1. FACEBOOK INC. FINANCIAL ANALYSIS
PROJECT REPORT
Submitted By:
HIMANSU BADHAI
PRATIK GUPTA
SAI KRISHNA KODALI
1

2. Research Summary
Company Name: Facebook Inc.
Industry Name: Social Media
Financial Analysis:
Profitability: Average
As seen from the Ratio analysis, all profitability ratios have been going down gradually from the previous
year into this year. The reason for this is that Facebook’s operating expenses have gone up. The major
areas of spending were R&D and General and administrative expenses (mainly due to increased hiring).
However, these ratios are higher than the reported Industry average. One key point to note is that while
the industry profitability is negative, Facebook has positive profitability ratios.
Efficiency: Weak
Facebook’s Account Receivable turnover dropped by 35.88%, but it still considerably higher than the
industry average. Meanwhile, Asset Turnover reflected a steep drop of 42.5% to 0.3370, much below
the industry average of 1.1665.
Liquidity: Strong
Liquidity has increased due to the influx of equity. The Current ratio has more than doubled in the last
year, and is currently at 10.7101, more than 3 times larger than the industry average.
Solvency: Average
The solvency scenario of Facebook is relatively acceptable as it has been just 18 months since Facebook
announced its IPO. The Times interest earned fell to 10.5490 from 41.8095 opposed to the industry
average of -50.7389. The debt ratio, while dropping marginally, is well below the industry average.
However, the cash flow figures are very reassuring. The free cash jumped by almost 420% to $872m,
completely overwhelming the industry figure of $68.58m.
DuPont Analysis of ROE:
ROS
x
Asset
Turnover
Profitability
Efficiency
Formula
NI/Rev
Rev/A
NI/A
A/SE
NI/SE
Facebook
0.0063
0.337
0.0021231
1.2848
0.002727759
Industry
-0.1699
1.1665
-0.198193289
1.7713
-0.351059773
Ratio
Type
=ROA
x
Financial
Leverage
=ROE
Solvency
Primary Driver of ROA is Asset Turnover.
Primary Driver of ROE is Financial Leverage.
2

3. Significant current events and other information of importance
The recent IPO of Twitter Inc. has put the Facebook market activity into a lot of perspective. This
makes Twitter only the second core social networking company to be publicly traded, the first
being Facebook.
Investment Decision: Invest
1. Free Cash Flow:
The public trading of Facebook has brought in the equity needed to run and execute
operation/investment activities which are targeted at long term profits. This profit will pay
dividends to an investor.
2. Debt:
With the large volume of investment from the market, the Liquid Assets of Facebook have
multiplied signified significantly on account of equity. This has resulted in a lower debt ratio
than before.
3. Revenue and Gross Profit
The capital from the market has allowed Facebook to make large investments on assets.
These assets have helped increase the COGS and generate revenue for the Company. This
increased revenue has resulted in a 30% mark up on Gross Profit. Thus, we can say that the
IPO has facilitated immediate growth of the company. Investment now will result in greater
share prices and subsequent dividends in the long run.
4. Facebook’s investment in growth
Facebook is investing significant portion of its earnings in R&D and expanding operations by
increased hiring. This will help Facebook retain its first mover advantage for the near future.
5. Growth Potential
Facebook’s Monthly Active Users in the highly populated Asia Pacific region are increasing
steadily. This opens up new revenue streams and could mean improved profits.
3

4. Facebook Inc. Company Summary
Facebook is a leading social networking website owned by Facebook, Inc. Facebook was founded by
Mark Zuckerberg and his friends Eduardo Saverin, Andrew McCollum, Dustin Moskovitz and Chris
Hughes in 2004 as a portal where Harvard students could stay connected to each other. The service was
slowly extended to students of other colleges and eventually opened up for everybody over the age of
13 years. Facebook today boasts of connecting 1.26 billion users to each other. With Monthly Active
Users (MAUs) standing at 1.06b, Facebook is by far the most used social networking platform. The key
source of revenue for Facebook is advertising. With a huge and diversified consumer base and access to
personal information that users choose to share, Facebook is an attractive advertising platform for many
companies.
The social networking industry is relatively young. Firms started venturing into these offerings only in
mid 1990s and the industry saw a boom in early 2000s with the entry of sites like Orkut from Google and
Facebook. Since then the growth has been explosive. Today this industry is extremely competitive with a
wide variety of full feature offerings like Facebook and Google plus and others that offer distinguished
services like Twitter and LinkedIn. As the competition in the industry shoots up, these firms find
themselves entangled in battles to attract and retain consumers and in turn earn more revenue from
marketers.
The following Porter’s five forces analysis summarizes the industry structure:
1. Threat of new entrants: Although the possibility of a new full featured entrant stealing away
customers is not feasible in the short term, there is a high threat from new entrants that could
offer distinguished or individualized services like photo sharing.
2. Substitutes: Since there are a number of products that offer similar functionality, there is
possibility of consumer migrating to other offerings. The major players in the industry have tried
to diversify their offerings to increase switching costs for consumers.
3. Buyers: Here we need to focus on two aspects. The users that utilize/consume that social
networking services are classified as consumers. And those that use these sites as a platform for
marketing or running a web based business are called as customers. The competition in the
industry plays a major role. Since this industry is highly competitive buyers have huge power of
choice and can choose to switch to other offerings if they are not satisfied with one company’s
product.
4. Suppliers: Suppliers for this industry would constitute the manufacturers and distributors of
hardware. This group as such does not have much bargaining power. Another group that can be
placed under suppliers is the platform/device vendors for mobile devices. The policies of these
vendors regarding the inclusion of a particular company’s product are not written in stone and
something that the social networking companies do not have control on.
5. Competition: The fact that this point has come up in almost every one of the other four forces
implies that this is a critical issue that defines the industry.
Apart from these five forces another important factor to weigh in is the regulations or controls placed by
the government on players in this industry. There is a growing concern about privacy and violations of
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5. terms laid down by the governments could result in hefty penalties that would affect the profitability of
these firms.
Having defined the structure of the industry, we now proceed with our analysis of Facebook Inc.
Organizational Structure
Facebook’s mission statement is “To make the world more open and connected.”
Facebook Inc. held an IPO on May 17, 2012 at $38 per share. This values the company at $104 billion.
Mark Zuckerberg remains the CEO and Chairman of the company and has control over majority of the
voting stock. This concentrated control has been identified as a risk factor in organizational decision
making perspective and also as a factor that could make the common stock less attractive to investors.
Facebook also expects to engage in acquisitions to help maintain its dominant position in the industry
and this would require
Customer Dynamics
As mentioned earlier Facebook is the leading social network site in terms of number of users and their
activity. Facebook was able to achieve this is through engaging applications developed by third party
developers that it deploys on its platforms. This helps Facebook offer a wide variety of functionality to
its diversified user base while not investing heavily into application development. The developers derive
profits when users of Facebook pay for their services. So Facebook classifies its users as:
1. Consumers who use the service to engage in social networking (Facebook.com)
2. Customers who use this for monetary profits:
a. Marketers (Facebook Ads, Facebook Ad System, Ad analytics and Facebook insights)
b. Application developers
Marketers are the key source of revenue for Facebook and hence retaining them is a high priority.
Application developers create and deploy engaging applications that help Facebook retain its users and
increase their active time on the site. This in turn translates to higher revenues from marketers.
Developers constitute the second major portion of the revenues. Facebook earns a commission
whenever its consumers buy a product or service from the developers on it platform. In 2012 developers
received more than $1.96 billion from transactions on Facebook’s infrastructure.
The discussion above shows that Facebook is heavily reliant on advertising for its revenues. This causes
seasonal fluctuations in its income statements. For example the Q4 revenues are usually higher than
revenues in other quarters. Also as more and more users join Facebook, the operating costs for
maintaining its application infrastructure and marketing increase while the rate of growth of users and
revenues from adverting will saturate. This will have an adverse impact on its profitability.
Competition
Facebook classifies its competition into:
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6. 1. Other full feature offerings like Google Plus.
2. Limited feature offerings like photo-sharing & micro blogging.
3. Regional social networking sites like Mixi in Japan and vKontakte in Russia.
To address the issue of competition from small-sized limited feature offerings Facebook is planning to
employ the strategy of acquisitions.
Trends in Revenue




From 2011 to 2012, revenue increased to $1.38 billion or 37%.
Key factor was 36% increase in advertising revenue (32% increase in # of ads delivered during
2012 and 3% increase in average price per ad in US).
Payments and other fees revenue increased by 45% between 2011 and 12 to $253 million.
In 2012, 51% of revenue was generated from marketers and platform developers based in US
compared to 56% in 2011.
Future opportunities
Mobile represents a huge opportunity for Facebook in the near future. Numbers from 2012 show that
the increase in MAUs on mobile channels (57%) is more than double that on the traditional web channel
(25%).
But the main challenge for Facebook is to effectively monetize this channel. As of 2012 Facebook was
able to deploy ads in its mobile applications but it still does not have a system in place to realize
earnings for purchases from developers on mobile platforms.
The second emerging trend that can be seen from analysis of growth of MAUs by region presented in
the Management’s discussion and analysis section of 2012 annual report shows that there is huge
potential for growth in developing economies with huge population like Brazil, India and Indonesia.
Facebook needs to optimize its revenue generation strategies to accommodate for growth in these
international markets while keeping its US and Europe activities profitable.
Conclusion
Facebook has built a comfortable lead in the social networking industry due to its first mover advantage.
This dominant position is however being challenged by offerings from well established companies such
as Google and from smaller regionally dominant players. The summarization of trends in user activity
and financial statements derived from the Form 10-K and from Facebook’s annual report paint a good
picture of the company’s current position.
The major risks that Facebook identified are:




Finances highly dependent on level of user engagement.
Revenues dependent on marketing cycle and spending.
Challenges in attracting more users and better monetizing opportunities.
Action by governments to restrict Facebook in their countries.
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7. 


Securing user information.
Laws and Regulation regarding privacy can cause expensive litigations and may adversely affect
financial position.
Substantial debt and ability to raise capital to meet business needs.
The financial statement summary in the appendix section (derived from financial statements and annual
report) present a detailed picture of the firm’s operations and profitability.
7

8. Facebook Inc. Stock Market Activity
Facebook Inc. held its IPO on May 18, 2012. The IPO was the biggest in Internet history with peak
market capitalization of $104bn. The company’s closing price on the first day of trading was $38.23.The
company’s stock is currently trading at $50.4.
The IPO
In 2007, Microsoft purchased 1.6% of Facebook at $240 million suggesting a value of $15bn. Several
other investments over the years suggested different valuations of Facebook. One latest investment in
2012 suggested a valuation as high as $50bn. Facebook filed for an IPO on February 1, 2012 and filed
their S1 document with the SEC. As discussed in the previous report, the S1 document notes that the
growth in their customer base and its incomes were slowing down.
Facebook introduced dual class stock structure to ensure that voting rights remained in control of the
early investors. The company expected to raise $5bn which would make it the largest tech company IPO
in internet history.
Initially the company was looking for a valuation of $28 to $35 per share. On May 14, it raised the
expectations to $34 - $38 per share. The underwriters for the IPO led by Morgan Stanley eventually
agreed on $38 per share.
The first day’s trading was plagues with technical glitches starting with a delayed start of trading on the
stock. The price of the stock shot up to $45 initially but these gains could not be sustained. The stock
struggled to stay above the IPO price and underwriters bought back shares to keep the price above $38.
The company was able to raise $16bn from the IPO, making It the third largest after General Motors and
Visa Inc. The stock also set a new record for trading volume of an IPO with 460 million shares traded.
Trends in Stock Price
After the IPO, Facebook’s stock saw a steady decline over the following weeks falling as low as $27 in
the third week. It rallied back to above 30 levels in July 2012 before falling to an all-time low of $17.73 in
September.
Despite this over selling of shares and steep fall, analysts maintained a positive outlook of the stock. A
majority of these analysts predicted a medium term target of $25-$28 for the stock.
Due to strong earnings in FY12 Q3 and Q4, the stock started rallying. These statements also alleviated
one of the major concerns of investors that Facebook was not positioned to rake profits from its
growing mobile user base. In Q4 Facebook reported that 23% of its advertising revenue was from mobile
ads. Facebook's advertising revenues jumped 41% year-over-year, to $1.32 billion, beating forecast of
$1.28 billion. Its earnings were also impressive, with its operating margin improving by 46.4%, exceeding
the analysts’ expectation of 43.6%.The stock price fluctuated in the $25-$35 range for the first half of
2013.
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9. Since it released the FY13 Q2 earnings in July 2013 the stock has been steadily posting gains. These
earnings rekindled investor confidence. The revenues of $1.8bn were above analysts’ forecasts by $200
million. Mobile advertising contributed to 40% of the revenue and more than 50% of its users use
Facebook on mobile. The net income was $333 million compared to a loss of $178 million in the same
period previous year. The stock is currently trading in the $40-$50 levels.
Facebook’s Stock Historical Prices Chart
9

10. Facebook Inc. Financial Statement Analysis
Facebook Inc.
CONDENSED MULTISTEP INCOME STATEMENT
FISCAL YEAR ENDED DEC-31
($ in millions)
YearEnd
2,012
2,011
Sales Revenue
$ 5,089.00
$ 3,711.00
Cost of goods sold
$ 1,364.00
$
860.00
Gross Profit
$ 3,725.00
$ 2,851.00
Operating Expenses
$ 3,187.00
$ 1,095.00
Operating Income
$
538.00
$ 1,756.00
Nonoperating revenues and expenses
$
(44.00)
$
(61.00)
Income before income tax
$
494.00
$ 1,695.00
Minority Interest
$
21.00
$
332.00
provision for income tax
$
441.00
$
695.00
Income from continuing operations
$
32.00
$
668.00
Nonrecurring items
$
$
NET INCOME
$
32.00
$
668.00
Earnings per share
$
0.01
$0.00
Facebook Inc.
CONDENSED TREND ANALYSIS INCOME STATEMENT
FISCAL YEAR ENDED DEC-31
($ in millions)
YearEnd
2,012
2,011
Sales Revenue
257.80
187.99
Cost of goods sold
276.67
174.44
Gross Profit
251.52
192.51
Operating Expenses
709.80
243.88
Operating Income
52.13
170.16
Non-operating revenues and expenses
183.33
254.17
Income before income tax
49.01
168.15
Minority Interest
8.97
141.88
provision for income tax
109.70
172.89
Income from continuing operations
8.60
179.57
Nonrecurring items
0.00
0.00
NET INCOME
8.60
179.57
10
2,010
$
$
$
$
$
$
$
$
$
$
$
$
1,974.00
493.00
1,481.00
449.00
1,032.00
(24.00)
1,008.00
234.00
402.00
372.00
372.00
$0.00
2,010
100.00
100.00
100.00
100.00
100.00
100.00
100.00
100.00
100.00
100.00
0.00
100.00

11. Facebook Inc.
CONDENSED COMMON-SIZE INCOME STATEMENT
FISCAL YEAR ENDED DEC-31
($ in millions)
YearEnd
2,012
2,011
Sales Revenue
100.00
100.00
Cost of goods sold
26.80
23.17
Gross Profit
73.20
76.83
Operating Expenses
62.63
29.51
Operating Income
10.57
47.32
Non-operating revenues and expenses
(0.86)
(1.64)
Income before income tax
9.71
45.68
Minority Interest
0.41
8.95
provision for income tax
8.67
18.73
Income from continuing operations
0.63
18.00
Nonrecurring items
0.00
0.00
NET INCOME
0.63
18.00
2,010
100.00
24.97
75.03
22.75
52.28
(1.22)
51.06
11.85
20.36
18.84
0.00
18.84
From the trend analysis we noticed a major spike in operating expenses for year 2012 (709).
The above table depicts the classification of cost of revenue and various kinds of operating expenses for
years 2010-2012. We can infer from this table that major increase in operating expenses is due to
increase in spending on R&D. Increase in marketing and sales expense and general and administrative
expense also contributed to the increase in operating expenses.
General and administrative expenses increased as Facebook hired more technical employees, project
managers and design engineers in the year 2012.Facebook mentions in its income statement that this
trend in hiring might continue for the following few years.
11

12. ($ in millions)
End
Current Assets
PPE, net
Goodwill and Intangibles
Other Assets
TOTAL ASSETS
Current Liabilities
Noncurrent Liabilities
Contributed Capital
Retained Earnings
Treasury stock and other SE
TOTAL L & SE
Facebook Inc.
CONDENSED CLASSIFIED BALANCE SHEET
31-Dec
Year2,012
2,011
$ 11,267.00
$ 4,604.00
$ 2,391.00
$ 1,475.00
$ 1,388.00
$ 162.00
$
57.00
$
90.00
$ 15,103.00
$ 6,331.00
$ 1,052.00
$ 899.00
$ 2,296.00
$ 533.00
$ 10,094.00
$ 3,299.00
$ 1,659.00
$ 1,606.00
$
2.00
$
(6.00)
$ 15,103.00
$ 6,331.00
Facebook Inc.
CONDENSED TREND ANALYSIS BALANCE SHEET
31-Dec
($ in millions)
YearEnd
2,012
2,011
Current Assets
501.65
204.99
PPE, net
416.55
256.97
Goodwill and Intangibles
1,445.83
168.75
Other Assets
77.03
121.62
TOTAL ASSETS
505.12
211.74
Current Liabilities
270.44
231.11
Noncurrent Liabilities
523.01
121.41
Contributed Capital
646.22
211.20
Retained Earnings
273.76
265.02
Treasury stock and other SE
(33.33)
100.00
TOTAL L & SE
505.12
211.74
12
2,010
$
$
$
$
$
$
$
$
$
$
$
2,246.00
574.00
96.00
74.00
2,990.00
389.00
439.00
1,562.00
606.00
(6.00)
2,990.00
2,010
100.00
100.00
100.00
100.00
100.00
100.00
100.00
100.00
100.00
100.00
100.00

13. Facebook Inc.
CONDENSED COMMON SIZE BALANCE SHEET
31-Dec
($ in millions)
YearEnd
2,012
2,011
Current Assets
74.60
72.72
PPE, net
15.83
23.30
Goodwill and Intangibles
9.19
2.56
Other Assets
0.38
1.42
TOTAL ASSETS
100.00
100.00
Current Liabilities
6.97
14.20
Noncurrent Liabilities
15.20
8.42
Contributed Capital
66.83
52.11
Retained Earnings
10.98
25.37
Treasury stock and other SE
0.01
-0.09
TOTAL L & SE
100.00
100.00
2,010
75.12
19.20
3.21
2.47
100.00
13.01
14.68
52.24
20.27
-0.20
100.00
The trend analysis of balance sheet reveals a huge increase in the following two accounts:
Goodwill
Facebook acquired Instagram in August 2012 for $521 million. It received assets worth $88 million which
means that the balance of $433 million is recorded as goodwill. Other acquisitions also amounted to an
increase in goodwill by $72 million.
Contributed Capital
We see a spike in contributed capital in 2012. This can be attributed to the IPO in 2012.
From the common-size balance sheet we notice that there is a significant drop in retained earnings,
This is due to the increase in operating expenses during the year 2012 (Refer to income statement
analysis above).
The common-size balance sheet also reveals a decrease in non-current liabilities. This is a good sign as
this indicates that Facebook is doing a good job in realizing its revenues.
Current assets are the major portion of Facebook’s assets. This is in line with business model of
Facebook.
13

14. Facebook Inc.
CONDENSED STATEMENT OF CASH FLOWS
FISCAL YEAR ENDED DEC-31
($ in millions)
YearEnd
2,012
Net cash from operating activities
$ 1,612.00
$ 1,549.00
Net cash from investing activities
$ (7,024.00)
$ (3,023.00)
Net cash from financing activities
$ 6,283.00
$ 1,198.00
Effect of exchange rate on cash
$
1.00
$
3.00
Net changes in cash
$
872.00
$ (273.00)
Cash, beginning
$ 1,512.00
$ 1,785.00
Cash, ending
$ 2,384.00
$ 1,512.00
2,011
2,010
$ 698.00
$ (324.00)
$ 781.00
$
(3.00)
$ 1,152.00
$ 633.00
$ 1,785.00
Facebook Inc.
CONDENSED TREND ANALYSIS STATEMENT OF CASH FLOWS
FISCAL YEAR ENDED DEC-31
($ in millions)
YearEnd
2,012
2,011
Net cash from operating activities
230.95
221.92
Net cash from investing activities
2167.90
933.02
Net cash from financing activities
804.48
153.39
Effect of exchange rate on cash
-33.33
-100.00
Net changes in cash
75.69
-23.70
2,010
100.00
100.00
100.00
100.00
100.00
Facebook Inc.
CONDENSED COMMON-SIZE STATEMENT OF CASH FLOWS
FISCAL YEAR ENDED DEC-31
($ in millions)
YearEnd
2,012
2,011
Net cash from operating activities
100.00
100.00
Net cash from investing activities
-435.73
-195.16
Net cash from financing activities
389.76
77.34
Effect of exchange rate on cash
0.06
0.19
Net changes in cash
54.09
-17.62
2,010
100.00
-46.42
111.89
-0.43
165.04
From the trend analysis of statement of cash flows, we notice considerable rise in investing cash flows
during both 2010-11 and 2011-12. We also see a significant rise in financing cash flows.
This suggests that Facebook is diverting its cash and also taking loans to finance its investing activities.
This is in line with its goals to drive acquisition and retention of customers by increasing investment.
The numbers in common-size statement of cash flows support this trend.
14

15. Facebook Inc. Ratio Analysis
Introduction
Ratio Analysis helps us compare a given company with any other company in the same industry. We can
also quantify the company’s performance and compare and contrast it with average in the industry.
From the Wikipedia article on financial ratios,
“A financial ratio (or accounting ratio) is a relative magnitude of two selected numerical values taken
from an enterprise's financial statements.”
In the following sections we analyze Facebook’s performance in the years 2011 and 2012 using ratio
analysis.
Estimating Industry Averages
Facebook’s SIC code is 7375 which corresponds to the Information Retrieval Services industry. But
Facebook would be better categorized as a social media company that earns revenues through ads
posted to its website and mobile applications.
The major competitors for Facebook in the social media and advertising industry are Google, Microsoft,
Twitter and Yahoo. There are many other social networking sites that offer specialized social media
services like Pintrest, Quora, Tumblr etc.., which can also be classified as competitors of Facebook within
the social media industry.
The challenge we face when performing ratio analysis is that since most of the companies in the social
media industry are not publicly traded, there is insufficient information to accurately determine industry
averages.
In order to proceed forward with our analysis, we decided to estimate the industry average as average
of ratios calculated for twitter and Pandora, two of Facebook’s direct competitors. The details of this
calculation are included in the appendix.
Another important point to keep in mind when comparing Facebook’s performance with the industry
average is that this is an emerging industry and most of the companies are still streamlining their
operations to maximize profits and achieve business objectives. Facebook was one of the first movers on
this industry and hence enjoys a larger consumer base which means better performance.
15

16. Ratio Analysis
Title of Ratio
Profitability Ratios
Return on sales (ROS)
Return on assets (ROA)
Return on equity (ROE)
Gross profit margin
Efficiency Ratios
Account receivable turnover
Inventory turnover
Asset turnover
Liquidity Ratios
Current ratio
Solvency Ratios
Debt ratio
Financial leverage
Times interest earned
Free cash flow ($ in millions)
Industry Ratios
Average
-0.1699
-0.1349
-0.2563
0.4565
Change
Lower
Lower
Lower
Slightly Lower
Company Ratios
Current Year Prior Year 2012
2011
0.0063
0.0021
0.0027
0.7320
0.1800
0.1055
0.1364
0.7683
3.4782 Slower
4.3496
6.7843
1.1665 Slower
0.3370
0.5862
10.7101
5.1212
0.2217
1.2848
10.5490
$ 872.00
0.2262
1.2923
41.8095
$ (273.00)
3.3794 More Liquid
0.3984
1.7713
-50.7389
$ 68.58
Slightly Lower Risk
Slightly Higher Risk
Higher Risk
Lower Risk
Profitability Ratios Analysis
We can see from the above table that all the profitability ratios that measure net income as a
percentage of other accounts have decreased considerably from 2011 to 2012. The main reason for this
decrease is that Facebook recorded an R&D expense of $1.4b which is considerably higher than in 2011.
This lowered the net income (This was discussed in financial statement analysis) and hence the ratios.
The Gross margin has decreased slightly, which means that the company needs to focus on keeping its
costs under control.
These ratios are better than the industry averages. This can be attributed to Facebook’s dominant
position in the industry and its first mover advantage.
Efficiency Ratios Analysis
The accounts receivable turnover and asset turnover have decreased from 2011 to 2012. This can be
explained by the fact that Facebook’s assets and receivable have more than doubled from 2011 to 2012.
There is a significant growth in revenues as well but it is comparatively lower than the growth in the
16

17. assets. This is expected and with time Facebook should be able to come up with strategies that
efficiently utilize its assets to maximize shareholder value.
Facebook’s receivable turnover is better than the industry’s but its asset turnover is lower. This is an
area Facebook should focus on.
Liquidity Ratio Analysis
Facebook’s current ratio has improved from 5 to 10. This means that Facebook is well positioned to pay
off its current liabilities.
This ratio is considerably better than the industry average.
Solvency Ratios Analysis
Facebook’s Debt Ratio and financial leverage remained relatively stable in 2011 and 2012.
But its “Times Interest Earned” ratio decreased. This means that Facebook’s interest expenses are
increasing at a higher pace than its revenues.
17

18. Sources
1. Facebook’s form 10-K filed with the SEC.
http://www.sec.gov/Archives/edgar/data/1326801/000132680113000003/fb12312012x10k.htm
2. Facebook’s corporate website.
http://investor.fb.com/
3. Hoovers Online
http://www.hoovers.com/
4. Wikipedia page on Facebook’s IPO
http://en.wikipedia.org/wiki/Initial_public_offering_of_Facebook
5. News article in USA Today on Facebook’s Q2 earnings
http://www.usatoday.com/story/money/markets/2013/07/24/facebook-earningsquarters/2584135/
6. Facebook’s S1 filing with the SEC
http://www.sec.gov/Archives/edgar/data/1326801/000119312512034517/d287954ds1.htm
7. Yahoo finance page on Facebook
http://finance.yahoo.com/echarts?s=FB+Interactive#symbol=fb;range=2y;compare=;indicator=v
olume;charttype=area;crosshair=on;ohlcvalues=0;logscale=off;source=undefined;
8. Yahoo finance analyst estimates for Facebook
http://finance.yahoo.com/q/ae?s=FB+Analyst+Estimates
9. Twitter’s S2 filing with the SEC.
http://www.sec.gov/Archives/edgar/data/1418091/000119312513390321/d564001ds1.htm#fin
564001_6
10. Pandora’s financial statements on Yahoo Finance.
http://finance.yahoo.com/q/bs?s=P+Balance+Sheet&annual
11. LexisNexis page on Facebook
http://www.lexisnexis.com/hottopics/lnacademic/?
12. Financial statements of Facebook on Yahoo.
http://finance.yahoo.com/q/bs?s=FB+Balance+Sheet&annual
http://finance.yahoo.com/q/is?s=FB+Income+Statement&annual
http://finance.yahoo.com/q/cf?s=FB+Cash+Flow&annual
18

19. Appendix 1
WORKSHEET A
Facebook Inc.
CONDENSED CLASSIFIED BALANCE SHEET
31-Dec
($ in millions)
YearEnd
2,012
2,011
Current Assets
$ 11,267.00
$ 4,604.00
PPE, net
$ 2,391.00
$ 1,475.00
Goodwill and Intangibles
$ 1,388.00
$ 162.00
Other Assets
$
57.00
$
90.00
TOTAL ASSETS
$ 15,103.00
$ 6,331.00
Current Liabilities
$ 1,052.00
$ 899.00
Noncurrent Liabilities
$ 2,296.00
$ 533.00
Contributed Capital
$ 10,094.00
$ 3,299.00
Retained Earnings
$ 1,659.00
$ 1,606.00
Treasury stock and other SE
$
2.00
$
(6.00)
TOTAL L & SE
$ 15,103.00
$ 6,331.00
Facebook Inc.
CONDENSED TREND ANALYSIS BALANCE SHEET
31-Dec
($ in millions)
YearEnd
2,012
2,011
Current Assets
501.65
204.99
PPE, net
416.55
256.97
Goodwill and Intangibles
1,445.83
168.75
Other Assets
77.03
121.62
TOTAL ASSETS
505.12
211.74
Current Liabilities
270.44
231.11
Noncurrent Liabilities
523.01
121.41
Contributed Capital
646.22
211.20
Retained Earnings
273.76
265.02
Treasury stock and other SE
(33.33)
100.00
TOTAL L & SE
505.12
211.74
19
$
$
$
$
$
$
$
$
$
$
$
2,010
2,246.00
574.00
96.00
74.00
2,990.00
389.00
439.00
1,562.00
606.00
(6.00)
2,990.00
2,010
100.00
100.00
100.00
100.00
100.00
100.00
100.00
100.00
100.00
100.00
100.00

20. Facebook Inc.
CONDENSED COMMON SIZE BALANCE SHEET
31-Dec
($ in millions)
YearEnd
2,012
2,011
Current Assets
74.60
72.72
PPE, net
15.83
23.30
Goodwill and Intangibles
9.19
2.56
Other Assets
0.38
1.42
TOTAL ASSETS
100.00
100.00
Current Liabilities
6.97
14.20
Noncurrent Liabilities
15.20
8.42
Contributed Capital
66.83
52.11
Retained Earnings
10.98
25.37
Treasury stock and other SE
0.01
-0.09
TOTAL L & SE
100.00
100.00
2,010
75.12
19.20
3.21
2.47
100.00
13.01
14.68
52.24
20.27
-0.20
100.00
WORKSHEET B
($ in millions)
End
Sales Revenue
Cost of goods sold
Gross Profit
Operating Expenses
Operating Income
Facebook Inc.
CONDENSED MULTISTEP INCOME STATEMENT
FISCAL YEAR ENDED DEC-31
Year2,012
2,011
$ 5,089.00
$ 3,711.00
$ 1,364.00
$
860.00
$ 3,725.00
$ 2,851.00
$ 3,187.00
$ 1,095.00
$
538.00 $ 1,756.00
Non-operating revenues and expenses
Income before income tax
Minority Interest
provision for income tax
Income from continuing operations
Nonrecurring items
NET INCOME
Earnings per share
$
$
$
$
$
$
$
$
(44.00)
494.00
21.00
441.00
32.00
32.00
0.01
20
$
$
$
$
$
$
$
2,010
1,974.00
493.00
1,481.00
449.00
1,032.00
$
$
$
$
$
$
(61.00) (24.00)
1,695.00
$ 1,008.00
332.00
$
234.00
695.00
$
402.00
668.00
$
372.00
$
668.00
$
372.00
$0.00
$0.00

21. Facebook Inc.
CONDENSED TREND ANALYSIS INCOME STATEMENT
FISCAL YEAR ENDED DEC-31
($ in millions)
YearEnd
2,012
2,011
Sales Revenue
257.80
187.99
Cost of goods sold
276.67
174.44
Gross Profit
251.52
192.51
Operating Expenses
709.80
243.88
Operating Income
52.13
170.16
Nonoperating revenues and expenses
183.33
254.17
Income before income tax
49.01
168.15
Minority Interest
8.97
141.88
provision for income tax
109.70
172.89
Income from continuing operations
8.60
179.57
Nonrecurring items
0.00
0.00
NET INCOME
8.60
179.57
2,010
100.00
100.00
100.00
100.00
100.00
100.00
100.00
100.00
100.00
100.00
0.00
100.00
Facebook Inc.
CONDENSED COMMON-SIZE INCOME STATEMENT
FISCAL YEAR ENDED DEC-31
($ in millions)
YearEnd
2,012
2,011
Sales Revenue
100.00
100.00
Cost of goods sold
26.80
23.17
Gross Profit
73.20
76.83
Operating Expenses
62.63
29.51
Operating Income
10.57
47.32
Nonoperating revenues and expenses
(0.86)
(1.64)
Income before income tax
9.71
45.68
Minority Interest
0.41
8.95
provision for income tax
8.67
18.73
Income from continuing operations
0.63
18.00
Nonrecurring items
0.00
0.00
NET INCOME
0.63
18.00
2,010
100.00
24.97
75.03
22.75
52.28
(1.22)
51.06
11.85
20.36
18.84
0.00
18.84
21

22. WORKSHEET C
Facebook Inc.
CONDENSED STATEMENT OF CASH FLOWS
FISCAL YEAR ENDED DEC-31
($ in millions)
YearEnd
2,012
2,011
$
$
Net cash from operating activities
1,612.00
1,549.00
$
$
Net cash from investing activities
(7,024.00) (3,023.00)
$
$
Net cash from financing activities
6,283.00
1,198.00
$
$
Effect of exchange rate on cash
1.00
3.00
$
$
Net changes in cash
872.00
(273.00)
$
$
Cash, beginning
1,512.00
1,785.00
$
$
Cash, ending
2,384.00
1,512.00
2,010
$
698.00
$
(324.00)
$
781.00
$
(3.00)
$
1,152.00
$
633.00
$
1,785.00
Facebook Inc.
CONDENSED TREND ANALYSIS STATEMENT OF CASH FLOWS
FISCAL YEAR ENDED DEC-31
($ in millions)
YearEnd
2,012
2,011
Net cash from operating activities
230.95
221.92
Net cash from investing activities
2167.90
933.02
Net cash from financing activities
804.48
153.39
Effect of exchange rate on cash
-33.33
-100.00
Net changes in cash
75.69
-23.70
2,010
100.00
100.00
100.00
100.00
100.00
Facebook Inc.
CONDENSED COMMON-SIZE STATEMENT OF CASH FLOWS
FISCAL YEAR ENDED DEC-31
($ in millions)
YearEnd
2,012
2,011
Net cash from operating activities
100.00
100.00
Net cash from investing activities
-435.73
-195.16
Net cash from financing activities
389.76
77.34
Effect of exchange rate on cash
0.06
0.19
Net changes in cash
54.09
-17.62
2,010
100.00
-46.42
111.89
-0.43
165.04
22

23. WORKSHEET D
Title of Ratio
Profitability Ratios
Return on sales (ROS)
Return on assets (ROA)
Return on equity (ROE)
Gross profit margin
Efficiency Ratios
Account receivable turnover
Inventory turnover
Asset turnover
Liquidity Ratios
Current ratio
Solvency Ratios
Debt ratio
Financial leverage
Times interest earned
Free cash flow ($ in millions)
Industry Ratios
Average
-0.1699
-0.1349
-0.2563
0.4565
Change
Company Ratios
Current Year Prior Year 2012
2011
Lower
Lower
Lower
Slightly Lower
0.0063
0.0021
0.0027
0.7320
0.1800
0.1055
0.1364
0.7683
3.4782 Slower
4.3496
6.7843
1.1665 Slower
0.3370
0.5862
10.7101
5.1212
0.2217
1.2848
10.5490
0.2262
1.2923
41.8095
$ (273.00)
3.3794 More Liquid
0.3984
1.7713
-50.7389
$ 68.58
Slightly Lower Risk
Slightly Higher Risk
Higher Risk
Lower Risk
WORKSHEET E
Included above as research summary.
23
$ 872.00

24. Appendix 2
Accounting Policies






Financial Statements prepared according to US- GAAP.
Revenue recognition- sale of virtual currency to buy virtual & digital products.
Subject to income tax in US.
Shared based compensation- granted pre-2011 RSUs to employees and board members
Loss contingencies- liability recorded when loss incurred due to lawsuits, claims
Business combinations and valuation of goodwill and other acquired intangible assets- fair value
of purchase allocated.
Financial Statement Summary
Revenue
Dec 31, 2000 (millions)
Dec31, 2012(millions)
Dec 31, 2012(millions)
Worldwide
655
943
1329
US & Canada
359
462
631
Europe
201
306
374
Asia
53
95
168
Rest of world
41
79
156
Income as percentage of revenue
2012
Net income
2011
2010
1%
27%
31%
24

25. Percentage Change in Measures of Financial Health
2011-12
2010-11
Cost of Revenue
59%
74%
Research & Development
261%
169%
Marketing & sales
128%
135%
General & Administrative
184%
128%
Interest income
(28)%
154%
Income Tax
(37)%
73%
Trends in MAUs
MAU
Dec 31, 2000 (millions)
Dec31, 2012(millions)
Dec 31, 2012(millions)
Worldwide
360
845
1,056
US & Canada
112
179
193
Europe
117
229
261
Asia
62
212
298
Rest of world
69
225
304
Industry Averages Calculation
Account ($ is thousands)
Accounts receivable
Inventory
Capital expenditures
Dividends paid
Revenue
COGS
Gross Profit
Net Income
Total Assets
Current Assets
Current Liabilities
Total Liabilities
SE
Operating Income
Interest Expense
Pandora
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
103,410.00
7,580.00
427,145.00
290,767.00
136,378.00
(38,148.00)
218,832.00
198,614.00
115,970.00
119,843.00
98,989.00
(37,702.00)
535.00
25
Twitter
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
112,155.00
316,933.00
128,768.00
188,165.00
(79,399.00)
831,568.00
554,466.00
109,879.00
207,204.00
624,364.00
(77,083.00)
2,486.00

26. Title of Ratio
Profitability Ratios
Return on sales (ROS)
Return on assets (ROA)
Return on equity (ROE)
Gross profit margin
Efficiency Ratios
Account receivable turnover
Inventory turnover
Asset turnover
Liquidity Ratios
Current ratio
Solvency Ratios
Debt ratio
Financial leverage
Times interest earned
Free cash flow ($ in millions)
Twitter
Pandora
-0.25052
-0.09548
-0.12717
0.593706
2.825848
4.130597
0.381127
1.951931
5.046151
1.712633
0.249173
1.331864
-31.0068
114.55
26
-0.08931
-0.17433
-0.38538
0.319278
0.547648
2.21067
-70.471
22.6
Average
-0.16992
-0.1349
-0.25627
0.456492
0
3.478222
0
1.166529
0
3.379392
0
0.398411
1.771267
-50.7389
68.575

27. Appendix 3
1. Facebook’s form 10-K filed with the SEC.
http://www.sec.gov/Archives/edgar/data/1326801/000132680113000003/fb12312012x10k.htm
2. Facebook’s corporate website.
http://investor.fb.com/
3. Hoovers Online
27

28. http://www.hoovers.com/
4. Wikipedia page on Facebook’s IPO
http://en.wikipedia.org/wiki/Initial_public_offering_of_Facebook
5. News article in USA Today on Facebook’s Q2 earnings
http://www.usatoday.com/story/money/markets/2013/07/24/facebook-earningsquarters/2584135/
28

29. 6. Facebook’s S1 filing with the SEC
http://www.sec.gov/Archives/edgar/data/1326801/000119312512034517/d287954ds1.htm
7. Yahoo finance page on Facebook
http://finance.yahoo.com/echarts?s=FB+Interactive#symbol=fb;range=2y;compare=;indicator=v
olume;charttype=area;crosshair=on;ohlcvalues=0;logscale=off;source=undefined;
29

30. 8. Yahoo finance analyst estimates for Facebook
http://finance.yahoo.com/q/ae?s=FB+Analyst+Estimates
9. Twitter’s S2 filing with the SEC.
http://www.sec.gov/Archives/edgar/data/1418091/000119312513390321/d564001ds1.htm#fin
564001_6
30

31. 10. Pandora’s financial statements on Yahoo Finance.
http://finance.yahoo.com/q/bs?s=P+Balance+Sheet&annual
11. LexisNexis page on Facebook
http://www.lexisnexis.com/hottopics/lnacademic/?
31

32. 12. Financial statements of Facebook on Yahoo.
http://finance.yahoo.com/q/bs?s=FB+Balance+Sheet&annual
http://finance.yahoo.com/q/is?s=FB+Income+Statement&annual
http://finance.yahoo.com/q/cf?s=FB+Cash+Flow&annual
32