Rosemary Brooks Net Present Value (NPV) / MBA Resources

Introduction to Net Present Value (NPV) - What is Net Present Value (NPV) ? How it impacts financial decisions regarding project management?

NPV solution for Rosemary Brooks case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Rosemary Brooks case study is a Harvard Business School (HBR) case study written by Garth Saloner, Aisa Aiyer, Carly Irestone, Alexander Tauber. The Rosemary Brooks (referred as “Brooks Wong” from here on) case study provides evaluation & decision scenario in field of Organizational Development. It also touches upon business topics such as - Value proposition, Entrepreneurship, Gender, Joint ventures, Work-life balance.

The net present value (NPV) of an investment proposal is the present value of the proposal’s net cash flows less the proposal’s initial cash outflow. If a project’s NPV is greater than or equal to zero, the project should be accepted.

NPV = Present Value of Future Cash Flows LESS Project’s Initial Investment

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Case Description of Rosemary Brooks Case Study

Rosemary Brooks spent seven years at Lockheed, but was interested in joining a company where she could take more of a "customer facing" role. Brooks' healthy appetite for risk, her desire to make an impact, and the growing number of opportunities in technology drew her to this sector. In 1995, she joined Formtek. During the next five years, Brooks worked for three small technology companies. In 2000, Brooks was tired and ready for a break. She took off two years to spend time with her son. After the two-year hiatus, Brooks heard about an opportunity at a start-up called Chinablue. Richard Wong founded the company in 2000 with the intent of bringing Shanghai-style consumer products to the United States via a luxury lifestyle brand. Wong asked Brooks to partner with him and become the CEO of the company. Brooks used four questions to evaluate the Chinablue opportunity. She first examined how well her skills fit with the opportunity: were the economics of the business model sound? What were the immediate funding needs of the company? and How well would a Brooks/Wong partnership work?

Case Authors : Garth Saloner, Aisa Aiyer, Carly Irestone, Alexander Tauber

Topic : Organizational Development

Related Areas : Entrepreneurship, Gender, Joint ventures, Work-life balance

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Calculating Net Present Value (NPV) at 6% for Rosemary Brooks Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10017286)	-10017286	-	-
Year 1	3462051	-6555235	3462051	0.9434	3266086
Year 2	3964022	-2591213	7426073	0.89	3527965
Year 3	3946444	1355231	11372517	0.8396	3313510
Year 4	3223797	4579028	14596314	0.7921	2553549
TOTAL			14596314		12661111

The Net Present Value at 6% discount rate is 2643825

In isolation the NPV number doesn't mean much but put in right context then it is one of the best method to evaluate project returns. In this article we will cover -

Different methods of capital budgeting

What is NPV & Formula of NPV,
How it is calculated,
How to use NPV number for project evaluation, and
Scenario Planning given risks and management priorities.

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Capital Budgeting Approaches

Methods of Capital Budgeting

There are four types of capital budgeting techniques that are widely used in the corporate world –

1. Payback Period
2. Net Present Value
3. Profitability Index
4. Internal Rate of Return

Apart from the Payback period method which is an additive method, rest of the methods are based on Discounted Cash Flow technique. Even though cash flow can be calculated based on the nature of the project, for the simplicity of the article we are assuming that all the expected cash flows are realized at the end of the year.

Discounted Cash Flow approaches provide a more objective basis for evaluating and selecting investment projects. They take into consideration both –

1. Magnitude of both incoming and outgoing cash flows – Projects can be capital intensive, time intensive, or both. Brooks Wong shareholders have preference for diversified projects investment rather than prospective high income from a single capital intensive project.
2. Timing of the expected cash flows – stockholders of Brooks Wong have higher preference for cash returns over 4-5 years rather than 10-15 years given the nature of the volatility in the industry.

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Formula and Steps to Calculate Net Present Value (NPV) of Rosemary Brooks

NPV = Net Cash In Flowt1 / (1+r)t1 + Net Cash In Flowt2 / (1+r)t2 + … Net Cash In Flowtn / (1+r)tn
Less Net Cash Out Flowt0 / (1+r)t0

Where t = time period, in this case year 1, year 2 and so on.
r = discount rate or return that could be earned using other safe proposition such as fixed deposit or treasury bond rate. Net Cash In Flow – What the firm will get each year.
Net Cash Out Flow – What the firm needs to invest initially in the project.

