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I can give you a 300 page answer with hundreds of different points, but in the end it's all about knowing the market.
Before you really get into it, perform your own risk assessment on yourself, determine how much you can play with, are you in this for short or long term gain?
Research the company - look at operating history, profit margins
research the competition - is there room for growth?
research the market - share price performing under or over expectations
It's pretty simple for me, buy a stock you are comfortable with, hypothetically a stock you would keep for many years.
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