Vai tro skill: Nay la "INPUT GATE" cua moi project marketing. Khac voi 02-brief-chien-dich (agency soan cho team), 06-brief-ugc-egc (agency soan cho creator), 12-brief-landing-page (agency soan cho dev) — skill 20 nay la form khach hang dien CHO agency de cung cap thong tin dau vao.
Khi dùng opa-prd (OPA KIT) thay thế
Skill này (20-brief-client-intake) focus marketing intake cho agency relationship — discovery khách hàng mới của agency. KHÔNG dùng cho:
| Tình huống | Use |
|---|---|
| Full product PRD (tech SaaS, feature spec) | opa-prd --mode=product (OPA KIT) — 12 sections, Deep Modules, GTM |
| Course / lesson module PRD | opa-prd --mode=lesson — Bloom-anchored learning PRD |
| Single creative brief TVC | opa-prd --mode=creative — 1-page |
| Marketing campaign intake (multi-creative) | 02-brief-chien-dich (this repo) |
opa-prd là PRD authoring chuyên sâu cho tech + creative + lesson, plain Vietnamese cho non-tech clients fill. Install OPA KIT: https://github.com/minhnv0807/opa-kit.
Khi nao dung skill nay?
| Tinh huong | Dung skill 20? |
|---|---|
| Khach hang moi lien he, can thu thap thong tin truoc khi quote | YES |
| Bat dau project mar moi, can du lieu input chi tiet | YES |
| Re-brief khi khach mo rong scope hoac thay doi muc tieu | YES |
| Onboarding khach retainer dai han | YES |
| Da co du thong tin tu meeting → di thang sang 00-ke-hoach-mkt | NO |
Thu thap thong tin truoc khi tao brief
Hoi user (agency/marketing lead) toi da 4 cau:
- Khach hang nganh gi? (Spa, F&B, Healthcare, Education, Fashion, SaaS, Real Estate, ...)
- Quy mo khach hang? (Local 1 chi nhanh / Chuoi / SME / Enterprise)
- Loai project? (Khai truong / Re-launch / Scale / Retainer dai han / 1-shot campaign)
- Hinh thuc gui brief? (Email file .md / In giay hop offline / Google Form / Notion)
Co che detect nganh → load variant
Skill nay co 20 variants trong folder variants/. Moi variant la FULL BRIEF (11 phan A-K) duoc toi uu hoa cho dac thu nganh do — KHONG phai chi override vai cau.
