zercatto-the basics of the stockmarket
DESCRIPTION
mercadoTRANSCRIPT
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An introduction to
The Stock
MarketHow the stock market works and how you can profit from it
Prepared by Zercatto 1
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Table of Contents
What is a stock, what is the stockmarket and why do investors buy
stocks
- 4 -
What are exchanges and indices, and how is the stockmarket
structured?
- 6 -
What is a bull and a bear market?
- 10 -
How do investors analyse stocks?
- 14 -
The stock itself
- 18 -
Using a stop that makes sense
- 30 -
Types of trading orders
- 22 -
How to start investing
- 37 -
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CHAPTER ONE
What is a stock, what is the
stockmarket and why do
investors buy stocks?
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What is a stock, what is
the stockmarket and
why do investors buy
stocks
Stocks or shares represent the ownership of a small part of a company (the
term stock is mainly used in the US and "share" is used in the UK).
When an investor buys a stock or a share, he or she becomes a shareholder
in the company. For example, if a company's ownership is divided into 500
stocks and an investor buys 100 stocks, he would own 20 percent of the
company.
This ownership does not necessarily imply that the investor has the right to
vote or influence the decision making process. But a shareholder is entitled
to receive dividends, if these are distributed by the company.
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What is the Stockmarket and why do Investors buy stocks?
The financial market allows anyone to participate in the financial
achievements of companies that are publicly traded on the market.
Investors (people that who own shares or stocks in a company) earn money
(or make a profit) when a companys shares go up in value, so they buy
them in the expectation that they will increase in value. When the stock goes
up in value, the investor profits from the investment.
A profit can be achieved through the payment of dividends and/or by selling
stocks to other investors. This profit is called a capital gain.
The downside occurs when the company incurs a loss and loses value; stock
prices go down in value and investors sell the stocks at a lower price, hence,
at a loss.
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5
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CHAPTER TWO
What are exchanges and
indices, and how is the
stockmarket structured?
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What are Exchanges
and Indices, and how is
the Stockmarket
structured?
A Family Episode
Last week during my nephews 14th birthday dinner he asked me, since he
knows Zercatto operates around the stock market, what the hell is the
Nasdaq? He had already figured out what a stock is, but he was a bit
confused about all the other fancy terms, such as Dow Jones, S&P, NY
Stock Exchange and so forth, that are reported on in the news every day.
This made me think back to when I first started investing, as all of these
terms also seemed like a foreign language to me. So, I figured that many
beginner investors might also have the same issue when it comes to
understanding these terms.
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Exchanges and Indices
Investors trade stocks through exchanges, which essentially create a market
where people who want to buy stocks can meet others that are willing to sell
stocks (just like in any other market, such as your local fruit market).
Nowadays these exchanges are mostly electronic so, people arent physically
present, and trading is processed by computers. In todays market there are
almost no physical shares (the exact term is certificates). The most well-
known exchanges are the New York Stock Exchange (NYSE), the
EURONEXT and the London Stock Exchange (LSE).
Since these exchanges trade hundreds or even thousands of different stocks,
it is useful to be able to gauge the overall direction of the market (whether it is
going up or down). Thats why the indices were created.
An index is an average of a certain number of different stocks, and refers
either to the whole market or to a market segment. The indices change in
value over time and are used as a benchmark against which investors can
compare their own portfolio returns. For example, the S&P500, the DAX and
the CAC40 are general market indices often aggregating the largest
companies trading in a certain country. On the other hand, indices like the
NASDAQ, AMEX and GICS refer to a specific segment (for example the
electronics or the automotive sector).
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How is the market structured?
Daniel (my nephew) also didnt quite understand why the news kept referring
to the financial sector or the tech industry when talking about the biggest
gainers or losers of the day.
To make it easier to understand, the market (and the overall global economy)
is organized, segmented and analyzed in sectors and industries. The aim is
to better understand which parts of the economy are rising in value (or
essentially doing well) and which ones are not.
A sector is a group of companies that share common characteristics, such as
technology, healthcare or energy.
An industry is a group of companies that share a primary activity. For
example, a company whose main activity is to produce cars operates in the
automotive industry. Other common industries would be the electric utilities
or the beverages industry.
