Posts

Vietnam and Finland partner to build startups across Vietnam

Finland and Vietnam—what do these two countries have in common? At first glance, perhaps not much. Vietnam has a population of 90+ million and Finland’s population doesn’t even break the six million mark. Finland’s GDP per capita is almost $50,000 while Vietnam’s is approximately $2,000. And Helsinki is considered one of the most future-oriented governments in the world while Hanoi is known for its traditional elements; after all, it’s an over-1000-year-old city. So it might come as a surprise to learn that Finland’s Ministry for Foreign Affairs and Vietnam’s Ministry of Science and Technology have joined forces to foster innovation, support initiatives, and develop entrepreneurs via the Innovation Partnership Programme (IPP).

The IPP essentially supports the growth of the Vietnamese ecosystem; its role is to initiate and facilitate new activities, connections, and collaboration that can lead to the creation of sustainable ecosystem structures on the national level with regional integration and strong international linkages. Part of this effort includes a training course, an Innovation Accelerator, and events to bring the community–as well as potential partners and sponsors–into the fold.

Currently, 12 Vietnamese Innovation Champions are in the middle of a two-month “Training of Trainers” (ToT) program where they are learning lean startup methodologies, new ways to minimize risk, and how to develop ideas into products and services (and eventually sustainable businesses). Hailing from a variety of backgrounds in the public and private sectors, and with a median age of 35, these working professionals are led in sessions, workshops, and classwork by top international practitioners from startup hubs in Europe and the United States. Outside of the facilitated HATCH! space in Hanoi’s Ba Dinh District, the Innovation Champions have conducted fieldwork where they interview prospective customers, pen blog posts to share their perspectives, and connect with aspiring entrepreneurs in the community. They have already begun advising local startups in order to put what they have learned into practice—something they will continue to do in August once the training is over.

One major portion of fieldwork is the customer conversation, which drives the iterative model for a product or service that is being developed; some of the terms and tools used include “business model canvases” and “value propositions.” Entrepreneurship is a process and mindset—asking the right questions of the right people is key to developing solid products and services. But, sometimes, it needs to be taught and localized in order to become part of a local ecosystem.

Trainer Nick Norena of San Francisco is, by his own account, not only an entrepreneur but also an educator and coach, focusing his life on finding the most effective and engaging ways to teach entrepreneurship and innovation. Currently, he is focusing on Vietnam.

“Being here in Vietnam, I am eager to learn about a country and culture that is quite new to me,” said Norena. “Most importantly, I am incredibly humbled to work with the Trainees enrolled in this ToT program.

“The Trainees we work with are incredibly accomplished academics and professionals, and they bring valuable perspective to the classroom and fieldwork each week. This is crucial because one of their main goals and is to translate and adapt the materials and topics we cover to accurately fit the needs of the local startup ecosystem. I am encouraged every day by the team I’ve become a part of, and excited to see what the future of the Vietnamese startup ecosystem holds,” he said.

Innovation Champion Lan Phan, Deputy Director of NATEC–an organ of Vietnam’s Ministry of Science and Technology (MOST)–of Hanoi shares a similar excitement toward the future of the Vietnamese entrepreneurship ecosystem:

“It is great because I can learn the most updated knowledge in the startup world–the Lean startup movement,” said Phan. “And, having it taught by the experts and practitioners coming from Silicon Valley makes it even much better experience. Their sharing of real startup stories and the hands-on exercises that we have to take in class absolutely help us internalize the training principles much faster.

“Being one of the IPP trainees,” she said, “also means that I can develop a close relationship with other like-minded trainees, whose goals are not only to excel in their own careers but to give back and contribute to building this ecosystem a better place for startups to grow. Overall, I have so far been benefited greatly from this training course and would love to share my knowledge with others so that the impact of the course would be multiplied.”

The curriculum that Norena and the other trainers are developing—which is aimed at teaching academics and professionals in Vietnam the skills, techniques, and mindset required to successfully coach and mentor startups—is expected to be used in Vietnamese and perhaps even regional universities as a way to extend the impact of the first cycle of the Training of Trainers program and Innovation Accelerator. The IPP seeks to support and build the capacity of local key players in taking ownership of developing the ecosystem. Thus, this curriculum is a foundational resource for new and aspiring entrepreneurs in Vietnam and beyond.

So, what’s next? The entire program moved to Ho Chi Minh City last week (July 15) and will be based out of Hoa Sen University. Once the Training of Trainers program is completed, a six-month Innovation Accelerator led by the Innovation Champions will begin in both Hanoi and Ho Chi Minh City. The Innovation Champions will guide approximately 20 high-growth and innovative startups, as well as four system developers, to success.

The startups have an initial Demo Day on October 31 and a final Demo Day in January before the call for new startups is opened up again. Before the first Demo Day, the IPP is looking for mentors (e.g., guest speakers) to support the IPP Innovation Accelerator as well as future partners to help pilot and scale the curriculum (open source, practical, and comprehensive innovation and entrepreneurship-pioneered—which does not yet exist in Vietnam) to universities and other training organizations customized to fit the needs of their respective stakeholders.

By design, the Innovation Champions will be the foundation of the future, driving the ecosystem forward even beyond the Innovation Accelerator. Hopefully, by the time Tet (Lunar New Year) rolls around in February 2016, we will start to see some of these selected projects emerge from the Innovation Accelerator ready to expand in Vietnam, into the region, or elsewhere. Also, we can expect that next year’s ToT Part 2 will feature even closer collaboration with university and training organizational staff.

Even farther down the road, Trainer Dan Toma of Germany projects even more success as a result of the program.

“Looking at the speed of their progress [Innovation Champions], I am highly confident that they will have a huge impact in the Vietnamese ecosystem once the training [is] over,” said Toma. “I’m looking forward to having a coffee in a nice restaurant somewhere in Europe in about three or five years from now, reading about the first Vietnamese company being successful on the international market, hoping that one of the Innovation Champions helped build that story directly.”

Three to five years out is a long time but, perhaps, Dan will be proven right. After all, the best way to predict the future is by helping to create it.

A version of this article first appeared in Tech In Asia.

The SLUSH Impact Pitching Competition

Recently, the SLUSH Impact Pitching competition was held in Hanoi. Co-sponsored by the IPP and HATCH!, the competition featured eight teams that came from across Vietnam to compete in Hanoi for three potential slots to go to attend this year’s SLUSH competition in Finland.

Below are the startups and a brief summary of each team.

1. Entobel (Ho Chi Minh City)

This startup seeks to provide a sustainable source of protein; according to the team, there is a growing demand of protein globally but the supply cannot keep up. Looking for a cheap source of protein, Alexandre de Caters and the rest of the team identified insects as a potential source. During his pitch, de Caters stated that the price of protein is increasing but the technology isn’t there at a large scale. Entobel was founded in 2014 to help address this problem and it is focused on mass insect rearing, specifically, the tropical fly. So the team hopes to use the protein as an additive in human food, potentially replacing fish meal. Currently, they have a pilot plant in southern Vietnam and hope to establish the first industrial plant in Vietnam by 2016, which is expected to have a capacity of producing 500 tons per year of protein. The team is comprised of scientists in Europe and two Belgians in Vietnam.

2. Tomago Education (Ho Chi Minh City)

Simply, Tomago Education is on a mission to empower. The team has realized that success in both personal and professional lives often does not come easy so Tomago Education co-founders have embarked on a mission to teach a variety of subjects in order to serve the specific needs of Vietnamese students in order to cultivate independent thinkers. Their teaching is based on four philosophies:

1. A free and respectful environment;

2. Transferring lifelong skills to feed themselves and family;

3. Give them things to do and projects to try; and

4. Experience a variety of topics and understand themselves and follow passion.

Thus, Tomago Education is inviting industry professionals (who have open minds) to participate and who want to give back to the next generation. In essence, the Tomago Education team calls themselves instructors and students on the same basis; i.e., they get in touch with children by becoming their mentors.

Currently, the non-profit organization has 35 students with nine instructors and the three co-founders (including Long Le) are full-time. Students are charged a tuition of two million Vietnamese dong (approximately $100) per two month course and the pricing model seems to be popular with more than 100 students currently enrolled. Classes are held on Saturdays and Sunday, with one unit completed every six months.

3. HandyTrail (Hanoi)

According to Mr. Kim, the father of HandyTrail, it’s a “game-changer in the tourism industry” and another co-founder, Nguyen Thi Thu, shares this sentiment in addition to sharing a love for traveling and the betterment of the community. According to the team, there is demand for sustainable development of the local tourism industry, in particular handicraft trade which allows HandyTrail to collaborate with NGOs, local government, and local entrepreneurs as part of their offline component.

HandyTrail expects that its revenue streams will be from three products: an online website handytrail.com; HandyTour, a smartphone travel app with a chat window and games; and HandySales.club, an online advertising service which connects handycraft makers to customers. Already the startup has gained traction in the form of an MOU with the Seoul Metro Station.

4. iNext Technology (Ho Chi Minh City)

The startup seeks to address the issue of overcrowded hospitals in Vietnam and “unbalanced high-quality human resources” by introducing its iTelem System, which is video conference for training, tele-diagnosis, and tele-consultation in medicine, allowing diagnosis by computer instead of traditional film.

