{"id":4423,"date":"2011-08-30T07:00:39","date_gmt":"2011-08-30T07:00:39","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=4423"},"modified":"2022-02-16T09:26:46","modified_gmt":"2022-02-16T08:26:46","slug":"startup-marketing","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2011\/08\/30\/startup-marketing\/","title":{"rendered":"Une startup qui d\u00e9bute a besoin d’intuition, pas de marketing !"},"content":{"rendered":"

La s\u00e9lection du jour est cet article de\u00a0Fred Wilson<\/strong>, un VC de New York<\/a>, sur le fait qu’une startup qui d\u00e9marre n’a pas besoin de Marketing. Les startups ont en effet besoin d’intuition, de doigt\u00e9 et de feeling, de \u00ab\u00a0segmentuition\u00a0\u00bb comme j’aime \u00e0 le r\u00e9p\u00e9ter souvent, mais pas d’\u00e9tudes de march\u00e9 \u00e0 prix d’or ni de campagnes d’acquisition, du moins au d\u00e9but. <\/em><\/p>\n

Une startup qui d\u00e9bute a besoin d’intuition, pas de marketing !<\/h2>\n
\"startup
Sinon de marketing, de quoi a donc vraiment besoin une startup qui d\u00e9marre ?<\/figcaption><\/figure>\n

Mais ce qu’il y a de plus int\u00e9ressant dans cet article, ce sont les commentaires, tous partis d’une attaque de Seth Godin, que j’appr\u00e9cie \u00e9norm\u00e9ment, comme mes lecteurs le savent d\u00e9j\u00e0<\/a>… sauf que cette fois ci, je ne suis pas d’accord avec sa remarque. <\/em><\/p>\n

D’une part, la remarque des startupers voulant compenser une mauvaise offre par un \u00ab\u00a0budget marketing\u00a0\u00bb – quelque soit le sens du terme – est vraie et rencontr\u00e9e quotidiennement. <\/em><\/p>\n

D’autre part, le terme de \u00ab\u00a0marketing\u00a0\u00bb a autant de d\u00e9finitions que de personnes essayant de le d\u00e9finir, et ce n’est ni v\u00e9ritablement int\u00e9ressant ni important ; le marketing est une discipline tr\u00e8s large, qui englobe quasiment tout, et la communication aussi, qui n’est d’ailleurs pas qu’un vilain mot ! <\/em><\/p>\n

Enfin, l’acquisition client, mentionn\u00e9e par l’auteur, me semble bien une probl\u00e9matique de marketing, et non de communication. Un article qu’il me semble important de d\u00e9couvrir, ci-dessous<\/em>\u00a0en Anglais :\u00a0<\/em><\/p>\n

Marketing et start-ups<\/h3>\n

\u00ab\u00a0Arnold et 84 autres (jusqu’\u00e0 pr\u00e9sent) ont pos\u00e9 la question. Je vais donc vous parler de marketing.<\/span><\/h3>\n

Je crois que le marketing, c’est ce que vous faites quand votre produit ou service est nul ou quand vous faites tellement de profit sur chaque client marginal qu’il serait fou de ne pas en d\u00e9penser un peu pour en acqu\u00e9rir d’autres (coke, zynga, bud, viagra).<\/p>\n

Un entrepreneur tr\u00e8s exp\u00e9riment\u00e9 et prosp\u00e8re est venu dans nos bureaux il y a une semaine pour pr\u00e9senter sa nouvelle entreprise. \u00c0 la fin de son expos\u00e9, il nous a montr\u00e9 quelques chiffres.<\/p>\n

Normalement, pour un d\u00e9marrage \u00e0 z\u00e9ro, nous observons que presque toutes les d\u00e9penses li\u00e9es aux produits et \u00e0 l’ing\u00e9nierie (effectifs). Mais son plan pr\u00e9voyait un budget mensuel pour l’acquisition de clients. Apr\u00e8s son d\u00e9part, nous avons parl\u00e9 de son plan et mes partenaires se sont concentr\u00e9s sur le nombre de clients \u00e0 acqu\u00e9rir. Cela nous a confondu, il y avait quelque chose qui clochait.<\/p>\n

Alors quelques jours plus tard, je l’ai appel\u00e9. Nous avons parl\u00e9 de ce que nous aimions dans son plan et son argumentaire et de ce que nous n’aimions pas. J’ai \u00e9voqu\u00e9 le poste d’acquisition de clients \u00e0 un moment pendant l’appel. Il m’a dit \u00ab\u00a0Toutes les entreprises ont besoin d’un budget marketing\u00a0\u00bb. Cela semblait \u00eatre une r\u00e9ponse solide, mais en r\u00e9alit\u00e9, aucune de nos entreprises les plus performantes n’avait de budget marketing dans son plan d’affaires initial.<\/p>\n

Pour en savoir plus : http:\/\/www.avc.com\/a_vc\/2011\/02\/marketing.html<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

La s\u00e9lection du jour est cet article de\u00a0Fred Wilson, un VC de New York, sur le fait qu’une startup qui d\u00e9marre n’a pas besoin de Marketing. Les startups ont en effet besoin d’intuition, de doigt\u00e9 et de feeling, de \u00ab\u00a0segmentuition\u00a0\u00bb comme j’aime \u00e0 le r\u00e9p\u00e9ter souvent, mais pas d’\u00e9tudes de march\u00e9 \u00e0 prix d’or ni …<\/p>\n","protected":false},"author":2,"featured_media":54870,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-4423","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-innovation-fr"],"yoast_head":"\nUne startup qui d\u00e9bute a besoin d'intuition, pas de marketing !<\/title>\n<meta name=\"description\" content=\"Une startup a-t-elle besoin de marketing ? 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