Challenges in Developing Products for an Advanced Mobile Market: Sasken's Experience 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 Challenges in Developing Products for an Advanced Mobile Market: Sasken's Experience case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Challenges in Developing Products for an Advanced Mobile Market: Sasken's Experience case study is a Harvard Business School (HBR) case study written by Varadharajan Sridhar, Selvaraj Vadivelu. The Challenges in Developing Products for an Advanced Mobile Market: Sasken's Experience (referred as “Sasken Offshore” from here on) case study provides evaluation & decision scenario in field of Strategy & Execution. It also touches upon business topics such as - Value proposition, Product development, Project management, Technology.

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 Challenges in Developing Products for an Advanced Mobile Market: Sasken's Experience Case Study

Sasken, a communication software company based in India, provides research and development support to leading wireless device vendors from its offshore centres in India in an intellectual property-oriented product and services space. Sasken has faced a number of challenges in building an advanced multimedia player for high-end mobile handsets for the Japanese market. The Japanese market is one of the most advanced in the mobile services it offers, and is well ahead of the rest of the world in terms of handset functions and features. Located in an offshore centre far away from the target market, in a country where the mobile industry is still evolving, the Sasken project team faced a number of challenges in building a technology-intensive product according to its client's specific requirements. With high client expectations and norms regarding quality, completeness of the product and timeliness of delivery, the Sasken project manager had to successfully manage evolving technical requirements for the product from the company's offshore centre in Bangalore. Sasken's project team also had to cope with unavailability of tools and platforms, with communication and co-ordination challenges, and with cultural differences that were typical of offshore product development. This case illustrates how having clarity on product features, following a suitable process orientation, adhering to quality and timeline expectations, effectively dealing with a distributed team setup, and managing cross-cultural issues are important pre-requisites for success in offshore software development.

Case Authors : Varadharajan Sridhar, Selvaraj Vadivelu

Topic : Strategy & Execution

Related Areas : Product development, Project management, Technology

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Calculating Net Present Value (NPV) at 6% for Challenges in Developing Products for an Advanced Mobile Market: Sasken's Experience Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10018164)	-10018164	-	-
Year 1	3469649	-6548515	3469649	0.9434	3273254
Year 2	3973509	-2575006	7443158	0.89	3536409
Year 3	3973754	1398748	11416912	0.8396	3336440
Year 4	3227171	4625919	14644083	0.7921	2556222
TOTAL			14644083		12702325

The Net Present Value at 6% discount rate is 2684161

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. 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. Timing of the expected cash flows – stockholders of Sasken Offshore 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. Sasken Offshore 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 Challenges in Developing Products for an Advanced Mobile Market: Sasken's Experience

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 Strategy & Execution 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 Sasken Offshore 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 Sasken Offshore 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	(10018164)	-10018164	-	-
Year 1	3469649	-6548515	3469649	0.8696	3017086
Year 2	3973509	-2575006	7443158	0.7561	3004544
Year 3	3973754	1398748	11416912	0.6575	2612808
Year 4	3227171	4625919	14644083	0.5718	1845145
TOTAL					10479583

The Net NPV after 4 years is 461419

(10479583 - 10018164 )

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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	(10018164)	-10018164	-	-
Year 1	3469649	-6548515	3469649	0.8333	2891374
Year 2	3973509	-2575006	7443158	0.6944	2759381
Year 3	3973754	1398748	11416912	0.5787	2299626
Year 4	3227171	4625919	14644083	0.4823	1556313
TOTAL					9506695

The Net NPV after 4 years is -511469

At 20% discount rate the NPV is negative (9506695 - 10018164 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Sasken Offshore 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 Sasken Offshore has a NPV value higher than Zero then finance managers at Sasken Offshore 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 Sasken Offshore, then the stock price of the Sasken Offshore 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 Sasken Offshore 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 –

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 will be a multi year spillover effect of various taxation regulations.

What can impact the cash flow of the project.

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 Challenges in Developing Products for an Advanced Mobile Market: Sasken's Experience

References & Further Readings

Varadharajan Sridhar, Selvaraj Vadivelu (2018), "Challenges in Developing Products for an Advanced Mobile Market: Sasken's Experience Harvard Business Review Case Study. Published by HBR Publications.