eva and bsc

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Copyright © 2006 by Stern Stewart & Co. All rights reserved This document is strictly confidential and intended solely for the use by the client to whom it is addressed. No part of this presentation may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system without the express written consent of Stern Stewart & Co. EVA ® is a registered trademark of Stern Stewart & Co. Printed: 1/26/2006 2:20 PM EVA and Balanced Scorecard EVA and Balanced Scorecard 30 January 2006 -1- Copyright © 2006 by Stern Stewart & Co. All rights reserved. EVA ® is a registered trademark of Stern Stewart & Co. EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM Agenda EVA and EVA Governance System Executing Strategy Using Balanced Scorecard Integrating Balanced Scorecard with EVA

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EVA and balanced scorecard model - explanation of frameworks

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  • Copyright 2006 by Stern Stewart & Co. All rights reserved

    This document is strictly confidential and intended solely for the use by the client to whom it is addressed. No part of this presentation may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system without the express written consent of Stern Stewart & Co. EVA is a registered trademark of Stern Stewart & Co.

    Printed: 1/26/2006 2:20 PM

    EVA and Balanced ScorecardEVA and Balanced Scorecard

    30 January 2006

    - 1 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    Agenda

    EVA and EVA Governance System

    Executing Strategy Using Balanced Scorecard

    Integrating Balanced Scorecard with EVA

  • - 2 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    Stern Stewart is the originator of EVA and EVA Governance System

    Stern Stewart & Co. is founded in 1982 as a management development and consulting firm

    Developed EVA as a measure of economic profit, which is now globally recognized to be the internal performance measure most closely aligned with shareholder value creation

    Developed the EVA Governance Framework Focuses on behavioural & organisational change Operationalizes shareholder value and good internal governance

    Objective, fact-based, value-anchored approach to advisory services is our hallmark.

    We transfer the knowledge, technology & tools developed from 20 years of experience and hundreds of EVA implementations worldwide to our clients

    Stern Stewart's principals have written three leading business books: "The Quest For Value", "EVA: The Real Key to Creating Wealth", and "The EVA Challenge"

    EVA AND EVA GOVERNANCE SYSTEM

    - 3 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    Stern Stewart developed EVA as a measure of economic profit

    Revenue 2,000- Operating Expenses 1,600- Economic Tax @ 30% 120= NOPAT 280

    Invested Capital 2500Cost of Capital x 10%

    - Capital Charge 250

    = EVA 30

    REVENUE

    OPERATINGEXPENSES

    ANDTAX

    =

    CAPITALCHARGE

    EVA

    NETOPERATING

    PROFITAFTER

    TAX(NOPAT)

    2,000 1,720

    280 250

    30

    Illustrative

    Bars in graph are not to scale

    Trading profits, as if all-equity financed, after

    paying cash taxes

    Trading profits, as if all-equity financed, after

    paying cash taxes

    A "rental charge" for using all the assets of

    the business

    A "rental charge" for using all the assets of

    the business

    Note: *Capital charge includes total cost of operating asset funding from both debt and equity. Interest expense is part of capital charge.

    EVA measures economic profit - a real profit for shareholders. This is different from accounting profit because it charges revenues for the cost of all capital employed, including the cost of shareholders' funds.

    EVA AND EVA GOVERNANCE SYSTEM

  • - 4 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    Stern Stewart believes that the primary focus of the firm is to create wealth for its shareholders by maximizing MVA

    Total ValueCash out

    InvestmentCash in

    Wealth creation

    Can shareholders get their money out more than they put in?Can shareholders get their money out more than they put in?

