Client feedback on translation services

The second anniversary of Babel Translations is only 3 months away, and looking back is exciting and also satisfying. Building this business was challenging fun, and getting the brand recognition Babel has today, was hard work - but work that makes me proud.

In the past two days I got some very nice customer feedback, which I would like to share:

"I just wanted to tell you that, since yesterday when I updated the French translations, sales of 2 of my items have shot up."

I got a lot of comments like that over the years, and each time is as wonderful as the first time.

"You are 5% more expensive than competitor, so I had no choice, I cannot trust my translations to the 'cheaper'"

Almost exactly a year ago, the pricing issue came first to my attention. By then, I was known to lose clients because my services were too expensive. But in that case I had almost lost a client because I was too cheap! In the last year I was often tempted to lower prices or offer large discounts. But I did not. We offer quality work and try to give best customer service - and there is a price to be paid for that. Quotes like the above, and clients who come to me after being disappointed with a competitor, show me that there is something to be said for my approach.

I thank all the clients over those 21 months for their trust and their business!

Babel Business Development (What Peter has been up to lately - Part 2)

As my faithful 2 readers know, over a year ago I founded "Babel Translations and Text Creation", by now the largest and oldest translation agency in Second Life. Part of the service of Babel Translations was always to offer conceptual and planning work to clients as well. I did not advertise this - it more came naturally during the discussions with the clients. My close friend and SL sister Trinity Dechou suggested a while ago to branch these services out. We discussed the idea a while, made concepts and plans, a portfolio of services and towards the end of July we founded Babel Business Development, a company offering full service marketing and business services to Second Life companies.

Our slogan is "We make a difference", and our goal is to provide exactly what a business owner in SL needs. Unlike RL, where specialists care for their respective areas, in SL businesses are often run by individuals with limited capacity who need to take care of a lot of things: creating their products and services, handling sales, generating public interest,supporting their clients, etc. Trinity and myself have both RL backgrounds in Sales and Marketing/PR, as well as a track record for being successful in SL. With this experience we offer the tools often forgotten or misunderstood to business. With the ability to view business as an outside source we can offer advice on areas to be developed. One core concept is to give our clients only what they need. We do not want to "take over" their business, not change their ways, not take away the power to make the decisions from them. Our clients remain independent, and get from us as much or as little as they want.

Fairly fast we found our first prospective client, an averagely known fashion designer with her partner, who reported to struggle with sales lately. A visit on site revealed many things with potential for optimization, starting from the layout of their shop, product presentation, and continuing with their blog and brand representation. We prepared a report and a number of next steps, alas we seemed to have overwhelmed them and they literally fled the scene.

We changed a few things in our presentation, and set a "Meet and Greet" on the client's property as the first step, and soon enough we found our second client, a rather well known accessory designer, and conduct a brand research for them as of the writing of this blogpost.

Coming from a country where creating your own business is ridiculously difficult, and been employed my whole adult life, for the third time I am thrilled how easy it is to create a business in SL. People with good ideas, designs and creations can simply start to market them, and the abundance of creativity in SL is proof of that. I did not come to SL to become an entrepreneur - but here I am, running the market leader in translation services, a successful furniture company, being the business soul of another company, and now the co-founder of a business development company. Not only is this fun, not only is this useful, it only taught me a lot about myself.

One year Babel Translations - growing of a virtual business

A year ago I danced in one of my favorite SL hangouts in the Dublin sim and met SL oldie Brooke Fairplay. We chatted about SL now and then, how it had changed, and about her business in SL. When she learned that I am not an English native speaker, she casually mentioned that she thought of targeting an international audience as well but somehow never got around to do it. The discussion followed me for a few days. I realized that with my background in marketing and foreign communications - and applied business English for almost 30 years now - I could offer translations and sales-driven text creation as a service to the SL community. This was the moment Babel Translations was born.



Since I had not a lot of L$ back then, I set myself both a financial and time limit. I saved 2000 L$ aside, looked for office space. My first office was at 50L$/week, and I placed a classified for another 50L$/week. On day one I got my first client - the landlord of the office tower - and by the end of the trial period I had translation jobs for 4000 L$ and a revenue of 500 L$. "That goes rather well", I thought, and continued with Babel Translations.

By that time I was primarily offering English/German at a price of 2 L$ / word, but soon requests for other languages came. I recruited French and Italian translators, soon Danish and Swedish followed. I charged 3 L$ for those languages, but kept English/German for a long time at the lower level as I was making these translations myself. In August 2007 I acquired my first reference customer. Blaze Columbia of Blaze Fashions not only insisted on paying the double rate, she also gave me some valuable business tips, like implementing a minimum fee for jobs. Back then I was in awe of what I considered "large" amounts of money, so I did not follow her advice of establishing 500 L$ as minimum fee, but instead chose 250 L$. I was reluctant to mention this limit to the first clients, but none of them objected. So up to date 250 L$ stayed the minimum amount for translation jobs.

