Grand Central Publishing 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 Grand Central Publishing case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Grand Central Publishing case study is a Harvard Business School (HBR) case study written by Anita Elberse. The Grand Central Publishing (referred as “Grand Book” 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.

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 Grand Central Publishing Case Study

To maximize their effectiveness, color cases should be printed in color.In April 2007, Grand Central's publisher Jamie Raab and editor Karen Kosztolnyik were involved in a frantic bidding war for a proposed book on the life of cat Dewey, billed as the feline answer to the best-selling "Marley & Me: Life and Love with the World's Worst Dog." Literary agent Peter McGuigan, who represented the author and ghost writer, had just notified them that a second publisher seeking to close the deal was "shadowing" Grand Central's every move and a preemptive offer of well over a million dollars would be required to secure the acquisition--an exceedingly high amount for a book by a first-time author. Should Grand Central continue to bid for Dewey, wait for the scheduled auction with several interested publishers, or pull out of the race? Allows for an in-depth examination of new-product acquisition, development, and launch strategies in the context of the book publishing industry. Provides rich insights into how media and entertainment firms aim to replicate success, and how they find, foster, and sell potential blockbuster products. Also illustrates how similar efforts by competitors increase each firm's dependence on a handful of hits. Contains detailed unique economic data that illustrate the high level of concentration in the distribution of sales and profits across products. By enabling an analysis of the book acquisition, development, and marketing process from the perspective of the publisher, author, and agent, serves as a vehicle for contrasting different approaches to the new product development process.

Case Authors : Anita Elberse

Topic : Sales & Marketing

Related Areas : Marketing

Calculating Net Present Value (NPV) at 6% for Grand Central Publishing Case Study

Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Cash Flows
Year 0 (10012322) -10012322 - -
Year 1 3467041 -6545281 3467041 0.9434 3270793
Year 2 3978313 -2566968 7445354 0.89 3540684
Year 3 3952879 1385911 11398233 0.8396 3318913
Year 4 3232428 4618339 14630661 0.7921 2560386
TOTAL 14630661 12690777

The Net Present Value at 6% discount rate is 2678455

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. Profitability Index
2. Payback Period
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. Grand Book 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 Grand Book 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 Grand Central Publishing

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 Grand Book 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 Grand Book 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 %
Cash Flows
Year 0 (10012322) -10012322 - -
Year 1 3467041 -6545281 3467041 0.8696 3014818
Year 2 3978313 -2566968 7445354 0.7561 3008176
Year 3 3952879 1385911 11398233 0.6575 2599082
Year 4 3232428 4618339 14630661 0.5718 1848151
TOTAL 10470228

The Net NPV after 4 years is 457906

(10470228 - 10012322 )

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 %
Cash Flows
Year 0 (10012322) -10012322 - -
Year 1 3467041 -6545281 3467041 0.8333 2889201
Year 2 3978313 -2566968 7445354 0.6944 2762717
Year 3 3952879 1385911 11398233 0.5787 2287546
Year 4 3232428 4618339 14630661 0.4823 1558848
TOTAL 9498312

The Net NPV after 4 years is -514010

At 20% discount rate the NPV is negative (9498312 - 10012322 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Grand Book 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 Grand Book has a NPV value higher than Zero then finance managers at Grand Book 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 Grand Book, then the stock price of the Grand Book 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 Grand Book 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 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.

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.

References & Further Readings

Anita Elberse (2018), "Grand Central Publishing Harvard Business Review Case Study. Published by HBR Publications.