# BRIEF KHACH HANG — SAAS / PHAN MEM / APP / CONG NGHE

> **Variant chuyen biet cho:** SaaS B2B, SaaS B2C, Mobile App, Platform, ERP/CRM, Phan mem quan ly, Fintech, EdTech, HealthTech, Tool/Extension.
>
> **Luu y:** Marketing SaaS = Marketing based on Demo + Trial + Onboarding. KPI khac hoàn toan so voi e-commerce.

---

## HUONG DAN
- Thoi gian: **35-45 phut**
- Gui kem: screenshot UI/UX, demo video, pitch deck, pricing page
- Yeu cau them: tong so users hien tai, MRR/ARR hien tai (neu co)

---

## PHAN A — DOANH NGHIEP

### A1. Co ban
| Hang muc | Thong tin |
|----------|-----------|
| Ten san pham | |
| Tagline (1 dong) | |
| Loai hinh | □ SaaS B2B □ SaaS B2C □ Mobile App □ Platform/Marketplace □ ERP/CRM □ Fintech □ EdTech □ HealthTech □ Browser Extension □ API/Tool □ Khac |
| Mo hinh doanh thu | □ Subscription (monthly/annual) □ Freemium □ Pay-per-use □ One-time license □ Transaction fee □ Enterprise custom |
| Stage | □ Pre-launch □ Early stage (<1K users) □ Growth (1K-10K users) □ Scale (10K+ users) □ Enterprise |
| Founded | |
| HQ | |
| Web | |
| Demo URL | |
| App Store | □ iOS □ Android |

### A2. Team
| Vi tri | So luong | Ghi chu |
|--------|---------|---------|
| Founder/CEO | | |
| CTO/Tech | | |
| Product Manager | | |
| Marketing | | |
| Sales | | |
| Customer Success | | |

### A3. Goc do san pham
> *Van de gi san pham giai quyet? Ai gap van de do? Tai sao cach cu khong du tot?*

```
[Dien]
```

### A4. Cam ket san pham
| Cam ket | Mo ta |
|---------|-------|
| Uptime SLA | (99.9%...) |
| Bao mat du lieu | (SSL, encryption, GDPR...) |
| Ho tro | (24/7, email, chat, phone) |
| Free trial | (14 ngay, 30 ngay, forever free) |
| Hoan tien | (30 days money-back...) |

---

## PHAN B — SAN PHAM

### B1. Phan khuc gia
- [ ] Free / Freemium (co ban mien phi)
- [ ] SMB (200K-2tr/thang)
- [ ] Mid-market (2-10tr/thang)
- [ ] Enterprise (10tr+/thang hoac custom)

### B2. Pricing tiers
| Tier | Tinh nang chinh | Gia/thang | Gia/nam | Target |
|------|----------------|----------|---------|--------|
| Free / Starter | | 0 | 0 | |
| | | | | |
| | | | | |
| Enterprise | | Custom | Custom | |

### B3. Core features (Top 5)
| STT | Tinh nang | Ly do khach yeu thich | Doi thu co khong? |
|----|-----------|----------------------|-----------------| 
| 1 | | | □ Co □ Khong |
| 2 | | | □ Co □ Khong |
| 3 | | | □ Co □ Khong |
| 4 | | | □ Co □ Khong |
| 5 | | | □ Co □ Khong |

### B4. Integrations
| Platform | Tich hop? |
|---------|----------|
| Google Workspace | □ Co □ Khong |
| Microsoft 365 | □ Co □ Khong |
| Slack | □ Co □ Khong |
| Zapier | □ Co □ Khong |
| API mo (custom) | □ Co □ Khong |
| Khac: ............ | |

### B5. So sanh doi thu nhanh
| Tinh nang | San pham minh | Doi thu A | Doi thu B |
|-----------|-------------|----------|----------|
| Gia | | | |
| [Feature 1] | | | |
| [Feature 2] | | | |
| [Feature 3] | | | |
| Ho tro | | | |
| VN-specific | | | |

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

---

## PHAN C — KHACH HANG

### C1. Doi tuong (ICP — Ideal Customer Profile)
**B2B:**
- [ ] Startup / SME (1-50 nhan vien)
- [ ] Mid-market (50-500 nhan vien)
- [ ] Enterprise (500+ nhan vien)
- [ ] Theo nganh: □ F&B □ Retail □ Dich vu □ San xuat □ E-commerce □ Giao duc □ Y te □ Khac

