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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 resultsThis session will h
2、elp 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、presentationHow to choose among words, tables, graphicsHow to display information on slides effectively,Good slides, bad slides,STRONG GROWTH IN OTHER PRODUCTS OFFSET BY PARTS DECLINE,Alarm & detection 2,551 18.3 31.9 37.6 958 17.2 Broad diffusion 5,303 38.3 10.9 45.3 2,400 43.1 IR sensors 2,372 17.
4、1 13.8 34.9 827 14.8 Chloride 1,524 11.0 (28.5) 40.9 624 11.2 Bulk chloride 1,270 9.2 (4.0) 50.5 641 11.5 Parts 152 1.1 (36.2) (9.9) (15) (0.3) Design 691 5 (2.9) 20.0 138 2.5 Total 13,863 100 (1.6) 40.2 5,573 100,Product,1991 Sales ($000),Sales % of Total,1987-91 CAGR (Real %),GM (%),GM ($000),GM %
5、 of Total,Source: Annual Division Budget,Messages are buried in the data,Example,THE REDESIGN PROCESS INVOLVES FOUR DISCRETE STAGES,Extensive customer analysis Customer service and support requirements Detailed internal diagnostic Time spent by activity by responsibility Capacity of the system,Curre
6、nt contact model does not have capacity to serve all customers adequately 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
7、customers receptive to recommendations that allow us to leverage sales force time,Analysis,Findings,Customer,Technical Assistance,Technical Assistance,Ordering,Technical Assistance,Technical Assistance,ES,CAS,TSE,CSR,DM,Plant,Price Concessions Group,Price Concessions Expediting,Price Concessions Exp
8、editing,Ordering ASP selling/implementation ISP selling Quoting/cross-referencing Expediting Technical assistance in person Rotational calls Availability,Expediting,Price concessions,Current Organizational Structure,VP and Director, MWS Division,VP, National Sales,Telemarketing Manager (1),Zone Mana
9、gers (5),CAS Reps (4),District Managers (30),ESs (46),TSEs (186) TSRs (23),CS Manager (1),VP, National Sales,CAS Manager,Financial Analyst,Team Leader,Technical Engineers,Remote Technical Engineers,Customer Service Reps,CAS Reps,Quoting Availability,Current Contact Model,Proposed Contact Model,Zone
10、Operations Manager,Analysis: Identify opportunities,Evaluate Alternatives: Opportunities point to new contact model,Business Managers,Remote TE,TE,Team Leader,Customer,Plant,CSR,CAS,Proposed Organizational Structure,CS Managers (10),Telemarketing TSRs (13),CSRs (65),Latrobe Telemarketing (9),ES Dist
11、rict Managers (6),Availability Quoting ISP cross-referencing Ordering Price concessions Expediting,Too much information?,Example,THE 36” LIFTER DOMINATES SALES AND PROFIT 1992 Product Family Profitability,12.0,9.7,8.3,0.85,0.02,36”,14”,12”,96”,10”,Discount Rate 4.66%,Current Dollar G.I. ($M) 555 19
12、35 179 91 Revenues ($M) 349 17 19 60 30,Note: Width of bar is proportional to CDGI *Valuation ROI - 3y median CFROI Sources: LRP; HOLT Value Model,CFROI (%),Lifter Bore (Volume),Example,Is the complexity necessary?,PREMIUM LOW CALORIE SWITCHING OCCURRING WITHIN PREMIUM SEGMENT, NOT NEAR PREMIUM Halt
13、 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)1,866 1,334 (677) 657),Starting Base,Won +,Lost =,Competitor B,Net,Total Su
14、per Prem. 60 (98) (38)Product 1 198 (56) 142)Product 2 6 (52) (46)Product 3 25 (81) (56)Other 153 (29) 124) Total PFC 382 (218) 164) Near Prem.Product 1 97 (218) (121)Product 2 79 (224) (145)Product 3 - - -)Other 1 (55) (54) Total PLC 177 (497) (320)Other SegmentsSegment 1 62 (104) (42)Segment 2 110
15、 (29) 81)Segment 3 22 (69) (47)Segment 4 324 (72) 252)Total 2,836 1,137 (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 wil
16、l revisit toward the end of the session,WRITING CLEAR, SUCCINCT, AND INTERESTING SLIDES,Good slides, bad slidesHow to use slides in a presentationHow to choose among words, tables, graphicsHow to display information on slides effectively,SLIDES ARE VISUAL AIDS,Focus the audiences attention on message Help explain the message Provide another means for the audience to process the information Reinforce the messageaid to memoryShould not compete with the presenter Presenter is primary means of communicating difficult to read and listen at the same time,
