Challenge!! Open Governance 2016 Application Form for Citizens/Students

Title of theNo.

Agenda(Note)
Title of the
Idea（disclosed）

64

Name of

Title

Municipality

Promotion of a shopping street in Fukuoka
City

Fukuoka City,
Fukuoka
Prefecture

The plan to vitalize Tojinmachi Shopping Street: A two-stage
project(Note) For the Title of the Agenda, please fill in the title of the agenda of the municipality that is applying for COG
listed in the COG2016 website.

1. Applicant Information
Name of Team

Asaoka Seminar 14B (3rd grade) & 15B (2nd grade), Department of(disclosed)

Business, Marketing, and Distribution, Nakamura Gakuen

Team Style（disclosed）

Information ofName (disclosed)thee-mail (closed）

representativeTel#(closed）(only the namewill bedisclosed)

Ayumu Yamaguchi

Relationship in between the rep.
and the municipality(closed)* About the conditions for the disclosure of information
What you are going to fill in in “2. Description of the idea” in the following pages will be
reviewed and disclosed under the Creative Commons Attribution 4.0 International License (CC
BY). However, if the applicant requests, it will be disclosed under the Creative Commons
Attribution 4.0 International License (CC BY-NC). Please notify us when you apply if you prefer
this. In either case, the credit will be given to the name of the team that applied.
(For details of the conditions of the license, see
https://creativecommons.org/licenses/by/4.0/legalcode.ja andhttps://creativecommons.org/licenses/by-nc/4.0/legalcode.ja. See also the information
provided by Creative Commons. https://creativecommons.jp/licenses/)(Notes)<Name of the file used for the application and where to send them>
１． Upon application, please name the file as COG2016_応募用紙[A1]_specific team name_relevant municipality
name and send it to the following email address. The email address can be accessed from the “Application
Acceptance Section” of the COG2016 website of the University of Tokyo, Graduate School of Public Policy.
admin_padit_cog2016@pp.u-tokyo.ac.jp<About Disclosure and non-disclosure>
２． The name of the idea, the name of the team, the team style, the name of the representative, and the“description of the idea” will be disclosed.
３． The above information will be disclosed after review. (For example, anything that is offensive to public orderand morals or plagiarism will not be disclosed.)
４． “Self-evaluation of the screening items” will not be disclosed through the information provided in thisapplication form. What has been determined to be excellent in content and can possibly be used for futurereference may be disclosed after consulting with the applicant during the advice phase after the public
screening.
５． Any parts of the sentences, photos, figures, and graphics used in the “Description of the idea” section whose
intellectual property belongs to anyone other than the team should be noted in quotes in accordance withlaw or with an explanation that permission has been obtained from those who own the intellectual property
rights. The same applies to the “Self-evaluation of the screening items” section.
<List of team members>
６． Please provide the list of the team members in a separate excel file and submit it with the application form.
(The information of the members other than the name of the team representative, as described in 2. will not
be disclosed by the office of COG. Please see the attached document for details.)

