As globalization continues to have a great influence on business, having a clear vision and strong strategic insight remains essential for leaders—especially in sectors like technology. These leaders need to know their products and the markets they operate in. By using their knowledge of conformity certification and import/export processes, they help their organizations successfully enter international markets, leading to sustainable growth and innovation.
Trần Thanh Phương, (Alex Phương Tran), the founder and CEO of ExtendMax Vietnam Co., Ltd. is a prominent Vietnamese businessman and notable leader. With over 20 years of experience in executive management, he is recognized as a leading expert in Vietnam in the certification of conformity and import/export procedures for information technology equipment, boasting more than 10 years of expertise in this area. Under his guidance, ExtendMax has transformed into a professional company known for its international market access services, becoming a trusted supplier for some of the world’s top technology companies.
Turning Passion into a Profession
Mr. Trần Thanh Phương was born in 1980 in Hai Phong into a family facing economic challenges. From a young age, he had a strong passion for reading and business. At just 12 years old, he started his first business by setting up a sidewalk stall to rent out books, using a large collection of hundreds of books he had gathered over the years as his capital.
While pursuing his entrepreneurial interests, Mr. Phương also took on various part-time jobs in the market. He sold vegetables, made ventilation bricks, went fishing, worked as a sales assistant in a clothing store, and offered tutoring services. These diverse business experiences during his youth fueled his desire to become an entrepreneur.
From FMCG to Consulting
Mr. Trần Thanh Phương started his career in business management and sales at major FMCG companies like Coca-Cola, Carlsberg, and Heineken. His experience in these multinational firms taught him how important it is for businesses to follow legal regulations.
When he moved into the technology and compliance consulting field, he noticed that Vietnam did not have many professional consulting firms that could assist international businesses in understanding market entry regulations. The laws related to product conformity certification, import-export of IT products, and cybersecurity compliance in Vietnam are quite complicated, which makes it hard for foreign companies to launch their products in the market.
This observation inspired him to create ExtendMax. He envisioned it as a legal consulting firm and a strategic partner that helps clients build long-term strategies to meet legal and business needs in Vietnam.
Transforming Compliance Consulting
ExtendMax was founded in 2015 with a clear mission: to help international businesses tackle legal challenges and enter the Vietnamese market smoothly. At that time, Vietnam did not have many consulting firms that met the high standards needed to serve foreign companies, especially global technology firms.
Seeing this important gap in the compliance consulting industry, Mr. Phương created ExtendMax to offer services in product conformity certification, import-export compliance, and IOR/EOR (Importer/Exporter of Record) services. The aim is to help businesses operate efficiently and legally while minimizing risks.
Mr. Trần Thanh Phương envisions transforming ExtendMax into the leading compliance and market access consulting firm in the APAC region. This includes assisting international businesses entering Vietnam and helping Vietnamese companies expand into global markets.
In the past three years, ExtendMax has achieved an annual client growth rate of 15-20%. The firm has also been expanding its portfolio within the high-tech sector.
ExtendMax’s Key Services
ExtendMax specializes in four main areas:
- Product Conformity Certification & Legal Compliance: The firm helps clients assess and obtain certification based on national technical standards (QCVN) for IT and telecommunications devices.
- Import-Export Compliance & Market Access Consulting: ExtendMax assists clients in understanding customs regulations, taxes, and the procedures involved in importing and exporting goods.
- IOR/EOR (Importer/Exporter of Record) Services: The firm acts as the official importer or exporter for international clients, ensuring smooth customs clearance and complete compliance with regulations.
- Business Licensing & Import Licensing for Civil Cryptographic and Cybersecurity Products: It provides guidance on how to obtain business and import licenses for products related to security.
These services are designed to help clients save time, minimize risks, and effectively grow its presence in the market.
Service Percentage Breakdown for ExtendMax
- Product Conformity Certification Consulting: 40%
- IOR/EOR Services: 30%
- Other Legal Services: 30%
Innovative Legal Solutions
At ExtendMax, the team ensures innovation and adaptability in their legal strategies by regularly improving their skills through internal training programs and staying updated on the latest legal developments. The firm also focuses on providing customized compliance solutions that are tailored to each client’s specific needs, rather than using a one-size-fits-all approach.
ExtendMax’s Competitive Edge in Vietnam
ExtendMax keeps its competitive advantage in Vietnam’s changing legal environment through several key strategies. First, the firm closely monitors legal changes and maintains direct communication with regulatory authorities to receive timely updates. This approach ensures that it is always informed about the latest developments.
