Walking the Walk: Putting Social Responsibility into Action at the White Dog Cafe 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 Walking the Walk: Putting Social Responsibility into Action at the White Dog Cafe case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Walking the Walk: Putting Social Responsibility into Action at the White Dog Cafe case study is a Harvard Business School (HBR) case study written by Jason Keith Phillips, Diane Phillips. The Walking the Walk: Putting Social Responsibility into Action at the White Dog Cafe (referred as “Dog White” from here on) case study provides evaluation & decision scenario in field of Innovation & Entrepreneurship. It also touches upon business topics such as - Value proposition, Ethics, Marketing, Social responsibility, Sustainability.

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 Walking the Walk: Putting Social Responsibility into Action at the White Dog Cafe Case Study

This case is designed to examine the issue of corporate social responsibility in a small firm. The key issue is how a small organization can maintain its strong social responsibility philosophy when (a) the organization is growing, (b) the environment in which the organization exists is extremely competitive, and (c) the entrepreneurial visionary who started the firm is getting ready to step down. The case describes the dilemma the owner of White Dog Cafe has regarding the transition of current management to the new management team and the development of the White Dog Cafe's social responsibility philosophy, the challenges that other socially responsible organizations have had as they have grown, and the strategies that the company has used to successfully keep its philosophies and goals at the forefront of its business operations.

Case Authors : Jason Keith Phillips, Diane Phillips

Topic : Innovation & Entrepreneurship

Related Areas : Ethics, Marketing, Social responsibility, Sustainability

---

Calculating Net Present Value (NPV) at 6% for Walking the Walk: Putting Social Responsibility into Action at the White Dog Cafe Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10027000)	-10027000	-	-
Year 1	3471415	-6555585	3471415	0.9434	3274920
Year 2	3977610	-2577975	7449025	0.89	3540059
Year 3	3936153	1358178	11385178	0.8396	3304870
Year 4	3237452	4595630	14622630	0.7921	2564365
TOTAL			14622630		12684214

The Net Present Value at 6% discount rate is 2657214

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. 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. Magnitude of both incoming and outgoing cash flows – Projects can be capital intensive, time intensive, or both. Dog White 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 Dog White 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 Walking the Walk: Putting Social Responsibility into Action at the White Dog Cafe

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 Dog White 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 Dog White 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	(10027000)	-10027000	-	-
Year 1	3471415	-6555585	3471415	0.8696	3018622
Year 2	3977610	-2577975	7449025	0.7561	3007645
Year 3	3936153	1358178	11385178	0.6575	2588084
Year 4	3237452	4595630	14622630	0.5718	1851024
TOTAL					10465375

The Net NPV after 4 years is 438375

(10465375 - 10027000 )

---

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	(10027000)	-10027000	-	-
Year 1	3471415	-6555585	3471415	0.8333	2892846
Year 2	3977610	-2577975	7449025	0.6944	2762229
Year 3	3936153	1358178	11385178	0.5787	2277866
Year 4	3237452	4595630	14622630	0.4823	1561271
TOTAL					9494213

The Net NPV after 4 years is -532787

At 20% discount rate the NPV is negative (9494213 - 10027000 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Dog White 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 Dog White has a NPV value higher than Zero then finance managers at Dog White 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 Dog White, then the stock price of the Dog White 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 Dog White 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 uncertainties surrounding the project Initial Cash Outlay (ICO’s). ICO’s often have several different components such as land, machinery, building, and other equipment.

Understanding of risks involved in the project.

What can impact the cash flow of the project.

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.

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.

---

Negotiation Strategy of Walking the Walk: Putting Social Responsibility into Action at the White Dog Cafe

References & Further Readings

Jason Keith Phillips, Diane Phillips (2018), "Walking the Walk: Putting Social Responsibility into Action at the White Dog Cafe Harvard Business Review Case Study. Published by HBR Publications.