Start - Business Model performant, Business Plan convaincant - 2e - 39

Votre proposition de valeur, vous allez la construire avec vos clients en fonction
de ce qu'ils vont vous dire.
Mais comme il faut bien commencer quelque part, c'est en formulant une
première version de votre proposition de valeur que je vous propose de commencer.
Ensuite, vous l'enrichirez en fonction des réponses des personnes
que vous aurez interviewées.
Votre proposition de valeur vous permettra de définir un angle d'attaque pour
vos premières rencontres et rendez-vous avec ceux qui deviendront, peutêtre,
vos premiers clients.
Faire le portrait-robot de votre client idéal
Après la première ébauche de proposition de valeur, vient le temps de
construire votre premier persona. Le persona est votre client « type ».
Certains vous proposeront de créer plusieurs persona. En phase de démarrage
de projet et dans un effort de simplicité et d'efficacité, il vaut mieux partir
sur la construction d'un seul persona et le faire évoluer en fonction des
retours des personnes interrogées.
Cela va vous obliger à définir votre projet de façon très précise pour n'en
garder que le meilleur. Je vois souvent des entrepreneurs se lancer avec un
produit ou une offre et plusieurs segments de clientèle (les particuliers, les
entreprises, les organismes publics...).
Viser le plus de monde possible est rassurant. On se dit que l'on a plus de
chances de trouver un client en visant large qu'en s'adressant à une clientèle
très ciblée.
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.
Les clients : clés de votre succès
37

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