Self-Sustaining Growth Model Driven by Mutual Growth in Projects and Supporters
First written in FY2019. 6 of 20 entries say "Advanced", first in FY2020-Q1. Latest entry: 2026-07-28.
No other company in this theme has enough history to compare yet.
- 2026-07-28AdvancedFinancial Results Presentation
「Over the medium to long term, we believe we can shift from our conventional one-off, or flow-based, revenue model to a more predictable stock-based revenue structure and increase LTV per creator.」
Through the PDG cycle, the Company specified a growth model that shifts from a one-off revenue model to a stock-based revenue structure and builds continuing relationships with creators. - FY2025ReframedAnnual report
「Accordingly, we plan to transform our business from a model centered on debuting new products into one that provides continuous support from Plan through Growth, centered on our insight functions. Through this transformation, we aim to evolve from the largest platform for debuting new products and services into a business growth partner for challengers, and establish a position as a game changer with unique selling power in the enormous retail distribution market.」
In addition to the conventional explanation centered on the mutual expansion of project creators and supporters, the company plans to transform its model into one that provides continuous support from Plan (planning) through Debut (pre-launch sales) and Growth (promotion of general distribution), centered on its insight functions. - FY2024-Q1ReframedAnnual report
「Against this backdrop, during the cumulative first quarter, the Company focused on raising the average transaction value per project rather than expanding the number of projects launched, while implementing various measures, particularly for repeat project owners and repeat supporters.」
Compared with the previous explanation of growth centered on mutual increases in the number of creators and supporters, the focus has shifted toward increasing average transaction value and activating repeat customers rather than expanding the number of listings. - FY2023Coexistence of improved repeat metrics with a decline in total backing purchasesAnnual report
「On the creator side, we have reduced the burden on creators involved in getting projects listed by improving and streamlining operations based on their needs while simultaneously developing functions.」
Although repeat-related metrics improved through measures to reduce the burden on creators and CRM initiatives for supporters, total backing purchases declined due to the reopening. - FY2023-Q3Short-term recovery alongside a year-on-year declineAnnual report
「As a result of these measures, the number of projects launched by repeat creators increased 13.6% from the previous quarter to 1,085, repeat backing purchase value increased 8.9% to ¥3,409,367 thousand, and total backing purchases increased 11.2% to ¥4,569,329 thousand. However, consumption of offline products and services accelerated due to the impact of the reopening that began in the second half of the previous fiscal year. As the scale of total backing purchases had declined significantly from the fourth quarter of the previous fiscal year, total backing purchases decreased 12.9% year on year.」
Although repeat-related metrics and total backing purchases increased from the previous quarter, total backing purchases decreased year on year due to the impact of the reopening, resulting in the coexistence of a recovery in usage metrics and a year-on-year decline in total transaction value. - FY2023-Q2Decline in repeat metrics and total backing purchasesAnnual report
「Meanwhile, the number of projects launched by repeat creators and repeat backing purchase value, which are outcome indicators for these measures, were affected by the seasonal tendency for the number of projects launched to decline in January and February, when companies have fewer operating days. The number of projects launched by repeat creators decreased by 161 from the previous quarter, and repeat backing purchase value decreased by ¥94,000 thousand, resulting in 955 projects and ¥3,130,742 thousand, respectively. The impact of the reopening that began in the second half of the previous fiscal year also continued during the cumulative second quarter, and total backing purchases decreased 19.6% year on year to ¥8,360,004 thousand.」
Although the metrics for repeat creators, repeat backing purchases and total backing purchases declined, initiatives to improve the customer experience continued. - FY2023-Q1Coexistence of repeat initiatives and CVR improvement with a decline in total backing purchasesAnnual report
「As a result of these measures, the number of projects launched by repeat creators increased by 32 from the previous quarter before the measures were implemented, to 1,116. The impact of the reopening that began in the second half of the previous fiscal year also continued during the cumulative first quarter. Although CVR (conversion rate = number of backing purchases ÷ unique visitors) increased 0.2 points year on year to 3.0% as a result of expanded creator support and new user-acquisition initiatives, total backing purchases decreased 20.8% year on year to ¥4,251,611 thousand.」
Although the number of projects launched by repeat creators and CVR improved, total backing purchases declined due to the impact of the reopening, resulting in the coexistence of improvements in the user base and efficiency metrics with a decline in total transaction value. - FY2022Coexistence of growth in usage metrics on both sides with a decline in backing purchasesAnnual report
「As a result of these measures, the number of listed projects increased 5.1% year on year to 8,314, and unique visitors increased 19.9% year on year to 53,180 thousand. However, from the second half, the impact of the reopening associated with the normalization of economic activity began to emerge. As offline distribution and consumption increased, the trend toward declines in the number of creators using the platform and the number of backing purchases by supporters gradually strengthened.」
Although the number of listings and unique visitors increased, the number of creators using the platform and the number of backing purchases by supporters began to trend downward in the second half as offline distribution and consumption increased, resulting in the coexistence of expansion on both sides of the autonomous growth model and slower transaction activity. - FY2022-Q3Coexistence of growth on both sides with slower growth in total backing purchasesAnnual report
