| 1 | --- |
| 2 | name: 00-ke-hoach-mkt |
| 3 | description: "Dung khi can ke hoach marketing tong the cho mot ky — muc tieu, phan khuc, kenh, ngan sach, timeline, KPI va ma tran rui ro. Co ca che do ban day du va che do ke hoach 1 trang cho chu doanh nghiep nho. Kich hoat khi user nhac 'lap ke hoach marketing', 'ke hoach MKT', 'marketing plan', 'chien luoc marketing nam', 'plan quy toi', 'ke hoach 1 trang'. Khong dung cho — tinh nguoc ngan sach tu doanh thu thi dung skill 10-tinh-kpi-nguoc; phan bo ngan sach chi tiet theo kenh thi dung skill 61-budget-planning; brief mot chien dich cu the thi dung skill 02-brief-chien-dich." |
| 4 | argument-hint: "<sản phẩm + objective + target user>" |
| 5 | metadata: |
| 6 | version: 2.0.1 |
| 7 | category: strategy |
| 8 | triggers: |
| 9 | - "lap ke hoach marketing" |
| 10 | - "fullstack marketing plan" |
| 11 | - "chien luoc marketing" |
| 12 | - "ke hoach trien khai" |
| 13 | - "ke hoach content" |
| 14 | - "performance plan" |
| 15 | - "phan bo ngan sach" |
| 16 | - "ke hoach kenh" |
| 17 | - "GTM" |
| 18 | - "launch san pham" |
| 19 | - "ke hoach campaign" |
| 20 | output: File .md hoan chinh gom 7 phan — Strategy, SAVE Framework, Content Plan, Channel & Budget, Performance KPI, Risk Matrix, Timeline |
| 21 | related: |
| 22 | - 08-nghien-cuu-doi-thu |
| 23 | - 09-insight-khach-hang |
| 24 | - 10-tinh-kpi-nguoc |
| 25 | - 01-lich-noi-dung |
| 26 | - 02-brief-chien-dich |
| 27 | - 03-danh-gia-hieu-suat |
| 28 | --- |
| 29 | |
| 30 | # Ke Hoach Fullstack Marketing |
| 31 | |
| 32 | > Master skill — goi 08-nghien-cuu-doi-thu, 09-insight-khach-hang, 10-tinh-kpi-nguoc truoc khi xuat output. |
| 33 | |
| 34 | --- |
| 35 | |
| 36 | ## Thu thap thong tin |
| 37 | |
| 38 | Hoi user toi da 4 cau truoc khi bat dau: |
| 39 | |
| 40 | 1. **San pham / dich vu gi?** Mo ta ngan gon, diem khac biet chinh, muc gia. |
| 41 | 2. **Khach hang muc tieu la ai?** Do tuoi, gioi tinh, khu vuc, hanh vi, noi dau lon nhat. |
| 42 | 3. **Muc tieu va ngan sach?** Doanh thu muc tieu/thang, ngan sach marketing (ads + content + nhan su), thoi gian chien dich. |
| 43 | 4. **Giai doan hien tai?** Launch moi / Growth / Mature? Da co kenh nao dang chay? Data hien co (follower, email list, data khach cu)? |
| 44 | |
| 45 | --- |
| 46 | |
| 47 | ## Phan 1 — Chien luoc tong the |
| 48 | |
| 49 | ### 1.1 Tom tat tinh hinh |
| 50 | |
| 51 | | Hang muc | Noi dung | |
| 52 | |----------|----------| |
| 53 | | San pham / Dich vu | [ten + USP] | |
| 54 | | Thi truong | [dia ly + quy mo] | |
| 55 | | Giai doan | Launch / Growth / Mature | |
| 56 | | Thoi gian ke hoach | [so thang] | |
| 57 | | Ngan sach tong | [so tien] | |
| 58 | |
| 59 | ### 1.2 Phan tich SWOT |
| 60 | |
| 61 | | | Tich cuc | Tieu cuc | |
| 62 | |---|---------|---------| |
| 63 | | **Noi bo** | Strengths: [liet ke] | Weaknesses: [liet ke] | |
| 64 | | **Ben ngoai** | Opportunities: [liet ke] | Threats: [liet ke] | |
| 65 | |
| 66 | ### 1.3 Competitive Moat Analysis |
| 67 | |
