《世界知名咨询公司波士顿咨询公司ppt课件》由会员分享，可在线阅读，更多相关《世界知名咨询公司波士顿咨询公司ppt课件（55页珍藏版）》请在金锄头文库上搜索。
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 analysisCustomer service and support requirementsDetailed internal diagnosticTime spent by activity by responsibilityCapacity of the systemCurrent contact model does not have capacity to serve all customers adequatelySever
6、al low value areas consume timeTSE time consumed by activities which could be handled more efficiently by other resourcesNo sales growth from current modelLots of opportunity to leverage other resources, like CASMost customers receptive to recommendations that allow us to leverage sales force timeAn
7、alysisFindingsCustomerTechnical AssistanceTechnical AssistanceOrderingTechnicalAssistanceTechnicalAssistanceESCASTSECSRDMPlantPrice ConcessionsGroupPriceConcessionsExpeditingPriceConcessionsExpeditingOrderingASP selling/implementationISP sellingQuoting/cross-referencingExpeditingTechnical assistance
8、 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 ManagerF
9、inancialAnalystTeam LeaderTechnical EngineersRemoteTechnical EngineersCustomer Service RepsCAS RepsQuotingAvailabilityCurrent Contact ModelProposed Contact ModelZone OperationsManagerAnalysis: Identify opportunitiesEvaluate Alternatives:Opportunities point to new contact modelBusiness ManagersRemote
10、 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 AND PROF
11、IT1992 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 complexi
12、ty 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)(7)92(11)8
13、1)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)267)1,8661
14、,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 Segments Segmen
15、t 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 BAD SLIDES?
16、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 attention on
17、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 - simplicity means c
18、larity 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 COMPROMISES AR
19、E 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 AUDIENCE AND PURPO
20、SEClient 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, SUCCINCT, AND INTER
21、ESTING 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 FORMATSDo I need to
22、 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 THEMESSAGE Y
23、OU 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 logic flowRecom
24、mendations20GRAPHICS 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 obscured by graphic
25、Where 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 GROWTH1,4911,5211,6781,893CAGR(97-00): 7.9
26、%8299971,0681,067CAGR(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, assuming ICBC, CCB and BOC accounting for 60% of the
27、 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 STATISTICS AND CONSUMER RESEARCHProjection Metho
28、dologyChina market potentialParametersDriversSourceVolumeGrowthRevenue# of babies% on BFAverage consumptionAverage price by product typeWeighted volumeXXXFuture trend of parametersBirth ratePopulationGeographyIncomeAge of babyUsage behaviorProduct by stageManufacturer ownershipPackage typeShareBirth
29、 growth rateBF usage trendPrice trendConsumer researchCross-country comparisonStatistics BureauCompetitive analysisStore checksTrade interviewsStatistics BureauConsumer researchDesk researchERC reportCompetitive interviewsExample23WHAT DO YOU WANT TO SAY? ColumnPieLine Stacked Column MapBubbleRelati
30、onshipMultiple PieArea Bar SpiderScatterChanges over timeParts of a wholeComparison of several items orplacesRelationshipsbetween variablesDescriptive ExplanatorySimple information Complex informationWhen to use what?24 SOME BASIC RULES FOR DESCRIPTIVE GRAPHICSFor Time Series, Use a Column or Line C
31、hartWestern cultures read time as moving from left to rightCommon conventionUse a column or stacked column chart ifFewer than ten or so time periodsData is accumulated in discrete occurrences-e.g., periods of productionUse a line or area chart ifMore than ten or so data points/periodsData is continu
