Translate more lean.Stop wasting peoples time.Speed up your Globalization.Lean translation: Go global with your web-, mobileand desktop app in 5 steps!“Many companies now generate 30% or more of their revenue fromoutside the U.S. In the high-tech sector, international sales oftenaccount for well over 50% of the total. This trend only stands tocontinue, as new and emerging markets around the world form thegrowth engine for so many businesses. Research from Common SenseAdvisory 1shows that the translation budget at most organizations istypically less than 1% of total revenue. In other words, the cost oftranslation is minuscule compared to the revenue it generates.” 2Startups as well as established companies have to view translated websites for what theyreally are – revenue enablers, not cost centers.No matter if you have developed a great web service, a mobile- or a desktop application:Your product works in your native language and you know in order to double, triple orquadruple your revenue you have to offer your software in other languages. Translating yourcontent into other languages is a way to unlock untapped markets. And it enables you toreach many non-native customers living in open markets around the world.1http://www.commonsenseadvisory.com/AbstractView.aspx?ArticleID=21792http://chiefmarketer.com/web-marketing/5-tips-keep-your-global-website-strategy-track
The research of Common Sense Advisory, Inc. shows the top reasons of the Fortune 500companies that translate their content3:● 79.49% say they do it to meet local customer expectations;● 71.43% say they do it to reach more customers in markets where they alreadycompete;● 71.43% say they do it to maintain or increase the value of the brand;● 69.39% say they do it to meet local regulatory or legal requirements.Translating your content means increasing your revenue - this is not even questionable.What you don’t know so far is: How do I translate my software efficiently without wastingtime and money?At Dynport GmbH we know exactly the most reasonable steps to go global: As a team ofsoftware engineers, located in Hamburg, we helped several companies to expand theirsoftware service into other languages. After plenty of internationalizations we realized thatthere is a too big waste of time, energy and money in translation projects. Especially thecoordination costs a lot of time and money. Emails are sent back and forth if text modulesare changed, there is a lot of communication and a high potential of misunderstandings anderrors.Certain about the Lean Startup Methodology we created our own principal: Lean Translation.Lean Translation is a procedure derived from the “Lean Startup Methodology” of Eric Ries andbased on the Principe “Lean Management”: Creating values without creating waste. Leantranslation provides an approach for creating and managing translations of web-, mobile anddesktop applications and get the desired product to international customers hands faster.The Lean Translation Method teaches you how to drive a translation project efficiently andhow to grow an international business with maximum acceleration.As for translations this means: Creating text in different languages and implementing these inweb-, mobile and desktop-applications without wasting time in administrative expenses. Itwas our goal to facilitate the collaboration of developers, translators and project managers.We found plenty of expensive industry programs that did not fulfill our expectations. Thus wedeveloped our own solution: PhraseApp (https://phraseapp.com).3http://www.commonsenseadvisory.com/AbstractView.aspx?ArticleID=2855
Based on our experiences in the past, today we explain you how to apply the LeanTranslation Management in 5 steps on your way to go global with your web-, mobile- anddesktop application.1. Decide in which markets you want to expand“Research1shows that no single country or language accounts for more than 25% of thetotal online population. That being said, you should be able to effectively communicate withapproximately 80% of your potential website visitors using just 11 languages: Arabic, Chinese(Simplified), English, French, German, Italian, Japanese, Korean, Portuguese, Russian andSpanish.” 2No matter if you are a Startup or a well established company, we always recommend: Startsmall and choose 3 of these languages for your expansion. Once you finished the translationinto these languages you are able to market your multilingual product and see the increaseof your revenue through.2. Choose a teamIn order to internationalize your web-, desktop- or mobile application it is necessary toestablish a team of localization manager, translators and developers. For startups werecommend the lean translation principle: Stick to your resources - everybody in your teamcould take one of the roles in the translation team. You don’t need perfect translations fromthe beginning. If you are an established company and you are willing to invest money intothe internationalization you’d better buy your translations from an agency or fromexperienced translators.In a translation team there are several roles that have to be filled.The Localization Manager...● conducts project meetings1http://www.commonsenseadvisory.com/AbstractView.aspx?ArticleID=7702http://chiefmarketer.com/web-marketing/5-tips-keep-your-global-website-strategy-track
● manages concurrent projects keeping in mind theirinterdependencies;● tracks and manages translation projects to successfulcompletion;● works with external translation vendors and monitor theirprogress;● approves new translated text units;● communicates status, issues and risks to project stakeholders;● provides leadership to localization team members;● maintains project documentation and implementation of process improvementinitiatives.In established companies this position will work closely with members of the BusinessDevelopment, Product Marketing, Product Development, Marketing Communications, OnlinePublishing, and the International sales teams you might have to create in the differentcountries.The Developer...● prepares your application to work in any language;● adjusts the code of your application○ e.g. the order of words in a sentence is often differently arranged in otherlanguages: Whereas the “red pencil” has it’s description before the object, infrench the description follows after the object “crayon rouge”○ e.g. the world is inconsistent about date and time formats, some countries putthe month first (6/21/2012), others the day first (21/6/2012)○ e.g. “Repeat password” is over 50% wider in German than in English; if thereisn’t enough space, then your text will overlap other controls○ and much more tricky parts have to be considered (e.g. localized date formats,currencies, etc.)● pushes new text units to the translation software;● pulls translated text units from the translation software;● releases new text translations continuously.
