Top line
How big the business is, and whether it is still growing.
Everything the company sold.
Latest quarter vs the same quarter a year ago.
Revenue left after the direct cost of delivering it.
What it costs to deliver the product.
Margins
How much of each revenue dollar survives the trip down the income statement.
Profit
The absolute dollars those margins produce.
Operating costs
Where the money goes before any of it becomes profit.
Balance sheet
What the company owns, what it owes, and what is left for owners.
Returns on capital
Whether management earns a good return on the money it is given, and whether the balance sheet could take a hit.
Valuation
What the market currently charges for everything above.
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