My Profile: Consultants as Accelerators for Management
Does your company have passionate fans?
Few business owners can answer this question immediately. "Fans" and "customers" are different. Customers are driven by price. Fans are driven by passion. That difference determines the growth potential of your business.
What allows small and medium-sized enterprises and startups to beat large corporations is not specs or price, but the "design of passion." I have been doing this design in the field for 35 years. At Bandai, at Namco, and at Japan Action Enterprise. I now provide the knowledge I honed within large corporations in a form that can be used regardless of industry or business scale. I do not believe a consultant's job is to sell knowledge. I believe it is to function as an accelerator for management.
Entertainment expertise can be applied to other industries—why can I say that?
"That's entertainment talk, right? It has nothing to do with our industry."
If you thought that at first, I would like you to bear with me for a moment.
The common thread among companies that survive in the entertainment industry is their "ability to design passion." How do you get people to turn their heads? How do you make them want to buy? How do you get them to come back again? I have pursued these questions at Bandai Namco and Japan Action Enterprise.
That design philosophy works even when the products change.
Whether it is regional revitalization, social welfare, education, home renovation, sports facilities, or talent agencies—I have confirmed this in the various industries I have actually been involved in. IP, product planning, customer attraction promotions, event design, customer satisfaction mechanisms... even if the industry changes, the essential question remains the same.
"Whose emotions are being touched, and how?"
What I have spent 35 years honing in the entertainment industry is how to answer that question. And that way of answering can be used in your industry as well.
※ The specific mechanism of 'how entertainment expertise can be applied to other industries' is summarized in this article👇
My track record in numbers
1 million units sold in total: Bandai's first full-scale miniature car brand, "Charawheels." I handled media exposure myself and promoted the passion for the product. Achieved within one year of launch.
Produced over 200 anime episodes: Produced 5 full anime titles for China over 6 years. Won the award for the most hit anime work in China.
Expanded to 43 prefectures: Produced the Namco local character "Nam-Chara Cheering Squad." Contributed to customer attraction and sales, and received the President's Award.
The 1st Taiko no Tatsujin Japan Championship: The first nationwide game event linked with media. Stimulated practice demand and contributed to customer attraction and sales.
Regional event track record: Produced the Kawagoe Action Festival. Held consecutively from 2022 to 2025. Continues to attract 10,000 visitors per day. A complex event combining region, entertainment, and sports.
"Emotional Contract Theory"—Why do those brands keep getting chosen?
Designing passion is also about managing emotions.
In business, there are promises made to customers that cannot be written into a contract. When customers buy a product or service, they are not buying specifications; they are buying 'expectations.' If you betray those expectations, even if there is no legal issue, it can be a fatal blow to your business. I have defined this as the 'Theory of Emotional Contracts.'
The first thing startups and small-to-medium enterprises should do is decide 'whose expectations to meet.' Narrow down your target and concentrate your energy. Go narrow and deep, not wide and shallow. Companies with fans are resilient against recessions. They can escape price competition. The brand begins to run on its own.
Services Offered and Fees (Excluding Tax)
[Monthly Advisory Contract]
Basic Plan (Phone, email, LINE support, etc., 1 visit per month): 150,000 yen/month
Weekly Visit Plan (Includes basic plan plus 1 regular visit per week): 200,000 yen/month
Bi-weekly Visit Plan (Includes basic plan plus 2 regular visits per week): 300,000 yen/month
[Spot Consulting]
Initial Consultation (30 minutes): Free
I also accept requests via Guidepoint Global Japan, Mimir, Inc., and Arches, Inc. Please feel free to request me.
[Lectures and Speaking Engagements]
Lecture Fee: From 300,000 yen
However, upon request, up to two sessions can be held per day for the same fee, assuming 2 hours each. Preparation of lecture materials, video recording, and remote simultaneous attendance are permitted. Fees do not fluctuate based on the number of participants.
Note: For locations outside the Kanto area, travel and accommodation expenses are separate.
[Event Planning and Operational Support]
Fees vary depending on the event budget and scale.
Applying my past production experience, I can handle events ranging from tens of thousands to hundreds of people. There are no genre restrictions for events.
I can provide end-to-end support, from planning and production assistance to on-site operational management on the day of the event.
[Original Character Planning, Production, and Operational Support]
Applying the practical knowledge of character IP design cultivated at Bandai Namco to your original character development.
Planning: Concept design for characters, world-building, and target setting. We can handle everything from yuru-chara (mascots), local heroes, and mascots to characters for video productions.
Production: Utilizing a network of production companies for major video works, as well as costume and mascot suit manufacturers, we provide end-to-end coordination.
Operational Support: We provide guidance and hands-on support for post-completion character utilization plans (event deployment, merchandise, SNS management, licensing design). We don't just 'make it and walk away.'
Fees: Vary depending on the scale and content of the project. Please start by sharing the details in a free consultation.
[Character IP Utilization Planning]
Product Planning: Planning and development support for merchandise, toys, and collaboration products utilizing characters.
Service Planning: Designing experience-based services, membership programs, and subscriptions centered on IP.
Event Planning: Design and operation of customer-attraction events, fan meetings, and collaboration events using IP.
Facility Planning: IP integration design for theme parks, commercial facilities, and tourist attractions. Bringing the context of IP into physical spaces.
