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The Process of
Developing an ROI Model
By:
Michael D. Atherton
For
an example ROI model, please contact me at 703-486-8497 or send an
email to Mike Atherton.
This
paper was first presented to the Digital Equipment Corporation's User
Group (DECUS).
Overview
Many managers, when faced with the task of preparing a Return On
Investment
(ROI) analysis, focus on the technical aspects of the exercise. They
dust off
old text books and review concepts like Internal Rate of Return,
Payback Period,
Net Present Value and Cash Flow analysis. These accounting principles
are
certainly critical to preparing an ROI analysis, but there is another
step of
equal importance that is often neglected. This step is the process of
determining what a project's functional criteria are as they relate to
overall
corporate strategy, objectives of related functions (i.e.
Manufacturing,
Marketing, Distribution, Finance, Information Systems).
This paper will discuss both the process of developing an ROI model
with a top
down approach based on strategic objectives and technical aspects of
ROI
modeling. A sample model, based on criteria often considered when
comparing
physical distribution control systems, is included and referred to
throughout
the paper.
The specific criteria used in various models will be different
depending on the
functional area where investment options are being analyzed. The
functional
objectives of investing in robotic welders, opening a plant somewhere
in the
southwest, supplying field representatives with notebook computers for
remote
order entry, or implementing a distribution control system are without
a doubt
different. However, the process of developing project objectives and
then
incorporating them into a model that utilizes sound ROI techniques is
the same.
ROI Modeling - First Things First
Why do we go to the trouble of doing ROI analysis? It seems they are
often
conducted by one level of management to persuade another level of
management to
spend money. For this reason ROI analysis is often fundamentally sound
- the
methods and formulas are correct - but the underlying elements are
flawed. The
most important component of ROI analysis is incorporating the
objectives for the
organization initially into the ROI model and ultimately into the
project's
management. This is done not through the model itself, but through the
process
by which it is developed. By incorporating organizational objectives,
the model
becomes an accurate reflection of the expected functional outcomes of
the
project and therefore the expected financial outcomes.
It is important to understand the limitations of ROI analysis. Text
books
provide elaborate descriptions of the various financial ROI techniques
- they
will be summarized later. But what does a model really tell you? In the
end ROI
analysis can help you determine:
- whether to make an
investment
- which investment
option to take
- expected financial
outcomes
These outcomes are
only valid
given four conditions:
- the expected
functional benefits are attainable
- the model itself is
technically sound
- the investment costs
are accurate
- the options analyzed
are compatible with corporate and functional trategic plans
Managers often
use ROI analysis like a divining rod. They use it as a nice black and
white
decision tool to decide where to dig. Unfortunately they often find
water when
they really needed oil. You have to know what it is you're looking for,
what it
will do for you, and how it relates to the rest of your organization
before you
can assess which of several options will best enable you to get it.
A model can be
technically sound. Its assumptions and functional benefits can be
perfectly accurate. The cost, savings, and revenue estimates can be
correct.
But, if the motivations for making the investment are not thoroughly
understood
and if the means for achieving the functional benefits are not
compatible with
the organization's strategic direction, the model is effectively
worthless.
Why Are We Doing This?
Strategic issues
from the top down must be considered in defining the motivation
for an investment. The starting point for any major project should be
to define
the objectives that are to be achieved by the project at the corporate,
divisional, and functional levels. It is amazing how often projects are
undertaken for truly arbitrary reasons - like saving money.
Figure 1 - This
chart depicts the top down process of determining ROI model
functional criteria from the corporate strategy through functional
objectives
and finally project objectives.
When the project's
strategic objectives have not been clearly defined as part of
the project team's task, the project team must do this ground work
themselves,
before developing their ROI model. The effort will not be in vane as it
contributes significantly to identifying objectives up front. Early
identification of objectives is truly valuable in that it serves to
focus the
project team early on and provides direction for the development and
implementation stages of the project life cycle.
