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Cost of Capital at Ameritrade: 1. What factors should Ameritrade management consider when evaluating the proposed advertising program and technology upgrades? Why?

When deciding whether or not to invest in the proposed advertising program and technology upgrades, Ameritrade should consider the following four key factors: 1. Cost of Capital: It is important that Ameritrade understand the risk associated with this project’s cost of capital. Ameritrade should look at the cost of capital to determine if the expected return on this project will be equal to or greater than investing this capital elsewhere. 2. Net present value of the cash flow: After looking at the cost of capital, Ameritrade will want to look at the cash flows for the project and determine the net present value of the cash flows. This will help Ameritrade understand if this is where they want to invest their money, but understanding how much they will receive annually from this project. 3. Accurate discount rate: Ameritrade will want to know if this project can deliver more than the discount rate. It is important to choose an accurate discount rate since an overstatement or understatement could lead to the wrong investment decision because of using an incorrect benchmark. 4. Debt to Equity ratio: Ameritrade should look at their debt to equity ratio compared to other companies in their industry. Since Ameritrade could potentially compare against two different industries, they will want to choose which industry they will use for return considerations.
In order to make an accurate, informed decision, Ameritrade’s management should thoroughly analyze the four areas above. 2. How can the Capital Asset Pricing Model be used to estimate the cost of capital for real (not financial) investment decision?

CAPM is a model used to estimate the projected expected return of a project

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