This topic review discusses estimation of inputs for price-multiple and discounted cash flow (DCF) valuation models. Be able to forecast income statement and balance sheet items given specific assumptions. Understand top-down, bottom-up, and hybrid approaches to developing inputs; how Porter's five forces influence forecasts; and the concepts of inflection points and cannibalization factor.
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Bottom-up analysis starts with an individual company or its reportable segments. Revenue projections based on historical revenue growth, a company's new product introductions, or linkages to balance-sheet composition (for example, forecasting interest revenue for a bank based on expected loan growth) are bottom-up approaches.
Top-down analysis begins with macroeconomic expectations (often nominal GDP growth). Company revenues are projected from estimated GDP growth and an assumed relationship between GDP growth and company sales.
Hybrid analysis combines elements of both top-down and bottom-up approaches. A hybrid approach is common because it helps expose inconsistencies between macro expectations and company-specific factors.
Growth relative to GDP models the relationship between GDP and company sales as either "GDP growth plus x%" or "GDP growth times (1 + x%)." For example, if forecast GDP growth is 5% and the company is expected to grow 20% faster than GDP, company revenue growth = 5% × (1 + 0.20) = 6%.
Market growth and market share begins with an estimate of industry sales growth and then applies an expected market share to that industry size to obtain company revenue. Different business or geographic segments may have different relationships to GDP (for example, a Chinese division vs a Japanese division).
If average cost of production falls as industry sales increase, the industry exhibits economies of scale. Firms benefiting from economies of scale will generally show higher operating margins as sales grow; sales volume and margins will tend to be positively correlated.
To evaluate economies of scale, compare common-size income statements across firms of different sizes. Evidence of economies of scale: lower COGS as a proportion of sales (COGS/sales) and lower SG&A as a proportion of sales for larger firms.
Because COGS is closely related to revenue, a common method is to forecast COGS as a percentage of revenue:
forecast COGS = (historical COGS / historical revenue) × forecast revenue
or
forecast COGS = (1 - forecast gross margin) × forecast revenue
If gross margin shows a trend, an analyst should consider whether that trend will continue. Comparing a firm's historical gross margins to competitors' margins helps validate margin assumptions, adjusting for business-model differences where appropriate.
Short-run forecasts of COGS can be improved by analysing input price volumes and hedging practices (for commodity inputs) and by estimating COGS separately by product category or segment.
SG&A typically has a larger fixed-cost component than COGS and therefore is less sensitive to sales volume changes. R&D, corporate headquarters, management salaries, and IT are often relatively fixed in the short term. Selling and distribution costs can be more variable, increasing with sales as more salespeople or distribution activities are required.
Where SG&A components are disclosed separately or by segment, forecast each component individually to improve accuracy.
Gross interest expense is primarily determined by debt levels (gross debt) and market interest rates. Companies may also report interest income from investments, which is relevant for financial firms and less so for non-financial firms. Net debt = gross debt - cash and short-term securities. Net interest expense = gross interest expense - interest income on cash and short-term securities.
Example: Calculating gross and net interest rates
Using the example data in the exhibit, the calculations are:
Gross interest expense rate = 220 / 3,400 = 6.47%.
Net interest expense rate = 212 / 2,650 = 8.00%.
Yield on average cash balance = 8 / 750 = 1.07%.
Analysts should consider planned debt issuances/retirements and the maturity structure of debt (from footnotes) when forecasting future interest costs.
Three tax rates are commonly used:
Income tax expense = cash taxes due + change in deferred tax liabilities - change in deferred tax assets. Differences between statutory and effective rates arise from permanent differences and from multi-jurisdiction operations; the effective rate is a weighted average of jurisdictional rates based on taxable income by jurisdiction. Analysts should investigate persistent gaps between a company's effective tax rate and statutory or peer rates.
Dividends can be modelled using historical payout behaviour, a constant growth rate, or a target payout ratio. Forecasting shares outstanding requires attention to stated capital-structure changes. Exclude unusual charges from forecasts unless they recur, in which case include a normalised estimate.
Many balance sheet items flow from the forecasted income statement. Retained earnings = prior retained earnings + net income - dividends. Working-capital items can be forecast using historical relationships with revenue (turnover ratios):
Inventory forecast: use COGS and inventory turnover ratio.
Accounts receivable forecast = (days sales outstanding) × (forecasted sales / 365).
PP&E is driven by depreciation and capital expenditures (capex). Approaches include:
When estimating maintenance capex, increase historical depreciation by expected inflation (replacement costs rise with inflation).
