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1、WRITING CLEAR AND INTERESTING SLIDES 2005，Shanghai,THE BOSTON CONSULTING GROUP,WRITING CLEAR AND INTERESTING SLIDES,TODAYS OBJECTIVE,To 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 h
2、elp 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 SLIDES,How to use slides in a p
3、resentationHow to choose among words, tables, graphicsHow to display information on slides effectively,Good slides, bad slides,STRONG GROWTH IN OTHER PRODUCTS OFFSET BY PARTS DECLINE,Alarm & detection2,55118.331.937.695817.2Broad diffusion5,30338.310.945.32,40043.1IR sensors2,37217.113.834.982714.8C
4、hloride1,52411.0(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)40.25,573 100,Product,1991 Sales ($000),Sales% of Total,1987-91 CAGR(Real %),GM(%),GM($000),GM% of Total,Source: Annual Division Budget,Messages are buried
5、 in the data,Example,THE REDESIGN PROCESS INVOLVES FOUR DISCRETE STAGES,Extensive customer analysisCustomer service and support requirementsDetailed internal diagnosticTime spent by activity by responsibilityCapacity of the system,Current contact model does not have capacity to serve all customers a
6、dequatelySeveral 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 allow us to leverage sale
7、s force time,Analysis,Findings,Customer,Technical Assistance,Technical Assistance,Ordering,TechnicalAssistance,TechnicalAssistance,ES,CAS,TSE,CSR,DM,Plant,Price ConcessionsGroup,PriceConcessionsExpediting,PriceConcessionsExpediting,OrderingASP selling/implementationISP sellingQuoting/cross-referenci
8、ngExpeditingTechnical assistance in personRotational callsAvailability,Expediting,Price concessions,Current Organizational Structure,VP and Director, MWS Division,VP, National Sales,TelemarketingManager (1),Zone Managers (5),CAS Reps (4),DistrictManagers(30),ESs(46),TSEs (186)TSRs (23),CS Manager(1)
9、,VP, National Sales,CAS Manager,FinancialAnalyst,Team Leader,Technical Engineers,RemoteTechnical Engineers,Customer Service Reps,CAS Reps,QuotingAvailability,Current Contact Model,Proposed Contact Model,Zone OperationsManager,Analysis: Identify opportunities,Evaluate Alternatives:Opportunities point
10、 to new contact model,Business Managers,Remote TE,TE,TeamLeader,Customer,Plant,CSR,CAS,Proposed Organizational Structure,CS Managers(10),TelemarketingTSRs(13),CSRs (65),LatrobeTelemarketing(9),ES DistrictManagers(6),AvailabilityQuotingISP cross-referencingOrderingPrice concessionsExpediting,Too much
11、 information?,Example,THE 36” LIFTER DOMINATES SALES AND PROFIT1992 Product Family Profitability,12.0,9.7,8.3,0.85,0.02,36”,14”,12”,96”,10”,DiscountRate 4.66%,Current Dollar G.I. ($M)555193517991Revenues ($M)34917196030,Note: Width of bar is proportional to CDGI*Valuation ROI - 3y median CFROISource
12、s: LRP; HOLT Value Model,CFROI(%),Lifter Bore (Volume),Example,Is the complexity necessary?,PREMIUM LOW CALORIE SWITCHING OCCURRING WITHINPREMIUM SEGMENT, NOT NEAR PREMIUMHalt the Leaks to Competitors,1990 Consulting Analysis,91(68)23)267(19)248)5(82)(77)31(37)(6)109(11)98)412(149)263)-98(155)(57)21
13、8(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),StartingBase,Won +,Lost =,Competitor B,Net,Total 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
14、(224)(145) Product 3-) Other1(55)(54)Total PLC177(497)(320)Other Segments Segment 162(104)(42) Segment 2110(29)81) Segment 322(69)(47) Segment 4324(72)252)Total2,8361,137(1,087)50),StartingBase,Won +,Lost =,Client,Net,Brand/Segment,Raw data only, no analysis presented to support the conclusion (hypo
15、thesis),Example,Good slides are:,Bad slides are:,WHAT DO YOU SEE IN A GOOD OR BAD SLIDES?,We will revisit toward the end of the session,WRITING CLEAR, SUCCINCT, AND INTERESTING SLIDES,Good slides, bad slidesHow to use slides in a presentationHow to choose among words, tables, graphicsHow to display
16、information on slides effectively,SLIDES ARE VISUAL AIDS,Focus 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
17、difficult to read and listen at the same time,Calls for simple slides - simplicity means clarity in thinking,SLIDES ARE ALSO A RECORD OF THE PRESENTATION,Left behind for clients to readCreating tension between The need for a stand-alone explanation andThe need for a simple visual aid,Appropriate com
