{"id":12155,"date":"2019-10-17T09:16:34","date_gmt":"2019-10-17T08:16:34","guid":{"rendered":"https:\/\/www.riskinsight-wavestone.com\/?p=12155"},"modified":"2020-01-02T14:28:03","modified_gmt":"2020-01-02T13:28:03","slug":"radar-startups-2019-23","status":"publish","type":"post","link":"https:\/\/www.riskinsight-wavestone.com\/en\/2019\/10\/radar-startups-2019-23\/","title":{"rendered":"Radar des startups 2019 : Quels leviers de d\u00e9veloppement ?"},"content":{"rendered":"

Apr\u00e8s un premier article sur l’\u00e9cosyst\u00e8me 2019 des startups cyber<\/a>, ce deuxi\u00e8me article couvre les diff\u00e9rents d\u00e9fis auxquels doivent faire face les p\u00e9pites fran\u00e7aises. Quelles actions concr\u00e8tes permettraient \u00e0 ces derniers d\u2019intensifier le d\u00e9veloppement de leurs startups, d\u2019acqu\u00e9rir une nouvelle envergure et, d\u2019ainsi, confirmer le changement d\u2019\u00e9chelle amorc\u00e9 ?<\/em><\/p>\n

 <\/p>\n

Des challenges qui freinent la progression des start-ups<\/h2>\n

Les \u00e9changes r\u00e9alis\u00e9s avec les \u00e9quipes de startups pr\u00e9sentes dans le radar permettent d\u2019identifier des challenges concrets qui pour certains sont ambitieux \u00e0 relever.<\/p>\n

 <\/p>\n

Les startups ont du mal \u00e0 recruter des profils ad\u00e9quats<\/h3>\n

A l\u2019instar de l\u2019ensemble du march\u00e9, les startups cyber sont confront\u00e9es \u00e0 une p\u00e9nurie de main d\u2019\u0153uvre sp\u00e9cialis\u00e9e. Les jeunes dipl\u00f4m\u00e9s ne sont pas suffisamment form\u00e9s \u00e0 la cybers\u00e9curit\u00e9 dans les \u00e9coles fran\u00e7aises pour alimenter les effectifs ou \u00eatre \u00e0 l\u2019initiative de cr\u00e9ation de startups. Cet \u00e9tat de fait, partag\u00e9 par l\u2019int\u00e9gralit\u00e9 du march\u00e9 en cybers\u00e9curit\u00e9, est encore plus pr\u00e9gnant pour les startups qui ne peuvent pas souvent suivre la course salariale qui s\u2019en suit.<\/p>\n

 <\/p>\n

Des fondateurs de startups peu enclins \u00e0 la prise de risque<\/h3>\n

66% des fondateurs ont d\u00e9j\u00e0 exp\u00e9riment\u00e9 une cr\u00e9ation d\u2019entreprise, mais rarement plusieurs alors que la moyenne d\u2019\u00e2ge de ces entrepreneurs d\u00e9passe les 40 ans. Le profil des fondateurs r\u00e9v\u00e8le plut\u00f4t des experts que des serial entrepreneurs audacieux. Si on peut saluer la t\u00e9nacit\u00e9 de certaines startups, il faut souligner la peur de l\u2019\u00e9chec qui est un probl\u00e8me r\u00e9current en France et qui n\u2019a pas lieu d\u2019\u00eatre \u00e0 l\u2019\u00e9chelle international. Par exemple, un entrepreneur de la Silicon Valley ou isra\u00e9lien ne sera vraiment consid\u00e9r\u00e9 qu\u2019apr\u00e8s plusieurs \u00e9checs de cr\u00e9ation d\u2019entreprise.<\/p>\n

 <\/p>\n

Une strat\u00e9gie marketing carenc\u00e9e\u2026<\/h3>\n

Les \u00e9quipes des startups sont davantage compos\u00e9es de profils techniques et sp\u00e9cialis\u00e9s s\u00e9curit\u00e9 que commerciaux. Il en r\u00e9sulte une difficult\u00e9 des startuppers \u00e0 rendre leur offre commerciale attirante aupr\u00e8s des prospects. Des efforts sont \u00e0 faire sur le volet marketing, aussi bien au niveau du produit que du discours. A titre d\u2019exemple, les incubateurs anglo-saxons d\u00e9ploient des programmes d\u2019acc\u00e9l\u00e9ration business \u00e9labor\u00e9s, comme l\u2019incubateur londonien Cylon d\u00e9di\u00e9 \u00e0 la cybers\u00e9curit\u00e9 qui forme \u00e0 \u00ab\u00a0pitcher\u00a0\u00bb efficacement sa startup aupr\u00e8s de potentiels investisseurs, clients et partenaires. Les startups en r\u00e9coltent les fruits et sont r\u00e9put\u00e9es pour leur force commerciale outre-Manche et outre-Atlantique.<\/p>\n