After constructing forecasted financial statements, perform sensitivity and scenario analyses to assess how net income and cash flows respond to changes in key assumptions.
Analysts are subject to behavioural biases that can impair forecasts. For each bias below, know its definition, likely effect, and mitigation methods.
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Competitive forces determine pricing power and cost structure. These forces must be considered when forecasting revenues, margins, and returns on invested capital (ROIC).
ROIC can be approximated as NOPLAT (net operating profit less adjusted taxes) divided by invested capital (operating assets minus operating liabilities). ROIC is useful because it is independent of capital structure and reflects returns to both debt and equity.
How each of Porter's five forces affects pricing power and profitability:
Input costs matter in many industries (e.g., jet fuel for airlines, grains for food producers). Firms with commodity inputs can hedge with derivatives or fixed-price contracts; vertical integration reduces exposure to input-price variation. For firms without hedges or vertical integration, analysts must estimate how quickly and to what extent cost increases can be passed to customers and how price increases will affect unit sales (elasticity of demand).
When input cost increases are temporary, companies may cut discretionary costs (e.g., advertising) to preserve margins. For permanent increases, cutting other costs is not sustainable.
Alfredo, Inc. sells a specialised network component. Income statement for the prior year (20X1) is shown in the exhibit.
For 20X2, input costs (COGS) increase by $5 per unit. Calculate 20X1 gross and operating margins, and compute 20X2 margins under three scenarios:
Answer (summary)
1. 20X1 gross margin = gross profit / sales = $60,000 / $100,000 = 60%. Operating margin = operating profit / sales = $30,000 / $100,000 = 30%.
2.a) If unit price increases by $5 and units sold unchanged: 20X2 sales = $105,000; gross profit = $60,000; gross margin = $60,000 / $105,000 = 57.14% (≈57%). Operating profit = $30,000; operating margin = $30,000 / $105,000 = 28.57% (≈29%).
2.b) If price increases but units sold fall by 5% (example numbers): gross profit and operating profit both fall; in the illustrative calculation gross margin ≈ 57% and operating margin ≈ 27%.
2.c) If units sold fall by 10% with same price increase: gross margin ≈ 57% and operating margin ≈ 25%.
Note: In many practical examples the gross margin percentage can remain similar if both price and cost increases are in dollar terms, but operating margin will fall if fixed operating costs remain unchanged while sales decline.
The key analytic points: elasticity of demand, availability of substitutes, timing of competitor price changes, and hedging or vertical-integration status all determine how cost increases feed through to revenue and profit margins.
Technological advances can reduce production costs (increasing margins for early adopters) or create improved substitutes or entirely new products (disruptive technology). Analysts can model introduction of new substitutes via a cannibalization factor, the percentage of new-product sales that displace existing-product sales. Cannibalization varies by sales channel and customer type (often lower for business customers than for consumers).
Alpha, Inc. manufactures LED bulbs sold to businesses and households. Seventy-five percent of Alpha's unit sales are to business customers. A new, more energy-efficient bulb is projected to sell 87,000 units to business customers and 11,000 units to households next year.
Assume cannibalization factors of 50% for businesses and 20% for households. Lost unit sales of the current product due to cannibalization:
Business cannibalization = 87,000 × 0.50 = 43,500 units.
Household cannibalization = 11,000 × 0.20 = 2,200 units.
Total lost unit sales = 45,700 units.
For a buy-side analyst, the forecast horizon may equal the expected holding period of the stock (for example, average holding period = 4 years for a 25% annual turnover). The horizon should reflect the investment strategy. For highly cyclical companies, choose a horizon long enough to include mid-cycle (normalized) earnings. When recent impactful events (acquisitions, restructurings) are present, the horizon should be long enough to reflect whether those events deliver expected benefits. Managers or investment mandates may dictate the forecast horizon.
For long-term earnings, one method is to extend trend revenue growth over a full economic cycle. Valuation uses forecast cash flows over the explicit period and a terminal value at horizon end. Terminal value may be estimated by a relative multiple or a DCF perpetuity. Ensure that the chosen multiple or perpetuity growth rate is consistent with expected growth and the required return. Small changes in perpetual growth rate materially affect terminal value and present value; recognise inflection points where future dynamics differ from past trends (due to economic changes, business-cycle stage, regulation, or technology).
