{"id":"e8eb89a6-f838-4910-8631-e414ef2333f1","shortId":"b9XUNk","kind":"skill","title":"00-ke-hoach-mkt","tagline":"Ke hoach Fullstack Marketing — master skill tong hop chien luoc, noi dung, trien khai, hieu suat, va timeline. Goi cac skill con de hoan thien output.","description":"# Ke Hoach Fullstack Marketing\n\n> Master skill — goi 08-nghien-cuu-doi-thu, 09-insight-khach-hang, 10-tinh-kpi-nguoc truoc khi xuat output.\n\n---\n\n## Thu thap thong tin\n\nHoi user toi da 4 cau truoc khi bat dau:\n\n1. **San pham / dich vu gi?** Mo ta ngan gon, diem khac biet chinh, muc gia.\n2. **Khach hang muc tieu la ai?** Do tuoi, gioi tinh, khu vuc, hanh vi, noi dau lon nhat.\n3. **Muc tieu va ngan sach?** Doanh thu muc tieu/thang, ngan sach marketing (ads + content + nhan su), thoi gian chien dich.\n4. **Giai doan hien tai?** Launch moi / Growth / Mature? Da co kenh nao dang chay? Data hien co (follower, email list, data khach cu)?\n\n---\n\n## Phan 1 — Chien luoc tong the\n\n### 1.1 Tom tat tinh hinh\n\n| Hang muc | Noi dung |\n|----------|----------|\n| San pham / Dich vu | [ten + USP] |\n| Thi truong | [dia ly + quy mo] |\n| Giai doan | Launch / Growth / Mature |\n| Thoi gian ke hoach | [so thang] |\n| Ngan sach tong | [so tien] |\n\n### 1.2 Phan tich SWOT\n\n| | Tich cuc | Tieu cuc |\n|---|---------|---------|\n| **Noi bo** | Strengths: [liet ke] | Weaknesses: [liet ke] |\n| **Ben ngoai** | Opportunities: [liet ke] | Threats: [liet ke] |\n\n### 1.3 Competitive Moat Analysis\n\n> Goi skill `08-nghien-cuu-doi-thu` de co du lieu day du.\n\n| Doi thu | Kenh manh | Diem yeu khai thac | Moat cua ho | Moat cua minh |\n|---------|-----------|--------------------|--------------| --------------|\n| [Doi thu 1] | | | | |\n| [Doi thu 2] | | | | |\n| [Doi thu 3] | | | | |\n\n**Loai moat can xay:**\n- Brand trust (nhan dien + do tin cay)\n- Content depth (noi dung chuyen sau doi thu khong lam)\n- Community lock-in (cong dong khach hang trung thanh)\n- Data advantage (hieu khach hon doi thu)\n- Distribution (nhieu kenh phan phoi hon)\n\n### 1.4 Customer Insight\n\n> Goi skill `09-insight-khach-hang` de xac dinh insight chinh.\n\n| Yeu to | Mo ta |\n|--------|-------|\n| Noi dau lon nhat | [mieu ta cu the] |\n| Mong muon tham kin | [dieu ho thuc su muon nhung chua noi ra] |\n| Rao can mua hang | [ly do ho chua mua] |\n| Trigger mua hang | [tinh huong khien ho san sang chi tien] |\n| Kenh ho tin tuong | [nguoi/kenh nao anh huong quyet dinh] |\n\n---\n\n## Phan 2 — SAVE Framework\n\n> Thay the 4P truyen thong. Phu hop hon cho dich vu va san pham so.\n\n### 2.1 Solution (Giai phap — thay vi Product)\n\n| Cau hoi | Tra loi |\n|---------|---------|\n| Khach hang dang gap van de gi? | [noi dau cu the] |\n| San pham giai quyet nhu the nao? | [co che giai quyet] |\n| Ket qua ho nhan duoc la gi? | [outcome cu the, do duoc] |\n| Trong bao lau ho thay ket qua? | [timeline ky vong] |\n\n### 2.2 Access (Tiep can — thay vi Place)\n\n| Kenh | Vai tro | Uu tien |\n|------|---------|---------|\n| [Kenh 1] | TOFU — thu hut | Cao / Trung binh / Thap |\n| [Kenh 2] | MOFU — nurture | |\n| [Kenh 3] | BOFU — chuyen doi | |\n| [Kenh 4] | Retention — giu chan | |\n\n> Tham khao `references/channel-system.md` de chon kenh phu hop.