Howard Industries: A Social Enterprise Worth Continuing? 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 Howard Industries: A Social Enterprise Worth Continuing? case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Howard Industries: A Social Enterprise Worth Continuing? case study is a Harvard Business School (HBR) case study written by Kyleen Myrah, Kerry Rempel, Dean Warner. The Howard Industries: A Social Enterprise Worth Continuing? (referred as “Howard Levesque” from here on) case study provides evaluation & decision scenario in field of Innovation & Entrepreneurship. It also touches upon business topics such as - Value proposition, Social enterprise, Social responsibility, Strategic planning, 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 Howard Industries: A Social Enterprise Worth Continuing? Case Study

Barbara Levesque was preparing for her monthly board meeting on January 18, 2016. Five years ago John Howard Society of the North Okanagan (JHSNOK) made a strategic decision to pursue social enterprise. Its primary purpose was to better support the growth and development of their clients. A secondary driver was to find additional ways to diversify their funding sources to have more financial independence and stability. Social enterprise was identified as the vehicle to expand their impact, more fully meet their mission, and help contribute to long term operational funding. In 2010, Howard Industries was incorporated and two social-purpose ventures were created: "Uncle Howie's Kitchen" provided low cost catering and "Clean Sweep" offered minor renovations, painting and cleaning that mainly serviced the non-profit and public sector. By 2015, the investment in Howard Industries had started to pay off and to-date their social enterprises had contributed $4500 to its parent organization. The management team estimated that approximately 18 clients of JHSNOK worked full time in the two businesses throughout the four-year period from 2011 to 2015, and significant transformative change for some of these men had occurred. Howard Industries was at a pivotal point in development. The market showed an opportunity to maintain and expand current contracts, increase their profitability, and move their clients into leadership roles in the business. In order to grow, additional management time would have to be allocated to support it. Levesque had been asked by her Board to report on what Howard Industries achieved in 2015, and provide recommendations for its future direction. With the five-year social enterprise pilot coming to an end, Levesque needed to decide if Howard Industries was worth continuing and if so, how would she convince the Board to renew their commitment to this social venture.

Case Authors : Kyleen Myrah, Kerry Rempel, Dean Warner

Topic : Innovation & Entrepreneurship

Related Areas : Social enterprise, Social responsibility, Strategic planning, Sustainability

Calculating Net Present Value (NPV) at 6% for Howard Industries: A Social Enterprise Worth Continuing? Case Study

Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Cash Flows
Year 0 (10023129) -10023129 - -
Year 1 3446438 -6576691 3446438 0.9434 3251357
Year 2 3968045 -2608646 7414483 0.89 3531546
Year 3 3969125 1360479 11383608 0.8396 3332554
Year 4 3223343 4583822 14606951 0.7921 2553190
TOTAL 14606951 12668646

The Net Present Value at 6% discount rate is 2645517

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. Net Present Value
3. Profitability Index
4. Payback Period

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. Howard Levesque 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 Howard Levesque 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 Howard Industries: A Social Enterprise Worth Continuing?

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 Howard Levesque 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 Howard Levesque 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 %
Cash Flows
Year 0 (10023129) -10023129 - -
Year 1 3446438 -6576691 3446438 0.8696 2996903
Year 2 3968045 -2608646 7414483 0.7561 3000412
Year 3 3969125 1360479 11383608 0.6575 2609764
Year 4 3223343 4583822 14606951 0.5718 1842957
TOTAL 10450036

The Net NPV after 4 years is 426907

(10450036 - 10023129 )

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 %
Cash Flows
Year 0 (10023129) -10023129 - -
Year 1 3446438 -6576691 3446438 0.8333 2872032
Year 2 3968045 -2608646 7414483 0.6944 2755587
Year 3 3969125 1360479 11383608 0.5787 2296947
Year 4 3223343 4583822 14606951 0.4823 1554467
TOTAL 9479033

The Net NPV after 4 years is -544096

At 20% discount rate the NPV is negative (9479033 - 10023129 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Howard Levesque 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 Howard Levesque has a NPV value higher than Zero then finance managers at Howard Levesque 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 Howard Levesque, then the stock price of the Howard Levesque 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 Howard Levesque 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 can impact the cash flow of 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.

Understanding of risks involved in 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.

References & Further Readings

Kyleen Myrah, Kerry Rempel, Dean Warner (2018), "Howard Industries: A Social Enterprise Worth Continuing? Harvard Business Review Case Study. Published by HBR Publications.