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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Discounting a Stream of Future Cash Flows

If we combine the learning from the previous three sections of this chapter we get to the meat of the method here: discounting a stream of future cash flows into a present value. The determination of what the cash flows are (not simply the revenue or profit from sales!!!) is very important and we will discuss this in detail in the next section. For now, let’s assume we know what the relevant cash flows are. Remember, the FREE spreadsheet is formated to do all your calculations!

I'll start the explanation of discounting by first discussing a more common and related process: compounding interest. The idea of compounding interest simply says that as time goes on and you're earning interest on invested money (like the dollar in the opportunity cost reason for present value methodology mentioned above) and on the interest earned on that invested money. Here is a simple example:

If you earn interest of 10% per year, compounded yearly, on a one dollar investment you will have $1.10 at the end of the first year. If you invest the dollar at the same 10% rate for two years, you will not have $1.20 but rather $1.21. The reason is compounding: the second year you had $1.10 invested since you earned 10% or $.10 the first year. Interest in the second year was based on the $1.10 and not the original $1.

Discounting is the same concept in reverse. You are bringing that value back in time from the end of second year $1.21 to a present value of $1.00. Discounting is simply the establishment of a future value in today's terms. Here is another example:

Above is a sample. Read the full chapter.

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