Business finance is the money any business needs in order to run its operations.

Not only is finance required the moment you start up a company, but also throughout various stages of its development and growth – ensuring that there is enough money to pay your staff and for the supplies materials and equipment needed to produce the goods and services you sell.

Additional finance may also be required – often at short notice – to meet new business opportunities which might suddenly emerge and call for you to launch marketing campaigns to support a new venture, re-stock and re-equip, perhaps set up a new office in another town, or make sure your day to day cashflow is suitably balanced.

Where it comes from

So, where does that much-needed business finance come from?

In the very early days of company formation and start-up, sufficient finance might be found from your own personal resources or those of family and friends.

As the business grows and the demands for finance become more pressing, however, personal sources are likely to be exhausted and you must look elsewhere. That search may take you in one of two directions:

Equity finance

• if there is still some apparent risk in the longer-term success of your business, you might want to consider equity investment – investment made in return for a share in the ownership and decision-making of your business;

• sources of equity finance range from private investors, business angels and venture capital – but all involve your sharing ownership in your business and, with it perhaps, some loss of independence in the way that it is run;

Debt finance

• for that reason, many businesses prefer debt finance – borrowing the necessary funds and repaying the loan over an agreed period of time;

• if an especially large sum needs to be borrowed – by way of a mortgage, for the purchase of new or additional premises, for example – the loan may need to be secured against company assets and the repayment term spread over several tens of years;

• secured debt finance over a substantial term, of course, attracts a considerable amount in interest – and if the rate is variable, it may become more difficult to manage and budget for the regular repayment instalments;

• in many instances, rather less needs to be borrowed – in the range of, say, £15,000 to £100,000 – and repayments may be scheduled over the relatively short-term of between three and 12 months, so attracting a far less amount of interest;

• business finance on these terms is typically unsecured – so none of your company’s assets are at risk – and the rate of interest is usually fixed throughout the borrowing term;

• a fixed rate of interest ensures that the monthly repayments are equal and entirely predictable, allowing you to make the necessary budgetary arrangements for your expenditure with ease;

• thanks to the online systems developed by some such lenders, short-term, fixed-rate, unsecured loans may be arranged in a matter of days, with a decision in principle given by some lenders in a matter of minutes and, subject to the approval of your formal application, the requested funds transferred directly to your company bank account within just 48 hours or so.

Business finance options, therefore, are many and varied, in the form of both equity and debt finance. Depending on the amount you want to borrow and the timescale within which you want to repay it, short-term business finance in the form of a business loan may prove the way forward.

Digital crowdfunding sites have transformed fundraising in the 21^st century and have turned customers, family and friends into investors though this started much earlier – the true genius is the multitasking Mozart.  In 1793 and lacking the cash to perform three new concertos in Vienna, he made an appeal for funds and was rewarded by a ‘crowd’ of 176, each of whom received a copy of the concerto manuscripts as their prize.

However, the one problem – that has existed over the centuries – is that no matter who invests in you or how you come by your shareholders, you’ve always needed a middleman.  By default, these facilitators have controlled the fundraise, from the introductions and presentations to the length of the campaigns.  Until now. 

2019 technology offers a solution: digital is allowing start-up and scaleups to take back the reins of their rounds, with the ability to fundraise through a fully personalised platform – within an FCA regulated space. This can include an investor relations portal and the freedom to fundraise – if required or desired – all day, every day.  This means that for the first time, business owners are in charge and that changes everything. Here are four key trends that are shaping the future of fundraising.

1 ‘The death of fixed funding rounds

Traditional fundraising rounds usually last between 30 – 60 days.  However, this approach will soon be consigned to history, as the new breed of owned funding platforms enable scaleups to stay open to capital throughout their entire growth cycle, from seed to exit. 

All savvy entrepreneurs know that time is key in getting funding: finding the right investor – and vice versa, for the right investor to find the perfect deal – can be a lengthy process and opportunities can easily be missed if you’re facing a strict deadline.  Another bonus is that it allows a company to take advantage of any unexpected successes – a significant hiring, a valuable contract, an unexpected piece of publicity… anything that creates a ‘buzz’ is attractive to new investors.

A perfect example is provided by Zap&Go: BBC Click aired a feature about their superfast charging technology giving them some excellent publicity.  Through their funding platform, Envestry for Scaleups, they were able to capitalise on this by extending their funding round by six months.  They subsequently raised £500,000.

