16/04/2024

“
Plan your way to success!
“
1

1
 16/04/2024

In the meantime…

2
 16/04/2024

Entrepreneurship
=

3
 16/04/2024

…
Work time…
Knowledge
Wealth

Time Time Time

4
 16/04/2024

Who is the entrepreneur ?

10

5
 16/04/2024

Failure is never the end of the story…

It’s only a way to make us learn and grow

11

Anyone can be an entrepreneur !

12

6
 16/04/2024

Entrepreneurship is not only about

creating companies, it’s a spirit that can
be applied anywhere, to anything :
even as en employee: it’s called
intrapreneuship !

13

Entrepreneurship can also be about

charity : in the end it consists in
improving people’s lives
and changing the world

14

7
 16/04/2024

The entrepreneur’s traits ?

15

Passionate Adaptable
The entrepreneur’s

Fast-learner Ambitious
competencies

Analyzer Creative

Positive Decisive

Persistant Resilient

Action oriented Courageous

Hands-on Risk taker

Curious Self-conscient

Self-confident Hard worker

Committed Result oriented

16

8
 16/04/2024

A successful innovation
is one that…

17

Innovation,
finding an idea

18

9
 16/04/2024

19

20

10
 16/04/2024

21

22

11
 16/04/2024

BUSINESS CHANGES The world’s most popular

media doesn’t create
any content
Let’s… Think different!

The world’s largest

accomodation provider
owns no real estate!
The world’s most
valuable retailer owns
no inventory

The world’s largest

taxi company owns no
vehicle!

23

24

12
 16/04/2024

25

Entreprneurship’s
key know-hows

26

13
 16/04/2024

How the customer How the project How the analyst How the What the beta How the salesman
explained it leader understood designed it programmer wrote testers perceived described it
it it

How the project What operations How the customer How it was What marketers What the customer
was documented installed was billed supported by tech advised really needed

27

Who should I target and why ?

28

14
 16/04/2024

examples

29

Papier hygiénique absorbant

examples

30

15
 16/04/2024

31

you

32

16
 16/04/2024

NICHE Become a big fish

in small ponds!

STRATEGY

Small, specialized,
well-defined +
segment of a market

33

A shoe
problem

34

17
 16/04/2024

SEGMENTS Warning:
CHARACTERISTICS no stereotyping!

Measurable Substantial Accessible Differentiable Actionable

The size, Can be effectively Distinguishable Effective

Large
purchasing reached and with specific programs can be
and profitable
power served behaviors formulated

35

Athletes

Women wearing high heels

36

18
 16/04/2024

37

38

19
 16/04/2024

Why such a success

Communication
Thin segmentation 100% targeted &
Niche 100% targeted &
& needs analysis adapted prodcut
focused

39

40

20
 16/04/2024

Who is my target and what are its needs ?

41

B2C B2B
Demographic: Industry, company

TARGET
Geographic: Specific region or
climate size, location

Operating variables: Technology,

Demographic: Age, sex, income, level of use, customer capabilities

ANALYSIS occupation, education, religion,

nationality, social class

Psychographic: Lifestyle,
Purchasing approaches: Purchasing
organization, culture, supplier
relationship
personality Situational factors: Urgency of
needs, customization,
size of orders
Behavioral: Spendings, purchasing Personal characteristics: Buyer-
behaviors… seller similarity, attitude towards
risk, loyalty

42

21
 16/04/2024

… …

43

From where & Education &

Gender Age
location career path

Contextualization
Income &
Family Job Activities
spendings

Key relationship ecosystem Typical day

44

22
 16/04/2024

Personal history

Identity analysis Values

Personality traits & skills

Vision of themselves

Interests

45

Needs & real desires Goals

Obvious & deeper need Job trying to accomplish: obvious & deeper job.

