Questions:
- What's your strategy?
KW research for one. See what makes sense in terms of ranking based on difficulty and search volume.
- What are you going to spend the money on? If you are going to use tools like Ahrefs then count those also in expenses.
I use the general tools that most do; Ahrefs, KW finder, Semrush etc. The boxed products do as good a job as one can expect. I'd use mainly services I provide to rank the site so the $ volume is not going to be "fair" when it comes to an algo if you were to put this all in a spreadsheet.
- What are your estimates how much you are going to earn per month:
1) in 6 months
2) in 1 year
3) in 2 years at the time you are selling the website
I stay away from those kinds of projections when it comes to ranking sites as Google is pretty fickle and it is hard to lay out a solid proforma that I would put in front of anyone including myself.
- What are your estimates for how much you could sell the website?
- TOTAL PROFIT of the project?
After a couple of years I would be looking for a multiplier of between 18 and 24 months of profit if it was just a site based on organic traffic.