1.

ActiveCampaign Overview:
ActiveCampaign is a leading customer experience automation platform that helps businesses of
all sizes to connect and engage with their customers. Founded in 2003, the company has
established itself as a reliable and innovative solution for businesses seeking to optimize their
marketing, sales, and customer support efforts. ActiveCampaign offers a range of features,
including email marketing, automation, CRM, and personalized messaging, enabling businesses
to build strong relationships with their customers and drive growth.
1.1 Business Model:
ActiveCampaign operates on a subscription-based model, offering different pricing tiers based
on the size of the business and the level of features required. The company provides a user-
friendly platform and customer support, making it accessible to both small and large enterprises.
ActiveCampaign's primary revenue stream comes from recurring subscriptions, with various
pricing plans tailored to meet the needs of different customer segments.
The pricing plans for ActiveCampaign start at $9 per month for the Lite plan and go up to $279
per month for the Enterprise plan.
2. Market Overview:
2.1 Economic Growth: Vietnam has been experiencing robust economic growth, with a GDP
growth rate averaging around 6% in recent years. This growth has been driven by increasing
foreign direct investment, a burgeoning middle class, and a rising digital economy.
2.2 Digital Transformation: Vietnam is undergoing a rapid digital transformation, with an
increasing number of businesses adopting digital marketing strategies to reach their target
audience. The growing adoption of technology presents an opportunity for ActiveCampaign to
offer its customer experience automation solutions to businesses looking to enhance their online
marketing efforts.
2.3 E-commerce and Digital Marketing Growth: The e-commerce sector in Vietnam has been
growing steadily, driven by increasing internet penetration and smartphone usage. As businesses
seek to expand their online presence and engage customers more effectively, there is a growing
demand for marketing automation tools like ActiveCampaign.
b. Adoption of Marketing Automation: While there is increasing awareness of the benefits of
marketing automation in Vietnam, the adoption rate is still relatively low compared to more
mature markets. ActiveCampaign can capitalize on this opportunity by providing a
comprehensive and user-friendly platform that caters to the specific needs of Vietnamese
businesses.
c. Integration with E-commerce Platforms: ActiveCampaign's integration capabilities with
popular e-commerce platforms like Shopify and WooCommerce can be attractive to businesses in
Vietnam looking to streamline their marketing and sales processes.
3. Consumer Analysis:
3.1 Tech-Savvy Businesses: Vietnam has a young and tech-savvy population, and many
businesses are adopting digital marketing strategies to stay competitive. ActiveCampaign's
advanced automation features and user-friendly interface can resonate well with such businesses.

3.2 SMEs and Startups: Vietnam has a thriving small and medium-sized enterprise (SME) sector,
with a growing number of startups. These businesses often seek cost-effective solutions that offer
scalability and flexibility, making ActiveCampaign's pricing plans and automation capabilities
appealing.

3.3 Customer-Centric Approach: Vietnamese businesses are increasingly recognizing the

importance of customer engagement and retention. ActiveCampaign's focus on personalized
messaging and customer journey automation aligns with this growing trend.

4. Competitive Landscape:
4.3 HubSpot: HubSpot is a comprehensive inbound marketing and sales platform that includes
marketing automation. While it caters to larger businesses, its presence in the region may create
competition in the marketing automation space.
4.2 GetResponse: GetResponse is another well-known marketing automation platform that
provides email marketing, automation, and landing page solutions. It competes with
ActiveCampaign in the global market and may also be a competitor in Vietnam.
4.1 MailChimp: MailChimp is a popular email marketing platform that also offers marketing
automation features. It already has a presence in the Vietnamese market and is considered one of
the main competitors for ActiveCampaign.

4.4 SlimCRM

4.5 Getfly
4.6 Bizfly
4.7 Zoho

5. Unique Selling Proposition (USP) for ActiveCampaign in Vietnam:

5.1 User-Friendly Interface: ActiveCampaign offers a user-friendly and intuitive platform that
makes it accessible to businesses of all sizes, including those with limited technical expertise.

5.2 Automation Capabilities: ActiveCampaign's advanced automation features allow businesses

to create personalized customer journeys, resulting in improved engagement and conversion
rates.

5.3 Scalable Pricing Plans: ActiveCampaign's pricing plans cater to various business sizes,
including startups and SMEs, providing flexibility and scalability as businesses grow.

6. Market Size and Growth Potential:

6.1 Growing Digital Market: With a population of over 97 million and a fast-growing digital
economy, Vietnam presents a significant market opportunity for ActiveCampaign's customer
experience automation solutions.

6.2 SME and Startup Focus: The large number of SMEs and startups in Vietnam provides a
substantial addressable market for ActiveCampaign, as these businesses are actively seeking
cost-effective and efficient marketing solutions.

6.3 Marketing Automation Adoption: The relatively low adoption rate of marketing automation
in Vietnam indicates untapped potential for ActiveCampaign to capture a significant share of the
market as businesses recognize the benefits of automation.

6.4 Projected Growth: The projected growth of Vietnam's e-commerce and digital marketing
sectors indicates a growing demand for marketing automation solutions like ActiveCampaign's.
With an effective market entry strategy, ActiveCampaign has the potential to achieve substantial
growth in the Vietnamese market.

The Vietnamese marketing automation market is estimated to be worth $100 million in 2022.
The market is expected to grow to $250 million by 2027, at a CAGR of 22.1%.
However, I do not think it is wise to make the same model as ActiveCampaign in Vietnam.
ActiveCampaign has penetrated Vietnam.
Many competitors like HubSpot, Vietnamese competitors Bizfly
In the beginning phase, it is hard to differentiate yourself from other competitors. Because
marketing automation is common field, SMEs prefer to use Hubspot.