２．Description of the idea (disclosed)
Please tell us the story of the idea (public service) that will help concretize the agenda andsolve related problems using data and information materials.
(1) Content of the idea (disclosed)
For the idea, it is recommended to think of who does what, where, when, and how,construct the content with each of these elements, and organize the story. Please provide thecontent within the following section. (You may use figures and tables as needed.)
Shopping streets in Fukuoka City are faced with problems, such as aging of the board members,
a shortage of successors, and a lack of stores that play a key role in attracting customers [1]. The ideathat we propose in this application is a plan to vitalize Tojinmachi Shopping Street. Tojinmachi
Shopping Street has been selected to be included in Fukuoka City’s “shopping streets’ promotion
project: ‘a project to discover partners with whom to vitalize shopping streets’.”With this idea, (1) shoppers, (2) Hawks fans, [A2]and (3) foreign tourists are identified as targetsof Tojinmachi Shopping Street. (2) Hawks fans, and (3) foreign tourists are newly identified targets inthe vitalization project. The “Promotion and vitalization of shopping streets” that the applicant
pictures is a state where an increase in the number of visitors leads to an increase in the sales andprofits for the shopping street and the stores, while Hawks fans and foreign tourists have active
interactions with the shopping street and among themselves. It is also a state where the shopping
street and stores have the ability to respond to the needs of the target customers in order to continue
making progress. We defined the key concept for realizing this goal as a “shopping street where wecan connect with people and the future.” The applicant is the Asaoka Seminar members (teacher incharge: Yumi Asaoka), who are learning service marketing. The seven students involved, who are
currently in the third grade, were mainly involved in the activities up to 2016, but from 2017 onward,
the 11 students in the second grade are mainly in charge of the activities.
[Tojinmachi Shopping Street Vitalization Story] – The vitalization idea consists of two stages –Stage 1: To vitalize the shopping street, the stores must appeal to the target customers. The stores––a few model stores at first––will work mainly on (1) creating appeal and values targeted at shoppers,
and increasing the number of shoppers and sales in this stage.
Stage 2: The applicant will play a main role in generating ideas targeted at (1) shoppers, (2) Hawks
fans, and (3) foreign tourists that lead to increasing public recognition and an increase in the numberof visitors and sales; the shopping center will then put the ideas into practice. Table 2 shows the plansagreed during the meeting held on December 9 with the shopping street––in terms of promoting the
shopping street, we are only at the stage of presenting ideas. We agreed with the shopping street
members that we will conduct the demonstration and verification (prototyping) of the core elementsof the vitalization ideas among the plans by the end of March in terms of A), C) and E）and thenformulate a specific action plan based on the results.
Table 1. Actions for vitalization, their implementers, and the scheduleStage
Stage 1

Stage 2T
A
Actions
Several stores work on creating the appeal and values targeted at shoppers, and increasing thenumber of shoppers and sales◎ ◎ Check1) Understanding the current situation Completed(Octobertothrough fieldwork and workshops
November 2016)◎ ○ Check2) Each store will understand the February 2017
current situation using the “7P
Sheet”◎ ○ Act
3) Work on creating appeal and values, March 2017
andgenerate
improvement
measures◎Plan
4) The stores select ideas to implement April 2017from the above measures and build a
plan
◎
Do
5) Put the plan into practice
May to July 2017
◎ Check
6) Verify the efforts
August to September 2017
◎ ○ Act
7) Work on creating fresh appeal and October 2017
values and come up with new
improvement measures
As an effort of the entire shopping street, we will work on increasing public recognition andincreasing the number of visitors and the sales targeting (1) shoppers, (2) Hawks fans, and (3)foreign tourists.
◎ ◎ Check1) Understanding the current situation Completed （ November 13,
through fieldwork and workshop
2016）
◎ Act
2) Creating the appeal and values of Completed （ December 9,
the shopping street, and exploring 2016）plans◎ ◎ Plan3) The shopping street and theapplicant select the ideas to March 2017
implement and build a plan
◎ ◎ Do4) Put the plan into practiceApril to July 2017
◎ Check
5) By the end of October 2017
August to September 2017
◎ ◎ Act
6) Work on creating fresh appeal and By the end of October 2017

valuesandgenerating
new
improvement measures
Note: “T” in the table refers to Tojinmachi Shopping Street; “A” refers to Asaoka Seminar. ◎ refers to the main
implementer;○ refers to implementer.
The schedule from April 2017 onward is the applicant’s current proposal.

Table 2. Plans in Stage 2
1. Aimed at shoppers

2. Aimed at Hawks fansA) Leading us to the
future! Children’s PR
teamB) Reservation andstore-hopping systemC) Social gathering of
Hawks fans at the
shopping street closest
to the Hawks
D) Central-Pacificinterleague series?

