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Scenario 14-1 When the Social Networking/gaming Website, Foursquare, Was Launched in 2009

question 106

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Scenario 14-1
When the social networking/gaming website, Foursquare, was launched in 2009, it was only accessible to residents in 100 U.S. cities. One year later, an updated version of the service allowed check-ins from locations all over the world, and has over 500,000 users internationally. The site which allows registered users to connect with friends and update their location receives over one million check-ins per week. When users visit a particular store their profile is automatically updated, and they can share their feelings about their experiences. The site now holds partnerships with over 800 establishments worldwide, and high-profile partnerships with the Bravo Network and The New York Times have greatly increased the site's popularity.
-(Scenario 14-1) One of Foursquare's strengths is that it offers a very interactive experience to its users.Tracking brand interactivity over the Internet can be done in ways that are not possible using traditional advertising.This is because the Internet:

Definitions:

Cost of Equity

The cost of equity represents the return a firm is expected to pay to its shareholders to compensate them for their investment risk.

DCF Model

DCF Model, or Discounted Cash Flow Model, is a valuation method used to estimate the value of an investment based on its expected future cash flows.

Risk Premium

The extra return expected by investors for taking on additional risk above the risk-free rate.

Cost of Capital

The minimum return needed for a capital investment project, like constructing a new manufacturing facility, to be considered viable.