In Focus

Spying on the Market

You are doomed if you don't know what your competition is doing. The race for market share has never been hotter. The Web is a virtual gold mine for sleuthing on investments and rivals alike.

Okay, those are strong words to use, but I got your attention, right? Seriously, if you don't know how your companies are performing, or if you've got no idea what your competitors are doing, how can you expect to reassure yourself, especially when the stock market is as volatile as it's been lately? Are your companies smart, Chicky investments? Fear not, Chick, I've got just the websites for you to use, and best of all - most of the goodies they offer are free!

WWW.SLEUTH.COM

When I first started using the Company Sleuth website, the format was very straightforward. It focused on providing all company-related information, even job openings. Now I'm blown away by what the main page offers. Company Sleuth uncovers free, legal inside information; Job Sleuth finds you career opportunities; Sports Sleuth tracks your favorite team/player; Shopping Sleuth - need I say more; and Entertainment Sleuth gets you the inside scoop on your favorite stars. Additionally, Company Sleuth has a Mobile Sleuth service that allows you to stay connected by receiving a tailored information on your cell phone, pager or other mobile device. Imagine getting stock quotes alerts and industry news wherever you are? Gets my feathers in a bundle, how about yours?

I have to be honest. I loved this website, in part, because of the name. That's right -- forget the robust functionality, ease of use, cool search engines - I loved the name. I felt like the early Chick getting the worm because I had the inside scoop.

Once you've opened the Company Sleuth page, you get to set up your own spy list. Company Sleuth calls it your "Stakeout List." You choose the top companies you want to follow. Track up to 10 companies at a time, adding and removing them whenever you want. Once selected, you can choose to receive automatic e-mail alerts that notify you of any alerts. Decide what kind of information you want, choosing among 27 options, including Security Exchange Commission (SEC) Filings, Earnings Whispers, Inside News Scoops, Analyst Ratings and more.

Additionally, Company Sleuth offers two display formats. Again, you get to choose just what you see when you open your Stakeout List - the Company Summary Format (my favorite) or the Power Page Format (for experienced Company Sleuth members, so the website states.) I'll let you be the judge.

Now that you've got your format and stakeout list configured, double click on one of your companies. That brings you to the Reports page. Just look at all of that wealth of information, free for your taking. There's News, Buzz on message boards, Intellectual Property (domains, trademarks, and property), the Inside View (SEC Filings, Job Offerings, Litigation, etc.) and the Outside Perspective (broker reports, analysts' ratings, etc.). Each option links you to more information and shows you daily, monthly and yearly price history graphs.

In addition to all of the free information available, you can win money from Company Sleuth. That's right, the site will pay you! Submit a hot scoop and if it gets published in a Company Sleuth press release, you get $500! (You're lovin' the Sleuth site now, aren't ya'?)

WWW.HOOVERS.COM

"We'd like to thank you Herbert Hoover, Thank you, Herbie, for really showing us the way." Ever heard that song? Ever seen Annie? Well, it's not Herbert I should thank - it's Gary. His Hoovers.com site is an excellent, high quality, one-stop business reference dream!

Need to check out a competitor or master a job interview? Maybe your Head Hen asked you to research a company for your club's next purchase (mine is due Nov. 24 - no joke). If so, you've come to the right place. Hoover's hoards timely and essential business information that's as close as a mouse click away.

Go to the website, and immediately you'll have the latest business-related stories that made headlines today. Take a look at the links, and you can go to My Hoover's or just shop around, literally. Click on the Purchasing Center tab and find a wealth of resources available at your wingtips; professional tools, books, business reports, financial reports, magazines, software, etc.

The amount of information readily available is overwhelming. Click in the Search drop-down and choose Ticker. Enter "KO" for example, and click Go. In seconds, Hoover's Online tells you what industry and sector KO is in, where its headquarters are located, what it sells, what other companies it owns, how it's rated, who are its competitors, etc. You can see who its leaders are, what its sales were for the last fiscal year, and you can link to all research reports available, even if Hoover's didn't write them.

Finally, look for the gold or white key. I can't even believe this, but if you are a Hoover's Online Business or Basic member, you have access to MORE information. Truthfully, I am not a member -- I haven't found the need. But Chick Sherlock, if it's more goodies you seek, get the basic membership plan. You will pay more than an unlimited access AOL user pays monthly, but with the basic membership, you can link to those options highlighted with the white key. If it's the gold pot at the end of the rainbow you seek, sign up for the Business membership. Too rich for my featherball reserve, but check out the gold key options.

Each Chick has her favorites. I use other sites too, but these two, Hoovers and Company Sleuth, are essential for me. The goal is to get timely, accurate and reliable information as quickly as possible. With e-mail alerts and user-defined configuration, these sites flock above the rest.