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Stock Market Success for Beginners

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par Stéphan Laouadi
Linkoping University - Sweden - Bachelor in Business Administration 2008
  

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Other advices

Picking a Broker.

This strategy will recommend going with a discount broker such as Scottrade or Ameritrade, but there are many others. They have several pricing plans as well, and in order to make an intelligent choice, the investor needs to assess how he or she will invest. If he or she plans to increase his positions several times a month, some brokerages have per-month pricing plans, while other may charge $7 or $8 per trade.

Buying and Selling Strategies.

Gradually Building A Portfolio.

It's necessary to understand that not all the money you have should be dumped into investments on the first day. The reason is that at first any investor will make mistakes, and losses are sometimes inevitable. Invest in a stock or two gradually, and keep some money in your brokerage account to put into others. Besides, if you have all your money tied up in positions, then you can't buy exciting value stocks that you have recently found. It's good to keep in mind that if you miss one great opportunity, there are so many stocks that there are many other great opportunities.

Dollar Cost Averaging

In addition, you will be unable to do dollar cost averaging when you keep all your money in positions. Dollar cost averaging refers to increasing your positions in your investments that have gone down in price. In order to be able to perform this type of investing it is necessary to be absolutely sure in your companies because this involves putting more money in when the stock price goes down. This way you are able to increase your returns by averaging down the entry price of the overall position. However, this cannot work if the investor is unsure of his investments because this can lead to increasing losses.

Set Specific Targets

This strategy will assert that an investor should estimate how much he or she would like to pay for a stock, the set a limit order for that amount so that when that price hits, the broker will automatically buy the necessary shares. Therefore the investor does not have to sit in front of the computer day in and day out tracking the stock. Let your broker do all the work.

It is also necessary to set an exit strategy. This strategy proposes setting a re-evaluation point and an exit point before even investing in the stock. This means both directions. Know how low the stock will have to go for you to re-evaluate, as well as how high. For price increases, set an evaluation and target price for the stock. Estimate what price the stock has to be when you think it should be re-evaluated. If you think it's a great company, keep it and it will keep going up. But if you think it's time to sell, do it gradually. Sell only a part of your shares rather than all of them. The idea is the same as Dollar Cost Averaging, but works backwards. By making gradual sells, the investor can still get a piece of further price increases when the price reaches his target point. The same goes for price drops. Know at what price you should re-evaluate your investment and consider cutting your losses, and a price point at which you should sell to stop your losses. Sometimes it's hard to admit a mistake, but doing so can save you from losing a lot more.

Emotion and Fluctuation In The Market.

It's necessary to understand that the market will not stop fluctuating when you have money in it. In fact, it will probably seem to fluctuate more when you have money in it. It's necessary to keep a cool head and remember the reasons that you own the company and the reasons that would cause you to sell. If none of those reasons have been reached, leave it alone. The market will fluctuate, but it's important to remember that «Time helps great companies and destroys mediocre ones.»47

Tracking Performance

To track performance, several things need to be kept in mind. If your portfolio returns 4% annually, then what's the point when you can get the same rate in a bond? The return of your portfolio needs to justify the risk that you undertake. Furthermore, you must account for the capital gains taxes on the returns that you get. A discussion on taxes is well out of the scope of this paper, but it is a consideration to be made when tracking your portfolio's performance. In addition inflation is another thing to consider. How much money are you making after factoring out those factors? In addition, another factor that must be considered in gauging your performance is the fees that you pay your brokerage. If you pay $8 per trade, then it takes you $16 to enter and exit a position. These calculations need to be taken into effect when calculating portfolio return.

To track your performance with the individual stocks themselves, you can track four factors: - Stock Price 3 months Before Purchase

- Buy Price

- Sell Price

- Stock Price 3 months After Sell.

Based on these factors you can determine whether you bought too high, sold too low, and how well the Dollar Cost Averaging strategies helped you out.

47 Robert Hagstrom, The Warren Buffet Way(147)

Example

Explanation: Following is an explanation of the theory we have proposed, because we believe that seeing it in action will provide a clearer example for a beginning investor.

Stock Screener Criteria Used the 05/21/08:

ROE: 25% or more, and above industry average

PEG: Less than 1

Debt to Total Cap: 0 - 5% and below the industry average Capitalization: Mid cap, $2-10billion

Returned 4 companies, and we picked HANS because of the stability of industry, and because it's in our circle of competence.

Analysis Phase 1

#

Date

Company
Name &
Ticker

Current
Price

52 Wk
High /
Low

Market Cap

Daily $
Volume

Debt / Total
Capitalizati
on

Industry
Debt / Total
Cap

Return
On
Equity
- ROE

?

1

05/21/08

Hansen
Natural
HANS

$28.46

$68.4 /
$38

$2.7b

$5.8m

0.1% ?

54.60%

45.2%?

2

 
 
 
 
 
 
 
 
 

3

 
 
 
 
 
 
 
 
 

Analysis Phase 1

#

Industry
ROE

Insider
Ownership
%

Stock
Buyback
Plan

5yr Price
Appreciation

Current
P/E

Avg 5
Year P/E

Industry
P/E

Price to

Sales ?

