几个咨询公司的模板BCG课件

WRITINGCLEARANDINTERESTINGSLIDES

2005，ShanghaiTHE

BOSTON

CONSULTING

GROUPWRITINGCLEARANDINTERESTINWRITINGCLEARANDINTERESTINGSLIDESWRITINGCLEARANDINTERESTINTODAY’SOBJECTIVETogiveyouthetoolstowriteslidesthatcommunicatetheresultsofourworkinawaythathelpsclientsunderstand,accept,andusethoseresultsThissessionwillhelpyouthroughtheprocessofwritingslidesFromchoosingthemostappropriateslidetype–words,tables,graphicsTowritingaslidethatisclearandinterestingTODAY’SOBJECTIVETogiveyoutWHATPUZZLESYOUORCHALLENGSYOUTHEMOST

WHENWRITINGSLIDES?WHATPUZZLESYOUORCHALLENGSWRITINGCLEAR,SUCCINCT,ANDINTERESTINGSLIDESHowtouseslidesinapresentationHowtochooseamongwords,tables,graphicsHowtodisplayinformationonslideseffectivelyGoodslides,badslidesWRITINGCLEAR,SUCCINCT,ANDISTRONGGROWTHINOTHERPRODUCTS

OFFSETBYPARTS’DECLINEAlarm&detection 2,551 18.3 31.9 37.6 958 17.2Broaddiffusion 5,303 38.3 10.9 45.3 2,400 43.1IRsensors 2,372 17.1 13.8 34.9 827 14.8Chloride 1,524 11.0 (28.5) 40.9 624 11.2Bulkchloride 1,270 9.2 (4.0) 50.5 641 11.5Parts 152 1.1 (36.2) (9.9) (15) (0.3)Design 691 5 (2.9) 20.0 138 2.5Total 13,863 100 (1.6) 40.2 5,573 100Product

1991Sales($000)Sales

%ofTotal1987-91CAGR

(Real%)GM

(%)GM

($000)GM

%ofTotalSource:AnnualDivisionBudgetMessagesareburiedinthedataExampleSTRONGGROWTHINOTHERPROTHEREDESIGNPROCESSINVOLVESFOURDISCRETESTAGESExtensivecustomeranalysisCustomerserviceandsupportrequirementsDetailedinternaldiagnosticTimespentbyactivitybyresponsibilityCapacityofthesystem

CurrentcontactmodeldoesnothavecapacitytoserveallcustomersadequatelySeverallowvalueareasconsumetimeTSEtimeconsumedbyactivitieswhichcouldbehandledmoreefficientlybyotherresourcesNosalesgrowthfromcurrentmodelLotsofopportunitytoleverageotherresources,likeCASMostcustomersreceptivetorecommendationsthatallowustoleveragesalesforcetimeAnalysisFindingsCustomerTechnicalAssistanceTechnicalAssistanceOrderingTechnicalAssistanceTechnicalAssistanceESCASTSECSRDMPlantPriceConcessionsGroupPriceConcessionsExpeditingPriceConcessionsExpeditingOrderingASPselling/implementationISPsellingQuoting/cross-referencingExpeditingTechnicalassistanceinpersonRotationalcallsAvailabilityExpeditingPriceconcessionsCurrentOrganizationalStructureVPandDirector,MWSDivisionVP,NationalSalesTelemarketingManager(1)ZoneManagers(5)CASManager(1)CASReps(4)DistrictManagers(30)ESs(46)TSEs(186)TSRs(23)CSManager(1)VP,NationalSalesCASManagerFinancialAnalystTeamLeaderTechnicalEngineersRemoteTechnicalEngineersCustomerServiceRepsCASRepsQuotingAvailabilityCurrentContactModelProposedContactModelZoneOperationsManagerAnalysis:IdentifyopportunitiesEvaluateAlternatives:OpportunitiespointtonewcontactmodelBusinessManagersRemoteTETETeamLeaderCustomerPlantCSRCASProposedOrganizationalStructureCSManagers(10)TelemarketingTSRs(13)CSRs(65)LatrobeTelemarketing(9)ESDistrictManagers(6)AvailabilityQuotingISPcross-referencingOrderingPriceconcessionsExpeditingToomuchinformation?ExampleTHEREDESIGNPROCESSINVOLVTHE36”LIFTERDOMINATESSALESANDPROFIT

