Launch Playbook

Playbook khac voi plan — playbook la quy trinh tai su dung duoc, cai tien sau moi lan launch. Launch thanh cong khong phai may man — la ket qua cua chuan bi dung va execution ky luat. Goi 59-go-to-market truoc de co GTM plan; playbook nay la lop thuc thi chi tiet.

Thu thap thong tin

Doc GTM plan va campaign brief neu co. Neu thieu, hoi toi da 4 cau:

1. Launch gi, ngay nao? San pham/offer, D-day cu the, co blackout date nao trong ky khong?
2. Team gom nhung ai? Content, designer, media buyer, sales/CSKH, dev — ai lam duoc gi?
3. Asset da co gi? Landing page, creative, email sequence, tracking — trang thai tung thu?
4. Lan launch truoc (neu co) rut ra bai hoc gi? Doc retro cu de update playbook, khong dung ban cu nguyen xi.

Nguyen tac

1. Playbook update sau moi lan launch — khong dung ban cu nguyen xi. Bai hoc tu retro phai vao playbook.
2. "No-go" la quyet dinh hop le — launch sai thoi diem te hon tre launch.
3. Leader la nguoi duy nhat quyet go/no-go — khong delegate.
4. Tinh nguoc tu D-day — moi task co 1 owner duy nhat + deadline gio cu the. Buffer 1 ngay truoc launch cho viec unexpected.
5. Ads setup xong de trang thai Paused — chi bat vao D-day, khong bat som.

Phase 1 — Pre-launch (T-30 → T-1)

T-30 → T-21: Foundation

• Offer finalized: gia, bundle, guarantee, bonus da lock (khong doi sau moc nay)
• Positioning + core message chot (tu 58-positioning / GTM plan)
• Landing page brief giao cho design/dev
• Brief content team: angles, hooks, visual direction
• Brief media buyer: audience research, account structure, ads plan
• Asset list day du (goi 41-campaign-asset-list)

T-21 → T-14: Build

• Landing page live, tracking verify xanh
• Email sequence pre-launch viet xong (3-5 emails)
• Designer nhan brief + asset list (moc T-14)
• Content teasing bat dau: 1-2 posts/tuan (problem-aware, KHONG reveal offer)
• Warm audience ads bat (engagement objective, CPM thap)
• Email #1 pre-launch gui: goi to mo
• Seeding vao groups/communities lien quan
• KOC/UGC creator duoc brief (neu dung)

T-7: Ramp up

• Teasing tang tan suat: hang ngay
• Designer nop concept MVP → Leader duyet (T-7); asset phuc tap nhu landing page xong T-5
• Email #2: reveal van de, hint solution
• Ads budget tang (traffic to LP de build custom audience)
• Thu thap social proof: testimonial tu beta users / khach cu
• FAQ content: xu ly objection thuong gap

T-3: Final prep

• Tat ca content da approve va schedule (asset trung binh — carousel, banner set — xong T-3)
• Ads setup xong, dang Paused — cho bat D-day
• LP QA lan cuoi: load time, form, payment, mobile
• Email #3: "Mo cua [ngay] — muon duoc bao dau tien?"
• Team brief: ai lam gi gio nao ngay launch (war-room roster)
• Inbox coverage: ai truc, script tra loi san sang
• Asset nhanh (static, story) xong T-1

T-1: Go / No-go check

• Tracking 100% hoat dong
• Payment gateway test thanh cong
• Tat ca link dung, khong 404
• Offer copy dung (gia, bonus, deadline)
• Team confirm san sang
• LEADER SIGN OFF: GO / NO-GO — thieu 1 muc bat ky → NO-GO

Checklist theo bo phan (truoc D-day)

Bo phan	Checklist
Content	Caption/script/creative da duoc Leader approve; hashtag + link UTM day du; schedule da set hoac co nguoi truc dang; content backup neu UGC giao tre
Design	Hinh dung size tung platform; asset theo timeline T-14 brief → T-7 concept → T-5 phuc tap → T-3 trung binh → T-1 nhanh; standby quick asset ngay launch
Ads (Media Buyer)	Pixel/tracking verify xanh; ads setup dang Paused; budget dung plan; UTM day du tren moi link; backup creative san (phong ads reject)
Sales / CSKH	Nguoi truc inbox theo ca; kich ban tra loi comment/inbox thuong gap; quy trinh chuyen lead cho sales; script xu ly complaint
Dev / Ky thuat	LP load nhanh, form hoat dong, payment test; nguoi truc ky thuat ngay launch; phuong an redirect neu LP down

Phase 2 — Launch day war-room

War-room = 1 kenh chat chung + lich truc ro rang. Leader dieu phoi, moi bo phan co 1 dau moi. Data check theo gio, quyet dinh trong ngay.

