波士顿咨询公司模板.ppt.ppt

1、WRITING CLEAR AND INTERESTING SLIDES 2005，Shanghai,THE BOSTON CONSULTING GROUP,WRITING CLEAR AND INTERESTING SLIDES,TODAYS OBJECTIVE,To 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 results This session will

2、help you through the process of writing slides From choosing 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 SLIDES,How to use slides in a

3、 presentation How to choose among words, tables, graphics How to display information on slides effectively,Good slides, bad slides,STRONG GROWTH IN OTHER PRODUCTS OFFSET BY PARTS DECLINE,Alarm HOLT Value Model,CFROI (%),Lifter Bore (Volume),Example,Is the complexity necessary?,PREMIUM LOW CALORIE SW

4、ITCHING OCCURRING WITHINPREMIUM SEGMENT, NOT NEAR PREMIUMHalt the Leaks to Competitors,1990 Consulting Analysis,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),Starting Ba

5、se,Won +,Lost =,Competitor B,Net,Total Super Prem.60(98)(38) Product 1198(56)142) Product 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)

6、 Segment 2110(29)81) Segment 322(69)(47) Segment 4324(72)252) Total2,8361,137(1,087)50),Starting Base,Won +,Lost =,Client,Net,Brand/Segment,Raw data only, no analysis presented to support the conclusion (hypothesis),Example,Good slides are:,Bad slides are:,WHAT DO YOU SEE IN A GOOD OR BAD SLIDES?,We

7、 will revisit toward the end of the session,WRITING CLEAR, SUCCINCT, AND INTERESTING SLIDES,Good slides, bad slides How to use slides in a presentation How to choose among words, tables, graphics How to display information on slides effectively,SLIDES ARE VISUAL AIDS,Focus the audiences attention on

8、 message Help explain the message Provide another means for the audience to process the information Reinforce the messageaid to memory Should not compete with the presenter Presenter is primary means of communicating difficult to read and listen at the same time,Calls for simple slides - simplicity

9、means clarity in thinking,SLIDES ARE ALSO A RECORD OF THE PRESENTATION,Left behind for clients to read Creating tension between The need for a stand-alone explanation and The need for a simple visual aid,Appropriate compromise depends on the audience and the purpose of the presentation,SEVERAL COMPR

10、OMISES ARE POSSIBLE,Prepare report or annotated slide book as leave-behind Display information more effectively Choice depends on Complexity of message Desired future use of presentation,Usually preferable to keep slides simple and select an alternative option,COMPROMISE MUST BE CONSISTENT WITH AUDI

11、ENCE AND PURPOSE,Client Case Team Business Managers Board of Directors,High As necessary Low,2-4 hrs. 1-2 hrs. 20-30 min.,Participative discussion Question and answer Formal presenting,Type of Audience,Level of Detail,Length of Presentation,Presentation Style,Source,Source: Consulting Experience,WRI

12、TING CLEAR, SUCCINCT, AND INTERESTING SLIDES,Good slides, bad slides How to use slides in a presentation How to choose among words, tables, graphics How to display information on slides effectively,Graphics Tables Word slides Combinations of the above,FOUR WAYS TO PRESENT INFORMATION,BASIC GUIDELINE

13、S HELP YOU SELECT FORMATS,Do I need to illustrate a reasonably simple relationship? Use a table or a graphic Especially when showing numerical data Do I need to illustrate a complex relationship? Use a table Do I have something other than a relationship? Use a word slide or a conceptual graphic,BUT

14、THE FINAL SELECTION DEPENDS ON THEMESSAGE YOU WANT YOUR AUDIENCE TO TAKE AWAY,Use graphics if you want audience to Remember relative trends Picture the flow Use tables when you want the audience to know or be able to refer to Specific numbers Methodology to calculate numbers Use word slides if you w

15、ant audience to understand Specific logic flow Recommendations,GRAPHICS HELP THE AUDIENCE VISUALIZE THE POINTS,Help audience identify important points quickly Best suited to display relationships, both quantitative and qualitative Where relationship is too complex for words not too simple nor too co

16、mplexmultiple relationships can be obscured by graphic Where visual impact will help convey message,Graphic format should be considered first;if a graph is not optimal, then consider words or a table,Steady growth of banking assets,Lending balance keeps stable,CHINA COMMERCIAL BANKING SECTOR IS LARG

17、E WITH STEADY GROWTH,829,997,1,068,1,067,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),Excluding post office finance, urban and rural credit cooperatives 2000 is an estimate, assuming ICBC, CCB and BOC

18、accounting for 60% of the banking sector asset 2000 is an estimate, assuming the 4 major banks accounting for 72% of the banking sector loan outstanding balance Source:China Financial Almanac; IMD; Lit. search; BCG analysis,Example,MARKET PROJECTION PRIMARILY BASED ON COUNTRY STATISTICS AND CONSUMER

