Friday 23 April 2010

How much should you pay for a business? Valuing a company (5)

Balanced Scoreboard

As already mentioned, there are often non-financial considerations to valuing a company. A scoreboard that balances financial and non-financial measures can be used to help manage a company and also help us value one. Non-financial measures might include:
  • Health, safety and environment - many companies have policies relating to these factors and would seek an acquisition that might enhance their position in these areas. This could include accident rates, environmental impact and energy usage.
  • Production measures - these will vary from one industry to another but might include production efficiencies, output per worker, waste levels and how up to date the production processes are.
  • Intellectual property - the potential value of patents, trademarks and brands.
  • Employees - the skills, motivation, satisfaction levels, productivity and loyalty of the people who work in the company.
  • Marketing - geographical coverage, customer satisfaction and loyalty, market share and potential fit with existing activities have a value that can be different for different purchasers. The outlook for future growth might lead to an expectation of a better performance in the future, as could the rate of product and process innovation, and percentage of sales from new products.
  • Strategic fit - difficult to quantify, and used to justify high acquisition costs! Companies will also claim to be able to gain synergies and cost savings through merging the two organisations.

How much should you pay for a business? Valuing a company (4)

Market capitalisation

The value of a company can be ascertained by multiplying the number of issued shares by the current share price. This is known as market capitalisation.

A case for asset stripping? 
  • The concept of asset stripping is to buy out a company's shares for less than the value of the assets and then to sell these at a profit. 
  • This is why company directors get worried when their share price falls too low!


Also read:

Valuing a company (1)

How much should you pay for a business? Valuing a company (3)

Multipliers

Another simple approach is to use a multiplier to calculate a company's value. These multipliers will vary for different industries. One way of deciding what figure to pick for a multiplier is to analyse previous company takeovers within that sector, examining what was paid for these businesses compared to their sales or profit levels.

Caution must be taken in ensuring that the level of sales or profits in the accounting period being analysed is sustainable and does not contain one-off or abnormal conditions.

Sales multiplier

The sales multiplier uses a multiple of sales to assign a value to that company.
  • This could be less than or greater than 1, depending on expectations for future growth. 
  • Sales multipliers are particularly popular in start-up companies that are not yet profitable (eg. dot.com companies).

Profit multiplier
In the case of the profit multiplier, the multiplier used tends to be greater than 1 and will be based on 
  • how many years' future profit are to be factored into the value of a business as well as 
  • expectations for future profit growth.
So if a profit multiplier is 10 was used you might expect a 10% return for the next 10 years, with no change in business conditions to pay for this investment.



Also read:

Valuing a company (1)

How much should you pay for a business? Valuing a company (2)

Asset value

An obvious starting point for valuing a company is to look at the asset base of that organisation. On this basis the company would be worth its net asset value. There are some limitations to this approach:

Book value - Accountants usually value fixed assets at what they cost, depreciated to reflect the reducing value as items are worn out in use. Book value may not be an accurate reflection of the real value.

  • This can apply when land and buildings were bought some time ago, and have grown in value; or 
  • if the value of these assets has reduced significantly since purchase, due to new technologies. 
  • There may also be a factor that has previously been ignored, such as environmental issues. Disposal or land remediation costs could wipe out any asset value.


Normally a company will have a fixed asset register that lists all its assets, and the current depreciated book value of those assets. A similar register might also exist for its other assets.

Working capital - Again, we must understand whether these items are accurately stated.

  • Stock (inventory) is usually valued by accountants at what it cost. This may be far more than we can sell it for, especially if it is out of date. 
  •  Debtors (receivables) is money owed to us by customers. How much of this might be bad debt (i.e. invoices that may never get paid)? 
  •  Creditors (payables) is money we owe our suppliers. How much has our company avoided paying to improve its cash flow?


Intangible assets - This can take the form of

  • goodwill (the difference between what we pay for an acquisition and what the assets are valued at) or 
  • capitalised costs (such as research or start-up costs).
As there are no physical assets to underwrite these, the net assets may be overstated if these elements are high.

Investments - There might be some investments in other companies, which accountants will value at what was paid for them, rather than their realisable value in the market.

