From fullstack-mkt-skills
Calculates marketing KPIs backwards from revenue targets to ad budgets and forwards from budgets to projected revenue using 3 scenarios, sensitivity analysis, break-even points, and budget allocation by stage/channel. Uses Vietnam 2025 benchmarks for Meta, TikTok, Google, Zalo.
npx claudepluginhub minhnv0807/fullstack-mkt-skills --plugin fullstack-mkt-skillsThis skill uses the workspace's default tool permissions.
Hoi user toi da 4 cau sau truoc khi bat dau:
Models marketing funnels and conversion metrics for ad spend analysis, CPM/CPC optimization, landing page performance, waitlist economics, and SaaS growth (CAC, LTV, MRR, ARR).
Calculates PPC metrics including CPA, ROAS, CPL, break-even analysis, impression share opportunities, budget forecasts, LTV:CAC ratios, and MER from pasted ad exports.
Calculates marketing ROI on Xiaohongshu including ROAS, ROI, CPA, CAC, CLV, and payback period; analyzes campaign efficiency and justifies budgets to stakeholders.
Share bugs, ideas, or general feedback.
Hoi user toi da 4 cau sau truoc khi bat dau:
Dung khi: "Toi muon dat 200 trieu/thang — can bao nhieu tien ads?"
Doanh thu muc tieu
/ AOV (gia tri don trung binh)
= SO DON CAN
/ Ti le Booking→Customer
= SO BOOKING CAN
/ Ti le Lead→Booking
= SO LEAD CAN
/ Ti le Mess→Lead
= SO TIN NHAN CAN
x CPMess
= NGAN SACH ADS CAN
Dung khi: "Toi co 50 trieu — chay duoc bao nhieu don?"
Ngan sach
/ CPMess
= SO TIN NHAN DU KIEN
x Ti le Mess→Lead
= SO LEAD DU KIEN
x Ti le Lead→Booking
= SO BOOKING DU KIEN
x Ti le Booking→Customer
= SO DON DU KIEN
x AOV
= DOANH THU DU KIEN
| Buoc | Trung binh chung | Beauty & Spa | F&B | Education | E-commerce | BDS |
|---|---|---|---|---|---|---|
| Mess→Lead | 50–60% | 55–65% | 45–55% | 40–50% | N/A | 35–45% |
| Lead→Booking | 50–60% | 55–65% | 40–55% | N/A | N/A | 10–20% |
| Booking→Customer | 30–40% | 40–55% | N/A | 5–15% | 1–3% | 5–15% |
| Customer→Re-purchase (90d) | 15–25% | 20–35% | 25–40% | N/A | 10–20% | N/A |
| Kenh | CPMess Kem | CPMess TB | CPMess Tot | CPMess Xuat sac |
|---|---|---|---|---|
| Meta (Facebook + IG) | >40K | 25–40K | 18–25K | <18K |
| TikTok | >45K | 28–45K | 20–28K | <20K |
| Google (CPL) | >200K | 85–150K | 50–85K | <50K |
| Zalo (CPMess broadcast) | N/A | ~500d/mess | ~300d/mess | <200d/mess |
| Thoi diem | Anh huong CPM |
|---|---|
| Tet Nguyen Dan (T1–T2) | +30–50% |
| Black Friday / 11.11 / 12.12 | +20–30% |
| He (T6–T8) | +10–15% |
| Thang binh thuong | Baseline |
| Chi so | Pessimistic (Xau) | Base (Co so) | Optimistic (Tot) |
|---|---|---|---|
| CPMess | TB nganh + 30% | TB nganh | TB nganh - 20% |
| Mess→Lead | TB nganh - 15% | TB nganh | TB nganh + 15% |
| Lead→Booking | TB nganh - 10% | TB nganh | TB nganh + 10% |
| Booking→Customer | TB nganh - 10% | TB nganh | TB nganh + 10% |
| Buoc | Pessimistic | Base | Optimistic |
|---|---|---|---|
| Doanh thu muc tieu | 200,000,000 | 200,000,000 | 200,000,000 |
| AOV | 500,000 | 500,000 | 500,000 |
| So don can | 400 | 400 | 400 |
| Booking→Customer | 36% | 45% | 55% |
| So booking can | 1,111 | 889 | 727 |
| Lead→Booking | 47% | 60% | 69% |
| So lead can | 2,364 | 1,481 | 1,054 |
| Mess→Lead | 47% | 60% | 69% |
| So tin nhan can | 5,030 | 2,469 | 1,527 |
| CPMess | 39,000 | 30,000 | 24,000 |
| Ngan sach ads | 196,170,000 | 74,070,000 | 36,648,000 |
| ROAS du kien | 1.02x | 2.70x | 5.46x |
Dung so Base de lap ke hoach. Dung so Pessimistic de du phong. Dung so Optimistic de dat muc tieu toi uu.
