 All right. Hi. Well, we'll get started. Oh, that's louder. Awesome. I'm David McNamee with lingo tech Please stop by a booth 21 if you want to learn more about localization That's what we do. We have been a part of the Drupal community since 2007 So we've had a little experience solving some of the challenges on the technical side This today is not going to be a technical discussion. I hope everybody read the summary and no one's totally disappointed by that Okay, we are going to tackle one of the questions that I get a lot, which is How could I justify? Providing multiple languages on our websites Believe it or not. This is a question that gets asked a lot. So We'll look at some of the arguments We're going to look at building an ROI and then we'll kind of wrap up quickly with talking about prioritization I've got a good solid 15 minutes to talk through something that I usually spend about two hours talking So I can either talk really fast or we can focus on just a couple of things so I want to focus on Defining the ROI what some of the inputs are and where that comes from and some of the persuasive arguments that we make Around adding languages to our websites These are the greatest hits of why people tell me they're not going to add languages to their websites This this is a very common list price It's too hard. Oh Too hard. Okay, we don't really get benefit from adding languages Okay, Google translate we Google translate is there. Why do we have to add languages to our website? How many of you want to trust Google translate? Or any other commercial? I mean, I'm not bashing Google. They do great work on if you pay All right, same thing with Deepol and Microsoft and Amazon everybody else. There's a paid side to that story and Then the last one is my favorite everybody speaks Fill in the blank if you're in Madrid, everybody speaks Spanish if You're in Washington. Everybody speaks English All right, it's not really the case. I've gotten to travel a lot and No, not everybody speaks one language. So that argument has to be destroyed very very quickly Flip it around What are some really good reasons for adding languages? It's really hard to argue against these and Leave a motion out of it Let's just talk about the practical commercial opportunities around servicing people who spend money There's a lovely company called CSA research They're all language services Industry advocate they have this great study that I've referenced here. You'll be able to see it in the slides post, but their research shows Consistently 40% of people who are shopping online will not buy if they can't do it in their own language 40% that's a really big number and I'm bad with numbers. I know that's a big number So we want to look at that Along with that is entry into markets. What are your competitors doing? If you're trying to keep up to pace with the others in your industry Maybe it's an opportunity to get ahead of them if you can service underserved markets Domestic opportunities and I'm from the United States Not that anybody could tell from my seven different accents. You've heard already during this presentation. Thank you, sir Servicing multiple languages in some place like that should be a no-brainer It's not we have to argue about it sometimes So looking at second and third most spoken languages inside of an existing market It's potentially huge because you don't have to Learn new tax codes. You don't have to have new supply chains You don't have to have a lot of the new things you need when you're entering a new market You can just jump right in with some translations for a fairly low barrier entry So there's some other things from the commercial side that we can definitely talk about but usually when we're here People are starting to pull out their spreadsheets and you know scribble some numbers and do some things and make it a little little more of an engaged conversation You also have this weapon legal obligations Has ever anyone ever heard of a small Canadian province called Quebec? Yes. Yes, if you do business in Quebec, you are doing business in French It's just going to happen. Okay, if you're not they're making your life fairly difficult Quebec is not unique around the world in enforcing official languages legislation So you want to take a look at that and see what are you obliged to provide from a legal perspective when you enter a market? Then price goes out the window, right? It's no longer too expensive You have to do it and Then social impact and we talk about commercial we talk about legal But if you're a nonprofit organization if you're a government entity if you're an NGO maybe Revenue isn't your your chief objective So you have to look at the potential social impact that you're going to make Language revitalization efforts are happening around the world. You know people are you know in Wales doing a great job trying to bring Welsh Back to life and reinvigorate it. You can look at things that are happening happening in Asia people are realizing. Hey, this is our cultural heritage We want it to stay around So does it benefit you to help with that and to provide your information your services in one of these underserved communities Especially if you're an NGO We just went through you know still a Significant event and people had to learn how to say social distancing in languages that really don't Don't have that concept So being able to