1992ProductFamilyProfitability12.050.0236”14”12”96”10”DiscountRate4.66%CurrentDollarG.I.($M) 555 19 35 179 91Revenues($M) 349 17 19 60 30Note:WidthofbarisproportionaltoCDGI*ValuationROI-3ymedianCFROISources:LRP;HOLTValueModelCFROI(%)LifterBore(Volume)ExampleIsthecomplexitynecessary?THE36”LIFTERDOMINATESSPREMIUMLOWCALORIESWITCHINGOCCURRINGWITHIN

PREMIUMSEGMENT,NOTNEARPREMIUM

HalttheLeakstoCompetitors1990&1991MostOftenBrandSwitchersWithinLastThreeYearsSource:ContinuousTrackingfromSampleof29,081;ConsultingAnalysis

117 (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) 1,721 1,464 (570) 894)StartingBaseWon+Lost=CompetitorANet

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) 1,866 1,334 (677) 657)StartingBaseWon+Lost=CompetitorBNetTotalSuperPrem. 60 (98) (38)Product1 198 (56) 142)Product2 6 (52) (46)Product3 25 (81) (56)Other 153 (29) 124)TotalPFC 382 (218) 164)NearPrem.Product1 97 (218) (121)Product2 79 (224) (145)Product3 --- --- ---)Other 1 (55) (54)TotalPLC 177 (497) (320)OtherSegmentsSegment1 62 (104) (42)Segment2 110 (29) 81)Segment3 22 (69) (47)Segment4 324 (72) 252)Total 2,836 1,137 (1,087) 50)StartingBaseWon+Lost=ClientNetBrand/SegmentRawdataonly,noanalysispresentedtosupporttheconclusion(hypothesis)ExamplePREMIUMLOWCALORIESWITCHINGGoodslidesare:Badslidesare:WHATDOYOUSEEINAGOODORBADSLIDES?WewillrevisittowardtheendofthesessionGoodslidesare:BadslidesareWRITINGCLEAR,SUCCINCT,ANDINTERESTINGSLIDESGoodslides,badslidesHowtouseslidesinapresentationHowtochooseamongwords,tables,graphicsHowtodisplayinformationonslideseffectivelyWRITINGCLEAR,SUCCINCT,ANDISLIDESAREVISUALAIDS

Focustheaudience’sattentiononmessageHelpexplainthemessageProvideanothermeansfortheaudiencetoprocesstheinformationReinforcethemessage–aidtomemoryShouldnotcompetewiththepresenterPresenterisprimarymeansofcommunicatingdifficulttoreadandlistenatthesametimeCallsforsimpleslides-simplicitymeansclarityinthinkingSLIDESAREVISUALAIDS

FocustSLIDESAREALSOARECORDOFTHEPRESENTATION

LeftbehindforclientstoreadCreatingtensionbetweenTheneedforastand-aloneexplanationandTheneedforasimplevisualaidAppropriatecompromisedependsontheaudienceandthepurposeofthepresentationSLIDESAREALSOARECORDOFTHSEVERALCOMPROMISESAREPOSSIBLEPreparereportorannotatedslidebookasleave-behindDisplayinformationmoreeffectivelyChoicedependsonComplexityofmessageDesiredfutureuseofpresentationUsuallypreferabletokeepslidessimpleandselectanalternativeoptionSEVERALCOMPROMISESAREPOSSIBCOMPROMISEMUSTBECONSISTENTWITHAUDIENCEANDPURPOSEClientCaseTeamBusinessManagersBoardofDirectorsHighAsnecessaryLow2-4hrs.1-2hrs.20-30min.ParticipativediscussionQuestionandanswerFormalpresentingTypeofAudienceLevelofDetailLengthofPresentationPresentationStyleSourceSource:ConsultingExperienceCOMPROMISEMUSTBECONSISTENTWRITINGCLEAR,SUCCINCT,ANDINTERESTINGSLIDESGoodslides,badslidesHowtouseslidesinapresentationHowtochooseamongwords,tables,graphicsHowtodisplayinformationonslideseffectivelyWRITINGCLEAR,SUCCINCT,ANDIGraphicsTablesWordslidesCombinationsoftheaboveFOURWAYSTOPRESENTINFORMATIONGraphicsFOURWAYSTOPRESENTIBASICGUIDELINESHELPYOUSELECTFORMATSDoIneedtoillustrateareasonablysimplerelationship?UseatableoragraphicEspeciallywhenshowingnumericaldataDoIneedtoillustrateacomplexrelationship?Useatable

