Post by habiba123820 on Nov 6, 2024 5:07:13 GMT -5
Localization initiatives can only be as successful as the overall international strategy that drives progress.
Let me unpack this. Let’s assume you have a fantastic product or service that is incredibly successful in a particular country. Let’s also assume that as part of your growth initiative, you’re also trying to conquer international markets.
Now you’re ready to start your localization efforts. Imagine for a second that you’ve achieved localization utopia: perfect tools, talent, and processes.
All you need to do now is celebrate your international fame, right? Wrong! As much as I’d like to say that localization is the perfect driver for international growth, I’d be blatantly lying if I did.
Products and services do not necessarily perform wordpress web design agency well in different markets, despite the local success and economic potential of those specific markets. Take our case, for example. We started as a local translation agency in São Paulo, Brazil, and then transformed into a global technology platform based in the San Francisco Bay Area, United States.
When we decided to introduce our platform back to Brazil, we realized that we would have to create a completely new product to be successful in Brazil.
We base our technology on connectors, end-to-end workflow automation, and translator performance management. As exciting as these things may be for our US buyers, most of our Brazilian buyers couldn’t care less about these things.
If we were to localize our website, for example, it would seem absurd. Sure, the concepts might seem modern and exciting, but from a buyer’s perspective, no one would even be able to understand what we do. The use case is completely different. Based on our research, our customer base wants to upload a set of files, choose their talent from a marketplace, and click the Translate button for the lowest possible price.
While the US driver is all about the elegance of the solution and the complexity of the use case it covers, Brazilian drivers are all about cost and simplicity. Even if we localized our product, website, and offered world-class customer service in Brazilian Portuguese, we would fail miserably in expanding our customer base. We would be left looking at each other, wondering what went wrong.
The language may be impeccable and the brand may be perfect, but it is still not enough. That is why you must ensure product compatibility before starting localization initiatives. Ensuring product compatibility cannot be left to chance, even if we are considering introducing a completely new product or concept into a given market. We need to know everything we can about that market.
General macroeconomic trends
Political scenario
Ease of doing business
Bureaucracy and local regulation
Value system around your specific product
Local taxes
Local values and drivers
Fitness product
Companies that expand aggressively sometimes overcome these hiccups by launching in multiple locations at once, with the prior assumption that the product will fail in many of those locations. However, for most organic companies, launching in multiple countries simultaneously is not an option.
Resources are limited and the pressure to deliver returns is enormous, forcing you to choose wisely. Even without a crystal ball, thorough research can provide us with authoritative guidance on which countries are best suited for our businesses and how we should adapt our product to succeed in those countries.
Let me unpack this. Let’s assume you have a fantastic product or service that is incredibly successful in a particular country. Let’s also assume that as part of your growth initiative, you’re also trying to conquer international markets.
Now you’re ready to start your localization efforts. Imagine for a second that you’ve achieved localization utopia: perfect tools, talent, and processes.
All you need to do now is celebrate your international fame, right? Wrong! As much as I’d like to say that localization is the perfect driver for international growth, I’d be blatantly lying if I did.
Products and services do not necessarily perform wordpress web design agency well in different markets, despite the local success and economic potential of those specific markets. Take our case, for example. We started as a local translation agency in São Paulo, Brazil, and then transformed into a global technology platform based in the San Francisco Bay Area, United States.
When we decided to introduce our platform back to Brazil, we realized that we would have to create a completely new product to be successful in Brazil.
We base our technology on connectors, end-to-end workflow automation, and translator performance management. As exciting as these things may be for our US buyers, most of our Brazilian buyers couldn’t care less about these things.
If we were to localize our website, for example, it would seem absurd. Sure, the concepts might seem modern and exciting, but from a buyer’s perspective, no one would even be able to understand what we do. The use case is completely different. Based on our research, our customer base wants to upload a set of files, choose their talent from a marketplace, and click the Translate button for the lowest possible price.
While the US driver is all about the elegance of the solution and the complexity of the use case it covers, Brazilian drivers are all about cost and simplicity. Even if we localized our product, website, and offered world-class customer service in Brazilian Portuguese, we would fail miserably in expanding our customer base. We would be left looking at each other, wondering what went wrong.
The language may be impeccable and the brand may be perfect, but it is still not enough. That is why you must ensure product compatibility before starting localization initiatives. Ensuring product compatibility cannot be left to chance, even if we are considering introducing a completely new product or concept into a given market. We need to know everything we can about that market.
General macroeconomic trends
Political scenario
Ease of doing business
Bureaucracy and local regulation
Value system around your specific product
Local taxes
Local values and drivers
Fitness product
Companies that expand aggressively sometimes overcome these hiccups by launching in multiple locations at once, with the prior assumption that the product will fail in many of those locations. However, for most organic companies, launching in multiple countries simultaneously is not an option.
Resources are limited and the pressure to deliver returns is enormous, forcing you to choose wisely. Even without a crystal ball, thorough research can provide us with authoritative guidance on which countries are best suited for our businesses and how we should adapt our product to succeed in those countries.