Unstated assets - Accountants usually put no value in the books on such things as people, brands, intellectual property, market position, forward order book etc. This means that the net asset figure alone might seriously understate the company value. This can apply especially in service-based businesses that have few tangible assets.



Also read:

Valuing a company (1)

How much should you pay for a business? Valuing a company (1)

How should we put a value on what a company is worth? 

There is only one accurate answer to this question - whatever someone is prepared to pay! In evaluating 'worth' we must consider a number of alternatives.

Though we often look at financial measures, we must never forget the non-financial measures too. These factors can far outweigh any financial appraisal, as it is only based on a company's past track record rather than its future potential.

When putting a value on a company, always consider more than one measure, to allow a 'reality check' on the methods being used.


Also read:


Valuing a company (1)

How much should you pay for a business? Valuing a company

How should we put a value on what a company is worth?  There is only one accurate answer to this question - whatever someone is prepared to pay!  In evaluating 'worth' we must consider a number of alternatives.

Though we often look at financial measures, we must never forget the non-financial measures too.  These factors can far outweigh any financial appraisal, as it is only based on a company's past track record rather than its future potential.

When putting a value on a company, always consider more than one measure, to allow a 'reality check' on the methods being used.

Asset value

An obvious starting point for valuing a company is to look at the asset base of that organisation.  On this basis the company would be worth its net asset value.  There are some limitations to this approach:

Book value -  Accountants usually value fixed assets at what they cost, depreciated to reflect the reducing value as items are worn out in use.  Book value may not be an accurate reflection of the real value.  This can apply when land and buildings were bought some time ago, and have grown in value; or if the value of these assets has reduced significantly since purchase, due to new technologies.  There may also be a factor that has previously been ignored, such as environmental issues.  Disposal or land remediation costs could wipe out any asset value.

Normally a company will have a fixed asset register that lists all its assets, and the current depreciated book value of those assets.  A similar register might also exist for its other assets.

Working capital -  Again, we must understand whether these items are accurately stated.  Stock (inventory) is usually valued by accountants at what it cost.  This may be far more than we can sell it for, especially if it is out of date.  Debtors (receivables) is money owed to us by customers.  How much of this might be bad debt (i.e. invoices that may never get paid)?  Creditors (payables) is money we owe our suppliers.  How much has our company avoided paying to improve its cash flow?

Intangible assets - This can take the form of goodwill (the difference between what we pay for an acquisition and what the assets are valued at) or capitalised costs (such as research or start-up costs).  As there are no physical assets to underwrite these, the net assets may be overstated if these elements are high.

Investments -  There might be some investments in other companies, which accountants will value at what was paid for them, rather than their realisable value in the market.

Unstated assets - Accountants usually put no value in the books on such things as people, brands, intellectual property, market position, forward order book etc.  This means that the net asset figure alone might seriously understate the company value.  This can apply especially in service-based businesses that have few tangible assets.

Multipliers

Another simple approach is to use a multiplier to calculate a company's value.  These multipliers will vary for different industries.  One way of deciding what figure to pick for a multiplier is to analyse previous company takeovers within that sector, examining what was paid for these businesses compared to their sales or profit levels.

Caution must be taken in ensuring that the level of sales or profits in the accounting period being analysed is sustainable and does not contain one-off or abnormal conditions.

Sales multiplier

The sales multiplier uses a multiple of sales to assign a value to that company.  This could be less than or greater than 1, depending on expectations for future growth.  Sales multipliers are particularly popular in start-up companies that are not yet profitable (eg. dot.com companies).

Profit multiplier

In the case of the profit multiplier, the multiplier used tends to be greater than 1 and will be based on how many years' future profit are to be factored into the value of a business as well as expectations for future profit growth.

So if a profit multiplier is 10 was used you might expect a 10% return for the next 10 years, with no change in business conditions to pay for this investment.

Market capitalisation

The value of a company can be ascertained by multiplying the number of issued shares by the current share price.  This is known as market capitalisation.

A case for asset stripping?  The concept of asset stripping is to buy out a company's shares for less than the value of the assets and then to sell these at a profit.  This is why company directors get worried when their share price falls too low!


