Black Canyon Coffee 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 Black Canyon Coffee case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Black Canyon Coffee case study is a Harvard Business School (HBR) case study written by Brian K. Boyd. The Black Canyon Coffee (referred as “Canyon Coffee” 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, Growth strategy, Marketing.

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 Black Canyon Coffee Case Study

This case focuses on Black Canyon Coffee, as it begins to develop its strategy for the firm's second decade. Founded in 1993, Black Canyon had grown to become the largest chain of coffee houses in Thailand in 2003. Over its first decade, Black Canyon grew from a single location to 78 retail outlets, serving a mix of hot and cold coffee beverages, as well as Asian cuisine. The founders had no prior experience in either coffee houses or food services, but were successful entrepreneurs in an unrelated industry. Thus far, the company had been profitable, and had managed the threat posed by both foreign (e.g., Starbucks) and local competitors. The coffee house market in Thailand was an emerging industry segment, and expected to grow rapidly. While the company was in a strong position in 2003, competition in the industry was expected to become more intense in coming years. One key issue in the case involves the goals and markets that the company should pursue in coming years. Managing Director Pravit C. Pong believed the company should aspire to a total of 200 stores in the next ten years, while Michael Holland suggested a more ambitious goal of 1,000 locations. Additionally, the company must consider the relative emphasis of domestic versus international expansion, as well as the potential to diversify into other markets. There are a number of tactical and operational issues that the company must confront as well. For example, access to capital and the supply chain infrastructure are both tied to the level and type of growth targets that the firm will pursue.

Case Authors : Brian K. Boyd

Topic : Leadership & Managing People

Related Areas : Growth strategy, Marketing

Calculating Net Present Value (NPV) at 6% for Black Canyon Coffee Case Study

Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Cash Flows
Year 0 (10009183) -10009183 - -
Year 1 3466702 -6542481 3466702 0.9434 3270474
Year 2 3958287 -2584194 7424989 0.89 3522861
Year 3 3967678 1383484 11392667 0.8396 3331339
Year 4 3223216 4606700 14615883 0.7921 2553089
TOTAL 14615883 12677763

The Net Present Value at 6% discount rate is 2668580

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. Internal Rate of Return
3. Net Present Value
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. Canyon Coffee 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 Canyon Coffee 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 Black Canyon Coffee

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 Canyon Coffee 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 Canyon Coffee 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 (10009183) -10009183 - -
Year 1 3466702 -6542481 3466702 0.8696 3014523
Year 2 3958287 -2584194 7424989 0.7561 2993034
Year 3 3967678 1383484 11392667 0.6575 2608813
Year 4 3223216 4606700 14615883 0.5718 1842884
TOTAL 10459254

The Net NPV after 4 years is 450071

(10459254 - 10009183 )

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 (10009183) -10009183 - -
Year 1 3466702 -6542481 3466702 0.8333 2888918
Year 2 3958287 -2584194 7424989 0.6944 2748810
Year 3 3967678 1383484 11392667 0.5787 2296110
Year 4 3223216 4606700 14615883 0.4823 1554406
TOTAL 9488245

The Net NPV after 4 years is -520938

At 20% discount rate the NPV is negative (9488245 - 10009183 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Canyon Coffee 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 Canyon Coffee has a NPV value higher than Zero then finance managers at Canyon Coffee 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 Canyon Coffee, then the stock price of the Canyon Coffee 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 Canyon Coffee 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 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.

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.

References & Further Readings

Brian K. Boyd (2018), "Black Canyon Coffee Harvard Business Review Case Study. Published by HBR Publications.