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7 étapes pour définir son plan stratégique e-business

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Vous êtes dans le e-commerce. Comme tout le monde, vous entamez l’année 2014, rempli d’espoir et de bonnes résolutions. Vous souhaitez réussir dans votre affaire, et amener votre activité en ligne à un nouveau pallier cette année. Vous avez l’ambition, la détermination, il ne vous manque plus qu’un plan solide.
L’année a déjà débuté et vous avez déjà plusieurs idées précises en tête. Vous peaufinez votre plan de bataille pour mettre votre e-commerce dans la trajectoire de la réussite. Suivez ces 7 étapes pour arrêter ”pour de bon” vos plans pour cette nouvelle année.

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7 étapes pour définir son plan stratégique e-business

  1. 1. 18 20 #1 - VISION DU BUSINESS : 3 priorités pour 2018 - Salaire | “Taille” du business | Assise financière 45K€ 1M€ 300K€ min. min. min. Salaire brut fondateur Recettes TTC Capitaux propres
  2. 2. #2 - BILAN DE L’ANNEE : Revue des KPI - Ecarts | Identification des forces | Zones de progrès dont CA Export 11.5k€ (vs 8k€ +44%) CPA Global 7.4€ (vs 7.8 compta et + 6.5 objectif +14%) CA/visiteur unique 0.94€ (vs 0.86€ +9%) CHIFFRE D'AFFAIRES 152K (vs 170k -11%) TRANSACTIONS 2 896 (vs 2 465 +17%) TAUX DE CONVERSION 1.5% (vs 1.25% +20%) REFERENTS 10k (vs 36k -72%) FACEBOOK 0.8k (vs 1K -20%) AFFILIATION 9.6k (vs 15K -36%) PANIER MOYEN 52 eur (vs 69 -24%) VISITEURS UNIQUES 190k (vs 195k -2.5%) DIRECT 33k (vs 30k +10%) AUTRES 0k (vs 20k -100%) dont VU Export 19k (vs 12k +58%) SEARCH 146k (vs 131k +11%) SEO 109k (vs 85k +28%) SEA 37k (vs 47k -21%)
  3. 3. Leader ATTAQUE Equipe 1 IMPACT: +30K€ de CA TTC INVEST: ΔBFR 2,3K€ (pub) Emprunt bancaire Continuer à étendre la distribution Renforcer assise financière pour croitre Adwords VENDRE Continuer de grandir et d’élargir le projet GÉRER Négociations FRN Modifications GFX/Ergo Social Shopping: quid avis conso? Levée de fond Réseau Renforcer les fondamentaux Professionnaliser animation commerciale Equipe 1 IMPACT: Emprunt 10€ + 5k€ de Love Money = 15k€ INVEST: 1k€ Dividendes + 2.5K€ interets = 3.5k€ Déployer l’Export MarketPlace + Shopbot Equipe 1 100% livraisons contrôlées Améliorer l’offre & le merchandising Professionnaliser le “supply chain mgt” IMPACT: +25k€ de CA TTC INVEST: 10k€ prestataires IMPACT: 5.5k€ INVEST: 360€ + TBC (outils?) DEFENSE 100% de compensation demandées Mettre en place 3 indicateurs
  4. 4. ATTAQUE IMPACT: IMPACT: Emprunt 10€ + 5k€ de Love Money +43K€ de CA HT 15k€ INVEST: 2,3K€ ΔBFR (pub) Continuer à étendre la distribution Renforcer assise financière pour croitre ROI = 17.7 INVEST: 1k€ Dividendes + 2.5K€ interets 3.5k€ ROI = 3.3 Continuer de grandir et d’ élargir le projet VENDRE GÉRER Renforcer les fondamentaux ROI = 1.5 IMPACT: ROI = 14.3 IMPACT: +25k€ de CA HT (tx de conv + panier moyen) 5.5k€ d’économies Améliorer l’offre & le merchandising Professionnaliser le “supply chain mgt” INVEST: INVEST: 10k€ prestataires (mais ROI exponentiel avec ↗ des volumes) DEFENSE 360€ + TBC (outils?)
  5. 5. #5 - EMPLOI / RESSOURCES : Ou prendre l’argent cette année? - Disitinction BFR vs INVEST | Quel montant pr renforcer capital? EMPLOIS RESSOURCES Les postes qui demandent + de cash en 2014 Les sources qui vont financer la croissance Δ BFR ↗ publicité ↗ intérêts emprunt Economie ↘ ratio BFR/CA (< 2.5% du CA) 2 000 € ? 2 500 € s/5 ans ? 360 € /an Externalisation La Poste ↗ Frais Lengow 1 500 € ↗ Remises FRN (-1pt) 1 175 € Remise supp. La Poste ? 2 250 € /an 612 € /an ↘ Hébergement 10 000 € Emprunt 10 000 € 1 050 € s/3 ans Invest. “Love Money” 5 000 € TOTAL 19 925 € ? INVESTISSEMENTS Interventions technique site + dev. mobile Dividendes ? Invest. Module ERP Renforcement Capital TOTAL 1 040 € ? 2 363 € 19 925 € ?
  6. 6. #6 - PLAN d’ACTION: Ce que cela veut dire concrètement ! - Publicité | Négo FRN | Interventions s/ site | Financement 1 VENDRE Continuer à étendre la distribution ATTAQUE Renforcer assise financière EQUIPE 3 EQUIPE 1 EQUIPE 2 - Demander au comptable * Projet bilan * doc financiers finaux * previsionnel 2014 - Prendre RDV avec 2 banques - Negocier et signer l’emprunt - Libérer le “Love Money” - Rencontre Business Angel - Adwords = X€ /jr - Comparateur = X€ /jr - Ouvrir Corner UK - Ouvrir MarketPlace X EQUIPE 3 - Frais de port = homogene - Contraintes règl. / pays - MaJ site Anglais 4 GÉRER Améliorer l’offre & le merchandising Professionnaliser le “supply chain mgt” EQUIPE 3EQUIPE 1EQUIPE 2 3 - Valider CdC + sourcer presta - Consulter les prestataires - Recueillir devis et negocier - Passer commande - Faciliter le projet EQUIPE 1 - Contacter les FRN pour négo EQUIPE 3 - Passer commande service “La Poste” EQUIPE 3EQUIPE 1 - Plan commercial 1er SEM - Refaire landing page CMS - Developper pages sociales EQUIPE 3EQUIPE 1 - Mise en place 3 indicateurs DEFENSE 2
  7. 7. #7 - TABLEAU DE BORD: Mesurer son avancement - Focus sur ce qui compte | Actions correctrices agiles

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