DoIhavesomethingotherthanarelationship?UseawordslideoraconceptualgraphicBASICGUIDELINESHELPYOUSELEBUTTHEFINALSELECTIONDEPENDSONTHE

MESSAGEYOUWANTYOURAUDIENCETOTAKEAWAYUsegraphicsifyouwantaudiencetoRememberrelativetrendsPicturetheflowUsetableswhenyouwanttheaudiencetoknoworbeabletorefertoSpecificnumbersMethodologytocalculatenumbersUsewordslidesifyouwantaudiencetounderstandSpecificlogicflowRecommendationsBUTTHEFINALSELECTIONDEGRAPHICSHELPTHEAUDIENCEVISUALIZETHEPOINTSHelpaudienceidentifyimportantpointsquicklyBestsuitedtodisplayrelationships,bothquantitativeandqualitativeWhererelationshipistoocomplexforwordsnottoosimplenortoocomplex–multiplerelationshipscanbeobscuredbygraphicWherevisualimpactwillhelpconveymessageGraphicformatshouldbeconsideredfirst;

ifagraphisnotoptimal,thenconsiderwordsoratableGRAPHICSHELPTHEAUDIENCEVISSteadygrowthofbankingassetsLendingbalancekeepsstableCHINACOMMERCIALBANKINGSECTORISLARGE

WITHSTEADYGROWTH1,4911,5211,6781,893CAGR(97-00):7.9%8299971,0681,067CAGR(97-99):10%YoY:0%Banking(1)assetattheendoftheperiod(2)

(USDBN)Lendingoutstandingbalanceattheendoftheperiod(3)

(USDBN)Excludingpostofficefinance,urbanandruralcreditcooperatives2000isanestimate,assumingICBC,CCBandBOCaccountingfor60%ofthebankingsectorasset2000isanestimate,assumingthe4majorbanksaccountingfor72%ofthebankingsectorloanoutstandingbalanceSource: ChinaFinancialAlmanac;IMD;Lit.search;BCGanalysisExampleSteadygrowthofbankingassetMARKETPROJECTIONPRIMARILYBASEDONCOUNTRYSTATISTICSANDCONSUMERRESEARCH

ProjectionMethodologyChinamarketpotentialParametersDriversSourceVolumeGrowthRevenue#ofbabies%onBFAverageconsumptionAveragepricebyproducttypeWeightedvolumeXXXFuturetrendofparametersBirthratePopulationGeographyIncomeAgeofbabyUsagebehaviorProductbystageManufacturerownershipPackagetypeShareBirthgrowthrateBFusagetrendPricetrendConsumerresearchCross-countrycomparisonStatisticsBureauCompetitiveanalysisStorechecksTradeinterviewsStatisticsBureauConsumerresearchDeskresearchERCreportCompetitiveinterviewsExampleMARKETPROJECTIONPRIMARILYBAWHATDOYOUWANTTOSAY?

Column Pie Line StackedColumn Map Bubble Relationship MultiplePie Area Bar Spider ScatterChangesovertimePartsofawholeComparisonofseveralitemsorplacesRelationshipsbetweenvariablesDescriptiveExplanatorySimpleinformationComplexinformationWhentousewhat?WHATDOYOUWANTTOSAY?

SOMEBASICRULESFORDESCRIPTIVEGRAPHICS

ForTimeSeries,UseaColumnorLineChartWesternculturesreadtimeasmovingfromlefttorightCommonconventionUseacolumnorstackedcolumnchartifFewerthantenorsotimeperiodsDataisaccumulatedindiscreteoccurrencese.g.,periodsofproductionUsealineorareachartifMorethantenorsodatapoints/periodsDataiscontinuousorcumulativee.g.,numberofstores,stockpricesbydaysTrends(i.e.,slopes)arethepointyouwanttomakeSOMEBASICRULESFORDESCGROWTHINTRADEFINANCESLOWEDANDWILLREMAINSLUGGISHTradefinanceexpectedtodecline10%in1998Totaltradefinance(US$B)15%27%16%9%Slow-downinexternaltradehascontributedtothedeclineExpectedtradesetbackinthenearfuturewillfurthermaketradefinancedeclineSource:HKbankingindustry;ParibasAsiaSecurities;HKMonetaryAuthorityCAGR92-9714%4%-10%Tradevolumegrowth13%24%17%3%2%-5%ExampleGROWTHINTRADEFINANCESLOWEDSOMEBASICRULESFORDESCRIPTIVEGRAPHICS

