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13-1
CHAPTER 13
Capital Structure and Leverage
 Business vs. financial risk
 Optimal capital structure
 Operating leverage
 Capital structure theory
13-2
 Uncertainty about future operating income (EBIT),
i.e., how well can we predict operating income?
 Note that business risk does not include financing
effects.
What is business risk?
Probability
EBIT
E(EBIT)
0
Low risk
High risk
13-3
What determines business
risk?
 Uncertainty about demand (sales).
 Uncertainty about output prices.
 Uncertainty about costs.
 Product, other types of liability.
 Operating leverage.
13-4
What is operating leverage, and
how does it affect a firm’s business
risk?
 Operating leverage is the use of
fixed costs rather than variable
costs.
 If most costs are fixed, hence do
not decline when demand falls,
then the firm has high operating
leverage.
13-5
Effect of operating leverage
 More operating leverage leads to more
business risk, for then a small sales decline
causes a big profit decline.
 What happens if variable costs change?
Sales
$ Rev.
TC
FC
QBE Sales
$ Rev.
TC
FC
QBE
} Profit
13-6
Using operating leverage
 Typical situation: Can use operating leverage to
get higher E(EBIT), but risk also increases.
Probability
EBITL
Low operating leverage
High operating leverage
EBITH
13-7
What is financial leverage?
Financial risk?
 Financial leverage is the use of
debt and preferred stock.
 Financial risk is the additional risk
concentrated on common
stockholders as a result of financial
leverage.
13-8
Business risk vs. Financial
risk
 Business risk depends on business
factors such as competition, product
liability, and operating leverage.
 Financial risk depends only on the
types of securities issued.
 More debt, more financial risk.
 Concentrates business risk on
stockholders.
13-9
An example:
Illustrating effects of financial leverage
 Two firms with the same operating
leverage, business risk, and probability
distribution of EBIT.
 Only differ with respect to their use of debt
(capital structure).
Firm U Firm L
No debt $10,000 of 12% debt
$20,000 in assets $20,000 in assets
40% tax rate 40% tax rate
13-10
Firm U: Unleveraged
Economy
Bad Avg. Good
Prob. 0.25 0.50 0.25
EBIT $2,000 $3,000 $4,000
Interest 0 0 0
EBT $2,000 $3,000 $4,000
Taxes (40%) 800 1,200 1,600
NI $1,200 $1,800 $2,400
13-11
Firm L: Leveraged
Economy
Bad Avg. Good
Prob.* 0.25 0.50 0.25
EBIT* $2,000 $3,000 $4,000
Interest 1,200 1,200 1,200
EBT $ 800 $1,800 $2,800
Taxes (40%) 320 720 1,120
NI $ 480 $1,080 $1,680
*Same as for Firm U.
13-12
Ratio comparison between
leveraged and unleveraged
firms
FIRM U Bad Avg Good
BEP 10.0% 15.0% 20.0%
ROE 6.0% 9.0% 12.0%
TIE ∞ ∞ ∞
FIRM L Bad Avg Good
BEP 10.0% 15.0% 20.0%
ROE 4.8% 10.8% 16.8%
TIE 1.67x 2.50x 3.30x
13-13
Risk and return for leveraged
and unleveraged firms
Expected Values:
Firm U Firm L
E(BEP)15.0% 15.0%
E(ROE) 9.0% 10.8%
E(TIE) ∞ 2.5x
Risk Measures:
Firm U Firm L
σROE 2.12% 4.24%
CVROE 0.24 0.39
13-14
The effect of leverage on
profitability and debt coverage
 For leverage to raise expected ROE, must
have BEP > kd.
 Why? If kd > BEP, then the interest expense
will be higher than the operating income
produced by debt-financed assets, so
leverage will depress income.
 As debt increases, TIE decreases because
EBIT is unaffected by debt, and interest
expense increases (Int Exp = kdD).
13-15
Conclusions
 Basic earning power (BEP) is
unaffected by financial leverage.
 L has higher expected ROE
because BEP > kd.
 L has much wider ROE (and EPS)
swings because of fixed interest
charges. Its higher expected
return is accompanied by higher
risk.
13-16
Optimal Capital Structure
 That capital structure (mix of debt,
preferred, and common equity) at which P0
is maximized. Trades off higher E(ROE) and
EPS against higher risk. The tax-related
benefits of leverage are exactly offset by
the debt’s risk-related costs.