It’s already tested the technology in Gia Dinh People’s Hospital in Ho Chi Minh City during an open heart surgery where three windows on a screen showed the patient’s vitals, the operating room, and consultation room.

iNext Technology’s Ngoc Nguyen-Chi claims that their service is 30% the cost of its competitors such as GE, Siemens, and Philips (its system can connect to both GE and Siemens products). The team is currently seeking $300,000 in funding.

5. Livegreen.vn (Ho Chi Minh City)

Livegreen focuses on green development, both professionally and personally. Bui Viet Ha, CEO of Livegreen, has a dream of people living in the world with harmony and children enjoying beautiful lives. In 2001 Mr. Ha studied in Sweden where he began considering green concepts but it wasn’t until 2011 when he launched the first and only social network to promote a sustainable living style; then the cafe came in 2013. Ultimately, Livegreen seeks to train and change the behavior of people to more sustainable methods. By changing lifestyles everyone can make a more positive impact in the environment.

According to Mr. Ha, we need more people to lead better lifestyles but green things are not fun since people do not see the results and it can be time consuming. So the there is a lack of “continuance and connection” which is not sustainable in the long term. Enter Livegreen. Currently, training for a new and greener lifestyle through Livegreen lasts six weeks and it is sponsored by NGOs. The platform is actually three things: a games center, a social network, and marketing for businesses. Livegreen customizes a game for each customer and keeps track of individual users. So Livegreen helps users change behavior via the game, which allows users to practice a new method and apply it in daily life.

6. Sac Ky Hai Dang (Ho Chi Minh City)

Also known as “Trace Verified,” this startup is a social enterprise serving the Food Transparency Alliance (FTA) to address “pervasive problems in Vietnam’s food market.” According to Nguyen Thi Hong Minh, there is a significant disconnection between responsible food producers and consumers. So Trace Verified seeks to promote a culture of transparent and traceable information in food safety in Vietnam in part via the startup but also through the FTA.

The FTA is a voluntary community of responsible SME food producers. The startup portion is a social enterprise company under Vietnam’s 2014 Enterprise Law. In effect, the startup is a service provider for the FTA. Members of the FTA pay a yearly subscription for electronic components as well as QR codes.

The social impact of these two organizations would be on SME producers, farmers, and, of course, consumers. Essentially, food producers can increase revenue by guaranteeing high-quality food and consumers can get high-quality food products.

Currently, the product is live with exporters and the team is now focusing on the domestic Vietnamese market. Retailer Big C uses the methodology for ensuring high-quality pork meat in the supply chain; some corporate sponsors include Deloitte Vietnam, The Saigon Times Group, and Vinh Hoa Corporation. The startup is also supported by the Danish government and the FTA has support from Vietnam’s Ministry of Health. In terms of market potential, 16 farmers are immediately targeted with a total market of about $29.5 billion dollars, according to the team.

7. Long Phuong Thinh (Thanh Hoa)

Also known as Vietnam Biocoal, Long Phuong Thinh has focused on developing biomass renewable energy in the form of pellets from recycled agriculture. According to the team, the pellet market expected to grow by 2020. Vietnam Bifocal currently has four years experience in machine produced products and just switched to pellets this year.

There is some competition in the EU but those products have a higher price than Vietnamese biocoal so the startup is hoping to target Russian customers, even if the biomass market pricing has gone down recently.

8. BioSpring (Hanoi)

This startup wants to bring heat-resistant probiotics to farmers in Vietnam and around the world. It has developed beneficial bacteria that can withstand 100C, thereby increasing faming productivity. According to CEO Huynh Minh Viet, clean food suppliers are increasing and aquaculture production is under pressure from diseases so antibiotics are being used (and the unclear origin of beneficial probiotics is an issue as well).

With its pilot plant in Thanh Hoa province, BioSpring is able to produce 250 tons of its probiotics per year and can supply about 10 feed mills. The product has been in the market for several months already and BioSpring is currently looking for partners and investors with a 30 billion VND (~$1.5 million) valuation. As part of its pilot program, it has figured out how to produce the probiotic due to angel/self-funding from five people and will looks to optimize its mixes for pigs, chicken, shrimp, and fish.

Right now, the plan is to sell to feed mill and farmers who can test it and evaluate the quality in order to quantify the impact. The startup claims to improve the growth of a pig by 5%-10%. For example, a farmer pays 60,000-90,000 VND for the product and can obtain an additional 100,000-200,000 VND premium for the pig based on additional weight after three-to-four months. Mr. Viet even gave a demonstration by consuming the probiotic himself, showing that the product was safe for human consumption. The next step is for the startup to obtain the appropriate certificate to scale up production.

Verdict

The winning teams were iNext Technology, Trace Verified, and BioSpring. One of the teams might actually get the chance to participate in SLUSH Impact 2015 in Finland since they will be presented to the SLUSH selection committee via a fast track. Overall, the teams were varied in their origins as well as geography but it was clear that pitching skills needed to be improved in order to distill relevant information during the five minute time-limit. Still, many of the startups outlined relevant challenges and presented feasible solutions; one surprise was that there was so much focus on agriculture, in particular animal feed. Perhaps we will witness the convergence or cooperations of a few of these ideas/startups since they are operating in similar spaces. Stay tuned!

To find out more information about the event see here.

TechFest Vietnam 2015

From May 15-17, history was made when the first TechFest Vietnam was held in Vietnam’s capital city of Hanoi.

According to TechFest Vietnam 2015 website:

“TECHFEST is an all-encompassing platform for All-Things-Tech.

From being the entrepreneurs building the next big thing, to innovators of cool gadgets looking to launch. From purveyors of cutting edge digital tools to latest digital entertainment platforms, we have it all. It’s a celebration of the 21st century; where technology meets lifestyle.

TECHFEST is a celebration of the Next-Generation innovators and their communities. This is a platform to build and foster great ideas and talents, gather thought leaders, stage for the next trend, better yet, be the trend-setter, where innovation begins.

TECHFEST is the platform where strong network and lasting collaborations begins between ASEAN and the world.

TECHFEST is the national festival for innovators, entrepreneurs, angel and institutional investors, supporting agencies and communities, technology experts, consumers and the tech media. With the selection and gathering of the most potential entrepreneurs as well as experts and investors with the rich and diverse experiences, NATEC and its partners are confident to bring about an informative, innovative and extremely practical event for the startup ecosystem in Vietnam.

The inaugural TECHFEST will be held this year and will be recognized as an integral activity within the Science and Technology Week, an annual national ceremonial week prior to the Science & Technology Day on May 18th, in celebration of S&T activities in Vietnam.”

Room to Grow

Entrepreneurs, investors, innovators, and tech enthusiasts all gathered at Vietnam National University over three days to hear a variety of keynote speakers and panelists share their thoughts about funding, challenges to starting up, and building the ecosystem in Vietnam.

Three weeks later, we spoke to some startups, investors, and attendees to get their feedback on the inaugural event and see what impressions remained. Taken by itself, the event was a success—simply because it hadn’t been done before. [Note: your author helped to organize the event.] Overall, it was great; exactly what was needed to boost the community, build momentum, and to showcase the talent and innovation in Hanoi and in Vietnam.

There was consistent and positive feedback from investors in the region:

“I want to invest in Vietnam.”

“I don’t know much about Vietnam.”

“I want to learn more about Vietnam.”

“I’m concerned about investing in Vietnam.”

However, in terms of feedback from startups, it was a mixed bag. Many complained that the start up booths were outside in the sweltering heat—under a tent, no less. Then on the second day the entire startup section was moved indoors, which made those who had invested in their booths upset over the last-minute logistical changes.

One startup in particular commented that there was no official delegation to take the VIPs through to meet the startups in the exhibition area. A co-founder from the same team commented that he wished there had been more startups present; by his count there were about 14 startups which were exhibited.

Moreover, some out-of-town guests were surprised that the translation of services during major portions of the event were only from English-to-Vietnamese but not the reverse. Almost all of the investors spoke English but the VIP section in front row (ministers and other honorable guests) spoke Vietnamese so some startups pitched in Vietnamese with an English pitch deck shown behind them. Still, it was unclear if their respective target markets were at the event or if the presenters made lasting impressions on the front row audience.

(It’s important to note that once Vietnamese startups go beyond Vietnam they will have to pitch in English as it is the language of doing business around the world.)

As the event unfolded, certain workshops were entirely in Vietnamese and from the program guide it was not clear if a session or workshop would be in English or Vietnamese. The opening ceremony on the first day was full of young people but it did not seem like the students on campus took advantage of access to the event on other days.

In the future, it would be nice to have the festival portion at night on campus in the form of a concert. Thus, startups could play their promotional videos in between sets of musical acts. Sunday was the definitely the most relaxed day—it seemed like the event sort of tapered off so a closing ceremony would be good to unveil some major news or exploring the option to shorten the event to two days might be best way to start and finish the event strongly. Along those lines, perhaps a change of venue, with more accommodating facilities, would be apt for the next TechFest Vietnam. Foreign Trade University could be a viable option—or any rotational system to showcase the various universities in Vietnam.

Still, the event was a resounding success; ecosystem building, forging regional connections, and talent exposure are all steps along the path to greatness for startups in Vietnam. In some ways, it might surprise some outsiders that the event happened in Hanoi instead of another city in Vietnam. For one, Ho Chi Minh City is the economic capital of Vietnam; there are financial services companies, venture capitalists, marketing agencies, and the city itself has a greater entrepreneurial feel. On the other hand, Hanoi is the political and cultural capital—but it also positioning itself as the startup capital—something that might not surprise those who have spent considerable time in both cities. Even so, startups, as well as institutional and angel investors from Ho Chi Minh City did participate in the first TechFest Vietnam.