    Market Value Added (MVA) measures

    shareholder wealth created

    MarketEnterprise

    ValueInvestedCapital

    MVA

    EVA AND EVA GOVERNANCE SYSTEM

    - 5 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    Net Operating

    ProfitAfterTax

    (NOPAT)

    EVA (Economic Value Added) measures economic profit it is a single period measure of performance

    EVAResidual income after all operating and capital costs

    ... and managing for EVA ensures the clear focus on wealth creation

    CapitalCharge

    Cost of Debt Capital

    +

    Cost of Equity Capital

    EVA AND EVA GOVERNANCE SYSTEM

  • - 6 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    MarketValue

    CapitalEmployed

    MVAYears

    EVA1

    EVA2

    EVA3EVA4

    Discounting

    MVA is equal to the present value of all future EVA this key identity is the basis of the EVA Governance System

    Maximizing wealth creation means maximizing MVA

    The operational way to do this is to focus on maximizing the present value of future EVA

    This is very different to trying to maximize the current year's EVA

    EVA AND EVA GOVERNANCE SYSTEM

    EVA improvements are the basis for sustainable wealth creation

    - 7 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    The economic relationship of risk and required return will dictate how to state enterprises invests or undertake initiatives to increase MVA

    Return on Capital

    1. Creating Value (MVA )

    2. Neutral (MVA ~)

    3. Destroying Value(MVA )

    Assets/Projects

    Cost of Capital

    Risk

    Required Return

    RoA, RoE, RoIC, RoCE, IRR can mislead toward value destroying behaviorsRoA, RoE, RoIC, RoCE, IRR can mislead toward value destroying behaviors

    Retail Developer

    RiskFreeRate

    EVA AND EVA GOVERNANCE SYSTEM

  • - 8 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    EVA

    Costof Capital

    Capital

    X

    Net Operating

    Profit After Taxes

    (NOPAT)

    Value CreationValue Creation

    Market Value

    InvestedCapital

    MVA

    Wealth CreationWealth Creation

    Shareholders and MVAThe shareholders objective is to increase wealth. Wealth equates

    to MVA, which is the present value of all future EVAs

    EVA measure managers like owners. If managers are rewarded for improving

    long-term EVA, their interests will be aligned with those of the shareholders

    Managers and EVA

    EVA is a measure of period-by-period value created by managers

    EVA AND EVA GOVERNANCE SYSTEM

    - 9 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    EVA System is an integrated and value-aligned system of internal corporate governance

    2. Redesign the Management Systems so that strategic planning, capital budgeting, resource allocation and performance management focus on creating value, i.e. make decisions based on whether the resultant present value of future EVA is positive

    4. Reshape the corporate Mindset through training, coaching and communication to make managers more entrepreneurial, capital conscious, and value-focused

    3. Motivate managers to create value by tying their rewards to value creation, i.e. reward managers for increasing the present value of future EVA

    1. Focus Performance Measurement on the underlying economics of value and wealth creation, i.e. measure performance in terms of economic profit (EVA), because NPV (wealth) = Present Value of future EVA.

    See the Value

    UnderstandValue Creation

    EncourageValue Creation

    Manage for Value

    EVA AND EVA GOVERNANCE SYSTEM

  • - 10 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    Many state enterprises around the world have adopted EVA to improve their economic performance and internal governance

    See the Value

    UnderstandValue Creation

    EncourageValue Creation

    Manage for Value

    See the Value

    UnderstandValue Creation

    EncourageValue Creation

    Manage for Value

    - 11 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    In Thailand, these leading organizations have also used EVA in managing their organization

    See the Value

    UnderstandValue Creation

    EncourageValue Creation

    Manage for Value

    See the Value

    UnderstandValue Creation

    EncourageValue Creation

    Manage for Value

    PTT Public Company Limited

  • - 12 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    From our experience, EVA Implementation Project is typically divided into five modules: Mobilization, Measurement, Management, Motivation, and Mindset

    To reshape the mindset of all stakeholders, including employees and investors, such that they understand why the EVA Framework is being applied, what it is and how it will lead to value creation within the organisation.

