Ke Hoach Fullstack Marketing

> Master skill — goi 08-nghien-cuu-doi-thu, 09-insight-khach-hang, 10-tinh-kpi-nguoc truoc khi xuat output.

Thu thap thong tin

Hoi user toi da 4 cau truoc khi bat dau:

1. San pham / dich vu gi? Mo ta ngan gon, diem khac biet chinh, muc gia.
2. Khach hang muc tieu la ai? Do tuoi, gioi tinh, khu vuc, hanh vi, noi dau lon nhat.
3. Muc tieu va ngan sach? Doanh thu muc tieu/thang, ngan sach marketing (ads + content + nhan su), thoi gian chien dich.
4. Giai doan hien tai? Launch moi / Growth / Mature? Da co kenh nao dang chay? Data hien co (follower, email list, data khach cu)?

Phan 1 — Chien luoc tong the

1.1 Tom tat tinh hinh

| Hang muc | Noi dung | |----------|----------| | San pham / Dich vu | ten + USP] | | Thi truong | dia ly + quy mo] | | Giai doan | Launch / Growth / Mature | | Thoi gian ke hoach | so thang] | | Ngan sach tong | so tien] |

1.2 Phan tich SWOT

| | Tich cuc | Tieu cuc | |---|---------|---------| | Noi bo | Strengths: liet ke] | Weaknesses: liet ke] | | Ben ngoai | Opportunities: liet ke] | Threats: liet ke] |

1.3 Competitive Moat Analysis

> Goi skill 08-nghien-cuu-doi-thu de co du lieu day du.

| Doi thu | Kenh manh | Diem yeu khai thac | Moat cua ho | Moat cua minh | |---------|-----------|--------------------|--------------| --------------| | Doi thu 1] | | | | | | Doi thu 2] | | | | | | Doi thu 3] | | | | |

Loai moat can xay:

• Brand trust (nhan dien + do tin cay)
• Content depth (noi dung chuyen sau doi thu khong lam)
• Community lock-in (cong dong khach hang trung thanh)
• Data advantage (hieu khach hon doi thu)
• Distribution (nhieu kenh phan phoi hon)

1.4 Customer Insight

> Goi skill 09-insight-khach-hang de xac dinh insight chinh.

| Yeu to | Mo ta | |--------|-------| | Noi dau lon nhat | mieu ta cu the] | | Mong muon tham kin | dieu ho thuc su muon nhung chua noi ra] | | Rao can mua hang | ly do ho chua mua] | | Trigger mua hang | tinh huong khien ho san sang chi tien] | | Kenh ho tin tuong | nguoi/kenh nao anh huong quyet dinh] |

Phan 2 — SAVE Framework

> Thay the 4P truyen thong. Phu hop hon cho dich vu va san pham so.

2.1 Solution (Giai phap — thay vi Product)

| Cau hoi | Tra loi | |---------|---------| | Khach hang dang gap van de gi? | noi dau cu the] | | San pham giai quyet nhu the nao? | co che giai quyet] | | Ket qua ho nhan duoc la gi? | outcome cu the, do duoc] | | Trong bao lau ho thay ket qua? | timeline ky vong] |

2.2 Access (Tiep can — thay vi Place)

| Kenh | Vai tro | Uu tien | |------|---------|---------| | Kenh 1] | TOFU — thu hut | Cao / Trung binh / Thap | | Kenh 2] | MOFU — nurture | | | Kenh 3] | BOFU — chuyen doi | | | Kenh 4] | Retention — giu chan | |

> Tham khao references/channel-system.md de chon kenh phu hop.

