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Brussels and Bradshaw 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 Brussels and Bradshaw case study


At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Brussels and Bradshaw case study is a Harvard Business School (HBR) case study written by Alison Konrad, Shannon Thomson. The Brussels and Bradshaw (referred as “Bradshaw Intern” from here on) case study provides evaluation & decision scenario in field of Organizational Development. It also touches upon business topics such as - Value proposition, Financial management, Gender, Organizational culture, 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




Case Description of Brussels and Bradshaw Case Study


An intern has completed her summer internship as Brussels and Bradshaw (B&B), an investment bank in Toronto, Ontario. She now faces her final performance review where she will be told whether or not she has been offered full-time employment following her graduation. After a grueling summer during which she received little training, no formal mentorship and worked tireless 100 hour weeks with no praise, she was frustrated, hurt and bitter about the experience. Despite enjoying finance and the actual work, the intern is unsure whether taking B&B's offer is a good idea, should B&B extend her the opportunity. Despite it being one of the most prestigious banks in the world, she had seen little to no improvement in the abusive approach of her superiors. As she walks to the business department manager's office, she reviews whether or not she should bring up the unresolved issues that transpired during the summer, the mounting frustration of working in teams that gossiped and did not respect her work, and finally her inability to understand why she had been treated so poorly despite her diligent work ethic. On the one hand, the intern could bring up such issues and try to explain herself before the business department manager decides whether or not to extend her the offer. Or, she could listen to the review and continue to take full responsibility for the problems which were not her making in the hopes that it might make her look more mature and professional and potentially aid her in obtaining her full-time offer.


Case Authors : Alison Konrad, Shannon Thomson

Topic : Organizational Development

Related Areas : Financial management, Gender, Organizational culture, Work-life balance




Calculating Net Present Value (NPV) at 6% for Brussels and Bradshaw Case Study


Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Discounted
Cash Flows
Year 0 (10013039) -10013039 - -
Year 1 3453674 -6559365 3453674 0.9434 3258183
Year 2 3974779 -2584586 7428453 0.89 3537539
Year 3 3965392 1380806 11393845 0.8396 3329420
Year 4 3240138 4620944 14633983 0.7921 2566493
TOTAL 14633983 12691635


The Net Present Value at 6% discount rate is 2678596

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.




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. Internal Rate of Return
4. Profitability Index

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. Bradshaw Intern 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 Bradshaw Intern have higher preference for cash returns over 4-5 years rather than 10-15 years given the nature of the volatility in the industry.




Formula and Steps to Calculate Net Present Value (NPV) of Brussels and Bradshaw

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 Bradshaw Intern 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 Bradshaw Intern 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 (10013039) -10013039 - -
Year 1 3453674 -6559365 3453674 0.8696 3003195
Year 2 3974779 -2584586 7428453 0.7561 3005504
Year 3 3965392 1380806 11393845 0.6575 2607310
Year 4 3240138 4620944 14633983 0.5718 1852559
TOTAL 10468568


The Net NPV after 4 years is 455529

(10468568 - 10013039 )






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 (10013039) -10013039 - -
Year 1 3453674 -6559365 3453674 0.8333 2878062
Year 2 3974779 -2584586 7428453 0.6944 2760263
Year 3 3965392 1380806 11393845 0.5787 2294787
Year 4 3240138 4620944 14633983 0.4823 1562567
TOTAL 9495678


The Net NPV after 4 years is -517361

At 20% discount rate the NPV is negative (9495678 - 10013039 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Bradshaw Intern 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 Bradshaw Intern has a NPV value higher than Zero then finance managers at Bradshaw Intern 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 Bradshaw Intern, then the stock price of the Bradshaw Intern 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 Bradshaw Intern 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.

What can impact the cash flow of the project.

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

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.

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.




References & Further Readings

Alison Konrad, Shannon Thomson (2018), "Brussels and Bradshaw Harvard Business Review Case Study. Published by HBR Publications.