# BRIEF KHACH HANG — KHOA HOC ONLINE / CREATOR / COACHING

> **Variant chuyen biet cho:** Khoa hoc online (video), 1:1 Coaching, Group Mentorship, Masterclass, Community membership, Digital product (ebook, template, preset), Info-product, Personal brand monetization.
>
> **Khac voi `05-education-center.md`:** Day la creator/solopreneur ban kien thuc cua ca nhan, khong phai trung tam dao tao co so vat chat.

---

## HUONG DAN
- Thoi gian: **30-40 phut**
- Gui kem: anh headshot chuyen nghiep, curriculum/chuong trinh khoa hoc, testimonial hoc vien cu
- Luu y: **Product chinh la BAN THAN GIANG VIEN — personal brand la cot loi**

---

## PHAN A — GIANG VIEN / CREATOR

### A1. Ho so ca nhan
| Hang muc | Thong tin |
|----------|-----------|
| Ho ten / Brand name | |
| Tagline ca nhan | |
| Linh vuc chuyen mon | □ Kinh doanh □ Marketing □ Tai chinh □ Ngoai ngu □ Cong nghe/Lap trinh □ Thiet ke □ Lifestyle/Suc khoe □ Nau an □ Nhac/Nghe thuat □ Giao duc/Tre em □ Mindset/Phat trien ban than □ Khac |
| So nam kinh nghiem | |
| Thanh tich noi bat (Top 3) | 1. / 2. / 3. |
| Social proof | (X hoc vien, X ty dong thu nhap, X nam, X thuong...) |
| Web/Blog | |
| YouTube | |
| Facebook Page | |
| Instagram | |
| TikTok | |
| LinkedIn | |

### A2. Hinh thuc giang day
- [ ] Video course (pre-recorded)
- [ ] Live class (thoi gian co dinh)
- [ ] Hybrid (video + live)
- [ ] 1:1 Coaching
- [ ] Group coaching (co dinh)
- [ ] Mastermind / Community
- [ ] Workshop (1-2 ngay)

### A3. Cau chuyen ca nhan (cuc quan trong)
> *Hanh trinh cua ban la gi? Tu dau den dau? Tai sao ban la nguoi nen day linh vuc nay? Co ket qua cu the nao?*

```
[Dien — day va phong phu]
```

### A4. Cam ket
| Cam ket | Mo ta |
|---------|-------|
| Ket qua cam ket sau khoa | |
| Ho tro trong va sau khoa | |
| Chinh sach hoan tien | |
| Nang cap lifetime / Vao lai | |

---

## PHAN B — KHOA HOC / SAN PHAM

### B1. Phan khuc gia
- [ ] Mien phi / Lead magnet (free course, ebook)
- [ ] Gia tot (500K-2tr)
- [ ] Trung cap (2-5tr)
- [ ] Cao cap (5-15tr)
- [ ] Premium / VIP (15-50tr)
- [ ] Coaching 1:1 (50tr+)

### B2. Cac khoa hoc / san pham
| Ten khoa hoc | Hinh thuc | So bai | Thoi gian | Gia | Trang thai |
|-------------|---------|--------|----------|-----|----------|
| | | | | | □ Da ban □ Sap launch □ Beta |
| | | | | | |
| | | | | | |
| | | | | | |

### B3. Khoa chu luc (focus)
**Ten khoa:** ............................

**Mo ta:** (1-2 cau ban ve ai, day gi, ket qua la gi)

```
[Dien]
```

**Chuong trinh (outline):**
| Module | Tieu de | Noi dung chinh |
|--------|--------|---------------|
| 1 | | |
| 2 | | |
| 3 | | |
| 4 | | |
| 5 | | |

**Bonus / Qua tang:**
- ............
- ............

**Ket qua khi hoc xong:**
- Hoc vien se...............
- Hoc vien se...............
- Hoc vien se...............

### B4. Testimonial / Ket qua hoc vien
| Hoc vien | Truoc khoa | Sau khoa | Quote/Cam nhan |
|---------|-----------|---------|---------------|
| | | | |
| | | | |
| | | | |

### B5. Platform giang day
- [ ] Teachable
- [ ] Thinkific
- [ ] Kajabi
- [ ] Udemy
- [ ] Zoom (live)
- [ ] Google Classroom
- [ ] Notion (materials)
- [ ] Discord / Facebook Group (community)
- [ ] Tu build (WordPress, custom)

### B6. USP
1. ............................
2. ............................
3. ............................

---

## PHAN C — HOC VIEN MUC TIEU

### C1. Doi tuong (chon 2)
- [ ] **Nguoi moi bat dau** (zero to something)
- [ ] **Nguoi di lam muon len cap** (career advancement)
- [ ] **Doanh nhan/Solopreneur** (scale business)
- [ ] **Nguoi chuyen nganh** (pivot career)
- [ ] **Stay-at-home muon kiem tien** (me ngoi nha, lam online)
- [ ] **Sinh vien / Moi ra truong** (chuon bi)
- [ ] **Chu doanh nghiep nho** (hoc de ap dung)

