波士顿咨询公司模板.pptx

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1、TODAYS OBJECTIVETo give you the tools to write slides that communicate the results of our work in a way that helps clients understand,accept,and use those resultsThis session will help you through the process of writing slidesFrom choosing the most appropriate slide type words,tables,graphics To wri

2、ting a slide that is clear and interesting 第1页/共54页WHAT PUZZLES YOU OR CHALLENGS YOU THE MOST WHEN WRITING SLIDES?第2页/共54页WRITING CLEAR,SUCCINCT,AND INTERESTING SLIDESHow to use slides in a presentationHow to choose among words,tables,graphicsHow to display information on slides effectivelyGood slid

3、es,bad slides第3页/共54页STRONG GROWTH IN OTHER PRODUCTS OFFSET BY PARTS DECLINEAlarm&detection2,55118.331.937.695817.2Broad diffusion5,30338.310.945.32,40043.1IR sensors2,37217.113.834.982714.8Chloride1,52411.0(28.5)40.962411.2Bulk chloride1,2709.2(4.0)50.564111.5Parts1521.1(36.2)(9.9)(15)(0.3)Design69

4、15(2.9)20.01382.5Total13,863100(1.6)40.25,573 100Product 1991 Sales($000)Sales%of Total1987-91 CAGR(Real%)GM(%)GM($000)GM%of TotalSource:Annual Division BudgetMessages are buried in the dataExample第4页/共54页THE REDESIGN PROCESS INVOLVES FOUR DISCRETE STAGESCurrent Organizational StructureExtensive cus

5、tomer analysisCustomer service and support requirementsDetailed internal diagnosticTime spent by activity by responsibilityCapacity of the systemCurrent contact model does not have capacity to serve all customers adequatelySeveral low value areas consume timeTSE time consumed by activities which cou

6、ld be handled more efficiently by other resourcesNo sales growth from current modelLots of opportunity to leverage other resources,like CASMost customers receptive to recommendations that allow us to leverage sales force timeAnalysisFindingsCustomerTechnical AssistanceTechnical AssistanceOrderingTec

7、hnicalAssistanceTechnicalAssistanceESCASTSECSRDMPlantPrice ConcessionsGroupPriceConcessionsExpeditingPriceConcessionsExpeditingOrderingASP selling/implementationISP sellingQuoting/cross-referencingExpeditingTechnical assistance in personRotational callsAvailabilityExpeditingPrice concessionsVP and D

8、irector,MWS DivisionVP,National SalesTelemarketingManager(1)Zone Managers(5)CAS Manager(1)CAS Reps(4)DistrictManagers(30)ESs(46)TSEs(186)TSRs(23)CS Manager(1)VP,National SalesCAS ManagerFinancialAnalystTeam LeaderTechnical EngineersRemoteTechnical EngineersCustomer Service RepsCAS RepsQuotingAvailab

9、ilityCurrent Contact ModelProposed Contact ModelZone OperationsManagerAnalysis:Identify opportunitiesEvaluate Alternatives:Opportunities point to new contact modelBusiness ManagersRemote TETETeamLeaderCustomerPlantCSRCASProposed Organizational StructureCS Managers(10)TelemarketingTSRs(13)CSRs(65)Lat

10、robeTelemarketing(9)ES DistrictManagers(6)AvailabilityQuotingISP cross-referencingOrderingPrice concessionsExpeditingToo much information?Example第5页/共54页THE 36”LIFTER DOMINATES SALES AND PROFIT1992 Product Family Profitability12.09.78.30.850.0236”14”12”96”10”DiscountRate 4.66%Current Dollar G.I.($M)

11、555193517991Revenues($M)34917196030Note:Width of bar is proportional to CDGI*Valuation ROI-3y median CFROISources:LRP;HOLT Value ModelCFROI(%)Lifter Bore(Volume)ExampleIs the complexity necessary?第6页/共54页PREMIUM LOW CALORIE SWITCHING OCCURRING WITHINPREMIUM SEGMENT,NOT NEAR PREMIUMHalt the Leaks to

12、Competitors1990&1991 Most Often Brand Switchers Within Last Three YearsSource:Continuous Tracking from Sample of 29,081;Consulting Analysis117(61)56)290(32)258)7(50)(43)30(37)(7)92(11)81)419(130)289)155(98)57)-224(79)145)5(19)(14)384(196)(188)69(99)(30)75(7)68)34(31)3)366(46)320)1,7211,464(570)894)S

