1.

Investment Recommendation:
The Vietnamese market shows promising potential for Mailchimp's expansion efforts. With a
rapidly growing digital landscape and increasing emphasis on marketing and customer
engagement, Mailchimp's email marketing and customer relationship management (CRM)
solutions align well with the market needs. Moreover, Mailchimp's established reputation and
expertise in the industry make it a strong candidate for investment in the Vietnamese market.
Therefore, it is highly recommended to explore the investment opportunity in Mailchimp's
expansion into Vietnam.
The size of the market: Vietnam is a rapidly growing market with a young and digitally-savvy
population. In 2022, there were over 72 million internet users in Vietnam, and this number is
expected to grow to over 90 million by 2025. This means that there is a large potential market for
Mailchimp in Vietnam.
The level of competition: There are a number of well-established email marketing platforms in
Vietnam, such as Mailjet, Sendinblue, and GetResponse. However, Mailchimp is a global leader
in email marketing, and it has a number of features and resources that its competitors do not.
This gives Mailchimp a competitive advantage in the Vietnamese market.
The cost of entry: The cost of entering the Vietnamese market is relatively low. Mailchimp can
use its existing infrastructure to reach Vietnamese businesses, and it does not need to invest in a
significant amount of marketing or sales.
The risks: There are some risks associated with expanding in Vietnam, such as the political
instability and the potential for economic sanctions. However, these risks are relatively low, and
the potential rewards are high.

2. Expected Growth Rate and Potential Revenue:

Growth rate: Mailchimp's growth rate in Vietnam is expected to be around 20% per year in the
next few years. This is based on the growth of the email marketing market in Vietnam, which is
expected to grow at a compound annual growth rate (CAGR) of 15% from 2022 to 2025.
Potential revenue: Mailchimp's potential revenue in Vietnam is estimated to be around $10
million per year in the next few years. This is based on the size of the email marketing market in
Vietnam, which is estimated to be worth around $50 million per year.
The email marketing market in Vietnam is growing rapidly, and is expected to grow at a
compound annual growth rate (CAGR) of 15% from 2022 to 2025. This growth is being driven
by the increasing popularity of email marketing among businesses in Vietnam, as well as the
growth of the internet and e-commerce market in the country.

3. Feature-to-Feature Analysis:
To assess Mailchimp's competitive advantages in the Vietnamese market, a detailed feature-to-
feature analysis can help identify its unique selling points and areas where it may outperform
competitors:

Mailchimp's Competitive Advantages:

a) Ease of Use: Mailchimp offers a user-friendly interface and intuitive design, ensuring
businesses of all technical levels can easily navigate and utilize the platform, especially small
businesses that do not have a lot of resources to invest in email marketing.
b) Robust Email Marketing: With a comprehensive set of email marketing features, including
automation, personalization, and analytics, Mailchimp empowers businesses to optimize their
email campaigns effectively.
c) Extensive Integration Ecosystem: Mailchimp integrates seamlessly with various popular
platforms, such as e-commerce systems, CRM software, and social media platforms. This
compatibility provides businesses with a streamlined experience and allows for easy data
exchange.
Affordability: Mailchimp offers a freemium plan, as well as paid plans that start at $9.99 per
month. This makes it a more affordable option than some of its competitors, such as
GetResponse and Constant Contact.
Powerful features: Mailchimp offers a wide range of features, including email automation, A/B
testing, and landing pages. This allows businesses to create highly targeted and effective email
campaigns.
Global reach: Mailchimp is a global leader in email marketing, with over 13 million users in over
190 countries. This means that businesses can use Mailchimp to reach their customers all over
the world, including in Vietnam.
Misa
Local expertise: Misa is a Vietnamese company that has a deep understanding of the Vietnamese
market. This means that Misa can offer features and services that are tailored to the needs of
Vietnamese businesses.
Pricing: Misa offers a variety of pricing plans that are designed to fit the budget of any business.
This makes it a more affordable option than some of its competitors, such as Mailchimp.
Support: Misa offers 24/7 support in Vietnamese. This means that businesses can get help with
any problems they have, even in the middle of the night.
SendinBlue
Ease of use: SendinBlue is known for its ease of use, even for non-technical users. This makes it
a good choice for businesses of all sizes, especially small businesses that do not have a lot of
resources to invest in email marketing.
Affordability: SendinBlue offers a freemium plan, as well as paid plans that start at $25 per
month. This makes it a more affordable option than some of its competitors, such as Mailchimp.
Powerful features: SendinBlue offers a wide range of features, including email automation, A/B
testing, and landing pages. This allows businesses to create highly targeted and effective email
campaigns.
Omnisend
Omnichannel marketing: Omnisend offers a wide range of marketing channels, including email,
SMS, chat, and social media. This allows businesses to reach their customers on the channels
that they prefer.
Automation: Omnisend offers a powerful automation platform that allows businesses to create
automated email campaigns. This can save businesses time and money, and it can also help them
to improve their results.
Reporting: Omnisend offers detailed reporting that allows businesses to track their results and
see how their campaigns are performing. This information can be used to improve future
campaigns.
GetResponse
Reliability: GetResponse has a high deliverability rate, which means that businesses can be
confident that their emails will reach their intended recipients.
Support: GetResponse offers 24/7 support in English. This means that businesses can get help
with any problems they have, even in the middle of the night.
Integrations: GetResponse integrates with a wide range of other applications, such as CRMs and
e-commerce platforms. This makes it easy for businesses to automate their marketing and sales
processes.
Sendy
Open source: Sendy is an open source platform, which means that businesses can customize it to
their own needs. This can be a valuable advantage for businesses that need a high degree of
flexibility.
Scalability: Sendy is a scalable platform, which means that businesses can easily grow their
email marketing campaigns as their business grows.
Cost-effectiveness: Sendy is a cost-effective platform, which means that businesses can save
money on their email marketing costs.

