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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 results This session will
2、help you through the process of writing slides From 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
3、 presentation How to choose among words, tables, graphics How to display information on slides effectively,Good slides, bad slides,STRONG GROWTH IN OTHER PRODUCTS OFFSET BY PARTS DECLINE,Alarm & detection 2,551 18.3 31.9 37.6 958 17.2 Broad diffusion 5,303 38.3 10.9 45.3 2,400 43.1 IR sensors 2,372
4、17.1 13.8 34.9 827 14.8 Chloride 1,524 11.0 (28.5) 40.9 624 11.2 Bulk chloride 1,270 9.2 (4.0) 50.5 641 11.5 Parts 152 1.1 (36.2) (9.9) (15) (0.3) Design 691 5 (2.9) 20.0 138 2.5 Total 13,863 100 (1.6) 40.2 5,573 100,Product,1991 Sales ($000),Sales % of Total,1987-91 CAGR (Real %),GM (%),GM ($000),G
5、M % of Total,Source: Annual Division Budget,Messages are buried in the data,Example,THE REDESIGN PROCESS INVOLVES FOUR DISCRETE STAGES,Extensive customer analysis Customer service and support requirements Detailed internal diagnostic Time spent by activity by responsibility Capacity of the system,Cu
6、rrent contact model does not have capacity to serve all customers adequately Several low value areas 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 Mo
7、st customers receptive to recommendations that allow us to leverage sales force time,Analysis,Findings,Customer,Technical Assistance,Technical Assistance,Ordering,Technical Assistance,Technical Assistance,ES,CAS,TSE,CSR,DM,Plant,Price Concessions Group,Price Concessions Expediting,Price Concessions
8、Expediting,Ordering ASP selling/implementation ISP selling Quoting/cross-referencing Expediting Technical assistance in person Rotational calls Availability,Expediting,Price concessions,Current Organizational Structure,VP and Director, MWS Division,VP, National Sales,Telemarketing Manager (1),Zone M
9、anagers (5),CAS Reps (4),District Managers (30),ESs (46),TSEs (186) TSRs (23),CS Manager (1),VP, National Sales,CAS Manager,Financial Analyst,Team Leader,Technical Engineers,Remote Technical Engineers,Customer Service Reps,CAS Reps,Quoting Availability,Current Contact Model,Proposed Contact Model,Zo
10、ne Operations Manager,Analysis: Identify opportunities,Evaluate Alternatives: Opportunities point to new contact model,Business Managers,Remote TE,TE,Team Leader,Customer,Plant,CSR,CAS,Proposed Organizational Structure,CS Managers (10),Telemarketing TSRs (13),CSRs (65),Latrobe Telemarketing (9),ES D
11、istrict Managers (6),Availability Quoting ISP cross-referencing Ordering Price concessions Expediting,Too much information?,Example,THE 36” LIFTER DOMINATES SALES AND PROFIT 1992 Product Family Profitability,12.0,9.7,8.3,0.85,0.02,36”,14”,12”,96”,10”,Discount Rate 4.66%,Current Dollar G.I. ($M) 555
12、19 35 179 91 Revenues ($M) 349 17 19 60 30,Note: Width of bar is proportional to CDGI *Valuation ROI - 3y median CFROI Sources: LRP; HOLT Value Model,CFROI (%),Lifter Bore (Volume),Example,Is the complexity necessary?,PREMIUM LOW CALORIE SWITCHING OCCURRING WITHIN PREMIUM SEGMENT, NOT NEAR PREMIUM H
13、alt 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) 218 (97) 121) 0 (21) (21) 316 (273) 43) 102 (90) 12) 75 (19) 56) 26 (33) (7) 312 (45) 267) 1,866 1,334 (677) 657),Starting Base,Won +,Lost =,Competi
14、tor B,Net,Total Super Prem. 60 (98) (38) Product 1 198 (56) 142) Product 2 6 (52) (46) Product 3 25 (81) (56) Other 153 (29) 124) Total PFC 382 (218) 164) Near Prem. Product 1 97 (218) (121) Product 2 79 (224) (145) Product 3 - - -) Other 1 (55) (54) Total PLC 177 (497) (320) Other Segments Segment
15、1 62 (104) (42) Segment 2 110 (29) 81) Segment 3 22 (69) (47) Segment 4 324 (72) 252) Total 2,836 1,137 (1,087) 50),Starting Base,Won +,Lost =,Client,Net,Brand/Segment,Raw data only, no analysis presented to support the conclusion (hypothesis),Example,Good slides are:,Bad slides are:,WHAT DO YOU SEE
16、 IN A GOOD OR BAD SLIDES?,We will revisit toward the end of the session,WRITING CLEAR, SUCCINCT, AND INTERESTING SLIDES,Good slides, bad slides How to use slides in a presentation How to choose among words, tables, graphics How to display information on slides effectively,SLIDES ARE VISUAL AIDS,Focu