| 68 | > Goi skill `08-nghien-cuu-doi-thu` de co du lieu day du. |
| 69 | |
| 70 | | Doi thu | Kenh manh | Diem yeu khai thac | Moat cua ho | Moat cua minh | |
| 71 | |---------|-----------|--------------------|--------------| --------------| |
| 72 | | [Doi thu 1] | | | | | |
| 73 | | [Doi thu 2] | | | | | |
| 74 | | [Doi thu 3] | | | | | |
| 75 | |
| 76 | **Loai moat can xay:** |
| 77 | - Brand trust (nhan dien + do tin cay) |
| 78 | - Content depth (noi dung chuyen sau doi thu khong lam) |
| 79 | - Community lock-in (cong dong khach hang trung thanh) |
| 80 | - Data advantage (hieu khach hon doi thu) |
| 81 | - Distribution (nhieu kenh phan phoi hon) |
| 82 | |
| 83 | ### 1.4 Customer Insight |
| 84 | |
| 85 | > Goi skill `09-insight-khach-hang` de xac dinh insight chinh. |
| 86 | |
| 87 | | Yeu to | Mo ta | |
| 88 | |--------|-------| |
| 89 | | Noi dau lon nhat | [mieu ta cu the] | |
| 90 | | Mong muon tham kin | [dieu ho thuc su muon nhung chua noi ra] | |
| 91 | | Rao can mua hang | [ly do ho chua mua] | |
| 92 | | Trigger mua hang | [tinh huong khien ho san sang chi tien] | |
| 93 | | Kenh ho tin tuong | [nguoi/kenh nao anh huong quyet dinh] | |
| 94 | |
| 95 | --- |
| 96 | |
| 97 | ## Phan 2 — SAVE Framework |
| 98 | |
| 99 | > Thay the 4P truyen thong. Phu hop hon cho dich vu va san pham so. |
| 100 | |
| 101 | ### 2.1 Solution (Giai phap — thay vi Product) |
| 102 | |
| 103 | | Cau hoi | Tra loi | |
| 104 | |---------|---------| |
| 105 | | Khach hang dang gap van de gi? | [noi dau cu the] | |
| 106 | | San pham giai quyet nhu the nao? | [co che giai quyet] | |
| 107 | | Ket qua ho nhan duoc la gi? | [outcome cu the, do duoc] | |
| 108 | | Trong bao lau ho thay ket qua? | [timeline ky vong] | |
| 109 | |
| 110 | ### 2.2 Access (Tiep can — thay vi Place) |
| 111 | |
| 112 | | Kenh | Vai tro | Uu tien | |
| 113 | |------|---------|---------| |
| 114 | | [Kenh 1] | TOFU — thu hut | Cao / Trung binh / Thap | |
| 115 | | [Kenh 2] | MOFU — nurture | | |
| 116 | | [Kenh 3] | BOFU — chuyen doi | | |
| 117 | | [Kenh 4] | Retention — giu chan | | |
| 118 | |
| 119 | > Tham khao `references/channel-system.md` de chon kenh phu hop. |
| 120 | |
| 121 | ### 2.3 Value (Gia tri — thay vi Price) |
| 122 | |
| 123 | | Hang muc | Chi tiet | |
| 124 | |----------|----------| |
| 125 | | Gia san pham / dich vu | [muc gia] | |
| 126 | | Gia tri khach nhan duoc | [dinh luong: tiet kiem X, tang Y] | |
| 127 | | Ti le gia tri / gia | [bao nhieu lan] | |
| 128 | | So sanh voi doi thu | [re hon / dat hon — ly do] | |
| 129 | | Pricing psychology | [anchor, bundle, tier, free trial] | |
| 130 | |
| 131 | ### 2.4 Education (Giao duc — thay vi Promotion) |
| 132 | |
| 133 | | Giai doan | Noi dung giao duc | Muc dich | |
| 134 | |-----------|-------------------|----------| |
| 135 | | Chua biet van de | Content noi dau, awareness | De ho nhan ra van de | |
| 136 | | Biet van de, chua biet giai phap | How-to, so sanh phuong phap | De ho hieu cac lua chon | |
| 137 | | Biet giai phap, chua chon | Case study, testimonial, demo | De ho tin tuong minh | |