### C2. Tinh trang ban dau cua hoc vien khi mua
> *Hoc vien den voi minh trong tinh trang nhu the nao? (frustrated, lost, ambitious...)*

```
[Dien]
```

### C3. Uoc mo cua hoc vien
> *Hoc vien muon dat den dieu gi? (Ket qua cu the, cam xuc, cuoc song...)*

```
[Dien]
```

### C4. Thu nhap hoc vien
- [ ] Duoi 8tr/thang
- [ ] 8-15tr
- [ ] 15-30tr
- [ ] 30tr+

### C5. Persona
> *VD: "Anh Tuan, 28 tuoi, nhan vien IT, muon tang luong hoac tu lam freelance, da thu hoc nhieu khoa online nhung khong ap dung duoc, can nguoi chi tan tay tung buoc, co 2-3 gio/ngay de hoc, ngan sach 3-5tr cho khoa hoc..."*

```
[Dien]
```

### C6. Hanh trinh
| Buoc | Hoc vien lam gi |
|------|----------------|
| 1. Problem aware | (Nhan ra minh bi ket, can giup) |
| 2. Solution aware | (Biet co khoa hoc, coaching) |
| 3. Product aware | (Thay giang vien tren social) |
| 4. Hoi han | (Xem free content, doc testimonial) |
| 5. Mua | (Xem sales page, webinar, DM) |
| 6. Hoc | (Onboarding, support) |
| 7. Ket qua | (Apply, thay doi) |
| 8. Gioi thieu | (Recommend ban be) |

---

## PHAN D — CANH TRANH

### D1. Doi thu truc tiep (giang vien cung linh vuc)
| Giang vien / Brand | Gia | Diem manh | Diem yeu |
|-------------------|-----|-----------|---------|
| | | | |
| | | | |

### D2. Khoa hoc mien phi / YouTube / Free content
> *Tai sao hoc vien nen mua khoa cua ban thay vi tu hoc mien phi?*

```
[Dien]
```

### D3. Muon duoc nho den nhu the nao?
> *VD: "Giang vien marketing so 1 cho SME VN" / "Coach tai chinh ca nhan uy tin cho 9X"*

```
[Dien — 1 cau]
```

### D4. Dinh vi
- [ ] **Authority** (dan dau nganh, nhieu social proof)
- [ ] **Practical/Hand-on** (hoc la lam duoc ngay)
- [ ] **Premium/VIP** (nho nhung chat, cham soc sau)
- [ ] **Community-first** (mua khoa = vao cong dong)
- [ ] **Results-guarantee** (cam ket ket qua)

---

## PHAN E — MUC TIEU

### E1. Boi canh
- [ ] Launch khoa moi (lan dau)
- [ ] Re-launch / Evergreen funnel
- [ ] Launch cohort moi (khoa co khai giang co dinh)
- [ ] Scale cong dong / membership
- [ ] Build free audience truoc
- [ ] Launch san pham moi (ebook, template...)

### E2. KPI launch
| Chi so | Muc tieu |
|--------|----------|
| Tong hoc vien launch | ............ nguoi |
| Doanh thu launch | ............ trieu |
| Conversion rate (sales page / webinar) | ............ % |
| Email open rate | ............ % |
| CPA (chi phi moi hoc vien) | ............ |
| ROI / ROAS | ............ x |

### E3. Lich launch
| Giai doan | Noi dung | Thoi gian |
|---------|---------|----------|
| Warming up | (Build audience, free content) | |
| Cart open | (Launch email, live webinar) | |
| Urgency | (Last chance, bonus) | |
| Cart close | | |
| Onboarding | | |

---

## PHAN F — NGAN SACH

### F1. Tong ngan sach Marketing
- [ ] Duoi 10tr (launch tu organic)
- [ ] 10-30tr
- [ ] 30-80tr
- [ ] Tren 80tr

### F2. Phan bo
| Hang muc | % |
|---------|---|
| Facebook / Instagram Ads | |
| TikTok Ads | |
| YouTube Ads | |
| Webinar platform | |
| Email marketing | |
| Affiliate / Collab | |
| Content production (video/thumbnail) | |

### F3. Timeline launch
| Moc | Ngay |
|-----|------|
| Bat dau warming up | |
| Mo ban (cart open) | |
| Dong ban (cart close) | |
| Khai giang | |

