strategy consultants presentation toolkit
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David Goldstein
President
Mekko Graphics
david@mekkographics.com
Strategy Consultants Presentation ToolkitSelling Complex Business Ideas with Better, More Powerful Charting
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Introduction
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In order to communicate complex business ideasand recommendations, a presentation needs tobe clear, concise, and easily understood
Strategy consultants do that by telling a story,most commonly through presentations
These presentations are normally data-driven andchart-centric
But making data easy to understand is HARD
This slide deck (presentation) will highlight thecharts and visuals that top consulting firms andcorporate strategistsuse to make their strategicinsights clear and understood
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How To Use the Toolkit
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A Strategy Consultants insights normally address two key
questions clients care about most: How do I increase revenue?
How do I reduce costs?
In all likelihood, that will be the focus of your presentationas well
The slides in this toolkit will provide charting and datapresentation ideas you can adopt for your own work They are all data-driven (not drawn manually) using Mekko
Graphics; and you can copy, edit, and reuse them in your ownpresentations
Plus, we will point you to other public domain examples you canborrow from as well
How to get the required software, including a free trial, isoutlined on the last page
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Revenue by Vertical
Financial Services 22%
Public Sector 20%
Manufacturing 19%
Communications 9%
Retail 9%
Services 7%
Utilities 5%Transporation 4%
Healthcare 4%
$3,304M
Agriculture, Mining and Construction 1%
Dividing up the Market
80% of revenue comes from 5
largest verticals.
Many business presentations start with a
review of the current status quo
So it is common to ask: How do I divide
the clients market or how to I categorize
my client's revenues or costs?
A simple single 100% stacked bar is a goodway to categorizemarkets, revenues or
costs.
Make sure the categories are
MECEMutually Exclusive and
Completely Exhaustive.
If there are more than 10 categories,
group some together or group the
smaller ones in Other.
In all slides withcharts, include a tag
line to present the key message, like
the one to the left.
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Drilling Down
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Once you have an overall sense of the market,you will often want to drill down into the
details for a specific market, competitor or
expense category.
Charts are easiest to understand when you
have 5-7 categories.
Drilling down allows you to explode a specificcategory one more level.
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Drilling DownExploding a Category
If there are more than 10 MECE categories that are important or there is one key
category that you want to subdivide, use a second bar to explode a category from
the first bar. Use color to further highlight a key category.
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Drilling Down with Multiple Charts
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USAA Alpinestaff and racesupport 264
Coaches'education
administration126
General liability
and participantaccident insurancepremiums 354
SkiRacing
Magazine77
US SkiTeam
pipelinedev.costs 81
OtherUSSA-providedservices 148
GeneralUSSA
admin136
434
Regional staffoperations
anddevelopment
187
Championships,NDS, and racesupplies 126
Coaches education 42
Payments to FISon behalf of regions 44
Other services 35
FY 2012 National Expenditures FY 2012 Eastern Regional Expenditures
Use multiple charts on one slide to divide a measure along a key dimension. In this case, we have
expenses by region on the left. The horizontal stacked bars on the right provide the detail for the measure.
In this case, we have expenses broken out in the largest region.
Source: http://media.ussa.org/Public/Communications/2013/McKinseyStudy.pdf
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Adding More Measures or Dimensions
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So far weve looked at one key measure along asingle dimension
For example, revenue by vertical market or expensesby region.
Add a second measure to examine both numberof customers and total customer revenue byregion or vertical market
Add a second dimension to examine revenue by
region and vertical market in the same chart. You can even add a third dimension to examine
sales compared to both price and performance.
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Dividing the Market with Two Measures
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One measure is often not enough. You can use two bars for related measures. In
this example, the financial services vertical has high revenue relative to the
number of customers and the chart highlights a potentially profitable sector.
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Moving On To Trends
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Weve looked at one dimension and multipledimensions, but our first few charts still only
provided a snapshot of a single point in time,
which as noted is where you will often start
your story.
However your story might next move on to
illustrate trends over time and this gets harder
to illustrate in most chart types, particularly
when you have multiple dimensions.
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Tracking Trends Over Time
One solution is the multiple stacked bar chart, which shows growth in each
category. Note we have also includeda CAGR column to the right to show annual
growth in each category plus total growth in year 1 to 4 across the top.
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And Projections?
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Projections are a variation of trends. However, it can be useful to use slightly
different charts to keep your presentation
livelier and hence more compelling.
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Projected Growth Versus Market Size
Similar to the Marimekko, the Bar-Mekkoshows two dimensions, for example market
growth and market size. The bar widths are proportional to the value in the data row.
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Estimate the Impact of Proposed Changes
Or you can show the impact of proposed changes in a Cascadechart. Start with current state,
add a bar for each change and use multiple total bars to show changes over multiple years.
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Summarizing Findings in a Table
Skiing Swimming GymnasticsFigure
SkatingCycling Fencing
US Medals 21 of 120 (18%) 31 of 102 (30%) 6 of 42 (14%) 2 of 12 (17%) 4 of 55 (7%) 1 of 30 (3%)
Multi-sport
Club sport
NCAA sport
Total
Revenue, $M
Membership,
000s
Revenue per
member, $pp
$24M $30M $18M $13M $12M $5M
40K
353K
125K 173K 71K 20K
$604
$85 $144 $76 $163$262
Tables are great for comparing business units along a set of dimensions. Use check boxes or Harvey Balls
(stoplights) to show whether the dimension (e.g., NCAA sport) applies to the business (e.g., skiing). Add simple
bar charts to mix qualitative and quantitative data in the same table.
Source: http://media.ussa.org/Public/Communications/2013/McKinseyStudy.pdf
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Plan Your Engagement with a Gantt Chart
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Task
Design
Meet with users
Write documentBuild
Code
Integrate
QA
Internal TestUser Test
Reviews
Month1 Month2 Month3 Month4
W1 W2 W3 W4 W5 W6 W7 W8 W9 W10W11W12 W13W14W15 W16
Use a simple one slide Gantt chart to communicate your project plan to your clients. Multiple level tasks allow
you to show project details. Add milestones for key meetings or review points.
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Learn More
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A great presentation tells a story clearly andsuccinctly
But it has to be supported by compelling data,
presented in a clean and understandable way
Great charts will help ensure your
presentations success
Luckily, the same great software used by
leading management consultants and Fortune
100 strategy experts is available to you too
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Get Mekko Graphics Today!
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Mekko Graphics is available via the web,including as a FREE 30-day trial
It is the perfect opportunity to try before you buy
You can license for a single person or your entire
organization
Visit the Mekko Graphics website today at
http://www.mekkographics.com
http://www.mekkographics.com/http://www.mekkographics.com/http://www.mekkographics.com/
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