From Crisis to World Champions: Lessons from German Football 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 From Crisis to World Champions: Lessons from German Football case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. From Crisis to World Champions: Lessons from German Football case study is a Harvard Business School (HBR) case study written by Holger Ernst, Peter M. Bican, Carsten Guderian. The From Crisis to World Champions: Lessons from German Football (referred as “Dfb Football” from here on) case study provides evaluation & decision scenario in field of Global Business. It also touches upon business topics such as - Value proposition, Generational issues, Innovation, Strategy, Talent management.

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 From Crisis to World Champions: Lessons from German Football Case Study

For the Deutscher Fussball-Bund e.V. (DFB)-the German Football Association-winning the most prestigious football trophy, the 2014 FIFA World Cup, was the culmination of a long period of suffering, reinventing, and rebuilding. Once the dominating force in world football, the German team had been at rock bottom around the beginning of the millennium. To manage its way out of this crisis and leave competitors behind once again, the DFB had to fundamentally reinvent itself. The turnaround required radical changes that would take a long time to pay off and involved substantial risks. How did the DFB reinvent itself to overcome the crisis and regain competitive strength, culminating in triumph at the 2014 FIFA World Cup in Brazil? How could DFB's managerial options be applied to the corporate world and provide lessons on successfully managing a crisis? What could DFB's management do to remain at the top of international football? The authors Holger Ernst, Peter M. Bican, and Carsten C. Guderian are affiliated with WHU - Otto Beisheim School of Management.

Case Authors : Holger Ernst, Peter M. Bican, Carsten Guderian

Topic : Global Business

Related Areas : Generational issues, Innovation, Strategy, Talent management

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Calculating Net Present Value (NPV) at 6% for From Crisis to World Champions: Lessons from German Football Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10028671)	-10028671	-	-
Year 1	3448270	-6580401	3448270	0.9434	3253085
Year 2	3981449	-2598952	7429719	0.89	3543475
Year 3	3966097	1367145	11395816	0.8396	3330012
Year 4	3223317	4590462	14619133	0.7921	2553169
TOTAL			14619133		12679741

The Net Present Value at 6% discount rate is 2651070

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. Profitability Index
3. Payback Period
4. Internal Rate of Return

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 Dfb Football 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. Dfb Football 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 From Crisis to World Champions: Lessons from German Football

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 Global Business 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 Dfb Football 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 Dfb Football 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	(10028671)	-10028671	-	-
Year 1	3448270	-6580401	3448270	0.8696	2998496
Year 2	3981449	-2598952	7429719	0.7561	3010547
Year 3	3966097	1367145	11395816	0.6575	2607773
Year 4	3223317	4590462	14619133	0.5718	1842942
TOTAL					10459758

The Net NPV after 4 years is 431087

(10459758 - 10028671 )

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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	(10028671)	-10028671	-	-
Year 1	3448270	-6580401	3448270	0.8333	2873558
Year 2	3981449	-2598952	7429719	0.6944	2764895
Year 3	3966097	1367145	11395816	0.5787	2295195
Year 4	3223317	4590462	14619133	0.4823	1554455
TOTAL					9488103

The Net NPV after 4 years is -540568

At 20% discount rate the NPV is negative (9488103 - 10028671 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Dfb Football 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 Dfb Football has a NPV value higher than Zero then finance managers at Dfb Football 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 Dfb Football, then the stock price of the Dfb Football 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 Dfb Football 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 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 will be a multi year spillover effect of various taxation regulations.

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 From Crisis to World Champions: Lessons from German Football

References & Further Readings

Holger Ernst, Peter M. Bican, Carsten Guderian (2018), "From Crisis to World Champions: Lessons from German Football Harvard Business Review Case Study. Published by HBR Publications.