\u2026qui se r\u00e9percute sur les ventes<\/h3>\n

Les startups fran\u00e7aises ne rencontrent pas de probl\u00e8mes li\u00e9s \u00e0 leur phase de cr\u00e9ation, mais ont en revanche du mal \u00e0 faire conna\u00eetre leurs solutions et \u00e0 vendre \u00e0 court et moyen terme. Seul 15% des startups contact\u00e9es nous a confirm\u00e9 faire plus de 500\u00a0000 euros de chiffre d\u2019affaires. Parmi ces startups, deux tiers ont d\u00e9j\u00e0 entre 4 et 7 ann\u00e9es d\u2019existence sur le march\u00e9 de la cybers\u00e9curit\u00e9.<\/p>\n

 <\/p>\n

Comment concr\u00e9tiser cette transformation<\/h2>\n

Pour les startups, apprendre \u00e0 se vendre<\/h3>\n

Les startups doivent proposer des solutions sur \u00e9tag\u00e8re et ainsi atteindre un plus grand nombre de clients avec des co\u00fbts optimums. Pour ce faire, il est n\u00e9cessaire que les fondateurs identifient et valorisent une proposition unique de vente plut\u00f4t qu\u2019un segment de march\u00e9.<\/p>\n

Un axe cl\u00e9 pour eux serait de se positionner sur des probl\u00e9matiques non r\u00e9solues par les solutions traditionnelles. En effet, les grands groupes sont plus enclins \u00e0 collaborer avec les startups lorsqu\u2019elles adressent des probl\u00e8mes pour lesquels aucune solution n\u2019existe sur le march\u00e9. La startup Alsid, qui se distingue par son premier rang dans notre classement des lev\u00e9es de fonds, est un bel exemple puisqu\u2019elle traite une probl\u00e9matique pour laquelle aucune solution n\u2019existait\u00a0auparavant : le monitoring de la s\u00e9curit\u00e9 d\u2019Active Directory.<\/p>\n

Savoir pr\u00e9senter un pitch clair et attirant se concentrant sur les diff\u00e9rentiateurs est un axe d\u2019am\u00e9lioration cl\u00e9 du d\u00e9veloppement des start-ups. En effet, c\u2019est une \u00e9tape cruciale dans la relation avec les investisseurs, les partenaires et les clients afin de les convaincre de la valeur ajout\u00e9e de la solution.<\/p>\n

Un autre \u00e9l\u00e9ment \u00e0 envisager est de penser au design et \u00e0 l\u2019exp\u00e9rience utilisateur d\u00e8s la cr\u00e9ation de la solution. Dans un march\u00e9 o\u00f9 ces crit\u00e8res ne sont pas forc\u00e9ment pris en compte par les concurrents, cela peut repr\u00e9senter un vrai atout. Exemple singulier sur le march\u00e9, la startup isra\u00e9lienne Cybereason l\u2019a bien compris et a engag\u00e9 un VP Cr\u00e9ative & Head of Design<\/em> pour imaginer le design de ses produits parall\u00e8lement \u00e0 la construction des fonctionnalit\u00e9s.<\/p>\n

Pour finir, les startups ne doivent pas h\u00e9siter \u00e0 r\u00e9fl\u00e9chir international d\u00e8s leur lancement (langue de travail, documentation des codes sources, r\u00e9daction des documents produits\u2026) afin de ne pas alourdir inutilement l\u2019effort, d\u00e9j\u00e0 cons\u00e9quent \u00e0 fournir sur le plan commercial, pour acc\u00e9der \u00e0 des march\u00e9s plus matures et pouvoir ainsi acc\u00e9l\u00e9rer le passage \u00e0 l\u2019\u00e9chelle.<\/p>\n

\"\"<\/figure>\n

Pour le march\u00e9<\/h3>\n

Les avantages li\u00e9s \u00e0 l\u2019incubation sont nombreux pour les startups (regard ext\u00e9rieur, service \u00e0 prix r\u00e9duit, proximit\u00e9 avec d\u2019autres\u2026), mais en m\u00eame temps la cybers\u00e9curit\u00e9 est un domaine avec des besoins sp\u00e9cifiques (confidentialit\u00e9, expertise scientifique, protection physique\u2026). Ces raisons font que peu de startups en cyber trouvent leur place efficacement dans un incubateur standard. Cela exacerbe le besoin d\u2019un incubateur sp\u00e9cialis\u00e9 cybers\u00e9curit\u00e9. De plus cet incubateur pourrait devenir un totem de l\u2019innovation cyber \u00ab\u00a0\u00e0 la fran\u00e7aise\u00a0\u00bb et un lieu d\u2019accueil des investisseurs et des grands clients. La France r\u00e9fl\u00e9chit \u00e0 se doter d\u2019un hub d\u00e9di\u00e9 \u00e0 la cybers\u00e9curit\u00e9 et les premi\u00e8res propositions seront remises \u00e0 Matignon d\u2019ici la fin du mois de novembre. Il faut esp\u00e9rer que ce lieu proposera r\u00e9ellement un environnement propice au d\u00e9veloppement des startups, ainsi que des services d\u2019accompagnement qui ne soient pas seulement li\u00e9s \u00e0 de l\u2019aide \u00e0 la recherche.<\/p>\n

