In this interview, we explore the incredible journey of Trần Thanh Phương, the Founder and CEO of ExtendMax Vietnam Co., Ltd. Join us as Trần Thanh Phương reflects on the inception of his company, the lessons he has learned along the way, and how he built a thriving business in the field of product conformity certification and regulatory compliance. From overcoming the challenges of the early days to leading the company through the global COVID-19 pandemic, Trần Thanh Phương shares the highs and lows of his leadership journey. We also take a look at how ExtendMax has positioned itself as a leader in the industry and the company’s aspirations for the future.
Company’s Mission and Vision
Trần Thanh Phương founded ExtendMax in 2015 with the vision to provide top-notch consultation, support, and partnership for businesses in the fields of product conformity certification and regulatory compliance. The company’s mission focuses on becoming the leading consulting firm in the Asia-Pacific region for product conformity certification, market access, and import/export compliance. The idea to start ExtendMax was inspired by a gap in the Vietnamese market, which was not equipped with professional consulting services that met the standards of global technology corporations. The journey since the company’s inception has been challenging but rewarding, as ExtendMax has grown from a small team to a leading consulting firm in Vietnam, now serving global giants such as Amazon, Cisco, and Lenovo.
Primary Industries and Target Customers
ExtendMax operates primarily in the IT and telecommunications sectors, providing services related to product conformity certification, import/export consulting, and IOR/EOR (Importer/Exporter of Record) services. The company’s target customers are global technology corporations such as Amazon, Lenovo, HPE, Cisco, and Microsoft, as well as Vietnamese businesses that seek to expand internationally. The firm’s specialized services cater to companies navigating the complex regulatory landscape when importing and exporting electronic and IT products.
Key Milestones and Achievements
ExtendMax has reached significant milestones in its journey. The company has been a market leader in Vietnam for product conformity certification and regulatory compliance consulting since 2017. Additionally, ExtendMax became the leading supplier for Importer of Record and Exporter of Record services in 2023. A key achievement includes the development of ExtendMax’s own electrical safety testing laboratory in 2020, equipped with modern facilities that meet both Vietnamese and international testing standards. The company’s success is also reflected in its partnerships with global clients, such as supporting Amazon Web Services in importing IT products worth tens of millions of USD for their data centers in Vietnam. ExtendMax has received several prestigious awards, including the SME100 Award, World Business Outlook Award, and Brand Review Magazine Award. Furthermore, the company played a crucial role in LEGO’s $1.4 billion factory project in Vietnam, assisting with the importation of IT equipment.
Leveraging Innovation and Technology
Innovation plays a critical role at ExtendMax. The company utilizes digital tools to enhance efficiency, such as cloud-based project management systems and real-time progress tracking for client projects. In addition to technological integration, ExtendMax invests in continuous training to ensure that its team stays up-to-date with regulatory changes and best practices in the industry. This commitment to innovation enables ExtendMax to remain competitive and deliver top-quality services to clients.
Core Values and Principles
ExtendMax operates on a foundation of core values that guide every decision. These include compliance with Vietnam’s legal and regulatory requirements, a commitment to delivering high-quality services efficiently, a customer-centric approach, continuous innovation to address challenges, and transparency in communication with clients. These principles ensure that the company maintains its reputation for excellence and builds trust with clients.
Overcoming Challenges
One of the biggest challenges ExtendMax faced was navigating the uncertainties of the COVID-19 pandemic. The company quickly adapted by leveraging digital tools to facilitate remote work and enhancing internal training programs to maintain continuity of service. During this time, ExtendMax was able to meet the surge in demand for IT products, which helped the company grow despite the challenging environment.
Lessons Learned in Building the Business
Trần Thanh Phương shares several valuable lessons from his journey in building and growing ExtendMax. These include maintaining a clear vision and focusing on long-term goals, building a cohesive team that shares the company’s values and mission, being adaptable to change and ready to innovate when necessary, and upholding transparency and integrity in every decision. These principles have been instrumental in the company’s success and will continue to guide its future growth.