Gio	Activity	Owner
7:00	Leader check lai toan bo lan cuoi (LP, tracking, lich dang)	Leader
8:00	Dang announce post chinh thuc	Writer
8:30	Bat BOFU ads (Meta, TikTok)	Media Buyer
9:00	Zalo OA / Email blast: "Mo roi!"	Leader
10:00	Check data dot 1: LP views, form submits, ads delivery	Leader
12:00	Post lan 2 (angle khac — social proof / urgency)	Writer
15:00	Review so lieu giua ngay — can adjust khong	Leader
20:00	Evening push (peak time): story, repost	Writer
23:00	Tong ket ngay 1: so lieu, anomalies, quyet dinh ngay 2	Leader

D+1 → D+7

Ngay	Activity	Owner
D+1	Email follow-up leads chua mua — xu ly objection	Leader
D+1	Danh dau creative winner/loser tu data ngay dau	Media Buyer + Designer
D+2	Post social proof: first buyers / early results	Writer
D+3	Media buyer report → Leader quyet: tang/giu/scale	Leader
D+5	Urgency push: "Con X slot / het bonus ngay Y"	Writer + Leader
D+7	Last call: email + post + Zalo → close cart	Leader + Writer

Escalation matrix

Tinh huong	Muc do	Action	Nguoi xu ly
Tracking khong fire	Khan	Dung ads, fix ngay	Media Buyer + Dev
LP down	Khan	Redirect hoac fix trong 30 phut	Dev
Payment loi	Khan	Bao Dev + Leader ngay	Dev
Ads bi reject	Cao	Bat backup creative	Media Buyer
CPL > 3x target	Cao	Bao Leader ngay, cho quyet dinh	Media Buyer
Comment tieu cuc viral	Cao	Bao Leader, KHONG tu xu ly — theo 66-crisis-playbook	Writer + Leader

Tieu chi roll-back

Roll-back = tam dung 1 phan hoac toan bo launch de sua. Leader la nguoi quyet.

Tinh huong	Nguong	Hanh dong roll-back
Tracking sai / khong fire	Bat ky	Pause toan bo ads den khi fix xong — khong dot budget mu
CPL / CPMess vuot nguong	> 3x target sau 24h dau	Pause ads BOFU, giu organic; review creative + audience truoc khi bat lai
LP CVR qua thap	< 1/3 muc ky vong sau 48h	Giu ads TOFU, tam dung push BOFU; fix LP (headline, form, toc do) roi bat lai
Offer sai (gia/bonus hien thi sai)	Bat ky	Go post loi, sua, dang lai — uu tien sua nhanh hon xin loi tren post cu
Su co uy tin / complaint lan rong	Dang lan	Chuyen sang 66-crisis-playbook, dung moi post ban hang den khi xu ly xong

Roll-back KHONG phai that bai — chay tiep khi biet dang sai moi la that bai.

Phase 3 — Post-launch (D+8 tro di)

• D+8 → D+14: pull toan bo data (revenue, leads, ROAS, CPL, CVR, top channels); media buyer viet performance report; thu thap feedback khach moi; debrief team 30 phut
• D+14 tro di: quyet dinh evergreen campaign (neu co: always-on ads voi ROAS target ro); document testimonial/case study tu khach dau tien
• Update playbook nay voi bai hoc tu retro (63-campaign-retrospective) — buoc bat buoc, khong bo qua vi ban

Cau truc ket qua

Ten file: launch-playbook-[ten-san-pham]-[YYYYMMDD].md — gom: timeline T-30 → D+7 da dien owner + deadline, checklist 5 bo phan, war-room roster, escalation matrix, tieu chi roll-back, muc "bai hoc lan truoc da ap dung".

Lien ket skill

• 59-go-to-market: chay truoc — GTM plan la dau vao chien luoc, playbook la lop thuc thi.
• 02-brief-chien-dich: brief campaign cho team truoc khi vao timeline.
• 41-campaign-asset-list: liet ke asset can san xuat o moc T-30 → T-21.
• 63-campaign-retrospective: chay sau moi launch — bai hoc update nguoc vao playbook.
• 66-crisis-playbook: kich hoat khi comment tieu cuc viral hoac su co uy tin.

Checklist chat luong

• Timeline day du T-30 → D+7, tinh nguoc tu D-day
• Moi task co 1 owner duy nhat + deadline gio cu the
• Checklist du 5 bo phan: content, design, ads, sales/CSKH, dev
• Go/no-go checklist T-1 day du — Leader sign off
• War-room co lich truc theo gio + dau moi tung bo phan
• Escalation matrix ro: tinh huong → muc do → action → ai xu ly
• Tieu chi roll-back co nguong so cu the, khong cam tinh
• Ads setup xong de Paused — chi bat D-day
• Co buffer 1 ngay truoc launch
• Co buoc update playbook sau launch