2.3 Value (Gia tri — thay vi Price)

| Hang muc | Chi tiet | |----------|----------| | Gia san pham / dich vu | muc gia] | | Gia tri khach nhan duoc | dinh luong: tiet kiem X, tang Y] | | Ti le gia tri / gia | bao nhieu lan] | | So sanh voi doi thu | re hon / dat hon — ly do] | | Pricing psychology | anchor, bundle, tier, free trial] |

2.4 Education (Giao duc — thay vi Promotion)

| Giai doan | Noi dung giao duc | Muc dich | |-----------|-------------------|----------| | Chua biet van de | Content noi dau, awareness | De ho nhan ra van de | | Biet van de, chua biet giai phap | How-to, so sanh phuong phap | De ho hieu cac lua chon | | Biet giai phap, chua chon | Case study, testimonial, demo | De ho tin tuong minh | | Da chon, chua hanh dong | Offer, khan cap, social proof | De ho hanh dong ngay |

Phan 3 — Ke hoach noi dung

3.1 Content Pillar

| Pillar | Ti le | Muc dich | Vi du | |--------|-------|----------|-------| | Giao duc (Education) | 35% | Xay trust, SEO | How-to, tips, giai thich | | Cam hung (Inspiration) | 25% | Engagement, viral | Case study, truoc/sau, story | | Giai tri (Entertainment) | 20% | Reach, follower | Trend, POV, behind scenes | | Ban hang (Selling) | 15% | Chuyen doi | Offer, deal, CTA truc tiep | | Cong dong (Community) | 5% | Retention | Q&A, poll, user spotlight |

3.2 Funnel Distribution

| Tang pheu | Ti le noi dung | Goc do chinh | KPI | |-----------|---------------|--------------|-----| | TOFU (Nhan biet) | 40% | Cham noi dau, giai tri, giao duc | View, reach, follower | | MOFU (Can nhac) | 35% | Bang chung, chuyen gia, quy trinh | Engagement, save, click | | BOFU (Chuyen doi) | 15% | Offer, khan cap, retarget | Mess, lead, don hang | | Retention | 10% | Gia tri VIP, referral | Re-purchase, LTV |

> Tham khao references/content-angles.md de chon goc do cu the.

3.3 Content Repurposing Matrix

> 1 noi dung goc = 7+ phien ban. Tham khao chi tiet tai 01-lich-noi-dung.

| Noi dung goc | Phien ban | Kenh | |-------------|-----------|------| | Video dai 3–5 phut | Nguyen ban | YouTube | | | 3 clip ngan 15–30s | TikTok, Reels | | | 1 carousel 5–7 slide | Facebook, Instagram | | | 1 bai blog 800–1500 tu | Website, SEO | | | 1 email newsletter | Email list | | | 3 quote card | Story, Threads | | | 1 audio clip | Podcast |

3.4 Source Type Mix

| Loai | Ti le | Mo ta | |------|-------|-------| | FGC (Founder Generated Content) | 30% | Noi dung tu founder/chuyen gia | | Brand Content | 30% | Noi dung chinh thuc thuong hieu | | UGC (User Generated Content) | 25% | Review, testimonial tu khach | | EGC (Employee Generated Content) | 15% | Noi dung tu nhan vien |

Phan 4 — He thong kenh & Ngan sach

4.1 Kenh trien khai

> Tham khao references/channel-system.md cho chi tiet tung tang.

| Kenh | Tang pheu | Ngan sach/thang | KPI chinh | |------|----------|-----------------|-----------| | TikTok (organic + ads) | TOFU + BOFU | so tien] | View, mess, CPMess | | Facebook (organic + ads) | MOFU + BOFU | so tien] | Reach, mess, CPMess | | Zalo OA | MOFU + Retention | so tien] | Read rate, click rate | | Email (Brevo) | MOFU + Retention | so tien] | Open rate, click rate | | Website / SEO | MOFU | so tien] | Traffic, time on site | | UGC Network | TOFU | so tien] | View, reach | | Kenh khac] | | | |

4.2 Phan bo ngan sach theo giai doan

| Hang muc | Launch (thang 1–3) | Growth (thang 4–6) | Mature (thang 7+) | |----------|-------------------|--------------------|--------------------| | Paid ads | 45–55% | 35–45% | 25–35% | | Content production | 20–25% | 20–25% | 15–20% | | UGC / KOL | 15–20% | 15–20% | 10–15% | | Tool & platform | 5–10% | 5–10% | 5–10% | | Community & retention | 5% | 10–15% | 20–25% | | Du phong (contingency) | 5% | 5% | 5% | | Tong | 100% | 100% | 100% |

