Anime News Network: Building a Sustainable Internet Business 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 Anime News Network: Building a Sustainable Internet Business case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Anime News Network: Building a Sustainable Internet Business case study is a Harvard Business School (HBR) case study written by Timothy Craig. The Anime News Network: Building a Sustainable Internet Business (referred as “Anime Ann” from here on) case study provides evaluation & decision scenario in field of Strategy & Execution. It also touches upon business topics such as - Value proposition, .

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 Anime News Network: Building a Sustainable Internet Business Case Study

Anime News Network (ANN) is a Montreal-based news website that provides information and news about anime (Japanese animation) and manga (Japanese comics). The site's primary readership and target audience is North American fans of anime and manga, but it is known and read by fans worldwide as "the world's leading destination for news and information about manga and anime." Under its founder and chief executive officer, ANN has grown from a hobby, staffed entirely by volunteers, to a profitable business with 3.3 million readers, annual sales of US$1 million, seven full-time and five part-time employees, and sister ANN websites in Australia and the United Kingdom. The critical question facing ANN is whether the company has reached its growth potential, given the niche nature of its readership base and a steady decline in the monetary value of the North American anime market. Timothy Craig is affiliated with Doshisha Business School.

Case Authors : Timothy Craig

Topic : Strategy & Execution

Related Areas :

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Calculating Net Present Value (NPV) at 6% for Anime News Network: Building a Sustainable Internet Business Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10008441)	-10008441	-	-
Year 1	3445362	-6563079	3445362	0.9434	3250342
Year 2	3982671	-2580408	7428033	0.89	3544563
Year 3	3969474	1389066	11397507	0.8396	3332847
Year 4	3244037	4633103	14641544	0.7921	2569581
TOTAL			14641544		12697333

The Net Present Value at 6% discount rate is 2688892

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. Profitability Index
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 Anime Ann 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. Anime Ann 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 Anime News Network: Building a Sustainable Internet Business

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 Anime Ann 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 Anime Ann 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	(10008441)	-10008441	-	-
Year 1	3445362	-6563079	3445362	0.8696	2995967
Year 2	3982671	-2580408	7428033	0.7561	3011471
Year 3	3969474	1389066	11397507	0.6575	2609994
Year 4	3244037	4633103	14641544	0.5718	1854789
TOTAL					10472221

The Net NPV after 4 years is 463780

(10472221 - 10008441 )

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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	(10008441)	-10008441	-	-
Year 1	3445362	-6563079	3445362	0.8333	2871135
Year 2	3982671	-2580408	7428033	0.6944	2765744
Year 3	3969474	1389066	11397507	0.5787	2297149
Year 4	3244037	4633103	14641544	0.4823	1564447
TOTAL					9498475

The Net NPV after 4 years is -509966

At 20% discount rate the NPV is negative (9498475 - 10008441 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Anime Ann 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 Anime Ann has a NPV value higher than Zero then finance managers at Anime Ann 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 Anime Ann, then the stock price of the Anime Ann 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 Anime Ann 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 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.

What are the key aspects of the projects that need to be monitored, refined, and retuned for continuous delivery of projected cash flows.

Understanding of risks involved in the project.

What can impact the cash flow of 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.

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Negotiation Strategy of Anime News Network: Building a Sustainable Internet Business

References & Further Readings

Timothy Craig (2018), "Anime News Network: Building a Sustainable Internet Business Harvard Business Review Case Study. Published by HBR Publications.