Areas for Improvement/Limitations:

a) Localization: To fully penetrate the Vietnamese market, Mailchimp needs to focus on adapting
its platform to align with local language, cultural nuances, and marketing practices. This includes
providing Vietnamese language support, understanding local consumer behavior, and
incorporating relevant local features.

4. Recommended Differentiating Features:

To enhance its competitive edge in the Vietnamese market, Mailchimp could consider
incorporating the following differentiating features:
Comprehensive Marketing Automation: Mailchimp offers a comprehensive suite of marketing
automation features, allowing businesses to create personalized and automated email campaigns.
Its automation capabilities, including triggered emails, segmentation, and personalized
recommendations, provide businesses with powerful tools to engage and nurture their audience.
Personalized and Automated Campaigns: Mailchimp's marketing automation features enable
businesses to create personalized and automated email campaigns. By leveraging triggered
emails, segmentation, and personalized recommendations, businesses can deliver targeted
content to their audience at the right time, increasing engagement and conversion rates.

Streamlined Customer Journey: With comprehensive marketing automation, Mailchimp allows

businesses to map out and automate their customer journey. This feature helps streamline
interactions with customers, ensuring that they receive relevant and timely communication
throughout their engagement with the brand.

Improved Efficiency and Time Savings: Marketing automation minimizes manual tasks, freeing
up valuable time for businesses. By automating repetitive processes such as email sending, lead
nurturing, and follow-ups, businesses can focus on high-value activities while maintaining
consistent and effective customer communication.

Data-Driven Decision Making: Mailchimp's marketing automation comes with advanced

analytics and insights, providing businesses with data-driven decision-making capabilities. By
analyzing campaign performance, audience engagement, and customer behavior, businesses can
optimize their marketing strategies and refine their messaging for better results.

Enhanced Customer Experience: Personalized and timely communication through marketing

automation helps create a seamless and tailored customer experience. By delivering the right
content to the right audience at the right time, businesses can nurture stronger relationships,
increase customer satisfaction, and foster loyalty.
To differentiate itself effectively, Mailchimp can emphasize its robust marketing automation
features and showcase how it enables businesses to automate and optimize their email marketing
efforts. By highlighting the benefits of personalized campaigns, streamlined customer journeys,
time savings, data-driven decision making, and enhanced customer experience, Mailchimp can
position itself as a go-to solution for businesses seeking comprehensive marketing automation
capabilities in Vietnam's competitive market.
b) Multichannel Marketing Automation: Expanding automation capabilities beyond email to
include popular Vietnamese communication channels like SMS, chat applications, and social
media platforms can provide businesses with comprehensive multichannel marketing
automation. This feature will enable businesses to reach their target audience through their
preferred communication channels.