ForItemComparisonsorComparisonofPartsofaWhole,Usea

BarChartoraStackedColumnChartUseabarchartforMarketresearchsurveyresponsesCompetitorcomparisonsreservescolumnchartsfortimeseriescomparisonsleavesroomforlonglabelsontheleftaxisUseastackedcolumnchartforCoststructuresorcoststructurecomparisonsRegionalmarketsharecomparisonsChangesordifferencesinmixacrosstimeorcompetitorsSOMEBASICRULESFORDESCRMOTHERSWILLINGTOBREASTFEEDBUTWOULDUSEINFANTFORMULAEASASUPPLEMENTSupplementbabyfoodBabyfoodbetterforbaby“Cannot”breastfeed(notenoughmilk)Donothavetimetobreastfeed(e.g.workreasons)Others(1)Total0-6month6-12month1-3year(1)Typicalotherreason:babylikesitSource:Surveyresults;BCGanalysisWhydoyouchoosebabyformulae?ExampleMOTHERSWILLINGTOBREASTFEEDFOREIGNPLAYERSALREADYHASASTRONGFOOTINTOFOREIGNCURRENCYBUSINESSShareofforeigncurrencyloans(Asattheendof1999)4majorstate-ownedbanksOtherlocalbanksForeignbanksExampleFOREIGNPLAYERSALREADYHASASOMEBASICRULESFORDESCRIPTIVEGRAPHICS

ForComplexSpatialandTemporalComparisons,

aRangeofMappingTechniquesAreAvailableUseterritorymapforMarketattractivenessCompetitorpenetrationUseaprocessortimemapforEfficiencymeasuresTimelinesProcessflowsSOMEBASICRULESFORDESCRSOMEBASICRULESFOREXPLANATORYGRAPHICS

ForRegressionsandCausalRelationshipsUseanXYscatterchartforPointregressionsdonotshowregressionlineifslideisforexploratorypurposesbutincludeitifyouaresureofthepointyouwanttomakeUseabubblechartforregressionswhereAthirddimensionisrequirede.g.,assetsorsalesbubblesizeshouldalwaysrefertosize-relatedvariable(e.g.,assets,butnotprofitability)SOMEBASICRULESFOREXPLAAFFLUENTISANATTRACTIVESEGMENT,GENERATINGHIGHESTCONTRIBUTIONPERCUSTOMERSegmentbreakdownofcontributionpercustomerUpper150Affluent40500007000Annualcontributionpercustomer(US$)-2500Sizeofmarket(m)(No.ofcustomers)-515Mass802500Source: Pressliterature,ACNielson,Business-On-Line,MinistryofCommerce,BCGcaseexperienceandanalysis=Totalcontribution(B)ExampleAFFLUENTISANATTRACTIVESEGMSOMEBASICRULESFOREXPLANATORYGRAPHICS

For“Novel”ComparisonsUseaspiderchartforGpetitorsUse“novel”graphicswhereanunusualpointneedstobemadeDifficulttodeviseButsometimesnothingelseworks?SOMEBASICRULESFOREXPLATABLESAREALSOUSEDTODISPLAYQUANTITATIVEAND

QUALITATIVEDATAUseatablewhenYouhavetoomanyrelationshipsforagraphYouwanttomakeyourcalculationsovertYouwanttoemphasizeindividualvalueseitherwords–typesofdistributorsornumbersDonotusetablesformostotherapplicationsTendtobeclutteredanddifficulttoread,obscuringthemessageTendtouseitasbackuporappendixTABLESAREALSOUSEDTODISPLAWORDSLIDESHAVESEVERALUSESToleadaudiencethroughlogicflowNotusedforproof,exceptforinterviewquotesTosummarizefindings,recommendationsTopresentqualitativeinformationMostconceptscanbeeffectivelypresentedinwordsTopresentverysimplisticdataButdon’tburynumbersinslide–difficultforaudiencetograspthemeaning