13、tartingBaseWon +Lost =Competitor ANet91(68)23)267(19)248)5(82)(77)31(37)(6)109(11)98)412(149)263)-98(155)(57)218(97)121)0(21)(21)316(273)43)102(90)12)75(19)56)26(33)(7)312(45)267)1,8661,334(677)657)StartingBaseWon +Lost =Competitor BNetTotal Super Prem.60(98)(38)Product 1198(56)142)Product 26(52)(46

14、)Product 325(81)(56)Other153(29)124)Total PFC382(218)164)Near Prem.Product 197(218)(121)Product 279(224)(145)Product 3-)Other1(55)(54)Total PLC177(497)(320)Other Segments Segment 162(104)(42)Segment 2110(29)81)Segment 322(69)(47)Segment 4324(72)252)Total2,8361,137(1,087)50)StartingBaseWon +Lost =Cli

15、entNetBrand/SegmentRaw data only,no analysis presented to support the conclusion(hypothesis)Example第7页/共54页Good slides are:Bad slides are:WHAT DO YOU SEE IN A GOOD OR BAD SLIDES?We will revisit toward the end of the session第8页/共54页WRITING CLEAR,SUCCINCT,AND INTERESTING SLIDESGood slides,bad slidesHo

16、w to use slides in a presentationHow to choose among words,tables,graphicsHow to display information on slides effectively第9页/共54页SLIDES ARE VISUAL AIDSFocus the audiences attention on messageHelp explain the messageProvide another means for the audience to process the informationReinforce the messa

17、geaid to memoryShould not compete with the presenterPresenter is primary means of communicatingdifficult to read and listen at the same timeCalls for simple slides-simplicity means clarity in thinking第10页/共54页SLIDES ARE ALSO A RECORD OF THE PRESENTATIONLeft behind for clients to readCreating tension

18、 between The need for a stand-alone explanation andThe need for a simple visual aidAppropriate compromise depends on the audience and the purpose of the presentation第11页/共54页SEVERAL COMPROMISES ARE POSSIBLEPrepare report or annotated slide book as leave-behindDisplay information more effectivelyChoi

19、ce depends onComplexity of messageDesired future use of presentationUsually preferable to keep slides simple and select an alternative option第12页/共54页COMPROMISE MUST BE CONSISTENT WITH AUDIENCE AND PURPOSEClient Case TeamBusiness ManagersBoard of DirectorsHighAs necessaryLow2-4 hrs.1-2 hrs.20-30 min

20、.Participative discussionQuestion and answerFormal presentingType of AudienceLevel of DetailLength of PresentationPresentation StyleSourceSource:Consulting Experience第13页/共54页WRITING CLEAR,SUCCINCT,AND INTERESTING SLIDESGood slides,bad slidesHow to use slides in a presentationHow to choose among wor

21、ds,tables,graphicsHow to display information on slides effectively第14页/共54页FOUR WAYS TO PRESENT INFORMATIONGraphicsTablesWord slidesCombinations of the above第15页/共54页BASIC GUIDELINES HELP YOU SELECT FORMATSDo I need to illustrate a reasonably simple relationship?Use a table or a graphicEspecially wh

22、en showing numerical dataDo I need to illustrate a complex relationship?Use a tableDo I have something other than a relationship?Use a word slide or a conceptual graphic第16页/共54页BUT THE FINAL SELECTION DEPENDS ON THEMESSAGE YOU WANT YOUR AUDIENCE TO TAKE AWAYUse graphics if you want audience toRemem

23、ber relative trendsPicture the flowUse tables when you want the audience to know or be able to refer toSpecific numbersMethodology to calculate numbersUse word slides if you want audience to understandSpecific logic flowRecommendations第17页/共54页GRAPHICS HELP THE AUDIENCE VISUALIZE THE POINTSHelp audi

24、ence identify important points quicklyBest suited to display relationships,both quantitative and qualitativeWhere relationship is too complex for wordsnot too simplenor too complexmultiple relationships can be obscured by graphicWhere visual impact will help convey messageGraphic format should be co

