世界知名咨询公司波士顿咨询公司ppt课件.ppt

1、1WRITING CLEAR AND INTERESTING SLIDES 2005，ShanghaiTHE BOSTON CONSULTING GROUP2WRITING CLEAR AND INTERESTING SLIDES3TODAYS 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 he

2、lp you through the process of writing slidesFrom choosing the most appropriate slide type words, tables, graphics To writing a slide that is clear and interesting 4WHAT PUZZLES YOU OR CHALLENGS YOU THE MOST WHEN WRITING SLIDES?5WRITING CLEAR, SUCCINCT, AND INTERESTING SLIDESHow to use slides in a pr

3、esentationHow to choose among words, tables, graphicsHow to display information on slides effectivelyGood slides, bad slides6STRONG GROWTH IN OTHER PRODUCTS OFFSET BY PARTS DECLINEAlarm & detection2,55118.331.937.695817.2Broad diffusion5,30338.310.945.32,40043.1IR sensors2,37217.113.834.982714.8Chlo

4、ride1,52411.0(28.5)40.962411.2Bulk chloride1,2709.2(4.0)50.564111.5Parts1521.1(36.2)(9.9)(15)(0.3)Design6915(2.9)20.01382.5Total13,863100(1.6)40.25,573 100Product 1991 Sales ($000)Sales% of Total1987-91 CAGR(Real %)GM(%)GM($000)GM% of TotalSource: Annual Division BudgetMessages are buried in the dat

5、aExample7THE REDESIGN PROCESS INVOLVES FOUR DISCRETE STAGESExtensive customer analysis Customer service and support requirementsDetailed internal diagnostic Time spent by activity by responsibility Capacity of the system Current contact model does not have capacity to serve all customers adequately

6、Several low value areas consume time TSE time consumed by activities which could be handled more efficiently by other resources No sales growth from current model Lots of opportunity to leverage other resources, like CAS Most customers receptive to recommendations that allow us to leverage sales for

7、ce timeAnalysisFindingsCustomerTechnical AssistanceTechnical AssistanceOrderingTechnicalAssistanceTechnicalAssistanceESCASTSECSRDMPlantPrice ConcessionsGroupPriceConcessionsExpeditingPriceConcessionsExpeditingOrderingASP selling/implementationISP sellingQuoting/cross-referencingExpeditingTechnical a

8、ssistance in personRotational callsAvailabilityExpeditingPrice concessionsCurrent Organizational 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

9、 ManagerFinancialAnalystTeam LeaderTechnical EngineersRemoteTechnical EngineersCustomer Service RepsCAS RepsQuotingAvailabilityCurrent Contact ModelProposed Contact ModelZone OperationsManagerAnalysis: Identify opportunitiesEvaluate Alternatives:Opportunities point to new contact modelBusiness Manag

10、ersRemote TETETeamLeaderCustomerPlantCSRCASProposed Organizational StructureCS Managers(10)TelemarketingTSRs(13)CSRs (65)LatrobeTelemarketing(9)ES DistrictManagers(6)AvailabilityQuotingISP cross-referencingOrderingPrice concessionsExpeditingToo much information?Example8THE 36” LIFTER DOMINATES SALES

11、 AND PROFIT1992 Product Family Profitability12.09.78.30.850.0236”14”12”96”10”DiscountRate 4.66%Current 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

12、 complexity necessary?9PREMIUM LOW CALORIE SWITCHING OCCURRING WITHINPREMIUM SEGMENT, NOT NEAR PREMIUMHalt 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)(

13、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)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)

14、267)1,8661,334(677)657)StartingBaseWon + Lost =Competitor BNetTotal 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 Segm

15、ents Segment 162(104)(42) Segment 2110(29)81) Segment 322(69)(47) Segment 4324(72)252)Total2,8361,137(1,087)50)StartingBaseWon + Lost =ClientNetBrand/SegmentRaw data only, no analysis presented to support the conclusion (hypothesis)Example10Good slides are:Bad slides are:WHAT DO YOU SEE IN A GOOD OR

