The Master Master Plan
This is the fourth RetireJapan master plan post (you can see the previous one here and from there go back in time fractally). It’s been a couple of years since the last one, so I thought you were due an update.
A lot has changed, and at the same time, not much has changed.
My personal situation has changed a lot.
Our net worth has gone up a lot in the last two years (like, 50%?), which does change a few things. My health is worse, and my wife is seriously ill. That potentially changes everything.
RetireJapan has not changed much since the last Master Plan. I don’t think we have started anything new, but we have carried on doing various things.
The site and community are great, and a great source of joy.
But they are not growing the way I assumed they would. Our readership/membership has remained pretty constant, and we are not seeing significant growth in subscriber numbers or followers on social media. I’m not quite sure why that is.
It’s likely a reflection of my lack of skill in marketing and promoting the site, because I think the content is useful and can help people.
The one exception has been YouTube, which grew impressively while I was uploading content regularly, and stopped doing so once I missed a few videos.
Now, I didn’t start RetireJapan to make money, and I am not running it now to do so. The site does have some revenue, which at least pays the bills (there are a surprising number of bills) and provide me with some side income/pocket money.
So what is in store for RetireJapan?
I’m not sure.
I would like to have more of an impact. I suspect one way to do that would be to create more evergreen content (write more Guides, publish better blog posts, make better YouTube videos), but in order to do that I would need to concentrate more and perhaps stop doing some things I am doing now.
I do enjoy being a part of RetireJapan. Answering questions on social media, enabling the forum, publishing The Monday Read. But I haven’t felt we’re making much process over the last year or two.
What do you think?
What should we be doing to be more useful and help more people? What should the next five years look like for RetireJapan in order to grow our reach, the number of people we help, the impact we have?
Right now, we:
- Host the website, including various articles about basic concepts
- Run the forum
- Write a weekly blog
- Publish The Monday Read each week
- Post on social media (LinkedIn, Bluesky, Twitter, Facebook, Instagram)
- Make YouTube videos
- Broadcast RJTV ten times a year
- Publish ebook Guides
- Publish online courses
- Run an annual live online course
- Do private consultations/coaching
Which of those should we focus on? Which could we stop doing? And what new things should we consider?
Here are some things I have been thinking about, but I suspect that they might just be distractions:
- In person events such as meetups
- In person conferences or seminars
- Residential seminars
- Online events like RJConf
One thing I would like to see more of in 2025 is progress, growth, success. I find it motivating and find stagnation to be the opposite.
Basic concept is, helpful advice and invest in All countries and sit back. That is pretty much on a loop now and so seems stale to some thereby not attracting newbies or repeaters perhaps ? When you interviewed that guy on youtube several months ago last year, it was really interesting (I forget his name). I think you need more outside folks to interview….maybe you can interview some hotshot investment professionals in Japan ?
Just a thought. And good luck with whatever you choose. Please take this in the spirit of constructive criticism. Your site is valuable to those who already use it 🙂
Very sorry to hear about your wife’s and your own health problems. Given this challenging situation, it’s no wonder you want to cut back.
My recommendations would be to continue, or start, those activities that you find most rewarding and to drop or delegate all those that are not as enjoyable. You’ve done a tremendous job over the years but it seems like that you now need to take your own advice and retire. Do not view it as stagnation but as an opportunity for growth in a new direction. Otsukare sama deshita.
Hi Ben
I always say to my kids that their goal should be to make enough money not to worry about money.
You’re way past all of that. You have enough. You’ve done it.
Now just focus on family, health, happiness.
I wouldn’t do anymore than what you’re doing unless you really want to and it doesn’t take away from above.
All the best
A
I know a guy that runs a similar program called Centsei in the US. They seem to be quite successful, as they now have a team of coaches that take clients using their content.
I think their business looks like this:
– owners (Dan and Kay Ockey) post every day on LinkedIn
– their bread and butter is a multi-month course. Once the course is finished they do monthly check-ins with their coach to stay accountable
– the focus is on executing a financial roadmap and getting people out of debt and into using a system that puts them on track to have a retirement fund down the road.
I haven’t directly answered your question of “what should we do” but hope the above provides some ideas and a reference point.
Why not do a podcast? They’re easy to make, there are tons of relevant topics, you could solicit questions on the forum and social media, it could drive conversation on/attract people to the forum/YouTube/X/etc, and you probably already have all the equipment.
Personally, I’m interested in your vids and live streams but rarely have time to watch them. I’m much more inclined to tune in to a podcast on my drive to/from work, exercising, or in bed.
Hi Ben
Wishing you and your wife an improvement in your health situations – sad to hear that you are going through tough times, and hoping things will improve for you both.
