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Raise your prices like this！？
The Shocking Techniques behind 『High Profit, Low Volume』Business
🔧 【Premise and Mindset】
Most people think “raising prices is scary”
People are attached to the idea that “the more customers, the better.”
The norm of “low margin, high volume” is deeply ingrained.
📘 The Essence of "High Profit Business"
A Business Model that sells less but earns more
→Success comes not from “low margin, high volume” but from “high price, low volume.”
🧱【Fundamental Principles of High-Profit Business】
Take responsibility for the value you provide
→Value = the change (Before → After). Commit to results.Limit Supply
→Create scarcity (e.g., first-class). Waiting lists build trust and word of mouth.Think in terms of Profit
→Focus on profit, not “good” sales figures or revenue.Become an outlier
→Don’t sell to everyone. Become indispensable to a select 100 customers.
🔁【Practical Steps to Build a High-Price Business】
STEP 1｜Raise your price
How much? →See Chapter 3.
Confidence isn’t key; commitment is.
Sugawara raised prices from 1 million to 1 billion yen.
STEP 2｜Reduce customers
Define your service’s “first-class” level.
Shift target from “managers” to “CEOs”—the key to success.
Less volume highlights value (small market strategy).
STEP 3｜Delivery high value
Communicate the client’s “change amount = value.”
Justify price by the client’s profit increase.
🧠【Case Study：Advertising Price raised 10X to 1000 X】
Successfully sold a originally 1 million yen product for 1 billion yen.
CEO-level pitching boosted contract rate to 30%.
The key: changing the battleground (manager vs CEO)
🔍【Targeting and Delivery Method】
① Select customers with high need
Focus on the "what they struggle with". Deeper problems mean bigger value.
② How to research customers（Use social media）
Follow 20 promising people for 2–3 weeks
Understand their wants and dislikes.
③ Offer and Deliver
DM with “I want you to try this,” and you could possibly delivery for free.
Always disclose the true price to create value recognition.
💬【Customer Feedback＝Value Discovery】
Record interviews about customer transformations (Zoom recommended).
Sometimes clients realize your value only through your questions.
🔥【Core Message of the book】
“Fear of raising prices is normal—but this book shows how to break that barrier.”
What’s needed is “commitment,” not just “track record.”
Shift your perspective from sales volume to profits.
3 Steps to Achieve a High-Profit, Low-Volume Business
🔷Overall Goal
Transition to a “high-profit business model” that provides great value to a small number of customers through high prices and high margins—breaking free from the stressful and exhausting “low-margin, high-volume” norm.
🔶Introduction: Problem and Insight
Many Japanese consumers feel prices have risen, but dollar-based prices have remained steady (e.g., iPhone). The perception gap comes from yen depreciation and inflation.
Recognizing the gap between domestic and global prices is crucial to adapting.
Through radio and books, this event highlights the “essence of what’s happening now” and offers hints to change behavior.
🔶Main Content: The 3 Steps of High-Profit Business (How to realize a high margin model)
STEP1｜Raise Prices
Use “double your profit” as a pricing guide.
Example: A product priced at 100 yen with 10 yen profit → sell at 110 yen to make 20 yen profit, doubling profit.
Overcome fear of raising prices and the sales mindset of “silently discounting to customers.”
Must shift sales evaluations from revenue-based to profit-based to avoid unconscious discounting.
STEP2｜Reduce Customers
Raising prices naturally reduces customers, which is fine.
Because of higher profits, revenue can be maintained or improved with half the customers
Freed-up resources can be reinvested in value creation, creating a positive cycle of improved service quality.
STEP3｜Deliver Higher Value
Make remaining customers feel they receive value exceeding their payment.
Invest saved resources in product improvements, experience design, and support enhancement.
Satisfied customers generate word-of-mouth and repeat business.
🔶Supplementary: The True Meaning of LTV in High-Profit Business
LTV (Lifetime Value) is often seen as total sales per customer but is truly the sum of perceived value by the customer.
The focus should be on the total value perceived by the customer, not just how much they spend.
→ Increasing LTV means deepening trust and continuing to deliver value.
🔶Summary of Theoretical Framework
| Step | Action | Theoretical Background |
|---|---|---|
| ① Raise Prices | Maximize profit margin | Shift to fewer customers with higher margins |
| ② Reduce Customers | Focus resources | High price works with fewer customers; eliminate waste |
| ③ Increase Value | Improve product & experience quality | Close the gap between payment and perceived value |
🔷Conclusion and Message
Practicing high-profit business is not about complex theory but about courage in action.
The key is the courage to raise prices and the resolve to accept fewer customers.
One person who begins change can create ripples, transforming the values and norms around them.
According to Sugawara: “It may sound casual, but it’s actually the essence of 30 years of experience.”
Thank you Masaya!
I forgot to take a photo with Mizutama-san〜〜〜！
13 Spots Left! (Capacity: 25 Participants)
☆━━━━━━━━━━━━☆
Wim Hof Method
Breathing Session
☆━━━━━━━━━━━━☆
Takumi will also be joining this Breathwork Session
Join a focused 3-hour Wim Hof Method breathing session led by certified instructor and practicing physician Dr. Shinichi Sato, where you’ll thoroughly learn both the theory and practice of the method.
Date & Time:
June 29 (Sun)
10:30 AM – 2:00 PM
Venue:
Matsubara Corp. 2F, 65 Yaraicho, Shinjuku-ku
1-minute walk from Kagurazaka Station (Tokyo Metro Tozai Line)
Participation Fee:
4,950 yen
Blanket and yoga mat rental available for an additional 550 yen (limited to first 8 applicants)
What to Bring:
Drink (about 500 ml)
Blanket (a thin throw or similar)
Yoga mat
Eye mask (a handkerchief is fine)
Navigator:
Dr. Shinichi Sato
Details & Registration:
https://wimhof-breathing-a17jape.gamma.site/
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About Dr. Shinichi Sato:
Certified Wim Hof Method Instructor Level 2, Physician
In 2018, Dr. Sato suffered lumbar spondylolisthesis causing paralysis in his left leg and the need to use a cane. While bedridden, he discovered the Wim Hof Method and, within two years, recovered enough to complete a half marathon.
His records include a full marathon in 3:48 and the challenging Mt. Fuji Climb Race in 4:20.
In summer 2021, he taught the Wim Hof Method to his bedridden mother with dementia, enabling her to regain independence and return to work.
Learning that the method can be practiced safely by elderly people without prior conditions, not only athletes, he became an instructor in 2022 to spread its benefits.
He has coached many professional athletes including runners, surfers, and martial artists.
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https://utage-system.com/p/JrajqMmkcuUx
https://utage-system.com/p/nkv1cR4nv7NH
Link to Takumi Yamazaki’s
ENGLISH Book “SHIFT”
