{"id":8573,"date":"2014-03-17T07:40:08","date_gmt":"2014-03-17T06:40:08","guid":{"rendered":"http:\/\/format30.com\/?p=8573"},"modified":"2014-07-21T18:21:20","modified_gmt":"2014-07-21T17:21:20","slug":"mindmapping-et-entreprise-double-bulle-etude-de-la-concurrence","status":"publish","type":"post","link":"https:\/\/format30.com\/pt\/2014\/03\/17\/mindmapping-et-entreprise-double-bulle-etude-de-la-concurrence\/","title":{"rendered":"Mindmapping et entreprise : double-bulle \u00e9tude de la concurrence"},"content":{"rendered":"<p style=\"text-align:justify\"><span style=\"color:#000080\"><strong>Comment mieux comparer mon entreprise, mes produits avec ceux de la concurrence ? \u00a0L&rsquo;analyse de la concurrence est un point essentiel du business plan. \u00a0C&rsquo;est aussi une faiblesse de la majorit\u00e9 des entrepreneurs d\u00e9butants : \u00ab\u00a0<em>moi ? \u00a0Je n&rsquo;ai pas de concurrent !<\/em>\u00ab\u00a0<\/strong><\/span><\/p>\n<p style=\"text-align:justify\">Dans le <strong>business plan<\/strong> de nombreuses <strong>start-ups<\/strong>, il y a un point extr\u00eamement important et qui est souvent n\u00e9glig\u00e9, voire ni\u00e9 : la <strong>concurrence<\/strong> !<\/p>\n<h2 style=\"text-align:justify\"><span style=\"color:#000080\">Moi, je n&rsquo;ai pas de concurrent !<\/span><\/h2>\n<p style=\"text-align:justify\">Les formateurs, les business angels et les accompagnateurs de projets d&rsquo;entreprise le savent bien : bon nombre de candidats-entrepreneurs arrivent avec un <strong>plan d&rsquo;affaire<\/strong>\u00a0plut\u00f4t bien ficel\u00e9, avec des chiffres bien align\u00e9s sur leurs feuilles Excel, avec de jolis graphiques &#8211; ceux qui font si professionnels.<\/p>\n<p style=\"text-align:justify\">Pourtant, il y a un point que les candidats-entrepreneurs n\u00e9gligent souvent voire nient face \u00e0 l&rsquo;\u00e9vidence : la <strong>concurrence<\/strong> !<\/p>\n<p style=\"text-align:justify\">Combien de fois j&rsquo;ai entendu des candidats-entrepreneurs me sortir cette phrase, sorte d&rsquo;incantation magique : \u00ab\u00a0<em><strong>Moi, je n&rsquo;ai pas de concurrents !\u00a0\u00bb<\/strong><\/em><\/p>\n<p style=\"text-align:justify\">Les professionnels le savent : si vous n&rsquo;avez pas de concurrents, commencez \u00e0 vous inqui\u00e9ter. \u00a0Il peut y avoir plusieurs raisons \u00e0 cela :<\/p>\n<ul>\n<li>il n&rsquo;y a <strong>pas de march\u00e9 :<\/strong> le produit ou le service <strong>n&rsquo;int\u00e9resse personne !<\/strong><\/li>\n<li>le produit est <strong>trop novateur<\/strong> : personne ne le comprend et ne l&rsquo;ach\u00e8tera<\/li>\n<li>plus vraisemblablement : <strong>vous n&rsquo;avez pas identifi\u00e9 vos concurrents<\/strong> et vous allez d\u00e9couvrir tr\u00e8s vite qu&rsquo;ils existent !<\/li>\n<\/ul>\n<p style=\"text-align:justify\">Mais il existe peu d&rsquo;outils pour aider le jeune entrepreneur \u00e0 <em>analyser ses concurrents<\/em>, autrement dit \u00e0 se livrer \u00e0 une analyse de <strong><em>benchmarking<\/em><\/strong>.<\/p>\n<p style=\"text-align:justify\">En travaillant sur les doubles-bulles pour comparer des formes d&rsquo;entreprises, je me suis dit qu&rsquo;il devait \u00eatre possible d&rsquo;utiliser cette m\u00e9thode pour analyser la concurrence.