General Mills and the Hawthorne Huddle (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 Mills and the Hawthorne Huddle (A) case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. General Mills and the Hawthorne Huddle (A) case study is a Harvard Business School (HBR) case study written by Diana Barrett, Sheila McCarthy Leddy. The General Mills and the Hawthorne Huddle (A) (referred as “Huddle Hawthorne” from here on) case study provides evaluation & decision scenario in field of Leadership & Managing People. It also touches upon business topics such as - Value proposition, Social enterprise, Social responsibility, Succession 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 Mills and the Hawthorne Huddle (A) Case Study

Examines the role of General Mills in the formation and leadership of the Hawthorne Huddle. The Huddle was in the Hawthorne neighborhood in Northern Minneapolis, which in 1997 was plagued with high crime and poverty. The Huddle served as a forum, held the first Thursday of every month. Its goal was to improve the livability of the Hawthorne neighborhood by pooling the resources, experiences, and perspectives of residents, educators, law enforcement, business and social service professionals, elected officials, and members of the faith community. It discussed, and focused on solving, problems affecting the community. In late 2002, it faced the retirement of its leader, Reatha King, former president and now chair of the General Mills Foundation, who was revered throughout the community. General Mills and the Huddle were focused on developing a transition plan and new leadership model for the Huddle.

Case Authors : Diana Barrett, Sheila McCarthy Leddy

Topic : Leadership & Managing People

Related Areas : Social enterprise, Social responsibility, Succession planning

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Calculating Net Present Value (NPV) at 6% for General Mills and the Hawthorne Huddle (A) Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10017738)	-10017738	-	-
Year 1	3456364	-6561374	3456364	0.9434	3260721
Year 2	3964317	-2597057	7420681	0.89	3528228
Year 3	3948343	1351286	11369024	0.8396	3315105
Year 4	3234917	4586203	14603941	0.7921	2562357
TOTAL			14603941		12666411

The Net Present Value at 6% discount rate is 2648673

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. Internal Rate of Return
2. Net Present Value
3. Payback Period
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. Huddle Hawthorne 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 Huddle Hawthorne have higher preference for cash returns over 4-5 years rather than 10-15 years given the nature of the volatility in the industry.

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Formula and Steps to Calculate Net Present Value (NPV) of General Mills and the Hawthorne Huddle (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 Leadership & Managing People 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 Huddle Hawthorne 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 Huddle Hawthorne 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	(10017738)	-10017738	-	-
Year 1	3456364	-6561374	3456364	0.8696	3005534
Year 2	3964317	-2597057	7420681	0.7561	2997593
Year 3	3948343	1351286	11369024	0.6575	2596100
Year 4	3234917	4586203	14603941	0.5718	1849574
TOTAL					10448801

The Net NPV after 4 years is 431063

(10448801 - 10017738 )

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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	(10017738)	-10017738	-	-
Year 1	3456364	-6561374	3456364	0.8333	2880303
Year 2	3964317	-2597057	7420681	0.6944	2752998
Year 3	3948343	1351286	11369024	0.5787	2284921
Year 4	3234917	4586203	14603941	0.4823	1560049
TOTAL					9478271

The Net NPV after 4 years is -539467

At 20% discount rate the NPV is negative (9478271 - 10017738 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Huddle Hawthorne 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 Huddle Hawthorne has a NPV value higher than Zero then finance managers at Huddle Hawthorne 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 Huddle Hawthorne, then the stock price of the Huddle Hawthorne 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 Huddle Hawthorne 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.

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 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 Mills and the Hawthorne Huddle (A)

References & Further Readings

Diana Barrett, Sheila McCarthy Leddy (2018), "General Mills and the Hawthorne Huddle (A) Harvard Business Review Case Study. Published by HBR Publications.