Start - Business Model performant, Business Plan convaincant - 1re - 39

vous aurez mis en place certains automatismes, appris comment rentrer en
contact avec vos prospects et les transformer en clients. Une fois également
que vous aurez une équipe sur laquelle vous appuyer.
En attendant, concentrez-vous sur une offre la plus précise et spécifique
possible. Cela vous permettra de gagner du temps et de l'énergie. Créer son
entreprise est un travail de longue haleine. Viser plusieurs segments de clientèle à la fois, c'est prendre le risque de vous disperser et de ne rien faire
jusqu'au bout.

Client ou utilisateur ?
Une cible client est un groupe homogène de clients potentiels avec les
mêmes besoins, les mêmes ressources et auxquels vous allez pouvoir
proposer une même offre.
Votre client est la personne qui va payer pour acheter votre produit (et
pas forcément celle qui va l'utiliser).
Dans la plupart des entreprises traditionnelles, le client et l'utilisateur
sont les mêmes personnes. Mais avec l'essor du numérique, on a vu
naître des entreprises avec un business model différent dans lequel le
client n'est pas l'utilisateur du service.
Parmi les exemples célèbres, on peut citer Google dont vous utilisez
les services de moteur de recherche gratuitement. Vous êtes l'utilisateur de ce service mais vous n'êtes pas son client ! Les clients de
Google sont les annonceurs.
La réussite de votre projet repose sur votre capacité à trouver des utilisateurs aussi bien que des clients ! Votre travail à cette étape va donc
consister à aller interroger les uns aussi bien que les autres.

Les clients : clés de votre succès

39



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