What’s next for TechFest Vietnam and the scene?

Overall, it would be great to see more entrepreneurs ad more product developers come to Vietnam and team up with local developers to develop products and services. Then the Vietnamese development team could leverage newfound skills, experience, and network to develop their own products and services.

Lately, things have been picking up here and even more exciting milestones are on the horizon. However, there is a clear need for additional information—the lack of coverage in the Vietnamese tech scene is startling, especially with multi-polar cities such as Hanoi, Ho Chi Minh City, and Danang. The under-reporting in Vietnam could be an obstacle to newcomers who wish to join the growing community but with drive, commitment, and investment in the right activities, all of those obstacles can be overcome.

As for TechFest Vietnam, the bottom line is that startups here are getting them ready to scale beyond Vietnam; the startup community in Hanoi sent a clear message to the outside world:

“This is what we have done.

This what we are doing.

This is what we are going to do—do you want to join us?”

Building Vietnam’s Innovation Economy

On May 12, 2015, representatives from Google, Uber, 21st Century Fox, Cisco Systems and other multi-national corporations (MNCs) came together to discuss digital trade and cross-border data flows in Vietnam’s capital city of Hanoi. The event was organized by the American Chamber of Commerce Vietnam, the Vietnam Chamber of Commerce and Industry (VCCI), and the US Chamber of Commerce. Of course, the Trans-Pacific Partnership (TPP) was front and center throughout the daylong event but there were also a series of interesting topics throughout the panel sessions, some of which were named “Building Blocks for Innovation” and “Best Practices for Promoting the Economy and Protecting Consumers.” During these panels, company representatives spoke about attitudes and policies toward operating in Vietnam.

For example, Google’s Country Lead for Public Policy and Government Affairs, Alex Long, shared some insight into the Vietnamese market: there is 300% more language learning content that is consumed on YouTube in Vietnam compared to the average rate globally, showing the strong desire that Vietnamese have for Google’s services. Google has 13 data centers around the world including one in nearby Singapore. Thus, its interests are global so Google seeks to maintain a virtuous cycle where there is more demand for online services, more innovation in online services, more investment in online services, and therefore more online services in general. (In short, Google loves content–both in terms of volume and quality.)

On a local level, activating this “virtuous cycle” can work in a few ways:

  1. Policy advocacy (through events and working with public sector partners)
  2. Pilots—increasing access (Project Loon, for example.)
  3. Peering/caching (allowing locally and regularly-accessed content to be consumed more efficiently)

However, sometimes basic training needs to be put in place to get users to the point where they can use digital tools effectively. So in 2014 Google worked with organizations like Vietnam E-commerce and Information Technology Agency (VECITA) and VCCI to conduct trainings for 500 small businesses in Vietnam. Ultimately, the goal is to get Vietnamese companies to expand abroad so digital marketing is a way for Vietnamese companies to do that without setting up an overseas office. For example, one tool that Vietnamese companies can use is Google’s Global Market Finder.

One example of a Vietnamese company that went beyond Vietnam (and was present at the event) is Topica Edtech Group, which was founded in 2007 and is now operating in three countries: The Philippines and Thailand (besides Vietnam). The company will launch into the Indonesian market in September 2015 and will be exploring cloud computing solutions within the next six months. Nguyen Khoi, a product director at the company revealed that the first step for Topica was to train people how to use computers even before educating them through their service–again highlighting the need for basic training. Mr. Khoi also shared that he thought the perception of online education in Vietnam was changing and thus Topica Edtech Group may be one of the first in a new wave of Vietnamese startups to expand abroad as a result of positive interest in the field.

At the other end of the company spectrum, Uber Vietnam’s General Manager, Dang Viet Dung had some great advice for startup teams: “Make sure your product is kicking ass.”

He told the audience to “focus on your product first” and ask some basic questions:

  1. Is it good?
  2. Is it intuitive (especially for B2C)

“Often entrepreneurs believe that they need funding—no, get the product right.”

Mr. Dung said to focus on the following steps on the way to success:

  1. Invest in a product
  2. Find a mentor—open up your network, have allies

Mr. Dung also shared information about the recent cable breaks in Vietnam: Normally, the ETA in Hanoi is four minutes and 12 seconds. That means that the time from when a user orders an Uber vehicle to when it pulls up in front of him/her is, on average, four minutes and twelve seconds.

However, the ETA delta goes up during cable breaks which results in the Uber user experience being diluted. Mr. Dung also shared that Uber has had more than 25,000 failed credit card sign ups in Vietnam—the highest in Southeast Asia. Commenting further on recent reports about controversial Uber activities in Ho Chi Minh City, Mr. Dung said the incidents in Ho Chi Minh City related to “paper versus digital” contractual misunderstanding. Mr. Dung also pointed out that Uber is pioneering transparency since all payments are digital so they can be tracked; so instead of skirting tax responsibilities, as some have suggested, Uber is actually helping to increase the tax base.

So, according to Mr. Dung, Uber:

  1. Allows governments to trace transactions
  2. Allows the tax base to get bigger

In relation to Uber, Vietnam will continue to be a growing market and Uber will continue to make the service more affordable. However, the service will stay cash-free so as to not dilute the customer experience. [Update 08/2015: Uber will now be accepting cash payments by end of the year.] Uber is currently available in over 310 cities in 60 countries in the world but when Dung joined Uber in September 2014, Uber was in “just” 180 cities and 32 countries. For Mr. Dung, Uber introduces dynamic quality, feedback, safety—all while optimizing supply (vehicles) and demand (riders). He pointed to the average utilization rate of a private car, 5%; for a taxi, 25%; but for an Uber car it can be between 60% and 80%. Thus, Uber helps reduce traffic, an issue in Hanoi and other cities.

During Mr. Dung’s panel, he said that Vietnam has “one of the biggest startup scenes in Southeast Asia.” There certainly has been a lot of interest in startups in Vietnam since late 2013, from both the private and public sectors. Phan Hong Quat, Director General of the National Agency for Technology Entrepreneurship and Commercialization Development (NATEC), under the Ministry of Science and Technology (MOST), spoke a bit about the origin and mission of NATEC, which was formed four years ago.

NATEC is supporting SME in difficult fields and is working to simplify the process for investment certificate with the Ministry of Home Affairs. The challenge that NATEC is finding a solution to is how to encourage investors to come in and support the developing industry; one initiative that the MOST pioneered is Vietnam Silicon Valley (VSB).

Modeled after Y-Combinator (YC), a seed fund in the US, VSB seeks to replicate a model that is accepted and successful in the US. VSB provides seed money to startups in exchange for up to 10% equity. Last October VSB had its inaugural Demo Day. Through its network of mentors, it seeks to help to close the gap in the startup communities in Ho Chi Minh City, Hanoi and growing scene in Danang–especially for outsourcing companies which rely on reliable and open technologies.

[NATEC was the main organizer for TechFest Vietnam, a three-day festival which was held last weekend from May 15 to May 17; the main purpose of the event was to foster international connections for startups in Vietnam. We’ll be doing a follow up to the event soon.]

On the topic of reliable and open technologies, MasterCard’s Indochina Chief Representative and Vietnam Country Manager, Arn Vogel, stated that technology allows better customer service—whether it’s e-commerce or payment facilitation and Vietnamese companies need to be able to talk to the world, especially in order to verify payments. In terms of payments, we are transitioning from 16 digits to tokenization—and verification is crucial; a company can only do that if the transaction is on its network or has access to it. Mobile payments are on the way in Vietnam; there are 130 mobile phone subscribers per 100 people and the internet is ubiquitous. However, facing different data protection laws, MasterCard and others can’t offer hosted services–which affects consumers because they can’t use their credit cards. Mr. Vogel stated that there are about 20 payment facilitators operating in Vietnam and they can all play a role to work together to change the payments landscape.

Overall, one of the key takeaways of the event was that digital tools are not just for information technology (IT) companies but for all potential fields, i.e., all successful businesses use the internet. Cross-border data flows are not just important for IT access but are necessary to use the best technology available. A major point driven by more than one speaker during the event was that the “Digital Economy” is actually the general economy and that any attempts to restrict the flow of data would impede the flow of trade as well.

Adam Schlosser, Director of U.S. Chamber of Commerce, stated that the TPP helps companies of all sizes but Vietnam stands to gain the most out of the trade agreement. According to some estimates, as Mr. Schlosser stated,  it could provide the Vietnamese economy a $46 billion boost by 2025. It would also favorably affect tariffs, market caps, and digital products and services to help facilitate free trade across borders. Jack Lambert, Economic Officer at the US Embassy in Hanoi, reiterated that with the TPP, the biggest opportunities of growth and jobs are for Vietnamese SME but they can’t compete unless they have access to the world and data.

During opening remarks, Vice-Chair of the American Chamber of Commerce, Virginia Foote, noted that the digital economy and global transformation is well underway. And more than a few speakers touched upon how Information and Communications Technology (ICT) has driven the Vietnamese economy in the last 20 years and will continue to have a greater effect in the next 20 years. And nations like South Korea, Israel, Sweden, and others can help to show Vietnam new models and tools in order to create its own digital economy with its own “Vietnamese” style. (One of Vietnam’s strengths is that it has a young population that loves working with technology, so it should be leveraged.)

