Northlands Ledger (B): Management Style, Strategy, and Performance 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 Northlands Ledger (B): Management Style, Strategy, and Performance case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Northlands Ledger (B): Management Style, Strategy, and Performance case study is a Harvard Business School (HBR) case study written by Robert Dewar. The Northlands Ledger (B): Management Style, Strategy, and Performance (referred as “Ledger Potter” from here on) case study provides evaluation & decision scenario in field of Strategy & Execution. It also touches upon business topics such as - Value proposition, Leadership, Manufacturing, Organizational culture, Strategy.

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 Northlands Ledger (B): Management Style, Strategy, and Performance Case Study

Case (A) describes the situation at the Northlands Ledger, a newspaper on its way out of business due in large part to its publisher and editor's focus on what they do and want to keep doing rather than on what their customers (readers and advertisers) want. The value proposition to the reader is that 'we deliver the paper reliably and give you the latest national and international news'. The value proposition to the advertisers is that 'we print your ads accurately and runs them on time'. Both value propositions are outdated, and, even if they were what the customers wanted-which they are not, neither is executed well. The paper's key performance indicators-circulation, classified ads and commercial advertising are all in decline despite the fact that the community it serves is growing. The senior management of the Paulus chain that owns this paper has forced the publisher, Allison, to retire and brought another publisher, Potter, in from one of its other papers, The Sun Belt City Star, where Potter was highly successful. However, he cannot simply transfer his success formula from the Star to the Ledger. Case (B) details his efforts and may be used as a classic example of good change management and leadership practices. Potter established a clear cut set of objectives, formulated a new strategy of responsiveness to readers and advertisers more in line with finding out why they hired the paper in the first place. To implement his new strategy he terminated senior managers and others who he did not feel could contribute to the new paper, and made significant changes in key dimensions of implementation: culture, structure, information and decision support systems, incentives and human resources. Throughout he used a mix of both authoritative and participative change management-a mix that may provoke an interesting class discussion.

Case Authors : Robert Dewar

Topic : Strategy & Execution

Related Areas : Leadership, Manufacturing, Organizational culture, Strategy

---

Calculating Net Present Value (NPV) at 6% for Northlands Ledger (B): Management Style, Strategy, and Performance Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10013624)	-10013624	-	-
Year 1	3456855	-6556769	3456855	0.9434	3261184
Year 2	3955426	-2601343	7412281	0.89	3520315
Year 3	3970563	1369220	11382844	0.8396	3333761
Year 4	3242984	4612204	14625828	0.7921	2568747
TOTAL			14625828		12684007

The Net Present Value at 6% discount rate is 2670383

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. Net Present Value
2. Internal Rate of Return
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. Ledger Potter 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 Ledger Potter 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 Northlands Ledger (B): Management Style, Strategy, and Performance

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 Ledger Potter 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 Ledger Potter 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	(10013624)	-10013624	-	-
Year 1	3456855	-6556769	3456855	0.8696	3005961
Year 2	3955426	-2601343	7412281	0.7561	2990870
Year 3	3970563	1369220	11382844	0.6575	2610710
Year 4	3242984	4612204	14625828	0.5718	1854187
TOTAL					10461727

The Net NPV after 4 years is 448103

(10461727 - 10013624 )

---

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	(10013624)	-10013624	-	-
Year 1	3456855	-6556769	3456855	0.8333	2880713
Year 2	3955426	-2601343	7412281	0.6944	2746824
Year 3	3970563	1369220	11382844	0.5787	2297780
Year 4	3242984	4612204	14625828	0.4823	1563939
TOTAL					9489255

The Net NPV after 4 years is -524369

At 20% discount rate the NPV is negative (9489255 - 10013624 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Ledger Potter 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 Ledger Potter has a NPV value higher than Zero then finance managers at Ledger Potter 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 Ledger Potter, then the stock price of the Ledger Potter 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 Ledger Potter 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 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.

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.

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

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.

---

Negotiation Strategy of Northlands Ledger (B): Management Style, Strategy, and Performance

References & Further Readings

Robert Dewar (2018), "Northlands Ledger (B): Management Style, Strategy, and Performance Harvard Business Review Case Study. Published by HBR Publications.