The way we approach the stock market is different than most. These are the fundamental principles we follow: - Understanding the business behind the stock is the first and most important step in any investment decision. - Emotions should not affect decisions to buy or sell, only objective analysis. - The market price of a stock has no impact on its value. - Over the long term, value investing is the best way for the self-directed investor to maximize gains and minimize losses. We apply these principles in our own personal portfolios and we believe that every investor should do the same. We've built Vuru to enable every investor to make sense of a stock's fundamentals and to understand the intrinsic value behind their investments.