幾個(gè)咨詢公司的模板BCG

WRITINGCLEARANDINTERESTINGSLIDES

2005，ShanghaiTHE

BOSTON

CONSULTING

GROUPWRITINGCLEARANDINTERESTINGSLIDESTODAY’SOBJECTIVETogiveyouthetoolstowriteslidesthatcommunicatetheresultsofourworkinawaythathelpsclientsunderstand,accept,andusethoseresultsThissessionwillhelpyouthroughtheprocessofwritingslidesFromchoosingthemostappropriateslidetype–words,tables,graphicsTowritingaslidethatisclearandinterestingWHATPUZZLESYOUORCHALLENGSYOUTHEMOST

WHENWRITINGSLIDES?WRITINGCLEAR,SUCCINCT,ANDINTERESTINGSLIDESHowtouseslidesinapresentationHowtochooseamongwords,tables,graphicsHowtodisplayinformationonslideseffectivelyGoodslides,badslidesSTRONGGROWTHINOTHERPRODUCTS

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:AnnualDivisionBudgetMessagesareburiedinthedataExampleTHEREDESIGNPROCESSINVOLVESFOURDISCRETESTAGESExtensivecustomeranalysisCustomerserviceandsupportrequirementsDetailedinternaldiagnosticTimespentbyactivitybyresponsibilityCapacityofthesystem

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?ExampleTHE36”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?PREMIUMLOWCALORIESWITCHINGOCCURRINGWITHIN

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)ExampleGoodslidesare:Badslidesare:WHATDOYOUSEEINAGOODORBADSLIDES?WewillrevisittowardtheendofthesessionWRITINGCLEAR,SUCCINCT,ANDINTERESTINGSLIDESGoodslides,badslidesHowtouseslidesinapresentationHowtochooseamongwords,tables,graphicsHowtodisplayinformationonslideseffectivelySLIDESAREVISUALAIDSFocustheaudience’’sattentiononmessageHelpexplainthemessageProvideanothermeansfortheaudiencetoprocesstheinformationReinforcethemessage––aidtomemoryShouldnotcompetewiththepresenterPresenterisprimarymeansofcommunicatingdifficulttoreadandlistenatthesametimeCallsforsimpleslides-simplicitymeansclarityinthinkingSLIDESAREALSOARECORDOFTHEPRESENTATIONLeftbehindforclientstoreadCreatingtensionbetweenTheneedforastand-aloneexplanationandTheneedforasimplevisualaidAppropriatecompromisedependsontheaudienceandthepurposeofthepresentationSEVERALCOMPROMISESAREPOSSIBLEPreparereportorannotatedslidebookasleave-behindDisplayinformationmoreeffectivelyChoicedependsonComplexityofmessageDesiredfutureuseofpresentationUsuallypreferabletokeepslidessimpleandselectanalternativeoptionCOMPROMISEMUSTBECONSISTENTWITHAUDIENCEANDPURPOSEClientCaseTeamBusinessManagersBoardofDirectorsHighAsnecessaryLow2-4hrs.1-2hrs.20-30min.ParticipativediscussionQuestionandanswerFormalpresentingTypeofAudienceLevelofDetailLengthofPresentationPresentationStyleSourceSource:ConsultingExperienceWRITINGCLEAR,SUCCINCT,ANDINTERESTINGSLIDESGoodslides,badslidesHowtouseslidesinapresentationHowtochooseamongwords,tables,graphicsHowtodisplayinformationonslideseffectivelyGraphicsTablesWordslidesCombinationsoftheaboveFOURWAYSTOPRESENTINFORMATIONBASICGUIDELINESHELPYOUSELECTFORMATSDoIneedtoillustrateareasonablysimplerelationship?UseatableoragraphicEspeciallywhenshowingnumericaldataDoIneedtoillustrateacomplexrelationship?UseatableDoIhavesomethingotherthanarelationship?UseawordslideoraconceptualgraphicBUTTHEFINALSELECTIONDEPENDSONTHEMESSAGEYOUWANTYOURAUDIENCETOTAKEAWAYUsegraphicsifyouwantaudiencetoRememberrelativetrendsPicturetheflowUsetableswhenyouwanttheaudiencetoknoworbeabletorefertoSpecificnumbersMethodologytocalculatenumbersUsewordslidesifyouwantaudiencetounderstandSpecificlogicflowRecommendationsGRAPHICSHELPTHEAUDIENCEVISUALIZETHEPOINTSHelpaudienceidentifyimportantpointsquicklyBestsuitedtodisplayrelationships,bothquantitativeandqualitativeWhererelationshipistoocomplexforwordsnottoosimplenortoocomplex––multiplerelationshipscanbeobscuredbygraphicWherevisualimpactwillhelpconveymessageGraphicformatshouldbeconsideredfirst;ifagraphisnotoptimal,thenconsiderwordsoratableSteadygrowthofbankingassetsLendingbalancekeepsstableCHINACOMMERCIALBANKINGSECTORISLARGEWITHSTEADYGROWTH1,4911,5211,6781,893CAGR(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;BCGanalysisExampleMARKETPROJECTIONPRIMARILYBASEDONCOUNTRYSTATISTICSANDCONSUMERRESEARCHProjectionMethodologyChinamarketpotentialParametersDriversSourceVolumeGrowthRevenue#ofbabies%onBFAverageconsumptionAveragepricebyproducttypeWeightedvolumeXXXFuturetrendofparametersBirthratePopulationGeographyIncomeAgeofbabyUsagebehaviorProductbystageManufacturerownershipPackagetypeShareBirthgrowthrateBFusagetrendPricetrendConsumerresearchCross-countrycomparisonStatisticsBureauCompetitiveanalysisStorechecksTradeinterviewsStatisticsBureauConsumerresearchDeskresearchERCreportCompetitiveinterviewsExampleWHATDOYOUWANTTOSAY?ColumnPieLineStackedColumnMap BubbleRelationshipMultiplePie AreaBarSpider ScatterChangesovertimePartsofawholeComparisonofseveralitemsorplacesRelationshipsbetweenvariablesDescriptiveExplanatorySimpleinformationComplexinformationWhentousewhat?SOMEBASICRULESFORDESCRIPTIVEGRAPHICSForTimeSeries,UseaColumnorLineChartWesternculturesreadtimeasmovingfromlefttorightCommonconventionUseacolumnorstackedcolumnchartifFewerthantenorsotimeperiodsDataisaccumulatedindiscreteoccurrencese.g.,periodsofproductionUsealineorareachartifMorethantenorsodatapoints/periodsDataiscontinuousorcumulativee.g.,numberofstores,stockpricesbydaysTrends(i.e.,slopes)arethepointyouwanttomakeGROWTHINTRADEFINANCESLOWEDANDWILLREMAINSLUGGISHTradefinanceexpectedtodecline10%in1998Totaltradefinance(US$B)15%27%16%9%Slow-downinexternaltradehascontributedtothedeclineExpectedtradesetbackinthenearfuturewillfurthermaketradefinancedeclineSource:HKbankingindustry;ParibasAsiaSecurities;HKMonetaryAuthorityCAGR92-9714%4%-10%Tradevolumegrowth13%24%17%3%2%-5%ExampleSOMEBASICRULESFORDESCRIPTIVEGRAPHICSForItemComparisonsorComparisonofPartsofaWhole,Usea