Balanced Scoreboard

As already mentioned, there are often non-financial considerations to valuing a company.  A scoreboard that balances financial and non-financial measures can be used to help manage a company and also help us value one.  Non-financial measures might include:

Health, safety and environment - many companies have policies relating to these factors and would seek an acquisition that might enhance their position in these areas.  This could include accident rates, environmental impact and energy usage.

Production measures - these will vary from one industry to another but might include production efficiencies, output per worker, waste levels and how up to date the production processes are.

Intellectual property - the potential value of patents, trademarks and brands.

Employees - the skills, motivation, satisfaction levels, productivity and loyalty of the people who work in the company.

Marketing - geographical coverage, customer satisfaction and loyalty, market share and potential fit with existing activities have a value that can be different for different purchasers.  The outlook for future growth might lead to an expectation of a better performance in the future, as could the rate of product and process innovation, and percentage of sales from new products.

Strategic fit - difficult to quantify, and used to justify high acquisition costs!  Companies will also claim to be able to gain synergies and cost savings through merging the two organisations.

Cash flows

When considering purchasing a company, another way to value the business is to examine what cash it will generate over a period of time.  This can be in straight cash terms not taking into account inflation, price erosion etc.  You may also wish to apply discounted cash flow principles to arrive at a net present value (NPV) for the company, or even an internal rate of return (IRR) on the purchase.

Perhaps the most useful way to value it is to estimate the economic benefits that the business will generate in the next few years and then apply the NPV process to them.  All valuations based on forecast figures are essentially educated guesses, but this analysis is likely to pinpoint the best opportunity for creating value, if the forecasts turn into reality.



Also read:

Valuing a company (1)

A quick look at QL (22.4.2010)

QL Resources Bhd Company

Business Description:
QL Resources Bhd. The Group's principal activities are distributing animal feed raw materials and food related products and involving in livestock farming. Other activities include deep sea fishing and frozen food processor in Peninsular East Coast and Sabah, manufacture and sale of fishmeal, Surimi (fish paste) and Surimi-based products, as well as crude palm oil milling and oil palm cultivations. It is also involved in providing management services and operating as an investment holding company. The Group owns two independent CPO mills, which include 3,000 acres mature oil palm plantation around Tawau (Sabah) and 30,000 acres of oil palm plantation in Eastern Kalimantan, Indonesia. As at June 2009, the Group produces 2.1 million poultry eggs per day and planted 13,000 acres of oil palms. The Group operates predominantly in Malaysia.

Wright Quality Rating: DBA1 Rating Explanations


Stock Performance Chart for QL Resources Bhd













A quick look at QL (22.4.2010)
http://spreadsheets.google.com/pub?key=tAbsXJFFkFhyH8UpFrR-Gpw&output=html


Comment:
Insiders have been regularly acquiring shares in this company.  The company has also been buying back its own shares regularly.

Thursday 22 April 2010

Understanding The Intricacies Of Price–Earnings Ratio

By Ernest Lim

Readers may be surprised why I am writing an article on price-earnings (PE) ratio, as it is one of the oldest and widely known ratios around. They are often quoted by analysts, stock brokers and readers. Most people know how to calculate a PE ratio and they know that a low PE signifies that the stock is cheap and vice versa. However, is this really the case? Should one buy a low PE stock over an average PE stock? Or should we consider other factors? These are the intricacies, which I will explore in this article.

What is PE ratio?
PE ratio means how many times current year’s earnings1 that investors are willing to pay for the company stock. For example, according to my estimates, China Gaoxian FY10F PE is only around 3.0x. This means that investors are only willing to pay about 3x Gaoxian’s current year earnings (i.e. FY10F earnings) for Gaoxian stock. In other words, it reflects the confidence that investors have in the stock. Is this a sure signal that Gaoxian is undervalued? I will discuss more on low PE stocks in the paragraphs below.

PE ratio – how to calculate?

For readers who are unaware on how to calculate PE ratios, I have listed two usual ways below to calculate them.
  • Market price of the company (i.e. market capitalization) / net income of the company; or
  • Price per share of the company / earnings per share of the company

Interpretation of PE ratio

The PE ratio is meaningless by itself. We have to examine it using the following two common techniques.

