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With a Little Help from "Nuestros Amigos": Hispanics and Kidney Transplants 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 With a Little Help from "Nuestros Amigos": Hispanics and Kidney Transplants case study


At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. With a Little Help from "Nuestros Amigos": Hispanics and Kidney Transplants case study is a Harvard Business School (HBR) case study written by Julie Hennessy. The With a Little Help from "Nuestros Amigos": Hispanics and Kidney Transplants (referred as “Transplant Caicedo” from here on) case study provides evaluation & decision scenario in field of Sales & Marketing. It also touches upon business topics such as - Value proposition, Customer service, Innovation, Market research, Social responsibility, 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 With a Little Help from "Nuestros Amigos": Hispanics and Kidney Transplants Case Study


Dr. Juan Caicedo was educated in general medicine and surgery at Universidad Nacional de Colombia and practiced transplant medicine in Bogota. He determined that he would need to go to the United States to advance his training, and ultimately was awarded a fellowship in transplant surgery at Northwestern Memorial Hospital. During his three years as a fellow, Caicedo was struck by the number of Hispanic patients on the kidney transplant waiting list. Not only were Hispanics the highest growth group on the transplant waiting list, they also waited longer for transplants and died while waiting at higher rates than non-Hispanic whites or African-Americans. Caicedo also was alarmed by Hispanic patients' lower utilization of living donors for transplantation-they were underrepresented not only as live donor transplant patients, but also as donors. As he neared the end of his fellowship in 2006, Caicedo wondered if the Hispanic population encountered unique barriers to transplantation and living donor usage, and began to think about creating a program to address these barriers.


Case Authors : Julie Hennessy

Topic : Sales & Marketing

Related Areas : Customer service, Innovation, Market research, Social responsibility, Supply chain




Calculating Net Present Value (NPV) at 6% for With a Little Help from "Nuestros Amigos": Hispanics and Kidney Transplants Case Study


Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Discounted
Cash Flows
Year 0 (10018542) -10018542 - -
Year 1 3472913 -6545629 3472913 0.9434 3276333
Year 2 3953274 -2592355 7426187 0.89 3518400
Year 3 3968410 1376055 11394597 0.8396 3331954
Year 4 3251258 4627313 14645855 0.7921 2575301
TOTAL 14645855 12701987




The Net Present Value at 6% discount rate is 2683445

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. Profitability Index
3. Payback Period
4. Internal Rate of Return

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. Transplant Caicedo 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 Transplant Caicedo 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 With a Little Help from "Nuestros Amigos": Hispanics and Kidney Transplants

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 Transplant Caicedo 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 Transplant Caicedo 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 (10018542) -10018542 - -
Year 1 3472913 -6545629 3472913 0.8696 3019924
Year 2 3953274 -2592355 7426187 0.7561 2989243
Year 3 3968410 1376055 11394597 0.6575 2609294
Year 4 3251258 4627313 14645855 0.5718 1858917
TOTAL 10477379


The Net NPV after 4 years is 458837

(10477379 - 10018542 )








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 (10018542) -10018542 - -
Year 1 3472913 -6545629 3472913 0.8333 2894094
Year 2 3953274 -2592355 7426187 0.6944 2745329
Year 3 3968410 1376055 11394597 0.5787 2296534
Year 4 3251258 4627313 14645855 0.4823 1567929
TOTAL 9503886


The Net NPV after 4 years is -514656

At 20% discount rate the NPV is negative (9503886 - 10018542 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Transplant Caicedo 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 Transplant Caicedo has a NPV value higher than Zero then finance managers at Transplant Caicedo 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 Transplant Caicedo, then the stock price of the Transplant Caicedo 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 Transplant Caicedo 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 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.

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 With a Little Help from "Nuestros Amigos": Hispanics and Kidney Transplants

References & Further Readings

Julie Hennessy (2018), "With a Little Help from "Nuestros Amigos": Hispanics and Kidney Transplants Harvard Business Review Case Study. Published by HBR Publications.


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