Professional Documents
Culture Documents
for
January 2012
INDEX
1. Executive Summary
2. Objectives
3. Mission
4. Keys to Success
5. Company Summary
6. Company Ownership
7. Start-up Summary
8. Services
9. Market Analysis Summary
10. Market Segmentation
11. Strategy and Implementation Summary
12. Competitive Edge
13. Sales Strategy
14. Sales Forecast
15. Management Summary
16. Organisational Structure
17. Personnel Plan
18. Financial Plan
Executive Summary
There is a need for a translation service that is expert with the technical information as
well as the languages where the product will be sold. Capital Translation Service (a
part of the London School of Enterprise) is an invaluable resource in preparing a
business and its products for the world marketplace.
Interpreter.
Translating and Interpreting for Business.
Foreign Language Training for Businesses.
Interpreter
An interpreter will translate the spoken word from one language into another. There
are two basic modes of interpreting: consecutive (one way or two way); and
simultaneous (split into out loud and whispered).
Consecutive two way (also known as liaison, and usually used in public service or
business settings) involves interpreting for two face-to-face speakers who speak
different languages. Each speaker is interpreted in turn before the next person speaks.
Interpreters will work in business, at conferences, in the courts and the community.
Translation involves the conversion of written text from one language into another.
Certain kinds of text require high levels of cultural knowledge and specialist subject
expertise.
Use of the English language is widespread in the business world. Many overseas
contacts will have learnt English as their second language. U.K. firms tend to use
English as the language for business when in some cases it would be more beneficial
to use the language of their client. Opportunities for export and overseas trading will
increase the need for speakers of other languages in all kinds of businesses. Use of
foreign languages will depend on the nature of the business.
Managers need to decide how much language training their staff requires, if they are
capable and committed enough to learn a language, and whether it will be cost
effective for the business. Depending on its needs, the business may be better off with
an interpreter or translator.
Objectives
Mission
The mission of Capital Translation Service is to identify the best service for our
clients and provide that service to the best of our abilities whilst ensuring that our
owners and staff receive adequate compensation.
Keys to Success
Company Ownership
Start-up Summary
Keith Hoodless and Dilshad Ahmed will invest and also secure a SBA loan.
Start-up Expenses
Translation services initial and ongoing costs are not likely to be high. Most work will
be undertaken at the client’s location; therefore it will be possible to be based at home.
Legal £2,000
Stationery etc. £1,000
Brochures £2,500
Insurance £500
Rent £2,000
Translators / Editors (3 – month costs) £50,000
Expensed Equipment / Software £5,000
Funding Investment
Languages:
English.
Bengali
Hindu
French
Turkish.
Spanish.
Nepalese
All of our linguists are native speakers of the language into which they translate. A
professional translator performs the initial conversion of the text into the target
language.
Once the text is finalised, our formatter uses the formatted English files to flow in the
foreign language text. The formatted document is then galley reviewed by the
project's proofreader.
Final Documents
If the client's printer cannot use a PDF or TIF file, we deliver a lino output or
camera-ready copy.
Interpreter
An interpreter will translate the spoken word from one language into another. There
are two basic modes of interpreting: consecutive (one way or two way); and
simultaneous (split into out loud and whispered).
Consecutive two way (also known as liaison, and usually used in public service or
business settings) involves interpreting for two face-to-face speakers who speak
different languages. Each speaker is interpreted in turn before the next person speaks.
Interpreters will work in business, at conferences, in the courts and the community.
Our conference interpreters must have interpreting training and will usually be able to
speak at least two foreign languages.
Interpreting
Interpreters are chosen depending on the business situation. There are different kinds
of interpreters.
Liaison refers to the fact that these interpreters work both from and into two or more
languages. The setting can be varied, e.g. small business meetings, factory visits with
overseas visitors, accompanying delegates from overseas. When these individuals
work in a public service context, e.g. interpreting between individuals and
government agencies such as courts or social service departments, they are sometimes
also known as community or public service interpreters.
They usually work in legal settings and have some special skills and knowledge of
legal procedures.
Conference Interpreters
They usually interpret at larger meetings where the audience is multilingual and
interpretation is provided in simultaneous mode to delegates via interpreting booths
and other specialised equipment. These interpreters usually only interpret in one
direction, i.e. from one or more languages (referred to sometimes as their passive
languages) into one or more active languages. There will usually be a team of
interpreters working together (depending on the size and nature of the event).
Interpreters use one of two techniques: consecutive or simultaneous interpreting. The
former is when the interpreter takes notes and interprets the speaker's utterances after
a few sentences. The latter is when the verbal translation is more or less simultaneous,
in chronological terms, with the pace of the speaker being interpreted.
Whatever the situation, managers need to make sure the interpreter has some
knowledge of the business' product and is aware of the technical language or jargon
used within their industry.
Translation involves the conversion of written text from one language into another.
Certain kinds of text require high levels of cultural knowledge and specialist subject
expertise.