25、nsidered first;if a graph is not optimal,then consider words or a table第18页/共54页Steady growth of banking assetsLending balance keeps stable CHINA COMMERCIAL BANKING SECTOR IS LARGE WITH STEADY GROWTH1,4911,5211,6781,893CAGR(97-00):7.9%8299971,0681,067CAGR(97-99):10%YoY:0%Banking(1)asset at the end o

26、f the period(2)(USD BN)Lending outstanding balance at the end of the period(3)(USD BN)1.Excluding post office finance,urban and rural credit cooperatives2.2000 is an estimate,assuming ICBC,CCB and BOC accounting for 60%of the banking sector asset3.2000 is an estimate,assuming the 4 major banks accou

27、nting for 72%of the banking sector loan outstanding balanceSource:China Financial Almanac;IMD;Lit.search;BCG analysisExample第19页/共54页MARKET PROJECTION PRIMARILY BASED ON COUNTRY STATISTICS AND CONSUMER RESEARCHProjection MethodologyChina market potentialParametersDriversSourceVolumeGrowthRevenue#of

28、babies%on BFAverage consumptionAverage price by product typeWeighted volumeXXXFuture trend of parametersBirth ratePopulationGeographyIncomeAge of babyUsage behaviorProduct by stageManufacturer ownershipPackage typeShareBirth growth rateBF usage trendPrice trendConsumer researchCross-country comparis

29、onStatistics BureauCompetitive analysisStore checksTrade interviewsStatistics BureauConsumer researchDesk researchERC reportCompetitive interviewsExample第20页/共54页WHAT DO YOU WANT TO SAY?ColumnPieLine Stacked Column MapBubbleRelationshipMultiple PieArea Bar SpiderScatterChanges over timeParts of a wh

30、oleComparison of several items orplacesRelationshipsbetween variablesDescriptive ExplanatorySimple information Complex informationWhen to use what?第21页/共54页 SOME BASIC RULES FOR DESCRIPTIVE GRAPHICSFor Time Series,Use a Column or Line ChartWestern cultures read time as moving from left to rightCommo

31、n conventionUse a column or stacked column chart ifFewer than ten or so time periodsData is accumulated in discrete occurrences-e.g.,periods of productionUse a line or area chart ifMore than ten or so data points/periodsData is continuous or cumulative-e.g.,number of stores,stock prices by daysTrend

32、s(i.e.,slopes)are the point you want to make第22页/共54页GROWTH IN TRADE FINANCE SLOWED AND WILL REMAIN SLUGGISHTrade finance expected to decline 10%in 1998Total trade finance(US$B)15%27%16%9%Slow-down in external trade has contributed to the declineExpected trade set back in the near future will furthe

33、r make trade finance declineSource:HK banking industry;Paribas Asia Securities;HK Monetary AuthorityCAGR92-9714%4%-10%Trade volume growth13%24%17%3%2%-5%Example第23页/共54页SOME BASIC RULES FOR DESCRIPTIVE GRAPHICSFor Item Comparisons or Comparison of Parts of a Whole,Use aBar Chart or a Stacked Column

34、ChartUse a bar chart forMarket research survey responsesCompetitor comparisons-reserves column charts for time series comparisons-leaves room for long labels on the left axisUse a stacked column chart forCost structures or cost structure comparisonsRegional market share comparisonsChanges or differe

35、nces in mix across time or competitors第24页/共54页MOTHERS WILLING TO BREASTFEED BUT WOULD USE INFANT FORMULAE AS A SUPPLEMENTSupplement baby foodBaby food better for baby“Cannot”breastfeed(not enough milk)Do not have time to breastfeed(e.g.work reasons)Others(1)Total 0-6 month6-12 month1-3 year(1)Typic

36、al other reason:baby likes itSource:Survey results;BCG analysisWhy do you choose baby formulae?Example第25页/共54页FOREIGN PLAYERS ALREADY HAS A STRONG FOOT INTO FOREIGN CURRENCY BUSINESS Share of foreign currency loans(As at the end of 1999)4 major state-owned banksOther local banksForeign banksExample

37、第26页/共54页SOME BASIC RULES FOR DESCRIPTIVE GRAPHICSFor Complex Spatial and Temporal Comparisons,a Range of Mapping Techniques Are AvailableUse territory map forMarket attractivenessCompetitor penetrationUse a process or time map forEfficiency measuresTime linesProcess flows第27页/共54页SOME BASIC RULES F