\n\n### 2.3 Value (Gia tri — thay vi Price)\n\n| Hang muc | Chi tiet |\n|----------|----------|\n| Gia san pham / dich vu | [muc gia] |\n| Gia tri khach nhan duoc | [dinh luong: tiet kiem X, tang Y] |\n| Ti le gia tri / gia | [bao nhieu lan] |\n| So sanh voi doi thu | [re hon / dat hon — ly do] |\n| Pricing psychology | [anchor, bundle, tier, free trial] |\n\n### 2.4 Education (Giao duc — thay vi Promotion)\n\n| Giai doan | Noi dung giao duc | Muc dich |\n|-----------|-------------------|----------|\n| Chua biet van de | Content noi dau, awareness | De ho nhan ra van de |\n| Biet van de, chua biet giai phap | How-to, so sanh phuong phap | De ho hieu cac lua chon |\n| Biet giai phap, chua chon | Case study, testimonial, demo | De ho tin tuong minh |\n| Da chon, chua hanh dong | Offer, khan cap, social proof | De ho hanh dong ngay |\n\n---\n\n## Phan 3 — Ke hoach noi dung\n\n### 3.1 Content Pillar\n\n| Pillar | Ti le | Muc dich | Vi du |\n|--------|-------|----------|-------|\n| Giao duc (Education) | 35% | Xay trust, SEO | How-to, tips, giai thich |\n| Cam hung (Inspiration) | 25% | Engagement, viral | Case study, truoc/sau, story |\n| Giai tri (Entertainment) | 20% | Reach, follower | Trend, POV, behind scenes |\n| Ban hang (Selling) | 15% | Chuyen doi | Offer, deal, CTA truc tiep |\n| Cong dong (Community) | 5% | Retention | Q&A, poll, user spotlight |\n\n### 3.2 Funnel Distribution\n\n| Tang pheu | Ti le noi dung | Goc do chinh | KPI |\n|-----------|---------------|--------------|-----|\n| TOFU (Nhan biet) | 40% | Cham noi dau, giai tri, giao duc | View, reach, follower |\n| MOFU (Can nhac) | 35% | Bang chung, chuyen gia, quy trinh | Engagement, save, click |\n| BOFU (Chuyen doi) | 15% | Offer, khan cap, retarget | Mess, lead, don hang |\n| Retention | 10% | Gia tri VIP, referral | Re-purchase, LTV |\n\n> Tham khao `references/content-angles.md` de chon goc do cu the.\n\n### 3.3 Content Repurposing Matrix\n\n> 1 noi dung goc = 7+ phien ban. Tham khao chi tiet tai `01-lich-noi-dung`.\n\n| Noi dung goc | Phien ban | Kenh |\n|-------------|-----------|------|\n| Video dai 3–5 phut | Nguyen ban | YouTube |\n| | 3 clip ngan 15–30s | TikTok, Reels |\n| | 1 carousel 5–7 slide | Facebook, Instagram |\n| | 1 bai blog 800–1500 tu | Website, SEO |\n| | 1 email newsletter | Email list |\n| | 3 quote card | Story, Threads |\n| | 1 audio clip | Podcast |\n\n### 3.4 Source Type Mix\n\n| Loai | Ti le | Mo ta |\n|------|-------|-------|\n| FGC (Founder Generated Content) | 30% | Noi dung tu founder/chuyen gia |\n| Brand Content | 30% | Noi dung chinh thuc thuong hieu |\n| UGC (User Generated Content) | 25% | Review, testimonial tu khach |\n| EGC (Employee Generated Content) | 15% | Noi dung tu nhan vien |\n\n---\n\n## Phan 4 — He thong kenh & Ngan sach\n\n### 4.1 Kenh trien khai\n\n> Tham khao `references/channel-system.md` cho chi tiet tung tang.