    To mobilize the project team for implementation of EVA System and refine the work plan based on an assessment of current situation

    To ensure that performance measurement focuses on the underlying economics of value and wealth creation, and provides insights into where and how value is being created

    To redesign strategic planning, capital budgeting, resource allocation, and performance management systems to drive and support long-term value creation

    To motivate senior managers to change mindset, make decisions and take actions that improve overall long term performance, and to retain high caliber employees

    Mobilization Module

    Mobilization Module

    Measurement Module

    Measurement Module

    Motivation Module

    Motivation Module

    Management Module

    Management Module

    Mindset ModuleMindset Module1

    2 3 4

    5

    See the Value

    UnderstandValue Creation

    EncourageValue Creation

    Manage for Value

    See the Value

    UnderstandValue Creation

    EncourageValue Creation

    Manage for Value

    - 13 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    The first step in implementing EVA Governance is to identify sources of value creation and destruction

    See the Value

    UnderstandValue Creation

    EncourageValue Creation

    Manage for Value

    See the Value

    UnderstandValue Creation

    EncourageValue Creation

    Manage for Value

    257

    138

    7335 8 4 1 -40

    -5 -4

    100

    200

    300

    400

    500

    600

    BU A

    BU B

    BU C

    BU D

    BU E

    BU F

    BU G

    BU H

    Corp

    orate

    Cente

    r*

    Inves

    tmen

    t A

    Inves

    tmen

    t BGr

    oup

    Million Baht

    -32438

    EVA Performance by EVA Center in FY2002 Illustrative

    Note: * Corporate Center includes corporate function units such as planning, finance & accounting, human resource and IT

  • - 14 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    The next step is to plan strategies and allocate resources to improveEVA in future

    EVA = NOPAT - CoC x Capital

    100 = 200 - 10% x 1,000

    (1) Improve Operating Efficiencies

    +5

    105 = - 10% x 1,000205

    See the Value

    UnderstandValue Creation

    EncourageValue Creation

    Manage for Value

    See the Value

    UnderstandValue Creation

    EncourageValue Creation

    Manage for Value

    +5

    (3) Increase Profitable Growth

    10% x +100

    105 = 215 - 10% x 1,100

    +5

    10% x -100

    (2) Enhance Asset Management

    105 = 195 - 10% x 900

    +5

    Negative

    Positive

    ImproveOperating Efficiency

    Econ

    omic

    Pro

    fitab

    ility

    1

    % of Invested CapitalLow High

    Enhance Asset Management

    Increase Profitable Growth

    2

    3

    EVA VALUE CREATION MATRIX

    - 15 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    Value-enhancement strategies are mapped to performance targets through the Integrated EVA Scorecard

    See the Value

    UnderstandValue Creation

    EncourageValue Creation

    Manage for Value

    See the Value

    UnderstandValue Creation

    EncourageValue Creation

    Manage for Value

    EVAEVA

    NOPATNOPAT

    Capital ChargeCapital Charge

    RevenueRevenue

    X

    Cost of CapitalCost of Capital

    Invested CapitalInvested Capital

    -

    -

    Operating ExpenseOperating Expense

    Fixed AssetsFixed Assets

    Net Working CapitalNet Working Capital

    PassengerPassenger

    Cargo BusinessCargo Business

    Other revenueOther revenue

    Cost of EquityCost of Equity

    Cost of DebtCost of Debt

    Debt to Equity RatioDebt to Equity Ratio

    Fuel ExpenseFuel Expense

    Labour CostLabour Cost

    Maintenance ExpenseMaintenance Expense

    Other Expense Other Expense

    DepreciationDepreciation

    Economic TaxEconomic Tax

    -

    Airline Illustrative

    Operational Drivers

    For example:

    RPK

    Share of route

    RASK

    Yield

    Load factor

    Customer satisfaction

    CASK

    Accident rates per 100,000 departures

  • - 16 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    The performance targets are linked to rewards, such as EVA Bonus, to motivate managers to create shareholder wealth

    Business &Financial Planning

    ResourceAllocation

    PerformanceMeasurement

    RewardManagement

    See the Value

    UnderstandValue Creation

    EncourageValue Creation

    Manage for Value

    See the Value

    UnderstandValue Creation

    EncourageValue Creation

    Manage for Value

    What gets rewarded, gets done! Straight line Tied to value creation,

    decoupled from budgets Unlimited upside, but

    with downside risk Bonus banking Self-financing Multi-year targets.