| 138 | | Da chon, chua hanh dong | Offer, khan cap, social proof | De ho hanh dong ngay | |
| 139 | |
| 140 | --- |
| 141 | |
| 142 | ## Phan 3 — Ke hoach noi dung |
| 143 | |
| 144 | ### 3.1 Content Pillar |
| 145 | |
| 146 | | Pillar | Ti le | Muc dich | Vi du | |
| 147 | |--------|-------|----------|-------| |
| 148 | | Giao duc (Education) | 35% | Xay trust, SEO | How-to, tips, giai thich | |
| 149 | | Cam hung (Inspiration) | 25% | Engagement, viral | Case study, truoc/sau, story | |
| 150 | | Giai tri (Entertainment) | 20% | Reach, follower | Trend, POV, behind scenes | |
| 151 | | Ban hang (Selling) | 15% | Chuyen doi | Offer, deal, CTA truc tiep | |
| 152 | | Cong dong (Community) | 5% | Retention | Q&A, poll, user spotlight | |
| 153 | |
| 154 | ### 3.2 Funnel Distribution |
| 155 | |
| 156 | | Tang pheu | Ti le noi dung | Goc do chinh | KPI | |
| 157 | |-----------|---------------|--------------|-----| |
| 158 | | TOFU (Nhan biet) | 40% | Cham noi dau, giai tri, giao duc | View, reach, follower | |
| 159 | | MOFU (Can nhac) | 35% | Bang chung, chuyen gia, quy trinh | Engagement, save, click | |
| 160 | | BOFU (Chuyen doi) | 15% | Offer, khan cap, retarget | Mess, lead, don hang | |
| 161 | | Retention | 10% | Gia tri VIP, referral | Re-purchase, LTV | |
| 162 | |
| 163 | > Tham khao `references/content-angles.md` de chon goc do cu the. |
| 164 | |
| 165 | ### 3.3 Content Repurposing Matrix |
| 166 | |
| 167 | > 1 noi dung goc = 7+ phien ban. Tham khao chi tiet tai `01-lich-noi-dung`. |
| 168 | |
| 169 | | Noi dung goc | Phien ban | Kenh | |
| 170 | |-------------|-----------|------| |
| 171 | | Video dai 3–5 phut | Nguyen ban | YouTube | |
| 172 | | | 3 clip ngan 15–30s | TikTok, Reels | |
| 173 | | | 1 carousel 5–7 slide | Facebook, Instagram | |
| 174 | | | 1 bai blog 800–1500 tu | Website, SEO | |
| 175 | | | 1 email newsletter | Email list | |
| 176 | | | 3 quote card | Story, Threads | |
| 177 | | | 1 audio clip | Podcast | |
| 178 | |
| 179 | ### 3.4 Source Type Mix |
| 180 | |
| 181 | | Loai | Ti le | Mo ta | |
| 182 | |------|-------|-------| |
| 183 | | FGC (Founder Generated Content) | 30% | Noi dung tu founder/chuyen gia | |
| 184 | | Brand Content | 30% | Noi dung chinh thuc thuong hieu | |
| 185 | | UGC (User Generated Content) | 25% | Review, testimonial tu khach | |
| 186 | | EGC (Employee Generated Content) | 15% | Noi dung tu nhan vien | |
| 187 | |
| 188 | --- |
| 189 | |
| 190 | ## Phan 4 — He thong kenh & Ngan sach |
| 191 | |
| 192 | ### 4.1 Kenh trien khai |
| 193 | |
| 194 | > Tham khao `references/channel-system.md` cho chi tiet tung tang. |
| 195 | |
| 196 | | Kenh | Tang pheu | Ngan sach/thang | KPI chinh | |
| 197 | |------|----------|-----------------|-----------| |
| 198 | | TikTok (organic + ads) | TOFU + BOFU | [so tien] | View, mess, CPMess | |
| 199 | | Facebook (organic + ads) | MOFU + BOFU | [so tien] | Reach, mess, CPMess | |
| 200 | | Zalo OA | MOFU + Retention | [so tien] | Read rate, click rate | |
