BrightStar Care: The Evolution of a Leadership Team 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 BrightStar Care: The Evolution of a Leadership Team case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. BrightStar Care: The Evolution of a Leadership Team case study is a Harvard Business School (HBR) case study written by Boris Groysberg, Colleen Ammerman, John D. Vaughan. The BrightStar Care: The Evolution of a Leadership Team (referred as “Brightstar Brightstar's” from here on) case study provides evaluation & decision scenario in field of Innovation & Entrepreneurship. It also touches upon business topics such as - Value proposition, Branding, Change management, Entrepreneurial management, Gender, Growth strategy, Leadership development, Leading teams, Organizational structure, Succession planning, Talent management.

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 BrightStar Care: The Evolution of a Leadership Team Case Study

BrightStar Care was a rapidly growing franchise of home health care agencies. Founded by husband and wife team JD and Shelly Sun as a single agency near Chicago in 2002, by 2016 nearly 300 BrightStar franchises were open across the United States, generating over $300 million in revenue. BrightStar was now a very different company from the one Shelly and JD had started up during their first year of marriage. Shelly Sun, CEO, had decided to franchise the business in 2004, believing that the franchise model presented a relatively low-risk and high-return approach to growing BrightStar. As franchises began to sell, Sun quickly set about building scalable operations and infrastructure, including a centralized technology function and custom software for franchisees. As more and more locations opened around the United States, she focused on growing BrightStar's national marketing profile and putting measures in place to distinguish BrightStar's services as higher-quality than that of its competitors. A shifting regulatory landscape and labor shortages posed challenge, but BrightStar continued to grow swiftly. As the company evolved and Sun attempted to spend more time away from headquarters, surveying the field and building relationships, she knew she needed a strong senior management team. Some members of her senior team had been with BrightStar for years, expanding their responsibilities as the company expanded, while others she recruited from outside. In the early 2010s, Sun was close to filling all BrightStar's crucial executive roles, but had to consider whether some longtime leaders were the right fit for the company's current needs. As she thought through the composition of her senior team, she also revamped her board of advisors and pursued international franchising opportunities and a debt recapitalization. By early 2016, Shelly was looking to the company's next phase of growth while handing management of her executive team to BrightStar's President and COO.

Case Authors : Boris Groysberg, Colleen Ammerman, John D. Vaughan

Topic : Innovation & Entrepreneurship

Related Areas : Branding, Change management, Entrepreneurial management, Gender, Growth strategy, Leadership development, Leading teams, Organizational structure, Succession planning, Talent management

---

Calculating Net Present Value (NPV) at 6% for BrightStar Care: The Evolution of a Leadership Team Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10022376)	-10022376	-	-
Year 1	3450891	-6571485	3450891	0.9434	3255558
Year 2	3979208	-2592277	7430099	0.89	3541481
Year 3	3944084	1351807	11374183	0.8396	3311529
Year 4	3240747	4592554	14614930	0.7921	2566975
TOTAL			14614930		12675543

The Net Present Value at 6% discount rate is 2653167

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. Internal Rate of Return
2. Profitability Index
3. Payback Period
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 Brightstar Brightstar's 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. Brightstar Brightstar's 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 BrightStar Care: The Evolution of a Leadership Team

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 Brightstar Brightstar's 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 Brightstar Brightstar's 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	(10022376)	-10022376	-	-
Year 1	3450891	-6571485	3450891	0.8696	3000775
Year 2	3979208	-2592277	7430099	0.7561	3008853
Year 3	3944084	1351807	11374183	0.6575	2593299
Year 4	3240747	4592554	14614930	0.5718	1852908
TOTAL					10455835

The Net NPV after 4 years is 433459

(10455835 - 10022376 )

---

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	(10022376)	-10022376	-	-
Year 1	3450891	-6571485	3450891	0.8333	2875743
Year 2	3979208	-2592277	7430099	0.6944	2763339
Year 3	3944084	1351807	11374183	0.5787	2282456
Year 4	3240747	4592554	14614930	0.4823	1562860
TOTAL					9484398

The Net NPV after 4 years is -537978

At 20% discount rate the NPV is negative (9484398 - 10022376 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Brightstar Brightstar's 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 Brightstar Brightstar's has a NPV value higher than Zero then finance managers at Brightstar Brightstar's 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 Brightstar Brightstar's, then the stock price of the Brightstar Brightstar's 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 Brightstar Brightstar's 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 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 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.

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 BrightStar Care: The Evolution of a Leadership Team

References & Further Readings

Boris Groysberg, Colleen Ammerman, John D. Vaughan (2018), "BrightStar Care: The Evolution of a Leadership Team Harvard Business Review Case Study. Published by HBR Publications.