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PacificLink iMedia: Designing an Internet Business 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 PacificLink iMedia: Designing an Internet Business case study


At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. PacificLink iMedia: Designing an Internet Business case study is a Harvard Business School (HBR) case study written by Andrew Delios. The PacificLink iMedia: Designing an Internet Business (referred as “Pacificlink Imedia” from here on) case study provides evaluation & decision scenario in field of Innovation & Entrepreneurship. It also touches upon business topics such as - Value proposition, International business, 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 PacificLink iMedia: Designing an Internet Business Case Study


PacificLink iMedia was a Hong Kong-based Internet marketing company that specialized in web design using Flash technology. The company had grown six-fold since its inception eighteen months ago. The directors of the company anticipated that the company would double in size in the next six months, and they were considering moving into three new markets, as well as into new business areas. The concepts of competitive advantage in the Internet industry and the structure of this industry are introduced from the perspective of a company that provides business services.


Case Authors : Andrew Delios

Topic : Innovation & Entrepreneurship

Related Areas : International business, Internet




Calculating Net Present Value (NPV) at 6% for PacificLink iMedia: Designing an Internet Business Case Study


Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Discounted
Cash Flows
Year 0 (10013070) -10013070 - -
Year 1 3464935 -6548135 3464935 0.9434 3268807
Year 2 3971372 -2576763 7436307 0.89 3534507
Year 3 3973681 1396918 11409988 0.8396 3336379
Year 4 3237811 4634729 14647799 0.7921 2564650
TOTAL 14647799 12704342




The Net Present Value at 6% discount rate is 2691272

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. Profitability Index
2. Net Present Value
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. Timing of the expected cash flows – stockholders of Pacificlink Imedia 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. Pacificlink Imedia shareholders have preference for diversified projects investment rather than prospective high income from a single capital intensive project.






Formula and Steps to Calculate Net Present Value (NPV) of PacificLink iMedia: Designing an Internet Business

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 Pacificlink Imedia 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 Pacificlink Imedia 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 (10013070) -10013070 - -
Year 1 3464935 -6548135 3464935 0.8696 3012987
Year 2 3971372 -2576763 7436307 0.7561 3002928
Year 3 3973681 1396918 11409988 0.6575 2612760
Year 4 3237811 4634729 14647799 0.5718 1851229
TOTAL 10479903


The Net NPV after 4 years is 466833

(10479903 - 10013070 )








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 (10013070) -10013070 - -
Year 1 3464935 -6548135 3464935 0.8333 2887446
Year 2 3971372 -2576763 7436307 0.6944 2757897
Year 3 3973681 1396918 11409988 0.5787 2299584
Year 4 3237811 4634729 14647799 0.4823 1561444
TOTAL 9506371


The Net NPV after 4 years is -506699

At 20% discount rate the NPV is negative (9506371 - 10013070 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Pacificlink Imedia 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 Pacificlink Imedia has a NPV value higher than Zero then finance managers at Pacificlink Imedia 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 Pacificlink Imedia, then the stock price of the Pacificlink Imedia 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 Pacificlink Imedia 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 can impact the cash flow of the project.

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.

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 PacificLink iMedia: Designing an Internet Business

References & Further Readings

Andrew Delios (2018), "PacificLink iMedia: Designing an Internet Business Harvard Business Review Case Study. Published by HBR Publications.


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