18、promise depends on the audience and the purpose of the presentation,SEVERAL COMPROMISES ARE POSSIBLE,Prepare report or annotated slide book as leave-behindDisplay information more effectivelyChoice depends onComplexity of messageDesired future use of presentation,Usually preferable to keep slides si
19、mple and select an alternative option,COMPROMISE MUST BE CONSISTENT WITH AUDIENCE AND PURPOSE,Client Case TeamBusiness ManagersBoard of Directors,HighAs necessaryLow,2-4 hrs.1-2 hrs.20-30 min.,Participative discussionQuestion and answerFormal presenting,Type of Audience,Level of Detail,Length of Pre
20、sentation,Presentation Style,Source,Source: Consulting Experience,WRITING CLEAR, SUCCINCT, AND INTERESTING SLIDES,Good slides, bad slidesHow to use slides in a presentationHow to choose among words, tables, graphicsHow to display information on slides effectively,GraphicsTablesWord slidesCombination
21、s of the above,FOUR WAYS TO PRESENT INFORMATION,BASIC GUIDELINES HELP YOU SELECT FORMATS,Do 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 r
22、elationship?Use a word slide or a conceptual graphic,BUT THE FINAL SELECTION DEPENDS ON THEMESSAGE YOU WANT YOUR AUDIENCE TO TAKE AWAY,Use graphics if you want audience toRemember relative trendsPicture the flowUse tables when you want the audience to know or be able to refer toSpecific numbersMetho
23、dology to calculate numbersUse word slides if you want audience to understandSpecific logic flowRecommendations,GRAPHICS HELP THE AUDIENCE VISUALIZE THE POINTS,Help audience identify important points quicklyBest suited to display relationships, both quantitative and qualitativeWhere relationship is
24、too complex for wordsnot too simplenor too complexmultiple relationships can be obscured by graphicWhere visual impact will help convey message,Graphic format should be considered first;if a graph is not optimal, then consider words or a table,Steady growth of banking assets,Lending balance keeps st
25、able,CHINA COMMERCIAL BANKING SECTOR IS LARGE WITH STEADY GROWTH,829,997,1,068,1,067,CAGR(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),Excluding post office finance, urban and rural credit cooperatives2000
26、is an estimate, assuming ICBC, CCB and BOC accounting for 60% of the banking sector asset2000 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 analysis,Example,MARKET PROJECTION PRIMARILY
27、 BASED ON COUNTRY STATISTICS AND CONSUMER RESEARCHProjection Methodology,China market potential,Parameters,Drivers,Source,Volume,Growth,Revenue,# of babies,% on BF,Average consumption,Average price by product type,Weighted volume,X,X,X,Future trend of parameters,Birth ratePopulationGeography,IncomeA
28、ge of babyUsage behavior,Product by stageManufacturer ownershipPackage type,Share,Birth growth rateBF usage trendPrice trend,Consumer researchCross-country comparisonStatistics BureauCompetitive analysis,Store checksTrade interviews,Statistics BureauConsumer researchDesk researchERC reportCompetitiv
29、e interviews,Example,WHAT DO YOU WANT TO SAY?,ColumnPieLine Stacked Column MapBubbleRelationshipMultiple PieArea Bar SpiderScatterChanges over timeParts of a wholeComparison of several items orplacesRelationshipsbetween variables,Descriptive Explanatory,Simple information Complex information,When to
30、 use what?,SOME BASIC RULES FOR DESCRIPTIVE GRAPHICSFor Time Series, Use a Column or Line Chart,Western cultures read time as moving from left to rightCommon conventionUse a column or stacked column chart ifFewer than ten or so time periodsData is accumulated in discrete occurrencese.g., periods of
31、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 daysTrends (i.e., slopes) are the point you want to make,GROWTH IN TRADE FINANCE SLOWED AND WILL REMAIN SLUGGISH,Trade finance expected to decline 10% i
32、n 1998,Total 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 decline,Source: HK banking industry; Paribas Asia Securities; HK Monetary Authority,CAGR92-9714%,4%,-10%,Trade volume
33、growth,13%,24%,17%,3%,2%,-5%,Example,SOME BASIC RULES FOR DESCRIPTIVE GRAPHICSFor Item Comparisons or Comparison of Parts of a Whole, Use aBar Chart or a Stacked Column Chart,Use a bar chart forMarket research survey responsesCompetitor comparisonsreserves column charts for time series comparisonsle
