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© 1995 The Boston Consulting Group All rights reserved - 1 -

Andy Meyers 1996; Several rights reserved

ROMANCE: AN ANALYSIS

June 28, 1996

By Andy Meyers

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AGENDA

My Relationships

• Past

• Present

Our Relationship in Detail

Evaluation

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DIFFERENT RELATIONSHIPS PROVIDE DIFFERENT THINGSIllustrative Example

You Family Da Guys

Source of Item

Companionship

Guilt

Sex

Beer

Talk

Sports

Love

Supply of Item

Source: Internal focus groups; BCG analysis

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INCREASE IN RELATIONSHIP DURATION AND INTENSITYPsycho Set Back Process, But Recovery Under Way

Source: Emotional baggage; BCG analysis

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YOU RANK HIGHLY AMONG EXISTING RELATIONSHIPSValue of Relationship

High Family (Avg.)

Voice mail lady

YOU (New)

UA Flight Attendant

E-mail Partner

Friend "A"

ManagerClient IT Guys

RoommateDry Cleaner

OfficemateEx-Girlfriend

Friend "B"

Guy at VeniceYou (Old)

Streetwise Vendor

Client

Low

Time Spent on Relationship per WeekSource: WAGNER; BCG analysis

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RELATIONSHIP DRIVERSMandarinChinese

SchezwanThai

Asian FoodYakatori Cambodian

Sushi Japanese Eating

Sashimi KoreanPizza

VietnamesePasta

Action CompanionshipMovies

Disney

Bridges of Mad. County Theater

Friends EntertainmentPartying

Family

Running

Rollerblading Sports

Skiing

Banter Voice-Mail

Arguing Cell-Phones Verbal Love

Joking SpeakingNon-Physical

Baby-talk E-mail

Planning Slides Visual

Body Lang. Affection

Snuggling

Sex Romantic

KissingPhysical

Hold. HandsNon-Sexual

Hugging

JokesHumor

LifeIntelligence Personality

ReligonWorld View Character Compatibility

Politics

HeightPhysical

Attractive

Source: Poets, Romantics, Self-Help books; BCG analysis

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PERSONAL INTERESTS MOSTLY COMPATIBLEGreatest Gap in Sex, Shopping

Movies

Sex

Food

TalkingSports

Shopping

Sense of Humor

ME

YOU

Source: Cosmo Magazine questionnaire; BCG analysis

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Name Eyes Hair Height Body Legs Face

You

Sharon Stone

The Psycho

Earnest Borgnine

Your Sister

Roseanne

Satan (1)

PHYSICAL CHARACTERISTICS STRONG

(1) Satan requires eternal damnation

Source: Individual Hormonal Response; BCG analysis

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OVERALL RANKING IS TOP BOXSister Also A Top Prospect

High

Low

Low High

Physical

Appearance

Personality

Earnest Borgnine

You

Supermodels

The Psycho

Co-Worker

Your Sister

Wilma Flintstone (1)

(1) Wilma Flintstone is a fictional character

Likelihood of going out in near future

Source: Thin air; BCG analysis

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RESPONSE TO RELATIONSHIP HAS BEEN MIXED

“ If she want’s him, fine. They deserve each other ” - Ex-girlfriend (The Psycho)

“ I didn’t even know they were going out ” - Co- worker

“ They make a cute couple ” - Mutual Friend

“ I think it’s great. ” - Officemate

“ She doesn’t look Jewish” - Female Parent

“ It’s impossible to generalize. You gotta understand this is a relationship business.” - Mutual Friend

“ It’s impossible to generalize. You gotta understand this is a relationship business.” - Mutual Friend

“She’s a babe” - Male friend

“I thought he was gay.”

- Female Friend

Reaction has been positive... ...But awareness of relationship is low

Source: Market interviews; unsolicited opinions; BCG analysis

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BENCHMARKS SUGGEST WE ARE ON SCHEDULE

You & Me

My Parents

Kym & Chris

Liz Taylor (Average)

First First Meet Official Date Kiss Parents Status Engaged Marriage Affair Divorce

Time After Initial Meeting

2 Wks 4 Wks 2 Months 3 Months - - - -

6 Months 7 Months 8 Months - 9 Months 11 Months - 27 Yrs

2 Wks 3 Wks 2 Yrs 2 Yrs 8 Yrs 10 Yrs - -

- 1 day - Never 11 Wks 12 Wks 14 Wks 15 Wks official

Stage of Relationship

Repeat On Regular Basis

“Liz Loop” Can Undermine Long-Term Success“Liz Loop” Can Undermine Long-Term Success

Source: Family reunion; People Magazine; BCG Analysis

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SUMMARY

Relationship Strong

• Compatible

• Engaging

• Affectionate

Long term prospects strong

Maintain awareness of possible roadblocks

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THE REBUTTAL

June 28, 1996

10 Seconds After First Set of Slides

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DISCONNECT BETWEEN CUSTOMER NEEDS AND EXISTING SERVICE

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Love

Affection

Companionship

Empathy

Listening

Analysis

What I NeedWhat You Provide

Source: My heart; no analysis

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SUMMARY

Relationship Weakening

• Formal

• Uncommunicative

Long term prospects dwindling

Roadblocks are here today

Speak in English, not in slides

I’M OUTTA HERE !!I’M OUTTA HERE !!

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