This is an all-in-one guide for those considering investing in the stock market. Beginning with explaining what the stock market is and how its ebbs and flows impact investors and then moving into explanations of different stock market metrics including a handy commonly used acronym guide, this will be meant for total subject matter coverage while allowing for quick reference.
What is the stock market?
As with most things in life, this question has both a short and an in-depth answer. The short answer is a collection of companies and investors that are constantly buying and selling shares of corporations’ stock. Every company traded on the stock market has agreed on a certain amount of shares of their stock to be sold to an investment community in return for cash to finance their businesses. Once the stock has been issued initially by the investment bank, the corporation issuing the stock has already received an agreed upon sum of cash for the investment bank to have the right to sell the company’s stock to investors. Theoretically, the per share price fluctuations of a corporation’s stock may have no direct correlation to the business’ performance or profitability. However, investors are betting on the fact that the corporation whose stock was purchased will financially perform well and produce a return for the investor.
What does it mean when the stock market goes down (or up)?
Share price fluctuations for an individual corporation as well as overall stock markets depends solely on the principle of supply and demand. There is a total pool of stock shares from every company. Not all of these shares are owned by investors at the same time; meaning there is a pool of un-owned shares in circulation. As this number of un-owned shares increases (supply increases) the overall market value is decreased. The more granular level would be an individual company’s stock, for which the same exact principles apply. When the number of un-owned shares increases (investors selling stock) the share price (usually) proportionally decreases; if the number of un-owned shares decreases (investors purchasing stock) then the share price (usually) proportionally increases.
Why does a stock’s price go up or down?
You may be thinking this is redundant given that it was just explained that supply and demand of shares answers the question. While that is true mechanically, it does not explain what causes investors to buy and sell a stock, thereby affecting the supply and demand all the way to the share price. Typically someone invests in a corporation’s stock because it is believed that stock price will increase over time creating a return on the investment. The most simplistic concept is that the expected future profitability of a corporation is the driver of the share price. The two most troubling and ambiguous words in that sentence are “expected future”. The expected future is rarely accurate and even less frequently precise. Therefore, psychology and other types of qualitative information that can not be measured through financial analysis or performance comes into the fold of stock valuation.
What factors should I consider when making a decision to invest in a corporation’s stock?
One must always consider a more global perspective when considering a corporation’s stock as an investment than just the numbers. The suggestion is to understand more about the corporation’s direction, market position, products, and future market growth information than the financial metrics. Profitability and financial health are important, however it is more important to understand the challenges and assets a corporation has to meet those challenges in the future as that will determine future performance. Remember, accounting is all historical reporting. Any numbers you see published in SEC releases and financial analysis are based off of business events that have already occurred.
How do I measure the success of my investment?
It is important to understand the performance of your investment no matter if it is a loss or a gain. The recommended approach to valuing your investment is to take the total number of shares purchased multiplied by the per share price at which the stock was sold divided by the total number of shares purchased multiplied by the per share price at which the stock was acquired plus any broker’s fees and commissions. This will result in a percentage that represents your return on investment percentage. Should you choose to compare this return on investment with another type of investment (savings account, CD, etc), make sure that the time scales are equivalent. For instance, if you wanted to compare your return on a stock versus your savings account, you would need to perform the calculation above adjusting for time. As an example, your return on investment percentage from above was calculated to be 4% and you sold the stock four months after it was purchased. The 4% return represents the 120 day percentage. To annualize it, multiply 4% by three (number of four month periods in a year). This means the example annual return percentage is 12%.
Acronym Guide
- EPS: Earnings per share
- TTM: Traling twelve months
- MRQ: Most recent quarter
- β: Beta
- ROE: Return on equity
- ROA: Return on assets
- P/E: Price to earnings ratio
- PEG: Price to earnings-growth
- ROCE: Return on capital employed
- EBITDA: Earnings before interest, taxes, depreciation and amortization
- EBIT: Earnings before taxes
- OPEX: Operating expenses
- CAPEX: Capital expenditures
- AR: Accounts receivables
- AP: Accounts payable
Explanation of Ratios and other analysis tools
Return on Assets (ROA): this metric is meant to show how effectively the management of a company is using the money it raises from debt and equity financing to generate income. The calculation = Net Income / Total Assets. Sometimes investors may use Operating Income / Total Assets to take out the effect of interest (cost of financing) and taxes.
Return on Equity (ROE): measures how profitable a company is relative to the amount invested by shareholders. The calculation = Net Income / Total Shareholder’s Equity.
Return on Capital Employed (ROCE): measures the efficiency and profitability of a company’s capital investments. The calculation = EBIT / [Total Assets - Current Liabilities]. The calculation can also take the form of = EBIT / Fixed Assets (fixed assets are the property, plant and equipment of a company or depreciable assets).
Cost of Goods Sold (COGS): this number may also be seen as ‘Cost of Revenue” or ‘Cost of Sales” or something similar. This represents the cost to manufacture and/or purchase the goods or services that the company sells. Net sales minus COGS equals a company’s gross margin.