This section summarises the practical steps used to develop pro forma financial statements driven by sales forecasts. Use segment-level forecasts where segments differ materially; perform sensitivity and scenario analyses where appropriate.
Steps to build a sales-based pro forma model:
Use the following information to answer Questions 1 through 6.
Jane Larsted, CFA, heads a retail coverage team. She is reviewing forecasts for two home-improvement retailers: Retail, Inc. (dominant market share) and Midsize, Inc. (smaller market share). Financial results for the most recent three years are shown in an exhibit.
Larsted allows each team member to choose their own revenue-forecasting method; results are discussed afterwards. The team members' assumptions are shown in Exhibit 1.
E. Meyers
"I have assumed that the U.S. economy will expand sufficiently to post output growth in nominal terms of 2% for the coming year. Retail, Inc., is positioned in the home improvement sector, which is currently enjoying an upswing due to the recent strength of the housing sector. My model assumes that Retail, Inc., will see revenue growth that is 10% faster than U.S. output growth."
J. Conway
"My model used to forecast the revenue of Retail, Inc., assumes that the company will be able to increase its market share for next year from the current level of 35% to 38%. This is a realistic assumption given the number of new Retail, Inc., stores coming online and the demise of a significant competitor. However, I have assumed that housing growth will falter, and that the size of the home improvement retail sector will decrease from a total revenue figure of $40 billion this year to $38 billion for the forecast period."
E. Dominguez
"Revenue growth includes the following assumptions:
U.S. GDP will grow at a long-term real rate of 1% per year into the foreseeable future.
Retail, Inc., has seen an average revenue growth rate of 4% per year for the last five years. I expect this growth rate to decline linearly over the next five years until it is equal to the long-term U.S. GDP growth rate.
Long-term inflation is expected to be 2%."
Larsted is concerned that the U.S. tax code may change. She provides selected tax information for Retail, Inc. in Exhibit 3 and asks the team to consider effects of an increased allowance for depreciation under two assumptions:
Larsted also asks the team to forecast Retail, Inc.'s balance-sheet debt for the next three years using Exhibit 4 assumptions:
1. Which of the following statements regarding the three team members' assumptions shown in Exhibit 1 is most accurate?
2. Which of the following statements regarding the three analysts' models in Exhibit 1 is most accurate?
3. Using the financial results for 2019 shown in Exhibit 2, it would be most appropriate for Larsted to conclude that economies of scale for firms in the home-improvement retail sector:
4. Using the information in Exhibit 3 and Larsted's two assumptions, the cash tax rate should be closest to:
5. Under the assumptions given in Exhibit 4, Retail, Inc.'s, level of debt on the balance sheet is most likely to:
6. To try to validate her forecast of rapid revenue growth for Retail Inc. over the next year, Meyers schedules an in-depth interview with the management of Retail Inc. Meyers is most likely to be exhibiting the behavioural bias of:
Use the following information to answer Questions 7 through 13.
Jorge Stanza, CFA, covers Entertaining Kids, Inc. (ENK), a large U.S. toy retailer. A product recall (electrical problem in an inflatable-pool pump) has prompted expectations that the government will impose strict regulations for such toys. Stanza plans to add government involvement as a sixth force in his competitive model.
Another concern is near-term inflation. Rising input costs and extreme weather affecting food prices may reduce discretionary spending on toys. Exhibit 2 shows ENK's current gross margin and two possible inflation scenarios at 5% next year.
Stanza is also concerned about a new game console (XTF 2500). Although ENK has exclusivity with the console maker, Stanza fears the new console will cannibalize sales of other consoles. A significant share of ENK's console revenue comes from both individual customers and assisted-living facilities (ALFs).
Stanza uses data from a colleague at another firm who believes the XTF 2500 introduction is an inflection point and lists three factors that cause inflection points.
7. Stanza's intended treatment of government intervention in his competitive analysis model is:
8. Stanza is most likely wrong regarding the threat to profitability resulting from the:
9. Which of the following statements regarding the inflation scenarios in Exhibit 2 is most accurate?
10. Using the information in Exhibits 3 and 4, total estimated revenue from consoles next year should be closest to:
11. Regarding the choice of forecast horizon for a discounted cash flow model, which of the following statements is least accurate? The forecast horizon:
12. Which of the three factors suggested by Hoombert is least likely to be the cause of an inflection point?
13. Which of the following statements about building a model using pro forma financial statements is least accurate?
Bottom-up analysis begins with company or segment-level information. Top-down analysis begins with macroeconomic expectations (commonly nominal GDP growth). A hybrid combines elements of both.
