Cost of capital is the minimum return a project must earn to keep lenders, preferred holders, and shareholders as well-off as their next best alternative.
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Key ConceptBeat the cost of capital → value is created. Miss it → value is destroyed, even if the project looks "profitable" on paper.
Analogy: if your savings account pays 6%, any investment you make must beat 6% — otherwise you're worse off putting money there.
2Where Value Comes From
A project earns excess returns (creates value) because of two things:
Industry attractiveness — growth phase, barriers to entry, pricing power
Competitive advantage — cost, brand, or organizational edge within the industry
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Key ConceptThis is Porter's strategy framework feeding directly into a finance number — strategy and finance are two halves of the same story.
3The Three Component Costs
Source
Formula
Example
Debt (ki)
k_d(1−t)
11% YTM, 40% tax → 6.6%
Preferred (kp)
D_p / P₀
$5 ÷ $49 → 10.2%
Equity — DDM
D₁/P₀ + g
$2/$27 + 8% → 15.4%
Equity — CAPM
R_f+(R̄_m−R_f)β
7%+(4%)(1.2) → 11.8%
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Key ConceptDebt is cheapest because interest is tax-deductible (the "tax shield"). Preferred and equity dividends are paid after tax — no such discount.
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Sanity Checkke should always be greater than kd — equity holders take more risk than lenders. If your math says otherwise, recheck it.