Enron Mail

From:fool@motleyfool.com
To:benjamin.rogers@enron.com
Subject:Investing Basics: In the Margins
Cc:
Bcc:
Date:Wed, 29 Nov 2000 07:20:00 -0800 (PST)

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I N V E S T I N G B A S I C S
Wednesday, November 29,2000

benjamin.rogers@enron.com
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INVESTING BASICS - IN THE MARGINS

If you're new to investing, you've probably stared at an income
statement (sometimes called a statement of operations) and
scratched your head, wondering what it's telling you. Let us
help.

First, understand that the income statement summarizes sales and
profits over a period of time. It might cover three months or a
year, for example. It will usually offer information for the
year-ago period as well, so you can compare the two and spot
trends.

Here's a slightly dated but nevertheless interesting example.
Let's look at Eskimo Pie Corp.'s income statement for fiscal
year 1998. At the top, as with every income statement, you'll
find net sales (sometimes called revenues). For Eskimo Pie,
they're $63.5 million.

From now on, as we work down the income statement, various costs
will be subtracted from the revenues, leaving different levels
of profit. The item you'll find just under revenues is "cost of
goods sold" (abbreviated as COGS and sometimes called cost of
sales), which represents the cost of producing the products or
services sold. For Eskimo Pie it's $37.4 million. Subtract the
COGS from revenues, and you'll get a gross profit of $26.1
million.

To find the gross profit margin, simply divide the gross profit
by revenues. $26.1 million divided by $63.5 million yields a
gross margin of 41 percent. (Compare results with industry
peers. For example, at a similar time, gross margin was 35
percent for Ben & Jerry's, which has a somewhat different
business model.)

Next, the remaining costs involved in operating the business,
such as support staff salaries, utility bills and advertising
expenses, are subtracted, leaving the operating profit. Eskimo
Pie's operating profit is $1.8 million. Divide this by revenues,
and you get a slim operating margin of 2.8 percent. This reveals
the profitability of the company's principal business. (Ben &
Jerry's: 4.3 percent.)

Finally, after items such as taxes and interest payments are
accounted for, we come to net income, near the bottom of the
statement. Eskimo Pie's is $0.8 million. Divide that by revenues
and you get a net profit margin of 1.3 percent. (Ben & Jerry's:
3 percent.) The last part of the income statement is where the
company divides its net income by shares outstanding, to arrive
at earnings per share (EPS).

That's it!
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