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CONSULTING TOOLKIT

     Consulting Skills:

     Profit Trees




ยฉ 2007-2012 IESIES Development Ltd. All Ltd. Reserved
       ยฉ 2007-2012 Development Rights All Rights Reserved
Profit/ROCE Trees are used to diagnose opportunities through
  comparisons of profit drivers across time or other businesses

WHAT?      Breaking down the key drivers of profitability to a
           detailed level


WHY?       โ€ขThe ROCE Tree shows the key drivers of profitability
            on one map
           โ€ขThey become powerful diagnostic tools when
            compared
              โ€“across time
              โ€“across businesses


HOW?       1) Start with ROCE or profit on the left
           2) Break down ratios mathematically step-by-step
           3) Choose breakdown to highlight key dynamics

                  ยฉ 2007-2012 IES Development Ltd. All Rights Reserved
ROCE Trees break down a businessโ€™s return to its profit
     drivers
                                                                                                       Market share %
                           Operating                                                                       15
                                                                                                           10

                           Income $m                              Revenue $m                                5
                                                                                                            0
                                                                   1,500                                        '96   '97   '98   '99   '00
                                                                   1,000
                           60                                        500
                                                                                                       x


ROCE %
                           40
                           20
                                                                       0
                                                                              '96 '97 '98 '99 '00      Industry sales $m
ROCE, %                     0
                                '96   '97   '98   '99   '00
                                                                    x                                  15,000
20                                                                                                     10,000
10                                                                Op margin %                           5,000
                                                                                                            0
0                                                                  16                                           '96 '97 '98 '99 '00
     '96 '97 '98 '99 '00
                                                                   14
                                                                   12
                                                                        '96    '97   '98   '99   '00

                                                                    x

                                                                   (1 - tax rate) %
                                                                   34
                                                                   33
                                                                   32
                                                                   31
                                                                        '96    '97   '98   '99   '00


                           Capital Employed $m
                           600
                           400
                           200
                             0
                                 '96 '97 '98 '99 '00
                                      ยฉ 2007-2012 IES Development Ltd. All Rights Reserved
There are three tips to gain insight from ROCE Trees

โ€ขCombine key financial and operational metrics. Like Issue
 trees, try different cuts to get new insights




โ€ขCompare across different businesses to see how different business
 models work to deliver returns




โ€ขCompare across time to see what drivers caused financial results




                     ยฉ 2007-2012 IES Development Ltd. All Rights Reserved
The best way to learn is to do one yourselfโ€ฆโ€ฆ..




CLASS EXERCISE
Create a Profit Tree for a
consulting business




                   ยฉ 2007-2012 IES Development Ltd. All Rights Reserved
ROCE Trees break down a businessโ€™s profit drivers
                                                                                                                                       Basket Size
                                                                                                     Gross Margin
                                                                                                                                      $/Transaction
                                                                                        Margin            %
                                                                                       Intensity
                                                                                                                        Store Sales
                                                                                                                                         28.6
                                                                                     $/Sqft/Week         24
                                                                                                                         $/Store/
                                                                                                                          Week
 PROFIT TREE FOR A RETAIL BUSINESS                                                      20.5
                                                                     Store                               Sales          19,050         Transactions
                                                                 Contribution                          Intensity                      No./Week/Store
                                                                                    Rent Intensity
                                                                  $k/Sq Ft/Yr                        $/Sqft/Week
                                                                                    $/Sqft/Week
                                                                      797                                                                 666
                                                                                                        49.2            Store Size
                                                                                                                          Sq ft
                                            No. stores
                                               No.                                      4.5                               388
                                                                  Store Size
                                                                    Sq ft
                                  Store        138
                                Operating                                            Depreciation
                                Profit $m                             388            $/Sqft/Week
                                 27.5
              EBIT
               $m                            Store SOP             Staff cost            0.7
                                            $k/Store/Yr           $k/Store/Yr
              16.8
                                                                      83.3
                                              199
                                                                                                         Stock Cover
                                                                  Other store
                                                                                                           Weeks
                                                                     cost
                                             Central
                                                                  $k/Store/Yr                               13.0
                                            Overheads
Pre-tax                                                                                Stock
 ROCE
                                               $m                     26.1              $m
   %                                          10.7
                                                            Working                                       Purchases
 46                                                         Capital
                                                                                      19.9
                                                                                                             $m
                                                              $m
                                                                                                            79.7
                                                             11.6
                      Capital                                                        Supplier
                     Employed                                                         Credit
                        $m                                                             $m
                                                           Fixed Asset                                   Credit terms
                      36.6                                     $m                      8.3                  Weeks
                                            ยฉ 2007-2012 IES Development Ltd. All Rights Reserved
                                                             25.0                                             5.4
KPIs for a consulting company are typically Utilisation%, Mark-
          up Rate and Proposal Success Rate%
                                                                                                                       Mark-up Rate
                                                                                                                       (Billing/cost)
                                                                                                                             [%]
PROFIT TREE FOR A PEOPLE PROJECT-BASED COMPANY
(e.g. Consulting)
                                                                                                       Billing Rate
                                                                                                      [$k/manday]         x
                                   Number of
                                    Projects
                                                                                       Profit per
                                                                                        Manday
                                                                                                         _               Average
                                                                                                                        Consultant
                                                                                                                           Cost
                                   [No./year]                                        [$k/manday]
                                                                                                        Effective      [$k/manday]
                                                          Profit (without                              Consultant