16、 BAD SLIDES?We will revisit toward the end of the session11WRITING CLEAR, SUCCINCT, AND INTERESTING SLIDESGood slides, bad slidesHow to use slides in a presentationHow to choose among words, tables, graphicsHow to display information on slides effectively12SLIDES ARE VISUAL AIDSFocus the audiences a

17、ttention on messageHelp explain the messageProvide another means for the audience to process the informationReinforce the messageaid to memoryShould not compete with the presenterPresenter is primary means of communicating-difficult to read and listen at the same timeCalls for simple slides - simpli

18、city means clarity in thinking13SLIDES ARE ALSO A RECORD OF THE PRESENTATIONLeft behind for clients to readCreating tension 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 presentation14SEVERAL CO

19、MPROMISES ARE POSSIBLEPrepare report or annotated slide book as leave-behindDisplay information more effectivelyChoice depends onComplexity of messageDesired future use of presentationUsually preferable to keep slides simple and select an alternative option15COMPROMISE MUST BE CONSISTENT WITH AUDIEN

20、CE AND PURPOSEClient Case TeamBusiness ManagersBoard of DirectorsHighAs necessaryLow2-4 hrs.1-2 hrs.20-30 min.Participative discussionQuestion and answerFormal presentingType of AudienceLevel of DetailLength of PresentationPresentation StyleSourceSource: Consulting Experience16WRITING CLEAR, SUCCINC

21、T, AND INTERESTING SLIDESGood slides, bad slidesHow to use slides in a presentationHow to choose among words, tables, graphicsHow to display information on slides effectively17GraphicsTablesWord slidesCombinations of the aboveFOUR WAYS TO PRESENT INFORMATION18BASIC GUIDELINES HELP YOU SELECT FORMATS

22、Do I need to illustrate a reasonably simple relationship?Use a table or a graphicEspecially when 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 graphic19BUT THE FINAL SELECTION DEPENDS ON

23、THEMESSAGE YOU WANT YOUR AUDIENCE TO TAKE AWAYUse graphics if you want audience toRemember 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 log

24、ic flowRecommendations20GRAPHICS HELP THE AUDIENCE VISUALIZE THE POINTSHelp audience identify important points quicklyBest suited to display relationships, both quantitative and qualitativeWhere relationship is too complex for words-not too simple-nor too complexmultiple relationships can be obscure

25、d by graphicWhere visual impact will help convey messageGraphic format should be considered first;if a graph is not optimal, then consider words or a table21Steady growth of banking assetsLending balance keeps stable CHINA COMMERCIAL BANKING SECTOR IS LARGE WITH STEADY GROWTH1997199819992000E1,4911,

26、5211,6781,893CAGR(97-00): 7.9%1997199819992000E8299971,0681,067CAGR(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)1.Excluding post office finance, urban and rural credit cooperatives2.2000 is an estimate, assumi

27、ng 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 Almanac; IMD; Lit. search; BCG analysisExample22MARKET PROJECTION PRIMARILY BASED ON COUNTRY ST

28、ATISTICS AND CONSUMER RESEARCHProjection MethodologyChina market potentialParametersDriversSourceVolumeGrowthRevenue# of babies% on BFAverage consumptionAverage price by product typeWeighted volumeXXXFuture trend of parameters Birth rate Population Geography Income Age of baby Usage behavior Product

29、 by stage 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 interviewsExample2

30、3WHAT DO YOU WANT TO SAY? ColumnPieLine Stacked Column MapBubbleRelationshipMultiple PieArea Bar SpiderScatterChanges over timeParts of a wholeComparison of several items orplacesRelationshipsbetween variablesDescriptive ExplanatorySimple information Complex informationWhen to use what?24 SOME BASIC

31、 RULES FOR DESCRIPTIVE GRAPHICSFor Time Series, Use a Column or Line ChartWestern cultures read time as moving from left to right Common conventionUse a column or stacked column chart if Fewer than ten or so time periods Data is accumulated in discrete occurrences-e.g., periods of productionUse a li