Growth-relative-to-GDP uses an estimated relationship between GDP and company sales to forecast company growth. Market-growth-and-market-share forecasts industry sales then applies an expected market share to estimate company revenue.
Economies of scale imply larger firms can achieve lower unit costs and higher operating margins as sales increase; look for lower COGS/sales and SG&A/sales for larger firms.
COGS is primarily variable and often modelled as a percentage of forecasted revenue. SG&A contains both fixed (R&D, HQ costs) and variable (selling and distribution) components; forecast components separately where possible.
Gross interest expense depends on gross debt and interest rates. Net debt = gross debt - cash & short-term securities; net interest expense = gross interest expense - interest income on short-term assets. Forecast income tax expense using the expected effective tax rate applied to pretax income and adjust for expected changes in the effective rate.
Some balance-sheet items flow from income-statement forecasts. Retained earnings reflect net income less dividends. Working capital items can be forecast using turnover ratios; PP&E is driven by depreciation and capex. Separate maintenance capex from growth capex; adjust maintenance capex for inflation.
Sales-based pro forma statements follow steps: forecast revenue; forecast COGS; forecast SG&A; forecast financing costs; forecast income taxes and cash taxes; model balance sheet items that flow from the income statement; forecast depreciation and capex; and derive the cash flow statement.
Behavioural biases that affect analysts include overconfidence, illusion of control, conservatism (anchoring), representativeness (including base-rate neglect), and confirmation bias. Mitigate these biases by structured critique, focusing on proven explanatory variables, using flexible models, and seeking dissenting views.
ROIC = NOPLAT / invested capital is useful across capital structures. Competitive environment expectations are central to forecasting future revenue and costs; there are no simple formulae but careful analysis of competitive factors is essential.
Summarised effects of Porter's five forces on pricing power and profit growth: substitutes, rivalry, supplier power, buyer power, and threat of entrants each reduce or increase pricing power and earnings prospects depending on their intensity.
Input-price exposure can be hedged or reduced by vertical integration. If unhedged, analysts must estimate pass-through of cost increases to prices and the demand elasticity effect on sales volume and revenue.
Technology can reduce costs or create substitutes/disruption. Model new-product introductions with a cannibalization factor (percentage of new-product sales that replace existing-product sales).
Choose the forecast horizon consistent with the investment strategy and long enough to capture mid-cycle normalized earnings and the effects of recent impactful events.
Longer-term earnings forecasts commonly extend historic cycle-average revenue growth. Terminal value must be consistent with the final-period growth and required return; small changes in perpetual growth can materially change valuation. Recognise potential inflection points where the future diverges from past trends.
Module Quiz 14.1, 14.2 - Answers
1. C. Myers is using a "growth relative to GDP growth" approach (top-down). Conway is using a market-growth-and-market-share approach (top-down). Dominguez combines growth-relative-to-GDP and historical company growth (hybrid).
2. B. Myers is using the growth-relative-to-GDP approach (top-down). Conway is using the market-growth-and-market-share approach.
3. B. Retail, Inc. is larger and has a larger operating margin, implying economies of scale exist and are realised in COGS rather than SG&A.
4. A. Retail, Inc.
5. B. Given a constant debt-to-equity ratio and constant equity (100% payout of net income, no buybacks, no other comprehensive income changes), the level of debt will remain constant.
6. C. Meyers is likely exhibiting confirmation bias by seeking management validation; she should seek dissenting views to mitigate this bias.
Module 14.2 - Selected answers and notes
7. C. Government involvement should be analysed for its effect on each of Porter's five forces (i.e., analyse impact across the framework).
8. B. High barriers to entry (distribution network and store costs) suggest the threat of new entrants poses a low threat to profitability; choice B is incorrect as a statement of heightened threat.
9. A. Scenario 1 increases gross profit but reduces gross margin (price increases do not fully offset costs relative to sales mix or inflation adjustments).
10. C. $2,594 million (see exhibit calculations and note about percent increases: a 100% increase = multiply by 2; a 375% increase = multiply by 4.75).
11. B. The forecast horizon should be influenced by the investment strategy; it is not independent of it.
12. B. A gradual reduction in prices can be incorporated into long-term growth and so is least likely to constitute an inflection point.
13. B. Depreciation is typically forecast as a constant percentage of sales or an increasing percentage if the asset base is expanding; it is not typically modelled as a decreasing percentage of sales to reflect ageing assets.
End of module.