Psychographics &
beahioral analysis
State of mind & feelings Fears, pain points

Drivers, beliefs & bias Language

Behaviors & habits Previous experiences & journey

Online focus : time spent, contents, formats,

following, actions taken… Expectations & objections

Buying behavior focus : channels, process,

frequency, budget…

46

23
 16/04/2024

47

 My target is attractive (segmentation)

 I intimately know my target and can

resonate with it

 I can therefore efficiently operate this

target

48

24
 16/04/2024

A successful innovation
is one that…

49

What is my true value ?

50

25
 16/04/2024

51

Memory tool
Communication means
Peace of mind

52

26
 16/04/2024

not product Good breath, = self-confidence for…

good first kiss ?
Think value

Performing well exams, job interview or

stay up all night

Shining in MMORPG

53
not product

Read anywhere confortable, carry around

Think value

my library…

Security, peace of mind

Holes ! New decoration…

54

27
 16/04/2024

The mindset Turn features

into benefits

Desirable
Product consequence of My product has this FEATURE that
characteristic your product provides this BENEFIT
(result)

55

56

28
 16/04/2024

57

Rent unique places to stay with local hosts in 190+ countries

Trusted community marketplace enabled by technology driven by

trust + transparency thanks to rating systems

Belong anywhere. We are a community of individuals with shared

values

58

29
 16/04/2024

59

60

30
 16/04/2024

61

62

31
 16/04/2024

of a dating app for…

For the silver age

For making friends only

For overwhelmed professionals

For widows & divorced

63

A successful innovation
is one that…

64

32
 16/04/2024

Prepare or craft ?

65

Before After

66

33
 16/04/2024

67

MARKET
READINESS

68

34
 16/04/2024

COMPETITION

69

70

35
 16/04/2024

Segmentation

71

Needs
analysis

India
72

36
 16/04/2024

Wrong
price &
channel

73

Competitors Customers

Market

Macro envrionment

74

37
 16/04/2024

Where are you setting foot?

75

What is the market environment like?

• What is my offer made of?

« Identify your market,
• What is the market’s potential?
demonstrate it’s attractiveness,
• What is going-on on the market: Trends, opportunity & threats?

highlight, key stakes » • Is it the right timing to choose this market?

• What obstacles do I have to overcome to address this market?

• How is the competition organized ?

• Is the market dependent on an area?

• How stable is the demand over the year?

Market analysis • Is my market dependent or substitutable by another one?

• What do I need to succeed on this market?

76

38
 16/04/2024

 My market has potential & is an

exploitable opportunity for me

 I know where I set foot, I master the

key stakes & success factors to play the
game

77

What is your competitive advantage?

78

39
 16/04/2024

Solutions available to solve

the target’s problem

79

Competition analysis

Analyze Conclude

Description & key metrics Target Strengths

Distribution channels &

Offering, pricing & benefits Weaknesses
coverage

Value proposition & key

Positioning & differentiation Level of threat
messages

Communication diagnosis:
relevance, following,
Strategy Key learnings
engagement, performing
contents, topics

80

40
 16/04/2024

 I intimately know my major competitors

 I can now create and justify a

differentiating & profitable competitive
advantage

81

How do I create differentiated added value

from competition ?

82

41
 16/04/2024

83

1 Product characteristic

2 Associated service

3 Pricing

4 Lifestyle, use or application

5
Social characteristic, cultual
symbol

6 …

84

42
 16/04/2024

85

86

43
 16/04/2024

Matters to the
market

87

Desirable, Unique and Clear and Difficult to

Relevant Affordable Profitable
matters distinctive communicable copy

Creates a competitive advantage !

88

44
 16/04/2024

A successful innovation
is one that…

89

MINIMUM VIABLE « To start: limit yourself to an

offer a first customer

PRODUCT is ready to buy… »

Minimum viable
Product!
product

90

45
 16/04/2024

EXAMPLES
Minimum viable product

University The founders rented

search engine their own rooms!

