/product-marketing-context

name: product-marketing-context
description: "Dung khi bat dau lam viec voi mot san pham hoac khach hang moi — skill nay tao FILE CONTEXT ma hon 60 skill khac se doc, gom san pham, khach hang, dinh vi, proof, objection, brand voice va KPI. Chay mot lan, dung lai mai ve sau. Kich hoat khi user nhac 'tao context', 'setup product marketing context', 'bat dau du an moi', 'AI chua hieu san pham cua toi', 'khai bao thong tin san pham'. Khong dung cho — context cho thuong hieu CA NHAN thi dung skill 22-personal-brand-context; nghien cuu insight sau thi dung skill 09-insight-khach-hang."
metadata:
  version: 1.1.1
  category: foundation
license: MIT

Product Marketing Context (Foundation Skill)

> **Day la foundation skill** — chay TRUOC moi skill marketing khac. Tao file `.agents/product-marketing-context.md` chua thong tin goc ve san pham, khach hang, dinh vi — de cac skill khac khong phai hoi lai.

---

Vi sao can skill nay?

Truoc khi co skill nay, moi lan dung 1 skill khac (lap ke hoach, viet copy, bao cao), AI phai hoi lai:

• San pham la gi?
• Khach hang la ai?
• Doi thu la ai?
• Dinh vi the nao?

=> Lap di lap lai, mat thoi gian.

Sau khi co file `product-marketing-context.md`:

• Tra loi cac cau hoi nay **1 lan duy nhat** tu dau du an
• Moi skill khac tu dong doc file nay → di thang vao cong viec
• Thong tin dong bo — khong co tinh trang skill nay noi A, skill khac noi B

---

Luong hoat dong

Buoc 1: Kiem tra file hien co

Dau tien, kiem tra co file `.agents/product-marketing-context.md` khong (hoac `.claude/product-marketing-context.md` voi setup cu).

**Neu co:**

• Doc file va tom tat noi dung hien co
• Hoi xem user muon cap nhat section nao
• Chi thu thap thong tin cho section do

**Neu khong co — de xuat 2 cach:**

1. **Auto-draft tu codebase/website** (khuyen dung, nhanh hon):

• Doc README, landing page, trang "Ve chung toi", mo ta san pham san co
• Draft V1 file context, user review + sua
• Lap lai den khi du

2. **Thu thap tu dau:**

• Hoi tung section — tung cai mot, khong hoi dau loat
• Moi section giai thich ngan + hoi cau hoi + xac nhan

Buoc 2: Thu thap thong tin (neu tu dau)

Di qua tung section duoi day — tung cai mot, KHONG hoi dau loat tat ca cau hoi cung luc.

Voi moi section: 1. Giai thich ngan gon: "Section nay ghi nhan X" 2. Hoi 1–3 cau hoi 3. Xac nhan chinh xac 4. Chuyen sang section tiep theo

**Uu tien ngon ngu khach hang noi thuc te** — nhung cau khach noi nguyen van co gia tri hon mo ta chuan chinh, vi no phan anh cach khach thuc su nghi va noi.

Buoc 3: Tao file

Luu vao `.agents/product-marketing-context.md` (tao folder `.agents/` neu chua co).

Format file theo template ben duoi.

---

Template file

# Product Marketing Context — [Ten san pham]

> Phien ban tai lieu: v1
> Cap nhat lan cuoi: [YYYY-MM-DD]
> Dung bang: Claude Code, ChatGPT, Gemini, bat ky AI agent nao

---

## 0. Nhat ky thay doi

Ghi moi nhat len dau. **Them dong moi, khong sua dong cu.** Moi dong ghi: muc nao doi va vi sao.

| Phien ban | Ngay | Doi gi | Ly do |
|-----------|------|--------|-------|
| v1 | [YYYY-MM-DD] | Tao lan dau | — |

**Khi nao bump phien ban:** doi dinh vi, doi persona uu tien, doi offer/gia, doi brand voice, doi muc tieu. **Khong bump** khi chi sua chinh ta hoac dien them chi tiet nho.

