Marquee: Reinventing the Business of Nightlife 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 Marquee: Reinventing the Business of Nightlife case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Marquee: Reinventing the Business of Nightlife case study is a Harvard Business School (HBR) case study written by Anita Elberse, Ryan Barlow, Sheldon Wong. The Marquee: Reinventing the Business of Nightlife (referred as “Marquee Tepperberg” from here on) case study provides evaluation & decision scenario in field of Sales & Marketing. It also touches upon business topics such as - Value proposition, Collaboration, Creativity, Customers, Risk management, Supply chain.

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 Marquee: Reinventing the Business of Nightlife Case Study

To maximize their effectiveness, color cases should be printed in color.In January 2013, nightlife impresarios Jason Strauss and Noah Tepperberg are celebrating the re-opening of their famed New York City-based nightclub Marquee. While most clubs are over within their first one and a half years, Strauss and Tepperberg managed to keep Marquee one of NYC's hottest clubs for almost nine years. Meanwhile, they significantly expanded their portfolio of clubs in New York City, Las Vegas, and abroad. Now, after a costly renovation of Marquee New York City, would their investment pay off? Was it a wise idea to model the revamped club after its namesake in Las Vegas that had become North America's highest-grossing club by focusing on electronic dance music and featuring a high-profile DJ every night? Could Strauss and Tepperberg make the seemingly risky economics-which involved placing large bets on superstar DJs-work in a very different market?

Case Authors : Anita Elberse, Ryan Barlow, Sheldon Wong

Topic : Sales & Marketing

Related Areas : Collaboration, Creativity, Customers, Risk management, Supply chain

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Calculating Net Present Value (NPV) at 6% for Marquee: Reinventing the Business of Nightlife Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10016297)	-10016297	-	-
Year 1	3468951	-6547346	3468951	0.9434	3272595
Year 2	3960353	-2586993	7429304	0.89	3524700
Year 3	3943156	1356163	11372460	0.8396	3310750
Year 4	3234959	4591122	14607419	0.7921	2562391
TOTAL			14607419		12670436

The Net Present Value at 6% discount rate is 2654139

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

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 Marquee Tepperberg 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. Marquee Tepperberg 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 Marquee: Reinventing the Business of Nightlife

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 Marquee Tepperberg 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 Marquee Tepperberg 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	(10016297)	-10016297	-	-
Year 1	3468951	-6547346	3468951	0.8696	3016479
Year 2	3960353	-2586993	7429304	0.7561	2994596
Year 3	3943156	1356163	11372460	0.6575	2592689
Year 4	3234959	4591122	14607419	0.5718	1849598
TOTAL					10453362

The Net NPV after 4 years is 437065

(10453362 - 10016297 )

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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	(10016297)	-10016297	-	-
Year 1	3468951	-6547346	3468951	0.8333	2890793
Year 2	3960353	-2586993	7429304	0.6944	2750245
Year 3	3943156	1356163	11372460	0.5787	2281919
Year 4	3234959	4591122	14607419	0.4823	1560069
TOTAL					9483026

The Net NPV after 4 years is -533271

At 20% discount rate the NPV is negative (9483026 - 10016297 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Marquee Tepperberg 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 Marquee Tepperberg has a NPV value higher than Zero then finance managers at Marquee Tepperberg 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 Marquee Tepperberg, then the stock price of the Marquee Tepperberg 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 Marquee Tepperberg 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.

Understanding of risks involved in 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.

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 Marquee: Reinventing the Business of Nightlife

References & Further Readings

Anita Elberse, Ryan Barlow, Sheldon Wong (2018), "Marquee: Reinventing the Business of Nightlife Harvard Business Review Case Study. Published by HBR Publications.