International business is a challenging strategy that few Greater Lansing businesses have mastered. Several other businesses struggle with their current international efforts, while many more aren’t even sure where to begin to tap into the boundless opportunities that exist in foreign markets.

One common denominator regardless of where you are on the international business development spectrum is communication to potential customers, distributors, salespeople or business partners located in other parts of the world. That’s where Global Image Network can add value and provide an essential service. This local firm helps companies communicate appropriately, allowing you to sell into countries that may love to buy your widget—if they only knew exactly what it is you’re trying to sell them.

Fathy Shetiah started Global Image Network in the spring of 2008 after being asked to help with a translation project by CMC2 for the Michigan Department of Education. What started off as an inquiry, sprung into an agency and an outstanding business opportunity.

Case: Why should people doing international business invest in having materials or websites/content translated?

Shetiah: Doing international business requires cultural sensitivity and reaching across borders to effectively communicate. Having materials translated is almost imperative with international business, especially if you are directing business toward a foreign market.  It’s critical to get your client base to fully understand your product or service. Also, while we Americans expect everyone to speak English, it’s a well-received courtesy to show foreign partners and clients that you are willing to go the extra mile to translate into their language…it’s just good business.

Case: What services do clients utilize the most?

Shetiah: The most common service that is requested is document translation. The requests come from all different fields including legal, medical, technical, corporate and educational. Many request to translate websites and marketing materials.

Case: What’s your typical project process?

Shetiah: To make the process short, for the general translation project we receive a request, and assign the best fit translators for the project. The documents will go through an extensive drafting, editing and finalization process from at least two to three separate parties, and we deliver the final product. We keep those translators on standby so that when there are last-minute changes or requests we are ready to accommodate and deliver quickly—which happens more often than one would think.

Case: What are the most common requests—and can you provide an example?

Shetiah: To date we have primarily worked with clients in the United States that have been extending business internationally. In terms of the languages we’ve translated for, the geographically farthest might be China or the Middle East. Chinese and Arabic are also the most common languages we receive translation requests for, and there are very many. One example is a food product company that needed their food labels translated into Arabic, but specific to Qatar, in terms of dialect and embassy standards.

Case: What is the most interesting project you’ve ever worked on?

Shetiah: We received a request for translation of a German to English document found in a client’s attic that dated back to the Holocaust, as the older generations of their family had been involved. I do very much look forward to some odd projects, though.

Case: How does most of your business come to you?

Shetiah: We do get a good share from referrals by clients, and also from the Internet via search engine and our website. Being exposed through the Lansing State Journal this year did bring in a lot of interest as well.

Case: What are the biggest challenges to growing your business?

Shetiah: So far, because of the workload and the small number of people working, the challenging aspect has been balancing the project management with actual marketing of the business. Most of the time is spent on thorough project management and clear marketing that is needed for growth, which has been one of our priorities this year.

Case: Where do you see your company in five years?

Shetiah: In five years, I hope to have doubled sales from each of those years, like we have been doing so far! And more importantly, I see us providing the Greater Lansing area with education, consulting and the go-to avenue for assisting in international business to help the region grow.

Translation, transcription and interpretation demonstrate to your international customers that you respect their culture and don’t demand they learn English to understand or utilize your product or service. Global Image Network is prepared to assist businesses in the region to expand internationally by providing an essential service that can make the difference in your company’s success. Having materials, documents, business cards and websites translated should be thought of as an investment that can help you expand into new markets and close the deal with foreign customers.

		Brent Case is the director of Foreign Trade Zone No. 275 and international market development at the Lansing Regional Chamber of Commerce. In this role, Case works with the Capital Region Airport Authority to increase the amount of global commerce being conducted in the Greater Lansing area.