Igor Voroshilov (Supasaito Inc.)

We spoke with Igor Voroshilov, the Russian founder of Supasaito which specializes in web development and education using Webflow and other NoCode and AI tools. Supasaito offers professional web development services for Japanese startups and large companies, so we asked about how his business was founded. 

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Please tell us a little about yourself.

 My name is Igor Voroshilov. Actually, when I was in elementary school, there were four of us in the same class with the same first name. So in Russia it would be difficult to know who is who only by name “Igor”. But in Japan most of the people understand that it's me. [Laughs]
I’m from Russia, and I was born in a small town close to Belarus and Ukraine. Later our family moved to another city in the south when I was two years old. I went to high school in the culturally rich city of Saint-Petersburg. After that, I attended Moscow State University and studied international relations.
While most of my classmates at university opted to study European languages, I decided to study Japanese because I wanted to differentiate myself. I first met Japanese students at a Russian-Japanese students’ forum when I was in the first year of university, and it was a really enjoyable experience. I started studying Japanese right away.
Later, I had an opportunity to visit Japan for the first time as a participant of the same students’ forum in the following year. It took place at Tohoku University. I was shocked by the differences between Japan and Russia, and I decided to stay longer in Japan.  In 2015, I studied at Sophia University for six months, which was another great experience.
For graduate school, I enrolled in a Sustainability science program at the University of Tokyo.

What kind of business are you working on now?

We are referred to as a web company. In addition to web production, our business also includes general web business such as consulting and online school management, creation of teaching materials, mentoring, community management, and holding events.
One key feature of our business is that we specialize in a tool called Webflow, which is an American unicorn company’s tool that can be used to create professional websites. Major companies around the world are also using it: for example, Discord’s corporate website was created using Webflow.
In Japan, we discovered Webflow early on and began teaching it in Japanese at our Academy. Later on we also started doing development agency work.
Last summer, we received official Webflow certification of an Enterprise Partner and became able to support large companies as well.
At present, we are using Webflow to support the growth of Japanese companies on the web. Our support reaches everyone from startups to large companies and covers site production, mentoring, and consulting.

How did you come to establish a company? 

At a career seminar during my first year at graduate school, I was shocked when I heard about what it was like to look for a job in Japan as a foreigner. I felt it was strange that Japanese companies required perfect mastery of the Japanese language and etiquette, because it seemed to me that Japan offered little in the way of employment leveraging the unique characteristics of foreigners.
I then took part in a startup event and came to understand the potential of small-scale companies. I thought I could personally start a business, and I came up with a business idea for an app.
I launched the company with my older brother, and we were able to raise capital. However, we had to change our business plan due to the pandemic. That’s when I focused on Webflow, and starting from online school, I gradually became able to accept production requests.

What are the positives about having started a business in Japan?

The good thing about Japan is how easy it is to build long-lasting relationships. In other countries, partners and tools are frequently change, but Japanese companies look for a partner they can trust and then stick with that partner for a long time.
Even when starting from small projects, we tend to be called upon again whenever a client needs something. If we provide good service, we will be progressively commissioned to do more wide-reaching work, and that way we can build continuous relationships.
Also, Japanese clients can be trusted. In other countries, we hear of cases where a client disappears once production is complete, but we’ve never experienced anything like that in Japan. Thanks to regular communication, we can always see projects through to completion, even if they take time.

Do you have any advice for foreigners who are thinking of setting up companies in Japan?

Japan is like a fortress protected by its language and culture. It’s fascinating but at the same time, it’s difficult to enter. So the important thing is to consider how ideas and services from other countries can be popularized in Japan.
Japanese language skills are essential. In particular, communication is important when working with Japanese companies. 
I think that Japanese B2B companies really want to minimize risk. They are concerned about whether customers and outside hires will really do what they say they will. This goes doubly for foreigners, since they worry they may do it in a novel or unexpected way. One of our first Japanese clients told us that they were happy I did exactly what they asked me to. 
When they agreed to work with us, we had only communicated in online meetings. I wanted to go to their place and meet them face to face, and ended up going to see them every week. It was great to be able to meet them in person, and I think it definitely helped them trust me. It might seem a little old-fashioned for a tech company, but I think these things are pretty important. Since COVID, I've been actively going to meet with clients I had previously only talked to online. I try to meet new people in person as much as possible.
It’s also effective to have a business model that communicates technology and knowledge from abroad by translating it into Japanese. We do that by providing English-language information in a way that is easy for Japanese people to understand.
There are obstacles to overcome when starting a business here, but government aid can be very helpful. You can also receive free consultations at Tokyo’s business startup support centers and elsewhere.
I think it’s also important to participate in events, join entrepreneur communities, and make connections.

Have you noticed any differences since coming to Japan, and which is your favorite city in Japan?

I feel that I’ve become a better person. Coming to Japan, I have learned to consider my surroundings. When I talk with Japanese people, they often tell me that I am closer to being a Japanese person than other foreigners are.
Also, I have become able to see the world from a broader perspective. 
In terms of sightseeing destinations in Japan, I love Kyoto. Including business trips, I visit three or four times a year. I love the traditional areas of Japan. Staying at hot spring inns is also something I enjoy very much.
But as a place to live, Tokyo is perfect. Its convenience, community, and huge population are all positive factors. Sometimes it’s good to get away from things by visiting a traditional inn, but normally I really like the bustle of Tokyo.

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Supasaito : https://www.supasaito.com/

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