波士顿咨询公司模板.ppt

WRITINGCLEARANDINTERESTINGSLIDES2005 Shanghai THEBOSTONCONSULTINGGROUP WRITINGCLEARANDINTERESTINGSLIDES TODAY SOBJECTIVE Togiveyouthetoolstowriteslidesthatcommunicatetheresultsofourworkinawaythathelpsclientsunderstand accept andusethoseresultsThissessionwillhelpyouthroughtheprocessofwritingslidesFromchoosingthemostappropriateslidetype words tables graphicsTowritingaslidethatisclearandinteresting WHATPUZZLESYOUORCHALLENGSYOUTHEMOSTWHENWRITINGSLIDES WRITINGCLEAR SUCCINCT ANDINTERESTINGSLIDES HowtouseslidesinapresentationHowtochooseamongwords tables graphicsHowtodisplayinformationonslideseffectively Goodslides badslides STRONGGROWTHINOTHERPRODUCTSOFFSETBYPARTS DECLINE Alarm detection2 55118 331 937 695817 2Broaddiffusion5 30338 310 945 32 40043 1IRsensors2 37217 113 834 982714 8Chloride1 52411 0 28 5 40 962411 2Bulkchloride1 2709 2 4 0 50 564111 5Parts1521 1 36 2 9 9 15 0 3 Design6915 2 9 20 01382 5Total13 863100 1 6 40 25 573100 Product 1991Sales 000 Sales ofTotal 1987 91CAGR Real GM GM 000 GM ofTotal Source AnnualDivisionBudget Messagesareburiedinthedata Example THEREDESIGNPROCESSINVOLVESFOURDISCRETESTAGES ExtensivecustomeranalysisCustomerserviceandsupportrequirementsDetailedinternaldiagnosticTimespentbyactivitybyresponsibilityCapacityofthesystem CurrentcontactmodeldoesnothavecapacitytoserveallcustomersadequatelySeverallowvalueareasconsumetimeTSEtimeconsumedbyactivitieswhichcouldbehandledmoreefficientlybyotherresourcesNosalesgrowthfromcurrentmodelLotsofopportunitytoleverageotherresources likeCASMostcustomersreceptivetorecommendationsthatallowustoleveragesalesforcetime Analysis Findings Customer TechnicalAssistance TechnicalAssistance Ordering TechnicalAssistance TechnicalAssistance ES CAS TSE CSR DM Plant PriceConcessionsGroup PriceConcessionsExpediting PriceConcessionsExpediting OrderingASPselling implementationISPsellingQuoting cross referencingExpeditingTechnicalassistanceinpersonRotationalcallsAvailability Expediting Priceconcessions CurrentOrganizationalStructure VPandDirector MWSDivision VP NationalSales TelemarketingManager 1 ZoneManagers 5 CASReps 4 DistrictManagers 30 ESs 46 TSEs 186 TSRs 23 CSManager 1 VP NationalSales CASManager FinancialAnalyst TeamLeader TechnicalEngineers RemoteTechnicalEngineers CustomerServiceReps CASReps QuotingAvailability CurrentContactModel ProposedContactModel ZoneOperationsManager Analysis Identifyopportunities EvaluateAlternatives Opportunitiespointtonewcontactmodel BusinessManagers RemoteTE TE TeamLeader Customer Plant CSR CAS ProposedOrganizationalStructure CSManagers 10 TelemarketingTSRs 13 CSRs 65 LatrobeTelemarketing 9 ESDistrictManagers 6 AvailabilityQuotingISPcross referencingOrderingPriceconcessionsExpediting Toomuchinformation Example THE36 LIFTERDOMINATESSALESANDPROFIT1992ProductFamilyProfitability 12 0 9 7 8 3 0 85 0 02 36 14 12 96 10 DiscountRate4 66 CurrentDollarG I M 555193517991Revenues M 34917196030 Note WidthofbarisproportionaltoCDGI ValuationROI 3ymedianCFROISources LRP HOLTValueModel CFROI LifterBore Volume Example Isthecomplexitynecessary PREMIUMLOWCALORIESWITCHINGOCCURRINGWITHINPREMIUMSEGMENT NOTNEARPREMIUMHalttheLeakstoCompetitors 1990ConsultingAnalysis 91 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 StartingBase Won Lost CompetitorB Net TotalSuperPrem 60 98 38 Product1198 56 142 Product26 52 46 Product325 81 56 Other153 29 124 TotalPFC382 218 164 NearPrem Product197 218 121 Product279 224 145 Product3 Other1 55 54 TotalPLC177 497 320 OtherSegmentsSegment162 104 42 Segment2110 29 81 Segment322 69 47 Segment4324 72 252 Total2 8361 137 1 087 50 StartingBase Won Lost Client Net Brand Segment Rawdataonly noanalysispresentedtosupporttheconclusion