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Canopy Growth Corp.: Product Messaging for Recreational Cannabis 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 Canopy Growth Corp.: Product Messaging for Recreational Cannabis case study


At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Canopy Growth Corp.: Product Messaging for Recreational Cannabis case study is a Harvard Business School (HBR) case study written by Allison Johnson, Ramasastry Chandrasekhar. The Canopy Growth Corp.: Product Messaging for Recreational Cannabis (referred as “Cannabis Recreational” from here on) case study provides evaluation & decision scenario in field of Sales & Marketing. It also touches upon business topics such as - Value proposition, Customers, Product development.

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 Canopy Growth Corp.: Product Messaging for Recreational Cannabis Case Study


In April 2016, Canopy Growth Corporation, one of Canada's top producers of medical cannabis, was planning a strategy for its future. The government of Canada had just announced its plans to introduce a bill to legalize recreational cannabis use in 2017, followed by a rollout of the policy in early 2018. The company's chief executive officer needed to plan a strategy that addressed three main issues: product messaging for recreational cannabis, establishing a retail footprint in recreational cannabis, and building an international business.


Case Authors : Allison Johnson, Ramasastry Chandrasekhar

Topic : Sales & Marketing

Related Areas : Customers, Product development




Calculating Net Present Value (NPV) at 6% for Canopy Growth Corp.: Product Messaging for Recreational Cannabis Case Study


Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Discounted
Cash Flows
Year 0 (10008969) -10008969 - -
Year 1 3457947 -6551022 3457947 0.9434 3262214
Year 2 3962088 -2588934 7420035 0.89 3526244
Year 3 3973943 1385009 11393978 0.8396 3336599
Year 4 3246882 4631891 14640860 0.7921 2571835
TOTAL 14640860 12696892




The Net Present Value at 6% discount rate is 2687923

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. Magnitude of both incoming and outgoing cash flows – Projects can be capital intensive, time intensive, or both. Cannabis Recreational 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 Cannabis Recreational 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 Canopy Growth Corp.: Product Messaging for Recreational Cannabis

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 Cannabis Recreational 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 Cannabis Recreational 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 (10008969) -10008969 - -
Year 1 3457947 -6551022 3457947 0.8696 3006910
Year 2 3962088 -2588934 7420035 0.7561 2995908
Year 3 3973943 1385009 11393978 0.6575 2612932
Year 4 3246882 4631891 14640860 0.5718 1856415
TOTAL 10472166


The Net NPV after 4 years is 463197

(10472166 - 10008969 )








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 (10008969) -10008969 - -
Year 1 3457947 -6551022 3457947 0.8333 2881623
Year 2 3962088 -2588934 7420035 0.6944 2751450
Year 3 3973943 1385009 11393978 0.5787 2299736
Year 4 3246882 4631891 14640860 0.4823 1565819
TOTAL 9498627


The Net NPV after 4 years is -510342

At 20% discount rate the NPV is negative (9498627 - 10008969 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Cannabis Recreational 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 Cannabis Recreational has a NPV value higher than Zero then finance managers at Cannabis Recreational 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 Cannabis Recreational, then the stock price of the Cannabis Recreational 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 Cannabis Recreational 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 are the key aspects of the projects that need to be monitored, refined, and retuned for continuous delivery of projected cash flows.

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

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 Canopy Growth Corp.: Product Messaging for Recreational Cannabis

References & Further Readings

Allison Johnson, Ramasastry Chandrasekhar (2018), "Canopy Growth Corp.: Product Messaging for Recreational Cannabis Harvard Business Review Case Study. Published by HBR Publications.


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