Reach Multilingual Markets: Four Questions, Answered

EriksenTranslations

On our last WEGG webinar, “Reach Multilingual Markets: Creating Content, Developing Effective Partnerships, and Utilizing Translation Technology,” and presented by Jen Murphy, Director of Marketing for Eriksen Translations Inc. (pictured below), attendees asked a lot of great questions.  We couldn’t get to all of them so we promised to follow up with a blog post here at WEGG addressing the rest.  Here they are.  Meanwhile, thank you for your engagement and a BIG thanks to Jen for following through on this!

1. Should a business owner consider ever using Google Translate for translations?

While Google Translate has improved, its uses are still limited. Google Translate can help you understand the general meaning of text in another language, however a business should not use

Jennifer Murlhy, Director of Marketing, Eriksen Translations Inc.

Jennifer Murphy, Director of Marketing, Eriksen Translations Inc.

it for web content, legal or human resources materials, or anything client facing or for publication. Google Translate just doesn’t have the ability to grasp cultural nuance, or possess the local, contextual understanding of a human translator, and may miss crucial subtleties in technical or legal materials. In order to capture tone, emotion, and precise meaning it is still necessary to use a professional translator.

2.  How do you work with websites that update their content frequently?  For example, an e-commerce site with many SKUs? 

When a website requires frequent updates, delivered in a short period of time, it requires a lot of planning and coordination. If a client lets us know ahead of time the date when an update will be released, we can book our teams of linguist accordingly. A client’s method for delivering content varies depending on the capabilities of their Content Management System (CMS) to export/import translations. Sometimes we receive an export in XLS with all the SKUs, and update only the new ones or those that have been updated. If the client’s CMS is connected to our system, we are able to receive and deliver only the content that has been updated.

3.  How do you recommend that we, as professionals working to globalize a company, educate ourselves and better understand the global markets we hope to target and launch our marketing efforts in?

As a starting point, there is a great deal published online about cultural conventions around the world – just start by searching “cultural competence” in combination with the location you’re targeting. Additional market research can be obtained from international news reports, trade and economic statistics, and trade agencies. Georgetown University’s National Center for Cultural Competence lists many resources. The U.S. International Trade Administration offers trade counseling, market intelligence, and business matchmaking to help U.S. companies develop business abroad.

There are also companies that provide cultural consulting services to advise businesses on how to focus their marketing efforts and increase sales by meeting the needs of ethnic consumers. Some language services providers provide this service, or can refer you to a cultural consulting firm that’s a match for your needs.

4.  Could you tell us about one of your most challenging website localization experiences?

One especially memorable project was one we refer to as “Project Airlift.” Skype was relaunching their entire website into nine languages. This involved translating 1,000 html/php files and re-engineering the site in 6 weeks – a VERY short period of time for this scope of work.  It took a lot of planning and thinking “outside the box.”

  • Before the final content was ready, Skype provided us with “almost ready to-publish” files, allowing us to create a glossary and analyze the content so we would be ready to start as soon as the files were finalized.
  • Multiple teams of linguists were created, with one editor per language – so that a single editor could review all translations for consistency and style.
  • A schedule for rolling deliveries was developed to give Skype’s localization team a good head start on implementing the files as soon as they were finished.

Ultimately, it took a 10-person Eriksen team and 43 linguists, but due to planning, and organization, we delivered 1.3 million words ahead of schedule. While it was a challenge, this is a story we love to tell. Localization ended up being very important to Skype’s growth, and we were happy to play a role.

Jen can be reached at Eriksen Translations Inc. (Jennifer.Murphy(a)eriksen.com)

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Note: Don’t miss our next WEGG webinar 9/14 on “8 Critical Lessons to Ensure a Successful International Product Launch,” and presented by expert Alison Larson, founder of WorldBlazer Consulting. Register here: https://attendee.gotowebinar.com/register/4126297091592158468. Event is no charge but you must register in advance to attend.

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Tell Us How and Why You Want To Grow Global and Win BIG!

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UPS, in partnership with Metro Chicago Exports & JPMorgan Chase, announced the 2016 Metro Chicago International X-port Challenge. Listen up all women entrepreneurs and business owners!

This export pitch contest starts with you simply telling UPS-Metro Chicago Exports-JPMorgan Chase how and why you want to grow your global business — and you could be the winner of $10,000 in free export shipping credits and a matching prize of $10,000 in grant dollars.  And the beauty of this offer is that it only take a few minutes of your time to apply.  Imagine all the new customers your business could reach worldwide with these prizes!

