{"id":4189,"date":"2010-10-19T11:34:53","date_gmt":"2010-10-19T10:34:53","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=4189"},"modified":"2010-10-19T13:08:39","modified_gmt":"2010-10-19T12:08:39","slug":"popgom-le-temoignage-de-christophe-tesseraud","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2010\/10\/19\/popgom-le-temoignage-de-christophe-tesseraud\/","title":{"rendered":"Popgom &#8211; le t\u00e9moignage de Christophe Tesseraud"},"content":{"rendered":"<p>Christophe Tesseraud est le pr\u00e9sident &#8211; fondateur de <a title=\"aller sur Popgom, le site de vente en ligne de Pneus\" href=\"http:\/\/www.popgom.fr\/\" target=\"_blank\">popgom<\/a>.<\/p>\n<p><a href=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2010\/10\/Capture-d\u2019\u00e9cran-2010-10-19-\u00e0-12.01.03.png\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-4190\" title=\"Popgom\" src=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2010\/10\/Capture-d\u2019\u00e9cran-2010-10-19-\u00e0-12.01.03.png\" alt=\"\" width=\"500\" height=\"400\" \/><\/a><\/p>\n<blockquote><p>J&rsquo;ai 46 ans. Ma carri\u00e8re a \u00e9t\u00e9 d\u00e8s le d\u00e9but orient\u00e9e sur deux axes : nouvelles technologies et pneus.<\/p>\n<p>J&rsquo;ai en effet rejoint Michelin en 94, o\u00f9 j&rsquo;ai \u00e9t\u00e9 responsable nouvelles technologies pendant 4 ans.<\/p>\n<p>Je faisais en particulier de la veille sur Internet, en allant voir dans la Silicon Valley ce qui se passait.<\/p>\n<p>J&rsquo;ai ensuite \u00e9t\u00e9 directeur informatique d&rsquo;Euromasteur, puis DSI Michelin.<\/p>\n<p>J&rsquo;ai alors d\u00e9cid\u00e9 de quitter Michelin, pour monter une nouvelle activit\u00e9 de vente en ligne de pneus.<\/p>\n<p>Je pensais qu&rsquo;il fallait quitter Michelin pour bien monter cette nouvelle activit\u00e9, car :<\/p>\n<ul>\n<li>Il \u00e9tait fondamental d&rsquo;offrir le choix au client, parmi plusieurs marques (et donc ne pas vendre uniquement du Michelin) ;<\/li>\n<li>Je savais que pour r\u00e9ussir la vente en ligne, il faut\u00a0ma\u00eetriser\u00a0de nouveaux m\u00e9tiers, en particulier pour l&rsquo;acquisition des clients.<\/li>\n<\/ul>\n<p>Michelin s&rsquo;est montr\u00e9 int\u00e9ress\u00e9 par le projet, et a donc investi dans la nouvelle soci\u00e9t\u00e9.<\/p>\n<p>J&rsquo;ai \u00e9galement fait venir MrGoodDeal, ainsi qu&rsquo;un troisi\u00e8me investisseur.<\/p>\n<p>Pour Michelin, l&rsquo;int\u00e9r\u00eat est double :<\/p>\n<ul>\n<li>Envoyer un signal au march\u00e9, en disant vers ses clients : le e-commerce arrive, autant s&rsquo;y pr\u00e9parer\u00a0\u00bb ;<\/li>\n<li>Valider le mod\u00e8le de vente de marques sur Internet (et donc ne pas \u00eatre uniquement dans une logique de recherche du prix le plus bas).<\/li>\n<\/ul>\n<p>Aujourd&rsquo;hui, les ventes en ligne repr\u00e9sentent 7% des ventes de pneus&#8230;<\/p>\n<p>Le positionnement de Pogom repose sur trois r\u00e8gles d&rsquo;or :<\/p>\n<ul>\n<li><span style=\"font-size: 13.3333px;\"><strong>Prix<\/strong> : \u00eatre sur le prix du march\u00e9 (on n&rsquo;est donc pas dans une logique de \u00ab\u00a0prix cass\u00e9s\u00a0\u00bb) ;<\/span><\/li>\n<li><span style=\"font-size: 13.3333px;\"><strong>Rassurance<\/strong> : Popgom permet d&rsquo;acheter des pneus de marques, mont\u00e9s par des pros. Popgom recrute en effet des pros du montage du pneu (mais popgom vend \u00e9galement des pneus &lsquo;sans marque&rsquo;) ;<\/span><\/li>\n<li><span style=\"font-size: 13.3333px;\"><strong>Service<\/strong> : Popgom propose un service complet, qui va donc de l&rsquo;achat du pneu jusqu&rsquo;au montage.<\/span><\/li>\n<\/ul>\n<p>J&rsquo;ai donc quitt\u00e9 Michelin en Septembre 2007. Le temps de lever les fonds, popgom a d\u00e9marr\u00e9 en avril 2008.