| 201 | | Email (Brevo) | MOFU + Retention | [so tien] | Open rate, click rate | |
| 202 | | Website / SEO | MOFU | [so tien] | Traffic, time on site | |
| 203 | | UGC Network | TOFU | [so tien] | View, reach | |
| 204 | | [Kenh khac] | | | | |
| 205 | |
| 206 | ### 4.2 Phan bo ngan sach theo giai doan |
| 207 | |
| 208 | | Hang muc | Launch (thang 1–3) | Growth (thang 4–6) | Mature (thang 7+) | |
| 209 | |----------|-------------------|--------------------|--------------------| |
| 210 | | Paid ads | 45–55% | 35–45% | 25–35% | |
| 211 | | Content production | 20–25% | 20–25% | 15–20% | |
| 212 | | UGC / KOL | 15–20% | 15–20% | 10–15% | |
| 213 | | Tool & platform | 5–10% | 5–10% | 5–10% | |
| 214 | | Community & retention | 5% | 10–15% | 20–25% | |
| 215 | | Du phong (contingency) | 5% | 5% | 5% | |
| 216 | | **Tong** | **100%** | **100%** | **100%** | |
| 217 | |
| 218 | ### 4.3 Bang phan bo ngan sach cu the |
| 219 | |
| 220 | | Hang muc | Ngan sach/thang | % Tong | Ghi chu | |
| 221 | |----------|-----------------|--------|---------| |
| 222 | | Meta Ads | [so tien] | [%] | | |
| 223 | | TikTok Ads | [so tien] | [%] | | |
| 224 | | Content (nhan su + tool) | [so tien] | [%] | | |
| 225 | | UGC thu lao | [so tien] | [%] | | |
| 226 | | Tool (Canva, Brevo, ...) | [so tien] | [%] | | |
| 227 | | Du phong | [so tien] | 5% | | |
| 228 | | **Tong** | **[so tien]** | **100%** | | |
| 229 | |
| 230 | --- |
| 231 | |
| 232 | ## Phan 5 — KPI & Performance |
| 233 | |
| 234 | ### 5.1 Tinh KPI nguoc |
| 235 | |
| 236 | > Goi skill `10-tinh-kpi-nguoc` de tinh chinh xac. |
| 237 | |
| 238 | ``` |
| 239 | Doanh thu muc tieu: [so tien] |
| 240 | / AOV: [so tien] |
| 241 | = So don can: [so] |
| 242 | / Booking->Customer [30–50%]: [so] |
| 243 | = So booking can: [so] |
| 244 | / Lead->Booking [50–60%]: [so] |
| 245 | = So lead can: [so] |
| 246 | / Mess->Lead [50–60%]: [so] |
| 247 | = So tin nhan can: [so] |
| 248 | x CPMess [25–35K]: [so tien] |
| 249 | = Ngan sach ads can: [so tien] |
| 250 | ``` |
| 251 | |
| 252 | ### 5.2 Bang KPI 3 kich ban |
| 253 | |
| 254 | | Chi so | Xau (Pessimistic) | Co so (Base) | Tot (Optimistic) | |
| 255 | |--------|-------------------|-------------|------------------| |
| 256 | | CPMess | +30% vs benchmark | Benchmark nganh | -20% vs benchmark | |
| 257 | | Mess->Lead | -15% vs TB | TB nganh (55%) | +15% vs TB | |
| 258 | | Lead->Booking | -10% vs TB | TB nganh (55%) | +10% vs TB | |
| 259 | | Booking->Customer | -10% vs TB | TB nganh (35%) | +10% vs TB | |
| 260 | | **So don/thang** | [so] | [so] | [so] | |
| 261 | | **Doanh thu/thang** | [so tien] | [so tien] | [so tien] | |
| 262 | | **ROAS** | [so]x | [so]x | [so]x | |
| 263 | | **Ngan sach can** | [so tien] | [so tien] | [so tien] | |
| 264 | |
| 265 | > Benchmark Vietnam 2025–2026: xem `references/benchmarks-vietnam.md` |
| 266 | |
| 267 | ### 5.3 KPI theo kenh |
| 268 | |
| 269 | | Kenh | KPI chinh | Muc tieu thang 1 | Muc tieu thang 3 | Muc tieu thang 6 | |
