Entering Europe: English Product Video for Asian Software Vendors With a Real Product and No Local Proof

This is for you if

• You are a Chinese, Taiwanese, Korean or Japanese vendor with a mature product and little presence in Europe.
• Your English material consists of a translated brochure and a deck.
• You have signed or are about to sign your first distributor and need enablement material quickly.
• A trade show or launch is coming up, and the booth needs something better than a looping animation.

It is not, if

• The product cannot yet be installed outside your own environment.
• You want existing marketing copy localised rather than product proof, which is a job for a translation vendor.

Why a walkthrough beats a brochure in a new market

A European buyer evaluating an unfamiliar vendor cares less about how impressive the feature list is than about whether the product works, whether the interface is usable in English and whether anyone will be able to support it. Four minutes of the product completing a real task answers all three, without needing a reference customer you do not have yet.

The interface matters

Recording on the English build shows what a first European customer will run into, such as untranslated strings, dates in the wrong format or an error message still in the original language. It is better to find those in a recording than during an evaluation. We will tell you what we found, and it goes in the log either way.

The same videos train distributors

The videos that convince a buyer are also the ones a new distributor needs to learn the product. One batch covers both, which is often the whole first-year enablement budget taken care of. See also partner enablement.

Working across time zones

We are a Mustard Seed project, and the company works in both markets, in English and Chinese. You can send a brief in either language, and the output comes in whatever languages your market needs.

Questions

Can we brief you in Chinese?

Yes. Briefs can be in English or Chinese, and the output comes in whichever languages your market needs.

What if our English interface is not finished?

Then the recording will show it, and you will find out before a prospect does. Usually it is a handful of strings, and you can fix them before the next run.