I am a big fan of the blog posts, they are one of the little things in life which bring a few minutes of pleasure every week. Thank you for them, and I’d certainly vote for you to continue if you are able.
The other element I enjoy are your Youtube videos – I don’t watch all in detail as they aren’t relevant to my situation, but try to watch as many as I can.
I confess to being one of your silent supporters – in that I love the content but don’t offer much in the comments, so you might not know I’m there. Firstly I apologise for that, but secondly want to add my ongoing appreciation for what you do.
The channels I see growing the most on Youtube depend upon using clickbait titles to their videos, and many of them confess to being conflicted by this. I appreciate you not doing so but it might be an area you need to compromise on perhaps if you want to grow
I want to end by reiterating my gratitude and appreciation for all you do, and my best wishes for you and your family
Hello Ben,
I only came upon your site about a year ago, and have found it extremely helpful, particularly the Forum.
Re growth, your core audience is long-term westerners in Japan, a group which is unlikely to grow much, your scope for expansion is limited. But don’t worry about it. If it ain’t broke don’t fix it. Your site is greatly appreciated.
I come to the forum daily, read all the blog posts and watch the videos. All of that is great. You mentioned in the last video something that is true – basically that you can’t talk people into being interested in personal finance and investing. People that are open to it will listen, those that aren’t will shut off. I have found exactly the same thing. So, basically, I think what you are doing is great and it should bring people in that are open to personal finance. My guess would be that YouTube could be a big driver to let those people know about RJ. Probably other forms of social media too. I agree with RN above that interviews (aside from the RJTV guests) might be good. I think people always like a peek into the lives of other foreigners in Japan. But just do most of what you enjoy – you have earned it. And above all of that just take care of yourself and your wife. That is paramount.
First of all, I hope that you and your wife’s health is improving.
Second, I applaud you for being so open and proactive in seeking feedback from your community.
Here are some suggestions:
– Overall: Focus and prioritize while staying anchored to your primary mission of helping foreigners living in Japan better manage their personal finances. At first glance, you seem to be spreading yourself too thin.
– Limit your posts, videos, and recommendations to only those topics related to personal finance – ideally just those related to living in Japan. Anything else will dilute your message.
– Skip the in-person events. While personal, face-to-face interactions are wonderful, the logistics of managing such events are likely to be time-consuming and costly. Given your health situation, hosting such events is probably not sustainable. Focus your energy exclusively online (also add podcasts per the suggestion from Casey Beanpod).
– Collaborate more often. While I always appreciate your suggestions for my articles in The Monday Read, perhaps you could collaborate more with people like me who live in Japan and have essentially “been there, done that” (already semi- or fully retired). You could also work with expatriates in their 30s and 40s who intend to stay in Japan indefinitely and are actively planning for the next stage of their careers and lives.
– Actively seek exposure in the wealth management community. This is probably easier said than done, but it would probably help you elevate the status of Retire Japan from that of a niche community to that of a respected source of practical advice for a much wider audience. A possible goal would be to be recognized as an advocate for the rights of resident foreigners – especially as they relate to retirement in Japan (e.g., revision of inheritance tax laws).
– Migrate the entire site to Substack.
I would cut back everything and do a podcast. Interview professionals in japan about investing, taxes, etc. If so, whatever you do, get right to the topics at the beginning of the podcast with thoughtful and relevant questions ( no silly banter like so many podcasts out there).
Maybe consider a change of name if you haven’t! Make it scaleable. The content, vibe and community are much cooler than the name “ Retire Japan”. Freedom, purpose, hope, self improvement, whatever…consider a rebrand representing the ultimate goal not the practical state of not working, and pull in new communities who can use your site/ content as the route to ( for me anyway) freedom. My business is call Hanami, – sounds much better than the reality of what we do ( finding people jobs:))).
I would respectfully disagree. Retire Japan is full of useable, actionable info, not “sell the sizzle not the steak” fluff. And if you’re doing a search for info relevant to, er, retirement in Japan, Retire Japan is much more likely to come up in the results than a more ” interesting” name like “Ultimate Joy” or some such.
Hey Ben, echoing what most people have said on here already: Family first. I hope you both get better and stay positive.
With regards to the site, I am happy with what it is now. I enjoy the blogs and broadcast the most. YouTube I pop on sometimes if there is a topic that interests me.
I think what you are doing is great and once people visit the site they probably stay around or come back when they need to. For me that is what the site should be about. I don’t know if you can really get that many more numbers. If people are interested they will eventually find their way here. Instead of looking at progress in numbers maybe just look in terms of content and keep doing the great job you are doing now. Of course if you want to venture out and try new things like podcasts or conferences etc you should do whatever keeps you stimulated. But just know that what you might be finding a bit stale now is something we all look forward to each week and it is all appreciated.
