OSSCube: Leveraging Social Media 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 OSSCube: Leveraging Social Media case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. OSSCube: Leveraging Social Media case study is a Harvard Business School (HBR) case study written by Anandan Pillai, Ashok Pratap Arora. The OSSCube: Leveraging Social Media (referred as “Osscube Media” from here on) case study provides evaluation & decision scenario in field of Global Business. It also touches upon business topics such as - Value proposition, International business, Marketing, Social platforms, Strategy.

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 OSSCube: Leveraging Social Media Case Study

Established in 2006, OSSCube was an open source software development company based in North Carolina, United States, which had its India office in Noida and its development centres in Delhi, Bangalore and Noida. OSSCube started as a software training provider and gradually emerged as an open source software development and consulting company. The marketing of OSSCube's offerings was primarily executed by search engine optimization (SEO) initiatives. Later on, OSSCube created a social media presence on various social media platforms such as Facebook, Twitter, LinkedIn, Slideshare, Vimeo, YouTube, Blip.TV, Blog and Friendfeed. The primary objective of creating a presence on these social media platforms was to augment the company's SEO initiatives. This strategy did help OSSCube in gaining business leads; however, Kinshuk, the community manager of the firm, realized that this strategy was not building the brand identity of OSSCube. Also, the thought of having a wide presence on social media platforms to augment SEO activities created some sort of confusion in consumers' minds regarding OSSCube's expertise. Hence, in 2010, Kinshuk was reviewing the social media approach with some definite objectives such as branding employees, branding OSSCube and promoting open source software. He faced the challenge of forming an appropriate social media strategy that would address these objectives.

Case Authors : Anandan Pillai, Ashok Pratap Arora

Topic : Global Business

Related Areas : International business, Marketing, Social platforms, Strategy

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Calculating Net Present Value (NPV) at 6% for OSSCube: Leveraging Social Media Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10026413)	-10026413	-	-
Year 1	3450865	-6575548	3450865	0.9434	3255533
Year 2	3977269	-2598279	7428134	0.89	3539755
Year 3	3938176	1339897	11366310	0.8396	3306569
Year 4	3239250	4579147	14605560	0.7921	2565789
TOTAL			14605560		12667646

The Net Present Value at 6% discount rate is 2641233

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. Net Present Value
2. Profitability Index
3. Payback Period
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. Osscube Media 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 Osscube Media 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 OSSCube: Leveraging Social Media

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 Global Business 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 Osscube Media 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 Osscube Media 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	(10026413)	-10026413	-	-
Year 1	3450865	-6575548	3450865	0.8696	3000752
Year 2	3977269	-2598279	7428134	0.7561	3007387
Year 3	3938176	1339897	11366310	0.6575	2589415
Year 4	3239250	4579147	14605560	0.5718	1852052
TOTAL					10449605

The Net NPV after 4 years is 423192

(10449605 - 10026413 )

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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	(10026413)	-10026413	-	-
Year 1	3450865	-6575548	3450865	0.8333	2875721
Year 2	3977269	-2598279	7428134	0.6944	2761992
Year 3	3938176	1339897	11366310	0.5787	2279037
Year 4	3239250	4579147	14605560	0.4823	1562138
TOTAL					9478889

The Net NPV after 4 years is -547524

At 20% discount rate the NPV is negative (9478889 - 10026413 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Osscube Media 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 Osscube Media has a NPV value higher than Zero then finance managers at Osscube Media 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 Osscube Media, then the stock price of the Osscube Media 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 Osscube Media 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 –

Understanding of risks involved in the project.

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 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.

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 OSSCube: Leveraging Social Media

References & Further Readings

Anandan Pillai, Ashok Pratap Arora (2018), "OSSCube: Leveraging Social Media Harvard Business Review Case Study. Published by HBR Publications.