Intuit QuickBooks 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 Intuit QuickBooks case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Intuit QuickBooks case study is a Harvard Business School (HBR) case study written by Rajiv Lal, Purnima Kochikar. The Intuit QuickBooks (referred as “Quickbooks Intuit” from here on) case study provides evaluation & decision scenario in field of Sales & Marketing. It also touches upon business topics such as - Value proposition, Joint ventures, Product development, Strategic planning, Technology.

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 Intuit QuickBooks Case Study

Internet QuickBooks, a successful product with a strong brand and an 85% share of retail sales, was faced with the challenge of meeting market growth expectations in a mature, slowing market segment. Generating recurring revenues by providing value-added online services that complement the desktop software was viewed as an attractive solution by QuickBook's management. Intuit now had to decide the best way to provide these services--i.e. build them in house or acquire them through partnerships. In doing so, the company had to evaluate ways to capture value in the Intuit QuickBooks brand without damaging it. Teaching purpose: Taught in the first-year marketing course to bring out the issues related to capturing value.

Case Authors : Rajiv Lal, Purnima Kochikar

Topic : Sales & Marketing

Related Areas : Joint ventures, Product development, Strategic planning, Technology

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Calculating Net Present Value (NPV) at 6% for Intuit QuickBooks Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10021804)	-10021804	-	-
Year 1	3472526	-6549278	3472526	0.9434	3275968
Year 2	3976757	-2572521	7449283	0.89	3539300
Year 3	3966701	1394180	11415984	0.8396	3330519
Year 4	3226937	4621117	14642921	0.7921	2556036
TOTAL			14642921		12701822

The Net Present Value at 6% discount rate is 2680018

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

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Formula and Steps to Calculate Net Present Value (NPV) of Intuit QuickBooks

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 Quickbooks Intuit 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 Quickbooks Intuit 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	(10021804)	-10021804	-	-
Year 1	3472526	-6549278	3472526	0.8696	3019588
Year 2	3976757	-2572521	7449283	0.7561	3007000
Year 3	3966701	1394180	11415984	0.6575	2608170
Year 4	3226937	4621117	14642921	0.5718	1845012
TOTAL					10479769

The Net NPV after 4 years is 457965

(10479769 - 10021804 )

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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	(10021804)	-10021804	-	-
Year 1	3472526	-6549278	3472526	0.8333	2893772
Year 2	3976757	-2572521	7449283	0.6944	2761637
Year 3	3966701	1394180	11415984	0.5787	2295545
Year 4	3226937	4621117	14642921	0.4823	1556200
TOTAL					9507153

The Net NPV after 4 years is -514651

At 20% discount rate the NPV is negative (9507153 - 10021804 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Quickbooks Intuit 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 Quickbooks Intuit has a NPV value higher than Zero then finance managers at Quickbooks Intuit 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 Quickbooks Intuit, then the stock price of the Quickbooks Intuit 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 Quickbooks Intuit 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 key aspects of the projects that need to be monitored, refined, and retuned for continuous delivery of projected cash flows.

Understanding of risks involved in the project.

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

What can impact the cash flow of 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.

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 Intuit QuickBooks

References & Further Readings

Rajiv Lal, Purnima Kochikar (2018), "Intuit QuickBooks Harvard Business Review Case Study. Published by HBR Publications.