    - 17 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    TrainingTraining

    Formal Training Program Workshops Know Why Workshops Know How Train the Trainer Sessions

    "Role Play" Exercises and Games

    Web-based training program Library of Case Studies Layered Problem

    Solving Workbooks

    Intranet Website Resources

    Formal Training Program Workshops Know Why Workshops Know How Train the Trainer Sessions

    "Role Play" Exercises and Games

    Web-based training program Library of Case Studies Layered Problem

    Solving Workbooks

    Intranet Website Resources

    The implementation is supported by a tailored program for mindset changes, consisting of training and internal/external communications

    CommunicationsCommunications

    Internal Communication CEO Messages Awareness building program Internal newsletters

    External Communication Financial reports Public relations Analyst meeting Investor road-shows

    Internal Communication CEO Messages Awareness building program Internal newsletters

    External Communication Financial reports Public relations Analyst meeting Investor road-shows

    See the Value

    UnderstandValue Creation

    EncourageValue Creation

    Manage for Value

    See the Value

    UnderstandValue Creation

    EncourageValue Creation

    Manage for Value

  • - 18 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    The EVA Governance System integrates the key management processes with clear accountability for improving EVA and maximising shareholder value

    3. PerformanceManagement Process

    Assign decision rights Define accountabilities Monitor and report

    performance Adjust strategies or

    management to achieve outcomes

    3. PerformanceManagement Process

    Assign decision rights Define accountabilities Monitor and report

    performance Adjust strategies or

    management to achieve outcomes

    4.Rewards Management Process

    Link rewards to performance outcomes

    Base rewards on cumulative performance to balanceshort- and long-term performance

    4.Rewards Management Process

    Link rewards to performance outcomes

    Base rewards on cumulative performance to balanceshort- and long-term performance

    1. Strategic Planning Process1. Strategic Planning Process Set goals Develop and value alternative strategies Select best strategy

    Set goals Develop and value alternative strategies Select best strategy

    Year 1Year 1 Year 2Year 2 Year 3Year 3 Year 4Year 4 Year 5Year 5

    Develop Strategies

    Set Targets, Milestones and

    KPIs

    2. Resource Allocation Process2. Resource Allocation ProcessYear 1Year 1 Year 2Year 2 Year 3Year 3 Year 4Year 4 Year 5Year 5

    Prepare budgets & fund projects to achieve strategy

    Prepare budgets & fund projects to achieve strategy

    Allocate Resources

    Performance MandatePerformance Mandate

    Define Desired OutcomesDefine Desired Outcomes

    Define Mission and Measures of

    Success

    Inputs Outputs

    Execute Strategy

    EVA-based Management Platform Enterprise Value

    EVA Improvement

    2002 2003 2004 2005 2006 2007

    BU 1 BU 2 BU 3 Others Total

    - 19 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    Organizations that have fully adopted Stern Stewarts EVA System have realized very high returns

    58.0%

    20.2%

    18.5%

    64.5%

    16.1%

    7.2%

    - EVACompensation

    - EVAMeasurement

    - S&P Peers

    Total Return from Market Peak(March 2000 June 2002)

    5-Year Total Shareholder Return(July 1997 June 2002)

    Source: Stern Stewarts Empirical Research, October 2002 Source: Stern Stewarts Empirical Research, October 2002

    - EVA Compensation

    - EVA Measurement

    - S&P Peers

  • - 20 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    PSA Corporation is one of the good examples of organization which adopted EVA as a platform for transformation

    PSA is the worlds single largest container terminal, handling about 10% of the worlds container throughput. In 1996 PSA produced operating income of S$2.048 billion and surplus after tax of S$994 million on net assets of S$8.077 billion. PSA employs about 7,000 people, of which about 1,000 are in senior and middle management

    PSA has four main business units: Container Terminals, Warehousing and Logistics, Properties, and International Business

    The Port of Singapore Authority was corporatized on 1 October 1997, and became PSA Corporation. The corporatization process transformed PSA from a statutory board into a commercially-run organization.

