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Business Plan
PCE – Groupe n°4
Romain Berbach, Vincent Bertrand, Pauline Couderc, Camille Moles, Nicolas Mori, Sophie Reese
! 1
Année 2014
!
! 2
Sommaire
I. Notre Equipe ................................................................. 4
II. Notre Concept ........................................................... 5
III. Nos Produits .............................................................. 6
IV. L’Activité de Notre Entreprise ............................ 7
V. L’Environnement Concurrentiel .......................... 1O
VI. Notre Marché .......................................................... 14
VII. Notre Stratégie ........................................................ 21
VIII. Notre Forme Juridique ....................................... 29
IX. La Partie Financière ............................................... 30
X. Annexes ..................................................................... 46
! 3
Notre équipe
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L’Environnement &2!.9#--*0(#+!89/-@*+B&%!*)&-!8&0!,&%0#++&0!,*00(#++/&06!-#+)*(+-2&0!&$!&+B*B/&0!8*+0!8&0!
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Concurrentiel 8*+0!.*!-%/*$(#+!82!,%#3&$!C*B%&&+;!
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Notre Marché !
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Notre Stratégie
Notre Forme Juridique
La Partie Financière
! 4
Notre Concept
Un crédo : le recyclage en boucle

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! 5
Nos Produits
Mobilité, originalité, durabilité

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! 6
L’Activité de notre Entreprise
Concevoir l’unicité
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L’Environnement Concurrentiel
Le Marché
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! 11
L’analyse de Pestel
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! 12
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! 14
Notre Equipe
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! 15
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Nos Produits
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Concurrentiel !
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! 17
Le Marché
Prix de vente de nos housses

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Concurrentiel !
Notre Marché Les sacs de voyage

Notre Stratégie
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! 18
Le Marché
Estimation de nos ventes de sacs
Notre Equipe
Notre Concept
Nos Produits
Entreprise
L’Environnement
Concurrentiel
Notre Marché
Notre Stratégie
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!
! 19
Le Marché
Notre Equipe
Notre Concept
Nos Produits
Entreprise
L’Environnement
Concurrentiel
Notre Marché
Notre Stratégie
! 20
Notre Stratégie
Communication et commercialisation
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! 21
Notre Stratégie
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Partage sur les réseaux sociaux et réductions

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! 22
Notre Stratégie
Article de presse dans un magazine tendance

