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:
- San pham / dich vu gi? Mo ta ngan gon, diem khac biet chinh, muc gia.
- Khach hang muc tieu la ai? Do tuoi, gioi tinh, khu vuc, hanh vi, noi dau lon nhat.
- Muc tieu va ngan sach? Doanh thu muc tieu/thang, ngan sach marketing (ads + content + nhan su), thoi gian chien dich.
- 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] |
|
|
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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:
- Hoi 4 cau thu thap thong tin
- Chay skill 08, 09, 10 (co the song song)
- Tong hop thanh ke hoach nay
- 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%