hypothesis Example Goodslidesare Badslidesare WHATDOYOUSEEINAGOODORBADSLIDES Wewillrevisittowardtheendofthesession WRITINGCLEAR SUCCINCT ANDINTERESTINGSLIDES Goodslides badslidesHowtouseslidesinapresentationHowtochooseamongwords tables graphicsHowtodisplayinformationonslideseffectively SLIDESAREVISUALAIDS Focustheaudience sattentiononmessageHelpexplainthemessageProvideanothermeansfortheaudiencetoprocesstheinformationReinforcethemessage aidtomemoryShouldnotcompetewiththepresenterPresenterisprimarymeansofcommunicatingdifficulttoreadandlistenatthesametime Callsforsimpleslides simplicitymeansclarityinthinking SLIDESAREALSOARECORDOFTHEPRESENTATION LeftbehindforclientstoreadCreatingtensionbetweenTheneedforastand aloneexplanationandTheneedforasimplevisualaid Appropriatecompromisedependsontheaudienceandthepurposeofthepresentation SEVERALCOMPROMISESAREPOSSIBLE Preparereportorannotatedslidebookasleave behindDisplayinformationmoreeffectivelyChoicedependsonComplexityofmessageDesiredfutureuseofpresentation Usuallypreferabletokeepslidessimpleandselectanalternativeoption COMPROMISEMUSTBECONSISTENTWITHAUDIENCEANDPURPOSE ClientCaseTeamBusinessManagersBoardofDirectors HighAsnecessaryLow 2 4hrs 1 2hrs 20 30min ParticipativediscussionQuestionandanswerFormalpresenting TypeofAudience LevelofDetail LengthofPresentation PresentationStyle Source Source ConsultingExperience WRITINGCLEAR SUCCINCT ANDINTERESTINGSLIDES Goodslides badslidesHowtouseslidesinapresentationHowtochooseamongwords tables graphicsHowtodisplayinformationonslideseffectively GraphicsTablesWordslidesCombinationsoftheabove FOURWAYSTOPRESENTINFORMATION BASICGUIDELINESHELPYOUSELECTFORMATS DoIneedtoillustrateareasonablysimplerelationship UseatableoragraphicEspeciallywhenshowingnumericaldataDoIneedtoillustrateacomplexrelationship UseatableDoIhavesomethingotherthanarelationship Useawordslideoraconceptualgraphic BUTTHEFINALSELECTIONDEPENDSONTHEMESSAGEYOUWANTYOURAUDIENCETOTAKEAWAY UsegraphicsifyouwantaudiencetoRememberrelativetrendsPicturetheflowUsetableswhenyouwanttheaudiencetoknoworbeabletorefertoSpecificnumbersMethodologytocalculatenumbersUsewordslidesifyouwantaudiencetounderstandSpecificlogicflowRecommendations GRAPHICSHELPTHEAUDIENCEVISUALIZETHEPOINTS HelpaudienceidentifyimportantpointsquicklyBestsuitedtodisplayrelationships bothquantitativeandqualitativeWhererelationshipistoocomplexforwordsnottoosimplenortoocomplex multiplerelationshipscanbeobscuredbygraphicWherevisualimpactwillhelpconveymessage Graphicformatshouldbeconsideredfirst ifagraphisnotoptimal thenconsiderwordsoratable Steadygrowthofbankingassets Lendingbalancekeepsstable CHINACOMMERCIALBANKINGSECTORISLARGEWITHSTEADYGROWTH 829 997 1 068 1 067 CAGR 97 99 10 YoY 0 Banking 1 assetattheendoftheperiod 2 USDBN Lendingoutstandingbalanceattheendoftheperiod 3 USDBN Excludingpostofficefinance urbanandruralcreditcooperatives2000isanestimate assumingICBC CCBandBOCaccountingfor60 ofthebankingsectorasset2000isanestimate assumingthe4majorbanksaccountingfor72 ofthebankingsectorloanoutstandingbalanceSource ChinaFinancialAlmanac IMD Lit search BCGanalysis Example MARKETPROJECTIONPRIMARILYBASEDONCOUNTRYSTATISTICSANDCONSUMERRESEARCHProjectionMethodology Chinamarketpotential Parameters Drivers Source Volume Growth Revenue ofbabies onBF Averageconsumption Averagepricebyproducttype Weightedvolume X X X Futuretrendofparameters BirthratePopulationGeography IncomeAgeofbabyUsagebehavior ProductbystageManufacturerownershipPackagetype Share BirthgrowthrateBFusagetrendPricetrend ConsumerresearchCross countrycomparisonStatisticsBureauCompetitiveanalysis StorechecksTradeinterviews StatisticsBureauConsumerresearchDeskresearchERCreportCompetitiveinterviews