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! 23
Notre Stratégie
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! 24
Notre Stratégie
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%*(0#+! 72&! .9*$$%*($! 8&! +#$%&! 0($&6! 0*! =*-(.($/! 892$(.(0*$(#+6! 0#+! &==(-*-($/! 02%! .&! -#+0#''*$&2%! &$!
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L’Activité de Notre &+$%&,%(0&;!
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L’Environnement .*! ,*%$(&! .*! ,.20! (',#%$*+$&! :! B/%&%;! A=(+! 8&! %/*.(0&%! 8&0! /-#+#'(&0! 02%! 0*! -#+-&,$(#+6! +#20!
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Concurrentiel N&+$%*.&!<R#+6!2+!428B&$!8&!tmmm!&2%#0!&0$!*.#%0!:!,%/)#(%!*2!.(&2!8&0!bY!mmm!&2%#0!8&'*+8/0!
,*%!.&0!&+$%&,%(0&0!,%#=&00(#++&..&0!,#2%!2+!0($&!(8&+$(72&;!
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A,%?0! 8(0-200(#+! *)&-! .&0! '&'4%&0! 8&! .*! r2+(#%! I+$%&,%(0&! 8&! N&+$%*.&! <R#+6! .&0! tmmm! &2%#0!
(+)&0$(0!,&%'&$$%#+$!:!+#$%&!0($&!IO-#''&%-&!8&!4/+/=(-(&%!8&0!=#+-$(#++*.($/0!02()*+$&0!1!
Notre Stratégie
o G#+-$(#++*.($/0!8&!4*0&!892+!0($&!'*%-@*+8!
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o l&0$(#+!0(',.(=(/&!8&0!8/-.(+*(0#+0!8&!,%#82($0!
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-*$/B#%(&0;!
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A)&-!#2!0*+0!-#+$%*$!QAa6!(.!R!*2%*!8(==/%&+$&0!'*+(?%&0!8&!,*R&%!SL*R,*.6!NKN6!N%/8($!AB%(-#.&6!
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!
! 25
Notre Stratégie
o a/)&.#,,&'&+$!8&!+#$%&!'#82.&!8&!,&%0#++*.(0*$(#+!
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o F&-@&%-@&!892+&!&==(-*-($/!'*5('2'!1!
! "#0!,%#82($0!0&%#+$!)(0(4.&0!8?0!.*!,%&'(?%&!,*B&!
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! <(B+&!8&!=.#$$*(0#+!1!.*!,*%$(&!8(%&-$&'&+$!)(0(4.&!82!0($&!S(;&;!,*%$(&!72(!+&!+/-&00($&!,*0!
L’Activité de Notre 8&! 8&0-&+8%&! 02%! .*! ,*B&! ,#2%! >$%&! )2&T! 8#($! ,%/0&+$&%! $#2$&0! .&0! (+=#%'*$(#+0!
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L’Environnement Aujourd’hui, le trafic d’un site web provient de trois sources. Il y a ceux qui vous trouvent par les
moteurs de recherche (stratégie de référencement, cf. explications ci-dessous), ceux qui
Concurrentiel arrivent sur votre site en tapant l’URL dans la barre d’adresse (stratégie de visibilité en dehors
d’internet), et ceux qui cliquent sur un lien les redirigeant vers votre site via un autre site web.!
Notre Marché
Il y a 3 étapes importantes lors du référencement d'un site Web :
Notre Stratégie • La définition de la stratégie.
• La mise en place de la stratégie.
Notre Forme Juridique • L'analyse et le suivi des résultats.
La Partie Financière Le réel objectif n'est pas d'attirer le maximum de visiteurs, mais d'attirer des visiteurs qualifiés,
c'est-à-dire des visiteurs qui recherchaient des produits semblables aux nôtres et qui seront
donc plus susceptibles de rester sur notre site et d’acheter. Selon une étude 85 % des
internautes ne vont pas au-delà de la première page, voilà pourquoi il est primordial que nous y
figurions.
R#'%+-2H%+N+-8#(%()+
Choisir les mots clés sur lesquels baser son référencement n'est pas facile. Il y a 3 critères à
prendre en compte, le but étant de trouver le meilleur compromis entre eux :!
• l'activité : Les mots clés doivent décrire aux mieux notre activité pour recevoir des
visiteurs qualifiés qui seront intéressés par le contenu de notre site.
• le volume de recherche : Les mots clés doivent être saisis dans les moteurs de
recherche par de nombreux internautes.
• la concurrence : Difficile à évaluer, mais plus il y a de sites présents sur un mot clé,
plus il est difficile d'apparaitre en tête de liste.
! 26
Notre Stratégie
Le mot clé « sac » étant très

