咨询公司模板系列.ppt

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1、11 六月 2023咨询公司模板系列咨询公司模板系列WRITING CLEAR AND INTERESTING SLIDESTODAYS 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 choosin

2、g the most appropriate slide type words,tables,graphics To writing a slide that is clear and interesting WHAT PUZZLES YOU OR CHALLENGS YOU THE MOST WHEN WRITING SLIDES?WRITING CLEAR,SUCCINCT,AND INTERESTING SLIDESHow to use slides in a presentationHow to choose among words,tables,graphicsHow to disp

3、lay information on slides effectivelyGood slides,bad slidesSTRONG 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)50.564111.5P

4、arts1521.1(36.2)(9.9)(15)(0.3)Design6915(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 dataExampleTHE REDESIGN PROCESS INVOLVES FOUR DISCRETE STAGESExtensive custo

5、mer 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 could

6、 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 AssistanceOrderingTechn

7、icalAssistanceTechnicalAssistanceESCASTSECSRDMPlantPrice ConcessionsGroupPriceConcessionsExpeditingPriceConcessionsExpeditingOrderingASP selling/implementationISP sellingQuoting/cross-referencingExpeditingTechnical assistance in personRotational callsAvailabilityExpeditingPrice concessionsCurrent Or

8、ganizational StructureVP and Director,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 Serv

9、ice RepsCAS RepsQuotingAvailabilityCurrent Contact ModelProposed Contact ModelZone OperationsManagerAnalysis:Identify opportunitiesEvaluate Alternatives:Opportunities point to new contact modelBusiness ManagersRemote TETETeamLeaderCustomerPlantCSRCASProposed Organizational StructureCS Managers(10)Te

10、lemarketingTSRs(13)CSRs(65)LatrobeTelemarketing(9)ES DistrictManagers(6)AvailabilityQuotingISP cross-referencingOrderingPrice concessionsExpeditingToo much information?ExampleTHE 36”LIFTER DOMINATES SALES AND PROFIT1992 Product Family Profitability12.09.78.30.850.0236”14”12”96”10”DiscountRate 4.66%C

11、urrent Dollar G.I.($M)555193517991Revenues($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?PREMIUM LOW CALORIE SWITCHING OCCURRING WITHINPREMIUM SEGMENT,NOT NEAR PREMIUMHalt

12、 the Leaks to 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

13、,464(570)894)StartingBaseWon +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)Pro

14、duct 26(52)(46)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)StartingBase

15、Won +Lost =ClientNetBrand/SegmentRaw data only,no analysis presented to support the conclusion(hypothesis)ExampleGood slides are:Bad slides are:WHAT DO YOU SEE IN A GOOD OR BAD SLIDES?We will revisit toward the end of the sessionWRITING CLEAR,SUCCINCT,AND INTERESTING SLIDESGood slides,bad slidesHow

16、to use slides in a presentationHow to choose among words,tables,graphicsHow to display information on slides effectivelySLIDES ARE VISUAL AIDSFocus the audiences attention on messageHelp explain the messageProvide another means for the audience to process the informationReinforce the messageaid to m

17、emoryShould not compete with the presenterPresenter is primary means of communicating-difficult to read and listen at the same timeCalls for simple slides-simplicity means clarity in thinkingSLIDES ARE ALSO A RECORD OF THE PRESENTATIONLeft behind for clients to readCreating tension between The need

18、for a stand-alone explanation andThe need for a simple visual aidAppropriate compromise depends on the audience and the purpose of the presentationSEVERAL COMPROMISES ARE POSSIBLEPrepare report or annotated slide book as leave-behindDisplay information more effectivelyChoice depends onComplexity of

19、messageDesired future use of presentationUsually preferable to keep slides simple and select an alternative optionCOMPROMISE MUST BE CONSISTENT WITH AUDIENCE AND PURPOSEClient Case TeamBusiness ManagersBoard of DirectorsHighAs necessaryLow2-4 hrs.1-2 hrs.20-30 min.Participative discussionQuestion an

20、d answerFormal presentingType of AudienceLevel of DetailLength of PresentationPresentation StyleSourceSource:Consulting ExperienceWRITING CLEAR,SUCCINCT,AND INTERESTING SLIDESGood slides,bad slidesHow to use slides in a presentationHow to choose among words,tables,graphicsHow to display information