 The target capital structure is the mix of
debt, preferred stock, and common equity
with which the firm intends to raise capital.
13-17
Describe the sequence of
events in a recapitalization.
 Campus Deli announces the
recapitalization.
 New debt is issued.
 Proceeds are used to repurchase
stock.
 The number of shares repurchased is
equal to the amount of debt issued
divided by price per share.
13-18
Cost of debt at different levels of debt,
after the proposed recapitalization
Amount D/A D/E Bond
borrowed ratio ratio rating kd
$ 0 0 0 -- --
250 0.125 0.1429 AA 8.0%
500 0.250 0.3333 A 9.0%
750 0.375 0.6000 BBB 11.5%
1,000 0.500 1.0000 BB 14.0%
13-19
Why do the bond rating and cost of
debt depend upon the amount
borrowed?
 As the firm borrows more money,
the firm increases its financial risk
causing the firm’s bond rating to
decrease, and its cost of debt to
increase.
13-20
Analyze the proposed
recapitalization at various levels of
debt. Determine the EPS and TIE at
each level of debt.
$3.00
80,000
(0.6)
($400,000)
g
outstandin
Shares
)
T
-
1
)(
D
k
-
EBIT
(
EPS
$0
D
d




13-21
Determining EPS and TIE at different
levels of debt.
(D = $250,000 and kd = 8%)
20x
$20,000
$400,000
Exp
Int
EBIT
TIE
$3.26
10,000
-
80,000
000))(0.6)
0.08($250,
-
($400,000
g
outstandin
Shares
)
T
-
1
)(
D
k
-
EBIT
(
EPS
10,000
$25
$250,000
d
repurchase
Shares
d








13-22
Determining EPS and TIE at different
levels of debt.
(D = $500,000 and kd = 9%)
8.9x
$45,000
$400,000
Exp
Int
EBIT
TIE
$3.55
20,000
-
80,000
000))(0.6)
0.09($500,
-
($400,000
g
outstandin
Shares
)
T
-
1
)(
D
k
-
EBIT
(
EPS
20,000
$25
$500,000
d
repurchase
Shares
d








13-23
Determining EPS and TIE at different
levels of debt.
(D = $750,000 and kd = 11.5%)
4.6x
$86,250
$400,000
Exp
Int
EBIT
TIE
$3.77
30,000
-
80,000
)
,000))(0.6
0.115($750
-
($400,000
g
outstandin
Shares
)
T
-
1
)(
D
k
-
EBIT
(
EPS
30,000
$25
$750,000
d
repurchase
Shares
d








13-24
Determining EPS and TIE at different
levels of debt.
(D = $1,000,000 and kd = 14%)
2.9x
$140,000
$400,000
Exp
Int
EBIT
TIE
$3.90
40,000
-
80,000
6)
0,000))(0.
0.14($1,00
-
($400,000
g
outstandin
Shares
)
T
-
1
)(
D
k
-
EBIT
(
EPS
40,000
$25
$1,000,000
d
repurchase
Shares
d








13-25
Stock Price, with zero
growth
 If all earnings are paid out as dividends,
E(g) = 0.
 EPS = DPS
 To find the expected stock price (P0), we
must find the appropriate ks at each of
the debt levels discussed.
s
s
s
1
0
k
DPS
k
EPS
g
-
k
D
P 


13-26
What effect does increasing debt
have on the cost of equity for the
firm?
 If the level of debt increases, the
riskiness of the firm increases.
 We have already observed the
increase in the cost of debt.
 However, the riskiness of the firm’s
equity also increases, resulting in a
higher ks.
13-27
The Hamada Equation
 Because the increased use of debt causes
both the costs of debt and equity to increase,
we need to estimate the new cost of equity.
 The Hamada equation attempts to quantify
the increased cost of equity due to financial
leverage.
 Uses the unlevered beta of a firm, which
represents the business risk of a firm as if it
had no debt.
13-28
The Hamada Equation
βL = βU[ 1 + (1 - T) (D/E)]
 Suppose, the risk-free rate is 6%,
as is the market risk premium.
The unlevered beta of the firm is
1.0. We were previously told that
total assets were $2,000,000.