Step 1 – Understand the nature of the project and calculate cash flow for each year.
Step 2 – Discount those cash flow based on the discount rate.
Step 3 – Add all the discounted cash flow.
Step 4 – Selection of the project

Why Organizational Development Managers need to know Financial Tools such as Net Present Value (NPV)?

In our daily workplace we often come across people and colleagues who are just focused on their core competency and targets they have to deliver. For example marketing managers at Brooks Wong often design programs whose objective is to drive brand awareness and customer reach. But how that 30 point increase in brand awareness or 10 point increase in customer touch points will result into shareholders’ value is not specified.

To overcome such scenarios managers at Brooks Wong needs to not only know the financial aspect of project management but also needs to have tools to integrate them into part of the project development and monitoring plan.

Calculating Net Present Value (NPV) at 15%

After working through various assumptions we reached a conclusion that risk is far higher than 6%. In a reasonably stable industry with weak competition - 15% discount rate can be a good benchmark.

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 15 %	Discounted Cash Flows
Year 0	(10017286)	-10017286	-	-
Year 1	3462051	-6555235	3462051	0.8696	3010479
Year 2	3964022	-2591213	7426073	0.7561	2997370
Year 3	3946444	1355231	11372517	0.6575	2594851
Year 4	3223797	4579028	14596314	0.5718	1843216
TOTAL					10445917

The Net NPV after 4 years is 428631

(10445917 - 10017286 )

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Calculating Net Present Value (NPV) at 20%

If the risk component is high in the industry then we should go for a higher hurdle rate / discount rate of 20%.

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 20 %	Discounted Cash Flows
Year 0	(10017286)	-10017286	-	-
Year 1	3462051	-6555235	3462051	0.8333	2885043
Year 2	3964022	-2591213	7426073	0.6944	2752793
Year 3	3946444	1355231	11372517	0.5787	2283822
Year 4	3223797	4579028	14596314	0.4823	1554686
TOTAL					9476343

The Net NPV after 4 years is -540943

At 20% discount rate the NPV is negative (9476343 - 10017286 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Brooks Wong to discount cash flow at lower discount rates such as 15%.

Acceptance Criteria of a Project based on NPV

Simplest Approach – If the investment project of Brooks Wong has a NPV value higher than Zero then finance managers at Brooks Wong can ACCEPT the project, otherwise they can reject the project. This means that project will deliver higher returns over the period of time than any alternate investment strategy.

In theory if the required rate of return or discount rate is chosen correctly by finance managers at Brooks Wong, then the stock price of the Brooks Wong should change by same amount of the NPV. In real world we know that share price also reflects various other factors that can be related to both macro and micro environment.

In the same vein – accepting the project with zero NPV should result in stagnant share price. Finance managers use discount rates as a measure of risk components in the project execution process.

Sensitivity Analysis

Project selection is often a far more complex decision than just choosing it based on the NPV number. Finance managers at Brooks Wong should conduct a sensitivity analysis to better understand not only the inherent risk of the projects but also how those risks can be either factored in or mitigated during the project execution. Sensitivity analysis helps in –

What are the uncertainties surrounding the project Initial Cash Outlay (ICO’s). ICO’s often have several different components such as land, machinery, building, and other equipment.

Understanding of risks involved in the project.

What are the key aspects of the projects that need to be monitored, refined, and retuned for continuous delivery of projected cash flows.

What will be a multi year spillover effect of various taxation regulations.

What can impact the cash flow of the project.

Some of the assumptions while using the Discounted Cash Flow Methods –

Projects are assumed to be Mutually Exclusive – This is seldom the came in modern day giant organizations where projects are often inter-related and rejecting a project solely based on NPV can result in sunk cost from a related project.

Independent projects have independent cash flows – As explained in the marketing project – though the project may look independent but in reality it is not as the brand awareness project can be closely associated with the spending on sales promotions and product specific advertising.

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Negotiation Strategy of Rosemary Brooks

References & Further Readings

Garth Saloner, Aisa Aiyer, Carly Irestone, Alexander Tauber (2018), "Rosemary Brooks Harvard Business Review Case Study. Published by HBR Publications.