21、on slides effectivelyGraphicsTablesWord slidesCombinations of the aboveFOUR WAYS TO PRESENT INFORMATIONBASIC GUIDELINES HELP YOU SELECT FORMATSDo I need to illustrate a reasonably simple relationship?Use a table or a graphicEspecially when showing numerical dataDo I need to illustrate a complex rela

22、tionship?Use a tableDo I have something other than a relationship?Use a word slide or a conceptual graphicBUT THE FINAL SELECTION DEPENDS ON THEMESSAGE YOU WANT YOUR AUDIENCE TO TAKE AWAYUse graphics if you want audience toRemember relative trendsPicture the flowUse tables when you want the audience

23、 to know or be able to refer toSpecific numbersMethodology to calculate numbersUse word slides if you want audience to understandSpecific logic flowRecommendationsGRAPHICS HELP THE AUDIENCE VISUALIZE THE POINTSHelp audience identify important points quicklyBest suited to display relationships,both q

24、uantitative and qualitativeWhere relationship is too complex for words-not too simple-nor too complexmultiple relationships can be obscured by graphicWhere visual impact will help convey messageGraphic format should be considered first;if a graph is not optimal,then consider words or a tableSteady g

25、rowth of banking assetsLending balance keeps stable CHINA COMMERCIAL BANKING SECTOR IS LARGE WITH STEADY GROWTH1,4911,5211,6781,893-CAGR(97-00):7.9%8299971,0681,067-CAGR(97-99):10%-YoY:0%Banking(1)asset at the end of the period(2)(USD BN)Lending outstanding balance at the end of the period(3)(USD BN

26、)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 accounting for 72%of the banking sector loan outstanding balanceSource:China Financial Alm

27、anac;IMD;Lit.search;BCG analysisExampleMARKET PROJECTION PRIMARILY BASED ON COUNTRY STATISTICS AND CONSUMER RESEARCHProjection MethodologyChina market potentialParametersDriversSourceVolumeGrowthRevenue#of babies%on BFAverage consumptionAverage price by product typeWeighted volumeXXXFuture trend of

28、parametersBirth ratePopulationGeographyIncomeAge of babyUsage behaviorProduct by stageManufacturer ownershipPackage typeShareBirth growth rateBF usage trendPrice trendConsumer researchCross-country comparisonStatistics BureauCompetitive analysisStore checksTrade interviewsStatistics BureauConsumer r

29、esearchDesk researchERC reportCompetitive interviewsExampleWHAT DO YOU WANT TO SAY?ColumnPieLine Stacked Column MapBubbleRelationshipMultiple PieArea Bar SpiderScatterChanges over timeParts of a wholeComparison of several items orplacesRelationshipsbetween variablesDescriptive ExplanatorySimple info

30、rmation Complex informationWhen to use what?SOME BASIC RULES FOR DESCRIPTIVE GRAPHICSFor Time Series,Use a Column or Line ChartWestern cultures read time as moving from left to rightCommon conventionUse a column or stacked column chart ifFewer than ten or so time periodsData is accumulated in discre

31、te 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 daysTrends(i.e.,slopes)are the point you want to makeGROWTH IN TRADE FINANCE SLOWED AND WILL REMAIN SLUGGISHTrade finance

32、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 further make trade finance declineSource:HK banking industry;Paribas Asia Securities;HK Monetary AuthorityCAGR92-9714%4%-10%Trad

33、e volume growth13%24%17%3%2%-5%ExampleSOME BASIC RULES FOR DESCRIPTIVE GRAPHICSFor Item Comparisons or Comparison of Parts of a Whole,Use aBar Chart or a Stacked Column ChartUse a bar chart forMarket research survey responsesCompetitor comparisons-reserves column charts for time series comparisons-l

34、eaves room for long labels on the left axisUse a stacked column chart forCost structures or cost structure comparisonsRegional market share comparisonsChanges or differences in mix across time or competitorsMOTHERS WILLING TO BREASTFEED BUT WOULD USE INFANT FORMULAE AS A SUPPLEMENTSupplement baby fo

