Which Businesses can Consistently Make Money?

When buying businesses, whether in the public stock market or in private negotiated transactions, one key characteristic is the ability consistently make money. It is great if a company makes record profits one year  (for example $1/share), but what about the next?

Often, the companies and industries which are able to maintain and grow profits are the ones with durable competitive advantages. This is the "moat" that Warren Buffett refers to when he looks for companies to buy.

Example: a lemonade stand

Suppose that you are able to open a lemonade stand during the hot summer months. You buy some basic materials such as a chair, table, etc. and set up on the nearest street corner from your house. Business is good - you are able to buy lemonade in bulk from the grocery store @ say 2$/gallon and sell cups of lemonade so that the effective selling price/gallon is $4/gallon. Say you sell 1,000 gallons worth of lemonade each year so that your yearly pre-tax profit is: (4-2)*1000 = $2,000 or $2,000*(1-0.35) = $1,300 post tax.

Let's also hypothetically say it cost you $1,000 to set this business up and that you could hire someone for $300 to man the stand all year. Therefore, you could put down $1,000 and make $1,000 back in one year. A great return of 100% and full payback in a year! The is the equivalent of a 100% return on equity.

The Problem

However, next year your neighbor sees all the money you are making and decides to open an identical one himself for $1,000 and at same price point. Now, if customers only care about price you might make only $500 next year. More competitors enter until the $1,000/year reduces to almost zero. More specifically, more entrants will enter until the fantastic profits go away.

That is the nature of competition in capitalism and paradoxically is the worst for capitalists in highly competitive industries. We can see this happen in real-time with commodity or commoditized markets such as iron ore (e.g. CLF, VALE). In this case, a boom from China drove prices higher and led current incumbents in 2003 and 2008 to make record profits. This lead to increased capacity and new entrants over the next few years (the time it takes to increase capacity/enter the industry), which has led iron ore prices lower. Because iron ore is a globally traded commodity and is relatively easy to mine, it was sufficiently easy to buy another "lemonade stand".

A Solution

It is therefore the companies who can forestall competition which paradoxically benefit in capitalism. Newmarket Corporation (NEU) from my previous post may indeed be such a company because of product differentiation. NEU's customers are strongly tied to it and NEU's own 10-K focuses on the the adaptation of its own products to customer needs rather than pricing:

Competition

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The competition among the participants in these industries is characterized by the need to provide customers with cost effective, technologically-capable products that meet or exceed industry specifications. The need to continually increase technology performance and lower cost through formulation technology and cost improvement programs is vital for success in this environment.

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Most 10-K's competition focuses on price. NEU's does not. Instead, it is focused on service/technology. A competitor cannot easily build another NEU/"lemonade stand" because the products are highly engineered and customer specific - why would customers switch suppliers especially if cost is not the primary consideration? If a company is well-run and doesn't have to worry about price-cutting, perhaps it can survive, even flourish?