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Transcription

1 "#$%&'(')*+,$+,#-$.*/'0+ 1#.+,*+ 234$'*$)0+ Business Plan PCE Groupe n 4 Romain Berbach, Vincent Bertrand, Pauline Couderc, Camille Moles, Nicolas Mori, Sophie Reese 1 Année 2014

2 2

3 Sommaire I II III IV V.... 1O VI VII VIII IX X. Annexes

4 Notre équipe "#$%&'#$()*$(#+,%(+-(,*.&/$*($0(',.&1%/*.(0&%2+,%#3&$*'4($(&256(++#)*+$672(,&%'&$$& 89*,,#%$&%2+&%/,#+0&:2+&,%#4./'*$(72&*-$2&..&;<*8()&%0($/8&+#$%&/72(,&&$+#$%& -#',./'&+$*%($/6:.*=#(0-#+-&%+*+$+#0-&+$%&089(+$/%>$&$.&0=(.(?%&08#+$+#200#''&0 +#20 0#''&0 &+=(+.*+-/0 8*+0 C*B%&&+; "#20 &+ *)#+0 8/-#2)&%$.& -#+-&,$ 02% 8/)&.#,,&% &+ G%*+-&,2(0729* &+$%& +#20 +9*)*($ &+$&+82,*%.&% 8&.9&5(0$&+-& 8& $&..&0&+$%&,%(0&0&+G%*+-&;"#20*)#+08#+-/$//$#++/08&8/-#2)%(%+#08&25-#+-2%%&+$0 =%*+H*(0;<9&+3&2+9&+8&)&+*($72&,.20(+$/%&00*+$1(.=*..*($72&+#20+#208(==/%&+-((#+0; "#20*)#+0%/*.(0/.*'*3&2%&,*%$(&8&+#$%&$%*)*(.&+B%#2,&*)&-8&0%/2+(#+0=%/72&+$&0 <&,.20,.*(0*+$,#2% +#20 * /$/ 8& $%*)*(..&% 02% 2+,%#3&$ #J +#20,#2)(#+0 +#20 0&+$(% 8(%&-$&'&+$-#+-&%+/060*-@*+$72&0*%/*.(0*$(#++9&0$,*02$#,(72&&$72&+#20*)#+0*(+0( &2.9#--*0(#+89/-@*+B&%*)&-8&0,&%0#++&0,*00(#++/&06-#+)*(+-2&0&$&+B*B/&08*+08&0 8#'*(+&0,%#-@&082+#$%&;K.0#+$02+#208#++&%.* '#$()*$(#+,#2%=*(%&8&+#$%&'(&25 8*+0.*-%/*$(#+82,%#3&$C*B%&&+; 4

5 Un crédo : le recyclage en boucle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` 8&)(&++&+$ 2+& '*$(?%&,%&'(?%&,#2%%/*.(0&%*2$%&-@#0&;a9*2$*+$,.2072&-&.*,&%'&$*25&+$%&,%(0&068*+0.& -*0 72( +#20 -#+-&%+&6 8&,/%&++(0&%.&2%0 -*',*B+&0,24.(-($*(%&06 &$ 89#==%(% :.&2% '*%72&2+&)(0(4(.($/,.20B%*+8&; "#20 )#2.#+0 =*(%& 8& +#$%& '*%72&6 C*B%&&+6 2+,*%$&+*(%&,%()(./B(/ 8& -&0 &+$%&,%(0&0 *R*+$ %&-#2%0 *25 02,,#%$0,24.(-($*(%&0&+LQN6%/-2,/%&%-&8#+$(.00& 0&%*(&+$ 8/4*%%*00/0 &$ -#+-&)#(% 2+& B*''& 89*%$(-.&0 8& 4*B*B&%(& 8&0(B+6 #%(B(+*25&$%&0,&-$2&258&.9&+)(%#++&'&+$;

6 Mobilité, originalité, durabilité 89#4$&+(% 2+ %/02.$*$ -#.#%/ &$ #%(B(+*.6 '*(0 02%$#2$ 2+ #43&$ $#$*.&'&+$ 2+(72&; <* B*''& &$bz,#2-&0; K8/*.,#2% )#0 )#R*B&0 8& -#2%$& 82%/& S'#(+0 8& -& 0*- *2 =#%'*$ -*4(+& 892+& -#+$&+*+-& 8& Vc< )#20 02()%*.#%0 8& )#0 &0-*,*8&0 D&&dO &+8 &$6 B%E-& : 0#+ (',&%'/*4(.($/6 0&%*.&,*%=*($ -#',*B+#+ 8&0 0#%$(&0 &+ =*'(..& :.*,.*B& #2 :.*,(0-(+&; L%#82($.*)*4.&:.*'*(+; G*4%(72/&+G%*+-&; f2&. 72& 0#($.& =#%'*$ 8& )#$%& #%8(+*$&2%,#%$*4.&6 C*B%&&+ *.* 0#.2$(#+,#2%.&,%#$/B&% &$ )#20,&%'&$$%& 8&.& $%*+0,#%$&% &+ $#2$& 0/-2%($/ *)&- 0$R.& &$ #%(B(+*.($/; N#''& +#0 0*-0 8& )#R*B&6 89#%8(+*$&2% 0#+$ /72(,/&0 892+&=&%'&$2%&&++/#,%?+& 72(6*00#-(/&*2LQN6,%#$?B&,*%=*($&'&+$)#$%&#%8(+*$&2% 8&.9@2'(8($/; L%#82($.*)*4.&:.*'*(+; G*4%(72/&+G%*+-&; E'+4:)F%+G+ e#2-(& &)&+(% 8&0 '*$/%(*25 &',.#R/0,#2% -#+=&-$(#++&% +#0 0*-0 +#20(+)($#+0+#0-.(&+$0*2'#'&+$8&.9*-@*$:+#20%&0$($2&%.&,%#82($.#%072&-&.2(O-( *%%()&%*&+=(+8&)(&;I+/-@*+B&6.&0-.(&+$0%&-&)%#+$2+4#+89*-@*$8&YX:)*.#(%02% $#2$&+#$%&B*''&; 6

