Start - Business Model performant, Business Plan convaincant - 1re - 38

Les entrepreneurs qui réussissent le
plus vite sont ceux qui proposent une
offre spécifique avec une proposition
de valeur claire à un marché ciblé.

Mon expérience et celle des entrepreneurs que j'ai pu observer qu'ils soient
clients ou simples confrères, m'ont
montré que cette approche ne fonctionnait pas.

L'approche « globale » est bien plus consommatrice d'énergie pour le porteur
de projet. Il faut créer un discours différent pour chaque segment de clientèle
et surtout trouver la technique qui fonctionne pour chaque segment (il est
bien rare que cela soit la même). Là où l'entrepreneur qui a une approche
ciblée bénéficie d'un effet d'apprentissage, celui qui vise plusieurs segments
de clientèle s'épuise.

Exemple
Vous souhaitez créer votre société d'évènementiel et vous pensez organiser des évènements de team building à destination des entreprises
ainsi qu'une gamme de services à destination des particuliers comme des
anniversaires d'enfants, des mariages... Vous allez devoir communiquer
de façon très différente auprès de chacune de vos clientèles. On ne
parle pas de la même façon au service des ressources humaines d'un grand
groupe qu'aux parents d'un jeune enfant.

Cela va vous obliger à décliner votre communication de plusieurs manières, à
chercher des stratégies d'approche différentes pour rentrer en contact avec
vos clients. Vous allez devoir mettre en place autant de stratégies que vous
aurez de segments de clientèle. Ce qui est possible pour une grande entreprise qui a des salariés pour lesquels s'appuyer ne l'est pas pour un porteur
de projet (ou jeune entrepreneur) qui est souvent seul à la barre de son entreprise (ou avec un associé).
En tant que jeune entreprise, vous devez donc faire des choix. Et c'est souvent la partie la plus difficile ! La diversification viendra après, une fois que

38



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