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1、1WRITING CLEAR AND INTERESTING SLIDES 2005，ShanghaiTHE BOSTON CONSULTING GROUP第一页，共55页。2WRITING CLEAR AND INTERESTING SLIDES第二页，共55页。3TODAYS 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
2、 session will help 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 第三页，共55页。4WHAT PUZZLES YOU OR CHALLENGS YOU THE MOST WHEN WRITING SLIDES?第四页，共55页。5WRITING CLEAR,SUCCINCT,AND INTERESTING S
3、LIDESHow to use slides in a presentationHow to choose among words,tables,graphicsHow to display information on slides effectivelyGood slides,bad slides第五页，共55页。6STRONG GROWTH IN OTHER PRODUCTS OFFSET BY PARTS DECLINEAlarm&detection2,55118.331.937.695817.2Broad diffusion5,30338.310.945.32,40043.1IR s
4、ensors2,37217.113.834.982714.8Chloride1,52411.0(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 BudgetM
5、essages are buried in the dataExample第六页，共55页。7THE 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
6、to serve all customers adequatelySeveral 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 al
7、low us to leverage sales force timeAnalysisFindingsCustomerTechnical AssistanceTechnical AssistanceOrderingTechnicalAssistanceTechnicalAssistanceESCASTSECSRDMPlantPrice ConcessionsGroupPriceConcessionsExpeditingPriceConcessionsExpeditingOrderingASP selling/implementationISP sellingQuoting/cross-refe
8、rencingExpeditingTechnical assistance 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)
9、VP,National SalesCAS ManagerFinancialAnalystTeam LeaderTechnical EngineersRemoteTechnical EngineersCustomer Service RepsCAS RepsQuotingAvailabilityCurrent Contact ModelProposed Contact ModelZone OperationsManagerAnalysis:Identify opportunitiesEvaluate Alternatives:Opportunities point to new contact
10、modelBusiness ManagersRemote TETETeamLeaderCustomerPlantCSRCASProposed Organizational StructureCS Managers(10)TelemarketingTSRs(13)CSRs(65)LatrobeTelemarketing(9)ES DistrictManagers(6)AvailabilityQuotingISP cross-referencingOrderingPrice concessionsExpeditingToo much information?Example第七页，共55页。8THE
11、 36”LIFTER DOMINATES SALES 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(Vo
12、lume)ExampleIs the complexity necessary?第八页，共55页。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(3
13、2)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)1,7211,464(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(1
14、9)56)26(33)(7)312(45)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)(32
15、0)Other Segments 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)Example第九页，共55页。10Good slides are:Bad slides are:WHAT DO YOU S
16、EE IN A GOOD OR BAD SLIDES?We will revisit toward the end of the session第十页，共55页。11WRITING 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 effectively第十一页，共55页。12SLIDES ARE VIS
17、UAL AIDSFocus the audiences attention 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 timeCal
18、ls for simple slides-simplicity means clarity in thinking第十二页，共55页。13SLIDES 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 pu
19、rpose of the presentation第十三页，共55页。14SEVERAL COMPROMISES 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 op
20、tion第十四页，共55页。15COMPROMISE MUST BE CONSISTENT WITH AUDIENCE 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 StyleSo
21、urceSource:Consulting Experience第十五页，共55页。16WRITING 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 effectively第十六页，共55页。17GraphicsTablesWord slidesCombinations of the aboveFOU
22、R WAYS TO PRESENT INFORMATION第十七页，共55页。18BASIC GUIDELINES HELP YOU SELECT FORMATSDo 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 relations
23、hip?Use a word slide or a conceptual graphic第十八页，共55页。19BUT THE FINAL SELECTION DEPENDS ON 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 numbersMet
24、hodology to calculate numbersUse word slides if you want audience to understandSpecific logic flowRecommendations第十九页，共55页。20GRAPHICS HELP THE AUDIENCE VISUALIZE THE POINTSHelp audience identify important points quicklyBest suited to display relationships,both quantitative and qualitativeWhere relat
25、ionship is too complex for words-not too simple-nor too complexmultiple relationships can be obscured by graphicWhere visual impact will help convey messageGraphic format should be considered first;if a graph is not optimal,then consider words or a table第二十页，共55页。21Steady growth of banking assetsLen
26、ding balance keeps stable CHINA COMMERCIAL BANKING SECTOR IS LARGE WITH STEADY GROWTH1,4911,5211,6781,893CAGR(97-00):7.9%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 fina
27、nce,urban and rural credit cooperatives2.2000 is an estimate,assuming 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 analy
28、sisExample第二十一页，共55页。22MARKET PROJECTION PRIMARILY BASED ON COUNTRY STATISTICS AND CONSUMER RESEARCHProjection MethodologyChina market potentialParametersDriversSourceVolumeGrowthRevenue#of babies%on BFAverage consumptionAverage price by product typeWeighted volumeXXXFuture trend of parametersBirth