<\/p>\n<p>On a d\u00e9marr\u00e9 avec 4 millions d&rsquo;euros : 2 d\u00e8s le d\u00e9but, puis 2 apr\u00e8s avoir valid\u00e9 le mod\u00e8le.<\/p>\n<p>On c&rsquo;est lanc\u00e9 en Espagne, dans une logique de \u00ab\u00a0bac \u00e0 sable\u00a0\u00bb : \u00e7a nous a permis de tester le mod\u00e8le.<\/p>\n<p>On a lanc\u00e9 l&rsquo;espagne en Avril 2008, et la France en Octobre 20008.<\/p>\n<p>Aujourd&rsquo;hui, Popgom vend en :<\/p>\n<ul>\n<li><span style=\"font-size: 13.3333px;\">Espagne, depuis Avril 2008<\/span><\/li>\n<li><span style=\"font-size: 13.3333px;\">France, depuis Octobre 2008<\/span><\/li>\n<li><span style=\"font-size: 13.3333px;\">Suisse et Autriche, depuis d\u00e9but 2010<\/span><\/li>\n<li><span style=\"font-size: 13.3333px;\">Hongrie, Tch\u00e9quie, Slovaquie et Hollande, depuis mi 2010<\/span><\/li>\n<\/ul>\n<p>Un partenaire allemand nous apporte la logistique. On se concentre donc sur l&rsquo;acquisition des clients et la mise en place du site par pays, avec en particulier les moyens de paiements sp\u00e9cifiques.<\/p>\n<p>Le site est r\u00e9alis\u00e9 en Java, sans utilisation de solution toute faite.<\/p>\n<p>Cette solution a permis de r\u00e9aliser un site pour pas tr\u00e8s cher, et bien adapt\u00e9 \u00e0 nos besoins.<\/p>\n<p>Cela permet aujourd&rsquo;hui de tester en permanence, et de faire \u00e9voluer cette plateforme facilement.<\/p>\n<p>Les d\u00e9veloppements ont \u00e9t\u00e9 confi\u00e9s au d\u00e9but \u00e0 une SSII, mais aujourd&rsquo;hui, la ma\u00eetrise technique a \u00e9t\u00e9 internalis\u00e9e.<\/p>\n<p>Popgom, c&rsquo;est 30 personnes :<\/p>\n<ul>\n<li>8 pour l&rsquo;informatique<\/li>\n<li>8 pour le e-marketing<\/li>\n<li>8 pour les op\u00e9rations (s&rsquo;assurer que la promesse est tenue)<\/li>\n<\/ul>\n<p>On vend 15 000 r\u00e9f\u00e9rences.<\/p>\n<p>Depuis le d\u00e9but de l&rsquo;ann\u00e9e, on a engrang\u00e9 38 000 commandes.<\/p>\n<p>Le chiffre de 2009 \u00e9tait de 7,3 Millions \u20ac. On esp\u00e8re doubler en 2010.<\/p>\n<p>2011 sera orient\u00e9 \u00ab\u00a0consolidation\u00a0\u00bb : on ne devrait donc pas ouvrir de nouveaux pays, mais plut\u00f4t bien d\u00e9velopper les pays ouverts.<\/p>\n<p>Rentabiliser un pays, cela prend de 12 \u00e0 18 mois, sans \u00ab\u00a0payer\u00a0\u00bb les frais de structures.<\/p>\n<p>La rentabilit\u00e9 compl\u00e8te, c&rsquo;est donc plut\u00f4t 3 ans.<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>Christophe Tesseraud est le pr\u00e9sident &#8211; fondateur de popgom. J&rsquo;ai 46 ans. Ma carri\u00e8re a \u00e9t\u00e9 d\u00e8s le d\u00e9but orient\u00e9e sur deux axes : nouvelles technologies et pneus. J&rsquo;ai en effet rejoint Michelin en 94, o\u00f9 j&rsquo;ai \u00e9t\u00e9 responsable nouvelles technologies pendant 4 ans. Je faisais en particulier de la veille sur Internet, en allant [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2],"tags":[379,371,373,109],"class_list":["post-4189","post","type-post","status-publish","format-standard","hentry","category-e-commerce","tag-araok","tag-e-commerce","tag-e-marketing","tag-strategie"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Popgom - le t\u00e9moignage de Christophe Tesseraud - Ziserman.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ziserman.com\/blog\/2010\/10\/19\/popgom-le-temoignage-de-christophe-tesseraud\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Popgom - le t\u00e9moignage de Christophe Tesseraud - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Christophe Tesseraud est le pr\u00e9sident &#8211; fondateur de popgom. 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