「Against this backdrop, during the cumulative third quarter, the number of projects launched by creators seeking to debut new products and services and the number of unique visitors coming to Makuake to find new products and services suited to their interests and preferences continued to increase, and demand for Makuake continued to grow. However, rather than pursuing short-term measures to increase revenue in the current fiscal year, we concentrated resources on strengthening our internal structure, including creating an environment in which creators and supporters can use the platform with confidence, recruiting and training personnel, and improving operations under the new organizational structure to accelerate growth from the next fiscal year onward. As a result, growth in total backing purchases slowed, and total backing purchases were ¥15,639,218 thousand, down 0.6% year on year.」
Although the number of projects launched by creators and the number of unique visitors among supporters increased, total backing purchases declined as resources were concentrated on strengthening the internal structure, resulting in the coexistence of user growth on both sides and slower growth in total transaction value. - FY2022-Q2AdvancedAnnual report
「During the cumulative second quarter, the number of projects launched by creators seeking to debut new products and services continued to increase, as did the number of unique visitors coming to Makuake to find new products and services suited to their interests and preferences.」
The number of projects launched by creators and the number of unique visitors among supporters both increased, expanding the user base on both sides. - FY2022-Q1Coexistence of growth in projects and users with a decline in CVRAnnual report
「The number of projects launched by creators seeking to debut new products and services increased, as did the number of unique visitors coming to Makuake to find new products and services suited to their interests and preferences. Meanwhile, the conversion rate (CVR), which matches the needs of creators and supporters, declined due to the increased workload of curators and challenges in users’ experience of discovering new products and services as the number of projects increased.」
Although the number of projects launched by creators and the number of unique visitors among supporters increased, the rise in the number of projects and other factors created challenges in matching efficiency and users’ discovery experience. - FY2021AdvancedAnnual report
「Increases in visitors, members and project backing purchases on our services have contributed to growth in total backing purchases and business scale.」
In the fourth quarter of the fiscal year ended September 2021, unique visitors totaled 14,442,316 and members totaled 1,874,196, indicating continued expansion on both the project and supporter sides. - FY2021-Q3AdvancedAnnual report
「The number of projects launched increased significantly. Brand awareness improved through television commercials, exposure on television programs increased, and strengthened web and app advertising further expanded the number of unique visitors. Total backing purchases on Makuake increased 67.1% year on year.」
The company states that the number of projects launched and the number of unique visitors among supporters both increased, contributing to growth in total backing purchases. - FY2021-Q2RestatedAnnual report
「The company expanded exposure through television commercials and television programs and strengthened Makuake’s recommendation features, among other initiatives, while increasing the number of listed projects and seeking to increase unique visitors and backing purchases.」
The company implemented measures to expand both the project and supporter sides. It does not provide specific figures demonstrating the establishment of an autonomous growth cycle or actual results showing a recovery in supporter inflows. - FY2021-Q1Decline in supporter inflowsAnnual report
「Although the number of projects listed by project creators continued to increase, the company reduced promotions targeting project supporters to focus on strengthening its quality assurance system. As a result, supporter traffic to the site began to trend downward.」
Although the number of listings on the project creator side increased, supporter traffic to the site began to decline as promotions were reduced, representing a partial change from the previous state in which both sides expanded simultaneously. - FY2020RestatedAnnual report
「The number of project creators wishing to list projects increased, leading to growth in the number of listed projects. In addition, as the number of attractive projects increased, opportunities for media coverage expanded and awareness of our services improved. Increases in visitors, members and project backing purchases on our services contributed to growth in total backing purchases and business scale.」
The annual report also describes an autonomous growth model in which project creators, media awareness, visitors and members, and total backing purchases expand in tandem. - FY2020-Q3AdvancedAnnual report
「Awareness among project creators (businesses) expanded, and the number of project creators using Makuake for marketing new products before mass production (including research into customer needs and evaluations before a new product launch, branding and other activities) and promotion increased, resulting in an increase in the number of projects launched. Among project supporters (users), the number of unique visitors and members increased.」
The number of projects launched by project creators and the number of unique visitors and members among supporters both increased, indicating progress in mutual growth. - FY2020-Q2RestatedAnnual report
「Total support purchases increased as the number of projects listed and membership both grew steadily and in balance.」
The company continued to describe the growth structure in which increases in listings and members lead to total backing purchases, as in the previous quarter. - FY2020-Q1AdvancedAnnual report
「Total support purchases increased as the number of projects listed and membership both grew steadily and in balance.」
The company states that the number of listed projects and members increased in tandem and that the growth cycle advanced in terms of actual results. - FY2019First statedAnnual report
「We believe that an autonomous business growth cycle has been established, as this situation has led to further increases in project creators and project supporters, and we are promoting business expansion by strengthening these cycles.」
The company describes the cycle of attractive projects, media exposure, awareness, members and supporters, and total backing purchases as the basic structure of growth.