# BRIEF KHACH HANG — HOME & LIVING (NOI THAT / GIA DUNG / TRANG TRI NHA)

> **Variant chuyen biet cho:** Noi that, Gia dung, Trang tri nha, Den trang tri, Goi chan dem, Tap de ban, San pham nha bep, Cay xanh/Non bo, Do thu cong my nghe, Storage/Organizer.
>
> **Khong phu hop voi:** Bat dong san (dung `17-real-estate.md`), Xe co (dung `18-auto-vehicle.md`).

---

## HUONG DAN
- Thoi gian: **30-35 phut**
- Gui kem: hinh phong showroom/studio, hinh san pham lifestyle, lookbook noi that

---

## PHAN A — DOANH NGHIEP

### A1. Co ban
| Hang muc | Thong tin |
|----------|-----------|
| Ten brand/cua hang | |
| Tagline | |
| Danh muc chinh | □ Noi that □ Gia dung □ Trang tri nha □ Den □ Goi chan dem □ Nha bep □ Cay xanh □ Thu cong my nghe □ Storage/Organizer □ Khac |
| Mo hinh | □ Tu san xuat □ Nhap khau □ Phan phoi □ OEM □ Handmade/Thu cong |
| Xuat xu | □ VN □ Nhat □ Italia □ Dan Mach □ Trung □ Khac |
| Showroom/cua hang | |
| So chi nhanh | |
| Web | |
| Fanpage | |
| Instagram | |
| Shopee | |

### A2. Doi ngu
| Vi tri | So luong |
|--------|---------|
| Founder/Owner | |
| Designer noi that | |
| Sales/Tu van | |
| Marketing | |
| Van hanh | |

### A3. Cau chuyen brand
> *Phong cach thiet ke cua brand? Cam hung tu dau? Co thien ve sustainable/handmade khong?*

```
[Dien]
```

### A4. Cam ket chat luong
| Cam ket | Mo ta |
|---------|-------|
| Chat lieu | (go that, inox 304, vai dau soi...) |
| San xuat | (Made in VN / nhap khau chinh hang) |
| Bao hanh | |
| Doi tra | |
| Tu van thi cong (neu co) | |

---

## PHAN B — SAN PHAM

### B1. Phan khuc
- [ ] Binh dan (sp 200-500K)
- [ ] Trung cap (500K-2tr)
- [ ] Cao cap (2-10tr)
- [ ] Premium (10-50tr)
- [ ] Luxury/Bespoke (50tr+)

### B2. Danh muc san pham
| Danh muc | Phong cach | So SKU | Khoang gia | Chu luc? | Bestseller? |
|----------|-----------|--------|-----------|---------|------------|
| | | | | | |
| | | | | | |
| | | | | | |
| | | | | | |

### B3. Bestseller (top 5)
| STT | Ten SP | Phong cach | Gia | DT/thang | % DT tong |
|----|--------|-----------|-----|----------|-----------|
| 1 | | | | | |
| 2 | | | | | |
| 3 | | | | | |
| 4 | | | | | |
| 5 | | | | | |

### B4. Phong cach thiet ke chinh
- [ ] Minimalist / Scandinavian
- [ ] Japandi (Japan + Scandi)
- [ ] Industrial / Loft
- [ ] Bohemian / Earthy
- [ ] Modern / Contemporary
- [ ] Tropical / Natural
- [ ] Luxury / Classic
- [ ] Vintage / Retro
- [ ] Wabi-sabi
- [ ] Khac: ............

### B5. Cac dich vu di kem (neu co)
- [ ] Tu van thiet ke noi that mien phi
- [ ] Thi cong lap dat
- [ ] Do kich thuoc theo yeu cau
- [ ] Giao hang mien phi (thu do, toan quoc)
- [ ] Bao hanh tai nha

### B6. Kenh ban
| Kenh | Co? | % DT |
|------|-----|------|
| Showroom | □ Co | |
| Web rieng | □ Co | |
| Shopee | □ Co | |
| TikTok Shop | □ Co | |
| Lazada | □ Co | |
| Instagram Shop | □ Co | |
| B2B (khach san, van phong, BDS) | □ Co □ Khong | |

### B7. USP
1. ............................
2. ............................
3. ............................

---

## PHAN C — KHACH HANG

### C1. Doi tuong (chon 2)
- [ ] **Cap doi tre don to 25-35** (mua can ho dau, setup lan dau)
- [ ] **Gia dinh 30-45** (nang cap nha, muon dep hon)
- [ ] **Nguoi doc than 25-35** (cham chut khong gian rieng)
- [ ] **Chuyen nha** (mua nha moi, can do moi)
- [ ] **Interior enthusiast** (thich thiet ke, follow Pinterest/IG)
- [ ] **B2B: khach san, cafe, van phong, BDS**
- [ ] **Qua tang** (khach nuoc ngoai, qua cuoi hoi, qua doanh nghiep)