\n\n| Kenh | Tang pheu | Ngan sach/thang | KPI chinh |\n|------|----------|-----------------|-----------|\n| TikTok (organic + ads) | TOFU + BOFU | [so tien] | View, mess, CPMess |\n| Facebook (organic + ads) | MOFU + BOFU | [so tien] | Reach, mess, CPMess |\n| Zalo OA | MOFU + Retention | [so tien] | Read rate, click rate |\n| Email (Brevo) | MOFU + Retention | [so tien] | Open rate, click rate |\n| Website / SEO | MOFU | [so tien] | Traffic, time on site |\n| UGC Network | TOFU | [so tien] | View, reach |\n| [Kenh khac] | | | |\n\n### 4.2 Phan bo ngan sach theo giai doan\n\n| Hang muc | Launch (thang 1–3) | Growth (thang 4–6) | Mature (thang 7+) |\n|----------|-------------------|--------------------|--------------------|\n| Paid ads | 45–55% | 35–45% | 25–35% |\n| Content production | 20–25% | 20–25% | 15–20% |\n| UGC / KOL | 15–20% | 15–20% | 10–15% |\n| Tool & platform | 5–10% | 5–10% | 5–10% |\n| Community & retention | 5% | 10–15% | 20–25% |\n| Du phong (contingency) | 5% | 5% | 5% |\n| **Tong** | **100%** | **100%** | **100%** |\n\n### 4.3 Bang phan bo ngan sach cu the\n\n| Hang muc | Ngan sach/thang | % Tong | Ghi chu |\n|----------|-----------------|--------|---------|\n| Meta Ads | [so tien] | [%] | |\n| TikTok Ads | [so tien] | [%] | |\n| Content (nhan su + tool) | [so tien] | [%] | |\n| UGC thu lao | [so tien] | [%] | |\n| Tool (Canva, Brevo, ...) | [so tien] | [%] | |\n| Du phong | [so tien] | 5% | |\n| **Tong** | **[so tien]** | **100%** | |\n\n---\n\n## Phan 5 — KPI & Performance\n\n### 5.1 Tinh KPI nguoc\n\n> Goi skill `10-tinh-kpi-nguoc` de tinh chinh xac.\n\n```\nDoanh thu muc tieu: [so tien]\n  / AOV: [so tien]\n  = So don can: [so]\n  / Booking->Customer [30–50%]: [so]\n  = So booking can: [so]\n  / Lead->Booking [50–60%]: [so]\n  = So lead can: [so]\n  / Mess->Lead [50–60%]: [so]\n  = So tin nhan can: [so]\n  x CPMess [25–35K]: [so tien]\n  = Ngan sach ads can: [so tien]\n```\n\n### 5.2 Bang KPI 3 kich ban\n\n| Chi so | Xau (Pessimistic) | Co so (Base) | Tot (Optimistic) |\n|--------|-------------------|-------------|------------------|\n| CPMess | +30% vs benchmark | Benchmark nganh | -20% vs benchmark |\n| Mess->Lead | -15% vs TB | TB nganh (55%) | +15% vs TB |\n| Lead->Booking | -10% vs TB | TB nganh (55%) | +10% vs TB |\n| Booking->Customer | -10% vs TB | TB nganh (35%) | +10% vs TB |\n| **So don/thang** | [so] | [so] | [so] |\n| **Doanh thu/thang** | [so tien] | [so tien] | [so tien] |\n| **ROAS** | [so]x | [so]x | [so]x |\n| **Ngan sach can** | [so tien] | [so tien] | [so tien] |\n\n> Benchmark Vietnam 2025–2026: xem `references/benchmarks-vietnam.md`\n\n### 5.3 KPI theo kenh\n\n| Kenh | KPI chinh | Muc tieu thang 1 | Muc tieu thang 3 | Muc tieu thang 6 |\n|------|-----------|-------------------|-------------------|-------------------|\n| TikTok organic | View/video, follower | | | |\n| TikTok ads | CPMess, ROAS | | | |\n| FB ads | CPMess, CPL, ROAS | | | |\n| Zalo OA | Read rate, click rate | | | |\n| Email | Open rate, click rate | | | |\n| SEO | Organic traffic, ranking | | | |\n\n### 5.4 Business KPI\n\n| Chi so | Cong thuc | Muc tieu |\n|--------|----------|----------|\n| ROAS | Doanh thu / Chi phi ads | >3x |\n| CAC | Tong chi MKT / So khach moi | <30% AOV |\n| LTV | AOV x So lan mua TB x Thoi gian | >3x CAC |\n| Payback period | CAC / (AOV x Margin) | <90 ngay |\n| LTV:CAC | LTV / CAC | >3:1 |\n\n---\n\n## Phan 