Andy Andersen is an international expansion evangelist - helping companies to scale their business models with a global-first mindset. He works as an advisor/consultant, has spent more than 5 years leading product localization at Tinder, and has a background in international relations from the Louisiana State University. He is passionate about the integration of language with modern technologies, and an advocate for language inclusion as more people from the Next Billion join the digital age. As a language and culture enthusiast, he also devotes time to his blog called Backpacking Diplomacy and travels whenever possible. Backpacking Diplomacy is dedicated to the concept of cultural diplomacy and personal development through experience.
Global growth is not coincidental. First, your product should fit in the global market. Then, you should plan this growth. User acquisition comes first in this growth tunnel. To reach that level, you should give importance to UI, localisation, value proposition, educational information, supporting documentation, customer support and payment structure of your product.
If we would like to grow globally, we should look at the markets in individuals’ eyes, not in our companies’ eyes.
“When you think about something like Tinder or similar apps, the global market fit is very interesting because at its core, it is only doing something that people have been doing since the beginning of time which is connecting people, helping people to connect to meet, to talk, to have a coffee. That is something that humans have been doing since the dawn of the age. All humans across the globe. So, it is a new spin on it. It is a new technology. It is something that fundamental. It is a concept that is easily global. What I mean by that is like you kinda know that there is a need for this.”
“I think in the industry, people need to change this mindset. I often hear from start-ups and younger companies like “oh, we have to prove our business bottle up before we think about other languages.”. But you are ignoring an entire group of potential people that could help you get to that point faster and it is not that complicated to add languages into the app.”
“When it comes to internationalisation, there is an infrastructure of things that are foundational to success. You need internationalisation infrastructure. You need your code refractured that it can be in having other languages. You need tooling. There are free tools if you are a start-up and you are not looking into spend a lot of money.”
“The core of everything is gonna be like UI. You have to have a really good UI in languages.”
“People overlook it. We always think of markets as just the generalised markets, “this market here, this percentage of people, this total adjustable market”. I think we lose side of individuals sometimes as companies. It is really important thing. You need to focus on making that user experience so good that they see the value proposition for the product and they wanna use it and they wanna tell people about it.”
ABOUT THE HOST
Levent Yildizgoren, the author of 'Good Business in any Language', is an award-winning entrepreneur, localisation professional, and a PRINCE2 qualified project manager.
ABOUT THE GUEST
Andy Andersen is Head of Product Localization (International Growth) at Tinder. He is an international expansion evangelist - helping companies to scale their business models with a global-first mindset.
Do you have any questions about translation, localization, or international growth? Visit TTC website: https://ttcwetranslate.com/
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