    Chairman of PSA Corp. has used EVA informally as a management principle since 1994

    In 1998, PSA Corp. decided to adopted EVA formally throughout organization

    EVA AND EVA GOVERNANCE SYSTEM

    - 21 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    Stern Stewart helped PSA implementing EVA Governance System. The implementation program was divided to three phases

    PHASE 1 - EVA DEFINITION

    Information Gathering

    EVA Calculation

    EVA Reporting

    Draft Phase 1 Report

    PHASE 2 - DESIGN EVA TOOLS & INCENTIVES

    EVA-Based Cash Incentive Design

    Eva-Based Operating Decisions

    EVA-Based Investment Decisions

    EVA-Based Strategic Decisions

    PHASE 3 - COMMUNICATION & TRAINING

    Documentation

    Strategy & Implementation Plan Development

    Training

    Communications

    Feb MarSep Oct Nov DecJun Jul Aug Jan1998 1999

    EVA AND EVA GOVERNANCE SYSTEM

  • - 22 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    EVA Governance System has transformed PSA to be a commercial-oriented company which being responsive to customers and the market

    As a firm believer and champion of EVA, the former chairman, Dr Yeo Ning Hong, led Port of Singapore Authority transforming itself from a government agency into a world-class corporation through EVA Governance System during the last decade

    (Dr. Yeo) championed a strong business-minded culture built on the Economic Value Add (EVA) concept, putting in place a focus on value-enhancement and cost consciousnessTestimony to Dr Yeo's highly effective leadership over the past eight years is the improving trend of Economic Value Add (EVA)...

    PSA Corp.s PortView August 2002

    PSA had to transform itself from a government agency into a value-focused corporation

    "PSA focuses on Economic Value Added, or EVA. Our compensation system puts emphasis on the long-term EVA performance of the company thus giving consistent returns to the shareholder.

    Grace Fu, Deputy Group PresidentPSA Corp.s PortView June 2002

    EVA AND EVA GOVERNANCE SYSTEM

    - 23 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    while creating value for Temasek Holdings, its only shareholder, from grassroots level to the top of organization

    EVA AND EVA GOVERNANCE SYSTEM

  • - 24 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    Agenda

    EVA and EVA Governance System

    Executing Strategy Using Balanced Scorecard

    Integrating Balanced Scorecard with EVA

    - 25 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    In the past, manages have been challenged executing strategy

    Less than 10% of strategies effectively formulated are effective executed.Why CEO Fail Fortune Magazine, June 1999

    77% of executives believe their managers do more operations than strategy.Bain & Company, April 2000

    Strategies most often fail because they arent executed well.Execution: The Discipline of Getting Thing Done

    BALANCED SCORECARD

    Source: Balanced Scorecard Collaborative

  • - 26 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    Four barriers to strategy execution

    The Vision Barrier

    Only 5% of the workforce understand the strategy.

    The People Barrier

    Only 25% of managers have incentives linked to

    overall strategy.

    The Management Barrier

    85% of executive team spendless than one hour a month

    discussing strategy.

    The Resource Barrier

    60% of organizations do not link budgets to strategy.

    9 of 10 companies fail to execute strategy.

    BALANCED SCORECARD

    Source: Balanced Scorecard Collaborative

    - 27 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    Translating Strategy Building the Balanced Scorecard

    At the highest level, the Balanced Scorecard is a framework that help organization

    translate strategy into operational objectives that drive both behavior and

    performance

    In Strategy-Focused Organization, Balanced Scorecard is Change Program, not

    Measurement Program

    BALANCED SCORECARD

    Source: Balanced Scorecard Collaborative

  • - 28 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    The Balanced Scorecard converts strategy into an integrated system defined across four business perspectives

    The Strategy

    FinancialTo satisfy our shareholders, what financial objectives must we accomplish?

    Financial PerspectiveObjectives Measures Targets Initiatives

    Profitability

    Growth

    Shareholder Value

    CustomerTo achieve our financial objectives, what customer needs must we serve?

    Customer PerspectiveObjectives Measures Targets Initiatives

    Image

    Service

    Price/Cost

    InternalTo satisfy our customers and shareholders, in which internal business processes must we excel?

