DressingRm AR 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 DressingRm AR case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. DressingRm AR case study is a Harvard Business School (HBR) case study written by Morela Hernandez, Kyle Blum. The DressingRm AR (referred as “Ellery Nakano” from here on) case study provides evaluation & decision scenario in field of Organizational Development. It also touches upon business topics such as - Value proposition, Leadership, Organizational culture, Venture capital.

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 DressingRm AR Case Study

After two years of constant work on their start-up, "DressingRm AR," Natsumi Nakano and Bridget Ellery were at a crossroads. Two investment offers were on the table. Neither offer provided as much money as the start-up needed, and both came with constraints that made Nakano and Ellery wary. But they were running out of money, and without new investment, they'd have to shut down. Nakano still hoped that they'd eventually find an investor who appreciated the real value of their ideas and accurately perceived their competence. Ellery, meanwhile, was disillusioned after two years of unexpected obstacles. Their ideas were good, she knew, but the marketplace was uglier and more ruthless than she'd anticipated. She no longer believed that it was a meritocracy. If one more man spoke to her with a patronizing tone or hit on her during a meeting, Ellery feared she would snap. Together, they had to decide what to do.

Case Authors : Morela Hernandez, Kyle Blum

Topic : Organizational Development

Related Areas : Leadership, Organizational culture, Venture capital

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Calculating Net Present Value (NPV) at 6% for DressingRm AR Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10025478)	-10025478	-	-
Year 1	3451797	-6573681	3451797	0.9434	3256412
Year 2	3954920	-2618761	7406717	0.89	3519865
Year 3	3958108	1339347	11364825	0.8396	3323304
Year 4	3225153	4564500	14589978	0.7921	2554623
TOTAL			14589978		12654204

The Net Present Value at 6% discount rate is 2628726

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. Net Present Value
3. Profitability Index
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. Magnitude of both incoming and outgoing cash flows – Projects can be capital intensive, time intensive, or both. Ellery Nakano 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 Ellery Nakano have higher preference for cash returns over 4-5 years rather than 10-15 years given the nature of the volatility in the industry.

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Formula and Steps to Calculate Net Present Value (NPV) of DressingRm AR

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 Ellery Nakano 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 Ellery Nakano 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	(10025478)	-10025478	-	-
Year 1	3451797	-6573681	3451797	0.8696	3001563
Year 2	3954920	-2618761	7406717	0.7561	2990488
Year 3	3958108	1339347	11364825	0.6575	2602520
Year 4	3225153	4564500	14589978	0.5718	1843992
TOTAL					10438562

The Net NPV after 4 years is 413084

(10438562 - 10025478 )

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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	(10025478)	-10025478	-	-
Year 1	3451797	-6573681	3451797	0.8333	2876498
Year 2	3954920	-2618761	7406717	0.6944	2746472
Year 3	3958108	1339347	11364825	0.5787	2290572
Year 4	3225153	4564500	14589978	0.4823	1555340
TOTAL					9468881

The Net NPV after 4 years is -556597

At 20% discount rate the NPV is negative (9468881 - 10025478 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Ellery Nakano 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 Ellery Nakano has a NPV value higher than Zero then finance managers at Ellery Nakano 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 Ellery Nakano, then the stock price of the Ellery Nakano 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 Ellery Nakano 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 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 can impact the cash flow of the project.

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 DressingRm AR

References & Further Readings

Morela Hernandez, Kyle Blum (2018), "DressingRm AR Harvard Business Review Case Study. Published by HBR Publications.