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Lockbox Social Inc.: Status Quo or SEO? 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 Lockbox Social Inc.: Status Quo or SEO? case study


At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Lockbox Social Inc.: Status Quo or SEO? case study is a Harvard Business School (HBR) case study written by Elizabeth M.A. Grasby, Jimmy Wang. The Lockbox Social Inc.: Status Quo or SEO? (referred as “Seo Lockbox” from here on) case study provides evaluation & decision scenario in field of Finance & Accounting. It also touches upon business topics such as - Value proposition, Strategic planning.

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 Lockbox Social Inc.: Status Quo or SEO? Case Study


In July 2016, the founder and president of Lockbox Social Inc., an American social media management company for real estate agents, was contemplating whether to offer search engine optimization (SEO) as a new product. He needed to decide whether to pivot his business to pursue SEO exclusively, include SEO with the current product mix, or stay with the status quo and reconsider SEO at a later date. How would the two products-social media management and SEO-meet his customers' needs? Would they provide a good fit with his business and personal goals? He also needed to determine how much to charge for SEO and whether the company's current pricing model was appropriate for social media management.


Case Authors : Elizabeth M.A. Grasby, Jimmy Wang

Topic : Finance & Accounting

Related Areas : Strategic planning




Calculating Net Present Value (NPV) at 6% for Lockbox Social Inc.: Status Quo or SEO? Case Study


Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Discounted
Cash Flows
Year 0 (10029646) -10029646 - -
Year 1 3464621 -6565025 3464621 0.9434 3268510
Year 2 3981130 -2583895 7445751 0.89 3543192
Year 3 3967095 1383200 11412846 0.8396 3330849
Year 4 3251249 4634449 14664095 0.7921 2575294
TOTAL 14664095 12717845


The Net Present Value at 6% discount rate is 2688199

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. 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. Seo Lockbox 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 Seo Lockbox 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 Lockbox Social Inc.: Status Quo or SEO?

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 Finance & Accounting 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 Seo Lockbox 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 Seo Lockbox 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 (10029646) -10029646 - -
Year 1 3464621 -6565025 3464621 0.8696 3012714
Year 2 3981130 -2583895 7445751 0.7561 3010306
Year 3 3967095 1383200 11412846 0.6575 2608429
Year 4 3251249 4634449 14664095 0.5718 1858912
TOTAL 10490362


The Net NPV after 4 years is 460716

(10490362 - 10029646 )






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 (10029646) -10029646 - -
Year 1 3464621 -6565025 3464621 0.8333 2887184
Year 2 3981130 -2583895 7445751 0.6944 2764674
Year 3 3967095 1383200 11412846 0.5787 2295773
Year 4 3251249 4634449 14664095 0.4823 1567925
TOTAL 9515555


The Net NPV after 4 years is -514091

At 20% discount rate the NPV is negative (9515555 - 10029646 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Seo Lockbox 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 Seo Lockbox has a NPV value higher than Zero then finance managers at Seo Lockbox 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 Seo Lockbox, then the stock price of the Seo Lockbox 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 Seo Lockbox 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.

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 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.




References & Further Readings

Elizabeth M.A. Grasby, Jimmy Wang (2018), "Lockbox Social Inc.: Status Quo or SEO? Harvard Business Review Case Study. Published by HBR Publications.