It is important to
keep in mind that an ROI model does not answer the question
why. If you do not know why you are initiating an effort in the first
place, ROI
analysis will be of no value.
ROI Functional Criteria
Functional benefits
are the means by which a project will achieve its intended
objectives. Figure 1 shows how a project's ROI functional criteria are
determined from the top (corporate strategy) down (functional and
related
functional objectives to project objectives). For each functional
criteria, one
or more quantifiable measures are determined and incorporated in the
ROI model.
Some of these measures, especially those that directly reduce costs,
are easily
quantifiable. Others, like the nebulous "improved customer service" or
"improved quality" are more difficult to quantify but are often the
most strategic in nature. A difficult criteria like "improved customer
service" may be quantified in terms of measures like improved sales
through
better customer loyalty, greater market share, and improved customer
retention.
The ROI model
provided in Appendix A is for a business application system that
addresses physical distribution. Each item in the Functional Data
section
requires an entry for an area related to operations that may be
improved by
implementing a distribution control system. Each of the items listed in
this
section addresses an opportunity for improvement related to physical
distribution.
Related Functional
Objectives
Investments are not
made in a vacuum. Managers often focus only on the
relationship of a project's functional benefits as they relate to the
customer
and costs. They concentrate on what they are trying to achieve without
giving
enough consideration to how the objectives will be achieved and how
they relate
to the parts of the organization that may be required to support it. By
examining the status and direction of related functions, a manager can
avoid
even considering an investment alternative that is not compatible with
the
expertise or direction of a support or related function.
Consider a simple
example of the lead administrator who was tasked to select a
new suite of office management software on which the company's
administrative
function would standardize. The administrative function was using a
word
processor based on the Macintosh PC so the administrator narrowed the
choices to
Macintosh based offerings and ultimately selected the one with the
functional
benefits that would enable the staff to be most effective given their
type of
work. Imagine the shock of the lead administrator when on the day the
new
software was delivered, the MIS department announced that after a
careful review
that had lasted several months they had decided to standardize the
company on
the Intel based PC. A multi-million dollar contract with a PC
manufacturer had
been consummated and each person in the company would receive their own
PC
within a year.
Parts of an ROI Model
Once we have an
understanding of what we are trying to accomplish through the
project and how it fits into overall corporate and functional
strategies, we can
begin to assemble the ROI model. The most convenient tool with which to
build
the model is the computer spreadsheet. It enables the development of a
standard
model that can then be adapted for specific projects and project
options. The
spreadsheet also enables quick what-if analysis in which one or more
variables
can be changed and their impact on the model seen immediately.
The model provided
in appendix A (please call me at (703-486-8497 to get a copy
of this model. Currently it is not available on the World Wide Web) is
divided
into the following sections:
Required Data
In this section
general information about the business that will be used
throughout the model in various calculations will be entered. Examples
include
annual sales, transportation costs, wage rates for specific functions,
cost of
capital, estimated inflation rates.
Functional Data
In this section
information pertaining to a specific functional benefit is
entered. The information is entered based on either the current
situation
(example: Lost Sales Due to Poor Order Fill) or a planned improvement
(example:
Inventory Reductions Resulting from Improved Inventory Accuracy).
Summary of Annual Cost
Reductions
The Required Data
along with the Functional Data is used in formulas in this
section to determine actual annual savings. Each line of this section
corresponds to the same letter in the Functional Data Section.
Analysis of Cash Flows
and Returns on Investment
This section takes
the system costs, income (savings), depreciation, taxes and
determines a net and cumulative cash flow. The net cash flow line is
used to
determine the internal rate of return and the cumulative cash flow line
is used
to determine the payback period.
The Functional Data
section provides the biggest challenge in the formulation of
any model. This is the heart of the model because it requires the
modeler to
specify the objectives of the project in a quantifiable manner. If you
do not
have a handle on why you are considering making an investment and how
it will
fit into to your overall strategic mix, you will find it exceedingly
difficult
to develop a meaningful Functional Data section.