                   Net Profit
                                                             sales cost)
                                                            per Project                x                  Cost
                                                                                                      [$k/manday]
                     from
                    Projects
                   [$m/year]
                                    x                           [$k]
                                                                                       Average
                                                                                       Project
                                                                                                                        Consultant
                                                                                                                        Utilisation
                                                                                                                           Rate
                                                                                                                            [%]
                                                                                         Size


  Consulting
                    _
                                    Net Profit
                                 (inc sales cost)
                                    per Project
                                                             _                        [Mandays]

                                                                                                        Sales Cost
  Company
 Annual Profit                         [$k]                                                           Per New Client
  [$m/year]                                                                                              Proposal
                                                                                     Sales Cost per        [$k]
                                                                                    New Client Won
                                                                                          [$k]


                                                                                       x
                                                             Sales Cost
                   Company                                                                             New Client
                                                             Per Project
                 Overhead Cost                                                                          Proposal
                                                                [$k]
                   [$m/year]                                                                          Success Rate
                                                                                     Repeat/Upsell        [%]

                                                                      (1-             Project Rate
                                                                                          [%]




                                       ยฉ 2007-2012 IES Development Ltd. All Rights Reserved
You can use a profit driver tree to understand a companyโ€™s
        economics
AIRLINE PROFIT DRIVERS                                                     Number of
                                                                           Passengers
                                                                           [No./year]

                                  Number of
                                Passenger Miles
                                                            x
                                 [Miles/year]                                Average
                                                                           Trip Length
                 Net Profit                                                   [Miles]
                 from flying
                 [$m/year]        x                     Revenue per
                                                                                           Retail Price per
                                                       Passenger Mile
                                                           [$/PM]
                                                                               x        Passenger Mile [$/PM]
                                                                                                 Sales
                                                                                                                   Ground Ops Cost
                                                                                                                      per APM
                    _                                                             (1-         Commission [%]          [$/APM]
Annual Profit
 [$m/year]
                                  Profit per
                                Passenger Mile            _                                     Cost per              Flying Cost
                                    [$/PM]                                                     Available
                                                                                             Passenger Mile    +       per APM
                                                                                                                       [$/APM]
                                                          Cost per                              [$/APM]
                Overhead Cost                            Passenger                                                 Maintenance Cost
                  [$m/year]                              Mile ($/PM)                                                   per APM
                                                                                               Load Factor             [$/APM]
                                                                                                  [%]



                                      ยฉ 2007-2012 IES Development Ltd. All Rights Reserved
Netflix profitability is driven by 6 Key Performance Measures