reach those places And and do that efficiently effectively land that message very very important. So If you're here, I'm gonna assume you think it's a good idea to go ahead and add more languages to your site So let's talk about justifying it with some numbers Return on investment is not my favorite financial metric in the world. I will be very upfront with that But it's useful because everyone who's got a business degree has a Handle on it. So if you're talking to your managers, you're talking to your financial people You're talking to your marketing people. They're going to have a fundamental grasp of ROI It's trying to answer the question is this a good investment if I spend money on it Am I going to at least break even am I gonna lose money on this? And so we try to put this together and so Yeah, you'll be okay Sometimes the answer is no, this is a bad idea run. Don't do it. It happens Other times, you know most the time We can make it look like reasonably well. So I have a ridiculous example buried in here The return on the investment is a ratio. It's it's presented as a percentage So we're taking how much gain Usually how much money are we going to make Subtracting the expense that we had getting there and then dividing it by that expense. So we get a percentage If you get you know zero percent you break even anything higher than that you're making a little bit of money So, you know, I spend 5,000 on a farm sell up for 7,000 That winds up being a 40% ROI 2000 profit by a 5,000 expense basic math Like I said, it's not perfect and this this last bullet point is it how do we agree? What's a gain? What's a cost? You would be surprised the arguments that I've had in my life about what is actually allowed to be considered a cost Different organizations have different rules. So you want to have this conversation with somebody in your team Who understands that, you know, do we look at soft costs or those allowed, right? Your sources for some of these numbers are going to come from a lot of places So if you're serious about putting together an ROI Get ready to go into research mode because depending on the market that you want to service The numbers might be a little more difficult to find Your language demographics Most governments have some basic information the language industry CSA research I mentioned Slater. There's a lot of great resources that have Sort of these impact values and where are people speaking these different languages that you might want to support? Buying power. That's how we can say hey if you know, you're going to address a Spanish speaking market in North America This is the potential Buying power of that entire market and then you want to kind of understand your organization's market share How much do they have? How much do they want to have? What's realistic over a certain amount of time? So with that Here's an example Okay, I Do not expect anyone in the back to be able to read this. Okay? This is a List of work a spreadsheet that I did For a client will call them a sports apparel company $75 million annual revenue based off of the UN estimates. They're in the United States We've got a 21 Thousand billion that's 21 trillion dollar GDP the market size for fashion apparel for sports apparel 170 billion we start doing some math and then we take a look at that company's market share so they have less than 1% of the market share and that's how we derive some of these numbers is what do we expect? Them to be able to have if we carry that over into a different language market So if you get point zero four percent of the market in English, which is the core language that most US companies support You take that over to say Spanish this first line We know based off of the research that's been provided There's a hundred and ninety trillion dollar. Well, sorry 1.9 trillion dollar Opportunity addressing that market. So if you multiply that out you can say probably get To you know two million dollars out of that What would you spend to get two million dollars into your revenue? Well, if we're just talking about website translation, that's probably on the order of four to seven thousand dollars depending on how many words you have $7,000 to get two point seven million dollars. It sounds like a pretty good deal, right? so Based off all that that math Pull that out and we look at to Gallag To Gallag is a language that not everyone's heard about Okay, very commonly spoken the Philippines We have a pretty sizable population in the United States So if you think about the United States and adding languages to your website, you immediately think about Spanish You're probably thinking pretty quickly about one of the flavors of Chinese language Well, if we look at to Gallag and just on these numbers. We're looking at a seventeen hundred percent ROI We're gonna get our money back and then some So not a bad deal now Not realistic It's that's just some some core numbers the real argument is what goes into those costs What can you really expect from a revenue perspective? So after you have some arguments, you may come back and say well Sales and marketing thinks that we can capture 25% of that potential market This is the internal argument that you're gonna have to have with people It'll cost so much money in marketing and revenue and maybe we have some software To help us out with that see language tech with 21 So we readjust the math and