To the Moon Investing Kelly James Frank

Introduction 

Five Positive Catalysts 

Expanded Liquidity 

Rise of Millennials 

Emerging Markets 

Ease of Transactions 

New Asset Classes 

And One Disruptive Catalyst: Aggressive Approaches 

PART I Moonscape 

CHAPTER 1 Risk and Mindsets 

CHAPTER 2 Preparation 

Curiosity 

Support 

Intelligence 

Capsule 

CHAPTER 3 Some Helpful Math! 

Percentage Changes 

Baggers 

Multiples 

Compounded Annual Growth Rate (CAGR) 

Present Value 34

The Numbers Tree 35

Capsule 36

PART II Fuel

CHAPTER 4 Portfolio Guardrails 39

Capsule 42

CHAPTER 5 Snapshot of Financial Statements 43

The Income Statement (Profit & Loss) 44

The Balance Sheet (Financial Position) 45

The Statement of Cash Flows 50

Capsule 54

CHAPTER 6 Financial Benchmarking 55

Company Groupings 56

Regions 56

Sectors 57

Growth Versus Value 57

Cyclical Versus Secular 59

EQ Stock Groupings 60

Valuation 62

Price-Earnings

Ratio (PE) 64

Price to Sales (P/S) 67

Enterprise Value to Free Cash Flow (EV/FCF) 67

Operating Margin (OM) 68

Debt to Earnings Before Interest, Taxes,

Depreciation & Amortization (Debt/EBITDA) 68

Valuation Test Flight 69

Capsule 72

PART III Navigation 73

CHAPTER 7 Radar 75

Revving-Up

the Five-Stack

Discovery 77

Upgrades and Downgrades 77

Company Connectors 78

Headline News 78

Random Screeners 79

What-if

Triggers 80

Time of Year 82

Teeter-Totter

82

TikTok and Influencers 84

Backwardation and Contango 84

Share-Price Visuals: Day to Annual 85

Capsule 87

CHAPTER 8 Hitching Corporate Strategy to the EQ 89

Capsule 97

CHAPTER 9 The Five-StackDiscovery

99

Macro (a.k.a. Economic Froth) 102

Alpha/Acid Test & Bold (7 Metrics)

and Gamma (1) 103

Creating a Macro Register 140

Macro Register Capsule 144

Indices and Sectors 145

Alpha/Acid Test & Bold (4 Metrics)

and Gamma (5) 145

Indices and Sector Capsule 150

Valuation 150

Alpha/Acid Test (5 Metrics) 151

Alpha/Bold (8) 153

Gamma (10) 154

Omega (8) 157

Valuation Capsule 159

Technical (Momentum) 159

Alpha/Acid Test (3 Metrics) 160

Alpha/Bold (7) 162

Gamma (3) 164

Omega (2) 167

Technical (Momentum) Capsule 168

Brand 168

Alpha/Acid Test & Bold (4 Metrics) 170

Gamma (3) 173

Omega (2) 174

Brand Capsule 176

PART IV The Equalizer 177

CHAPTER 10 The Double Eye 179

EQ Canvases 181

EQ Worksheets 182

How to Get Started 183

Capsule 184

CHAPTER 11 Visual Investment Maps to Guide You! 185

Mercury 185

Gemini 187

Apollo 192

Skylab 197

A: What-if

Worksheet 197

B: Personal Development 197

C: Investment Tracking 197

D: Warnings 198

E: Checks 199

Capsule 200

PART V To the Moon! 203

CHAPTER 12 Execution of Your Stock Trade 205

Curiosity 205

Support 206

Intelligence 207

Launching Your Rocket 209

Capsule 210

CHAPTER 13 Information Satellites 211

Capsule 212

CHAPTER 14 Other Plays 213

Options 213

In The Money (ITM) 217

Out of The Money (OTM) 217

At The Money (ATM) 219

Shorting Stocks 222

Crypto 223

Capsule 224

CHAPTER 15 Helpful Principles and Touchpoints 225

Curiosity 226

Support 227

Intelligence 228

Capsule 229

CHAPTER 16 Arrival 231

Getting to the Moon 231

Capsule 234

Appendix A: Real-Life Financial Word-Fest 235

Appendix B: CPI 243

Appendix C: Unemployment Rate 245

Appendix D: GDP 247

Appendix E: Treasuries 251

Appendix F: Oil Prices 253

Appendix G: VIX 255

Appendix H: Sector Components 257

Index 265