# BRIEF KHACH HANG — PET SERVICE (SPA THU CUNG / PET SHOP / PET HOTEL / CLINIC)

> **Variant chuyen biet cho:** Spa thu cung, Pet Shop, Pet Hotel/Cat Cafe, Phong kham thu y, Dich vu cham soc thu cung.

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## HUONG DAN
- Thoi gian: **30-35 phut**
- Gui kem: hinh shop, hinh thu cung, hinh ekip cham soc

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## PHAN A — DOANH NGHIEP

### A1. Co ban
| Hang muc | Thong tin |
|----------|-----------|
| Ten shop/spa/clinic | |
| Tagline | |
| Loai hinh | □ Pet Spa (cat lông, tăm) □ Pet Shop (san pham) □ Pet Hotel (luu tru) □ Pet Clinic (kham chua) □ Tron goi □ Cat cafe |
| Dia chi | |
| So chi nhanh | |
| Nam thanh lap | |
| Capacity (so thu cuc/luot) | |
| Web | |
| Fanpage | |

### A2. Doi ngu
| Vi tri | So luong | Chung chi |
|--------|---------|----------|
| Bac si thu y | | |
| Ky thuat vien (cat long) | | |
| Cham soc (boarding) | | |
| Le tan / CSKH | | |

### A3. Cau chuyen
> *Vi sao mo? Co thu cung rieng ko?*

```
[Dien]
```

### A4. Triet ly
| Cam ket | Mo ta |
|---------|-------|
| Cham soc | (VD: Khong gay me khi cat long, khong dung danh nha tu kho ngheo) |
| Vat tu | |
| Bao mat thu cung khach | |

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## PHAN B — DICH VU & SAN PHAM

### B1. Phan khuc
- [ ] Pho thong (cat long 200-400K)
- [ ] Trung cap (400-800K)
- [ ] Cao cap (800K-2tr)
- [ ] Premium (2tr+)

### B2. Dich vu chinh
| STT | Dich vu | Loai pet | Thoi gian | Gia | Chu luc? |
|----|---------|---------|----------|-----|---------|
| 1 | VD: Cat long Poodle | Cho | 60p | 350K | ★ |
| 2 | | | | | |
| 3 | | | | | |
| 4 | | | | | |
| 5 | | | | | |
| 6 | | | | | |

### B3. Loai pet phuc vu
- [ ] Cho (size: nho/vua/lon)
- [ ] Meo
- [ ] Tho
- [ ] Hamster
- [ ] Chim
- [ ] Bo sat
- [ ] Khac: ............

### B4. San pham ban (neu Pet Shop)
| Danh muc | Thuong hieu | Gia | Chu luc? |
|----------|------------|-----|---------|
| Thuc an | | | |
| Vat dung (chuong, do choi) | | | |
| Trang phuc | | | |
| Thuoc/Vitamin | | | |
| Cat ve sinh | | | |

### B5. Combo / Goi the
| Goi | Bao gom | Gia |
|-----|---------|-----|
| | | |
| | | |

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

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## PHAN C — KHACH HANG (Pet Parent)

### C1. Doi tuong (chon 2)
- [ ] **Sinh vien 18-25** (nuoi 1 thu cung nho, ngan sach thap)
- [ ] **Nu tre 22-30** (van phong, nuoi cho/meo nhu con)
- [ ] **Cap doi/Gia dinh tre 25-35** (cap doi chua co con, coi pet la con)
- [ ] **Gia dinh co con 30-45** (con thich pet, mua cho con choi)
- [ ] **VIP/Co bao** (thu cung dat tien, breed cao cap)
- [ ] **Doanh nhan/Nguoi tieu thu cao**
- [ ] **Influencer pet** (nuoi pet de noi tieng)

### C2. Loai pet phu hop nhat
- [ ] Cho nho (Poodle, Pomeranian, Corgi...)
- [ ] Cho lon (Husky, Golden, German...)
- [ ] Meo (Anh long ngan, Munchkin, Maine Coon...)
- [ ] Pet exotic (rare breeds)