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CHAPTER THREE
What is a Bull and a Bear
Market?
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What is a Bull and a
Bear Market?
The other day while at the barbershop, I heard someone say: I think it is silly
to have a bull in front of the Stock exchange in New York, they could have
chosen something a bit more appealing. I am sure the statue is there so that
people get afraid and dont even attempt to go in.
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I go to the same barbershop every month, so Richard, my barber, knows that
my job is related to the stock markets. After the comment he immediately
asked if there was a particular reason for the statue. I laughed and explained
that the statue is just a symbol. It is common to state that we are in a Bull
or in a Bear market when referring to how the stock market is
performing.
Referring to the market as a Bull market means that the market is going
up in value, or trending up; referring to it as a Bear market means that the
market is going down in value, or trending down.
The use of the Bull and the Bear as a metaphor exists due to the way these
two animals attack in the animal kingdom. The Bull uses his horns and
pushes them into the air, that is, it attacks from the bottom up (and therefore
the expression is used for when the market is trending upwards were in a
Bull market or the market is on a Bullish trend). On the other hand, the
Bear attacks by swiping its paws down, i.e. by attacking from the top down
(and therefore the expression is used for when the market is trending
downwards were in a Bear market or the market is on a Bearish trend).
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Richard does not invest in the stock market yet, but his curiosity for these
kinds of interesting particularities (even though theyre insignificant) makes
him closer to the financial world. Every time I go for a haircut, he has
interesting questions about stocks and everything related. I suggested he
took a look at Zercatto, because what were trying to do is make it easier for
people like Richard, who dont have time or the market knowledge to invest
successfully.
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CHAPTER FOUR
How do investors analyze
stocks?
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How do Investors
analyse stocks?
I grew up in a family who took a keen
interest in the stock market. We are not a
large family but one of the main discussions
was always the way they analysed the
market. My father was investing in the stock
market long before the computer era so he
is not used to complex trading platforms.
Nowadays we got used to them, but every
time I am watching what he is doing it looks
simple; he does not use most of the
features that the trading platforms provide,
he basically buys and sells according to the
news or how well a company is performing.
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Why do you do it like that? Youre always the last one to find out a
companys numbers that way!, my older brother told my father. He uses
online trading platforms that look extremely complex; he uses charts, and
these are always supported by moving averages, volume graphs and
Fibonacci analysis. Why do you need all those flashy lights and graphs? If
you cant see it in the companys raw numbers, you cant see it anywhere
else, my father usually replies.
As I am relatively new in this stock market world, I decided to do some
research about how these two ways of analysing the market work.
Everything I found was extremely interesting. I found that investors usually
follow two main philosophies when analysing stocks and the market in
general: Fundamental and Technical Analysis.
Fundamental Analysis, the one my father adopts, is a technique based on
economic factors such as interest rates, earnings, company reports,
company income and cash flow statements, its future growth prospects, the
political environment that might influence a particular sector or industry,
credit ratings, and economic stability, etc. This practice works for almost any
type of security or stock. Due to the fact that new data is only released
quarterly, this type of analysis is often used for medium to long-term
investments.
My older brother uses Technical Analysis. He believes that all the
information is reflected in the price of the security.
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The stock price reflects the consensus of the market and how healthy the
company is and how well it is performing. Technical analysis is enhanced by
the use of charts and market indicators.
I did more research in order to clearly understand how he could analyse the
market from graphs. First, I discovered that they are not called graphs but
charts, and that a chart is a graphical representation of all prices over a
specific period of time. This is a simple way to see the price movements of
the companys share, as well as patterns, such as a head and shoulders or a
double top or bottom, which have been proved to be extremely accurate
ways to predict future behaviour of a stock.
Technical Analysis is also based on indicators. An indicator is a mathematical
calculation based on the stocks past prices and volume. These tools are
used to predict futures prices. The most famous indicators are moving
averages, relative strength index (RSI), MACD and Bollinger Bands, but
there are hundreds of different indicators. This analysis is usually most
useful in the short to medium term.
One is not better than the other; they are just different and investors should
adopt the one that better suits their profile and their beliefs the best.
