Historically 10% roi has always been sort of a cut off number. Most large corporations will not invest in a capital project that does not project 30% roi. For an entire company or division, most would historically divest anything that fell below 10% roi unless there was some projection that this would be temporary. When a division falls to 10% is when you find a smaller investor to take it off your hands. A 10% roi business is OK for a smaller company to keep. In recent years, the cost of money has been historically cheap and so even a 10% business can produce a 5% or 6% return after the cost of money, but as the costs of loans increase, these numbers look worse and worse. The value of a business is always a function of it's return as compared to just buying treasury bonds.