| 270 | |------|-----------|-------------------|-------------------|-------------------| |
| 271 | | TikTok organic | View/video, follower | | | | |
| 272 | | TikTok ads | CPMess, ROAS | | | | |
| 273 | | FB ads | CPMess, CPL, ROAS | | | | |
| 274 | | Zalo OA | Read rate, click rate | | | | |
| 275 | | Email | Open rate, click rate | | | | |
| 276 | | SEO | Organic traffic, ranking | | | | |
| 277 | |
| 278 | ### 5.4 Business KPI |
| 279 | |
| 280 | | Chi so | Cong thuc | Muc tieu | |
| 281 | |--------|----------|----------| |
| 282 | | ROAS | Doanh thu / Chi phi ads | >3x | |
| 283 | | CAC | Tong chi MKT / So khach moi | <30% AOV | |
| 284 | | LTV | AOV x So lan mua TB x Thoi gian | >3x CAC | |
| 285 | | Payback period | CAC / (AOV x Margin) | <90 ngay | |
| 286 | | LTV:CAC | LTV / CAC | >3:1 | |
| 287 | |
| 288 | --- |
| 289 | |
| 290 | ## Phan 6 — Risk Matrix |
| 291 | |
| 292 | ### 6.1 Bang rui ro |
| 293 | |
| 294 | | Rui ro | Xac suat | Muc do anh huong | Muc do nghiem trong | Ke hoach xu ly | |
| 295 | |--------|----------|------------------|---------------------|----------------| |
| 296 | | CPMess tang dot bien (mua le) | Cao | Cao | **CRITICAL** | Giam ngan sach ads 30%, chuyen sang organic + UGC | |
| 297 | | Creative fatigue (duoi 2 tuan) | Cao | Trung binh | **HIGH** | Chuan bi 3–5 creative moi/tuan, A/B test lien tuc | |
| 298 | | Doi thu giam gia manh | Trung binh | Cao | **HIGH** | Tap trung gia tri + trust, khong canh tranh gia | |
| 299 | | Thay doi algorithm (TikTok/FB) | Trung binh | Cao | **HIGH** | Da dang kenh, khong phu thuoc 1 platform | |
| 300 | | Nhan su nghi viec (content creator) | Thap | Cao | **MEDIUM** | SOP hoa quy trinh, backup nhan su | |
| 301 | | Phan hoi tieu cuc viral | Thap | Rat cao | **CRITICAL** | Crisis protocol: phan hoi trong 2h, transparent | |
| 302 | | Ngan sach bi cat giam | Trung binh | Trung binh | **MEDIUM** | Ke hoach B voi 50% ngan sach — uu tien organic | |
| 303 | | Thieu data khach hang | Thap | Trung binh | **LOW** | Thu thap data tu ngay 1, form + pixel + CRM | |
| 304 | |
| 305 | ### 6.2 Muc do nghiem trong |
| 306 | |
| 307 | | Muc | Dinh nghia | Hanh dong | |
| 308 | |-----|-----------|-----------| |
| 309 | | **CRITICAL** | Anh huong truc tiep doanh thu, mat khach | Xu ly trong 24h, escalate stakeholder | |
| 310 | | **HIGH** | Giam hieu suat dang ke, mat co hoi | Xu ly trong 48h, dieu chinh ke hoach | |
| 311 | | **MEDIUM** | Anh huong nhe, co the bu dap | Xu ly trong 1 tuan, theo doi | |
| 312 | | **LOW** | Anh huong khong dang ke | Ghi nhan, xu ly khi co thoi gian | |
| 313 | |
| 314 | --- |
| 315 | |
| 316 | ## Phan 7 — Timeline trien khai |
| 317 | |
| 318 | ### 7.1 Roadmap tong the |
| 319 | |
| 320 | | Tuan | Hang muc | Chi tiet | Output | Nguoi chiu trach nhiem | |
| 321 | |------|----------|----------|--------|----------------------| |
| 322 | | Tuan 1 | Setup & Research | Nghien cuu doi thu, insight khach hang, setup kenh | Bao cao nghien cuu, kenh da thiet lap | [ten] | |
