In the 1600s the Dutch East India Company employed hundreds of ships to trade gold, porcelain, spices, and silks around the globe. But running this massive operation wasn’t cheap. In order to fund their expensive voyages, the company turned to private citizens– individuals who could invest money to support the trip in exchange for a share of the ship’s profits. This practice allowed the company to afford even grander voyages, increasing profits for both themselves and their savvy investors.
Početkom 17. veka, Holandska istočnoindijska kompanija angažovala je hiljade brodova da prevoze zlato, porcelan, začine i svilu širom sveta. Ali vođenje ovako velikog posla nije bilo jeftino. Kako bi finansirala svoja skupa putovanja, kompanija se obratila privatnim licima - pojedincima koji bi želeli da ulože novac kako bi podržali put, u zamenu za deo profita koji bi brod ostvario. Ova praksa je omogućila kompaniji da finansira još duža putovanja, povećavajući profit kako sebi, tako i svojim pametnim ulagačima.
Selling these shares in coffee houses and shipping ports across the continent, the Dutch East India Company unknowingly invented the world’s first stock market. Since then, companies have been collecting funds from willing investors to support all kinds of businesses. And today, the stock market has schools, careers, and even whole television channels dedicated to understanding it. But the modern stock market is significantly more complicated than its original incarnation. So how do companies and investors use the market today?
Prodajući svoje akcije u kafeterijama i lukama širom kontinenta, Holandska istočnoindijska kompanija nesvesno je izumela prvu svetsku berzu. Od tada, kompanije prikupljaju sredstva od ulagača koji su voljni da podrže razne vrste poslova. Danas, berza ima škole, karijere, pa čak i kompletne televizijske kanale posvećene širenju znanja o ovoj temi. Ali moderno berzansko tržište je znatno komplikovanije od izvornog oblika berze. Kako kompanije i ulagači danas koriste tržište?
Let’s imagine a new coffee company that decides to launch on the market. First, the company will advertise itself to big investors. If they think the company is a good idea, they get the first crack at investing, and then sponsor the company’s initial public offering, or IPO. This launches the company onto the official public market, where any company or individual who believes the business could be profitable might buy a stock. Buying stocks makes those investors partial owners in the business.
Zamislimo novu kompaniju kafe koja odlučuje da izađe na tržište. Prvo, kompanija će se promovisati kod velikih ulagača. Ako smatraju da je kompanija dobra ideja, oni daju prvi ulog, a potom sponzorišu inicijalnu javnu ponudu tj. IJP. Ovo lansira kompaniju na zvanično javno tržište, gde svaka kompanija ili pojedinac koji veruju da posao može biti unosan mogu kupiti akcije. Kupovinom akcija, ovi ulagači postaju delimični vlasnici posla.
Their investment helps the company to grow, and as it becomes more successful, more buyers may see potential and start buying stocks. As demand for those stocks increases, so does their price, increasing the cost for prospective buyers, and raising the value of the company's stocks people already own. For the company, this increased interest helps fund new initiatives, and also boosts its overall market value by showing how many people are willing to invest in their idea.
Njihovo ulaganje pomaže kompaniji da napreduje, i kako ona postaje uspešnija, tako sve više kupaca vidi njen potencijal i počinje da kupuje akcije. Sa povećanjem potražnje za akcijama, raste i njihova cena, tako da se podiže cena za moguće kupce, a povećava se i vrednost akcija kompanije ljudi koji ih već poseduju. Za kompaniju, ovo povećano interesovanje pomaže u finansiranju novih inicijativa, i takođe podiže njihovu celokupnu tržišnu vrednost pokazujući koliko je ljudi voljno da uloži u njihovu ideju.
However, if for some reason a company starts to seem less profitable the reverse can also happen. If investors think their stock value is going to decline, they’ll sell their stocks with the hopes of making a profit before the company loses more value. As stocks are sold and demand for the stock goes down, the stock price falls, and with it, the company’s market value. This can leave investors with big losses– unless the company starts to look profitable again.
Ako se, pak, iz bilo kog razloga kompanija počne činiti manje unosna, može se takođe desiti obrnuta situacija. Ako ulagači misle da će vrednost njihovih akcija opasti, oni će prodati svoje akcije, nadajući se da će ostvariti dobit pre nego što kompanija izgubi još više na vrednosti. Kako se akcije prodaju i potražnja za akcijama pada, pada i cena akcija, a sa tim i tržišna vrednost kompanije. Ovo može naneti velike gubitke ulagačima - osim ukoliko se kompanija ponovo ne učini kao unosan posao.
This see-saw of supply and demand is influenced by many factors. Companies are under the unavoidable influence of market forces– such as the fluctuating price of materials, changes in production technology, and the shifting costs of labor. Investors may be worried about changes in leadership, bad publicity, or larger factors like new laws and trade policies. And of course, plenty of investors are simply ready to sell valuable stocks and pursue personal interests. All these variables cause day-to-day noise in the market, which can make companies appear more or less successful. And in the stock market, appearing to lose value often leads to losing investors, and in turn, losing actual value.
Ovaj odnos ponude i tražnje je pod uticajem brojnih faktora. Kompanije se nalaze pod neizbežnim uticajem tržišnih sila kao što je promenljiva cena materijala, promene u proizvodnoj tehnologiji, i promene cene radne snage. Ulagači mogu da se zabrinu i oko promene u rukovodstvu, loše slike u javnosti ili većih faktora kao što su novi zakoni i trgovinska politika. I naravno, većina ulagača jednostavno je spremna da proda vredne akcije u cilju ostvarivanja sopstvenog interesa. Svi ovi elementi prave svakodnevne promene na tržištu, koje mogu uticati da kompanija izgleda više ili manje uspešna. A na berzanskom tržištu, kada izgleda kao da gubite vrednost, to često dovodi do gubitka ulagača,
Human confidence in the market has the power to trigger everything from economic booms to financial crises. And this difficult-to-track variable is why most professionals promote reliable long term investing over trying to make quick cash. However, experts are constantly building tools in efforts to increase their chances of success in this highly unpredictable system.
a samim tim i gubitka stvarne vrednosti. Poverenje ljudi u tržište ima moć da pokrene bilo šta, od ekonomskog procvata do finansijskih kriza. A zbog ovih elementa koje je teško pratiti, većina profesionalaca preporučuje pouzdano dugoročno ulaganje umesto pokušavanja da se brzo obrne keš. Ipak, stručnjaci stalno grade alatke u pokušaju povećanja šansi za uspehom
But the stock market is not just for the rich and powerful. With the dawn of the Internet, everyday investors can buy stocks in many of the exact same ways a large investor would. And as more people educate themselves about this complex system they too can trade stocks, support the businesses they believe in, and pursue their financial goals. The first step is getting invested.
u ovom krajnje nepredvidivom sistemu. Berzansko tržište nije samo za bogate i moćne. Sa usponom interneta, obični ulagači mogu kupovati akcije na bezbroj istih načina kao što bi to činili veliki ulagači. Kada se ljudi bolje upoznaju sa ovim kompleksnim sistemom, tada i oni mogu trgovati akcijama, podržati poslove u koje veruju, i krenuli ka ostvarenju svojih finansijskih ciljeva.