When establishing a new company and applying for a Business Manager Visa, the content of the business plan, along with the substance of the business office and the scale of capital—in other words, the “substance of the business” itself—are the most important factors in the screening process.
The requirements for the Business Manager Visa have become significantly stricter in recent years. Simply gathering the necessary documents and submitting an application is no longer enough to obtain approval. If the business plan does not demonstrate the “stability and continuity” of the business, or if the application does not even meet the following new standards set by ministerial ordinance, it will be denied.
First of All: Carefully Define Your Business
Start by thoroughly developing the details of your business, and then put them into the business plan. If the business itself has not been clearly defined, or if it is being started with vague objectives, approval will not be granted.
Common examples
I will do trading business.
⇒What products will you sell, and where will you sell them?
I will sell cosmetics and miscellaneous goods to my home country.
⇒What kinds of cosmetics and miscellaneous goods? Through what sales channels?
Unless you first clarify exactly what kind of business you will run, the business plan will also lack substance, so it is essential to carefully think through your business model from the outset.
How to Write a Business Plan and Key Points
After meeting the new baseline requirements (¥30 million in capital, one full-time employee, secured business office, etc.), you must prepare a detailed business plan.
In the past, there was a tendency to think that “a highly sophisticated plan like one used for a loan application was not required,” but under the stricter standards now in place, the plan’s specificity, feasibility, and the objective materials supporting it are strongly required.
A business plan consists of several sections, and each section has important points to address, so make sure to cover them as you write.
1. Business Overview (The Big Picture)
A business plan needs to have a clear narrative flow. If you jump straight into the details, the overall picture becomes difficult to grasp, making it harder for the examiner to understand. Start by explaining the overall business concept, then move into the specifics.
Briefly describe what kind of business you will be conducting.
2. Motivation for Starting the Business and Market Size (Why Start This Business?)
Explain why you decided to start this business, including the market size and target customers.
Example (Cosmetics Trading Business)
For Chinese consumers, Japanese-brand cosmetics—like food and pharmaceuticals—are highly trusted for their quality, and they are also extremely popular because of the strong appeal of the brand image that “Japanese-made = premium.”
Although many Chinese-made cosmetics are also sold, some are questionable products or counterfeits made to look like Japanese brands. Many consumers specifically want authentic “Made in Japan” products, and Japanese cosmetics inspire confidence because they are marketed as additive-free, alcohol-free, fragrance-free, and colorant-free.
In addition, China’s cosmetics imports continued to grow even during the COVID-19 pandemic in 2020, with total imports from January to October already surpassing the previous year and reaching USD 16 billion. By country, Japan overtook South Korea in 2019 to become the top exporter, and the gap widened further, with Japan accounting for 24.7% (USD 3.9 billion) of total imports from January to October 2020. Factors behind this include the expansion of consumer segments able to purchase higher-priced but highly trusted Japanese products for their safety, as well as the strong position of Japanese brands in skincare products, where demand is less affected by reduced outings than in the makeup segment.
As stated above, we see the continued rise in demand for Japanese cosmetics in China as the greatest business opportunity. Since my student years, I have repeatedly planned and considered this trading business, and now that I have secured prospects for suppliers of Japanese cosmetics as well as sales channels and customers within China, I have prepared capital of ¥30 million and established ○○ Co., Ltd.
3. Target Customers and Your Company’s Strengths
Next, clarify who your services are intended for.
Specifically, describe:
- Your target customer segments
- The problems or needs those customers have
- Your company’s strengths and resources for delivering value to those customers
4. Main Products and Sales Methods
This remains an important section for a Business Manager Visa application. Explain in concrete terms what products you will sell and how you will sell them to customers.
Simply stating that you will sell cosmetics is not enough to gain approval, so provide proper product descriptions, and if available, attach photos and supporting records such as delivery slips or invoices.
Example
- Products: Cosmetics from POLA and Shiseido, which are highly popular in China
⇒Attach specific product names and product images. - Supplier: ○○ Co., Ltd. *Contract in place
⇒If your business requires procurement, you must also state where you will source products. If no supplier has been secured yet, you should secure one before applying. - Storage location for purchased products: 1-2-3 ○○ Ward, Saitama City, Saitama Prefecture *Contract in place
[Important] If you engage in trading business, the storage location of the products will be examined. If this location also serves as the “business office,” it must have sufficient floor space. - Customers: ○○ Store, ○○ Co., Ltd., individual consumers
⇒It is also important to secure a certain number of customers before applying for the Business Manager Visa. - Sales method: For corporate customers, products will be shipped directly by our company according to order quantity and product type. For individual consumers, products will be listed and sold on Taobao.
- Unit price: ¥10,000 to ¥35,000
5. Progress Made So Far
To obtain a Business Manager Visa, you must prove that the business is likely to operate in a stable and continuous manner.
Under the stricter requirements now in effect, it is no longer enough to show mere “prospects.” It is critically important to present as many objective forms of evidence (supporting documents) as possible, such as the following.
Suppliers
- Daiichi Co., Ltd. Basic transaction agreement executed
- Daini Shoji Basic transaction agreement executed
Customers
- Daisan Trading Co., Ltd. A company operated by a Chinese acquaintance, with a signed memorandum of agreement regarding transactions (or purchase order) with our company
6. Marketing (How You Will Attract Customers)
Explain how you plan to attract customers. Some aspects may still be uncertain in the early stages of starting the business, but you should still present a realistic and achievable plan.
Push Strategy (Direct Sales Activities)
I came to Japan in 2022 and have built a wide network of contacts through vocational school and my previous job. Among my former classmates from vocational school, many have already started their own businesses, and Chinese residents in Japan have formed their own communities within Japan, staying connected through social media platforms such as Facebook and WeChat.
At the initial stage of the business, we will focus on making our business widely known among the people mentioned above and attracting customers through referral-based sales.
(As of November 2025: contracts expected with 3 companies)
Pull Strategy (Advertising and PR)
In addition to the referral-based business described above, we will actively promote online sales using Taobao as our main platform, as well as Amazon and Rakuten. I am proficient in both Japanese and Chinese, so in the future I hope not only to export to China but also to supply Chinese products within Japan in response to domestic demand for such products.
7. Profit and Loss Projection
Finally, prepare a profit and loss projection.
If you search online for “profit and loss projection sample,” you will find various formats.
Specifically, include the following figures and, [Most Important] the basis for those figures.
- Projected sales
(Basis: signed transaction agreements with secured customers, data from comparable markets, etc.) - Cost of goods purchased
(Basis: contracts with suppliers, quotations, etc.) - Selling, general and administrative expenses
(Basis: office lease agreement, employment contract for the full-time employee to be hired, estimated social insurance premiums, quotations for advertising expenses, etc.) - Profit and loss plan
Without supporting documents, the business plan will be viewed as nothing more than a paper plan. Be sure to attach objective materials that support your figures, such as quotations, contracts, and market research data.
The above is how to write a business plan for a Business Manager Visa application under the stricter standards.
The exact approach will vary depending on the business model, but please understand that now more than ever, 1. meeting the new baseline requirements (capital, full-time employee, business office) and 2. preparing a detailed business plan backed by objective materials are absolutely essential.
Writing a business plan is demanding, but if you think it through carefully and prepare it properly, it can also be used to support your business after obtaining the visa, so take the time to prepare it thoroughly and carefully.
Because the requirements have become extremely complex and strict, if it is difficult for you to make the necessary judgments on your own, be sure to consult a qualified administrative scrivener.