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CHAPTER FIVE
The stock itself
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The stock itself
I was born in Portugal, but for the past 10 years I have been living
abroad. I decided to move out of my country because although
Portugal is amazing, it is not one of the European financial centres. I
always wanted to pursue a career as a stock market investor, so I
understood that I had to be where the action is. Every time the
opportunity comes, I take some vacations and spend some time with
my family. I have two younger brothers, Antnio 15 and Pedro 21 that
are currently finishing college. Together with the help of my father,
Pedro decided to open a restaurant in Porto (Portugal). Although the
restaurant is keeping him extremely busy, I noticed that he is
developing an interest in the financial markets. I believe that this
curiosity comes from the fact that he is the one going to the fish
market every morning to buy fresh fish that just came from the sea; he
really enjoys this trading market environment, where you can always
spot an opportunity to buy a good product.
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The other day Pedro asked me: how does the buying and selling of stocks
work? Is It like in the street market? As he does not have a lot of experience
in this matter, I answered his question by using the fish market example; it
might sound weird, but the stock market and a fish market are more similar
then you think.
I started my explanation by saying: First you have to understand the ticker.
Imagine that you are in a fish market that sells every single type of fish
known to man. If you wanted to call all of them by name it would be
extremely difficult; pronunciation problems, spelling mistakes, etc. In the
financial market, as you have access to companies around the world, to
simplify the trading process a common language is used; every company
has a unique symbol that is called a ticker. When companies enter the stock
market they trade under a specific ticker. Apple, Inc. trades under AAPL;
Facebook trades under FB for example. The ticker is usually a conjugation
off letters, although sometimes numbers might also be used.
My brother is impatient and always wants to know everything, so before
letting me continue my explanation he asked and the prices? How can you
know the price if there are so many people involved?
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Like in a fish market, when a deal is done there are always two parts, the
buyer and the seller. Most commonly the seller wants to sell for a higher
price and the buyer want to buy for a lower price. The stockmarket operates
in exactly the same way. If you want to buy or sell a stock you have a BID
and an ASK price. The BID represents the best price a buyer is willing to pay
for that specific security. On the other hand, the ASK is the best price a
seller is willing to receive for a particular security. It is also important to note,
that the difference between these two prices is called the Spread. The gap
between the BID and the ASK price also indicates the liquidity of the
security; the smaller the spread, the higher the liquidity. Translating this to
the fish market example it means the quantity of fish that is available for
trading.
With Zercatto, investing in the stock market has never been easier. By
following the worlds best trading experts, you can learn how its done and
replicate their strategy and before you know it, youll be the expert.
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CHAPTER SIX
Types of Trading Orders
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Types of Trading OrdersMy name is Jack, I am 49 years old and I have been a portfolio manager for
the past 20 years. In the last four years I have dedicated my life to teach
investors the basic concepts of the financial markets. Two months ago I was
invited to speak to recent MBA graduates on the different types of market
orders. Most people only know the basic orders an investor can do in the
market; Buy and Sell. However, there is a specific terminology associated
with it and there are several other types of orders an investor can give.
What is a Market Order?
When a trade is placed on the market with immediate execution it is called a
market order; if an investor makes a buy at market order it means he or she
wants to buy that particular security immediately, at whichever price it is
trading at right now.
What is a Stop or a Limit order?
Investors also want to have the option to place trades without having to be
stuck to the computer. If their analysis indicates that a stock will fall or that it
will start to rise after a certain point, they want to take part in these
movements. In order not to lose this opportunity, investors can use a Stop
and a Limit (or sometimes also called Take Profit).
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These are automatic orders that you place that tell your broker to Buy X amount of
stock Y if it reaches a price of Z (so that I can guarantee a certain profit and dont
miss out) or Sell X amount of stock Y if it falls to a price of Z (to guarantee that I
never lose more than what I plan). An important thing to understand is that Stops and
Limits are not guaranteed in abnormal market conditions. For example, if the stock
you hold is trading at $50 today, you place a Sell Stop at $45 and tomorrow the
market opens at $40, then your Stop will be hit at $40 and not at $45 as initially
placed.
These types of orders work differently depending whether the investor is buying or
selling a position.
