Translation Headaches? Simple Fix From This Startup – Gleef Startup Review

Devs switching screens constantly. Designers guessing keys. Product managers stuck in translation tasks. Manual key naming? Slow. Manual key searches? Painful. Errors? Inevitable.

Localisation can be a mess of wasted time and frustration. But what if it wasn’t? Gleef, a new startup, is changing the game. They’ve built a simple fix to cut through translation chaos. We interviewed them to learn how they are making localisation easy.

What is Gleef?

Gleef is a software solution tailored for developers, designers, and product managers who are weary of the localisation process. It tackles the tedious task of manual key naming and retrieval in localisation software, which can consume up to four minutes per text. Gleef simplifies this by auto-generating keys with precise nomenclature, trimming this task to just 30 seconds per text. This feature alone enhances workflow efficiency and minimises errors.

For developers, Gleef provides seamless switching between text and keys directly in Figma, removing distractions like screen-hopping between Figma, IDEs, and localisation files. Designers benefit by quickly verifying which element each key corresponds to without depending on developers. This streamlines communication and eradicates the time spent waiting for key generation.

Moreover, Gleef facilitates the localisation process by allowing users to import localisation files, select source languages, and choose specific screens for localisation. You can easily adjust keys before exporting them, giving you control and flexibility. The integration into Figma as a plugin is a standout feature, providing contextualised translations and ensuring brand consistency effortlessly.

Gleef Founders

Antoine, Aude, and Jehan. Three names you might not forget once you delve into their story. They’re the co-founders of Gleef, a company dedicated to simplifying the localisation process for digital interfaces. But before they shook hands on this venture, each brought a unique background to the table.

Aude emerged from the world of strategy consulting. Her analytical skills were sharpened during her stint at Bain, where she participated in over 10 due diligence projects concerning fintech and cybersecurity. She was there when Bain NPS Prism was spun off into a SaaS enterprise. It was more than just experience; it was the perfect training ground for what came next. Her education at Yale and HEC Paris only cemented her capability to steer a business toward success.

Jehan, on the other hand, is a serial entrepreneur. With degrees from the renowned Centrale Lyon and Imperial College Business School, he had already felt the pulse of starting a business. His experiences ranged from founding TaxEasy, an energy tax optimisation platform, to launching Opencontact, a data service focused on verified email databases. The entrepreneurial vigour ran deep, making him a pivotal force in Gleef’s initiation.

Antoine’s roots are in technology. An alumnus of ISEP and Berkeley, he thrived in product management at Lydia—a French tech unicorn. It was here that the first spark for Gleef ignited. He dealt with the nuances of messaging and localisation firsthand, understanding the delays caused by the painstakingly manual process. The prodding thought: Why not make this seamless? And so, his expertise in software engineering became the backbone of Gleef.

The inception of Gleef wasn’t a coincidence; it was a meeting of minds. Antoine, Aude, and Jehan crossed paths during an Antler residency. It was here that they shared their frustrations with the traditional localisation processes. Their differing perspectives and shared frustration forged a team chemistry. Quickly, they agreed on a mission: to streamline localisation and transform their insights into a practical tool. Thus, Gleef came to life, driven by tech with the promise of ease—and a lot less screen-switching.

Interview with Nicolo Caloiero of Gleef

After getting to grips with what Gleef is all about, we had the chance to sit down with Nicolo Caloiero to delve deeper. Here’s our conversation:

Q: Nicolo, can you tell us in your own words what Gleef actually does?
A: Gleef optimises word choice and helps with localisation. We offer localisation helpers, translations that fit the context, and suggestions tailored to your brand. Ultimately, this improves how well everything performs.

Q: Who is Gleef for? Who is your main customer?
A: Our main people are developers, designers, and product managers. They are the ones usually stuck dealing with localisation. For developers, the big problem is manually finding keys in localisation software or JSON files. If a key does not exist, they must create it with the right structure. Think something like ‘mobile.signup.password.placeholder’ for password placeholder text. This means lots of screen switching between their IDE, Figma, and localisation files. It takes time, up to four minutes per text. Consider a screen with twelve texts; that is almost an hour. It is also easy to make mistakes, typos, wrong keys, naming issues and so on. Plus, they cannot easily see which key is linked to each text in Figma.

Q: And how does Gleef solve these problems for developers?
A: We automate key generation with correct naming. Checking is usually all that is needed. This reduces the time to about 30 seconds per text, a massive improvement. Errors become virtually impossible. Developers can switch between text and keys directly in Figma to see the key and the actual text in one click. Gleef also automatically creates the file containing the new keys and their values.

Q: What about designers? How does Gleef help them?
A: Designers often rely on developers for key creation. Some designers do handle key creation themselves, which then brings them back to the developer problems I just mentioned. Even if not creating keys, designers often do not know which key is connected to an element, or if keys are missing when they edit Figma designs. This wastes time waiting for developers to create keys. Designers are the ones who know what an element is for. When editing, they might not know if a key already exists or which key to change in the localisation software. Gleef solves this by letting them switch between text and keys in Figma. They can quickly search and talk to developers more easily.

