STEP Success Story: Going International Through Language

inWhatLanguage, a Utah translation company, has increased demand for their Chinese services by more than 40 percent thanks to a STEP Grant.

inWhatLanguage staff with Governor Gary R. Herbert

Over the past seven years, inWhatLanguage has grown from an idea and vision to one of Utah’s fastest growing companies. With products and services in more than 200 languages, 100 full-time employees and 500 translators, the company’s success is indisputable.

But what are the secrets behind that success? From a vision to their focus on social impact to collaboration with resource organizations such as World Trade Center Utah, inWhatLanguage is strategically expanding in Utah and beyond.

Going Global

Currently, inWhatLanguage has a strong presence in over 120 countries and dedicates approximately 30 percent of their business to exporting their services to international markets. With many of the linguists that they work with living in countries beyond the United States, this global presence and relationship with linguists has been key in facilitating their expansion. 

Going international has not only increased their business size, but has helped inWhatLanguage gain increased validation and credibility to network and expand in other markets. To help grow their business internationally, inWhatLanguage regularly leverages the opportunities and resources available through World Trade Center Utah.

“I see World Trade Center Utah, the U.S. Commercial Service and GOED as an open door,” said CEO COdy Broderick. “These organizations are resources for smart companies that want to leverage that.”

As part of their expansion efforts, inWhatLanguage has received State Trade and Expansion Program (STEP) Grants to help fund participation in state-led trade missions. According to Broderick, state-led trade missions have been critical to their growth, helping them find clients, partnerships and opportunities for growth.

Most recently, Broderick used these funds to participate in the state-led trade mission to China. This visit has resulted in 10 newly hired Chinese translators and increased demand for their services by 40 percent.

“The STEP Grant is such a valuable resource for our growth as a company. It has given us the opportunity to travel and make these connections crucial to expanding our business,” said Broderick. “We wouldn’t be where we are today without its services and the resources provided from the Governor’s Office of Economic Development, WTC Utah, Utah Technology Council, and U.S. Commercial Service.”

Taking advantage of opportunities

inWhatLanguage meets with Thailand’s ambassador to the U.S. at a WTC Utah diplomatic luncheon.

inWhatLanguage continues to project rapid growth and expansion in the next few years. Broderick is hopeful that his participation in the trade mission to Israel and Jordan, which was funded by another WTC Utah grant, will lead to six to ten new jobs here in Utah and another 25 around the world for his company. He also aims to acquire another 30-40 international customers in that region within the next year, because of his participation in the trade mission.

As advice to businesses looking to expand internationally, Broderick shared, “Think about doing everything your competitors are not. Think about ways to think out of the box, constantly ask questions, be proactive, and don’t be afraid to mess up and learn from your mistakes.”

Broderick also encouraged companies to take advantage of the resources available to Utah companies through EDCUtah, U.S. Commercial Services, GOED and WTC Utah, such as the STEP Grant and state-led trade missions.

WTC Utah is currently accepting STEP applications for all international trade activities (including trade missions and trade shows) taking place between now and September 30, 2018. To learn more visit The deadline to apply is October 31, 2017