咨詢公司模板系列-波士頓55頁ppt課件

1、WRITING CLEAR AND INTERESTING SLIDES 2005，ShanghaiTHE BOSTON CONSULTING GROUPWRITING CLEAR AND INTERESTING SLIDESTODAYS 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 WHAT PUZZLES YOU OR CHALLENGS YOU THE MOST WHEN WRITING SLIDES?WRITING CLEAR, SUCCINCT, AND INTERESTING SLIDESHow to use slides in a present

3、ationHow to choose among words, tables, graphicsHow to display information on slides effectivelyGood slides, bad slidesSTRONG 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,

4、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)20.02.5Total13,863100(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 dataExampleT

5、HE 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 adequatelySeveral low val

6、ue 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 timeAnalysisFind

7、ingsCustomerTechnical AssistanceTechnical AssistanceOrderingTechnicalAssistanceTechnicalAssistanceESCASTSECSRDMPlantPrice ConcessionsGroupPriceConcessionsExpeditingPriceConcessionsExpeditingOrderingASP selling/implementationISP sellingQuoting/cross-referencingExpeditingTechnical assistance in person

8、Rotational 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 ManagerFinancialAn

9、alystTeam LeaderTechnical EngineersRemoteTechnical EngineersCustomer Service RepsCAS RepsQuotingAvailabilityCurrent Contact ModelProposed Contact ModelZone OperationsManagerAnalysis: Identify opportunitiesEvaluate Alternatives:Opportunities point to new contact modelBusiness ManagersRemote TETETeamL

10、eaderCustomerPlantCSRCASProposed Organizational StructureCS Managers(10)TelemarketingTSRs(13)CSRs (65)LatrobeTelemarketing(9)ES DistrictManagers(6)AvailabilityQuotingISP cross-referencingOrderingPrice concessionsExpeditingToo much information?ExampleTHE 36 LIFTER DOMINATES SALES AND PROFIT1992 Produ

11、ct Family Profitability12.09.78.30.850.023614129610DiscountRate 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?PREM

12、IUM 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)81)419(130)289)155(

13、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)1,8661,334(677)657)Start

14、ingBaseWon +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 Segment 162(104)(42) Seg

15、ment 2110(29)81) Segment 322(69)(47) Segment 4324(72)252)Total2,8361,(1,087)50)StartingBaseWon +Lost =ClientNetBrand/SegmentRaw data only, no analysis presented to support the conclusion (hypothesis)ExampleGood slides are:Bad slides are:WHAT DO YOU SEE IN A GOOD OR BAD SLIDES?We will revisit toward

16、the end of the sessionWRITING 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 effectivelySLIDES ARE VISUAL AIDSFocus the audiences attention on messageHelp explain the mes

17、sageProvide another means for the audience to process the informationReinforce the messageaid to memoryShould not compete with the presenterPresenter is primary means of communicatingdifficult to read and listen at the same timeCalls for simple slides - simplicity means clarity in thinkingSLIDES ARE

18、 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 presentationSEVERAL COMPROMISES ARE POSSIBLEPrepare report or anno

19、tated 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 optionCOMPROMISE MUST BE CONSISTENT WITH AUDIENCE AND PURPOSEClient Case TeamBusiness Manager

20、sBoard of DirectorsHighAs necessaryLow2-4 hrs.1-2 hrs.20-30 min.Participative discussionQuestion and answerFormal presentingType of AudienceLevel of DetailLength of PresentationPresentation StyleSourceSource: Consulting ExperienceWRITING CLEAR, SUCCINCT, AND INTERESTING SLIDESGood slides, bad slides

21、How to use slides in a presentationHow to choose among words, tables, graphicsHow to display information on slides effectivelyGraphicsTablesWord slidesCombinations of the aboveFOUR WAYS TO PRESENT INFORMATIONBASIC GUIDELINES HELP YOU SELECT FORMATSDo I need to illustrate a reasonably simple relation

22、ship?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 graphicBUT THE FINAL SELECTION DEPENDS ON THEMESSAGE YOU WANT YOUR AUDIENCE TO TAKE AWAYUse grap