**B2C:**
- [ ] Ca nhan tieu dung (student, professional)
- [ ] Solopreneur / Freelancer
- [ ] SMB owner

### C2. Buyer + User (thuong khac nhau trong B2B)
| Vai tro | La ai | Pain point chinh |
|---------|-------|----------------|
| Economic Buyer (tra tien) | VD: CEO, CFO | |
| Champion (nguoi dung) | VD: Tro ly, quan ly | |
| IT Gatekeeper | VD: IT Manager | |

### C3. Quy mo doanh nghiep khach (B2B)
- [ ] 1-10 nhan vien (micro)
- [ ] 10-50 nhan vien (small)
- [ ] 50-200 nhan vien (medium)
- [ ] 200+ nhan vien (large)

### C4. Job-to-be-done
> *Khach thue san pham de lam gi? ("When I ... I want to ... so I can ...")*

```
[Dien — 2-3 cau]
```

### C5. Hanh trinh (SaaS Sales Funnel)
| Buoc | Thoi gian trung binh | Khach lam gi |
|------|---------------------|-------------|
| Awareness | | (Thay quang cao, doc blog, nghe podcast) |
| Consideration | 1-2 tuan | (Vao web, xem pricing, xem demo video) |
| Trial/POC | 7-30 ngay | (Dang ky dung thu) |
| Evaluation | | (Review voi team, compare) |
| Decision | | (Nang cap plan, mua) |
| Onboarding | | |
| Expansion | | (Nang cap plan, them seat) |
| Advocacy | | (Refer ban be) |

---

## PHAN D — CANH TRANH

### D1. Doi thu truc tiep
| Product | Phan khuc | Gia | Diem manh | Diem yeu |
|---------|----------|-----|-----------|---------|
| | | | | |
| | | | | |
| | | | | |

### D2. Alternative solutions (giai phap thay the)
> *Khach hien giai quyet van de nay bang cach nao? (Excel, thu cong, phan mem khac)*

```
[Dien]
```

### D3. Product muon duoc nho den nhu the nao?
> *VD: "Phan mem quan ly giao hang nhanh va re nhat VN" / "CRM dau tien thiet ke cho SME Viet"*

```
[Dien — 1 cau]
```

### D4. Go-to-market strategy
- [ ] **Product-Led Growth (PLG)** — free tier, product "sells itself"
- [ ] **Sales-Led** — inside sales, enterprise deals
- [ ] **Community-Led** — build community truoc, convert sau
- [ ] **Partner-Led** — dai ly, reseller, tich hop
- [ ] **Content-Led** — SEO, thought leadership

---

## PHAN E — MUC TIEU

### E1. Boi canh
- [ ] Launch san pham lan dau
- [ ] Mo rong sang segment moi
- [ ] Launch tinh nang lon moi
- [ ] Push Annual plan (ARR growth)
- [ ] Giam churn rate
- [ ] Enterprise sales
- [ ] Mo rong ngoai VN (Dong Nam A)

### E2. KPI thang (SaaS metrics)
| Chi so | Hien tai | Muc tieu |
|--------|---------|----------|
| MRR (Monthly Recurring Revenue) | | |
| So trial sign-ups | | |
| Trial → Paid conversion rate | | |
| Churn rate | | |
| ARPU (trung binh moi user) | | |
| CAC (Chi phi co 1 khach) | | |
| LTV:CAC ratio | | |
| NPS score | | |

### E3. KPI 6 thang
- ARR muc tieu: ............
- Total paying customers: ............
- Churn rate < ............%

---

## PHAN F — NGAN SACH

### F1. Tong ngan sach Marketing
- [ ] Duoi 20tr/thang
- [ ] 20-50tr/thang
- [ ] 50-150tr/thang
- [ ] Tren 150tr/thang

### F2. Phan bo
| Hang muc | % |
|---------|---|
| Performance Ads (Google Search — intent cao) | |
| LinkedIn Ads (B2B) / Facebook Ads (B2C) | |
| Content Marketing / SEO | |
| Webinar / Demo event | |
| Product Hunt / Community | |
| Affiliate / Referral program | |
| Sales tools (CRM, email sequences) | |
| Customer success / Onboarding | |

### F3. Timeline
| Moc | Ngay |
|-----|------|
| Launch | |
| Product Hunt launch | |
| Feature launch lon | |
| Review/Case study campaign | |

---

## PHAN G — NGUON LUC

### G1. Marketing team
| Vi tri | Co? |
|--------|-----|
| Growth hacker / Performance | □ Co □ Khong |
| Content / SEO | □ Co □ Khong |
| Designer | □ Co □ Khong |
| Developer (landing page, funnel) | □ Co □ Khong |
| Sales / Demo | □ Co □ Khong |
| Customer Success | □ Co □ Khong |

