Forked River Brewing Co.: Craft Beer Entrepreneurship in an Evolving Industry 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 Forked River Brewing Co.: Craft Beer Entrepreneurship in an Evolving Industry case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Forked River Brewing Co.: Craft Beer Entrepreneurship in an Evolving Industry case study is a Harvard Business School (HBR) case study written by Max Stallkamp, Larry Plummer, Andreas Schotter. The Forked River Brewing Co.: Craft Beer Entrepreneurship in an Evolving Industry (referred as “Forked River” 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, Manufacturing.

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 Forked River Brewing Co.: Craft Beer Entrepreneurship in an Evolving Industry Case Study

On January 4, 2016, the co-founders of Forked River Brewing Company (Forked River), a small brewery in London, Ontario, revisited the company's original business plan from 2012. Over the course of only four years, the founders went from home brewing enthusiasts to owners of a striving, award-winning craft brewery. Forked River beers were now offered in pubs, restaurants, and retail stores across the province of Ontario. In the past year alone, Forked River had expanded its production capacity by 50 per cent, hired an additional full-time brewmaster, and added a retail outlet to the brewing facility. However, business had recently become more complicated due to changes to Ontario retail liquor laws, increasing non-brewing administrative work, and looming decisions about the product portfolio and distribution strategy. Now, the three founders wondered whether Forked River was still on the right track or if a new strategic plan was needed to ensure its long-term success in the fast-changing craft beer industry.

Case Authors : Max Stallkamp, Larry Plummer, Andreas Schotter

Topic : Leadership & Managing People

Related Areas : Manufacturing

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Calculating Net Present Value (NPV) at 6% for Forked River Brewing Co.: Craft Beer Entrepreneurship in an Evolving Industry Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10025706)	-10025706	-	-
Year 1	3460115	-6565591	3460115	0.9434	3264259
Year 2	3966380	-2599211	7426495	0.89	3530064
Year 3	3951353	1352142	11377848	0.8396	3317632
Year 4	3240116	4592258	14617964	0.7921	2566475
TOTAL			14617964		12678431

The Net Present Value at 6% discount rate is 2652725

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. Payback Period
2. Internal Rate of Return
3. Net Present Value
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 Forked River 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. Forked River 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 Forked River Brewing Co.: Craft Beer Entrepreneurship in an Evolving Industry

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 Forked River 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 Forked River 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	(10025706)	-10025706	-	-
Year 1	3460115	-6565591	3460115	0.8696	3008796
Year 2	3966380	-2599211	7426495	0.7561	2999153
Year 3	3951353	1352142	11377848	0.6575	2598079
Year 4	3240116	4592258	14617964	0.5718	1852547
TOTAL					10458574

The Net NPV after 4 years is 432868

(10458574 - 10025706 )

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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	(10025706)	-10025706	-	-
Year 1	3460115	-6565591	3460115	0.8333	2883429
Year 2	3966380	-2599211	7426495	0.6944	2754431
Year 3	3951353	1352142	11377848	0.5787	2286663
Year 4	3240116	4592258	14617964	0.4823	1562556
TOTAL					9487078

The Net NPV after 4 years is -538628

At 20% discount rate the NPV is negative (9487078 - 10025706 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Forked River 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 Forked River has a NPV value higher than Zero then finance managers at Forked River 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 Forked River, then the stock price of the Forked River 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 Forked River 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.

Understanding of risks involved in the project.

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.

What are the key aspects of the projects that need to be monitored, refined, and retuned for continuous delivery of projected cash flows.

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 Forked River Brewing Co.: Craft Beer Entrepreneurship in an Evolving Industry

References & Further Readings

Max Stallkamp, Larry Plummer, Andreas Schotter (2018), "Forked River Brewing Co.: Craft Beer Entrepreneurship in an Evolving Industry Harvard Business Review Case Study. Published by HBR Publications.