Start - Business Model performant, Business Plan convaincant - 1re - 101

Pourtant, si elle est bien menée, l'étude de marché vous permettra de mieux
connaître et comprendre vos clients et de gagner un temps précieux dans le
développement de votre entreprise.
En pratique, vous ferez forcément une étude de marché. Si vous ne la faites
pas avant de vous lancer, vous la ferez une fois que vous serez en activité en
testant dans des conditions réelles de marché. Ceci peut vous faire perdre du
temps, de l'énergie et aussi beaucoup d'argent.

L'analyse documentaire : pour une vision
globale de votre marché
L'analyse documentaire est une des grandes étapes de l'étude de marché.
Elle est réputée fastidieuse et, pour les porteurs de projet, elle porte souvent
la promesse de longues journées passées dans une bibliothèque à lire des
études complexes et très éloignées de la réalité du terrain.
En pratique, le temps à consacrer à cette étape sera extrêmement variable :
d'une journée à plusieurs semaines en fonction :
* de vos besoins en financement : si vous avez besoin de fonds extérieurs,
vos financeurs vont avoir besoin d'éléments concrets sur lesquels s'appuyer pour valider le potentiel de votre entreprise et de votre marché ;
* du nombre de clients dont vous allez avoir besoin pour atteindre votre
objectif de chiffre d'affaires : plus votre cible sera large et plus votre
objectif de chiffre d'affaires et de quantités vendues sera important (par
exemple, vous souhaitez lancer une nouvelle marque de jus de fruits),
plus l'analyse documentaire devra être fournie.
Pour bien réussir cette étude, je vous recommande de partir du niveau le plus
global possible. Cela vous permettra de faire connaissance avec votre marché
et de voir là où vous allez devoir pousser plus loin vos recherches.

L'étude de marché : connaître tout le potentiel de votre activité

101



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