Additionally, ExtendMax uses technology to improve its consulting processes and manage compliance documents more effectively. By leveraging modern tools, the firm can streamline its operations and provide better services to clients.
The firm also places a strong emphasis on continuous training for its experts. This ongoing education helps ensure that its team stays up to date with the latest regulations and legal practices.
Finally, ExtendMax collaborates with global technology companies to gain a deeper understanding of its needs and challenges. This partnership allows the firm to tailor its services and remain responsive to the demands of the market.
Key Projects with AWS and LEGO
One of Mr. Trần Thanh Phương’s most notable achievements has been assisting Amazon Web Services (AWS) and LEGO with the import of IT equipment into Vietnam.
For Amazon Web Services, ExtendMax helped facilitate the import of essential IT infrastructure for its data centers, ensuring that everything complied with Vietnam’s regulations.
For LEGO, the firm served as the Importer of Record (IOR) for IT equipment valued at millions of dollars, which supported the operations of their $1.3 billion factory in Vietnam.
These projects enabled clients to meet their business goals and strengthened ExtendMax’s reputation as a reliable legal and compliance consulting firm.
Achievements and Milestones
| Personal Recognition | Business Icon of the Year 2024Stevie Awards Jury MemberSpeaker and Expert Contributor |
| ExtendMax Achievements | SME100 Asia Award 2023 & 2024World Business Outlook Award 2024Global Brands and Gazet International Awards 2024IBMA and GBFM Awards |
- Business Icon of the Year 2024: Mr. Trần Thanh Phương was honored with this award by Global Business Review Magazine for his leadership and significant economic impact.
- Stevie Awards Jury Member: He was selected to serve as a judge for the prestigious 2024 Stevie Awards.
- Speaker and Expert Contributor: Mr. Phương has been featured at international forums and in interviews discussing Vietnam’s certification policies.
- SME100 Asia Award 2023 & 2024: ExtendMax was recognized as one of the top small and medium-sized enterprises (SMEs) in Asia.
- World Business Outlook Award 2024: The company was named “Vietnam’s Leading Import-Export Consulting Company.”
- Global Brands and Gazet International Awards 2024: ExtendMax received honors as the “Best Regulatory Compliance Consulting Firm” and “Best Import-Export Entrustment Service” in Vietnam.
- IBMA and GBFM Awards: The firm was recognized for “Best Market Penetration Consulting” and “Best Regulatory Compliance Agency.”
The Approach to Client Relationships
Mr. Trần Thanh Phương focuses on building strong client relationships and providing exceptional service through several key practices.
First, he emphasizes transparency in communication and work processes. By being open and clear, he ensures that clients are always informed and understand what to expect.
Second, he offers tailored legal consulting to meet each client’s specific needs. This personalized approach allows him to address the unique challenges that different clients face.
Lastly, Mr. Phương is committed to delivering high-quality service and timely results. His dedication to excellence ensures that clients receive the support they need when they need it.
Transforming Legal Services
Technology is changing the legal field in many ways, including process automation and data-driven compliance forecasting. ExtendMax is adopting several innovative solutions to improve its operations.
The firm is using cloud-based solutions for document management and tracking client compliance. This approach makes it easier to organize and access important documents while ensuring that clients meet regulatory requirements.
Moreover, ExtendMax is utilizing data analytics to improve risk assessments and deliver customized solutions. By analyzing data, it can better understand potential risks and provide more effective legal advice tailored to each client’s situation.
Integrating Work and Personal Life
“I don’t see work as something to be balanced against personal life but rather as an integral part of it,” Mr. Trần Thanh Phương says.
His approach to balancing his role as a leader and entrepreneur with personal well-being includes several key strategies. He believes in delegating effectively to empower his team. By trusting his team members with responsibilities, he can focus on higher-level tasks while supporting their growth. He also engages in continuous learning to keep himself motivated and inspired. This commitment to personal development helps him stay passionate about his work.
Lastly, Mr. Trần Thanh Phương makes it a priority to spend quality time with his family. He enjoys this time and shares his enthusiasm for his work, inspiring them with his passion.
A Vision for Leadership
Mr. Trần Thanh Phương aspires to establish ExtendMax as the leading compliance consulting firm in Asia, recognized for its transparency, expertise, and exceptional client service. He wants the firm to be a trusted name in the industry.
In addition to this, Mr. Phương aims to mentor the next generation of legal professionals. He hopes to equip them with the skills and knowledge needed to navigate the complexities of the legal industry effectively in the future.
