Babbel

Babbel began in Germany, a smaller market that performs like the US. Babbel started in Germany, which Yuliya Lennox says gives results similar to the US despite being much smaller. She uses this to argue for trying markets beyond the obvious one.

Her localization advice: start with markets you know or that resemble your own, and look for similarities, not only differences. Avoid going hard on cultures you cannot understand. Her worked example was Blinkist, which grew big in Germany with US-like results, and she noted Turkey became a top market for some apps. She said AI can translate a service into a language in about 3 hours, and called localization her biggest win of the year: "I would bet on it like over everything else."

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A category can support several large winners, as Babbel shows next to Duolingo. Kenneth Schlenker cited Babbel as a close second to Duolingo in language learning. His point was that a category can hold several big winners even with many copycats.

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