7 L Activité de notre Concevoir l unicité "#$%&*-$()($/0&8/-.(+&&+,.20(&2%0,*%$(&018*+02+,%&'(&%$&',0+#20%/-2,/%#+08&04E-@&0,24.(-($*(%&0*2,%?08&+#0,*%$&+*(%&06+#20.&0,%/,*%#+0,#2%72&+#00#20O$%*($*+$0 +9*(&+$, : -#+=&-$(#++&% +#0 0*-0 8& )#R*B& &$ 89#%8(+*$&2%6,%#82($0 8#+$ +#20 *002%#+0.*-#''&%-(*.(0*$(#+&$.*,%#'#$(#+; 54+)H-$:H)4'(#/+,*%+97-8*%+ "#20+#20-@*%B&%#+0,&%0#++&..&'&+$8&.*)H-$:H)4'(#/8&04E-@&0*2,%?08&0&+$%&,%(0&0#2 8&00*.#+06&$-&B%*$2($&'&+$;"#20(%#+0-@&%-@&%-&04E-@&0*)&-.&)/@(-2.&8&.9&+$%&,%(0&#2 4(&+.&0&+$%&,%(0&0#20*.#+0)(&+8%#+$&25O'>'&0+#20.&0*,,#%$&%:.&2%-#+)&+*+-&;P+&=#(0 -&0 4E-@&0 #4$&+2&0 +#20 +#20 -@*%B&%#+0 8&.&0.*)&% 8*+0 +#0.#-*25 *)*+$ 72&.& 8&0(B+&% 0/.&-$(#++&.&0,*%$(&0.&0,.20*8/72*$&0:.*-#+=&-$(#+8&+#0*%$(-.&0; 54+,H-#$:*+*'+24+%H2*-'(#/+,*%+.#)-*4$A+,*+97-8*+ P+8&0(B+&%672&+#20&'4*2-@&%#+0&+*.$&%+*+-&:.9/-#.&8&8&0(B+L%&0729g.&:<R#+6&+W?'& *++/&8&-R-.&6%/*.(0&%*.*,H-#$:*8&04E-@&0*=(+8&-@#(0(%.&0,*%$(&0.&0,.20*8*,$/&0,#2% 8#++&% 2+ 4&*2 8&0(B+ : +#0,%#82($0; N&$ /$28(*+$ 0&%* $#2$ : =*($ &+ '&02%& 8& %/*.(0&% -& $%*)*(.-#',$&$&+28&0#++()&*289/$28&&+8&0(B+&$8&.*$*-@&:%/*.(0&%,2(072&0&0/$28&0 &+8&0(B+&$0#+B#U$,#2%.*-%/*$(#+.2(,&%'&$$%#+$'(&2572&+#208&-#++*g$%&.&0,*%$(&0&$.&0-#2.&2%08&4E-@&0:*00&'4.&%*=(+8&%&+8%&+#0,%#82($0#%(B(+*25$#2$&+%&0$*+$/./B*+$0; I+ W?'& *++/& 8& -R-.&6.&0 /$28(*+$0 8& -&$$& /-#.& 02()&+$ /B*.&'&+$ 2+& 0,/-(*.(0*$(#+ _/-#8&0(B+`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b 6 =*4%(72*+$ 8& '*$/%(&.:4*0&8&4E-@&6$(002&$'#200&0$&-@+(72&0672(%/*.(0&8&0,%#82($002%'&02%&&$72( &0$&+-*,*-($/8&,%#82(%&+#0,%#82($08*+0.*72*+$($/0#2@*($/&;"/*+'#(+0+#20=&%#+0=*(%&.&,%#$#$R,&8*+02+*$&.(&%8&-#+=&-$(#+*%$(0*+*.&.R#++*(072(.&=&%*8&A:h:.*'*(+:.9*(8& 8&+#08&00(+0;K.09*B($8&.9*$&.(&%<eA%$(0*+i*%#72(+(&% c ;I+&==&$(.&0$,%/=/%*4.&8&=*(%&=*(%&.&,%#$#$R,&8*+02+*$&.(&%8&-#+=&-$(#+*%$(0*+*.&-#''&+#20.9*-#+=(%'/2+&&',.#R/&8& <e A%$(0*+ i*%#72(+(&% -*% -&.*,&%'&$ 89*)#(% 2+& 4#++& 4*0&,#2% 2+&,%#82-$(#+ &+,.20 B%*+8&72*+$($/,*%.*02($&;N&$*$&.(&%*%$(0*+*.+&,&2$,%#82(%&+#0,%#82($08*+0.*72*+$($/ 0#2@*($/&,2(072&.&$&',08&$%*)*(.&0$$%?0/.&)/,#2%2+0&2.0*-&$.*,%#82-$(#+ &0$=*($& '*(+;a*+0.&-*08&.*-#+=&-$(#+(+820$%(&..&+#20,#2%%#+0*)#(%8&0,%#82($08&4#++&72*.($/ =*($002%.*4*0&82,%#$#$R,&&$%/*.(0/%*,(8&'&+$B%E-&:.9*(8&8&0'*-@(+&0; b I+$%&,%(0&Nj"\Ik\91WWOWY%2&i*5('&l#%d(6VcYmm<INnAiCj"OGIPlIFj<<Ie c <ea%$(0*+i*%#72(+(&%1bz%2&a2'#+$oopmmv<qj"

8 L Activité de notre 54+C*/'*+ "#20)&+8%#+0+#0,%#82($0C*B%&&+)(*2+%('*+(/'*)/*'+.4)-84/,*(+0(72&.#%08&%42#/%8& -%/*$&2%8&0$(+/0:.*=#(0:8#++&%2+&)(0(4(.($/:+#0,%#82($0&$,&%'&$$%&*25-.(&+$08&.& )(0($&%.&0($&,#2%8/-#2)%(%.&0*2$%&0'#8?.&0; L#2% %/*.(0&% -& %('*+ (/'*)/*' +#20 =&%#+0 *,,&. : 8&0,%#=&00(#++&.0; I+ &==&$.* r2+(#%i+$%&,%(0&8&n&+$%*.&<r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i*%0&(..&6 B%*+8& )(..& 8& +#$%& %/B(#+89(',.*+$*$(#+;Ai*%0&(..&(.&5(0$&&+&==&$,.20(&2%0'*%-@/08&-%/*$&2%002%.&072&.0 +#20,#2%%(#+0 >$%&,%/0&+$0; N&0 0*.#+0 0&%*(&+$ *200(.9#--*0(#+,#2%.&0 -.(&+$0 8& )(0($&% +#$%& 0($& (+$&%+&$ 09(.0 +9#+$,*0 $%#2)/.& '#$(= 8& 4E-@&0,%/0&+$&0 02%.& 0$*+8 :.&2% -#+)&+*+-&&$8&8/-#2)%(%+#$%&#==%&8&,&%0#++*.(0*$(#+;L*%&5&',.&6&+cmbV6,#2%>$%&,%/0&+$02%.&'*%-@/8&0-%/*$&2%072(#+$.(&2:8(==/%&+$0&+8%#($0&$8(==/%&+$&08*$&002% i*%0&(..&6(.=*2$*8@/%&%:.9*00#-(*$(#+"#$%"&' (,#2%WVs&$)&%0&%&+02($&oms,#2%8&25 3#2%0-#+0/-2$(=0Stms&+8/-&'4%&T;N&$R,&8&'*%-@/-#%%&0,#+8$#$*.&'&+$:-&72&+#20 %&-@&%-@#+0,2(072&.&-#U$&0$,&2/.&)/&$.9&',.*-&'&+$02==(0*+$,#2%'#+$%&%72&.72&0 2+&0 8& +#0,(?-&0; "#20 8&)%#+0 8/,#0&% 2+& -*+8(8*$2%& *)&- +#0,%#82($0,#2%,#2)#(%,*%$(-(,&%:-&0'*%-@/0#J0&$%#2)&+$89*2$%&0-%/*$&2%0&+$#2$B&+%&; b A00#-(*$(#+i*%72*B&1o%2&8&0WF#(0bWmmoi*%0&(..& 8

