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LESHOP: A SUCCESS STORY IN THE ONLINE GROCERY MARKET 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 LESHOP: A SUCCESS STORY IN THE ONLINE GROCERY MARKET case study


At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. LESHOP: A SUCCESS STORY IN THE ONLINE GROCERY MARKET case study is a Harvard Business School (HBR) case study written by Nikos Tsikriktsis, Valerie Keller-Birrer. The LESHOP: A SUCCESS STORY IN THE ONLINE GROCERY MARKET (referred as “Leshop Online” 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, Supply chain.

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 LESHOP: A SUCCESS STORY IN THE ONLINE GROCERY MARKET Case Study


LeShop, the first online supermarket in Switzerland, was launched in 1998 at the heart of the internet boom. While many other start-up online grocery businesses did not succeed, LeShop seemed to find a sustainable business model and achieved breakeven in the first quarter of 2006. By 2010, LeShop was established as the biggest online supermarket in Switzerland and one of Europe's largest pure-play online grocers. Its CEO, Christian Wanner, believed that the potential of the online grocery market was huge and expected his company to continue showing double-digit growth rates for years. In order to capitalize on this potential, LeShop faced a number of challenges. How could it attract more customers and increase the order frequency of existing users? How could it further optimize its operations to better meet consumers' needs while keeping fulfillment costs to a minimum? Finally, what strategic options did it have for expansion and diversification? Learning objectives: Challenges faced by online grocery retailers, in particular strategies used for driving growth and improving profitability. Marketing strategies to drive trial and loyalty. Comparison of various online business models, with specific focus on order fulfillment and delivery. Diversification and expansion strategies.


Case Authors : Nikos Tsikriktsis, Valerie Keller-Birrer

Topic : Leadership & Managing People

Related Areas : Supply chain




Calculating Net Present Value (NPV) at 6% for LESHOP: A SUCCESS STORY IN THE ONLINE GROCERY MARKET Case Study


Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Discounted
Cash Flows
Year 0 (10019630) -10019630 - -
Year 1 3467121 -6552509 3467121 0.9434 3270869
Year 2 3965643 -2586866 7432764 0.89 3529408
Year 3 3959801 1372935 11392565 0.8396 3324725
Year 4 3236914 4609849 14629479 0.7921 2563939
TOTAL 14629479 12688941


The Net Present Value at 6% discount rate is 2669311

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. Net Present Value
2. Internal Rate of Return
3. Payback Period
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. Magnitude of both incoming and outgoing cash flows – Projects can be capital intensive, time intensive, or both. Leshop Online 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 Leshop Online 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 LESHOP: A SUCCESS STORY IN THE ONLINE GROCERY MARKET

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 Leshop Online 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 Leshop Online 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 (10019630) -10019630 - -
Year 1 3467121 -6552509 3467121 0.8696 3014888
Year 2 3965643 -2586866 7432764 0.7561 2998596
Year 3 3959801 1372935 11392565 0.6575 2603633
Year 4 3236914 4609849 14629479 0.5718 1850716
TOTAL 10467833


The Net NPV after 4 years is 448203

(10467833 - 10019630 )






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 (10019630) -10019630 - -
Year 1 3467121 -6552509 3467121 0.8333 2889268
Year 2 3965643 -2586866 7432764 0.6944 2753919
Year 3 3959801 1372935 11392565 0.5787 2291552
Year 4 3236914 4609849 14629479 0.4823 1561012
TOTAL 9495750


The Net NPV after 4 years is -523880

At 20% discount rate the NPV is negative (9495750 - 10019630 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Leshop Online 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 Leshop Online has a NPV value higher than Zero then finance managers at Leshop Online 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 Leshop Online, then the stock price of the Leshop Online 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 Leshop Online 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 can impact the cash flow of the project.

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

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.

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

Nikos Tsikriktsis, Valerie Keller-Birrer (2018), "LESHOP: A SUCCESS STORY IN THE ONLINE GROCERY MARKET Harvard Business Review Case Study. Published by HBR Publications.