When I come across an interesting company, I usually at least glance at the most common valuation multiples of the stock, as it usually doesn’t take much effort.
Then I move on to researching the company. I have quite precise criteria for what I qualify for my portfolio, so I start by using some kind of elimination method to determine if the stock is suitable for my portfolio. If it’s an unfamiliar company, I go to the company’s investor pages to find information. I pay attention to the appearance and clarity of the investor pages, even though it doesn’t have much significance. Generally, the more openly and honestly information is available on the pages and the more boring-looking the pages are without fancy pictures, the better. If the company is unknown to me, I find out about its basic business, i.e., what the company actually does. Then I read about the company’s financial goals. That is, what the company is aiming for, whether it’s growing much larger in terms of revenue or improving profitability to a certain level. This way, it’s easier to approach the company when I know what it’s striving for. If the company’s direction interests me, I check the strategy. Likewise, if I can’t quite make sense of the strategy, I usually leave it at that.
If everything has looked clean so far, I read, for example, the annual report. My clear goal is to find a company that I would happily own for 10 years. Of course, I don’t aim to see 10 years into the future, but this thought forces me to think a lot: about the company’s competitive advantages, the quality of its products, the need for demand, and the competence of its management. What is the company’s purpose, is there demand for its products/services in the future? How does the company create value for investors? I also try to research the industry a bit and get a grasp of the competitors. By thinking about the company 10 years ahead, all kinds of Finnairs and other quick-profit pursuits with high risk are left untried. Once the company has been superficially introduced, I also scroll through the latest financial statements and balance sheet as best as I can, checking if everything is roughly okay. If it looks good so far, I get to know the CEO a bit and perhaps the management in general, and how much of their own money they have invested in the company. I also check the largest owners and their potential interests in ownership as best as I can; are they at all aligned with the management in moving the company forward.
If it still looks good, I look at the valuation again. I try to approach stock valuation from many angles. From one angle, the stock may look expensive, from another, cheap. I try to use different methods to get an idea of what is baked into the stock price. I operate with the idea that I am buying the entire company. I also give weight to historical development.
If the company is followed by Inderes, this process is always easier for an average person like me. I definitely read Inderes’ reports too, but I don’t just stare at the recommendation. Last year, I bought Revenio at 20 euros on a ‘reduce’ recommendation.
(Of course, I don’t even try to examine the entire company thoroughly before the first purchase - although I probably really should, because then it would take an enormous amount of time before I could buy. It is enough for me that I know a little about the company, the industry, the situation of competitors, and the stock’s valuation, and thus the expected return, before I buy. I then research the company while owning it, simultaneously monitoring its development.)
And AT THIS point, I should have at least a small hint of what return I could get from this stock, and how that return will materialize for me; through strong growth, improved profitability, correction of valuation multiples, or something like that. If the expected return is satisfactory, then I just buy directly from the market with the buy button; I don’t really understand technical analysis, but I still glance at the price a bit before buying for some reason, even if just for formality. If the stock is in a terrible free fall, I’m unlikely to rush to buy immediately. I try to buy into an uptrend. I just wrote what came to mind, and I’m not re-reading my text a hundred times. This was just my way of scanning stocks, everyone has their own style.