Founder Profile

Keiji Goto

後藤慶士 / ごとうけいじ

Representative Director / CEO ・ Luna Inc.

Representative Director and CEO of Luna Inc. After graduating from high school in the United States, he took a leave of absence from university and moved from Kyushu to Tokyo, joining a startup that had two employees at the time. A business development specialist who built two SaaS businesses from zero to one and grew them into the businesses that now sustain a company of more than 100 people. Today he practices a new style of AI-driven startup management with AI at the core of the company.

Career Highlights

Leaving university, moving to Tokyo, joining a two-person startup

In his second year of university he took a leave of absence and moved from Kyushu to Tokyo. He joined a startup as an intern when it consisted of nothing but the founder and himself, and built his track record in enterprise sales from morning to night. He then joined the company formally as its first new-graduate hire, and grew into the person leading recruitment support for companies at the top of their industries — a major foreign consumer goods manufacturer, one of Japan's largest travel agencies, and general trading houses among them.

Launching SaaS businesses from zero during the pandemic

“If we don't build the next pillar right now, this company stops.” With that sense of urgency as the pandemic set in, he launched several SaaS businesses from zero to one. The first was a matching service built on AI and aptitude assessment; the second, a service combining AI and mental health. In both cases he led everything from a standing start — market research, service design, development management, sales and marketing, and building the team — and grew them into businesses with revenue in the hundreds of millions of yen within a short period. Seeing those launches through became the foundation for the company's rapid growth past 100 people, and it now stands on the verge of going public. The two businesses he started are positioned as the pillars behind that listing.

Founding Luna Inc.

He founded Luna Inc. in July 2022. Facing head-on a field — kink and fetish — that had long been difficult to talk about in society, the company took as its mission the creation of a society where people can pursue who they are, safely. He built everything himself, from business planning and product to marketing and customer support, and reached profitability within a year of launch. Traffic on launch day was heavy enough to bring the servers down; 7,000 people joined in the first month, 50,000 within the first year, and the service has since grown into Japan's largest kink-focused community service, used by more than 100,000 people across 46 countries.

A new style of management, with AI at its core

At Luna he pursues organizational transparency and speed of decision-making relentlessly. The vehicle for that is ARIS, an in-house AI system built and operated by the company itself. ARIS began by reproducing Goto's own way of thinking and his decision criteria as an AI clone, and has since expanded into a system that supports the entire business. Business planning, product development, data analysis, reporting and decision support all run with AI at the core of management. Working at the frontier of AI-assisted development and business growth, he is a rare example of AI-native startup management in practice.

Strengths

Business strategy and growth

Experience spanning zero-to-one through one-to-ten. He can design and execute growth strategy end to end, from market analysis to product-market fit, monetization and scale.

Launching SaaS businesses from zero

He has seen multiple SaaS businesses through from zero to one under real pressure, leading every stage of the launch — market research, product-market fit, sales and marketing, and building the team.

Organizational development and scaling

Grew a team from four people at launch to more than thirty, and contributed to a company's growth past 100 people. First-hand experience of the organizational problems that come with scaling.

AI-native management / ARIS

Built and operates ARIS, an in-house AI cloned from his own thinking. From business planning through development and decision support, he runs a new style of startup management with AI at its core.

Timeline

Student years

Took a leave of absence in his second year of university and moved from Kyushu to Tokyo

Joined a two-person startup as an intern, building a track record in enterprise sales from morning to night
2013

Joined the same company formally as its first new-graduate hire
Through 2018

Enterprise sales / leading recruitment support for major companies

Led recruitment support for companies representing their industries, including a major foreign consumer goods manufacturer, a large travel agency and general trading houses
2019

Launched his first SaaS business from zero to one

A matching service built on AI and aptitude assessment. Led everything from market research to launch and building the team
2020

Launched his second SaaS business from zero to one

In the middle of the pandemic, launched a service combining AI and mental health, reaching hundreds of millions of yen in annual revenue within a short period
2022.7

Founded Luna Inc. (Representative Director / CEO)

Started Japan's largest kink-focused community service, facing the kink and fetish field head-on

Education

Ritsumeikan Asia Pacific University Graduated Major in Management
The Academy of Tucson High School (Arizona, USA) Graduated

Press, speaking and advisory inquiries

Keiji Goto speaks regularly with journalists and with anyone willing to think through this subject alongside us — about the kink and fetish field that Luna works in, and about what "a society where people can pursue who they are, safely" would actually look like. He welcomes press, speaking and advisory inquiries.

Interviews and written contributions on the kink and fetish field
Coverage and features on Luna's business and community
Talks and panels on identity, diversity and sexuality
Advisory work on operating services and designing communities in the kink and fetish field

For inquiries, please get in touch at pr@luna-matching.com.

Email pr@luna-matching.com

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Keiji Goto

Leaving university, moving to Tokyo, joining a two-person startup

Launching SaaS businesses from zero during the pandemic

Founding Luna Inc.

A new style of management, with AI at its core

Business strategy and growth

Launching SaaS businesses from zero

Organizational development and scaling

AI-native management / ARIS

Took a leave of absence in his second year of university and moved from Kyushu to Tokyo

Joined the same company formally as its first new-graduate hire

Enterprise sales / leading recruitment support for major companies

Launched his first SaaS business from zero to one

Launched his second SaaS business from zero to one

Founded Luna Inc. (Representative Director / CEO)

Press, speaking and advisory inquiries