Translators usually only translate into their mother tongue. The main uses of a
translation service will be:
Use of the English language is widespread in the business world. Many overseas
contacts will have learnt English as their second language. U.K. firms tend to use
English as the language for business when in some cases it would be more beneficial
to use the language of their client. Opportunities for export and overseas trading will
increase the need for speakers of other languages in all kinds of businesses. Use of
foreign languages will depend on the nature of the business.
Managers need to decide how much language training their staff requires, if they are
capable and committed enough to learn a language, and whether it will be cost
effective for the business. Depending on its needs, the business may be better off with
an interpreter or translator.
Why do businesses need to train staff in foreign languages? Which languages will be
most useful for business transactions? Is it necessary to learn a language or is it
acceptable to negotiate using an interpreter? These questions need to be considered
before launching into complicated and expensive language training. It is probably best
to have some knowledge of the customer's language - not everyone speaks English
and not everyone wants to. Language knowledge shows that the individual has made
some effort and instantly creates a positive rapport on which to base business
negotiations.
It can also help to show the business' commitment to working with overseas firms.
Additionally, at its most basic level, it provides individuals with confidence to travel
abroad and gives them a more international perspective. It may be the factor which
gives the business a competitive edge.
Business culture training can be a useful short term alternative to full language
training. It will help to remove the chance of misunderstandings in business
conventions. It can be used to enhance personal skills and business etiquette.
Ideally, language learning and culture training should be an integral part of the
management strategy. Managers need to decide what level of language training is
needed - if any. The occasional phone call in a foreign language may require
receptionists with basic language skills. The odd sales letter can be outsourced to a
translator. Occasional business travel abroad can be supplemented by the services of
an interpreter.
If it is decided that in-house language skills will be the best solution, then existing
skills of staff and the skills that the business needs must be assessed. This is basically
a 'Language Audit'. The audit will help managers match the business' language
requirements to the target market and to the type of business. It will help managers
look at communication in the business, where foreign language or culture training is
needed, how much it will cost, how to implement it, etc. The audit will also help
managers consider what sort of course is the best for the business and its staff. There
are a number of different approaches that can be taken. Is intensive training, weekly
training or a refresher course the most suitable option?
The business also needs to decide who will be trained. There may be key people who
need to travel abroad. If there is a choice, it is recommended that the manager chooses
people who have a good existing knowledge of a language, are motivated to learn and
are interested in the country the business is trading with. It is important to remember
that language learning takes time. Staff have to carry on with their other roles within
the organisation. Time and money can be wasted if training courses are inappropriate.
Market Analysis Summary
Increasing trade with other countries, especially in the European Union, is making
language skills and the use of interpreters essential. The expansion of the European
Union to include eastern European countries such as Poland and Hungary will provide
opportunities for interpreters familiar with these languages.
A freelance interpreter may need to combine this with other work, e.g. language
teaching, as the profession is very competitive and can be difficult to enter.
Although many interpreters will cover more than one area, especially at start up, one
type of interpreting will be the dominant field and this will determine the customer
group. For example, the services of a simultaneous interpreter would be needed by
large multinational or international companies, or for United Nations and European
Commission conferences and the International Court of Justice. The largest employers
of conference interpreters are in fact the EC and the UN. Interpreters with some
degree of specialist knowledge, such as engineering, will be able to work at relevant
conferences and business meetings. Such specialisms can be gained by research and
experience in the required fields. Many interpreters are registered with interpreting
agencies and obtain work through them.
Market Segmentation
The audit will help managers identify whether they need to employ a translation or
interpretation professional, whether the business needs foreign language or business
culture training, or whether the business will run smoothly without such knowledge.
Managers need to decide exactly what type of translation or interpreting service will
be best for the business.
In-house or External
Translation providers can often offer a one-stop shop, offering services that not all
individual freelance translators will necessarily provide, e.g. typesetting, publishing,
or simply the ability to co-ordinate large multi-lingual projects.
If the business chooses to work with external providers, someone will still be required
to manage negotiations in-house. Someone will need to be appointed to negotiate
delivery, process payments, etc.
Machine Translation
Machine Translation (MT) is set to become more widely used in the future. It is useful
for very specific purposes. It may be useful if the business needs to produce repetitive
texts (manuals and parts lists, etc) or if 'gist' translations are needed (which may or
may not be post-edited).
The type of training decided upon will depend on factors highlighted by the language
audit. How many people need training, what level of language knowledge do they
have, do they require recognised qualifications?
College Courses
Most colleges and universities offer some language training. They will normally result
in a recognised qualification. One problem may be that the scope of the course is not
business specific. Courses tend to run over the academic year and may not fit the
business' needs.
There are a number of private, specialised training organisations which offer a range
of business specific language courses. These courses can be run as residential, open
learning or can be provided at the business' premises. They can often be tailored to the
business' requirements.
Open Learning
This type of training will use videos, audio cassettes and text books for training.
Students on this type of course need to be extremely motivated to learn.
