Lingo.dev

What do they actually do

Lingo.dev provides an open‑source toolkit that automates translating application strings using large language models. Teams install a CLI that scans source files, extracts translatable strings, sends them to an LLM (either Lingo’s hosted engine or a customer‑provided model), writes translations back to the repo, and uses fingerprinting/caching so only changed strings are retranslated (CLI docs, GitHub README).

It integrates with CI/CD so translations can run on pushes or pull requests, with options to commit translated files to branches or update files before deploys (CI docs). For dynamic content, Lingo offers SDKs/APIs for per‑request translation and supports “bring your own LLM” or Lingo’s hosted Localization Engine; a hosted console and paid plans are available for teams that want a managed experience (Choosing a solution, homepage/pricing).

Who are their target customer(s)

• Startup engineering teams shipping frequent changes: They want localization to run automatically in CI/PRs instead of manually extracting strings and committing translated files. Current workflows are slow and error‑prone; they need a drop‑in CLI and Action that just runs (CLI quickstart, CI docs).
• DevOps / release engineers: They need localization that won’t break pipelines or create churn. Retranslating only changed strings and committing cleanly to branches reduces merge conflicts and deploy risk (GitHub README, CI docs).
• Product managers and designers: They care about UI accuracy and need non‑developer review. Lack of context forces back‑and‑forth; Lingo is building screenshot‑driven context and a web editor to improve intent and review flows (TechCrunch, homepage).
• Teams with dynamic or user‑generated content: They need on‑the‑fly translations with consistency and cost control, plus the option to use their own models. SDKs/APIs with caching and BYO‑LLM or hosted engine address runtime needs (GitHub, Choosing a solution).
• Enterprise localization/security owners: They require control, privacy, SLAs and auditability. Hosted model management and enterprise features are on the roadmap and plans, aligning with large‑team governance needs (Choosing a solution, pricing).

How would they acquire their first 10, 50, and 100 customers

• First 10: Personally onboard teams from the YC and GitHub networks; install the CLI and GitHub Action, run a pilot PR that auto‑commits translations, and fix integration issues quickly (CLI quickstart, CI docs).
• First 50: Publish ready‑to‑copy configs and marketplace entries for popular stacks, plus tutorials and example repos; drive self‑serve trials via developer channels and a free tier with guided onboarding (CI docs, pricing).
• First 100: Ship formal integrations and adapters, produce case studies on CI safety and cost, and run targeted outreach to SaaS DevOps/PMs with short pilots. Use partnerships and light PR to generate inbound and enterprise trials (Choosing a solution, homepage/pricing).

What is the rough total addressable market

Top-down context:

The broader language services market is estimated around $52–$72B in 2024, a reasonable top‑line TAM for translation/localization overall (CSA Research, Nimdzi).

Bottom-up calculation:

A more practical SAM is localization software at roughly $5.1B–$6.3B today; if Lingo captured 1–10% of this, it implies about $51M–$513M in ARR depending on share (VerifiedMarketResearch, Meticulous Research).

Assumptions:

• Uses localization‑software market size as a proxy for software revenue opportunity; excludes services.
• Revenue scales roughly with market share; pricing mix approximates current tiers.
• Initial focus is developer‑led teams and expands to enterprise programs over time.

Who are some of their notable competitors

• Lokalise: Commercial TMS with API, CLI/SDKs, GitHub Actions, web editor, screenshots/in‑context features, and enterprise controls. Overlaps on CI automation and editor workflows but is closed SaaS rather than open‑source/BYO‑LLM (dev hub).
• Phrase: Translation platform/TMS with API, CLI, GitHub integration and web editor, plus AI/MT. Competes on continuous‑localization and developer integrations, positioned as a traditional TMS (API/CLI).
• Crowdin: End‑to‑end localization platform with many integrations, CLI, GitHub Action, in‑context editors and enterprise offerings. Strong for teams wanting a single hosted platform with broad connectors (integrations).
• Transifex: Continuous localization platform centered on repo sync and automation (CLI, GitHub connectors, APIs, MT workflows, enterprise features). Direct overlap on CI/CD syncing and PR/commit flows (GitHub integration).
• DeepL: Machine‑translation provider and API with glossaries and enterprise security. Not a TMS; competes where teams choose an MT API for runtime translations or quality MT alongside separate workflow tools (API).