How do you compare the sales of a company like Coca Cola against another company like JPMorgan Chase to figure out the best investment opportunity?
The question isn't sales but profits. Banks traditionally profit by making loans. Just as with a physical product, there are costs involved, income produced, and the difference between the two is gross profit. From there you can get net profit, and from there you can look at efficiency or profit per share or whatever other metric floats your boat. Or you can just  buy index funds, get average rates of return, and not have to think about it.
"It's a little unusual, but I don't think the financial terms are completely unreasonable on their face. What you describe is similar to an interest-only loan, where you make payments that only cover the interest due each month, and the entire principal is due as a single ""balloon payment"" on a specified date (in this case, the date on which the condo is sold).  Your monthly payment of $500 on a principal of $115K is equivalent to an annual interest rate of 5.22%, which at least is not completely usurious.  With a traditional mortgage you might pay a rate as low as 3%, if you had sufficient income and excellent credit - but I don't know, from what you've said, whether that's the case.  Did you make the current arrangement because you were unable to get a loan from a bank? The main difference here is that instead of the balloon payment being a fixed $115K, it's ""75% of the gross proceeds of the sale"".  If the condo eventually sells for $155K, that would be $116,250, so that's slightly advantageous to them (assuming that ""gross proceeds"" means ""before deducting commissions for either the buyers' or sellers' realtors or any other costs of the sale""), and thus slightly disadvantageous to you.  If the condo appreciates in value, that's more of a win for them and more of a relative loss for you.  But it's also possible that the value of the condo goes down, in which case this arrangement is better for you than a fixed balloon payment.  So this deal does prevent you from getting a larger share of any gains in the value of the property, but it also helps insulate you from any losses.  That's important to keep in mind. There's also the issue of needing their consent to sell.  That's potentially problematic - usually in a joint ownership scheme, either owner has the right to demand to be bought out or to force a sale.  I guess it depends on whether you think your parents would be likely to consent under reasonable circumstances, or to insist on holding the property against your best interests. It's true that you aren't building equity with this arrangement, and if you thought you were, you are mistaken or misled.  But let's compare it with other options. If you would qualify for a traditional 30-year fixed mortgage at 3%, your monthly payment would be slightly lower ($484), and you would be building some equity because your payments would reduce the principal as well as paying the interest.  But a 30-year loan builds equity very slowly at first - after 7 years you'd have only about $20,000 in principal paid down. If we assume that 5.2% represents the interest rate you'd otherwise pay based on your creditworthiness, then your monthly payment would be $631.  So compared to that, you have an extra $130 per month that you can save or invest in whatever you want - you're not forced to invest it in your house. Note that in either case you'd still be paying the condo fees, property taxes, insurance, and maintenance yourself.  So we might as well eliminate those from consideration.   It might be a good idea to find out what other options you would have - perhaps try to get an interest rate quote on a traditional mortgage from a bank, based on your income and credit history.  Then you can decide what to do, taking into account: your financial situation; how much of a monthly payment could you afford? your relationship with your parents; are they likely to be reasonable about renegotiating?  Do they in general tend to respect your wishes?  Would it harm your relationship if you tried to get out of the deal, and how important is that to you? To what extent do you actually want to pay for equity in this property? Do you really believe it's a good investment, and have evidence to support that?   Your options include: Try to renegotiate the terms of the loan from your parents Try to ""refinance"" the loan, by getting a loan from a bank and paying off some agreed-upon amount of principal to your parents Try to force the sale of the condo and move to another house, financing it some other way Consult a lawyer as to whether your agreement with your parents is legally enforceable.  For instance, do they have a lien on the property?" "Yes and no. Any great idea, excluding new technologies/discoveries, usually involves a trade-off. Good ideas taken to their extremes usually are pathological.  I've generally worked in the open communication environment Musk describes for most of my career for 25 years and I've seen where it works and where it doesn't, and what Musk's email misses is where it doesn't work. It is a good *starting point*.  