In-house
Many business training organisations will offer tailored training to be run in-house at
the business' premises. This can be cost effective if a number of staff need to be
trained in the same language.
One-to-one Training
Individuals or small groups are trained by qualified tutors. Tutors can often be native
speakers of the language. It is important to check their credentials and whether they
have had any experience in training. More specifically, do they have business
language knowledge?
When the business has decided on a type of trainer, it is important to specify exactly
what is expected from the course or from the training. It is recommended, where
possible, to get tailored courses which cover key business areas.
Open Courses
Culture specific tailor made programmes for businesses tend to be offered by smaller
training organisations. They may be run on the business' premises or at a local training
venue. Such courses will often be preceded by a consultancy process in order to
understand exactly what the business needs.
Choosing the right course will depend initially on the needs of the business and the
language audit. Managers should also discuss options with their staff - which are the
best courses for them? Where possible, it is important to seek independent advice; the
Association of Language Excellence Centers can point managers to language
training/business culture training organisations. It is advisable to check out a number
of suppliers, obtain personal recommendations or references, and compare prices to
ensure the business gets value for money. Some organisations will provide
demonstrations of their training and most should assess the learning capabilities of the
students before making rash promises, e.g. fluency within a week.
Strategy and Implementation Summary
Capital Translation Service faces a tremendous amount of competition for its targeted
client group but few translation services have as strong a network of editors and
translators.
Capital Translation Service will aggressively market this network with our target
clients.
Competitive Edge
Capital Translation Service has gathered translators and editors in more than 14
languages.
All translators and editors are native speakers. Our translators are accredited by the
Translator Association or other similar organisations. Our editors are required to have
a medical education and practice in the medical field. In all cases, translators and
editors are selected so that their specialisation matches the company's industry.
Translators
French: a researcher with a M.S. in molecular biology. She has over six years
experience as translator both in Europe and the United States.
Editors
Sales Strategy
The heart of Capital Translation Service is the network of editors and translators we
have assembled. This resource is invaluable to companies bringing a product to the
international market. Our marketing strategy is to sell this advantage to our target
clients.
Management Summary
Organisational Structure
Capital Translation Service will assign a project coordinator to each project who will
work in close association with the client on each of his/her translation projects, in
order to maintain consistency and quality of services. The positions of editor and
translator will be contracted out. The project coordinator will manage the project's
translator and editor.
How long have they been in business and who else have they worked for? It is
important to obtain references where possible. Are they members of a
professional body?
(vii) After choosing a suitable translator, managers should make sure they are
provided with all relevant background information and deadlines for the
translation.
It is important to make sure all translators are culturally adapted (direct translations do
not take into account cultural differences). The translator must be briefed in full. They
need as much background information as possible about the business and its products,
including access to any terminology glossaries.
The best translators and interpreters are often booked well in advance, so it is
important to plan ahead.
Personnel Plan
SWOT Analysis
This is a summary of the business's most important strengths, weaknesses,
opportunities and threats.
New Player.
"Which means that" Credibility problem may affect initial sales
Lack of systems
"Which means that" The company needs to develop systemised
operational & sales techniques or sacrifice profits
Business Objectives
{your product}
#1 Segment: To achieve sales to £xxxxxx
#2 Segment: To achieve sales to £xxxxxx
#3 Segment: To achieve sales to £xxxxxx
Other: To achieve sales to £xxxxxx
New Products
To evaluate and launch new products or services which will turn over
£xxxxxx in the first year.
Marketing Plan
MARKETING OBJECTIVES
PROMOTIONAL STRATEGIES
Print Advertising
PR Program
Sales Force
Implement a new structural programme for the sales force, allocating sales
reps to accounts and segments rather than area.
Jan 201A
Lost Customers
Contact monthly all past customers that have not re-ordered to ask why not
and see whether we can win back their business.
Dec 201A
Follow up Enquiries
Contact all enquirers monthly and determine if they have purchased from a
competitor and, if so, why.
Dec 201A
Existing Customers
Follow up all new customers two weeks after they purchase to ensure they
are satisfied with the product.
Jul 201A
Try and up-sell all enquiries for our standard range to our premium range.
Feb 201A
Sales Promotion
Develop an ongoing sales promotion to target existing customers.
Aug 201A
Competitor Profile
Financial Plan
FINANCIAL STRATEGIES
Cash Flow
Eliminate cash shortage in the traditional tight periods of December to
January
Jun 201A
Collection Days
Payment Days
Expenses
Leases
Pay off the existing lease on capital equipment, thus reducing the monthly
financial burden.
Jun 201A
Overdraft
Wages
New Equipment
Payback
Inventory
Negotiate new terms on the premises and reduce existing payments by xx%
Aug 201B
Bank Charges
Renegotiate with the bank and consolidate some outstanding loans with
lower interest rates.
Aug 201B
Organisational Plan
Organisational
Employ telemarketers.
Sep 201A
Training
Morale