Example WHATDOYOUWANTTOSAY ColumnPieLineStackedColumnMapBubbleRelationshipMultiplePieAreaBarSpiderScatterChangesovertimePartsofawholeComparisonofseveralitemsorplacesRelationshipsbetweenvariables DescriptiveExplanatory SimpleinformationComplexinformation Whentousewhat SOMEBASICRULESFORDESCRIPTIVEGRAPHICSForTimeSeries UseaColumnorLineChart WesternculturesreadtimeasmovingfromlefttorightCommonconventionUseacolumnorstackedcolumnchartifFewerthantenorsotimeperiodsDataisaccumulatedindiscreteoccurrencese g periodsofproductionUsealineorareachartifMorethantenorsodatapoints periodsDataiscontinuousorcumulativee g numberofstores stockpricesbydaysTrends i e slopes arethepointyouwanttomake GROWTHINTRADEFINANCESLOWEDANDWILLREMAINSLUGGISH Tradefinanceexpectedtodecline10 in1998 Totaltradefinance US B 15 27 16 9 Slow downinexternaltradehascontributedtothedeclineExpectedtradesetbackinthenearfuturewillfurthermaketradefinancedecline Source HKbankingindustry ParibasAsiaSecurities HKMonetaryAuthority CAGR92 9714 4 10 Tradevolumegrowth 13 24 17 3 2 5 Example SOMEBASICRULESFORDESCRIPTIVEGRAPHICSForItemComparisonsorComparisonofPartsofaWhole UseaBarChartoraStackedColumnChart UseabarchartforMarketresearchsurveyresponsesCompetitorcomparisonsreservescolumnchartsfortimeseriescomparisonsleavesroomforlonglabelsontheleftaxisUseastackedcolumnchartforCoststructuresorcoststructurecomparisonsRegionalmarketsharecomparisonsChangesordifferencesinmixacrosstimeorcompetitors MOTHERSWILLINGTOBREASTFEEDBUTWOULDUSEINFANTFORMULAEASASUPPLEMENT Supplementbabyfood Babyfoodbetterforbaby Cannot breastfeed notenoughmilk Donothavetimetobreastfeed e g workreasons Others 1 1 Typicalotherreason babylikesitSource Surveyresults BCGanalysis Whydoyouchoosebabyformulae Example FOREIGNPLAYERSALREADYHASASTRONGFOOTINTOFOREIGNCURRENCYBUSINESS Shareofforeigncurrencyloans Asattheendof1999 4majorstate ownedbanks Otherlocalbanks Foreignbanks Example SOMEBASICRULESFORDESCRIPTIVEGRAPHICSForComplexSpatialandTemporalComparisons aRangeofMappingTechniquesAreAvailable UseterritorymapforMarketattractivenessCompetitorpenetrationUseaprocessortimemapforEfficiencymeasuresTimelinesProcessflows SOMEBASICRULESFOREXPLANATORYGRAPHICSForRegressionsandCausalRelationships UseanXYscatterchartforPointregressionsdonotshowregressionlineifslideisforexploratorypurposesbutincludeitifyouaresureofthepointyouwanttomakeUseabubblechartforregressionswhereAthirddimensionisrequirede g assetsorsalesbubblesizeshouldalwaysrefertosize relatedvariable e g assets butnotprofitability AFFLUENTISANATTRACTIVESEGMENT GENERATINGHIGHESTCONTRIBUTIONPERCUSTOMER Segmentbreakdownofcontributionpercustomer Upper150 Affluent40 50000 7000 Annualcontributionpercustomer US 2500 Sizeofmarket m No ofcustomers 5 15 Mass80 2500 Source Pressliterature ACNielson Business On Line MinistryofCommerce BCGcaseexperienceandanalysis Example SOMEBASICRULESFOREXPLANATORYGRAPHICSFor Novel Comparisons UseaspiderchartforGpetitorsUse novel graphicswhereanunusualpointneedstobemadeDifficulttodeviseButsometimesnothingelseworks TABLESAREALSOUSEDTODISPLAYQUANTITATIVEANDQUALITATIVEDATA UseatablewhenYouhavetoomanyrelationshipsforagraphYouwanttomakeyourcalculationsovertYouwanttoemphasizeindividualvalueseitherwords typesofdistributorsornumbersDonotusetablesformostotherapplicationsTendtobeclutteredanddifficulttoread obscuringthemessage Tendtouseitasbackuporappendix WORDSLIDESHAVESEVERALUSES ToleadaudiencethroughlogicflowNotusedforproof exceptforinterviewquotesTosummarizefindings recommendationsTopresentqualitativeinformationMostconceptscanbeeffectivelypresentedinwordsTopresentverysimplisticdataButdon tburynumbersinslide difficultforaudiencetograspthemeaning