9 L Activité de notre 54+:)#.#'(#/+ <* :)#.#'(#/ 8& +#0,%#82($0 &0$,*%$(& (+$/B%*+$& 8& +#$%& 0$%*$/B(& '*%d&$(+b -#''& +#20.9*)#+0 )2,%/-/8&''&+$; "#20 +#20 #--2,#+0 *200( 8&.* -#''2+(-*$(#+6 N*'(..& ij<ie6 5*+"J<++ "#20 *002%#+0 *200(.& "J< Se&%)(-& A,%?0 Q&+$&T &+ -*0 8&,%#4.?'&0 +#$*''&+$ 820 :.9(',&%'/*4(.($/ 8& +#0 #2 89/)&+$2&.0 8/=*2$ 8& -#2$2%&0 02% +#0,%#82($0 *=(+ 8& B*%*+$(%.*'&(..&2%&72*.($/:+#0-.(&+$0&$ 54+-#.:'49(2('H+*'+24+:4)'(*+I(/4/-(F)*+ "#20 &5$&%+*.(0#+0.* -#.:'49(2('H : 2+ &5,&%$ -#',$*4.& 72( 0& -@*%B&%* 8& $#2$&.*,*%$(& =(+*+-(?%&8&+#$%&&+$%&,%(0&; K)64/(%4'(#/+,*+2L*/')*:)(%*+ L#2%-&72(&0$8&.9#%B*+(0*$(#+8&.9&+$%&,%(0&6+#20*2%#+02+,()(6*4/' S"(-#.*0ijFKT62+& %&0,#+0*4.&.4)M*'(/6 *' -#..$/(-4'(#/ SN*'(..& ij<iet6 2+,*%(6/*) S/.?)& 8&.9/-#.& L%&0729g.&T62+&,&%0#++&,#2%.*.4(/'*/4/-*8&+#$%&0($&; <* %&0,#+0*4.& '*%d&$(+b &$ -#''2+(-*$(#+6.*,&%0#++&,#2%.* '*(+$&+*+-& &$.& 8(%(B&*+$ 0&%#+$,*R/0 *2 eikn; <& 8&0(B+&%6 &+ *.$&%+*+-& 0&%* %/'2+/%/ : ZmX 82 eikn 0&.#+.&0 -#+8($(#+0892+&',.#(&+*.$&%+*+-&8/=(+(&0,*%.*.#(S-*%+#$%&&',.#R/*2%*,.208&cb*+0T; "#20*2%#+0W&',.#R/0*20&(+8&+#$%&&+$%&,%(0&*(+0(72&.&8(%(B&*+$&$.&3&2+&8&0(B+&%; 9

10 Le Marché L analyse de Porter <9*+*.R0& 8& i(-@*&. L#%$&%,&%'&$ 8& %/*.(0&% 2+& *+*.R0& &5$&%+& 8&.9&+$%&,%(0& &$,.20,%/-(0/'&+$62+&*+*.R0&8&.9&+)(%#++&'&+$,%#-@&8&-&..&O-(6&$8#+-89(8&+$(=(&%.&0&+3&2582 0&-$&2%; 5L(/'*/%('H+,*+24+-#/-$))*/-*+ <& '*%-@/ 8&0 *--&00#(%&0 8& )#R*B& &+ 4E-@&,24.(-($*(%& -#++*($ -&%$*(+0 )%*(0 -#+-2%%&+$0 '>'& 0( -&%$*(+0 0#+$ &+-#%& :.* %&-@&%-@& 89&00#%,#2%.&2% &+$%&,%(0&; "#20,#2)#+0 -($&% +*$(#+*.&'&+$F/)&%0(4.&&$C(.2'6&$(+$&%+*$(#+*.&'&+$6G%&($*BSe2(00&T&$a&'*+#SI0,*B+&T; I+&==&$6.*8&'*+8&&0$*00&u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v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v4*B*B&%(& -.*00(72& &$ 8& $&-@+#.#B(& S*--&00#(%&0 (',&%'/*4(.(0/0T &0$ &+ -%#(00*+-&6 &$ $#2$ '*%-@/ : =#%$,#$&+$(&. 8& -%#(00*+-& *$$(%& 8& +#2)&*25 -#+-2%%&+$0,#$&+$(&.0; a9*2$*+$, *-$&2% 02%.& $&%%($#(%& =%*+H*(0 * 82 '*. : 0& '*(+$&+(% 02%.& '*%-@/*.#%072&.9*2$%&-#++*g$2+)%*(02--?0;a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

11 5*%+:)#,$('%+,*+%$9%'('$'(#/+ <&0,%#82($0 8& 0240$($2$(#+ 8&0 *--&00#(%&0 8& 4*B*B&%(& =*($0 &+ S0*-0 8& )#R*B& 89#%8(+*$&2%T 0#+$.&0,%#82($0 8&0 -#+-2%%&+$0 (+8(%&-$0,2(072& +#$%& 8#+-8&'*%72&08&4*B*B&%(&-.*00(72&$&..&072&C&&u6I*0$,*d#2r*+e,#%$72(,%#,#0&+$8&0 '*%72&0:-*%*-$?%&0,#%$(=,%#,#0*+$8&00*-0*8*,$/0*250($2*$(#+08(==(-(.&0$&..&072&i(..&$6 G*-& #2 8&0 '*B*0(+0 0,/-(*.(0/0 )&+8*+$ 8& $&.0 #43&$0 0#20.&2% '*%72& -#''& #2 l# e,#%$; j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a&,.206.9&+$%&,%(0& 0& 8(%(B& )&%0 82 C $# N6 0#($ 8&0,*%$(-2.(&%0;<&0-.(&+$0+9#+$*2-2+,#2)#(%8&+/B#-(*$(#+,2(0729(.0#+$%*%&'&+$.*,#00(4(.($/ 8&0&%&B%#2,&%,#2%#4$&+(%8&0,%(5,.204*0B%E-&:.*-#''*+8&892++#'4%&(',#%$*+$8&,%#82($0; <9&+$%&,%(0& &0$ 8#+- $#2$&,2(00*+$&,#2% =(5&% 0&0,%(5 &$ +9*,*0 : -%*(+8%&.*,2(00*+-&8&0-.(&+$0#2.&2%%&+#''/&/$*+$8#++/72&-&0#+$8&0'/+*B&068*+0.*.('($&82 %*,,#%$ 72*.($/v,%(5 S,%(5,0R-@#.#B(72&6 *)&- 2+,%#82($ $%#, -@&%6.&0 -.(&+$0 *2%#+$.9(',%&00(#+8&0&=*(%&*%+*72&%,#2%.9(+$/%>$=(+*.&'&+$*00&u.('($/82,%#82($,*%%*,,#%$: -&,%(5T; 11 5*+:#$C#()+,*+/H6#-(4'(#/+,*%++I#$)/(%%*$)%+C(%+N+C(%+,*+2L*/')*:)(%*+ L#2%7292+&&+$%&,%(0&*($82,#2)#(%=*-&*25=#2%+(00&2%06(.=*2$729&..&*($*$$&(+$2+&$*(..& -%($(72&#22+&%&+#''/&*25R&2582,24.(-;I+B/+/%*.62+&&+$%&,%(0&89*00&u,&$($&$*(..&+&,&2$,*009(',#0&%=*-&*25=#2%+(00&2%0:'#(+072&-&08&%+(&%00#(&+$8&'>'&&+)&%B2%&6 *272&.-*0.9&+$%&,%(0&,#2%%*($>$%&2+-.(&+$(',#%$*+$8&0=#2%+(00&2%0;N&,&+8*+$68*+0.& -*0 *-$2&.6 (. 09*B($,.2$^$ 8& =#2%+(00&2%0 8#++*+$ B%*-(&20&'&+$.&2%0 4E-@&0,24.(-($*(%&06.9&+$%&,%(0&+9&0$8#+-,*02+-.(&+$(',#%$*+$'*(0,.2$^$2+,*%$&+*(%&(',#%$*+$;A,%(#%(6#+,#2%%*($,&+0&% 72&.&0 =#2%+(00&2%0 +9#+$,*0 89(+$/%>$ : #==%(%.&2%0 4E-@&0,24.(-($*(%&0 : 89*2$%&0 &+$%&,%(0&0,#2% 729&..&0 &+ =*00&+$.&2% _B*B+&O,*(+`; N&,&+8*+$6.&0 =#2%+(00&2%0 #+$.&-@#(58&3&$&%.&04E-@&00*+0.&0=*(%&%&-R-.&%#28&,*R&%2+&0#''&(',#%$*+$&,#2% 8('(+2&%.&2%(',*-$02%.9&+)(%#++&'&+$6&$8&-&=*($62+&&+$%&,%(0&72()&2$.&03&$&%&0$.(4%& 8&.&08#++&%#2+#+6'*(02+&&+$%&,%(0&72(*2+&-#+0-(&+-&/-#.#B(72&*2%*$#2$(+$/%>$: =*(%&-&-*8&*2:.9&+$%&,%(0&&+72&0$(#+,#2%*'/.(#%&%0*8/'*%-@&/-#.#B(72&&$0#+('*B& *25 R&25 8&0 -.(&+$0; I+ -& 0&+06.&0 =#2%+(00&2%0 +9#+$ 72&,&2 8&,#2)#(% 8& +/B#-(*$(#+,2(072&=*(%&8#+8&04E-@&0.&2%&0$8#24.&'&+$4/+/=(72&;+