3. Aimed at foreign
touristsE) Visit to Tojin-san andthe eight temples
F) Creation ofcustomer-service cards
to communicate withforeign tourists

4. Promotion by the
shopping streetG) Installing anadvertisement of the
shopping street within
the subway Tojinmachi
stationH) Matching aprons
I) Hawks winning saleJ) Distributing
information using SNS

Reference [1] Fukuoka City: Report of the status survey of shopping streets
http://www.city.fukuoka.lg.jp/data/open/cnt/3/42610/1/zenntai.pdf, etc.

(2) Basis of the idea (disclosed)
Please explain the basis of the idea (why this idea), including numerical data that supports
the idea (what can be shown by numerical values, such as past results, statistics, orquestionnaires) and evidence (information materials, plans, or existing measures, etc.)(hereinafter collectively referred to as “data materials”). Please indicate the sources of thenumerical data or evidences. Make sure you completely explain the basis within the following
two-page section.
Tojincho Shopping Street is an arcaded shopping street that has its roots in merchant houses
that sold goods to people who passed through Karatsu Kaido, which was used by the Fukuoka Domain
and the Saga Domain for sankinkotai (a system under which feudal lords in the Edo period wererequired to spend every other year in residence in Edo). There are eight temples located around the
shopping street, which Fukuoka Domain supposedly built as forts to defend the city from the ocean.
There are Yafuoku Dome and Hilton Fukuoka Seahawk on the north side of the shopping street within
the radius of a kilometer.
1. Process leading up to the finalization of the vitalization plans
The applicant first grasped the current situation by walking around the shopping street in the
middle of October 2016. Using the trade area analysis report [2] as a reference, we analyzed thecurrent situation together with a 4C analysis (customer, competitor, company=shopping street, andchannel=distribution channels and partners) incorporating a 7P analysis (product[A3], physicalevidence, participants, process, price, time and place, promotion). We carried out an interview survey
with the board members of the shopping street’s promotion association on October 27, and interview
surveys with shoppers at the shopping street on November 7, 8, and 11 (Table 3). We then refined
the results of the analysis (Table 4) and organized the vitalization plans after putting the results into

a SWOT (strengths, weaknesses, opportunities, and threats) framework via a cross-SWOT analysis(Figure 5).
We participated in the “Tojinmachi Shopping Street workshop” held by the Fukuoka Directive
Council on November 13 and reported the results of the cross-SWOT analysis. On that day, an
opportunity for fieldwork was provided by the board members of the promotion association and abrainstorming session was held among the participants (around 30 in total, with seven from theapplicant team) where ideas were exchanged.
During the three-month process, we put together the final vitalization plans.
Table 3. Summary of the results of the interview surveys conducted with shoppers
1) Location, time, andplace of the surveys(number of valid
responses)
2) Attributes of the
respondents (top fiveanswers) (%)3) Frequency of use (%)4) Stores used (top fiveanswers) (%)5) Reasons for using them
(top five answers) (%)

Location: Tojinmachi Shopping Street
Time & place Nov. 7, 2016, ~4:30 pm (52) Nov. 8, ~4:30 pm (25)Nov, 11, ~ 11am (21); Total: 98
Women in 60s/70s (15:3 respectively); Women in 40s (10.2);
Women in 30s (9.2); Women in 50s/Men in 60s (8:2 respectively)
Almost every day (32.7); Once a week (23.5); 1–3 times a month/every
other day (15.3);
I do not use it (13.3)
Stores selling perishable goods, such as vegetables, meat, and fish (64.3);
Grocery stores selling ready-made dishes, bento, and bread (49.0);
Supermarkets (43.9); Clothing stores & sundries stores (12.2); Stationers(6.1)
Because they are close to home (50.0); Because the products are fresh andtaste good (15.3); Because the prices are cheap/Because I use them all
the time (13.3 respectively); Because the people in the store are kind(11.2)

