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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 help
2、 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 presenta
3、tionHow 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 sensors2,37217.113.834.982714.8Chloride1,52411
4、.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($000)GM%of TotalSource:Annual Division BudgetMessages are buried in the dataExample7THE RED
5、ESIGN PROCESS INVOLVES FOUR DISCRETE STAGESExtensive customer analysisCustomer service and support requirementsDetailed internal diagnosticTime spent by activity by responsibilityCapacity of the systemCurrent contact model does not have capacity to serve all customers adequatelySeveral low value are
6、as consume timeTSE time consumed by activities which could be handled more efficiently by other resourcesNo sales growth from current modelLots of opportunity to leverage other resources,like CASMost customers receptive to recommendations that allow us to leverage sales force timeAnalysisFindingsCus
7、tomerTechnical AssistanceTechnical AssistanceOrderingTechnicalAssistanceTechnicalAssistanceESCASTSECSRDMPlantPrice ConcessionsGroupPriceConcessionsExpeditingPriceConcessionsExpeditingOrderingASP selling/implementationISP sellingQuoting/cross-referencingExpeditingTechnical assistance in personRotatio
8、nal callsAvailabilityExpeditingPrice concessionsCurrent Organizational StructureVP and Director,MWS DivisionVP,National SalesTelemarketingManager(1)Zone Managers(5)CAS Manager(1)CAS Reps(4)DistrictManagers(30)ESs(46)TSEs(186)TSRs(23)CS Manager(1)VP,National SalesCAS ManagerFinancialAnalystTeam Leade
9、rTechnical EngineersRemoteTechnical EngineersCustomer Service RepsCAS RepsQuotingAvailabilityCurrent Contact ModelProposed Contact ModelZone OperationsManagerAnalysis:Identify opportunitiesEvaluate Alternatives:Opportunities point to new contact modelBusiness ManagersRemote TETETeamLeaderCustomerPla
10、ntCSRCASProposed Organizational StructureCS Managers(10)TelemarketingTSRs(13)CSRs(65)LatrobeTelemarketing(9)ES DistrictManagers(6)AvailabilityQuotingISP cross-referencingOrderingPrice concessionsExpeditingToo much information?Example8THE 36”LIFTER DOMINATES SALES AND PROFIT1992 Product Family Profit
11、ability12.09.78.30.850.0236”14”12”96”10”DiscountRate 4.66%Current Dollar G.I.($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 complexity necessary?9PREMIUM LOW CALORIE SW
12、ITCHING 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)81)419(130)289)155(98)57)-224(79)145)5(19)
13、(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)1,8661,334(677)657)StartingBaseWon +Lost =Compe
14、titor 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 Segment 162(104)(42)Segment 2110(29)81)Segment 322(69)(
15、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?We will revisit toward the end of the session11WRITING
16、 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 messageHelp explain the messageProvide another means for th
17、e 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 clarity in thinking13SLIDES ARE ALSO A RECORD OF THE PRESENTAT
18、IONLeft 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 ARE POSSIBLEPrepare report or annotated slide book as leave-beh
19、indDisplay 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 PURPOSEClient Case TeamBusiness ManagersBoard of DirectorsHighAs n
20、ecessaryLow2-4 hrs.1-2 hrs.20-30 min.Participative discussionQuestion and answerFormal presentingType of AudienceLevel of DetailLength of PresentationPresentation StyleSourceSource:Consulting Experience16WRITING CLEAR,SUCCINCT,AND INTERESTING SLIDESGood slides,bad slidesHow to use slides in a presen
21、tationHow 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 illustrate a reasonably simple relationship?Use a table or a graph
22、icEspecially 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 YOU WANT YOUR AUDIENCE TO TAKE AWAYUse graphics if you want audience
23、 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 flowRecommendations20GRAPHICS HELP THE AUDIENCE VISUALIZE THE POINTSHelp aud
24、ience 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 graphicWhere visual impact will help convey messageGraphic format should be
25、 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%8299971,0681,067CAGR(97-99):10%YoY:0%Banking(1)asset at the end of th
26、e 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 banking sector asset3.2000 is an estimate,assuming the 4 major banks accountin
27、g 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 MethodologyChina market potentialParametersDriversSourceVolumeGrowthRevenue#of babies%on B