concurrentiel et ne nous laissant
pratiquement aucune chance
d’être sur la première page d’un
moteur de recherche, nous
choisirons d’utiliser les mots clés
« sac imperméable » et « sac
bâche » qui débouchent sur
beaucoup moins de résultats.
Notre Equipe
Néanmoins, il y a de grandes
Notre Concept chances que certains mots clés
secondaires présents dans le
Nos Produits contenu de notre site, nous
apportent de nombreux visiteurs.
L’Activité de Notre Dans notre cas les mots
« recyclage », « bâche
Entreprise publicitaire », « solidité », « design »
peuvent améliorer notre
L’Environnement référencement.
Concurrentiel
Un bon référencement se joue au moment de la création du site (mots clés mis en avant et
Notre Marché contenu global du site) mais aussi dans son développement (veille concurrentielle sur ses mots
clés, modification des mots clés afin d’apparaitre en meilleure position).
Notre Stratégie
R4(/'*/4/-*+*'+BHC*2#::*.*/'+,*+/#')*+%('*+E&-#..*)-*+f\W`X+no+[W]X+
Notre Forme Juridique n+o+[m`X+n+N+:4)'()+,*+24+,*$A(F.*+4//H*+h+
En revanche, nous souhaitons faire un effort particulier pour ce qui concerne la maintenance de
La Partie Financière notre site et son développement. C’est pourquoi nous confierons notre site internet à une
entreprise spécialisée chargée de s’en occuper régulièrement. Par souci de simplicité, nous
souhaitons travailler avec un partenaire situé dans notre région d’implantation. Nos choix se
sont tournés vers l’agence web marseillaise Jalis.
La maintenance du site Internet est indispensable car un disfonctionnement engendre

