Here's how you bootstrap multiple language support. First, hire bilingual customer support. I have been both a bilingual customer/tech support employee, and h

Here's how you bootstrap multiple language support. First, hire bilingual customer support. I have been both a bilingual customer/tech support employee, and hired people for that type of position. You want to hire someone for whom the mother tongue is the target language, and they still speak/write good enough English that they can do English-language support (because you need to train them, and you need them to also do English customer support because your second-language support volume will be too low at first). Don't bother hiring people people who speak your target language as a second language, unless they can demonstrate exceptional proficiency. Your customers need to feel HEARD, and a second language speak can't really provide that. So you start by offering the customer service in a target language, and then you listen to your staff; they will tell you which are the worst pain points on your site for customers in your target language. Then you can do MVP-style translation, and you go from there. If you're lucky, you'll manage to hire staff that have the ability to do that translation for you, saving tons of money (though then it's worth taking those savings and hire a translation proofer).