I am a private investor. I use and promote simplified analysis as the most understandable methodology for investment pricing. Investment selection rests almost exclusively on identifying highly skilled and motivated CEOs. I employ a simple benchmark for all investments, i.e. The Market Capitalization Rate (MCR), which equals the the long term GDP. All expected investment returns must be larger than the MCR by a Margin of Safety (MOS) sufficient to offset perceived risks. Individual stock returns are calculated using the longer term ROE trend which is divided by the multiple of BV. My investment horizon is 3yr-5yr.