4.3 Bang phan bo ngan sach cu the

| Hang muc | Ngan sach/thang | % Tong | Ghi chu | |----------|-----------------|--------|---------| | Meta Ads | so tien] | %] | | | TikTok Ads | so tien] | %] | | | Content (nhan su + tool) | so tien] | %] | | | UGC thu lao | so tien] | %] | | | Tool (Canva, Brevo, ...) | so tien] | %] | | | Du phong | so tien] | 5% | | | Tong | so tien] | 100% | |

Phan 5 — KPI & Performance

5.1 Tinh KPI nguoc

> Goi skill 10-tinh-kpi-nguoc de tinh chinh xac.

Doanh thu muc tieu: [so tien]
  / AOV: [so tien]
  = So don can: [so]
  / Booking->Customer [30–50%]: [so]
  = So booking can: [so]
  / Lead->Booking [50–60%]: [so]
  = So lead can: [so]
  / Mess->Lead [50–60%]: [so]
  = So tin nhan can: [so]
  x CPMess [25–35K]: [so tien]
  = Ngan sach ads can: [so tien]

5.2 Bang KPI 3 kich ban

| Chi so | Xau (Pessimistic) | Co so (Base) | Tot (Optimistic) | |--------|-------------------|-------------|------------------| | CPMess | +30% vs benchmark | Benchmark nganh | -20% vs benchmark | | Mess->Lead | -15% vs TB | TB nganh (55%) | +15% vs TB | | Lead->Booking | -10% vs TB | TB nganh (55%) | +10% vs TB | | Booking->Customer | -10% vs TB | TB nganh (35%) | +10% vs TB | | So don/thang | so] | so] | so] | | Doanh thu/thang | so tien] | so tien] | so tien] | | ROAS | so]x | so]x | so]x | | Ngan sach can | so tien] | so tien] | so tien] |

> Benchmark Vietnam 2025–2026: xem references/benchmarks-vietnam.md

5.3 KPI theo kenh

| Kenh | KPI chinh | Muc tieu thang 1 | Muc tieu thang 3 | Muc tieu thang 6 | |------|-----------|-------------------|-------------------|-------------------| | TikTok organic | View/video, follower | | | | | TikTok ads | CPMess, ROAS | | | | | FB ads | CPMess, CPL, ROAS | | | | | Zalo OA | Read rate, click rate | | | | | Email | Open rate, click rate | | | | | SEO | Organic traffic, ranking | | | |

5.4 Business KPI

| Chi so | Cong thuc | Muc tieu | |--------|----------|----------| | ROAS | Doanh thu / Chi phi ads | >3x | | CAC | Tong chi MKT / So khach moi | <30% AOV | | LTV | AOV x So lan mua TB x Thoi gian | >3x CAC | | Payback period | CAC / (AOV x Margin) | <90 ngay | | LTV:CAC | LTV / CAC | >3:1 |

Phan 6 — Risk Matrix

6.1 Bang rui ro

| Rui ro | Xac suat | Muc do anh huong | Muc do nghiem trong | Ke hoach xu ly | |--------|----------|------------------|---------------------|----------------| | CPMess tang dot bien (mua le) | Cao | Cao | CRITICAL | Giam ngan sach ads 30%, chuyen sang organic + UGC | | Creative fatigue (duoi 2 tuan) | Cao | Trung binh | HIGH | Chuan bi 3–5 creative moi/tuan, A/B test lien tuc | | Doi thu giam gia manh | Trung binh | Cao | HIGH | Tap trung gia tri + trust, khong canh tranh gia | | Thay doi algorithm (TikTok/FB) | Trung binh | Cao | HIGH | Da dang kenh, khong phu thuoc 1 platform | | Nhan su nghi viec (content creator) | Thap | Cao | MEDIUM | SOP hoa quy trinh, backup nhan su | | Phan hoi tieu cuc viral | Thap | Rat cao | CRITICAL | Crisis protocol: phan hoi trong 2h, transparent | | Ngan sach bi cat giam | Trung binh | Trung binh | MEDIUM | Ke hoach B voi 50% ngan sach — uu tien organic | | Thieu data khach hang | Thap | Trung binh | LOW | Thu thap data tu ngay 1, form + pixel + CRM |

