As an investor, you want and need basic information to select a company whose stock will meet your investment goals. You need the fundamentals—information about a company that tells you about financial consistency and reliability, profits, dividends, property and debts, and other dollars-and-cents information.

Simple, straightforward information in a practical format is difficult to find. When you begin reading reports prepared by accountants and analysts you can lose your way easily, unless you are a financial expert yourself. If you depend on sites for information on evaluating a company's fundamentals, you find that basic information is equally difficult to locate—until now.

This site is developed for investors, not for financial experts. If you want to improve your skills at fundamental analysis, this site is for you. It leads you through researching and analyzing fundamental financial information in order to forecast profits, supply and demand, industry strength, management ability, and other factors affecting a stock's market value and growth potential.

To the extent that math is necessary to make a point in this site, we will explain the process step by step, provide examples, and walk you through the explanation. You want and need intelligent, practical advice to support your investment needs, and this site will address that need. We avoid stock market industry information controlled by analysts and accountants who express themselves in technical terms and use detailed statistical modeling to communicate with one another.

This site, developed for the nonaccountant who wants basic investment information, teaches you to master the essentials of fundamental analysis. These include studying financial statements, interpreting trends, using ratios, and making informed decisions based on tangible information. This is possible without having to take a course in high-level accounting or statistical analysis. Certainly, there is a need for technical communication among financial professionals. However, that does not address your needs as an investor. The gap in market information occurs invariably in communication, between experts who have the information and nonexperts who need the information.

Good Luck in your business.