00-ke-hoach-mkt
# 00-ke-hoach-mkt This Claude Code skill creates a comprehensive fullstack marketing strategy by gathering business fundamentals through four structured questions about product, target audience, objectives, and current stage. It then synthesizes strategy using the SAVE framework, competitive analysis, customer insights, and performance metrics, calling dependent skills to enrich planning output before delivering a complete marketing roadmap with tactics, timeline, and success measurement criteria.
git clone --depth 1 https://github.com/minhnv0807/ai-business-skills /tmp/00-ke-hoach-mkt && cp -r /tmp/00-ke-hoach-mkt/skills/vi/00-ke-hoach-mkt ~/.claude/skills/00-ke-hoach-mktSKILL.md
# 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: 1. **San pham / dich vu gi?** Mo ta ngan gon, diem khac biet chinh, muc gia. 2. **Khach hang muc tieu la ai?** Do tuoi, gioi tinh, khu vuc, hanh vi, noi dau lon nhat. 3. **Muc tieu va ngan sach?** Doanh thu muc tieu/thang, ngan sach marketing (ads + content + nhan su), thoi gian chien dich. 4. **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 | |
Use when the user needs an overall marketing plan for a period — objectives, segments, positioning, channel mix, content direction, budget, timeline, KPIs, and a risk matrix, adapted to US, EU, SEA, or LATAM. Trigger on 'marketing plan', 'marketing strategy for next year', 'go-to-market roadmap', 'plan for Q3', 'we have no marketing plan', 'where should we spend next quarter'. Also use when a founder only says the business needs to grow and has no idea which channel to start with. Not for — one specific campaign, see `02-campaign-brief-global`; working backward from a revenue goal to spend, see `10-reverse-kpi-global`; splitting a budget across channels and months, see `61-budget-planning-global`; taking a brand new product to market, see `59-go-to-market-global`.
Use when the user needs a monthly or weekly content calendar — posting schedule per channel, funnel ratio, content pillars, repurposing matrix, and an owner per slot. Trigger on 'content calendar', 'posting schedule', 'what should we post this month', 'editorial calendar', 'social media plan', 'we post randomly with no plan'. Also use when the user only says the team keeps running out of things to post. Not for — the brief for one specific post, see `36-content-brief-global`; the caption text itself, see `37-social-caption-global`; deciding next period content from last period data, see `40-next-content-plan-global`; a paid campaign timeline, see `02-campaign-brief-global`.
Lich noi dung thang — len lich dang bai da kenh voi ti le pheu, content pillar, repurposing matrix, va scoring tieu chi.
Brief chien dich marketing — 9 phan day du tu Context den Risk, bao gom creative direction, RACI, budget allocation theo phase, va auto-trigger cac skill lien quan.
Use when a specific campaign needs a brief the whole team can execute from — context, objective, audience, core message, creative direction, channels, deliverables, week-by-week timeline, approval gates, and risks. Trigger on 'campaign brief', 'creative brief', 'launch brief', 'brief the team on this campaign', 'we are running a promo next month', 'what is the plan for this campaign'. Also use when the user describes a promotion out loud and asks for something the team can actually run. Not for — the whole period plan, see `00-marketing-plan-global`; the list of design files needed, see `41-campaign-asset-list-global`; assigning work to one person, see `64-team-brief-global`; a new product launch sequence, see `59-go-to-market-global`.
Danh gia hieu suat marketing — audit performance ads va organic, chan doan root cause, de xuat toi uu voi action plan 48h va checklist hang tuan.
Use when marketing numbers look bad and the user needs to know WHY — layered root-cause diagnosis across tracking, delivery, creative, landing page, offer, and audience quality, 5-Whys, regional benchmarks for US, EU, SEA, and LATAM, and a 48-hour action plan. Covers dropshipping ROAS and BE-ROAS. Trigger on 'why is CPA so high', 'my ads are not converting', 'ROAS dropped', 'we are burning budget', 'performance is bad this month', 'diagnose the funnel'. Also use when the user pastes a screenshot of numbers with no question attached. Not for — auditing account configuration and scoring health, see `21-ads-audit-global`; writing a report someone else reads, see `07-marketing-report-global`; turning a raw export into insight, see `13-data-analysis-global`.
Viet script video ngan cho TikTok, Reels, YouTube Shorts — 2 ban A/B, co hook, CTA, huong dan quay chi tiet