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model de votre entreprise. Comme évoqué plus haut, cette analyse est essentielle et indispensable dans tous les projets.

Synthétiser toutes les données de l'étude
de marché
Une fois que vous avez réalisé vos différentes analyses, il est essentiel de faire
une synthèse de ce qui est ressorti de votre étude de marché et des enseignements les plus importants que vous en tirez pour le développement de votre
entreprise.
Avant de commencer ce travail de rédaction, prenez le temps de vous recentrer sur les objectifs de votre business plan. C'est ce qui va vous permettre
de mieux choisir votre approche et les éléments à retenir car, dans le cadre
de votre étude de marché, vous avez sûrement accumulé énormément
d'information.
Votre analyse doit se faire à deux niveaux :
* celui du marché sur lequel vous allez intervenir : quelles sont les opportunités qui se présentent à vous et que vous allez pouvoir saisir pour
développer votre entreprise ? Quelles sont les menaces auxquelles vous
pourriez être confrontées ?
* celui de votre offre : quelles sont les forces et les faiblesses propres à
votre offre et à la façon dont vous l'avez pensé.
Il est important d'avoir une vision aussi claire des zones de risques associées
à votre offre que de ses points forts. C'est sur votre maîtrise des risques que
va se jouer votre capacité à vous développer et à perdurer dans le temps.
Pour synthétiser votre réflexion avant de passer à la rédaction, vous pouvez
utiliser un outil bien connu des étudiants en école de commerce : une matrice
SWOT.

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

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