Written by 10:27 pm Email Marketing, New Business Meetings, Pipeline Generation, Selling Strategies, VITO letters

How to read a 10k and annual report and apply to VITO/BASHO

The best way to create an effective and customized communication in the form of a VITO or BASHO let…
annual report and apply

The best way to create an effective and customized communication in the form of a VITO or BASHO letter, is to obtain suggests from an annual report of 10k, assuming your target is a public company.

The first thing you have to do in this process is create a Master Territory Plan and then determine what Personas you’re going to target.

Remember, you don’t want to be single threaded in your approach.

Types of Information to look for in an Annual Report & 10k:

  • Financial Highlights
  • Letter to the Shareholders
  • Management’s Discussion and Analysis
  • Financial Statements
  • Balance sheet Income statement
  • Notes to Financial Statements
  • Summary Financial Data
  • Corporate Information

Where to find the reports:

  • Investor Relations section of your customers website
  • Shareholder Letters/Proxy Statement
  • EDGAR – www.sec.gov
  • Transcripts with titles like “Investor Presentations
  • Management Discussion & Analysis (MD&A)
  • Management Presentation
  • If the company isn’t public, these reports will not be available
  • If private, do Google searches

Types of Information to look for:

  • ITEM 1 ITEM 1A
  • The Business (Initiatives)
  • Risk Factors (External Factors)
  • ITEM 7
  • (Why this year is different from the previous)
  • ITEM 7A Market Risk (Interest Rate, Commodity, Equity)
  • ITEM 8 Financial Data,Income Statement & Balance Sheet

Types of Information:

  • Shareholder Letters
  • If they talked about it, they will spend money on it. (ITEM 1 in10K)
  • Not a lot of detail, only published yearly
  • Proxy Statement (Form DEF 14A) Executive Compensation
  • How is an Executive Paid

Types of Information to obtain:

  • High Value Current information
  • What are they “concerned about”
  • Top down presentation about what the company is doing.
  • Contains pictures and graphs which make it easy to consume the information.
  • Analyst Reports (Two types Industry & Company
  • Insights & Major Changes
  • Analyst Call
  • Summary on financial performance for the period
  • Shareholder Meetings

Where to find (misc):

  • Research Sources Analyst Reports/Call
  • Some are available via company resources (Our Market Analyst)
  • Check with your personal broker to see if you can get access Explore Free sights (Yahoo! Finance, MSN Money)

Research Sources (Non Public)

  • Look at Website
  • Annual reports for a Company Competitor
  • Compare to a similar public company
  • Ex: Nestle (public) –vs- M&M Mars (private)
  •  EMMA – for US municipalities (any one who taps into Municipal Bonds)
  • Guidestar – for non profits
  • Private going Public
  • Look at the IPO (Form S-1)

What to do with the info

Anthony Lobosco

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