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Mythes et realites du e-commerce

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Le e-commerce est l'objet de beaucoup d'idées pré-conçues. Derrière ces mythes, la réalité est toute autre ....

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Mythes et realites du e-commerce

  1. 1. Mythes et réalités du e-commerce Par Christophe Dournaux [email_address] Pour Alexia Et Compagnie et Paris Pionnières
  2. 2. Réussir sur internet c’est facile N’importe qui peut le faire Il suffit d’une bonne idée et hop ! En plus, ça coûte moins cher … Yes ! Et ça tourne tout seul Y’a plus qu’à prendre l’argent !
  3. 3. Examinons maintenant chacune de ces assertions communes …
  4. 4. Réussir sur internet c’est facile ! Vous pensez que c’est ça ?
  5. 5. Voici un autre angle d’une même réalité
  6. 6. Mais la réalité, c’est déjà plus ça …
  7. 7. Ou ça, pour certains produits !
  8. 8. N’importe qui peut le faire ! Un jeu d’enfant ?
  9. 9. Même vous ?
  10. 10. Mais c’est mieux si c’est lui …
  11. 11. Ou même encore, plutôt eux …
  12. 12. Une idée originale et hop !
  13. 13. Mais, attention, d’autres en ont eu avant vous …
  14. 14. Et ça coute moins cher … Moins cher que quoi ?
  15. 15. Investir reste quand même nécessaire …
  16. 16. Ça tourne tout seul ! Mode pilote automatique ?
  17. 17. <ul><li>Disponibilité du site / hébergement </li></ul><ul><li>Maintenance / Mise à jour du site </li></ul><ul><li>Amélioration / Testing / Débugage </li></ul><ul><li>Referencement </li></ul><ul><li>Animation / Promotion des ventes </li></ul><ul><li>Marketing / Communication </li></ul><ul><li>Achats </li></ul><ul><li>Gestion des stocks / ajout de references </li></ul><ul><li>Logisitique / expédition </li></ul><ul><li>Relations clients / gestion des réclamations </li></ul><ul><li>Formation du personnel </li></ul><ul><li>Recrutement </li></ul><ul><li>Juridique </li></ul><ul><li>Comptabilité / Fournisseurs / Contrôle de gestion </li></ul>Petit aperçu de la réalité quotidienne …
  18. 18. Y’a plus qu’à prendre l’argent ! Vous imaginez déjà ça ?
  19. 19. Ceci est plus proche de votre quotidien, au début …
  20. 20. Alors, comment faire ? <ul><li>Une opportunité </li></ul><ul><li>Une solide expérience </li></ul><ul><li>Un business modèle solide </li></ul><ul><li>Un business plan réaliste </li></ul>Pragmatisme, de la curiosité, de l’humilité et une solide détermination.
  21. 21. Trouver le bon réglage OBJECTIFS CALENDRIER BUDGET
  22. 22. Tout faire Faire faire Faire un peu Mutualiser Ne rien faire du tout Les FAQ du débutant e-commerce > Mon site Competences internes Ressources Besoins spécifiques Un prestataire de confiance Un peu plus ressources Besoins spécifiques Une bonne solution e-commerce Peu de ressources Besoins génériques Du temps, de la patience, …et de la curiosité ! Un ou des distributeurs de confiance Peu de ressources Travailler la marque et sa notoriété Déléguer son e-commerce > Réservé aux marques installées Aucune ressources Un effort commercial pour donner de la marge au délégué. Se concentrer sur son coeur de métier