For one thing, there need to be filters. A VP, Director, Senior Manager, CEO, or other higher up cannot deal with 1000 emails per day for ideas, criticisms, etc. He does mention avoiding ""chit chat"", but employees with ""good ideas"" for technology or business do not see their suggestions as ""chit chat"". Most actual *good* ideas from juniors are too low level for senior management, such as different platforms, coding methods, etc. Most ideas that senior management are needed, like company direction, organization, etc., require a sophisticated knowledge and experience of business, contracts, etc. Most of the junior ideas I've seen, including my own, were bad ideas that came from lack of experience in business.  Or take some new HR policy. Imagine the thousands of direct responses of people straight to HR on the policy. That would grind things to a halt. The whole purpose of direct managers and supervisors is to filter information down, up, and sideways so that other people can do their jobs.  You don't want to have high-value people (knowledge, experience, specialties) spending their day dealing with emails and other people's ideas. You want them providing that value to the business. So you need filters -- people who can recognize the good from the bad and pass on the bad. That could be direct managers at the employee's side, or it could be administrative help at the department's side. Either way, it's necessary to be efficient.  Then there's the problem of including all stakeholders. If you are junior and work out a solution to a problem with a junior in another problem, but in implementing it you break a whole system (which I've seen happen), you've just caused a lot of harm to the organization. Neither of you may fully understand the implications of your solution on other things. People with responsibility for those things need to be included in the discussion and take responsibility for any implementation.  I hate bureaucracy and sometimes it can be a major inefficiency and roadblock for getting simple and obvious things done. But bureaucracy can also improve efficiency and value and a lack of it can be pathological. I've seen marketing and sales people continually take engineers off of important development work in order to build demos for potential new clients, all of which failed to materialize. Why? Because the marketing and sales people were chasing *leads* for contracts without any review of the technical solution, the ideal one, what the solution to the customer needs *really* involves. What was needed to improve efficiency was a ""bureaucratic"" process that reviewed the market opportunities with the technical offerings of the company and either reject opportunities early on or plan and schedule how best to chase the leads.  In my experience, what works best in most cases is open communication but clear guidelines (a) on what is appropriate or not to go direct, (b) that the communications are about ideas only and coming up with solutions, and (c) that actions or implementations require bringing the ""chain of command"" into the loop for comment or objection before doing anything.  Complaining to management isn't usually of much value and doesn't change much. But, identifying the problem (that is part of the complaint), identifying a workable solution with stakeholders, and asking for permission via the chain of command is usually a good way to get things done without creating the problems of a free-for-all." It's great that you have gotten the itch to learn about the stock market.  There are a couple of fundamentals to understand first though. Company A has strong, growing, net earnings and minimal debt, it's trading for $100 per share.  Company B has good revenue but high costs of goods and total liabilities well in excess of total assets, it's trading for $0.10 per share.  There is no benefit to getting 10,000 shares or 10 shares for your $1,000.  Your goal is to invest in companies that have valuable products and services run by competent management teams.  Sure, the number of shares you own will dictate what percentage of the company you own, and in a number of cases, your voting power.  But even a penny stock will have a market capitalization of several million dollars so voting power isn't really a concern for your $1,000 investment.   There is a lot more in the three basic financial statements (Income Statement, Balance Sheet, Statement of Cash Flows) than revenue.  Seasoned accountants can have a hard time parsing out where money is coming from and where it's going. In general there are obvious red flags, like a fast declining cash balance against a fast growing liabilities balance or expenses exceeding revenue.  While some of these things are common among new and high growth companies, it's not the place for a new investor with a small bankroll. A micro-cap company (penny stocks are in this group) will receive rounds of financing via issuing preferred convertible shares which may include options on more shares.  For a company worth $20mm a $5mm financing round can materially change the finances of a company, and will likely dilute your holdings in common stock.  Small growth companies need new financing frequently to fund their growth strategies. Revenue went up, great... why?  