OnStar: Connecting to Customers Through Telematics 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 OnStar: Connecting to Customers Through Telematics case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. OnStar: Connecting to Customers Through Telematics case study is a Harvard Business School (HBR) case study written by Peter Koudal, Hau Lee, Barchi Peleg, Paresh Rajwat. The OnStar: Connecting to Customers Through Telematics (referred as “Onstar Telematics” from here on) case study provides evaluation & decision scenario in field of Strategy & Execution. It also touches upon business topics such as - Value proposition, Joint ventures, Leadership, Product development, Security & privacy.

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 OnStar: Connecting to Customers Through Telematics Case Study

OnStar, a provider of in-vehicle safety, security, and information services called "telematics," was founded in 1995 as a collaborative venture among General Motors (GM), EDS, and Hughes Electronics Corp. Safety and security services, including roadside assistance, emergency help after a crash, remote diagnostics, and stolen vehicle tracking, were the cornerstones of OnStar's offering. In addition, OnStar provided its customers with a 24-hour connection to convenience services such as navigation and route guidance, vehicle location assistance, and personal concierge services. To generate more revenues, OnStar expanded its offering to luxury vehicles of other auto manufacturers. Looking back, Chet Huber, OnStar president, was quite satisfied with the company's achievements since it was founded: OnStar's subscriber base had grown to more than 2 million and the company was routinely recognized as the leading telematics provider in the world. OnStar was also delivering benefits to its parent company, GM. By maintaining one-to-one relationships with customers, OnStar helped GM sell more cars and trucks, strengthen customer loyalty, and improve operational efficiency. Although revenues for the world market of in-car telematics terminals were expected to reach $20 billion by 2010, competition in the market was intensifying. Richard Wagoner, GM's CEO, and Huber needed to explore a number of strategic and operational questions around the future of OnStar: How would OnStar create ongoing value to GM? How should OnStar position itself to gain high acceptance and subscription renewal rates? What further strategic partnerships should OnStar form to maintain its leadership? How should GM leverage the continuous stream of vehicle and customer data it received from OnStar?

Case Authors : Peter Koudal, Hau Lee, Barchi Peleg, Paresh Rajwat

Topic : Strategy & Execution

Related Areas : Joint ventures, Leadership, Product development, Security & privacy

Calculating Net Present Value (NPV) at 6% for OnStar: Connecting to Customers Through Telematics Case Study

Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Cash Flows
Year 0 (10009444) -10009444 - -
Year 1 3472660 -6536784 3472660 0.9434 3276094
Year 2 3960463 -2576321 7433123 0.89 3524798
Year 3 3968797 1392476 11401920 0.8396 3332278
Year 4 3238447 4630923 14640367 0.7921 2565153
TOTAL 14640367 12698324

The Net Present Value at 6% discount rate is 2688880

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. Net Present Value
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. Onstar Telematics 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 Onstar Telematics 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 OnStar: Connecting to Customers Through Telematics

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 Onstar Telematics 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 Onstar Telematics 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 (10009444) -10009444 - -
Year 1 3472660 -6536784 3472660 0.8696 3019704
Year 2 3960463 -2576321 7433123 0.7561 2994679
Year 3 3968797 1392476 11401920 0.6575 2609548
Year 4 3238447 4630923 14640367 0.5718 1851593
TOTAL 10475524

The Net NPV after 4 years is 466080

(10475524 - 10009444 )

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 (10009444) -10009444 - -
Year 1 3472660 -6536784 3472660 0.8333 2893883
Year 2 3960463 -2576321 7433123 0.6944 2750322
Year 3 3968797 1392476 11401920 0.5787 2296758
Year 4 3238447 4630923 14640367 0.4823 1561751
TOTAL 9502713

The Net NPV after 4 years is -506731

At 20% discount rate the NPV is negative (9502713 - 10009444 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Onstar Telematics 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 Onstar Telematics has a NPV value higher than Zero then finance managers at Onstar Telematics 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 Onstar Telematics, then the stock price of the Onstar Telematics 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 Onstar Telematics 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.

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.

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

Peter Koudal, Hau Lee, Barchi Peleg, Paresh Rajwat (2018), "OnStar: Connecting to Customers Through Telematics Harvard Business Review Case Study. Published by HBR Publications.