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 yo
2、u 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 presentationH
3、ow 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 sensors2,37217.113.834.982714.8Chloride1,52411.0(28.
4、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($000)GM%of TotalSource:Annual Division BudgetMessages are buried in the dataExampleTHE REDESIGN P
5、ROCESS INVOLVES FOUR DISCRETE STAGESExtensive customer analysis Customer service and support requirementsDetailed internal diagnostic Time spent by activity by responsibility Capacity of the system Current contact model does not have capacity to serve all customers adequately Several low value areas
6、 consume time TSE time consumed by activities which could be handled more efficiently by other resources No sales growth from current model Lots of opportunity to leverage other resources,like CAS Most customers receptive to recommendations that allow us to leverage sales force timeAnalysisFindingsC
7、ustomerTechnical AssistanceTechnical AssistanceOrderingTechnicalAssistanceTechnicalAssistanceESCASTSECSRDMPlantPrice ConcessionsGroupPriceConcessionsExpeditingPriceConcessionsExpeditingOrderingASP selling/implementationISP sellingQuoting/cross-referencingExpeditingTechnical assistance in personRotat
8、ional callsAvailabilityExpeditingPrice concessionsCurrent Organizational StructureVP and Director,MWS DivisionVP,National SalesTelemarketingManager(1)Zone Managers(5)CAS Manager(1)CAS Reps(4)DistrictManagers(30)ESs(46)TSEs(186)TSRs(23)CS Manager(1)VP,National SalesCAS ManagerFinancialAnalystTeam Lea
9、derTechnical EngineersRemoteTechnical EngineersCustomer Service RepsCAS RepsQuotingAvailabilityCurrent Contact ModelProposed Contact ModelZone OperationsManagerAnalysis:Identify opportunitiesEvaluate Alternatives:Opportunities point to new contact modelBusiness ManagersRemote TETETeamLeaderCustomerP
10、lantCSRCASProposed Organizational StructureCS Managers(10)TelemarketingTSRs(13)CSRs(65)LatrobeTelemarketing(9)ES DistrictManagers(6)AvailabilityQuotingISP cross-referencingOrderingPrice concessionsExpeditingToo much information?ExampleTHE 36”LIFTER DOMINATES SALES AND PROFIT1992 Product Family Profi
11、tability12.09.78.30.850.0236”14”12”96”10”DiscountRate 4.66%Current Dollar G.I.($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?PREMIUM 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)ExampleGood slides are:Bad slides are:WHAT DO YOU SEE IN A GOOD OR BAD SLIDES?We will revisit toward the end of the sessionWRITING CLE
16、AR,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 messageProvide another means for the audi
17、ence 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 thinkingSLIDES ARE ALSO A RECORD OF THE PRESENTATIONLeft
18、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 annotated slide book as leave-behindDisplay
19、 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 ManagersBoard of DirectorsHighAs necessaryLow2
20、-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 slidesHow to use slides in a presentationHow to c
21、hoose 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 relationship?Use a table or a graphicEspecially when
22、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 graphics if you want audience toRemember relative
23、 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 VISUALIZE THE POINTSHelp audience identify importa
24、nt 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 considered first;if a
25、 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 GROWTH1997199819992000E1,4911,5211,6781,893CAGR(97-00):7.9%1997199819992000E8299971,0681,067CAGR(97-99):10%YoY:0%Banking(1)asset at the
26、 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 banking sector asset3.2000 is an estimate,assuming the 4 major banks
27、 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 potentialParametersDriversSourceVolumeGrowthRevenue#of bab
28、ies%on BFAverage consumptionAverage price by product typeWeighted volumeXXXFuture trend of parameters Birth rate Population Geography Income Age of baby Usage behavior Product by stage Manufacturer ownership Package type Share Birth growth rate BF usage trend Price trend Consumer research Cross-coun
29、try comparison Statistics Bureau Competitive analysis Store checks Trade interviews Statistics Bureau Consumer research Desk research ERC report Competitive 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 right Co
31、mmon conventionUse a column or stacked column chart if Fewer than ten or so time periods Data is accumulated in discrete occurrences-e.g.,periods of productionUse a line or area chart if More than ten or so data points/periods Data is continuous or cumulative-e.g.,number of stores,stock prices by da