91

• 1,8M members
• 36k projects
• 36 cocreated kits
Almost officialy « Word’s most
Lego almost collapsed financialy
loved brand »
• High engagement & fandom
• Higàh media coverage

92

46
 16/04/2024

“Then enrich it in a way you External Internal

are sure will bring value by
replacing uncertainty with
(WHAT) (HOW)
knowledge and building a
dev plan” Minimum feature set for the Minimum resources needed for
customer the delivery

This is how the service is

This is the service rendered,
rendered to customers
what customers see
(what you need to do)

MINIMUM VIABLE Ex: Start delivering simple pizzas,

you will add sophisticated
ones later
Ex: Start making your pizzas
yourself, you will hire
a cook later

PRODUCT
93

Fear of making a
Too much choice Loss of sales
suboptimal choice

“ In any color that he wants

so long as it is black “ 24 6

60% 40%
2
3% 30%
CLARITY
94

47
 16/04/2024

TESTING

95

How to make people know, want and buy from me?

96

48
 16/04/2024

1 1
2 2
3 3
4 4
5 5
97

30% not event if it was free

30% not interested

30% interested but not now

NEVER SELL
DIRECTLY
7% very opened to buying

3% ready to buy immediately

98

49
 16/04/2024

2 weeks
Go for small
SIGN

« yes » first

2 weeks Bond &

consistency !

99

one day family feast, Plant, nurture, harvest,

the other day starve… never starve

100

50
 16/04/2024

Unknown Raving fan

Marekting
ecosystem

Constant,
consistent value
Lead nurturing &
Leads framing
conversion Offer delivery and great
Goal: know you, attract Insure retention
Goal: like & trust you: experience
attention
interest & desire + buying

101

WOM
Referral programs

SHOWCASE &
EVENTS & CAMPAIGNS MERCHANDIZING
Workshops, contests, classes
Posters, stands booths…

SOCIAL MEDIA SEO/SEA

Dialogue, conversation, communauté, relay Specialized landing pages
contenus

FORUM PRESCRIBERS
Dialogue, conversation, community Influenceurs, medias, plateforms

CONTENT MARKETING PARTNERSHIPS

Blog, newsletter, ebook, Mooc, tuto, cases… Clients exhanges and special offers

WOWING
OFFER/EXPERIENCE
Targeted/personalized
QUALITATIVE &
FAN PROSPECTS
AMBASSADOR PROGRAM ENGAGING (from niches)
=> Transform in evangelizer
Offers & priviledges RELATIONSHIP => Be noticed and liked

+ LEAD MAGNET
PERSONNALIZED GIFTS Targeted gifts in exchange for personal data,
Free withs & others… following
EXPERT
REPUTATION
PERSONNALIZED ADVICE CUSTOMER LEAD
Follow-up card, post-purchase guide and => Convert
=> Retention
tutorials, videos…

MAIL
CUSTOMER SERVICE Personnalized boxes: gifts, testimonials, press
Available, sufficient, fun… cuts, samples…

PROOFS
Photos & testimonials, samples

102

51
 16/04/2024

Targeted gifts in exchange

for personal data

What Valuable & relevant information for the solution

they need: ebook, videos, tools, quizzes…

“ “ The + Trust, position as expert, differentiating, no

pressures, don’t look desperate = relationship!

103

104

52
 16/04/2024

105

106

53
 16/04/2024

1 2 3 4
Attract Lead farming Convert Retain
Website designed to Proofs: case study, Wowing experience +
SEO & SEA
collect leads testimonials, test, samples... training

Prescribers : influencers, Lead magnet: Extraordinary customer

Mail
medias, platforms… ebook, video, quizz… service

Partnerships Multi-channel availability Ambassador program

Forums & chats Personalized gifts & advice

Content marketing Social media: Events & campaigns:

Blog, newsletter with articles, Referral program Create dialogue, community Contests, workshops…
videos, ebooks, tutorials…

107

A successful innovation
is one that…

108

54
 16/04/2024

Stakeholder, value chain, production, distribution…

109

Stakeholders
Competitors Customers

Distributors

Market Suppliers

Partners

Macro envrionment

110

55
 16/04/2024

HR

Finance
Strategy

Production

Legal

Customer care

IT

Sales
Distribution
Marketing

Logistics

111

1 word, many jobs…

Stakeholders Production process Your job in it Your distributors The value flows…