SUBSCRIPTION BUSINESS PROFIT DRIVERS                                        Average
(e.g. Netflix)                                                            Subscription
                                                                           [$/month]
                                     Net Profit
                                   from Renting
                                                                              _               Average
                                                                                             shipments
                                                                                            [No./month]          Subscription
                                   [$/customer]                            Average                              cost/shipment
                  Net Profit
                from Renting            x                               Cost/Customer
                                                                          [$/month]
                                                                                               x                 [$/shipment]
                  [$m/year]         Number of                                               Average Cost
                                    Customers                                               per Shipment           +
                   _                [No./year]                                              [$/shipment]
                                                                                                                  Fulfilment
                                Net New Customers                                                               cost/shipment
                                                                                            Marketing Cost
                                    [No./year]                                                                   [$/shipment]
                 Marketing                                                                  per Free Trial
Annual Profit
 [$m/year]         Cost
                 [$m/year]
                                         x                              Acquisition Cost/
                                                                         New Customer
                                                                          [$/customer]
                                                                                               [$/trial]
                                Effective Acquisition Cost
                                 per Net New Customer
                   _                   [$/customer]                                          Trial Conversion
                                                                                                  Rate [%]
                                Technology Cost                                 Churn
                                   [$m/year]               (1-                   [%]
                Overhead Cost
                  [$m/year]           +
                                  Admin Cost
                                   [$m/year]
                                   ยฉ 2007-2012 IES Development Ltd.   All Rights Reserved
Netflix profitability is driven by 6 Key Performance Measures
                                                                                               Sell-out share
 FMCG BUSINESS PROFIT DRIVERS                                                                        (%)
 (e.g. Diageo)
                                                            Market share
                                                                (%)                                x
                                                                                                Weighted
                                                                                               Distribution
                                  Sales
                                                                 x                                  (%)
                                ($m/year)
                                                          Market size
                                                          ($m/year)
                                                                                       Average Price
                                                                                          ($/unit)
                   Profit
                Contribution
                                   x                   Gross margin                   Mix Effect
                 [$m/year]                                  (%)                          (%)


Annual Profit
 [$m/year]        _
                               Net margin
                                   (%)                       _                         Average Cost
                                                                                         ($/unit)

                                                                                          Advertising
                                                           A&P                        (brand building) (%)
                 Overhead
                 Allocation
                                                       Investment
                                                            (%)
                                                                            +              Promotion
                 [$m/year]                                                            (volume related) (%)

                               ยฉ 2007-2012 IES Development Ltd. All Rights Reserved

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Consulting toolkit profit trees