2. Basis for determining the target customers and the vitalization plans
2-1 Vitalization plans focused on shoppers
The essential service that shopping streets provide to the customers is the sales of goods
through everyday shopping. Therefore, the most important customers are shoppers using the
shopping street on a daily basis. The results of the interviews revealed that 30% of the customers
used the shopping street “almost every day” and 15% used the shopping street “every other day,”while the most commonly used stores are “stores selling perishable goods, such as vegetables, meatand fish,” “grocery stores selling ready-made dishes, bento, and bread,” and “supermarkets”; these
are the members of the promotion association in descending order. The results showed that
customers use the shopping street to buy things on a daily basis. Therefore, we came to theconclusion that it was necessary for each store to review its range of products, price setting, exterior
and interior of the store, merchandise displays, customer service, and store hours, and then create
the appeal and values. Completing this will be Stage 1.
We were also able to find out from the trade area analysis report [2] that people of various ages
from those in their twenties to those in their seventies live within the trade area, but there are many
people in their thirties (17.3％）and in their forties 16.0％), and their children (under 10: 7.9％,
teenagers: 7.7％). What we will do to encourage those in their thirties and forties and their children
to develop “affection” for the shopping street is implement A) “Leading us to the future” and“Children’s PR team” in Stage 2.
2-2 Vitalization plans focused on Hawks fans
The subway’s Tojinmachi Station is the closest station to Yafuoku Dome, but many of the people
use the exits that do not lead to the shopping street. The shopping street has been endorsed by thebaseball club as the “shopping street closest to the Hawks.” Therefore, we considered a plan to open
the shopping street to Hawks fans: C) Social gathering of Hawks fans at the shopping street closest to
Hawks in Stage 2.
2-3 Vitalization plans focused on foreign tourists
Tojinmachi Shopping Street has the atmosphere of a traditional downtown. In addition, there
are eight temples built in the 17th century around the shopping street (Kisshoji, Myoanji, Zenryuji,
Seidoji, Daienji, Shokoji, Myohoji, and Jokeiji). Daienji has a gojunoto (five-story pagoda). On thenorth side stands the Hilton Fukuoka Seahawk and a shuttle bus runs from near the entrance of the
shopping street every 20 minutes. We believe we could attract foreign tourists here. By combining
Tojin-san, which is the symbol of Tojinmachi Shopping Street, with “eight” temples (eight is a lucky
number in Japan), we created a sightseeing route: E) “Visit to Tojin-san and the eight temples” inStage 2. People can receive a goshuin (temple stamp) from the eight temples.
Table 4. Analysis of the current situation of Tojinmachi Shopping Street
External
environment

1. Customer

2. Competitor
Internal
environment

3. Company[Trade Area Analysis] Total: C, Size: C, Stability: B, Wealth: C, Immigration: D,
Density: D, Growth: B [2][Residents] Under 10: 7.9％; Teenagers: 7.7％; 20s: 15.3％; 30s: 17.3％; 40s:
16.0％; 50s: 12.2％; 60s: 11.4％; 70s and over: 12.3％ 〔2〕  There areresidential areas nearby.
[Access/location] Close to the subway station and the bus stop. There is a
subway station and a bus stop with the word “Tojinmachi” included in the name.
[Nearby facilities] Tojin Elementary School, Fukuoka Elementary School attachedto the University of Teacher Education Fukuoka; eight temples; Omura Beauty
Fashion College; Ohori Park; Yafuoku Dome; Hilton Fukuoka Seahawk; theatricalcompanies (theaters)  users of the dome and Hilton are not efficiently led to the
shopping street. There are no large supermarkets or shopping malls nearby.
Nishijin Shopping Street, MaxValue (Arato), Tenjin, Hakata Station  no matchfor these in terms of size
Product
・
A nice, old-fashioned shopping street with a shitamachi (olddowntown) atmosphere with a history dating back to the Edo
period.
・There is a promotion association that has an office withfull-time staff, and the board of directors is cohesive.
・
About 70% of the stores are members of the association: 12
eating, drinking & goods-selling stores, 13 eating & drinking
establishments, seven perishable food stores, ten beauty &health-related stores, and ten others.  There are only asmall number of stores selling products related to food,clothing and housing (convenience goods) or stores targetedat young people. Not enough stores serve as the core stores.
The diversity of stores is insufficient; there are some vacant
stores, although not many.
・
There are supermarkets, convenience stores, banks, clinics,
theaters, and a community space within the shopping street
and therefore we can host visitors for a variety of purposes.
・
Shopping street cheering for the Hawks.
・The shopping street provides values, such as accessibility interms of time and distance, reasonable prices, friendliness,safety and security, advice on how to choose products, asense of nostalgia, and novelty.