### C2. Muc dich mua
- [ ] Setup can ho/nha moi
- [ ] Nang cap 1 phong (phong ngu, phong khach, bep)
- [ ] Trang tri theo mua (Tet, Giang Sinh)
- [ ] Qua tang
- [ ] Thay moi dinh ky
- [ ] Impulse buy (thay dep la mua)

### C3. Thu nhap
- [ ] Duoi 15tr/thang
- [ ] 15-30tr
- [ ] 30-60tr
- [ ] 60tr+

### C4. Hanh vi mua
> *Insight: Khach home & living thuong browse rat lau (1-4 tuan) truoc khi mua.*

- [ ] **Visual decision** — mua hoac khong mua vi nhin dep
- [ ] **Research ky** — do kich thuoc, chat lieu, review
- [ ] **Inspirational** — browse Pinterest/IG roi tim mua
- [ ] **Impulse** — thay TikTok la mua luon
- [ ] **Bundle buyer** — mua nhieu mon cung luc (setup phong)

### C5. Persona
> *VD: "Chi Huong, 32 tuoi, IT manager, song quan A, vua mua can ho, setup toan bo phong ngu theo phong cach Japandi, ngan sach 20tr, browse Pinterest + IG 2h/ngay de tim y tuong, mua Shopee nhung xem showroom truoc..."*

```
[Dien]
```

### C6. Hanh trinh
| Buoc | Khach lam gi |
|------|-------------|
| 1. Inspiration | (Scroll Pinterest, IG, TikTok room tour) |
| 2. Research | (Do kich thuoc, hoi tu van, xem review Shopee) |
| 3. Shortlist | (3-5 san pham yeu thich) |
| 4. Showroom/Web | (Xem truc tiep, do mau, chat tu van) |
| 5. Quyet dinh | (Dat hang, coc) |
| 6. Nhan hang | (Lap dat, trai nghiem) |
| 7. Khoe nha | (Post IG, TikTok, recommend ban be) |

---

## PHAN D — CANH TRANH

### D1. Doi thu truc tiep
| Brand | Phong cach | Gia | Diem manh | Diem yeu |
|-------|-----------|-----|-----------|---------|
| | | | | |
| | | | | |
| | | | | |

### D2. IKEA / JYSK / Noi that lon anh huong
| Brand | Anh huong | Khac biet cua minh |
|-------|----------|-------------------|
| | | |
| | | |

### D3. Brand muon nho den nhu the nao?
> *VD: "Noi that Japandi thuan tuy cho nguoi VN" / "Do trang tri handmade dep ma re"*

```
[Dien — 1 cau]
```

### D4. Dinh vi
- [ ] **Niche style** (chi 1 phong cach, lam tot nhat)
- [ ] **Affordable design** (dep, gia phai chang)
- [ ] **Premium/Luxury** (hang cao cap, bespoke)
- [ ] **Handmade/Artisan** (thu cong, doc dao)
- [ ] **Eco/Sustainable** (vat lieu tai che, thien nhien)
- [ ] **Full solution** (tu van + san pham + thi cong)

---

## PHAN E — MUC TIEU

### E1. Boi canh
- [ ] Launch san pham moi / BST moi
- [ ] Khai truong showroom
- [ ] Push online (thoat phu thuoc offline)
- [ ] Sale cuoi nam / Tet
- [ ] Mo rong B2B (khach san, BDS)
- [ ] Build community lifestyle

### E2. KPI thang
| Chi so | Muc tieu |
|--------|----------|
| Doanh thu thang | ............ trieu |
| AOV | ............ |
| Leads (tu van) | ............ /thang |
| Ti le lead → mua | ............ % |
| Followers moi | ............ |
| ROAS | ............ x |

### E3. Mua peak
- [ ] Tet (1-2) — don dep/trang tri nha
- [ ] Giang Sinh (12) — trang tri, qua tang
- [ ] Cuoi nam (11-12) — sale lon
- [ ] Mua chuyen nha (3-5, 9-10 — theo BDS)
- [ ] 11/11, 12/12 Sieu sale

---

## PHAN F — NGAN SACH

### F1. Tong ngan sach Marketing
- [ ] Duoi 15tr
- [ ] 15-40tr
- [ ] 40-100tr
- [ ] Tren 100tr

### F2. Phan bo
| Hang muc | % |
|---------|---|
| Performance Ads (Meta + IG + TikTok) | |
| KOC lifestyle/interior | |
| Photoshoot + Lookbook | |
| Video room tour + styling | |
| Platform (Shopee, TikTok Shop) | |
| Showroom event (neu co) | |
| SEO + Blog noi that | |