Above all, the event provided key insight into how multi-national corporations and other entities in the public sector view the future in Vietnam. Throughout Vietnam, there are more than 16,000 foreign companies operating across a variety of industries. Through collaboration, local and international partners in Vietnam can work together to create an ecosystem innovation can flourish; one that is full of promising and fast-growing companies or in other words, building Vietnam’s innovation economy.

Note: If you’d like to know more information about the event, including key leadership opinions stated at the event, then sign up for our newsletter.

Samsung’s Vision in Vietnam

On April 22, several Vietnamese leaders of Samsung as well as former Vietnamese and South Korean ambassadors came together during a workshop at Hanoi’s University of Industry to share elements of success, future opportunities, and advice from their own careers with approximately 300 students.

The guests of honor included Mr. Han Myoung Sup: President, Samsung Complex Vietnam; Mr. Ha Chan Ho: Strategic Advisor, Samsung Vietnam and Former South Korean Ambassador to Vietnam; Mr. Lee Cheol Ku, Vice President of Human Resources, Samsung Vietnam; and Mr. Phạm Tiến Vân, Former Vietnamese Ambassador to South Korea. The theme of the workshop was “Building Vision” which communicated three basic tenets to the university students:

  1. Work Hard
  2. Ask “Why”
  3. Attitude is Everything

These three points were emphasized at different times during the workshop but the guest speakers also implored the students to think and dream big and to travel outside of Vietnam. In particular, Mr. Han Myoung Sup told the audience that Vietnam is an important part of the global economy. Later, Mr. Phạm Tiến Vân reminded the students that even though resources are limited, creation (and innovation) has no limit so they should try to make a difference, i.e., become “Creation Heroes.” He pointed out that South Korea went from a war-torn economy to becoming a developed nation and economic powerhouse within several decades–and that Vietnam should follow a similar path. (During the 1960s South Korea was considered among the poorest countries in the world.) Indeed, Samsung’s $11 billion investment in high technology (and in human capital) in Vietnam will be one of the keys to developing the country further in the future.

Samsung and Vietnam

Apart from other Samsung affiliates’ investment capital, currently, Samsung Electronics’ investments in Vietnam include:

  • $2.5 billion in factories in the northern province of Bac Ninh (producing cellphones, smartphones, tablets, and vacuum cleaners);
  • $5 billion in a hi-tech assembly plant in the northern province of Thai Nguyen (in Yen Binh Industrial Park); and
  • ~$1.4 billion in plant in Ho Chi Minh City.

Furthermore, Samsung Vietnam’s research center is located in Hanoi, making Vietnam an essential part of Samsung’s global supply chain. But Samsung is also an integral part of Vietnam’s economy as its largest foreign investor; last year, Samsung products made up 18% of Vietnam’s total export turnover.

Investing in Vietnam is appealing for Samsung because its new manufacturing facilities benefit from corporate tax breaks for the first four years of operations, and then half the normal rate for the following nine years, depending on meeting certain criteria. These tax breaks plus the lower cost of labor in Vietnam (compared to China, where Samsung is shifting its manufacturing from) will allow Samsung to remain competitive against rivals such as Apple and Xiaomi. But it also means that Samsung will have to keep its Vietnamese production facilities adequately staffed (in part by events like the “Building Vision” workshop) in order to meet the global demand of its products. Today, about one out of three Samsung phones are made in Vietnam.

Working at Samsung

Samsung branded magazines were distributed to the students, which featured facts about operations, profiles of current employees (including salary information), and other relevant information that might be of interest to students and future Samsung employees, allowing for an in-depth summary of what the work culture is like.

During the Q&A portion, a student asked for advice for interviewing with Samsung. Samsung Vietnam Vice President Lee Cheol Ku had the following advice for the student:

  1. Introduce yourself in English or Korean;
  2. Promote your strengths and touch upon your weak points; and
  3. Make the case for why Samsung should hire you.

Once hired, a good attitude, positive thinking, and confidence will surely accelerate any career, but especially so at Samsung (according to representatives). (And if a candidate is not found competitive, the speakers advised to try and apply again.) Samsung representatives said that the company considers each worker to be a “genius” and provides a fair playing field for advancement if an employee does a good job. It advertised a realistically attainable monthly wage for “fresh staff” (university hires) of 9.7 million VND (approximately $450—the monthly minimum wage in Vietnam is approximately $150) at the workshop and stated that it needs high-quality people who work hard and can be promoted quickly (thereby earning the higher stated wages).

By the end of next month, Samsung is looking to fill 2,000 student positions. Already, 18,000 candidates have applied (with 1,600 applicants from the University of Industry).

Constructive Vision

Economies like South Korea’s provide a road map for how a developing country can turn itself into a global leader (the other notable example being Japan). Sony, LG, Toyota, Hyundai, and Samsung are all prime examples of innovative companies that emerged as a result of necessary investments in high technology, complementary skills, and long term choices. (And, by the way, Intel, Microsoft, and LG have all collectively invested several billions of dollars in Vietnam as well.)

In general, Vietnamese workers are quick learners when properly incentivized and they are natural entrepreneurs. Companies like Samsung are leading the way to positively impact the human resources standards in Vietnam as well as to position themselves for optimal competitive advantages. However, in the not-too-distant future, attempts at a Vietnamese “Samsung,” or a Vietnamese “Xiaomi,” or a Vietnamese “Nintendo” may emerge to challenge these established players. Vietnam is already amassing vast amounts of IT outsourcing knowledge as it continues to build its low-tech manufacturing capabilities–and now multi-nationals are training its workforce on how to assemble hi-tech components. For some Vietnamese, it may only be a matter of time before the opportunity cost to start their own company becomes too great.

In the meantime, the advice given at the workshop isn’t just suitable for students—it’s apt for anyone in business (and would be good to record and share on YouTube with other students throughout Vietnam). Trade barriers continue to fall as competition increases around the world, especially in Southeast Asia. At the end of this year ASEAN integration begins, which will bring with it zero percent tariffs for most products throughout the region by 2018. No one can say for sure what the landscape will be like then–but the best way to predict the future is by creating it. Without a doubt, Samsung will continue to play a critical role in the Vietnamese ecosystem for years to come as it continues to invest billions into the rapidly-developing country.

Vietnam Expo 2015

Last week we stopped by to check out the 25th annual Vietnam Expo which was held from April 15-18 at the Vietnam Fair Exhibition Center (VEFAC) in Hanoi. The event was hosted by Vietnam’s Ministry of Industry and Trade (MOIT) and directed by the Vietnam Trade Promotion Agency (VIETRADE). Additionally, there were a number of sponsors, organizers, and overseas partners which resulted in 28 countries and territories participating in the event, according to official numbers.

The various exhibitors were spread across three different halls whereas VietBuild Hanoi (the last event we attended at the same location) was spread across both indoor and outdoor areas. Most of the foreign exhibitors seemed to be Korean and Chinese, which was confirmed by official literature. Even though there were more Chinese exhibitors, the Korean exhibitors were organized into their own sections (they had a dedicated area in the main building) which effectively promoted Korean businesses and Korean-Vietnamese economic interests. Surprisingly, there was only one listed Japanese company on the official Vietnam Expo 2015 literature. Furthermore, Cuban exhibitors had a strong showing at the expo, closely followed by Czech companies.

Additionally, there were Russian-origin products, e.g., digital testers for food and other uses. Recently, Prime Minister Medvedev visited Vietnam and announced a new trade deal between the Russian Federation and Vietnam so perhaps there will be more Russian exhibitors at the next Expo. With EU and US sanctions against Russia, this new deal between Russia and Vietnam could prove beneficial to Vietnamese exporters and Russian consumers (and vice versa).

Overall, a variety of beauty and skin care products were on display, mostly of Korean origin as well as some Chinese fashion/clothing trends that were showcased. There were two Korean products that interested us: one was a handmade wooden iPhone 6 case produced in ROK (but could be produced for a much lower cost in Vietnam); and the other was a mobile device charger that doubled as an advertising platform. However, both items seem like they would be better suited in other (developed) markets.

Engaging Exhibitors

We spoke to exhibitors from Nepal, Iran, the Czech Republic, Korea, China, Cuba, DPRK, and Germany, among others. Some had mixed feelings about the Expo; for example, a leather producer from India (but based in China) had paid a Chinese agent $6,000 under the false pretense that the Expo was exclusively for leather (the Indian businessman sold only wholesale). He arrived at the Expo on the first day to find that there were a variety of other goods that were exhibited as well. His attempts to reach his Chinese agent were unsuccessful and the exhibitor left the Expo the next day. This exhibitor described meeting other exhibitors who had been misled, as well as having met other exhibitors who had paid about $1,000 for a similar sized booth.

We met with some exhibitors who expressed confusion about the consumer goods that were present at the event as they had been under the impression that it was to be an industry event (for purchasing and sourcing rather than end-users) which partly reiterated the Indian businessman’s experience. Strangely, there was a large, but mostly empty, Algerian section at the Expo–due to logistical issues as we later found out; we met an Algerian representative who told us that the items for her booth experienced some transportation challenges so she was unable to fill up part of the Algerian section at the event.

We saw individual provinces that were promoted for investment, both by representation of the province (e.g., Quang Nam) and as part of a larger campaign. Furthermore, we met with representatives from more than one company who provided services for Vietnamese companies looking to enter outside markets. Basically, these companies could provide turn-key services for setting up in foreign markets (their respective domestic markets). The majority of the people whom we spoke to—both foreigners and Vietnamese–indicated that they felt there was a lot of opportunity in the Vietnamese market for foreign products as well as opportunity to export Vietnamese products abroad.