However, to better understand these types of orders, we have to divide it into two
moments: BEFORE you enter a trade and AFTER you are in a trade. Lets start with
the second part, as it is somewhat easier to understand:
AFTER you enter a trade
Imagine you have a long position on a stock trading at $80, and you initially bought
the stock at $75. Your goal is to make a profit, obviously, on this trade. Now, lets say
that your goal for this position is for it to rise to $82. What could you do to guarantee
that you dont miss this goal in case it touches it? And how do you make sure that the
stock does not drop below $78, leaving you with less profit, but still something to hold
on to in case it continues falling? So what are your options:
Place a Market order
Simply sell at whatever price is trading. On our example, it means you would sell
today at around $80.
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Place a Limit order
To guarantee the first part, you would place a Limit order (or sometimes called a
Takeprofit) where you would state that you would like to automatically close the
position when the stock price hits your $82 target.
Place a Stop
On the other hand, to guarantee that the price doesnt go below $78, you would place a
Stop order (usually named a Stoploss for easiness) at that price value, and your
broker would automatically close the position if the price of the stock hits this level,
guaranteeing that your position yields at least some profit (remember: you never know
what tomorrow brings).
That is, AFTER you entered a position, the Limit order is an order where you will have a
BENEFIT on. The Stoploss order is an order where you will exit the position at a
situation worse than what you currently are in (but because you want to, as it fits your
strategy!).
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BEFORE you enter a trade.
Now lets make the case for when you dont yet own the stock. Again, if we are talking
about a stock X that is trading at $80, our strategy may tell us a bunch of things about
the long position we want to be in.
Place a Market Order
Our strategy may tell us that the price is right for me to buy right now. In this case, Ill
put in a market order, and Ill buy the stock at around $80, the value it is currently
trading at. Or it might tell us I should buy only when the trend is confirmed and the stock
hit $84 (Stop order).
Place a Limit order
The Limit, as we saw above, is an order at which you will have a benefit. So, if you do
not hold the stock yet, but want to, you will want to buy it at a price BELOW what it is
today (because it will be better for you, right?). So our strategy may tell us that I should
only buy if it drops to $75, and this is the price at which Ill place my Limit. So, if the
stock comes down to $75, Ill buy it.
Place a Stop order
The Stop order is an order at which you will leave you at a worse but controlled
situation. So, if you do not hold the stock yet, but want to because you believe it will
rise, but are expecting the price to drop a bit so that you can buy it at a better value
(using the limit above). However, you dont know what tomorrow brings! So the stock
might just start going up! And you dont want to miss the trend, or at least part of it. So
you place a Stop at $84 because you think What the heck! I expect it to go to $100, so
what are $4 in the midst of this? So, if the stock rises to $84, Ill buy it.
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You can always place a Stop AND a Limit for any given position they often work in a
one cancels other basis, meaning that if your Stop is hit, your Limit will be cancelled,
and so vice-versa.
Long vs Short positions
The Stop and Limits Order work independently if you enter the market Long or Short.
Entering the market Long, means you buy a stock with the expectancy that its price will
go up. For example, you buy a stock at $75 expecting that the price will go higher than
the $75. On the other hand if you go Short you are expecting the price to fall; i.e. if you
buy at $75 you expect that the price will go lower than $75.
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In this situation the Stop and Limit order also work differently if you already have a
position in the market or not.
Already holding a Short position on the market:
Not holding any position on the market, but wanting to go Short:
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As you can see it can get better than just buy or sell. These different types of orders
exist to give the possibility to investors to always be on top of the market, even when
they are not in front a computer or near their phone, and guarantee profits when theyre
away.
But remember the golden rule: Markets can make you rich, but they can also be cruel.
When you are starting, the best thing you can do is to follow an Expert on Zercatto. You
will be able to control your own portfolio and at the same time you will have direct
access to a traders knowledge, including when to place Stops and Limits. You will
have access and see how an Expert reacts to the different market signs and when he
enters and exits the market. Zercatto gives you the ability to invest, have positive
returns and at the same time learn from the best.
