Angie's List: Ratings Pioneer Turns 20 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 Angie's List: Ratings Pioneer Turns 20 case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Angie's List: Ratings Pioneer Turns 20 case study is a Harvard Business School (HBR) case study written by Robert J. Dolan, Ayelet Israeli. The Angie's List: Ratings Pioneer Turns 20 (referred as “Angie's List” from here on) case study provides evaluation & decision scenario in field of Sales & Marketing. It also touches upon business topics such as - Value proposition, Growth strategy, Internet, Market research, Pricing, Product development, Supply chain.

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 Angie's List: Ratings Pioneer Turns 20 Case Study

In 1995, before people "googled" or "yelped," Angela Hicks (HBS, 2000) was establishing her Angie's List as a pioneer in the accumulation and dissemination of consumer rating information. Hicks focused on the home repair and maintenance market, and, as she put it, "particularly on high cost of failure situations where good information on potential service providers is correspondingly of high value." Angie's List had a paid subscription model as it charged "members" for access to the information they collectively provided on service providers. More recently, companies such as Yelp, TripAdvisor, and Google have started offering free access to their reviews while relying totally on site advertising and service provider fees for their revenues. In 2015, Angie's List collected close to $68 million in membership fees. In January 2016, with recent declines in the growth rate of member numbers, Angie's List has to decide if it was time to drop the "paid subscription for all" model and introduce a free version of its service to its product line.

Case Authors : Robert J. Dolan, Ayelet Israeli

Topic : Sales & Marketing

Related Areas : Growth strategy, Internet, Market research, Pricing, Product development, Supply chain

---

Calculating Net Present Value (NPV) at 6% for Angie's List: Ratings Pioneer Turns 20 Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10023456)	-10023456	-	-
Year 1	3472209	-6551247	3472209	0.9434	3275669
Year 2	3982994	-2568253	7455203	0.89	3544850
Year 3	3962828	1394575	11418031	0.8396	3327267
Year 4	3246372	4640947	14664403	0.7921	2571431
TOTAL			14664403		12719217

The Net Present Value at 6% discount rate is 2695761

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. Timing of the expected cash flows – stockholders of Angie's List 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. Angie's List 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 Angie's List: Ratings Pioneer Turns 20

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 Angie's List 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 Angie's List 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	(10023456)	-10023456	-	-
Year 1	3472209	-6551247	3472209	0.8696	3019312
Year 2	3982994	-2568253	7455203	0.7561	3011716
Year 3	3962828	1394575	11418031	0.6575	2605624
Year 4	3246372	4640947	14664403	0.5718	1856124
TOTAL					10492775

The Net NPV after 4 years is 469319

(10492775 - 10023456 )

---

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	(10023456)	-10023456	-	-
Year 1	3472209	-6551247	3472209	0.8333	2893508
Year 2	3982994	-2568253	7455203	0.6944	2765968
Year 3	3962828	1394575	11418031	0.5787	2293303
Year 4	3246372	4640947	14664403	0.4823	1565573
TOTAL					9518352

The Net NPV after 4 years is -505104

At 20% discount rate the NPV is negative (9518352 - 10023456 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Angie's List 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 Angie's List has a NPV value higher than Zero then finance managers at Angie's List 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 Angie's List, then the stock price of the Angie's List 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 Angie's List 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 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.

Understanding of risks involved in the project.

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

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 Angie's List: Ratings Pioneer Turns 20

References & Further Readings

Robert J. Dolan, Ayelet Israeli (2018), "Angie's List: Ratings Pioneer Turns 20 Harvard Business Review Case Study. Published by HBR Publications.