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Web Strategies and Site Traffic Generation 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 Web Strategies and Site Traffic Generation case study


At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Web Strategies and Site Traffic Generation case study is a Harvard Business School (HBR) case study written by Luis Ferrandiz, Rosa Fernandez-Velilla, Julian Villanueva. The Web Strategies and Site Traffic Generation (referred as “Internet Medium.the” 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.

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 Web Strategies and Site Traffic Generation Case Study


Greatly enriched by the Internet, the purchase decision process of customers has changed. Until a few years ago, the decision making involved in the purchasing process of a person or company that wanted to buy a product or service was more limited, as the scope for gathering information was confined to the so-called mass media (television, radio, press) and personal recommendation. Nowadays, the fact that our potential customers can get information from the Internet forces us to pay more attention to the online environment. We need to know it, understand it and find formulas that will accelerate the purchase decision process. For all these reasons, the Internet has become an essential medium.The purpose of this technical note is to introduce the online world and the strategies and tactics that will help us make our products and services more visible and establish closer contact with our customers.


Case Authors : Luis Ferrandiz, Rosa Fernandez-Velilla, Julian Villanueva

Topic : Sales & Marketing

Related Areas : IT, Marketing




Calculating Net Present Value (NPV) at 6% for Web Strategies and Site Traffic Generation Case Study


Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Discounted
Cash Flows
Year 0 (10012578) -10012578 - -
Year 1 3461034 -6551544 3461034 0.9434 3265126
Year 2 3974487 -2577057 7435521 0.89 3537279
Year 3 3941176 1364119 11376697 0.8396 3309087
Year 4 3229218 4593337 14605915 0.7921 2557843
TOTAL 14605915 12669336


The Net Present Value at 6% discount rate is 2656758

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. Internal Rate of Return
3. Net Present Value
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 Internet Medium.the 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. Internet Medium.the 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 Web Strategies and Site Traffic Generation

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 Internet Medium.the 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 Internet Medium.the 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 (10012578) -10012578 - -
Year 1 3461034 -6551544 3461034 0.8696 3009595
Year 2 3974487 -2577057 7435521 0.7561 3005283
Year 3 3941176 1364119 11376697 0.6575 2591387
Year 4 3229218 4593337 14605915 0.5718 1846316
TOTAL 10452581


The Net NPV after 4 years is 440003

(10452581 - 10012578 )






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 (10012578) -10012578 - -
Year 1 3461034 -6551544 3461034 0.8333 2884195
Year 2 3974487 -2577057 7435521 0.6944 2760060
Year 3 3941176 1364119 11376697 0.5787 2280773
Year 4 3229218 4593337 14605915 0.4823 1557300
TOTAL 9482329


The Net NPV after 4 years is -530249

At 20% discount rate the NPV is negative (9482329 - 10012578 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Internet Medium.the 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 Internet Medium.the has a NPV value higher than Zero then finance managers at Internet Medium.the 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 Internet Medium.the, then the stock price of the Internet Medium.the 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 Internet Medium.the 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 will be a multi year spillover effect of various taxation regulations.

What can impact the cash flow of the project.

Understanding of risks involved in 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.

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

Luis Ferrandiz, Rosa Fernandez-Velilla, Julian Villanueva (2018), "Web Strategies and Site Traffic Generation Harvard Business Review Case Study. Published by HBR Publications.