Schibsted (B): Should We Start Up "20 Minutes Cologne" Again? 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 Schibsted (B): Should We Start Up "20 Minutes Cologne" Again? case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Schibsted (B): Should We Start Up "20 Minutes Cologne" Again? case study is a Harvard Business School (HBR) case study written by Jean-Louis Schaan, Jordan Mitchell. The Schibsted (B): Should We Start Up "20 Minutes Cologne" Again? (referred as “Schibsted Cologne” 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, Strategy.

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 Schibsted (B): Should We Start Up "20 Minutes Cologne" Again? Case Study

On December 1999, Schibsted, Norway's largest media company, launched a free daily newspaper, 20 Minutes simultaneously in Zurich, Switzerland, and Cologne, Germany. As of February 2000, the launch of 20 Minutes in Zurich had been considered a success, whereas the Cologne launch had been fraught with difficulty. Schibsted had been caught up in a lawsuit filed by two prominent German publishers. The Cologne edition had been shut down for five weeks. After an appeal, Schibsted had been granted approval to restart distribution. Now the question was: Should Schibsted launch 20 Minutes in Cologne again? This is a supplemental case to "Schibsted (A): Should We Launch '20 Minutes'?"

Case Authors : Jean-Louis Schaan, Jordan Mitchell

Topic : Leadership & Managing People

Related Areas : Strategy

Calculating Net Present Value (NPV) at 6% for Schibsted (B): Should We Start Up "20 Minutes Cologne" Again? Case Study

Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Cash Flows
Year 0 (10011486) -10011486 - -
Year 1 3470960 -6540526 3470960 0.9434 3274491
Year 2 3980591 -2559935 7451551 0.89 3542712
Year 3 3936886 1376951 11388437 0.8396 3305485
Year 4 3247510 4624461 14635947 0.7921 2572332
TOTAL 14635947 12695020

The Net Present Value at 6% discount rate is 2683534

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. Timing of the expected cash flows – stockholders of Schibsted Cologne 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. Schibsted Cologne 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 Schibsted (B): Should We Start Up "20 Minutes Cologne" Again?

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 Schibsted Cologne 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 Schibsted Cologne 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 (10011486) -10011486 - -
Year 1 3470960 -6540526 3470960 0.8696 3018226
Year 2 3980591 -2559935 7451551 0.7561 3009899
Year 3 3936886 1376951 11388437 0.6575 2588566
Year 4 3247510 4624461 14635947 0.5718 1856774
TOTAL 10473466

The Net NPV after 4 years is 461980

(10473466 - 10011486 )

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 (10011486) -10011486 - -
Year 1 3470960 -6540526 3470960 0.8333 2892467
Year 2 3980591 -2559935 7451551 0.6944 2764299
Year 3 3936886 1376951 11388437 0.5787 2278291
Year 4 3247510 4624461 14635947 0.4823 1566122
TOTAL 9501178

The Net NPV after 4 years is -510308

At 20% discount rate the NPV is negative (9501178 - 10011486 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Schibsted Cologne 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 Schibsted Cologne has a NPV value higher than Zero then finance managers at Schibsted Cologne 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 Schibsted Cologne, then the stock price of the Schibsted Cologne 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 Schibsted Cologne 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.

References & Further Readings

Jean-Louis Schaan, Jordan Mitchell (2018), "Schibsted (B): Should We Start Up "20 Minutes Cologne" Again? Harvard Business Review Case Study. Published by HBR Publications.