Mapping ten file → nganh
| # | File variant | Nganh ap dung |
|---|---|---|
| NHOM 1 — LOCAL SERVICE | ||
| 01 | 01-spa-beauty.md |
Spa, Beauty Salon, Nail, Tham my khong xam lan |
| 02 | 02-fnb-restaurant.md |
Nha hang, Quan cafe, Bakery, Quan an |
| 03 | 03-healthcare-clinic.md |
Phong kham, Nha khoa, Phong kham nhi, Phong kham da khoa |
| 04 | 04-fitness-gym-yoga.md |
Gym, Yoga, Pilates, Boxing, Studio fitness |
| 05 | 05-education-center.md |
Trung tam tieng Anh, Trung tam ky nang, Day nghe, Mam non |
| 06 | 06-wedding-photography.md |
Studio cuoi, Ao cuoi, Chup anh kid/family, To chuc tiec |
| 07 | 07-pet-service.md |
Spa thu cung, Pet shop, Pet hotel, Pet clinic |
| NHOM 2 — PRODUCT/ECOMMERCE | ||
| 08 | 08-fashion.md |
Thoi trang nam/nu, Tui xach, Giay dep, Phu kien |
| 09 | 09-cosmetics-skincare.md |
My pham, Skincare, Makeup, Tinh chat |
| 10 | 10-fnb-product.md |
Banh, Do uong dong goi, Dac san, Healthy food |
| 11 | 11-mom-baby.md |
Bim sua, Quan ao tre em, Do choi, Sua bot |
| 12 | 12-home-living.md |
Noi that, Gia dung, Decor, Bep |
| 13 | 13-health-supplement.md |
TPCN, Collagen, Vitamin, Detox, Yen sao |
| NHOM 3 — B2B/SERVICE ONLINE | ||
| 14 | 14-saas-software.md |
SaaS, App, Tool online, Platform B2B |
| 15 | 15-agency-consulting.md |
Mar agency, Design agency, Tu van DN, Ke toan |
| 16 | 16-online-course.md |
Khoa hoc online, Coaching, Mentor, Training |
| NHOM 4 — HIGH-TICKET / LONG SALES CYCLE | ||
| 17 | 17-real-estate.md |
Du an BDS, Moi gioi BDS, Cho thue van phong |
| 18 | 18-auto-vehicle.md |
O to, Xe may, Phu tung xe, Showroom |
| 19 | 19-travel-resort.md |
Resort, Khach san, Tour, Homestay, Tour du lich |
| 20 | 20-aesthetic-clinic.md |
Tham my vien, Phong kham TM cao cap, Botox/Filler |
Logic detect
1. User noi nganh ro rang (VD: "khach Spa") → Load variant tuong ung
2. User noi mo ho (VD: "khach lam ve dep") → Hoi xac nhan: "Spa truyen thong, Tham my vien cao cap, hay My pham?"
3. User noi nganh chua co variant → Dung template chung trong SKILL.md nay + custom theo y user
4. Khach co nhieu nganh kinh doanh → Tao multiple briefs, moi nganh 1 file
Cau truc chung 11 phan (A-K) — ap dung cho moi variant
Day la khung suon. Moi variant trong variants/ se:
- Giu nguyen 11 phan A-K
- Override noi dung tung phan cho dac thu nganh
- Them cau hoi/section dac biet ne 1 nganh can (VD: phap ly cho Healthcare, financing cho Auto)
A. THONG TIN DOANH NGHIEP
Brand basic, founder story, philosophy, cam ket
B. SAN PHAM & DICH VU
Phan khuc, danh muc, gia, USP, combo/bundle
C. KHACH HANG MUC TIEU
Demographics, psychographics, behavior, persona
D. CANH TRANH & VI THE
Doi thu truc tiep, gian tiep, thu cap, dinh vi mong muon
E. MUC TIEU CHIEN DICH
Ngay launch, KPI cu the, KPI dai han
F. NGAN SACH & TIMELINE
Tong ngan sach, phan bo, timeline tong
G. NGUON LUC HIEN CO
Team in-house, co so vat chat, EGC readiness
H. TAI SAN SO HIEN CO
Cac kenh dang co, website, database khach
I. YEU CAU SANG TAO
Tone, brand inspiration, do/don't, rang buoc phap ly
J. DELIVERABLES MONG MUON
Strategy, creative, vanh hanh, bao cao
K. THONG TIN BO SUNG
Tai lieu dinh kem, cau hoi, thong tin them
Cach skill chay
Buoc 1 — Detect nganh
Tu input cua user, xac dinh nganh va load variant tuong ung.
Buoc 2 — Tao file output
- Ten file:
brief-client-intake-[ten-khach-hoac-nganh]-[YYYYMMDD].md - Vi du:
brief-client-intake-spa-luna-20260428.md - Luu vao thu muc lam viec hien tai
Buoc 3 — Render full brief
Render toan bo noi dung variant + customize them theo thong tin user da cung cap.
Variant la khung noi dung, khong phai cau chu cuoi: viet lai toan bo cau chu gui khach theo nguyen tac 6 (ngon ngu nguoi that) va references/ngon-ngu-nguoi-that.md. Brief gui khach viet tieng Viet CO DAU.