Comparison with industry

We can either compare the PE ratio against that of individual companies, or against an average PE of firms in similar industry. There are two general points to note. Firstly, if the company is trading at a lower PE than its peers, it is cheaper than its peers. Secondly, different industries have different PE ratios. This is because some industries either experience higher growth rates, or stable growth rates with lower risk, thus they are able to sport higher PE ratios.

Comparison with time

The company’s PE ratio is compared against a three, or five, or a ten year time period to determine whether it is priced cheaply against its historical valuations. We should be cognizant not to use a period which is too short (i.e. < 3 years) as it may not have captured the entire business cycle of the company. Furthermore, the PE ratio may be affected by extreme events. For example, the PE ratios of most companies slumped to single digit levels between 2008 and 2009.

However, if we were to compare the ratio against a fifteen year data, it may be too long. The industry dynamics or the company’s fundamentals may have evolved over time. In my opinion, I will use either a five or ten year time period.

Reasons for a low PE

Oftentimes, I hear readers express disbelief on stocks which have extremely low PE ratios. There may be several reasons why a stock has a low PE ratio. Below are some of the reasons.

Growth – an important component

A stock with low or zero expected growth in its future earnings per share is unlikely to be ascribed a high PE ratio. Thus, PE ratios should be complemented with another ratio called “Price earnings to growth ratio”

(PEG). This is calculated in the manner below:
PEG = PE / growth rate in annual earnings per share

Generally,
If PEG ratio < 1, company is undervalued.
If PEG ratio > 1, company is overvalued.

Therefore, besides looking at PE ratio, one has to take into account of the company’s growth rate to determine whether the company with the low PE is justified.

Incompetent or dishonest management

Firstly, I believe most readers would agree that the quality of the management is critical to the long term viability of the company. If management is incompetent, it is very difficult for the company to consistently generate an above average return on equity. It is more likely that over the long term, the incompetent management may have destroyed shareholder’s value. Thus, it is justified for the stock with poor management to have a low PE ratio.

Secondly, a company which has, or just had accounting irregularities before will command a lower PE ratio. This is because investors would have doubts on its financial figures (e.g. earnings), and consequently give a lower PE ratio to the stock.

Poor communication with shareholders

Usually, an outstanding company may have a low PE, simply because investors do not understand the company well. This is due to inadequate communication between the management and the shareholders. Some companies’ management may view that it is sufficient just by doing their business well and they are unlikely to spend additional time to engage with the shareholders and the investment community. Some management may believe that value speaks for itself. However, for listed firms, it is unlikely that pure devotion to work can deliver outstanding stock returns and high PE ratios for the firms. This is because if shareholders and the investment community do not understand the companies, it is difficult for them to feel confident on the companies’ earnings and prospects, and this will affect the PE ratios that the companies can command.

Temporary downturn in the company or industry

A company may have experienced one or two quarters which is poorer than analysts’ estimates and investors may punish the share price, sending its PE to a figure which is lower than its peers. For this company, it would be good to do some detailed fundamental analysis to ascertain whether this sub par performance is permanent or temporary. If the company has just hit some temporary obstacles, which resulted in posting poorer than expected results, then it may be good to start to accumulate the stock if investors believe that the company can turn around soon.

Separately, a great company may have a low PE in an industry which is facing lackluster growth rates. This is because investors (rightfully) believe that it is generally difficult for a company to post above average earnings growth rate in a poor industry. However, there is one exception to this. If the company, such as China Gaoxian, is sporting a low PE ratio in an industry, which is starting to rebound from the trough, it may be a good idea to accumulate in this company.

PE ratio – May be subject to manipulation

Readers should be aware that PE ratio is a function of price and earnings. Earnings are based on accounting principles and thus the choice of accounting principles would have an impact on the earnings. For example, given the same assets, net income for company A will change depending on whether he uses a straight line depreciation for its assets or a double declining balance method. Thus, the quality of the PE ratio is dependent on the quality of earnings.

Conclusion

Although the PE ratio is one of the most widely known ratios around, it is pertinent for readers to understand the intricacies in the application of the PE ratio. By doing so, the PE ratio will become another effective tool in the investors’ armoury in finding good investment opportunities.