Physical
Evidence

・
・
・
・
・

Participants

4. Channel

There is a weather-free [A4]arcade, but it is shady inside.
Public viewing space has been established.
No resting spot (tables or chairs). It is hard to enjoy
food-hopping[A5]. [A6]There is no place for a long stay.
No sense of unity.
No bicycle parking area; no free (or discounted) parking area.

・Store staff are friendly and can communicate with thecustomers very well・
Since there is no staff uniform, we cannot tell who the staff
are.
Process・
Person-to-person selling.
Price・
Reasonable price setting compared to Tenjin and Hakata
Station.
・
The point card system was discontinued.
Time &
・No uniformity in store closing days and store hours.
Place・Stores cannot be easily found (very few direction boards andsigns).
Promotion
・Service days (1st and 15th)・Events (events linked with the Hawks, public viewing,chankonabe (hot pot dish) during Kyushu Grand Sumo
Tournament)・
Website, Facebook, newspaper fliers・
Tojin-san, the symbol of the shopping street
・Most stores are private operations and there are only a few chain stores 
easy to work on improvement.

Table 5. Cross-SWOT analysis (owing to the width of the form, we omitted “strengths, weaknesses, opportunities,
and threats” and listed the main actions derived from the SWOT)
Opportunities

・
・
・
・

Threats

・・Strengths
Events and workplace experience sessions
for elementary school students
Visit to eight temples
Solutions to enjoy food-hopping
Creating a system to encourage visitors toshop at several stores
Developing an app for introducing stores
Differentiation through friendliness andcommunication

・
・
・
・
・
・

Weaknesses
Installing an information board at the
subway station
Creating a route from the dome to the
shopping street
Using vacant stores as resting space
Wearing matching aprons
Improving service to customers
Planning events to attract young people or
Hawks fans

Reference [2] Trade area analysis report: Tojinmachi 1-chome
http://www.f-takken.com/shotengai/pdf/town-report1_40133041001_1km.pdf(3) The flow of activities leading up to the realization of the idea (disclosed)
Please explain briefly the general flow of activities leading up to the realization of the idea,
including the body in charge of the realization of the idea, specific processes, milestones, etc.
within the following section. (You may use figures and tables as needed[A7]).
1. Flow toward the implementation of Stage 1

“Actions toward vitalization, their implementers and schedule” in Stage 1 can be found in Table
1. 1) “Understanding the current situation through fieldwork and workshop” has been completed.
Stores eager to work on improvement of their stores are the first to become model stores. The “7P
Sheet” used in this project will be explained in the 4) “Others” section (Table 7).
2.