### G2. Content & Tech assets
| Hang muc | Co? |
|---------|-----|
| Demo video (2-3 phut) | □ Co □ Khong |
| Case study (khach hang cu) | □ Co □ Khong |
| G2 / Capterra listing | □ Co □ Khong |
| Blog / Documentation | □ Co □ Khong |
| Onboarding flow tot | □ Co □ Khong |

### G3. Founder co lam Thought Leadership?
> *Founder personal brand rat quan trong cho SaaS — LinkedIn, webinar, podcast.*

- [ ] Co — founder san sang lam LinkedIn + webinar
- [ ] Co — co advisor noi tieng
- [ ] Khong — co team, khong phai founder dung dau

---

## PHAN H — TAI SAN SO

### H1. Kenh
| Kenh | Co? | Link | Follow / Metric |
|------|-----|------|----------------|
| Web chinh | □ Co □ Chua | | DA: |
| Blog | □ Co □ Chua | | |
| LinkedIn (CRITICAL B2B) | □ Co □ Chua | | |
| Facebook Page | □ Co □ Chua | | |
| YouTube | □ Co □ Chua | | |
| G2 / Capterra | □ Co □ Chua | | rating: |
| Product Hunt | □ Co □ Chua | | |
| App Store (neu co) | □ Co □ Chua | | rating: |

### H2. Funnel hien tai
| Buoc | Tool dang dung | So luong/thang |
|------|--------------|--------------|
| Traffic | | |
| Lead capture | | |
| Trial sign-up | | |
| Onboarding | | |
| Conversion | | |

### H3. Analytics / Tracking
- [ ] Google Analytics 4
- [ ] Mixpanel / Amplitude
- [ ] HubSpot / CRM
- [ ] Hotjar / FullStory
- [ ] Email marketing: ............

---

## PHAN I — SANG TAO

### I1. Tone & Style
- [ ] **Professional / Trust** (B2B, enterprise)
- [ ] **Friendly / Approachable** (SMB, startup)
- [ ] **Bold / Disruptive** (challenger brand)
- [ ] **Technical / Expert** (developer-facing)
- [ ] **Simple / Clean** (consumer app)

### I2. Brand cam hung (san pham tech)
| Product | Ly do |
|---------|-------|
| | |
| | |

### I3. KHONG duoc lam
- [ ] Khong promise "100% bao mat" tuyet doi
- [ ] Khong noi "tot nhat", "duy nhat" tru khi co du lieu
- [ ] Khong fake review tren G2/Capterra
- [ ] Khong over-promise tinh nang chua co
- [ ] Khong dung du lieu khach hang khi chua xin phep (GDPR/PDPA)

### I4. Compliance (data & tech)
- [ ] Privacy Policy ro rang
- [ ] Cookie consent (neu Web Europe)
- [ ] PDPA (Personal Data Protection — VN)
- [ ] Khong collect du lieu vuot muc can thiet

---

## PHAN J — DELIVERABLES

### J1. Strategy
- [ ] Go-to-market Plan
- [ ] Content/SEO strategy
- [ ] Performance funnel
- [ ] Sales enablement materials

### J2. Creative
- [ ] Landing page (conversion-optimized)
- [ ] Demo video (2-3 phut product tour)
- [ ] Onboarding email sequence
- [ ] Case study (1-3 khach hang)
- [ ] Comparison page (vs competitor)
- [ ] Blog (SEO — 10+ bai)
- [ ] Webinar / Live demo slide deck

### J3. Van hanh
- [ ] Setup Google Ads (Search + Display)
- [ ] Setup LinkedIn Ads (B2B)
- [ ] Setup Meta Ads (neu B2C)
- [ ] Setup email automation (trial → paid)
- [ ] SEO setup (keyword research + on-page)
- [ ] G2/Capterra profile + review campaign
- [ ] Referral program
- [ ] Product Hunt launch plan

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

---

## PHAN K — BO SUNG

### K1. Tai lieu
- [ ] Logo + brand guideline
- [ ] Demo video / Walkthrough
- [ ] Pricing page
- [ ] Case study / Testimonial
- [ ] Pitch deck (neu co)

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

### K3. Thong tin khac
> *VD: Funding round, partnership, enterprise deal dang trien khai...*

```
[Dien]
```

---

## XAC NHAN

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

**Cam ket:**
- [ ] Da dien day du
- [ ] San sang cung cap demo access cho agency
- [ ] Phan hoi 48h

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

---

## NEXT STEPS

1. 24h: Review brief + demo
2. 48h: Hop ve ICP + funnel
3. 5-7 ngay: Plan v1 + landing page draft
4. 7-10 ngay: Plan v2
5. 10-14 ngay: Setup funnel + tracking
6. Launch

---

**Team Marketing — Agency**