13-29
Calculating levered betas and
costs of equity
If D = $250,
βL = 1.0 [ 1 + (0.6)($250/$1,750) ]
βL = 1.0857
ks = kRF + (kM – kRF) βL
ks = 6.0% + (6.0%) 1.0857
ks = 12.51%
13-30
Table for calculating levered
betas and costs of equity
Amount
borrowed
$ 0
250
500
750
1,000
D/A
ratio
0.00%
12.50
25.00
37.50
50.00
Levered
Beta
1.00
1.09
1.20
1.36
1.60
D/E
ratio
0.00%
14.29
33.33
60.00
100.00
ks
12.00%
12.51
13.20
14.16
15.60
13-31
Finding Optimal Capital
Structure
 The firm’s optimal capital structure
can be determined two ways:
 Minimizes WACC.
 Maximizes stock price.
 Both methods yield the same
results.
13-32
Table for calculating WACC and
determining the minimum
WACC
D/A
ratio
0.00%
12.50
25.00
37.50
50.00
WACC
12.00%
11.55
11.25
11.44
12.00
E/A
ratio
100.00%
87.50
75.00
62.50
50.00
ks
12.00%
12.51
13.20
14.16
15.60
kd (1 – T)
0.00%
4.80
5.40
6.90
8.40
Amount
borrowed
$ 0
250
500
750
1,000
* Amount borrowed expressed in terms of thousands of
dollars
13-33
Table for determining the stock
price maximizing capital
structure
Amount
Borrowed DPS ks P0
$ 0 $3.00 12.00% $25.00
250,000 3.26 12.51
500,000 3.55 13.20
26.03
26.89
750,000 3.77 14.16 26.59
1,000,000 3.90 15.60 25.00
13-34
What debt ratio maximizes
EPS?
 Maximum EPS = $3.90 at D = $1,000,000,
and D/A = 50%. (Remember DPS = EPS
because payout = 100%.)
 Risk is too high at D/A = 50%.
13-35
What is Campus Deli’s optimal
capital structure?
 P0 is maximized ($26.89) at D/A =
$500,000/$2,000,000 = 25%, so optimal D/A
= 25%.
 EPS is maximized at 50%, but primary
interest is stock price, not E(EPS).
 The example shows that we can push up
E(EPS) by using more debt, but the risk
resulting from increased leverage more
than offsets the benefit of higher E(EPS).
13-36
What if there were more/less business
risk than originally estimated, how
would the analysis be affected?
 If there were higher business risk, then
the probability of financial distress
would be greater at any debt level, and
the optimal capital structure would be
one that had less debt. On the other
hand, lower business risk would lead to
an optimal capital structure with more
debt.
13-37
Other factors to consider when
establishing the firm’s target capital
structure
1. Industry average debt ratio
2. TIE ratios under different scenarios
3. Lender/rating agency attitudes
4. Reserve borrowing capacity
5. Effects of financing on control
6. Asset structure
7. Expected tax rate
13-38
How would these factors affect
the target capital structure?
1. Sales stability?
2. High operating leverage?
3. Increase in the corporate tax rate?
4. Increase in the personal tax rate?
5. Increase in bankruptcy costs?
6. Management spending lots of
money on lavish perks?
13-39
Modigliani-Miller Irrelevance
Theory
Value of Stock
0 D1 D2
D/A
MM result
Actual
No leverage
13-40
Modigliani-Miller Irrelevance
Theory
 The graph shows MM’s tax benefit vs.
bankruptcy cost theory.
 Logical, but doesn’t tell whole capital
structure story. Main problem--
assumes investors have same
information as managers.
13-41
Incorporating signaling
effects
 Signaling theory suggests firms
should use less debt than MM
suggest.
 This unused debt capacity helps
avoid stock sales, which depress
stock price because of signaling
effects.
13-42
What are “signaling” effects in
capital structure?
 Assume:
 Managers have better information about
a firm’s long-run value than outside
investors.
 Managers act in the best interests of
current stockholders.
13-43
What can managers be
expected to do?
 Issue stock if they think stock is
overvalued.
 Issue debt if they think stock is
undervalued.
 As a result, investors view a common
stock offering as a negative signal--
managers think stock is overvalued.
13-44
Conclusions on Capital
Structure
 Need to make calculations as we did, but
should also recognize inputs are
“guesstimates.”
