1. Romance: A BCG Analysis
Original by Andy Meyer
June, 1996

2. 1Consultant's Love Life (new format) 30Jan08.ppt
Agenda
My relationships
• Past
• Present
Our relationship in detail
Evaluation

3. 2Consultant'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
20
0
Sex
Guilt
Da GuysFamily
Share of time (%)
Source of item
Source: Internal focus groups; BCG analysis

4. 3Consultant's Love Life (new format) 30Jan08.ppt
Increase in relationship duration and intensity
Psycho a set back, but recovery under way
19891987
Time of relationship
1988 1990
Intensity of relationship (%)
1991 19961995199419931992
Source: Emotional baggage; BCG analysis
First try
Senior year
Europe
College
“The Psycho”
(ex-girlfriend)
You
Recovery period
High
Low

5. 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
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
Low

6. 5Consultant'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 analysis

7. 6Consultant's Love Life (new format) 30Jan08.ppt
Personal interests mostly compatible
Greatest gap in sex, shopping
Movies
Sex
Food
TalkingSports
Shopping
Sense of Humor
Source: Cosmo Magazine questionnaire; BCG analysis
You
Me

8. 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 only
Source: Individual Hormonal Response; BCG analysis

9. 8Consultant'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 High

10. 9Consultant'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 analysis

11. 10Consultant'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 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
Listening
Analysis
What I needWhat you provide
Share of item (%)
“I’m outta here!”