Nowadays it has become so easy to buy and sell stock. You can complete a trade (buy or sell) within seconds. So your mentality may be, "Why should I spend hours researching a business when I can just buy or sell stock within seconds?" In general, individuals invest their hard earned money into stocks with only minimal research into the business of the company. If you ever just sit back and think about how long and hard you had to work for that money, would you still put it into a company's stock without much due diligence? I imagine not.

Let's go through a simple real world scenario
You are going to invest in a business, say an ice cream shop. How would you go about doing this?
We will take a basic crack at it. Here is what we think you would do.

• You would find out how much money the shop makes.
• Learn about all the expenses that the business incurs.
• Find out how much debt the business has.
• See if the business is being managed efficiently.
• Analyze how attractive is the asking price for the business.

• Investing your hard earned money into a business.
• Expecting to reap future profits.

Our goal is to provide you with thorough knowledge about the company and its inner workings before you put your hard earned money into it. We want to make it easier for you to put profits into your pockets instead of the broker's.

We want to make you a smart and informed Investor.