Product Marketing Context (Foundation Skill)
Day la foundation skill — chay TRUOC moi skill marketing khac. Tao file .agents/product-marketing-context.md chua thong tin goc ve san pham, khach hang, dinh vi — de cac skill khac khong phai hoi lai.
Vi sao can skill nay?
Truoc khi co skill nay, moi lan dung 1 skill khac (lap ke hoach, viet copy, bao cao), AI phai hoi lai:
- San pham la gi?
- Khach hang la ai?
- Doi thu la ai?
- Dinh vi the nao?
=> Lap di lap lai, mat thoi gian.
Sau khi co file product-marketing-context.md:
- Tra loi cac cau hoi nay 1 lan duy nhat tu dau du an
- Moi skill khac tu dong doc file nay → di thang vao cong viec
- Thong tin dong bo — khong co tinh trang skill nay noi A, skill khac noi B
Luong hoat dong
Buoc 1: Kiem tra file hien co
Dau tien, kiem tra co file .agents/product-marketing-context.md khong (hoac .claude/product-marketing-context.md voi setup cu).
Neu co:
- Doc file va tom tat noi dung hien co
- Hoi xem user muon cap nhat section nao
- Chi thu thap thong tin cho section do
Neu khong co — de xuat 2 cach:
-
Auto-draft tu codebase/website (khuyen dung, nhanh hon):
- Doc README, landing page, trang "Ve chung toi", mo ta san pham san co
- Draft V1 file context, user review + sua
- Lap lai den khi du
-
Thu thap tu dau:
- Hoi tung section — tung cai mot, khong hoi dau loat
- Moi section giai thich ngan + hoi cau hoi + xac nhan
Buoc 2: Thu thap thong tin (neu tu dau)
Di qua tung section duoi day — tung cai mot, KHONG hoi dau loat tat ca cau hoi cung luc.
Voi moi section:
- Giai thich ngan gon: "Section nay ghi nhan X"
- Hoi 1–3 cau hoi
- Xac nhan chinh xac
- Chuyen sang section tiep theo
Uu tien ngon ngu khach hang noi thuc te — nhung cau khach noi nguyen van co gia tri hon mo ta chuan chinh, vi no phan anh cach khach thuc su nghi va noi.
Buoc 3: Tao file
Luu vao .agents/product-marketing-context.md (tao folder .agents/ neu chua co).
Format file theo template ben duoi.
Template file
# 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:**
Cach cac skill khac dung file nay
Trong moi skill (00-ke-hoach-mkt, 05-copy-quang-cao, v.v.), them doan nay vao buoc "Thu thap thong tin":
## 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.
Checklist chat luong
Truoc khi ket thuc: