Electronic Commerce: Trends and Opportunities 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 Electronic Commerce: Trends and Opportunities case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Electronic Commerce: Trends and Opportunities case study is a Harvard Business School (HBR) case study written by Lynda M. Applegate, Janis L. Gogan. The Electronic Commerce: Trends and Opportunities (referred as “Boundaries Ios” from here on) case study provides evaluation & decision scenario in field of Technology & Operations. It also touches upon business topics such as - Value proposition, Marketing, Organizational structure.

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 Electronic Commerce: Trends and Opportunities Case Study

In a 1966 Harvard Business Review article, Felix Kaufman implored general managers to think beyond their own organizational boundaries to the possibilities of interorganizational systems (IOS)--networked computers that enable companies to share information and information processing across organizational boundaries. His was a visionary argument that was already becoming a reality; from entrepreneurial actions at American Hospital Supply Corp. and American Airlines grew two legendary strategic IT applications that changed the face of their respective industries. In doing so, they helped change the role of IT so that it became a tool to support commerce--the organizational strategies, structures, and systems through which an organization conducts business with buyers, sellers, and other industry participants. Today, many of the most dramatic and potentially powerful uses of IT involve networks that transcend company boundaries. These IOS enable firms to incorporate buyers, suppliers, and partners in the redesign of their key business processes, thereby enhancing productivity, quality, speed, and flexibility.

Case Authors : Lynda M. Applegate, Janis L. Gogan

Topic : Technology & Operations

Related Areas : Marketing, Organizational structure

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Calculating Net Present Value (NPV) at 6% for Electronic Commerce: Trends and Opportunities Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10029692)	-10029692	-	-
Year 1	3468482	-6561210	3468482	0.9434	3272153
Year 2	3967128	-2594082	7435610	0.89	3530730
Year 3	3958456	1364374	11394066	0.8396	3323596
Year 4	3236426	4600800	14630492	0.7921	2563553
TOTAL			14630492		12690031

The Net Present Value at 6% discount rate is 2660339

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. Magnitude of both incoming and outgoing cash flows – Projects can be capital intensive, time intensive, or both. Boundaries Ios 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 Boundaries Ios 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 Electronic Commerce: Trends and Opportunities

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 Boundaries Ios 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 Boundaries Ios 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	(10029692)	-10029692	-	-
Year 1	3468482	-6561210	3468482	0.8696	3016071
Year 2	3967128	-2594082	7435610	0.7561	2999719
Year 3	3958456	1364374	11394066	0.6575	2602749
Year 4	3236426	4600800	14630492	0.5718	1850437
TOTAL					10468976

The Net NPV after 4 years is 439284

(10468976 - 10029692 )

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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	(10029692)	-10029692	-	-
Year 1	3468482	-6561210	3468482	0.8333	2890402
Year 2	3967128	-2594082	7435610	0.6944	2754950
Year 3	3958456	1364374	11394066	0.5787	2290773
Year 4	3236426	4600800	14630492	0.4823	1560776
TOTAL					9496901

The Net NPV after 4 years is -532791

At 20% discount rate the NPV is negative (9496901 - 10029692 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Boundaries Ios 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 Boundaries Ios has a NPV value higher than Zero then finance managers at Boundaries Ios 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 Boundaries Ios, then the stock price of the Boundaries Ios 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 Boundaries Ios 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 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 will be a multi year spillover effect of various taxation regulations.

What can impact the cash flow of the project.

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.

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 Electronic Commerce: Trends and Opportunities

References & Further Readings

Lynda M. Applegate, Janis L. Gogan (2018), "Electronic Commerce: Trends and Opportunities Harvard Business Review Case Study. Published by HBR Publications.