l’incapacité totale de l’entreprise à vendre. Il s’agit à la fois d’intervenir en cas de problème et
d’effectuer des mises à jour.
<&! 8/)&.#,,&'&+$! 82! 0($&! &0$! /B*.&'&+$! ,%('#%8(*.! *=(+! 8&! 09*8*,$&%! *25! $&+8*+-&0! 8&!
-#+0#''*$(#+!02%!(+$&%+&;!a&0!$&-@+(72&0!-#''&!_!.~&R&!$%*-d(+B!`!0&!%/)?.&+$!$%?0!2$(.&0!,#2%!
#,$('(0&%!.9&==(-*-($/!8&!+#$%&!0($&!&+!$%*)*(..*+$!2+(72&'&+$!0*!,%/0&+$*$(#+;!
!
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! 27
Notre Stratégie
Des perspectives de développement
5*+p[p+
!
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Notre Equipe '&$$&!&+!,.*-&!&$!8&!%#8&%!.&0!,%#-&0020!8&!=*4%(-*$(#+;!a&!-&$$&!=*H#+6!+#20!*2%#+0!.&!$&',0!
89/.*%B(%!+#$%&!B*''&!*=(+!8&!,%#,#0&%!8&0!*%$(-.&0!*8*,$/0!*25!4&0#(+0!8&0!&+$%&,%(0&0;!
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5*+.4)-8H+*$)#:H*/+
Nos Produits !
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L’Activité de Notre /./'&+$0!=*)#%*4.&0;!
Entreprise B(C*)%(I(-4'(#/+,*+24+64..*+*'+:)#,$-'(#/+N+:2$%+6)4/,*+H-8*22*+
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8*+0! .9(8&+$($/! 8&! C*B%&&+;! "#20! 0&%#+0! 0*+0! 8#2$&! -#+$%*(+$0! 8&! ,*00&%! 892+&! ,%#82-$(#+!
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,%#$#$R,&0! B*B+*+$0! 0&%#+$! %&,%#82($0! &+! 0/%(&! ,*%! 2+&! 20(+&! =%*+H*(0&! &$! )&+820! 8*+0! .&!
-#''&%-&;!"#20!*2%(#+0!*(+0(!2+&!8(0$%(42$(#+!&+!'*B*0(+!0*+0!.&!,%#4.?'&!82!%/=/%&+-&'&+$;!
!
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:2$%+24)6*+
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"#20! 0#2@*($#+0! -%/&%! 8&0! ,*%$&+*%(*$0! *)&-! 8&0! #%B*+(0*$(#+0! &2%#,/&++&0! &$! (+$&%+*$(#+*.&0!
8&!,%#$&-$(#+!8&!.9&+)(%#++&'&+$!$&..&0!72&!l%&&+,&*-&!#2!.&!||G;!
!
! 28
a*+0!.*!,.2,*%$!8&0!-*06!.*!=#%'&!32%(8(72&!%&$&+2&!,*%!2+!-%/*$&2%!89&+$%&,%(0&!&0$!0#($!.*!eAe!
Se#-(/$/! ,*%! A-$(#+0! e(',.(=(/&0T6! 0#($! .*! eAF<! Se#-(/$/! :! F&0,#+0*4(.($/! <('($/&T;! <*! =#%'&! .*!
,.20!%/,*+82&!*-$2&..&'&+$!&0$!.*!eAF<6!*)&-!2+!+#'4%&!8&!b!Ymm!mmm!&+$%&,%(0&0;!
!
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.&2%! *,,#%$6! '*(0! .*! eAe! *! .#+B$&',0! /$/! +/B.(B/&! ,*%! .&0! -%/*$&2%0! 89&+$%&,%(0&! -*%! &..&!
+/-&00($*($!2+!-*,($*.!8&!8/,*%$!8&!WZ!mmm!s;!
Notre Concept !
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L#2%$*+$6! 8&,2(0! .9&+$%/&! &+! )(B2&2%! 8&! .*! .#(! 8&! i#8&%+(0*$(#+! 8&! .9I-#+#'(&! .&! b ! 3*+)(&%!
Nos Produits cmmp6!72(!)(0&!:!0(',.(=(&%!.&0!,%#-/82%&0!*8'(+(0$%*$()&0!8&!-%/*$(#+!&$!8&!B&0$(#+!89&+$%&,%(0&6!
.*! eAe! &0$! 8&)&+2&! .*! =#%'&! 32%(8(72&! .*! ,.20! *8*,$/&! *25! &+$%&,%&+&2%0;! K.! +9&0$! 8/0#%'*(0!
L’Activité de Notre ,.20!+/-&00*(%&!89*,,#%$&%!2+!-*,($*.!'(+('2'!8&!WZ!mmm!s!,#2%!-%/&%!2+&!eAe6!&$!.&0!*2$%&0!
*)*+$*B&0! 8&! -&$$&! =#%'&! 32%(8(72&! #+$! /$/! -#+0&%)/0!1! .&0! *00#-(/0! 8(0,#0&+$! 892+&! B%*+8&!
Entreprise .(4&%$/!8*+0!.*!%/8*-$(#+!8&0!0$*$2$0!8&!.*!0#-(/$/6!,#2)*+$!*(+0(!.&0!*8*,$&%!:!.&2%0!8(==/%&+$0!
0#2@*($06! .&0! *-$(#+0! 729(.0! %&H#()&+$! &+! /-@*+B&! 8&! .&2%! *,,#%$! 0#+$! .(4%&'&+$! -&00(4.&0! &$!
L’Environnement +/B#-(*4.&06! &$! &+=(+6! .&! -*,($*.! 8&! .*! 0#-(/$/! ,#2%%*! :! .9*)&+(%! >$%&! #2)&%$! :! 8&! +#2)&*25!
(+)&0$(00&2%0! S:! .*! 8(==/%&+-&! 892+&! eAF<T;! a&! ,.206! .&0! *,,#%$0! &+! (+820$%(&! 0#+$! 8/0#%'*(0!
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8&!.*!-%/*$(#+!8&!.*!0#-(/$/;!
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L#2%! -&0! %*(0#+06! +#20! *)#+0! -@#(0(! 89*8#,$&%! .*! =#%'&! 32%(8(72&! 8&! .*! "#-(H'H+ :4)+ J-'(#/%+
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-4:('42+ %#-(42+ ,*+ ,H:4)'+ ,*+ `X+XXX! n6! Ha$('492*.*/'+ )H:4)'(+ */')*+ %*%+ %(A+ 4%%#-(H%;! "#20!
0#''&0! $#2$&=#(0! -#+0-(&+$0! 72&! +#$%&! &+$%&,%(0&! +&! ,#2%%*! ,*0! $#20! +#20! &',.#R&%6! -9&0$!
Notre Forme Juridique ,#2%72#(!%*$2%+,*$A+,L*/')*+/#$%+')4C4(22*)#/%+4$+%*(/+,*+24+%#-(H'H;!
!
! 29
P492*4$A+ :)HC(%(#//*2+ ,*%+ C*/'*%+ ,*+ %4-%+ *'+ ,*+ 8#$%%*%+ ,L#),(/4'*$)+
"#20! *)#+0! &0$('/! .&! +#'4%&! 8&! )&+$&! &+! =#+-$(#+! 8&0! 8#++/&0! 82! 0&-$&2%6! 8&! .9/$28&! 8&! +#0!
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8&!0*-0!-.*00(72&0!&$!cYX!8&!0*-0!,&%0#++*.(0*4.&0!,*%'(!.*!)&+$&!8&!0*-0;!I+!-&!72(!-#+-&%+&!.&0!
@#200&06! .&0! #%8(+*$&2%0! ,#%$*4.&0! &+! bW! ,#2-&0! &$! bY! ,#2-&0! 0#+$! .&0! ,.20! )&+820! 8#+-! +#20!
-#+0(8/%#+0! 729(.0! %&,%/0&+$&%#+$! -@*-2+! WmX! 8&! +#0! )&+$&0! 8&! @#200&0! 89#%8(+*$&2%! &$! .&0!
@#200&0! 89#%8(+*$&2%0! &+! bb! ,#2-&0! &$! &+! bZ! ,#2-&0! %&,%/0&+$&%#+$! cmX! -@*-2+&;! L*%! *(..&2%06!
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e*-0!,&%0#++*.(0/0! cYX!
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Nos Produits T#$%%*%+,L#),(/4'*$)+ ;)#:#)'(#/+
bb~! cmX!
L’Activité de Notre bW~! WmX!
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L’Environnement
Concurrentiel
Notre Marché
Notre Stratégie
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Notre Equipe
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L’Environnement
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Notre Marché
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! 31
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! 32
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Hypothèse haute
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Concurrentiel Hypothèse basse!
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892+!,%(5!+&$$&'&+$!'#(+0!4*0!72&!+&2=!SbtmmmsT;!
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-#',$#+0!+#20!8/,.*-&%!.#%07292+!-&%$*(+!0&2(.!8&!'Ä!8&!4E-@&!8(0,#+(4.&!*!/$/!*$$&(+$;!I+!&==&$6!
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! 33
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L’Activité de Notre 4E-@&06! 8&! .*! 8/-#2,&! 8&0! 4E-@&0! &$! 82! -@#(5! 892$(.(0*$(#+! 8&0! '#%-&*25! 8&! 4E-@&0;! K.! R! *2%*!
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L’Environnement !
Concurrentiel
Notre Marché
Notre Stratégie

