Blue Apron: Disruption in the U.S. Food Industry? 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 Blue Apron: Disruption in the U.S. Food Industry? case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Blue Apron: Disruption in the U.S. Food Industry? case study is a Harvard Business School (HBR) case study written by Arpita Agnihotri, Saurabh Bhattacharya. The Blue Apron: Disruption in the U.S. Food Industry? (referred as “Apron Blue” from here on) case study provides evaluation & decision scenario in field of Innovation & Entrepreneurship. It also touches upon business topics such as - Value proposition, Disruptive innovation, 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

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Case Description of Blue Apron: Disruption in the U.S. Food Industry? Case Study

In late 2017, the newly appointed chief executive officer of Blue Apron, a pioneer in the subscription-based meal kit delivery service in the United States, faced several operational and revenue growth challenges. Since its inception in 2012, Blue Apron had invested heavily in marketing to acquire new customers, but rapid growth had led to challenges, and efforts to resolve those issues had led to further problems. Blue Apron also faced several operations and human resources challenges that had resulted in late and missed deliveries. Competition was fierce from both other start-ups such as HelloFresh and established retailers such as Amazon Inc. Could the new chief executive officer ensure that Blue Apron became profitable, or was the company destined to exit the market or be acquired by an established retailer? Arpita Agnihotri is affiliated with Pennsylvania State University - Harrisburg. Saurabh Bhattacharya is affiliated with Newcastle University.

Case Authors : Arpita Agnihotri, Saurabh Bhattacharya

Topic : Innovation & Entrepreneurship

Related Areas : Disruptive innovation, Financial management

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Calculating Net Present Value (NPV) at 6% for Blue Apron: Disruption in the U.S. Food Industry? Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10012285)	-10012285	-	-
Year 1	3451923	-6560362	3451923	0.9434	3256531
Year 2	3961839	-2598523	7413762	0.89	3526023
Year 3	3945982	1347459	11359744	0.8396	3313123
Year 4	3223749	4571208	14583493	0.7921	2553511
TOTAL			14583493		12649187

The Net Present Value at 6% discount rate is 2636902

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. Internal Rate of Return
3. Net Present Value
4. Profitability Index

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 Apron Blue 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. Apron Blue 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 Blue Apron: Disruption in the U.S. Food Industry?

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 Apron Blue 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 Apron Blue 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	(10012285)	-10012285	-	-
Year 1	3451923	-6560362	3451923	0.8696	3001672
Year 2	3961839	-2598523	7413762	0.7561	2995719
Year 3	3945982	1347459	11359744	0.6575	2594547
Year 4	3223749	4571208	14583493	0.5718	1843189
TOTAL					10435128

The Net NPV after 4 years is 422843

(10435128 - 10012285 )

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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	(10012285)	-10012285	-	-
Year 1	3451923	-6560362	3451923	0.8333	2876603
Year 2	3961839	-2598523	7413762	0.6944	2751277
Year 3	3945982	1347459	11359744	0.5787	2283554
Year 4	3223749	4571208	14583493	0.4823	1554663
TOTAL					9466097

The Net NPV after 4 years is -546188

At 20% discount rate the NPV is negative (9466097 - 10012285 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Apron Blue 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 Apron Blue has a NPV value higher than Zero then finance managers at Apron Blue 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 Apron Blue, then the stock price of the Apron Blue 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 Apron Blue 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 Blue Apron: Disruption in the U.S. Food Industry?

References & Further Readings

Arpita Agnihotri, Saurabh Bhattacharya (2018), "Blue Apron: Disruption in the U.S. Food Industry? Harvard Business Review Case Study. Published by HBR Publications.