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NPV: Artificial Intelligence and the Machine Learning Revolution in Finance: Cogent Labs and the Google Cloud Platform (GCP) Net Present Value Case Analysis
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Artificial Intelligence and the Machine Learning Revolution in Finance: Cogent Labs and the Google Cloud Platform (GCP) 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 Artificial Intelligence and the Machine Learning Revolution in Finance: Cogent Labs and the Google Cloud Platform (GCP) case study


At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Artificial Intelligence and the Machine Learning Revolution in Finance: Cogent Labs and the Google Cloud Platform (GCP) case study is a Harvard Business School (HBR) case study written by Lauren H. Cohen, Christopher Malloy, William Powley. The Artificial Intelligence and the Machine Learning Revolution in Finance: Cogent Labs and the Google Cloud Platform (GCP) (referred as “Cogent Labs” from here on) case study provides evaluation & decision scenario in field of Innovation & Entrepreneurship. It also touches upon business topics such as - Value proposition, Financial 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




Case Description of Artificial Intelligence and the Machine Learning Revolution in Finance: Cogent Labs and the Google Cloud Platform (GCP) Case Study


This case examines the intersection of two firms (Cogent Labs-a machine learning software firm in Tokyo; and Google, the technology infrastructure giant) attempting to exploit the benefits of artificial intelligence and machine learning in the financial services sector. The case protagonist, David Malkin, known as the "AI Architect" at Cogent Labs, must decide how best to position his firm for growth. Malkin knew that artificial intelligence had great potential to revolutionize several aspects of the financial services industry, but he also knew that artificial intelligence's greatest achievements to date were in very narrow functions. Malkin further knew that large, sophisticated financial service clients owned a vast array of proprietary datasets that were impossible to replicate. Meanwhile the major "cloud" providers like Google, Amazon, and Microsoft had large-scale computing infrastructures and multi-billion-dollar research and development budgets with which they could (and did) generate innovative artificial intelligence software of their own. Malkin wondered how a small software firm like Cogent Labs without its own proprietary datasets, or a large-scale computing infrastructure, or a multi-billion R&D budget could fit in? Would Cogent Labs' current approach of developing their own proprietary machine learning applications to run on the cloud and sell directly to financial services firms in Tokyo prove to be a sustainable model? Or would Cogent Labs ultimately need to partner/merge with one of the major cloud providers in order to provide the expertise necessary to customize their offerings for financial services clients? Or, was the future even more uncertain; would software firms like Cogent eventually need to create and own new datasets of their own, and build their own infrastructures to host their own new data, in order to avoid being disintermediated in the future if (and when) machine learning expertise became truly commoditized?


Case Authors : Lauren H. Cohen, Christopher Malloy, William Powley

Topic : Innovation & Entrepreneurship

Related Areas : Financial management




Calculating Net Present Value (NPV) at 6% for Artificial Intelligence and the Machine Learning Revolution in Finance: Cogent Labs and the Google Cloud Platform (GCP) Case Study


Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Discounted
Cash Flows
Year 0 (10024436) -10024436 - -
Year 1 3472275 -6552161 3472275 0.9434 3275731
Year 2 3957782 -2594379 7430057 0.89 3522412
Year 3 3937969 1343590 11368026 0.8396 3306395
Year 4 3223726 4567316 14591752 0.7921 2553493
TOTAL 14591752 12658031


The Net Present Value at 6% discount rate is 2633595

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. Profitability Index
4. Net Present Value

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 Cogent Labs 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. Cogent Labs shareholders have preference for diversified projects investment rather than prospective high income from a single capital intensive project.




Formula and Steps to Calculate Net Present Value (NPV) of Artificial Intelligence and the Machine Learning Revolution in Finance: Cogent Labs and the Google Cloud Platform (GCP)

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 Innovation & Entrepreneurship 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 Cogent Labs 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 Cogent Labs 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 (10024436) -10024436 - -
Year 1 3472275 -6552161 3472275 0.8696 3019370
Year 2 3957782 -2594379 7430057 0.7561 2992652
Year 3 3937969 1343590 11368026 0.6575 2589279
Year 4 3223726 4567316 14591752 0.5718 1843176
TOTAL 10444476


The Net NPV after 4 years is 420040

(10444476 - 10024436 )






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 (10024436) -10024436 - -
Year 1 3472275 -6552161 3472275 0.8333 2893563
Year 2 3957782 -2594379 7430057 0.6944 2748460
Year 3 3937969 1343590 11368026 0.5787 2278917
Year 4 3223726 4567316 14591752 0.4823 1554652
TOTAL 9475591


The Net NPV after 4 years is -548845

At 20% discount rate the NPV is negative (9475591 - 10024436 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Cogent Labs 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 Cogent Labs has a NPV value higher than Zero then finance managers at Cogent Labs 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 Cogent Labs, then the stock price of the Cogent Labs 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 Cogent Labs 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 will be a multi year spillover effect of various taxation regulations.

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.

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

Lauren H. Cohen, Christopher Malloy, William Powley (2018), "Artificial Intelligence and the Machine Learning Revolution in Finance: Cogent Labs and the Google Cloud Platform (GCP) Harvard Business Review Case Study. Published by HBR Publications.