Is the business simple and understandable?
Does the business have a consistent operating history?
Does the business have favourable long-term prospects?
Is management candid with the shareholders?
Does management resist the institutional imperative?
Is the focus on Return On Equity?
What is the rate of "owner earnings"?
Is there a high profit margin?
Has the company created at least one dollar of market value, for every dollar retained?
What is the value of the business?
Can it be purchased at a significant discount to its value?