- The nature of the company’s business and its history (milestones, profitability, growth profile)
- The outlook for the economy, subject industry, and competitive landscape (impacts demand)
- The financial condition of the company (use of debt)
- Analyze the past and future earnings capacity of the company
– Investing is forward looking, use history to help understand the future
- Prior transactions involving the company’s stock (indication of value)
- The ability of the company to distribute earnings (dividends)
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