General Scanning, Inc. (A) 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 General Scanning, Inc. (A) case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. General Scanning, Inc. (A) case study is a Harvard Business School (HBR) case study written by H. Kent Bowen, Charles Tillen, Sean McClenaghan. The General Scanning, Inc. (A) (referred as “Scanning Davis” from here on) case study provides evaluation & decision scenario in field of Innovation & Entrepreneurship. It also touches upon business topics such as - Value proposition, Marketing, Operations management, Product development, Risk management, Strategic planning.

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 General Scanning, Inc. (A) Case Study

General Scanning, Inc. was founded by Jean Montagu and Pierre Brosens, two MIT mechanical engineers with an interest in developing innovative products based on the early application of lasers. They invented proprietary technology for laser beam positioning and scanning for the company's products. General Scanning was organized as an engineering job shop and production job--that is, they built customized products to order. As it grew in size and revenues, the company hadto reconsider its company objectives. Wes Davis was hired as president with the charter to change the company from a component producer for OEMs to an end-user systems builder. Davis had some ideas about how to develop more robust products, and he reorganized the company along two major product lines: optics and recorders. Several years later, however, profits had not improved appreciably and the direction of the firm was unclear.

Case Authors : H. Kent Bowen, Charles Tillen, Sean McClenaghan

Topic : Innovation & Entrepreneurship

Related Areas : Marketing, Operations management, Product development, Risk management, Strategic planning

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Calculating Net Present Value (NPV) at 6% for General Scanning, Inc. (A) Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10028299)	-10028299	-	-
Year 1	3457022	-6571277	3457022	0.9434	3261342
Year 2	3981895	-2589382	7438917	0.89	3543872
Year 3	3974557	1385175	11413474	0.8396	3337115
Year 4	3241753	4626928	14655227	0.7921	2567772
TOTAL			14655227		12710101

The Net Present Value at 6% discount rate is 2681802

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. 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. Timing of the expected cash flows – stockholders of Scanning Davis 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. Scanning Davis 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 General Scanning, Inc. (A)

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 Scanning Davis 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 Scanning Davis 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	(10028299)	-10028299	-	-
Year 1	3457022	-6571277	3457022	0.8696	3006106
Year 2	3981895	-2589382	7438917	0.7561	3010885
Year 3	3974557	1385175	11413474	0.6575	2613336
Year 4	3241753	4626928	14655227	0.5718	1853483
TOTAL					10483809

The Net NPV after 4 years is 455510

(10483809 - 10028299 )

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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	(10028299)	-10028299	-	-
Year 1	3457022	-6571277	3457022	0.8333	2880852
Year 2	3981895	-2589382	7438917	0.6944	2765205
Year 3	3974557	1385175	11413474	0.5787	2300091
Year 4	3241753	4626928	14655227	0.4823	1563345
TOTAL					9509493

The Net NPV after 4 years is -518806

At 20% discount rate the NPV is negative (9509493 - 10028299 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Scanning Davis 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 Scanning Davis has a NPV value higher than Zero then finance managers at Scanning Davis 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 Scanning Davis, then the stock price of the Scanning Davis 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 Scanning Davis 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 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.

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 General Scanning, Inc. (A)

References & Further Readings

H. Kent Bowen, Charles Tillen, Sean McClenaghan (2018), "General Scanning, Inc. (A) Harvard Business Review Case Study. Published by HBR Publications.