WORDSLIDESHAVESEVERALUSESTPresentsthemessagebothvisuallyandverballyUsuallybestwithsimpledataorconceptualgraphicHowever,makesuretheslidesdonotbecometooconfusingCOMBININGFORMATSCANMAKEMESSAGESTRONGERPresentsthemessagebothvisuCUSTOMERINTERACTIONFARFROMIDEAL%ofCallsHandledTransferredReferred35%ofallcustomerservicecallsaretransferredorreferred“I’vebeenbackandforth,backandforth(betweenBillingandCustomerService)aboutsixtimes.”CustomerofGranadaHillsCustomerServicewhenaskedifhewouldliketobetransferredtoBilling“I’vefinallyspokenwithsomeonewithsomeintelligence—afteraboutsixconversations.”IratecustomerofGranadaHillsCustomerService“Itwouldbesomucheasierifwecouldjustlookatthebill.”CustomerServicereptoBillingrepwhencallingtogetinformationforcustomerCustomersarefrustratedbyprocessSources:CallMonitoring(GranadaHills,Ohio,Louisville,Indiana,Garland);ConsultingAnalysis652510ExampleCUSTOMERINTERACTIONFARFRFOLLOWINGEXAMPLESPRESENTSAMEDATA

INDIFFERENTFORMATSQuantitativedataSalesandprofitovertimeComparisonoffeaturesforproductsinmarketTwooptionsfortechnicalspecialistdeploymentQualitativedataFlowofpresentationSegmentationFOLLOWINGEXAMPLESPRESENTSaleshavegrownby11%perannumsince1989CompanyXsold$60millionin1989Salesexpectedtobe$90millionin1993Profitshavegrownmorerapidlyat17%perannumCompanyXhadprofitsof$16millionin1989Profitsexpectedtobe$20millionin1993Exercise1Source:AbcoDataPROFITSGROWINGFASTERTHANSALES-1Saleshavegrownby11%peranExercise2CAGR(%)1119Dollars($,million)SalesProfitsSource:AbcoDataPROFITSGROWINGFASTERTHANSALES-2Exercise2CAGR(%)1119DollarsSPROFITSGROWINGFASTERTHANSALES-3Exercise119891990199119921993CAGR(%)Sales($,Million)Profit($,Million)606673819011101215182019Source:AbcoDataPROFITSGROWINGFASTERTHANFOCUSINGONSMALLCUSTOMERSWILL

PROVIDETHEMAXIMUMLEVERAGE-1AtechnicalspecialistspendsmoretimewithlargecustomersAnaverageof8hoursinpersonpercallforlargecustomers, versus...15minutesonphonepercallforsmallcustomersConsequently,asinglespecialistcancovermoresmallcustomersCanonlyserveonelargecustomerperdayCanserve8smallcustomersperdayExercise2Source:PhoneCo.FOCUSINGONSMALLCUSTOMERSFOCUSINGONSMALLCUSTOMERSWILL

PROVIDETHEMAXIMUMLEVERAGE-2ExerciseOn-siteTimewithLargeCustomerNumberofcustomersservedinonedayOn-phoneTimewithSmallCustomer

8hrs.

1

15min.

32Source:PhoneCo.TimespentperservicecallFOCUSINGONSMALLCUSTOMERSFOCUSINGONSMALLCUSTOMERSWILLPROVIDE

THEMAXIMUMLEVERAGE-3TimeSpentperServiceCallPossibleCallsperDay8hrs.15min.132Exercise2Source:PhoneCompanyFOCUSINGONSMALLCUSTOMERSWIAGENDAOrdertakingCustomerconversationOrderentryintosystemManufacturingSchedulingProductionDistributionPackagingShipmentExercise3AGENDAOrdertakingExercise3AGENDACustomerconversationOrderentryintosystemExercise3SchedulingProductionPackagingShipment

Distribution

ManufacturingOrderTakingAGENDACustomerconversationExeTODISPLAYINFORMATIONEFFECTIVELY,YOUNEEDTOFocusonyouraudienceandwhattheyneed/wanttoknowStartwiththeirconcernsTelltheirstory,notyourstoryFocusonkeyconceptsandcharactersFromaudience’sperspectiveTomaketextmorecoherentToprovidecontextfortheaudienceOrganizeslidesaroundtheaudienceandtheimportantconcepts,charactersTODISPLAYINFORMATIONEFFECTITHESLIDE—THEBASICBUILDINGBLOCKTITLE

