Reading Global Clients' Signals 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 Reading Global Clients' Signals case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Reading Global Clients' Signals case study is a Harvard Business School (HBR) case study written by Peter Gloor, Gianni Giacomelli. The Reading Global Clients' Signals (referred as “Email Nps” 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 Reading Global Clients' Signals Case Study

This is an MIT Sloan Management Review article. Managing employees who work together globally is an ongoing challenge for executives of large organizations. The ability to quickly detect changes in the health of relationships with clients can unlock significant value. Many companies monitor customer satisfaction through customer satisfaction surveys, such as the Net Promoter Score (NPS) pioneered by Bain & Co. However, such methods are limited in their ability to provide frequent, detailed and cost-effective evaluations.The way people interact with each other and what they say offer an important window into how they feel about each other. However, the content of what is said is often less significant than how it is said and the accompanying body language. Although face-to-face meetings between providers and customers may offer the clearest and most comprehensive way for managers to gauge customer satisfaction, such information is not generally available in high-volume, globalized collaborations. The authors have developed an assessment method for analyzing email communication patterns between customers and vendors in geographically distributed environments where face-to-face meetings are impractical or impossible. In conducting the research, the authors analyzed the email interactions of 32 service delivery organizations -all part of Genpact, a large global services provider. After notifying the various parties involved and obtaining permissions, the authors retrieved the communications between account managers and their customers and constructed the social network. The authors collected the email boxes of two to three account executives per customer studied and compared the network structure of the communications to the customer's NPS, which was the primary customer satisfaction metric Genpact had been using. The authors also collected the email headers from incoming and outgoing emails for the account executives over a period of eight months. The researchers compared the structure of the resulting communication network with the NPS scores. The authors acknowledge that the method is specifically based on email analysis, and thus it is poorly suited to work contexts where email is not widely employed. In the future, they suggest that it might be possible to adapt the methodology to other electronic media, such as instant messaging services and voice-over-IP telephony.

Case Authors : Peter Gloor, Gianni Giacomelli

Topic : Leadership & Managing People

Related Areas :

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Calculating Net Present Value (NPV) at 6% for Reading Global Clients' Signals Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10008393)	-10008393	-	-
Year 1	3445702	-6562691	3445702	0.9434	3250662
Year 2	3961947	-2600744	7407649	0.89	3526119
Year 3	3972233	1371489	11379882	0.8396	3335163
Year 4	3223076	4594565	14602958	0.7921	2552978
TOTAL			14602958		12664922

The Net Present Value at 6% discount rate is 2656529

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. Profitability Index
3. Net Present Value
4. Internal Rate of Return

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 Email Nps 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. Email Nps 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 Reading Global Clients' Signals

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 Email Nps 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 Email Nps 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	(10008393)	-10008393	-	-
Year 1	3445702	-6562691	3445702	0.8696	2996263
Year 2	3961947	-2600744	7407649	0.7561	2995801
Year 3	3972233	1371489	11379882	0.6575	2611808
Year 4	3223076	4594565	14602958	0.5718	1842804
TOTAL					10446676

The Net NPV after 4 years is 438283

(10446676 - 10008393 )

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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	(10008393)	-10008393	-	-
Year 1	3445702	-6562691	3445702	0.8333	2871418
Year 2	3961947	-2600744	7407649	0.6944	2751352
Year 3	3972233	1371489	11379882	0.5787	2298746
Year 4	3223076	4594565	14602958	0.4823	1554338
TOTAL					9475855

The Net NPV after 4 years is -532538

At 20% discount rate the NPV is negative (9475855 - 10008393 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Email Nps 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 Email Nps has a NPV value higher than Zero then finance managers at Email Nps 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 Email Nps, then the stock price of the Email Nps 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 Email Nps 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.

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 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.

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 Reading Global Clients' Signals

References & Further Readings

Peter Gloor, Gianni Giacomelli (2018), "Reading Global Clients' Signals Harvard Business Review Case Study. Published by HBR Publications.