Stock Analysis For Beginners: Complete Guide To Evaluating Companies

Stock analysis for beginners involves evaluating publicly traded companies to make informed investment decisions. The process combines reviewing financial statements, understanding key metrics like P/E ratios and revenue growth, assessing competitive advantages, and comparing companies within their industry. New investors should start with fundamental analysis—examining a company's financial health and business model—before exploring more advanced techniques like technical analysis or quantitative screening.

Key Takeaways

  • Stock analysis begins with understanding a company's business model, revenue sources, and competitive position in its industry
  • Financial statements (income statement, balance sheet, cash flow statement) provide the raw data needed for fundamental analysis
  • Key metrics like P/E ratio, debt-to-equity, profit margins, and revenue growth help compare companies objectively
  • Qualitative factors—management quality, competitive moats, and industry trends—matter as much as numbers
  • Beginners should analyze 3-5 companies thoroughly before investing rather than superficially reviewing dozens

Table of Contents

What Is Stock Analysis?

Stock analysis is the systematic evaluation of a company and its securities to determine whether its shares represent a good investment opportunity. The process involves examining financial data, business operations, competitive position, and market conditions to form an educated opinion about a stock's potential value. Investors use stock analysis to identify companies trading below their intrinsic value or those with strong growth prospects.

Stock Analysis: The process of evaluating a company's financial health, business model, and market position to assess investment potential. It helps investors make decisions based on data rather than speculation or emotion.

For beginners, stock analysis might seem overwhelming because of the sheer volume of available information. A typical S&P 500 company releases hundreds of pages of financial disclosures each year, plus earnings calls, press releases, and analyst reports. The good news is that you don't need to read everything—you need to know what matters.

Effective stock research methods focus on answering a few core questions: What does this company do? How does it make money? Is it profitable? How much debt does it carry? Who are its competitors? What could go wrong? These questions guide your research process and prevent you from getting lost in irrelevant details.

Most investors fall into two camps: those who rely on equity research from professionals (like brokerage analysts) and those who conduct their own investment research. Both approaches have merit. Reading analyst reports can save time and provide professional perspectives, but doing your own due diligence helps you understand companies more deeply and develop independent judgment.

Fundamental vs Technical Analysis

Fundamental analysis evaluates a company's intrinsic value by examining financial statements, business operations, competitive advantages, and industry position. Technical analysis, by contrast, studies price charts and trading patterns to predict future price movements based on historical trends. Most long-term investors rely primarily on fundamental analysis, while short-term traders often emphasize technical analysis.

Aspect Fundamental Analysis Technical Analysis Time Horizon Long-term (months to years) Short-term (days to weeks) Primary Data Financial statements, business metrics Price charts, volume, indicators Goal Determine intrinsic value Predict price direction Best For Investors building wealth over time Active traders timing entries/exits

Fundamental analysis for beginners starts with understanding what a company does and how it generates revenue. For example, Apple sells hardware (iPhones, Macs), services (iCloud, Apple Music), and wearables (AirPods, Apple Watch). Knowing this revenue breakdown helps you understand which business segments drive growth and profitability.

Company analysis through a fundamental lens involves examining financial ratios, profit margins, revenue growth rates, and balance sheet strength. You compare these metrics to competitors and industry averages to determine if a company outperforms or underperforms its peers. A software company with 80% gross margins and 30% annual revenue growth looks very different from a retailer with 25% gross margins and 5% growth.

Technical analysis focuses on patterns like support and resistance levels, moving averages, and momentum indicators. While these tools can help with timing, they don't tell you whether a company has a sustainable business model or strong fundamentals. Many beginners find technical analysis appealing because charts look more concrete than evaluating business quality, but this can lead to trading based on patterns that may not repeat.

For stock analysis for beginners, starting with fundamental analysis builds a stronger foundation. You can add technical analysis later to improve entry and exit timing, but understanding a company's financial health comes first. Warren Buffett famously said he doesn't look at stock charts—he looks at businesses.

How to Research Stocks Before Buying

Research stocks by following a structured process: first understand the business model, then review financial statements, next compare key metrics to competitors, and finally assess qualitative factors like management quality and competitive advantages. This sequence moves from basic understanding to detailed analysis, preventing you from diving into financial ratios before you even know what the company does.

