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Change name of startup for international market?

2 points by MaxSut ↗ HN
Hi! Thanks for reading.

For our EdTech startup we currently operate in the Dutch market with a Dutch name. Our use is language and therefore chose a Dutch name. However, in the future we are looking into international market. Would you advise to translate the name into each country's language or keep it English. Remember, the usp is the language.

If you need more info to advise, hit me up :)

6 comments

[ 4.4 ms ] story [ 21.9 ms ] thread
gorbak25
Depends on your target audience, if your target is fluent in one specific language then using that language is a good idea.
MaxSut
Hi thanks for the reply. They are fluent, however, if the usp is language do you think having a name per country is better? Look at for example takeaway. They have different names in different countries. Started in the Dutch market with thuisbezorgd (Dutch translation of Takeaway)
yuppie_scum
Just make sure it’s pretty pronounceable.
MaxSut
Yes both are pronounceable for the Dutch market. The Dutch name is not pronounceable in English.
brudgers
in the future

Right now, are there more important things to be working on?

ClapperHeid
Why not just keep your Dutch name? If your product is good enough and your company successful enough, people will learn to pronounce it.

Please someone preserve us from the bland generic future where every company tries to pretend it's American! Having a "native" brand name didn't do the likes of; BMW, DaeWoo, Fiat, Kawasaki, Hyundai, Olivetti, Leica, Renault, Suzuki, Vespa, Volkswagen... etc. etc. etc. any harm, did it?