1 It depends on the type of earnings used in calculating the PE ratio. It can be historical, or current, or future earnings. In my example, I have used China Gaoxian’s FY10F earnings per share, thus the earnings used is current year’s earnings.


Ernest Lim currently works as an assistant treasury and investment manager. Prior to this role, he was with Legacy Capital Group Pte Ltd, a boutique asset management and private equity firm, as an investment manager since 2006. He received a Bachelor of Accountancy (Honours) from Nanyang Technological University in 2005. He is a Chartered Financial Analyst, as well as, a Certified Public Accountant Singapore. He is currently taking a short break before embarking on a new role.

http://www.sharesinv.com/articles/2010/04/16/intricacies-of-pe-ratio/ 


Comment:  An excellent article on PE

Your investment goals determine which stocks to include in your portfolio

The investment goals you have established are another important ingredient in determining which stocks to include in your portfolio.

  • If your investment goals are primarily long-term in nature, you should build a stock portfolio that is best able to meet these long-term goals.  Choose the stocks of companies that have good long-term growth prospects.  
  • If your main investment goal is to enjoy a stable source of current income, you should own stocks that pay liberal but secure dividends.  


Keep in mind that constructing a portfolio of stocks that meets your investment goals does not lessen the need to maintain a diversified portfolio.

Risk of Loss Caused by Infrequent Trading

Investment assets that are seldom traded may be difficult to sell unless you are willing to offer a price concession to attract a buyer.  It is especially difficult to obtain a fair price when you are in a hurry to sell an asset that has little trading activity.

Many stocks are actively traded and offer excellent liquidity to a seller; even when it it necessary to sell the stocks immediately.  At the opposite end of the liquidity scale, some stocks in which limited trading occurs may be difficult to sell on short notice unless you are willing to accept a price that is substantially lower than would be received in an active market.

The ownership of inactive stocks is not a great concern if you are investing for the long term.  The common stocks of relatively small, little-known companies frequently offer an opportunity to earn large capital gains.  Unfortunately infrequent trading caused by a current lack of investor interest means that you may have difficulty disposing of the stock at a reasonable price on very short notice.

  • If you are investing to achieve short- or intermediate-term goals and expect that you will have to sell your stocks in the not-too-distant future, owning stocks that don't have an active secondary market is a risky investment choice.  
  • You can avoid this risk by limiting your selections to stocks that are actively traded on one of the organized exchanges or in the over-the-counter market.

Risk of Loss Caused by a Company's Indebtedness

Companies that choose to finance a large proportion of their assets with borrowed money face an increased risk of being unable to meet their financial obligations.  The greater a company's reliance on debt, the more likely that the company will be unable to service the required interest and principal payments that come from debt.  A large amount of debt also tends to produce large variations in a firm's net income, which places the stockholder in a riskier position because it is more difficult to forecast earnings and dividends.

A company that relies mostly on earnings and owner contributions to pay for new assets has few fixed financial expenses to meet and is likely to be able to continue to meet its financial obligations when it encounters difficult economic conditions.

  • A business with a substantial amount of debt is likely to encounter difficulties when revenues decrease.  
  • Difficulties may also arise when revenues increase more slowly than the firm's management expected at the time the funds were borrowed.


If being in debt is so risky, why do most companies so readily employ this method of financing?  

  • The answer is that debt allows a company to acquire more assets and grow more rapidly than would reliance solely on earnings and stockholders' contributions.  
  • A company that conscientiously avoids borrowing money may have to delay its expansion plans because of the limited funds available to pay for new assets.  
  • Delayed expansion may allow the firm's competitors to gain an advantage by reaching new markets or developing new products first.  
  • A delay in expansion plans may also keep a firm from being among the first in its industry to reach a cost-efficient size.


Borrowing money rather than issuing additional shares of stock permits a business to expand without having to share control and profits with additional owners.  The firm also saves on future dividend payments.

  • A firm that borrows $500,000 avoids having to sell thousands of additional shares of common stock on which dividends are likely to be paid in the future even if no dividends are currently being paid.  
  • In addition, while dividend payments to stockholders must be paid from after-tax income, interest paid on debt is permitted as a deduction in calculating taxable income.  
  • In other words, the interest expense from borrowing results in a tax benefit for the borrower.