2 Investor relations – essential expertise

Investors hate being treated like an ATM.  The stories of being wined and dined during the intense windows of raising finance, only to be dropped once the money is in, are myriad.  However, if the fundraising mindset is always on, the investor relations (IR) mindset is always on, meaning that your investors are kept warm and ready to invest in your future rounds.  In order to maintain this, CMOs will need to be experts in investor relations; digital tools can help with this. By simply having a dedicated system to post regular updates to your shareholders – whether the news is good, bad or atrocious – creates an inclusive sense of community that goes far beyond just driving sales and making money.  

In particular, crowdfunded investors may well have given you their money (which can be as low as a pledge of £10) because they strongly identify with your brand and vision – these people are your biggest cheerleaders (think the Brewdog ‘Equity for Punks’ success); if you look after them, they’ll talk about it and this can will benefit everybody.  Likewise, when you’re struggling – if you actually tell them about it, they’ll be the first to offer to help.

3 increasing the international pool of investors

According to statistics released by Beauhurst, in 2017 UK scaleups received £6bn in overseas funding, with 396 deals featuring at least one foreign investor.  Trends indicate that this figure will continue to rise, with the biggest increase coming from Indian investors, up 321% from 2016. 

Gone are the days of exhausting presentations abroad and pitch video conferencing as the sole means to attract foreign investment: geography-agnostic digital platforms make it easy for entrepreneurs to fundraise beyond their own borders.  Not only do they provide a bigger pool of potential backers, they also safeguard against any political or fiscal uncertainty in the UK.  Quite simply, diverse investors from a wide range of economies, spreads – and therefore reduces – the risks.

4 Making the secondary market mainstream

Even in 2019, the investment landscape is still lacking in secondary market opportunities for early stage companies.  The primary market – companies selling directly to investors – means that an investor must have sufficient capital to lock their money in a company’s shares for however long it takes for the business to exit – an average of at least six years – before they see any returns. 

The secondary market, however, enables a shareholder to sell directly to another private party and although a few companies have started to offer this, it’s a concept that is still very much in its infancy.  However, it’s naturally very attractive to investors and digital provides the necessary tools to make it mainstream: a controlled, secure portal of reporting, agreements and accounting will allow stakeholders to communicate with each other, in turn leading to opportunities to buy and sell their shares.  We predict that this will soon become the norm.

2019 welcomes a new fundraising world where the key is control.  We believe that digital will end the dominance of the broker and hand the reins, and the control to the entrepreneur. 

ABOUT THE AUTHOR 

Scott Haughton is COO of Envestors, a fintech company that connects investors and scale-up companies.  With its fundraising platform Envestry for Scale-ups, companies get a personalised site to promote deals, raise finance and engage with their investors 24 hours a day, 365 days a year. 

Envestry has raised £100m+ for over 200 companies through its own private investor network. 

Founded in 2004, Envestors is regulated by the FCA and has offices in the UK, the Channel Islands, the UAE and strategic partners across China.

Web: https://www.envestors.co.uk/

LinkedIn: https://www.linkedin.com/company/envestors-llp/

Twitter: @EnvestorsLondon

Facebook: https://www.facebook.com/pg/envestorslondon/posts/

In recent years, equity crowdfunding has grown to become a leading form of alternative finance. Small businesses often use equity crowdfunding to bypass banks and other traditional funding sources, connecting instead with a crowd of engaged investors.

Yet, this popularity has led equity crowdfunding platforms, like Crowdcube and Seedrs, to become saturated ‒ there are now hundreds of active campaigns at any one time. And, as each campaign had to pass the platforms’ own strict due diligence process before they can get listed, you know they will have compelling propositions.

Such a large selection of strong campaigns makes it difficult to cut through the noise. So, how can small businesses compete and win over investors?

Videos should tell a story clearly, not look expensive or overly creative

Pitch videos are essential as they quickly communicate the key aspects of your pitch, get across the look and feel of your brand, and provide that important human connection.

Getting your pitch video right, however, is a much more complex task.

Knowing how important your pitch video is, it is tempting to spend a lot of money on it. Investors, however, might see the expensive animation or glossy production as a frivolous use of money for a startup.

The good news is that you can make a pitch video look great without remortgaging your house.. In fact, often the best videos are the ones that turn on the creativity rather than turn up the production value.

