Start - Business Model performant, Business Plan convaincant - 1re - 109

Quelles ont été les grandes étapes de l'étude de marché de Bike N'Learn ?
Mon étude de marché s'est déroulée en plusieurs étapes. Avant de quitter mon emploi salarié pour créer mon entreprise, j'ai organisé un cours
d'essai dans un club de sport pour tester le concept et j'ai administré un
questionnaire en ligne.
Une fois devenue entrepreneure à temps plein, j'ai approfondi ce travail
pour intégrer une couveuse d'entreprise. La couveuse demandait aux
postulants de fournir un business plan avec une étude de marché.
À ce stade, j'ai approfondi les connaissances obtenues lors de la première
phase de mon étude de marché en analysant des études sectorielles et
en administrant un nouveau questionnaire prenant en compte les recommandations d'un conseiller de la couveuse.
Les questionnaires d'étude de marché
Pour mon premier questionnaire, j'ai interrogé les participants à mon
cours « test », puis j'ai interrogé des internautes via Facebook en leur présentant une vidéo de présentation du concept pour avoir plus de retours.
Je demandais notamment aux répondants ce qu'ils pensaient du concept,
s'ils étaient inscrits à une salle de sport, quel prix il serait prêt à mettre
pour un cours de ce type, etc. Ce premier questionnaire m'a permis d'obtenir 116 réponses.
Dans un deuxième temps et sur les conseils de la couveuse, j'ai administré un questionnaire « neutre » dans lequel je ne présentais pas mon offre
mais dans laquelle je sondais les besoins des répondants. Ce deuxième
questionnaire, je l'ai une nouvelle fois administré en ligne mais aussi sur
le terrain, dans la rue et à la sortie des salles de sport, ce qui a représenté
une grosse sortie de ma zone de confort !
Ce questionnaire m'a permis de déterminer ma cible de façon plus précise mais aussi d'en savoir plus sur leurs attentes en termes de contenu
des cours, méthode d'enseignement et aussi de positionnement prix. J'en
ai déduit qui était mon client « type ».
...

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

109



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

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