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Safe Water Project: Improving Access to Safe Water Through Innovative Sales and Distribution Models 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 Safe Water Project: Improving Access to Safe Water Through Innovative Sales and Distribution Models case study


At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Safe Water Project: Improving Access to Safe Water Through Innovative Sales and Distribution Models case study is a Harvard Business School (HBR) case study written by Stefanos Zenios, Lyn Denend, Tim Elliott. The Safe Water Project: Improving Access to Safe Water Through Innovative Sales and Distribution Models (referred as “Safe Water” from here on) case study provides evaluation & decision scenario in field of Sales & Marketing. It also touches upon business topics such as - Value proposition, Marketing, Sales, Social enterprise.

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 Safe Water Project: Improving Access to Safe Water Through Innovative Sales and Distribution Models Case Study


This case provides an overview of the nonprofit organization PATH and its Safe Water Project-a five-year effort launched in late 2006 with $17 million in funding from the global development unit of the Bill and Melinda Gates Foundation. The purpose of the grant was to evaluate to what extent market-based approaches could help accelerate the widespread adoption and sustained use of household water treatment and safe storage products by low-income populations. One of the team's primary objectives was to investigate sales and distribution challenges in this space. By conducting a portfolio of field-based pilots, the team hoped to test different models for improving customer access to these safe water products in an effort to identify scalable, sustainable, and replicable solutions. Although specific results varied across the pilots, which spanned India, Vietnam, Cambodia, and Kenya, they collectively gave rise to series of important sales and distribution insights.


Case Authors : Stefanos Zenios, Lyn Denend, Tim Elliott

Topic : Sales & Marketing

Related Areas : Marketing, Sales, Social enterprise




Calculating Net Present Value (NPV) at 6% for Safe Water Project: Improving Access to Safe Water Through Innovative Sales and Distribution Models Case Study


Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Discounted
Cash Flows
Year 0 (10023229) -10023229 - -
Year 1 3458527 -6564702 3458527 0.9434 3262761
Year 2 3980887 -2583815 7439414 0.89 3542975
Year 3 3966928 1383113 11406342 0.8396 3330709
Year 4 3240121 4623234 14646463 0.7921 2566479
TOTAL 14646463 12702925


The Net Present Value at 6% discount rate is 2679696

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. 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. Magnitude of both incoming and outgoing cash flows – Projects can be capital intensive, time intensive, or both. Safe Water 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 Safe Water 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 Safe Water Project: Improving Access to Safe Water Through Innovative Sales and Distribution Models

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 Safe Water 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 Safe Water 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 (10023229) -10023229 - -
Year 1 3458527 -6564702 3458527 0.8696 3007415
Year 2 3980887 -2583815 7439414 0.7561 3010122
Year 3 3966928 1383113 11406342 0.6575 2608320
Year 4 3240121 4623234 14646463 0.5718 1852550
TOTAL 10478407


The Net NPV after 4 years is 455178

(10478407 - 10023229 )






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 (10023229) -10023229 - -
Year 1 3458527 -6564702 3458527 0.8333 2882106
Year 2 3980887 -2583815 7439414 0.6944 2764505
Year 3 3966928 1383113 11406342 0.5787 2295676
Year 4 3240121 4623234 14646463 0.4823 1562558
TOTAL 9504845


The Net NPV after 4 years is -518384

At 20% discount rate the NPV is negative (9504845 - 10023229 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Safe Water 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 Safe Water has a NPV value higher than Zero then finance managers at Safe Water 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 Safe Water, then the stock price of the Safe Water 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 Safe Water 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.

Understanding of risks involved in the project.

What can impact the cash flow of 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.




References & Further Readings

Stefanos Zenios, Lyn Denend, Tim Elliott (2018), "Safe Water Project: Improving Access to Safe Water Through Innovative Sales and Distribution Models Harvard Business Review Case Study. Published by HBR Publications.