Vous avez dit Business model(S)?


L’importance du Business Model n’est plus à démonter. Cependant le business model doit être vu comme un outil sur lequel il faudra itérer souvent pour arriver à une version définitive, qui tienne la route et qui soit en adéquation avec la proposition de valeur de ce qui est effectivement proposer au marché. Pour cela, le canvas est un outil parfait (parmi d’autres).

Par contre il ne faut pas oublier de se poser quelques bonnes questions sur son offre au sens large et sur son portefeuille:

  • sur le mix entre les différents produits/services, sur la proposition de valeur justement,
  • sur la structure du portefeuille (ouverte ou fermé)
  • sur le positionnement des produits/service dans leur cycle de vie.

Et ce à chaque étape son business model.

Il est intéressant non seulement d’appliquer des BM adaptés à chaque produit/service mais également de le faire évoluer au cours de la vie de ce même produit. Cela permet de maximiser la proposition de valeur et du même coût d’optimiser les revenus.

Au passage un bon article sur le sujet sorti en Janvier sur HBR.com.

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