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If localisation should help you expand and grow internationally... 

If localisation has something to do with translation... 

If it’s a process that makes a product or service suitable for a new area... 

If it makes a product or service more suitable for a particular country... 

Wrong question.

What determines whether an offering is suitable for a market 
is the proportion of purchases
 relative to sales expectations.

 

It doesn’t matter whether or not the product has been adapted.

A story from my global expansion experience

Picture a scale-up preparing for a launch in yet another country, led by a manager from there. Localisation team is adapting the product. 

 

To see how many people would buy it, marketing team launches the usual waitlist campaign. Alarmingly few compared to previous launches. The launch is cancelled. 

 

Not because someone decides that the product isn’t suitable for the market. Given the mismatch between the likely number of future purchases and the expected number of sales, the decision not to enter the market yet makes business sense.

Which experts in localisation should define what it is
for a business?

If localisation services providers define localisation for you... 

If localisation software providers define localisation for you... 

Do you need a way to create and deliver…?
 

A.  More content to more customers, cheaper and faster
 

B.  More value at scale, which no machine can do
 

(I find ways to have both, because the choice is not binary.)

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