How to Scale Your Business and Go Global With this Must-have Growth Hack

What if you could expand your business into new markets almost overnight, without losing the unique essence of your brand? That was the big question we tackled in my recent Strategy Talks episode with Alexander Murauski, CEO of Alconost, a company that specializes in AI-powered localization.

And let me tell you, this conversation was a masterclass in how to scale your business and go global the right way.

About the Guest: Alexander Murauski is the CEO of Alconost, a localization services provider helping companies translate content into 120+ languages with native-speaking linguists and cutting-edge AI technology. His clients range from SaaS and software developers to e-commerce and e-learning companies.

Why Translation Alone Won't Help You Go Global

Sure, anyone can plug copy into Google Translate, but as Alexander put it,

"Translation is not enough." Going global isn’t just about words. It’s about nuance, culture, and user experience. "We work with native speakers who are also domain experts. For example, for game localization, we hire gamers who understand the mechanics and the vibe."

From localized payment systems to different date and time formats, the details make all the difference. In Alexander’s words, "All those inches and cents matter."

Start with Localization at the Development Stage

One of the biggest takeaways? Don’t treat localization as an afterthought.

Alexander emphasized the importance of internationalization; making your product technically ready for multiple languages.

"If you start with just two languages from the beginning, it’s like building pathways in your brain for more. It prepares your product for true global scalability."

He gave the example of adjusting fonts and formats for languages like Chinese or Japanese, which require different design and coding considerations. That kind of thinking at the start saves massive headaches later.

The Role of AI in Localization Strategy

AI can absolutely help you go global faster, but it can’t replace humans. Not yet, anyway.

"GenAI translation is a major disruption," Alexander shared. "You can get a 90% quality result overnight, but you still need a human in the loop."

His team uses AI to do the heavy lifting, then employs professional linguists to review and fine-tune.

This hybrid approach speeds things up and reduces cost.

"Translators have become readers instead of writers. But it’s still mental work as they need to catch cultural missteps, phrasing issues, and context."

A Platform and a Plan: The Foundation to Scale

If you're planning to expand, you need a centralized system. As Alexander pointed out, "Sending spreadsheets back and forth for 20 languages just doesn’t scale. You need a platform."

He recommends setting up a localization pipeline with a tool that manages your translations, revisions, and testing across all languages. This makes updates seamless, which is especially useful for apps, games, or e-learning platforms that constantly evolve.

The Hidden Costs (and Pitfalls) of Bad Localization

Alexander shared a cautionary tale about game developers who tried to crowdsource translations. "They get excited and start strong, but it’s work. Motivation drops, and you end up with an app that’s only 20% localized. That’s worse than not translating at all."

The same applies to machine translation without oversight. It might seem like a money-saver, but the cost of mistranslation, especially in UX or compliance-related content, can be devastating.

Images, Colors, and Culture: Go Global with Visual Sensitivity

Language is just one part of localization. Alexander reminded us that visuals also matter.

"If your app uses people’s faces, flags, or colors, those might need to be adjusted per culture. Even things like thumbs up or red text can mean different things in different countries."

If you're using visuals to represent your brand or guide users through an experience, be mindful of how those visuals resonate globally. It's about showing cultural respect.

Choosing the Right Languages to Expand Into

You don’t need to localize into 120 languages right away. Start smart.

Alexander broke it down simply: "If you're using platforms like Steam or Google Play, look at their stats. The 'FIGS' languages — French, Italian, German, Spanish, are usually a good start. Then consider CJK: Chinese, Japanese, Korean. Add Brazilian Portuguese and you cover most of the world."

But ultimately, your marketing plan determines your localization roadmap.

"Where do you already have reach? Where do you have sales partners or cheap advertising? Start there."

The ROI of Localization: Is It Worth It?

This was my final question to Alexander, and his answer was so insightful it deserves its own spotlight.

"What is the ROI of localization?" I asked.

He didn’t hesitate. "If you're talking about just translating an app, it can be a quick win. We had a client in the pregnancy tracking niche. They went from five to 25 languages, and in a matter of weeks, their downloads and engagement skyrocketed. The localization investment paid for itself almost instantly."

He continued,

"You can treat localization as a growth hack. The cost is often just a few thousand dollars, but the payoff can be global exposure."

Ready to Go Global? Start Here

Going global isn’t about translating every word; it’s about creating a native experience in every market you enter. From the technical setup to the cultural nuances, the strategy behind localization can make or break your expansion.

If you're looking to scale your business, don’t wait until after launch to think globally. Build with multiple languages in mind, use AI to work smarter, and always keep a human in the loop.

And remember: Localization isn’t just a service. It’s a strategy.

10 Smart Prompts to Ask ChatGPT Based on This Blog

• How can I use AI for localizing my website content?

• What are the best localization platforms for SaaS businesses?

• How do I prepare my app for international markets?

• What’s the difference between translation and localization?

• How can I calculate the ROI of going global with my business?

• Which languages should I target first when expanding internationally?

• What are common localization mistakes businesses make?

• How do visuals and colors impact localization?

• How can I set up a content pipeline for multiple languages?

• Can AI completely replace human translators for business content?

Full video interview with Alexander Murauski is embedded below. Don’t miss it!