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!
! 34
Notre Equipe
Notre Concept
Nos Produits
Entreprise
L’Environnement
Concurrentiel
Notre Marché
Notre Stratégie
! 35
Notre Equipe
Notre Concept
Nos Produits
Entreprise
L’Environnement
Concurrentiel
Notre Marché
Notre Stratégie
! 36
Notre Equipe
Notre Concept
Nos Produits
Entreprise
L’Environnement
Concurrentiel
Notre Marché
Notre Stratégie
! 37
Notre Equipe
Notre Concept
Nos Produits
Entreprise
L’Environnement
Concurrentiel
Notre Marché
Notre Stratégie
! 38
Notre Equipe
Notre Concept
Nos Produits
Entreprise
L’Environnement
Concurrentiel
Notre Marché
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Notre Forme Juridique (+)&0$(00&'&+$0!=2$2%0;!
+
! 39
Notre Equipe
Notre Concept
Nos Produits
Entreprise
L’Environnement
Concurrentiel
Notre Marché
Notre Stratégie
! 40
Notre Equipe
Notre Concept
Nos Produits
Entreprise
L’Environnement
Concurrentiel
Notre Marché
Notre Stratégie
! 41
Notre Equipe
Notre Concept
Nos Produits
Entreprise
L’Environnement
Concurrentiel
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Notre Stratégie
! 42
a*+0!.9@R,#$@?0&!4*00&6!(.!0&%*($!+/-&00*(%&!8&!%&+=.#2&%!.*!$%/0#%&%(&!&+!=*(0*+$!2+!&',%2+$!#2!0(!
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.&0! (+$/%>$0! ,#2%! .9&',%2+$! #2! .&! -#U$! 8&! .9*==*-$2%*B&! 72(! &0$! ,.20! /.&)/;!
!
Notre Equipe
Notre Concept
Nos Produits
Entreprise
L’Environnement
Concurrentiel
Notre Marché
Notre Stratégie
! 43
Notre Equipe
Notre Concept
Nos Produits
Entreprise
L’Environnement
Concurrentiel
Notre Marché
Notre Stratégie
! 44
! 45
ANNEXES
! 46
Annexe 1. Réponse positive de la bloggeuse que nous avons contactée.
! 47
Annexe 2. Devis pour la réalisation de flyers
! 48
Annexe 3. Détail des coûts liés au site Internet
! 49
Annexe 3bis. Détails des coûts liés au site Internet
! 50
Annexe 4. Lettre d'intention de l'atelier de confection artisanale
! 51
! 52

