Originally published on metropolis.co.jp on September 2013

For those who can’t get away on holidays or who can’t stand being back—there is another option. Convert a portion of your house into your own holiday home.

Vacation Veranda is the brainchild of expat entrepreneur Theodore Jennings. His idea was to stimulate the nascent green revolution in Tokyo and help people make the most of the limited space around them.

Metropolis spoke with Jennings about the inception and fruition of his idea… and how he’s carved out a niche for himself in Tokyo… while helping people find their own niche at home.

What was the initial idea? How did it begin?
Four years ago, I looked out from my private “Copacabana” balcony where I’d often entertained friends, and saw a sea of unused balconies in Tokyo. It made me sad to see that people couldn’t imagine how to transform their balconies and add a bit of extra happiness to their lives.

What were the challenges you faced?
Challenges go hand-in-hand with entrepreneurship. My earliest was forcing myself to devise a cohesive marketing strategy to explain the ideas in my head to customers. Mid-term challenges revolved around how to survive after my initial one-year savings ran out before business really picked up. I took another nine-to-five desk job for a period to keep my six staff and company alive, but it was what I needed to do to ensure Vacation Veranda survived.

What were some milestone moments?
In 2010, we were featured in The New York Times, and that helped to give us some real credibility. In 2011, the earthquake and subsequent nuclear disaster actually helped business with the new push for energy savings. Our “green” designs reduced energy costs due to their cooler surfaces. They significantly cut the heat island effect on balconies and rooftops through decking, grass, trees and water features that we incorporate into our designs. The same year, we won the silver medal at the Hibiya Garden Lifestyle Design Show, a national competition with blind judging from many large garden and design companies. In 2012 we landed our first large commercial project to transform nearly 250m2 of rooftop for an embassy in Tokyo, which helped showcase our skills for large private enterprises as well.

And some heartbreak moments?
The hardest thing I’ve had to do since I started the company was to take another job for eight months to pump cash back into my business. Taking that job humbled me, and I tried to make an impact at the company where I worked, but I realized that I loved Vacation Veranda too much and I needed to be fully immersed in doing what I am passionate about. Now I am 100 percent back into my business, with a wonderful supportive staff and understanding clients and my goals are to ensure that customer service is better than it ever was.

Were there any times you thought of giving up?
I’ve never wanted to give up—never.Sometimes I get frustrated with my various challenges, but I’m a man of faith and I’m doing something that I love. So it’s more a matter of me asking God, “How do you want me to navigate these challenges?” God has never let me down, so I’ll continue to believe that things will work out in the end.

When did you realize you were glad you didn’t?
The best feeling is seeing how my clients’ lives have changed from the designed spaces that I create for them. This is what constantly reaffirms for me that I’ve made the right choice.

What’s your advice for other would-be foreign entrepreneurs?
It can be done. Japan needs more foreign entrepreneurs because we bring a different perspective into the Japanese economy that can help generate wealth. One advantage of being raised in a different culture is being able to see what the locals haven’t been able to see. Capitalize on that! Take Terrie Lloyd’s “Starting a Business in Japan” two-day course—money well spent—and associate yourself with other entrepreneurs in Tokyo to get advice and build a support network.

What are your plans for the future—where will you go from here?
I want Vacation Veranda to become the Louis Vuitton of outdoor living! In order to do this, I will have to constantly offer the best designs and highest quality of service. I want to make not only a huge impact in Tokyo, but also in other major cities where rooftop greening is needed.

How does the veranda concept chime in with your feelings about Tokyo?
Tokyo is still the most populated city in the world with perhaps smaller spaces compared other large cities, so I’d like to help people create a bit of happiness right on their balconies. It not only expands their space by giving them an outdoor room, but it also brings a bit of imagination into one’s home. Imagination is how all things beautiful and innovative come into existence. Having an imaginative escape space right in your apartment, I believe, would do something special for Tokyoites.

Tel: 090-5211-0053
info@vacationveranda.com
www.vacationveranda.com