6 — Risk Matrix\n\n### 6.1 Bang rui ro\n\n| Rui ro | Xac suat | Muc do anh huong | Muc do nghiem trong | Ke hoach xu ly |\n|--------|----------|------------------|---------------------|----------------|\n| CPMess tang dot bien (mua le) | Cao | Cao | **CRITICAL** | Giam ngan sach ads 30%, chuyen sang organic + UGC |\n| Creative fatigue (duoi 2 tuan) | Cao | Trung binh | **HIGH** | Chuan bi 3–5 creative moi/tuan, A/B test lien tuc |\n| Doi thu giam gia manh | Trung binh | Cao | **HIGH** | Tap trung gia tri + trust, khong canh tranh gia |\n| Thay doi algorithm (TikTok/FB) | Trung binh | Cao | **HIGH** | Da dang kenh, khong phu thuoc 1 platform |\n| Nhan su nghi viec (content creator) | Thap | Cao | **MEDIUM** | SOP hoa quy trinh, backup nhan su |\n| Phan hoi tieu cuc viral | Thap | Rat cao | **CRITICAL** | Crisis protocol: phan hoi trong 2h, transparent |\n| Ngan sach bi cat giam | Trung binh | Trung binh | **MEDIUM** | Ke hoach B voi 50% ngan sach — uu tien organic |\n| Thieu data khach hang | Thap | Trung binh | **LOW** | Thu thap data tu ngay 1, form + pixel + CRM |\n\n### 6.2 Muc do nghiem trong\n\n| Muc | Dinh nghia | Hanh dong |\n|-----|-----------|-----------|\n| **CRITICAL** | Anh huong truc tiep doanh thu, mat khach | Xu ly trong 24h, escalate stakeholder |\n| **HIGH** | Giam hieu suat dang ke, mat co hoi | Xu ly trong 48h, dieu chinh ke hoach |\n| **MEDIUM** | Anh huong nhe, co the bu dap | Xu ly trong 1 tuan, theo doi |\n| **LOW** | Anh huong khong dang ke | Ghi nhan, xu ly khi co thoi gian |\n\n---\n\n## Phan 7 — Timeline trien khai\n\n### 7.1 Roadmap tong the\n\n| Tuan | Hang muc | Chi tiet | Output | Nguoi chiu trach nhiem |\n|------|----------|----------|--------|----------------------|\n| Tuan 1 | Setup & Research | Nghien cuu doi thu, insight khach hang, setup kenh | Bao cao nghien cuu, kenh da thiet lap | [ten] |\n| Tuan 2 | Content & Creative | San xuat batch content dau tien, brief UGC | 15–20 content pieces, 3–5 UGC brief | [ten] |\n| Tuan 3 | Launch & Test | Chay ads test, dang organic, bat dau nurture | A/B test report, data 7 ngay dau | [ten] |\n| Tuan 4 | Optimize & Scale | Toi uu creative, scale kenh tot, cut kenh kem | Bao cao thang 1, ke hoach thang 2 | [ten] |\n\n### 7.2 Milestone\n\n| Thang | Milestone | KPI kiem tra |\n|-------|-----------|-------------|\n| Thang 1 | Setup xong, chay test, co data dau | CPMess, so mess, reach |\n| Thang 2 | Tim duoc winning creative + audience | ROAS, CPL, ti le chuyen doi |\n| Thang 3 | Scale kenh chinh, on dinh funnel | Doanh thu, LTV:CAC, retention |\n| Thang 6 | He thong tu van hanh, toi uu lien tuc | Tat ca KPI on dinh, organic tang |\n\n---\n\n## Skill Chaining — Chuoi ky nang\n\nSkill nay la master — goi cac skill con theo thu tu:\n\n```\n00-ke-hoach-mkt (MASTER)\n  |\n  |-- [1] 08-nghien-cuu-doi-thu  → Phan tich doi thu, tim khe\n  |-- [2] 09-insight-khach-hang  → Insight khach hang, noi dau\n  |-- [3] 10-tinh-kpi-nguoc      → Tinh ngan sach va KPI tu doanh thu muc tieu\n  |\n  |-- [4] Xuat ke hoach (file nay)\n  |\n  |-- [5] 01-lich-noi-dung       → Lich noi dung thang chi tiet\n  |-- [6] 02-brief-chien-dich    → Brief chien dich dau