Book a DEMO
If you want to discover why investors profit and how they do it, try our
Free DEMO
29
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CHAPTER SEVEN
Using a Stop that makes sense
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Using a Stop that makes
sense
The most important factor in determining
the nature of your stop is to determine if it
makes sense given your objectives, the
nature of the concept you are trading, and
your temperament.Van K. Tharp
Did you ever look at a Stop in this way, or a stop for you was simply a way to
guarantee that you would cut your losses? There are several different kind of
stops and each one of them has a different rationale behind it. While setting
a stop most investors develop a logical argument why they are setting the
stop at that particular price. There is a difference between investors that
actually understand the concept of Stops and the ones that gamble a bit
while setting them. Experts Traders know the different kinds of Stops and
when each one of them should be used. This Blog Post will give you insights
about different types of Stops and some knowledge how to use them.
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Dollar Stops
These particular stops are directly linked to a psychological advantage; you
fix a limit on how much you are willing to lose and you just have to set your
stop before that. It sounds simple, but if you go a bit further you will set it
more accurately.
Another positive aspect occurs when Dollar Stops are beyond the Maximum
Adverse Excursion (MAE); you simply have to determine which is your MAE
and set the stop a little beyond that.
It is frequent for traders to confuse the Dollar Stops with Money
Management. If you invest 100 000 and you are willing to lose 1 percent
setting your stop at 1000 is an inexperienced move. If you are setting a
stop like this, you are probably confusing money management and position
sizing. The latter is the most important part of your system; position sizing is
crucial for you to determine how much you want your system to trade.
The MAE is one of the metrics that is produced by most back testing
systems. It measures the largest loss suffered by a single trade while it is
open. For example, a trade may end up closing at a profit of (say) 14 points
but while that trade was open, at one point, the trade was at a loss of 13
points. Assuming that no other trade was in such a losing position during the
back testing then this would be the MAE.
So, are you setting your Stops correctly?
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Percent Retracement
It is common practice among investors to set a Stop order based on a
percentage of the Stock. For example, if you buy a stock for 100 you will
set your stop at 90. This method is called Percentage Retracement. It is
fine and works perfectly, if you base your method in some kind of analysis
like MAE. If you do not and you are just putting Stop based on a percentage
that you feel comfortable with, then you might be losing some profit. Take
some time and do your analysis carefully, it is likely that your profits will
increase.
Volatility Stops
Volatility Stops, if properly set, are among the best Stops you can use.
These kind of Stops are based on the assumption that volatility represent
noise in the market. The way to set a Stop beyond this noise is to use a
multiple of the Average True Range (ATR); for example three times. Are you
including ATR* in your analysis?
The average true range is a moving average (generally 14-days) of the true
ranges.
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Support and Resistance Stops
Support and Resistance Stops are the typical stops that are placed in the
areas of "support and resistance" of the chart. By this we mean, at the
extreme levels of the charts. For some traders setting a stop in these
extremes might sound too obvious and evident. If you usually set your stops
as a Support and Resistance Stops, then maybe the option of a trailing stop
might be better option for you. This will work as a "support" on your trade.
Are you using trailing stop to "guarantee" your profits?
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Time Stops
Usually Time Stops are recommended to investors who have a
preference for short-term trading. Time Stops is a kind of stop
where you define when to execute it, based on a time frame.
Many traders have the opinion that, if the position does not go in
your favour quickly, then probably it will never go.
One of the important rules a trader should remember while setting
a Time Stop, is to analyse how efficient this kind of stop will be for
his trading methodology. It is important to be sure the stop will not
make you miss major moves, however if you believe that Time
Stops only cut your loses faster, then they should be a great
choice for you.
This tools are vital to cut your losses, but they might also cut your
profitable trades. Learning how to use these tools properly is
essential. How much time have you spend developing your stops
methodology?
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Discretionary and Psychological Stops
Discretionary Stops are mainly for people that have a vaster experience and a
good intuitive sense of the market. Many professional traders use this stop, but
commonly it is not recommended for traders that still doing the first steps on the
market.
On the other hand Psychological stops can and should be used by everyone.
Unless you are aiming for a long-term position (the one that even if it goes against
you, you will not sell), you should always take this stop as an option. Although you
can be psychologically balanced, after a good trade (like one that makes your
whole trading year) you should implement this stop.
