{"id":286117,"date":"2017-04-10T07:48:00","date_gmt":"2017-04-10T06:48:00","guid":{"rendered":"https:\/\/ac-franchise.be\/a-propos-de-letude-de-marche-3004"},"modified":"2017-04-10T07:48:00","modified_gmt":"2019-03-07T16:01:18","slug":"a-propos-de-letude-de-marche-3004","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/a-propos-de-letude-de-marche-3004","title":{"rendered":"A propos de l’\u00e9tude de march\u00e9"},"content":{"rendered":"
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Comment r\u00e9aliser une bonne \u00e9tude de march\u00e9 ? Quelles sont les \u00e9tapes essentielles \u00e0 cette \u00e9tude ? \u00c0 quoi sert une \u00e9tude de march\u00e9 ? Autant de questions que le futur franchis\u00e9 doit se poser avant le lancement de son activit\u00e9 et auxquelles il est important d’apporter des r\u00e9ponses claires et concises. M Bailleul nous explique l’importance de cette d\u00e9marche et nous renseigne sur les \u00e9tapes \u00e0 suivre pour r\u00e9ussir son \u00e9tude de march\u00e9.<\/span><\/p>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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M Bailleul : \u00ab\u00a0C’est une \u00e9tape essentielle mais qui se trouve souvent n\u00e9glig\u00e9e parce qu’elle n’est pas obligatoire. Le futur franchis\u00e9 va avoir tendance \u00e0 se contenter des informations fournies par le franchiseur <\/b>sans forc\u00e9ment d\u00e9cider d’aller plus loin.\u00a0Hors, il faut savoir qu’aujourd’hui, l’\u00e9tude de march\u00e9 qui est mal faite est \u00e0 l’origine de deux d\u00e9faillances sur trois.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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C’est vrai que c’est compliqu\u00e9, cela demande du temps mais c’est une \u00e9tape importante ! Les franchiseurs \u00a0– en fonction du secteur d’activit\u00e9, de la franchise – ne vont pas communiquer les m\u00eames informations \u00e0 chaque fois.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Il est vrai que si\u00a0vous comptez\u00a0devenir chef d’entreprise, l’accompagnement de la franchise rassure quelque part parce que vous avez un interlocuteur privil\u00e9gi\u00e9, vous avez une enseigne et m\u00eame si vous connaissez le secteur d’activit\u00e9 il y a un certain nombre d’informations qui vous seront donn\u00e9es et v\u00e9hicul\u00e9es par la franchise, sur internet ou par la presse sp\u00e9cialis\u00e9e.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Il est difficile de collecter l’information qui va \u00eatre adapt\u00e9e au site <\/b>parce qu’une franchise c’est bien mais c’est avant tout un point de vente, un magasin, une activit\u00e9 en un lieu donn\u00e9. Il s’agit \u00e9galement de confronter ces donn\u00e9es g\u00e9n\u00e9rales, que nous pouvons avoir sur un march\u00e9 ou un secteur d’activit\u00e9, avec les vraies probl\u00e9matiques locales que nous pouvons rencontrer dans le lancement de notre activit\u00e9. Nous recherchons des financements, nous recherchons la bonne franchise souvent en fonction de l’avancement du projet, nous recherchons une localisation.<\/p>\n

Quand nous trouvons justement le site, nous allons nous poser la question pour savoir si le projet est\u00a0en ad\u00e9quation compl\u00e8te\u00a0par rapport \u00e0 ce site, s’il va \u00eatre fiable \u00e0 cet endroit. Et pour cela, localement, il n’y a que l’\u00e9tude de march\u00e9 qui peut nous apporter des informations enrichissantes. Elle va nous permettre d’aller voir notre banquier avec le document, avec les devis, avec l’assistance de la franchise, et de nous dire si demain – dans cinq voire dix ans –\u00a0\u00e7a sera v\u00e9ritablement un site fiable.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Les r\u00f4les du franchiseur et du franchis\u00e9<\/h3>\n
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Nous allons aborder le deuxi\u00e8me point qui est le r\u00f4le du franchiseur\u00a0et le r\u00f4le du\u00a0franchis\u00e9. Effectivement la loi Doubin\u00a0et son d\u00e9cret d’application imposent aux franchiseurs dans le cadre du\u00a0DIP\u00a0– Document pr\u00e9contractuel – de communiquer\u00a0un \u00e9tat du march\u00e9. <\/b><\/p>\n

