The Montreal Stars 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 The Montreal Stars case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. The Montreal Stars case study is a Harvard Business School (HBR) case study written by Christopher A. Ross, Dave A McKenzie. The The Montreal Stars (referred as “League Hockey” 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 The Montreal Stars Case Study

In September 2012, the general manager of the Montreal Stars, a women's hockey team, faces several challenges. One of six in the Canadian Women's Hockey League, a not-for-profit organization that aspires to be the professional league for women's hockey in North America, the team has won the league championship three times and its players have won a number of awards, including Olympic gold medals. Yet, average attendance per game has been sparse. The first issue is how to increase the awareness and the fan base of the team in Montreal. Secondly, the league allows a team to keep only $25,000 of whatever funds it raises; any amount above that limit must be submitted to the league to support it and other teams less successful at fundraising. Given this, it is difficult to raise funds from and maintain support among donors for the local team. Finally, not only the players but the administrative staff, including the general manager, are volunteers. How can the league be persuaded to relax the constraints on fundraising so that the team can develop the organizational capacity to pay its players and staff? In sum, the general manager faces both external and internal marketing problems. Authors Christopher A. Ross and Dave A. McKenzie are affiliated with Concordia University.

Case Authors : Christopher A. Ross, Dave A McKenzie

Topic : Sales & Marketing

Related Areas :

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Calculating Net Present Value (NPV) at 6% for The Montreal Stars Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10022394)	-10022394	-	-
Year 1	3452517	-6569877	3452517	0.9434	3257092
Year 2	3960624	-2609253	7413141	0.89	3524941
Year 3	3952886	1343633	11366027	0.8396	3318919
Year 4	3241143	4584776	14607170	0.7921	2567289
TOTAL			14607170		12668241

The Net Present Value at 6% discount rate is 2645847

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. Magnitude of both incoming and outgoing cash flows – Projects can be capital intensive, time intensive, or both. League Hockey 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 League Hockey 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 The Montreal Stars

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 League Hockey 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 League Hockey 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	(10022394)	-10022394	-	-
Year 1	3452517	-6569877	3452517	0.8696	3002189
Year 2	3960624	-2609253	7413141	0.7561	2994801
Year 3	3952886	1343633	11366027	0.6575	2599087
Year 4	3241143	4584776	14607170	0.5718	1853134
TOTAL					10449210

The Net NPV after 4 years is 426816

(10449210 - 10022394 )

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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	(10022394)	-10022394	-	-
Year 1	3452517	-6569877	3452517	0.8333	2877098
Year 2	3960624	-2609253	7413141	0.6944	2750433
Year 3	3952886	1343633	11366027	0.5787	2287550
Year 4	3241143	4584776	14607170	0.4823	1563051
TOTAL					9478132

The Net NPV after 4 years is -544262

At 20% discount rate the NPV is negative (9478132 - 10022394 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of League Hockey 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 League Hockey has a NPV value higher than Zero then finance managers at League Hockey 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 League Hockey, then the stock price of the League Hockey 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 League Hockey 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.

Understanding of risks involved in 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.

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.

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 The Montreal Stars

References & Further Readings

Christopher A. Ross, Dave A McKenzie (2018), "The Montreal Stars Harvard Business Review Case Study. Published by HBR Publications.