Use a 100% stacked bar chart to take a key variable (e.g., revenue) and break it out by category (e.g., by region, vertical market product line or competitor).
You can use the ½ chart capability to place multiple charts on a slide or place a chart with text. Alter the chart margins and series gaps to widen the chart within the chart area. You can remove the X and Y axes from the chart for a cleaner look.
Use an ‘Other series’ to consolidate smaller segments and make the chart easier to read. Use an exploding segment to provide detail in the 100% stacked bar. The exploding segment can provide the detail for the other series or for any specific segment. You could, for example, break out manufacturing into components like auto, appliances and aerospace. Color can highlight a specific segment.
The stacked bar can show trends over time. Here we have revenue by year by vertical. The CAGR column allows you to quantify the growth rates. The red segment and bold CAGR number highlights the largest growth vertical.
The 100% stacked bar also can be used to track trends over time. In this case the trends are in revenue mix by vertical. You can see which verticals are growing or shrinking in importance over time.
The Marimekko chart shows drill down along two dimensions. In this case, revenue by region and vertical are presented. The number of regions and verticals was reduced to increase readability and to highlight trends. Make sure both region and vertical categories are mutually exclusive and completely exhaustive (“MECE”).
The Bar-mekko presents future growth opportunities. Growth is plotted on the Y axis and the width of the bars is proportional to the current revenue from each vertical. You can see if the high growth verticals are among your largest or smallest current markets. Add a data row to make it easier to present current market size.
You can also use the Bar-mekko to plot profit versus market size. Here we have current profit by region. We use color to highlight the highest profit regions.
The cascade chart presents the impact of proposed changes. In our example, we are proposing implementing two revenue generation campaigns. APAC financial services campaign will boost 2013 profit and APAC services will boost 2014 profit.
Building Effective Strategic Charts
David GoldsteinManaging Partner11 December 2012Building Effective Strategic Charts
020406080100%2012 Revenue in $MRevenue by RegionUS 29%Western Europe 25%Asia/Pacific 16%Japan 9%Latin America 8%Middle East & Africa 7%Eastern Europe 4%$3,304MCanada 2%Revenue by RegionOver 50% of revenue from US and Western Europe.
Revenue by VerticalFinancial Services 22%Public Sector 20%Manufacturing 19%Communications 9%Retail 9%Services 7%Utilities 5%Transporation 4%Healthcare 4%Agriculture, Mining and Construction 1%$3,304MRevenue by Vertical Market80% of revenue comes from 5 largest verticals.Growth opportunities per sector:• Add dedicated public sector salesforce• Focus manufacturing sales onChina• Healthcare should be an emergingmarket worldwide
020406080100%2012 Revenue by VerticalVertical MarketsFinancial Services $730MPublic Sector $651MManufacturing $617MCommunications $292MRetail $303MServices $248MOther Verticals $464M$3,304MOther VerticalsUtilities $167MTransporation $144MHealthcare $116MAgriculture, Mining and Construction$37M$464MRevenue by Vertical—Another ViewDrilling down highlights healthcare and other smaller verticals.
Revenue Growth by Vertical01,0002,0003,000$4,000MRevenue in $M2009Financial Services$741MPublic Sector$621MManufacturing$634MCommunications $286MRetail $307MServices $243MUtilities $163MTransportation $146MHealthcare $113MAgriculture,Mining andConstruction $39M$3,293M2010Financial Services$775MPublic Sector$657MManufacturing$666MCommunications$304MRetail $321MServices $258MUtilities $173MTransportation $154MHealthcare $120MAgriculture,Mining andConstruction $40M$3,468M2011Financial Services$711MPublic Sector$627MManufacturing$613MCommunications $286MRetail $298MServices $243MUtilities $162MTransportation $141MHealthcare $113MAgriculture,Mining andConstruction $36M$3,230M2012Financial Services$730MPublic Sector$651MManufacturing$617MCommunications $292MRetail $303MServices $248MUtilities $167MTransportation $144MHealthcare $116MAgriculture,Mining andConstruction $37M$3,305M-0.50%-1.74%1.59%-0.90%0.69%-0.44%0.68%0.81%-0.46%0.88%2009-2012CAGRPublic sector had largest growth over the past 4 years.
Revenue Mix Change by Vertical 2009-2012020406080100%% of Revenue from EachVertical 2009-20122009Financial Services 22.5%Public Sector 18.9%Manufacturing 19.3%Communications 8.7%Retail 9.3%Services 7.4%Utilities 4.9%Transportation 4.4%Healthcare 3.4%Agriculture,Mining andConstruction 1.2%$3,293M2012Financial Services 22.1%Public Sector 19.7%Manufacturing 18.7%Communications 8.8%Retail 9.2%Services 7.5%Utilities 5.1%Transportation 4.4%Healthcare 3.5%Agriculture,Mining andConstruction 1.1%$3,305MRevenue mix relatively stable. Public sector only vertical that accounted for asignificantly larger proportion of revenue in 2012 when compared to 2009.Financial services and manufacturing shrinking the most.
020406080100%2012 Revenue by Region and VerticalUSA & CanadaFinancial Services 27%Public Sector 16%Manufacturing 16%Communications 8%Retail 10%Services 11%Other 13%$1,031MEuropeFinancial Services 28%Public Sector 23%Manufacturing 14%Communications 6%Retail 9%Services 8%Other 12%$976MAsia PacificFinancial Services15%Public Sector 17%Manufacturing 24%Communications 11%Retail 9%Services 5%Other 20%$820MRest ofWorldFinancialServices 13%Public Sector27%Manufacturing23%Communications13%Retail 9%Services 4%Other 12%$477M Total = $3,304MMarket Map by Region and VerticalOpportunities in financial services and services in APAC and ROW.
0.01.02.03.0%Projected Growth Rate 2012-20162.5%1.5%1.1%Public Sector0.8%Retail0.5%Manufacturing0.4%$120M $40M $140M $70M $200MMarket Size 2012FinancialServicesServices2.3%Communications Other$90M $160MProjected Growth by Vertical Asia PacificLargest projected growth in financial services and services verticals.
246810%Profit Margin by Region 2012Asia/Pacific9.7%8.4%Canada Western Europe4.7%US4.1%3.8%$516M $305M $836M $958MMarket Size 20120Japan5.1%LatinAmericaEasternEurope2.1%Middle East& Africa1.2%$75M $257M $141M $217MProfitability by RegionHighest profit also in Asia/Pacific and Japan.
Impact of Proposed ChangesNew campaigns in APAC could significantly increase profit over next two years.300310320330340350360$370MProjected Profit 2012-20142012 Profit$314MProjectedGrowth$12MAPACFinancialServicesCampaign$15M2013 Profit$341MProjectedGrowth$14MAPACServicesCampaign$8M2014 Profit$363M