Romance: A BCG Analysis Original by Andy Meyer June, 19961 Consultant's Love Life (new format) 30Jan08.ppt Agenda My relationships • Past • Present Our relationship in detail Evaluation2 Consultant's Love Life (new format) 30Jan08.ppt Different relationships provide different things Illustrative Example 17% 10% 21% 17% 19% 8% 17% 10% 28% 41% 14% 21% 34% 28% 7% You Talk Love Sports Beer 100 80 Companionship 60 40 200 Sex Guilt Da Guys Family Share of time (%) Source of item Source: Internal focus groups; BCG analysis3 Consultant's Love Life (new format) 30Jan08.ppt Increase in relationship duration and intensity Psycho a set back, but recovery under way 1989 1987 Time of relationship 1988 1990 Intensity of relationship (%) 1991 1996 1995 1994 1993 1992 Source: Emotional baggage; BCG analysis First try Senior year Europe College “The Psycho” (ex-girlfriend) You Recovery period High Low4 Consultant's Love Life (new format) 30Jan08.ppt You rank highly among existing relationships Partner UA flight attendant You (new) Voice mail lady Family Dry cleaner Rommmate Client IT guys Principal Friend "A" You (old) Street vendor Ex-girlfriend Friend "B" Sushi place waiter Officemate Value of relationship Avg. time spent on relationship per week Client High Low5 Consultant's Love Life (new format) 30Jan08.ppt Relationship drivers Significant share of key drivers met Love Companionship Affection Compatibility Eating Entertainment Asian food Pizza Pasta Movies Theater Partying Sports Physical Non-physical Personality Physical Romantic Non-sexual Verbal Visual Humor Intelligence Height Attractiveness Character Source: Poets; Romantics; Self-Help books; BCG analysis6 Consultant's Love Life (new format) 30Jan08.ppt Personal interests mostly compatible Greatest gap in sex, shopping Movies Sex Food Talking Sports Shopping Sense of Humor Source: Cosmo Magazine questionnaire; BCG analysis You Me7 Consultant's Love Life (new format) 30Jan08.ppt Physical characteristics strong Rosanne Barr1 Legs Body Height Hair Eyes Your sister “The Psycho” (ex-girlfriend) Sharon Stone You Face Name 1. For reference only Source: Individual Hormonal Response; BCG analysis8 Consultant's Love Life (new format) 30Jan08.ppt Overall ranking is top box Sister also a top prospect Supermodels "The Psycho" (ex-girlfriend) Rosanne Barr1 Your sister You Co-worker Size of bubble = likelihood of going out in near future Personality Physical appearance 1. For reference only Source: Thin air High Low Low High9 Consultant's Love Life (new format) 30Jan08.ppt Response to relationship has been mixed Reaction has been positive... Reaction has been positive... “They make a cute couple” – Mutual friend “I think it’s great” – Officemate “She’s hot” – Male friend “If she wants him, fine. They deserve each other” – “They Psycho” (ex-girlfriend) ...but awareness of relationship is low ...but awareness of relationship is low “I didn’t even know they were going out” – Co-worker “She doesn’t look Jewish” – Parent “I thought he was gay” – Female friend In sum: relationship and long-term prospects strong, but need to maintain awareness of possible roadblocks Source: Unsolicited opinions; BCG analysis10 Consultant's Love Life (new format) 30Jan08.ppt Response from current girlfriend Clear disconnect between customer needs and existing service Clear disconnect between customer needs and existing service In conclusion In conclusion Relationship weakening • Formal • Uncommunicative Long term prospects dwindling Roadblocks are here today Speak in English, not in slides Companionship Affection Love 100 80 60 40 200 Empathy Listening Analysis What I need What you provide Share of item (%) “I’m outta here!”