Q: And product managers?
A: It’s a similar situation for product managers as for designers. Often, they also depend on developers for keys. If they create keys themselves, they face the same issues as developers. Even if not creating keys, they still struggle to know which key belongs to what, or if keys are missing. This leads to wasted time and confusion. Gleef offers the same solutions: switching between text and keys in Figma and improved communication.

Q: What are the core problems Gleef is really tackling?
A: It boils down to four main things. First, manual key naming and setting. It is time-consuming and error-prone. Second, manual key searches. Finding keys manually is slow, especially in large projects. Third, inconsistent key formatting. This causes confusion and bugs. Fourth, lack of visibility into which keys are translated or pending. It’s easy to lose track.

Q: And how does Gleef address these core problems?
A: We tackle them through several features. We offer existing key analysis to avoid duplicate keys and understand your project’s naming style. We have automatic key generation using the context of your design file. And we display keys directly in Figma, making integration simple.

Q: Can you walk us through how Gleef works step-by-step?
A: It is straightforward. First, you import your localisation files. You can add predefined naming rules if you have them. Second, you select your source language, the language you design in Figma. Third, choose the Figma screens you are working on. Fourth, adjust the keys Gleef generates. You have full control to change or reuse keys. Finally, export the ready files. You can import the new keys into your localisation tool or copy and paste the updated file into your IDE.

Q: Tell us about the team behind Gleef.
A: We are Antoine, Aude, and Jehan, the co-founders. We met through Antler. We are building a next-generation localisation software company. We want to use language to improve conversion rates and decision-making. We actually started with an A/B testing tool for web copy and have paying clients for that already. Aude is our strategy expert. She was a consultant at Bain. Jehan is a serial entrepreneur with a background in B2B SaaS. Antoine is our tech and product lead. He was a product manager at Lydia.

Q: What inspired you to start Gleef?
A: It came from Antoine’s experience at Lydia. They spent so much time debating word choices to boost sales. They wanted better product communication. When Antoine met Aude and Jehan at Antler, they realised they shared similar frustrations. They decided to start Gleef together to fix this communication problem.

Q: What were the early days of Gleef like?
A: Securing investment from Antler was a major challenge. Their program is three months long. You have to show progress to get investment. It is a race against time. We had to build an MVP, get customers, do user research, and also learn to work together as a team, all very quickly. We pushed hard. We developed an MVP that passed their review, signed five Letters of Intent with clients, got two advisors, and secured our first investment from Antler. It was tough but it made us a stronger team.

Q: What makes Gleef different from other localisation tools out there?
A: We fully automate the localisation process in software. Beyond just automation, we let you test different word choices for different regions. You can tailor your communication for different markets. Our Figma plugin is key. It suggests words right in Figma, so tech teams do not need to redo the entire UI.

Q: Has Gleef received any funding?
A: Yes, we have.

Q: What is Gleef’s valuation today?
A: 1.5 million euros.

Q: Can you tell us about your funding rounds?
A: We raised €150,000 with Antler and another €150,000 with WILCO. Antler was a really intense experience. We had to prove ourselves and our team very quickly.

Q: What are Gleef’s plans for the future?
A: We are launching our Figma plugin in the next few weeks.

Q: What about revenue? What does Gleef make per month?
A: We currently have zero revenue per month from this specific product, as it is pre-launch.

Q: How many customers do you serve on average per month?
A: For this product, zero currently, as pre-launch. However, across our other product lines, we serve about 10 customers per month.

Q: What growth are you seeing year-on-year?
A: About 80% year-on-year growth across our overall business.

Q: Is there anything else you would like to share about Gleef’s journey?
A: Copywriting is so important for brands and conversions. It directly impacts revenue. The current process for updating copy is broken. Localisation software is just one part of a bigger inefficient system. We bring everyone together on one platform to manage and improve wording. Our AI helps find the best copy faster, making sure it fits brand guidelines and testing results. Translation and localisation are built-in, with live previews and easy deployment.

Q: Finally, what advice would you give to aspiring entrepreneurs?
A: Act, Build, Ask, Reiterate. Just get started, build something, ask for feedback, and keep improving.

Q: Are there any industry statistics relevant to Gleef that you can share?
A: Yes. Our research suggests a $20 billion market in Europe and the US in 2023, growing at 10% per year for the next 10 years.

Feedough’s Take on Gleef

Gleef is tackling a proper headache for product teams. Their focus on developers, designers, and product managers is spot on. Automating key generation and that Figma plugin? Clever stuff. This could really speed things up and cut down on mistakes.

Looking at the future, the localisation market is growing nicely. Gleef’s idea to improve wording, not just translation, is interesting. They are thinking bigger than just translation fixes. A challenge might be getting teams to switch tools they already use. But the time saved and better efficiency Gleef offers are strong reasons to change. Expect them to shake things up a bit in localisation.