# Vi Du Output — Spa & Beauty

> Vi du ke hoach MKT cho spa cham soc da tai TP.HCM. Dung de tham khao cach cac skill tao output.

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# Fullstack Marketing Plan — Luna Spa

**Ngay:** 15/04/2025
**Ngan sach:** 50 trieu/thang
**Timeline:** 01/05/2025 → 31/07/2025 (3 thang)
**Metric chinh:** 150 khach moi/thang, doanh thu 300 trieu/thang
**Gia dinh:** CPMess 25K (Meta), Lead→Booking 60%, Booking→Customer 45%

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## I. Chien Luoc Marketing Tinh Gon

### 1. Boi canh thi truong
| Yeu to | Mo ta |
|--------|-------|
| Boi canh nganh | Nganh spa tang truong 15–20%/nam, nhung canh tranh khoc liet tai trung tam TP.HCM. Xu huong "skinimalism" — it buoc, hieu qua cao. |
| Xu huong tieu dung | Khach hang Gen Z va Millennial san sang chi 500K–2M/lan nhung doi hoi minh bach thanh phan, quy trinh. UGC review co suc anh huong lon. |
| Vung thi truong tiem nang | Phan khuc "skincare chuyen sau" — khach da co routine co ban, can chuyen gia nang cap. Chua bi bao hoa nhu facial co ban. |

**Nhan dinh:** Khoang trong lon o phan khuc "chuyen sau nhung khong dat" — da so spa hoac re (khong trust) hoac dat (roi khoi tam chi). Luna Spa co the chiem phan khuc giua.

### 2. Chan dung khach hang

**Nhan khau hoc**
| Yeu to | Mo ta |
|--------|-------|
| Gioi tinh | Nu 85%, Nam 15% |
| Do tuoi | 25–38 |
| Nghe nghiep | Van phong, kinh doanh nho, freelancer |
| Khu vuc | TP.HCM — Q1, Q3, Q7, Binh Thanh, Thu Duc |
| Thu nhap | 15–40 trieu/thang |

**Insight theo hanh trinh**
| Giai doan | Insight cot loi | Thong diep phu hop |
|-----------|----------------|-------------------|
| Awareness | "Minh biet da minh co van de nhung khong biet nen lam gi, di dau" | "Da ban dang keu cuu — ban co nghe khong?" |
| Consideration | "So mat tien oan — spa nao cung noi tot, lam sao biet that?" | "1,200 chi da trai nghiem — xem ho noi gi" |
| Conversion | "Muon thu nhung khong biet gia bao nhieu, co cam ket ket qua khong" | "Thu 1 lan 299K — khong hai long hoan tien" |
| Retention | "Cham chi lam dep nhung hay quen lich, can nguoi nhac" | "Da ban can 28 ngay — chung toi di cung ban" |

### 3. Nghien cuu doi thu
| Loai | Thuong hieu | Diem manh | Diem yeu |
|------|------------|----------|---------|
| Truc tiep | Spa A (Q1) | Vi tri trung tam, 5 nam, reviews nhieu | Gia cao, khong co UGC, noi dung cu |
| Truc tiep | Spa B (Q3) | Gia re, deal Shopee | Chat luong khong on, feedback xau |
| Gian tiep | Clinic C | Bac si, thiet bi cao cap | Gia rat cao, lang man khong tham thiet |
| Thu cap | Spa D (Binh Duong) | Model giong, gia tuong tu | Khong phai canh tranh truc tiep (khac khu vuc) |

**Co hoi khac biet:** "Chuyen sau nhu clinic, than thiet nhu spa — gia tam trung." Khong ai chiem vi tri nay.

### 4. SAVE Framework
| Hang muc | Mo ta | Trien khai |
|----------|-------|-----------|
| S – Solution | Giai phap da lieu chuyen sau cho da co van de | Lieu trinh 4–8 buoi, cam ket ket qua |
| A – Access | Dat lich de — nhieu kenh, phan hoi nhanh | Zalo OA + Messenger + Hotline, tra loi <15 phut |
| V – Value | Gia tri cao hon gia tien | So sanh: 1 buoi = 1 tuan skincare tu lam |
| E – Education | Giao duc khach hang ve skincare dung cach | TikTok giao duc 3 video/tuan, blog 2 bai/tuan |

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## II. Content Plan

### Content Pillars
| Pillar | % | Content Angle | Kenh |
|--------|---|--------------|------|
| Skincare Education | 35% | Tips, myth-busting, ingredient | TikTok, Blog, Zalo |
| Ket qua that (Social Proof) | 30% | Truoc/sau, review khach, day-in-life | TikTok, IG, FB |
| Hau truong & Con nguoi | 20% | Team, quy trinh, behind scenes | TikTok, IG Story |
| Uu dai & Chuyen doi | 15% | Flash deal, combo, referral | FB, Zalo, Messenger |

### Nguon noi dung
| Loai | Nguon | So luong/thang |
|------|-------|---------------|
| UGC | 10 khach hang duoc moi review | 15–20 video |
| FGC | Founder Luna | 8–10 video |
| EGC | 3 nhan vien | 12–15 video |
| Brand | Team MKT | 10–12 post |

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## III. KPI & Ngan sach

### Tinh KPI nguoc
```
Doanh thu muc tieu: 300,000,000
÷ AOV: 800,000 = 375 don
÷ Booking→Customer: 45% = 833 booking
÷ Lead→Booking: 60% = 1,389 lead
÷ Mess→Lead: 60% = 2,315 tin nhan
× CPMess: 25,000 = 57,870,000 ngan sach ads
```

### 3 Kich ban
| Chi so | Xau | Co so | Tot |
|--------|-----|-------|-----|
| CPMess | 35K | 25K | 20K |
| Mess | 1,429 | 2,315 | 2,894 |
| Lead | 714 | 1,389 | 2,025 |
| Booking | 357 | 833 | 1,418 |
| Customer | 143 | 375 | 638 |
| Doanh thu | 114M | 300M | 510M |
| ROAS | 2.3x | 5.2x | 10.2x |

### Phan bo ngan sach
| Hoat dong | Ngan sach | % |
|-----------|----------|---|
| Meta Ads | 25M | 50% |
| TikTok Ads | 10M | 20% |
| UGC Creator | 5M | 10% |
| Content production | 5M | 10% |
| Tool (Brevo, Canva) | 2M | 4% |
| Du phong | 3M | 6% |
| **Tong** | **50M** | **100%** |

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## IV. Timeline Tuan

| Tuan | Hoat dong | Owner | KPI |
|------|----------|-------|-----|
| T1 | Setup kenh, quay batch content, brief UGC | Team | 15 video san sang |
| T2 | Launch ads Teasing, dang 5 video/tuan | Ads + Content | 500 mess, CPMess <35K |
| T3 | Toi uu creative, tang ngan sach 20% | Ads | 800 mess, CPMess <28K |
| T4 | Bung manh, scale creative tot | Ads + Content | 1,200 mess, ROAS >4x |

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*File nay la vi du output tu skill `00-ke-hoach-mkt`. Trong thuc te, moi phan se chi tiet hon.*
