Thought experiment:

What if 1000 artists could

create a song together?
Chapter 1/3
Make localization of
software effortless.
Chapter 1/3
Make localization of
software effortless.
Why do businesses care
about localization?
Why do businesses care
about localization?
1. Necessity
Why do businesses care
about localization?
1. Necessity

1. I built myself an e-bike.

Why do businesses care
about localization?
1. Necessity

2. I wanted (and built) a GPS-tracker

for it (in case it gets stolen).
Why do businesses care
about localization?
1. Necessity

3. I sold the GPS tracker on Amazon.

Why do businesses care
about localization?
1. Necessity

4. I had to o er the app in English and

German.
ff
Why do businesses care
about localization?
1. Necessity
2. Revenue
Why do businesses care
about localization?
1. Necessity
2. Revenue
Why do businesses care
about localization?
1. Necessity
2. Revenue

Localised websites appear on Google

Germany/Spain/China = 5x more tra c.
ffi
Why do businesses care
about localization?
1. Necessity
2. Revenue
Why do businesses care
about localization?
1. Necessity
2. Revenue

An unlocalised pricing page.

Why do businesses care
about localization?
1. Necessity
2. Revenue

A simple currency adjustment can

increase conversions by 5x.
Why do businesses care
about localization?
1. Necessity
2. Revenue

Why does a currency adjustment boost

conversions? Familiarity. What is ETH
and much will it cost me?
Why do businesses care
about localization?
1. Necessity
2. Revenue
3. Costs
Why do businesses care
about localization?
1. Necessity Localized Ads
2. Revenue = lower CPC
3. Costs + localization in general lowers customer acquisition
costs.
Why do businesses care
about localization?
1. Necessity
2. Revenue
3. Costs
Why do businesses care
about localization?
1. Necessity
2. Revenue
3. Costs
Why do businesses care
about localization?
Localization
1. Necessity
will become
2. Revenue
the default.
3. Costs
 Why now?

Why do businesses care

about localization?
Localization
1. Necessity
will become
2. Revenue
the default.
3. Costs
Chapter 1’s problem
Localization of software
takes a lot of effort.
this is a continuous problem
 4 w eek s
Can t ak e
Slows down dev cycles
Insight 1
Build the dev tools.
Insight 1
Build the dev tools.
That is our competition…
That is our competition…
Insight 1
Build the dev tools.
 id en de

common.or “or” …

common.and “and” …

“Svelte Intl
main.title …
Precompile”

… … …
 id en de

???
common.or “or” …

common.and “and” …

“Svelte Intl
main.title …
Precompile”

… … …
 id

common.or

common.and

main.title

…
 id en de

id en de
“HELLO VERSION
common.or …
TWO”
common.or “or” …
common.and “and” …

common.and “and” …
“Svelte Intl
main.title …
Precompile”
“Svelte Intl
main.title …
Precompile”
… … …

… … …
???
???
 Insight 2
Build a git-like database.
 Insight 2
Build a git-like database.
 Insight 2
Build a git-like database.
 Insight 2
Build a git-like database. Git as database.
Tools Editor CI/CD
Tools Editor CI/CD

Next-gen architecture.
 Next-gen architecture.
• Low friction
• Git-like work ows
• You own your data
fl
Tools Editor CI/CD

Share majority of code.

 Tools Editor CI/CD

But what about automations?

 </>
Tools Editor CI/CD API

Competitors: Proprietary APIs

 Tools Editor CI/CD

Insight 3
Inlang: Hooks into existing workflows.
 Tools Editor CI/CD

Insight 3
Inlang: Hooks into existing workflows.
 Tools Editor CI/CD

We satisfy every stakeholder.

We are adjusting git
for chapter 1.
- suited to build applications
We are adjusting git
for chapter 1.
- suited to build applications
- running in the browser
We are adjusting git
for chapter 1.
- suited to build applications
- running in the browser
- real time collaboration
Chapter 1/3
Make localization of
software effortless.
• Huge market ✅
• Monetization proved by competitors ✅
• Developer approach is missing ✅
• Competitors awed ✅
• Product-led growth ❓
fl
• Product-led growth ❓
 “Mind-blowing”
• Product-led growth ❓ i18n developer at
After seeing inlang’s IDE extension.
 “This changes everything”
• Product-led growth ❓ Principal at
After realizing that inlang’s git-based architecture entails no work ow changes and
integration work.
fl
• Product-led growth ❓

People are tweeting about inlang.

• Product-led growth ❓

I get DM’s from developers that heard about inlang.