Another potential advantage of borrowing is that debt financing will allow a company that experiences favourable business conditions to earn a higher return on the stockholders' investment.

  • A decision to seek a long-term loan at a fixed rate of interest can prove to be a very wise decision if a company's productivity and revenues grow.  The fixed interest expense means that a substantial proportion of revenue growth is likely to flow down as profits for the stockholders.

The Risks of owning Common Stocks

The risk of investing is directly related to the uncertainty of the rate of return that you will earn.  The less certain the return, the greater the risk.  

The risk of an investment is especially great when there is a possibility that a large negative return (that is, a substantial loss) can result.  

Thus, common stocks are more risky than bonds, and bonds are more risky than savings accounts.  Insured certificates of deposit and U.S. Treasury bills, are considered to be virtually risk free because of the certainty of how much money will be received and when the receipt will occur.

Common stocks can be very risky investments to own for a number of reasons.  

1.  Nearly all common stocks subject investors to substantial uncertainty regarding the rate of return that will be earned.  Stock prices are extremely volatile, and it is not unusual for the market price of a common stock to move upward or downward by 30% or more during a year.

You might make the argument that you haven't actually lost 30% if you don't sell at the low price, but what if it goes lower?  In any case, for example, you paid $50 for an investment that is now worth only $35.  This represents a loss of your wealth regardless of whether you sell or keep the stock.

2.  The flow of dividend income from common stocks is often difficult to forecast because, unlike a bondholder's promised interest payments that are a legal obligation of the issuer, a company's board of directors must vote to approve dividend payments to the firm's stockholders.  In other words, common stockholders have no legal right to receive dividend payments.

  • The directors of a company that encounters financial difficulties may decide to reduce or even eliminate dividend payments to stockholders.  
  • Directors of a company may also decide to revise a firm's direction and reduce the dividend in order to increase the amount of money that is available for expansion.  
  • Even the directors of a successful company may not increase the dividends as much as investors expect.  
  • What a company may pay in dividends is much easier to estimate accurately in the near term than the long term, because it is difficult to forecast the business conditions a firm will face several years in the future.  New competition, new products, changing consumer preferences, and an uncertain economy all serve to make it difficult to forecast future corporate profits and dividends.


3.  A variety of factors can affect the return you will earn from holding shares of common stocks.

  • Unexpected inflation, rising interest rates, and deteriorating economic conditions can each be expected to have a negative impact on most common stock values.  
  • In addition, the shares of small, little-known companies may be difficult to sell without accepting a large price penalty.  
As investors discovered during the stock market meltdown of 2008, risk is an important issue to consider if you plan to invest in common stock.

A quick look at MYEG (22.4.2010)

My E.G. Services BHD Company

Business Description:
My E.G. Services BHD. The Group's principal activities are developing and implementing Electronic Government Services project and providing other related services. It also operates as an investment holding company. Operations are carried out wholly in Malaysia.

Stock Performance Chart for My E.G. Services BHD

Wright Quality Rating: LBNN Rating Explanations





A quick look at MYEG (22.4.2010)
http://spreadsheets.google.com/pub?key=tdVSwe6o2iz4DJ2U8bjPxqg&output=html


More details:

MY E.G. SERVICES BERHAD
STATUS : ACTIVE
COUNTRY Malaysia
SIC CODE CMP PROCESSING,DATA PREP SVC (7374)
10TH FLOOR MENARA HAP SENG, NO 1 & 3 JALAN P RAMLEE, KUALA LUMPUR
Tel: (60) 3 2382 4288
Fax: (60) 3 2382 4170

PROFILE BRIEF
My E. G. Services Berhad (MYEG) is principally engaged in the Electronic Government (E-Government) and Electronic Services (E-Services) industry. MYEG operates in two business divisions Government to Citizen (G2C) and Government/Enterprise Solution (GES). G2C services refers to services, such as driving theory test bookings, issuance and renewal of licenses, electronic bill payment and payment, as well as online information services, such as traffic summons checking and electronic bankruptcy or liquidation status searches. GES are non-Internet-based services, such as software and enterprise solutions, system development and maintenance, as well as services rendered at the E-Services Centers. These services are non-Internet-based and cannot be transacted by citizens independently.