23、hics 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 flowRecommendationsGRAPHICS HELP THE AUDIENCE VISUA

24、LIZE THE POINTSHelp audience identify important points quicklyBest suited to display relationships, both quantitative and qualitativeWhere relationship is too complex for wordsnot too simplenor too complexmultiple relationships can be obscured by graphicWhere visual impact will help convey messageGr

25、aphic format should be considered first;if a graph is not optimal, then consider words or a tableSteady 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(

26、1) asset at the end of the period(2) (USD BN)Lending outstanding balance at the end of the period(3) (USD BN)Excluding post office finance, urban and rural credit cooperatives2000 is an estimate, assuming ICBC, CCB and BOC accounting for 60% of the banking sector asset2000 is an estimate, assuming t

27、he 4 major banks accounting for 72% of the banking sector loan outstanding balanceSource:China Financial Almanac; IMD; Lit. search; BCG analysisExampleMARKET PROJECTION PRIMARILY BASED ON COUNTRY STATISTICS AND CONSUMER RESEARCHProjection MethodologyChina market potentialParametersDriversSourceVolum

28、eGrowthRevenue# of babies% on BFAverage consumptionAverage price by product typeWeighted volumeXXXFuture trend of parametersBirth ratePopulationGeographyIncomeAge of babyUsage behaviorProduct by stageManufacturer ownershipPackage typeShareBirth growth rateBF usage trendPrice trendConsumer researchCr

29、oss-country comparisonStatistics BureauCompetitive analysisStore checksTrade interviewsStatistics BureauConsumer researchDesk researchERC reportCompetitive interviewsExampleWHAT DO YOU WANT TO SAY? ColumnPieLine Stacked Column MapBubbleRelationshipMultiple PieArea Bar SpiderScatterChanges over timeP

30、arts of a wholeComparison of several items orplacesRelationshipsbetween variablesDescriptive ExplanatorySimple information Complex informationWhen to use what? SOME BASIC RULES FOR DESCRIPTIVE GRAPHICSFor Time Series, Use a Column or Line ChartWestern cultures read time as moving from left to rightC

31、ommon conventionUse a column or stacked column chart ifFewer than ten or so time periodsData is accumulated in discrete occurrencese.g., periods of productionUse a line or area chart ifMore than ten or so data points/periodsData is continuous or cumulativee.g., number of stores, stock prices by days

32、Trends (i.e., slopes) are the point you want to makeGROWTH 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 furth

33、er make trade finance declineSource: HK banking industry; Paribas Asia Securities; HK Monetary AuthorityCAGR92-9714%4%-10%Trade volume growth13%24%17%3%2%-5%ExampleSOME BASIC RULES FOR DESCRIPTIVE GRAPHICSFor Item Comparisons or Comparison of Parts of a Whole, Use aBar Chart or a Stacked Column Char

34、tUse a bar chart forMarket research survey responsesCompetitor comparisonsreserves column charts for time series comparisonsleaves room for long labels on the left axisUse a stacked column chart forCost structures or cost structure comparisonsRegional market share comparisonsChanges or differences i

35、n mix across time or competitorsMOTHERS 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 re

36、ason: baby likes itSource: Survey results; BCG analysisWhy do you choose baby formulae?ExampleFOREIGN 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 banksExampleSOME BASIC RULES

37、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 measuresTime linesProcess flowsSOME BASIC RULES FOR EXPLANATORY GRAPHICSFor Regressi

38、ons and Causal RelationshipsUse an XY scatter chart forPoint regressionsdo not show regression line if slide is for exploratory purposesbut include it if you are sure of the point you want to makeUse a bubble chart for regressions whereA third dimension is requirede.g., assets or salesbubble size sh

39、ould always refer to size-related variable (e.g., assets, but not profitability)AFFLUENT IS AN ATTRACTIVE SEGMENT, GENERATING HIGHEST CONTRIBUTION PER CUSTOMERSegment breakdown of contribution per customerUpper150Affluent40500007000Annual contribution per customer (US $)-2500Size of market (m)(No. o