    Internal PerspectiveObjectives Measures Targets Initiatives

    Cycle time

    Quality

    Productivity

    Learning & GrowthTo achieve our goals, how must our organization learn and innovate?

    Learning & Growth PerspectiveObjectives Measures Targets Initiatives

    Market Innovation

    Continuous Learning

    Intellectual Assets

    BALANCED SCORECARD

    Source: Balanced Scorecard Collaborative

    - 29 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    The Balanced Scorecard (BSC) uses measurement in a unique way: measurement to communicate, not to control

    Financial Customer

    Internal Learning & Growth

    Things that the organization delivers

    Things that the organization does

    BALANCED SCORECARD

    Source: Balanced Scorecard Collaborative

  • - 30 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    A good Balanced Scorecard contains themes that tell the story of your strategy

    Vision/Destination

    We will maximize profits through revenue growth and reducing our cost per customer for the bank, growing PBIT to $800MM in 2004.

    Add and RetainHigh ValueCustomers

    IncreaseRevenue Per

    Customer

    ReduceCost Per

    Customer

    Add & Retain Theme Revenue Theme Cost Theme

    BALANCED SCORECARD

    Source: Balanced Scorecard Collaborative

    - 31 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    Strategic objectives form a theme through a set of cause and effect relationships

    Add & Retain Theme

    Financial Perspective

    Customer Perspective

    Internal Perspective

    Learning & Growth Perspective

    Attract andretain key players

    Increase managerialand functional skills

    Continue to develop culture

    Developsuperior service

    capability

    Growrevenue

    Maximizeprofit

    Maximizereliability

    Develop/executeeffective marketing

    programs

    Add and retain high value and highpotential customers

    BALANCED SCORECARD

    Source: Balanced Scorecard Collaborative

  • - 32 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    Natural Cause-and-Effect logic

    Knowledge, Skills, Systems and ToolsEquip our people

    to build the strategiccapabilities

    to deliver unique sets of benefits to customers

    to drive financial success

    And realize the Vision

    Internal Capabilities

    Customer Benefits

    Financial Results

    BALANCED SCORECARD

    Source: Balanced Scorecard Collaborative

    - 33 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    A good Balanced Scorecard communicates not only expected outcomes, but also the specific performance and strategy requirements to drive those outcomes

    Financial Perspective

    Customer Perspective

    Internal Perspective

    Learning & Growth Perspective

    Objectives Lead MeasuresLag MeasuresMaximize profitPBIT

    Grow non-branded revenueRevenue by Product/Service

    Reduce cost per customer% Active Online Customer

    Add and retain high value customersCustomer Satisfaction Survey

    Migrate customer onlineNumber of customers online

    Increase efficiency Response time (on screen)% Weighted Internal Availability

    Develop superior service capability

    Telephone service factor(% customer service within 40 sec)Bill claim ratio

    Attract and retain key players & staffs Top recruit hit rateKey job retention rate

    Enhance bench strength and succession planning Hours training per employeeStrategic job coverage

    Each objective require a lag measure. Not every objective requires a lead measure

    BALANCED SCORECARD

    Source: Balanced Scorecard Collaborative

  • - 34 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    Linking initiatives is a critical final step in translating strategy into operational terms for the organization

    Initiatives are defined to help close the Performance Gap

    OBJECTIVE

    Improve OrderFulfillment

    Objectives articulate the components of our strategy

    Measure

    Target

    MEASURE / TARGET INITIATIVE

    Time from order to shipment

    12 hours

    Time(Hours) 18

    12Performance Gap

    Actual Target

    Upgrade internet connectivity

    Measures track our progress toward achieving and communicating the intent of the objectives

    Initiatives help close the Gapbetween our current and desired performance

    BALANCED SCORECARD

    Source: Balanced Scorecard Collaborative

    - 35 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    A good Balanced Scorecard has

    Executive Involvement Strategic decision makers must validate and own the strategy and related measures

    Cause-and-Effect Relationships Every objective selected should be part of a chain of cause-and-effect that represents the

    strategy

    Performance Drivers A balance of outcome measures and leading measures facilitates anticipatory management