Flow toward the implementation of Stage 2“Actions toward vitalization, their implementers and schedule” in Stage 2 can be also found in
Table 1. 1) “Understanding the current situation through fieldwork and workshop” and 2) “Creating
the appeal and values of the shopping street and exploring plans” have been completed. The plansagreed by the shopping street can be found in Table 2. In terms of A), C) and E), we will conduct thedemonstration and verification by the end of March, as described above. In terms of the promotion of
the shopping street as a whole, we are only at the stage of ideas having been presented so far, andtherefore they are not included in Table 6.
Table 6. Details of the plans in Stage 2
Name of
Plan

Content

Goal1) Aimed at shoppers
A) Leading us to the future!
Children’s PR team

A collaboration with Tojin
Elementary School andother elementary schools in
the neighborhood. The
shopping street has
provided lectures in thepast to third grade students
about the history of
Tojinmachi and the
shopping street, but we will
extend this project to createconnections with thechildren. Newspapers orfliers created will be posted
or distributed in the
shopping street and in theneighborhood.
e.g.,1) For 3rd graders: Lecture2) For 5th graders:Workplace
visit andcreating a
shopping
streetnewspaper
3) For 6th graders: Creating
fliers for thestores4) For 8th graders:Workplaceexperience・To help elementary andjunior high school
students and their

2) Aimed at Hawks fansC) Social gathering of Hawks f
ans at the shopping street clo
sest tothe Hawks
Encouraging more people tovisit the shipping street during
or after the games by providing
a free “interaction space” toHawks fans. One plan is toprovide food and beverages bymaking the entire shopping
street look like a food court; also
consider having the shopping
street set up stalls or a delivery
system. Another plan is an event
where the public can enjoy
watching night games orfamilies can enjoy viewing day
games. A customer must
become a member of the“Tojinmachi Takato Club” toparticipate. The membership fee
will be around 300 yen and will
be used as the fund for waste
disposal and cleaning. We
should consider allowing people
to bring in their own food andbeverages, but by if a ticket
system is used, people will beable to freely purchase tickets atfood and beverage
establishments in the shopping
street.

3) Aimed at foreign tourists
E）Visit to Tojin-san and theeight temples

・

・

・

To increase the number ofvisitors
To increase the number of“Visit to eight temples” near
the shopping street will bepromoted as a sightseeing
route. People will receive
goshuin from “eight” temples(eight is a lucky number inJapan). We will sell shikishi（a square of heavily
decorated paper）for around
1,000 yen to have goshuin
stamped by the temple. The
last stamp will be the one
from Tojin-san which is theend of the route on the
shopping street,. Also the
shopping street map (written
in English) will be distributed
so that people can enjoy
food-hopping and shopping.
We initially target the guests
at the Hilton or MICE
participants. We will consider
ways to promote this plan at
the shuttle bus stop or inside
the hotel and encourage
people to participate. We cancreate photo-taking spots for
Instagram and encourage
word-of-mouthcommunications by planning
an experimental menu.

・To increase inboundvisitors and tourists
To create a buzz

・What todo

Schedule

Name ofplan・parents develop
affection for the
shopping street
To create permanentconnections with local
peopleArrangements with theelementary and juniorhigh schools  We will
ask Fukuoka City toparticipate

We will complete thedemonstration andverification by March 2017
and work on 1) and 3)
during the first semester.
B) Reservations andstore-hopping system

Content

A system where stores
reserve the purchased
goods and the customers
pick them up before
leaving. A point card
system will be used. If acustomer spends more thana certain amount of moneyat multiple stores, he or shegets (store-hopping)
points.

Goal・

What todo

Schedule

To increase theconvenience of
shopping andencourage
store-hopping・We need to increase thenumber of stores that
become members of
the system.
We will finalize a specificplan by September 2017
and will carry it out from
October.

stores that are open on
Sundays・・

Purchasing tables and chairs
Negotiating with the foodand beverage stores(creating menus
appropriate for the plan)・Providing information on
how to become a member of
Takato ClubWe will finalize a specific plan by
February 2017 and carry out atrial during the pre-season
matches.
D) Central-Pacific interleague
series?
Many shopping streets inFukuoka cheer for the Hawks,
but not many cheer for theteams in the Central League.
Tojinmachi Shopping Street isassociated with the founder of
the team Yakult. So, weannounce that the shopping
street not only cheer for the
Hawks but also cheer for Yakult.
We will create an impression of
the street as a mecca for Yakult
fans.
・
To increase publicrecognition and create newcustomers

・We need to persuade thestore owners.