### C3. Thu nhap
- [ ] Duoi 10tr/thang
- [ ] 10-25tr/thang
- [ ] 25-50tr/thang
- [ ] 50tr+

### C4. Hanh vi nuoi pet
> *Insight quan trong: Pet parent VN ngay cang xem pet la "con".*

- [ ] **Premium pet parent** (chi nhieu cho pet, mua hang xach tay)
- [ ] **Casual pet owner** (nuoi don gian, mua dau cung duoc)
- [ ] **Lan dau nuoi** (can tu van moi thu)
- [ ] **Co kinh nghiem** (biet ro san pham/dich vu)
- [ ] **Nuoi nhieu pet** (>= 2 con)

### C5. Persona
> *VD: "Chi Linh, 28 tuoi, nhan vien marketing, song quan A, nuoi 1 con cho Poodle ten Mochi 3 tuoi, coi nhu con, chi 2tr/thang cho pet, hay cap nhat anh Mochi tren IG, tim spa qua group Facebook + IG hashtag, uu tien sach se + dich vu chuyen nghiep + khong dung danh nha tu..."*

```
[Dien]
```

### C6. Hanh trinh
| Buoc | Khach lam gi |
|------|-------------|
| 1. Trigger | (Pet can cat long, can chich, di vang nha can guu) |
| 2. Tim hieu | (Group Facebook, IG, hoi ban nuoi pet) |
| 3. Chon | (Xem hinh, review, gia, dia diem) |
| 4. Booking | (Goi/Inbox/App) |
| 5. Trai nghiem | |
| 6. Quay lai/Recommend | |

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## PHAN D — CANH TRANH

### D1. Doi thu truc tiep
| Ten | Loai | Gia | Diem manh | Diem yeu |
|-----|------|-----|-----------|---------|
| | | | | |
| | | | | |
| | | | | |

### D2. Shop muon nho den nhu the nao?
> *VD: "Pet Spa cua nhung con cho long xu", "Pet hotel sang trong nhu khach san"*

```
[Dien — 1 cau]
```

### D3. Dinh vi
- [ ] **Premium / Luxury pet** (gia cao, dich vu cao cap)
- [ ] **Specialist** (chi 1 loai pet/dich vu nhat dinh)
- [ ] **Convenient / Local** (gan nha, gia hop ly)
- [ ] **Lifestyle / IG-friendly** (quan dep, decor de check-in)
- [ ] **Y khoa / Trust** (cho pet clinic)

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## PHAN E — MUC TIEU

### E1. Boi canh
- [ ] Khai truong shop moi
- [ ] Push dich vu moi
- [ ] Day Pet Hotel (luu tru thu cung, peak: Tet, le hoi)
- [ ] Mo rong dich vu/san pham
- [ ] Build community pet parent
- [ ] Loyal program (the thanh vien)

### E2. KPI thang
| Chi so | Muc tieu |
|--------|----------|
| So booking dich vu | ............ /thang |
| AOV | ............ |
| Doanh thu thang | ............ trieu |
| % khach quay lai | ............ % |
| So follow Fanpage/IG moi | ............ |
| Active members | ............ |

### E3. KPI 6 thang
- Doanh thu thang on dinh: ............
- So pet thuong xuyen: ............

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## PHAN F — NGAN SACH

### F1. Tong ngan sach Marketing
- [ ] Duoi 10tr
- [ ] 10-25tr
- [ ] 25-50tr
- [ ] Tren 50tr

### F2. Phan bo
| Hang muc | % |
|---------|---|
| Performance Ads | |
| KOC pet (chu cua pet account noi tieng) | |
| Photoshoot pet + spa | |
| Su kien (Pet Day, pet meet-up) | |
| Local SEO + Google Business | |
| Loyalty card | |