17、s the audiences attention on message Help explain the message Provide another means for the audience to process the information Reinforce the messageaid to memory Should not compete with the presenter Presenter is primary means of communicating difficult to read and listen at the same time,Calls for
18、 simple slides - simplicity means clarity in thinking,SLIDES ARE ALSO A RECORD OF THE PRESENTATION,Left behind for clients to read Creating tension between The need for a stand-alone explanation and The need for a simple visual aid,Appropriate compromise depends on the audience and the purpose of th
19、e presentation,SEVERAL COMPROMISES ARE POSSIBLE,Prepare report or annotated slide book as leave-behind Display information more effectively Choice depends on Complexity of message Desired future use of presentation,Usually preferable to keep slides simple and select an alternative option,COMPROMISE
20、MUST BE CONSISTENT WITH AUDIENCE AND PURPOSE,Client Case Team Business Managers Board of Directors,High As necessary Low,2-4 hrs. 1-2 hrs. 20-30 min.,Participative discussion Question and answer Formal presenting,Type of Audience,Level of Detail,Length of Presentation,Presentation Style,Source,Sourc
21、e: Consulting Experience,WRITING CLEAR, SUCCINCT, AND INTERESTING SLIDES,Good slides, bad slides How to use slides in a presentation How to choose among words, tables, graphics How to display information on slides effectively,Graphics Tables Word slides Combinations of the above,FOUR WAYS TO PRESENT
22、 INFORMATION,BASIC GUIDELINES HELP YOU SELECT FORMATS,Do I need to illustrate a reasonably simple relationship? Use a table or a graphic Especially when showing numerical data Do I need to illustrate a complex relationship? Use a table Do I have something other than a relationship? Use a word slide
23、or a conceptual graphic,BUT THE FINAL SELECTION DEPENDS ON THE MESSAGE YOU WANT YOUR AUDIENCE TO TAKE AWAY,Use graphics if you want audience to Remember relative trends Picture the flow Use tables when you want the audience to know or be able to refer to Specific numbers Methodology to calculate num
24、bers Use word slides if you want audience to understand Specific logic flow Recommendations,GRAPHICS HELP THE AUDIENCE VISUALIZE THE POINTS,Help audience identify important points quickly Best suited to display relationships, both quantitative and qualitative Where relationship is too complex for wo
25、rds not too simple nor too complexmultiple relationships can be obscured by graphic Where 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 stable,CHINA COM
26、MERCIAL 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 cooperatives 2000 is an estimat
27、e, assuming ICBC, CCB and BOC accounting for 60% of the banking sector asset 2000 is an estimate, assuming the 4 major banks accounting for 72% of the banking sector loan outstanding balance Source: China Financial Almanac; IMD; Lit. search; BCG analysis,Example,MARKET PROJECTION PRIMARILY BASED ON
28、COUNTRY STATISTICS AND CONSUMER RESEARCH Projection 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 rate Population Geography,Income Age of
29、baby Usage behavior,Product by stage Manufacturer ownership Package type,Share,Birth growth rate BF usage trend Price trend,Consumer research Cross-country comparison Statistics Bureau Competitive analysis,Store checks Trade interviews,Statistics Bureau Consumer research Desk research ERC report Com
30、petitive interviews,Example,WHAT DO YOU WANT TO SAY?,Column Pie Line Stacked Column Map Bubble Relationship Multiple Pie Area Bar Spider Scatter Changes over time Parts of a whole Comparison of several items or places Relationships between variables,Descriptive Explanatory,Simple information Complex
31、 information,When to use what?,SOME BASIC RULES FOR DESCRIPTIVE GRAPHICS For Time Series, Use a Column or Line Chart,Western cultures read time as moving from left to right Common convention Use a column or stacked column chart if Fewer than ten or so time periods Data is accumulated in discrete occ
32、urrences e.g., periods of production Use 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 days Trends (i.e., slopes) are the point you want to make,GROWTH IN TRADE FINANCE SLOWED AND WILL REMAIN SLUGGISH,Trade fi