At the same time, it seemed difficult for some of the exhibitors to translate the opportunity in the Vietnamese market into success. Some exhibitors had signs in the front of their booths advertising the search for a (new) local partner while others freely expressed their desire to replace their current local partners. Within the first few minutes, exhibitors readily opened up about the challenges of not only attending the Expo but about doing business in Vietnam.

Of three exhibitors whom we spoke to and were actively seeking a new local partner, two of them already had Vietnamese agents. The local Vietnamese agents were described to us as “negative” and “untrustworthy” on two separate occasions. For example, when one exhibitor had informed his local agent of his intended plans to go to the Vietnam Expo, the Vietnamese agent told the foreign exhibitor, “No need, it’s a waste of time.” (Instead of looking forward to seeing his partner.)

In another instance, a different exhibitor shared with us that he suspected his Vietnamese agent was using the foreign brand to command a premium for lower quality parts (substitutes) and that while their organization felt there was a lot of potential in Vietnam, it wasn’t reflected in the small amount of sales coming from the Vietnamese market. (These opinions are from a company that has been operating in China since 1996 so they are not new to entering foreign markets.)

Still, the lack of easily-located quality partners in developing markets is both a hindrance and nothing new. However, with the Expo’s theme of “Cooperation towards the ASEAN Economic Community” (which begins at the end of this year), it remains more important for potential Vietnamese partners to realize the long-term benefits of introducing foreign products, techniques, technology, and other goods and services that Vietnam will need to continue developing into the 21st century.

Key Takeaways

Based on our experiences at the event (over a two-day period), there were several clear and recurring themes:

-The Expo is advertised internationally (to exhibitors) as an industry event—and promoted in other ways as a consumer event;

-Many foreign exhibitors expressed interest in deepening ties with Vietnam and doing more business here;

-It’s a two-way street: many Vietnamese products are suitable for foreign markets—or at least several exhibitors believe so and have formed companies around this thesis; and

-The quality of local agents for newly-entered foreign companies in the Vietnamese market can be greatly improved—but it is challenging to find quality partners.

If you are interested in linking up with a potential Vietnamese partner or would like to learn more about the Vietnam Expo 2015 event then get in touch with us at info@gktagroup.com. The next Vietnam Expo event will be held from April 6-9, 2016.

 

Michelle Phan and Vietnam

“I am first a creator, but my ongoing objective is to leverage my personal success, to help mentor new and existing talent, and further help them achieve their goals.” —Michelle Phan

Michelle Phan is many things; an entrepreneur, a Vietnamese-American, a role model, a success story, and a phenomenon. Coming from humble beginnings, in 2007 she was rejected by Lancome for a makeup artist position because she had no prior sales experience. Instead, Phan turned to blogging and after two readers requested that she make a video tutorial, she obliged and a week later the video had 40,000 views. Today, Phan’s legacy so far is defined by $120 million in annual sales and 100 employees with brands like ipsy (offering a monthly makeup subscription) and her ICON Network (formerly “FAWN” or For All Women Network). Above all, Michelle Phan seems like she hasn’t reached her peak; just recently she was compared to and proclaimed as the next Oprah—all at the age of 27.

While Phan certainly hasn’t shied away from her roots, she also hasn’t seemed ready to take a plunge into business ventures in Vietnam. Phan’s first scheduled time in Vietnam was in November, 2010 (though she was not able to make it) and by her own account, the last (and first) time she visited Vietnam was in August, 2012. Recently, she celebrated her birthday in Japan, where she seems to prefer spending her time in Asia. However, she might be currently missing out on some very big opportunities in Vietnam.

[Update: Michelle Phan appeared at an event in Ho Chi Minh City on May 12, 2015.]

Investing in Vietnam would allow Phan to tap into one of the fastest growing markets (annual growth between 5 and 6 percent) in the world where Phan has clear and demonstrated cultural and heritage ties. Vietnam is part of the group dubbed “New Wealth Builders” which will outnumber mature markets after 2020. Already, the number of super rich (defined by having net worths over $30 million) in Vietnam has increased to over 100 in 2013 from only 34 in 2003. In short, many people are becoming successful as a result of the growing economy here and the growing middle class is continuously demanding newer and higher-quality products, fueled by their increased purchasing power.

Foray into Vietnam

Exactly how Phan should enter the market here is debatable. Vietnam is a complex market—each region (north, south, central, etc.) has its own quirks and consumer styles. However, there are over 90 million people, almost two-thirds of which are under the age of 40 and about a million babies are born here every year. The common area and interest is in two parts: foreign products are preferred in Vietnam, and young Vietnamese are already familiar with “vlogs” or video blogging—something that Phan pioneered in the US.

More importantly, Phan could be a role model for the country’s youth, especially its girls. In local advertising, White, Korean, or Japanese women are mainly present in ads—bombarding the youth with carefully crafted forms of “acceptable” beauty. But in Phan, young and impressionable Vietnamese women can see something else: themselves, i.e., someone who looks like them, who is successful, and who overcame a variety of challenges that they can directly relate to (gambling and/or absent father figure, sharing sleeping surfaces with siblings, financial troubles, rejection, etc.).

Phan’s makeup tutorials and other media can ultimately inspire and build confidence in young women. And in Vietnam that confidence can take several forms—both in the ability to do something (or try something new) but also to ask clarifying questions without the fear of looking foolish in front of colleagues (a significant problem in workplaces). And it can also provide something that money can’t buy: hope.

Cultural Trends

Even though KPOP, Korean soap operas, and other aspects of Korean culture have huge influence in today’s Vietnam, many young Vietnamese love American cultural products. American flag-themed fabrics can be seen in the streets of Ho Chi Minh City along with “Je t’aime Paris” apparel. Things are more toned down up north but in general, blonde-haired and blue-eyed people are often seen as the archetype of beauty and they are consistently showered with compliments when traversing the city streets in Vietnam.

For many Vietnamese, having white skin is one of their ultimate desires (meanwhile countless White people are trying to become a darker color via tanning—both naturally and artificially). There are entire product lines that are dedicated to skin whitening creams and bleaching lotions—a very different approach to beauty care than some westerners might be used to. In the streets, female motorbike drivers will go to great lengths by covering their entire bodies in order to prevent even a single ray of sunlight from reaching their skin (even in the blistering summer heat). There just aren’t many Vietnamese (role) models who are able to balance their local roots with international expectations (with the exception of some niche Viet Kieu singers) and transcend cultural boundaries.

Again, Phan is different; she is American and Vietnamese and she can help to bridge the cultural and understanding gap between people in both countries—imagine her appearing in a travel blog while going through Vietnam. It would help put Vietnam on the map for her legions of fans (whom she refers to as “Dreamers”). Right now the interest between the two countries is in one direction: toward the US for study (more than 16,000 Vietnamese students are currently studying in the US).

Additionally, Michelle, with her model/foreigner boyfriend would be a surefire hit in Vietnam. Husband and wife/DJ duo Matt (of Poreotics) “Dumbo” and Tessa Nguyen are an example of a cross-cultural couple who has found success in Vietnam (mostly based in Ho Chi Minh City). (They spin regularly at Ace Club in Ho Chi Minh City.)

A Rising Brand

As profiled in Forbes’ 30 Under 30 recently, “She’s also got a line of makeup at L’Oréal, a music venture that promotes artists on social media and a deal with reality-TV giant Endemol for an online lifestyle channel. ‘I feel like this is just the beginning,’ she says.” Indeed, Michelle Pham is just getting started: imagine the brand and licensing opportunities when she gets married, has a baby, and her firstborn goes to school for the first time, etc.

Her “name and fame” would allow her to take smart risks in Vietnam to extend her brand. In the future, the Icon Network could be the roadmap for young Vietnamese: lifestyle, personal interest, comedy, and other advice all intersecting together in unison. Some adventurous Vietnamese YouTubers have started to push boundaries here in cyberspace like An Nguy, DamTV, and Mie Nguyen, but a unifying platform (like Icon Network) does not yet exist.

(What’s the alternative? The most famous private television channel in Vietnam is scaling back its programming and some new experiments like Can Ho So 69 have been tried but have proven to be too risqué for mass consumption.)

Thus, Phan could make an impact here and leverage the Vietnamese diaspora in France, Australia, Eastern Europe, and so on. In other words, first establish a brand in Vietnam and then expand outward again, tapping into those existing networks between Vietnamese and Viet Kieu. An alternative is to form a following then expand into other areas such as fashion— and Vietnam already a has robust textiles and manufacturing industries. Michelle Phan already disrupted the cosmetics industry–what’s next for her?

Into Vietnam

Ipsy (or something like it) in Vietnam can find the right niche (via clever experimentation since most e-commerce here is COD). If not, then Birchbox, Loot Crate, Barkbox, or any other monthly subscription service (most likely after proving it can be done in China) will be the first to break into this and other emerging markets (already Bethany Mota has visited India, a one billion plus consumer market). That’s not to say that Michelle Phan hasn’t attempted to connect more deeply with Vietnam. Em, “a reflection of Me” is Phan’s attempt to mate her culture and her personal brand. “Em” meaning “she” or “her” in Vietnamese (and other things, depending on the  context); but there’s no need to stop there—keep going until something beautiful happens.

So how exactly to build up in Vietnam?

