Regulatory compliance is a crucial challenge for global firms doing business in Vietnam. In order to regulate the importing of IT products and other required certifications, international organizations often stumble upon the strict regulatory framework of the country. ExtendMax Vietnam Company Limited was founded in response to these challenges. Being facilitated as one of the ‘Innovators of the Year 2024’ by the CEO Views, we have had the privilege to interact with the founder and CEO of the company, Trần Thanh Phương . Trần takes us through the successful voyage of ExtendMax in emerging as a leading compliance consulting firm in Vietnam.
Can you introduce yourself and share your journey in founding ExtendMax?
I am Trần Thanh Phương, the founder and CEO of ExtendMax Vietnam. My journey in founding ExtendMax began after years of experience in sales and management roles at multinational corporations such as Coca-Cola, Carlsberg, and Heineken. In 2015, I saw the challenges that international companies faced in navigating the legal and regulatory landscape in Vietnam, especially when importing IT products and obtaining necessary certifications. Seeing an opportunity, I decided to establish ExtendMax, aiming to provide professional, reliable consulting services to help companies overcome these barriers. Since then, ExtendMax has grown into a leading compliance consulting firm in Vietnam, serving major global brands like Amazon, Cisco, Lenovo, and HPE.
What motivated you to establish ExtendMax, and how has the company evolved since its inception?
My motivation came from recognizing a potential niche market. Many foreign companies have difficulty complying with regulations on product quality and cybersecurity in Vietnam, leading to difficulties in importing products. ExtendMax was established to provide solutions to those needs. Since its establishment, ExtendMax has continuously expanded its services, applied digital transformation, and become a trusted supplier in the supply chain of global technology giants.
Can you describe the core services that ExtendMax offers and how they benefit manufacturers and importers?
ExtendMax specializes in product conformity certification and cryptography licensing and acts as Importer of Record (IOR) and Exporter of Record (EOR). Our services benefit manufacturers and importers by ensuring their products comply with local regulations, preventing delays at customs, and helping them avoid legal risks. We also assist companies in obtaining the necessary certifications and licenses, which are critical for successfully bringing products to market in Vietnam and across APAC.
ExtendMax aims to support manufacturers and importers in obtaining various certifications and licenses. How do you prioritize customer needs in your mission?
At ExtendMax, we prioritize customer needs by providing customized consulting solutions tailored to their specific products and regulatory challenges. We closely communicate with our clients to understand their goals and timelines, ensuring our services align with their business strategies. Our core value of customer-centricity drives us to offer transparent, efficient solutions that help our clients succeed, whether they are entering the Vietnamese market for the first time or expanding their operations.
What core values drive your company culture and influence your approach to consulting?
Our core values—compliance with regulations, commitment, customer focus, innovative solutions, and transparent consulting—shape our company culture and approach to consulting. We are deeply committed to ethical business practices and always strive to deliver the best results for our clients. At ExtendMax, we foster a culture of collaboration, continuous learning, and innovation, ensuring that we stay ahead of industry trends while maintaining the highest service standards.
ExtendMax has partnered with several leading global brands. How do you establish and maintain these partnerships?
The establishment and maintenance of ExtendMax’s partnerships with global brands are built on trust and consistent results. We focus on delivering value through our excellent expertise in import-export processes and product conformity certification, along with our ability to provide comprehensive, end-to-end consulting services. Continuous innovation to stay ahead of changes is another strength highly appreciated by our clients. As a result, ExtendMax has become the trusted partner of many leading technology companies worldwide, earning client trust and recommendations within their industry networks.
What do you believe sets ExtendMax apart from other consulting firms in Vietnam?
ExtendMax stands out due to our deep expertise in product conformity certification, our focus on the IT sector, and our comprehensive understanding of Vietnamese regulations. Our ability to provide Importer of Record and Exporter of Record services, coupled with our dedication to customer satisfaction, sets us apart. Our agility and ability to innovate also help us remain competitive in a constantly changing market.
What are some common challenges faced by manufacturers and importers when entering the Vietnamese market, and how does ExtendMax help address them?
One of the common challenges faced by manufacturers and importers is understanding the complex and ever-changing legal regulations in Vietnam. Specifically, challenges include obtaining product conformity certifications, handling customs procedures, and complying with cybersecurity requirements. ExtendMax provides expert regulatory consulting services to ensure that products comply with all legal requirements, guiding clients through each step of the import and export process. Our IOR & EOR services also enable foreign companies to comply with regulations without having to establish a legal entity in Vietnam.
How do you ensure that your services remain compliant with evolving regulations in Vietnam?
We ensure compliance by closely connecting with regulatory authorities, regularly updating our knowledge of Vietnamese laws, and actively monitoring changes in legislation. Our team constantly undergoes training to keep up with the latest regulations, and we invest in technology to track compliance requirements efficiently. Additionally, we proactively communicate any regulatory changes to our clients, ensuring they are always prepared and compliant.
What trends do you see in the industry in the next decade? What future plans do you have for your company?
In the next decade, I foresee an increasing demand for compliance services in emerging technology sectors, particularly with the rise of cybersecurity regulations. There will be a greater focus on digital transformation, leading to a need for more automated and optimized compliance processes. For ExtendMax, our future plans include leveraging artificial intelligence to deepen our expertise and enhance our presence in the APAC region.
Do you have any piece of advice for future innovators and entrepreneurs? How can they adopt innovation to achieve excellence?
My advice to future innovators is to stay curious and embrace change. The business environment is always evolving, and to achieve excellence, you need to be adaptable, ready to learn, and willing to take calculated risks. Innovation comes from not only having creative ideas but also executing them effectively. It’s important to stay focused on delivering real value to your customers and never stop learning from your experiences. Be patient and persistent, and always keep an eye on the long-term vision.
The extensive service delivery and eye for detail have taken ExtendMax to the leading position in the legal and regulatory landscape of Vietnam. The company’s success is a testament to its unwavering dedication and continuous learning approach to helping businesses with their legal needs.
