The USGA and the State of Golf in the United States 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 The USGA and the State of Golf in the United States case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. The USGA and the State of Golf in the United States case study is a Harvard Business School (HBR) case study written by George Foster, David Hoyt. The The USGA and the State of Golf in the United States (referred as “Golf Game” 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, .

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 The USGA and the State of Golf in the United States Case Study

Through the first part of the twenty-first century, the number of people playing golf in the United States had been in decline. Fewer people played the game, they played less frequently, and more golf courses were closing than opening. Players complained that it took too long to play golf, new courses were too difficult, and the game was expensive and hard to learn. However, the professional game was thriving, with increasing prize money and television viewership. The case looks at the governance of golf, with particular emphasis on the United States Golf Association. It asked students to consider what groups should be responsible for the health of the game, and what might be done to increase participation.

Case Authors : George Foster, David Hoyt

Topic : Leadership & Managing People

Related Areas :

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Calculating Net Present Value (NPV) at 6% for The USGA and the State of Golf in the United States Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10004512)	-10004512	-	-
Year 1	3450257	-6554255	3450257	0.9434	3254959
Year 2	3959430	-2594825	7409687	0.89	3523879
Year 3	3947106	1352281	11356793	0.8396	3314066
Year 4	3224639	4576920	14581432	0.7921	2554216
TOTAL			14581432		12647120

The Net Present Value at 6% discount rate is 2642608

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. Net Present Value
2. Payback Period
3. Internal Rate of Return
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. Timing of the expected cash flows – stockholders of Golf Game 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. Golf Game shareholders have preference for diversified projects investment rather than prospective high income from a single capital intensive project.

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Formula and Steps to Calculate Net Present Value (NPV) of The USGA and the State of Golf in the United States

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 Golf Game 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 Golf Game 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	(10004512)	-10004512	-	-
Year 1	3450257	-6554255	3450257	0.8696	3000223
Year 2	3959430	-2594825	7409687	0.7561	2993898
Year 3	3947106	1352281	11356793	0.6575	2595286
Year 4	3224639	4576920	14581432	0.5718	1843698
TOTAL					10433105

The Net NPV after 4 years is 428593

(10433105 - 10004512 )

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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	(10004512)	-10004512	-	-
Year 1	3450257	-6554255	3450257	0.8333	2875214
Year 2	3959430	-2594825	7409687	0.6944	2749604
Year 3	3947106	1352281	11356793	0.5787	2284205
Year 4	3224639	4576920	14581432	0.4823	1555092
TOTAL					9464115

The Net NPV after 4 years is -540397

At 20% discount rate the NPV is negative (9464115 - 10004512 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Golf Game 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 Golf Game has a NPV value higher than Zero then finance managers at Golf Game 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 Golf Game, then the stock price of the Golf Game 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 Golf Game 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 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.

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.

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Negotiation Strategy of The USGA and the State of Golf in the United States

References & Further Readings

George Foster, David Hoyt (2018), "The USGA and the State of Golf in the United States Harvard Business Review Case Study. Published by HBR Publications.