Buoc 4 — Huong dan gui khach
Cuoi file co Next Steps:
- Hinh thuc gui (Email/Zalo/Google Form/in giay)
- Han nop (mac dinh 5-7 ngay)
- Lich review brief sau khi nhan
- Lich len plan v1
Buoc 5 — Auto-trigger downstream
Sau khi khach dien xong va gui lai, tu dong de xuat:
20-brief-client-intake (HOAN THANH input)
|
|-- [Tiep theo 1] 09-insight-khach-hang → Khai thac sau persona tu Phan C
|-- [Tiep theo 2] 08-nghien-cuu-doi-thu → Phan tich doi thu tu Phan D
|-- [Tiep theo 3] 10-tinh-kpi-nguoc → Tinh KPI nguoc tu muc tieu Phan E
|-- [Tiep theo 4] 00-ke-hoach-mkt → Tong hop thanh ke hoach mar
|-- [Tiep theo 5] 02-brief-chien-dich → Brief chien dich cu the
Nguyen tac thiet ke brief (universal)
1. Friendly cho khach khong chuyen mar
- Khong dung jargon (TOFU, ROAS, CPA) tru khi giai thich
- Co goi y vi du moi cau hoi
- Co option "Chua quyet — can tu van" — khach khong biet ko phai bo trong
2. Cau hoi co cau truc, khong viet tu luan
- Uu tien checkbox/radio button → de ky
- Bang ke 2-3 cot → de dien tren mobile
- Truong text dai chi cho persona/story
3. Tu de → kho
- Phan A (info don gian) → phan K (info phuc tap)
- Khach build momentum, khong bi nan tu dau
4. Tinh khoang gian dien (UX)
- Toi da 30-45 phut khach dien xong
- Co progress indicator (Phan A/11 → K/11)
- Co tom luoc su dung thong tin nay nhu the nao
5. Co commitment cuoi
- Khach ky cam ket cung cap thong tin trung thuc
- Agency cam ket bao mat, dung muc dich
- Timeline ro rang (24h xac nhan, 5-7 ngay co plan v1)
6. Ngon ngu nguoi that, cham dung noi dau
Brief giong van ban hanh chinh hay giong AI thi chu DN dien qua loa. Viet nhu nguoi trong nghe noi chuyen:
- Mo brief bang phan "Anh/chi dang gap chuyen nao?" — 5-8 noi dau that cua nganh de tick, viet bang cau chu DN hay noi.
- Hoi bang tinh huong va canh nhin thay duoc, khong hoi bang khai niem (muc tieu, dinh vi, USP, persona, KPI).
- Hoi ca cam xuc (so gi, met gi, mong gi) — nguyen lieu cho noi dung va cach tu van.
- Moi phan co 1 cau "vi sao em hoi" dong cam; tranh tu ngu sao rong (toi uu, nang tam, toan dien, giai phap...).
- Dong cam, khong hu doa: khong phong dai noi dau, khong hua ket qua bang con so.
- Tu dien doi giong, kho noi dau 20 nganh, vi du truoc/sau:
references/ngon-ngu-nguoi-that.md.
Checklist chat luong (truoc khi gui khach)
Noi dung
- Du 11 phan A-K
- Moi cau hoi co goi y vi du cu the cho nganh
- Tat ca lua chon dung thuat ngu khach hieu (khong jargon)
- Co option "Chua quyet — can tu van" o cau dieu kien
- Ngon ngu match tone agency va khach (sang trong / friendly / chuyen nghiep)
Cau truc
- Header co thong tin agency, ngay phat, han nop
- Tat ca bang co header ro rang
- Checkbox/radio dung dinh dang Markdown chuan
- Co Next Steps cuoi file
- Co commitment va xac nhan cuoi
Ngon ngu (nguyen tac 6)
- Doc to 3 cau bat ky — nghe nhu nguoi noi chuyen, khong nhu van ban hanh chinh
- Co phan "Anh/chi dang gap chuyen nao?" voi 5-8 noi dau dung nganh
- Lua chon la cau chu DN tu noi ra duoc; khong con tu trong cot "Tranh" cua tu dien doi giong
- Co it nhat 1 cau hoi ve cam xuc (so / met / mong)
- Khong phong dai noi dau, khong hua ket qua bang con so
Theo nganh
- Phan B (San pham/Dich vu) co cau hoi dac thu nganh
- Phan C (Persona) co vi du persona dac thu
- Phan D (Doi thu) co cau hoi ve mo hinh canh tranh dac thu
- Phan I (Sang tao) co rang buoc phap ly nganh (neu co)
- Phan J (Deliverables) co option deliverable dac thu
Lien ket skill
00-ke-hoach-mkt— Sau khi nhan brief input, lap ke hoach mar tong the02-brief-chien-dich— Sau khi co plan, viet brief chien dich cu the08-nghien-cuu-doi-thu— Mo rong phan D (Doi thu) thanh research chi tiet09-insight-khach-hang— Mo rong phan C (Persona) thanh insight sau10-tinh-kpi-nguoc— Mo rong phan E (KPI) thanh tinh nguoc chi tiet
References
variants/— 20 file variant chi tiet theo tung nganhreferences/ngon-ngu-nguoi-that.md— nguyen tac giong nguoi that, tu dien doi giong, kho noi dau + cam xuc 20 nganh VN, vi du truoc/sau- Project root
brief-khach-hang-spa-le-chan-20260428.md— Vi du output thuc te (Spa)