---

## PHAN G — NGUON LUC

### G1. Team
| Vi tri | Co? |
|--------|-----|
| Ads | □ Co □ Khong |
| Copywriter (sales page, email) | □ Co □ Khong |
| Designer (thumbnail, social) | □ Co □ Khong |
| Video editor | □ Co □ Khong |
| Tech (funnel setup) | □ Co □ Khong |
| Community manager | □ Co □ Khong |

### G2. Assets san co
| Asset | Co? |
|-------|-----|
| Free content library (YouTube, podcast) | □ Co □ Khong |
| Email list > 1000 | □ Co □ Khong |
| Facebook Group / Community | □ Co □ Khong |
| Testimonial video (3+) | □ Co □ Khong |
| Sales page truoc | □ Co □ Khong |
| Webinar deck | □ Co □ Khong |

### G3. Giang vien san sang lam gi?
- [ ] Quay video khoa hoc (co studio)
- [ ] Live webinar
- [ ] 1:1 coaching session
- [ ] Tra loi cong dong (Zalo, Facebook Group)
- [ ] Lam content mang xa hoi hang ngay

---

## PHAN H — TAI SAN SO

### H1. Kenh
| Kenh | Co? | Link | Metric quan trong |
|------|-----|------|------------------|
| YouTube | □ Co □ Chua | | subscribers: |
| Facebook Page | □ Co □ Chua | | |
| Facebook Group | □ Co □ Chua | | members: |
| Instagram | □ Co □ Chua | | |
| TikTok | □ Co □ Chua | | |
| LinkedIn | □ Co □ Chua | | |
| Email list | □ Co □ Chua | | subscribers: |
| Web / Landing page | □ Co □ Chua | | |
| Podcast | □ Co □ Chua | | |

### H2. Email list
- Tong: ............
- Open rate trung binh: ............
- Nguon collect: ............

### H3. Community hien co
- Facebook Group: ............ members
- Zalo Group: ............ members
- Engagement rate: ............

---

## PHAN I — SANG TAO

### I1. Tone & Style
- [ ] **Inspirational / Motivational**
- [ ] **Practical / No-fluff**
- [ ] **Premium / Authority**
- [ ] **Friendly / Relatable**
- [ ] **Data-driven / Analytical**
- [ ] **Story-first / Emotional**

### I2. Cam hung (giang vien/creator)
| Nguoi/Brand | Ly do |
|-------------|-------|
| | |
| | |

### I3. KHONG duoc lam
- [ ] Khong cam ket "lam giau nhanh" / "kiem tien chay"
- [ ] Khong fake thu nhap ban than (phai co thu nhap that)
- [ ] Khong dung testimonial gia hoac khong chinh xac
- [ ] Khong copy curriculum cua nguoi khac
- [ ] Khong noi xau doi thu
- [ ] Khong sac pham khoa hoc la "dau tu"

---

## PHAN J — DELIVERABLES

### J1. Strategy
- [ ] Launch plan (warming + open cart + close)
- [ ] Funnel strategy (awareness → mua)
- [ ] Email sequence (nurture + launch)
- [ ] Webinar / VSL strategy

### J2. Creative
- [ ] Sales page (conversion-optimized)
- [ ] Video sales letter (VSL — 20-30 phut)
- [ ] Webinar slide deck
- [ ] Launch email sequence (7-10 email)
- [ ] Social content series (30+ bai)
- [ ] Ad creatives (10-20 variation)
- [ ] Testimonial video cut

### J3. Van hanh
- [ ] Setup funnel (opt-in → upsell)
- [ ] Email automation setup
- [ ] Facebook Ads (retargeting + prospecting)
- [ ] TikTok / YouTube Ads
- [ ] Affiliate program setup
- [ ] Onboarding sequence
- [ ] Community management

### J4. Hop tac
- [ ] Project (1 launch)
- [ ] Retainer (evergreen funnel + nhieu launch)

---

## PHAN K — BO SUNG

### K1. Tai lieu
- [ ] Anh chuyen nghiep (headshot + action shot)
- [ ] Curriculum khoa hoc
- [ ] Testimonial (van ban + video)
- [ ] Demo video bai giang

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

### K3. Thong tin khac
> *VD: Ke hoach mo rong sang coaching cao cap, partnership voi brand, ra sach...*

```
[Dien]
```

---

## XAC NHAN

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

**Cam ket:**
- [ ] Da dien day du
- [ ] Testimonial hoc vien la that, co the verify
- [ ] Thu nhap / Ket qua chia se la that
- [ ] Phan hoi 48h

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

---

## NEXT STEPS

1. 24h: Review brief + testimonial
2. 48h: Hop ve dinh vi + launch date
3. 5-7 ngay: Plan v1 + sales page outline
4. 7-10 ngay: Plan v2
5. 10-14 ngay: San xuat noi dung launch
6. Launch

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**Team Marketing — Agency**
