Gikken
About the Company
Gikken is a Berlin-based software company known for its innovative apps and browser extensions. Its primary product, Mate Translate, simplifies translation by offering in-app functionality without disrupting workflows. Other projects include Artpaper for Mac wallpapers, Tokens for app promo codes, and Breaks for Eyes to reduce eye strain. Additionally, Gikken spun off a vocabulary learning app, Reji, from Mate, which allows users to build personalized language lists.
Despite a strong following, most users access Gikken products for free, leading to challenges in monetization. The company aims to better capitalize on its audience, especially in language learning and developer-focused markets like Russia and China. Gikken’s product suite reflects its mission to provide user-friendly tools that cater to niche markets and enhance daily productivity.
Idea Behind Company
The inspiration for Mate Translate came from Alex's high school days when he was actively learning English. Frustrated with the inefficiency of using Google Translate in separate tabs, Alex envisioned a simpler solution—a double-click translation feature that worked seamlessly. Motivated by his coding skills, Alex built a Chrome extension called Instant Translate during the early days of the Chrome Web Store, which gained traction organically.
The idea resonated with users who sought efficient, context-sensitive translations. This success laid the foundation for Alex’s business aspirations. Over time, Alex refined the product, evolving Instant Translate into Mate Translate, while exploring additional opportunities in language learning tools and productivity apps.
Creating the Company
Initially, Instant Translate was a side project for Alex, who lacked a business strategy. During university, he recruited developers on a revenue-sharing model to expand Instant Translate across platforms. This approach proved unsustainable as app revenue underperformed, leading to the departure of several collaborators. Eventually, Alex partnered with Andrii, a Mac/iOS developer, to restructure the business.
Incorporating as Twopeople Software, they embraced a formal company structure with salaries and dividends, moving away from revenue-sharing. As the business matured, they rebranded as Gikken, inspired by the Japanese word "Jikken" (experiment), reflecting their passion for innovation and creativity.
Launching the Business
Gikken’s initial success was driven by integrating Mate Translate’s Safari extension with its Mac app, leveraging Apple’s App Store changes in 2019. This move significantly boosted revenue and visibility, positioning Mate as a leading translator app on the Mac App Store. However, efforts like app blogs and paid ads yielded minimal results, prompting a shift to organic traffic from the App Store and Google Search.
Gikken focuses on building a loyal user base through social media, maintaining transparency, and engaging with fans. By fostering deeper connections with users, Gikken has cultivated a community of ambassadors who promote its products, ensuring steady growth.
Earnings
Gikken generates approximately $48,000 monthly, primarily from Mate Translate’s iOS and Mac apps priced at $15 and $30, respectively. The browser extensions, used by 600,000 people, contribute little revenue due to a one-off premium fee of $9.99. With 77% of revenue coming from the App Store, Gikken seeks to diversify its income streams to reduce dependency on Apple.
Future plans include cross-promotions with complementary language learning tools, partnerships with language schools, and strategies to monetize browser extensions more effectively. Gikken’s goal is to make Mate the go-to translation app for language enthusiasts and expats, achieving sustainable growth while preserving the app’s simplicity and user-centric design.
