DLJdirect: "Putting Our Reputation Online" 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 DLJdirect: "Putting Our Reputation Online" case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. DLJdirect: "Putting Our Reputation Online" case study is a Harvard Business School (HBR) case study written by Thomas R. Eisenmann, Gillian Morris. The DLJdirect: "Putting Our Reputation Online" (referred as “Dljdirect Spend” from here on) case study provides evaluation & decision scenario in field of Sales & Marketing. It also touches upon business topics such as - Value proposition, Marketing.

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 DLJdirect: "Putting Our Reputation Online" Case Study

Online broker DLJdirect faced two decisions during the fall of 1999: what customer segments should it target and how much should it spend on marketing? Unlike its competitors, who focused either on day traders or more mainstream investors, DLJdirect differentiated its service to meet the needs of self-directed, sophisticated, high net worth investors. But was DLJdirect forfeiting profits by not pursuing day traders? In the coming year, the ten largest online brokers were projected to spend $1.5 billion on marketing; E*Trade would lead the pack with a $300 million budget. DLJdirect was planning to spend $65 million on marketing in 1999, a 250% increase over the prior year. But would increased ad spending yield a positive long-term return as the marketing costs per new account doubled? And as advertising battles intensified, was a $65 million marketing budget big enough to allow DLJdirect to sustain its competitive position?

Case Authors : Thomas R. Eisenmann, Gillian Morris

Topic : Sales & Marketing

Related Areas : Marketing

---

Calculating Net Present Value (NPV) at 6% for DLJdirect: "Putting Our Reputation Online" Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10022431)	-10022431	-	-
Year 1	3459617	-6562814	3459617	0.9434	3263790
Year 2	3982185	-2580629	7441802	0.89	3544130
Year 3	3974670	1394041	11416472	0.8396	3337210
Year 4	3250036	4644077	14666508	0.7921	2574333
TOTAL			14666508		12719463

The Net Present Value at 6% discount rate is 2697032

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. Profitability Index
3. Net Present Value
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. Dljdirect Spend 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 Dljdirect Spend 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 DLJdirect: "Putting Our Reputation Online"

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 Sales & Marketing 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 Dljdirect Spend 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 Dljdirect Spend 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	(10022431)	-10022431	-	-
Year 1	3459617	-6562814	3459617	0.8696	3008363
Year 2	3982185	-2580629	7441802	0.7561	3011104
Year 3	3974670	1394041	11416472	0.6575	2613410
Year 4	3250036	4644077	14666508	0.5718	1858219
TOTAL					10491095

The Net NPV after 4 years is 468664

(10491095 - 10022431 )

---

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	(10022431)	-10022431	-	-
Year 1	3459617	-6562814	3459617	0.8333	2883014
Year 2	3982185	-2580629	7441802	0.6944	2765406
Year 3	3974670	1394041	11416472	0.5787	2300156
Year 4	3250036	4644077	14666508	0.4823	1567340
TOTAL					9515917

The Net NPV after 4 years is -506514

At 20% discount rate the NPV is negative (9515917 - 10022431 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Dljdirect Spend 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 Dljdirect Spend has a NPV value higher than Zero then finance managers at Dljdirect Spend 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 Dljdirect Spend, then the stock price of the Dljdirect Spend 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 Dljdirect Spend 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 will be a multi year spillover effect of various taxation regulations.

Understanding of risks involved in the project.

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

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.

---

Negotiation Strategy of DLJdirect: "Putting Our Reputation Online"

References & Further Readings

Thomas R. Eisenmann, Gillian Morris (2018), "DLJdirect: "Putting Our Reputation Online" Harvard Business Review Case Study. Published by HBR Publications.