The problem of assessing the investment attractiveness involves the work of numerous analysts of various companies over a long period. In this regard, there are many approaches to the definition of the term "investment attractiveness". Thus, it is necessary to stick to such definition of investment attractiveness, which takes into account the type of investor, company profile and investment objectives in the given time. This paper analyzes the investment attractiveness of the valuation methods of business entities, including classical and author's. The paper also identifies their advantages and disadvantages. In modern works, the authors take into account the industry specifics. In the conducted research, the authors revealed that the existing valuation methods directed to measure the effect of the investment project and allowed defining instruments of its increase for internal investors.

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