32、ne 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 make25GROWTH IN TRADE FINANCE SLOWED AND WILL REMAIN SLUGGISHTrade finance expected to decline 10% in 199823251315

33、2422190510152025301992199319941995199619971998ETotal 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 AuthorityC

34、AGR92-9714%4%-10%Trade volume growth13%24%17%3%2%-5%Example26SOME 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 for Market research survey responses Competitor comparisons-reserves column charts for

35、 time series comparisons-leaves room for long labels on the left axisUse a stacked column chart for Cost structures or cost structure comparisons Regional market share comparisons Changes or differences in mix across time or competitors27MOTHERS WILLING TO BREASTFEED BUT WOULD USE INFANT FORMULAE AS

36、 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 year0200400(1) Typical other reason: baby likes itSource: Survey results; BCG analysisWhy do you choose baby formulae

37、?Example28FOREIGN PLAYERS ALREADY HAS A STRONG FOOT INTO FOREIGN CURRENCY BUSINESS 10%6%44%3%2%13%22%100%ICBCABCBOCCCBBank ofCommunicationsOther regionalbanksForeign banksTotalShare of foreign currency loans(As at the end of 1999)4 major state-owned banksOther local banksForeign banksExample29SOME B

38、ASIC RULES FOR DESCRIPTIVE GRAPHICSFor Complex Spatial and Temporal Comparisons,a Range of Mapping Techniques Are AvailableUse territory map for Market attractiveness Competitor penetrationUse a process or time map for Efficiency measures Time lines Process flows30SOME BASIC RULES FOR EXPLANATORY GR

39、APHICSFor Regressions and Causal RelationshipsUse an XY scatter chart for Point regressions- do not show regression line if slide is for exploratory purposes- but include it if you are sure of the point you want to makeUse a bubble chart for regressions where A third dimension is required- e.g., ass

40、ets or sales- bubble size should always refer to size-related variable (e.g., assets, but not profitability)31AFFLUENT IS AN ATTRACTIVE SEGMENT, GENERATING HIGHEST CONTRIBUTION PER CUSTOMERSegment breakdown of contribution per customerUpper150Affluent40500007000Annual contribution per customer (US $

41、)-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)Example32SOME BASIC RULES FOR EXPLANATORY GRAPHICSFor “Novel” ComparisonsUse a spider chart for Gap analysis a

42、long multiple dimensions simultaneously- perceptions vs. reality- client vs. competitorsUse “novel” graphics where an unusual point needs to be made Difficult to devise But sometimes nothing else works?33TABLES ARE ALSO USED TO DISPLAY QUANTITATIVE AND QUALITATIVE DATA Use a table whenYou have too m

43、any 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 applicationsTend to be cluttered and difficult to read, obscuring the messageTend to use it as backup or appendix

44、34WORD 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 slidedif

45、ficult for audience to grasp the meaning35Presents the message both visually and verballyUsually best with simple data or conceptual graphicHowever, make sure the slides do not become too confusingCOMBINING FORMATS CAN MAKE MESSAGE STRONGER36CUSTOMER INTERACTION FAR FROM IDEAL020406080HandledTransfe

46、rredReferred% 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 Service when asked if he would like to be transferred to Bi

47、lling“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 calling to get information for customerCustomers are

48、frustrated by processSources: Call Monitoring (Granada Hills, Ohio, Louisville, Indiana, Garland); Consulting Analysis652510Example37FOLLOWING EXAMPLES PRESENT SAME DATA IN DIFFERENT FORMATSQuantitative dataSales and profit over timeComparison of features for products in marketTwo options for techni

49、cal specialist deploymentQualitative dataFlow of presentationSegmentation38Sales 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 expecte

50、d to be $20 million in 1993Exercise 1Source: Abco DataPROFITS GROWING FASTER THAN SALES - 139SalesProfit19896010199066121991731519928118199390201010019891990199119921993Exercise 2CAGR (%)1119Dollars($, million)SalesProfitsSource: Abco DataPROFITS GROWING FASTER THAN SALES - 240PROFITS GROWING FASTER