---
name: minhnv0807/18-referral-program
source: https://app.decimal.ai/s/minhnv0807-18-referral-program@1/SKILL.md
source_sha256: ca28d246cfb1
---

# Referral Program

## Thu thap thong tin

### Buoc 0: Kiem tra context
Doc `.agents/product-marketing-context.md` neu co.

### Buoc 1: Hoi user
1. **Loai san pham?** (One-time purchase / Subscription / Service / Khoa hoc)
2. **AOV trung binh? LTV?**
3. **Da co khach cu bao nhieu?** (Referral can co base khach thich san pham)
4. **Muc tieu?** (So khach moi / Giam CAC / Tang LTV khach cu)

---

## Referral hoat dong tot khi nao?

**Tot:**
- NPS >= 40 (khach thich san pham)
- Khach co ly do tu nhien de chia se (ket qua visible, social currency)
- San pham co use case "giong nhau cua ban be"
- AOV du cao de hoa duoc thuong

**Khong tot:**
- Khach chua hai long (NPS < 20)
- San pham nhay cam (tai chinh, suc khoe rieng tu)
- AOV qua thap (thuong khong boi duoc cong gioi thieu)

---

## 3 Mo hinh referral

### 1. One-way (1 chieu)

**Nguoi gioi thieu nhan thuong. Nguoi duoc gioi thieu khong.**

**Khi dung:**
- San pham da duoc yeu thich — nguoi duoc gioi thieu se mua du khong co uu dai
- AOV cao → thuong phai xung dang

**Vi du VN:**
- Shopee: Gioi thieu ban ma → ban ma mua → minh duoc 50K xu
- Grab: Refer ma → ban dung → minh duoc 100K

### 2. Two-way (2 chieu) — PHO BIEN NHAT

**Ca nguoi gioi thieu va nguoi duoc gioi thieu cung nhan thuong.**

**Khi dung:** 80% case nen dung cai nay — tam ly khach thich "ca hai cung loi".

**Vi du VN:**
- Tiki: Gioi thieu → ban moi giam 50K, minh cung duoc 50K
- VP Bank: Moi ban mo the → ca hai duoc 200K
- Spa: Gioi thieu khach moi → minh free facial, ban moi giam 30%

**Cau truc uu dai:**
```
Nguoi gioi thieu: Discount lan sau / credit / qua tang / free service
Nguoi duoc gioi thieu: Discount lan dau / bonus / free trial
```

### 3. Multi-tier (Affiliate)

**Nguoi gioi thieu nhan % hoa hong theo doanh so.**

**Khi dung:**
- SaaS / khoa hoc / san pham gia cao
- Co he thong tracking (link affiliate, coupon code)
- Muon thu hut influencer / partner

**Cau truc VN pho bien:**
- Tier 1: 10-20% doanh so don dau
- Tier 2: 5-10% cac don tiep theo trong 90 ngay
- Cap tren cao nhat: 30% cho super affiliate

---

## Mechanics chi tiet

### Thuong gia bao nhieu?

**Cong thuc:**
```
Thuong = 15-25% LTV khach moi
```

**Vi du:**
- LTV khach spa = 3,000,000 → Thuong cao nhat: 750K (25%)
- Chia: 375K cho nguoi gioi thieu + 375K cho nguoi moi
- Hoac: 500K credit gioi thieu + 20% discount lan dau cho nguoi moi

**Kho phai tinh ca:**
- Chi phi thuong (out of pocket hoac discount?)
- Thue chuyen tien (neu la cash)
- Admin fee (theo doi, thanh toan)

### Format thuong

| Format | Pros | Cons | Phu hop |
|--------|------|------|--------|
| Cash | Dong luc cao | Cao chi phi | B2B, affiliate |
| Credit (tai khoan) | Giu khach lai | Khach it quan tam neu khong mua lai | Subscription |
| Discount | Chi tra khi mua | Khach co the khong quay | E-commerce |
| Free product/service | Tang LTV | Gioi han gia tri | Service, spa |
| Qua tang vat ly | Noi bat, chia se | Phuc tap logistics | Beauty, F&B |
| Point / Rewards | Tao habit | Can he thong phuc tap | Retailer lon |

