When we talk about SaaS, we usually mean more than just a website, as that is simply the precedent for a product. Therefore, don’t treat your SaaS as if it were a mere website, go much further and try to make it easier for users. Localizing your SaaS product will be a great challenge that can give you great returns.
To locate or not to locate your Saas?
Many SaaS products have both their development and main utilities in English. This language seems to be suitable for most SaaS products if you have to choose only one. Even if its native speakers are not the largest, if we refer to the total number of speakers, the number is multiplied by four, thus becoming the language most people use.
With this we want to make it clear that choosing English as the main language for your SaaS, will be a good idea, since most of the public will get to understand its functions.
Now, we are talking about 1 in 4 English speakers, what about the other 75%, will they feel equally comfortable using your SaaS?
The answer may depend on many factors, but generally speaking, they will not be as comfortable with the application. They may be able to understand the operation and get it right, but when working with it, they may miss being able to use the features in their main language.
Localization vs. translation
Don’t forget, even though we’ve talked about languages, localizing your SaaS isn’t just about changing the language of the application and finished work. Localization goes much further and involves everything related to adapting that product to a specific area, not only in language but also in price, currency, specific expressions, customer service…
I’m sure you’re asking yourselves a question right now. Is it worth all the effort to locate a SaaS? The answer will be yes if you manage to choose the right destination.
For example, you have your application only in English, but you want it to speak Spanish as well. Okay, you’re going to make a not-too-high investment to reach an audience of 420 million people (330 million native speakers).
I think that now you won’t have to ask yourself that question anymore, but let’s put some more keys about localization.
Benefits of SaaS localization
Lower barriers to entry
Many of the companies or users are looking for an application that is close to them and speaks their language. Above all, in the business aspect, these conditions are more important since the solution to any problem will be much easier.
When entering any country you have to be careful with the problems that can occur because of different monopolies, delivery channels, competences or an unknown product.
In the same way, locating the product will offer the possibility of adjusting both the name of the product and its price. There are curious examples such as Coca-Cola, which changed its name to Kekoukelé in China to have a meaning more in line with the product, meaning “delicious happiness” in Chinese.
Customer experience
In this case, we are talking about the enjoyment of the product itself, and making the development of its use more comfortable and affordable for the country’s consumer will be an incredible advantage.
For example, seeing in which format it will be better to be able to sell your product is an ideal strategy to get closer to a specific population. It will not be the same to sell in an area where they are used to the long term as in one where they prioritise temporary actions with low ties.
Generating respect
When you decide to implement your product in a country and people see in you an effort to integrate you into their culture, religion and norms, you generate in them a sense of admiration and respect.
It is known that many cultural patterns are very influential daily, so generating respect from consumer-business and vice versa is a great start to selling your product.
Local Synergies
Most of the time you get your product located elsewhere it usually produces benefits on a larger or smaller scale for the local population. This means that when you get your product, either physically or online, to a population, you will achieve an improvement in their functionality or directly in their lives.
For example, if a production company goes to a certain location, it will surely generate jobs and that will bring wealth to that site. If we talk about online products, we will manage to bring in novelties, improving jobs with better functionalities.
Conclusion
The most relevant advice we can give to companies that are thinking of localizing their SaaS product is to perform a pre-screening of the product first. Get to know how the places are where you want to go, make studies on whether your product would fit and see if it is financially possible.
You should take into account many of the ratios that are used for SaaS companies, but above all, get your CAC to be higher than your LTV.
On the other hand, you must prioritize what the current situation of your company is. You must see what is the moment of the development of your product, your financial situation and the capacity that you are going to have to offer a good service in another place.
Finally, we recommend that you use the metrics and analyse your current consumers. Ask them questions related to languages, look at the visits your website receives and be aware of where you are already reaching. If you receive a lot of Spanish-speaking visitors, you should get to work with them, as they are probably coming to your product, but falling behind because of the language barrier.
If you have any further questions, please do not hesitate to contact us.
