Plain-English Research Terms

Investing Glossary

Plain-English explanations of the terms beginners see when researching stocks.

Category

Financial Metrics

Market Cap

Market cap is the market value of a company's equity.

Why it matters: It helps frame company size, but it does not explain profitability, debt, or valuation quality by itself.

Formula

Market Cap =Share Price x Shares Outstanding

Usually shown as a total dollar value.

Financial Metrics

Revenue

Revenue is the money a company earns from selling goods or services before expenses.

Why it matters: It shows business scale and demand, but it should be read with margins and cash flow.

Financial Metrics

Revenue Growth

Revenue growth measures how much sales increased or decreased over a period.

Why it matters: It can show demand changes, but growth quality depends on profitability, cash flow, and sustainability.

Formula

Revenue Growth =Current Period Revenue - Prior Period RevenuePrior Period Revenue

Usually expressed as a percentage.

Financial Metrics

EPS

EPS means earnings per share, or profit attributed to each share of common stock.

Why it matters: It is widely used in earnings analysis, but it can be affected by one-time items and share count changes.

Formula

EPS =Net Income - Preferred DividendsWeighted Average Shares

Financial Metrics

Free Cash Flow

Free cash flow is cash left after operating cash flow and capital spending.

Why it matters: It helps show whether a company is turning business activity into usable cash.

Formula

Free Cash Flow =Operating Cash Flow - Capital Expenditures

Financial Metrics

Operating Margin

Operating margin shows operating profit as a percentage of revenue.

Why it matters: It helps explain core business profitability before interest and taxes.

Formula

Operating Margin =Operating IncomeRevenue

Usually expressed as a percentage.

Financial Metrics

Gross Margin

Gross margin shows how much revenue remains after direct costs of goods or services.

Why it matters: It helps show pricing power, product cost structure, and production efficiency.

Formula

Gross Margin =Revenue - Cost of RevenueRevenue

Financial Metrics

Net Income

Net income is accounting profit after expenses, interest, taxes, and other items.

Why it matters: It is the bottom-line profit figure, but it should be compared with cash flow.

Financial Metrics

EBITDA

EBITDA means earnings before interest, taxes, depreciation, and amortization.

Why it matters: It can help compare operating performance, but it excludes real costs and should not replace cash flow.

Financial Metrics

Debt-to-Equity

Debt-to-equity compares a company's debt with shareholders' equity.

Why it matters: It helps frame leverage and balance sheet risk.

Formula

Debt-to-Equity =Total DebtShareholders' Equity

Financial Metrics

Return on Equity

Return on equity compares net income with shareholders' equity.

Why it matters: It can show profitability relative to equity, but leverage can influence the result.

Formula

Return on Equity =Net IncomeShareholders' Equity

Valuation

P/E Ratio

The P/E ratio compares a company's share price with earnings per share.

Why it matters: It is a common valuation metric, but it needs growth, margins, debt, and risk context.

Formula

P/E Ratio =Share PriceEarnings Per Share

Valuation

Price-to-Sales Ratio

Price-to-sales compares company market value with revenue.

Why it matters: It can be useful when earnings are low or negative, but it does not show profitability.

Formula

Price-to-Sales =Market CapRevenue

Financial Metrics

Current Ratio

The current ratio compares current assets with current liabilities.

Why it matters: It helps frame short-term liquidity, though industry context matters.

Formula

Current Ratio =Current AssetsCurrent Liabilities

Financial Metrics

Cash Flow from Operations

Cash flow from operations shows cash generated or used by the core business.

Why it matters: It helps test whether reported earnings are supported by cash generation.

SEC Filings

10-K

A 10-K is an annual report filed by a public company with the SEC.

Why it matters: It gives a broad annual view of the business, financial statements, risks, and management discussion.

SEC Filings

10-Q

A 10-Q is a quarterly report filed by a public company with the SEC.

Why it matters: It updates investors on recent financial results and changes between annual reports.

SEC Filings

MD&A

MD&A means Management's Discussion and Analysis.

