{"id":3129,"date":"2020-12-01T00:00:00","date_gmt":"2020-11-30T23:00:00","guid":{"rendered":"https:\/\/spotzerdigital.com\/increase-margin-and-profit-by-reducing-risks-in-the-discovery-stage-part-i\/"},"modified":"2022-03-09T14:46:28","modified_gmt":"2022-03-09T13:46:28","slug":"augmenter-la-marge-et-les-benefices-en-reduisant-les-risques-lors-de-la-phase-de-decouverte-1re-partie","status":"publish","type":"post","link":"https:\/\/spotzerdigital.com\/fr\/increase-margin-and-profit-by-reducing-risks-in-the-discovery-stage-part-i\/","title":{"rendered":"Augmenter la marge et le profit en r\u00e9duisant les risques au stade de la d\u00e9couverte - Partie I"},"content":{"rendered":"

\u200dCet article fait partie de <\/em>une s\u00e9rie<\/em><\/a> dans lequel nous examinons en profondeur les diff\u00e9rents aspects et techniques utilis\u00e9s par Spotzer pour assurer le succ\u00e8s des produits et services num\u00e9riques de nos partenaires.<\/em><\/p>\n

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\"5fc505eb2c97c9afc28fa6bb<\/div>\n<\/figure>\n

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Il y a peu de choses aussi p\u00e9nibles et d\u00e9motivantes que d'investir beaucoup de temps et de ressources dans un projet et de le voir \u00e9chouer. Et, par nature, de nombreux projets ayant un impact sur le portefeuille de produits sont co\u00fbteux. Supposons que vous lanciez une nouvelle gamme de solutions de commerce \u00e9lectronique ; de nombreuses personnes seront impliqu\u00e9es : produits, service juridique, marketing, ventes, informatique - pour ne citer que quelques d\u00e9partements. Le co\u00fbt cumul\u00e9 des r\u00e9unions, des livrables et des pr\u00e9paratifs sera important ; de plus, vous ne pourrez pas l'affecter \u00e0 autre chose. Il faut donc en tirer le meilleur parti.<\/p>\n

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Bien s\u00fbr, dans le monde des affaires, l'\u00e9chec est in\u00e9vitable. L'astuce consiste \u00e0 \u00e9chouer (parfois souvent !) mais de la bonne mani\u00e8re : c'est-\u00e0-dire en \u00e9chouant t\u00f4t, de pr\u00e9f\u00e9rence avant que tout le code ne soit \u00e9crit, que les garanties ne soient con\u00e7ues et que les \u00e9quipes ne soient form\u00e9es. Dans le d\u00e9veloppement de produits, il est d'usage de faire la distinction entre la \"d\u00e9couverte\" (comprendre le probl\u00e8me et trouver la meilleure solution) et la \"livraison\" (construire\/offrir cette solution). Au cours du processus de d\u00e9couverte, vous devez faire face \u00e0 l'incertitude, c'est-\u00e0-dire aux diff\u00e9rents risques auxquels vous devez faire face avant d'investir davantage.<\/p>\n

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\"5fc50600cebcf2871c93fbc8<\/div>\n<\/figure>\n

Dans \"Inspired\", Marty Cagan parle de quatre grands types de risques que la phase de d\u00e9couverte doit prendre en compte :<\/p>\n

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    \n
  • Le risque de valeur<\/strong>Le client ach\u00e8tera-t-il ce produit ? <\/li>\n
  • Le risque li\u00e9 \u00e0 la facilit\u00e9 d'utilisation<\/strong>L'utilisateur peut-il savoir comment l'utiliser ? <\/li>\n
  • Le risque de faisabilit\u00e9<\/strong>: pouvons-nous construire cela ? <\/li>\n
  • Et enfin, last but not least, le risque de viabilit\u00e9 de l'entreprise<\/strong>Cette solution fonctionnera-t-elle pour nous en tant qu'entreprise ?<\/li>\n<\/ul>\n

    <\/p>\n

    Bien qu'elle soit largement accept\u00e9e en th\u00e9orie, de nombreuses organisations ont eu du mal \u00e0 appliquer cette approche dans le monde r\u00e9el. Par cons\u00e9quent, de nombreuses initiatives dans lesquelles elles investissent massivement affichent un retour sur investissement d\u00e9cevant.<\/p>\n

    <\/p>\n

    L'une des raisons est que les \u00e9quipes au sein de l'organisation peuvent percevoir ces questions comme g\u00eanantes et sont donc souvent r\u00e9ticentes \u00e0 les soulever et \u00e0 en discuter ouvertement. Il faut parfois que quelqu'un d'ext\u00e9rieur \u00e0 l'organisation l\u00e8ve la main. Voyons comment Spotzer peut vous aider \u00e0 faire face \u00e0 ces risques un par un.<\/p>\n

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    \"5fc50622e9109977d35a02b4<\/div>\n<\/figure>\n