A good example is a company like Gunna Drinks, which is taking on the big soft drinks manufacturers primarily using its brand. Therefore, they needed to communicate the brand, first and foremost, then their key investor messages.

Combining an engaging script with some charismatic presenting and some incredible editing, Gunna produced a pitch video that was on brand, sold the investment more than the product, and gave real insight into the founding team and their personalities.

<iframe src=”https://player.vimeo.com/video/277420162″ width=”640″ height=”360″ frameborder=”0″ allow=”autoplay; fullscreen” allowfullscreen></iframe>

Action:

Consider your brand and core selling proposition. Are you big and bold or subtle and sophisticated? Are you selling a product or service? What are the key benefits or differentiators of your business?

Then consider what investors want/need to know. Is it the size of your market? A gap you’ve identified? Perhaps you have some high-profile investors?

Finally, work with a production company to pin down how you are communicating what. With this clear in your mind, it should be possible to find low-cost ways to create an eye-catching video.

Offer unique rewards that don’t cost the earth

Early crowdfunding platforms relied on contributors donating in order to receive a reward ‒ often a product the company wanted to produce, but also experiences and other unique opportunities.

While these campaigns are reserved for the likes of Kickstarter and Indiegogo, equity crowdfunding campaigns can still utilise the same principle: offer people something unique and they will contribute.

We recommend offering rewards at specific levels of contribution and making the contribution amount an odd number. For example, offering an invite to an exclusive event for those contributing £750 or more.

Entrepreneurs often feel compelled to put these perks at nice round numbers, like £500, but investors will usually contribute a round number anyway and the point of perks is to encourage slightly higher investment amounts.

One of the best things about rewards is they don’t have to cost a fortune. In fact, quite the opposite: if you spent lots of money on rewards you may put investors off with your frivolous spending.

As an example of a low-cost yet effective perk, one of our clients, NextUp Comedy, offered investors membership subscriptions to their platform as a reward, helping the company raise 123% of their target amount.

If someone invested just £100, they would save £42 on their first year’s subscription. Great savings for engaged investors but next to free for the company to offer. It’s a win-win!

And since the product is unique, there is no competition.

Action:

Consider what makes your small business unique.

Do you have an original product or service? Perhaps you are connected with some influential or famous people?

Identify your options and consider which are feasible and realistic, which investors might want, and which will cost you the least.

Ideal perks provide investors with additional value or an experience that money can’t buy.

Host an interactive investors webinar (not an event)

Investors often appreciate the opportunity to ask questions. Just take a look at the Q&A or forum section of any crowdfunding platform.

Unfortunately, written questions and answers can often be misinterpreted or can miss the point. Clarifying can then get complicated and confusing. A much better way to answer questions and address concerns is in person. The best way is to answer everyone’s questions at the same time, helping to avoid duplication and allowing investors to learn from one another.

Hosting an investor event is often one of the first ideas that come to entrepreneurs. It makes sense ‒ gather your potential investors in one place, let them meet the founders, and address any questions or concerns in a live setting.

But hold your horses.

Events are expensive to put on and require a lot of organisation. As such, you assume a lot of risk hosting an event. What if most people can’t make the date? Does a London event exclude Northern and Scottish investors? How many resources are you diverting away from other business and marketing activities to organise the event?

Even if your business allows you to organise and host a spectacular event at low cost, investors may still see it as a frivolous expense and withdraw their investment.

One company recently held a big party to celebrate hitting its crowdfunding target. As the business was involved in the events industry, the team leveraged all their personal contacts to ensure that the event cost them next to nothing. However, they did such a good job of making the event look like a lavish affair, one investor ended up cancelling their investment.

We’ve found that a well-planned webinar can achieve the same result of informing potential investors and allowing them to meet the founders. The best time to run a webinar is around the middle of your campaign. Potential investors will have had time to read your proposition and investigate the market, and you should have received over 50% of your funding target by that point.

Simply set up an Eventbrite page with a summary of the webinar content along with the date and time, then share the page with your social media followers, LinkedIn connections, personal connections, as an update on your campaign page, and anywhere else you can think of.

Action:

Plan your event at the very start of your campaign for around the middle of your campaign and publicise it using an Eventbrite (or similar) page relatively early on.

Then take note of the questions investors ask during the first half of your campaign and build the webinar to address these concerns.

Finally, make sure there is plenty of time for questions at the end of the webinar. Never make things up ‒ if you don’t know, say you’ll check and provide a more detailed answer.