The top 10 applicants will be invited to a “Pitch Off” event at Chase Tower in downtown Chicago on Thursday, October 20, 2016. These 10 businesses will have an opportunity interact with an illustrious panel of expert judges.

Three winners will be selected based on their international appeal and execution strategy. Should you qualify as one of their top 10 finalists, you will be contacted for verification and with further Pitch-off event date and location details. You must be available to participate in the Pitch-Off event to be eligible to qualify as a finalist.

This event is open to small and medium-sized companies (men and women may apply) located in Cook, DuPage, Kane, Kendall, Lake, McHenry and Will counties.

Go here to apply:  https://global.ups.com/x-portchallenge/?WT.mc_id=VAN701625  Note:  Deadline is September 16th.  Good luck! Let us know if you come out a winner!

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Note: Don’t miss our next WEGG webinar 8/24 on “Reach Multilingual Markets: Creating Content, Developing Effective Partnerships, and Utilizing Translation Technology,” and presented by expert Jennifer Murphy, Director of Marketing, Eriksen Translations, Inc. Register here: https://attendee.gotowebinar.com/register/8702241284561995012. Event is no charge but you must register in advance to attend.

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Women Are Leading the Global Entrepreneurial Revolution

TheEntrepreneurialRevolutionIsGlobalAndWomenAreLeadingIt

Women are leading the charge in taking their businesses global and the United States is a frontrunner with other nations following suit.

Our friend and colleague Rieva Lesonsky, CEO and cofounder, GrowBiz Media says:

I’ve [Rieva Lesonky] seen this firsthand over the past three years as I traveled to Brazil, India and Turkey, meeting scores of international women entrepreneurs at various states of business ownership, from startup to global expansion. The good news is these women don’t have to go it alone. There are organizations [such as WEGG] and events to help them come together, solve common challenges and exchange support.

Read more:  What Global Women Business Owners Need to Grow

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Note: Don’t miss our next WEGG webinar 8/24 on “Reach Multilingual Markets: Creating Content, Developing Effective Partnerships, and Utilizing Translation Technology,” and presented by expert Jennifer Murphy, Director of Marketing, Eriksen Translations, Inc. Register here: https://attendee.gotowebinar.com/register/8702241284561995012. Event is no charge but you must register in advance to attend.

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Confidence and Bold Growth Plans Will Take You Global

ConfidenceAndBoldGrowthPlansCanGetYouGlobal

A survey of Asia-Pacific women entrepreneurs has found that “while confidence and bold growth plans are trademarks of the region’s female business owners, they face some behavioral barriers to successfully scaling their operations.”

The survey was conducted as part of the EY Entrepreneurial Winning Women™ (EWW) Asia-Pacific program, which is sponsored by Standard Chartered, and assists established women-led businesses ready to become global market leaders.

Here’s one finding:

An overwhelming majority (90%) of the 143 respondents reported that they plan to scale their business, with 60% planning to grow internationally and 16% working toward an IPO. Almost two-thirds (58%) of those surveyed have explored external financing options; however, 73% admitted they found the process “intimidating.”

Learn more:  High-Potential Asia-Pacific Women Entrepreneurs Have Appetite for International Expansion New Survey Finds 

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Note: Don’t miss our next WEGG webinar 8/24 on “Reach Multilingual Markets: Creating Content, Developing Effective Partnerships, and Utilizing Translation Technology,” and presented by expert Jennifer Murphy, Director of Marketing, Eriksen Translations, Inc. Register here: https://attendee.gotowebinar.com/register/8702241284561995012. Event is no charge but you must register in advance to attend.

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A Global Affair to Remember at TAK Tea

AGlobalAffairToRemember

Thirty-five year-old social entrepreneur Zahra Karmali poses inside her shipping container turned community project store with a cup of TAK tea on 17th Avenue S.E. in Calgary, Alberta, Canada.  She’s plying her [global] trade on the diverse community’s main drag.

Her launch, along with others, is all part of Emerge Market, an incubator for local entrepreneurs who are launching businesses, everything from handmade goods to ethnic foods.

What was the impetus that led Marmali to start her business?

It was thanks to a 2004 trip to Tanzania that she rediscovered her spark when she met a street child named Aziz Mathew. “He asked me for five cents,” she says. “He said with five cents he could buy his roti and chai, he could buy peanuts, he could pay for security to watch him when he slept on the street.”

