Start - Business Model performant, Business Plan convaincant - 1re - 12

I

l n'y a pas de « bon » business model réplicable à l'infini. Le « bon » business
model pour votre entreprise va dépendre de vos clients, de vos fournisseurs,
du marché sur lequel vous exercez et aussi de vous.
Définir le « bon » business model pour votre entreprise, c'est avant tout un
exercice de créativité.
À vous d'imaginer et de trouver la solution qui fonctionnera le mieux pour
vous. Dans une même industrie, on voit souvent cohabiter différents business
models.

Exemple
Prenons l'exemple de l'industrie aérienne. Chaque compagnie déplace des
voyageurs d'un point A à un point B mais elles ont des niveaux de service différents. Certaines d'entre elles proposent un service minimal et
des prix bas (les compagnies Low Cost), d'autres fonctionnent avec un
modèle plus classique (comme Air France ou Luftansa) et, enfin, certaines
se sont positionnées sur un segment de niche (comme La Compagnie qui
ne propose que des vols en classe affaires).

Quel que soit votre secteur d'activité, vous allez peut-être devoir vous lancer
ou vous développer dans un marché très concurrentiel ou difficile.
Dans ce contexte, difficile de dépasser les acteurs existants en jouant avec les
mêmes armes qu'eux. C'est là qu'un business model innovant va se révéler
être une opportunité pour aller au-delà de ce que vous croyiez possible et
dépasser vos concurrents.

12



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