ONDADEMAR: CATCHING THE NEXT WAVE... 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 ONDADEMAR: CATCHING THE NEXT WAVE... case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. ONDADEMAR: CATCHING THE NEXT WAVE... case study is a Harvard Business School (HBR) case study written by Bryony Jansen, Benoit Leleux. The ONDADEMAR: CATCHING THE NEXT WAVE... (referred as “Ondademar Tribeca” 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, Entrepreneurial finance, Mergers & acquisitions.

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 ONDADEMAR: CATCHING THE NEXT WAVE... Case Study

In the Summer of 2006, Luc Gerard and his Tribeca team had spent months talking to A?lvaro Arango, the co-managing partner of Colombia-based swimwear company OndadeMar. Tribeca had targeted the brand as a possible company to acquire.Arango proved eager to talk from the start. Since its inception, OndadeMar had gained significant recognition due to a combination of luck and the consistently high-quality designs it delivered. The company had potential to grow much further and faster. However, fuelling this growth required investments that went way beyond the two founders' own means. They were ready to sell. Negotiations went on for most of the summer with a number of potential buyers and investors, until Tribeca was granted an exclusive. Throughout the period, Alvaro handled the talks on behalf of the company. Pily Queipo, the other managing partner and the company's chief designer, never intervened. That became all too obvious on the day of closing with Tribeca Partners: She simply did not show up and refused to sign the purchase agreement. Unaware of the internal conflicts, Luc Gerard scheduled a meeting with Pily Queipo in her design studio in Miami. The meeting proved memorable. She was very much the jet-setting diva-cum-artist Arango had described. But she was also clearly the heart and talent of the company. For hours she spoke passionately about her brand, her designs, her dreams and her passions. She was the brand. She could not care less about the business issues; she wanted to remain with OndadeMar. Sitting on the plane back to BogotA?, his mind still buzzing with all the new information, Luc started putting all the deal pieces together again. He had targeted OndadeMar as the first building block of Tribeca Fashion, one of three pillars of the new private equity fund he had just raised in Colombia. Was this the right wave to ride first? Learning objectives: Building and managing a brand globally in the fashion industry; High-end fashion retailing; Globalization of brands; Growth financing in a global context; Emerging countries globalization.

Case Authors : Bryony Jansen, Benoit Leleux

Topic : Leadership & Managing People

Related Areas : Entrepreneurial finance, Mergers & acquisitions

Calculating Net Present Value (NPV) at 6% for ONDADEMAR: CATCHING THE NEXT WAVE... Case Study

Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Cash Flows
Year 0 (10022068) -10022068 - -
Year 1 3443423 -6578645 3443423 0.9434 3248512
Year 2 3966786 -2611859 7410209 0.89 3530425
Year 3 3948948 1337089 11359157 0.8396 3315613
Year 4 3227536 4564625 14586693 0.7921 2556511
TOTAL 14586693 12651061

The Net Present Value at 6% discount rate is 2628993

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. Internal Rate of Return
2. Payback Period
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 Ondademar Tribeca 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. Ondademar Tribeca 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 ONDADEMAR: CATCHING THE NEXT WAVE...

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 Ondademar Tribeca 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 Ondademar Tribeca 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 (10022068) -10022068 - -
Year 1 3443423 -6578645 3443423 0.8696 2994281
Year 2 3966786 -2611859 7410209 0.7561 2999460
Year 3 3948948 1337089 11359157 0.6575 2596497
Year 4 3227536 4564625 14586693 0.5718 1845354
TOTAL 10435593

The Net NPV after 4 years is 413525

(10435593 - 10022068 )

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 (10022068) -10022068 - -
Year 1 3443423 -6578645 3443423 0.8333 2869519
Year 2 3966786 -2611859 7410209 0.6944 2754713
Year 3 3948948 1337089 11359157 0.5787 2285271
Year 4 3227536 4564625 14586693 0.4823 1556489
TOTAL 9465992

The Net NPV after 4 years is -556076

At 20% discount rate the NPV is negative (9465992 - 10022068 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Ondademar Tribeca 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 Ondademar Tribeca has a NPV value higher than Zero then finance managers at Ondademar Tribeca 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 Ondademar Tribeca, then the stock price of the Ondademar Tribeca 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 Ondademar Tribeca 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.

Understanding of risks involved in the project.

What can impact the cash flow of 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

Bryony Jansen, Benoit Leleux (2018), "ONDADEMAR: CATCHING THE NEXT WAVE... Harvard Business Review Case Study. Published by HBR Publications.