### F3. Timeline
| Moc | Ngay |
|-----|------|
| Launch BST | |
| Sale cuoi nam | |
| Tet campaign | |
| Khai truong showroom | |

---

## PHAN G — NGUON LUC

### G1. Doi ngu
| Vi tri | Co? |
|--------|-----|
| Ads | □ Co □ Khong |
| Content + Caption | □ Co □ Khong |
| Designer (do hoa) | □ Co □ Khong |
| Photographer (product + interior) | □ Co □ Khong |
| Quay video (room tour) | □ Co □ Khong |
| Quan ly Shopee/TikTok Shop | □ Co □ Khong |

### G2. Co so vat chat
| Hang muc | Co? |
|---------|-----|
| Logo + brand identity | □ Co □ Khong |
| Hinh san pham chuyen nghiep | □ Co □ Khong |
| Phong setup / styled room cho chup | □ Co □ Khong |
| Showroom dep co the quay content | □ Co □ Khong |

### G3. Founder co lam content?
- [ ] Co — founder co sense thiet ke, san sang chia se tip noi that
- [ ] Khong — can KOC ngoai
- [ ] Co collaboration voi Interior Designer noi tieng

### G4. Khach co post/tag khong?
- [ ] Co — khach hay khoe nha len IG/TikTok
- [ ] Co nhung hiem khi
- [ ] Chua co he thong khuyen khich

---

## PHAN H — TAI SAN SO

### H1. Kenh
| Kenh | Co? | Link | Follow |
|------|-----|------|--------|
| Instagram (CRITICAL cho home) | □ Co □ Chua | | |
| Facebook | □ Co □ Chua | | |
| TikTok | □ Co □ Chua | | |
| Pinterest | □ Co □ Chua | | |
| Shopee | □ Co □ Chua | | rating: |
| TikTok Shop | □ Co □ Chua | | |
| Web rieng | □ Co □ Chua | | |
| YouTube | □ Co □ Chua | | |

### H2. Web
- [ ] Co web dep + check-out
- [ ] Co web nhung khong ban duoc online
- [ ] Chua co

### H3. Database
- Customers: ............
- Repeat customers: ............
- B2B contacts: ............

---

## PHAN I — SANG TAO

### I1. Tone & Style
- [ ] **Minimal / Clean**
- [ ] **Warm / Earthy**
- [ ] **Luxe / Editorial**
- [ ] **Playful / Colorful**
- [ ] **Artisan / Handmade**
- [ ] **Eco / Natural**
- [ ] **Modern / Bold**

### I2. Brand cam hung
| Brand | Ly do |
|-------|-------|
| | |
| | |

### I3. KHONG duoc lam
- [ ] Khong dung hinh khach / nha khach chua xin phep
- [ ] Khong fake xuat xu ("made in Italy" gia)
- [ ] Khong noi "giam X%" neu khong co gia goc ro rang
- [ ] Khong dung nhac co ban quyen

---

## PHAN J — DELIVERABLES

### J1. Strategy
- [ ] Marketing Plan
- [ ] Content calendar (theo phong cach + mua mua)
- [ ] Performance Plan
- [ ] Showroom strategy (neu co)

### J2. Creative
- [ ] Photoshoot product + styled room (80+ hinh)
- [ ] Video room tour (60-90s)
- [ ] Series TikTok "Room transformation", "Styling tip"
- [ ] Bo template IG
- [ ] Landing page / Lookbook page
- [ ] Catalogue PDF

### J3. Van hanh
- [ ] Setup + chay Meta + IG Ads
- [ ] Setup + chay TikTok Ads
- [ ] Booking KOC lifestyle/interior (10-20)
- [ ] Optimize Shopee + TikTok Shop
- [ ] Setup Pinterest (quan trong cho home)
- [ ] Blog noi that / SEO

### J4. Hop tac
- [ ] Project (launch/event)
- [ ] Retainer 6-12 thang

---

## PHAN K — BO SUNG

### K1. Tai lieu
- [ ] Logo (vector)
- [ ] Hinh san pham + phong styled
- [ ] Catalogue / Lookbook hien tai
- [ ] Bang gia
- [ ] Brand guideline

### K2. Cau hoi
```
[Dien]
```

### K3. Thong tin khac
> *VD: Hop tac voi interior designer, BDS, khach san...*

```
[Dien]
```

---

## XAC NHAN

**Nguoi dien:** ............................
**Ngay:** ......./......./..........

**Cam ket:**
- [ ] Da dien day du
- [ ] Phan hoi 48h

**Han nop:** ......./......./..........

---

## NEXT STEPS

1. 24h: Review brief + lookbook
2. 48h: Hop ve phong cach + dinh vi
3. 5-7 ngay: Plan v1
4. 7-10 ngay: Plan v2
5. 10-14 ngay: San xuat content
6. Launch

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**Team Marketing — Agency**
