dpms. - The Price of Earned Media 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 dpms. - The Price of Earned Media case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. dpms. - The Price of Earned Media case study is a Harvard Business School (HBR) case study written by Julia Cutt, Mary Weil. The dpms. - The Price of Earned Media (referred as “Dpms Confront” from here on) case study provides evaluation & decision scenario in field of Sales & Marketing. It also touches upon business topics such as - Value proposition, Public relations.

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 dpms. - The Price of Earned Media Case Study

In April 2014, the co-founder of lifestyle brand dpms., situated in London, Ontario, has a dilemma. Started as an opportunity to showcase her partner's graphic designs, dpms. first produced silk-screened t-shirts, then branched into jewelry and other locally produced products as the company succeeded. They maintain a booth at a weekly farmers' and artisans' market and travel to other festivals around the province but rely mainly on word-of-mouth promotion and their social media presence to advertise their wares. She was excited about an article that was to appear in a local newspaper, but when the article was published, it contained several inaccuracies. She is deciding how she should handle the situation and how the options to confront or not confront the reporter will reflect on her fledgling company.

Case Authors : Julia Cutt, Mary Weil

Topic : Sales & Marketing

Related Areas : Public relations

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Calculating Net Present Value (NPV) at 6% for dpms. - The Price of Earned Media Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10002641)	-10002641	-	-
Year 1	3471348	-6531293	3471348	0.9434	3274857
Year 2	3953113	-2578180	7424461	0.89	3518256
Year 3	3953536	1375356	11377997	0.8396	3319465
Year 4	3226254	4601610	14604251	0.7921	2555495
TOTAL			14604251		12668074

The Net Present Value at 6% discount rate is 2665433

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

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. Dpms Confront 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 Dpms Confront have higher preference for cash returns over 4-5 years rather than 10-15 years given the nature of the volatility in the industry.

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Formula and Steps to Calculate Net Present Value (NPV) of dpms. - The Price of Earned Media

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 Dpms Confront 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 Dpms Confront 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	(10002641)	-10002641	-	-
Year 1	3471348	-6531293	3471348	0.8696	3018563
Year 2	3953113	-2578180	7424461	0.7561	2989121
Year 3	3953536	1375356	11377997	0.6575	2599514
Year 4	3226254	4601610	14604251	0.5718	1844621
TOTAL					10451820

The Net NPV after 4 years is 449179

(10451820 - 10002641 )

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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	(10002641)	-10002641	-	-
Year 1	3471348	-6531293	3471348	0.8333	2892790
Year 2	3953113	-2578180	7424461	0.6944	2745217
Year 3	3953536	1375356	11377997	0.5787	2287926
Year 4	3226254	4601610	14604251	0.4823	1555871
TOTAL					9481804

The Net NPV after 4 years is -520837

At 20% discount rate the NPV is negative (9481804 - 10002641 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Dpms Confront 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 Dpms Confront has a NPV value higher than Zero then finance managers at Dpms Confront 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 Dpms Confront, then the stock price of the Dpms Confront 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 Dpms Confront 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 will be a multi year spillover effect of various taxation regulations.

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

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.

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 dpms. - The Price of Earned Media

References & Further Readings

Julia Cutt, Mary Weil (2018), "dpms. - The Price of Earned Media Harvard Business Review Case Study. Published by HBR Publications.