Case Study: Kozue Hanahashi Administrative Scrivener Office (Hamamatsu City)
Corporate Site

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Overview

We had the pleasure of helping create a customer-acquisition website for Kozue Hanahashi Administrative Scrivener, who runs an administrative scrivener office in Hamamatsu City.

In addition to drafting wills and handling inheritance procedures, Ms. Hanahashi has deep expertise and a high level of specialist knowledge in family trusts, which are not widely known to the general public.
We incorporated ideas to convey these strengths to prospective clients in an easy-to-understand way, leading to inheritance consultations and seminar attendance.

Regarding the budget for the website production, we proposed making use of Shizuoka Prefecture's "Small Business Management Capability Improvement Subsidy." With Ms. Hanahashi's agreement, we were involved from the stage of drawing up the business plan required for the subsidy application. As a result, the application was successfully approved, and the cost burden was greatly reduced.

Background to the Project

Ms. Hanahashi's request was: "I want to raise awareness of inheritance services centered on family trusts and attract clients."
At the outset, we had no knowledge of family trusts whatsoever.
So we began with research.

• What is a trust?
• What are the benefits of a trust, and who stands to gain from them?
• What are the key points when making use of a trust?
• What should you watch out for when using a trust?

Ms. Hanabashi walked us through each of these points carefully. She also explained that trusts are still not widely known in Japan, and that there are few professionals who can support people who want to make use of them.

Points We Focused On During Production

In taking on this project, we focused on two things: "creating a business plan that would be selected for the subsidy" and "building a website that makes it easy for the general public to understand the benefits of trusts as well as inheritance."

Creating a business plan that would be approved for the subsidy

To make use of a subsidy, you must first prepare a business plan, compile it into an application form, submit it, and pass the screening. A business plan is generally written by identifying current management issues and then showing how they can be solved through initiatives funded by the subsidy. However, Ms. Hanabashi was at the phase of launching a brand-new business, so some ingenuity was required.

We therefore decided to highlight, as a strength, the novelty of being able to "provide services that actively incorporate family trusts"—something still not widely known. On that basis, we calculated projected sales from the fees earned per successful contract and built that into the business plan.

As mentioned above, the application was successfully selected, which came as a great relief.

Building a website that makes the benefits easy to understand

We assumed that customers who would make inquiries through this website would fall into the following four patterns.

• People who want to leave a will in preparation for the future
• People who need to carry out inheritance procedures right away
• People who want to prepare for inheritance before their parents' cognitive abilities decline
• Parents of children with disabilities

With that in mind, we set the direction of the content so that it could feature many case-by-case solutions, helping these four target groups recognize their own issues and understand Ms. Hanabashi's strengths. By building up a large volume of content, we aim to improve search rankings.