ROI Techniques
There are several
common approaches to the financial aspects of Return on
Investment analysis. Several of the the more common techniques are
described
below.
Internal Rate of
Return (IRR)
The internal rate
of return is the interest rate that equates the present value
of an income stream (the Net Cash Flow line for years 1 through 5 in
the example
model) with the cost of the investment (the Net Cash Flow line for year
0 in the
example model). There is no specific formula that can be used to
calculate the
IRR. It must be found by interpolation. However, most spreadsheets
provide an
IRR function and will do it for you.
The advantage to
IRR analysis is that it enables the comparison of rates of
return on alternative investment options. Given two investment
alternatives and
assuming that both fit the strategic objectives of the organization,
the
investment with the higher internal rate of return should be selected.
Conceptually it is the easiest method to understand.
Net Present Value (NPV)
The net present
value returns a nominal amount. It is the amount in today's
dollars (present value) by which the projected income (the Net Cash
Flow line
for years 1 through 5 in the example model) of an investment exceeds
its cost
(the Net Cash Flow line for year 0 in the example model). The
calculation is
based on the cost of capital which in the model is entered in the
Required Data
section.
Given two
investment alternatives and assuming that both fit the strategic
objectives of the organization, the investment with the higher net
present value
should be selected. Again, most spreadsheets provide a Net Present
Value (NPV)
function to make this calculation.
Payback Period
The payback period
is the amount of time it takes for the cumulative cash flows
to equal the initial investment. The example model provides an
approximation of
the payback period on the Cumulative Cash Flow line. The investment
will have
paid for itself in the year where the cumulative cash flow is positive.
Within
the payback year a larger number indicates the the payback occurs
towards the
beginning of the year.
Other Considerations
The savings
(income) produced by an investment is only a part of the actual
economic impact. The actual cash flow must also be adjusted for
depreciation,
taxes, and business growth. These topics are discussed in the following
paragraphs.
Taxes
Because we pay
taxes on our earnings, the savings derived from an investment is
equivalent to income on which we have to pay taxes. It is important to
reduce
the expected cash flows with the correct real tax rate for that firm.
If a firm
has been consistently profitable, it is likely it will have a standard
corporate
tax rate. This rate is typically between 30 and 45 percent and is
entered in the
in Required Data Section of the example model. If, however, the firm
has
recently had a large loss or write downs due to an extraordinary item,
the firm
may have a tax loss carry forward. In this case its actual tax rate may
be
significantly lower than the norm.
Depreciation
Depreciation is a
non-cash expense item. Therefore, cash flows in the model need
to reflect this. If our investment includes acquisition of depreciable
items
such as machines, computer equipment, software, patents, trademarks,
plant
expansion, or other similar items, we must configure our model to
account for
them. The initial capital expense of the items will represent the cash
outflow.
However, we do not write checks for depreciation even though we account
for it
as an expense on the income statement. For this reason we should add
back into
the cash flow stream the amount of depreciation for depreciable items
acquire as
part of the investment. The example model uses the accelerated method
called sum
of the years digits (SYD).
Growth Rates and
Inflation
It is important to
incorporate expected growth rates into an ROI model. As an
example, if you expect to save on labor costs, and you expect labor
costs to
grow as a function of inflation over the period of cash flow analysis
covered by
your model, the savings attributed to the investment should be adjusted
accordingly.
Likewise, if you
expect to save a specific amount per transaction as a result of
an investment, and you expect the number of transactions to grow as a
function
of normal business growth, you should increase savings accordingly over
the
model's time horizon.
Conclusion
Return on
Investment Analysis is a numerical technique for predicting the
expected financial outcomes of an investment. A model may be developed
which
enables the comparison of several options based on the same criteria.
