Facebook – making implicit assumptions explicit
Obviously, Facebook has been in the news a lot recently. And Geoff has written a couple of articles that touch on the company directly and indirectly. Also, I’ve been reading up on the company recently and thought it would be interesting to post about whether Facebook could be a value investment.
This is basically just addressing directly some of the implicit assumptions that get made when you look at a fast growth stock like Facebook. I’m not going to go into Facebook as a business in detail. This is more about testing how realistic assumptions about Facebook’s growth really are. Now that said – I do have a view on Facebook’s business quality. In short – it’s extreme. This is a company that can convert 35 – 40% of sales into free cash flow while growing at very very fast rates. But I’m not going to break that down or look at the sustainability of the business in this post.
First, I am going to start with the premise that, economically, Facebook is a media network wholly dependent on advertising revenue. Right now, that’s true. There is a tiny amount of non advertising revenue, but it is immaterial. Of course, this may not always be true. It could find other sources of revenue. But that is completely speculative.
So we can say, one, the addressable market for Facebook is global ad spending. And two, we can assume that ad spending will grow over time with nominal GDP.
The most recent figures I can find estimate global ad spending for 2018 to be $558 billion. Obviously, you can find other estimates, but they’re not going to be hugely different, so we can work with that figure.
Let’s assume that grows at 4% per year for the next 10 years (roughly, nominal GDP – maybe this is a bit on the conservative side). 2028 ad spending would be $826 billion.
Now let’s look at Facebook. 2017 sales were $40.7 billion. Then let’s assume Facebook can grow sales at 15% per year for the next 10 years. This gives 2028 sales of $164 billion.
If Facebook grows like that, it will get further scale benefits so I am comfortable assuming a 40% free cash flow margin. That gives free cash flow of $65.9 billion.
Shares outstanding could be 3,603 million in 2028 (assuming dilution of 2% a year). So, that gives free cash flow per share of $18.29.
If you assume a 15x FCF multiple for “mature Facebook”, that gives a 2028 value of $274/share. So, roughly 65% higher over 10 years. Now, some of that is quite conservative. For example, it gives no credit for the huge cash buildup that would take place over this period (though that raises questions of capital allocation which are not easy to answer in Facebook’s case). It quite probably understates what Facebook’s margins could look like. And a 15x multiple is pretty cheap for a business of Facebook’s quality, even if it’s just a nominal …
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