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ENTREPRENEURSHIP
Séance 10: Etapes 10 & 11: Definir le
noyau dur & Evaluez position
concurrentielle
12/11/2019
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Step #10: Define Core

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Votre noyau dur….

Ce qui vous permet de délivrer beaucoup plus

efficacement qu’aucun autre concurrent les bénéfices
qu’apprécient vos clients

Qu’est ce que vous faites mieux que quiconque?

Etape la plus introspective jusqu’ici

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Comment définir le Core

• Ce que veut le client…

• Les actifs possédés...
• Ce que vous aimez faire...
• Ce que d’autres peuvent faire
• Vos objectifs personnels et financiers

Difficile à changer après (contre exemple Google)

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Quelques exemples

• L’effet de réseau
• Le service client
• Le moins cher
• L’expérience utilisateur

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Ce qui n’est pas le Core:

• La propriété intellectuelle
• La position concurrentielle
• L’avantage du précurseur
• Ligoter les fournisseurs

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Other Examples
Exercise for Step 10: Iden4fy The Core for Each Company
Company Value Proposi1on Core
1 Walmart Low cost

2 Fedex Fast, reliable delivery

3 Google World’s informa1on

4 Your Personal Example:

___________________

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Other Examples
Exercise for Step 10: Iden4fy The Core for Each Company
Company Value Proposi1on Core
1 Walmart Low cost
Logis1cs, vendor management
2 Fedex Fast, reliable delivery
Opera1onal excellence
3 Google World’s informa1on Core evolved over 1me. Used to be search,
now that they know EVERYTHING.
4 Your Personal Example:
___________________

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What Makes for A Great Core?

3 Dimensions:

ü Unique: Difficult for anyone else to duplicate

ü Important: Ties directly to your quantified value

proposition

ü Grows: Increases in strength over time relative to

competitors

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Defining Your Core Worksheet
11
What is your value proposi1on (from Step 8)?

____________________________________________________________
What assets does your team have? Priori1ze from strongest to weakest.
1. Strongest
2.
3.
4.
5.
6.
7.
8.
9.
10. Weakest

What are your proposed moats for your business?

1. Strongest
2.
3.
4.
5.
6. Weakest

What are poten1al Cores for your business?

1.
2.
3.
4.

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Step #11: Chart Your Competitive
Position

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 Step #11: Chart Your Competitive
Position
Qu’est ce qui fait que vous êtes unique par rapport aux
alternatives?

Qu’est ce qui vous rend unique pour votre personna?

=> La réponse découle des priorités du persona.

Toujours considérer qu’une des principales alternatives est

le statut quo, et comment le dépasser?

Par rapport à toutes les alternatives y compris concurrence,

qu’est ce qui fait que vous êtes le plus intéressant pour le
client au vu de ses priorités?

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Competitive Advantage Example
SunSpring’s value proposition is increased efficiency, flexibility,
mobility, reliability and operation simplicity vis-à-vis its competitors

PVRO Compe4tors
SunSpri
No Ba_ery

ng!
Reliability
W/ Ba_ery

Low High
Efficiency
Tap the sun.
Linkage of Various Steps Is Critical
and Underlies the Integration
Quantified Value Proposition
Persona As Is State
--------- ------------------------------------ X
--------- Possible State
--------- ------------------------------------ Y
Priori1es: Value Prop = ∆ of X & Y Competitive Positioning
1. Aaaaa Measured in dimension of Priority #1 Alt #4
2. Bbbbb

Good
Priority #1
YOU
3. Ccccc Alt #1
4. Ddddd
Alt #2

Bad
Alt #3
Bad Good
Priority #2

“Core” Supports
Competitive Position

Resource Plan
Supports Building Core

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Questions?

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