35、odBaby 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)Typical other reason:baby likes itSource:Survey results;BCG analysisWhy do you choose baby formulae?ExampleFOREIGN PLAYERS ALREADY HAS A STRONG F

36、OOT INTO FOREIGN CURRENCY BUSINESS Share of foreign currency loans(As at the end of 1999)4 major state-owned banksOther local banksForeign banksExampleSOME BASIC RULES FOR DESCRIPTIVE GRAPHICSFor Complex Spatial and Temporal Comparisons,a Range of Mapping Techniques Are AvailableUse territory map fo

37、rMarket attractivenessCompetitor penetrationUse a process or time map forEfficiency measuresTime linesProcess flowsSOME BASIC RULES FOR EXPLANATORY GRAPHICSFor Regressions and Causal RelationshipsUse an XY scatter chart forPoint regressions-do not show regression line if slide is for exploratory pur

38、poses-but include it if you are sure of the point you want to makeUse a bubble chart for regressions whereA third dimension is required-e.g.,assets or sales-bubble size should always refer to size-related variable(e.g.,assets,but not profitability)AFFLUENT IS AN ATTRACTIVE SEGMENT,GENERATING HIGHEST

39、 CONTRIBUTION PER CUSTOMERSegment breakdown of contribution per customerUpper150Affluent40500007000Annual contribution per customer(US$)-2500Size of market(m)(No.of customers)-5-15Mass802500Source:Press literature,AC Nielson,Business-On-Line,Ministry of Commerce,BCG case experience and analysis=Tota

40、l contribution(B)ExampleSOME BASIC RULES FOR EXPLANATORY GRAPHICSFor“Novel”ComparisonsUse a spider chart forGap analysis along multiple dimensions simultaneously-perceptions vs.reality-client petitorsUse“novel”graphics where an unusual point needs to be madeDifficult to deviseBut sometimes nothing e

41、lse works?TABLES ARE ALSO USED TO DISPLAY QUANTITATIVE AND QUALITATIVE DATA Use a table whenYou have too many relationships for a graphYou want to make your calculations overtYou want to emphasize individual values-either wordstypes of distributors-or numbersDo not use tables for most other applicat

42、ionsTend to be cluttered and difficult to read,obscuring the messageTend to use it as backup or appendixWORD SLIDES HAVE SEVERAL USESTo lead audience through logic flowNot used for proof,except for interview quotesTo summarize findings,recommendationsTo present qualitative informationMost concepts c

43、an be effectively presented in wordsTo present very simplistic dataBut dont bury numbers in slidedifficult for audience to grasp the meaningPresents the message both visually and verballyUsually best with simple data or conceptual graphicHowever,make sure the slides do not become too confusingCOMBIN

44、ING FORMATS CAN MAKE MESSAGE STRONGERCUSTOMER INTERACTION FAR FROM IDEAL%ofCallsHandledTransferredReferred35%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 Servi

45、ce when asked if he would like to be transferred to Billing“Ive finally spoken with someone 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 c

46、alling to get information for customerCustomers are frustrated by processSources:Call Monitoring(Granada Hills,Ohio,Louisville,Indiana,Garland);Consulting Analysis652510ExampleFOLLOWING EXAMPLES PRESENT SAME DATA IN DIFFERENT FORMATSQuantitative dataSales and profit over timeComparison of features f

47、or products in marketTwo options for technical specialist deploymentQualitative dataFlow of presentationSegmentationSales 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

48、of$16 million in 1989Profits expected to be$20 million in 1993Exercise 1Source:Abco DataPROFITS GROWING FASTER THAN SALES -1Exercise 2CAGR(%)1119Dollars($,million)SalesProfitsSource:Abco DataPROFITS GROWING FASTER THAN SALES -2PROFITS GROWING FASTER THAN SALES -3Exercise 119891990199119921993CAGR(%)

49、Sales($,Million)Profit($,Million)606673819011101215182019Source:Abco DataFOCUSING 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 sma

50、ll customersConsequently,a single specialist can cover more small customersCan only serve one large customer per dayCan serve 8 small customers per dayExercise 2Source:Phone Co.FOCUSING ON SMALL CUSTOMERS WILLPROVIDE THE MAXIMUM LEVERAGE -2ExerciseOn-site Time with Large CustomerNumber of customers