Occupation: Company Director

Interests: Stocks

Location: United Kingdom

About Me:

Investor with over 30 years experience.

Work in insurance.

Target +15% IRR. (+19.0% IRR achieved January 2015 - January 2019).

  •    2015: +20.7%
  •    2016: +7.0% (rescued by a good December)
  •    2017: +34.5% (just one down month)
  •    2018: -1.2% (having been 16.8% up at end-July)
  •    2019: +18.7% (my best month ever)

Investment Strategy
I trade... weekly
I tend to buy... after much research
I hold for... years
I invest with... >£1m
Diversification is ... a hedge for ignorance
Long-term buy-and-hold investor. Focussed on fundamentals. Look to achieve competitive advantage through detailed analysis of selected small caps. Willing to take large positions (>20% of portfolio) in best ideas.

Effortless Cool's Latest Blogs

AO World (LON:AO.) is an online electrical retailer. It describes its mission as "to be the best electrical retailer in Europe. It may well be succeeding in that mission, claiming industry-leading scores on customer review websites and very high net promoter scores. The price of delivering that level of service, however, as I will set out below, is that is a loss-making business that seems…

Can anyone help with this? I'm trying to create a post with some charts in. I have saved the charts as pictures, but can't work out how to insert them into the post. I have actually done this successfully before, but can't remember how. I'm on a Mac using Safari.

Water Intelligence (LON:WATR) came to the Aim market in 2010, through a reverse takeover of Qonnectis plc. Its principle asset is the American Leak Detection (ALD) business, which it operates on both a franchisee and corporate-owned basis. Background As described in the 2010 prospectus: http://www.waterintelligence.c... “ALD focusses on the accurate, non-destructive detection of all types of leaks including hidden water and sewer leaks, together with…

Based on Paul Scott’s analysis of ABDP’s recent interim results and the ensuing discussion, there seems to be a poor understanding, even amongst savvy investors, of the methodology through which share-based payment costs are calculated and the appropriateness or otherwise of including them in earnings-based valuations. I was one of those confused investors, and the ABDP situation spurred me on to do some research to…

Effortless Cool's Latest Comments

It is ironic that Paul's "strike" seems to have been triggered by a post yesterday by Gromley, someone who I have found to be one of the most knowledgeable posters on this site, and who has been very generous with the time he puts in contributing to discussion on these boards. Whilst I place great value on Paul (and Graham's) SCVR contributions - like many…

"Slightly below expectations"I think you have to go back to AO World (LON:AO.) in 2015 to find a company admitting to a result "slightly below expectations". only surprise, given AO's record, is that it was not well below expectations.

"Strong buy" from Simon Thompson in the IC.https://www.investorschronicle...

Picking up on Paul's 'directorspeak' comment on Water Intelligence (LON:WATR), it has to be acknowledged that Patrick DeSouza is always upbeat in his pronouncements on the company.  So far, however, he has always delivered on his optimism.

An encouraging update from Water Intelligence (LON:WATR) this morning. 1.Buy-back of the Ontario franchise, adding $400k+ to 2019 revenue and establishing first presence in Canada. 2.Expansion of the franchise network with the sale of franchise territory in Youngstown, Ohio. Step in a strategy of expanding into greenfield locations to make the business more attractive to insurance partners with national coverage. 3.Financial support to the Idaho…

Effortless Cool's Top Awards 3

Effortless Cool Followers

Effortless Cool has 14 followers including:

and 6 more.
Let’s get you setup so you get the most out of our service
Done, Let's add some stocks
Brilliant - You've created a folio! Now let's add some stocks to it.

  • Apple (AAPL)

  • Shell (RDSA)

  • Twitter (TWTR)

  • Volkswagon AG (VOK)

  • McDonalds (MCD)

  • Vodafone (VOD)

  • Barratt Homes (BDEV)

  • Microsoft (MSFT)

  • Tesco (TSCO)
Save and show me my analysis