Bonus tip: Record the webinar and send it out as a campaign update.

Make every pound work twice as hard with a dedicated PR campaign

Contracting a professional PR agency is likely to be one of the more expensive options on this list, but the difference it makes can be astounding. An experienced crowd-funding PR agency comes with a list of journalist contacts as well as some established relationships. Additionally, every pound spent on PR works twice as hard ‒ raising brand awareness and gaining you investors in one go ‒ getting twice as much bang for your buck.

The benefits of good PR coverage is threefold:

1. It spreads awareness of your business,
2. It positions you as an expert in your field,
3. It can help educate potential investors about your market.

Startups, early-stage and small businesses aren’t usually well-known and any ‘expertise’ is often spread across the whole team. PR coverage flips the script, positioning the founder as a thought-leader with unique insight and your company as one worth investigating.

The ‘trick’ to good PR coverage, counterintuitively perhaps, is not to make it promotional. If you mention your company is the main body of the article, it should be as an example only and the article should also contain other businesses as examples.

The reason is, journalists don’t care about your small business or that you are crowdfunding.

Most publications want to educate and inform their readership by offering expert advice and insight. Offer them some expert content for free and they’re fairly likely to publish your article. As long as you include a bio and summary of your business, you’ll end up with a nice little byline next to your article title and promotion of your business in the footer.

Perhaps this may not feel like enough to draw in investors, but trust me, it works.

Actions:

Consider what advice or expertise you could offer that’s related to your business. What might others want to know? What might they need to know in order to want to invest? Do you have a unique story you can offer?

Then pin down 2-3 articles to go out during your crowdfunding campaign. Do some research, discover some statistics to back up your claims (and reference them), and find other businesses that exemplify your claims. Write articles around 1,000 words in length around these titles, remembering to include: an author bio, a company description, social media links, and a link to your crowdfunding campaign URL. Then hire a professional PR agency to distribute them throughout your campaign.

If, during your crowdfunding campaign, you committed to all of the activities listed above, you could spend as little as £2,000 to publicise your campaign.

In our extensive experience running equity crowdfunding campaigns, that £2,000 will result in an extra 20% or so of campaign funding. Even for campaigns at the smaller end of the scale (<£150,000) that could work out to as much as £30,000 in additional investment.

A small investment in your campaign could, therefore, result in a big increase in the investment you gain!

ABOUT THE AUTHOR

John Auckland is a crowdfunding specialist and founder of TribeFirst, a global equity crowdfunding communications agency that has helped raise in excess of £17m for over 50 companies on major equity crowdfunding platforms, with a greater than 90% success rate. TribeFirst is the world’s first dedicated marketing communications agency to support equity crowdfunding campaigns and the first in the UK to provide PR and Marketing campaigns on a mainly risk/reward basis. John is also Virgin StartUp’s crowdfunding trainer and consultant, helping them to run branded workshops, webinars and programmes on crowdfunding. John is passionate about working with start-ups and sees crowdfunding as more than just raising funds; it’s an opportunity to build a loyal tribe of lifelong customers.

See: http://www.tribefirst.co.uk

Twitter: @Tribe1st

Under the day to day pressure of running your business it can be easy to put financial issues to one side.  Luckily there a now many free or very cost-effective apps that can help you automate tasks, keep track of your budgets and expenses, improve your invoicing, help you get paid and make life easier.  Here are some examples:

Stripe: Payment options

Offering your customers multiple payment options is one way to avoid delays in getting paid. The more payment options you offer, the fewer excuses your clients have for failing to pay on n.

Stripe is your one-stop-shop for everything you need to get paid. Used by millions of businesses, Stripe is secure and easy for your customers to use and allows you to accept online and in-person payments from anyone in any country.

Your outlay: Stripe charges a standard 1.4% transaction charge plus a 20p per transaction fee for European cards and 2.9% plus a 20p fee for non-European cards. There is no setup fee and you only pay for what you use.

As a freelancer or business owner it good to know you have free or at a very low-cost tools to help manage your finances easily.

Monese: Banking

Monese provides freelancers and small businesses with a UK-based bank account that can be set up quickly. It is completely mobile, so you can manage all your banking needs using the smart mobile app, especially designed to provide flexibility and easy transfers.

If you pay for your Monese account, you can use your card anywhere in the world with no fees. You can also manage your account in 10 different languages.

