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Suppose Jane is running a lemonade stand for one quarter (3 months). At the beginning, Jane bought $30 worth of lemons and $10 worth of cups. Ignore all other expenses and assume $30 lemons and + $10 cups is the total assets.

Total Assets this quarter = $40

Now suppose that Jane wouldn't have been able to afford that $40 herself at the beginning, so she got a friend Bob to give her $20 to help buy the lemons plus cups (the assets).

Shareholders Equity = $20

Jane has a good 3 months and she sells lots of lemonade. Through calculations we don't care about, Jane now has $60 in her pocket and $0 in assets. (Suppose the lemons have rotted and the remainder of the cups blew away in a stiff breeze).

Income = $60.

ROE = +3. That means that Jane was able to make $60 in profits by the assistance of Bob's $20. Bob and Jane get to celebrate and then they begin to negotiate on how much money Bob gets to keep vs how much Jane gets to keep.

Return on Equity = Net Income / Shareholders Equity.

ROE = (60 / 20) = 3

Bob thinks to himself: I gave her $20, and with that money Jane was a good worker and was able to make $60. Bob wants as much money at the end of 3 months as possible. So Bob can look at this ROE of 3 and compare it to another lemonade stand worker across the street. If the lemonade worker across the street has an ROE of 12, then bob is going to give his money to them, and not Jane.


Bob also knows Return on Assets. Bob knows that with his help, Jane was able to buy $40 in assets. ($30 lemons and $10 cups). Also he knows she was able to turn those assets into $60.

Return on Assets = Net Income / Total Assets

($60 / $40 ) = 1.5

So this means that with $40, Jane created $60. Bob knows the higher this number is the more money he can split up with Jane at the end of the quarter.

The difference between ROA and ROE is that ROA shows you how much money you are able to get based on how much stuff you have to get it with. ROE shows you how much money your able to get based on how much money assistance you got from others.

High Assistance + low profits = Low ROE
Low Assistance + high profits = High ROE

If you want to give your money to companies that are able to make big profits with little assistance then search for companies with High ROE.

High Assets + Low profits = Low ROA
Low Assets + High profits = High ROA

If you want to give your money to companies that are able to make big profits with little assets, then search for companies with high ROA.

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15y ago

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