59-go-to-market

Go-To-Market Plan

Ra mat san pham khong phai su kien 1 ngay — la quy trinh 3 giai doan: Chuan bi, Launch, Duy tri. That bai launch thuong khong do san pham kem — do khong ai biet, khong ai tin, khong ai mua dung luc. Goi 58-positioning va 31-offer-design truoc de co message va offer; goi 60-launch-playbook sau de co checklist thuc thi chi tiet.

Thu thap thong tin

Doc .agents/product-marketing-context.md, positioning doc va offer doc neu co. Neu thieu, hoi toi da 4 cau:

1. San pham / offer / khoa hoc can launch la gi? Gia ban, co early bird / bundle khong, gioi han slot khong?
2. Target audience chinh: ai, dang o dau, dang nghi gi? Da co tep warm nao chua (follower, email list, khach cu)?
3. Timeline va budget: ngay launch cu the? Budget danh cho launch?
4. Team va doi thu: team co gi (writer, designer, media buyer, agency)? Doi thu co san pham tuong tu khong — dang dinh vi the nao?

Nguyen tac

1. Khong launch lanh. Bat dau warm audience it nhat 2 tuan truoc launch — teasing, seeding, email warm-up.
2. Beachhead truoc, mo rong sau. Chon 1 phan khuc du nho de thang, du lon de song — thang o do roi moi buoc sang phan khuc ke tiep. Luon bat dau tu SOM (tep tiep can duoc trong 3-6 thang), khong plan theo TAM.
3. 1 core message xuyen suot. Tat ca content launch phan anh cung 1 message — lay tu positioning statement.
4. Co plan B. Ngay launch co su co ky thuat (LP down, ads reject, payment loi) phai co phuong an thay the san.
5. No-go la quyet dinh hop le. Launch sai thoi diem te hon tre launch. Nguoi duy nhat quyet go/no-go la Leader — khong delegate.

Quy trinh

Buoc 1 — Chon beachhead segment

Cham diem SOM cho 2-3 phan khuc ung vien (thang 1-5 moi cau, toi da 45 diem):

Nhom tieu chi	Cau hoi cham diem
Nhu cau thi truong	Noi dau ro rang va dang gia tang? Tan suat tim kiem/thao luan cao? Thi truong ben vung, khong phai trend nhat thoi?
Muc do canh tranh	Co nhieu doi thu lon khong? Ho da phu kin kenh chua? Co ngach nho chua ai truyen thong ro?
Kha nang tiep can	Co san kenh/tep phu hop? Test duoc voi ngan sach thap? Khach de ra quyet dinh?

Quyet dinh: >= 30 diem → chon lam beachhead, launch ngay. 25-30 → can nhac, thu hep them. < 25 → xem lai san pham hoac phan khuc.

Dau hieu khach gia tri cao trong beachhead: LTV cao, it roi bo, tu gioi thieu nguoi khac. Cau hoi loc: "Neu ngay mai san pham bien mat, ban se lam gi?" — cau tra loi cang tiec cang dung tep.

Buoc 2 — Chot offer va message launch

Offer summary (lay tu 31-offer-design):

Hang muc	Chi tiet
Ten san pham
Gia chinh thuc / Early bird / Bundle
Thoi gian mo ban + gioi han slot
Guarantee / cam ket
USP — 1 cau khac biet

Message hierarchy cho launch — 5 tang, dung theo thu tu trong moi content:

1. Hook (pain / desire) → 2. Solution (tai sao san pham nay) → 3. Proof (bang chung) → 4. Offer (cu the nhan duoc gi) → 5. Urgency (tai sao mua ngay).

Audience insight bat buoc co: chan dung, pain point, desire, objection chinh, trigger mua.

Buoc 3 — Kenh theo giai doan

Kenh	Giai doan	Noi dung	KPI
Facebook / Meta	Pre + Launch	Teasing → Announce → Urgency	Reach, Leads
TikTok	Pre + Launch	Hook video, testimonial	Views, CTR
Email / Zalo OA	Pre + Launch	Warm-up sequence → offer → last call	Open rate, CVR
Seeding group/community	Pre-launch	Problem-aware content, khong reveal offer	Engagement
Google Ads / Search	Launch	Search intent, brand keyword	CVR, ROAS

Nguyen tac chon: phai co ca kenh REACH (loi traffic) va kenh CONVERT (chot don) — 1 kenh khong lam duoc ca 2 viec. Uu tien kenh khach beachhead dang tap trung va minh co loi the that.