12 L analyse de Pestel <9*+*.R0&8&LIe\I<,&%'&$89*+*.R0&%.&0=*-$&2%08&.9&+)(%#++&'&+$&5$&%+&8&.9&+$%&,%(0& &+)(%#++&'&+$*.&$./B(0.*$(=; + K;;KOP>1QPE"++ + RE1J=E"+ ;K5QPQS>E e$*4(.($/,#.($(72&vj%b*+(0*$(#+ B#2)&%+&'&+$*.&vL%&0 0(#+ B#2)&%+&'&+$*.&vL#.($ (72& '#+/$*(%&vl#.($(72& &2%#,/&++&vL#.($(72& =(0-*.&v<#44R(+Bv l%?)& E=K1KRQS>E N%#(00*+-& /-#+#'(72&v\*25 89(+$/%>$v\*25 89(+=.*$(#+v\*258& -@*+B&8&0'#++*(&0v N#+=(*+-&8&0 -#+0#''*$&2%0v K',#0($(#+vL#.($(72& 8&.9&',.#(&$82 -@^'*B&vI$*,&8*+0.&-R-.&/-#+#'(72&v L#2)#(%89*-@*$ "K=QK=>5P>OE5 I82-*$(#+vi#8&&$ $&+8*+-&0v e*+$/vn%#(00*+-& 8/'#B%*,@(72&vLR%*' (8&8&0 EB&0vI0,/%*+-&8& )(&ve/-2%($/vi#4(.($/ 8&0,&%0#++&0v N@*+B&'&+$8&0$R.& 8&)(&vN#+8($(#+8& )(&vf&)&+20va$$($28&,*%%*,,#%$*2.#(0(%&$ *2$%*)*(. - i#+$/&82,*%$(/-#.#b(72&&+ G%*+-&60-#%&*25/.&-$(#+0,%/0(8&+$(&..&01c6WbX&+cmbc -#+$%&b6yzx&+cmmz60#($2+ B*(+8&Wmmmmm,&%0#++&0 *R*+$)#$/,#2%.&,*%$( _)&%$`; - n*200&8&0)&+$&08&,%#82($0 )&%$0&+'*B*0(+-#''&02% (+$&%+&$ - \&+8*+-&:.*@*200&82428B&$ *..#2/*25,%#82($0)&%$0 - \&+8*+-&:.9/-#.#B(&&$:.*,%(0&8&-#+0-(&+-&8&.9(',*-$ 8&-@*-2+02%.9&+)(%#++&'&+$6 -#',#%$&'&+$,.20_)&%$` - <&%&0,&-$8&.9&+)(%#++&'&+$ &+$%&'*(+$&+*+$8*+0.&-*8%& 8&.9/82-*$(#+S/$28&0T O.&0NeLwSbW'(..(#+08&,&%0#++&0T8/$(&++&+$,.208& 0'*%$,@#+&0v#%8(+*$&2%0&$ $*4.&$$&06(.00#+$,.20 _-#++&-$/0`72&.*'#R&++& S*-@*$0(+$&%+&$T - L#2)#(%89*-@*$*)&- 2+&$&+8*+-&:.* 4*(00&'*(0.&0NeLw %&0$&+$2+&-*$/B#%(& $#2-@/&'#(+0 82%&'&+$,*%.* -#+3#+-$2%& /-#+#'(72&; 12

13 PE=T1K5KUQS>E a/-#2)&%$&0fxava(8&0*2 =(+*+-&'&+$8&.* 89*2$#'*$(0*$(#+v\*258& $%*+0=&%$ 8&0,%#82($0&$)($&00& 89#40#.&0-&+-&8&0 (++#)*$(#+0vK',*-$8&0 /+&%B(& E1<QOK11ERE1PJ5 i/$/#&$ -.('*$(72&0vF&-R-.*B&v a/)&.#,,&'&+$8&0_ I+&%B(&0,%#,%&0v F/B.&'&+$*$(#+&+=*)&2% 8&.*,%#$&-$(#+8&.9&+)(%#++&'&+$ 5EUQ"5JPQV F/B.&'&+$*$(#+02%.* 0/-2%($/vF/B.&'&+$*$(#+ 02%.9&',.#(va%#($8&0 -#+$%*$0vL%#,%(/$/ (+820$%(&..&vL%#$&-$(#+8&0 -#+0#''*$&2%0v F/B.&'&+$*$(#+8&0 - -%#(00*+-&6,*02+&+#2)&..& 0,#%$(=0 - <&-@*+B&'&+$-.('*$(72&&+ 0#(+9&0$,*0,#0($(='*(0,&2$O >$%&4/+/=(72&,2(072&-&.* -%/&8&0#,,#%$2+($/0,#2%8& +#2)&*25'*%-@/0S/-#.#B(&T - <*G%*+-&%&0$&2+,*R0#J(.,.&2$#2=*($@2'(8& %/B2.(?%&'&+$ S(',&%'/*4(.($/T - K',#%$*+-&82%&-R-.*B&6.&0 =%*+H*(08#()&+$$%(&%.&2%0 8/-@&$0*272#$(8(&+ - <&0%/B.&'&+$*$(#+002%.9&+)(%#++&'&+$0#+$8&,.20 &+,.20(',#%$*+$&0&$ -@&%-@&+$:8('(+2&%,*% &5&',.&.&0%&3&$08&Njc.(/0 :.9*-$()($/8&0&+$%&,%(0&0 - <9(',&%'/*4(.($/ +9&0$,*0*200( &==(-(&+$&72&.9/$*+-@/($/ - <*G%*+-&&0$&+ %&$*%8&+-&72( -#+-&%+&.& %&-R-.*B&8&0 8/-@&$0*)&-2+& '#R&++& 0&2.&'&+$:WZX *.#%072&.* '#R&++& &2%#,/&++&&0$: VmX - \%#,8&%?B.&0&+ )(B2&2%&$$%#,8& -%/*$(#+08& +#2)&..&0%?B.&0*2 72#$(8(&+-%/*+$ 2+=.#232%(8(72&,#2%.&0 &+$%&,%(0&0 13

