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Understanding a company’s business model is crucial to investing in individual securities if the purpose is to invest with the objective of outperforming a benchmark return or for a high absolute return. A key point is that the numbers are a result of the business operations; the business operations are not the result of the numbers. By this I mean that trying to make investment decisions on an individual security needs analysis that goes further than spitting back what a company’s net income might be and how that translates into a higher or lower multiple of earnings.
The security I am discussing today is Starbucks (SBUX) common equity (SBUX also has corporate bonds). Starbucks Corp. is a seller of coffee, tea, and related products and beverages. Starbucks is a retailer, a licensor, and a wholesaler, which are all completely different kinds of businesses in that they have economic characteristics that result in vastly different operating margins.
In analyzing the common stock of SBUX, the investor must understand what drives top line growth, operating income, and bottom line earning power of the company. During the second quarter of 2008, SBUX suffered their worst operating performance since the company went public in June of 1992. Top line revenue was up 12% to 2.526 billion, operating income fell 26.1% to 178.2 million and net income fell 21% to 108.7 million.
However, these numbers do not stand alone. One must analyze the financial information further to get a better understanding of the strengths and weaknesses of the entire SBUX business model. First, a key number is the percentage of revenue that is generated from company owned stores (I also call them company operated stores), which is considered the retail portion of the business. In the 2nd quarter of 2008, company owned stores generated 84.8% of total revenue ($2.143 billion/$2.526 billion) which was

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