Barbara Krakow Gallery 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 Barbara Krakow Gallery case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Barbara Krakow Gallery case study is a Harvard Business School (HBR) case study written by Jose Luis Alvarez, Nyssa Liebermann. The Barbara Krakow Gallery (referred as “Gallery Krakow” from here on) case study provides evaluation & decision scenario in field of Strategy & Execution. It also touches upon business topics such as - Value proposition, Change management, Customers, Entrepreneurship, Leadership transitions.

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 Barbara Krakow Gallery Case Study

The Barbara Krakow Gallery is a successful contemporary art gallery located in Boston. It utilizes a very rare "no haggle pricing" strategy and extended sales cycle when selling pieces to collectors. Though it remains profitable and very respected, the size and scope of the gallery will be brought into question when Barbara Krakow, its founder, retires and hands it over to her associate, Andrew Witkin.

Case Authors : Jose Luis Alvarez, Nyssa Liebermann

Topic : Strategy & Execution

Related Areas : Change management, Customers, Entrepreneurship, Leadership transitions

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Calculating Net Present Value (NPV) at 6% for Barbara Krakow Gallery Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10014436)	-10014436	-	-
Year 1	3455095	-6559341	3455095	0.9434	3259524
Year 2	3974725	-2584616	7429820	0.89	3537491
Year 3	3952547	1367931	11382367	0.8396	3318635
Year 4	3246629	4614560	14628996	0.7921	2571634
TOTAL			14628996		12687284

The Net Present Value at 6% discount rate is 2672848

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. Internal Rate of Return
2. Payback Period
3. Net Present Value
4. Profitability Index

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. Gallery Krakow 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 Gallery Krakow have higher preference for cash returns over 4-5 years rather than 10-15 years given the nature of the volatility in the industry.

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Formula and Steps to Calculate Net Present Value (NPV) of Barbara Krakow Gallery

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 Gallery Krakow 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 Gallery Krakow 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	(10014436)	-10014436	-	-
Year 1	3455095	-6559341	3455095	0.8696	3004430
Year 2	3974725	-2584616	7429820	0.7561	3005463
Year 3	3952547	1367931	11382367	0.6575	2598864
Year 4	3246629	4614560	14628996	0.5718	1856271
TOTAL					10465028

The Net NPV after 4 years is 450592

(10465028 - 10014436 )

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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	(10014436)	-10014436	-	-
Year 1	3455095	-6559341	3455095	0.8333	2879246
Year 2	3974725	-2584616	7429820	0.6944	2760226
Year 3	3952547	1367931	11382367	0.5787	2287354
Year 4	3246629	4614560	14628996	0.4823	1565697
TOTAL					9492522

The Net NPV after 4 years is -521914

At 20% discount rate the NPV is negative (9492522 - 10014436 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Gallery Krakow 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 Gallery Krakow has a NPV value higher than Zero then finance managers at Gallery Krakow 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 Gallery Krakow, then the stock price of the Gallery Krakow 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 Gallery Krakow 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.

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.

Understanding of risks involved in the project.

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.

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Negotiation Strategy of Barbara Krakow Gallery

References & Further Readings

Jose Luis Alvarez, Nyssa Liebermann (2018), "Barbara Krakow Gallery Harvard Business Review Case Study. Published by HBR Publications.