INTRODUCTION
Who This Book Is For
What Will You Learn From This Book
What this Book is Not
 
PART I – ONLINE ADVERTISING ARBITRAGE: PLAYING BOTH SIDES OF THE ONLINE MARKETING MARKET TO MAXIMIZE PROFIT & WEBSITE VALUE
 
Market Basics
Basic Market Components
Supply
Demand
Price, Bids, Asks
Elasticity
The Online Advertising Market
The Product
Pricing
Demand
Supply
What exactly is Arbitrage?
Online Advertising and Arbitrage - The "Click Thru Value Chain" and Commoditizing the Market
Development, Traffic, and Hedging Your Cash Flow
The Two Sides of the Internet Marketing Market
Bringing Money In: Matching Revenue and Expense Streams
Where the Advertising Budget Should be Spent: The Law of Diminishing Returns
Major PPC Programs
Major Affiliate Programs
Major Contextual Ad Programs
 
PART II: Valuing a Website: What is Your Site Worth?
 
Introduction to Professional Valuation
The Headaches
The Foundation
Diving In: Understanding Present Value
Earnings Risk and the Discount Rate
Discounting a Stream of Future Cash Flows
Website Valuation Using the Discounted Cash Flow Model
Historical Growth: Geometric Mean vs. Average
Terminal Value
Relevant Cash Flows
Simple Model – Discounted Cash Flow Website Valuation
Less Simple Model – Discounted Cash Flow Website Valuation
Valuation Analysis Line-by-Line
Summary of Discounted Cash flow Analysis for Website Valuation
Other Website Valuation Analysis Models
Market Value Approach to Website Valuation
Summarizing Website Valuation
A Note on Using Metric Multiple Website Valuation Models
About the Author
 
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