Adapting to Business Changes
ExtendMax has successfully adapted to shifts in the business environment by continuously updating its knowledge of regulatory changes, investing in digital transformation, and expanding its services to meet evolving client needs. One example of this adaptation is the introduction of IOR and EOR services in 2021, helping clients comply with Vietnam’s increasingly stringent import/export requirements.
Future Goals for 2025 and Beyond
Looking to the future, ExtendMax aims to expand its services by including foreign investment consulting and corporate law. The company also plans to launch specialized training programs on import/export compliance for clients and partners, strengthening its position as a thought leader in the field. Moreover, ExtendMax intends to forge stronger international collaborations to expand its global presence and continue supporting clients in the rapidly evolving global marketplace.
Envisioned Impact
ExtendMax envisions making a significant impact on the technology industry and society by contributing to Vietnam’s development as a leading technology hub in the region. Through its work in simplifying market access for global corporations and assisting Vietnamese businesses in expanding internationally, ExtendMax aims to drive innovation and sustainable economic growth in the country.
Sustaining Growth and Innovation
To sustain growth and innovation in a competitive marketplace, ExtendMax focuses on three key strategies: continuous learning and upskilling for the team, leveraging technology to enhance efficiency and service quality, and building long-term relationships with clients and partners based on trust and mutual success. These strategies are designed to keep the company ahead of its competitors and ensure its continued success.
Advice for Aspiring Entrepreneurs
Trần Thanh Phương offers advice to aspiring entrepreneurs, urging them to remain persistent, adaptable, and committed to delivering real value to their clients. He emphasizes the importance of staying aware of trends in industries such as AI, digital transformation, and sustainability, as these areas are rapidly gaining significance globally.
Staying Ahead of Competitors
ExtendMax maintains its competitive edge through its deep industry expertise, customer-centric approach, and unwavering commitment to transparency. By staying informed about legal regulations and proactively offering innovative solutions, ExtendMax ensures its clients remain ahead of the curve, setting the company apart from competitors in the rapidly evolving business environment.
Customer Feedback
The company’s primary customers include global technology corporations and major manufacturers such as Amazon, Microsoft, Cisco, Dell, Lenovo, HPE, and Palo Alto. Feedback from these clients often highlights ExtendMax’s professionalism, efficiency, and ability to simplify complex regulatory processes, which has led to long-lasting partnerships with some of the world’s leading companies.
Recognition as a Rising Titan in Business
Being recognized as one of the “Rising Titans in Business” is a significant honor for ExtendMax and its team. This recognition acknowledges the company’s dedication and hard work and serves as further motivation to continue delivering exceptional services to its clients.
About ExtendMax
ExtendMax is a leading consulting firm in Vietnam, specializing in product conformity certification, regulatory compliance, import/export compliance, and IOR/EOR services. Founded in 2015, ExtendMax has established a strong reputation for delivering comprehensive and innovative solutions that help global corporations navigate the complex regulatory landscape in the Vietnamese market. The firm’s key services include product conformity certification, IOR/EOR services, consulting on cybersecurity and civil cryptography product licensing, and market access consulting. Through these services, ExtendMax plays a crucial role in helping both international and local companies expand into Vietnam and comply with the country’s regulatory requirements.
In conclusion, Trần Thanh Phương’s journey with ExtendMax is a powerful testament to the impact of vision, innovation, and resilience in the business world. His commitment to filling a significant market gap in Vietnam, driving innovation, and delivering real value to clients has transformed ExtendMax into a leader in its field. As the company continues to expand its services and build on its reputation for excellence, it stands poised to contribute to both the growth of Vietnam’s technology sector and the global market. Trần Thanh Phương’s leadership and dedication offer valuable lessons for entrepreneurs, emphasizing the importance of perseverance, adaptability, and a customer-centric approach in building a successful business.
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