Asa Ren is a biotech company based in Indonesia that provides AI-driven insights for healthcare such as drug discovery and personalized treatments. Asa Ren stands apart from other clinico-genomic databases available worldwide which typically focus on Caucasian populations by focusing on diverse Asian populations.

Despite interest in entering the Japanese market, Asa Ren had few connections on-the-ground in Japan, so identifying a suitable local partner would be critical to assessing market opportunities. However, finding someone with the right blend of business development skills, research knowledge, and language proficiency was a challenging task.

Yet despite the stringent requirements, they were able to bring onboard Wanping Aw, a freelancer in Sollective’s professional community. Wanping is an independent professional whose focus is on business development. She holds a Ph.D. in Biomedical Sciences and is proficient in English, Chinese, and Japanese.

The founder and CEO of Asa Ren, Aloysius Lian, described the collaboration with Wanping as "very smooth."

Wanping expresses that this opportunity brings her closer to achieving her goals but also offers valuable learning opportunities. This success story explores the unique encounter and successful collaboration between them.

Exploring new HealthTech opportunities in the second-largest healthcare market in the world

ー What attracted Asa Ren to the Japanese market as a leader in Indonesia’s genomics industry?

Aloysius: Japan ranks second in the world healthcare market. With numerous advanced research institutions and pharmaceutical companies, we saw significant opportunities for ourselves. Compared to Southeast Asia, where clinical genomic and drug discovery research are still relatively new, Japan is experienced in this area. Given this, Japan’s pharmaceutical industry would easily understand our product’s worth.

However, we were uncertain about our opportunities to enter Japan and whom to collaborate with.

ー So you initially had no connections in Japan and started business development from scratch in collaboration with Wanping?

Aloysius: Yes, we truly started from zero. However, we knew we needed someone to conduct research and build connections locally.

We consulted with Sollective to first understand the local talent and hiring landscape in Japan. At first, we hadn't clearly defined the skills we were seeking, and it took about a month of discussions with Sollective to clarify the skills we were looking for: a blend of business development skills, biomedical and research knowledge, as well as proficiency in English and Japanese.

We realized these skills were indeed a rare combination to find, however, about a month later, we had the opportunity to interview Wanping.

ーWhat was your impression of Wanping?

Aloysius: Wanping is a business developer and researcher with connections to leading biobanks and research institutions worldwide. Moreover, she showed an active attitude towards pitching Asa Ren via events and calls, which made me eager to work with her.

ーIs working with freelancers common in Indonesia?

Aloysius: In Indonesia, collaborating with freelancers is very common, especially in creative industries such as design, photography, and business development.

As we are only starting to explore the Japanese market, we would prefer to collaborate with freelancers until we decide to open up an overseas office.

ー Wanping, what did you initially think about the opportunity to work with Asa Ren?

Wanping: I was very excited! In fact, when I was a student I really wanted to fulfill the dream of pharmacogenomics within my research. But I knew deep down that in order to achieve my goal, a large amount of resources and time are required, and it was impossible for me to achieve that on my own as a student.

This project is a step towards that dream. If Asa Ren succeeds, I’ll be able to contribute in part to the society I’ve envisioned since I was a student.

ー It sounds like the perfect project for you. As a business development freelancer and researcher, you seem to have gone into entrepreneurship in an unexpected way.

Wanping: At Keio University’s Institute for Advanced Biosciences, many of my colleagues also own and manage their own startups. However, I wanted to do something that was not science related – I felt that my strengths were not in lab-work: I preferred speaking, marketing, and interacting with people.

Instead, I chose to start my business TokudAw to promote Japan as a travel destination. I love Japan — the people, environment, seasons, food, the hot springs, etc. In Japan, I feel I’m free to do whatever I want, and being in an environment that I really love so much is one of the reasons why I chose to study at a graduate school here!

Creating Opportunities for Global Companies in Japan with Local Freelance Professionals

ー How has it been working together?

Aloysius: It's going very smoothly. Currently, Wanping introduces Asa Ren to potential sponsors, companies, and institutions and tries to find potential collaborations with said partners.

Wanping is always on time for meetings (both online and offline) and is very proactive in asking questions and following up with the companies. She tries her best to secure meetings with high potential partners.

Wanping: Business development is tough! But Asa Ren provides the necessary information promptly, making my job easier. I'm also glad to apply my knowledge in pharmacogenomics and business skills I’ve gained from running a company.

ー Have you noticed any unique traits of the Japanese market? Do you have challenges you face as a foreign company?

Aloysius: We’re not able to set up an introduction via Zoom. In Japan, first meetings have to be face-to-face rather than remote. Additionally we needed to translate our proposals and presentations into Japanese, and any business materials had to be submitted beforehand before meetings.

Japanese communication styles are not direct, and Wanping needed to firmly request feedback for proposal revisions.

Wanping: The world is slowly becoming more global nowadays, but people from different companies, countries, cultures may be wary of working with each other, so they may not be very forthright about what they really want.

That’s why I ask a lot of questions, in order to provide the best possible service I can.

Global Companies and Japanese Freelancers learn together

ー Have there been any unexpected benefits from working together?

Aloysius: We've had more meeting opportunities than expected. For example, we secured five meetings during our first business trip to Japan.

Currently, we’re continuing commercial discussions with two organizations, and are also discussing a knowledge transfer collaboration with one of the most advanced biobanks in Japan.

Wanping: In my case, by attending so many meetings with Aloysius, I learnt how startup CEOs pitch their services, which is great for my growth as an entrepreneur!

ー Finally, could you share your future prospects?

Aloysius: Our ultimate goal is to secure knowledge transfer from advanced biobanks in Japan, and sponsors from Japanese pharmaceutical companies and foundations. Cooperation from Japan would strongly support our ongoing Oneasa Biobank project with one of Indonesia's leading hospital groups and various clinical physicians.

We’re also working on research projects in the areas of Oncology and Neurology.

Wanping: To help Aloysius achieve the goals he mentioned, I plan to meet more people interested in Asa Ren going forward!

I hope that I can accept more projects like Asa Ren’s in order to help Biotech startups from Asia enter the Japanese market.