Your outlay: If you’re a freelancer, you can use Monese’s free account which gives access to all the features, but will charge for withdrawals from cash machines and for payments abroad. You will pay £5 to get your card delivered. There are two paid accounts costing £4.95 and £14.95. With these you’ll get a free card and will be able to access some or all those features for free. There’s also a business account which costs £9.95 a month where you get a two-in-one Monese Business and Monese Plus personal account. This means you can separate your business and personal spend with free dedicated debit cards and both can be managed from one place.

Expensify: Managing expenses

It is very easy to collect receipts and then let them pile up! However, this disorganised approach makes tracking billable expenses such an effort you might not bother or let a few costs slip through the net.

Expensify is great for people who keep adding to their pile of receipts. It offers receipt scanning, next-day reimbursement, GPS mileage tracking, and tax tracking. You can allocate costs to specific jobs, set up unlimited categories, and import your credit or debit cards so everything sits under one account. It consolidates all your expenses making them much easier to manage.

It even comes with a virtual assistant just for you: Concierge. Driven by AI, Concierge reminds you to submit receipts, review reports, and automates things for you.

Your outlay: Individual plans are £3.99 a month. Group plans start from £4 per user/month.

Solna: Smart Invoicing

Sending out your invoices sounds a simple task but it can often feel like a time-consuming admin burden.

If you want to get paid on time, smart invoicing is the best approach.  Solna is packed with smart features to protect freelancers and small businesses and makes invoicing quick and easy. 

With Solna, users can create, customise and send invoices in seconds. It also sends automatic payment reminders to those annoying late payers and lets you track every invoice until it’s in your account. Invoices also come with read receipts, so no more chasing random accounting people either, and it’ll help you get paid faster.

You can also get a better view of who you’re doing business with and make the best decisions when setting payment terms using Solna’s credit check facility. It’s an invoicing tool with brains.

Your outlay: You can sign up to Solna’s free version that provides access to invoice templates and customers’ credit scores for a limited number of customers. The paid packages give you invoice tracking, recurring invoices, advanced reporting in addition to more customers and templates.

Emma: Saving and Budgeting

To be good with your money, Emma is a handy little tool that lets you effortlessly manage your cash flow and control your budgeting.

Emma acts as your personal finance adviser by keeping track of all your spending, subscriptions, and even alerting you on any overdrafts. Emma can also help you keep track of debt repayments and it even prompts you to save money by suggesting what you can afford to save at the end of each month. Yes, it’ll spot if you’ve been buying too many flat whites!

Your outlay: Emma is free to use but users also have the option to upgrade to Emma Pro for premium features including custom categories, unlimited budgeting, and data exports

It is worth spending a little time looking into the tools that are available to you either for free or at a fairly low cost.  When your business, and personal finances, are running more smoothly you’ll be glad you did.

ABOUT THE AUTHOR

Inna Kaushan is co-founder of Solna, a smart invoicing platform powered by credit score data. Solna speeds up the invoicing and payment process for freelancers and small businesses. Through leveraged credit data that is overlaid on the platform’s invoicing and reporting functionality, users get a clear picture of their customer’s financial health and their overall exposure to risk. The system’s automated credit control functionality automatically chases overdue invoices – freeing up time and ensuring faster payment.

Web: https://solna.io/

Twitter: @solna_io 

Facebook:@Solna.io

LinkedIn: Solna

It is hard to miss the fact that the massively successful Game of Thrones is coming to an end.  If you are a fan you may be excited and also be wondering what will fill the void after the final episode.   You’ll have a view on which character will ultimately win and end up sitting on the Iron Throne, doubtless based on much discussion and analysis. 

A decision on investing in particular stocks and shares is also about anticipating who’ll be a winner.  As we watch GoT we think about the strengths and also the flaws of the key characters. In the same kind of way we can analyse and make decision on stocks and shares using three criteria: Quality, Value, and Momentum.

Here are stock picks for a some GoT favourites using the criteria:

Jon Snow

The King in the North. Jon has a lot of backing and support from the public. He has also proven he can withstand even the most unexpected of events, even if it’s just barely getting out alive. We can’t forget he is the rightful heir to the Iron Throne, however having a right to something is not the same as having it. There is a spark of innovation to be found, joining forces with the enemy of my enemy turned out to be an excellent move against the Night King’s army, but is it a cursed alliance joining forces with Daenerys?