28、FAverage consumptionAverage price by product typeWeighted volumeXXXFuture trend of parametersBirth ratePopulationGeographyIncomeAge of babyUsage behaviorProduct by stageManufacturer ownershipPackage typeShareBirth growth rateBF usage trendPrice trendConsumer researchCross-country comparisonStatistic
29、s BureauCompetitive analysisStore checksTrade interviewsStatistics BureauConsumer researchDesk researchERC reportCompetitive interviewsExample23WHAT DO YOU WANT TO SAY?ColumnPieLine Stacked Column MapBubbleRelationshipMultiple PieArea Bar SpiderScatterChanges over timeParts of a wholeComparison of s
30、everal items orplacesRelationshipsbetween variablesDescriptive ExplanatorySimple information Complex informationWhen to use what?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
31、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 continuous or cumulative-e.g.,number of stores,stock prices by daysTrends(i.e.,slopes)are the poi
32、nt 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 the declineExpected trade set back in the near future will further make trade finance declineSour
33、ce: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 Comparison of Parts of a Whole,Use aBar Chart or a Stacked Column ChartUse a bar chart forMarket research
34、 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 comparisonsRegional market share comparisonsChanges or differences in mix across time or competitors2
35、7MOTHERS 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 reasons)Others(1)Total 0-6 month6-12 month1-3 year(1)Typical other reason:baby likes itSource:Survey res
36、ults;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 major state-owned banksOther local banksForeign banksExample29SOME BASIC RULES FOR DESCRIPTIVE GRAPHICSFor Comple
37、x Spatial and Temporal Comparisons,a Range of Mapping Techniques Are AvailableUse territory map forMarket attractivenessCompetitor penetrationUse a process or time map forEfficiency measuresTime linesProcess flows30SOME BASIC RULES FOR EXPLANATORY GRAPHICSFor Regressions and Causal RelationshipsUse
38、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 regressions whereA third dimension is required-e.g.,assets or sales-bubble size should always refer to size-rel
39、ated 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$)-2500Size of market(m)(No.of customers)-515Mass802500Source:Pr
40、ess 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 forGap analysis along multiple dimensions simultaneously-perceptions vs.reality-client petit
41、orsUse“novel”graphics where an unusual point needs to be madeDifficult to deviseBut sometimes nothing else works?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 overtYou want to emphasiz
42、e 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 appendix34WORD SLIDES HAVE SEVERAL USESTo lead audience through logic flowNot used for proof,except
43、 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 meaning35Presents the message both visually and verballyUsua
44、lly best with simple data or conceptual graphicHowever,make sure the slides do not become too confusingCOMBINING FORMATS CAN MAKE MESSAGE STRONGER36CUSTOMER INTERACTION FAR FROM IDEAL%ofCallsHandledTransferredReferred35%of all customer service callsare transferred or referred“Ive been back and forth
45、,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 conversations.”-Irate customer of Granada Hills Customer Se
46、rvice“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,Garland);Consulting Analysis652510Example37FOLLOWING E
47、XAMPLES PRESENT SAME DATA IN DIFFERENT FORMATSQuantitative dataSales and profit over timeComparison of features for products in marketTwo options for technical specialist deploymentQualitative dataFlow of presentationSegmentation38Sales have grown by 11%per annum since 1989Company X sold$60 million
48、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$20 million in 1993Exercise 1Source:Abco DataPROFITS GROWING FASTER THAN SALES -139Exercise 2CAGR(%)1119Dollars($,million)SalesProfitsSource:A
49、bco DataPROFITS GROWING FASTER THAN SALES -240PROFITS GROWING FASTER THAN SALES -3Exercise 119891990199119921993CAGR(%)Sales($,Million)Profit($,Million)606673819011101215182019Source:Abco Data41FOCUSING ON SMALL CUSTOMERS WILLPROVIDE THE MAXIMUM LEVERAGE -1A technical specialist spends more time wit
50、h large customersAn average of 8 hours in person per call for large customers,versus.15 minutes on phone per call for small 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.42