Inspiring people.  Amazing stories.  Changing lives.

Learn more:  TAK tea, a tiny International Avenue business a truly global affair

Photo courtesy:  Calgary Herald

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Note: Don’t miss our next WEGG webinar 8/24 on “Reach Multilingual Markets: Creating Content, Developing Effective Partnerships, and Utilizing Translation Technology,” and presented by expert Jennifer Murphy, Director of Marketing, Eriksen Translations, Inc. Register here: https://attendee.gotowebinar.com/register/8702241284561995012. Event is no charge but you must register in advance to attend.

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Lagos Ladies, Get Ready to Scale Your Businesses Globally

LagosLadies

If you are an innovative female entrepreneur based in Lagos, Nigeria and looking for scalable growth, you are in luck because the SME Boutique Women’s Exclusive Club (SWEC) has been launched just for you.

SWEC is an exclusive club for Lagos based female entrepreneurs who are seeking business growth and personal development opportunities and will offer brand visibility, capacity building business opportunities, mentoring and networking and access to financing, to name just a few of the free services.

Learn more:  Girl Boss!  Are you an Innovative Female Entrepreneur looking for business growth opportunities?  Apply to join the SME Boutique Women’s Exclusive Club (SWEC) Business Plan Accelerator Programme Scale UP!

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Note: Don’t miss our next WEGG webinar 8/24 on “Reach Multilingual Markets: Creating Content, Developing Effective Partnerships, and Utilizing Translation Technology,” and presented by expert Jennifer Murphy, Director of Marketing, Eriksen Translations, Inc. Register here: https://attendee.gotowebinar.com/register/8702241284561995012. Event is no charge but you must register in advance to attend.

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Women Account for 48 Percent of all SMEs in Kenya

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In Kenya, women-owned businesses account for over 48% of all SMEs, contributing about 20% of the Kenyan gross domestic product (GDP). Hence, the reason for a partnership between SheTrades Initiative (launched by the International Trade Centre) and Barclays Kenya for the purpose of offering local women entrepreneurs support in critical areas, including financial management, in order to help them create and maintain links to international markets.

“This partnership comes at an opportune time when SMEs are being globally recognised as vital economic growth and employment drivers. SheTradesKe presents us with a great opportunity to empower women in business and certainly draws us a step closer towards achieving the United Nations Sustainable Development Goals which seek to eradicate extreme poverty by 2030, while curbing social and economic inequalities,” Mr Awori [Managing Director, Barclays Bank of Kenya] said.

Read more:  Barclays, ITC cooperate to link up 10,000 women entrepreneurs to export markets

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Note: Don’t miss our next WEGG webinar 8/24 on “Reach Multilingual Markets: Creating Content, Developing Effective Partnerships, and Utilizing Translation Technology,” and presented by expert Jennifer Murphy, Director of Marketing, Eriksen Translations, Inc. Register here: https://attendee.gotowebinar.com/register/8702241284561995012. Event is no charge but you must register in advance to attend.

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How to Finance Your Global Growth

HowToFinanceYourGlobalGrowth

Our WEGG Board member, Chantal Wittman, V.P. International Trade Sales, MB Financial Bank, wrote a great article on “How to Finance Your Global Growth.”  You can access it here.  One tip she shares:

“Today most U.S. export sales are made to private sector buyers in both developing and developed markets. Ex-Im Bank and private sector credit insurance policies can be used to protect the risk of non-payment from foreign buyers, while extending payment terms that can range from a few days to five years, or longer. These insurance policies can also be assigned to U.S. banks to allow for advances on foreign receivables.”

Read more:  “How to Finance Your Global Growth

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next_up_13July_2016_wegginarNote: Don’t miss our next WEGG webinar 7/13 on “China Exports: Growing Brand Recognition Locally First,” and presented by expert Nicole àBeckett, President of Mercatura Global. Register here: https://attendee.gotowebinar.com/register/1045496295028407041. Event is no charge but you must register in advance to attend.

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And one more thing!  If you are based in Chicago, don’t miss a great LIVE event on July 13th  where one of our past WEGG presenters, Louise Kern, will be discussing Saving Your #$%:  Due Diligence in International Transactions.  To find out more and to register, visit: http://calendar.itagc.org/docs/ITAGC_Calendar_8255.pdf (fee involved).  Be sure to mention WEGG when you register to get your special discount.

Screenshot courtesy:  MB Financial


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