Gary Hirshberg and Stonyfield Farm 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 Gary Hirshberg and Stonyfield Farm case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Gary Hirshberg and Stonyfield Farm case study is a Harvard Business School (HBR) case study written by Nancy F. Koehn, Nora N. Khan, Elizabeth Legris. The Gary Hirshberg and Stonyfield Farm (referred as “Hirshberg Stonyfield” from here on) case study provides evaluation & decision scenario in field of Innovation & Entrepreneurship. It also touches upon business topics such as - Value proposition, Corporate governance, Entrepreneurship, Experimentation, Intellectual property, Organizational culture, Performance measurement, Social responsibility, Sustainability, Technology.

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 Gary Hirshberg and Stonyfield Farm Case Study

Gary Hirshberg and Stonyfield Farm is the story of one entrepreneur's vision and journey to create a market-leading, environmentally responsible business founded on the principles of product quality, organizational alignment and sustainability. A former environmental activist, Hirshberg built Stonyfield Farm, (an organic yogurt maker based in New Hampshire), up from a seven cow-operation into a business that in 2010 had $360 million in annual revenues. The narrative pays particular attention to the early, turbulent years of the yogurt company and the excitement and uncertainty of entrepreneurial life. The case also details the supple, innovative marketing the company created to expand its customer base, the means it devised to cultivate and maintain customer loyalty, and the strategies it employed to penetrate the highly competitive yogurt and dairy categories nationwide. Throughout, readers will encounter the challenges that Hirshberg, his colleagues and his family confronted as they (all) worked to create a business with a firm commitment to both sustainability and high quality--a commitment rooted in Hirshberg's dedication to spreading the "gospel" of organic production to consumers.

Case Authors : Nancy F. Koehn, Nora N. Khan, Elizabeth Legris

Topic : Innovation & Entrepreneurship

Related Areas : Corporate governance, Entrepreneurship, Experimentation, Intellectual property, Organizational culture, Performance measurement, Social responsibility, Sustainability, Technology

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Calculating Net Present Value (NPV) at 6% for Gary Hirshberg and Stonyfield Farm Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10028991)	-10028991	-	-
Year 1	3472320	-6556671	3472320	0.9434	3275774
Year 2	3982853	-2573818	7455173	0.89	3544725
Year 3	3970340	1396522	11425513	0.8396	3333574
Year 4	3233344	4629866	14658857	0.7921	2561111
TOTAL			14658857		12715184

The Net Present Value at 6% discount rate is 2686193

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. 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 Hirshberg Stonyfield 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. Hirshberg Stonyfield 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 Gary Hirshberg and Stonyfield Farm

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 Hirshberg Stonyfield 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 Hirshberg Stonyfield 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	(10028991)	-10028991	-	-
Year 1	3472320	-6556671	3472320	0.8696	3019409
Year 2	3982853	-2573818	7455173	0.7561	3011609
Year 3	3970340	1396522	11425513	0.6575	2610563
Year 4	3233344	4629866	14658857	0.5718	1848675
TOTAL					10490256

The Net NPV after 4 years is 461265

(10490256 - 10028991 )

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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	(10028991)	-10028991	-	-
Year 1	3472320	-6556671	3472320	0.8333	2893600
Year 2	3982853	-2573818	7455173	0.6944	2765870
Year 3	3970340	1396522	11425513	0.5787	2297650
Year 4	3233344	4629866	14658857	0.4823	1559290
TOTAL					9516411

The Net NPV after 4 years is -512580

At 20% discount rate the NPV is negative (9516411 - 10028991 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Hirshberg Stonyfield 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 Hirshberg Stonyfield has a NPV value higher than Zero then finance managers at Hirshberg Stonyfield 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 Hirshberg Stonyfield, then the stock price of the Hirshberg Stonyfield 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 Hirshberg Stonyfield 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 can impact the cash flow of the project.

What will be a multi year spillover effect of various taxation regulations.

Understanding of risks involved in 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.

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 Gary Hirshberg and Stonyfield Farm

References & Further Readings

Nancy F. Koehn, Nora N. Khan, Elizabeth Legris (2018), "Gary Hirshberg and Stonyfield Farm Harvard Business Review Case Study. Published by HBR Publications.