The analysis focuses on the investing principles of a disciplined investor that separates them from speculators. These investors focus on long term fundamentals. A few principles are that an investment’s value relies on cash flows, understand what your are purchasing, and celebrate volatility rather than be fearful, as it is an opportunity to get in at a good price. As an example, Nike (NKE) is currently analyzed with its return on capital above the market, therefore considered a good fundamental with low to mid revenue growth with P/E’s price targets going to 109 from the current 79, giving a range of 50 to 109 for price estimates that meet a desired annual return rate. A good understanding of company's financial report and having low expectations for returns gives opportunity for high profits.