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Strategic Sales Management: A Boardroom Issue 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 Strategic Sales Management: A Boardroom Issue case study


At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Strategic Sales Management: A Boardroom Issue case study is a Harvard Business School (HBR) case study written by Benson P. Shapiro, Adrian J. Slywotzky, Stephen X. Doyle. The Strategic Sales Management: A Boardroom Issue (referred as “Salesforce Superiority” from here on) case study provides evaluation & decision scenario in field of Sales & Marketing. It also touches upon business topics such as - Value proposition, Organizational structure, 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 Strategic Sales Management: A Boardroom Issue Case Study


Explains why sales management has become an increasingly important and complex topic for top managers. Demonstrates the financial impact of a superior salesforce and then describes a way to gain superiority. The focus is on a salesforce that is responsive to customer needs and competing imperatives. Organization and management receive careful attention.


Case Authors : Benson P. Shapiro, Adrian J. Slywotzky, Stephen X. Doyle

Topic : Sales & Marketing

Related Areas : Organizational structure, Sales




Calculating Net Present Value (NPV) at 6% for Strategic Sales Management: A Boardroom Issue Case Study


Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Discounted
Cash Flows
Year 0 (10016221) -10016221 - -
Year 1 3444342 -6571879 3444342 0.9434 3249379
Year 2 3980686 -2591193 7425028 0.89 3542796
Year 3 3948734 1357541 11373762 0.8396 3315433
Year 4 3229830 4587371 14603592 0.7921 2558328
TOTAL 14603592 12665937


The Net Present Value at 6% discount rate is 2649716

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. Net Present Value
2. Internal Rate of Return
3. Payback Period
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. Salesforce Superiority 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 Salesforce Superiority 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 Strategic Sales Management: A Boardroom Issue

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 Salesforce Superiority 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 Salesforce Superiority 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 (10016221) -10016221 - -
Year 1 3444342 -6571879 3444342 0.8696 2995080
Year 2 3980686 -2591193 7425028 0.7561 3009971
Year 3 3948734 1357541 11373762 0.6575 2596357
Year 4 3229830 4587371 14603592 0.5718 1846666
TOTAL 10448073


The Net NPV after 4 years is 431852

(10448073 - 10016221 )






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 (10016221) -10016221 - -
Year 1 3444342 -6571879 3444342 0.8333 2870285
Year 2 3980686 -2591193 7425028 0.6944 2764365
Year 3 3948734 1357541 11373762 0.5787 2285147
Year 4 3229830 4587371 14603592 0.4823 1557595
TOTAL 9477393


The Net NPV after 4 years is -538828

At 20% discount rate the NPV is negative (9477393 - 10016221 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Salesforce Superiority 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 Salesforce Superiority has a NPV value higher than Zero then finance managers at Salesforce Superiority 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 Salesforce Superiority, then the stock price of the Salesforce Superiority 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 Salesforce Superiority 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.

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

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.

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

Benson P. Shapiro, Adrian J. Slywotzky, Stephen X. Doyle (2018), "Strategic Sales Management: A Boardroom Issue Harvard Business Review Case Study. Published by HBR Publications.