maybe we have to call it a 9% ROI in year one If we assume that we'll get 25% of the market straight off the bat Not unreasonable for an underserved community to go that hard So year one we have a really good case that yeah It might be worth it to invest in the fourth most spoken language in our country and Maybe look at the other ones later This is just food for thought Like I said ROI is not perfect My biggest complaint is it doesn't account for time-based issues Is anyone familiar with net present value? How much is my money worth today as opposed to tomorrow? Big important argument though the financial people in your company will sit down and explain it all to you over three Or four lunches if you let them You're available budget Year one return is usually the worst because we have startup costs New business licensing new fees if you're going into a new new market I like to look at multi-year forecasts because that's going to give us a better idea of And maybe years one and two are investment years Which means we have a negative ROI, which means we're losing money But by year three we're making that back and by year four We're profitable Might be worthwhile depending on what business we are in what kind of impact you're trying to have But I also like to present return on investment Alongside some other numbers. So if we have brand recognition scores, you know, what do people think of our brand? Do they know our brand? You see these advertisements on Google all the time or YouTube, right? Do you recognize this brand? Marginal sales benefit social impact estimates These are all recognized financial metrics that people will pay attention to and if you present them along with a very simple return on investment you can Get some traction on adding languages to your site so very quickly prioritization you take all of that and build a game plan Figure out your inputs and your outputs. That's that's basic, you know math, right? You waited in line to hear that Get your inputs get your outputs and then figure it out. Okay, but the real argument is Do we agree on the inputs? Do we agree on the outputs and then look at that? You know, are you going to be able to maybe go with a Another option that might be surprised you your first choice may not be the best one So we've got just about five minutes left in the session time Happy to open it up for questions and answers and I don't know if we've had anything online Probably not clear I'm yours fire anything about ROI anything about localization translation industry. I'm happy to answer in the next few minutes And again, if someone has to jet, thank you so much for your time. I hope this was helpful and We'll give you some new ideas that you can use to get as many languages on your websites as humanly possible How many languages should you translate into my answer is all of them? That's not realistic, but yeah, and I think he's going to pass you a microphone, but we'll get you on there So are there any particular factors to do with translations that you've found from experience have caught you out From producing a model compared to what actually happened. Hmm. I haven't seen dramatic variation But what usually happens is someone decides. Oh, great. That's a lovely model We've decided that we like it so much. Now you had to add these three other things to it Because you've convinced us so much around localization that we want to go hyper localization We not only want to have English. We want to make sure that you know, we're targeting our message for our friends in the UK so we have American English and UK English and then they realize Canadian English. Oh, hey, that's a totally different thing money So we may want to have some so getting into some of those conversations is they want to overdo it, which You know, I've got no problem if you want if you want to target that group specifically It always helps to have some some local flavor, especially if you've got a message That's emotional and you're trying to really motivate and convince people. So again public health and safety Oh, yeah, I want people to wash their hands really well Well, if I'm gonna do that and just say that might be okay in one market But wouldn't it be, you know, great if you could localize that for other markets that you're putting that into Great question. So Kind of a wishy-washy answer, but but the answer is no I haven't I haven't seen this destroyed Some people will kind of go, oh, that's ROI. That's very simple. I said, yeah It is very simple and we're acknowledging that it's very simple But gee, don't you see there's a foundation to dig a little bit deeper if I show you, you know, 20% ROI by year three Don't you want to talk about it a little bit more? Maybe this number goes down But if we can keep that conversation going We can we can have good success That's my objective Thank you anybody else localization translation baseball trivia What is baseball? All right, everybody enjoy the rest of your conference. There's some other great localization sessions I'm not doing it, but that's okay and Stop by the Lingo Tech booth at booth 21 and please remember to fill in your conference and your presenter evaluations Appreciate that Thanks everybody Yeah, thank you and we will continue with localization and with D9 looks late with the D9 localizations Server upgrade initiative In five minutes around so yeah, thank you for being here