I never caught the bug to write glowing reviews about Sodastream (SODA) stock when it became fashionable during the 2011-2013 stretch that saw the price of its stock rise from $23 to $79. At the time, it had quickly grown its annual profits from $13 million to $43 million by selling $80 beverage carbonation systems that turn tap water into a carbonated soft drink that gives you about a dozen choices to mimic the soda offerings of Coca-Cola, PepsiCo, and Dr. Pepper.
Just three years later, the price of the stock has come down $36 and the $43 million profits have come down to the $23 million range. What insight would have made it possible to determine, in advance, that Sodastream was a passing fad rather than a rising insurgent capable of challenging the tri-opoly of Big Soda?
For me, the ex ante insights are two-fold:
First, you should be … Read the rest of this article!
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