Even with all of the blessings Jon has been given, such as coming back from the dead, he isn’t without his flaws. In terms of tactical genius, I don’t believe running out by yourself into a battlefield or sprinting to face the Night King is considered “intelligent”. While Jon has a personality that everyone loves, and has narrowly escaped death more than once, I don’t think he is the leader everyone wants him to be.

Paddy Power Betfair PLC

I can’t think of anyone that gambles more than Jon; He is so keen on taking risks he does it with his own life whenever he gets the chance. Just like Jon and Daenerys, Paddy Power and Betfair joined forces back in September 2015 and now operate as a single company. The combined force of both Paddy Power and Betfair brought them back from the jaws of death and infighting to focus on ruling. The similarities don’t end there.

Paddy Power Betfair is an excellent Quality stock, this means they have a strong balance sheet and cash to burn if they need it. While I wouldn’t consider Jon cash rich, he undoubtably has countless people he can call upon in his time of need. Likewise, Paddy Power Betfair have a lot of cash in the bank for a rainy day, making them resilient to changes in the industry or any new gambling regulations.

The value of a company is based on the current price per share today, versus how much money the company generates. The higher the value the cheaper it is to buy this company now compared to how much money they are bringing in. The idea being that the money being generated will grow into bigger profits (and returns) in the future. Paddy Power Betfair scores extremely well for Value, they bring in a lot of revenue compared to the price of the stock today, if they can convert this money into bigger profits that means better returns for investors. If you had invested in Jon before you knew about his true heritage you would be collecting the rewards today. Just like Jon investing in Paddy Power Betfair has the potential to be something more in the future, hopefully it doesn’t take a near death experience to discover that potential!

Finally, we have the Momentum of a company. Momentum looks at industry experts, like the big banks and financial institutions, and aggregates their views. Do the experts believe this company will outperform? If so, will they barely beat expectations or maybe completely exceed everyone’s wildest dreams? Paddy Power Betfair is very average in terms of their future Momentum, they are hitting or beating their targets, but we expect them to at this point. There is no wild unexpected innovation which is going to catch us off guard, the industry feels positive, but it isn’t expecting anything amazing.

Paddy Power Betfair has the potential to convert the money they make into bigger profits and bigger pay outs to shareholders; However, the industry experts don’t see that happening any time soon. Regardless what the short term holds, Paddy Power Betfair has the cash in the bank to weather any incoming storm.

Assessment

Quality Score: High

Value Score: High

Momentum Score: Low

Arya Stark

Arya Stark; if you know her name that is either very good for you or very bad. Arya is a force to reckoned with. No matter what – she keeps on going.

While Arya might not want the Iron Throne, she is capable of taking it. Taking being the key word, Arya could be a terrifying tyrant, but thankfully she is happy with her path in the world.

Arya has told both death and Ladyship “not today” – making her a powerful force that continues to influence the world around her.

Taylor Wimpey PLC

One of the largest house building companies in the UK, Taylor Wimpey is often used as a barometer for the Brexit impact. Like Arya, Taylor Wimpey is a force unlike anything else. Despite being a powerful player in the UK economy, Taylor Wimpey isn’t what you would call a household name.

Like Arya if you know the name it’s likely you are in the industry or have a vested interest. Unlike Arya who specialises in putting people to sleep permanently, Taylor Wimpey looks to maximise the housing market no matter it’s conditions.

Taylor Wimpey is no stranger to scandals or being a bit scrappy. Unlike Arya however, Taylor Wimpey has the cashflow to make its problems and challenges negligible. Regarding the Quality score Taylor Wimpey has a lot of purchasing power, but housing market regulation is prone to change, and Brexit has us all shaken, so they are keeping an eye on their war chest.

What about Value – the future potential based on what you pay today? Arya has incredible potential, but do you trust her to act on it? Taylor Wimpey also scores extremely well for Value; the company generates a lot of income compared to its current share price. If it can convert the incoming revenue into higher margins the results will be impressive.

Looking at the Momentum, the industry experts seem to agree. Not only is there a lot of potential upside in the future but it will happen sooner rather than later. Once the Brexit air clears it will be back to business as usual, and just like Arya, Taylor Wimpey will show up ready to fight.

Across the board a promising outlook, however starting from such a strong position means it’s tough to exceed expectations. Hopefully Taylor Wimpey has a few more tricks up it sleeves than Arya does.

Assessment

Quality Score: High

Value Score: High

Momentum Score: High

Night King

Terrifying, unyielding, and never-ending. There has never been a threat as serious and all-consuming as the Night King and his army of the undead.

