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NPV: The On-Demand Economy Net Present Value Case Analysis

The On-Demand Economy 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 On-Demand Economy case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. The On-Demand Economy case study is a Harvard Business School (HBR) case study written by Cynthia A. Montgomery, James Weber, Elizabeth Anne Watkins. The The On-Demand Economy (referred as “Matches Airbnb” from here on) case study provides evaluation & decision scenario in field of Strategy & Execution. It also touches upon business topics such as - Value proposition, Labor, Organizational structure, Strategy, Workspaces.

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 The On-Demand Economy Case Study

This note describes the emerging on-demand economy, also referred to as the sharing economy. The note highlights several companies including Uber and Airbnb that exemplify this new mode of competition, a model that threatens to disrupt traditional firms. Uber provides ride services much like a traditional taxi company, but it owns no cars and employs no drivers, and instead matches independent car owners with customers looking for rides. Airbnb provides a lodging service, but owns no hotels, and instead matches home owners with extra rooms with customers looking for a place to stay. The note allows students to explore what impact such companies might have on traditional business models, what impact they might have on labor and how people work, and whether existing regulations aimed at traditional business models are adequate for the new model.

Case Authors : Cynthia A. Montgomery, James Weber, Elizabeth Anne Watkins

Topic : Strategy & Execution

Related Areas : Labor, Organizational structure, Strategy, Workspaces

Calculating Net Present Value (NPV) at 6% for The On-Demand Economy Case Study

Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Cash Flows
Year 0 (10025050) -10025050 - -
Year 1 3457319 -6567731 3457319 0.9434 3261622
Year 2 3967084 -2600647 7424403 0.89 3530691
Year 3 3943782 1343135 11368185 0.8396 3311275
Year 4 3250674 4593809 14618859 0.7921 2574838
TOTAL 14618859 12678426

The Net Present Value at 6% discount rate is 2653376

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. Internal Rate of Return
3. Payback Period
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 Matches Airbnb 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. Matches Airbnb shareholders have preference for diversified projects investment rather than prospective high income from a single capital intensive project.

Formula and Steps to Calculate Net Present Value (NPV) of The On-Demand Economy

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 Matches Airbnb 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 Matches Airbnb 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 (10025050) -10025050 - -
Year 1 3457319 -6567731 3457319 0.8696 3006364
Year 2 3967084 -2600647 7424403 0.7561 2999685
Year 3 3943782 1343135 11368185 0.6575 2593101
Year 4 3250674 4593809 14618859 0.5718 1858583
TOTAL 10457734

The Net NPV after 4 years is 432684

(10457734 - 10025050 )

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 (10025050) -10025050 - -
Year 1 3457319 -6567731 3457319 0.8333 2881099
Year 2 3967084 -2600647 7424403 0.6944 2754919
Year 3 3943782 1343135 11368185 0.5787 2282281
Year 4 3250674 4593809 14618859 0.4823 1567648
TOTAL 9485947

The Net NPV after 4 years is -539103

At 20% discount rate the NPV is negative (9485947 - 10025050 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Matches Airbnb 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 Matches Airbnb has a NPV value higher than Zero then finance managers at Matches Airbnb 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 Matches Airbnb, then the stock price of the Matches Airbnb 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 Matches Airbnb 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.

References & Further Readings

Cynthia A. Montgomery, James Weber, Elizabeth Anne Watkins (2018), "The On-Demand Economy Harvard Business Review Case Study. Published by HBR Publications.