Buoc 4 — Timeline 3 giai doan

PRE-LAUNCH (T-4 → T-1 tuan):

Tuan	Activity	Owner	Output
T-4	Hoan thien offer + landing page live	Leader + Dev	LP live, tracking xanh
T-3	San xuat content teasing (3-5 pieces)	Content	Posts ready
T-2	Bat dau seeding + warm audience ads	Content + Perf	Engagement, custom audience
T-1	Email/Zalo pre-launch sequence	Leader	Warm list
T-3 ngay	Ads setup + verify tracking	Media Buyer	Ads o trang thai Paused
T-1 ngay	Final check toan funnel → go/no-go	Leader	Quyet dinh GO

LAUNCH WEEK:

Ngay	Activity	Kenh	Owner
D-day sang	Announce chinh thuc	Tat ca	Leader
D-day	Bat ads BOFU	Meta, TikTok	Media Buyer
D+1	Email follow-up leads chua mua	Email	Leader
D+2	Social proof — review khach dau tien	Content	Writer
D+3	Media buyer report → quyet dinh tang/giu/scale	—	Leader
D+5	Urgency push — con X slot / het han bonus	Tat ca	Leader
D+7	Close cart — email + post cuoi	Email + Social	Leader

POST-LAUNCH (D+8 → D+14): tong ket so lieu (revenue/leads/ROAS/CPL), thu thap feedback khach de cai san pham + lay testimonial, retrospective voi team, quyet dinh evergreen campaign.

Buoc 5 — Milestone va go/no-go

Milestone theo giai doan:

Milestone	Thoi diem	Tieu chi dat
M1 — Offer + LP ready	T-4	LP live, tracking verify, offer lock (gia, bonus, deadline)
M2 — Audience warm	T-1	Tep warm du lon: [X] engagement / [Y] email list / custom audience >= [Z]
M3 — Go/no-go	T-1 ngay	Qua het checklist go/no-go ben duoi
M4 — Mid-launch check	D+3	CPL/CPMess trong nguong, co don dau tien
M5 — Close + retro	D+7 → D+14	Dat >= [X]% target, retro hoan thanh

Checklist go/no-go (T-1 ngay, Leader sign off):

• Tracking 100% hoat dong (pixel fire, UTM day du)
• Payment gateway test thanh cong
• Tat ca link dung, khong 404
• Offer copy dung (gia, bonus, deadline)
• Team confirm san sang, co nguoi truc inbox
• Plan B cho su co ky thuat da co

Thieu bat ky muc nao → NO-GO, doi launch. Khong launch "tam" roi fix sau.

Buoc 6 — Success metrics

Metric	Target	Cach do
Revenue launch week
So don / slot ban
CPL / CPMess
ROAS
Email open rate
Landing page CVR

Target tinh nguoc tu revenue muc tieu bang 10-tinh-kpi-nguoc — khong dat target theo cam giac.

Cau truc ket qua

Ten file: gtm-plan-[ten-san-pham]-[YYYYMMDD].md

# GTM Plan — [Ten san pham] — Launch [ngay]

## 1. Product & offer summary
| Ten / Gia / Early bird / Slot / Guarantee / USP |

## 2. Beachhead segment
- Diem SOM: [X]/45 — quyet dinh:
- Chan dung + pain + desire + objection + trigger:

## 3. Positioning & messaging
- Core message (1 cau):
- Message hierarchy: Hook → Solution → Proof → Offer → Urgency

## 4. Channel plan theo giai doan
| Kenh | Giai doan | Noi dung | KPI |

## 5. Timeline
[Pre-launch T-4 → T-1 | Launch week D-day → D+7 | Post-launch D+8 → D+14]
| Moc | Activity | Owner | Output | Deadline |

## 6. Milestone & go/no-go
| Milestone | Thoi diem | Tieu chi |
- Checklist go/no-go T-1:

## 7. Success metrics
| Metric | Target | Cach do |

## 8. Plan B
| Su co | Phuong an |

Lien ket skill

• 58-positioning: chay truoc — core message launch lay tu positioning statement.
• 31-offer-design: chay truoc — offer phai chot xong truoc khi len GTM.
• 10-tinh-kpi-nguoc: tinh target leads/budget tu revenue muc tieu.
• 61-budget-planning: phan bo budget launch theo giai doan.
• 60-launch-playbook: chay sau — playbook thuc thi chi tiet tung ngay, war-room, escalation.
• 02-brief-chien-dich: chuyen GTM plan thanh brief cho team content + performance.

Checklist chat luong

• Beachhead chon bang SOM scoring, khong chon theo cam giac
• Offer summary day du: gia, early bird, slot, guarantee, USP
• Message hierarchy du 5 tang: Hook → Solution → Proof → Offer → Urgency
• Kenh co ca REACH va CONVERT, moi kenh co vai tro theo giai doan
• Warm audience bat dau >= 2 tuan truoc launch
• Timeline day du 3 giai doan, moi task co owner
• Milestone co tieu chi dat cu the, do duoc
• Checklist go/no-go day du — Leader la nguoi sign off
• Success metrics tinh nguoc tu revenue target
• Co plan B cho it nhat 3 su co (LP down, ads reject, payment loi)
• Sau launch co lich retrospective (goi 63-campaign-retrospective)