Addons: Targeting Impulse 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 Addons: Targeting Impulse case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Addons: Targeting Impulse case study is a Harvard Business School (HBR) case study written by Neena Sondhi, Supriya M. Kalla, Umashankar Venkatesh. The Addons: Targeting Impulse (referred as “Addons Impulse” from here on) case study provides evaluation & decision scenario in field of Sales & Marketing. It also touches upon business topics such as - Value proposition, .

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 Addons: Targeting Impulse Case Study

Addons Retail Private Limited was incorporated in 2006 in Mumbai, Maharashtra, India. The objective behind the venture was to sell lifestyle products and fashion accessories to cater to the impulsive buying urges of urban Indian men and women. The retail chain store sold a range of fashion accessories and products; competitors included both small mom-and-pop stores and kiosks as well as multinational chains. By summer 2014, the founder and director had painstakingly created 80 retail touch points in shopping malls and high streets in a range of cities across the country; his goal was to grow to 500 retail outlets by 2019. The company was on a rapid growth model, but it needed customer footfall and loyalty to support its aspirations. How could it achieve the fine balance between novelty and loyalty for a whimsical, impulse fashion product? Neena Sondhi is affiliated with International Management Institute. Supriya M. Kalla is affiliated with International Management Institute. Umashankar Venkatesh is affiliated with Great Lakes Institute of Management.

Case Authors : Neena Sondhi, Supriya M. Kalla, Umashankar Venkatesh

Topic : Sales & Marketing

Related Areas :

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Calculating Net Present Value (NPV) at 6% for Addons: Targeting Impulse Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10022076)	-10022076	-	-
Year 1	3443668	-6578408	3443668	0.9434	3248743
Year 2	3953338	-2625070	7397006	0.89	3518457
Year 3	3971669	1346599	11368675	0.8396	3334690
Year 4	3238034	4584633	14606709	0.7921	2564826
TOTAL			14606709		12666716

The Net Present Value at 6% discount rate is 2644640

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. Profitability Index
3. Net Present Value
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 Addons Impulse 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. Addons Impulse 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 Addons: Targeting Impulse

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 Addons Impulse 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 Addons Impulse 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	(10022076)	-10022076	-	-
Year 1	3443668	-6578408	3443668	0.8696	2994494
Year 2	3953338	-2625070	7397006	0.7561	2989291
Year 3	3971669	1346599	11368675	0.6575	2611437
Year 4	3238034	4584633	14606709	0.5718	1851356
TOTAL					10446579

The Net NPV after 4 years is 424503

(10446579 - 10022076 )

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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	(10022076)	-10022076	-	-
Year 1	3443668	-6578408	3443668	0.8333	2869723
Year 2	3953338	-2625070	7397006	0.6944	2745374
Year 3	3971669	1346599	11368675	0.5787	2298420
Year 4	3238034	4584633	14606709	0.4823	1561552
TOTAL					9475068

The Net NPV after 4 years is -547008

At 20% discount rate the NPV is negative (9475068 - 10022076 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Addons Impulse 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 Addons Impulse has a NPV value higher than Zero then finance managers at Addons Impulse 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 Addons Impulse, then the stock price of the Addons Impulse 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 Addons Impulse 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 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 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.

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Negotiation Strategy of Addons: Targeting Impulse

References & Further Readings

Neena Sondhi, Supriya M. Kalla, Umashankar Venkatesh (2018), "Addons: Targeting Impulse Harvard Business Review Case Study. Published by HBR Publications.