14 Le Marché Notre positionnement "#0 &+$%&$(&+0 *)&-.* =#+8*$%(-& 82 -#+-2%%&+$ =%*+H*(0 F&)&%0(4.& +#20 #+$ *,,%(0 72&.&2% -#''2+(-*$(#+ #%(B(+*.& &$,.2%(&..& +#20 *8%&00&% /B*.&'&+$ *25 /$28(*+$0; "#20 *)#+0 &+ &==&$ -#+0$*$/ 72& G%&($*B S2+ -#+-2%%&+$ 02(00&T * 2+& -.(&+$?.& 4&*2-#2,,.20.*%B&; "#20 &0,/%#+0 *(+0( $#2-@&% 8&0 3&2+&0 8?0 cm *+06 +#$*''&+$ B%E-& : 2+&,#.($(72& 8&,%(5 *)*+$*B&20&,*% %*,,#%$ : +#0 -#+-2%%&+$0 =%*+H*(0; "#0 -.(&+$0 0#+$ 0#2)&+$ *'&+/0 : 0& 8/,.*-&%.#% D&&dO&+8 #2 892+& &0-*,*8& 8& 72&.72&0 3#2%0 &$v#2 0#+$ /72(,/0 89#%8(+*$&2%0,#%$*4.&0729(.09*B($8&,%#$/B&%*2-#2%08&08/,.*-&'&+$08&$#2$&+*$2%&6*2 72#$(8(&+;"#20)(0#+08&0,&%0#++&0%&-@&%-@*+$8&0,%#82($00#.(8&0&$(',&%'/*4.&0$#2$&+ %&0$*+$#%(B(+*25*)&-2+-&%$*(+8&0(B+;I+*-@&$*+$+#0*%$(-.&06)#20>$&0&+,#00&00(#+892+&,(?-&2+(72&y a&0 &+$%&$(&+0 72*.($*$(=0 *)&- 8&0,&%0#++&0,*%$*+$ %/B2.(?%&'&+$ &+ D&&dO&+8 +#20 #+$ *,,%(0 72&.9(',&%'/*4(.($/ *-,#2)*($ 0& %/)/.&% $%?0 2$(.&.#% D&&dO&+8 :.* -*',*B+&#2:.*'&%;N&0@R,#$@?0&0#+$/$/-#+=(%'/,*%2+72&0$(#++*(%&:btm,&%0#++&06 8&$#2$EB&&$8&$#2$&-*$/B#%(&0#-(#O,%#=&00(#++&..&; "#0,%#82($0 0& )&2.&+$,.20 *--&00(4.&0 72& -&25 8& +#0 -#+-2%%&+$0 =%*+H*(0 C(.2' &$ F&)&%0(4.&;I+-@#(0(00*+$2+,%#82($,&%0#++*.(0/6+#0-.(&+$08&)%#+$,*R&%pYs-#+$%&bWms,#2% 2+ 0*- 8&.* B*''& -.*00(72& -@&u +#0 -#+-2%%&+$0; K. 0&%* 8#+-,#00(4.&,#2% +#$%& -.(&+$?.& 89*-@&$&% 8&0,%#82($0 #%(B(+*25 &$ 2+(72&0,#2% 2+,%(5 %*(0#++*4.&; "#20 *)#+0 -#+0$*$/72&,.208&YmX8&0,&%0#++&0(+$&%%#B/&0/$*(&+$,%>$&0:,*R&%,.208&oms,#2% +#$%&0*-8&)#R*B&6*.#%0729*2O8&.:8&pms6-&,#2%-&+$*B&+9&0$,.2072&8&cc; 14

15 "#20,&+0#+0 %/,#+8%& *25 *$$&+$&0 &5,%('/&0 (-(,*%.&0 0#+8/0 : $%*)&%0 +#0,%#82($0,2(072&+#20*..(#+0.&0-*%*-$/%(0$(72&0&00&+$(&..&0:.*,%#$&-$(#+8&0&==&$0,&%0#++&.072&,&2)&+$ -#+$&+(% +#0 *--&00#(%&0 S0#($.* 0#.(8($/ &$.9(',&%'/*4(.($/T *)&- 2+ 8&0(B+ $%?0 #%(B(+*.&$2+(72&6$#2$&++9*R*+$,*02+&,#.($(72&8&,%(5&5-&00()&; "#20*)#+08&,.20%&H28&0%/,#+0&0,#0($()&072*+$*25,&%0#++&0)#R*B&*+$.&$&',0892+ D&&d&+8; N9&0$,#2%72#( +#20,&+0#+0 %*(0#++*4.&'&+$ %/,#+8%& : 2+& 8&'*+8& 4(&+,%/0&+$& &+,%#,#0*+$ 8&0 0*-0 8& )#R*B&6 *8*,$/0 *2 =#%'*$ -*4(+&; K.0 0#+$,*%=*($0,#2% -#+$&+(% $#2$.& +/-&00*(%&,#2% 2+ D&&d&+8 '*(0,&2)&+$ /B*.&'&+$ =*(%& #==(-& 8& 0*- 8& 0,#%$68&.#(0(%#28&4*(0&O&+O)(..&; 15

16 Le Marché Le Marché Les housses d ordinateur "#$%& &+$%&,%(0& -#''&%-(*.(0& 72*$%& $*(..&0 #%8(+*$&2%0,#%$*4.&01 bb,#2-&06 bw,#2-&06 by,#2-&0 &$ bz,#2-&0; <* B%*+8& '*3#%($/ 8&0 #%8(+*$&2%0,#%$*4.&0 -#%%&0,#+8&+$:2+&8&-&0$*(..&06-&72(+#20,&%'&$8&-#/%(,H)*)+2L*/%*.92*+,$+.4)-8H+,*%+ #),(/4'*$)%+:#)'492*%+:#$)+*II*-'$*)+/#%+:)HC(%(#/%; "#$%&'*%-@/,#2%-&0,%#82($0&0$8#+-.9&+0&'4.&8&0,&%0#++&072(,#00?8&+$2+#%8(+*$&2%,#%$*4.&&$72(0#+$*'&+/0:.9&',#%$&%*)&-&..&0.#%0729&..&072($$&+$.&2%8#'(-(.&#2.&2%.(&2 8& $%*)*(.6 &$ 72( #+$ *(+0( (+$/%>$ : (+)&0$(% 8*+0 8&,%#$&-$(#+,#2%.&2% #%8(+*$&2%;a9*,%?02+*%$(-.&,*%202%.&0($&(+$&%+&$82)"*'+,'#-.'-/#"01'6&+)(%#+ZmX8&0 *-@*$0892+#%8(+*$&2%,#%$*4.&&+$%*g+&.9*-@*$892+4*B*B&,#2%.&$%*+0,#%$8&-&$#%8(+*$&2% S@#200&8&,%#$&-$(#+60*-*8*,$/zT;A(+0(6.&'*%-@/8&+#0@#200&0,#2%#%8(+*$&2%0,#%$*4.&0 -#%%&0,#+8:WX+Y+,$+.4)-8H+,*%+#),(/4'*$)%+:#)'492*%+*/+V)4/-*; 5*+.4)-8H+,*+2L#),(/4'*$)+:#)'492*+*/+V)4/-*++ N#''& *2 +()&*2 '#+8(*.6.&0 )&+$&0 8& '(-%#O#%8(+*$&2%0 &+ G%*+-& 0& 0#+$ %&,.(/&0 8& byx &+ cmbw6 *$$&(B+*+$ t6t '(..(#+0892+($/0; <&0#%8(+*$&2%0,#%$*4.&0 #+$ %&,%/0&+$/.* B%*+8& '*3#%($/ 8&0 )&+$&0 89#%8(+*$&2%0 B%*+8,24.(- &+ cmbw6 2+,#(80 72( 09&0$ *',.(=(/,*% %*,,#%$:cmbc; 16