Promotion Planning: Designing advertising, PR, and SNS strategies centered on the IP's world-view. We start by designing how to make people 'fall in love' before we try to 'sell'.
Fees: Vary depending on the scale and content of the project. Please start by sharing the details in a free consultation.
[AI Consulting]
Not 'using AI,' but 'designing AI (giving it personality)'—a unique program for executives and management born from over 500 days of practical AI training. I teach how to design relationships with AI from the perspective of a practitioner, not a systems engineer.
Workshop on 'Designing Questions' for Executives (Half-day): From 200,000 JPY
In-house AI Training Design & Hands-on Support: From 150,000 JPY/month
[Risk Management for Entertainers and Talent]
A specialized service for entertainment agencies and talent (actors, artists, comedians, athletes, celebrities, etc.) that combines 35 years of on-site entertainment industry knowledge with AI utilization.
1. SNS Scandal Prevention & Risk Management Training: From 300,000 JPY
Based on emotional contract theory, we provide a consistent explanation that goes beyond legal responses to include designing ways to protect trust with fans, and we present a concrete, 'entertainment-specialized' response manual. Our system is also flexible enough to accommodate the schedules of entertainers, including training schedule adjustments, fee settings, and conditions for video recording and later distribution of training content.
2. Scandal Prevention AI Patrol Tool Design & Delivery: Initial cost 100,000 JPY + variable costs based on the number of accounts used
Custom-designed for Gemini Gems
Pre-posting check: Before uploading to social media or video sites, have text, photos, and videos scanned to detect and alert on potential PR crises such as typos, discriminatory language, copyright infringement, personal identification risks, and depictions of drinking or smoking. This significantly reduces the burden on managers for verification.
Continuous monitoring: Monitor for impersonation, secret accounts, and signs of PR crises at any time.
*Implementation track record available. Details of prompt design and operational know-how are not public.
I am receiving inquiries like these
New Business & Product Planning: Design based on "whose emotions it will strike" rather than "what to make." IP utilization and collaboration planning are also supported.
Promotion & Customer Attraction: Even with a small budget, you can "design for buzz." I apply Bandai x Namco PR know-how to fit your budget scale.
Event & Experience Design: Design "spaces of passion" that cannot be created online. Applying past production experience, I can handle everything from tens of thousands to hundreds of people. I can manage everything from planning and production to on-site operation management on the day of the event.
Original Character Production: For local governments, companies, schools, NPOs, and individuals. I support and act as an agent for planning and production, from corporate characters to video works, and from mascot characters to local heroes. I support not only the creation but also the subsequent operation methods.
Seminars & In-house Training: I convey specifically how to apply the practical know-how of the No. 1 company in the entertainment industry to your company. I can handle both management and on-site staff.
SNS Crisis Prevention & Compliance Support: For companies and agencies that manage talent and artists. I also support the design and introduction of AI patrol tools.
AI Consulting: A practical program for management executives to transform from "people who use AI" to "people who design AI."
Current Clients
Housing renovation company / Sports facility management company / Entertainment agency / Education business company / Welfare business company / Local government / Marketing Co-Creation Association (Lecturer) / Guidepoint Global Japan (Advisor) / NGK Co., Ltd. (Partner Consultant) / Arches, Inc. (Expert) / Kawagoe eSports Association (Auditor) / Mimir, Inc. (Expert), etc.
I work with multiple organizations regardless of industry or scale. I return the knowledge gained from each site to my clients.
Career Summary
• October 1990: Joined Bandai Co., Ltd. (Toy Sales)
• April 1993: Seconded to Bandai France (Video Game Localization)
• April 1995: Returned to Bandai Corporate Planning Department (Overseas Subsidiary Management)
• April 1997: Marketing Department, Market Development Division (Sales Promotion)
• April 1999: Assistant to the General Manager, Life Business Division (Secretarial Duties)
• April 2001: Mattel Business Division Planning Team (Product Planning & Advertising/Sales Promotion)
• April 2005: Play Toy Business Division Planning Team (Product Planning & Advertising/Sales Promotion)
• April 2007: New Business Division Planning Team (New Business)
• April 2009: Seconded to Namco Ltd. (Promotion & Prize Planning)
• April 2010: Entertainment Business Division Planning Team (Advertising & Prize Planning)
• April 2012: Asia Business Division, China Desk (Theme Park & Anime Planning)
• April 2014: Entertainment Business Division Planning Team (Theme Park)
• April 2016: Returned to Bandai Co., Ltd. (Product Planning)
• April 2019: Seconded to Bandai Namco NE Business Division (App Game PR)
• October 2019: Joined Japan Action Enterprise Co., Ltd. (New Business)
• September 2024: Established Overspec Consulting
• January 2025: Appointed Auditor of Kawagoe eSports Association
• May 2025: Appointed Guidepoint Advisor / NGK Consultant
• August 2025: Appointed Expert at Arches, Inc.
• March 2026: Appointed Expert at Mimir, Inc.
"Can you use it for us?"—the answer to that question can only be found by talking.
Consultations are free. First, let me hear about your business. I want you to use up the passion design I have accumulated over 35 years in your company.
Overspec Consulting Representative Hiroyuki Kurabayashi
Email: info.overspec@gmail.com
note: note.com/overspec_2024
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