BODYSupportformainpointWords • SchematicTable • Graph(s)TAKEAWAY,ORTRANSITIONTONEXTSLIDEMaybeoralMainpointoftheslideNotes,SourceTHESLIDE—THEBASICBUILDINGBHOWTOMAKESLIDESUSERFRIENDLYTitleContextatbeginningNewinformationatendBodyConsistentsubjectsformainpointstheconceptsandcharactersSimplegrammaticalstructureandparallelstyleHOWTOMAKESLIDESUSERFRIENDTHETRANSITIONRELATESTHISSLIDETOTHENEXTONEKeepsthestorygoingSummarizestheslide,reiteratesthemainpoint,ordrawsoutimplicationsCanbewrittenororalTheslide'sexclamationpointTHETRANSITIONRELATESTHISSLTHISISWHERETHETITLE(ALLCAPS)ISPOSITIONED

ThesubtitlefollowswithonlyaninitialcapThebodyofawordslidefollowsanoutlineformat,beginningwithmainpointswhichstartwithacapitalletterThesecondleveliscalledabulletpoint;italsobeginswithacapitalletterthethirdleveliscalledadashpoint;itbeginswithalowercaseletterthefourthletterisadotpoint(nocap);itisbesttoavoidtheseNoendpunctuationfollowsanyofthesepointsTHISISWHERETHETITLE(ALLCRECOMMENDEDFORMATFORTABLESANDBOXES

TypeofassignmentCorporatestrategyMarketingstrategydevelopmentClientMajorGermanbrewerMajorU.S.brewerScottishbrewerVariousMajorEuropeanbrewerAustralianwine&spiritscompanyMajorU.S.brewerGoalofthestudyStrategicalliancesinEuropeAcquisitionstrategyStrategydevelopmentAcquisitionsinbrewingandsoftdrinksinSpainEuropeanbrandBrandextensionstrategiesBrandpositioningBackupRECOMMENDEDFORMATFORTABLTHISISTHEFORMATFORTABLESChainSegmentOff-premiseSupermarketC-storeDrugGasLiquor/OtherOn-premiseTotalMarketGrowth7.05.66.02.04.6ShareGain0.127.710.724.57.11989-90CAGRTotal(%)11.713.34.07.133.316.726.511.7%DuetoSalesEffortsDrivingGrowthSource:MarketResearchBackupTHISISTHEFORMATFORTABLESCRECOMMENDEDGRAPHFORMAT100

75

50

25

019801981198219831984Scalein12pointYlabelcenteredin12pointGraphheading16point,capitalletterforfirstwordLegendin12/14withbox**OptionalSource:

Textinsidegraphflexible(12or14ifpossible)Xlabelin12point(14x9)BackupRECOMMENDEDGRAPHFORMAT100USETHESEQUESTIONSTOREVIEWYOURSLIDESHowdoesthisslidecontributetothestory?Howdoesithelptheaudiencetoaddresstheirneeds?Doesmanagementwant/needtoknowwhat'sonthisslide?Everythingontheslide?Isthepointofthisslideclear?Isitclearlylaidoutinthetitle?Isthetitlecloselyconnectedtothebodyoftheslide?Isthebodyoftheslideeasytoread?Isitparallel?Doesitcontainanyunneededmaterial?ThiswillleadtothePyramidThinking/LogicinournextsessionUSETHESEQUESTIONSTOREVIEWRECAP:WHATDOYOUSEEONAGOODSLIDELogicalandinterestingstorylineSimple,tothepoint(nomorethan6keypointsononeslide)CatchyoureyeKeymessagestandsoutConclusionalwayssupportedby(appropriate)dataandanalysisDataalwaysstatedwithsourceConsistentformatandcolorschemesNotyposRECAP:WHATDOYOUSEEONAGWRITINGCLEARANDINTERESTINGSLIDES

2005，ShanghaiTHE

BOSTON

CONSULTING

GROUPWRITINGCLEARANDINTERESTINWRITINGCLEARANDINTERESTINGSLIDESWRITINGCLEARANDINTERESTINTODAY’SOBJECTIVETogiveyouthetoolstowriteslidesthatcommunicatetheresultsofourworkinawaythathelpsclientsunderstand,accept,andusethoseresultsThissessionwillhelpyouthroughtheprocessofwritingslidesFromchoosingthemostappropriateslidetype–words,tables,graphicsTowritingaslidethatisclearandinterestingTODAY’SOBJECTIVETogiveyoutWHATPUZZLESYOUORCHALLENGSYOUTHEMOST

