GALAxy Member Company Spotlight: Aspena, s.r.o.

Petra Cupakova, Aspena, s.r.o.

In this issue we speak with Petra Cupáková, Company Manager of Aspena. Cupáková shares how Aspena, one of the largest Czech and Slovak language services providers, has emerged and grown.

Owner(s) / President Name: Petra Cupáková

Date Established: 17 May 1995

Location: Brno, Czech Republic, EU

Phone Number: +420 541 424 255

E-mail: info@aspena.com

Website: www.aspena.com

Business Hours: 0700-2000 CET

Number of employees (and breakdown by position): 46 project managers, 13 managers, 3 IT managers and support specialists, 10 in-house translators, 4 DTP in-house specialists, 8 in-house editors

Description of Company Products / Services: Aspena is one of the largest Czech and Slovak providers of language services. We focus mainly on translations, interpreting, localization, and other related language services. This includes editing, proofreading, DTP, software engineering, and multimedia localization. We are particular in providing our clients with comprehensive language services. As we closely monitor emerging trends, we have become increasingly focused on such services as machine translation post-editing. For our international customers we primarily focus on CEE languages, but we have experience translating and interpreting for our Czech and Slovak clients into more than fifty languages, including into Asian languages. This wide spectrum has helped us to not only develop a broad database of translators, editors, and proofreaders; it also has provided opportunities to gain further insight into trends in the translation and localization industry.

What makes your business stand out from competitors?

The translation services market of today is very saturated, and the competition is great. Our continuous goal is to distinguish ourselves from our competitors, not only through high quality services, which we believe are taken for granted today, but also, and above all, through the approach to our customers. The decency, flexibility, willingness, and enthusiasm of our employees are attributes that I still find lacking in the Czech market. These qualities are what distinguishes us from others, and what we emphasize in our long-term strategy. Our customers can be sure that we are able to assist them even with complex, large projects at any time.

Who is your target client/customer base?

Our clients comprise companies from different fields, ranging from engineering giants, to software and IT companies, to smaller and local law firms. Therefore, our long-term clients are among the most important—and actually international—Czech companies. This includes, among others, the power company ČEZ, commercial and insurance holding PPF, Siemens International Holding, and many state institutions. In addition, several of our current clients are from abroad. We already offer our services to clients on all six continents, and the number of these clients is steadily increasing.

Even when projects can be discussed with our clients electronically, personal contact is still necessary, especially at the beginning of our cooperation. Our business team travels all around the world to meet our customers: our employees listen to clients’ requests, and foster mutual cooperation.

 

 

 Aspena employees at work

 

What trends are you seeing now in the world of localization, and how is your company responding?

We are watching trends, and trying to increase our flexibility and to adapt to the increasing demands of our clients. That is why we practically always customize our services to our clients’ needs and introduce new procedures and technologies. A clear trend in the world of localization is MT (machine translation). Because we are aware of this trend, we have introduced a new service MT post-editing. We have already successfully realized several PE projects, and new projects are awaiting us this year. It is also necessary to keep pace with the newest technologies. Another example is our recent implementation of the CAT tool Across. The changing needs of our clients are important factors that inform our use of such technologies, as well as our overall development.

Are there any recent successful projects that you would like to spotlight?

One example is the localization of the electronic product catalog for an important German company in the field of electrical engineering. Overall, it was a translation of 1,200,000 words in one language combination. Projects are still ongoing for this client. Since 2008, when we signed a framework agreement that began our cooperation, we have translated more than 1,500,000 words.

Other significant projects include the translation of documentation for a power station in Norway and a nuclear power station in Slovakia, the complete translation of the most significant legislations of the Czech Republic and Slovakia, a translation of a construction document related to the construction of bridge elements for the Slovakia’s highway network, and several translations of automotive manuals. Each project is unique, whether because of its contents, the tools used, or simply the client’s field of business.

What kind of career opportunities does your company offer?

Aspena employs almost 70 staff members today, and the need for new management and professional positions is still growing. Therefore, several employees were given the opportunity for professional growth; they are now working in such positions as Team Leader, Business Analyst, and DTP Specialist.

We usually consider young people, often graduates, among our job candidates. Although they do not have work experience, they possess many skills and attributes, including a strong knowledge base, travel experience, enthusiasm and willingness to work, and the desire to prove something. We welcome such individuals, and are pleased to give them opportunity in our profession.

 

 Exterior of the Aspena office

 

What prompted you to start your own business?

I wanted to establish a firm which could provide its customers with a level of service and comfort that was not offered by the other firms in the market. After some time, our success with satisfied clients made clear that we had chosen an effective approach. I have no doubt today that our suppositions were right—it is not enough to focus only on quality. It is equally important to be flexible, as we oblige our customers, helping them find solutions to their requests. I have been a proponent of this kind of company culture for more than 15 years, and I am sure that hundreds of our satisfied clients appreciate it.

How much research did you do before starting your business?

In the Czech Republic in the nineties there were just a few private companies, and there was an evident lack of quality translation services for large projects (i.e., for big construction and engineering firms). Therefore, doing research seemed to have little importance.

When were you the most discouraged?

The most difficult time for us was 2001 and 2002, when the original firm split into two companies. However, in the end Aspena overcame this period and became even stronger and enriched by the new experience. I believe that this would not have been possible without the loyalty, enthusiasm, and great help of our closest co-workers.

Is there anything you wish you’d done differently?

I am sure that there are many things I would have done differently today, but so it goes in life. If your question were whether I would like to have the chance to do these things differently, I would answer, “No way!” I am satisfied with the steps I took and the decisions I made. Even if I am finding out over the course of time that not all of my choices were completely right, I take whatever comes optimistically as a new life experience.

What has been the most rewarding aspect of being an entrepreneur?

At the beginning, the best reward for me was the opportunity to build something from the very beginning, based on my own ideas and convictions. At this present stage, the best reward has been my gained experience, which has shown that my initial business concept was right. We managed to establish a successful company, a fact which indicates that the years of work, effort, and investment paid off.

What company or individual do you admire?

I admire every successful entrepreneur who, like me, started a business from scratch, and with honest work and diligence has managed to establish a successful company that provides hundreds and thousands of employees with work.

How can others start a business in the field of translation and localization services?

Be ready to have a great deal of courage, determination, and self-confidence, and also count on the necessity to invest all of your energy in it. It is also important to choose the right and loyal employees with the appropriate knowledge and experience. Do not be tempted by the vision of rapid success; focus rather on the quality of provided services, on flexibility, and on an open approach to customers. I am convinced that it is only in this way that you can achieve long-term results and move forward. I wish good luck and much success to all who find this determination in themselves.