29、ratePopulationGeographyIncomeAge of babyUsage behaviorProduct by stageManufacturer ownershipPackage typeShareBirth growth rateBF usage trendPrice trendConsumer researchCross-country comparisonStatistics BureauCompetitive analysisStore checksTrade interviewsStatistics BureauConsumer researchDesk rese
30、archERC reportCompetitive interviewsExample第二十二页，共55页。23WHAT DO YOU WANT TO SAY?ColumnPieLine Stacked Column MapBubbleRelationshipMultiple PieArea Bar SpiderScatterChanges over timeParts of a wholeComparison of several items orplacesRelationshipsbetween variablesDescriptive ExplanatorySimple informa
31、tion Complex informationWhen to use what?第二十三页，共55页。24 SOME BASIC RULES FOR DESCRIPTIVE GRAPHICSFor Time Series,Use a Column or Line ChartWestern cultures read time as moving from left to rightCommon conventionUse a column or stacked column chart ifFewer than ten or so time periodsData is accumulate
32、d in discrete occurrences-e.g.,periods of productionUse a line or area chart ifMore than ten or so data points/periodsData is continuous or cumulative-e.g.,number of stores,stock prices by daysTrends(i.e.,slopes)are the point you want to make第二十四页，共55页。25GROWTH IN TRADE FINANCE SLOWED AND WILL REMAI
33、N SLUGGISHTrade finance expected to decline 10%in 1998Total 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 Authori
34、tyCAGR92-9714%4%-10%Trade volume growth13%24%17%3%2%-5%Example第二十五页，共55页。26SOME 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 forMarket research survey responsesCompetitor comparisons-reserves column
35、 charts for time series comparisons-leaves room for long labels on the left axisUse a stacked column chart forCost structures or cost structure comparisonsRegional market share comparisonsChanges or differences in mix across time or competitors第二十六页，共55页。27MOTHERS WILLING TO BREASTFEED BUT WOULD USE
36、 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 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 form
37、ulae?Example第二十七页，共55页。28FOREIGN PLAYERS ALREADY HAS A STRONG FOOT INTO FOREIGN CURRENCY BUSINESS Share of foreign currency loans(As at the end of 1999)4 major state-owned banksOther local banksForeign banksExample第二十八页，共55页。29SOME BASIC RULES FOR DESCRIPTIVE GRAPHICSFor Complex Spatial and Temporal
38、 Comparisons,a Range of Mapping Techniques Are AvailableUse territory map forMarket attractivenessCompetitor penetrationUse a process or time map forEfficiency measuresTime linesProcess flows第二十九页，共55页。30SOME BASIC RULES FOR EXPLANATORY GRAPHICSFor Regressions and Causal RelationshipsUse an XY scatt
39、er 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 regressions whereA third dimension is required-e.g.,assets or sales-bubble size should always refer to size-related variab
40、le(e.g.,assets,but not profitability)第三十页，共55页。31AFFLUENT IS AN ATTRACTIVE SEGMENT,GENERATING HIGHEST CONTRIBUTION PER CUSTOMERSegment breakdown of contribution per customerUpper150Affluent40500007000Annual contribution per customer(US$)-2500Size of market(m)(No.of customers)-515Mass802500Source:Pre
41、ss literature,AC Nielson,Business-On-Line,Ministry of Commerce,BCG case experience and analysis=Total contribution(B)Example第三十一页，共55页。32SOME BASIC RULES FOR EXPLANATORY GRAPHICSFor“Novel”ComparisonsUse a spider chart forGap analysis along multiple dimensions simultaneously-perceptions vs.reality-cl
42、ient petitorsUse“novel”graphics where an unusual point needs to be madeDifficult to deviseBut sometimes nothing else works?第三十二页，共55页。33TABLES ARE ALSO USED TO DISPLAY QUANTITATIVE AND QUALITATIVE DATA Use a table whenYou have too many relationships for a graphYou want to make your calculations over
43、tYou 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第三十三页，共55页。34WORD SLIDES HAVE SEVERAL USESTo lead audience through log
44、ic 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 slidedifficult for audience to grasp the meaning第三十四页，共55页。35Presents
45、 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 STRONGER第三十五页，共55页。36CUSTOMER INTERACTION FAR FROM IDEAL%ofCallsHandledTransferredReferred35%of all customer service ca
46、llsare 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 Billing“Ive finally spoken with someone with some intelligenceafter about six conve
47、rsations.”-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 frustrated by processSources:Call Monitoring(Granada Hills,Ohio,Louisville,Indiana,
48、Garland);Consulting Analysis652510Example第三十六页，共55页。37FOLLOWING EXAMPLES PRESENT SAME DATA IN DIFFERENT FORMATSQuantitative dataSales and profit over timeComparison of features for products in marketTwo options for technical specialist deploymentQualitative dataFlow of presentationSegmentation第三十七页，
49、共55页。38Sales 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 expected to be$20 million in 1993Exercise 1Source:Abco DataPROFITS GROWING FASTE
50、R THAN SALES -1第三十八页，共55页。39Exercise 2CAGR(%)1119Dollars($,million)SalesProfitsSource:Abco DataPROFITS GROWING FASTER THAN SALES -2第三十九页，共55页。40PROFITS GROWING FASTER THAN SALES -3Exercise 119891990199119921993CAGR(%)Sales($,Million)Profit($,Million)606673819011101215182019Source:Abco Data第四十页，共55页。