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<\/b>Cet \u00e9tat sera –\u00a0la plupart du temps –\u00a0un \u00e9tat g\u00e9n\u00e9ral du march\u00e9<\/b> au niveau national, des statistiques sur le secteur d’activit\u00e9 en question, sur l’emplacement, sur la commune o\u00f9 vous souhaitez vous implanter. Des informations qui vont \u00eatre li\u00e9es \u00e0 la concurrence, \u00e0 l’offre en place et \u00e9galement au profil de la future client\u00e8le. Donc cela va se baser finalement sur une analyse des cat\u00e9gories socio-professionnelles, une r\u00e9partition par \u00e2ge de la population et une \u00e9volution d\u00e9mographique entre deux recensements donn\u00e9s. <\/div>\n<\/p><\/div>\n
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Le troisi\u00e8me point dans le cadre de cette \u00e9tude de march\u00e9\u00a0ce sont les perspectives de d\u00e9veloppement<\/b> du march\u00e9 qui sont souvent n\u00e9glig\u00e9es dans le cadre de ce document pr\u00e9contractuel.\u00a0Le franchiseur se doit de fournir ces informations. <\/div>\n<\/p><\/div>\n
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Maintenant, il est vrai que ces informations – en fonction de la franchise – peuvent s’av\u00e9rer relativement incompl\u00e8tes pour vous conforter dans votre projet et aussi dans le cadre de l’\u00e9tablissement d’un chiffre d’affaires pr\u00e9visionnel. L’\u00e9tude de march\u00e9 sert principalement \u00e0 ceci<\/b>, c’est en amont de la cr\u00e9ation de votre projet, savoir en termes de chiffre d’affaires o\u00f9 vous allez vous situer dans le but de d\u00e9finir apr\u00e8s un business plan\u00a0et par la suite\u00a0un compte pr\u00e9visionnel. <\/div>\n<\/p><\/div>\n
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Cette estimation de chiffre d’affaires pr\u00e9visionnel\u00a0vous ne l’avez pas de fa\u00e7on pr\u00e9cise dans le cadre de ce document pr\u00e9 contractuel fourni par le franchiseur.<\/b> C’est quelque part aussi aux futurs franchis\u00e9s de s’y int\u00e9resser en faisant appel \u00e9ventuellement \u00e0 un cabinet d’\u00e9tudes ou en menant une \u00e9tude de march\u00e9 par eux- m\u00eames et nous allons peut \u00eatre voir \u00e0 ce moment l\u00e0 ce que nous devons int\u00e9grer dans cette \u00e9tude de march\u00e9, par o\u00f9 commencer, o\u00f9 aller chercher nos informations. <\/div>\n<\/p><\/div>\n
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Je dirai qu’il y a plusieurs aspects, la cible \u00e9voqu\u00e9e est le chiffre d’affaires. Une \u00e9tude de march\u00e9 c’est un terme g\u00e9n\u00e9rique. Il faut que nous faisons un tant de chiffre d’affaires, le franchiseur peut nous donner un certain nombre d’\u00e9l\u00e9ments par exemple sur X points de vente existants en France, la moyenne du chiffre d’affaires moyen est de tant, et \u00e0 fortiori sur cet aspect nous pouvons esp\u00e9rer faire effectivement tel chiffre. <\/div>\n<\/p><\/div>\n
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Qu’est ce qui d\u00e9coule du chiffre d’affaires ? Il d\u00e9coule du fait que vous puissiez vous acquitter de l’ensemble des charges fixes et variables, de vos diff\u00e9rents co\u00fbts, de votre salaire et charges et \u00e9ventuellement ceux de vos futurs employ\u00e9s. <\/div>\n<\/p><\/div>\n
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A partir de l\u00e0, il existe deux m\u00e9thodes, c’est quand nous \u00e9tablissons\u00a0l’\u00e9tude de march\u00e9\u00a0et lorsque nous allons voir notre comptable. Il y a la m\u00e9thode ascendante et la m\u00e9thode descendante, c’est \u00e0 dire au jour d’aujourd’hui quel est votre secteur d’activit\u00e9, quels sont les ratios de la profession, quel est votre projet et \u00e0 partir de ces trois composantes, en d\u00e9coulent tout simplement du chiffre d’affaires que vous devriez r\u00e9aliser. Quelle est la masse de notre zone de chalandise, combien il y a de concurrents, o\u00f9 sont-ils implant\u00e9s, quel est notre positionnement en fonction de la franchise avec laquelle nous allons concr\u00e9tiser.\u00bb <\/div>\n<\/p><\/div>\n
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Comment r\u00e9aliser une bonne \u00e9tude de march\u00e9 ? Quelles sont les \u00e9tapes essentielles \u00e0 cette \u00e9tude ? \u00c0 quoi sert une \u00e9tude de march\u00e9 ? Autant de questions que le futur franchis\u00e9 doit se poser avant le lancement de son activ…<\/p>\n","protected":false},"author":54,"featured_media":286116,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[10],"tags":[],"class_list":["post-286117","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interviews-des-experts","entry","has-media"],"acf":[],"yoast_head":"\nA propos de l'\u00e9tude de march\u00e9<\/title>\n<meta name=\"description\" content=\"Comment r\u00e9aliser une bonne \u00e9tude de march\u00e9 ? 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