Did you open another store?  Did you open another sales office?  Did the revenue increase this quarter based on substantially the same operation that existed last quarter or have you increased the capacity of your operation?  If you increased the capacity of your operation what was the cost of the increase and did revenue increase as expected?  Can you expect revenue to continue to grow at this rate or was it a one time windfall from an unusual order? Sure, there are spectacular gains to be had in penny stocks.  XYZ Pharma Research (or whatever) goes from $0.05 to $0.60 and you've turned your $1,000 in to $12,000.  This is a really unlikely event...  Buying penny stocks is akin to buying lottery tickets.  Unless you are a high ranking employee at the company capable of making decisions, or one of the investors buying the preferred shares mentioned in point 3, or are one of the insiders of a pump and dump scam on the stock, penny common stocks are not a place to invest.  One could argue that even a company insider should probably avoid buying common stock. Just to illustrate the points above, you mention: Doing some really heavy research into this stock has made me question the whole penny stock market. Based on your research what is the enterprise value of the company? What were the gross proceeds of the last financing round, how many shares were issued and were there any warrants attached? What do you perceive to be heavy research?  What background do you have in finance/accounting to give weight to your ability to perform such research? Crawl. Walk. Then run. Don't kid yourself in to thinking that since you have some level of education you understand the contracts involved in enterprise finance. He owns some giants. I'd bet Coca-Cola is his biggest cash cow.   This is a non-story. The revenue naturally follows actual value provided, as opposed to buying and selling shares with the swings of the stock market.   Buffet buys and holds, and builds and collects the revenue from his companies, that's been his core philosophy since the beginning. In order to see whether you can buy or sell some given quantity of a stock at the current bid price, you need a counterparty (a buyer) who is willing to buy the number of stocks you are wishing to offload. To see whether such a counterparty exists, you can look at the stock's order book, or level two feed. The order book shows all the people who have placed buy or sell orders, the price they are willing to pay, and the quantity they demand at that price. Here is the order book from earlier this morning for the British pharmaceutical company, GlaxoSmithKline PLC.  Let's start by looking at the left-hand blue part of the book, beneath the yellow strip. This is called the Buy side. The book is sorted with the highest price at the top, because this is the best price that a seller can presently obtain. If several buyers bid at the same price, then the oldest entry on the book takes precedence. You can see we have five buyers each willing to pay 1543.0 p (that's 1543 British pence, or £15.43) per share. Therefore the current bid price for this instrument is 1543.0. The first buyer wants 175 shares, the next, 300, and so on. The total volume that is demanded at 1543.0p is 2435 shares. This information is summarized on the yellow strip: 5 buyers, total volume of 2435, at 1543.0. These are all buyers who want to buy right now and the exchange will make the trade happen immediately if you put in a sell order for 1543.0 p or less. If you want to sell 2435 shares or fewer, you are good to go. The important thing to note is that once you sell these bidders a total of 2435 shares, then their orders are fulfilled and they will be removed from the order book. At this point, the next bidder is promoted up the book; but his price is 1542.5, 0.5 p lower than before. Absent any further changes to the order book, the bid price will decrease to 1542.5 p. This makes sense because you are selling a lot of shares so you'd expect the market price to be depressed. This information will be disseminated to the level one feed and the level one graph of the stock price will be updated. Thus if you have more than 2435 shares to sell, you cannot expect to execute your order at the bid price in one go. Of course, the more shares you are trying to get rid of, the further down the buy side you will have to go. In reality for a highly liquid stock as this, the order book receives many amendments per second and it is unlikely that your trade would make much difference. On the right hand side of the display you can see the recent trades: these are the times the trades were done (or notified to the exchange), the price of the trade, the volume and the trade type (AT means automatic trade).  