Investing in stocks is the best way to create wealth. Many of us would have taken chances based on tips, recommendations, advisors, business channels etc. And, would have had hits and misses.

Like everything else in life, stock investing too is governed by certain fundamental principles. And it is not rocket science. Every investor can easily learn and apply these principles and create personal wealth, by following these fundamental principles of Investing.

Stock Shastra is an educative newsletter launched by us, at MoneyWorks4me.com, to achieve this mission to help investors master the art and science of stock investing.

Here are the timeless, fundamental principles of investing which will help beginners as well savvy investors learn the safest way of investing in stocks:

Stock Shastra #1: Stock Investing is not Rocket Science.

Investing in stocks is essential to make your money work for you! But most of us have come to regard stock investing as something best left to the “experts” to handle. We invest in mutual funds, letting fund managers make our stock investing decisions. We wholly trust the advice of our brokers and act on it. We are afraid of venturing in it on our own.

Is stock investing really as difficult as it has been made out to be?

Stock Shastra #2: Buy a wonderful business and not just a stock!

Investing in stocks is not as difficult as it has been made out to be. We can definitely do it on our own. But what do we do when we invest in stocks? We tend to pick stocks based on its P/E, Price/Book Value, Charts and other such criteria. These methods are completely inadequate because they over-simplify and lead you to take wrong decisions.

So, how can we avoid these mistakes and at the same time have a simple but robust way of investing in stocks?

Stock Shastra #3: You just need to look at 6 financial parameters to shortlist a wonderful company!

Investing in stocks is all about buying a wonderful business and not just a stock. To find such a wonderful business it is essential to look at 3 important characteristics: An excellent financial track record, A Sustainable Moat and Respectable management. But, the way the financials of a company are made available, it becomes impossible to even make sense out of them, let alone analyse them.

So, how do we shortlist a company with excellent financial track record?

Stock Shastra #4: Look for companies with unbreachable moats.

To shortlist a wonderful company with an excellent financial track record, you just need to look at 5 financial parameters over a period of 10 years. However, not all companies with a wonderful past can survive and grow in the future. It thus becomes critical to determine whether the company will continue to grow in the future.

Stock Shastra #5: Great Brands are an unbreachable moat

To invest in a wonderful company you need to look for a business with unbreachable moats. We said that these moats are Brand, Secret, Switching, Toll and Price. A company with these moats can become a winner in the long term. The first moat is brand.

Stock Shastra #6: A company with Patents/Trade Secrets is well protected from competition

Some of the moats that we look for, to identify a wonderful business are Brand, Secret, Switching, Toll and Price. These moats can help a company remain a winner in the long term. A brand helps a business create loyal customers thus ensuring higher sales and profits. The second moat Patents/Trade Secrets is another competitive advantage that a company can have.

So, how exactly does this moat work? And which companies in India have this moat?

Stock Shastra #7: A company with Exclusive control can charge a toll

A great brand and patents/trade secrets are a couple of competitive advantages that a company can have. These help a company increase its Sales and Profits making it a winner in the long-term. Another such competitive advantage which a company can have is an exclusive control over a product or area. This can translate into very good growth for the company.

But, in a free market how do companies end up having an exclusive control and how does it work for them?

Stock Shastra #8: High Switching Costs- a recipe for companies to hold customers for life

In a highly competitive market, where companies struggle to get repeat business from the same client; what is it that helps a company lock in its customers for life? It is the advantage of having ‘High Switching Costs’. These costs are monetary, psychological, time and effort-based – which makes switching from the product almost impossible.

But, how do companies gain this advantage & how does it work for them? Which are the companies in India that have this advantage?

Stock Shastra #9: Only a company with the lowest cost can compete on price and win

In today’s world of intense competition, companies are always looking for strategies to be unique. With this aim to be unique, what is that one powerful strategy that helps companies attract consumers and hence, stand out. It is the ability to price very low.

How can companies gain this advantage & mold it into a winning strategy for the long-term?

Which companies in India have this advantage?

Stock Shastra #10: Look for a trustworthy management, that respects the interests of minority shareholders

Having an excellent financial track record and a sustainable competitive advantage are 2 important characteristics to shortlist a wonderful company. But, one more characteristic is required to guarantee a future winner and that is a trustworthy management. You need to understand whether the company’s management is someone who will protect your (investors) interests and is someone you can trust your money with.

So what are the signs/clues for you, as an investor to check whether the management is trustworthy and respects the interests of the shareholders?

Stock Shastra #11: Before investing, find the right value of each stock Its MRP

A company that has an excellent financial track record, sustainable competitive edge and a respectable management is indeed, a wonderful company worth owning. But, before investing you need to find the right value for the stock, in order to buy at the right price and get high returns.

So, what is the right value for a stock and how do you use this insight?

Stock Shastra #12: Buy at 50% discount to minimize risk and get fantastic returns

The MRP (Maximum Retail Price) of a stock is it’s right value and is a benchmark for selling the stock. But, the price at which you buy the stock will eventually determine your returns. Hence, in order to minimize your risks and earn great returns, you need to buy the stock at a discount from its MRP.

Stock Shastra #13: 3 Signs that tell you “Sell your Stock”