Language drives us, excellence defines us . Sales Agent Training. Harvey Jenkins Network Manager. Language drives us, excellence defines us . Agenda. Welcome About Wolfestone Products and Services Winning Business Project Management The Language Services Market Selling Translations
One of the fastest growing companies in Wales
- Fast Growth 50
- 6th Fastest Growing Company in all sectors
- Fastest Growing Service Sector Company
Have been operating for 6 years
30 employees in the UK
Largest translation company in Wales
5th fastest growing translation company in the UK
Presidency of the ATC (Association of Translation Companies)
Have at least doubled turnover and profit for each of the last 5 years and on target to do so this year again
Growth has been organic with no borrowing – the company has no debt
We work in both the B2C and B2B markets
Have a comprehensive range of services and offerings
Wolfestone is committed to an ethical approach to business
We take our Corporate Social Responsibilities seriously and regularly sponsor events, awards, teams, etc.
A global network of over 6000 qualified, vetted, tested and referenced professional linguists on our database.
Most Promising New Business Wales – FSB British Business Champions
Most Promising New Business – UK Runner-up – FSB British Business Champions
Business Service Business of the Year – South Wales Business Awards
Young Business of the Year – Swansea Bay Regional Business Awards
Best Business - Marriott Hotels / Evening Post Business Awards
Business Service Business of the Year – South Wales Business Awards
Overall Business of the Year – South Wales Business Awards
Swansea Bay Business Woman of the Year – Swansea Bay Woman of the Year Awards
Swansea Bay Woman of the Year – Swansea Bay Woman of the Year Awards
Women in Business Awards – Highly Commended – Online Innovation Award
Women in Business Awards – Highly Commended – Go Green Award
Entrepreneur of the Year – Runner-up – Chambers of Commerce Business Awards
Welsh Business of the Year – Runner-up – Chambers of Commerce Business Awards
Business Service Business of the Year – Runner-up – South Wales Business Awards
Santander International Trade Award – Finalist – Santander International Trade Awards
Business Service Business of the Year – South Wales Business Awards
Fast Growth 50 – 14th Fastest Growing Company in all sectors in Wales – 2nd Fastest Growing Service Sector Company
International Business Award – Swansea Bay Regional Business Awards
Entrepreneur of the Year – IWA / Western Mail Business Awards
Award for Skills & People Development - Chamber of Commerce Awards
Most Promising Growth Business - Finalist - Chamber of Commerce Awards
Welsh Company of the Year - Finalist - Chamber of Commerce Awards
Entrepreneur of the Year - Finalist - Chamber of Commerce Awards
Business of the Month February 2012 - South Wales Evening Post and Business Life Awards
Award for Talent and Innovation (Winner) - Institute of Directors Awards
6th Fastest Growing Company in all sectors in Wales – Fast Growth 50
Fastest Growing Business (Winner) - Business and Professional Services Category – Fast Growth 50
Woman of the Year (Winner) - Women in Business 2012 Awards
Commitment to People Development (Winner) - Chamber Awards 2012
Business of the Year (Winner) - Chamber Awards 2012
Common Sense Advisory calculates that the market for outsourced language services is worth US$31.438 billion in 2011 (was not expected to reach US$29 billion until 2014).
This market size is conservatively increasing by 7.41% per annum and is probably closer to 12.17% per annum.
At the lower estimate that gives us a 2013 market of
Who speaks what online?
“The process of translating words or text from one language into another”
We cover all language combinations
Use only in country native speakers
Typically 2,000 words per day
Technical translations – utilise a translator with industry specific knowledge
Costs depend on technicality, language pairings and speed
2 Levels of service – Elite or Elite Plus
“To read (copy or proof) in order to find errors and mark corrections”
Provided as an integral part of translation
Independently done – not by the original translator
Technical proof-reading – utilise a translator with industry specific knowledge
Half the price of translation
“a comprehensive study of the target culture in order to correctly adapt the product to local needs”
Part of the process of cultural adaption
Usually refers to web-sites, software and video games
Necessary for any branding or marketing products
In country review is an essential part of this process
“Translate orally the words of another person speaking a different language”
Often called “translators” as well
Use only native speakers in one of the languages
Harder to find than translators – often have to be physically at the location
Telephone interpreting is an option
“An adaptation of a creative work into another language or culture”
Typically used for marketing material
A full recreation of the original work which ensures that the intended message is conveyed
Helps maintain brand integrity and consistency in different countries
“A production technique where a voice that is not part of the narrative is used in a radio, television production, filmmaking, theatre, or other presentations”
Database of voiceover artists held in-house
Can provide samples to help client choose most appropriate
In house state of the art studio
In house studio technicians – meaning rates are very competitive
“A written or printed representation of something, typically an audio file”
Able to transcribe any file type (i.e CD, DVD, MP3, MPEG, AVI etc)
Expertise in different fields (legal, medical, business etc)
Translation often follows transcription
Can be time consuming
“The creation of printed materials using page layout on a personal computer”
From simple re-aligning of text to complete redesign of brochure
Arabic and other right to left languages most affected
Delivered in almost any PC or Mac format
InDesign is most common
In house designers
Client has need of translation
Request for quote sent to us
We analyse the document and prepare quote based on language combination, speed required and technicality
Send quote to client and add to our Synergy X system
If client gives go ahead, quote is converted to a “project” on Synergy X and automatically sent to Project Management team
PM team source correct freelancer for the job and coordinate
Completed project returned to client and confirmation copied in to sales person
We receive inbound quotes by various methods, the most common 3 being:
The first 2 are mostly generated by the internet and all 3 are dealt with by the inbound sales team. Walk ins are mostly individuals looking to translate their marriage/birth certificates.