There are a lot of unanswered questions with the Night King.  Sadly, I don’t think we’ll be getting any answers since he was fooled by the classic “whoops, dropped my knife” routine!

One of the Night King’s senior advisers really needs to sit down and explain the concept of “key person risk.” While it’s great to be immune to most dangers in the world, most doesn’t mean all dangers.

The Night King is far from being a tactical genius. An immortal army unlike anything we have ever seen (thank you to the Golden Company for showing us the other extreme) – and yet all of it, wasted.

Sports Direct International PLC

It’s not often you hear about Sports Direct unless it is in relation to a buyout or a scandal. Very much like the Night King, Sports Direct picks up dying companies and recruits them into the Sports Direct family.

Sports Direct have done a fantastic job over the years of beating the odds. The parallels between Sports Direct and the Night King don’t stop with the growth strategy. Sports Direct always finds a way to survive, and to give old companies on the verge of bankruptcy new life.

That said, buying up new assets and companies on the cheap is still an expensive process. As such Sports Direct don’t have the happiest of balance sheets. The Quality score is very low, cash in the bank is not the strategy here, you have to spend money to make money.

In terms of Value there is potential. Sports Direct’s current share price is lower than expected when compared to the income they generate. The Value is lower than expected, but not enough for this company to be labelled a deep value, long-term buy and hold.

How do the industry experts view this company? Sadly, it’s not a good outlook. With worse than expected accounts, even with the company being offered “at a discount” (medium Value) experts don’t have high hopes for the future.

That doesn’t mean the company is doomed. Sports Direct has proven they are experts at navigating the unknown. The ratings are more a reflection that there will be more hardships ahead.

Just like the Night King, Sports Direct hasn’t given us an incredible show yet. Hopefully unlike the Night King, Sports Direct will be part of our lives for many years.

Assessment

Quality Score: Low

Value Score: Medium

Momentum Score: Low

Daenerys Targaryen

The phrase old habits die hard sticks very well to Daenerys. She once had a loyal following that would do absolutely anything for her, however that fan club is slowly starting to die out.

With a massive army, a simple but powerful message, and all the wealth she needs Daenerys isn’t someone you want to cross swords with. She is the embodiment of power and her pet Dragons are her pride and joy, if only she could go one day without losing a dragon to poor decision making.

Daenerys isn’t the same person she once was, she is a changed woman and she is becoming more reckless as her claim to the throne is threatened.

Apple Inc

Apple was once the company that delighted and surprised us, it’s a brand we all know and recognise. Depending on what phone you have in your pocket your reaction will vary. Just as Daenerys has changed over time Apple has transformed itself too, and that doesn’t always make you very popular.

Like Daenerys, Apple has impressive backing. You wouldn’t want to mess with Daenerys’ army in the same way you wouldn’t want to take a swipe at Apple with their almost unlimited cash reserves (an eyewatering $285~ billion.) These strong cash reserves make Apple a very high scoring Quality stock, there isn’t a problem Apple couldn’t pay for without breaking a sweat.

The only problem with everyone believing in you and buying into your vision, it increases your share price, everyone wants to be part of your story. Just as Daenerys has attracted countless followers, everyone wants to own a slice of Apple. This pushes up the share price which lowers the Value score for a company. Often, you’ll hear Apple described as an “expensive stock” which means the price you pay today is high compared to how much revenue and income Apple is bringing in.

Lastly, we have the Momentum, the future gazing aspect when it comes to evaluating a stock. Many people believe Daenerys will sit on the Iron Throne (or what’s left of it) and the industry experts also say Apple will continue to grow.

The risk with being number one is it’s hard to keep surprising and pushing the boundaries, it’s tempting to fall back to old habits and to stop innovating. Apple shows a lot of promise, but arguably they have the most to lose also. With handset sales falling, how successful will they be at pivoting the business to focus on the app store?

Assessment

Quality Score: High

Value Score: Low

Momentum Score: High

Alister does not hold positions in any of the stocks mentioned.

ABOUT THE AUTHOR
Alister Sneddon is CTO of Genuine Impact, a next generation financial terminal for DIY investors. Investment ideas, institutional quality data, time saving analysis, gathered together in one place to help make informed investment decisions and save countless hours of research. Genuine Impact is trustworthy, institutional analysis made simple with complete transparency for investor.

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