33、nance expected to decline 10% in 1998,Total trade finance (US$B),15%,27%,16%,9%,Slow-down in external trade has contributed to the decline Expected trade set back in the near future will further make trade finance decline,Source: HK banking industry; Paribas Asia Securities; HK Monetary Authority,CA
34、GR 92-97 14%,4%,-10%,Trade volume growth,13%,24%,17%,3%,2%,-5%,Example,SOME BASIC RULES FOR DESCRIPTIVE GRAPHICS For Item Comparisons or Comparison of Parts of a Whole, Use a Bar Chart or a Stacked Column Chart,Use a bar chart for Market research survey responses Competitor comparisons reserves colu
35、mn charts for time series comparisons leaves room for long labels on the left axis Use a stacked column chart for Cost structures or cost structure comparisons Regional market share comparisons Changes or differences in mix across time or competitors,MOTHERS WILLING TO BREASTFEED BUT WOULD USE INFAN
36、T FORMULAE AS A SUPPLEMENT,Supplement baby food,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 it Source: Survey results; BCG analysis,Why do you choose baby formulae?,Example,FOREIGN P
37、LAYERS ALREADY HAS A STRONG FOOT INTO FOREIGN 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 GRAPHICS For Complex Spatial and Temporal Comparisons, a Range of Mapping Techniq
38、ues Are Available,Use territory map for Market attractiveness Competitor penetration Use a process or time map for Efficiency measures Time lines Process flows,SOME BASIC RULES FOR EXPLANATORY GRAPHICS For Regressions and Causal Relationships,Use an XY scatter chart for Point regressions do not show
39、 regression line if slide is for exploratory purposes but include it if you are sure of the point you want to make Use 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 profitabilit
40、y),AFFLUENT IS AN ATTRACTIVE SEGMENT, GENERATING HIGHEST CONTRIBUTION PER CUSTOMER,Segment breakdown of contribution per customer,Upper 150,Affluent 40,50000,7000,Annual contribution per customer (US $),-2500,Size of market (m) (No. of customers),-5,15,Mass 80,2500,Source: Press literature, AC Niels
41、on, Business-On-Line, Ministry of Commerce, BCG case experience and analysis,Example,SOME BASIC RULES FOR EXPLANATORY GRAPHICS For “Novel” Comparisons,Use a spider chart for Gap analysis along multiple dimensions simultaneously perceptions vs. reality client vs. competitors Use “novel” graphics wher
42、e an unusual point needs to be made Difficult to devise But sometimes nothing else works,?,TABLES ARE ALSO USED TO DISPLAY QUANTITATIVE AND QUALITATIVE DATA,Use a table when You have too many relationships for a graph You want to make your calculations overt You want to emphasize individual values e
43、ither wordstypes of distributors or numbers Do not use tables for most other applications Tend 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 flow Not used for proof, except for interview
44、quotes To summarize findings, recommendations To present qualitative information Most concepts can be effectively presented in words To present very simplistic data But dont bury numbers in slidedifficult for audience to grasp the meaning,Presents the message both visually and verbally Usually best
45、with simple data or conceptual graphic However, make sure the slides do not become too confusing,COMBINING FORMATS CAN MAKE MESSAGE STRONGER,CUSTOMER INTERACTION FAR FROM IDEAL,% of Calls,Handled,Transferred,Referred,35% of all customer service calls are transferred or referred,“Ive been back and fo
46、rth, 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 Cust
47、omer 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 customer,Customers are frustrated by process,Sources: Call Monitoring (Granada Hills, Ohio, Louisville, Indiana, Garland); Consulting Analysis,65,25,10
48、,Example,FOLLOWING EXAMPLES PRESENT SAME DATA IN DIFFERENT FORMATS,Quantitative data Sales and profit over time Comparison of features for products in market Two options for technical specialist deployment Qualitative data Flow of presentation Segmentation,Sales have grown by 11% per annum since 198
49、9 Company X sold $60 million in 1989 Sales expected to be $90 million in 1993 Profits have grown more rapidly at 17% per annum Company X had profits of $16 million in 1989 Profits 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