DIRECTORS/ADVISORS
COB NORRAESAH BINTI HAJI MOHAMAD
CEO/MD/PRESIDENT THEAN SOON WONG
AUDITOR HORWATH

An Overview of the Stock Exchange

An Overview of the Stock Exchange

There are few words in the English language that can inspire more fear than the words, "Wall Street". Viewed as both the ultimate get-rich-quick location and a boulevard of broken dreams, "The Street" is littered with the hopes, dreams, and finances of many an unwise investor. Perhaps this is the reason that so many people are afraid to invest in the stock exchange... they like the thought of being able to invest, but too many horror stories have them falling ill at the mere thought of it.

In truth, however, the stock market is only scary if you let it be. 

Looking at the stock market (aka "Wall Street", "The New York Stock Exchange", etc.) from a logical standpoint helps to take a lot of the fear and loathing out of it. 
  • Yes, there are a lot of investors who have literally made millions overnight playing the market. 
  • There are also a much greater number of investors who have lost that much or more in the same amount of time. 
  • Right in the middle, though, is where most people end up... no great gains, no great losses, just an average portfolio that lets them put aside their invested money for months or years until they need it. 

But let's take the first thing first... what exactly is the stock market? Basically, the stock market is a marketplace like any other, but instead of buying tangible goods such as produce or supplies the investors purchase pieces of publicly-owned companies.

As a quick example, let's look at Wal-Mart. Wal-Mart is a publicly-traded company, public citizens can purchase portions of ownership in the company (also known as "shares"). Most publicly-traded companies have billions of shares or more, so most people can freely invest their money into these companies without worrying about the company running out of shares.
  • If the company does well financially, more people will want to buy those shares and the price of the shares will go up. As the price of the shares goes up, the shareholders will make money. 
  • Alternately, when the company does poorly or is wracked with scandal, then people don't want to buy it (and want to get rid of what they have) and the price will go down, sometimes drastically (think Enron.) 

Due to this fluctuation in prices depending upon the actions of the company, there is a great potential to both make and lose money without much effort.

The popular saying, "Buy low, sell high," is some of the best advice that anyone can give, if you have an opportunity to follow it.
  • When a company has potential or is doing well and is reasonably priced, it can be a good investment to buy as much as you want or can afford and hope that the prices rise
  • If a company reaches its peak or starts to perform poorly, sell off at least some of what you own for a profit, and then watch to see if prices fall.  
  • (There is another option, of course... don't sell the shares and see if the stock recovers at a later date. This can sometimes be your best option if you're investing long-term or as part of a retirement plan, but in some cases the company is unable to recover or goes out of business.)

In addition to "buy low, sell high", another common phrase in dealing with the stock market is "diversify your portfolio." Though diversifying can seem a bit confusing at first, it basically means that instead of buying all of your stocks as a single type, you should buy a variety of different stocks and bonds in a variety of different industries. That way, if one type of stock starts doing poorly (such as telecommunications companies), then you'll be leveled out by another section that's showing an increase in prices (such as biotechnology). 

Of course, there is more on the stock exchange than just publicly-traded companies. In addition to company stocks, you can also buy bonds in futures (bonds that are usually based upon perishable goods and are estimates of how well they will do at some specific future time), government bonds (kind of like savings bonds, but are based in various government programs), and indexes (based upon an average of prices for the indexed product, such as diamonds or precious metals.) Indexes and government bonds are especially useful when diversifying, as they are generally much more stable than other forms of the market.

The most important thing that you need when deciding to invest is a little bit of common sense.
  • If something sounds too good to be true, be wary of it; if you're looking to get rich quick, you're looking in the wrong place. 
  • Be smart, research stocks and bonds, and keep an eye on your money. 
  • Invest with long-term goals in mind, and try not to freak out when one or two of your stocks take a temporary dip. 
  • There is money to be made in the stock market, as long as you allow it to happen.

http://www.associatedcontent.com/article/2981/playing_the_stock_market.html?cat=3