  • 1. CONSULTING TOOLKIT Consulting Skills: Profit Trees ยฉ 2007-2012 IESIES Development Ltd. All Ltd. Reserved ยฉ 2007-2012 Development Rights All Rights Reserved
  • 2. Profit/ROCE Trees are used to diagnose opportunities through comparisons of profit drivers across time or other businesses WHAT? Breaking down the key drivers of profitability to a detailed level WHY? โ€ขThe ROCE Tree shows the key drivers of profitability on one map โ€ขThey become powerful diagnostic tools when compared โ€“across time โ€“across businesses HOW? 1) Start with ROCE or profit on the left 2) Break down ratios mathematically step-by-step 3) Choose breakdown to highlight key dynamics ยฉ 2007-2012 IES Development Ltd. All Rights Reserved
  • 3. ROCE Trees break down a businessโ€™s return to its profit drivers Market share % Operating 15 10 Income $m Revenue $m 5 0 1,500 '96 '97 '98 '99 '00 1,000 60 500 x ROCE % 40 20 0 '96 '97 '98 '99 '00 Industry sales $m ROCE, % 0 '96 '97 '98 '99 '00 x 15,000 20 10,000 10 Op margin % 5,000 0 0 16 '96 '97 '98 '99 '00 '96 '97 '98 '99 '00 14 12 '96 '97 '98 '99 '00 x (1 - tax rate) % 34 33 32 31 '96 '97 '98 '99 '00 Capital Employed $m 600 400 200 0 '96 '97 '98 '99 '00 ยฉ 2007-2012 IES Development Ltd. All Rights Reserved
  • 4. There are three tips to gain insight from ROCE Trees โ€ขCombine key financial and operational metrics. Like Issue trees, try different cuts to get new insights โ€ขCompare across different businesses to see how different business models work to deliver returns โ€ขCompare across time to see what drivers caused financial results ยฉ 2007-2012 IES Development Ltd. All Rights Reserved
  • 5. The best way to learn is to do one yourselfโ€ฆโ€ฆ.. CLASS EXERCISE Create a Profit Tree for a consulting business ยฉ 2007-2012 IES Development Ltd. All Rights Reserved
  • 6. ROCE Trees break down a businessโ€™s profit drivers Basket Size Gross Margin $/Transaction Margin % Intensity Store Sales 28.6 $/Sqft/Week 24 $/Store/ Week PROFIT TREE FOR A RETAIL BUSINESS 20.5 Store Sales 19,050 Transactions Contribution Intensity No./Week/Store Rent Intensity $k/Sq Ft/Yr $/Sqft/Week $/Sqft/Week 797 666 49.2 Store Size Sq ft No. stores No. 4.5 388 Store Size Sq ft Store 138 Operating Depreciation Profit $m 388 $/Sqft/Week 27.5 EBIT $m Store SOP Staff cost 0.7 $k/Store/Yr $k/Store/Yr 16.8 83.3 199 Stock Cover Other store Weeks cost Central $k/Store/Yr 13.0 Overheads Pre-tax Stock ROCE $m 26.1 $m % 10.7 Working Purchases 46 Capital 19.9 $m $m 79.7 11.6 Capital Supplier Employed Credit $m $m Fixed Asset Credit terms 36.6 $m 8.3 Weeks ยฉ 2007-2012 IES Development Ltd. All Rights Reserved 25.0 5.4
  • 7. KPIs for a consulting company are typically Utilisation%, Mark- up Rate and Proposal Success Rate% Mark-up Rate (Billing/cost) [%] PROFIT TREE FOR A PEOPLE PROJECT-BASED COMPANY (e.g. Consulting) Billing Rate [$k/manday] x Number of Projects Profit per Manday _ Average Consultant Cost [No./year] [$k/manday] Effective [$k/manday] Profit (without Consultant Net Profit sales cost) per Project x Cost [$k/manday] from Projects [$m/year] x [$k] Average Project Consultant Utilisation Rate [%] Size Consulting _ Net Profit (inc sales cost) per Project _ [Mandays] Sales Cost Company Annual Profit [$k] Per New Client [$m/year] Proposal Sales Cost per [$k] New Client Won [$k] x Sales Cost Company New Client Per Project Overhead Cost Proposal [$k] [$m/year] Success Rate Repeat/Upsell [%] (1- Project Rate [%] ยฉ 2007-2012 IES Development Ltd. All Rights Reserved
  • 8. You can use a profit driver tree to understand a companyโ€™s economics AIRLINE PROFIT DRIVERS Number of Passengers [No./year] Number of Passenger Miles x [Miles/year] Average Trip Length Net Profit [Miles] from flying [$m/year] x Revenue per Retail Price per Passenger Mile [$/PM] x Passenger Mile [$/PM] Sales Ground Ops Cost per APM _ (1- Commission [%] [$/APM] Annual Profit [$m/year] Profit per Passenger Mile _ Cost per Flying Cost [$/PM] Available Passenger Mile + per APM [$/APM] Cost per [$/APM] Overhead Cost Passenger Maintenance Cost [$m/year] Mile ($/PM) per APM Load Factor [$/APM] [%] ยฉ 2007-2012 IES Development Ltd. All Rights Reserved
  • 9. Netflix profitability is driven by 6 Key Performance Measures SUBSCRIPTION BUSINESS PROFIT DRIVERS Average (e.g. Netflix) Subscription [$/month] Net Profit from Renting _ Average shipments [No./month] Subscription [$/customer] Average cost/shipment Net Profit from Renting x Cost/Customer [$/month] x [$/shipment] [$m/year] Number of Average Cost Customers per Shipment + _ [No./year] [$/shipment] Fulfilment Net New Customers cost/shipment Marketing Cost [No./year] [$/shipment] Marketing per Free Trial Annual Profit [$m/year] Cost [$m/year] x Acquisition Cost/ New Customer [$/customer] [$/trial] Effective Acquisition Cost per Net New Customer _ [$/customer] Trial Conversion Rate [%] Technology Cost Churn [$m/year] (1- [%] Overhead Cost [$m/year] + Admin Cost [$m/year] ยฉ 2007-2012 IES Development Ltd. All Rights Reserved
  • 10. Netflix profitability is driven by 6 Key Performance Measures Sell-out share FMCG BUSINESS PROFIT DRIVERS (%) (e.g. Diageo) Market share (%) x Weighted Distribution Sales x (%) ($m/year) Market size ($m/year) Average Price ($/unit) Profit Contribution x Gross margin Mix Effect [$m/year] (%) (%) Annual Profit [$m/year] _ Net margin (%) _ Average Cost ($/unit) Advertising A&P (brand building) (%) Overhead Allocation Investment (%) + Promotion [$m/year] (volume related) (%) ยฉ 2007-2012 IES Development Ltd. All Rights Reserved