These options include the decision to expand (i.e., accelerate investment at a later date), delay the initial investment, or abandon an
investment. With respect to Bristol-Myers’ acquisition of Inhibitex, the major uncertainties deal with the actual timing and amount of the
projected cash flows. In practice, Bristol-Myers’ management could expand or accelerate investment in the new Inhibitex drug, contingent
on the results of subsequent trials. The firm could also delay additional investment until more promising results are obtained. Finally, if
the test results suggest that the firm is not likely to realize the originally anticipated developments, it could abandon or exit the business
by spinning-off or divesting Inhibitex or by shutting it down. The bottom line is that management has considerably greater decision–
making flexibility than is implicit in traditional discounted cash flow analysis.
Google Buys YouTube: Valuing a Firm Without Cash Flows
YouTube ranks as one of the most heavily utilized sites on the Internet, with one billion views per day, 20 hours of new video uploaded
every minute, and 300 million users worldwide. Despite the explosion in usage, Google continues to struggle to “monetize” the traffic on
the site five years after having acquired the video sharing business. 2010 marked the first time the business turned marginally profitable.
Whether the transaction is viewed as successful depends on whether it is evaluated on a stand-alone basis or as part of a larger strategy
designed to steer additional traffic to Google sites and promote the brand.
This case study illustrates how a value driver approach to valuation could have been used by Google to estimate the potential value of
YouTube by collecting publicly available data for a comparable business. Note the importance of clearly identifying key assumptions
underlying the valuation. The credibility of the valuation ultimately depends on the credibility of the assumptions.
Google acquired YouTube in late 2006 for $1.65 billion in stock. At that time, the business had been in existence only for 14 months,
consisted of 65 employees, and had no significant revenues. However, what it lacked in size it made up in global recognition and a rapidly
escalating number of site visitors. Under pressure to continue to fuel its own meteoric 77 percent annual revenue growth rate, Google
moved aggressively to acquire YouTube in an attempt to assume center stage in the rapidly growing online video market. With no debt,
$9 billion in cash, and a net profit margin of about 25 percent, Google was in remarkable financial health for a firm growing so rapidly.
The acquisition was by far the most expensive acquisition by Google in its relatively short eight-year history. In 2005, Google spent
$130.5 million in acquiring 15 small firms. Google seemed to be placing a big bet that YouTube would become a huge marketing hub as
its increasing number of viewers attracts advertisers interested in moving from television to the Internet.
Started in February 2005 in the garage of one of the founders, YouTube displayed in 2006 more than 100 million videos daily and had
an estimated 72 million visitors from around the world each month, of which 34 million were unique.1 As part of Google, YouTube
retained its name and current headquarters in San Bruno, California. In addition to receiving funding from Google, YouTube was able to
tap into Google’s substantial technological and advertising expertise.
To determine if Google would be likely to earn its cost of equity on its investment in YouTube, we have to establish a base-year free
cash-flow estimate for YouTube. This may be done by examining the performance of a similar but more mature website, such as
about.com. Acquired by The New York Times in February 2005 for $410 million, about.com is a website offering consumer information
and advice and is believed to be one of the biggest and most profitable websites on the Internet, with estimated 2006 revenues of almost
$100 million. With a monthly average number of unique visitors worldwide of 42.6 million, about.com’s revenue per unique visitor was
estimated to be about $0.15, based on monthly revenues of $6.4 million.2
By assuming these numbers could be duplicated by YouTube within the first full year of ownership by Google, YouTube could
potentially achieve monthly revenue of $5.1 million (i.e., $0.15 per unique visitor × 34 million unique YouTube visitors) by the end of
year. Assuming net profit margins comparable to Google’s 25 percent, YouTube could generate about $1.28 million in after-tax profits on
those sales. If that monthly level of sales and profits could be sustained for the full year, YouTube could achieve annual sales in the
second year of $61.2 million (i.e., $5.1 × 12) and profit of $15.4 million ($1.28 × 12). Assuming optimistically that capital spending and
depreciation grow at the same rate and that the annual change in working capital is minimal, YouTube’s free cash flow would equal after–
tax profits.