BarChartoraStackedColumnChartUseabarchartforMarketresearchsurveyresponsesCompetitorcomparisonsreservescolumnchartsfortimeseriescomparisonsleavesroomforlonglabelsontheleftaxisUseastackedcolumnchartforCoststructuresorcoststructurecomparisonsRegionalmarketsharecomparisonsChangesordifferencesinmixacrosstimeorcompetitorsMOTHERSWILLINGTOBREASTFEEDBUTWOULDUSEINFANTFORMULAEASASUPPLEMENTSupplementbabyfoodBabyfoodbetterforbaby“Cannot”breastfeed(notenoughmilk)Donothavetimetobreastfeed(e.g.workreasons)Others(1)Total0-6month6-12month1-3year(1)Typicalotherreason:babylikesitSource:Surveyresults;BCGanalysisWhydoyouchoosebabyformulae?ExampleFOREIGNPLAYERSALREADYHASASTRONGFOOTINTOFOREIGNCURRENCYBUSINESSShareofforeigncurrencyloans(Asattheendof1999)4majorstate-ownedbanksOtherlocalbanksForeignbanksExampleSOMEBASICRULESFORDESCRIPTIVEGRAPHICSForComplexSpatialandTemporalComparisons,aRangeofMappingTechniquesAreAvailableUseterritorymapforMarketattractivenessCompetitorpenetrationUseaprocessortimemapforEfficiencymeasuresTimelinesProcessflowsSOMEBASICRULESFOREXPLANATORYGRAPHICSForRegressionsandCausalRelationshipsUseanXYscatterchartforPointregressionsdonotshowregressionlineifslideisforexploratorypurposesbutincludeitifyouaresureofthepointyouwanttomakeUseabubblechartforregressionswhereAthirddimensionisrequirede.g.,assetsorsalesbubblesizeshouldalwaysrefertosize-relatedvariable(e.g.,assets,butnotprofitability)AFFLUENTISANATTRACTIVESEGMENT,GENERATINGHIGHESTCONTRIBUTIONPERCUSTOMERSegmentbreakdownofcontributionpercustomerUpper150Affluent40500007000Annualcontributionpercustomer(US$)-2500Sizeofmarket(m)(No.ofcustomers)-515Mass802500Source: Pressliterature,ACNielson,Business-On-Line,MinistryofCommerce,BCGcaseexperienceandanalysis=Totalcontribution(B)ExampleSOMEBASICRULESFOREXPLANATORYGRAPHICSFor“Novel””ComparisonsUseaspiderchartforGapanalysisalongmultipledimensionssimultaneouslyperceptionsvs.realityclientpetitorsUse“novel””graphicswhereanunusualpointneedstobemadeDifficulttodeviseButsometimesnothingelseworks?TABLESAREALSOUSEDTODISPLAYQUANTITATIVEANDQUALITATIVEDATAUseatablewhenYouhavetoomanyrelationshipsforagraphYouwanttomakeyourcalculationsovertYouwanttoemphasizeindividualvalueseitherwords–typesofdistributorsornumbersDonotusetablesformostotherapplicationsTendtobeclutteredanddifficulttoread,obscuringthemessageTendtouseitasbackuporappendixWORDSLIDESHAVESEVERALUSESToleadaudiencethroughlogicflowNotusedforproof,exceptforinterviewquotesTosummarizefindings,recommendationsTopresentqualitativeinformationMostconceptscanbeeffectivelypresentedinwordsTopresentverysimplisticdataButdon’tburynumbersinslide–difficultforaudiencetograspthemeaningPresentsthemessagebothvisuallyandverballyUsuallybestwithsimpledataorconceptualgraphicHowever,makesuretheslidesdonotbecometooconfusingCOMBININGFORMATSCANMAKEMESSAGESTRONGERCUSTOMERINTERACTIONFARFROMIDEAL%ofCallsHandledTransferredReferred35%ofallcustomerservicecallsaretransferredorreferred“I’vebeenbackandforth,backandforth(betweenBillingandCustomerService)aboutsixtimes.”CustomerofGranadaHillsCustomerServicewhenaskedifhewouldliketobetransferredtoBilling“I’vefinallyspokenwithsomeonewithsomeintelligence—afteraboutsixconversations.”IratecustomerofGranadaHillsCustomerService“Itwouldbesomucheasierifwecouldjustlookatthebill.”CustomerServicereptoBillingrepwhencallingtogetinformationforcustomerCustomersarefrustratedbyprocessSources:CallMonitoring(GranadaHills,Ohio,Louisville,Indiana,Garland);ConsultingAnalysis652510ExampleFOLLOWINGEXAMPLESPRESENTSAMEDATAINDIFFERENTFORMATSQuantitativedataSalesandprofitovertimeComparisonoffeaturesforproductsinmarketTwooptionsfortechnicalspecialistdeploymentQualitativedataFlowofpresentationSegmentationSaleshavegrownby11%perannumsince1989CompanyXsold$60millionin1989Salesexpectedtobe$90millionin1993Profitshavegrownmorerapidlyat17%perannumCompanyXhadprofitsof$16millionin1989Profitsexpectedtobe$20millionin1993Exercise1Source:AbcoDataPROFITSGROWINGFASTERTHANSALES-1Exercise2CAGR(%)1119Dollars($,million)SalesProfitsSource:AbcoDataPROFITSGROWINGFASTERTHANSALES-2PROFITSGROWINGFASTERTHANSALES-3Exercise119891990199119921993CAGR(%)Sales($,Million)Profit($,Million)606673819011101215182019Source:AbcoDataFOCUSINGONSMALLCUSTOMERSWILLPROVIDETHEMAXIMUMLEVERAGE-1AtechnicalspecialistspendsmoretimewithlargecustomersAnaverageof8hoursinpersonpercallforlargecustomers,versus...15minutesonphonepercallforsmallcustomersConsequently,asinglespecialistcancovermoresmallcustomersCanonlyserveonelargecustomerperdayCanserve8smallcustomersperdayExercise2Source:PhoneCo.FOCUSINGONSMALLCUSTOMERSWILLPROVIDETHEMAXIMUMLEVERAGE-2ExerciseOn-siteTimewithLargeCustomerNumberofcustomersservedinonedayOn-phoneTimewithSmallCustomer8hrs.115min.32Source:PhoneCo.TimespentperservicecallFOCUSINGONSMALLCUSTOMERSWILLPROVIDETHEMAXIMUMLEVERAGE-3TimeSpentperServiceCallPossibleCallsperDay8hrs.15min.132Exercise2Source:PhoneCompanyAGENDAOrdertakingCustomerconversationOrderentryintosystemManufacturingSchedulingProductionDistributionPackagingShipmentExercise3AGENDACustomerconversationOrderentryintosystemExercise3SchedulingProductionPackagingShipment

