Organic Growth, Across Borders

Organic growth doesn’t really mean a user base expands in a tsunami of adulation and advocacy. What often powers growth are attractive improvements to the offering. With complex products, reducing the adoption curve through education, through externally maintained and contextual (in-product) documentation, is vital. 

Here in Japan, as well as in many other countries where English is not the preferred language of users or decision-makers, the best intentions and countless hours spent in documentation offer no succor to users trying your product, right now. Japanese people in the tech community often say the same things to me about their biggest hurdle for adoption. For engineers, it is native language documentation; for stakeholders, it is relevant data: collateral, case studies, sales enablement, etc. They can’t use the product, and they don’t know why they should.

Support comes up, but usually not as a blocker. Neither is lack of localization a deal-breaker. Of course, there are hurdles (payment, compliance, SLA, etc.) to delivering a SaaS product globally. But building an MVP or an initial user base needn’t be arbitrarily hard-wired to English-speaking countries. Don’t make going global a massive undertaking.

This is where you should say, if only there was a company who offered a simple way to get native docs, collateral, and enough marketing to get the word out. To that I would say, click this.