Placing Trust at the Center of Your Internet Strategy 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 Placing Trust at the Center of Your Internet Strategy case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Placing Trust at the Center of Your Internet Strategy case study is a Harvard Business School (HBR) case study written by Glen L. Urban, Fareena Sultan, William J. Qualls. The Placing Trust at the Center of Your Internet Strategy (referred as “Trust Web” from here on) case study provides evaluation & decision scenario in field of Sales & Marketing. It also touches upon business topics such as - Value proposition, Competitive strategy, Customers, Financial management, Internet.

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 Placing Trust at the Center of Your Internet Strategy Case Study

This is an MIT Sloan Management Review article. When consumers visit a retail Web site, how do they know that the information describing the products or services they want to buy is accurate and unbiased? How do they know that their order will be fulfilled correctly and on time or that their financial records, purchasing, and Web-viewing habits will be protected from prying eyes? The answer is that often they don't. In most cases, consumers base their purchasing decisions largely on trust. As consumers become more savvy about the Internet, the authors contend that they will insist on doing business with Web companies they trust. While the Internet enables consumers to research competing companies, products, and services, most manufacturers design and deploy their Web sites as if such information were largely unavailable. They promote their products in a biased way--using high-pressure sales tactics that do little to inspire trust--while neglecting to provide consumers with the tools they need to make informed purchasing decisions. According to the authors, Web trust is built in a three-stage cumulative process that establishes (1) trust in the Internet and the specific Web site, (2) trust in the information displayed, and (3) trust in delivery fulfillment and service. The authors review current trust-building practices used on the Web. They propose the use of new, software-enabled advisers that communicate with customers to discern their needs and provide unbiased recommendations. A Web site featuring virtual advisers created by the authors showed that 75% of the site's visitors trusted these software-enable advisers more than the dealers from whom they last purchased vehicles. The companies that earn real profits in the world of Internet marketing will be trust generators selling products that deliver the best value in a complete, unbiased, competitive comparison.

Case Authors : Glen L. Urban, Fareena Sultan, William J. Qualls

Topic : Sales & Marketing

Related Areas : Competitive strategy, Customers, Financial management, Internet

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Calculating Net Present Value (NPV) at 6% for Placing Trust at the Center of Your Internet Strategy Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10009666)	-10009666	-	-
Year 1	3448341	-6561325	3448341	0.9434	3253152
Year 2	3977736	-2583589	7426077	0.89	3540171
Year 3	3970195	1386606	11396272	0.8396	3333452
Year 4	3242080	4628686	14638352	0.7921	2568031
TOTAL			14638352		12694806

The Net Present Value at 6% discount rate is 2685140

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

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 Trust Web 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. Trust Web 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 Placing Trust at the Center of Your Internet Strategy

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 Trust Web 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 Trust Web 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	(10009666)	-10009666	-	-
Year 1	3448341	-6561325	3448341	0.8696	2998557
Year 2	3977736	-2583589	7426077	0.7561	3007740
Year 3	3970195	1386606	11396272	0.6575	2610468
Year 4	3242080	4628686	14638352	0.5718	1853670
TOTAL					10470435

The Net NPV after 4 years is 460769

(10470435 - 10009666 )

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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	(10009666)	-10009666	-	-
Year 1	3448341	-6561325	3448341	0.8333	2873618
Year 2	3977736	-2583589	7426077	0.6944	2762317
Year 3	3970195	1386606	11396272	0.5787	2297567
Year 4	3242080	4628686	14638352	0.4823	1563503
TOTAL					9497004

The Net NPV after 4 years is -512662

At 20% discount rate the NPV is negative (9497004 - 10009666 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Trust Web 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 Trust Web has a NPV value higher than Zero then finance managers at Trust Web 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 Trust Web, then the stock price of the Trust Web 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 Trust Web 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 can impact the cash flow of the project.

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

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

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.

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 Placing Trust at the Center of Your Internet Strategy

References & Further Readings

Glen L. Urban, Fareena Sultan, William J. Qualls (2018), "Placing Trust at the Center of Your Internet Strategy Harvard Business Review Case Study. Published by HBR Publications.