---

## Referral flow 7 buoc

```
1. Khach co trai nghiem tot
   └─► NPS >= 7 → hoi "co muon gioi thieu?"

2. Cung cap link/code de gioi thieu
   └─► Link rieng moi khach (tracking) hoac code dep (de nho)

3. Khach chia se den ban be
   └─► Qua Zalo, Messenger, SMS, email, copy link

4. Ban be click link / nhap code
   └─► Landing page don gian, rõ uu dai

5. Ban be mua (redeem)
   └─► Tracking dung — pixel / tagged order

6. Thuong cho ca 2 ben
   └─► Thong bao tu dong qua email/SMS/Zalo

7. Nhac nguoi gioi thieu tiep tuc
   └─► "Ban da gioi thieu 1 nguoi — con 2 nguoi nua se len VIP"
```

---

## Toi uu cho VN

### Kenh share chu yeu

1. **Zalo** (pho bien nhat) — copy link gui truc tiep
2. **Messenger / Facebook** — share link / post
3. **SMS** — cho khach tre tuoi trung nien
4. **Email** — chi cho dan van phong
5. **Offline** — ma code in tren card, bao bi

### Dac diem khach VN can chu y

- **Tin nhan than quen > post cong khai.** Khach VN ngai share cong khai tren wall — uu tien gui rieng Zalo.
- **Ma code de nho > link dai.** "FRIEND50" > link rewardsful dai 20 ky tu.
- **Thuong ngay lap tuc.** Cho qua lau se quen. Credit/cash nhan trong 24h.
- **Hoa hong % thich hon cash cu the** voi affiliate.
- **Ca nhan hoa.** "Ma code cua [Ten khach]" > "Ma code chung".

---

## Chong gian lan

| Rui ro | Cach chong |
|--------|-----------|
| Tu mua qua tai khoan phu | Check trung SDT / dia chi / thiet bi / card |
| Share cong khai (Groupon, deal site) | Gioi han 3-5 lan/ma, dat limit AOV toi thieu |
| Bot / Script spam | Rate limit, captcha, review thu cong don lon |
| Khach huy sau khi nhan thuong | Giu thuong 30 ngay moi release (sau return window) |

---

## Campaign launch plan (30 ngay)

### Tuan 1: Setup
- [ ] Chon mo hinh (one-way / two-way / affiliate)
- [ ] Tinh toan thuong (check LTV, margin)
- [ ] Chon format thuong (cash / credit / discount / qua)
- [ ] Xay landing page + dashboard nguoi tham gia
- [ ] Tich hop tracking (ma code / link UTM)
- [ ] Thiet lap email/Zalo/SMS automation

### Tuan 2: Seed
- [ ] Gui moi 50-100 khach cu (NPS cao) dau tien
- [ ] Ghi nhan phan hoi, fix bug
- [ ] Cai dat notification cho ca 2 ben

### Tuan 3: Launch cong khai
- [ ] Email toan bo khach cu
- [ ] Post tren FB Page, TikTok, Zalo OA
- [ ] Them CTA referral vao:
  - Thank you page sau mua
  - Email sau khi hoan thanh dich vu
  - App/dashboard khach hang
  - In offline (card thank you)

### Tuan 4: Toi uu
- [ ] Review: Ai share nhieu? Ai convert cao?
- [ ] Bonus cho top referrer (top 10)
- [ ] Adjust thuong neu can (a/b test 2 muc)

---

## KPIs

| Chi so | Benchmark | Tot |
|--------|----------|-----|
| Share rate | 10% khach cu share | 20%+ |
| Conversion rate | 15% ban be click → mua | 25%+ |
| Referred customer LTV | Tuong duong hoac cao hon khach non-refer | 1.2x+ |
| CAC via referral | 30-50% CAC paid ads | <30% |
| Viral coefficient (K) | 0.3-0.5 | 1.0+ (viral true) |

**K-factor = Share rate × Conversion rate × So nguoi moi share**

Neu K > 1 → viral (exponential growth)
Neu K = 0.5 → tu 100 khach co them 50 khach (half-life)

---

## Checklist chat luong

- [ ] Da co base khach cu hai long (NPS >= 40)
- [ ] Thuong tuong duong 15-25% LTV
- [ ] Hai chieu (2-way) neu chua ro dung 1-way
- [ ] Tracking phai chinh xac (ma code / link)
- [ ] Trao thuong trong 24h
- [ ] Co chong gian lan (3-5 lan/ma, check trung SDT)
- [ ] Share qua Zalo duoc (kenh #1 VN)
- [ ] Landing page 1 trang - ngan gon, gan CTA
- [ ] Co email/SMS thong bao tu dong
- [ ] Do K-factor sau 30 ngay → toi uu thuong