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00-ke-hoach-mkt Dung khi can ke hoach marketing tong the cho mot ky — muc tieu, phan khuc, kenh, ngan sach, timeline, KPI va ma tran rui ro. Co ca che do ban day du va che do ke hoach 1 trang cho chu doanh nghiep nho. Kich hoat khi user nhac 'lap ke hoach marketing', 'ke hoach MKT', 'marketing plan', 'chien luoc marketing nam', 'plan quy toi', 'ke hoach 1 trang'. Khong dung cho — tinh nguoc ngan sach tu doanh thu thi dung skill 10-tinh-kpi-nguoc; phan bo ngan sach chi tiet theo kenh thi dung skill 61-budget-planning; brief mot chien dich cu the thi dung skill 02-brief-chien-dich.
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29-dropshipping-mastery-global Use when the user is launching or running a DROPSHIPPING business end to end — the full 12-phase pipeline: product research with winning criteria, Minea and PiPiAds, supplier sourcing on AliExpress, CJ, Spocket, and Zendrop, Shopify store and app setup, the 10-ads-per-week creative pipeline, interest and lookalike targeting, 3-5x markup and BE-ROAS math, customer service, and scaling. Trigger on 'start dropshipping', 'winning product research', 'Shopify store setup', 'AliExpress supplier', 'scale my dropshipping store', 'my store gets traffic and no sales'. Not for — only the ad copy, see `05-ad-copy-global`; only the product page, see `12-landing-page-brief-global`; only the account audit, see `21-ads-audit-global`; only pricing, see `17-pricing-strategy-global`.
22-personal-brand-context-global Use when starting work on a PERSONAL brand — a founder, coach, or creator, not a company: creates `.agents/personal-brand-context-global.md` covering story, expertise, audience, positioning, platforms, visual identity, and the asset inventory of style refs, face refs, logo, palette, and background, with region variants for US, EU, SEA, and LATAM. Skills 23 to 28 read it first. Trigger on 'personal brand setup', 'set up my founder brand', 'coach personal brand context', 'creator profile setup', 'the AI does not know my story', 'build my personal brand from zero'. Not for — a company or product brand, see `00-marketing-plan-global` and `product-marketing-context-global`; the 12-month strategy built on this, see `23-personal-brand-strategy-global`.
23-personal-brand-strategy-global Use when a PERSONAL brand — founder, coach, or creator — needs a 12-month strategy: niche selection with Ikigai and a 3x3 matrix, positioning statement, a three-chapter story arc, four content pillars with 28 topics, a five-stage authority ladder, and a Q1 to Q4 growth plan. Trigger on 'personal brand strategy', 'founder brand plan', 'coach positioning', 'creator strategy', 'what niche should I own', 'I post constantly and nothing compounds'. Also use when the user has followers and no direction. Not for — a company brand, see `58-positioning-global` and `00-marketing-plan-global`; the context file this reads first, see `22-personal-brand-context-global`; turning it into revenue, see `27-personal-brand-monetize-global`.
name 00-ke-hoach-mkt description Dung khi can ke hoach marketing tong the cho mot ky — muc tieu, phan khuc, kenh, ngan sach, timeline, KPI va ma tran rui ro. Co ca che do ban day du va che do ke hoach 1 trang cho chu doanh nghiep nho. Kich hoat khi user nhac 'lap ke hoach marketing', 'ke hoach MKT', 'marketing plan', 'chien luoc marketing nam', 'plan quy toi', 'ke hoach 1 trang'. Khong dung cho — tinh nguoc ngan sach tu doanh thu thi dung skill 10-tinh-kpi-nguoc; phan bo ngan sach chi tiet theo kenh thi dung skill 61-budget-planning; brief mot chien dich cu the thi dung skill 02-brief-chien-dich. argument-hint <sản phẩm + objective + target user> metadata {"version":"2.0.1","category":"strategy"} triggers ["lap ke hoach marketing","fullstack marketing plan","chien luoc marketing","ke hoach trien khai","ke hoach content","performance plan","phan bo ngan sach","ke hoach kenh","GTM","launch san pham","ke hoach campaign"] output File .md hoan chinh gom 7 phan — Strategy, SAVE Framework, Content Plan, Channel & Budget, Performance KPI, Risk Matrix, Timeline related ["08-nghien-cuu-doi-thu","09-insight-khach-hang","10-tinh-kpi-nguoc","01-lich-noi-dung","02-brief-chien-dich","03-danh-gia-hieu-suat"]
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]
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:
