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NPV: MusicJuice.net: The Challenges of Starting Up a New Internet Venture Net Present Value Case Analysis
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MusicJuice.net: The Challenges of Starting Up a New Internet Venture 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 MusicJuice.net: The Challenges of Starting Up a New Internet Venture case study


At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. MusicJuice.net: The Challenges of Starting Up a New Internet Venture case study is a Harvard Business School (HBR) case study written by Simon Parker, Rocky Lui. The MusicJuice.net: The Challenges of Starting Up a New Internet Venture (referred as “Musicjuice.net Musicians” from here on) case study provides evaluation & decision scenario in field of Global Business. It also touches upon business topics such as - Value proposition, Entrepreneurship, Internet.

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 MusicJuice.net: The Challenges of Starting Up a New Internet Venture Case Study


MusicJuice.net is a new website designed to bring together musicians and a fan-base in order to raise finance for new bands. It enables musicians to bypass the large established record companies and their high royalty takes, while giving fans direct contact and involvement with exciting new acts. It is an example of a venture idea transported from one country (the Netherlands) and applied in a new and larger geographical setting (North America). The case illustrates the novel "crowd-sourcing" business model, which is designed to raise finance from customers rather than the entrepreneur. Most importantly, the case illustrates the challenges of starting new Internet ventures and the early stage founding issues that are involved. After a long and costly delay in establishing their website, the two founders of MusicJuice.net have struggled to generate any interest or even awareness amongst online musicians and fans, despite only limited competition from other players in the marketplace - a situation, which is already beginning to change. Students are asked what the entrepreneurs behind MusicJuice.net can do to raise awareness of their service and to generate enough customers to survive.


Case Authors : Simon Parker, Rocky Lui

Topic : Global Business

Related Areas : Entrepreneurship, Internet




Calculating Net Present Value (NPV) at 6% for MusicJuice.net: The Challenges of Starting Up a New Internet Venture Case Study


Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Discounted
Cash Flows
Year 0 (10026266) -10026266 - -
Year 1 3460312 -6565954 3460312 0.9434 3264445
Year 2 3972209 -2593745 7432521 0.89 3535252
Year 3 3941926 1348181 11374447 0.8396 3309717
Year 4 3225892 4574073 14600339 0.7921 2555209
TOTAL 14600339 12664623


The Net Present Value at 6% discount rate is 2638357

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. Net Present Value
2. Internal Rate of Return
3. Profitability Index
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. Musicjuice.net Musicians 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 Musicjuice.net Musicians 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 MusicJuice.net: The Challenges of Starting Up a New Internet Venture

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 Musicjuice.net Musicians 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 Musicjuice.net Musicians 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 (10026266) -10026266 - -
Year 1 3460312 -6565954 3460312 0.8696 3008967
Year 2 3972209 -2593745 7432521 0.7561 3003561
Year 3 3941926 1348181 11374447 0.6575 2591880
Year 4 3225892 4574073 14600339 0.5718 1844414
TOTAL 10448822


The Net NPV after 4 years is 422556

(10448822 - 10026266 )






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 (10026266) -10026266 - -
Year 1 3460312 -6565954 3460312 0.8333 2883593
Year 2 3972209 -2593745 7432521 0.6944 2758478
Year 3 3941926 1348181 11374447 0.5787 2281207
Year 4 3225892 4574073 14600339 0.4823 1555696
TOTAL 9478975


The Net NPV after 4 years is -547291

At 20% discount rate the NPV is negative (9478975 - 10026266 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Musicjuice.net Musicians 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 Musicjuice.net Musicians has a NPV value higher than Zero then finance managers at Musicjuice.net Musicians 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 Musicjuice.net Musicians, then the stock price of the Musicjuice.net Musicians 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 Musicjuice.net Musicians 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 will be a multi year spillover effect of various taxation regulations.

What are the key aspects of the projects that need to be monitored, refined, and retuned for continuous delivery of projected cash flows.

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.




References & Further Readings

Simon Parker, Rocky Lui (2018), "MusicJuice.net: The Challenges of Starting Up a New Internet Venture Harvard Business Review Case Study. Published by HBR Publications.