Valuation using the Market Penetration Model

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Valuation using the Market Penetration Model (MPM) or the growth potential of a company [1] is a method of estimating the value of a company by calculating the depth of its market penetration as evidenced by its customer base and industry niche.

Market penetration refers to the successful selling of a product or service in a specific market. It is measured by the amount of sales volume of an existing good or service compared to the total target market for that product or service. Market penetration is the key for a business growth strategy stemming from the Ansoff Matrix (Richardson, M., & Evans, C.. H. Igor Ansoff first devised and published the Ansoff Matrix in the Harvard Business Review in 1957, within an article titled "Strategies for Diversification". The grid/matrix is utilized across businesses to help evaluate and determine the next stages the company must take in order to grow, and the risks associated with the chosen strategy. With numerous options available, this matrix helps narrow down the best fit for an organization.

The customer base is the group of customers who repeatedly purchase the goods or services of a business. These customers are a main source of revenue for a company. The customer base may be considered the business's target market, where customer behaviors are well understood through market research or past experience. Relying on a customer base can make growth and innovation difficult.

Contents

The process consists of:

Valuation overview

The Market Penetration Model focuses on the synergy and opportunities for fast growth between the target company and the acquiring company. It prioritises ability to exploit future customer opportunities over previous financial performance. [1]

Many of the web 2.0 start up successes are valued using this method, due to the perceived value of customer attention over past profit. [3]

Web 2.0 World Wide Web sites that use technology beyond the static pages of earlier Web sites

Web 2.0 refers to websites that emphasize user-generated content, ease of use, participatory culture and interoperability for end users. The term was invented by Darcy DiNucci in 1999 and later popularized by Tim O'Reilly and Dale Dougherty at the O'Reilly Media Web 2.0 Conference in late 2004. The Web 2.0 framework only specifies the design and use of websites and does not place any technical demands or specifications on designers. The transition was gradual and, therefore, no precise date for when this change happened has been given.

Advantages/disadvantages

Advantages

MPM has some advantages over other valuation methods:

Disadvantages

The main criticisms can be summarised as:

Examples

Facebook's purchase of Instagram was based on MPM. [4] Instagram was a relatively small company, employing 13 programmers and was just two years old at the time of the sale. It had no revenue, but was initially valued at $1 billion on account of it highly desirable customer base (social media fanatics, smart phone users) and its attractive industry niche (smart phone space).

Facebook Global online social networking service

Facebook, Inc. is an American online social media and social networking service company. It is based in Menlo Park, California. It was founded by Mark Zuckerberg, along with fellow Harvard College students and roommates Eduardo Saverin, Andrew McCollum, Dustin Moskovitz and Chris Hughes. It is considered one of the Big Four technology companies along with Amazon, Apple, and Google.

Instagram Online photo-sharing and social networking service

Instagram is a photo and video-sharing social networking service owned by Facebook, Inc. It was created by Kevin Systrom and Mike Krieger, and launched in October 2010 exclusively on iOS. A version for Android devices was released a year and half later, in April 2012, followed by a feature-limited website interface in November 2012, and apps for Windows 10 Mobile and Windows 10 in April 2016 and October 2016 respectively.

Social media Interaction in virtual communities and networks

Social media are interactive computer-mediated technologies that facilitate the creation and sharing of information, ideas, career interests and other forms of expression via virtual communities and networks. The variety of stand-alone and built-in social media services currently available introduces challenges of definition; however, there are some common features:

  1. Social media are interactive Web 2.0 Internet-based applications.
  2. User-generated content, such as text posts or comments, digital photos or videos, and data generated through all online interactions, is the lifeblood of social media.
  3. Users create service-specific profiles for the website or app that are designed and maintained by the social media organization.
  4. Social media facilitate the development of online social networks by connecting a user's profile with those of other individuals or groups.

Several other high-profile tech companies have had a valuation based on MPM including: Google's purchase of Snapseed [5] and Money Supermarket's purchase of MoneySavingExpert.com [6] ($120million).

Google American multinational Internet and technology corporation

Google LLC is an American multinational technology company that specializes in Internet-related services and products, which include online advertising technologies, search engine, cloud computing, software, and hardware. It is considered one of the Big Four technology companies, alongside Amazon, Apple and Facebook.

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References

  1. 1 2 Hughes, David (2012). The Business Value Myth. Canopy Law Books. ASIN   B009XB91CU.
  2. How to sell your business for maximum value: Part 1 http://www.canopylaw.com/about.php?pg=12
  3. How the sale of Instagram shows that the value of a business is not based on profit http://www.canopylaw.com/about.php?pg=2
  4. Stern, Joanna (April 9, 2012). "Facebook Buys Instagram for $1 Billion". ABC News . ABC . Retrieved April 27, 2012.
  5. "Google takes on Instagram and Facebook by acquiring top iOS photo app Snapseed". The Verge. Retrieved September 17, 2012.
  6. "MoneySavingExpert.com to join the MoneySupermarket.com group". MoneySavingExpert.com. Retrieved June 1, 2012.