Export business is good business, as far as the British economy is concerned. But saying hallo to new markets is tricky; far trickier than simply learning how to say bonjour, appointing an agent, and hoping for the best.

Each strategic step away from these shores takes careful thought and analysis. Which is where Conversis, founded in 2003 and now expanding fast, comes into play.

Now the company employs 14 people at its Bicester head office, six in Esher, two in Dallas, and another two in Sao Paulo. It also has a database of more than 3,000 translators living in more than 30 countries throughout the world.

The company does far more than simply translate marketing literature from English into foreign languages. It specialises in a new market called GILT, which stands for Globalisation, Internationalisation, Localisation, and Translation'.

Chief executive and managing director Gary Muddyman explained the concepts: "The point is that globalisation does not mean homogenisation. It does mean making the brand become known globally in any language. Obvious examples would be Wrangler Jeans, McDonalds and Coca Cola."

He added that Internationalisation involves adapting software to local conditions. This could mean matters as simple as increasing the boxes contained in software because, say, German words are longer than English ones. Or it could involve major overhauls to tailor it for Arabic or Chinese.

Multinational brands localise their products to fit local conditions in any market they enter: for instance a jeans manufacturer must ensure its products fit the bottoms of differently-shaped people in different parts of the world!

Likewise, producers of promational literature must ensure that the writing style fits the minds of consumers. It must be in tune with the prevailing culture in that part of the world.

Mr Muddyman said: "This is where our database of translators with detailed knowledge of local marketing condutuions comes in useful. Highly trained translators work into their mother tongue, usually from English.

"About 85 per cent of our work is from English into another language, though we are now doing quite a lot of work from German into English."

The T in the GILT of course stands for Translation, which as we have seen means producing copy which is by no means a literal translation.

"Time and again," said Mr Muddyman, "I have seen small to medium-sized companies - and most of our clients fall into that category - waste money by thinking they can simply translate, not adapt, their promotional literature. It is important to produce the right translation to do the job. "

He added: "Where we differ is that we really look to understand the business issues. The industry is populated with many worthy linguists, who understand translation, but not the challenges faced by businesses trading internationally."

As the HSBC bank television adverts point out: what is good manners, or correct procedure in one country, is rude in another.

Ironically, before starting Conversis, Mr Muddyman worked for 17 years with HKSB, forerunner of HSBC. GILT was already a concept up and running; but he spotted it as a winner and his company has mushroomed ever since.

He did not reveal turnover statistics of what is still a private company but said: "Turnover is in the high single figure millions (i.e. just below £10m) but we doubled it last year and expect to do so again next year."

The company's biggest source of revenue at the moment is in the private commercial field, largely American and British companies moving into Europe, but Mr Muddyman is well aware of the potential waiting top be tapped in the public sector: notably the EU Commission - the world's biggest spender on translation services.

With this market in mind Conversis has just announced a new Public Sector Division. Translations here will require the same accuracy and speed as in the private sector but with a curiously different accent - since there will be no sales pitch involved.

Other growing markets include Eastern Europe. Now the company has produced a special package called Acess CEE to help itself and its clients penetrate this market and to understand the cultures of the countries there.

In the longer term of course the company's mega-growth will depend on the so-called BRIC economies - Brazil, Russia, India, and China which are set to become world economic superpowers by 2040.

Mr Muddyman said: "We are already doing a lot of work with all of them; least probably in India where English is widely spoken."

Not that a widespread ability to speak English is a brake in the growth of GILT. Research shows that net surfers worldwide are ten times more likely to purchase goods and services if addressed in their mother tongue, even if they have English as a second language.

Less than 40 per cent of Internet users have English as a first language. Current trends show that by 2010 this figure will fall below 25 per cent .

A recent National Centre for Languages survey put Britain bottom of 28 countries for language skills; 70 per cent of European business executives have a second language; in Britain the figure is 36 per cent .

And does Mr Muddyman, a cockney himself, speak a foreign language?

"No. But then I was brought up in the English educational system," he laughed.

n Contact: 0845 450 0805 www.conversisglobal.com