Distribution

ManufacturingOrderTakingTODISPLAYINFORMATIONEFFECTIVELY,YOUNEEDTOFocusonyouraudienceandwhattheyneed/wanttoknowStartwiththeirconcernsTelltheirstory,notyourstoryFocusonkeyconceptsandcharactersFromaudience’sperspectiveTomaketextmorecoherentToprovidecontextfortheaudienceOrganizeslidesaroundtheaudienceandtheimportantconcepts,charactersTHESLIDE—THEBASICBUILDINGBLOCKTITLEBODYSupportformainpointWords??SchematicTable??Graph(s)TAKEAWAY,ORTRANSITIONTONEXTSLIDEMaybeoralMainpointoftheslideNotes,SourceHOWTOMAKESLIDESUSERFRIENDLYTitleContextatbeginningNewinformationatendBodyConsistentsubjectsformainpointstheconceptsandcharactersSimplegrammaticalstructureandparallelstyleTHETRANSITIONRELATESTHISSLIDETOTHENEXTONEKeepsthestorygoingSummarizestheslide,reiteratesthemainpoint,ordrawsoutimplicationsCanbewrittenororalTheslide'sexclamationpointTHISISWHERETHETITLE(ALLCAPS)ISPOSITIONEDThesubtitlefollowswithonlyaninitialcapThebodyofawordslidefollowsanoutlineformat,beginningwithmainpointswhichstartwithacapitalletterThesecondleveliscalledabulletpoint;italsobeginswithacapitalletterthethirdleveliscalledadashpoint;itbeginswithalowercaseletterthefourthletterisadotpoint(nocap);itisbesttoavoidtheseNoendpunctuationfollowsanyofthesepointsRECOMMENDEDFORMATFORTABLESANDBOXESTypeofassignmentCorporatestrategyMarketingstrategydevelopmentClientMajorGermanbrewerMajorU.S.brewerScottishbrewerVariousMajorEuropeanbrewerAustralianwine&spiritscompanyMajorU.S.brewerGoalofthestudyStrategicalliancesinEuropeAcquisitionstrategyStrategydevelopmentAcquisitionsinbrewingandsoftdrinksinSpainEuropeanbrandBrandextensionstrategiesBrandpositioningBackupTHISISTHEFORMATFORTABLESChainSegmentOff-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:MarketResearchBackupRECOMMENDEDGRAPHFORMAT100755025019801981198219831984Scalein12pointYlabelcenteredin12pointGraphheading16point,capitalletterforfirstwordLegendin12/14withbox**OptionalSource:Textinsidegraphflexible(12or14ifpossible)Xlabelin12point(14x9)BackupUSETHESEQUESTIONSTOREVIEWYOURSLIDESHowdoesthisslidecontributetothestory?Howdoesithelptheaudiencetoaddresstheirneeds?Doesmanagementwant/needtoknowwhat'sonthisslide?Everythingontheslide?Isthepointofthisslideclear?Isitclearlylaidoutinthetitle?Isthetitlecloselyconnectedtothebodyoftheslide?Isthebodyoftheslideeasytoread?Isitparallel?Doesitcontainanyunneededmaterial?ThiswillleadtothePyramidThinking/LogicinournextsessionRECAP:WHATDOYOUSEEONAGOODSLIDELogicalandinterestingstorylineSimple,tothepoint(nomorethan6keypointsononeslide)CatchyoureyeKeymessagestandsoutConclusionalwayssupportedby(appropriate)dataandanalysisDataalwaysstatedwithsourceConsistentformatandcolorschemesNotypos9、靜夜四無無鄰，荒居居舊業(yè)貧。。。1月-231月-23Friday,January6,202310、雨中黃黃葉樹，，燈下白白頭人