Self-Motivation of Entrepreneur Lu Chengdui 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 Self-Motivation of Entrepreneur Lu Chengdui case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Self-Motivation of Entrepreneur Lu Chengdui case study is a Harvard Business School (HBR) case study written by Dezhi Chen, Fang Dai, Dominic Lim. The Self-Motivation of Entrepreneur Lu Chengdui (referred as “Lu Cijueshi” from here on) case study provides evaluation & decision scenario in field of Organizational Development. It also touches upon business topics such as - Value proposition, Motivating people.

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 Self-Motivation of Entrepreneur Lu Chengdui Case Study

It was September 2009 when 21-year-old entrepreneur Lu Chengdui first considered entering the partnership that led to his becoming the chairman and general manager of Wenzhou Cijueshi Science and Technology Co. Ltd. (Cijueshi) in Zhejiang Province, China. Lu started his entrepreneurial efforts when he was in college; he became a serial entrepreneur and achieved great performance. His story drew the attention of both the media and the public. Lu was known for his perseverance and his courage in overcoming difficulties and pursuing his dreams for success. He was a role model for college students who wanted to be entrepreneurs. As he considered a possible involvement in Cijueshi, a company that specialized in developing, selling, and repairing pottery and porcelain, Lu wondered about entering a business in a field where he had no practical experience. What had made him so confident in his previous entrepreneurial success? How had he motivated himself to realize his entrepreneurial targets? He looked back at his entrepreneurial experiences to date to find answers to these questions and motivation for this new endeavour.

Case Authors : Dezhi Chen, Fang Dai, Dominic Lim

Topic : Organizational Development

Related Areas : Motivating people

Calculating Net Present Value (NPV) at 6% for Self-Motivation of Entrepreneur Lu Chengdui Case Study

Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Cash Flows
Year 0 (10017435) -10017435 - -
Year 1 3459372 -6558063 3459372 0.9434 3263558
Year 2 3974102 -2583961 7433474 0.89 3536937
Year 3 3956113 1372152 11389587 0.8396 3321629
Year 4 3228064 4600216 14617651 0.7921 2556929
TOTAL 14617651 12679053

The Net Present Value at 6% discount rate is 2661618

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. Profitability Index
3. Net Present Value
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. Lu Cijueshi 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 Lu Cijueshi 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 Self-Motivation of Entrepreneur Lu Chengdui

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 Organizational Development 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 Lu Cijueshi 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 Lu Cijueshi 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 %
Cash Flows
Year 0 (10017435) -10017435 - -
Year 1 3459372 -6558063 3459372 0.8696 3008150
Year 2 3974102 -2583961 7433474 0.7561 3004992
Year 3 3956113 1372152 11389587 0.6575 2601209
Year 4 3228064 4600216 14617651 0.5718 1845656
TOTAL 10460006

The Net NPV after 4 years is 442571

(10460006 - 10017435 )

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 %
Cash Flows
Year 0 (10017435) -10017435 - -
Year 1 3459372 -6558063 3459372 0.8333 2882810
Year 2 3974102 -2583961 7433474 0.6944 2759793
Year 3 3956113 1372152 11389587 0.5787 2289417
Year 4 3228064 4600216 14617651 0.4823 1556744
TOTAL 9488764

The Net NPV after 4 years is -528671

At 20% discount rate the NPV is negative (9488764 - 10017435 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Lu Cijueshi 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 Lu Cijueshi has a NPV value higher than Zero then finance managers at Lu Cijueshi 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 Lu Cijueshi, then the stock price of the Lu Cijueshi 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 Lu Cijueshi 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.

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 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.

Negotiation Strategy of Self-Motivation of Entrepreneur Lu Chengdui

References & Further Readings

Dezhi Chen, Fang Dai, Dominic Lim (2018), "Self-Motivation of Entrepreneur Lu Chengdui Harvard Business Review Case Study. Published by HBR Publications.

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