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CJ Gustafson
@cjgustafson222
I tweet about financial metrics and business models | Startup CFO | Opinions are my own, not investment advice
Boston, MAmostlymetrics.comJoined December 2017

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When you gate crash an industry you have no experience in, you don’t know shit This can also be a benefit Yes, there’s a lot to learn, but you aren’t entrenched in pre conceived notions of how things are supposed to work
Conclusion: At the end of the day, valuation isn’t just one metric or one model - it’s a triangulation of multiple views. Valuation doesn’t work when we over index on one methodology, like the DCF, so consider other views as well.
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12. Terminal Value: This is a product of the Exit Multiple and the final year’s free cash flow. The terminal value is typically a large portion (>50%) of the total assessed value and is therefore a huge component of the overall analysis.
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11. Exit Multiple: Multiple of Free Cash Flow. MSFT trades in the low 20x’s right now based on growth, Snowflake in the mid 30x’s, and very high growth companies up to 50x. The last year in the forecast gets hit with this multiple.
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10. Cost of Debt: Think of this as how much the company would pay in interest for a loan if they went to a big bank. Larger, more stable companies get better rates. A small SMB HR Tech Co. pays a lot more for a revolving debt facility than Apple.
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9. Equity Risk Premium: The excess return an investor gets when they invest in the stock market, compared to the risk-free rate. Just take the avg market return (8%) less the Risk Free Rate (3%) to get your Equity Risk Premium (5%).
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7. Market Beta: A measure of how the company moves with the larger equity market. As an example, Gitlab, a high growth risky-ish tech stock, uses a Market Beta of more than 2. High risk, high return.
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6. Weighted Average Cost of Capital: Think of the WACC as two things: a) A hurdle rate investors expect to exceed in return for investing their money b) A way to discount (or shrink) the cash flow forecast back to present day values based on risk.
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4. Long Term Growth Rate: The estimated growth rate towards the end of the ten year timeframe, and what you think it should grow at in perpetuity. This should generally match what the sector as a whole is forecasted to grow at
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As a primer, to the majority who are not valuation dorks... a DCF model is basically a way to estimate what a company is worth by projecting the cash it’s expected to generate over the course of its lifetime And then discounting that cash back to a smaller present day value.
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There are a million ways to say no, and only one way to say yes. Thats why Kickstarter is so wonderful - it forces customers who say they would buy it to actually pull out a credit card and commit. CTC - cut the check
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In particular, this metric is great for evaluating unprofitable, high-growth tech firms. You're drilling down to the core economics - you can't drill down any further. Most SaaS firms in the high-growth stage have a rev per employee between $250k and $350k.
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As your company grows it should see operational leverage - that means the ability to do more with less. The best way to check if you are getting leverage is simply: Revenue per head = revenue / # of employees
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Investors are also working backwards, anticipating further dilution in rounds later on, to the percentage they need to hold starting at Series A for their return at exit. This usually ends up being 20% to 25% of the firm at the time.
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Why Series A? In a Seed round individual angels are often OK with writing smaller checks, especially since it’s still really risky. When it comes to Series A, investors are cutting the largest check to the firm so far, but the valuation hasn’t ballooned yet to offset money in
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