GlaxoSmithKline is a highly liquid stock with many willing buyers and sellers. But some stocks are less liquid. In order to enable traders to find a counterparty at short notice, exchanges often require less liquid stocks to have market makers. A market maker places buy and sell orders simultaneously, with a spread between the two prices so that they can profit from each transaction. For instance Diurnal Group PLC has had no trades today and no quotes. It has a more complicated order book, enabling both ordinary buyers and sellers to list if they wish, but market makers are separated out at the top. Here you can see that three market makers are providing liquidity on this stock, Peel Hunt (PEEL), Numis (NUMS) and Winterflood (WINS). They have a very unpalatable spread of over 5% between their bid and offer prices. Further in each case the sum total that they are willing to trade is 3000 shares. If you have more than three thousand Dirunal Group shares to sell, you would have to wait for the market makers to come back with a new quote after you'd sold the first 3000. You are not seeing what I aim to explore.   Firstly, I am looking into whether or not CEO-charisma has any influence on consumers in their decision making process.  Secondly I want to see if their decision making process will differ between industries of certainty and industries of uncertainty.  That is why I chose a stable industry (bottled water) and an uncertain industry (computers).  In this survey I am using the Conger-Kanungo scale, which only has been used on internal analysis of the organisation so far. I want to see if the scale can be adapted to the external environment with the same results.  Edit: I just saw your second point. It does not matter who the CEO of Coke or Pepsi is. I took a hypothetical approach to reduce any bias in the survey. "Both models understand that the value of a company is the sum total of all cashflows in the future, discounted back to the present. They vary in their definition of ""cash"". The Gordon Growth model uses dividends as a proxy for cashflow, under the assumption that this is the only true cash received by shareholders. (In theory, counting cash is meaningless if there's no eventual end-game where the accumulated cash is divvied up amongst the owners.) The Gordon model is best used to value companies that have an established, reliable dividend. The company should be stable, and the payout ratio high. GG will underestimate the value of firms that consistently maintain a low payout ratio, and instead accumulate cash. There are multiple DCF models. A firm valuation measures all cash available to both equity and debt holders. A traditional equity valuation measures all cash that can be claimed by shareholders. While the latter seems most intuitive and pertinent to a shareholder, the former is very good at showing what a company can do regardless of their choice of capital structure. A small add-on to a firm valuation is the concept of EVA, or economic value add, where the return on capital (all capital -- both debt and equity) is compared to the blended cost of capital. The DCF model is more flexible (optimistic?) than the Gordon in its approach to cash. The approach can be applied to many types of companies, at every stage in their maturity, even if they don't pay a dividend. A simplistic, or single-stage DCF is similar to the Gordon. The assumption is that the company is fully mature, growing at a rate perhaps just slightly above inflation, forever. For younger companies a multi-stage DCF can be employed, where you forecast fairly confident numbers for the next 3-5 years, then 3-5 years beyond that the forecast is less certain, but assumed to be slowing growth, and a generally maturing, stabilizing company. And then the steady-state stage is tacked on to the end. You'll want to check out Professor Aswath Damodaran's website: http://pages.stern.nyu.edu/~adamodar/ . He addresses all this and so much more, and has a big pile of spreadsheets freely downloadable to get you started. I also highly recommend his book ""Investment Valuation"". It's the bible on the topic." "You're talking about money in a savings account, and avoiding the risks posed by an ongoing crisis, and avoiding risk. If you are risk-averse, and likely to need your money in the short term, you should not put your money in the stock market, even in ""safe"" stocks like P&G/Coca-Cola/etc. Even these safe stocks are at risk of wild price swings in the short- to intermediate-term, especially in the event of international crises such as major European debt defaults and the like. These stocks are suitable for long-term growth objectives, but they are not as a replacement for a savings account. Coca-Cola lost a third of its value between 2007 and 2009. (It's recovered, and is currently doing better than ever.) P&G went from $74/share to $46/share. (It's partially recovered and back at $63). On the other hand, these stocks may indeed be suitable as long-term investments to protect you against local currency inflation. And yes, they even pay dividends. If you're after this investment, a good option is probably a sector-specific exchange-traded fund, such as a consumer-staples ETF. It will likely be more diversified and safer than anything you could come up with using a list of individual stocks. You can also investigate recommendations that show up when you search for a ""defensive ETF"". If you do not wish to buy the ETF directly, you can also look at listings of the ETF's holdings. Read the prospectus for an idea of the risks associated with these funds. You can buy these funds with any brokerage that gives you access to US stock exchanges."