The
process of developing the model is perhaps more important than the
actual model
which is generally a combination of various standard formulae employed
to
analyze anticipated costs and savings over time.
The process has the
following steps:
- Review the overall
corporate strategy
- Review specific
functional strategy and objectives in the area where the investment is
to be made.
- Review objectives
and directions of functions related to the area where the investment is
to be made.
- Identify project
goals based on strategy and objective reviews
- Develop one or more
quantifiable measure for each project goal.
- Incorporate
quantifiable measures into an ROI model
It is the up
front work related to strategy, objectives, and relationships to other
business
functions that will enable you to make the investment decision based on
more
than just the internal rate of return, net present value, or payback
period. The
process of developing the ROI model will help to ensure that the
functional
benefits you attain through the investment and project implementation
are
consistent with the direction of your firm.
Appendix A
An example of an ROI
model (This model is not yet
available on the World
Wide Web. If you would like a copy please call me at (703) 486-8497
The following are
the descriptions of each of the Summary of Annual Cost
Reductions section line items. They are examples of objectives
associated with
the implementation of a distribution control system. The heart of any
ROI model
is its objectives.
When a functional
improvement is being accomplished through technology, it is
equally important to ensure that the approach taken is consistent with
other
supporting functions. In the example of a business application, the
functionality is how the investment will achieve the paybacks. However,
a
platform or language that is not familiar to the information systems
staff or is
not consistent with their strategic direction may add additional
support costs
and internal resistance.
A) Profit Gains
In a distribution
environment sales are adversely impacted by problems such as
shipping the wrong product, shipping the product late, and invoice
errors. Often
an objective for implementing a distribution control system is the
reduction and
elimination of problems that result in lost sales and therefore profits
due to
poor order fulfillment. The system provides a competitive advantage
that can
reduce lost sales and in many cases increase sales through customer
loyalty and
a larger share of a customer's business. Customers want to do business
with
reliable suppliers.
Objective:
reduce lost sales
by .5% to 5% (typical range) of total sales.
B) Floor
Line-Offs/Backorders
Floor line-offs
occur when stock cannot be found or is not shippable because its
inventory status is not known. Additional order administrative costs
are
incurred when an order cannot be shipped complete.
Objective:
reduce number of
orders with line-offs due to inventory accuracy problems
thereby reducing unnecessary additional administrative ordering
processing
costs..
C) Normal
Transportation Costs
When product must
be shipped separately due to a line-off additional
transportation costs are incurred.
Objective:
reduce the number
of line-offs due to inventory inaccuracy and thereby reduce
unnecessary transportation costs.
D) Air Freight Costs
Often line-offs and
short shipments due to inventory inaccuracies at the
location level result in emergency shipments via air freight.
Objective:
reduce the number
of emergency shipments and their related costs due to
inventory inaccuracies.
E) Accounts Receivable
Days outstanding on
accounts receivable can be reduced by reducing the number of
disputed invoices related to order fulfillment inaccuracies.
Objective:
improve customer
service in the area of order fulfillment accuracy thereby
reducing the number of disputed invoices and the amount of capital tied
up in
accounts receivables.
F) Trailer Loading
Various functions
of distribution control systems such as cross docking, system
controlled dock floor areas, and reverse sequenced order staging reduce
the
amount of time it takes to load a trailer
Objective:
reduce the labor
costs associated with loading trailers.
G) Overtime Hours
Overtime in a
distribution environment is often caused by manual problems
related to receiving, putaway, replenishment, picking, packing, and
shipping.
Directing these functions through the discipline associated with a
distribution
control system reduces overtime requirements
Objective:
reduce overtime
hours by streamlining operations through system directed
disciplines.
H) Searching
Distribution
environments that do not employ system controlled directed putaway
and picking inherently have some degree of searching for product at
location.
Objective:
reduce the level of
searching and optimize location travel sequence through
system directed putaway and picking.
