The markets are vast and complex not only in the U.S. but globally. Everyone wants to make money. Yet, throughout the past years we have faced tremendous market swings rendering investors (and their money) in a sea of lost hopes, and few investors with a plethora of wealth. Many of these market anomalies and swings are dependent, and in a sense dictated, by the investor you. The investor sets the current stock price. The reaction of the investor determines the success of an IPO, an equity offering. Yes, the collective psychology of the market as a whole plays a major role, but if the everyday investor was better equipped with the proper tools to understand the underlying fundamentals of a rational investment, smarter investment decisions would be made, more rational investments will be made, and the markets would be a more efficient environment. This book sets to give any investor the fundamental tools to help determine if a stock investment is a rational one. We will evaluate Walmart determining its current financial standing, projecting its future performance, and estimating a target stock price using the exact same methods used by Wall Street analysts. We will further assess if this is a viable investment or not, but more importantly, give you the tools and concepts to make rational decisions. The companion Web site will include three additional case studies (in the same vein of the Walmart case in main text), as well as exercises and questions and answers.