In Practice: Estimating Expected Revenues and Cash flows
How do we estimate a project’s expected revenues and expenses? The key word
in this question is “estimate”. No one, no matter what his or her skill at forecasting and
degree of preparation, can forecast with certainty how a project will do. There are
generally three ways in which we can make these forecasts:
a. Experience and History: The process of estimating project revenues and expenses is
simplest for firms that consider the same kind of projects repeatedly. These firms can
use their experience from similar projects that are already in operation to estimate
expected values for new projects. Disney, for instance, can use its experiences with its
theme parks in the United States, Tokyo Disney and Euro Disney in making its
estimates for Disney Bangkok.
b. Market Testing: If the project being assessed is different from the firm’s existing
business, we may need a preliminary assessment of the market before actually
investing in the project. In a market survey, potential customers are asked about the
product or service being considered, to gauge the interest they would have in
acquiring it. The results usually are qualitative and indicate whether the interest is
strong or weak, allowing the firm to then decide whether to use optimistic forecasts
for revenues (if the interest is strong) or pessimistic forecasts (if the interest is weak).
Companies that need more information will often test market the concept on smaller
markets, before introducing it on a larger scale. Test marketing not only allows firms
to test out the product or service directly, but also yields far more detailed
information about the potential size of the market.
c. Scenario Analysis: There are cases in which a firm is considering introducing a
product to a market it knows well, but there is considerable uncertainty introduced by
external factors that the firm cannot control. In such cases, a firm may decide to
consider different scenarios, and the revenues and expenses on the project under each
scenario. While the concept is a simple one, it has four critical components. The first
is the determination of which factors the scenarios will be built around. The second
component is determining the number of scenarios to analyze for each factor. While
more scenarios may be more realistic than fewer, it becomes more difficult to collect
information and differentiate between the scenarios in terms of project revenues. The