Why it matters: It explains management's view of results, trends, liquidity, and business changes.

SEC Filings

Risk Factors

Risk factors are company-disclosed issues that could materially affect the business.

Why it matters: They help identify what could challenge the company, but they are not predictions.

SEC Filings

Annual Report

An annual report is a yearly company report, often connected with the 10-K filing.

Why it matters: It helps users review a full year of business performance and disclosures.

SEC Filings

Quarterly Report

A quarterly report updates company performance during the year.

Why it matters: It can show what changed since the annual report.

SEC Filings

Segment Reporting

Segment reporting breaks a company into operating units or business lines.

Why it matters: It can show which parts of the company drive revenue, profit, or risk.

SEC Filings

Legal Proceedings

Legal proceedings describe material legal or regulatory matters involving the company.

Why it matters: They can provide context about disputes, compliance issues, or potential costs.

SEC Filings

Forward-Looking Statements

Forward-looking statements describe expectations about future events or performance.

Why it matters: They are not guarantees and should be read with assumptions and risk factors.

Risk Analysis

Business Risk

Business risk is the possibility that company operations, demand, or strategy may not perform as expected.

Why it matters: It helps users understand what could affect the core business model.

Risk Analysis

Financial Risk

Financial risk relates to debt, cash flow, liquidity, financing, or balance sheet pressure.

Why it matters: It helps frame whether the company has financial flexibility.

Risk Analysis

Competitive Risk

Competitive risk is the chance that rivals, substitutes, or pricing pressure hurt the business.

Why it matters: It can affect growth, margins, and market position.

Risk Analysis

Regulatory Risk

Regulatory risk comes from rules, oversight, approvals, or compliance obligations.

Why it matters: It can affect costs, operations, products, and timing.

Risk Analysis

Customer Concentration

Customer concentration means a company depends heavily on a small number of customers.

Why it matters: Losing or reducing business with a key customer can affect revenue and operations.

Risk Analysis

Margin Pressure

Margin pressure means costs, pricing, or mix changes are reducing profitability.

Why it matters: It can show that revenue growth is becoming less profitable.

Risk Analysis

Liquidity Risk

Liquidity risk is the risk that a company may not have enough cash or financing flexibility.

Why it matters: It matters when debt, operations, or investment needs require cash.

Risk Analysis

Execution Risk

Execution risk is the risk that management cannot carry out a plan as expected.

Why it matters: It often appears during product launches, integrations, turnarounds, or expansion plans.

Stock Research

Bull Case

A bull case is the positive research argument for a company.

Why it matters: It helps identify what could support a favorable business view without making a recommendation.

Stock Research

Bear Case

A bear case is the cautious or negative research argument for a company.

Why it matters: It helps identify what could challenge the business or expectations.

Stock Research

Watchlist

A watchlist is a saved list of companies to research or monitor.

Why it matters: It helps organize research without implying any action.

Stock Research

Stock Thesis

A stock thesis is a structured research view about what matters for a company.

Why it matters: It makes assumptions, risks, and open questions easier to review.

Stock Research

Earnings Report

An earnings report is a company update about recent financial results.

Why it matters: It can show changes in revenue, earnings, margins, guidance, and management commentary.

Stock Research

Guidance

Guidance is management's outlook for future financial or business performance.

Why it matters: It frames expectations, but it is not a guarantee.

Valuation

Valuation

Valuation is the process of comparing a company's price with business fundamentals.

Why it matters: It helps put expectations in context, but no single valuation metric tells the full story.

Stock Research

Moat

A moat is a durable advantage that may help a company defend its business.

Why it matters: It can affect margins, customer retention, and competitive position.

Stock Research

Catalyst

A catalyst is an event or development that could change how the market views a company.

Why it matters: It helps users understand what events may affect attention or expectations.

Stock Research

Drawdown

A drawdown is a decline from a prior high to a lower value.

Why it matters: It helps describe downside movement, but it does not explain business quality by itself.

stokr provides informational research tools only and does not provide financial advice.