40、f customers)-515Mass802500Source: Press literature, AC Nielson, Business-On-Line, Ministry of Commerce, BCG case experience and analysis= Total contribution (B)ExampleSOME BASIC RULES FOR EXPLANATORY GRAPHICSFor “Novel ComparisonsUse a spider chart forGap analysis along multiple dimensions simultane

41、ouslyperceptions vs. realityclient vs. competitorsUse “novel graphics where an unusual point needs to be madeDifficult to deviseBut sometimes nothing else works?TABLES ARE ALSO USED TO DISPLAY QUANTITATIVE AND QUALITATIVE DATA Use a table whenYou have too many relationships for a graphYou want to ma

42、ke your calculations overtYou want to emphasize individual values either wordstypes of distributorsor numbersDo not use tables for most other applicationsTend to be cluttered and difficult to read, obscuring the messageTend to use it as backup or appendixWORD SLIDES HAVE SEVERAL USESTo lead audience

43、 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 simplistic dataBut dont bury numbers in slidedifficult for audience to grasp the meaningPresent

44、s 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 STRONGERCUSTOMER INTERACTION FAR FROM IDEAL% ofCallsHandledTransferredReferred35% of all customer service callsare tr

45、ansferred 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 conversations

46、.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, Garlan

47、d); Consulting Analysis652510ExampleFOLLOWING 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 presentationSegmentationSales have grown by 11%

48、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 FASTER THAN SALES - 1Exercise

49、 2CAGR (%)1119Dollars($, million)SalesProfitsSource: Abco DataPROFITS GROWING FASTER THAN SALES - 2PROFITS GROWING FASTER THAN SALES - 3Exercise 119891990199119921993CAGR (%)Sales ($, Million)Profit ($, Million)606673819011101215182019Source: Abco DataFOCUSING ON SMALL CUSTOMERS WILLPROVIDE THE MAXI

50、MUM 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 small customersConsequently, a single specialist can cover more small customersCan only serve one large customer per

51、dayCan serve 8 small customers per dayExercise 2Source: Phone Co.FOCUSING ON SMALL CUSTOMERS WILLPROVIDE THE MAXIMUM LEVERAGE - 2ExerciseOn-site Time with Large CustomerNumber of customers served in one dayOn-phone Time with Small Customer8 hrs.115 min.32Source: Phone Co.Time spent per service callF

52、OCUSING ON SMALL CUSTOMERS WILL PROVIDE THE MAXIMUM LEVERAGE - 3Time Spentper ServiceCallPossibleCalls perDay8 hrs.15 min.132Exercise 2Source: Phone CompanyAGENDAOrder takingCustomer conversationOrder entry into systemManufacturingSchedulingProductionDistributionPackagingShipmentExercise 3AGENDACust

53、omer conversationOrder entry into systemExercise 3SchedulingProductionPackagingShipment Distribution ManufacturingOrder TakingTO DISPLAY INFORMATION EFFECTIVELY, YOU NEED TOFocus on your audience and what they need/want to knowStart with their concernsTell their story, not your storyFocus on key con

54、cepts and charactersFrom audiences perspective To make text more coherentTo provide context for the audienceOrganize slides around the audience and the important concepts, charactersTHE SLIDETHE BASIC BUILDING BLOCKTITLEBODY Support for main pointWordsSchematicTableGraph(s)TAKEAWAY, OR TRANSITION TO

55、 NEXT SLIDEMay be oralMain point of the slideNotes, SourceHOW TO MAKE SLIDES USER FRIENDLYTitleContext at beginning New information at endBodyConsistent subjects for main pointsthe concepts and charactersSimple grammatical structure and parallel styleTHE TRANSITION RELATES THIS SLIDE TO THE NEXT ONE

56、Keeps the story goingSummarizes the slide, reiterates the main point, or draws out implicationsCan be written or oralThe slides exclamation pointTHIS IS WHERE THE 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 letterthe third level is called a dash point; it begins with a lowercase letterthe fourth letter is a dot point (n