B2B Business Breakthrough (BBB)' marketing conference, taking place online on June 24, 2026 (Wednesday).

This release serves as the second installment, highlighting the overview of Keynote Session 3: 'How Bellface Survived Near-Bankruptcy and Achieved a Breakthrough.'

## Session Overview: 'How Bellface Survived Near-Bankruptcy and Achieved a Breakthrough'

Under the theme of 'Breakthroughs from Crises,' this session features a discussion between Kazuaki Nakajima, CEO of Bellface, and Koji Matsuo, CEO of Richka.

Nakajima, who launched the remote sales tool 'Bellface,' faced a dire management crisis due to the pandemic immediately after securing 5.2 billion yen in funding one month before the state of emergency. He faced zero new orders and a 50% monthly churn rate.

Despite investors urging him not to lay off staff, he decided on voluntary retirement, implementing a structural reform that reduced the organization from 400 to 40 people. Choosing to let go of 96–98% of the customer base, he pivoted the company to focus exclusively on retail sales for banks and securities firms.

In the dialogue, Matsuo, a former subordinate of Nakajima, acts as the interviewer, drawing out the raw background of the decision-making process at the time and enabling the audience to re-experience the journey of overcoming the crisis.

## Key Discussion Points

- Point 1: The decision for voluntary retirement despite investor opposition
The reality of the structural reform that cut the organization from 400 to 40 people immediately after raising 5.2 billion yen.
- Point 2: Niche specialization by letting go of 96–98% of customers
The process of specializing in the banking and securities retail sector and achieving the #1 market share.
- Point 3: Pivoting from Bellface to all-in on AI
The strategic logic of committing all resources to 'BellSales AI' (a Salesforce input agent).

## Speaker Profiles

Kazuaki Nakajima (CEO, Bellface)
An entrepreneur who founded the remote sales tool 'Bellface.' He overcame the management crisis during the pandemic through voluntary retirement and business specialization, and currently commits all resources to the AI business 'BellSales AI.'

Koji Matsuo (CEO, Richka)
An entrepreneur leading a startup in AI-generated advertising creatives. A former subordinate of Nakajima, he acts as the interviewer in this session to uncover Nakajima's strategic decisions.

## Event Details

- Name: B2B Business Breakthrough (BBB)
- Date/Time: June 24, 2026 (Wed) 18:00–21:00
- Format: Online Streaming
- Participation: Free (Pre-registration required)
- Target: B2B executives, management planning, marketing managers, SaaS executives
- Organizer: TOYNOVA

## Previous Success

In the previous online session, this series recorded 2,558 total registrations and a 90% participant satisfaction rate. This session is the online broadcast version of the offline event held at Shibuya STREAM on April 13, 2026, aimed at reaching a wider audience.