32、ys 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 1998232513152422190510152025301992199319941995199619971998ETotal trade finance(US$B)15%27%16%9%Slow-down in external trade has contributed to the decline
33、Expected 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%ExampleSOME BASIC RULES FOR DESCRIPTIVE GRAPHICSFor Item Comparisons or Comparison of Parts o
34、f a Whole,Use aBar Chart or a Stacked Column ChartUse a bar chart for Market research survey responses Competitor comparisons-reserves column charts for time series comparisons-leaves room for long labels on the left axisUse a stacked column chart for Cost structures or cost structure comparisons Re
35、gional market share comparisons Changes or differences in 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)
36、Total 0-6 month6-12 month1-3 year0200400(1)Typical other reason:baby likes itSource:Survey results;BCG analysisWhy do you choose baby formulae?ExampleFOREIGN PLAYERS ALREADY HAS A STRONG FOOT INTO FOREIGN CURRENCY BUSINESS 10%6%44%3%2%13%22%100%ICBCABCBOCCCBBank ofCommunicationsOther regionalbanksFo
37、reign banksTotalShare of foreign currency loans(As at the end of 1999)4 major state-owned banksOther local banksForeign banksExampleSOME BASIC RULES FOR DESCRIPTIVE GRAPHICSFor Complex Spatial and Temporal Comparisons,a Range of Mapping Techniques Are AvailableUse territory map for Market attractive
38、ness Competitor penetrationUse a process or time map for Efficiency measures Time lines Process flowsSOME BASIC RULES FOR EXPLANATORY GRAPHICSFor Regressions and Causal RelationshipsUse an XY scatter chart for Point regressions-do not show regression line if slide is for exploratory purposes-but inc
39、lude it if you are sure of the point you want to makeUse a bubble chart for regressions where A third dimension is required-e.g.,assets or sales-bubble size should always refer to size-related variable(e.g.,assets,but not profitability)AFFLUENT IS AN ATTRACTIVE SEGMENT,GENERATING HIGHEST CONTRIBUTIO
40、N PER CUSTOMERSegment breakdown of contribution per customerUpper150Affluent40500007000Annual 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 contributio
41、n(B)ExampleSOME BASIC RULES FOR EXPLANATORY GRAPHICSFor“Novel”ComparisonsUse a spider chart for Gap analysis along multiple dimensions simultaneously-perceptions vs.reality-client petitorsUse“novel”graphics where an unusual point needs to be made Difficult to devise But sometimes nothing else works?
42、TABLES 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 emphasize individual values-either wordstypes of distributors-or numbersDo not use tables for most other applicationsTend t
43、o be cluttered and difficult to read,obscuring the messageTend to use it as backup or appendixWORD 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 effe
44、ctively presented in wordsTo present very simplistic dataBut dont bury numbers in slidedifficult for audience to grasp the meaningPresents the message both visually and verballyUsually best with simple data or conceptual graphicHowever,make sure the slides do not become too confusingCOMBINING FORMAT
45、S CAN MAKE MESSAGE STRONGERCUSTOMER INTERACTION FAR FROM IDEAL020406080HandledTransferredReferred%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 Gra
46、nada 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 Service“It would be so much easier if we could just look at the bill.”-Customer Service
47、rep to Billing rep when calling to get information for customerCustomers are frustrated by processSources:Call Monitoring(Granada Hills,Ohio,Louisville,Indiana,Garland);Consulting Analysis652510ExampleFOLLOWING EXAMPLES PRESENT SAME DATA IN DIFFERENT FORMATSQuantitative dataSales and profit over tim
48、eComparison of features for products in marketTwo options for technical specialist deploymentQualitative dataFlow of presentationSegmentationSales 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 an
49、numCompany X had profits of$16 million in 1989Profits expected to be$20 million in 1993Exercise 1Source:Abco DataPROFITS GROWING FASTER THAN SALES -1SalesProfit19896010199066121991731519928118199390201010019891990199119921993Exercise 2CAGR(%)1119Dollars($,million)SalesProfitsSource:Abco DataPROFITS
50、GROWING FASTER THAN SALES -2PROFITS GROWING FASTER THAN SALES -3Exercise 119891990199119921993CAGR(%)Sales($,Million)Profit($,Million)606673819011101215182019Source:Abco DataFOCUSING ON SMALL CUSTOMERS WILLPROVIDE THE MAXIMUM LEVERAGE -1A technical specialist spends more time with large customersAn