**Vi sao bat buoc:** hon 60 skill doc file nay lam nguon su that. Khi dinh vi doi ma khong ghi lai, moi output sau do doi theo trong im lang — 3 thang sau khong ai truy duoc ban brief thang truoc sinh ra tu phien ban nao. Skill `63-campaign-retrospective` va `39-content-audit` deu can biet dieu nay de so sanh dung ky.

---

## 1. Tong quan san pham

- **Ten san pham/dich vu:**
- **Mo ta 1 cau:**
- **Mo ta 2-3 cau:**
- **Nganh hang (khach tim theo tu khoa nao?):**
- **Loai mo hinh:** (SaaS / E-commerce / Dich vu / Marketplace / Khoa hoc / v.v.)
- **Gia va cach tinh gia:**
- **Website:**
- **Dang o giai doan:** (Launch / Growth / Mature)

## 2. Tep khach hang muc tieu

- **Phan khuc khach hang:** (B2C / B2B / B2B2C)
- **Quy mo cong ty khach (B2B):** (Startup / SME / Enterprise)
- **Nganh cua khach (B2B):**
- **Nguoi quyet dinh mua:** (Chu doanh nghiep / MKT Manager / CTO / End user)
- **Cong viec chinh khach thue SP de lam (JTBD):**
- **Use case cu the:**

## 3. Chan dung khach hang (Persona)

### Persona chinh: [Ten mo ta]
- **Nhan khau hoc:** Tuoi, gioi tinh, khu vuc, thu nhap
- **Nghe nghiep:**
- **Hanh vi online:** (kenh nao, tan suat, gio nao)
- **Muc tieu ca nhan:**
- **Noi dau lon nhat:**
- **Cau noi noi tam:** (Khach hay nghi nhung khong noi ra)

### Persona phu: [Neu co]
[Tuong tu]

## 4. Noi dau & Van de

- **Van de cot loi khach gap truoc khi tim den ban:**
- **Tai sao giai phap hien tai khong hieu qua:**
- **Dieu do ton cho khach bao nhieu:** (thoi gian / tien / co hoi)
- **Cam xuc tieu cuc:** (stress, so, nghi ngo)

## 5. Doi thu canh tranh

### Truc tiep (cung giai phap, cung van de)
- [Doi thu 1]: [diem manh] / [diem yeu cho khach]
- [Doi thu 2]: ...

### Gian tiep (khac giai phap, cung van de)
- [Doi thu 1]: ...

### Thu cap (cung giai phap, khac phan khuc)
- [Doi thu 1]: ...

## 6. Khac biet hoa (Differentiation)

- **3 diem khac biet chinh so voi doi thu:**
  1.
  2.
  3.
- **Tai sao khach chon ban thay vi doi thu:**
- **Dieu doi thu KHONG co ma ban CO:**

## 7. Rao can & Anti-persona

### Top 3 rao can khach noi ra
1. "Gia cao qua" → Cach xu ly: ...
2. "Khong biet co hieu qua khong" → Cach xu ly: ...
3. "Dang dung giai phap khac roi" → Cach xu ly: ...

### Anti-persona (KHONG la khach hang cua ban)
- Ai KHONG nen mua san pham nay:
- Tai sao:

## 8. Dong luc chuyen doi (JTBD 4 Forces)

- **Push** (Cai dang day khach roi khoi giai phap hien tai):
- **Pull** (Cai gi hap dan khach den voi ban):
- **Anxiety** (Lo lang khi chuyen sang ban):
- **Habit** (Thoi quen giu khach o lai giai phap cu):

## 9. Ngon ngu khach hang (Voice of Customer)

Ghi lai cac cau khach noi NGUYEN VAN — khong paraphrase.

- "..."
- "..."
- "..."