6.2 Muc do nghiem trong

| Muc | Dinh nghia | Hanh dong | |-----|-----------|-----------| | CRITICAL | Anh huong truc tiep doanh thu, mat khach | Xu ly trong 24h, escalate stakeholder | | HIGH | Giam hieu suat dang ke, mat co hoi | Xu ly trong 48h, dieu chinh ke hoach | | MEDIUM | Anh huong nhe, co the bu dap | Xu ly trong 1 tuan, theo doi | | LOW | Anh huong khong dang ke | Ghi nhan, xu ly khi co thoi gian |

Phan 7 — Timeline trien khai

7.1 Roadmap tong the

| Tuan | Hang muc | Chi tiet | Output | Nguoi chiu trach nhiem | |------|----------|----------|--------|----------------------| | Tuan 1 | Setup & Research | Nghien cuu doi thu, insight khach hang, setup kenh | Bao cao nghien cuu, kenh da thiet lap | ten] | | Tuan 2 | Content & Creative | San xuat batch content dau tien, brief UGC | 15–20 content pieces, 3–5 UGC brief | ten] | | Tuan 3 | Launch & Test | Chay ads test, dang organic, bat dau nurture | A/B test report, data 7 ngay dau | ten] | | Tuan 4 | Optimize & Scale | Toi uu creative, scale kenh tot, cut kenh kem | Bao cao thang 1, ke hoach thang 2 | ten] |

7.2 Milestone

| Thang | Milestone | KPI kiem tra | |-------|-----------|-------------| | Thang 1 | Setup xong, chay test, co data dau | CPMess, so mess, reach | | Thang 2 | Tim duoc winning creative + audience | ROAS, CPL, ti le chuyen doi | | Thang 3 | Scale kenh chinh, on dinh funnel | Doanh thu, LTV:CAC, retention | | Thang 6 | He thong tu van hanh, toi uu lien tuc | Tat ca KPI on dinh, organic tang |

Skill Chaining — Chuoi ky nang

Skill nay la master — goi cac skill con theo thu tu:

00-ke-hoach-mkt (MASTER)
  |
  |-- [1] 08-nghien-cuu-doi-thu  → Phan tich doi thu, tim khe
  |-- [2] 09-insight-khach-hang  → Insight khach hang, noi dau
  |-- [3] 10-tinh-kpi-nguoc      → Tinh ngan sach va KPI tu doanh thu muc tieu
  |
  |-- [4] Xuat ke hoach (file nay)
  |
  |-- [5] 01-lich-noi-dung       → Lich noi dung thang chi tiet
  |-- [6] 02-brief-chien-dich    → Brief chien dich dau tien

Khi user yeu cau ke hoach marketing:

1. Hoi 4 cau thu thap thong tin
2. Chay skill 08, 09, 10 (co the song song)
3. Tong hop thanh ke hoach nay
4. De xuat chay tiep 01, 02 neu user can

Checklist chat luong

Truoc khi giao ke hoach, kiem tra:

• ] Co du 7 phan (Strategy, SAVE, Content, Channel, Performance, Risk, Timeline)
• ] SWOT dua tren du lieu thuc, khong doan
• ] Competitive moat xac dinh ro — khong chung chung
• ] SAVE Framework day du 4 yeu to
• ] Content pillar co ti le cu the, cong = 100%
• ] Funnel distribution dung ti le (TOFU 40%, MOFU 35%, BOFU 15%, Retention 10%)
• ] Ngan sach phan bo theo giai doan (Launch/Growth/Mature)
• ] Bang KPI 3 kich ban (Pessimistic/Base/Optimistic) da tinh
• ] Risk matrix co it nhat 5 rui ro voi muc do + ke hoach xu ly
• ] Timeline co milestone cu the theo thang
• ] Benchmark su dung so lieu Vietnam 2025–2026
• ] Cross-reference den cac skill lien quan
• ] Tat ca so lieu co the do duoc — khong co cum tu "tang manh", "nhieu hon"
• ] Tong ngan sach cong chinh xac 100%