  23. 23. Les FAQ du débutant e-commerce > Mon site > Choisir avec qui le faire ? <ul><li>Quel autre critère que le prix pour mesurer la qualité ? </li></ul><ul><li>Confiance </li></ul><ul><ul><li>Expérience </li></ul></ul><ul><ul><li>Reférences </li></ul></ul><ul><ul><li>Avis </li></ul></ul><ul><ul><li>PASSION ! </li></ul></ul><ul><li>Contrôle </li></ul><ul><ul><li>Comprendre </li></ul></ul><ul><ul><li>S’interesser </li></ul></ul><ul><ul><li>Se faire assister ou conseiller </li></ul></ul>PRIX
  24. 24. Les FAQ du débutant e-commerce > Mon site > Combien ça coute ? OBJECTIFS CALENDRIER BUDGET 100% 1 an Budget prévu Budget réel pour matcher avec les 2 autres critères
  25. 25. Les FAQ du débutant e-commerce > Mon site > Combien ça coute ? OBJECTIFS CALENDRIER BUDGET 100% 1 an Budget réel Sous-objectif 1
  26. 26. Les FAQ du débutant e-commerce > Mon site > Le bon dispositif pour la bonne cible <ul><li>B to B </li></ul><ul><li>B to B to C </li></ul><ul><li>B to C </li></ul><ul><ul><li>privé/public </li></ul></ul><ul><ul><li>national / local </li></ul></ul><ul><ul><li>grand public / spécialiste </li></ul></ul><ul><ul><li>vente en ligne </li></ul></ul><ul><ul><li>info + vente </li></ul></ul><ul><ul><ul><li>à domicile </li></ul></ul></ul><ul><ul><ul><li>par tel </li></ul></ul></ul><ul><ul><li>info + demande de devis en ligne </li></ul></ul><ul><ul><li>enchères </li></ul></ul><ul><ul><li>… </li></ul></ul><ul><li>M-Commerce </li></ul><ul><li>Social commerce </li></ul>
  27. 27. Les FAQ du débutant e-commerce > Mon site > Les fondamentaux <ul><li>Privilégier des solutions libres (PHP My SQL) </li></ul><ul><li>Référencement naturel “compliant” ( Code propre et certifié W3C, le plus accessible possible, fond et forme séparé, URL rewrighting ) </li></ul><ul><li>Simple, solide, testé et éprouvé ( Eviter de réinventer la roue) </li></ul><ul><li>Evolutif (langues étrangères, nouvelles fonctionnalités, montée en puissance, …) </li></ul><ul><li>Administrable (Back-office et/ou CMS : content managment system) </li></ul><ul><li>Monitorer ( Stats, tableaux de bord) </li></ul><ul><li>Sécuriser </li></ul>
  28. 28. Les FAQ du débutant e-commerce > Mon site > Les pièges à éviter <ul><li>Bien faire les choses d’emblée, c’est s’éviter d’avoir à les refaire : </li></ul><ul><li>Eviter les formules miracles ou pas chères </li></ul><ul><li>Eviter de bruler les étapes </li></ul><ul><li>Eviter d’en faire trop </li></ul><ul><li>Eviter la dépendance à </li></ul><ul><ul><ul><li>un prestataire </li></ul></ul></ul><ul><ul><ul><li>une technologie </li></ul></ul></ul><ul><ul><ul><li>un prescripteur </li></ul></ul></ul><ul><ul><ul><li>un fournisseur </li></ul></ul></ul><ul><ul><ul><li>… </li></ul></ul></ul>
  29. 29. Les FAQ du débutant e-commerce > Mon site > Tenir ou courrir ? Le e-commerce est un marathon qui se coure au sprint … Courrir ET Tenir <ul><li>Réduire le “Time to market” </li></ul><ul><li>Renchérir le ticket d’entrée pour les nouveaux entrants </li></ul><ul><li>Acquèrir le leadership </li></ul><ul><li>Puis le conserver ! </li></ul><ul><li>Maintenir </li></ul><ul><li>Animer </li></ul><ul><li>Communiquer </li></ul><ul><li>Optimiser </li></ul><ul><li>Améliorer </li></ul><ul><li>Automatiser </li></ul><ul><li>… </li></ul>… et dont l’arrivée se dérobe et s’éloigne constamment !
  30. 30. Merci ! Par Christophe Dournaux [email_address] Pour Alexia Et Compagnie et Paris Pionnières www.alexiaetcompagnie.fr

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