Enfin, il serait pertinent de favoriser la cr\u00e9ation de startups par d\u2019anciens membres de la cyberd\u00e9fense des Arm\u00e9es ou de l\u2019ANSSI. En effet, leur r\u00e9seau et leur expertise professionnelle acquis en d\u00e9but de carri\u00e8re sont des facteurs de succ\u00e8s dans l\u2019\u00e9cosyst\u00e8me cyber, comme l\u2019ont prouv\u00e9 les ex-collaborateurs de l\u2019ANSSI et d\u00e9sormais fondateurs des startups Alsid et Citalid.<\/p>\n

 <\/p>\n

Pour les clients<\/h3>\n

Afin de permettre le d\u00e9veloppement de l\u2019\u00e9cosyst\u00e8me, les clients doivent accepter la prise de risque. Ils ont pour l\u2019instant des difficult\u00e9s \u00e0 faire confiance et \u00e0 contractualiser rapidement avec de jeunes structures innovantes. Pour un quart des startups interrog\u00e9es, le temps de signature du contrat apr\u00e8s la r\u00e9alisation du POC est sup\u00e9rieur \u00e0 6 mois, et cette observation est particuli\u00e8rement pr\u00e9gnante chez les grands groupes. Ces derniers peuvent s\u2019inspirer des grandes entreprises isra\u00e9liennes qui se tournent tr\u00e8s vite vers les startups lorsqu\u2019elles identifient des probl\u00e8mes pour lesquels le march\u00e9 traditionnel n\u2019offre pas de solutions en acceptant les risques mais en n\u00e9gociant \u00e9galement des tarifs tr\u00e8s attractifs pour le futur.<\/p>\n

On pourrait \u00e9galement envisager la cr\u00e9ation d\u2019un accompagnement \u00e0 la prise de risque de la part de l\u2019Etat afin d\u2019encourager la collaboration des grands groupes avec les startups. En restant sur l\u2019exemple isra\u00e9lien, l\u2019Etat a cr\u00e9\u00e9 une agence ind\u00e9pendante qui s\u00e9lectionne des projets innovants pour lesquels \u00e0 chaque Shekel investi par le secteur priv\u00e9, l\u2019Etat investit un Shekel sans contrepartie.<\/p>\n

 <\/p>\n

2019 a montr\u00e9 une vraie embellie dans l\u2019innovation cybers\u00e9curit\u00e9 en France. Pour que l\u2019\u00e9cosyst\u00e8me continue sur sa lanc\u00e9e et concr\u00e9tise son passage \u00e0 l\u2019\u00e9chelle, les axes d\u2019am\u00e9liorations \u00e9voqu\u00e9s se doivent d\u2019\u00eatre accompagn\u00e9s par un changement d\u2019\u00e9tat d\u2019esprit de l\u2019\u00e9cosyst\u00e8me, qui demeure pour l\u2019instant trop ferm\u00e9. Avec la collaboration des diff\u00e9rents acteurs, il n\u2019y a nul doute que la dynamique amorc\u00e9e se confirmera. Les grands projets entam\u00e9s \u00e0 l\u2019\u00e9chelle de l\u2019\u00e9tat, en particulier le Campus cyber, sont une opportunit\u00e9 unique pour transformer notre \u00e9cosyst\u00e8me. Mobilisons-nous tous pour que cela devienne une r\u00e9alit\u00e9\u00a0!<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Apr\u00e8s un premier article sur l’\u00e9cosyst\u00e8me 2019 des startups cyber, ce deuxi\u00e8me article couvre les diff\u00e9rents d\u00e9fis auxquels doivent faire face les p\u00e9pites fran\u00e7aises. Quelles actions concr\u00e8tes permettraient \u00e0 ces derniers d\u2019intensifier le d\u00e9veloppement de leurs startups, d\u2019acqu\u00e9rir une nouvelle…<\/p>\n","protected":false},"author":15,"featured_media":11792,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"page-templates\/tmpl-one.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[3223,36],"tags":[3076,2505],"coauthors":[837,2864],"class_list":["post-12155","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cloud-next-gen-it-security","category-cybersecurity-digital-trust","tag-radar","tag-start-up"],"acf":[],"yoast_head":"\nRadar des startups 2019 : Quels leviers de d\u00e9veloppement ? - RiskInsight<\/title>\n<meta name=\"description\" content=\"Quelles actions permettraient d\u2019intensifier le d\u00e9veloppement des startups et de confirmer le changement d\u2019\u00e9chelle amorc\u00e9 ?\" \/>\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.riskinsight-wavestone.com\/2019\/10\/radar-startups-2019-23\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Radar des startups 2019 : Quels leviers de d\u00e9veloppement ? 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