32、ous or cumulative-e.g., number of stores, stock prices by daysTrends (i.e., slopes) are the point you want to make25GROWTH IN TRADE FINANCE SLOWED AND WILL REMAIN SLUGGISHTrade finance expected to decline 10% in 1998Total trade finance (US$B)15%27%16%9%Slow-down in external trade has contributed to
33、the declineExpected trade set back in the near future will further make trade finance declineSource: HK banking industry; Paribas Asia Securities; HK Monetary AuthorityCAGR92-9714%4%-10%Trade volume growth13%24%17%3%2%-5%Example26SOME BASIC RULES FOR DESCRIPTIVE GRAPHICSFor Item Comparisons or Compa
34、rison of Parts of a Whole, Use aBar Chart or a Stacked Column ChartUse a bar chart forMarket research survey responsesCompetitor comparisons-reserves column charts for time series comparisons-leaves room for long labels on the left axisUse a stacked column chart forCost structures or cost structure
35、comparisonsRegional market share comparisonsChanges or differences in mix across time or competitors27MOTHERS WILLING TO BREASTFEED BUT WOULD USE INFANT FORMULAE AS A SUPPLEMENTSupplement baby foodBaby food better for baby“Cannot” breastfeed (not enough milk)Do not have time to breastfeed (e.g. work
36、 reasons)Others(1)Total 0-6 month6-12 month1-3 year(1) Typical other reason: baby likes itSource: Survey results; BCG analysisWhy do you choose baby formulae?Example28FOREIGN PLAYERS ALREADY HAS A STRONG FOOT INTO FOREIGN CURRENCY BUSINESS Share of foreign currency loans(As at the end of 1999)4 majo
37、r state-owned banksOther local banksForeign banksExample29SOME BASIC RULES FOR DESCRIPTIVE GRAPHICSFor Complex Spatial and Temporal Comparisons,a Range of Mapping Techniques Are AvailableUse territory map forMarket attractivenessCompetitor penetrationUse a process or time map forEfficiency measuresT
38、ime linesProcess flows30SOME BASIC RULES FOR EXPLANATORY GRAPHICSFor Regressions and Causal RelationshipsUse an XY scatter chart forPoint 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 re
39、gressions whereA third dimension is required-e.g., assets 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 customerUpper150Affl
40、uent40500007000Annual contribution per customer (US $)-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 “No
41、vel” ComparisonsUse a spider chart forGap analysis along multiple dimensions simultaneously-perceptions vs. reality-client vs. competitorsUse “novel” graphics where an unusual point needs to be madeDifficult to deviseBut sometimes nothing else works?33TABLES ARE ALSO USED TO DISPLAY QUANTITATIVE AND
42、 QUALITATIVE DATA Use a table whenYou have too many 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
43、 the messageTend to use it as backup or appendix34WORD 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
44、simplistic dataBut dont bury numbers in slidedifficult 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 I
45、NTERACTION FAR FROM IDEAL% 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 trans
46、ferred 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 we could just look at the bill.”-Customer Service rep to Billing rep when calling to get information for customerCust
47、omers are 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
48、for technical 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 1989Profi
49、ts expected to be $20 million in 1993Exercise 1Source: Abco DataPROFITS GROWING FASTER THAN SALES - 139Exercise 2CAGR (%)1119Dollars($, million)SalesProfitsSource: Abco DataPROFITS GROWING FASTER THAN SALES - 240PROFITS GROWING FASTER THAN SALES - 3Exercise 119891990199119921993CAGR (%)Sales ($, Mil
50、lion)Profit ($, Million)606673819011101215182019Source: Abco Data41FOCUSING ON SMALL CUSTOMERS WILLPROVIDE THE MAXIMUM LEVERAGE - 1A technical specialist spends more time with large customersAn average of 8 hours in person per call for large customers, versus . . .15 minutes on phone per call for sm