tien\n```\n\nKhi user yeu cau ke hoach marketing:\n1. Hoi 4 cau thu thap thong tin\n2. Chay skill 08, 09, 10 (co the song song)\n3. Tong hop thanh ke hoach nay\n4. De xuat chay tiep 01, 02 neu user can\n\n---\n\n## Checklist chat luong\n\nTruoc khi giao ke hoach, kiem tra:\n\n- [ ] Co du 7 phan (Strategy, SAVE, Content, Channel, Performance, Risk, Timeline)\n- [ ] SWOT dua tren du lieu thuc, khong doan\n- [ ] Competitive moat xac dinh ro — khong chung chung\n- [ ] SAVE Framework day du 4 yeu to\n- [ ] Content pillar co ti le cu the, cong = 100%\n- [ ] Funnel distribution dung ti le (TOFU 40%, MOFU 35%, BOFU 15%, Retention 10%)\n- [ ] Ngan sach phan bo theo giai doan (Launch/Growth/Mature)\n- [ ] Bang KPI 3 kich ban (Pessimistic/Base/Optimistic) da tinh\n- [ ] Risk matrix co it nhat 5 rui ro voi muc do + ke hoach xu ly\n- [ ] Timeline co milestone cu the theo thang\n- [ ] Benchmark su dung so lieu Vietnam 2025–2026\n- [ ] Cross-reference den cac skill lien quan\n- [ ] Tat ca so lieu co the do duoc — khong co cum tu \"tang manh\", \"nhieu hon\"\n- [ ] Tong ngan sach cong chinh xac 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chars)","verified":false,"liveness":"unknown","lastLivenessCheck":null,"agentReviews":{"count":0,"score_avg":null,"cost_usd_avg":null,"success_rate":null,"latency_p50_ms":null,"narrative_summary":null,"summary_updated_at":null},"enrichmentModel":"deterministic:skill-github:v1","enrichmentVersion":1,"enrichedAt":"2026-05-11T06:54:36.133Z","embedding":null,"createdAt":"2026-05-11T06:54:36.133Z","updatedAt":"2026-05-11T06:54:36.133Z","lastSeenAt":"2026-05-11T06:54:36.133Z","tsv":"'+10':1202,1213 '+15':1191 '+30':1175 '-10':1196,1207 '-15':1185 '-20':1180 '00':1,1768 '01':783,1821,1880 '02':1833,1881 '08':39,226,1775,1861 '09':45,310,1788,1862 '1':73,154,254,462,771,809,816,824,834,981,1261,1348,1442,1509,1566,1604,1682,1696,1774,1850 '1.1':159 '1.2':196 '1.3':220 '1.4':305 '10':50,749,1012,1017,1019,1021,1025,1097,1799,1863,1950 '100':1036,1037,1038,1086,1937,2027 '15':678,739,805,879,1004,1008,1010,1013,1026,1637,1948 '1500':820 '2':89,257,376,471,1394,1626,1686,1709,1787,1858 '2.1':394 '2.2':449 '2.3':492 '2.4':548 '20':668,1000,1002,1005,1009,1011,1027,1638 '2025':1247,1995 '2026':1248,1996 '24h':1535 '25':658,870,996,1001,1003,1028,1149 '2h':1474 '3':108,260,475,627,796,802,829,982,1162,1265,1347,1402,1641,1647,1722,1798,1868,1961 '3.1':632 '3.2':696 '3.3':767 '3.4':838 '30':851,859,1121,1321,1386 '30s':806 '35':645,726,994,997,1212,1946 '35k':1150 '3x':1313,1333 '4':67,129,480,886,985,1667,1814,1852,1875,1926 '4.1':892 '4.2':969 '4.3':1039 '40':712,1944 '45':992,995 '48h':1550 '4p':381 '5':689,797,811,1016,1018,1020,1024,1032,1033,1034,1082,1088,1403,1642,1820,1972 '5.1':1091 '5.2':1159 '5.3':1251 '5.4':1298 '50':1122,1130,1139,1490 '55':993,1190,1201 '6':986,1269,1350,1735,1832 '6.1':1353 '6.2':1513 '60':1131,1140 '7':775,812,989,1585,1662,1897 '7.1':1589 '7.2':1688 '800':819 '90':1341 'a/b':1406,1658 'access':450 'ad':121,913,923,991,1055,1059,1155,1275,1279,1312,1385,1651 'advantag':293 'ai':95 'algorithm':1430 'analysi':223 'anchor':543 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