Companies you can explain
If you cannot say in two sentences how a company makes money, you will not know what to watch. Large, profitable companies with products you know are easier to follow than young companies with exciting stories and no profit.
Numbers that forgive mistakes
Steady revenue, positive free cash flow and modest debt give a company room when times are hard. A reasonable price ratio means you do not need everything to go perfectly to do well.
Spread and wait
Several companies in different sectors - or an index fund - protect you when one disappoints. Buying a little at regular intervals (dollar cost averaging) takes the guesswork out of timing. Only invest money you will not need for five years or more.
Where to start
Read Getting started in the encyclopedia, then open the screener and try the Steady dividend or Largest companies profile. Every number on the stock pages has a plain-English explanation.
This content is general information, not investment advice.