Romance: A BCG Analysis

Original by Andy MeyerJune, 1996

1Consultant's Love Life (new format) 30Jan08.ppt

Agenda

My relationships• Past• Present

Our relationship in detail

Evaluation

2Consultant's Love Life (new format) 30Jan08.ppt

Different relationships provide different thingsIllustrative Example

17%

10%

21%

17%

19%

8%

17%10%

28%

41%

14%

21%

34%28%

7%

You

Talk

Love

SportsBeer

100

80

Companionship

60

40

20

0

Sex

Guilt

Da GuysFamily

Share of time (%)

Source of item

Source: Internal focus groups; BCG analysis

3Consultant's Love Life (new format) 30Jan08.ppt

Increase in relationship duration and intensityPsycho a set back, but recovery under way

19891987

Time of relationship1988 1990

Intensity of relationship (%)

1991 19961995199419931992

Source: Emotional baggage; BCG analysis

First trySenior year

Europe

College

“The Psycho”(ex-girlfriend)

You

Recovery period

High

Low

4Consultant'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

RommmateClient IT guys

PrincipalFriend "A"

You (old)Street vendor

Ex-girlfriendFriend "B"

Sushi place waiterOfficemate

Value of relationship

Avg. time spent on relationship per week

Client

High

Low

5Consultant's Love Life (new format) 30Jan08.ppt

Relationship driversSignificant 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 analysis

6Consultant's Love Life (new format) 30Jan08.ppt

Personal interests mostly compatibleGreatest gap in sex, shopping

Movies

Sex

Food

TalkingSports

Shopping

Sense of Humor

Source: Cosmo Magazine questionnaire; BCG analysis

YouMe

7Consultant's Love Life (new format) 30Jan08.ppt

Physical characteristics strong

Rosanne Barr1

LegsBodyHeightHairEyes

Your sister

“The Psycho”(ex-girlfriend)

Sharon Stone

You

FaceName

1. For reference onlySource: Individual Hormonal Response; BCG analysis

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Overall ranking is top boxSister 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 onlySource: Thin air

High

LowLow High

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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 analysis

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Response from current girlfriend

Clear disconnect between customer needs and existing service

Clear disconnect between customer needs and existing service In conclusionIn 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

20

0

Empathy

ListeningAnalysis

What I needWhat you provide

Share of item (%)

“I’m outta here!”