LaJolla Software, Inc. Todd Batey returned from lunch with high hopes for a productive afternoon. Two large, long-term projects had just been completed and this would be his opportunity to dig through that stack of unopened mail, deferred memos, file folders, journals and magazines he simply hadn't had found time to read. Among the larger, more important projects Batey had worked on during the past several months was a new product launch in the company's enterprise software division. At the same time, he had been working with LaJolla Software's senior team on a highly confidential and potentially profitable strategic alliance: LaJolla executives were targeting several Japanese firms for a joint venture that would permit the company to distribute its famous "S-4" supply chain management software in Japan and, perhaps, throughout much of Asia. Company Background LaJolla Software, Inc. is a small but rapidly growing firm located outside of Silicon Valley in San Diego County, California. This quirky back-bedroom start-up had grown from $8 in capital with no revenues just five years ago to a $150 million, publicly-held firm that specialized in enterprise software, customized applications, and innovative thinking in systems integration and supply-chain management. Chad Lucas and his college roommate, Joshua Flynn, had converted an interest in management information systems into a successful business long before most of their classmates had paid off their college loans. Virtually all of their efforts had been internal, however. Lucas and Flynn hired half-a-dozen of the smartest young programmers and systems engineers in Southern California and began developing a product line. Perhaps their brightest move was to hire Todd Batey, a recent Santa Clara grad who specialized in marketing. Piece-by-piece, the team of Lucas and Flynn had put together a very strong business, but now things were beginning to move much more quickly. If they were to take advantage of the window of opportunity now open in the Far East, they would need more than bright programmers and a young marketing director. They would need a business partner who knows the territory. Opportunity Knocks As Batey tossed his soft drink cup in the recycling bin, one of the interns stuck her head in Todd's cubicle. "Chad and Josh need to see you." "What's up," he asked? "No clue," she replied. "1 just know something's happening and you're next on the agenda." Batey grabbed his iPhone and headed down the hallway. With just 75 employees, LaJolla Software didn't take up much space: two floors of a modern office building where Torrey Pines Road meets the I-5. On a nice day (and they were almost all nice) you could see Pacific Beach from the windows in Batey's cubicle. Not much privacy, but a great view. Batey walked into Chad Lucas's office without knocking. Formality was about as common around LaJolla Software as neckties. "You need to see me?" he asked. "Hey, Todd," came the reply, "have a seat." meets the I-5. On a nice day (and they were almost all nice) you could see Pacific Beach from the windows in Batey's cubicle. Not much privacy, but a great view. Batey walked into Chad Lucas's office without knocking. Formality was about as common around LaJolla Software as neckties. "You need to see me?" he asked. "Hey, Todd," came the reply, "have a seat." "We just got a fax from Masahiro," said Lucas. "Our endless series of trips to Tokyo has finally paid off." The fax in question was from Masahiro Fudaba, a Senior Vice President with Ichi Ban Heavy Industries of Japan. "Really?" asked Batey. "Finally." said Flynn. "We're going into partnership with Ichi Ban to form a joint venture. Their shareholders, business partners, bankers, and Keiretsu executives have finally bought off on the deal." He paused for a just a moment. "Looks like the LaJolla team is going to Japan." "First, though, were going to have some Japanese visitors," said Lucas. "The word from Masahiro is that Kazushi Yakura and a team of eight Japanese managers will be here next week to begin the process of organizing our new, jointly-owned company. Apparently Mr. Yakura will be here for just a few days. The transition team, however, is planning to stay until we have all the details worked out." "How can I help," asked Batey. "Well," said Flynn, "were engineers. You're the marketing guy, so we figured you would be the logical person to help make these folks feel welcome." "More to the point," said Lucas, "we need to help the people on Ichi Ban's transition team understand a bit more about us. They know our business, our market, and our industry, but I'm not sure how much these guys know about the U.S., about California, or about doing business with Americans. According to Masahiro," he added, "only Mr. Yakura has been to the United States. Most of the others have never been out of Japan." "Interesting," said Batey. "What else do we know about them?" "Here's a list of people they ve identified for the visit," said Lucas. "We have ages, job titles, and a little bit of background, including education and prior work experience, but not much else." "What do you want them to know?" asked Batey. "It's clear to me that we have to reduce their anxieties, eliminate their fears, and raise the level of mutual trust," said Flynn. "I know that you understand something about Intercultural Communication, so we'll leave the details up to you." He paused for a moment, then said. "Let's make it more than a Padres' game and a day at the Zoo." "No problem," said Batey. "I'll have a preliminary plan worked up for you by the close of business tomorrow." Lucas and Flynn thanked the young marketing manager and expressed complete confidence in his ability to make the Japanese managers' visit productive and successful. Todd left Lucas's office and, heading down the hallway, thought to himself. "No problem? Maybe there is a problem here, What are we gonna do with these guys?" Writing Assignment Please respond in writing to the issues presented in this case by preparing two documents: a communication strategy memo and a professional business letter. In preparing these documents, you may assume one of two roles: you may identify yourself as an external management consultant who has been asked to provide advice to the officers of LaJolla Software, or you may assume the role of Todd Batey. Either way, you must prepare a strategy memo addressed to Chad Lucas and Joshua Flynn that summarizes the details of the case, rank orders critical issues, discusses their implications (what they mean and why they matter), offers specific recommendations for action (assigning ownership and suspense dates for each), and shows how to communicate the solution to all who are affected by the recommendations. You must also prepare a professional business letter for Mr. Lucas' signature. That document may be addressed to Kazushi Yakura, addressing his concerns in the case. Or, if you wish, you may address a letter from Mr. Lucas to all LaJolla Software employees, responding to their concerns and explaining what the company is doing to address the situation at hand. If you have questions about either of these documents, please consult your instructor