112

56
 16/04/2024

Strategy Operations

B C
Market Sales
A Team Customers

D 1
Development Production
Distribution
Finance
4
2 3 Marketing

Competitors

113

 Je maîtrise le processus de creation de

la valeur

 J’ai mis en place l’écosystème de

concretization et dispose des
partenariats nécessaires

 Mon métier est défini

114

57
 16/04/2024

A successful innovation
is one that…

115

116

58
 16/04/2024

117

How do you create, deliver and

118

59
 16/04/2024

Auction Freemium Subscription Cashback Affiliation

Customers decide themselves Customers get a limited free Customer pay for in a Customers earn credits The company earn commissions
for the price: the highest bet version and pay to get the full reccurring fashion for an (points or money) they can by referencing other companies
earns the prize access & features access limited in time retreive through their channels

119

Low cost Pay as you use Adaptive Timeback Brokerage

Customers pay cheap prices Sales optimization through Customers pay for the time
Customers pay for The company earn commissions
for the minimum viable price variation depending on spent using the company’s
each usage on sales it organizes
product or service the demand: yield management services or product

120

60
 16/04/2024

Razor blade Free or Door-to-door Flash sales Pyramid

advertising model scheme
Everything is free for the Sales are made at home, in Partnerships with brands allow
You buy a cheap product that Customers become sellers and
customers and other private groups thanks to word to sell unsold products at
uses an expensive consumable earn money on their sales
coampies pay for advertizing of mouth attractive prices

121

122

61
 16/04/2024

Urgent Not urgent

Important
it today! a time to do it

Not important

to someone else stop doing it

Eisenhower Matrix

123

A successful innovation
is one that…

124

62
 16/04/2024

Validating an innovation

125

126

63
 16/04/2024

127

Mission, vision, valeurs, culture,

métiers…

Buts à atteindre: Quantitatifs & qualitatifs

Chemins qui permettent d’atteindre les objectifs

Actions pour concrétiser la stratégie de manière

optimisée (max profit, min ressources) = plans

Outils, process, opérations, contrôle…

128

64
 16/04/2024

% salariés pleinement
satisfaits et impliqués

129

130

65
 16/04/2024

% ni satisfaits, ni
impliqués

131

Causes manque
d’implication :
Manque de contrôle sur les aspects
clés du travail

Stress élevé

Insatisfaction du salaire

132

66
 16/04/2024

Results of 11 years study by HBS Professors & writers of « Corporate Culture & performance »

133

What are the keys skills to become a successful entrepreneur & power
great innovations ?

Identify & solve a Find, optimize and

Sell thanks to great
problem with great manage your
solution marketing
resources

134

67
 16/04/2024

They know how to

They have an They know how to
connect an idea to
opportunity detector inspire & sell
needs

They don’t resonate They believe in their

They are optimizers with barriers & project & give
: they know how to obstacles but with themselves the
do a lot with few challenges to means to make their
overcome dream come true

135

136

68
 16/04/2024

1. Potential
Does my project answers to a need ?

8. Profitability 2. Potential
Can I make (enought) money and grow ? Who’s is my target ? Is this target attractive :
large enough, solvable, accessible…

Your idea
7. Feasibility 3. Potential
Who are the key stake holders and can I reach
Purpose : Is my market sexy, what are its key stakes &
them & enroll them ? Why this project and is can I master them ?
everyone on board ?

6. Feasibility 4. Potential
5. Feasibility
What are my project’s key resources to get
launched ? Can I access them ? What solution is already existing & how is my
idea different/better ?
Can I quickly identify blockage in my project’s
conception, production, logistics, distribution,
legal aspects… Can I identify accessible
solutions ?

137

138

69
 16/04/2024

139

140

70
 16/04/2024

Entrepreneurship is not a discipline, it’s not a skill,

141

71