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Well lets try to make this simple.

Lets say our widget company made a net profit of $100,000 for the year. lets look at how the same profit might be reported two different ways.

Return on assets, would be a calculation based on all assets. Lets say the buildings, machines, inventory, WIP, accounts receivable, cash on hand, leasehold improvements + all the things of value that the company owns title to are worth $1 million. Then it would be $100,000 return on $1million in assets or 10% ROA

Return on Equity: If your investors put up $200,000 equity to start the company and all the rest is cash flow & debt, borrowed money. Then it would be $100,000 return on $200,000 equity or 50% ROE

Now just for the record that is a gross oversimplification & some business professor or accountant is tearing his/her hair out, but in the simplest terms that is the concept answer. ROI & ROCE are similar concepts with subtle differences.

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Q: What is the difference between return on assets and return on equity from the perspective of an investor?
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