| name | 61-budget-planning |
| description | Dung khi can chia TIEN marketing di dau bao nhieu — phan bo theo kenh, theo tang pheu va theo thang; ti le test vs scale; nguong tang va nguong cat lo; quy du phong; bang tracker chi tieu va nhip review. Kich hoat khi user nhac 'phan bo ngan sach', 'budget marketing', 'chi bao nhieu cho ads', 'ngan sach quy toi', 'budget allocation', 'nguong cat lo', 'tien it nen do vao dau', 'tieu het budget ma khong biet di dau'. Khong dung cho — tinh nguoc ngan sach can tu muc tieu doanh thu thi dung skill 10-tinh-kpi-nguoc; chia ngan sach chi tiet mot ky ads theo funnel thi dung skill 54-media-plan; ke hoach marketing tong the thi dung skill 00-ke-hoach-mkt. |
| metadata | {"version":"1.0.1","category":"strategy"} |
| license | MIT |
| triggers | ["phan bo ngan sach","budget planning","budget marketing","ngan sach campaign","budget quy","chi bao nhieu cho ads","budget allocation","nguong cat lo"] |
| output | File .md — budget plan: overview, phan bo theo kenh / funnel / campaign / thang, ti le test vs scale, nguyen tac dieu chinh + nguong cat lo, tracker, review cadence |
| related | ["10-tinh-kpi-nguoc","00-ke-hoach-mkt","54-media-plan","55-scaling-ads","21-audit-ads-performance","07-bao-cao-marketing"] |
Budget Planning — Ngan Sach Marketing
Budget khong phai con so co dinh — la cong cu ra quyet dinh: dat cuoc vao dau, rut ve khi nao. Leader phai biet: tong dang tieu bao nhieu, ROI tung kenh la gi, cai nao can tang, cai nao can cat. Goi 10-tinh-kpi-nguoc de tinh budget toi thieu tu revenue target truoc khi phan bo.
Thu thap thong tin
Doc .agents/product-marketing-context.md, ke hoach marketing va report ky truoc neu co. Neu thieu, hoi toi da 4 cau:
- Budget tong va ky ke hoach? Tong bao nhieu, cho thang / quy / nam?
- Revenue target ky nay? De tinh marketing % of revenue va budget toi thieu.
- Kenh dang chay va ROI ky truoc? Meta / TikTok / Google / Zalo / Email / Agency — kenh nao ROAS/CPL tot nhat?
- Co campaign lon nao can reserve budget khong? Launch, Tet, seasonal peak?
Nguyen tac
- Budget follow performance — khong cung nhac theo plan ban dau. Kenh work → tang; kenh khong work → cat.
- Luon giu 10-15% reserve — khong allocate het ngay dau ky. Reserve dung cho co hoi bat ngo hoac su co.
- Moi dong chi ra phai co KPI do duoc — khong co "branding khong do duoc".
- Khong phan bo deu — tap trung vao kenh work nhat; kenh moi chi cap budget test toi thieu (10-15%) truoc.
- Tinh nguoc tu doanh thu, khong tu kenh — budget la ket qua cua bai toan revenue, khong phai con so tuy hung.
Quy trinh
Buoc 1 — Chon phuong phap thiet lap budget
| Phuong phap | Cach tinh | Uu diem | Nhuoc diem |
|---|
| % Doanh thu | Budget = X% doanh thu ky vong | Don gian | Khong phan anh giai doan tang truong |
| Tinh nguoc tu muc tieu (khuyen dung) | Dat doanh thu → tinh nguoc CAC/CPL | Logic, co can cu | Can biet CAC/CPL lich su |
| Theo doi thu | Benchmark ngan sach nganh | Tranh under-invest | Khong phan anh dieu kien rieng |
Cong thuc tinh nguoc 7 buoc (chi tiet dung 10-tinh-kpi-nguoc):
1. Doanh thu muc tieu
2. / AOV = So don can
3. / CVR chot (30-50%) = So hot lead can
4. / CVR nurture (50-60%) = So warm lead can
5. / CVR thu lead (20-40%) = Tong reach can
6. Tong lead x CPL = Budget ads toi thieu
7. + Content + Tool + Agency = Total marketing budget