We will finalize a specific plan by
December 2017 and areconsidering carrying it out from
2018.

・
・
・

Negotiating with thetemples
Preparing shikishi andgoshuin
Creating the shopping
street map

We will complete thedemonstration andverification by March 2017and carry out a trial from
April.
F) Creation ofcustomer-service cards todeal with foreign tourists
Creating customer-service
cards for simple greetings andfor words such as “thank you”
in English, Chinese, andKorean so that stores can see
them or show them to thetourists at any time.

・

To deal with the inboundtourists and increase
shopping convenience・We need to create thecards.

We will have the cards readyby September 2017 and will
use them from October.

(4) Others (disclosed)
Briefly explain the selling points of the idea, restrictions upon realization of the idea if any,near-term solutions, and potential for the future (for example, “if the limitation of XX can beeliminated in the future, we can also do YY”) within the following section.[A8]1. Selling points of the idea
There are four selling points here. The first is that there are two stages; stores’efforts toincrease the number of shoppers and to increase the sales in Stage 1, and the efforts made by theentire shopping street in Stage 2. If the stores gain momentum, then the shopping street will also
naturally gain momentum, and if the shopping street gains momentum, then the stores will also gain
momentum. We believe these two stages will generate synergy.
The second selling point is that we generated this project by conducting fieldwork and interview
surveys, and participating in a workshop to collect qualitative data while referring to statistical data.
The applicant[A9] walked around not only Tojinmachi Shopping Street but also other shopping streetsin Fukuoka City and conducted fieldwork and interview surveys with the store owners and shoppers.
We carried out interview surveys and meetings with the board members of the shopping street’s
promotion association and studied the feasibility of the project. The ten plans presented here are all
feasible.
The third selling point is that we are trying to perform analysis from the viewpoint of service
marketing and generating improvement measures because retailing is a service activity. (1) Shoppers,(2) Hawks fans, and (3) foreign tourists have been identified as target customers and the plans
generated appeal to these three target groups. Table 7 shows the “7P Sheet,” which will be used when
considering improvement measures. To present the appeal and values to the most importantcustomers (i.e., the shoppers who use the shopping street on a daily basis), the applicant and thestore owners will identify the strengths and items that require improvement of each store and work
together on the improvement measures.
Table 7. Outline of the “7P Sheet”
Items to be analyzed
Strengths

Items that require
improvement

Improvement measures

Product (essential service
products)
Physical evidence (service
products related tophysical requirements)
Participants (service
products related to humanrequirements)
Process (service products
related to processes)
Price (price and cost)
Time and Place
Promotion

The fourth selling point is that we created the project while receiving appropriate advice fromthe board members of Tojinmachi Shopping Street’s promotion association, the Economy, Tourism &Culture Bureau of Fukuoka City, and the Fukuoka Directive Council. We participated in the workshop
held on November 13 by Fukuoka Directive Council, which was very meaningful as we were able tobrainstorm with other members of the public, shift our perspective, and expand our views.
2. Restrictions upon realization of the idea
To realize this idea, it will be essential in Stage 2 to gain cooperation from outside organizations,such as elementary schools, temples, Fukuoka Softbank Hawks, Hilton Fukuoka Seahawk, and IT
companies (described below). However, the shopping street has already worked together with

elementary schools in the past. We also spoke unofficially with some temples to hear their opinion.
They were basically cooperative. We are looking to gain the cooperation of Fukuoka City and Fukuoka
Directive Council toward realizing the idea.
We are also looking into expanding businesses and increasing convenience using ICT in each of
the plans. Convenience can be increased using ICT, for example, by developing and using an app for“B) Reservations and store-hopping system” in Stage 2 or using tablets for “F) Creation ofcustomer-service cards to deal with foreign tourists.”