Bringing Product and Consumer Ecosystems to the Strategic Forefront 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 Bringing Product and Consumer Ecosystems to the Strategic Forefront case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Bringing Product and Consumer Ecosystems to the Strategic Forefront case study is a Harvard Business School (HBR) case study written by Mayukh Dass, Shivina Kumar. The Bringing Product and Consumer Ecosystems to the Strategic Forefront (referred as “Ecosystems Mindset” 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, Joint ventures, Market research, Networking, Product development, Social platforms.

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 Bringing Product and Consumer Ecosystems to the Strategic Forefront Case Study

The widespread adoption of technology and electronic media has dramatically altered the set of products consumers compare before making a purchase decision. Online platforms have succeeded at drawing linkages among products by highlighting those that are preferred, evaluated, or purchased together. However, despite the increase in both product and customer inter-connectedness across markets, managers continue to make decisions based largely on the dynamics of competition within narrow product categories. In this article, we raise the call for a migration from a category-focused mindset to an ecosystem-focused strategic mindset that acknowledges and accounts for the network of related or unrelated entities that a specific product resides within. We illustrate the importance of this shift using examples of preference, choice, and customer networks from popular online platforms. We then discuss the impact of the shift in strategic mindset toward ecosystems on competitive structure analysis, market research, brand footprint analysis, intraband ecosystems, promotion planning, new product development, customer valuation, strategic alliances, and market segmentation.

Case Authors : Mayukh Dass, Shivina Kumar

Topic : Leadership & Managing People

Related Areas : Joint ventures, Market research, Networking, Product development, Social platforms

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Calculating Net Present Value (NPV) at 6% for Bringing Product and Consumer Ecosystems to the Strategic Forefront Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10016720)	-10016720	-	-
Year 1	3460138	-6556582	3460138	0.9434	3264281
Year 2	3978714	-2577868	7438852	0.89	3541041
Year 3	3956153	1378285	11395005	0.8396	3321662
Year 4	3243135	4621420	14638140	0.7921	2568867
TOTAL			14638140		12695851

The Net Present Value at 6% discount rate is 2679131

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

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 Ecosystems Mindset 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. Ecosystems Mindset 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 Bringing Product and Consumer Ecosystems to the Strategic Forefront

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 Ecosystems Mindset 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 Ecosystems Mindset 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	(10016720)	-10016720	-	-
Year 1	3460138	-6556582	3460138	0.8696	3008816
Year 2	3978714	-2577868	7438852	0.7561	3008479
Year 3	3956153	1378285	11395005	0.6575	2601235
Year 4	3243135	4621420	14638140	0.5718	1854273
TOTAL					10472803

The Net NPV after 4 years is 456083

(10472803 - 10016720 )

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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	(10016720)	-10016720	-	-
Year 1	3460138	-6556582	3460138	0.8333	2883448
Year 2	3978714	-2577868	7438852	0.6944	2762996
Year 3	3956153	1378285	11395005	0.5787	2289440
Year 4	3243135	4621420	14638140	0.4823	1564012
TOTAL					9499896

The Net NPV after 4 years is -516824

At 20% discount rate the NPV is negative (9499896 - 10016720 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Ecosystems Mindset 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 Ecosystems Mindset has a NPV value higher than Zero then finance managers at Ecosystems Mindset 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 Ecosystems Mindset, then the stock price of the Ecosystems Mindset 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 Ecosystems Mindset 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 –

Understanding of risks involved in the project.

What will be a multi year spillover effect of various taxation regulations.

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 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 Bringing Product and Consumer Ecosystems to the Strategic Forefront

References & Further Readings

Mayukh Dass, Shivina Kumar (2018), "Bringing Product and Consumer Ecosystems to the Strategic Forefront Harvard Business Review Case Study. Published by HBR Publications.