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61-budget-planning

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.

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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:

  1. Budget tong va ky ke hoach? Tong bao nhieu, cho thang / quy / nam?
  2. Revenue target ky nay? De tinh marketing % of revenue va budget toi thieu.
  3. Kenh dang chay va ROI ky truoc? Meta / TikTok / Google / Zalo / Email / Agency — kenh nao ROAS/CPL tot nhat?
  4. Co campaign lon nao can reserve budget khong? Launch, Tet, seasonal peak?

Nguyen tac

  1. Budget follow performance — khong cung nhac theo plan ban dau. Kenh work → tang; kenh khong work → cat.
  2. Luon giu 10-15% reserve — khong allocate het ngay dau ky. Reserve dung cho co hoi bat ngo hoac su co.
  3. Moi dong chi ra phai co KPI do duoc — khong co "branding khong do duoc".
  4. Khong phan bo deu — tap trung vao kenh work nhat; kenh moi chi cap budget test toi thieu (10-15%) truoc.
  5. 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 phapCach tinhUu diemNhuoc diem
% Doanh thuBudget = X% doanh thu ky vongDon gianKhong phan anh giai doan tang truong
Tinh nguoc tu muc tieu (khuyen dung)Dat doanh thu → tinh nguoc CAC/CPLLogic, co can cuCan biet CAC/CPL lich su
Theo doi thuBenchmark ngan sach nganhTranh under-investKhong 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

Lap 3 scenario: Conservative (CVR thap hon TB nganh, CPL cao hon) · Base case (bang TB nganh) · Optimistic (sau khi toi uu). Ke hoach chinh dung Base, chuan bi tam ly bang Conservative.

Buoc 2 — Phan bo tong quan theo bucket

Bucket% goi yMuc dich
Paid Ads (Performance)50-65%Meta, TikTok, Google, Zalo
Content Production10-15%Video, design, copywriting
KOL / KOC / Seeding5-10%Social proof, UGC
Agency / FreelancerTheo scopeNeu co
Tools / Software2-5%Ads tools, design tools, email/CRM
Campaign Reserve (du phong)10-15%Co hoi bat ngo / su co — KHONG allocate truoc

Buoc 3 — Phan bo theo kenh

Benchmark SME Vietnam (dieu chinh theo nganh va data rieng):

Kenh% ngan sach adsObjectiveExpected CPL/ROAS
Meta Ads (FB + IG)50-60%Lead / Purchase
TikTok Ads15-20%Awareness / Lead
Google Ads / SEO10-15%Search intent
Zalo Ads / OA5-10%Retarget / Local / Nurture
Kenh moi (test)10-15%Validate

Logic phan bo: kenh dang co ROAS/CPL tot → tang ti trong; kenh moi → budget test toi thieu truoc; khong phan bo deu.

Buoc 4 — Phan bo theo funnel va ti le test vs scale

Budget split chuan performance trong tung kenh:

Muc dich%Ghi chu
Testing (creative + audience moi)30%Luon co dong test — creative fatigue den nhanh
Scale (winner da xac nhan)50%Chi scale campaign co data thang
Retargeting15%Warm audience — CPL re nhat funnel
Lookalike5%Mo rong tu tep converter

Theo funnel: TOFU (reach/awareness) — MOFU (lead/nurture) — BOFU (conversion/retarget) — ti le tuy giai doan: launch nghieng TOFU, mature nghieng BOFU + retention.

Buoc 5 — Phan bo theo campaign va thang

CampaignThangBudgetObjectiveKPI
Always-on (retarget + nurture)Ca ky
Campaign A (launch/seasonal)
Testing budgetCa kyThu kenh / angle moi
Reserve—10-15%

Buoc 6 — Nguong tang / cat budget (decision rules)

Tang budget khi (du CA 2 dieu kien):

  • ROAS > target x 1.5 trong >= 7 ngay lien tiep, HOAC CPL < target x 0.7 va volume du
  • Audience chua bao hoa (frequency < 2.5)
  • Muc tang: +20-30% moi lan, khong gap doi dot ngot

Cat / pause budget khi (nguong cat lo):

Dieu kienHanh dong
ROAS < break-even sau 14 ngayCat kenh/campaign, chuyen budget sang kenh work
CPL > target x 2 sau 7 ngay testPause, thay creative/audience truoc khi bat lai
Frequency > 4Audience saturation — dung scale, refresh creative
Spend > 110% ke hoach thangCap daily budget, review lai phan bo

Vi du CPL rule hang tuan (nganh dich vu local — can chinh theo AOV cua ban): CPL < 12K & freq < 2.0 → WIN, scale +20-30% · 12-15K → acceptable, theo doi · 15-18K & freq 2.0-2.5 → optimize, thay creative · > 18K & freq > 2.5 → PAUSE, replace.