<\/p>\n<h2><span style=\"color:#000080\">Un outil d&rsquo;analyse de la concurrence : la double-bulle<\/span><\/h2>\n<p style=\"text-align:justify\">La double-bulle est un fabuleux outil pour comparer deux \u00e9l\u00e9ments. \u00a0Je l&rsquo;ai utilis\u00e9e pour aider mes \u00e9tudiants \u00e0 <a title=\"Carte double-bulle : comparaison de deux formes d'organisation d'entreprises\" href=\"http:\/\/www.biggerplate.com\/mindmaps\/BnG2Y0WD\/carte-double-bulle-comparaison-de-deux-structures-d-39-organisations\" target=\"_blank\">comparer deux formes d&rsquo;organisation<\/a>, ou pour distinguer les <a title=\"cMOOCs versus xMOOCs sur Biggerplate\" href=\"http:\/\/www.biggerplate.com\/mindmaps\/JINmQMrN\/cmooc-vs-xmooc\" target=\"_blank\">xMOOCs des cMOOCs<\/a>.<\/p>\n<p style=\"text-align:justify\">Et comme je suis en train de r\u00e9fl\u00e9chir \u00e0 un atelier de mindmapping pour les startups, je me suis dit que je pourrais appliquer cette m\u00e9thode \u00e0 l&rsquo;analyse de la concurrence.<\/p>\n<p style=\"text-align:justify\">J&rsquo;ai fait un essai avec deux entreprises fictives : deux \u00e9diteurs de livres papier et num\u00e9riques.<\/p>\n<p style=\"text-align:justify\">Et voici le r\u00e9sultat (vous pouvez <a title=\"Biggerplate : t\u00e9l\u00e9chargez gratuitement cette double-bulle - analyse de la concurrence\" href=\"http:\/\/www.biggerplate.com\/mindmaps\/ccppzbDG\/mindmapping-et-entreprise-double-bulle-pour-analyser-la-concurrence\" target=\"_blank\">t\u00e9l\u00e9charger gratuitement cette carte sur ma page Biggerplate<\/a>).<\/p>\n<figure id=\"attachment_8575\" aria-describedby=\"caption-attachment-8575\" style=\"width: 700px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/i0.wp.com\/format30.com\/wp-content\/uploads\/2014\/03\/mindmapping-et-entreprise-double-bulle-concurrence-benchmarking.png?ssl=1\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" data-attachment-id=\"8575\" data-permalink=\"https:\/\/format30.com\/pt\/2014\/03\/17\/mindmapping-et-entreprise-double-bulle-etude-de-la-concurrence\/mindmapping-et-entreprise-double-bulle-concurrence-benchmarking\/\" data-orig-file=\"https:\/\/i0.wp.com\/format30.com\/wp-content\/uploads\/2014\/03\/mindmapping-et-entreprise-double-bulle-concurrence-benchmarking.png?fit=2418%2C1075&amp;ssl=1\" data-orig-size=\"2418,1075\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;}\" data-image-title=\"Mindmapping et entreprise &amp;#8211; double-bulle &amp;#8211; concurrence &amp;#8211; benchmarking\" data-image-description=\"&lt;p&gt;Xmind : double-bulle  &amp;#8211; mon concurrent et moi&lt;\/p&gt;\" data-image-caption=\"&lt;p&gt;Analyse de la concurrence avec une double bulle&lt;\/p&gt;\" data-large-file=\"https:\/\/i0.wp.com\/format30.com\/wp-content\/uploads\/2014\/03\/mindmapping-et-entreprise-double-bulle-concurrence-benchmarking.png?fit=1024%2C455&amp;ssl=1\" class=\"size-large wp-image-8575\" src=\"https:\/\/i0.wp.com\/format30.com\/wp-content\/uploads\/2014\/03\/mindmapping-et-entreprise-double-bulle-concurrence-benchmarking.png?resize=700%2C311&#038;ssl=1\" alt=\"Analyse de la concurrence avec une double-bulle r\u00e9alis\u00e9e avec le logiciel de mindmapping XMind\" width=\"700\" height=\"311\" \/><\/a><figcaption id=\"caption-attachment-8575\" class=\"wp-caption-text\">Analyse de la concurrence avec une double bulle<\/figcaption><\/figure>\n<h2 style=\"text-align:justify\"><span style=\"color:#000080\">Un exercice de benchmarking<\/span><\/h2>\n<p style=\"text-align:justify\">J&rsquo;y ai plac\u00e9 les items qui me paraissaient int\u00e9ressants \u00e0 comparer :<\/p>\n<ul style=\"text-align:justify\">\n<li>a <strong>gamme de prix<\/strong> : suis-je plus cher ou meilleur march\u00e9 que mon concurrent ? \u00a0Si oui, pourquoi ? \u00a0quels en sont les risques ou les avantages ?<\/li>\n<li>a <strong>qualit\u00e9 de mes produits<\/strong> : suis-je meilleur ou mon concurrent pr\u00e9sente-t-il des livres de meilleure qualit\u00e9 ?