While the company serves as a cloud platform to support other internationally engaged companies, inWhatLanguage also relies on a suite of technology platforms to streamline its business and allow it to engage effectively overseas. Broderick cites the cloud- based version of QuickBooks, which allows his team to automate connections to their Customer Relationship Management (CRM) system to streamline the finance side of the business.For marketing support, inWhatLanguage utilizes Pardot, a Salesforce marketing platform, which integrates well with the company’s other cloud- based systems. LinkedIn also allows the company to narrow and target individuals and industries that might be interested in their services. Broderick ticked off an array of challenges he and his team have faced going global from tax considerations to complying with local labor laws to finding trusted banking and payment partners. Those issues did not pose an insurmountable hurdle for their business, and he suggested it was important for the company to understand the implications of doing business in a specific market and comply with the different rules to succeed. He suggested that expanding connectivity and access to developing countries in Africa and elsewhere would be good for development and for business. inWhatLangugage has benefitted from an array of government and private sector programs to help make sense of global markets, including the Governor’s Office of Economic Development, Economic Development Cooperation of Utah, World Trade Center Utah and the U.S. Commercial Service. Broderick explained how the US Commercial Services Gold Key program provides support when entering a new market by doing “a deep dive on your goals, objectives, needs and then they start lining up great people to make immediate impact and immediate progress.” He noted that the advice is often free or at low cost and that these advisors “want to help businesses think, act and succeed globally.” More broadly, Broderick noted that,“trade agreements are complex, but if there is any way we can foster trade and simplify it on both sides of the fence, it’s going to have an impact.” The positive economic impact of closer trading relationships may start with companies like inWhatLanguage, he said, but ultimately carries downstream to individuals, families and communities. For entrepreneurs looking to venture into foreign markets,Broderick stresses the importance of not being afraid to ask questions. He suggested that tapping experts from the beginning can help entrepreneurs succeed quicker in global markets, saying, “don’t waste any time – get in there.” SALT LAKE CITY, UTAH POP. 186, 440 Utah’s exports to U.S. FTA partners totaled $3.1 billion in 2016 39 The New Faces of American Trade