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I. Notre Equipe ................................................................. 4

II. Notre Concept ........................................................... 5

III. Nos Produits .............................................................. 6

IV. L’Activité de Notre Entreprise ............................ 7

V. L’Environnement Concurrentiel .......................... 1O

VI. Notre Marché .......................................................... 14

VII. Notre Stratégie ........................................................ 21

VIII. Notre Forme Juridique ....................................... 29

IX. La Partie Financière ............................................... 30

Notre Forme Juridique

Un crédo : le recyclage en boucle

Mobilité, originalité, durabilité

Notre Stratégie f2&.! 72&! 0#($! .&! =#%'*$! 8&!

Notre Equipe 54+)H-$:H)4'(#/+,*%+97-8*%+

Notre Forme Juridique

Notre Equipe 5L(/'*/%('H+,*+24+-#/-$))*/-*+

PE=T1K5KUQS>E! - <&0!,%#82($0!8#$/0!8&! - <9(',&%'/*4(.($/!

Notre Forme Juridique

Notre Forme Juridique

Les housses d’ordinateur

L’Activité de Notre 5*+.4)-8H+,*+2L#),(/4'*$)+:#)'492*+*/+V)4/-*++

<&0! #%8(+*$&2%0! ,#%$*4.&0!

L’Activité de Notre Estimation de nos ventes de housses

Notre Marché OH:4)'('(#/+,*+/#%+:)HC(%(#/%+,*+C*/'*+

Prix de vente de nos housses

Notre Marché Les sacs de voyage

Estimation de nos ventes de sacs

Notre Forme Juridique

Partage sur les réseaux sociaux et réductions

Article de presse dans un magazine tendance

Notre site internet : www.bagreen.com

Le mot clé « sac » étant très

La maintenance du site Internet est indispensable car un disfonctionnement engendre

Des perspectives de développement

Notre Forme Juridique

Nos Produits P492*4$A+:)HC(%(#//*2%+,$+=J+:#$)+2*%+`+8?:#'8F%*%+

Notre Forme Juridique

Notre Forme Juridique

Notre Forme Juridique

Notre Forme Juridique

Notre Forme Juridique

Notre Forme Juridique

Notre Forme Juridique

Notre Forme Juridique

Notre Forme Juridique

Notre Forme Juridique

Notre Forme Juridique

Notre Forme Juridique

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Notre Equipe 54+)H-$:H)4'(#/+,%+97-8%+

Notre Equipe 5L(/'/%('H+,+24+-#/-$))/-+

L’Activité de Notre 5+.4)-8H+,+2L#),(/4'$)+:#)'492+/+V)4/-++

<&0! #%8(+$&2%0! ,#%$4.&0!

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Nos Produits P4924$A+:)HC(%(#//2%+,$+=J+:#$)+2%+`+8?:#'8F%%+