Step 1: Understand the Business Model

Read the "Business" section of the company's latest 10-K filing (annual report filed with the SEC). This section, usually 10-20 pages, explains what products or services the company sells, who its customers are, how it makes money, and what risks it faces. For a company like Coca-Cola, you'd learn about beverage categories, geographic markets, bottling partnerships, and competition from PepsiCo and private-label brands.

Step 2: Review Recent Financial Performance

Look at the past 3-5 years of income statements to spot trends in revenue, profit margins, and earnings growth. Check if the company grows consistently or experiences volatile swings. A company with revenue of $10 billion in 2019 and $15 billion in 2024 shows 50% cumulative growth (about 8.4% annually), which provides context for valuation.

Step 3: Assess Financial Health

Examine the balance sheet to understand debt levels, cash reserves, and assets versus liabilities. A company with $5 billion in cash and $2 billion in debt has net cash of $3 billion, giving it financial flexibility. One with $1 billion in cash and $10 billion in debt faces more risk if business conditions deteriorate.

Step 4: Compare to Competitors

Identify 2-4 direct competitors and compare key metrics like profit margins, revenue growth, and valuation ratios. If your target company trades at a P/E of 25 while competitors average 18, you need to understand why—does it grow faster, have better margins, or is it potentially overvalued?

Step 5: Research Industry Trends

Understand whether the company operates in a growing, stable, or declining industry. Electric vehicle manufacturers benefit from favorable trends, while traditional coal companies face structural headwinds. Industry research helps you determine if a company can grow even with mediocre execution or must excel just to maintain revenue.

Tools like the AI Research Assistant can answer specific questions during your research process, such as "What is Microsoft's cloud revenue growth rate?" or "How does Tesla's gross margin compare to Ford's?" This speeds up the data-gathering phase so you can focus on interpretation and decision-making.

Key Metrics to Analyze

The most important financial metrics for stock evaluation include valuation ratios (P/E, P/S, P/B), profitability measures (gross margin, operating margin, net margin), growth indicators (revenue growth, earnings growth), and financial health metrics (debt-to-equity, current ratio, free cash flow). Each metric reveals something different about a company's financial condition and prospects.

Valuation Metrics

Valuation ratios help you determine if a stock's price seems reasonable relative to the company's financial fundamentals. The price-to-earnings (P/E) ratio divides stock price by annual earnings per share. A P/E of 20 means investors pay $20 for each $1 of annual profit. Technology stocks often trade at P/E ratios of 25-40, while mature industrial companies might trade at 12-18.

P/E Ratio: The price-to-earnings ratio compares a stock's current price to its earnings per share over the past 12 months. It's the most common valuation metric, though it doesn't work for unprofitable companies or across very different industries.

The price-to-sales (P/S) ratio works for unprofitable companies by comparing market cap to annual revenue. Early-stage growth companies often trade at P/S ratios of 10-20 or higher, while established retailers might trade at 0.5-1.5 times sales. Price-to-book (P/B) ratio compares stock price to book value (assets minus liabilities), useful for banks and asset-heavy businesses.

Profitability Metrics

Gross margin shows what percentage of revenue remains after subtracting the direct costs of producing goods or services. Software companies often have gross margins above 75% because code can be copied at near-zero cost, while grocery stores operate at 20-30% gross margins due to thin markups on products. Higher gross margins generally indicate stronger pricing power and competitive advantages.

Operating margin factors in additional expenses like sales, marketing, and administration. A company with 80% gross margin but 60% operating margin spends heavily on customer acquisition or overhead. Net profit margin, the bottom line, shows what percentage of revenue becomes actual profit after all expenses, taxes, and interest. Net margins of 15-20% or higher indicate strong profitability.

Growth Metrics

Revenue growth rate measures how quickly a company increases sales over time. Annual growth of 20%+ is considered strong for established companies, while early-stage companies might grow 50-100% annually. Earnings growth often matters more than revenue growth—a company that grows revenue 30% but earnings only 10% is seeing margin compression, which could signal problems.

Financial Health Metrics

Debt-to-equity ratio compares total debt to shareholder equity. Ratios below 0.5 indicate conservative capital structures, while ratios above 2.0 suggest aggressive leverage. Some industries (utilities, telecoms) naturally carry more debt, so compare within industry peer groups. The current ratio (current assets divided by current liabilities) measures short-term liquidity—ratios above 1.5 indicate healthy working capital.

