eLance.com: Building a Professional Services Marketplace 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 eLance.com: Building a Professional Services Marketplace case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. eLance.com: Building a Professional Services Marketplace case study is a Harvard Business School (HBR) case study written by Lynda M. Applegate, Kristin Kohler. The eLance.com: Building a Professional Services Marketplace (referred as “Elance Services” from here on) case study provides evaluation & decision scenario in field of Technology & Operations. 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 eLance.com: Building a Professional Services Marketplace Case Study

Launched as an eBay for services, eLance promises to leverage the capabilities of the Internet to not only change the way services are bought and sold, but change the fundamental dynamics of the global economy. Building on theories posited in the HBR article by Tim Malone and Robert Laubaucher, eLance enables individuals and companies to buy and sell services using an RFP-based pricing model. Will eLance be the next eBay? The case explores the challenges facing eLance as the team attempts to both create a new means of exchanging professional services in the marketplace and develop an online services model that can succeed in the increasingly competitive and profit-conscious Internet economy.

Case Authors : Lynda M. Applegate, Kristin Kohler

Topic : Technology & Operations

Related Areas :

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Calculating Net Present Value (NPV) at 6% for eLance.com: Building a Professional Services Marketplace Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10027224)	-10027224	-	-
Year 1	3453922	-6573302	3453922	0.9434	3258417
Year 2	3965259	-2608043	7419181	0.89	3529066
Year 3	3943326	1335283	11362507	0.8396	3310893
Year 4	3238702	4573985	14601209	0.7921	2565355
TOTAL			14601209		12663731

The Net Present Value at 6% discount rate is 2636507

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 Elance Services 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. Elance Services 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 eLance.com: Building a Professional Services Marketplace

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 Technology & Operations 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 Elance Services 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 Elance Services 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	(10027224)	-10027224	-	-
Year 1	3453922	-6573302	3453922	0.8696	3003410
Year 2	3965259	-2608043	7419181	0.7561	2998305
Year 3	3943326	1335283	11362507	0.6575	2592801
Year 4	3238702	4573985	14601209	0.5718	1851738
TOTAL					10446255

The Net NPV after 4 years is 419031

(10446255 - 10027224 )

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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	(10027224)	-10027224	-	-
Year 1	3453922	-6573302	3453922	0.8333	2878268
Year 2	3965259	-2608043	7419181	0.6944	2753652
Year 3	3943326	1335283	11362507	0.5787	2282017
Year 4	3238702	4573985	14601209	0.4823	1561874
TOTAL					9475812

The Net NPV after 4 years is -551412

At 20% discount rate the NPV is negative (9475812 - 10027224 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Elance Services 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 Elance Services has a NPV value higher than Zero then finance managers at Elance Services 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 Elance Services, then the stock price of the Elance Services 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 Elance Services 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 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 can impact the cash flow of 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 eLance.com: Building a Professional Services Marketplace

References & Further Readings

Lynda M. Applegate, Kristin Kohler (2018), "eLance.com: Building a Professional Services Marketplace Harvard Business Review Case Study. Published by HBR Publications.