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Article #77: Making Sales Business-to-Business

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You make the sale to a business by through selling stocks by an IPO (Initial
understanding what kind of business that Public Offering). The owner then becomes
you're dealing with. This means looking beholden to stock holders, but there is
at the operating cash flow, the free cash no faster way to raise new capital.
flow, the sales, the financing debt Companies do not occur in isolation. You
capital and financing equity capital. have to look over their industry and how
A company's operating cash flow tells us they relate to and compare to other
how its operations can finance the companies in their industry. Is the
business. Remember that available cash is company's executive's profit margin being
a key parameter. A company's free cash squeezed tighter and tighter? Or does he
flow is the operating cash flow less cash have new products that because of their
invested in capital expenditures. Another novelty can command a wide profit margin?
key parameter is how long is a company's Once you have identified the specific
cash cycle is. That is the amount of industry, you want to understand the
time from the production and investment competitors that the company faces in
in new inventory, to its sale and the that industry. The information that you
collection of the cash for that. Sales can gather from publicly traded companies
and profit margins tell us about the allows you to map several competitors to
company's ability to attract new investigate. You can look at the public
investment and their ability to expand information, and guess similar parameters
the gross amount of their sales. We want for privately owned, closely held
to see how much the company is spending companies. It is important to understand
on new business, through hiring new sales how specific companies line up in the
people and offices, and making available competitive space as well as on a
to itself necessary plant and equipment. corporate level. Are companies in that
If companies are not raising enough cash field able to have local production, or
through the operating cash flow to cover are they forced to "globalize" and get
their investments, they will have to go the cheapest price available in the
to financing. This means going into debt. world? Are they sacrificing quality in
Another way that companies can raise cash order to get the greatest quantity of
flow is to go to the capital markets cheap production?
through venture capital, or raising money






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