Free Cash Flow: Cash generated by operations minus capital expenditures required to maintain the business. Positive and growing free cash flow indicates a company can fund growth, pay dividends, or buy back shares without taking on debt.

Free cash flow tells you how much cash a company generates after paying for necessary investments. Strong free cash flow ($1+ billion annually for large companies) provides financial flexibility for dividends, share buybacks, or acquisitions. Negative free cash flow isn't always bad for young growth companies reinvesting heavily, but mature companies should generate positive cash flow consistently.

Reading Financial Statements

Financial statements consist of three main documents: the income statement (shows revenue, expenses, and profit), the balance sheet (shows assets, liabilities, and equity at a point in time), and the cash flow statement (shows cash coming in and going out). Learning to read these documents is essential for stock analysis for beginners because they contain the raw data behind all financial metrics.

The Income Statement

The income statement starts with total revenue at the top, then subtracts various expenses to arrive at net income at the bottom (hence the term "bottom line"). For a retailer like Target, you'd see revenue of around $100 billion, cost of goods sold of $70 billion (leaving $30 billion gross profit), operating expenses of $20 billion (leaving $10 billion operating income), and after taxes perhaps $7 billion in net income.

Pay attention to revenue trends over multiple quarters and years. Is revenue growing, stable, or declining? Look at expense ratios—are costs growing faster than revenue (bad) or slower (good)? Compare year-over-year percentages, not just absolute numbers. Revenue growing from $1 billion to $1.2 billion represents 20% growth; from $10 billion to $11 billion is only 10% growth despite the larger dollar increase.

The Balance Sheet

The balance sheet follows the equation: Assets = Liabilities + Equity. Assets include cash, inventory, property, and equipment. Liabilities include debt, accounts payable, and other obligations. Equity represents the residual value belonging to shareholders. A healthy balance sheet has substantial assets relative to liabilities and reasonable debt levels.

Look for red flags like declining cash balances, rising debt, or growing accounts receivable (which might indicate customers paying slowly or aggressive revenue recognition). Compare current assets to current liabilities to assess short-term financial stability. Companies with more current liabilities than current assets might struggle to pay bills in the next 12 months.

The Cash Flow Statement

The cash flow statement reconciles net income with actual cash changes, organized into three sections: operating activities (cash from running the business), investing activities (cash spent on assets or acquisitions), and financing activities (cash from issuing stock or debt, or paid out as dividends). This statement reveals whether earnings translate into actual cash.

Operating cash flow should exceed net income over time—if not, the company might be recognizing revenue before collecting cash or deferring expenses. Capital expenditures (in the investing section) show how much a company must spend to maintain operations. High capex relative to operating cash flow leaves less money for shareholders.

You can access these statements through the SEC's EDGAR database for free, or use stock research pages that consolidate financial data in easier-to-read formats. Most platforms let you view 5-10 years of historical financials to spot trends.

Evaluating Management and Competitive Moats

Management quality and competitive advantages (called "moats") are qualitative factors that don't show up directly in financial statements but significantly impact long-term investment success. Strong management teams allocate capital wisely, adapt to changing markets, and build shareholder value over time. Wide competitive moats protect companies from competitors and enable sustained profitability.

Assessing Management Quality

Evaluate management by reviewing their track record of execution, capital allocation decisions, and communication with shareholders. Has the CEO delivered on past promises? Do they invest in growth wisely or waste money on poor acquisitions? Read annual shareholder letters (like those from Berkshire Hathaway or Amazon) to understand management's strategic thinking.

Look for alignment between management and shareholders. Do executives own significant stock in the company? Are they compensated based on long-term performance metrics or short-term stock price? Insider buying (when executives purchase shares with their own money) suggests confidence in the company's prospects, while heavy insider selling might raise questions.

Identifying Competitive Moats

Warren Buffett popularized the concept of economic moats—sustainable competitive advantages that protect a company's profits from competitors. Common moat sources include brand power (Coca-Cola, Nike), network effects (Facebook, Visa), cost advantages (Walmart, Costco), switching costs (Microsoft, Oracle), and regulatory barriers (utilities, defense contractors).

Economic Moat: A structural competitive advantage that allows a company to maintain high returns on capital over long periods. Companies with wide moats can fend off competitors and sustain profitability even in challenging markets.

