Dung khi sap ra mat san pham, dich vu hoac khoa hoc MOI va can duong di ra thi truong — chon phan khuc beachhead, thong diep launch, kenh theo tung giai doan pre-launch, launch, post-launch, milestone va tieu chi go/no-go. Kich hoat khi user nhac 'go-to-market', 'GTM', 'ke hoach ra mat san pham', 'launch plan', 'tung san pham moi', 'san pham sap ra ma chua biet ban cho ai', 'ra mat khoa hoc moi', 'vao thi truong moi'. Khong dung cho — checklist va war-room dieu phoi ngay launch thi dung skill 60-launch-playbook; ke hoach marketing dinh ky ca ky thi dung skill 00-ke-hoach-mkt; chot dinh vi truoc do thi dung skill 58-positioning.
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:
San pham / offer / khoa hoc can launch la gi? Gia ban, co early bird / bundle khong, gioi han slot khong?
Target audience chinh: ai, dang o dau, dang nghi gi? Da co tep warm nao chua (follower, email list, khach cu)?
Timeline va budget: ngay launch cu the? Budget danh cho launch?
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
Khong launch lanh. Bat dau warm audience it nhat 2 tuan truoc launch — teasing, seeding, email warm-up.
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.
1 core message xuyen suot. Tat ca content launch phan anh cung 1 message — lay tu positioning statement.
Co plan B. Ngay launch co su co ky thuat (LP down, ads reject, payment loi) phai co phuong an thay the san.
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:
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.
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.
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`.
Dung khi can lich dang bai cho ca thang — chot content pillar va ti le, xep bai theo ngay va khung gio, ma tran tai su dung noi dung, va gan muc tieu cho tung tru cot. Kich hoat khi user nhac 'lich noi dung', 'content calendar', 'thang nay dang gi', 'len lich dang bai', 'ke hoach content thang', 'phan bo noi dung'. Khong dung cho — brief tung bai truoc khi viet thi dung skill 36-content-brief; viet caption thanh pham thi dung skill 37-caption-social; lap plan ky sau tu data thi dung skill 40-next-content-plan.
Dung khi can brief mot chien dich cu the cho ca team thuc thi — muc tieu, thong diep, deliverable, timeline phan cong theo tuan, gate duyet va ma tran rui ro. Kich hoat khi user nhac 'brief chien dich', 'ke hoach campaign', 'len brief cho team', 'chien dich thang toi', 'phan cong campaign', 'timeline chien dich'. Khong dung cho — ke hoach marketing ca ky thi dung skill 00-ke-hoach-mkt; danh sach asset can thiet ke thi dung skill 41-campaign-asset-list; giao viec cho tung nguoi thi dung skill 64-team-brief.
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`.