Learnings from starting-up
Having full control of his new company, Bracken believed in the niche market he had identified as ripe for localisation services. He concentrated on high-end projects, Andovar offered technical translation expertise, the latest audio and video technology and project management skills.
By providing a full-service localisation service, Bracken leaves the smaller text translation projects to the plethora of companies in this market, instead concentrating on projects that encourage innovation.
“It was only as I grew as a CEO that I did things in a more strategic way. I decided that I wanted to look at specific industry sectors, focusing on e-learning gaming, apps and online travel," said Bracken.
He believes any larger localisation companies could be at risk of being" dinosaurs, as they're unwilling to evolve along with a growing number of operating systems, device types, file formats and coding platforms."
He compares his philosophy with that of entrepreneurs in the California Gold Rush, where the supply of goods and services was often more lucrative than gold-mining. This strategy worked, as in the first few months, a single $200,000 contract partly accelerated the company's startup phase.
Today, Andovar is headquartered in Singapore and has additional locations in Thailand, India, Colombia and Miami.
“Twenty-four hour production is the aim, and the primary decision when selecting company locations. In fact, future plans for the company include an office in Dublin, which will give ready access to European clients and reduce the requirement for late shifts in India and Thailand."