Brand power lets companies charge premium prices. Nike sells shoes for $120 that cost $30 to manufacture partly because customers value the brand. Network effects occur when products become more valuable as more people use them—a payment network like Visa is only useful if most merchants accept it. Cost advantages let companies undercut competitors while maintaining profitability.

Switching costs trap customers by making it expensive or difficult to change providers. Enterprise software companies benefit from this—once a company integrates Salesforce into its operations, switching to a competitor requires retraining thousands of employees and migrating years of data. High switching costs lead to predictable recurring revenue.

Understanding Industry Dynamics

Some industries naturally allow higher profitability than others. Software and pharmaceuticals enjoy high margins due to intellectual property protections and low marginal costs. Airlines and restaurants face thin margins due to intense competition and commodity inputs. Understanding these industry-level economics helps set realistic expectations for individual companies.

Research whether the industry faces favorable or unfavorable long-term trends. Cloud computing grows 20%+ annually, creating tailwinds for companies like Microsoft and Amazon. Traditional print media faces structural decline as advertising shifts to digital channels. A mediocre company in a great industry often outperforms a great company in a declining industry.

Common Analysis Mistakes

Beginners frequently make predictable mistakes when analyzing stocks: confusing revenue with profit, ignoring debt levels, comparing companies across different industries, relying on a single metric, and letting emotions override analysis. Recognizing these errors helps you avoid them and develop more rigorous research habits.

Mistakes to Avoid

  • Focusing only on P/E ratio: A low P/E doesn't automatically mean a stock is cheap—the company might have deteriorating fundamentals. A high P/E doesn't always mean overvaluation if growth justifies the premium.
  • Ignoring the balance sheet: A profitable company can still go bankrupt if it can't pay its debts. Check debt levels and cash reserves, especially during economic downturns.
  • Comparing across industries: A P/E of 15 is normal for banks but low for software companies. Always compare companies to industry peers, not to the overall market.
  • Projecting recent trends indefinitely: A company growing 40% annually won't maintain that pace forever. Large numbers make high growth mathematically impossible—a $500 billion company can't grow 40% annually for decades.
  • Falling for narrative over numbers: Exciting stories about disruptive technology matter less than actual financial performance. Many "revolutionary" companies never achieve profitability.
  • Confirmation bias: Once you like a stock, you unconsciously seek information supporting your view and dismiss contradictory evidence. Force yourself to list reasons NOT to buy.

The Revenue vs Profit Mistake

New investors sometimes confuse revenue growth with investment potential. A company might double revenue from $100 million to $200 million while losing more money each year. Revenue growth without a path to profitability destroys shareholder value. Always check if revenue growth comes with improving margins or just increasing losses.

The Single Metric Trap

No single financial metric tells the complete story. A stock with an attractive P/E ratio might carry excessive debt. A company with strong revenue growth might have negative cash flow. Use multiple metrics together—valuation, profitability, growth, and financial health—to form a complete picture.

Recency Bias

Whatever happened most recently feels most important. If a stock dropped 20% last month, it seems like a failing company. If it rose 50% last quarter, it seems unstoppable. Look at 3-5 years of performance, not just recent months. Companies experience normal volatility that doesn't reflect fundamental business changes.

Building Your Analysis Framework

A consistent analysis framework helps you evaluate every stock systematically and avoid missing important factors. Your framework should include business understanding, financial analysis, valuation assessment, risk evaluation, and competitive positioning. Write down your framework and use it as a checklist for every company you research.

Stock Analysis Checklist for Beginners

  • ☐ Read the business description in the 10-K to understand what the company does
  • ☐ Review 3-5 years of income statements to identify revenue and profit trends
  • ☐ Check the balance sheet for debt levels, cash reserves, and working capital
  • ☐ Calculate or find key metrics: P/E, profit margins, revenue growth, ROE
  • ☐ Compare metrics to 3-4 direct competitors in the same industry
  • ☐ Identify the company's competitive advantages (moat sources)
  • ☐ Assess management quality through track record and capital allocation
  • ☐ List 3-5 major risks that could impair the investment thesis
  • ☐ Determine if current valuation is reasonable given growth and profitability
  • ☐ Write a one-paragraph investment thesis explaining why you would or wouldn't buy

Creating Your Research Routine

Establish a regular routine for staying current on your stocks and finding new opportunities. Spend 30-60 minutes weekly reviewing news about companies you own. Read quarterly earnings reports when released (typically 4-6 weeks after quarter-end). Set up portfolio tracking to monitor performance and allocation changes over time.