WHENWRITINGSLIDES?WHATPUZZLESYOUORCHALLENGSWRITINGCLEAR,SUCCINCT,ANDINTERESTINGSLIDESHowtouseslidesinapresentationHowtochooseamongwords,tables,graphicsHowtodisplayinformationonslideseffectivelyGoodslides,badslidesWRITINGCLEAR,SUCCINCT,ANDISTRONGGROWTHINOTHERPRODUCTS

OFFSETBYPARTS’DECLINEAlarm&detection 2,551 18.3 31.9 37.6 958 17.2Broaddiffusion 5,303 38.3 10.9 45.3 2,400 43.1IRsensors 2,372 17.1 13.8 34.9 827 14.8Chloride 1,524 11.0 (28.5) 40.9 624 11.2Bulkchloride 1,270 9.2 (4.0) 50.5 641 11.5Parts 152 1.1 (36.2) (9.9) (15) (0.3)Design 691 5 (2.9) 20.0 138 2.5Total 13,863 100 (1.6) 40.2 5,573 100Product

1991Sales($000)Sales

%ofTotal1987-91CAGR

(Real%)GM

(%)GM

($000)GM

%ofTotalSource:AnnualDivisionBudgetMessagesareburiedinthedataExampleSTRONGGROWTHINOTHERPROTHEREDESIGNPROCESSINVOLVESFOURDISCRETESTAGESExtensivecustomeranalysisCustomerserviceandsupportrequirementsDetailedinternaldiagnosticTimespentbyactivitybyresponsibilityCapacityofthesystem

CurrentcontactmodeldoesnothavecapacitytoserveallcustomersadequatelySeverallowvalueareasconsumetimeTSEtimeconsumedbyactivitieswhichcouldbehandledmoreefficientlybyotherresourcesNosalesgrowthfromcurrentmodelLotsofopportunitytoleverageotherresources,likeCASMostcustomersreceptivetorecommendationsthatallowustoleveragesalesforcetimeAnalysisFindingsCustomerTechnicalAssistanceTechnicalAssistanceOrderingTechnicalAssistanceTechnicalAssistanceESCASTSECSRDMPlantPriceConcessionsGroupPriceConcessionsExpeditingPriceConcessionsExpeditingOrderingASPselling/implementationISPsellingQuoting/cross-referencingExpeditingTechnicalassistanceinpersonRotationalcallsAvailabilityExpeditingPriceconcessionsCurrentOrganizationalStructureVPandDirector,MWSDivisionVP,NationalSalesTelemarketingManager(1)ZoneManagers(5)CASManager(1)CASReps(4)DistrictManagers(30)ESs(46)TSEs(186)TSRs(23)CSManager(1)VP,NationalSalesCASManagerFinancialAnalystTeamLeaderTechnicalEngineersRemoteTechnicalEngineersCustomerServiceRepsCASRepsQuotingAvailabilityCurrentContactModelProposedContactModelZoneOperationsManagerAnalysis:IdentifyopportunitiesEvaluateAlternatives:OpportunitiespointtonewcontactmodelBusinessManagersRemoteTETETeamLeaderCustomerPlantCSRCASProposedOrganizationalStructureCSManagers(10)TelemarketingTSRs(13)CSRs(65)LatrobeTelemarketing(9)ESDistrictManagers(6)AvailabilityQuotingISPcross-referencingOrderingPriceconcessionsExpeditingToomuchinformation?ExampleTHEREDESIGNPROCESSINVOLVTHE36”LIFTERDOMINATESSALESANDPROFIT

1992ProductFamilyProfitability12.050.0236”14”12”96”10”DiscountRate4.66%CurrentDollarG.I.($M) 555 19 35 179 91Revenues($M) 349 17 19 60 30Note:WidthofbarisproportionaltoCDGI*ValuationROI-3ymedianCFROISources:LRP;HOLTValueModelCFROI(%)LifterBore(Volume)ExampleIsthecomplexitynecessary?THE36”LIFTERDOMINATESSPREMIUMLOWCALORIESWITCHINGOCCURRINGWITHIN

PREMIUMSEGMENT,NOTNEARPREMIUM

HalttheLeakstoCompetitors1990&1991MostOftenBrandSwitchersWithinLastThreeYearsSource:ContinuousTrackingfromSampleof29,081;ConsultingAnalysis

117 (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) 1,721 1,464 (570) 894)StartingBaseWon+Lost=CompetitorANet

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) 1,866 1,334 (677) 657)StartingBaseWon+Lost=Compe