Fixed Assets: assets that are depreciable usually having a useful life of greater than one year and a minimum per unit purchase price that varies by company (typically at least $1,000 or greater). Examples include land, leasehold improvements, machinery & equipment, buildings, vehicles, computer equipment, and furniture.
Earnings per share (EPS): is the total net earnings of a company divided by the number of shares of common stock outstanding. This is a measure of how much income a company generates relative to one share of common stock.
Price/earnings (P/E) ratio: this ratio’s output is a number that represents a multiple of the earnings per share number. The calculation = Share price / EPS. Typically, if a stock has a higher P/E than the industry average P/E, then the stock is over-valued and you should not invest. There are some exceptions, however, that will be discussed with the PEG ratio.
Price/earnings to growth (PEG) ratio: P/E ratios are usually calculated over a time period (TTM most common). If a company has experienced significant growth over that time period, the stock will appear over-valued with the P/E ratio when that might not necessarily be the case. For companies with high earnings growth, it is recommended to use the PEG ratio to determine if the stock’s value is appropriate as opposed to the standard P/E ratio. The PEG ratio calculation = Price/Earnings ratio / Annual EPS growth. Similar to the P/E ratio, the lower the PEG ratio, the more undervalued the stock. The higher the PEG ratio, the more over-valued the stock.
Profit Margin: this represents the Net Income divided by Net sales of a company. This is the standard metric for determining how profitable a company is as a percentage of their total revenue. The profit margin gives a percentage answer that can be directly correlated to $1. If a company has a profit margin of 10%, then that company is making 10% X $1 = $0.10 for every dollar of net sales.
Receivables turnover: demonstrates the speed the company is collecting cash for sales. The output is a number that represents the number of times in a year that the total receivables balance will completely turn over. Once this figure is calculated, one can determine the Days Sales Oustanding. The calculation for Receivables Turnover = Net sales / Gross receivables (add back bad debt reserve).
Days Sales Outstanding (DSO): equals the number of days on average it takes a company to collect cash from sales on credit. The calculation = 365 / Receivables Turnover. This metric is useful to analyze a company’s predicted cash flow if you subtract the Days Payables Outstanding. The goal of a company is to collect cash as quickly as possible while laying out cash as slowly as possible in order to manipulate the time value of money concept to their favor.
Payables Turnover: the number of times in a year that the company’s Accounts Payable balance will completely turn over. This is calculated as an approximation because detailed purchasing information for a company is not generally available to the public. The estimate is calculated by: [COGS + Change in Inventory] / Accounts Payable balance. If you have access to purchasing information, the calculation’s precise form is = Total Purchases / Accounts Payable balance.
Days Payables Outstanding (DPO): equals the number of days on average it takes for a company to pay its suppliers. The calculation = 365 / Payables Turnover. This figure can then be compared against the DSO for the same company to determine the effectiveness of the company’s cash management. Remember, the goal is to collect cash as quickly as possible while distributing cash as slowly as possible.
Inventory Turnover: measures how many times in a year that a company will turn over its inventory balance. The calculation = Net sales / Inventory. It is important to understand this number for cash flow purposes. The greater the inventory turnover (relative to industry averages) the better working capital management a company is demonstrating. Inventory is a cash investment, and the more inventory a company has on hand the less cash is available for other uses.
Days Inventory on Hand: is the average number of days of inventory that the company keeps. The calculation = 365 / Inventory turnover. The less inventory on hand, the better working capital management (usually).
Working Capital: equals a company’s current assets minus current liabilities. This represents how liquid a company is, or in other words, how able a company is to meet current financial obligations with current financial assets on hand.
Current Ratio: is calculated as current assets / current liabilities. This is another measure of a company’s ability to meet short term financial obligations. A current ratio of less than 1 usually indicates that the company is not financially healthy. The caveat to this is every industry is different, and in some it may be common for the companies to have current ratios of less than one.
Quick Ratio: this ratio is similar to the Current ratio except inventory is subtracted from the current asset number. Inventory has cash generation potential, however it takes time to acquire, process, sell, and collect cash associated with the sale of inventory. Some investors choose to remove inventory because it may not be turned into cash quickly enough to meet short term financial obligations. The calculation takes the following form: [Current assets - inventory] / Current liabilities.
Debt/Equity ratio: measures the degree of financial leverage a company employs to finance its assets. The calculation takes several forms depending on the philosophy of the person crunching the numbers: (A) = Total Liabilities / Total Shareholder’s Equity; (B) = [Current portion of Long term debt + Long term debt] / Total Shareholder’s Equity. I personally prefer B because it takes out current liabilities such as accrued expenses that are not really a form of debt-financing. Accounts Payable is arguable - it is technically a form of short-term debt financing, however there is not interest expense associated.
Wrap-up
The above information is meant to get you started from scratch on investing in the stock market or as a quick reference guide for an acronym or ratio you may come across that requires further explanation. Investing in the stock market is full of ups and downs, no matter how tight your analysis or how well you understand the finance side. Stock prices ultimately are a combination of financials, market potential, future expectations, and the ever-changing psychology of other investors. While no one can control for all of these factors, you can arm yourself with as much knowledge and know-how as possible to make an informed decision.
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