17 Le Marché a9*,%?0 2+& /$28& k&%=( Zmm 02%.& 82 '*$/%(&. (+=#%'*$(72&6 (. R *)*($ &+)(%#+ t6t '(..(#+089#%8(+*$&2%0)&+820&+G%*+-&&+cmbW68#+-tm6ZX89#%8(+*$&2%0,#%$*4.&06-&72( -#%%&0,#+8:&+)(%#+Z'(..(#+089#%8(+*$&2%0,#%$*4.&0)&+820&+G%*+-&&+cmbW;<&'*%-@/ 8&.9#%8(+*$&2%,#%$*4.& &0$ $#2$&=#(0 &+ 4*(00& &+ %*(0#+ 8&.* -%#(00*+-& 8& -&.2( 8&0 0'*%$,@#+&0&$8&0$*4.&$$&0$*-$(.&0;e&.#+.&0&0$('*$(#+08&-&$$&/$28&k&%=(Zmm&$-&..&0 89*2$%&0 *%$(-.&0 8&,%&00& B/+/%*.(0$&6 +#20,#2)#+0 &0$('&% 72&.&0 C*/'*%+,L#),(/4'*$)%+ :#)'492*%+*/+V)4/-*+%*)#/'+*/C()#/+,*+Z+.(22(#/%+*/+[X\]; N#''&&+)(%#+ZmX8&-&0)&+$&089#%8(+*$&2%0,#%$*4.&08#++&%#+$.(&2:.9*-@*$892+4*B*B&,#2% $%*+0,#%$&% -&$ #%8(+*$&2%6 +#20,#2)#+0 &0$('&% 72& 2*+.4)-8H+,*+ /#%+ 8#$%%*%+,*+ :)#'*-'(#/+:#$)+#),(/4'*$)%+:#)'492*%+%LH2FC*)4+N+$/+C#2$.*+,*+]^[+.(22(#/%+-*''*+4//H*;K.R* 8#+-.:2+&%/&..&#::#)'$/('H6&$-&'*.B%/.*./B?%&4*(00&82'*%-@/8&.9#%8(+*$&2%,#%$*4.& 8*+0.&'#+8&; Estimation de nos ventes de housses <&0#%8(+*$&2%0,#%$*4.&0.&0,.20)&+8200#+$8&$*(..&0bW#2bY,#2-&06.&0#%8(+*$&2%08& $*(..&bb#2bz,#2-&0%&,%/0&+$*+$2+&,.20,&$($&,*%$82'*%-@/;"#20&0$('&%#+08#+-72&.&0@#200&08&$*(..&bw,#2-&0%&,%/0&+$&%#+$wmx8&+#0)&+$&068&'>'&72&.&0@#200&0 8&$*(..&bY,#2-&06&$72&.&0@#200&08&$*(..&bb,#2-&0%&,%/0&+$&%#+$cmX8&+#0)&+$&06 8&'>'&72&.&0@#200&08&$*(..&bZ,#2-&0; OH:4)'('(#/+,*+/#%+:)HC(%(#/%+,*+C*/'*+ \*(..&82,%#82($ bb,#2-&0 bw,#2-&0 by,#2-&0 bz,#2-&0 L*%$&0$('/&8*+0.&0)&+$&0 cmx WmX cmx WmX - N#''&+#20.9*)#+0)2,%/-/8&''&+$6.&'*%-@/8&0@#200&08&,%#$&-$(#+,#2%#%8(+*$&2%0,#%$*4.&0&0$2+'*%-@/(',#%$*+$6'*(0-9&0$/B*.&'&+$2+'*%-@/$%?0-#+-2%%&+$(&.1(.&0$ 8#+-8(==(-(.&8&8/$&%'(+&%,%/-(0/'&+$.&+#'4%&89&+$%&,%(0&072()&+8&+$8&0@#200&0#2 8&04*B*B&0*8*,$/0*2$%*+0,#%$89#%8(+*$&2%0,#%$*4.&0&+G%*+-&; "#20&0$('&%#+08#+-2+#%8%&8&B%*+8&2%8&cmmm)&+8&2%002%-&'*%-@/;E/+.#?*//*6 -@*72&)&+8&2%,#00?8&8#+-X^X_+Y+,*+:4)'+,*+.4)-8H;N#''&+#0,%#82($0+&0&%#+$,*0 -#++20*28/42$8&+#$%&*-$()($/6+#20&0$('#+0729(.00&)&+8%#+$&+'#R&++&om=#(0'#(+0 72&.&0*2$%&0,%#82($082'*%-@/;A(+0(6+#20&0$('&%#+0&+8?:#'8F%*+.#?*//*72&+#20,#00?8&%#+$m6mmmtX8&,*%$8&'*%-@/6-&72(/72()*2$:2+$#$*.8&`+\XX+8#$%%*%+C*/,$*%+ */+:)*.(F)*+4//H*89*-$()($/; "#20&0$('#+072&+#0C*/'*%+4$6.*/'*)#/'+,*+[^_+Y+,*+24+:)*.(F)*+N+24+,*$A(F.*+4//H*6,2(0,*+\X+Y+,*+24+,*$A(F.*+N+24+')#(%(F.*+4//H*;"#20,%/)#R#+02+&@*200&8&+#0)&+$&0 &+8&25$&',0-*%(.=*28%*,%#4*4.&'&+$8&25*++/&0:+#$%&0$%*$/B(&'*%d&$(+B,#2%>$%& &==(-*-& &$,#2% 72& +#$%& 0($& (+$&%+&$ &$ +#0,%#82($0 -#''&+-&+$ : >$%& -#++20; N9&0$,#2%72#(+#20,%/)#R#+02+&@*200&8&0)&+$&0,.2$^$=*(4.&&+$%&.*,%&'(?%&&$.*8&25(?'& *++/&6.*)/%($*4.&*2B'&+$*$(#+8&0)&+$&0+9*%%()*+$729&+$%#(0(?'&*++/&; 17