 As a result of imprecise numbers, capital
structure decisions have a large
judgmental content.
 We end up with capital structures varying
widely among firms, even similar ones in
same industry.

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ch13 Capital Structure Factors and Concept.ppt

  • 1. 13-1 CHAPTER 13 Capital Structure and Leverage  Business vs. financial risk  Optimal capital structure  Operating leverage  Capital structure theory
  • 2. 13-2  Uncertainty about future operating income (EBIT), i.e., how well can we predict operating income?  Note that business risk does not include financing effects. What is business risk? Probability EBIT E(EBIT) 0 Low risk High risk
  • 3. 13-3 What determines business risk?  Uncertainty about demand (sales).  Uncertainty about output prices.  Uncertainty about costs.  Product, other types of liability.  Operating leverage.
  • 4. 13-4 What is operating leverage, and how does it affect a firm’s business risk?  Operating leverage is the use of fixed costs rather than variable costs.  If most costs are fixed, hence do not decline when demand falls, then the firm has high operating leverage.
  • 5. 13-5 Effect of operating leverage  More operating leverage leads to more business risk, for then a small sales decline causes a big profit decline.  What happens if variable costs change? Sales $ Rev. TC FC QBE Sales $ Rev. TC FC QBE } Profit
  • 6. 13-6 Using operating leverage  Typical situation: Can use operating leverage to get higher E(EBIT), but risk also increases. Probability EBITL Low operating leverage High operating leverage EBITH
  • 7. 13-7 What is financial leverage? Financial risk?  Financial leverage is the use of debt and preferred stock.  Financial risk is the additional risk concentrated on common stockholders as a result of financial leverage.
  • 8. 13-8 Business risk vs. Financial risk  Business risk depends on business factors such as competition, product liability, and operating leverage.  Financial risk depends only on the types of securities issued.  More debt, more financial risk.  Concentrates business risk on stockholders.
  • 9. 13-9 An example: Illustrating effects of financial leverage  Two firms with the same operating leverage, business risk, and probability distribution of EBIT.  Only differ with respect to their use of debt (capital structure). Firm U Firm L No debt $10,000 of 12% debt $20,000 in assets $20,000 in assets 40% tax rate 40% tax rate
  • 10. 13-10 Firm U: Unleveraged Economy Bad Avg. Good Prob. 0.25 0.50 0.25 EBIT $2,000 $3,000 $4,000 Interest 0 0 0 EBT $2,000 $3,000 $4,000 Taxes (40%) 800 1,200 1,600 NI $1,200 $1,800 $2,400
  • 11. 13-11 Firm L: Leveraged Economy Bad Avg. Good Prob.* 0.25 0.50 0.25 EBIT* $2,000 $3,000 $4,000 Interest 1,200 1,200 1,200 EBT $ 800 $1,800 $2,800 Taxes (40%) 320 720 1,120 NI $ 480 $1,080 $1,680 *Same as for Firm U.
  • 12. 13-12 Ratio comparison between leveraged and unleveraged firms FIRM U Bad Avg Good BEP 10.0% 15.0% 20.0% ROE 6.0% 9.0% 12.0% TIE ∞ ∞ ∞ FIRM L Bad Avg Good BEP 10.0% 15.0% 20.0% ROE 4.8% 10.8% 16.8% TIE 1.67x 2.50x 3.30x
  • 13. 13-13 Risk and return for leveraged and unleveraged firms Expected Values: Firm U Firm L E(BEP)15.0% 15.0% E(ROE) 9.0% 10.8% E(TIE) ∞ 2.5x Risk Measures: Firm U Firm L σROE 2.12% 4.24% CVROE 0.24 0.39
  • 14. 13-14 The effect of leverage on profitability and debt coverage  For leverage to raise expected ROE, must have BEP > kd.  Why? If kd > BEP, then the interest expense will be higher than the operating income produced by debt-financed assets, so leverage will depress income.  As debt increases, TIE decreases because EBIT is unaffected by debt, and interest expense increases (Int Exp = kdD).
  • 15. 13-15 Conclusions  Basic earning power (BEP) is unaffected by financial leverage.  L has higher expected ROE because BEP > kd.  L has much wider ROE (and EPS) swings because of fixed interest charges. Its higher expected return is accompanied by higher risk.