    \u200d<\/p>\n

    \u200dS'attaquer au risque li\u00e9 \u00e0 la valeur :<\/strong><\/p>\n

    <\/p>\n

      \n
    • Nous sommes agnostiques en mati\u00e8re de plateforme<\/em>. Chez Spotzer, nous savons que les petites entreprises sont confront\u00e9es \u00e0 de nombreux d\u00e9fis, c'est pourquoi nous devons disposer d'un ensemble d'outils \u00e9quilibr\u00e9 : suffisamment large pour nous donner des options, mais toujours limit\u00e9 pour que nous soyons les experts en la mati\u00e8re. C'est pourquoi nous travaillons avec les plateformes et les solutions les plus avanc\u00e9es : Duda, Ecwid, Google, Facebook, Instagram, Yext, Bing, Uberall, Mono, Wix, WordPress, WooCommerce et plus encore. Nous pouvons \u00e9tudier les d\u00e9fis auxquels vos clients sont confront\u00e9s et sugg\u00e9rer la bonne configuration pour chacun d'entre eux.<\/strong>.\n<\/li>\n
    • Nous avons des produits standard, avec des essais<\/em>. Pour acc\u00e9l\u00e9rer les lancements et tester les hypoth\u00e8ses d\u00e8s que possible, nous proposons un ensemble de solutions standard que nous affinons r\u00e9guli\u00e8rement. Nous pouvons les d\u00e9ployer en quelques jours et commencer \u00e0 obtenir des informations pr\u00e9cieuses. De plus, nous comprenons l'importance d'obtenir l'adh\u00e9sion des clients et des diff\u00e9rentes parties de votre organisation. C'est pourquoi nous proposons des essais limit\u00e9s qui permettent aux clients et \u00e0 vos \u00e9quipes de comprendre les diff\u00e9rents aspects de la solution.<\/strong>.\n<\/li>\n
    • Validation et essais pr\u00e9liminaires<\/em>. Dans la mesure du possible, nous essayons de proposer d'abord des produits minimums viables. Par exemple, lorsque la pand\u00e9mie a frapp\u00e9 l'Europe, l'un de nos partenaires allemands nous a contact\u00e9s. Il soup\u00e7onnait l'existence d'un sous-ensemble de petites entreprises qui avaient d\u00e9sesp\u00e9r\u00e9ment besoin de commencer \u00e0 vendre en ligne, mais qui n'y parvenaient pas en raison d'un manque d'expertise et de difficult\u00e9s financi\u00e8res. Les solutions de bricolage populaires, qui offrent souvent un niveau gratuit, \u00e9taient trop imposantes pour eux. En l'espace de deux semaines, nous avons mis en place une solution enti\u00e8rement automatis\u00e9e : un simple formulaire \u00e0 remplir en 15 minutes, qui g\u00e9n\u00e9rait ensuite une boutique Mono \u00e0 la vol\u00e9e. Le partenaire l'a propos\u00e9 gratuitement aux entreprises, en m\u00eame temps qu'un service client abordable mais totalement optionnel. La solution a \u00e9t\u00e9 prim\u00e9e ! Mais il ne nous a pas fallu des mois pour la planifier et la lancer, car elle n'avait pas besoin d'\u00eatre parfaite. Elle devait \u00eatre suffisamment bonne pour r\u00e9pondre \u00e0 la question principale : les clients la trouvent-ils utile ?<\/strong>\n<\/li>\n
    • Pages d'atterrissage<\/em>. Parfois, tester quelque chose peut \u00eatre aussi simple qu'une page de renvoi ! Vous n'avez m\u00eame pas besoin de lancer un produit tant que vous n'avez pas constat\u00e9 l'int\u00e9r\u00eat de clients r\u00e9els, qui pourraient visiter votre page de renvoi et s'y engager. Pensez-vous que vos clients pourraient \u00eatre int\u00e9ress\u00e9s par la fonctionnalit\u00e9 d'adh\u00e9sion ? Avant m\u00eame de proc\u00e9der aux int\u00e9grations, accords et tests n\u00e9cessaires, vous pouvez nous demander de cr\u00e9er une simple page permettant d'\u00e9valuer l'intention d'achat du client.<\/strong> (Bien entendu, nous pouvons \u00e9galement fournir un site web complet pour promouvoir vos produits et services num\u00e9riques - comme nous l'avons fait pour plusieurs partenaires, en les aidant \u00e0 convertir les clients potentiels en clients payants).<\/li>\n<\/ul>\n

      <\/p>\n

      Dans la partie suivante, nous verrons comment Spotzer peut vous aider \u00e0 faire face \u00e0 d'autres risques.<\/p>\n

      <\/p>","protected":false},"excerpt":{"rendered":"

      \u200dThis article is part of a series in which we provide an in-depth look into various aspects and techniques Spotzer uses to make our partner\u2019s digital products and services successful. There are few things as painful and demotivating as investing a lot of time and resources in a project and seeing it fail. And, by […]<\/p>\n","protected":false},"author":3,"featured_media":3013,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[81],"tags":[],"class_list":["post-3129","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"\nIncrease margin and profit by reducing risks in the discovery stage - Part I - Spotzer Digital<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/spotzerdigital.com\/fr\/augmenter-la-marge-et-les-benefices-en-reduisant-les-risques-lors-de-la-phase-de-decouverte-1re-partie\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Increase margin and profit by reducing risks in the discovery stage - Part I - Spotzer Digital\" \/>\n<meta property=\"og:description\" content=\"\u200dThis article is part of a series in which we provide an in-depth look into various aspects and techniques Spotzer uses to make our partner\u2019s digital products and services successful. 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