Today a young man who wants to start investing in the stock market asked me a very good question:
What should I look at before buying a share on the Nairobi Securities Exchange?
The honest answer is that most beginners rush to buy shares based on price movements, rumours, or recommendations from friends, yet the real issues that matter are much simpler and far more important.
Before you buy a share, you must first understand the quality of the business, the price you are paying, and the risks involved. Financial ratios help you see these issues clearly.
The first issue to consider is whether the company is actually making money. This is where earnings per share (EPS) comes in. EPS shows how much profit the company generates for each share. A company with weak or declining EPS may struggle to grow, pay dividends, or survive tough economic times. On the NSE, companies that consistently grow their EPS over several years tend to be more reliable investments than those with unstable profits.
The second issue is price. Even a profitable company can be a bad investment if you overpay for its shares. The price-to-earnings (P/E) ratio helps you understand whether the share price is reasonable compared to the company’s earnings. A very high P/E may mean investors are paying too much based on hope, while a very low P/E may signal problems in the business. The key issue is not whether a P/E is high or low on its own, but whether it makes sense when compared to similar companies on the NSE.
Another important issue is consistency and growth. One strong year does not make a strong company. Investors should look at earnings growth over several years to see whether profits are improving steadily. Companies with stable and growing earnings are better positioned to handle competition, inflation, and economic slowdowns than those with unpredictable performance.
Management efficiency is also a critical issue. Return on equity (ROE) shows how well a company’s leaders use shareholders’ money to generate profits. A strong ROE usually reflects good decision-making, efficient operations, and disciplined use of capital. Poor ROE, on the other hand, may indicate wasted resources or weak management, even if the company is profitable.
Risk is another major concern, and this is where debt becomes important. The debt-to-equity ratio helps you understand how much the company relies on borrowed money. Too much debt can strain profits through interest costs and can put the company at risk during economic downturns. Companies with manageable debt levels are generally more resilient, especially in markets like Kenya where interest rates can rise quickly.
For asset-heavy businesses, especially banks, the issue of value versus assets matters. The price-to-book ratio compares the share price to the company’s net assets. If investors are paying far above the value of the company’s assets, they are relying heavily on future growth expectations. This is not always wrong, but it increases risk if those expectations are not met.
Income is another consideration, particularly for investors who want regular cash flow. Dividend per share and dividend yield show how much cash a company returns to shareholders. However, the real issue is sustainability. High dividends are only attractive if they are supported by strong earnings and cash flow. Dividends paid out of debt or shrinking profits are often a warning sign rather than a reward.