波士顿咨询顾问公司服务模式的启示 南洋林德年终会议 2002年2月1日 波士顿咨询顾问公司服务模式的启示 南洋林德年终会议 2002年2月1日 北京南洋林德投资顾问有限公司

AGENDA BCG’s Achievements BCG’s Strategic Service Vision (SSV) BCG’s Dilemma in China Hint to Neolinde 北京南洋林德投资顾问有限公司

GROWN BY GREAT PEOPLE WITH GREAT MIND 1963 2 consulting staff 1 office in Boston ?$ company 2000 2,370 consulting staff 50 offices worldwide Billion$ company 北京南洋林德投资顾问有限公司

HIGHLY INTEGRATED STRATEGIC SERVICE VISION (SSV) 4. Service Delivery System Target Market Segment “To help the world’s best organizations make a decisive impact on their direction and performance” 3. Operating Strategy Clients come first Working with clients Respect individuals Working as a team The strategic perspective Expanding the Art of possible 2. Service Concept Insight Impact Trust 北京南洋林德投资顾问有限公司

BELIVE IN VALUE CREATION BY INTELLECT AND CREDIBILITY Insight Clear understanding of the inner nature of some specific thing Impact Power of an event, idea, etc. to produce changes Trust Confidence in the honesty, integrity, reliability etc. of another person and thing Insight Impact Trust 北京南洋林德投资顾问有限公司

NOT ONLY TALK THE TALK BUT ALSO WALK THE WALK Most important elements Quality and cost control Investment “Happy” employee “Happy” client WOM, relationship marketing and client development Self selection process Evaluation and feedback Billability and utilization management Tier one Investment on client Recruiting and training To spark the breakthrough ideas for our clients, business enterprises and society at large To inspire the very best people with unparalleled opportunities for professional and personal growth thereby forging a lifelong bond 北京南洋林德投资顾问有限公司

NITTY-GRITTY MUST SUPPORT THE GLAMOR Staffing Case team management Knowledge management system Strategic institution Research Production Other support functions Profitability management 北京南洋林德投资顾问有限公司

STILL A PARADOX IN CHINA Client Low purchasing power Unsophisticated/”Fundamental” problems BCG High cost Advantage in solving market oriented complexity 北京南洋林德投资顾问有限公司

WHAT SHOULD BE OUR SSV? Service Delivery System Target Market Segment Important features? Capacity? To what extent does it help: Ensure quality? Differentiation? Raise entry barriers? Target Market Segment Whom are we going to serve? On what? In what manner? Operation Strategy Most important elements? Investment focus? Quality and cost control? Results expected? Service Concept Important elements How should it be perceived? Efforts suggested in terms of: Service design? Service delivery? Marketing ? 北京南洋林德投资顾问有限公司

CLIENT DEVELOPMENT PROPOSAL Neolinde Investment Company January 2002

AGENDA Objectives Contribution by client segment Segmented approach Implementation Selling process improvement 北京南洋林德投资顾问有限公司

2002 OBJECTIVES SET Double(?) sales amount Upgrade client profile Fundamental Strategies 2002 Objectives Brand building Capability development Sustainable cash flow Double(?) sales amount Upgrade client profile 北京南洋林德投资顾问有限公司

PLANNED CLIENT DEVELOPMENT/SALES PRIMARY CONTRIBUTOR Different potential client segments Number of deals Expected contribution Large prospect with potential deal size over RMB 1 million Medium size prospect with potential deal size over RMB 0.5 million Recurring client with sale-on over RMB 0.3 million per deal Planned deals Plus: Add hoc/Walk-in client Total sales 1-2 8-10 2-4 11-16 RMB 1-2 million 4-5 0.5-1 RMB 5-8 million 1-2 RMB 6-10 million 北京南洋林德投资顾问有限公司

DIFFERENT APPROACHES REQUIRED Applicability Different approaches Large Medium Recurring Sell-on to existing clients Proactive selling Unsolicited proposal Dedicated workshop Cooperative study Mass marketing Newsletter/Perspectives Presentation on seminars/EMBA/Conference NA X NA x X X x Effectiveness Resources 北京南洋林德投资顾问有限公司

IMPLEMENTATION Short list potential clients to 10 large, 30 medium and 6-8 existing Set screening criteria Revenue over RMB 50 million Turning point in organization change Promising industries Fierce competition Improve mass marketing tools Launch newsletter/perspectives Publish 1-2 foresight studies: e.g. M&A Each potential client appointed a focal point partner for continuous selling and follow up Appointment according to personal strength and interest for long term career development 北京南洋林德投资顾问有限公司

SELLING PROCESS IMPROVEMENT NEEDED Increase conversion ratio and recurring ratio Leads Conversion Recurring Mass marketing & Proactive selling Establish value of consulting Buy in value of Neolinde Execution Sell-on Allow large prospect progressive commitment Advisory services turn to full case Diagnosis services turn into full case 北京南洋林德投资顾问有限公司