Medneo: Radiology as a service 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 Medneo: Radiology as a service case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Medneo: Radiology as a service case study is a Harvard Business School (HBR) case study written by Martin Kupp, Katharina Lange. The Medneo: Radiology as a service (referred as “Andra Radiology” from here on) case study provides evaluation & decision scenario in field of Innovation & Entrepreneurship. It also touches upon business topics such as - Value proposition, .

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 Medneo: Radiology as a service Case Study

The case is set in July 2010. AndrA? Glardon, who is the regional sales director of a major health care products provider for the Levante and the Balearic Islands regions, returns from an unpleasant customer visit. The head of administration to the Hospital de GandA?a, one of his important customers, just delayed the order of two MRIs, making it almost impossible for AndrA? to reach his personal annual sales targets. External factors such as the health care reforms, the exploding costs of the health care system, a shift in the buying behavior of hospitals and increased economic pressures on hospitals, might be causing a fundamental shift in the industry. Although this might raise serious questions regarding the existing business models of established industry players i.e. the major producers of medical equipment, radiology centers and hospitals, it might also offer likeminded sales directors, the chance to benefit from these developments. How though? Through the implementation of new business models that address these issues. AndrA? and two friends developed a business idea and were wondering whether they should push this idea within their company or leave their company and launch the business on their own.

Case Authors : Martin Kupp, Katharina Lange

Topic : Innovation & Entrepreneurship

Related Areas :

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Calculating Net Present Value (NPV) at 6% for Medneo: Radiology as a service Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10022330)	-10022330	-	-
Year 1	3454978	-6567352	3454978	0.9434	3259413
Year 2	3955106	-2612246	7410084	0.89	3520030
Year 3	3946748	1334502	11356832	0.8396	3313766
Year 4	3224629	4559131	14581461	0.7921	2554208
TOTAL			14581461		12647417

The Net Present Value at 6% discount rate is 2625087

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. Andra Radiology 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 Andra Radiology 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 Medneo: Radiology as a service

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 Andra Radiology 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 Andra Radiology 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	(10022330)	-10022330	-	-
Year 1	3454978	-6567352	3454978	0.8696	3004329
Year 2	3955106	-2612246	7410084	0.7561	2990628
Year 3	3946748	1334502	11356832	0.6575	2595051
Year 4	3224629	4559131	14581461	0.5718	1843692
TOTAL					10433700

The Net NPV after 4 years is 411370

(10433700 - 10022330 )

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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	(10022330)	-10022330	-	-
Year 1	3454978	-6567352	3454978	0.8333	2879148
Year 2	3955106	-2612246	7410084	0.6944	2746601
Year 3	3946748	1334502	11356832	0.5787	2283998
Year 4	3224629	4559131	14581461	0.4823	1555087
TOTAL					9464835

The Net NPV after 4 years is -557495

At 20% discount rate the NPV is negative (9464835 - 10022330 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Andra Radiology 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 Andra Radiology has a NPV value higher than Zero then finance managers at Andra Radiology 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 Andra Radiology, then the stock price of the Andra Radiology 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 Andra Radiology 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 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 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 Medneo: Radiology as a service

References & Further Readings

Martin Kupp, Katharina Lange (2018), "Medneo: Radiology as a service Harvard Business Review Case Study. Published by HBR Publications.