Pricing as Entrepreneurial Behavior 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 Pricing as Entrepreneurial Behavior case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Pricing as Entrepreneurial Behavior case study is a Harvard Business School (HBR) case study written by Minet Schindehutte, Michael H. Morris. The Pricing as Entrepreneurial Behavior (referred as “Pricing Price” 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, Pricing.

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

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Case Description of Pricing as Entrepreneurial Behavior Case Study

Conventional pricing is being turned on its head. Deciding what prices to charge represents one of the more visible decision variables confronting managers. Prices send clear messages about customer value and company objectives. Yet, pricing has been one of the least emphasized strategic issues. Historically, managers have taken price for granted, thinking its main function was to cover costs and provide a target rate of return. Now, companies are adopting more sophisticated approaches. A strategic perspective on pricing includes price objectives, price strategy, price structure, price levels, and price promotions. E-commerce opens new opportunities for using differentiated pricing all the time, optimizing pricing by creating customer switching barriers, and differentiating by stage. Challenges to management include the development of technology that facilitates customer price searching and customers making rather than taking prices. An integrative framework for analysis combines the dimensions of strategic pricing with market-based versus cost-based, proactive versus reactive, risk-assumptive versus risk-aversive, and flexible versus standardized dimensions.

Case Authors : Minet Schindehutte, Michael H. Morris

Topic : Sales & Marketing

Related Areas : IT, Marketing, Pricing

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Calculating Net Present Value (NPV) at 6% for Pricing as Entrepreneurial Behavior Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10006531)	-10006531	-	-
Year 1	3472775	-6533756	3472775	0.9434	3276203
Year 2	3958079	-2575677	7430854	0.89	3522676
Year 3	3969973	1394296	11400827	0.8396	3333266
Year 4	3238797	4633093	14639624	0.7921	2565431
TOTAL			14639624		12697576

The Net Present Value at 6% discount rate is 2691045

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.

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Capital Budgeting Approaches

Methods of Capital Budgeting

There are four types of capital budgeting techniques that are widely used in the corporate world –

1. Internal Rate of Return
2. Net Present Value
3. Profitability Index
4. Payback Period

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 Pricing Price 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. Pricing Price shareholders have preference for diversified projects investment rather than prospective high income from a single capital intensive project.

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Formula and Steps to Calculate Net Present Value (NPV) of Pricing as Entrepreneurial Behavior

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 Pricing Price 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 Pricing Price 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	(10006531)	-10006531	-	-
Year 1	3472775	-6533756	3472775	0.8696	3019804
Year 2	3958079	-2575677	7430854	0.7561	2992876
Year 3	3969973	1394296	11400827	0.6575	2610322
Year 4	3238797	4633093	14639624	0.5718	1851793
TOTAL					10474795

The Net NPV after 4 years is 468264

(10474795 - 10006531 )

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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	(10006531)	-10006531	-	-
Year 1	3472775	-6533756	3472775	0.8333	2893979
Year 2	3958079	-2575677	7430854	0.6944	2748666
Year 3	3969973	1394296	11400827	0.5787	2297438
Year 4	3238797	4633093	14639624	0.4823	1561920
TOTAL					9502003

The Net NPV after 4 years is -504528

At 20% discount rate the NPV is negative (9502003 - 10006531 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Pricing Price 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 Pricing Price has a NPV value higher than Zero then finance managers at Pricing Price 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 Pricing Price, then the stock price of the Pricing Price 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 Pricing Price 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 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.

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.

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Negotiation Strategy of Pricing as Entrepreneurial Behavior

References & Further Readings

Minet Schindehutte, Michael H. Morris (2018), "Pricing as Entrepreneurial Behavior Harvard Business Review Case Study. Published by HBR Publications.