Rooth, a British native, spent a considerable amount of her time at the law firm editing English written by foreigners; she concluded the processes they used to ensure the quality of documents leaving the firm might port well to other businesses. The staff made databases of all their templates in the French, English and Chinese languages so that consistency was served: the use of different editors did not permit translations to drift away from established terminology for that client and that client's customers. "I started to think that other firms could benefit from the same services – if a company ensures all its promotional material is in good quality English – website, brochures, flyers and so on – it can portray itself professionally, and make sure it is judged on its services or products rather than on the quality of its English translation," she explained.

Rooth's clientele grew from there until she registered her own firm in 2008, with a broad enough scope that she could work in various fields. Translating is the business foundation but she has great hopes for the editing services. "I wanted to provide services both for the business market – firms, government agencies, businessmen – and for individuals." The idea was first to provide a place where the Chinese had access to top quality native speaking English editors – quality assured by credentials vetted by the industry who fully understood them. Perhaps most critical was web-based access management for all aspects of the service. Timely quotes on editing jobs and establishment of guaranteed turn-around times help decision-makers, but the web also supports distribution of the work to editors and proofreaders, and tracks it for payment. A second pair of eyes on a piece of work is included and this is what Rooth considers key to building a good reputation, adding, "If there is one thing I have learned about this business, it's that even the best translators can have a bad day or can send the wrong version!"