1

30.90%

22

Yes

5366.00%

17.9?

23.86

19.2

2.83 ?

2

 
 
 
 
 
 
 
 

3

 
 
 
 
 
 
 
 

Analysis Phase 2

#

Ticker

Earnings Per

Share ?

Core Earnings

Per Share ?

EPS - Core
EPS

Core P/E

Net Earnings

Growth ?

Industry
Earnings
Growth

1

HANS

1.79?

$1.51

$0.28

27.46

62.7% ?

11.30%

2

 
 
 
 
 
 
 

3

 
 
 
 
 
 
 

Analysis Phase 2

#

Projected
Earnings
Growth

Quick Ratio ?

Current Ratio

?

Industry
Quick Ratio

Industry
Current Ratio

Dividend Yield

?

Sales Per Share

?

1

20.1

2.8?

4?

0.7

1.1

n/a

$9.15?

2

 
 
 
 
 
 
 

3

 
 
 
 
 
 
 

Analysis Phase 2

#

Free Cash
Flow / Share

Net Cash Flow
/ Share

Projected
High / Low

Value Line
Timeliness

Value Line
Safety

S&P Stars
Rating

S&P Fair
Value Rating

1

$1.08

$1.62

No access to value line

b

5

2

 
 
 
 
 
 
 

3

 
 
 
 
 
 
 

Analysis Phase 3

#

Ticker

Revenues to
Direct Costs

Cash Ratio

?

Gross

Margin ?

Growth Rate
Of Expenses

Growth Rate
of Revenues

Expense to
Revenue

Ratio ?

1

HANS

2.07

0.92?

51.20%

15.00%

45.90%

1.34%

2

 
 
 
 
 
 
 

3

 
 
 
 
 
 
 

Analysis Phase 3

#

Operating
Profit
Growth

Working
Capital
Turnover

Bad Debts to
Accounts

Receivable ?

Accounts
Receivable

Turnover ?

Inventory
Turnover

DCF
Valuation

Margin Of
Safety

1

4.33%

4.83%

n/a

12.10%

5.40%

$35.54

$7.08 / 27%

2

 
 
 
 
 
 
 

3

 
 
 
 
 
 
 

Company Strengths Company

Growth And / Or Value This is a value buy,

because the stock is currently undervalued by

Why Buy?

The company has an extremely small amount of debt and a huge return on equity to shareholders. It is poised better than the rest of the industry. The earnings prediction is 20% for the next five years, and DCF valuation shows a 27% margin of safety.

The company's products are made to differentiate. It owns major energy drink Monster which is a large competitor to Red Bull in the US. In addition, France will be legalizing Red Bull and other energy drinks therefore opening a new market for Monster.

Industry

a age g

Price Target

Long term hold

Increase Position Target $30

The industry outlook for this industry is neutral, projecting steady growth in companies' earnings and cash flows.

Company Challenges.

Re-Evaluation Point

Why Sell?

 

$25

 

Industry

 

If the company begins to accumulate debt, or

The industry is threatened by the higher

 

if the ROE falls below 20% we will evaluate

costs of corn, and therefore HFCS, but

 

position. Also, we will watch the prices of

because it's so competitive, companies

 

HFCS and aluminum and predictions for

price increases will be passed to

 

those. In addition, if the legal arena for

consumer because if one company has to

Stop Loss Target

energy drinks changes, this may cause us to

increase prices because of increase in raw material cost, all companies will have to do the sa me.

$23.50

re-evaluate.

In order to help a beginning investor understand our strategy, we decided to put it into action on May 21, 2008. After running the stock screener, we have picked one company which we have believed to be in our circle of competence. Hansen Natural, which produces various non-alcoholic beverages such as energy drinks and juice has a ticker of HANS. We have decided to analyze this company as an example.

In order to find our data, we have relied on the information provided by Scottrade in terms of financial statements. We have also used the Reuters Research Report and the S&P stock report made available to us by Scottrade. In addition, to gather our qualitative data, we have visited the website of Hansen Natural and looked over the most recent 10q and 10k. The purpose of this example is to show our strategy to the beginning investor and giving an example of a great company.

In the case of Hansen Natural, after we have completed the three phases of qualitative evaluation, we have been able to see several things that made it a good investment. First of all, the debt to capitalization ratio was extremely low (0.1%) and decreasing over the years, showing that the company has been decreasing its debt and using mostly equity to produce returns. In addition, the return on equity was 45.2% and higher than the average of the industry showing us that the company is squeezing every last dollar to make returns on investor capital. In addition, the company has grown over 5000% in the past 5 years. The managers and employees are confident in the future of the company even after the recent price drops because of the high percentage of insider ownership. In addition, there is a $200m buyback plan that was announced in April which means that the company plans to buy back shares which will eventually increase the price. In addition, we believe the industry outlook to be positive because of the high popularity of energy drinks in the US. We have also calculated a value per share using DCF and have came up with $35.54 and we feel comfortable with a 27% margin of safety provided to us at the current price. Of course, these are not the only factors and investor should look at, but weigh the importance of the ones we have provided him

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