I) Annual Physical
Inventory
Distribution
control systems enable cycle counting for verifying accuracy and
identifying procedural problems. As a result the annual full physical
and
related costs can be eliminated.
Objective:
Eliminate the full
physical inventory count and related costs.
J) Shipping Errors
Shipping errors
such as wrong quantity or product shipped effect customer
service levels and also have associated with them additional
transaction
processing costs.
Objective:
improve shipping
accuracy thereby reducing administrative processing costs
associated with order corrections.
K) Inventory
The implementation
of a distribution control system and the resulting
improvements in inventory accuracy enables the reduction of inventory
levels
with improved customer service levels. Reduces inventory levels
translate into
lower levels of capital invested in inventory.
Objective:
improve inventory
accuracy in order to reduce inventory levels and therefore the
amount of capital invested.
L) Safety Stock
Safety stock is
used to hide inventory inaccuracies and support unexpected
surges in demand. Distribution control systems enable firms to achieve
very high
inventory accuracy levels and, through cross docking respond quickly to
receipts, passing them through the facility from receiving dock to
shipping
dock.
Objective:
Reduce or eliminate
safety stock levels and the investment in them through
improvements in inventory accuracy and the ability to quickly receive
material
and direct it immediately to the shipping dock.
Other
Other objectives
not included in this model might include:
- Reduce costs of
maintaining a legacy system or outdated equipment
- Eliminate penalty
costs of not being in compliance with a legal, industry or key customer
requirement. Common examples here include hazardous material reporting
requirements and Advance Shipment
- Notification (ASN)
labeling and EDI requirements.
- Delay a capital
expense for expanding a facility by improving cube utilization and
throughput of existing facility.
- Reduce inventory
writeoffs. Lower inventory levels translate into lower writeoffs due to
obsolescence. This is especially important in an environment where the
product life-cycle is very short.
Appendix B
Strategic Modeling
John Martin of IBM recently published an article in the December 1993
issue of
APICS - The Performance Advantage titled "Use Strategic Modeling to
Evaluate Warehouse Automation." This article describes financial
modeling
at a strategic level. That is, the evaluations of various options (in
this case
the examples are warehouse automation solutions) take into account the
firms's
overall financial position. Outcomes of various options are analyzed
based on
their impact on the balance sheet and income statement and related
ratios.
The premise of "The Process of Developing a Model for ROI Analysis" is
that strategic objectives must be incorporated into ROI models as they
relate to
desired functional outcomes of investment options. The model will then
be valid
and be a useful tool for comparing investment options. John Martins
article
provides additional insight into how investment options can be analyzed
for
their overall impact on an organization's financial performance.
The distinction between the two is that the first incorporates
strategic
objectives into a model used for tactical analysis. The latter provides
tools
for analyzing tactical outcomes on strategic performance.
Suggested Readings
Blomquist, J.A. and T.W. Speh, "The Financial Evaluation of Warehousing
Options: An Examination and Appraisal of Contemporary Practices," Miami
University, Oxford Ohio: The Warehousing Research Center and Affiliate
of the
Warehousing Education Research Council, May 1988.
Burr-Brown Corporation, Economic Justification Workbook, (Tucson: 1991).
Chase, R.B. and Aquilano, N.J., Production and Operations Management, A
Life
Cycle Approach, (Homewood, Illinois: Richard D. Irwin, Inc., 1981), pp.
117-124.
Dadzie, K.Q., and Johnston, W. J., "Innovative Automation Technology in
Corporate Warehousing Logistics," Journal of Business Logistics, Volume
12,
Number 1, 1991, pp. 63-82.
Martin, John, E. "Use Strategic Modeling to Evaluate Warehouse
Automation," APICS - The Performance Advantage, December, 1993, pp.
19-22.
Mentzer, J.T. and B.P. Konrad, "An Efficiency/Effectiveness Approach to
Logistics Performance Analysis," Journal of Business Logistics, Volume
12,
Number 1, 1991.
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