Start - Business Model performant, Business Plan convaincant - 1re - 108

Une matrice SWOT est un outil stratégique dont l'objectif est d'identifier les
points forts et les points de vigilance liés au projet. Il va vous amener à classer
ces éléments en fonction de ce qu'ils relèvent d'une caractéristique externe
(relative à votre environnement) ou d'une caractéristique interne (propre à
votre offre et à votre projet) pour mieux faire le point.
Matrice SWOT
I
N
T
E
R
N
E

S pour Strengths
FORCES

W pour Weaknesses
FAIBLESSES

E
X
T
E
R
N
E

O pour Opportunities
OPPORTUNITÉS

T pour Threats
MENACES

Le fait de remplir cette matrice vous permettra de résumer votre étude de
marché autour de quelques points clés essentiels à la réussite de votre projet et qui vous serviront de guide lors de la phase de rédaction.
N'hésitez pas à évoquer les risques et les faiblesses de votre offre dans votre
business plan. Cela permettra à vos interlocuteurs de voir que vous avez identifié les problèmes potentiels (et que vous avez mis en place une approche
pour pouvoir les contrer, ce qui est tout aussi important).

Interview de Sophie Tellier :
retour d'expérience sur l'étude de marché
L'étude de marché est une étape indispensable pour la réussite du projet
d'entreprise. Impressionnante a priori, elle l'est beaucoup moins une fois
que l'on s'est lancé. J'ai interrogé Sophie Tellier qui a créé la société Bike
N'Learn dans le cadre de laquelle elle a développé une offre de formation
« active » qui se fait en pédalant sur un vélo bureau.
...

108



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