  • Start small: aptly translate YouTube videos for Vietnamese or release special videos for the Vietnamese market (which means videos 30 seconds to one minute in length—any longer and there’s not enough patience/attention span);
  • Make more regular visits to Vietnam (and bring your boyfriend);
  • Expand the Icon Network into Asia, especially Vietnam. There are a number of successful YouTube VJs here but you can also hand-select and cultivate suitable talent;
  • Good quality and affordable makeup is hard to find in Vietnam; explore localization options for ipsy;
  • Develop service learning, social enterprise, or impact investing opportunities—the dollar goes much further in Asia and being a good citizen is good marketing; and
  • Mentor new and existing talent in Vietnam; there’s a lot of talent here. Young Vietnamese people are in the middle of changing times between tradition and modernity and feel like their generation is unlike any other. Start with the 2014 Graduate of the Year.

The World’s Biggest Ever Trade Deal

In a previous post, we explored Vietnam’s economic context in the region and the world but here is a quick rundown of local current and proposed multi-party agreements that Vietnam is part of:

East Asian Summit (EAS)—annual forum on energy and trade held since 2005 between 18 countries.

Regional Comprehensive Economic Partnership (RCEP)—proposed free trade agreement between ASEAN members and Free Trade Agreement partners; formally launched in 2012 at the ASEAN summit. (China’s version of the proposed TPP.)

Asia-Pacific Economic Cooperation (APEC)—21 member Pacific Rim forum that was established in 1989. Membership is determined by economy, not country.

Association of Southeast Asian Nations (ASEAN)—formed in 1967, its membership today includes ten countries and focuses on political and economic issues.

And then there is the Trans-Pacific Partnership (TPP); this week we are going to do a roundup of some of the competing narratives when it comes to the TPP. The TPP has been in the works since 2002 (under a different name) with the US and Vietnam joining the round of talks in 2008. The twelve countries involved in the TPP comprise approximately 40% of global GDP; those countries are Brunei, Japan, Malaysia, Singapore, New Zealand, Australia, Mexico, Canada, Chile, Peru, and, of course, Vietnam and the US.

The TPP is both an economic and a strategic agreement; one thing to keep in mind is the annual GDP of Vietnam: approximately $170 billion. To put that in perspective, the annual revenue of General Electric is approximately $150 billion. In other words, the revenue of one US company is almost on parity with the annual GDP of Vietnam so there are other reasons than purely economic interest in Vietnam.

At a time when China is creating competing regional and global financial organizations, according to The New Yorker, such as “the New Development Bank, the Silk Road infrastructure fund, and the Asia Infrastructure Investment Bank, which, together, intend to amass two hundred and forty billion dollars in capital” (in association with some US allies) the US needs the TPP (or something like it) to pass in the near future to provide a counterbalance (as proponents of the TPP have argued).

In Favor of the TPP

What are the governments behind the TPP saying? Let’s start with some of the countries that are involved in the TPP negotiations (more than 20 rounds so far).

According to the Office of the US Trade Representative:

“As the cornerstone of the Obama Administration’s economic policy in the Asia Pacific, the Trans-Pacific Partnership reflects the United States’ economic priorities and values. The TPP not only seeks to provide new and meaningful market access for American goods and services exports, but also set high-standard rules for trade, and address vital 21st-century issues within the global economy.”

According to the Australian Department of Foreign Affairs and Trade:

“Conclusion of the TPP would open new trade and investment opportunities for Australia in the Asia-Pacific region, further integrate our economy in this fast growing region, and promote and facilitate regional supply chains. By setting commonly agreed rules and promoting transparency of new laws and regulations, the agreement will provide certainty for businesses and reduce costs and red tape for Australian exporters, service suppliers and investors.”

According to the New Zealand Ministry of Foreign Affairs & Trade:

“As well as tangible benefits for our exporters and consumers, TPP would safeguard New Zealand’s longer term trading interests. TPP is potentially a platform for wider, regional economic integration.”

According to the Foreign Affairs, Trade and Development Canada:

“Along with our successfully-concluded free trade agreement with Korea, our ongoing bilateral talks with Japan, and other ongoing initiatives, the TPP is a means to achieve our ambitious pro-trade, pro-export plan to create jobs and opportunities for hardworking Canadians.”

Against the TPP

What about the TPP’s skeptics?

There has been a great deal of secrecy surrounding the terms of the deal and some controversy. For example, China isn’t included in the deal and most of the information that the public knows about the TPP has been due to leaks.

According to Public Citizen:

“We only know about the TPP’s threats thanks to leaks – the public is not allowed to see the draft TPP text. Even members of Congress, after being denied the text for years, are now only provided limited access. Meanwhile, more than 500 official corporate “trade advisors” have special access. The TPP has been under negotiation for six years, and the Obama administration wants to sign the deal this year.”

MSF (Doctors without Borders) is against the TPP:

“Proposed by U.S. negotiators, the IP rules enhance patent and data protections for pharmaceutical companies, dismantle public health safeguards enshrined in international law, and obstruct price-lowering generic competition for medicines.”

Nobel economist and professor at Columbia University, Joseph Stiglitz, made the case against the same drug provisions in the TPP:

“The efforts to raise drug prices in the T.P.P. take us in the wrong direction. The whole world may come to pay a price in the form of worse health and unnecessary deaths.”

The EFF (Electronic Frontier Foundation) is against the TPP:

“TPP raises significant concerns about citizens’ freedom of expression, due process, innovation, the future of the Internet’s global infrastructure, and the right of sovereign nations to develop policies and laws that best meet their domestic priorities. In sum, the TPP puts at risk some of the most fundamental rights that enable access to knowledge for the world’s citizens.”

Former US secretary of Labor, Robert Reich is against “fast-tracking” the TPP (under the Trade Promotion Authority) and identifies some issues that the TPP overlooks:

“We need trade agreements that address unfair trade practices such as currency manipulation, foreign subsidies to exports, corporate power grabs and systematic and egregious violation of internationally recognized labor rights.”

Fast-tracking is important because it allows Congress to approve (or disapprove) the TPP as a whole, instead of introducing amendments which would surely kill the TPP in its entirety. (Senate Majority Leader Mitch McConnell from Kentucky is among those who want to pass the Trade Promotion Authority.)

Senator Elizabeth Warren of Massachusetts is against the TPP, in particular “Investor-State Dispute Settlement,” or ISDS:

“[I]f a Vietnamese company with U.S. operations wanted to challenge an increase in the U.S. minimum wage, it could use ISDS. But if an American labor union believed Vietnam was allowing Vietnamese companies to pay slave wages in violation of trade commitments, the union would have to make its case in the Vietnamese courts.”

The CATO Institute mostly agrees with her.

Senator Bernie Sanders of Vermont is also against the TPP:

“The TPP would make it easier for countries like Vietnam to export contaminated fish and seafood into the U.S. The FDA has already prevented hundreds of seafood imports from TPP countries because of salmonella, e-coli, methyl-mercury and drug residues. But the FDA only inspects 1-2 percent of food imports and will be overwhelmed by the vast expansion of these imports if the TPP is agreed to.”

(Here is a speech Senator Sanders gave to the Senate earlier this year.)

Both sides are very clear in their respective positions; there does not seem to be much middle ground. On one hand, governments and corporations are overwhelmingly in favor of passing the TPP. However, NGOs along with current and former politicians, policy advisers, and pro-consumer advocacy groups have all voiced their concerns about elements of the TPP.

Defining Failure and Success

So there are clear and credible opponents to the TPP. However, if the TPP fails, it could mean disastrous results for American foreign policy in the region.

As The Economist points out:

“Failure to complete it would be a terrible blow to American interests, for a number of reasons. Trade liberalisation itself is of course one. With prospects of a global agreement at the World Trade Organisation vanishing, America’s hopes lie in the TPP and the more distant Transatlantic Trade and Investment Partnership with Europe. In his state-of-the-union speech to Congress in January, Barack Obama dwelt on “the world’s fastest-growing region”, ie, Asia and the Pacific.”

As The Editors of the Bloomberg View pointed out:

“The main harm, if the talks fall apart, is the damage this would cause to the larger process of global economic integration.”

(However, a Bloomberg View columnist also covered secrecy issues involving the TPP process.)

The Brookings Institution laid out one scenario as a result of a failed TPP:

“The rebalance to Asia will stall. TPP is the second leg (after a reorientation of military resources) of the policy of rebalancing to Asia. As such, its fate will determine whether this strategy advances or just limps along. If TPP fails, doubts about the staying power of the United States will once again rear their ugly head. The signature U.S. policy to remain vitally connected to the world’s most dynamic economic region will come to naught. Let’s not forget that prior to the advent of TPP, the United States appeared poised to be marginalized from the process of regionalism in Asia.”

And if the TPP passes then what would that mean for the average American?

According to Moyers & Company, the TPP will drastically impact income distribution in the US:

“[T]he incomes of those at the very bottom of the ladder would be protected by the minimum wage, and those at the very top would benefit significantly from the deal’s intellectual property and investment protections. But the vast majority of Americans would see their incomes drop.”

Rep. Loretta Sanchez of California goes further to elaborate how destructive the TPP would be for the US and its workers:

Unfortunately, the TPP would neither ‘protect American workers’ nor bring jobs ‘back from China.’ Assessing what we know of the massive TPP only affirms what we’ve learned the hard way through past broken promises on trade pacts – it’s a bad deal for American workers.”