Khong bao gio tang budget khi CPL dang xau — fix creative/tracking truoc.

Buoc 7 — Tracker va review cadence

Budget tracker theo thang:

ThangBudget planThuc chiVarianceROAS/ROIGhi chu
Thang 1
Thang 2
Thang 3
Tong quy

Review cadence:

NhipViecOutput
Hang tuanXem CPL/ROAS tung kenh — ap decision rules Buoc 6Dieu chinh ngay neu cham nguong
Hang thangReview tong phan bo, budget reconciliation plan vs actualRebalance cho thang sau
Hang quyReview chien luoc phan bo tong the, LTV:CACDieu chinh strategy

Suc khoe don vi kinh te — LTV:CAC:

Ti leY nghiaHanh dong
< 1:1Dang lo tren moi khachDung scale, fix product/price
1:1 → 3:1Hoa von den kha thiToi uu conversion, tang AOV
> 3:1HealthyBat dau scale
> 5:1Rat totTang ngan sach ads manh

Cau truc ket qua

Ten file: budget-plan-[ten-thuong-hieu]-[YYYYMMDD].md — gom: I. Budget overview (tong, revenue target, marketing % of revenue, ky) · II. Phan bo bucket · III. Phan bo kenh · IV. Test vs scale split · V. Phan bo campaign/thang · VI. Decision rules + nguong cat lo · VII. Tracker · VIII. Review cadence.

Lien ket skill

  • 10-tinh-kpi-nguoc: tinh budget toi thieu tu revenue target — chay truoc buoc phan bo.
  • 00-ke-hoach-mkt: budget plan la Phan 4 chi tiet hoa cua ke hoach tong.
  • 54-media-plan: trien khai budget ads thanh media plan cu the theo campaign/adset.
  • 55-scaling-ads: quy trinh scale khi cham nguong tang budget.
  • 21-audit-ads-performance: audit khi kenh cham nguong cat lo lien tuc.
  • 07-bao-cao-marketing: budget reconciliation trong report thang.

Checklist chat luong

  • Budget tinh nguoc tu revenue target, co 3 scenario
  • Co du 3 lop phan bo: bucket → kenh → campaign/thang
  • Ti le test vs scale ro rang (Testing 30 / Scale 50 / Retarget 15 / LAL 5)
  • Reserve 10-15% duoc giu lai, khong allocate truoc
  • Nguong tang va nguong cat lo co con so cu the (ROAS, CPL, frequency, so ngay)
  • Kenh moi chi nhan budget test 10-15%
  • Moi dong budget co KPI do duoc di kem
  • Co tracker plan vs actual theo thang
  • Review cadence tuan/thang/quy co output ro
  • LTV:CAC duoc kiem tra truoc khi quyet dinh scale

レビュー

まだレビューはありません。使ってみた感想をお寄せください。

同じリポジトリのスキル

概要と使いどころ

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.

日本語の概要は準備中です。原文の説明を表示しています。

minhnv0807/ai-business-skills6132026年9月12日 更新

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`.

日本語の概要は準備中です。原文の説明を表示しています。

minhnv0807/ai-business-skills6132026年9月12日 更新

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`.

日本語の概要は準備中です。原文の説明を表示しています。

minhnv0807/ai-business-skills6132026年9月12日 更新

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.

日本語の概要は準備中です。原文の説明を表示しています。

minhnv0807/ai-business-skills6132026年9月12日 更新

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.

日本語の概要は準備中です。原文の説明を表示しています。

minhnv0807/ai-business-skills6132026年9月12日 更新

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`.

日本語の概要は準備中です。原文の説明を表示しています。

minhnv0807/ai-business-skills6132026年9月12日 更新

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