### F3. Timeline
| Moc | Ngay |
|-----|------|
| Khai truong | |
| Pet event/Open Day | |
| Ket thuc uu dai | |

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## PHAN G — NGUON LUC

### G1. Marketing
| Vi tri | Co? |
|--------|-----|
| Ads | □ Co □ Khong |
| Content | □ Co □ Khong |
| Designer | □ Co □ Khong |
| Quay video pet (skill rieng — quay pet kho) | □ Co □ Khong |

### G2. Co so vat chat
| Hang muc | Co? |
|---------|-----|
| Logo + brand | □ Co □ Khong |
| Hinh shop chuyen nghiep | □ Co □ Khong |
| Goc check-in dep cho pet parent | □ Co □ Khong |
| Phong/khu vuc shoot pet | □ Co □ Khong |

### G3. Pet "celebrity" cua shop
> *Co pet rieng/pet noi tieng ma shop co the dung de marketing?*

- [ ] Co — owner co pet IG/TikTok noi tieng
- [ ] Co — pet cua khach lam KOC tu nguyen
- [ ] Khong — can build tu dau

### G4. Nhan vien co lam content?
- [ ] Co — quan ly san sang
- [ ] Khong — can dao tao
- [ ] Khach pet parent quay video tu nhien tai shop

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## PHAN H — TAI SAN SO

### H1. Kenh
| Kenh | Co? | Link | Follow |
|------|-----|------|--------|
| Facebook | □ Co □ Chua | | |
| Instagram (CRITICAL cho pet) | □ Co □ Chua | | |
| TikTok | □ Co □ Chua | | |
| YouTube | □ Co □ Chua | | |
| Zalo OA | □ Co □ Chua | | |
| Web | □ Co □ Chua | | |
| Google Business | □ Co □ Chua | | rating: |
| Group pet community | □ Co □ Chua | | |

### H2. Database
- Customer hien co: ............
- Active members: ............

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## PHAN I — SANG TAO

### I1. Tone & Style
- [ ] **Cute / Adorable** (chu yeu cho pet)
- [ ] **Premium / Luxury**
- [ ] **Friendly / Family-feel**
- [ ] **Professional / Y khoa** (cho clinic)
- [ ] **Trendy / Lifestyle**

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

### I3. KHONG duoc lam
- [ ] Khong dung pet trong tinh trang stress/dau de quay video
- [ ] Khong dam bao "100% khoi benh"
- [ ] Khong noi xau breed/loai pet
- [ ] Khong dung nhac co ban quyen
- [ ] Khong khoe pet cua khach chua xin phep

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## PHAN J — DELIVERABLES

### J1. Strategy
- [ ] Marketing Plan
- [ ] Content calendar
- [ ] Performance Plan

### J2. Creative
- [ ] Photoshoot pet + shop (50+ hinh)
- [ ] Video gioi thieu shop
- [ ] Series TikTok pet-friendly (transformation, day pet, life of pet...)
- [ ] Bo voucher + member card
- [ ] Standee + POSM
- [ ] Landing page

### J3. Van hanh
- [ ] Meta + IG + TikTok Ads
- [ ] KOC pet booking
- [ ] To chuc Pet Event/Pet Day
- [ ] Setup Google Business + review
- [ ] Setup Zalo OA + bot booking
- [ ] Loyalty program

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

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## PHAN K — BO SUNG

### K1. Tai lieu
- [ ] Logo
- [ ] Hinh shop + ekip + pet
- [ ] Bang gia
- [ ] Chung chi (neu clinic)
- [ ] Testimonial pet parent

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

### K3. Thong tin khac
```
[Dien]
```

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## XAC NHAN

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

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

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

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## NEXT STEPS

1. 24h: Review brief
2. 48h: Hop
3. 5-7 ngay: Plan v1
4. 7-10 ngay: Plan v2
5. 10-14 ngay: San xuat
6. Launch

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**Team Marketing — Agency**