“But just know that what you might be finding a bit stale now is something we all look forward to each week and it is all appreciated.”
+1
Japan has changed a lot for gaijin-san. I have lived here close to 40 years and with the flood of info from so many channels and Japan’s more than lackluster growth financially or “better paying jobs” then what we all saw 10-30 years ago, like JTimes, the only thing that seems interesting these days is showing on TikTok the various KitKat or onigiri = fluff stuff.
I am really into learning more about now that it is knocking at my front door but no channel can save me. So, I just focus on my day to day, month to month and year to year survival and HEALTH is key and not just an expression. Focus on your health and enjoy your ¥¥¥ as you have no kids. TOO MUCH info out there on so many subjects that we are saturated and Japan Inc is not the way it used to be…
Focus on what YOU LIKE to do and the hell with the rest.
Enjoy the Monday Read each week, especially the articles, usually there are several that are very helpful and apply to my retired life in Tokyo. As far as new areas, would suggest information on senior living options in Tokyo as we age – assisted living, nursing homes, continuing care, mental health facilities, etc., that have English speaking abilities. Thank you.
While this place definitely seems to cater to very wealthy Japanese people (no language support other than Japanese), it was just featured on TV:
https://www.mfrw.co.jp/parkwellstate/nishiazabu/
This ultra-high-end continuing care retirement community (CCRC) includes virtually every amenity a senior could ever want, although, as you can imagine, it doesn’t come cheap. According to the website, the cost for the smallest floor plan available (42 square meter layout) appears to be as follows
– Upfront lump sum (42,360,000 yen for those over the age of 82 or 63,540,000 yen for those between the ages of 75 and 82)
– Monthly fees (235,600 yen for single occupancy or 411,600 yen for double occupancy)
Of course, there are much more expensive units available, assuming you can get in. Most private CCRCs in the U.S., for example, conduct a very thorough investigation of each applicant’s personal health and financial resources.
Seems incredibly expensive compared to the cost of organising something yourself. I guess the value is in not having to deal with everything though.
Exactly. Concierge Service. You can even order 24/7 video surveillance. An elderly gentleman with no relatives who ordered this service explained, “I would not want to be found days later, just in case I pass away in my room.”
Take care of yourself and your wife first. It is great that you are doing better than you expect money-wise.
I like how you have laid out a simple plan for thinking about and preparing for retirement (not just for Japan either). And you show how are people are doing the same thing. And really, we do need yearly reminders of those things.
I like your rather laid-back presentation of any financial information. It’s not in-your-face, gotta jump into this scheme now, or you lose. Especially as I can’t since I am a citizen of the USA, and I live in Japan. Just having a regular bank account here creates additional tax-related paperwork for me.
Continue to keep us up-to-date on the Japanese tax situation.
I read the weekly newsletter and I like the photos. I watch the videos off and on.
I would say that I an happy with Retire Japan the way it is, but I am not running it. But I don’t like change for the sake of change.
I think you are doing good work.
Echoing a lot of what has been said, health and happiness have to come first. But your site and everything you do is greatly appreciated and a wealth of information for gaijin like me. Thank you!
Ben, you are doing a great job. Don’t be so hard on yourself.
You have changed the lives of many people.
The only way to make more impact is to reach more people. A couple of face-to-face events could help that goal, if you have the energy to consider that.
Take care of yourself and your family.
Definitely appreciate the work and support you do for the community!
I believe there is a growing and aging community of English/Foreign residents looking to retire in Japan, although it’s likely very fragmented and drowned out by the tourism / “I’ve just moved to Japan” social networks.
Probably worth doing more interviews and meeting established newspapers and sites to spread the word. Maybe some overlaps with the various investment / real estate channels. Substack seems a bit more popular these days, so could also paste your newsletter there.
Do keep up the weekly posts!
I think you should do some “how to” videos. I used to live in Japan but have returned to the UK. There are useful videos on how to set up UK stocks and shares ISAs on platforms like trading 212 (e.g. by DamienTalksMoney). These types of step by step videos are really useful for people starting out and making the first big leap into investing. Is it possible to make videos on how to set up iDECO and how to set up NISA? It would be useful as in Japan there are two barriers 1) the initial effort of sorting out your finances and 2) the language barrier. If I ever return to Japan, which might happen, those are the types of videos I would want to see.
You could do simpler videos too like – “I have arrived in Japan, savings accounts don’t exist…what do I do?”
I guess a lot of this would go through your YouTube channel. For that to be successful it may need good editing which takes time and effort (or money to hire someone).
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Just be yourself, take care of yourself and those important to you. If you have the time, energy and passion then continue adding value with your site but this should be secondary to the tasks that are important to you and need your attention now. I wish you, your wife and family the very best.