PresentsthemessagebothvisuallyandverballyUsuallybestwithsimpledataorconceptualgraphicHowever makesuretheslidesdonotbecometooconfusing COMBININGFORMATSCANMAKEMESSAGESTRONGER CUSTOMERINTERACTIONFARFROMIDEAL ofCalls Handled Transferred Referred 35 ofallcustomerservicecallsaretransferredorreferred I vebeenbackandforth backandforth betweenBillingandCustomerService aboutsixtimes CustomerofGranadaHillsCustomerServicewhenaskedifhewouldliketobetransferredtoBilling I vefinallyspokenwithsomeonewithsomeintelligence afteraboutsixconversations IratecustomerofGranadaHillsCustomerService Itwouldbesomucheasierifwecouldjustlookatthebill CustomerServicereptoBillingrepwhencallingtogetinformationforcustomer Customersarefrustratedbyprocess Sources CallMonitoring GranadaHills Ohio Louisville Indiana Garland ConsultingAnalysis 65 25 10 Example FOLLOWINGEXAMPLESPRESENTSAMEDATAINDIFFERENTFORMATS QuantitativedataSalesandprofitovertimeComparisonoffeaturesforproductsinmarketTwooptionsfortechnicalspecialistdeploymentQualitativedataFlowofpresentationSegmentation Saleshavegrownby11 perannumsince1989CompanyXsold 60millionin1989Salesexpectedtobe 90millionin1993Profitshavegrownmorerapidlyat17 perannumCompanyXhadprofitsof 16millionin1989Profitsexpectedtobe 20millionin1993 Exercise1 Source AbcoData PROFITSGROWINGFASTERTHANSALES 1 Exercise2 CAGR 11 19 Dollars million Sales Profits Source AbcoData PROFITSGROWINGFASTERTHANSALES 2 PROFITSGROWINGFASTERTHANSALES 3 Exercise1 19891990199119921993CAGR Sales Million Profit Million 606673819011 101215182019 Source AbcoData FOCUSINGONSMALLCUSTOMERSWILLPROVIDETHEMAXIMUMLEVERAGE 1 AtechnicalspecialistspendsmoretimewithlargecustomersAnaverageof8hoursinpersonpercallforlargecustomers versus 15minutesonphonepercallforsmallcustomersConsequently asinglespecialistcancovermoresmallcustomersCanonlyserveonelargecustomerperdayCanserve8smallcustomersperday Exercise2 Source PhoneCo FOCUSINGONSMALLCUSTOMERSWILLPROVIDETHEMAXIMUMLEVERAGE 2 Exercise On siteTimewithLargeCustomer Numberofcustomersservedinoneday On phoneTimewithSmallCustomer 8hrs 1 15min 32 Source PhoneCo Timespentperservicecall FOCUSINGONSMALLCUSTOMERSWILLPROVIDETHEMAXIMUMLEVERAGE 3 TimeSpentperServiceCall PossibleCallsperDay 8hrs 15min 1 32 Exercise2 Source PhoneCompany AGENDA OrdertakingCustomerconversationOrderentryintosystemManufacturingSchedulingProductionDistributionPackagingShipment Exercise3 AGENDA CustomerconversationOrderentryintosystem Exercise3 SchedulingProduction PackagingShipment TODISPLAYINFORMATIONEFFECTIVELY YOUNEEDTO Focusonyouraudienceandwhattheyneed wanttoknowStartwiththeirconcernsTelltheirstory notyourstoryFocusonkeyconceptsandcharactersFromaudience sperspectiveTomaketextmorecoherentToprovidecontextfortheaudience Organizeslidesaroundtheaudienceandtheimportantconcepts characters THESLIDE THEBASICBUILDINGBLOCK TITLE BODYSupportformainpointWords SchematicTable Graph s TAKEAWAY ORTRANSITIONTONEXTSLIDE Maybeoral Mainpointoftheslide Notes Source HOWTOMAKESLIDESUSERFRIENDLY TitleContextatbeginningNewinformationatendBodyConsistentsubjectsformainpointstheconceptsandcharactersSimplegrammaticalstructureandparallelstyle THETRANSITIONRELATESTHISSLIDETOTHENEXTONE KeepsthestorygoingSummarizestheslide reiteratesthemainpoint ordrawsoutimplicationsCanbewrittenororal Theslide sexclamationpoint THISISWHERETHETITLE ALLCAPS ISPOSITIONEDThesubtitlefollowswithonlyaninitialcap Thebodyofawordslidefollowsanoutlineformat beginningwithmainpointswhichstartwithacapitalletterThesecondleveliscalledabulletpoint italsobeginswithacapitalletterthethirdleveliscalledadashpoint itbeginswithalowercaseletterthefourthletterisadotpoint nocap itisbesttoavoidthese Noendpunctuati