For finding new investment ideas, use natural language stock screeners to filter companies by your criteria—for example, "profitable companies with revenue growth above 15% and P/E below 25." This narrows thousands of stocks to a manageable list of candidates meeting your requirements.

Documentation and Learning

Keep a research journal documenting your analysis and investment decisions. Write down why you bought each stock, what you expected to happen, and how it actually performed. This journal becomes your personal feedback loop, helping you identify patterns in your successful and unsuccessful decisions.

Review your journal quarterly. Which predictions proved accurate? Which were wrong, and why? Did you miss important risks? Did you overestimate growth? This reflective practice builds better judgment over time. Many professional investors maintain these records throughout their careers.

Continuous Learning

Stock analysis skills improve with practice and study. Read annual reports from well-managed companies (Berkshire Hathaway, JPMorgan, Costco) to see how great businesses communicate with shareholders. Study investor letters from successful fund managers. Take online courses in financial statement analysis or company valuation from platforms like Coursera or Khan Academy.

Follow your complete guide to stock analysis for deeper dives into specific topics like valuation methods, industry analysis, or accounting red flags. The more companies you analyze, the faster you'll spot patterns and develop intuition about business quality.

Frequently Asked Questions

1. How long does it take to learn stock analysis as a beginner?

Most beginners can grasp basic stock analysis fundamentals in 2-3 months of regular study and practice, though developing expertise takes years. Start by learning to read financial statements and understand 5-10 key metrics. Practice by analyzing 10-15 companies in detail, writing down your observations. After analyzing your first 20-30 companies, you'll recognize patterns and work much faster. Professional analysts often specialize in one or two industries over many years to develop deep expertise.

2. What's the best stock analysis method for beginners?

Fundamental analysis using a systematic checklist works best for beginners because it's teachable, repeatable, and based on objective data rather than chart pattern interpretation. Start with business model analysis, then financial statement review, then peer comparison. This bottom-up analysis approach builds understanding from the ground up. Avoid complex valuation models initially—focus on understanding the business and comparing basic metrics to competitors before attempting discounted cash flow models or other advanced techniques.

3. How many metrics should I track when analyzing stocks?

Focus on 8-12 core metrics initially: P/E ratio, revenue growth, profit margins (gross, operating, net), debt-to-equity, current ratio, return on equity, free cash flow, and price-to-sales ratio. This set covers valuation, profitability, growth, and financial health without overwhelming you with data. As you gain experience, you can add industry-specific metrics—same-store sales for retailers, subscriber growth for streaming companies, or loan-to-deposit ratios for banks. Tracking 50 metrics doesn't make you a better analyst; understanding what each metric tells you does.

4. Should I analyze growth stocks or value stocks as a beginner?

Begin with profitable, established companies rather than high-growth or deep-value stocks because they're easier to analyze and less risky while learning. Companies with consistent profitability, moderate growth (10-20% annually), and reasonable valuations (P/E of 15-25) provide clearer patterns and more forgiving mistakes. Once comfortable with fundamentals, explore growth stocks trading at high multiples or value stocks with complex turnaround situations. Learning with stable businesses builds skills you can apply to more speculative opportunities later.

5. How do I know if a stock is overvalued or undervalued?

Compare a stock's valuation metrics (P/E, P/S, P/B) to its historical averages, industry peer averages, and the overall market. A stock trading at a P/E of 30 when its 5-year average is 18 and competitors average 20 might be overvalued unless growth accelerated significantly. Also consider the PEG ratio (P/E divided by growth rate)—a PEG below 1.0 suggests undervaluation relative to growth, while above 2.0 suggests overvaluation. No single metric determines fair value; synthesize multiple perspectives to form a judgment.

6. What are the most important sections of a 10-K to read?

Focus on these sections: Business (Item 1) for understanding operations, Risk Factors (Item 1A) for potential problems, Management's Discussion and Analysis or MD&A (Item 7) for management's perspective on results, and the Financial Statements (Item 8) for hard numbers. These four sections contain 80% of what you need. Skip the legal boilerplate and minutiae about executive compensation initially. A typical 10-K runs 100-200 pages, but you can extract key information from 30-40 pages of focused reading.