What’s next? inlang

Software
 Documents

Video

Customer
Support

Chapter 2/3
Sales
Localize everything. Payments inlang

Software
Audio

Email
 Documents

Video

Customer
Support

Chapter 2/3
Sales
Localize everything. Payments inlang

Software
Audio

Email
Integrations!!
 Documents

Video

Customer
Support

Chapter 2
Sales
Localize everything. Payments inlang

Software
Audio

Email
Integrations!!
 Documents

Video

Customer
Support

Chapter 2/3
Sales
Localize everything. Payments inlang

Software
Audio

Email
Integrations!!
Integrations!! No!
 Integrations!! No!
This is the sync problem!
 Insight 2
Build a git-like database. Git as database.
No integrations!
 They are treating symptoms.

No integrations!
 They are treating symptoms.

This is preventing the root cause.

No integrations!
How can we get rid
of integrations?
Database silos
everywhere!
Oh look, our
competitors!
 We are leapfrogging our competitors
because of our git-based architecture.
Oh look, our
competitors!
 We are leapfrogging our competitors
because of our git-based architecture.
Are you getting it?
Are those apps
going to be
disrupted?
Is git for apps the next-gen architecture?
 File system

Are files part of the next-gen architecture?

Why do apps like Figma, Adobe, Google
Docs use databases after all?
Why do apps like Figma, Adobe, Google
Docs use databases after all?
Collaboration.
History of version control

(collaboration within software engineering)

Automatic le versioning 

(1972-1986)
fi
 History of version control
History of collaborative software

(collaboration within software engineering)

Automatic le versioning 
 Single user only


(1972-1986) (1975-2005)
doc- nal- nal.docx
doc-v-1- nal.docx
document.docx
fi
fi
fi
fi
 History of version control
History of collaborative software

(collaboration within software engineering)

Automatic le versioning 
 Single user only


(1972-1986) (1975-2005)
doc- nal- nal.docx
doc-v-1- nal.docx
document.docx

Client/server networking 

(1986-2005)
Individual changes could be tracked
and merged.
fi
fi
fi
fi
 History of version control
History of collaborative software

(collaboration within software engineering)

Automatic le versioning 
 Single user only


(1972-1986) (1975-2005)
doc- nal- nal.docx
doc-v-1- nal.docx
document.docx

Collaboration via databases


Client/server networking 
 (2005-now)
(1986-2005)
Individual changes could be tracked
and merged.
fi
fi
fi
fi
 History of version control
History of collaborative software

(collaboration within software engineering)

Automatic le versioning 
 Single user only


(1972-1986) (1975-2005)
doc- nal- nal.docx
doc-v-1- nal.docx
document.docx

Collaboration via databases


Client/server networking 
 (2005-now)
(1986-2005)
Individual changes could be tracked
and merged.

Distributed 

(2005-now)
fi
fi
fi
fi
 History of version control
History of collaborative software

(collaboration within software engineering)

Automatic le versioning 
 Single user only


(1972-1986) (1975-2005)
doc- nal- nal.docx
doc-v-1- nal.docx
document.docx

Collaboration via databases


Client/server networking 
 (2005-now)
(1986-2005)
Individual changes could be tracked
and merged.

Distributed 
 Next generation


(2005-now) (2022)
fi
fi
fi
fi
 History of version control
History of collaborative software

(collaboration within software engineering)

Automatic le versioning 
 Single user only


(1972-1986) (1975-2005)
doc- nal- nal.docx
doc-v-1- nal.docx
document.docx

We are building the infrastructure for

the next Collaboration
generation of software. via databases

Client/server networking 
 (2005-now)
(1986-2005)
Individual changes could be tracked
and merged.

Distributed 
 Next generation


(2005-now) (2022)
fi
fi
fi
fi
 Crane vc

Exciting.
We are solving software localization.
 Crane vc

Exciting.
We are solving software localization.
Localization is the killer application for the next git.
 Crane vc

Exciting.
We are solving software localization.
Localization is the killer application for the next git.
We are building the infrastructure for the next-gen of software.
Chapter 3/3
The next git and GitHub
(are not for software engineers).

Chapter 3/4
1000 artists will be able to
collaborate on a song.
Chapter 3/3
What if 1000s of artists are able
to create a song together?
Chapter 3/3
DCVS for the rest
of the world.

https://news.ycombinator.com/item?id=30521545
https://news.ycombinator.com/item?id=30521545
Insight
It is already
happening.

https://news.ycombinator.com/item?id=30521545
Insight
It is already
happening.

OnShape. A CAD tool with integrated VCS.

Insight
It is already
happening.

DVC. A version control system for machine learning.

Insight
It is already
happening.

Abstract. A version control system for Sketch (designers).

Insight
It is already
happening.

Layer. Version control for spreadsheets https://vimeo.com/712785697.

Chapter 3/3
The next git is local-
first infrastructure.
https://www.inkandswitch.com/local- rst/
fi
 fmc

What would the

next git need?
- real time collaboration
- api/sdk for applications
- massively better UX and DX!
- support for large les out of the box
-…
fi