    Linked to Financials Every objective can ultimately be related to financial results

    Change Initiatives Aligned to strategic initiatives that change the behavior of the organization

    A GOOD BALANCED SCORECARD WILL TELL THE STORY OF YOUR STRATEGY

    BALANCED SCORECARD

    Source: Balanced Scorecard Collaborative

  • - 36 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    A good Balanced Scorecard connects the strategy map objectives to measures, targets, and initiatives

    Strategic Theme:Revenue Growth

    F1 Growfinancial base

    & marginF2 Growtargeted

    client base

    C1 Providepersonalized

    service

    P2 Keepclient

    informed

    P1 Delivera personalexperience

    L1 Understand& deliver on

    strategy

    Objectives Measurement Target Initiative

    Keep clientinformed

    Service levelspot checkrating

    2004 3.5 2005 4.0 2006 4.3

    Customer servicetraining

    Strategy Map: Diagram of the causeand effect relationships between strategic objectives

    Statement of what strategymust achieveand whats critical to itsSuccess

    How successin achievingthe strategy will be measured and tracked

    The level ofperformance or rate of improvementneeded

    Key actionprograms required toachieveobjectives

    BALANCED SCORECARD

    Source: Balanced Scorecard Collaborative

    - 37 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    Agenda

    EVA and EVA Governance System

    Executing Strategy Using Balanced Scorecard

    Integrating Balanced Scorecard with EVA

  • - 38 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    Balanced Scorecard and EVA Governance System have been frequently

    misunderstood or misrepresented as two different systems

    Myth Reality

    EVA and BSC are two new management systems that are different from each other

    EVA and BSC are two new management systems that are different from each other

    EVA focuses on finance. BSC will help me balancebetween four different, equally important perspectives

    EVA focuses on finance. BSC will help me balancebetween four different, equally important perspectives

    EVA and Balanced Scorecard both focus on the same thing creating wealth through successful strategies

    EVA and Balanced Scorecard both focus on the same thing creating wealth through successful strategies

    BSC ultimately focuses on Financial Performance. Each perspective is hierarchically subordinate to the one above and is causally linked to it

    BSC ultimately focuses on Financial Performance. Each perspective is hierarchically subordinate to the one above and is causally linked to it

    INTEGRATING BALANCED SCORECARD WITH EVA

    - 39 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    How EVA can overcome some drawbacks of BSC?

    How EVA can enhance BSC?Why using BSC alone does not work?

    BSC does not prioritize importance and define magnitude of 4 aspects: financial, internal process, customer, and learning and growth perspectives

    Some measures have weak linkages with shareholder value

    Some non-financial measures can be subjective

    EVA links non-financial and operational measures with financial measures and shareholder value

    EVA provides strong linkages with Total Shareholder Return as it focuses on value creation Improve efficiency Enhance asset management Invest in profitable projects

    EVA calculation is more objective and mathematically precise

    INTEGRATING BALANCED SCORECARD WITH EVA

  • - 40 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    Kaplan and Norton recommend EVA as the overarching objective of the

    balanced scorecard

    We start with the destination. What are we trying to achieve? We feel that what for-profit companies should be delivering is great financial performance....we're certainly very comfortable with the newer financial metrics like EVA as the overarching objective. If you were just using earnings per share or net income, you'd run into problems of over investment--investing too much in capital to generate earnings or net income

    Robert S. Kaplan - co-founder of Balanced Scorecard conceptCFO Magazine February 2001 (emphasis added)

    INTEGRATING BALANCED SCORECARD WITH EVA

    - 41 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    Clarity of purpose

    Flexibility in altering strategy

    and measures

    Objectivity and transparency

    required for incentive link

    EVA

    Vision and

    Strategy

    CUSTOMERGoals MeasuresDriversStrategies

    FINANCIALGoals MeasuresDriversStrategies

    INTERNAL BUSINESS PROCESSGoals MeasuresDriversStrategies

    LEARNING AND GROWTHGoals MeasuresDriversStrategies

    Making long term EVA growth the overarching objective can maximise the

    effectiveness of the BSC

    INTEGRATING BALANCED SCORECARD WITH EVA

  • - 42 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    Integrated with EVA

    Frees managers to focus on the business, rather than the weightings

    Helps implementation of Balanced Scorecard as reduced emphasis on weightings

    Where relationships can be mapped, Du Pont style analysis can describe linkage between sectors & measures and long term EVA growth

    Clarity of Purpose: Making long term EVA growth the overarching

    objective reduces the importance of getting weightings 100% right

    What weightings should be applied to balance the scorecard?

