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In 2022, the manager of Hyundai Nishat Motor (Private) Limited was ambitious to expand the company in Pakistan and continue its hard-earned growth. His first step was determining whether the expansion plan was worth it. But how could he estimate the cost of equity of a privately held firm? Although the capital asset pricing model (CAPM) and dividend discount model (DDM) were most commonly used to calculate the cost of equity, neither of those models could be used with an unlisted company, which had no stock price and hence no stock returns and beta. Financial consultants thus advised the manager to research the weighted average cost of capital (WACC) and the cost of equity of Hyundai's competitors in a comparable company analysis.