19、 RESEARCHProjection Methodology,China market potential,Parameters,Drivers,Source,Volume,Growth,Revenue,# of babies,% on BF,Average consumption,Average price by product type,Weighted volume,X,X,X,Future trend of parameters,Birth rate Population Geography,Income Age of baby Usage behavior,Product by s

20、tage Manufacturer ownership Package type,Share,Birth growth rate BF usage trend Price trend,Consumer research Cross-country comparison Statistics Bureau Competitive analysis,Store checks Trade interviews,Statistics Bureau Consumer research Desk research ERC report Competitive interviews,Example,WHAT

21、 DO YOU WANT TO SAY?,Column PieLine Stacked Column MapBubble RelationshipMultiple PieArea Bar SpiderScatter Changes over time Parts of a whole Comparison of several items or places Relationships between variables,Descriptive Explanatory,Simple information Complex information,When to use what?,SOME B

22、ASIC RULES FOR DESCRIPTIVE GRAPHICSFor Time Series, Use a Column or Line Chart,Western cultures read time as moving from left to right Common convention Use a column or stacked column chart if Fewer than ten or so time periods Data is accumulated in discrete occurrences e.g., periods of production U

23、se a line or area chart if More than ten or so data points/periods Data is continuous or cumulative e.g., number of stores, stock prices by days Trends (i.e., slopes) are the point you want to make,GROWTH IN TRADE FINANCE SLOWED AND WILL REMAIN SLUGGISH,Trade finance expected to decline 10% in 1998,

24、Total trade finance (US$B),15%,27%,16%,9%,Slow-down in external trade has contributed to the decline Expected trade set back in the near future will further make trade finance decline,Source: HK banking industry; Paribas Asia Securities; HK Monetary Authority,CAGR 92-97 14%,4%,-10%,Trade volume grow

25、th,13%,24%,17%,3%,2%,-5%,Example,SOME BASIC RULES FOR DESCRIPTIVE GRAPHICSFor Item Comparisons or Comparison of Parts of a Whole, Use aBar Chart or a Stacked Column Chart,Use a bar chart for Market research survey responses Competitor comparisons reserves column charts for time series comparisons le

26、aves room for long labels on the left axis Use a stacked column chart for Cost structures or cost structure comparisons Regional market share comparisons Changes or differences in mix across time or competitors,MOTHERS WILLING TO BREASTFEED BUT WOULD USE INFANT FORMULAE AS A SUPPLEMENT,Supplement ba

27、by food,Baby food better for baby,“Cannot” breastfeed (not enough milk),Do not have time to breastfeed (e.g. work reasons),Others(1),(1) Typical other reason: baby likes it Source: Survey results; BCG analysis,Why do you choose baby formulae?,Example,FOREIGN PLAYERS ALREADY HAS A STRONG FOOT INTO FO

28、REIGN CURRENCY BUSINESS,Share of foreign currency loans (As at the end of 1999),4 major state-owned banks,Other local banks,Foreign banks,Example,SOME BASIC RULES FOR DESCRIPTIVE GRAPHICSFor Complex Spatial and Temporal Comparisons,a Range of Mapping Techniques Are Available,Use territory map for Ma

29、rket attractiveness Competitor penetration Use a process or time map for Efficiency measures Time lines Process flows,SOME BASIC RULES FOR EXPLANATORY GRAPHICSFor Regressions and Causal Relationships,Use an XY scatter chart for Point regressions do not show regression line if slide is for explorator

30、y purposes but include it if you are sure of the point you want to make Use a bubble chart for regressions where A 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, GENER

31、ATING HIGHEST CONTRIBUTION PER CUSTOMER,Segment breakdown of contribution per customer,Upper 150,Affluent 40,50000,7000,Annual contribution per customer (US $),-2500,Size of market (m) (No. of customers),-5,15,Mass 80,2500,Source: Press literature, AC Nielson, Business-On-Line, Ministry of Commerce,

32、 BCG case experience and analysis,Example,SOME BASIC RULES FOR EXPLANATORY GRAPHICSFor “Novel” Comparisons,Use a spider chart for Gap analysis along multiple dimensions simultaneously perceptions vs. reality client vs. competitors Use “novel” graphics where an unusual point needs to be made Difficul

33、t to devise But sometimes nothing else works,?,TABLES ARE ALSO USED TO DISPLAY QUANTITATIVE AND QUALITATIVE DATA,Use a table when You have too many relationships for a graph You want to make your calculations overt You want to emphasize individual values either wordstypes of distributors or numbers

34、Do not use tables for most other applications Tend to be cluttered and difficult to read, obscuring the message,Tend to use it as backup or appendix,WORD SLIDES HAVE SEVERAL USES,To lead audience through logic flow Not used for proof, except for interview quotes To summarize findings, recommendation

