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Beginner's Guide to Assessing Public Equities

Beginner's Guide to Assessing Public Equities

Guide
April 5, 2025

Download step-by-step guide and/or Excel templates by clicking the file links below.

How to use files

Follow the steps below to get started.

Step 1: Get Access to Data Sources.

Step 2: Download and Open Equity Research Template Excel File

Step 3: Enter the ticker in $C$16 and name of the company in $C$17.

Tips:

  • Check QuickFS Supported Stocks for a complete list of available companies.
  • make sure the native stockhistory can find the company(if you want technical data points ie last close price, volume etc.)), if it cannot find a company, a search icon will appear in the cell, click the search icon to open company search.

No-BS Guide to Assessing Equities

Understand the Business
Identify what the company does and its market position. What’s its product or service, and does it meet a real demand? Assess pricing and customer retention. A strong competitive advantage, like unique technology or brand loyalty, signals potential.
Example: A restaurant chain with a loyal following and distinct menu has an edge over generic competitors.

Analyze the Financials
Examine revenue sources—products, subscriptions, or services—and their consistency. Look for red flags like excessive spending, legal issues, or misaligned investments. Determine what drives the stock price: fundamentals like revenue and earnings, or external factors like news and market sentiment.
Key point: Revenue matters, earnings provide clarity, but cash flow sustains operations.

Evaluate the Market and Leadership
Assess the industry’s growth potential and competitive landscape. Is the market expanding, or are rivals gaining ground? Review the management team’s track record. Strong leadership with proven success is a positive; inconsistent or erratic leadership raises concerns.
Example: A CEO with a history of chasing unrelated ventures is a risk.