51、all customersConsequently, a single specialist can cover more small customersCan only serve one large customer per dayCan serve 8 small customers per dayExercise 2Source: Phone Co.42FOCUSING ON SMALL CUSTOMERS WILLPROVIDE THE MAXIMUM LEVERAGE - 2ExerciseOn-site Time with Large CustomerNumber of cust
52、omers served in one dayOn-phone Time with Small Customer8 hrs. 115 min. 32Source: Phone Co.Time spent per service call43FOCUSING ON SMALL CUSTOMERS WILL PROVIDE THE MAXIMUM LEVERAGE - 3Time Spentper ServiceCallPossibleCalls perDay8 hrs.15 min.132Exercise 2Source: Phone Company44AGENDAOrder takingCus
53、tomer conversationOrder entry into systemManufacturingSchedulingProductionDistributionPackagingShipmentExercise 345AGENDACustomer conversationOrder entry into systemExercise 3SchedulingProductionPackagingShipment Distribution ManufacturingOrder Taking46TO DISPLAY INFORMATION EFFECTIVELY, YOU NEED TO
54、Focus on your audience and what they need/want to knowStart with their concernsTell their story, not your storyFocus on key concepts and charactersFrom audiences perspective To make text more coherentTo provide context for the audienceOrganize slides around the audience and the important concepts, c
55、haracters47THE SLIDETHE BASIC BUILDING BLOCKTITLE BODY Support for main pointWordsSchematicTableGraph(s)TAKEAWAY, OR TRANSITION TO NEXT SLIDEMay be oralMain point of the slideNotes, Source48HOW TO MAKE SLIDES USER FRIENDLYTitleContext at beginning New information at endBodyConsistent subjects for ma
56、in points-the concepts and charactersSimple grammatical structure and parallel style49THE TRANSITION RELATES THIS SLIDE TO THE NEXT ONEKeeps the story goingSummarizes the slide, reiterates the main point, or draws out implicationsCan be written or oralThe slides exclamation point50THIS IS WHERE THE
57、TITLE (ALL CAPS) IS POSITIONEDThe subtitle follows with only an initial capThe body of a word slide follows an outline format, beginning with main points which start with a capital letterThe second level is called a bullet point; it also begins with a capital letter-the third level is called a dash
58、point; it begins with a lowercase letterthe fourth letter is a dot point (no cap); it is best to avoid theseNo end punctuation follows any of these points51RECOMMENDED FORMAT FOR TABLES AND BOXESType of assignmentCorporate strategyMarketing strategy developmentClientMajor German brewerMajor U.S. bre
59、werScottish brewerVariousMajor European brewerAustralian wine & spirits companyMajor U.S. brewerGoal of the studyStrategic alliances in EuropeAcquisition strategyStrategy developmentAcquisitions in brewing and soft drinks in SpainEuropean brandBrand extension strategiesBrand positioningBackup52THIS
60、IS THE FORMAT FOR TABLESChain SegmentOff-premiseSupermarketC-storeDrugGasLiquor/OtherOn-premiseTotalMarket Growth4.86.22.07.05.66.02.04.6Share Gain6.97.12.00.127.710.724.57.11989-90 CAGR Total (%)11.713.34.07.133.316.726.511.7% Due toSales Efforts Driving GrowthSource: Market ResearchBackup53RECOMME
61、NDED GRAPH FORMAT100 75 50 25 019801981198219831984Scale in 12 pointY label centered in 12 pointGraph heading 16 point, capital letter for first wordLegend in 12/14 with box*OptionalSource:Text inside graph flexible(12 or 14 if possible)X label in 12 point(14x9)Backup54USE THESE QUESTIONS TO REVIEW
62、YOUR SLIDESHow does this slide contribute to the story?How does it help the audience to address their needs?Does management want/need to know whats on this slide? Everything on the slide?Is the point of this slide clear? Is it clearly laid out in the title?Is the title closely connected to the body
63、of the slide?Is the body of the slide easy to read? Is it parallel? Does it contain any unneeded material?This will lead to the Pyramid Thinking / Logic in our next session55RECAP: WHAT DO YOU SEE ON A GOOD SLIDELogical and interesting storylineSimple, to the point (no more than 6 key points on one slide)Catch your eyeKey message stands outConclusion always supported by (appropriate) data and analysisData always stated with sourceConsistent format and color schemes No typos