First of all, as the client has attached the files here, we would analyse the files for source language, check the subject matter and see if there is technical content, check word count (checking for words in any embedded images), check format and whether the client would need any Desk Top Publishing.
The sales person would ring the client to see if there are any special instructions for the project and if there was an urgent timescale.
This would also be the time to ask if the client has the source files if the document is a PDF.
The sales person would also ask the client what the deciding factors were on the quote
The quote would be calculated using the quote calculator and taking into account all of the data collected from the client. All of the information is included in Synergy X.
The Usual follow up procedure is followed and once the quote has converted into a sale the project is passed on to the project management team.
This information is necessary for the project managers to do their job.
Level of Service:
Number of documents:
Number of pages:
File type output:
Terminology or Glossaries:
Cost: £ + VAT
For first job - up front payment
Can be negotiated to 50% if client has issue with this
Future jobs – account set up. Standard terms are 21 days
Can be extended to 30 days on request
Anything longer only with special authorisation
Payment can be made by card over the phone
Project Management department receives a notification through Synergy X to say a job has been confirmed.
Senior PM or ASPM will assess the project and distribute to a PM within the team based on language combination, client, specialisation, availability or a combination of the previous.
The PM then checks through the details of the project and also checks to make sure they have enough / all the information to be able to manage the project effectively.
If all the required information is present, the PM will begin work on the project, if not, they will contact the Sales Person to get clarification.
The PM will send a Project Confirmation email to the client to introduce themselves, cc’ing in the Sales person.
The PM will now begin supplier selection and assign the project to the correct team / individual based on language combination, specialisation, timescales, reliability, location and budget (If no suppliers are available the PM will contact the Vendor management team to recruit a suitable supplier or will do the recruitment themselves if deadline is tight).
We recruit linguists from databases such as Proz, Translators Café and using external applications from freelancers.
All linguists are selected and tested against a stringent VM policy.
The PM will confirm a deadline with the supplier leaving enough time to run final QA checks before sending back to the client. Such checks include Spelling, Consistency, Grammar etc.
Once the project is complete and has been checked, the PM then sends the final files back to the client and cc’s in the sales person.
According to Common Sense Advisory there were 25,256 Language Service Providers worldwide
Europe has a 49% share of the world market
3.6% of providers account for 17% of market
63% of translation companies have 5 or fewer workers
It’s a young industry – 48% of professionals are in their 30’s
2 studies of UK businesses. Principal author: S Hagen, Newport University
ELAN – 100 UK businesses 2006 commissioned by European Commission/CILT
ARCTIC – 93 SME’s 2012 funded by the Arts & Humanities Research Council
The following slides are based on the findings of these reports
At least 20%-25% of export companies in England and Wales regularly declared they had lost business due to language or cultural differences
Estimates suggest that barriers currently cost the UK at least £7.3b and possibly as high as £16b in overseas trade
According to the ELAN report, 5 actions have been found to increase sales abroad
Employment of staff with existing language skills
A Language Management strategy
Employment of nationals
Use of professional translators e.g for high quality translation and localisation
Multi-lingual and culturally adapted website
Established a positive rapport and sense of trust
Shows respect for cultural and religious differences
Demonstrates a long term commitment to foreign market
Shows employees and foreign clients that you mean business
Increases the flow of market intelligence and customer feedback and understanding its real meaning
The vast majority of top performing export companies in Europe have invested in multilingual websites
For example Rapine Paberlvabrick (Estonia) translated its website in to 6 languages
They measured the impact on sales in the various markets where it has the language on the website
Adapted websites have increased sales by between 16% and 25%
Language drives us, excellence defines us
“Hi, my name is xxx and I am calling from Wolfestone Translations. We have been able to help marketing managers in the IT sector increase their international sales enquiries by over 25% in two years and I was wondering if I could tell me who I could speak to to see if we could do the same for you?”
We don’t need translations
I’m not interested
We already have a supplier
Where are you currently getting your translation services
I’d like to keep in touch with information fro when your new project is due
How do you currently drive export sales
Not if you look at the returns it can deliver
Outside a Paris dress shop “Dress for street walking”
In a Rome laundry “ladies, leave your clothes here and spend the afternoon having a good time”
A warning to Tokyo motorists "When a passenger of the foot heave in sight, tootle the horn. Trumpet at him melodiously at first, but if he still obstacles your passage, then tootle him with vigour.“
In a Bucharest hotel lobby “The lift is being fixed for the next day. During that time we regret that you will be unbearable”
In a Bangkok temple “It is forbidden to enter a woman even a foreigner if dressed as a man”
Yugoslavia: a sign in a hotel read "The flattening of underwear with pleasure is the job of the chambermaid. Turn to her straightaway.“
Switzerland: in a Swiss menu: "Our wines leave you nothing to hope for“
On the door of a Moscow hotel room: “If this is your first visit to the USSR, you are welcome to it”
In a Bangkok dry-cleaners “Drop your trousers here for best results”
“We were really pleased with the translation work you carried out. Our product names are one of the things that make our brand so distinctive from other pre-school toy brands. As such, it is extremely important that we have relevant, cute-sounding product names in foreign markets. As we continue to expand our business, there is of course the scope to translate product names and descriptions into further languages”
Wow Toys’ Brand Manager, January 2013
“The translation gave us the confidence to deliver to the Bulgarian market, knowing that it was specialist and catered to the end users. It helped us deliver a major contract for a new international player in the petrol forecourt business”
Project Manager at Fairbanks Environmental, January 2013
Roy Allkin, co-founder of Wolfestone is the Chairman of the ATC
“The ATC is the oldest dedicated professional group representing the interests of translation companies in the world. It is dedicated not only to representing the interests of translation companies, but also to serving the needs of translation purchasers.”
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