7. How often should I analyze stocks I already own?

Review your holdings quarterly when companies report earnings, spending 30-60 minutes per stock checking if anything materially changed. Read the earnings press release, listen to or read the earnings call transcript, and compare current quarter results to your expectations. Between quarters, scan news headlines for major developments (acquisitions, leadership changes, regulatory issues) but avoid obsessively checking stock prices. Annual deep reviews—rereading the 10-K and reassessing your investment thesis—help ensure your original reasons for buying still apply.

8. Can I rely on analyst ratings and price targets?

Treat analyst ratings as one input among many, not as definitive answers. Research shows analyst price targets hit their mark only about 30% of the time within 12 months. Analysts face conflicts of interest—their firms often have banking relationships with covered companies. Read analyst reports for data, industry insights, and alternative perspectives, but form your own conclusions. If three analysts rate a stock "buy" with price targets of $150 and one rates it "sell" with a $80 target, understanding both arguments matters more than counting votes.

9. What's the difference between stock screening and stock analysis?

Stock screening filters thousands of stocks down to a manageable list of candidates meeting specific criteria, while stock analysis involves deeply researching individual companies to make investment decisions. Screening is the first step—you might screen for "companies with P/E below 20, revenue growth above 15%, and debt-to-equity below 1.0" to generate 50 candidates. Then you analyze those 50 in detail, perhaps finding 5-10 worth buying. Screening helps with discovery; analysis determines if you actually invest.

10. How do I practice stock analysis without risking money?

Create a paper trading portfolio where you track simulated investments based on your analysis without using real money. Pick 8-10 stocks, write down your investment thesis for each, record the purchase price and date, and track performance for 6-12 months. Review quarterly whether your predictions proved accurate and why. This risk-free practice helps you learn from mistakes without financial consequences. Many brokers offer paper trading tools, or you can simply maintain a spreadsheet. After analyzing 15-20 companies this way, you'll have much better judgment before committing real capital.

Conclusion

Stock analysis for beginners starts with understanding that you're evaluating businesses, not just ticker symbols and price charts. The fundamentals—reading financial statements, calculating key metrics, assessing competitive advantages, and understanding industry dynamics—form the foundation of sound investment decisions. While the process seems complex initially, breaking it into systematic steps makes it manageable.

Begin by thoroughly analyzing 3-5 companies before making any investments. Use a consistent framework so you evaluate every company the same way. Document your analysis in a journal to build a feedback loop for improvement. Most importantly, focus on learning rather than immediate profits during your first year—the skills you develop will compound over decades of investing.

For more detailed guidance on specific analysis techniques, valuation methods, and industry-specific metrics, explore the complete stock analysis guide. The journey from beginner to confident investor takes time, but every company you analyze builds pattern recognition and business judgment that serves you for life.

Want to dig deeper? Read our complete guide to how to analyze stocks or ask the AI Research Assistant your specific questions about company financials and metrics.

References

  1. U.S. Securities and Exchange Commission. "Form 10-K." https://www.sec.gov/files/form10-k.pdf
  2. Financial Accounting Standards Board. "Conceptual Framework." https://www.fasb.org
  3. CFA Institute. "Equity Valuation: Concepts and Basic Tools." https://www.cfainstitute.org
  4. Harvard Business School. "Understanding Financial Statements." https://online.hbs.edu/blog/post/how-to-read-financial-statements
  5. Morningstar, Inc. "The Five Rules for Successful Stock Investing." Research paper, 2022.
  6. Dimensional Fund Advisors. "Long-Term Returns by Asset Class 1928-2023." https://www.dimensional.com

Disclaimer: This article is for educational and informational purposes only. It does not constitute investment advice, financial advice, trading advice, or any other type of advice. Rallies.ai does not recommend that any security, portfolio of securities, transaction, or investment strategy is suitable for any specific person.

Risk Warning: All investments involve risk, including the possible loss of principal. Past performance does not guarantee future results. Before making any investment decision, you should consult with a qualified financial advisor and conduct your own research.

Written by: Gav Blaxberg

CEO of WOLF Financial | Co-Founder of Rallies.ai

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