  • 16. 13-16 Optimal Capital Structure  That capital structure (mix of debt, preferred, and common equity) at which P0 is maximized. Trades off higher E(ROE) and EPS against higher risk. The tax-related benefits of leverage are exactly offset by the debt’s risk-related costs.  The target capital structure is the mix of debt, preferred stock, and common equity with which the firm intends to raise capital.
  • 17. 13-17 Describe the sequence of events in a recapitalization.  Campus Deli announces the recapitalization.  New debt is issued.  Proceeds are used to repurchase stock.  The number of shares repurchased is equal to the amount of debt issued divided by price per share.
  • 18. 13-18 Cost of debt at different levels of debt, after the proposed recapitalization Amount D/A D/E Bond borrowed ratio ratio rating kd $ 0 0 0 -- -- 250 0.125 0.1429 AA 8.0% 500 0.250 0.3333 A 9.0% 750 0.375 0.6000 BBB 11.5% 1,000 0.500 1.0000 BB 14.0%
  • 19. 13-19 Why do the bond rating and cost of debt depend upon the amount borrowed?  As the firm borrows more money, the firm increases its financial risk causing the firm’s bond rating to decrease, and its cost of debt to increase.
  • 20. 13-20 Analyze the proposed recapitalization at various levels of debt. Determine the EPS and TIE at each level of debt. $3.00 80,000 (0.6) ($400,000) g outstandin Shares ) T - 1 )( D k - EBIT ( EPS $0 D d    
  • 21. 13-21 Determining EPS and TIE at different levels of debt. (D = $250,000 and kd = 8%) 20x $20,000 $400,000 Exp Int EBIT TIE $3.26 10,000 - 80,000 000))(0.6) 0.08($250, - ($400,000 g outstandin Shares ) T - 1 )( D k - EBIT ( EPS 10,000 $25 $250,000 d repurchase Shares d        
  • 22. 13-22 Determining EPS and TIE at different levels of debt. (D = $500,000 and kd = 9%) 8.9x $45,000 $400,000 Exp Int EBIT TIE $3.55 20,000 - 80,000 000))(0.6) 0.09($500, - ($400,000 g outstandin Shares ) T - 1 )( D k - EBIT ( EPS 20,000 $25 $500,000 d repurchase Shares d        
  • 23. 13-23 Determining EPS and TIE at different levels of debt. (D = $750,000 and kd = 11.5%) 4.6x $86,250 $400,000 Exp Int EBIT TIE $3.77 30,000 - 80,000 ) ,000))(0.6 0.115($750 - ($400,000 g outstandin Shares ) T - 1 )( D k - EBIT ( EPS 30,000 $25 $750,000 d repurchase Shares d        
  • 24. 13-24 Determining EPS and TIE at different levels of debt. (D = $1,000,000 and kd = 14%) 2.9x $140,000 $400,000 Exp Int EBIT TIE $3.90 40,000 - 80,000 6) 0,000))(0. 0.14($1,00 - ($400,000 g outstandin Shares ) T - 1 )( D k - EBIT ( EPS 40,000 $25 $1,000,000 d repurchase Shares d        
  • 25. 13-25 Stock Price, with zero growth  If all earnings are paid out as dividends, E(g) = 0.  EPS = DPS  To find the expected stock price (P0), we must find the appropriate ks at each of the debt levels discussed. s s s 1 0 k DPS k EPS g - k D P   
  • 26. 13-26 What effect does increasing debt have on the cost of equity for the firm?  If the level of debt increases, the riskiness of the firm increases.  We have already observed the increase in the cost of debt.  However, the riskiness of the firm’s equity also increases, resulting in a higher ks.
  • 27. 13-27 The Hamada Equation  Because the increased use of debt causes both the costs of debt and equity to increase, we need to estimate the new cost of equity.  The Hamada equation attempts to quantify the increased cost of equity due to financial leverage.  Uses the unlevered beta of a firm, which represents the business risk of a firm as if it had no debt.
  • 28. 13-28 The Hamada Equation βL = βU[ 1 + (1 - T) (D/E)]  Suppose, the risk-free rate is 6%, as is the market risk premium. The unlevered beta of the firm is 1.0. We were previously told that total assets were $2,000,000.