<\/li>\n<li>a <strong>gamme de produits<\/strong> : quelle est la gamme de produit que mon concurrent propose ? \u00a0Est-celle plus large ou plus restreinte que la mienne ? \u00a0Propose-t-il aussi des produits compl\u00e9mentaires ou de substitution ?<\/li>\n<li>quel est le type de <strong>marketing<\/strong> qu&rsquo;il utilise ?<\/li>\n<li>a-t-il recours \u00e0 la <strong>publicit\u00e9<\/strong> ? \u00a0Si oui de quel type ? \u00a0A quelle fr\u00e9quence ?<\/li>\n<li>quel est le <strong>mod\u00e8le \u00e9conomique<\/strong> de mon concurrent ? \u00a0Y trouve-t-il un avantage que mon propre mod\u00e8le ne me procure pas ?<\/li>\n<li>et enfin, l&rsquo;implantation de mon concurrent : o\u00f9 est sa zone de chalandise ? \u00a0vend-t-il aussi via Internet ?<\/li>\n<\/ul>\n<p style=\"text-align:justify\">Cet outil n&rsquo;est pas un produit fini. \u00a0Je suis encore en train de r\u00e9fl\u00e9chir sur sa forme et ses composants, et sur la fa\u00e7on de l&rsquo;utiliser dans un atelier.<\/p>\n<p style=\"text-align:justify\">Et vous, qu&rsquo;en pensez-vous ? \u00a0Cet outil vous para\u00eet-il utile ? \u00a0Manque-t-il quelque chose ? \u00a0Qu&rsquo;est-ce que vous changeriez \u00e9ventuellement ?<\/p>\n<p style=\"text-align:center\"><span style=\"color:#000080\"><strong>Vous avez aim\u00e9 cet article ?\u00a0 Inscrivez-vous \u00e0<span style=\"color:#3366ff\">\u00a0<a title=\"Inscription newsletter Marco Bertolini - Conseil et formation\" href=\"http:\/\/eepurl.com\/tOqA1\"><span style=\"color:#3366ff\">ma newsletter<\/span><\/a><\/span>\u00a0et ne ratez plus aucun article ou \u00e9v\u00e9nement !<\/strong><\/span><\/p>","protected":false},"excerpt":{"rendered":"<p>Comment mieux comparer mon entreprise, mes produits avec ceux de la concurrence ? \u00a0L&rsquo;analyse de la concurrence est un point essentiel du business plan. \u00a0C&rsquo;est aussi une faiblesse de la [&hellip;]<\/p>\n","protected":false},"author":7601135,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","_EventAllDay":false,"_EventTimezone":"","_EventStartDate":"","_EventEndDate":"","_EventStartDateUTC":"","_EventEndDateUTC":"","_EventShowMap":false,"_EventShowMapLink":false,"_EventURL":"","_EventCost":"","_EventCostDescription":"","_EventCurrencySymbol":"","_EventCurrencyCode":"","_EventCurrencyPosition":"","_EventDateTimeSeparator":"","_EventTimeRangeSeparator":"","_EventOrganizerID":[],"_EventVenueID":[],"_OrganizerEmail":"","_OrganizerPhone":"","_OrganizerWebsite":"","_VenueAddress":"","_VenueCity":"","_VenueCountry":"","_VenueProvince":"","_VenueState":"","_VenueZip":"","_VenuePhone":"","_VenueURL":"","_VenueStateProvince":"","_VenueLat":"","_VenueLng":"","_VenueShowMap":false,"_VenueShowMapLink":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[320934,16707425,7210031,31876812],"tags":[36437912,93654,63482,219016971,830913,114688,50206,136609459,219017085,252784220,775357425,252847152,7337052,385479,763794,87072,20429],"class_list":["post-8573","post","type-post","status-publish","format-standard","hentry","category-creation-dentreprise","category-entreprise-2","category-jeunes-entrepreneurs","category-mind-mapping-outils","tag-analyse-de-la-concurrence","tag-benchmarking","tag-business-plan","tag-candidats-entrepreneurs","tag-comparer","tag-concurrent","tag-description","tag-etude-de-la-concurrence","tag-je-nai-pas-de-concurrent","tag-mind-mapping-francais","tag-mindmapping","tag-mindmapping-pour-entreprise","tag-plan-daffaire","tag-prix","tag-qualite","tag-start-ups","tag-startups"],"yoast_head":"<!-- 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