Product Marketing Context

# Product Marketing Context — [Ten san pham]

> Phien ban tai lieu: v1
> Cap nhat lan cuoi: [YYYY-MM-DD]
> Dung bang: Claude Code, ChatGPT, Gemini, bat ky AI agent nao

---

## 0. Nhat ky thay doi

Ghi moi nhat len dau. **Them dong moi, khong sua dong cu.** Moi dong ghi: muc nao doi va vi sao.

| Phien ban | Ngay | Doi gi | Ly do |
|-----------|------|--------|-------|
| v1 | [YYYY-MM-DD] | Tao lan dau | — |

**Khi nao bump phien ban:** doi dinh vi, doi persona uu tien, doi offer/gia, doi brand voice, doi muc tieu. **Khong bump** khi chi sua chinh ta hoac dien them chi tiet nho.

**Vi sao bat buoc:** hon 60 skill doc file nay lam nguon su that. Khi dinh vi doi ma khong ghi lai, moi output sau do doi theo trong im lang — 3 thang sau khong ai truy duoc ban brief thang truoc sinh ra tu phien ban nao. Skill `63-campaign-retrospective` va `39-content-audit` deu can biet dieu nay de so sanh dung ky.

---

## 1. Tong quan san pham

- **Ten san pham/dich vu:**
- **Mo ta 1 cau:**
- **Mo ta 2-3 cau:**
- **Nganh hang (khach tim theo tu khoa nao?):**
- **Loai mo hinh:** (SaaS / E-commerce / Dich vu / Marketplace / Khoa hoc / v.v.)
- **Gia va cach tinh gia:**
- **Website:**
- **Dang o giai doan:** (Launch / Growth / Mature)

## 2. Tep khach hang muc tieu

- **Phan khuc khach hang:** (B2C / B2B / B2B2C)
- **Quy mo cong ty khach (B2B):** (Startup / SME / Enterprise)
- **Nganh cua khach (B2B):**
- **Nguoi quyet dinh mua:** (Chu doanh nghiep / MKT Manager / CTO / End user)
- **Cong viec chinh khach thue SP de lam (JTBD):**
- **Use case cu the:**

## 3. Chan dung khach hang (Persona)

### Persona chinh: [Ten mo ta]
- **Nhan khau hoc:** Tuoi, gioi tinh, khu vuc, thu nhap
- **Nghe nghiep:**
- **Hanh vi online:** (kenh nao, tan suat, gio nao)
- **Muc tieu ca nhan:**
- **Noi dau lon nhat:**
- **Cau noi noi tam:** (Khach hay nghi nhung khong noi ra)

### Persona phu: [Neu co]
[Tuong tu]

## 4. Noi dau & Van de

- **Van de cot loi khach gap truoc khi tim den ban:**
- **Tai sao giai phap hien tai khong hieu qua:**
- **Dieu do ton cho khach bao nhieu:** (thoi gian / tien / co hoi)
- **Cam xuc tieu cuc:** (stress, so, nghi ngo)

## 5. Doi thu canh tranh

### Truc tiep (cung giai phap, cung van de)
- [Doi thu 1]: [diem manh] / [diem yeu cho khach]
- [Doi thu 2]: ...

### Gian tiep (khac giai phap, cung van de)
- [Doi thu 1]: ...

### Thu cap (cung giai phap, khac phan khuc)
- [Doi thu 1]: ...

## 6. Khac biet hoa (Differentiation)

- **3 diem khac biet chinh so voi doi thu:**
  1.
  2.
  3.
- **Tai sao khach chon ban thay vi doi thu:**
- **Dieu doi thu KHONG co ma ban CO:**

## 7. Rao can & Anti-persona

### Top 3 rao can khach noi ra
1. "Gia cao qua" → Cach xu ly: ...
2. "Khong biet co hieu qua khong" → Cach xu ly: ...
3. "Dang dung giai phap khac roi" → Cach xu ly: ...

### Anti-persona (KHONG la khach hang cua ban)
- Ai KHONG nen mua san pham nay:
- Tai sao:

## 8. Dong luc chuyen doi (JTBD 4 Forces)

- **Push** (Cai dang day khach roi khoi giai phap hien tai):
- **Pull** (Cai gi hap dan khach den voi ban):
- **Anxiety** (Lo lang khi chuyen sang ban):
- **Habit** (Thoi quen giu khach o lai giai phap cu):

## 9. Ngon ngu khach hang (Voice of Customer)

Ghi lai cac cau khach noi NGUYEN VAN — khong paraphrase.

- "..."
- "..."
- "..."

**Nguon:**
- Review (Shopee, Google, TikTok Shop)
- Tin nhan inbox
- Ghi am cuoc goi ban hang
- Survey

## 10. Giong noi thuong hieu (Brand Voice)

> Phan tich giong dieu tu mau that cua brand. Chi tiet brand voice day du: `35-brand-voice`.

### 10a. Brand voice co ban
- **3 tinh tu mo ta thuong hieu:**
- **Giong noi:** (Chuyen nghiep / Than thien / Hai huoc / Truyen cam hung)
- **KHONG dung giong:** (vi du: khong sap dat, khong xuong hang)
- **Vi du cau noi dung phong cach:**
- **Vi du cau KHONG nen dung:**

### 10b. Phan tich voice tu mau content (neu co)

Neu user cung cap 3–5 mau content da dang (bai post, email, video script), phan tich:

**Tin hieu voice:**
- Do dai cau trung binh
- Nhip doan van (cau ngan lien tuc hay doan dai?)
- Kieu hook thuong dung (cau hoi, con so, tinh huong, nguoc doi?)
- Goc nhin (ngoi thu nhat, thu hai, quan sat?)
- Tone (thuc te, am ap, thang than, vui ve, chuyen nghiep?)
- Cum tu dac trung hoac tu lap lai

**Tin hieu vang mat (Absence signals):**
- Tu/cu phap KHONG xuat hien o bat ky mau nao
- Kieu hook brand KHONG bao gio dung
- Tone brand KHONG bao gio cham

> **Quy tac:** Chi phan tich tu mau thuc te — khong tu nghi ra pattern. Neu mau it (<3), ghi ro la "can them mau de xac nhan pattern".

## 11. Bang chung xa hoi (Proof Points)

- **So lieu an tuong:** (khach, doanh thu, ket qua)
- **Review / Testimonial ngan:**
- **Logo khach hang lon / bao chi:**
- **Giai thuong / chung nhan:**
- **Case study noi bat:**

## 12. Muc tieu

- **Muc tieu 90 ngay toi:**
- **Muc tieu 12 thang:**
- **Chi so quan trong nhat (North Star Metric):**
- **Chi so phu:**

## Thu thap thong tin

### Buoc 0: Kiem tra context file

Kiem tra co file `.agents/product-marketing-context.md` khong:
- **Co** → Doc toan bo, lay thong tin san pham/khach hang/dinh vi. Khong hoi lai.
- **Khong** → De nghi user chay skill `product-marketing-context` truoc. 
  Neu user muon tiep tuc, hoi 2–3 cau toi thieu ve san pham.