18 Le Marché Prix de vente de nos housses :)(A+,*+/#')*+.4)-8H&$8&-*$A+:)4'(a$H%+:4)+/#%+-#/-$))*/'%+,()*-'%; + ;)(A+,*+C*/'*+,*%+8#$%%*%+:#$)+#),(/4'*$)%+:#)'492*%+b+ + \*(..&8&0@#200&0 bb,#2-&0 bw,#2-&0 by,#2-&0 bz,#2-&0 L%(58&)&+$&SPP=T Wms WYs Vms VYs + "#0,%(5 8& )&+$& 0#+$ *(+0( (+=/%(&2%0 : -&25,%*$(72/0,*% +#0 -#+-2%%&+$0 8(%&-$0 =%*+H*(0 SC(.2' &$ F&)&%0(4.&T6 -& 72( +#20,&%'&$ : +#0,%#82($0 89*)#(% 2+ -&%$*(+ *)*+$*B& -#',*%*$(=; \#2$&=#(06 +#0,%(5 %&0$&+$ *00&u.*%B&'&+$ 02,/%(&2%0 : -&25,%*$(72/0,*% a&'*+#6 '*(0 -&.* +9&0$,*0 2+,%#4.?'& $%?0 B%*)& -*%.9&+$%&,%(0& a&'*+# &0$ 4*0/& : C*%-&.#+&&$&5,#%$&*00&u,&2&+G%*+-&; Les sacs de voyage R4)-8H+I)4/c4(%+,*%+%4-%+,*+C#?46*+d+C42(%*%+*/+[X\[+ "#'4%&8&,(?-&01ZYmmmm N@(==%&89*==*(%&1tWtmmmmms P+'*%-@/&+-%#(00*+-&1.*-#+0#''*$(#+8&0*%$(-.&08&)#R*B&6'*%#72(+&%(&&$0&..&%(&* &+-#%&*2B'&+$/8&b6YX&+cmbW'*.B%/.*4*(00&82,#2)#(%89*-@*$; 18

19 Le Marché Estimation de nos ventes de sacs &+$%&,%(0&0)&+8&+$.&'>'&+#'4%&8&0*-06-#''&#+8/+#'4%&bYmm&+$%&,%(0&0&+G%*+-&6 i*(0#+0*($72&-&+9&0$,*0.&-*06&0$('#+072&.&0&+$%&,%(0&0)&+8&+$&+'#r&++&by=#(0,.20 72&+#20-*%-&%$*(+&00#+$,.20B%*+8&0&$-#++2&0S-&%$*(+&0)&+8&+$bmm=#(0,.2072&+#206 89*2$%&0,.20,&$($&0+&)&+8&+$72&c:W=#(0,.20T;A.#%0#+&0$('&+#0)&+$&0:1 \XXef\_XXg\_hi````+%4-%j+L*%-#+0/72&+$6#+&0$('&+#0)&+$&0,#2%.*,%&'(?%&*++/&:Wmmm E2H.*/'%+a$(+/#$%+I#/'+:*/%*)+a$*+/#')*+*%'(.4'(#/+*%'+)4(%#//492*+ o o <*,.2,*%$8&+#0&+$%&,%(0&0-#+-2%%&+$&00#+$8&$#2$&0,&$($&0&+$%&,%(0&0*%$(0*+*.&0 72(+9#+$8#+-,*0=#%-/'&+$4&*2-#2,8&)&+$&0 "#$%& &0$('*$(#+ 0&'4.& *200( %*(0#++*4.& -*%.& '*%-@/ 82 0*- &+ G%*+-& &0$ &5-/8&+$*(%&6-&72((',.(72&72&8&0)&+$&00#+$%/*.(0/&0:.9/$%*+B&%,*%+#0&+$%&,%(0&0 -#+-2%%&+$&0&$72&0(&..&0)&+8&+$bm=#(0,.2072&+#20*2$#$*.6&..&0+&)&+8&+$,&2$ >$%&72&Y=#(0,.2072&+#20&+G%*+-&; 19

20 Le Marché 20

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25 Notre site internet : a*+0.*'&02%&#j-@*-2+8&+#0,%#82($0&0$2+(72&62+0($&(+$&%+&$'*%-@*+80&'4.&,.20 &==(-*-& 7292+& 4#2$(72& 8*+0.& %^.& 8& )($%(+&; I+ &==&$ (.,&%'&$ 89&5,#0&%.* $#$*.($/ 8&0,%#82($08#+-+#208(0,#0#+0;"#0'#8?.&00#+$-&%$&0$%?0%&0$%&(+$0'*(0.&08/-.(+*(0#+08& +#0,%#82($00#+$,%&072&(+=(+(&0,2(072&-@*72&4E-@&,24.(-($*(%&2$(.(0/&8#++&0#+(8&+$($/ *20*-;"#200&%#+08#+-,*%$(-2.(?%&'&+$*$$&+$(=0:.*'*+(?%&8#+$+#$%&0($&'*%-@*+8+#20,&%'&$$%*8&,%/0&+$&%$#2$&0.&08/-.(+*(0#+08&+#0,%#82($0; L*%0#2-(89/-#+#'(&&$,#2%,%#,#0&%8&0,%#82($0'#(+0-@&%072&+#0-#+-2%%&+$06+#$%&0($& (+$&%+&$'*%-@*+80&%*8*+02+,%&'(&%$&',0+#$%&2+(72&'#R&+8&)&+$&;N9&0$,#2%-&$$& %*(0#+72&.9*$$%*($8&+#$%&0($&60*=*-(.($/892$(.(0*$(#+60#+&==(-*-($/02%.&-#+0#''*$&2%&$ &+-#%&,.200#+%/=/%&+-&'&+$0#+$,%('#%8(*25;N@*-2+8&-&0/./'&+$0*2%*2+&(+=.2&+-& -&%$*(+&02%.&+#'4%&8&)&+$&072&+#20%/*.(0&%#+0&$8#+-02%.&-@(==%&89*==*(%&08&+#$%& &+$%&,%(0&; =)H4'(#/+*'+I#/-'(#//42('H%+,*+/#')*+%('*+E&-#..*)-*+fmXXX+nh+ "#$%&B*''&8&,%#82($0/$*+$,#2%+#08/42$0*00&u%/82($&6.*-#+-&,$(#+820($&+&0&%*,*0.*,*%$(&.*,.20 (',#%$*+$& : B/%&%; A=(+ 8& %/*.(0&% 8&0 /-#+#'(&0 02% 0* -#+-&,$(#+6 +#20 0#2@*($&%(#+0-#+=(&%.*-%/*$(#+8&+#$%&0($&(+$&%+&$'*%-@*+8:.*r2+(#%I+$%&,%(0&8&.9/-#.& N&+$%*.&<R# B&$8&tmmm&2%#0&0$*.#%0:,%/)#(%*2.(&28&0bYmmm&2%#08&'*+8/0,*%.&0&+$%&,%(0&0,%#=&00(#++&..&0,#2%2+0($&(8&+$(72&; A,%?0 8(0-200(#+ *)&-.&0 '&'4%&0 8&.* r2+(#% I+$%&,%(0& 8& N&+$%*.& <R#+6.&0 tmmm &2%#0 (+)&0$(0,&%'&$$%#+$:+#$%&0($&IO-#''&%-&8&4/+/=(-(&%8&0=#+-$(#++*.($/002()*+$&01 o G#+-$(#++*.($/08&4*0&892+0($&'*%-@*+8 A==(-@*B& 8& +#0,%#82($06 B&0$(#+ 8&0 -*$/B#%(&06 B&0$(#+ 82,*+(&% 8~*-@*$6 B&0$(#+ 8&0 -#''*+8&0-.(&+$0;;; o l&0$(#+8&0,%#'#$(#+0&$%/82-$(#+0 A,,.(-*$(#+ 8&0,%#'#$(#+0 02% +#0,%#82($0 &+ $#2$& 0(',.(-($/; K. 0&%* /B*.&'&+$,#00(4.& 89&+$%&%8&0-#8&08&%/82-$(#+02%+#$%&0($&*=(+8&4/+/=(-(&%89*)*+$*B&0,%#'#$(#++&.0; o l&0$(#+0(',.(=(/&8&08/-.(+*(0#+08&,%#82($0 j==%&8&c,%#82($0s0*-08&$*(..&2+(72&6@#200&089#%8(+*$&2%8/-.(+/&00#20$%#(0$*(..&0t;<& 0($&,&%'&$$%* 8& '#+$%&%.&0 ('*B&0 8& +#0,%#82($0 0&.#+.&0 -@#(5 8& +#0 =2$2%0 -.(&+$0 S-#2.&2%06 $*(..&06 '#$(=0;;;T; L#2% -&.* +#20 8&)%#+0 %/,*%$(% +#0,%#82($0 8*+0 8(==/%&+$&0 -*$/B#%(&0; o N#',*$(4(.($/*)&-.&0'#82.&04*+-*(%&08&0#+-@#(5 A)&-#20*+0-#+$%*$QAa6(.R*2%*8(==/%&+$&0'*+(?%&08&,*R&%SL*R,*.6NKN6N%/8($AB%(-#.&6 i&%-*+&$6l*r4#5t; o L#00(4(.($/8&'&$$%&&+*)*+$+#0+#2)&*25,%#82($0&$&5-.20()($/0 i(0& &+ *)*+$ 8&0 0*-0,%#82($0 :,*%$(% 8&0 4E-@&0 72& +#20 )&+#+0 8& %&-&)#(% #2 8&0 -#..&-$(#+00,/-(*.&0.(/&0:8&0&5,#0($(#+0-#++2&0&$*,,%/-(/&0; 25