38、OR EXPLANATORY GRAPHICSFor Regressions and Causal RelationshipsUse an XY scatter chart forPoint regressionsdo not show regression line if slide is for exploratory purposesbut include it if you are sure of the point you want to makeUse a bubble chart for regressions whereA third dimension is required

39、e.g.,assets or salesbubble size should always refer to size-related variable(e.g.,assets,but not profitability)第28页/共54页AFFLUENT IS AN ATTRACTIVE SEGMENT,GENERATING HIGHEST CONTRIBUTION PER CUSTOMERSegment breakdown of contribution per customerUpper150Affluent40500007000Annual contribution per custo

40、mer(US$)-2500Size of market(m)(No.of customers)-515Mass802500Source:Press literature,AC Nielson,Business-On-Line,Ministry of Commerce,BCG case experience and analysis=Total contribution(B)Example第29页/共54页SOME BASIC RULES FOR EXPLANATORY GRAPHICSFor“Novel”ComparisonsUse a spider chart forGap analysis

41、 along multiple dimensions simultaneouslyperceptions vs.realityclient petitorsUse“novel”graphics where an unusual point needs to be madeDifficult to deviseBut sometimes nothing else works?第30页/共54页TABLES ARE ALSO USED TO DISPLAY QUANTITATIVE AND QUALITATIVE DATA Use a table whenYou have too many rel

42、ationships for a graphYou want to make your calculations overtYou want to emphasize individual values either wordstypes of distributorsor numbersDo not use tables for most other applicationsTend to be cluttered and difficult to read,obscuring the messageTend to use it as backup or appendix第31页/共54页W

43、ORD SLIDES HAVE SEVERAL USESTo lead audience through logic flowNot used for proof,except for interview quotesTo summarize findings,recommendationsTo present qualitative informationMost concepts can be effectively presented in wordsTo present very simplistic dataBut dont bury numbers in slidedifficul

44、t for audience to grasp the meaning第32页/共54页COMBINING FORMATS CAN MAKE MESSAGE STRONGERPresents the message both visually and verballyUsually best with simple data or conceptual graphicHowever,make sure the slides do not become too confusing第33页/共54页CUSTOMER INTERACTION FAR FROM IDEAL%ofCallsHandled

45、TransferredReferred35%of all customer service callsare transferred or referred“Ive been back and forth,back and forth(between Billing and Customer Service)about six times.”-Customer of Granada Hills Customer Service when asked if he would like to be transferred to Billing“Ive finally spoken with som

46、eone with some intelligenceafter about six conversations.”-Irate customer of Granada Hills Customer Service“It would be so much easier if we could just look at the bill.”-Customer Service rep to Billing rep when calling to get information for customerCustomers are frustrated by processSources:Call M

47、onitoring(Granada Hills,Ohio,Louisville,Indiana,Garland);Consulting Analysis652510Example第34页/共54页FOLLOWING EXAMPLES PRESENT SAME DATA IN DIFFERENT FORMATSQuantitative dataSales and profit over timeComparison of features for products in marketTwo options for technical specialist deploymentQualitativ

48、e dataFlow of presentationSegmentation第35页/共54页PROFITS GROWING FASTER THAN SALES -1Sales have grown by 11%per annum since 1989Company X sold$60 million in 1989Sales expected to be$90 million in 1993Profits have grown more rapidly at 17%per annumCompany X had profits of$16 million in 1989Profits expe

49、cted to be$20 million in 1993Exercise 1Source:Abco Data第36页/共54页Exercise 2CAGR(%)1119Dollars($,million)SalesProfitsSource:Abco DataPROFITS GROWING FASTER THAN SALES -2第37页/共54页PROFITS GROWING FASTER THAN SALES -3Exercise 119891990199119921993CAGR(%)Sales($,Million)Profit($,Million)606673819011101215

50、182019Source:Abco Data第38页/共54页FOCUSING ON SMALL CUSTOMERS WILLPROVIDE THE MAXIMUM LEVERAGE -1A technical specialist spends more time with large customersAn average of 8 hours in person per call for large customers,versus.15 minutes on phone per call for small customersConsequently,a single speciali