Finance is such an important part of modern life that almost everyone can benefit from understanding it better. What you may find surprising is that the financial problems facing PepsiCo or Microsoft are not really different from those facing an average investor, small business owner, entrepreneur, or family. On the most basic level, these problems are about how to allocate money. The choices are many: money can be borrowed or saved; money can be invested into projects, undertaken with partners or with the aid of a lender; projects can be avoided altogether if they do not appear valuable enough. Finance is about how best to decide among these alternatives.
There is one principal theme that carries through all of finance. It is value. It is the question
“What is a project, a stock, or a house worth?” To make smart decisions, you must be able to assess value—and the better you can assess value, the smarter your decisions will be.
The goal of a good corporate manager should be to take all projects that add value, and avoid those that would subtract value. Sounds easy? If it only were so. Valuation is often very difficult.
It is not the formulas that are difficult—even the most complex formulas in this blog contain just a few symbols, and the overwhelming majority of finance formulas only use the four major operations (addition, subtraction, multiplication, and division). Admittedly, even if the formulas are not sophisticated, there are a lot of them, and they have an intuitive economic meaning that requires experience to grasp—which is not a trivial task. But if you managed to pass high-school algebra, if you are motivated, and if you keep an open mind, you positively will be able to handle the math. It is not the math that is the real difficulty in valuation.
Instead, the difficulty is the real world! It is deciding how you should judge the future—whether your Gizmo will be a hit or a bust, whether the economy will enter a recession or not, where you can find alternative markets, and how interest rates or the stock market will move. This blog will explain how to use your forecasts in the best way, but it will mostly remain up to you to make smart forecasts. But there is also a ray of light here: If valuation were easy, a computer could do your job of being a manager. This will never happen. Valuation will always remain a matter of both art and science, that requires judgment and common sense. The formulas and finance in this blog are only the necessary toolbox to convert your estimates of the future into what you need today to make good decisions.
To whet your appetite, much in this blog is based in some form or another on the law of one price. This is the fact that two identical items at the same venue should sell for the same price. Otherwise, why would anyone buy the more expensive one? This law of one price is the logic upon which almost all of valuation is based. If you can find other projects that are identical— at least along all dimensions that matter—to the project that you are considering, then your project should be worth the same and sell for the same price. If you put too low a value on your project, you might pass up on a project that is worth more than your best alternative uses of money. If you put too high a value on your project, you might take a project that you could buy cheaper elsewhere.
Note how value is defined in relative terms. This is because it is easier to determine whether your project is better, worse, or similar to its best alternatives than it is to put an absolute value on your project. The closer the alternatives, the easier it is to put a value on your project. It is easier to compare and therefore value a new Toyota Camry—because you have good alternatives such as Honda Accords and one-year used Toyota Camry—than it is to compare the Camry against a Plasma TV, a vacation, or pencils. It is against the best and closest alternatives that you want to estimate your own project’s value. These alternatives create an “opportunity cost” that you suffer if you take your project instead of the alternatives.
Many corporate projects in the real world have close comparables that make such relative valuation feasible. For example, say you want to put a value on a new factory that you would build in Rhode Island. You have many alternatives: you could determine the value of a similar factory in Massachusetts instead; or you could determine the value of a similar factory in Mexico; or you could determine how much it would cost you to just purchase the net output of the factory from another company; or you could determine how much money you could earn if you invest your money instead into the stock market or deposit it into a savings account. If you know whether you should build it or not. But not all projects are easy to value in relative terms. For example, what would be the value of building a tunnel across the Atlantic, of controlling global warming, or of terraforming Mars? There are no easy alternative projects to compare these to, so any valuation would inevitably be haphazard.