26 o a/)&.#,,&'&+$8&+#$%&'#82.&8&,&%0#++*.(0*$(#+ -^$/; I+=(+68&0&==#%$00&%#+$=*($002%2L*)6#/#.(*8&+#$%&0($&1 o G*-(.($/892$(.(0*$(#+,#2%.&,.20B%*+8+#'4%&8&,&%0#++&0S#+B.&$0,&2+#'4%&25*25+#'0 &5,.(-($&0T o F&-@&%-@&892+-#+=#%$'*5('2'S8&0(B+820($&0#(B+/&$/,2%/'&$$*+$*)*+$$#2$&+)*.&2% +#0,%#82($0T o F&-@&%-@&892+&&==(-*-($/'*5('2'1 "#0,%#82($00&%#+$)(0(4.&08?0.*,%&'(?%&,*B& F?B.&8&0W-.(-01.9(+=#%'*$(#+%&-@&%-@/&8#($>$%&*--&00(4.&&+W-.(-0'*5('2' <(B+&8&=.#$$*(0#+1.*,*%$(&8(%&-$&'&+$)(0(4.&820($&S(;&;,*%$(&72(+&+/-&00($&,*0 8& 8&0-&+8%& 02%.*,*B&,#2% >$%& )2&T 8#($,%/0&+$&% $#2$&0.&0 (+=#%'*$(#+0,%(+-(,*.&0 OHIH)*/-*.*/'+f-#@'%+(/'H6)H%+N+-*$A+,*+24+-)H4'(#/+,$+%('*h+ 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 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. Il y a 3 étapes importantes lors du référencement d'un site Web : La définition de la stratégie. La mise en place de la stratégie. L'analyse et le suivi des résultats. 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

27 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. Néanmoins, il y a de grandes chances que certains mots clés secondaires présents dans le contenu de notre site, nous apportent de nombreux visiteurs. Dans notre cas les mots «recyclage», «bâche publicitaire», «solidité», «design» peuvent améliorer notre référencement. Un bon référencement se joue au moment de la création du site (mots clés mis en avant et 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). R4(/'*/4/-*+*'+BHC*2#::*.*/'+,*+/#')*+%('*+E&-#..*)-*+f\W`X+no+[W]X+ n+o+[m`x+n+n+:4)'()+,*+24+,*$a(f.*+4//h*+h+ En revanche, nous souhaitons faire un effort particulier pour ce qui concerne la maintenance de notre site et son développement. C est pourquoi nous confierons notre site internet à une entreprise spécialisée chargée de s en occuper régulièrement. Par souci de simplicité, nous souhaitons travailler avec un partenaire situé dans notre région d implantation. Nos choix se sont tournés vers l agence web marseillaise Jalis. La maintenance du site Internet est indispensable car un disfonctionnement engendre l incapacité totale de l entreprise à vendre. Il s agit à la fois d intervenir en cas de problème et d effectuer des mises à jour. <& 8/)&.#,,&'&+$ 82 0($& &0$ /B*.&'&+$,%('#%8(*. *=(+ 8& 09*8*,$&% *25 $&+8*+-&0 8& -#+0#''*$(#+02%(+$&%+&;a&0$&-@+(72&0-#''&_.~&R&$%*-d(+B`0&%/)?.&+$$%?02$(.&0,#2% #,$('(0&%.9&==(-*-($/8&+#$%&0($&&+$%*)*(..*+$2+(72&'&+$0*,%/0&+$*$(#+; Q#20$%#2)&%&u.&08/$*(.08&0-#U$0.(/0*20($&K+$&%+&$&+*++&5&; 27

28 Des perspectives de développement 5*+p[p+ '&$$&&+,.*-&&$8&%#8&%.&0,%#-&00208&=*4%(-*$(#+;a&-&$$&=*H#+6+#20*2%#+0.&$&',0 89/.*%B(%+#$%&B*''&*=(+8&,%#,#0&%8&0*%$(-.&0*8*,$/0*254&0#(+08&0&+$%&,%(0&0; 5*+.4)-8H+*$)#:H*/+ "#20)(0#+08&0,*R0-#''&.&F#R*2'&OP+(#J+#20+9*)#+0,*08&-#+-2%%&+$08(%&-$0;<* )&+$&,*% (+$&%+&$ &$.9(+$/%>$ B%*+8(00*+$,#2%.&0,%#82($0 _ )&%$0 `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d&$ &$ f##7 Sb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l%&&+,&*-&#2.& G; 28

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44 44

45 45

46 46 ANNEXES

47 Annexe 1. Réponse positive de la bloggeuse que nous avons contactée. 47

48 Annexe 2. Devis pour la réalisation de flyers 48

49 Annexe 3. Détail des coûts liés au site Internet 49

50 Annexe 3bis. Détails des coûts liés au site Internet 50

51 Annexe 4. Lettre d'intention de l'atelier de confection artisanale 51