34、aves 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,MOTHERS WILLING TO BREASTFEED BUT WOULD USE INFANT FORMULAE AS A SUPPLEMENT,Supplement baby f
35、ood,Baby food better for baby,“Cannot” breastfeed (not enough milk),Do not have time to breastfeed (e.g. work reasons),Others(1),(1) Typical other reason: baby likes itSource: Survey results; BCG analysis,Why do you choose baby formulae?,Example,FOREIGN PLAYERS ALREADY HAS A STRONG FOOT INTO FOREIGN
36、 CURRENCY BUSINESS,Share of foreign currency loans(As at the end of 1999),4 major state-owned banks,Other local banks,Foreign banks,Example,SOME BASIC RULES FOR DESCRIPTIVE GRAPHICSFor Complex Spatial and Temporal Comparisons,a Range of Mapping Techniques Are Available,Use territory map forMarket at
37、tractivenessCompetitor penetrationUse a process or time map forEfficiency measuresTime linesProcess flows,SOME BASIC RULES FOR EXPLANATORY GRAPHICSFor Regressions and Causal Relationships,Use an XY scatter chart forPoint regressionsdo not show regression line if slide is for exploratory purposesbut
38、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 should always refer to size-related variable (e.g., assets, but not profitability),AFFLUENT IS AN ATTRACTIVE SEGMENT, GENERATING HIGHEST CONTR
39、IBUTION PER CUSTOMER,Segment breakdown of contribution per customer,Upper150,Affluent40,50000,7000,Annual contribution per customer (US $),-2500,Size of market (m)(No. of customers),-5,15,Mass80,2500,Source: Press literature, AC Nielson, Business-On-Line, Ministry of Commerce, BCG case experience an
40、d analysis,Example,SOME BASIC RULES FOR EXPLANATORY GRAPHICSFor “Novel” Comparisons,Use a spider chart forGap analysis along multiple dimensions simultaneouslyperceptions vs. realityclient vs. competitorsUse “novel” graphics where an unusual point needs to be madeDifficult to deviseBut sometimes not
41、hing 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 make your calculations overtYou want to emphasize individual values either wordstypes of distributorsor numbersDo not use tables for most other a
42、pplicationsTend to be cluttered and difficult to read, obscuring the message,Tend to use it as backup or appendix,WORD SLIDES HAVE SEVERAL USES,To lead audience through logic flowNot used for proof, except for interview quotesTo summarize findings, recommendationsTo present qualitative informationMo
43、st concepts can be effectively presented in wordsTo present very simplistic dataBut dont bury numbers in slidedifficult for audience to grasp the meaning,Presents the message both visually and verballyUsually best with simple data or conceptual graphicHowever, make sure the slides do not become too
44、confusing,COMBINING FORMATS CAN MAKE MESSAGE STRONGER,CUSTOMER INTERACTION FAR FROM IDEAL,% ofCalls,Handled,Transferred,Referred,35% 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 G
45、ranada 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
46、rep to Billing rep when calling to get information for customer,Customers are frustrated by process,Sources: Call Monitoring (Granada Hills, Ohio, Louisville, Indiana, Garland); Consulting Analysis,65,25,10,Example,FOLLOWING EXAMPLES PRESENT SAME DATA IN DIFFERENT FORMATS,Quantitative dataSales and
47、profit over timeComparison of features for products in marketTwo options for technical specialist deploymentQualitative dataFlow of presentationSegmentation,Sales have grown by 11% per annum since 1989Company X sold $60 million in 1989Sales expected to be $90 million in 1993Profits have grown more r
48、apidly at 17% per annumCompany X had profits of $16 million in 1989Profits expected to be $20 million in 1993,Exercise 1,Source: Abco Data,PROFITS GROWING FASTER THAN SALES - 1,Exercise 2,CAGR (%),11,19,Dollars($, million),Sales,Profits,Source: Abco Data,PROFITS GROWING FASTER THAN SALES - 2,PROFITS
49、 GROWING FASTER THAN SALES - 3,Exercise 1,19891990199119921993CAGR (%),Sales ($, Million),Profit ($, Million),606673819011,101215182019,Source: Abco Data,FOCUSING ON SMALL CUSTOMERS WILLPROVIDE THE MAXIMUM LEVERAGE - 1,A technical specialist spends more time with large customersAn average of 8 hours
50、 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 day,Exercise 2,Source: Phone Co.,FOCUSING ON SMALL CUSTOMERS W