However, there are several moments in a traders life that will heavily affects
his/her psychology stability. If an event of this kind occurs in your life you should
consider getting out of the market:
Illness or death of a family member or close friend
When you have to move (house or office)
When you feel mentally exhausted
Divorce or separation of an important person in your life
When a child is born
When you are so excited about the market (Ex.: you just double a position
overnight)
Vacations or business trip
It is a smart move to close your position when one of such events occurs because
you will not have the possibility to follow the market in the normal way. To take a
clear and responsible investment decision you should be psychologically secure36
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CHAPTER EIGHT
The first small step I needed to
do to start investing!
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How to start investing
The first small step I needed to do to start
investing!
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My name is Peter (20) and five months ago I decided to start investing in the financial
markets. Due to the fact I am a newbie, instead of investing alone I decided to follow an
Expert on Zercatto. The main objective is to win money (of course), but also to learn!
Following one Expert will give me the real time information I need to understand what is
happening in the market, why, when and how to invest.
When I first arrived in Zercatto.com I realised that before starting investing there are
several step you should follow.
1. The first step before investing is to setup a Brokerage Account The way
investors have access the financial markets is through brokers. The first step you need
to take in order to enter the investment world is to open an account with a broker or get
access to the trading platform of your bank.
2. To be always up to date you should have access to computer & Internet
Nowadays due to the development of technology, trading is much easier than it was
before. Technology made the markets run faster and in order to be up to date with all
the important events, the access to the internet through a laptop, phone or tablet is
almost considered crucial. Above all, it will give you the comfort to trade from almost
anywhere and have access to stocks from companies all over the world.
3. The method used to have a quick overview of your investments is through a
Charting Software The investment market is so vast that in order for an investor to
be able to keep the pace of all of his investments, he/she needs to be able to access,
interpret and understand charts. Charts are extremely useful because it is a quick way
to have an overall picture of the movements of each stock: a picture is worth 1.000
words.
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4. Make the most you can by using Bookmarks for useful websites A few
decades ago one of the biggest barriers for investors in the financial markets was the
access to information. Having substantial, updated information could be vital for your
investments. Nowadays the situation changed. With the internet sometimes investors
get confused and get often lost in the extremely vast amount of information that exists.
It is important that you keep track of the websites that you might consider useful for
your investments. The bookmark tool on your web browser is extremely useful when
organising and saving important websites.
5. When you reach number 5 its time to pick a Strategy and a specific Timeframe
Before starting to invest it is important that you decide a proper strategy and its time
frame. Investments can be long, medium or short termed. Trades can be placed daily,
once a week or once a month. You should also decide if you prefer a more profitable
strategy, but with higher risk or on the other hand, something where you will be exposed
to less risk but with less return. It is extremely important for you to understand that risk
and return are not directly linked.
6. You are investing in the market but your daily live has to continues While
defining which strategy to adopt, you also have to take into consideration your
availability and the type of security to invest; this should be defined with the time you
have to spend analysing and following the market movements.
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7. Almost there, you just have to pick your favourite Experts on Zercatto In
Zercatto investors can find a large variety of strategies. The most important aspects to
take into consideration are the type of assets, their level of risk exposure and the
frequency of investment. Certain Experts trade several times per day, and others only
trade twice per month. It is important to replicate the trades as soon as the Expert
inserts them on Zercatto. This is the most accurate way to achieve the same profitability
of the strategy. While following an Expert on Zercatto you will significantly reduce the
time you spend analysing which investment to make (the Experts are doing this for
you!) and you will also minimize your risk level as the Experts are constantly keeping
track of their own investments.
8. My last point and also advice on my list is: Practise Virtual Investing Almost
every time you open an account with a broker, they offer you a DEMO version of their
platform. This DEMO will allow you to get comfortable with the platform and learn how
to use it. While testing this trial run you can invest in whatever stock you want by using
virtual money. It is also useful so you can learn how to go around the difficulties that you
might find when investing your own money in the actual market. After learning how to
use the platform investors understand that investing in the market does not take as
much time and effort as initially thought.
After five month I can say that my experience has been great. Of course I am not an
Expert yet and I am aware that it will take some year to be one. The amazing thing is
that I am making money, learning and I am already (slowly) starting making my own
analysis and interpretation of what is happening in the market. Zercatto helped me do
the first step into something that was unknown for me. In the beginning (like everything
that is unknown for us) it was scary but this guidance gave me the confidence to do the
first step!
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