And what about the ISDS?

Jeffrey Zients, Director of the National Economic Council, wrote on the White House Blog:

“There have only been 13 cases brought to judgment against the United States in the three decades since we’ve been party to these [kinds of] agreements. By contrast, during the same period of time in our domestic system, individual and companies have brought hundreds of thousands of challenges against Federal, state, and local governments in U.S. courts under U.S. law.

We have never lost an ISDS case because of the strong safeguards in the U.S. approach.

But that doesn’t mean that the US will always win an ISDS in the future either.

Time is Running Out

So who is right and who is wrong? Can both sides be right? What should be done?

American workers can’t compete on labor wages alone and workers (in general) can’t compete against automation. Is it better to get rid of vulnerable (to outsourcing) American jobs now that will eventually be lost to job automation?

Who would benefit the most from the TPP? What sort of timeframe are we looking at? Five years down the road? 10 years? 20? Through that lens, who is really winning and who is losing? It’s only with hindsight that we can see the effects of NAFTA.

Are there other issues that have been overlooked and that the TPP would open the floodgates for?

In the short term, the TPP would make Vietnam a clear winner (as a result of its growing manufacturing base) but the benefits for the majority of Americans seems limited and largely focused on American corporations. Mexico would benefit as well, especially if Vietnam were to slash its high import taxes on vehicles. However, as we pointed out in this post, cheap labor is not a sustainable competitive advantage for Vietnam in the long term.

However, the effects of the TPP will surely be felt beyond Vietnam, the US, and the 10 other countries involved. In a sense, international trade, intellectual property rights, and fundamental issues of national sovereignty in the 21st century will all be redefined. The lack of transparency in the process, the unanswered questions, and the overall unclear picture does little to bolster confidence in those who are promoting the TPP in a positive light.

If the TPP fails to go through, it would deal a serious blow to American efforts in Asia. The TPP is in a fragile state at the moment; it can be derailed if Congress does not grant Trade Promotion Authority. Trade Promotion Authority (TPA) means that Congress can approve or disapprove the TPP but cannot amend or filibuster. The TPA must be obtained from Congress first in order to “fast-track” the TPP, i.e., to give a “yes” or “no” vote as President Obama has requested. The US expects TPA to pass within the next month but it’s not a done deal.

The LA Times recently summed up the state of negotiations:

“At this point, the administration appears to have pinned its hopes on a fast-track bill being negotiated by Sen. Ron Wyden of Oregon, the Democrats’ top member of the Finance Committee. Fast-track authority is also supported by the committee chairman, Sen. Orrin G. Hatch (R-Utah), and Ryan in the House.

But the administration’s strategy looks in peril as talks between Wyden and the others have dragged on.”

Simply put, without TPA, there is no TPP, (and less “rebalancing” to Asia) but perhaps that’s a good thing in the long term.

Former IMF chief economist Simon Johnson, and Representative Sander Levin of Michigan posed a profound question about the TPP in Politico Magazine:

“Are the agreement’s rules sufficiently forward-looking and strong enough to bring about meaningful lasting improvements to people’s lives, by enhancing the positive aspects and addressing the negative impacts of globalization?”

As more information about the TPP’s 26 chapters continues to leak to the public, the answer to that question seems to be a resounding “no.”

Vietbuild Hanoi 2015

Today is the last day of the 2015 Vietbuild Home International Exhibition, a place to showcase new products, new technologies, and to check out new trends in the Vietnamese construction industry. The fair, held from March 25-29, is located at the Giang Vo Exhibition Center in Hanoi’s Ba Dinh district (184 Giang Vo, to be precise). More than 1,000 booths were spread over five areas to represent over 400 local, international, and joint-venture companies.

We stopped by the exhibition twice over the course of the four day event to get a feel for both the direction of the construction industry and for current customer expectations in Vietnam. At times, the exhibition felt more like a nightclub with the loud Vinahouse music playing as well as the “PG” (promotions girls).  Some of the larger and more popular booths were set up by companies like EurowindowViglacera, and Austdoor. In addition to products, several real estate developments were on display such as V-Green City Pho Noi and Cam An – Hoi An. Furthermore, there were some crowded safety booths, which is good considering the generally lax attitude toward safety on many construction sites; we’re glad to see that safety considerations are becoming a higher priority.

Overall, there was a strong showing of reputable foreign products such as Stanley Tools and DeWalt; as well as products from South Korea, Germany, China, and others at the fair. For smart home options, there were several companies, including brands from Portugal and the Czech Republic. However, there were also a portion of products that would have a hard time finding traction in the west. Eastern and western tastes can be very different, i.e., what is considered “good design,” “fashionable,” or “stylish” in one part of the world would be seen as falling flat in another. Vietnamese (and Asian, to an extent) preferences, in general, tend to gravitate toward ornate, flashy, or imposing furniture, art, and, design (or frugality for items that very few people will see). For example, we witnessed plenty of oversized wooden furniture at the exhibition, as well as showers with multi-colored and changing LED lighting installed in the unit itself; a “karaoke shower,” if you will.

As we continued to walk around, at one point we caught a glimpse of 18th century aristocracy via a local company’s booth representing the Renaissance brand. The closest product to the other side of the spectrum was a “futuristic” nano spray which could render an item waterproof if appropriately applied—product demonstrators were using hair dryers, light bulbs, and other appliances that had been coated with the spray under water in a fish tank. According to the salesman, a can sells for approximately $50 and a coating will last between one and three years. While certainly a useful technology, the spray has the high potential to be misapplied, misunderstood, or misused–especially when using electrical products under water.

One section that caught our eye was the CNC machining and laser engraving area where small Buddha statues and other traditional-looking pieces of art were being crafted in front of us. It was interesting to see the numerous companies that are operating in this space, and even more curious that they were choosing to (re)produce traditional art pieces instead of contemporary ones. Tourists beware: that “old wood carving” (you’ll buy thinking that an old grandfather in a remote village somewhere spent years carving) could have actually been made by a computer-controlled machine the day before.

Vietnamese Homes and Expectations

The basic shape of Vietnamese homes (also known as “tube houses”) is credited to older tax codes resulting in the standard shape of ~3 stories tall by 5 meters by 13 meters deep (15ft wide, 40ft long). Many Vietnamese homes have a retail business (with fewer numbers having a business office) on the ground floor. Some newer houses can still use these dimensions as an archetype, but for those who can afford it, bigger is always better—especially in Asia.

Still, space is at a premium, especially with two, three, or more generations under the same roof (traditional Vietnamese children don’t move out until they marry and the eldest child must care for his/her parents). Additionally, taste, like art, is highly subjective; what looks or sounds “good” to one person may not to another. However, if you want to sell in a particular market then you need to understand the local culture and sell things the local consumers want. At the same time, you can also risk damaging or diluting your brand image just to make a quick sale. Thus, educating consumers about your product or service—and continuing to drive a consistent message—is the best way to establish your brand as a market leader in the long term. However, it can and will be capital and time intensive.

For example, new homeowners don’t care that the unit they are being handed over is dirty (e.g., paint spots on the floor and all over the baseboard), has shoddy installation (e.g., door trim not flush with the walls), and generally represents poor craftsmanship (e.g., gaps, crooked lights, and cheap materials). Why? Because once they take possession of the unit, they invest additional millions or billions (VND) to renovate the (sometimes) brand new unit.

(And why should trade workers and their managers care if clients don’t demand higher standards? These low standards only work as long as the requirements are low—they definitely aren’t suitable for smart homes.)

In apartment buildings, this renovation can mean that even the original front door is replaced with some drab steel cover and, of course, bars are added to the windows for security purposes. However, this isn’t the norm in much more expensive serviced residences. Yet, when we visited Lotte Center Hanoi last year about a month before it opened, the most technologically advanced equipment in a serviced unit was a motion sensor near the front door to turn a single light on/off upon entering/exiting. We covered the opportunity in this space in last week’s post.

Last week, we went to a brand new apartment to check out a recently finished two bedroom unit in the center of Hanoi; overall, the space was poorly utilized. For example, the “master” bedroom had a tiny balcony but no bathroom. The other bedroom had its own bathroom but there was a two square meter hole in the wall (near the ceiling) leading outside. The original door on the unit was for a flimsy deck door so there was little privacy. The other residents on that floor had all replaced their doors with a heavy wood door with a gray metal security gate to cover it (from different vendors). And, of course, security bars could be seen in front of the windows—an after market addition. Ultimately, it was hard to tell whether it was a hallway in a new apartment building or in a new prison.

Current and New Opportunities

Home security remains a huge opportunity in the Vietnamese market. As mentioned, Vietnamese homes usually have barred windows as well as shudders. There is at least one heavy-duty gate on the front door and if there is another then it’s a different style (metal gate or metal roller). Any walls might have barbed wire or broken glass perched on top and some deck spaces will be fully enclosed with metal bars. This security conscious approach to their homes is partly the result of a cash-bashed society, but it’s also because Vietnamese consumers tend to follow the pack: “if my neighbor does it, then I must also do it or do it even better.” Think of it like a hyper “Keeping up with the Jones’” mentality.

Companies like Dropcam provide the perfect option for Vietnamese consumers, who can check up on their homes while they are away or can be alerted when there is unauthorized movement. Beyond security, other smart home products could be successful in Vietnam as well including Philips Hue and the Sonos line up. But how can consumers want something they don’t know about?