    How can customer be weighted more highly than learning and growth and vice versa?

    Why should one measure within a sector get a higher weighting? How much is appropriate?

    EVA

    Vision and

    Strategy

    CUSTOMERGoals MeasuresDriversStrategies

    FINANCIALGoals MeasuresDriversStrategies

    INTERNAL BUSINESS PROCESSGoals MeasuresDriversStrategies

    LEARNING AND GROWTHGoals MeasuresDriversStrategies

    INTEGRATING BALANCED SCORECARD WITH EVA

    - 43 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    The combined EVA and Balanced Scorecard will make increasing EVA the overarching goal and measure of success

    EVA = (Revenue - Cost) x CapabilitiesEVA = (Revenue EVA = (Revenue -- Cost) x CapabilitiesCost) x Capabilities

    Drive revenue and/or customer premium margin

    Drive total costs through process effectiveness &efficiency

    Drive learning, change and growth

    Value Added, EVA and financial value drivers

    Balanced Scorecard Perspectives

    FinancialFinancial CustomerCustomer ProcessProcess LearningLearning

    Embed EVA into Balanced Scorecard

    EVA will also help the managers focused on improving the EVA when there are some conflicting scorecards/KPIs

    INTEGRATING BALANCED SCORECARD WITH EVA

  • - 44 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    Integrated with EVA

    Scorecard can be fine tuned as required

    Allows front-line managers to adapt quickly to changes in competitive position

    No need for one size fits all across every business unit

    Flexibility: Making long term EVA growth the overarching objective

    increases flexibility

    How frequently should scorecard be reset? What if poor strategy? Inflexibility exacerbated by any link to

    compensation.

    EVA

    Vision and

    Strategy

    CUSTOMERGoals MeasuresDriversStrategies

    FINANCIALGoals MeasuresDriversStrategies

    INTERNAL BUSINESS PROCESSGoals MeasuresDriversStrategies

    LEARNING AND GROWTHGoals MeasuresDriversStrategies

    INTEGRATING BALANCED SCORECARD WITH EVA

    - 45 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    One of our clients, Singapore Food Industries, has been success in integrating BSC, EVA, Six Sigma, and Learning Organization together

    Source: Singapore Food Industries Website

    INTEGRATING BALANCED SCORECARD WITH EVA

  • - 46 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    In summary, integrating Balanced Scorecard into EVA Governance System will focus the organization toward shareholder value creation

    EVA Governance and Balanced Scorecard both focus on creating shareholder wealth

    You can develop an integrated EVA scorecard through the following steps: Develop valuation targets & strategies to achieve the targets Value each strategy by forecasting EVA drivers Embed drivers is scorecards Create accountability & track performance Link rewards to outcomes

    The advantages of this integrated scorecard are: Explicit link with valuation Annual EVA the ultimate target/measure Clear link between valuation, strategy and operations No problems rolling up measures

    INTEGRATING BALANCED SCORECARD WITH EVA

    - 47 -

    Copyright 2006 by Stern Stewart & Co. All rights reserved. EVA is a registered trademark of Stern Stewart & Co.

    EVA and Balanced Scorecard Printed: 1/26/2006 2:20 PM

    Should you have any question ?

    Anotai AdulbhanCountry ManagerStern Stewart & Co.11Flr CRC Tower, All Seasons Place, 87/2 Wireless Road, Lumpini, Phatumwan, Bangkok 10330, Thailand

    Phone: (662) 685-3614Mobile: (661) 344-3314Fax: (662) 685-3618E-mail: [email protected]: www.eva.com