Also in August, I managed to acquire the first large translation job worth 9500 L$. I still can remember my accelerated pulse as the client paid the 50% advance payment. It was the single largest sum of L$ I ever got until then. The client turned out to be a repeat account, returning each month with multiple translation jobs. Also in August I moved into my current office at Beachwood, something I never regretted so far as this estate is run perfectly well by landlady Kitty Umarov.

September marked the month where I got first asked to deliver a complete concept. Finally I could apply another of my RL skills, and developed a shop concept, along with English and German press releases, advertising texts and notecards. December on the other hand was a comparatively bad month, with "only" 13 translation jobs, but at the same time the month with the most beautiful job ever. Usually SL businesses asked for translations, but this time a private citizen asked for a translation. He is French, his girlfriend German - they only communicate in English, but he wanted to have one if his favorite love songs translated into German for her. Despite Decembers bad results, I was happy I could pay a bonus to all translators at the end of the year.

In January I took my associate Tina Lynch aboard. Not only did she work on French translations, but she also replaced my notecard-based bookkeeping with a sophisticated spreadsheet based on Google docs. Under her lead we refined the spreadsheet over the next month, and now it is an invaluable tool of keeping track of jobs, degree of completion, distribution of jobs among translators and calculating revenues and fees.

The most "odd" feeling decision took place in February: I almost completely stopped doing translations myself, since it became too time consuming. I started to focus completely on marketing and sales now, and in consequence had to recruit people for English/German. As a consequence I had to raise the price for those languages to 3 L$ / word as well.

In May, Babel Translation took over the competing agency "2nd Tongue Translation". For a couple of months we have silently cooperated already, granting 2nd Tongue a bulk buying rate for the languages they did not offer themselves. As 2nd Tongue's manager had to reduce her SL involvement, Babel Translations stepped in and integrated 2nd Tongue's business into our own.

Today, Babel Translations is the premiere translation and copywriting/text creation agency in SL. With a 3-figure number of jobs and a 6-figure amount of translation fees in recent months, our 50 translators provide the finest and most professional translation services in SL. We cover almost 20 languages, and each language is at least covered by 2, typically 5 translators. The translators themselves are in most cases RL translators, or have a similar qualification in language teaching, journalism or other text creation parts. Even though Babel Translations is a virtual company, we praise ourselves with having the highest standards and providing the best possible service to SL companies.

The past 12 months with Babel Translations where very challenging, but also provided a lot of fun and satisfaction nevertheless. I want to take this opportunity to thank all my clients who put their trust into Babel, as well as all my translators for their exceptional work and loyalty. My special thank goes to Tina, with whom Babel would not be where it is today.

Thanks a lot - I am looking forward to the next 12 months!

Lost in translation

After accepting a job and handling the financial side, this dialogue happened:

[7:55] Peter Stindberg: How did you find us?
[7:56] V.G.: tomorrow 8 am in sl are ok

Public reception

Peter Stindberg: May I ask how you found Babel Translations?
Ariel Erlanger: actually I just did a classified ad search on "translations", and of the few that came up yours seemed the most reputable, and also you published your rates up front which was a big plus.
Ariel Erlanger: i don't like to have to start off by negotiating rates, so that's a big selling point. and having good english in your ad was the clincher. just in case you were curious!
Peter Stindberg: Well you checked the classifieds. There's 4 companies offering translation services who look halfway professional.
Ariel Erlanger: if you're very loose in your definition

Making a point for translations in Second Life

To many, Second Life appears to be a US dominated community. But every one of you ran into the occasional French, German, Italian or Japanese user already. True, English is the predominant language on the grid. But you'll be surprised how many ethnic communities there are throughout SL. As you know I run a translation agency in SL, so my daily challenge is to raise awareness that even though English is widely used and accepted, you are missing on opportunity to not support other languages as well. And also if you have offerings for your German or French commune, you are missing on opportunity if you don't address the English speaking population.

In order to make my point, I had a close look at the key metrics published by Meta Linden, as of early October. Unfortunately, these statistics only list Countries and not languages. And it also does not list the total number of users, but only the countries by activity and hours spend online. As much as I had loved absolute numbers, I decided to go for countries by activity since this is the important number to my clients anyway.

To my best knowledge, I broke the countries listed down to languages, for example splitting Spanish speaking users from the US count, dividing Belgium into French, Dutch and German users, as well as taking away French users from Switzerland. Then I focused on the languages I am offering translation services for, and tried to calculate their share on the active user community. The result looks like this:

Language Percent
English 39,7%
German 15,1%
Spanish 11,8%
Japanese 9,4%
French 8,3%
Portugese 5,5%
Italian 5,3%
Dutch 4,9%
100,0%

I am well aware that this statistic is - like all statistics - rather skewed. However I think it comes rather close to what I see in SL on a daily basis, and what my clients seem to have realized as well.

As one conclusion to push my point I decided to give a 10% introductionary offer to new clients. If you plan to go international with your second life business, now is the time to do so. And if you think it's too expensive: the majority of translation jobs we do is less thann 1000 L$ in translation fees.

When do YOU plan to go international?