35、s To present qualitative information Most concepts can be effectively presented in words To present very simplistic data But dont bury numbers in slidedifficult for audience to grasp the meaning,Presents the message both visually and verbally Usually best with simple data or conceptual graphic Howev

36、er, make sure the slides do not become too confusing,COMBINING FORMATS CAN MAKE MESSAGE STRONGER,CUSTOMER INTERACTION FAR FROM IDEAL,% of Calls,Handled,Transferred,Referred,35% of all customer service calls are transferred or referred,“Ive been back and forth, back and forth (between Billing and Cus

37、tomer 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 someone with some intelligenceafter about six conversations.” Irate customer of Granada Hills Customer Service “It would be so much easier if

38、we could just look at the bill.” Customer Service rep to Billing rep when calling to get information for customer,Customers are frustrated by process,Sources: Call Monitoring (Granada Hills, Ohio, Louisville, Indiana, Garland); Consulting Analysis,65,25,10,Example,FOLLOWING EXAMPLES PRESENT SAME DAT

39、A IN DIFFERENT FORMATS,Quantitative data Sales and profit over time Comparison of features for products in market Two options for technical specialist deployment Qualitative data Flow of presentation Segmentation,Sales have grown by 11% per annum since 1989 Company X sold $60 million in 1989 Sales e

40、xpected to be $90 million in 1993 Profits have grown more rapidly at 17% per annum Company X had profits of $16 million in 1989 Profits expected to be $20 million in 1993,Exercise 1,Source: Abco Data,PROFITS GROWING FASTER THAN SALES - 1,Exercise 2,CAGR (%),11,19,Dollars ($, million),Sales,Profits,S

41、ource: Abco Data,PROFITS GROWING FASTER THAN SALES - 2,PROFITS GROWING FASTER THAN SALES - 3,Exercise 1,1989 1990 1991 1992 1993 CAGR (%),Sales ($, Million),Profit ($, Million),60 66 73 81 90 11,10 12 15 18 20 19,Source: Abco Data,FOCUSING ON SMALL CUSTOMERS WILLPROVIDE THE MAXIMUM LEVERAGE - 1,A te

42、chnical specialist spends more time with large customers An average of 8 hours in person per call for large customers, versus . . . 15 minutes on phone per call for small customers Consequently, a single specialist can cover more small customers Can only serve one large customer per day Can serve 8

43、small customers per day,Exercise 2,Source: Phone Co.,FOCUSING ON SMALL CUSTOMERS WILLPROVIDE THE MAXIMUM LEVERAGE - 2,Exercise,On-site Time with Large Customer,Number of customers served in one day,On-phone Time with Small Customer,8 hrs. 1,15 min. 32,Source: Phone Co.,Time spent per service call,FO

44、CUSING ON SMALL CUSTOMERS WILL PROVIDE THE MAXIMUM LEVERAGE - 3,Time Spent per Service Call,Possible Calls per Day,8 hrs.,15 min.,1,32,Exercise 2,Source: Phone Company,AGENDA,Order taking Customer conversation Order entry into system Manufacturing Scheduling Production Distribution Packaging Shipmen

45、t,Exercise 3,AGENDA,Customer conversation Order entry into system,Exercise 3,Scheduling Production,Packaging Shipment,TO DISPLAY INFORMATION EFFECTIVELY, YOU NEED TO,Focus on your audience and what they need/want to know Start with their concerns Tell their story, not your story Focus on key concept

46、s and characters From audiences perspective To make text more coherent To provide context for the audience,Organize slides around the audience and the important concepts, characters,THE SLIDETHE BASIC BUILDING BLOCK,TITLE,BODY Support for main point WordsSchematic TableGraph(s),TAKEAWAY, OR TRANSITI

47、ON TO NEXT SLIDE,May be oral,Main point of the slide,Notes, Source,HOW TO MAKE SLIDES USER FRIENDLY,Title Context at beginning New information at end Body Consistent subjects for main points the concepts and characters Simple grammatical structure and parallel style,THE TRANSITION RELATES THIS SLIDE

48、 TO THE NEXT ONE,Keeps the story going Summarizes the slide, reiterates the main point, or draws out implications Can be written or oral,The slides exclamation point,THIS IS WHERE THE TITLE (ALL CAPS) IS POSITIONEDThe subtitle follows with only an initial cap,The body of a word slide follows an outl

49、ine format, beginning with main points which start with a capital letter The second level is called a bullet point; it also begins with a capital letter the third level is called a dash point; it begins with a lowercase letter the fourth letter is a dot point (no cap); it is best to avoid these,No end punctuation follows any of these points,RECOMMENDED FORMAT FOR TABLES AND BOXES,Type of assignment Corporate strategy Marketing strategy development,Client Major German brewer Major U.S. brewer Scottish brewer Various Major European brewer Australian wine & spirits company Major U.S. b