| 323 | | Tuan 2 | Content & Creative | San xuat batch content dau tien, brief UGC | 15–20 content pieces, 3–5 UGC brief | [ten] | |
| 324 | | Tuan 3 | Launch & Test | Chay ads test, dang organic, bat dau nurture | A/B test report, data 7 ngay dau | [ten] | |
| 325 | | Tuan 4 | Optimize & Scale | Toi uu creative, scale kenh tot, cut kenh kem | Bao cao thang 1, ke hoach thang 2 | [ten] | |
| 326 | |
| 327 | ### 7.2 Milestone |
| 328 | |
| 329 | | Thang | Milestone | KPI kiem tra | |
| 330 | |-------|-----------|-------------| |
| 331 | | Thang 1 | Setup xong, chay test, co data dau | CPMess, so mess, reach | |
| 332 | | Thang 2 | Tim duoc winning creative + audience | ROAS, CPL, ti le chuyen doi | |
| 333 | | Thang 3 | Scale kenh chinh, on dinh funnel | Doanh thu, LTV:CAC, retention | |
| 334 | | Thang 6 | He thong tu van hanh, toi uu lien tuc | Tat ca KPI on dinh, organic tang | |
| 335 | |
| 336 | --- |
| 337 | |
| 338 | ## Skill Chaining — Chuoi ky nang |
| 339 | |
| 340 | Skill nay la master — goi cac skill con theo thu tu: |
| 341 | |
| 342 | ``` |
| 343 | 00-ke-hoach-mkt (MASTER) |
| 344 | | |
| 345 | |-- [1] 08-nghien-cuu-doi-thu → Phan tich doi thu, tim khe |
| 346 | |-- [2] 09-insight-khach-hang → Insight khach hang, noi dau |
| 347 | |-- [3] 10-tinh-kpi-nguoc → Tinh ngan sach va KPI tu doanh thu muc tieu |
| 348 | | |
| 349 | |-- [4] Xuat ke hoach (file nay) |
| 350 | | |
| 351 | |-- [5] 01-lich-noi-dung → Lich noi dung thang chi tiet |
| 352 | |-- [6] 02-brief-chien-dich → Brief chien dich dau tien |
| 353 | ``` |
| 354 | |
| 355 | Khi user yeu cau ke hoach marketing: |
| 356 | 1. Hoi 4 cau thu thap thong tin |
| 357 | 2. Chay skill 08, 09, 10 (co the song song) |
| 358 | 3. Tong hop thanh ke hoach nay |
| 359 | 4. De xuat chay tiep 01, 02 neu user can |
| 360 | |
| 361 | --- |
| 362 | |
| 363 | ## Checklist chat luong |
| 364 | |
| 365 | Truoc khi giao ke hoach, kiem tra: |
| 366 | |
| 367 | - [ ] Co du 7 phan (Strategy, SAVE, Content, Channel, Performance, Risk, Timeline) |
| 368 | - [ ] SWOT dua tren du lieu thuc, khong doan |
| 369 | - [ ] Competitive moat xac dinh ro — khong chung chung |
| 370 | - [ ] SAVE Framework day du 4 yeu to |
| 371 | - [ ] Content pillar co ti le cu the, cong = 100% |
| 372 | - [ ] Funnel distribution dung ti le (TOFU 40%, MOFU 35%, BOFU 15%, Retention 10%) |
| 373 | - [ ] Ngan sach phan bo theo giai doan (Launch/Growth/Mature) |
| 374 | - [ ] Bang KPI 3 kich ban (Pessimistic/Base/Optimistic) da tinh |
| 375 | - [ ] Risk matrix co it nhat 5 rui ro voi muc do + ke hoach xu ly |
| 376 | - [ ] Timeline co milestone cu the theo thang |
| 377 | - [ ] Benchmark su dung so lieu Vietnam 2025–2026 |
| 378 | - [ ] Cross-reference den cac skill lien quan |
| 379 | - [ ] Tat ca so lieu co the do duoc — khong co cum tu "tang manh", "nhieu hon" |
| 380 | - [ ] Tong ngan sach cong chinh xac 100% |
| 381 | |
⚙️ Phase 2 Playbook — Foundation & Scaffolding> Duration: 3-5 days | Agents: 6 | Gate Keepers: DevOps Automator + Evidence Collector
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