Start - Business Model performant, Business Plan convaincant - 1re - 73

L'approche du business model est centrée sur un élément : la proposition de
valeur. Elle se décline autour de 6 éléments clés pour aboutir à deux choses :
le flux de revenus et la structure des coûts. La somme de ces éléments permet de valider la capacité de votre entreprise à générer des profits.
La clé de voûte du Business Model Canva (et aussi celle de votre business
model) est bien évidemment votre proposition de valeur, la valeur ajoutée
unique que vous allez apporter à vos clients.
De votre proposition de valeur vont dépendre tous les autres éléments de votre
business model. C'est donc en renseignant cette case que je vous recommande de commencer à remplir votre Business Model Canva.
Une fois que votre proposition de valeur est renseignée, vous allez pouvoir
renseigner les 3 cases à droite de la proposition de valeur, en commençant
par :
* le segment de clientèle : c'est votre cible, la clientèle avec laquelle vous
allez travailler. Soyez le plus précis possible ! Ne visez pas les femmes
actives mais les femmes actives de 35 à 45 ans ayant des enfants en bas
âge (par exemple). C'est le moment de ressortir votre persona et d'identifier les détails qui font la spécificité de votre cible client (cf. mise en
pratique p. 42) ;
* les canaux : vous devez renseigner la façon dont vous allez être en
contact avec vos futurs clients, principalement avant ou pendant la vente
mais aussi après la vente.
C'est ici que la distribution de vos produits s'intègre dans le Business
Model Canva : vente directe ou par un intermédiaire, vente par Internet
ou dans des lieux de vente physique, partenariats...
À moins d'avoir une première expérience auprès de votre cible, il est probable que vous ne sachiez pas encore quel canal sera le plus pertinent
pour toucher vos clients. Je vous recommande de les lister tous et de
les classer par ordre de pertinence pressentie. Vous pourrez tester ces
différents canaux les uns après les autres pour identifier celui qui est le
plus pertinent pour vous ;

Formaliser votre business model grâce au Business Model Canva

73



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