Stratography: The Art of Conceptualizing and Communicating Strategy 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 Stratography: The Art of Conceptualizing and Communicating Strategy case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Stratography: The Art of Conceptualizing and Communicating Strategy case study is a Harvard Business School (HBR) case study written by Stephen Cummings, Duncan Angwin. The Stratography: The Art of Conceptualizing and Communicating Strategy (referred as “Stratography Strategy” from here on) case study provides evaluation & decision scenario in field of Strategy & Execution. It also touches upon business topics such as - Value proposition, Developing employees, 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

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Case Description of Stratography: The Art of Conceptualizing and Communicating Strategy Case Study

Representations of strategy tend to either be so generalized as to have little real meaning for employees, or go into such detail that people struggle to understand what is really required. The problem is this: a strategy not understood by those charged with implementing it is as bad as, or even worse than, not having a strategy at all. In 1983, a classic Business Horizons article by Karl Weick highlighted the importance of using graphical approaches to overcome strategy relation challenges; however, since then, little has been written regarding how managers might accomplish this successfully. Our article argues that individualized drawings of strategy, or what we term 'stratography,' could enable more effective conceptualization and communication of the strategic complexity that organizations face and the paths they are seeking to follow. Herein, we employ the latest thinking in cartography, educational philosophy, optics, graphic design, and military protocol to outline seven good practices of effective stratography.

Case Authors : Stephen Cummings, Duncan Angwin

Topic : Strategy & Execution

Related Areas : Developing employees, Strategy

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Calculating Net Present Value (NPV) at 6% for Stratography: The Art of Conceptualizing and Communicating Strategy Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10004849)	-10004849	-	-
Year 1	3455188	-6549661	3455188	0.9434	3259611
Year 2	3965317	-2584344	7420505	0.89	3529118
Year 3	3957099	1372755	11377604	0.8396	3322457
Year 4	3242025	4614780	14619629	0.7921	2567987
TOTAL			14619629		12679173

The Net Present Value at 6% discount rate is 2674324

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. 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. Timing of the expected cash flows – stockholders of Stratography Strategy 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. Stratography Strategy 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 Stratography: The Art of Conceptualizing and Communicating Strategy

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 Stratography Strategy 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 Stratography Strategy 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	(10004849)	-10004849	-	-
Year 1	3455188	-6549661	3455188	0.8696	3004511
Year 2	3965317	-2584344	7420505	0.7561	2998349
Year 3	3957099	1372755	11377604	0.6575	2601857
Year 4	3242025	4614780	14619629	0.5718	1853638
TOTAL					10458356

The Net NPV after 4 years is 453507

(10458356 - 10004849 )

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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	(10004849)	-10004849	-	-
Year 1	3455188	-6549661	3455188	0.8333	2879323
Year 2	3965317	-2584344	7420505	0.6944	2753692
Year 3	3957099	1372755	11377604	0.5787	2289988
Year 4	3242025	4614780	14619629	0.4823	1563477
TOTAL					9486480

The Net NPV after 4 years is -518369

At 20% discount rate the NPV is negative (9486480 - 10004849 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Stratography Strategy 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 Stratography Strategy has a NPV value higher than Zero then finance managers at Stratography Strategy 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 Stratography Strategy, then the stock price of the Stratography Strategy 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 Stratography Strategy 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 are the key aspects of the projects that need to be monitored, refined, and retuned for continuous delivery of projected cash flows.

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 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 Stratography: The Art of Conceptualizing and Communicating Strategy

References & Further Readings

Stephen Cummings, Duncan Angwin (2018), "Stratography: The Art of Conceptualizing and Communicating Strategy Harvard Business Review Case Study. Published by HBR Publications.