The Translators...● Translates your text on demand;● Collaborates with other translators;● Reviews translations.3. Define a lean WorkflowIn order to achieve fast results in your global project, finding a lean workflow betweenproject manager, developers and translators is essential. In translation projects managersoften waste a lot of time with the coordination of all translators, the on-boarding of newtranslators as well as adding additional languages or updating text.A core component of the Lean Translation Methodology is the Smart-Lean-Workflow: In asoftware translation project you basically have to find the shortest way of delivering your textunits to the translators directly while all the team members are still able to focus on theirmain work: The project manager should be able to control and approve, the developershould develop and the translator should translate. And also in reverse: As soon as thetranslation is done the project manager should approve the translation and the developershould get a notification in order to implement the new translated text unit to the software.
In order to do so, the project manager…● Should be able to coordinate texts, translations, translators and developers centrally inone place.The developer…● Should be able to demand all text units centrally for the translators;● Should add new text units without the need to communicate with the translator;● Should be able to protect source code;● Should see the status of the translation automatically;● Should be able to deploy new translations quickly to the live systems.The translator….● Should be able to work online without downloadingor installing any software;● Should be able to see the context of the text units(WYSIWYG);● Should be able to collaborate with other translators inorder to work on the same project;● Should be able to work independently from anydevelopers;● Should see translation demands in real time and automatically.In conclusion every team members should be aware about the own role and developers aswell as translators ought to avoid wasting time in administrative tasks.
4. Choose pragmatic SoftwareThe next step on your way of becoming a global player and applying Lean Translation is tochoose pragmatic software that fits to your Smart-Lean-Workflow. In order to avoid anadministrative overhead the perfect solution is a central platform where all team membersget user-specified notifications as soon as there is anything new.Thanks to cutting edge technology the workflow of the translation between developers,translators and project is extremely optimized. Translation management software such asPhraseApp (https://phraseapp.com) helps you to apply your Smart-Lean-Workflow. In orderto choose the best software that you ought demand, following characteristics are non-negotiable for the software:1. Interoperable: The software should support your programming language andplatform;2. Collaborative: All team members should be able to work centrally online and discussabout the work;3. Context-based: Translators should be able to see the context of the text that theyought to translate;4. Transparency: The translator should see text updates, all team members should seethe translation progress, developers should get notified instantly when a translation isfinished;5. Efficient: As soon as you release updates the software should be able to filter whichtext was already translated and which text really has to be translated. Thus you avoidredundant translation;6. Flexible: Don’t waste your money in expensive licenses. Your software should beaffordable and based on the Software on Demand principle. That means, yourfeedback counts, and you can influence the functions of the software. Moreover youare free to quit all the time.
5. Execute the projectLet’s summarize the first steps:1. You have decided upon your first 3 languages that you want to expand your web-,mobile- or desktop application;2. You have chosen a translation team;3. You have defined a Lean-Smart-Workflow;4. You have chosen a pragmatic software that helps you execute your translation projectIn order to keep your translation project lean, you ought to consider in each of these steps:● Avoid redundant work;● Don’t waste money in administrative expenses;● Learn from the feedback of every team member;● Optimize your workflow continuously;● If possible, give feedback to your software provider.You are now perfectly prepared to translate your web-, mobile- or desktop application andgo global within a lean process: You know how to create text in different languages andimplementing these in web- mobile- and desktop applications without wasting time inadministrative expenses. And you know that facilitating the collaboration of developers,translators and project managers is essential. Now get started and translate your project inthe chosen 3 languages. And before you start the next 4 languages: Evaluate and challengeyour translation progress, then optimize it.PhraseApp speeds up the translation of online content in Web-, Mobile and Desktop applications. The cloud-service is developed by the startup entrepreneurs of Dynport GmbH, located in Hamburg, Germany and wasreleased in November 2012. With the Translation Management Software, companies can save up to 80 per cent ofadministrative expenses for translation projects. More than 500 international companies already trust inPhraseApp - from small businesses and agencies to well established companies such as Wimdu.com, SponsorPayand BangTheTable.Press Contact: Rebekka Müller; Dynport GmbH, Große Theaterstr. 39, 20354 Hamburg, Germany; phone: +49 40357 187 74; fax: +49 40 357 187 75; email: firstname.lastname@example.org; web: www.phraseapp.com