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The traditional Profitability-Valuation framework is derived from based on  the Residual Income Model (hereafter \textit{RIM}) which is in fact a derivation of the Dividend Discount Model (hereafter \textit{DDM}). Drawbacks of the dividend or earnings approach to valuation are well known, and practitioners in the equity investment community tend to prefer cash-flow based valuation metrics. We show that it is perfectly feasable to build a Profitability-Valuation framework based on a firm's cash-flows.