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Creating Emotions via B2C Websites 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 Creating Emotions via B2C Websites case study


At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Creating Emotions via B2C Websites case study is a Harvard Business School (HBR) case study written by Marilyn Y. Jones, Mark T. Spence, Christine Vallaster. The Creating Emotions via B2C Websites (referred as “Emotion Emotions” from here on) case study provides evaluation & decision scenario in field of Sales & Marketing. It also touches upon business topics such as - Value proposition, IT, Marketing, Psychology, Sales.

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 Creating Emotions via B2C Websites Case Study


Compared to offline media communications, business-to-consumer (B2C) websites possess unique characteristics that affect the likelihood of generating emotional reactions to the web experience itself, the brand, fellow customers, and employees of the firm. The emotion-causing antecedents elucidated in this article are the website's vividness, interactivity, challenge, interaction speed, machine memory, and allowable social interactions. Depending on how a website performs on these dimensions, positive or negative emotions may result. For example, using machine memory to automatically generate purchase recommendations based on prior consumption patterns may be perceived as pleasantly surprising, while a firm sending unsolicited emails based on a user's cookie trail may be annoying. Regardless of the valence of the resultant emotion, the feelings generated may attach to the brand. Because a goal of brand managers is to get consumers to associate positive emotions with a brand, a pre-condition to developing and managing a website is understanding these emotion evoking antecedents and their ramifications.


Case Authors : Marilyn Y. Jones, Mark T. Spence, Christine Vallaster

Topic : Sales & Marketing

Related Areas : IT, Marketing, Psychology, Sales




Calculating Net Present Value (NPV) at 6% for Creating Emotions via B2C Websites Case Study


Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Discounted
Cash Flows
Year 0 (10024397) -10024397 - -
Year 1 3453326 -6571071 3453326 0.9434 3257855
Year 2 3976706 -2594365 7430032 0.89 3539254
Year 3 3962946 1368581 11392978 0.8396 3327366
Year 4 3243640 4612221 14636618 0.7921 2569267
TOTAL 14636618 12693741


The Net Present Value at 6% discount rate is 2669344

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

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 Emotion Emotions 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. Emotion Emotions shareholders have preference for diversified projects investment rather than prospective high income from a single capital intensive project.




Formula and Steps to Calculate Net Present Value (NPV) of Creating Emotions via B2C Websites

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 Emotion Emotions 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 Emotion Emotions 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 (10024397) -10024397 - -
Year 1 3453326 -6571071 3453326 0.8696 3002892
Year 2 3976706 -2594365 7430032 0.7561 3006961
Year 3 3962946 1368581 11392978 0.6575 2605701
Year 4 3243640 4612221 14636618 0.5718 1854562
TOTAL 10470116


The Net NPV after 4 years is 445719

(10470116 - 10024397 )






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 (10024397) -10024397 - -
Year 1 3453326 -6571071 3453326 0.8333 2877772
Year 2 3976706 -2594365 7430032 0.6944 2761601
Year 3 3962946 1368581 11392978 0.5787 2293372
Year 4 3243640 4612221 14636618 0.4823 1564255
TOTAL 9497000


The Net NPV after 4 years is -527397

At 20% discount rate the NPV is negative (9497000 - 10024397 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Emotion Emotions 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 Emotion Emotions has a NPV value higher than Zero then finance managers at Emotion Emotions 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 Emotion Emotions, then the stock price of the Emotion Emotions 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 Emotion Emotions 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 will be a multi year spillover effect of various taxation regulations.

What can impact the cash flow of 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

Marilyn Y. Jones, Mark T. Spence, Christine Vallaster (2018), "Creating Emotions via B2C Websites Harvard Business Review Case Study. Published by HBR Publications.