Bien nao anh huong nhieu nhat? Tang/giam 10% moi bien va xem ngan sach thay doi bao nhieu:
| Bien | Gia tri Base | Thay doi +10% | Ngan sach moi | Thay doi ngan sach |
|---|---|---|---|---|
| CPMess | 30K | 33K | +10% | Truc tiep 1:1 |
| Mess→Lead | 60% | 66% | -9% | Anh huong lon |
| Lead→Booking | 60% | 66% | -9% | Anh huong lon |
| Booking→Customer | 45% | 49.5% | -9% | Anh huong lon |
| AOV | 500K | 550K | -9% (it don hon) | Gian tiep |
Quy tac 80/20: Thuong 2 bien anh huong nhieu nhat la:
Bien de cai thien nhat: [Xep hang tu de den kho]
| Bien | Muc do cai thien | Cach cai thien |
|---|---|---|
| CPMess | De — test creative | A/B test 3–5 creative/tuan, doi hook, doi format |
| Mess→Lead | De — cai script | Training team, script chuan, reply <5 phut |
| Lead→Booking | Trung binh — cai quy trinh | Follow-up 3 lan, noi dung nurture, uu dai |
| Booking→Customer | Kho — cai trai nghiem | Chat luong dich vu, first impression, upsell |
Break-even don = Chi phi co dinh / (AOV - Chi phi bien doi moi don)
Break-even ngay = Break-even don / So don trung binh moi ngay
| Hang muc | Gia tri |
|---|---|
| Chi phi co dinh/thang | |
| — Ngan sach ads | [X] |
| — Content production | [X] |
| — Nhan su MKT | [X] |
| — Tool (CRM, email, design) | [X] |
| — UGC/KOL | [X] |
| Tong chi phi co dinh | [X] |
| AOV | [X] |
| Chi phi bien doi/don | [X] (van chuyen, hoa hong, COGS) |
| Loi nhuan/don | AOV - Chi phi bien doi = [X] |
| Break-even don | Tong CF co dinh / Loi nhuan moi don = [X don] |
| Break-even ngay | Break-even don / 30 = [X ngay] |
| Ket qua | Y nghia | Hanh dong |
|---|---|---|
| Break-even < 50% so don du kien | An toan — du bien do loi nhuan | Co the scale ngan sach |
| Break-even = 50–80% so don du kien | Chat — it du bien do | Toi uu chi phi truoc khi scale |
| Break-even > 80% so don du kien | Rui ro cao — de lo | Giam chi phi hoac tang AOV |
| Giai doan | % Ngan sach | Thoi gian | Muc dich | KPI chinh |
|---|---|---|---|---|
| Teasing | 15% | Tuan 1 | Gay to mo, xay awareness | Reach, Video View, Save |
| Bung nhe | 20% | Tuan 2 | Test creative, thu lead dau tien | CPMess, Lead, A/B test |
| Bung manh | 40% | Tuan 3–4 | Scale creative thang, chot don | ROAS, So don, Revenue |
| Duy tri | 25% | Tuan 5+ | Retarget, nurture, re-purchase | CPA, LTV, Retention |
Vi du: Ngan sach 80 trieu/thang
| Giai doan | % | So tien | Tuan | Ngan sach/ngay |
|---|---|---|---|---|
| Teasing | 15% | 12,000,000 | Tuan 1 (7 ngay) | 1,714,000/ngay |
| Bung nhe | 20% | 16,000,000 | Tuan 2 (7 ngay) | 2,286,000/ngay |
| Bung manh | 40% | 32,000,000 | Tuan 3–4 (14 ngay) | 2,286,000/ngay |
| Duy tri | 25% | 20,000,000 | Tuan 5+ (con lai) | Tuy so ngay |
| Kenh | Beauty/Spa | F&B | Education | E-commerce | BDS |
|---|---|---|---|---|---|
| Meta (Facebook + IG) | 50–60% | 40–50% | 45–55% | 35–45% | 50–60% |
| TikTok | 25–35% | 30–40% | 20–30% | 35–45% | 10–20% |
| 10–15% | 5–10% | 20–30% | 15–20% | 25–35% | |
| Zalo OA | 5–10% | 5–10% | 5–10% | 0–5% | 5–10% |
| Kenh | % Ngan sach | So tien | KPI muc tieu | KPI do luong |
|---|---|---|---|---|
| Meta — Reach/Awareness | [X]% | Reach, Video View | CPM, CPV | |
| Meta — Conversion | [X]% | Mess, Lead | CPMess, CPL | |
| Meta — Retarget | [X]% | Don hang | ROAS, CPA | |
| TikTok — Reach | [X]% | View, Follower | CPV, Cost/Follower | |
| TikTok — Conversion | [X]% | Mess, Lead | CPMess | |
| Google — Search | [X]% | Click, Lead | CPC, CPL, Conv rate | |
| Zalo OA | [X]% | Read, Click | Cost/mess, Read rate | |
| Tong | 100% |
| Giai doan | Thoi gian | Ky vong | Chi so theo doi |
|---|---|---|---|
| Testing | Tuan 1–2 | Chua co don, dang test creative + audience | CPM, CTR, CPMess |
| First results | Tuan 3–4 | Don dau tien, ROAS con thap | So mess, so lead, don dau |
| Optimization | Thang 2 | ROAS cai thien, bat dau on dinh | ROAS, CPA |
| Scale | Thang 3+ | ROAS on dinh, tang ngan sach co kiem soat | ROAS duy tri, Revenue tang |
| Mature | Thang 6+ | he thong tu chay, co data du de forecast | LTV, Retention, Organic % |
| Quy tac | Giai thich |
|---|---|
| 2 tuan dau = mat tien | Day la chi phi hoc — dung hoang, dung tat ads |
| ROAS Base dat o thang 2 | Thang 1 la thang test — khong danh gia ROAS thang 1 |
| Tang ngan sach toi da 20%/tuan | Tang nhanh hon = performance giam, CPM tang |
| ROAS giam 30% khi scale | Binh thuong — audience rong hon = ti le chuyen doi thap hon |
| Retarget ROAS cao gap 2–3x Prospecting | Dung de nham, retarget luon la kenh ROAS tot nhat |
00-ke-hoach-mkt truoc, roi quay lai tinh KPI03-danh-gia-hieu-suat hoac 07-bao-cao-marketing08-nghien-cuu-doi-thu09-insight-khach-hang13-phan-tich-du-lieuTruoc khi giao bao cao, kiem tra: