Flow and horizon
Project FCF available to all financiers or shareholders, without mixing them. A 5–10 year horizon should converge towards mature growth and margins; extrapolating extraordinary advantages indefinitely inflates value.
Discount rate
The rate reflects time value and risk. Flows for the firm are discounted with WACC; for shareholders, with equity cost. Don't compensate for an optimistic scenario by arbitrarily using a high rate: model explicit risks and raise awareness.
Terminal value
It usually dominates the result. With perpetual growth: TV = next FCF / (rate − growth), where growth must be less than rate and reasonable for a mature economy. An output multiple can also be used, checking consistency.
Example
Terminal FCF 100, rate 9% and growth 3% gives 1,717. With 8% and 4%, it gives 2,600: small changes alter the value 51%.
From EV to price
Add present value, subtract debt and other rights, add non-operating cash and divide by diluted shares. Presents rate and growth matrix, scenarios and safety margin.