Locally Laid Egg Company: No Time for Laying Around 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 Locally Laid Egg Company: No Time for Laying Around case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Locally Laid Egg Company: No Time for Laying Around case study is a Harvard Business School (HBR) case study written by Rajiv Vaidyanathan, Ahmed Maamoun. The Locally Laid Egg Company: No Time for Laying Around (referred as “Amish Locally” from here on) case study provides evaluation & decision scenario in field of Sales & Marketing. It also touches upon business topics such as - Value proposition, Growth strategy, Strategic planning, Sustainability.

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 Locally Laid Egg Company: No Time for Laying Around Case Study

The Locally Laid Egg Company is a family-owned company based out of Duluth, Minnesota. The company was established in 2012 as the first commercial grade pasture-raised egg company in the upper Midwest. In the first two years of operation, the company already had so much demand that it was unable to keep up. The husband and wife ownership team of Jason and Lucie Amundsen held a firm belief that people do business with like-minded people. The Amundsens contended that consumers were warming to the idea that societal values have to be part of your business and that consumers were more willing to buy from businesses that were responsible stewards of our world. The company implemented a number of green initiatives and made efforts to support the local economy. Locally Laid Eggs had partnered with Amish farmers in Iowa, Indiana, and Minnesota. The partnership was mutually beneficial as it leveraged the strong ethical farming standards of the Amish with the marketing expertise of the Amundsens. The Amish farmers were interested in raising eggs to LoLa's pasture-raised standards, distributing them locally, and selling them under the Locally Laid brand. The Amundsens were amused their Amish partners were not deterred by the sassy and unorthodox brand name, but rather saw it as an opportunity. The Amish did the work of sustainably farming eggs from pasture raised hens and Locally Laid helped them get these eggs into stores. Jason was getting concerned he was expanding too fast. In August 2014, on the company's second anniversary, he got a letter from a Pennsylvania Amish farm seeking a partnership. The letter prompted him to consider his strategy. Should he focus on his local Duluth farm and existing contracts or should he add on another contract and explore the Pennsylvania opportunity? What were his best options for longer-term sustainable growth?

Case Authors : Rajiv Vaidyanathan, Ahmed Maamoun

Topic : Sales & Marketing

Related Areas : Growth strategy, Strategic planning, Sustainability

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Calculating Net Present Value (NPV) at 6% for Locally Laid Egg Company: No Time for Laying Around Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10018379)	-10018379	-	-
Year 1	3469896	-6548483	3469896	0.9434	3273487
Year 2	3978917	-2569566	7448813	0.89	3541222
Year 3	3938906	1369340	11387719	0.8396	3307181
Year 4	3226715	4596055	14614434	0.7921	2555861
TOTAL			14614434		12677751

The Net Present Value at 6% discount rate is 2659372

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. Payback Period
2. Profitability Index
3. Net Present Value
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 Amish Locally 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. Amish Locally 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 Locally Laid Egg Company: No Time for Laying Around

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 Sales & Marketing 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 Amish Locally 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 Amish Locally 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	(10018379)	-10018379	-	-
Year 1	3469896	-6548483	3469896	0.8696	3017301
Year 2	3978917	-2569566	7448813	0.7561	3008633
Year 3	3938906	1369340	11387719	0.6575	2589895
Year 4	3226715	4596055	14614434	0.5718	1844885
TOTAL					10460713

The Net NPV after 4 years is 442334

(10460713 - 10018379 )

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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	(10018379)	-10018379	-	-
Year 1	3469896	-6548483	3469896	0.8333	2891580
Year 2	3978917	-2569566	7448813	0.6944	2763137
Year 3	3938906	1369340	11387719	0.5787	2279459
Year 4	3226715	4596055	14614434	0.4823	1556093
TOTAL					9490270

The Net NPV after 4 years is -528109

At 20% discount rate the NPV is negative (9490270 - 10018379 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Amish Locally 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 Amish Locally has a NPV value higher than Zero then finance managers at Amish Locally 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 Amish Locally, then the stock price of the Amish Locally 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 Amish Locally 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 key aspects of the projects that need to be monitored, refined, and retuned for continuous delivery of projected cash flows.

What can impact the cash flow of the project.

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.

Understanding of risks involved in 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 Locally Laid Egg Company: No Time for Laying Around

References & Further Readings

Rajiv Vaidyanathan, Ahmed Maamoun (2018), "Locally Laid Egg Company: No Time for Laying Around Harvard Business Review Case Study. Published by HBR Publications.