Events like Vietbuild remain a great opportunity for demonstrating products—and in markets like Vietnam’s where educating consumers about a nascent industry is required, there is no substitute for seeing how a product works (instead of hearing about it). This is a country where the majority of e-commerce payments are handled COD once a consumer has had the ability to check out the product in front of his/her house before paying the delivery driver. Seeing is believing when it comes to new technology, and especially in Vietnam where consumers are suspicious about product quality as it still has room for improvement.

The next Vietbuild expo will be held in Danang from April 22-April 26.

Raising the Bar Across Vietnam

Currently, Ho Chi Minh City has a number of transformative and boundary-pushing new construction projects in various stages of completion. This pipeline of towering skyscrapers is fueled by creative architectural exploration which will help to redefine Ho Chi Minh City’s skyline for years to come. Many of these projects present developers with the opportunity of implementing evolving and emerging technologies into their respective visions. Therefore, high-tech, eco-friendly, renewable, innovative, and ergonomical designs, spaces, and solutions should all be seriously considered and employed where possible by project stakeholders, thereby raising the bar across Vietnam.

According to Asia Property Report, a “large group of Vietnamese shoppers said that they value security and cleanliness of a shopping centre, rather than putting a premium on prices and top foreign brand names, unlike their other Southeast Asian neighbours.”

Additionally, CBRE reports: “Luxury and high-end products will be sought-after, especially in Hanoi… [so] domestic retailers need to reassess and renovate themselves in order to compete with the new entrants [due to ASEAN integration in 2015 and beyond.]”

Furthermore, Cushman & Wakefield projects that, in 2015, “incentives will remain high as supply build-up pushes up vacancy.” How will developers differentiate their offerings from an increasing real estate inventory? LEED and LOTUS ratings help provide guidelines for green buildings, but there are additional options for homeowners, businesses, and developers.

These and other ongoing projects are in the middle of changing standards, expectations, and technologies here in Vietnam. Homeowners and other building occupants—especially those who are new to the idea of smart technologies—might have questions about different options.

  • What is it?
  • Why does it matter?
  • How will I benefit from it?

Well, ask yourself these questions first: is your home a smart home? (Swap out “home” with “workplace” or “school” since these technologies can cross boundaries in our lives.)

For example, is your home energy efficient? Can you control lights, TV, music, or the temperature from your smartphone? Are you breathing clean air and drinking filtered water? Not just cleaner air than what’s outside, but the best air in the world. Not just safer drinking water than your neighbors, but the safest in the world. (And yes, air and water can help distinguish a smart home from other homes: you can send your children to a better school but you can’t buy better ozone for them, at least not outside.)

Basically, our homes are made up of different systems: security, lighting, temperature, A/V—all of which can be automated, integrated, and controlled in different ways. We integrate these technologies together to form a single seamless point of control. “Technology integration” is the design, implementation, or programming of automation, integration, and control systems (such as LutronCrestron, and AMX) in residential and commercial settings. To date, we have operated as integrators, consultants, and advisors to companies and individual clients in HCMC and Hanoi since 2011.

These different technologies allow a homeowner or end user to control most systems via his/her Apple iPhone, iPad, or other smart device, i.e., control lighting, motorized shades, temperature, audio, and video distribution systems all with simple button presses. Any of these technology platforms can be utilized as a standalone product as well, including individual room solutions depending on a client’s budget. In short, a smart home means having one of the best homes; safe, luxurious, and unique. It goes beyond the basics in a tasteful and elegant way.

Imagine coming home: you walk up the steps and once you are inside, you press the “Welcome” button on the nearest keypad to the main entrance. Immediately, certain lights (we call these “presets”) begin turning on—accents, down lights, and chandeliers. At the same time, automated shades begin raising to reveal the full-length windows and the stunning view behind them.

As you move beyond the foyer and into the living room, your favorite art pieces are softly lit and soothing music is playing through the in-ceiling speakers—all automated, of course. Your focus turns to the faint scent of fresh herbs so you stop by the kitchen to see what’s on the menu for tonight before continuing on to the study, your inner sanctum. The study is a toasty 28 centigrade, just as you set it from your smart phone even before leaving the office. Time to wrap up those last few emails before dinner.

After dinner, you decide to watch a movie; as you walk into your living room, it dawns on you that it could double as a Bang & Olufsen show room: BeoVision Avant, BeoSound 5, and BeoLab 5 models are the first objects that catch your eye.

Sitting on the couch, you try to decide what to watch. Thanks to a VPN, you have the option of Netflix so House of Cards comes to mind. You remember that your building began offering Nevaya’s services the month before so you browse the selection of new releases. It’s nice to unwind with a glass of wine, so you settle on your favorite comedy.

Halfway through the movie, your phone rings: it’s a friend who wants to meet up for a drink. “Sure, let’s meet downtown in 20 minutes,” you respond. Reaching for your glass of wine, you take one last sip before heading toward the front door.

Before leaving, you press the “Goodbye” button on the keypad next to the front door. Within seconds all the lights in common areas turn off. Whatever audio or video zones were active before are now silent. Within a few minutes all the lights, music, and video zones are off and while you are already on the way to meet your friend.

These are some of the most visible benefits of smart technologies—but it gets better once you notice the energy savings on your monthly utility bills.

A Smarter Work Environment

Time is money; the new year is coming up and you have to report back the year’s financial reports via teleconference. As ASEAN integration proceeds, Vietnamese companies will have to interface more often with foreign companies and their workers. As future workers in a dedicated teleconferencing room, students are able to schedule e-meetings with experts in other cities or even work together with students in other countries.

Imagine that you are at work, early in the morning. The sky is clear so the sun’s rays are strong as they enter the window next to your desk. Sensors in the ceiling are able to detect the amount of sunlight coming in from the window. Since the office is on one of the upper floors, there is a clear line of sight. However, the shades automatically lower to reduce the amount of overwhelming sunlight.

As the day enters the afternoon, the shades slowly raise as the sun begins to set. Soon, lights begin to turn on once the natural light in the space reaches the lower limit. The shades are fully raised when the team decides to call it a day as they head out to share dinner.

The temperature, lights, and shades are all operating on “Away” mode now. Occupancy sensors in the main common areas allow lighting where and when it is needed, thereby keep operating costs low.

Education for the 21st century

The professor goes up to the lectern in the front of the classroom. She presses a button soon the bright blue light of a projector appears on the smart board behind her. The projector has several sources: she can show a documentary from the DVD player, pull up a webpage from the computer in the lectern, or show a document on the digital camera. Her students pay attention—will it be a movie today? Or a new and interesting interactive experience?

Technologies That Help You

There may be a number of sub-systems in a building: HVAC, Power/Lighting, Building Energy Management, Security, etc. Together, they actively communicate to make sure a building operates as leanly as possible, depending on how many people are active inside. While each company that specializes in a certain technology has different national origin, they all have one share aspect in common: they are among the best in the world.

AMX is an American company—its technology has been used in celebrity homes, corporate boardrooms, and even the White House. AMX specializes in meeting technology which is suitable for hotels, convention centers, and other spaces.

Lutron, an American company founded in 1961, has been a pioneer in lighting, shading, and temperature solutions. Today, the company holds over 2700 patents. In Vietnam, Lutron products have been used in the Park Hyatt, in the Summit Lounge at the Sofitel Plaza, at the JW Marriott, and in villas throughout the country.

Nevaya, a British company, to promote a cloud-based IPTV solution ideal for hotel operators and serviced residences in Vietnam and Asia. Let’s say that you want to watch a movie. Well, with Nevaya’s IPTV services you can do exactly that. Best of all, basic services are included in your service fee that you pay to the company that manages your serviced residence.

OnControls, an American company, offers room control solutions that are hosted in the cloud. This advantage allows the cost of room control to be lowered since the hardware footprint is less and changes can be easily made from the web portal.

Bang & Olufsen, a Danish brand, complements any luxury housing as it has done for the past 90 years. Its products are distinct showcases of quality, design, and art.

IQAir is a Swiss family owned company with 50 years of history in air purification. All IQAir products are made in Switzerland, conform to the strictest standards, and are considered the leading edge in their respective categories.

BWT, a German company, is Europe`s number one water technology company. The company has proven expertise in both domestic and industrial water technology. Here in Vietnam, the company concentrates on small (domestic, small office, restaurant, etc.) installations.

All of these technologies are available today—in Hanoi, Ho Chi Minh City, Da Nang or any other location. By the way, other technologies will soon arrive as well to help eliminate skills, craftsmanship, and corruption challenges.

Impacting the Environment Around Us

Five-star luxury in your home—did you think it was possible 20 or 10 years ago in Vietnam? You can make it happen today. A smart home allows you to express yourself and it allows you to simplify your life by providing convenience, safety and peace of mind. You can either help set the trend or play catch up in the future. You drive a nice car, you have a cool phone, but what about your home?

Set your life apart from your friends’ and family’s home. Make your own style; we can help you do that. Experience a comfortable temperature all year round in your home. No wet and dry season—always the perfect humidity indoors. Have a Smart Home, the Best Home, a Future Home.

While individuals can take it upon themselves to convert their residence into a smart home, the most efficient way to create a smart ecosystem is to incorporate units into the smart building design, or even better, to incorporate buildings into the smart city design. Ultimately, specifying and utilizing these technologies allows architects, developers, and designers to differentiate their projects from others in Vietnam and Asia (and provides homeowners/residents/occupants with a new level of technological and luxurious living). Everybody wins.