  • 29. 13-29 Calculating levered betas and costs of equity If D = $250, βL = 1.0 [ 1 + (0.6)($250/$1,750) ] βL = 1.0857 ks = kRF + (kM – kRF) βL ks = 6.0% + (6.0%) 1.0857 ks = 12.51%
  • 30. 13-30 Table for calculating levered betas and costs of equity Amount borrowed $ 0 250 500 750 1,000 D/A ratio 0.00% 12.50 25.00 37.50 50.00 Levered Beta 1.00 1.09 1.20 1.36 1.60 D/E ratio 0.00% 14.29 33.33 60.00 100.00 ks 12.00% 12.51 13.20 14.16 15.60
  • 31. 13-31 Finding Optimal Capital Structure  The firm’s optimal capital structure can be determined two ways:  Minimizes WACC.  Maximizes stock price.  Both methods yield the same results.
  • 32. 13-32 Table for calculating WACC and determining the minimum WACC D/A ratio 0.00% 12.50 25.00 37.50 50.00 WACC 12.00% 11.55 11.25 11.44 12.00 E/A ratio 100.00% 87.50 75.00 62.50 50.00 ks 12.00% 12.51 13.20 14.16 15.60 kd (1 – T) 0.00% 4.80 5.40 6.90 8.40 Amount borrowed $ 0 250 500 750 1,000 * Amount borrowed expressed in terms of thousands of dollars
  • 33. 13-33 Table for determining the stock price maximizing capital structure Amount Borrowed DPS ks P0 $ 0 $3.00 12.00% $25.00 250,000 3.26 12.51 500,000 3.55 13.20 26.03 26.89 750,000 3.77 14.16 26.59 1,000,000 3.90 15.60 25.00
  • 34. 13-34 What debt ratio maximizes EPS?  Maximum EPS = $3.90 at D = $1,000,000, and D/A = 50%. (Remember DPS = EPS because payout = 100%.)  Risk is too high at D/A = 50%.
  • 35. 13-35 What is Campus Deli’s optimal capital structure?  P0 is maximized ($26.89) at D/A = $500,000/$2,000,000 = 25%, so optimal D/A = 25%.  EPS is maximized at 50%, but primary interest is stock price, not E(EPS).  The example shows that we can push up E(EPS) by using more debt, but the risk resulting from increased leverage more than offsets the benefit of higher E(EPS).
  • 36. 13-36 What if there were more/less business risk than originally estimated, how would the analysis be affected?  If there were higher business risk, then the probability of financial distress would be greater at any debt level, and the optimal capital structure would be one that had less debt. On the other hand, lower business risk would lead to an optimal capital structure with more debt.
  • 37. 13-37 Other factors to consider when establishing the firm’s target capital structure 1. Industry average debt ratio 2. TIE ratios under different scenarios 3. Lender/rating agency attitudes 4. Reserve borrowing capacity 5. Effects of financing on control 6. Asset structure 7. Expected tax rate
  • 38. 13-38 How would these factors affect the target capital structure? 1. Sales stability? 2. High operating leverage? 3. Increase in the corporate tax rate? 4. Increase in the personal tax rate? 5. Increase in bankruptcy costs? 6. Management spending lots of money on lavish perks?
  • 39. 13-39 Modigliani-Miller Irrelevance Theory Value of Stock 0 D1 D2 D/A MM result Actual No leverage
  • 40. 13-40 Modigliani-Miller Irrelevance Theory  The graph shows MM’s tax benefit vs. bankruptcy cost theory.  Logical, but doesn’t tell whole capital structure story. Main problem-- assumes investors have same information as managers.
  • 41. 13-41 Incorporating signaling effects  Signaling theory suggests firms should use less debt than MM suggest.  This unused debt capacity helps avoid stock sales, which depress stock price because of signaling effects.
  • 42. 13-42 What are “signaling” effects in capital structure?  Assume:  Managers have better information about a firm’s long-run value than outside investors.  Managers act in the best interests of current stockholders.
  • 43. 13-43 What can managers be expected to do?  Issue stock if they think stock is overvalued.  Issue debt if they think stock is undervalued.  As a result, investors view a common stock offering as a negative signal-- managers think stock is overvalued.
  • 44. 13-44 Conclusions on Capital Structure  Need to make calculations as we did, but should also recognize inputs are “guesstimates.”  As a result of imprecise numbers, capital structure decisions have a large judgmental content.  We end up with capital structures varying widely among firms, even similar ones in same industry.