From Avatars To Mavatars: The Role Of Marketing Avatars and Embodied Representations In Consumer Profiling 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 From Avatars To Mavatars: The Role Of Marketing Avatars and Embodied Representations In Consumer Profiling case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. From Avatars To Mavatars: The Role Of Marketing Avatars and Embodied Representations In Consumer Profiling case study is a Harvard Business School (HBR) case study written by Brian E. Mennecke, Anicia Peters. The From Avatars To Mavatars: The Role Of Marketing Avatars and Embodied Representations In Consumer Profiling (referred as “Embodied Representations” 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, Security & privacy.

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 From Avatars To Mavatars: The Role Of Marketing Avatars and Embodied Representations In Consumer Profiling Case Study

Recent trends in advertising and social media (e.g., facial/body recognition technologies) will change how people need to think about their digital representations and privacy, as well as how managers can use these technologies to interact with customers. The term avatar is usually associated with a video game character or a pictorial representation on a social network, and among other components of the definition of the concept is the notion that users control the avatar's appearance and actions. Facial recognition and video analytic technologies being applied in public digital signage displays and on social networks like Facebook capture and create an embodied biometric database that is essentially an avatar-like profile that will be used for marketing products and supporting consumer applications. In this article we discuss the nature of these new marketing avatars, which we call mavatars, and offer a framework for understanding where and how these embodied profiles are and will be used. We also discuss and speculate how these representations and the applications they spawn will evolve; where they will be used; and the ramifications of these embodied representations for consumers, managers, and society at large.

Case Authors : Brian E. Mennecke, Anicia Peters

Topic : Leadership & Managing People

Related Areas : Security & privacy

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Calculating Net Present Value (NPV) at 6% for From Avatars To Mavatars: The Role Of Marketing Avatars and Embodied Representations In Consumer Profiling Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10013672)	-10013672	-	-
Year 1	3449769	-6563903	3449769	0.9434	3254499
Year 2	3972712	-2591191	7422481	0.89	3535700
Year 3	3973747	1382556	11396228	0.8396	3336435
Year 4	3225690	4608246	14621918	0.7921	2555049
TOTAL			14621918		12681682

The Net Present Value at 6% discount rate is 2668010

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. Magnitude of both incoming and outgoing cash flows – Projects can be capital intensive, time intensive, or both. Embodied Representations 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 Embodied Representations have higher preference for cash returns over 4-5 years rather than 10-15 years given the nature of the volatility in the industry.

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Formula and Steps to Calculate Net Present Value (NPV) of From Avatars To Mavatars: The Role Of Marketing Avatars and Embodied Representations In Consumer Profiling

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 Embodied Representations 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 Embodied Representations 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	(10013672)	-10013672	-	-
Year 1	3449769	-6563903	3449769	0.8696	2999799
Year 2	3972712	-2591191	7422481	0.7561	3003941
Year 3	3973747	1382556	11396228	0.6575	2612803
Year 4	3225690	4608246	14621918	0.5718	1844299
TOTAL					10460842

The Net NPV after 4 years is 447170

(10460842 - 10013672 )

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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	(10013672)	-10013672	-	-
Year 1	3449769	-6563903	3449769	0.8333	2874808
Year 2	3972712	-2591191	7422481	0.6944	2758828
Year 3	3973747	1382556	11396228	0.5787	2299622
Year 4	3225690	4608246	14621918	0.4823	1555599
TOTAL					9488856

The Net NPV after 4 years is -524816

At 20% discount rate the NPV is negative (9488856 - 10013672 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Embodied Representations 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 Embodied Representations has a NPV value higher than Zero then finance managers at Embodied Representations 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 Embodied Representations, then the stock price of the Embodied Representations 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 Embodied Representations 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 can impact the cash flow of the project.

Understanding of risks involved in 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 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.

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 From Avatars To Mavatars: The Role Of Marketing Avatars and Embodied Representations In Consumer Profiling

References & Further Readings

Brian E. Mennecke, Anicia Peters (2018), "From Avatars To Mavatars: The Role Of Marketing Avatars and Embodied Representations In Consumer Profiling Harvard Business Review Case Study. Published by HBR Publications.