Understand Company Goals with 10-K Reports and ChatGPT

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Want to understand a company's goals and strategies? This post is for you. We'll walk through the significance of the 10-K report, how to extract goal-related insights from it, and how ChatGPT can assist in the analysis.

By the end, you'll be equipped to align your strategies and decisions effectively with a company's objectives, whether you're an investor, employee, agency, or stakeholder.


Table of Contents

Research before crafting your Maketing Strategy

Company Goals with 10-K Report

Key Sections of a 10-K Report

Analyzing a 10-K Report Leveraging ChatGPT

Unlock High Impact Strategy


In today's fast-paced business world, gaining a thorough understanding of a company is essential for making informed strategies and decisions. 

Whether you're an investor, an employee, an agency, or a stakeholder, researching and analyzing a company's goals is crucial to aligning your efforts effectively. One valuable resource that provides deep insights into a company's objectives is the 10-K report.

Of course strategy is important, but you don't have infinite time. So you could:

  1. Flip over a table
  2. Quietly cry at your desk
  3. Cower under a blanket
  4. Qatch another useless YouTube video
  5. OR... spend the next 10 minutes learning how to use ChatGPT and be awesome

Let's explore the significance of the 10-K report and how it can help you understand a company's goals.

Watch the video or continue reading below for the how to.

Researching Companies Before Crafting Your Marketing Strategy

Before you develop your marketing strategy, it is essential to highlight the critical importance of conducting comprehensive research on companies.

By understanding a company's goals, financial performance, competitive landscape, and industry trends, you can make informed decisions that drive the success of your marketing efforts. 

Researching companies allows you to:

      • Assess their growth potential
      • Evaluate the competitive landscape
      • Analyze financial performance
      • Identify industry trends

This knowledge empowers you to:

      • Target the right audience
      • Differentiate your offerings and highlight them better
      • Allocate resources effectively
      • Adapt to market conditions 

Investing time and effort in researching companies sets the foundation for a strategic and impactful marketing approach that drives business growth and achieves your marketing objectives.

The Significance of the 10-K Report in Understanding Company Goals

The 10-K report serves as a valuable tool for understanding a company's goals due to several reasons:

1 . Transparency

The report provides a comprehensive and transparent view of the company's operations, financials, and risks. By studying this information, stakeholders can better understand the company's strategies and goals.

2. Long-term Perspective

The 10-K report is an annual filing that covers the company's performance and outlook for the long term. This long-term perspective helps investors and stakeholders assess the company's goals beyond short-term fluctuations.

3. Regulatory Compliance

Publicly traded companies are required by the SEC to file the 10-K report, ensuring compliance with reporting standards. This regulatory oversight increases the credibility and reliability of the information provided in the report.

4. Holistic View

By examining various sections of the 10-K report, stakeholders can gain a holistic view of the company's goals. The report combines financial data, management insights, and risk assessments to provide a comprehensive understanding of the company's direction.

Understanding a 10-K Report

The 10-K report provides a wealth of information about a company's financial performance, operations, risks, and strategies.

Understanding the 10-K report is crucial for gaining insights into a company's goals and aspirations. 

What is a 10-K Report?

The 10-K report is a comprehensive annual filing submitted by publicly traded companies to the U.S. Securities and Exchange Commission (SEC).

It provides an extensive overview of a company's business operations, financial condition, risks, and performance over the past fiscal year.

The report offers a comprehensive snapshot of the company's activities and is a vital resource for investors, analysts, and stakeholders. Here's an example:

_2023 Blog Graphics (vertical)

Key Sections of a 10-K Report

To extract valuable insights about a company's goals from the 10-K report, it's essential to understand its key sections. Here are the main sections you should focus on:

Business Overview:

This section provides a detailed description of the company's industry, products or services, market position, and competitive landscape. It sets the foundation for understanding the company's goals within its specific business context.

Management's Discussion and Analysis (MD&A):

The MD&A section offers management's perspective on the company's financial performance, strategic initiatives, and future goals. It provides insights into the company's short-term and long-term objectives, along with any challenges or risks it faces.

Risk Factors:

This section outlines the key risks and uncertainties that could impact the company's performance. By identifying potential hurdles, you can gain a better understanding of the company's risk management strategies and how they align with its goals.

Financial Statements and Footnotes:

The financial statements section provides detailed information about the company's financial performance, including its revenue, expenses, assets, and liabilities. Analyzing the footnotes accompanying the financial statements can offer additional context and insights into the company's goals and strategies.

Management and Executive Compensation:

This section discloses the compensation packages of top executives and management teams. Understanding how the company rewards its leadership can provide insights into its goals, such as attracting and retaining top talent or incentivizing specific performance targets.

Extracting Company Goal-Related Insights

By carefully analyzing these sections of the 10-K report, stakeholders can uncover valuable information related to a company's goals:

Forward-Looking Statements

These statements predict or anticipate future events, trends, or outcomes based on the company's current expectations and projections. 

The statements are made to provide insight into the company's potential future performance, growth prospects, and business strategies.

Look  in the following sections:

  • Business Overview
  • Management's Discussion
  • Analysis of Financial Condition and Results of Operations
  • Risk Factors

Look for discussions on the following for future investments and focus:

  • Research and development efforts
  • Innovation
  • Investment in new technologies

Consider any references to the following on an organization's broader goals and values: 

  • Sustainability
  • Corporate Social Responsibility
  • Environmental Initiatives

For a company's aspirations for expansion and market dominance, look for:

  • Mergers
  • Acquisitions
  • Partnerships

Step-by-Step Guide to Analyzing a 10-K Report with ChatGPT

1. Get the 10-K Report:

Start by getting the 10-K report for the company you wish to analyze. We use Peloton in the video example above.

[PRO TIP] Use a ChatGPT link reader plug-in to do steps 2, 3, and 4 directly in ChatGPT with prompts.

2. Extract the Forward-Looking Statements:

Within the 10-K report, look for sections or statements labeled as "forward-looking statements" or those that outline the company's future strategies and goals.

These sections provide insights into the company's overall strategic direction.

3. Extract the Risk Factors:

Within the 10-K report find a summary of the Risk Factors. It outlines the key risks and uncertainties to the company. Understanding and staying ahead of those risks helps to protect the company.

4. Prepare the Text for Analysis

Copy the relevant sections of the forward-looking statements or risk factors from the 10-K report and organize them in a text format for analysis. Remove any unnecessary information or sections to focus on the key strategies and goals.

5. Use ChatGPT

Input the prepared text into ChatGPT. Prompt it to outline, summarize, and group similar information within the forward-looking statements or risk factors.

Chat GPT Prompt 

Outline and summarize the strategies. Group similar strategies. Output as a nested numbered list. Bold the most important words.

Outline and summarize the risks. Group similar risks. Output as a nested numbered list. Bold the most important words.

6. QA the Generated Output

Examine the output provided by ChatGPT, which will be a more structured and summarized version of the forward-looking statements or risk factors.

Pay attention to the grouped information, key strategies, and goals identified by the model.

7. Find Actionable Marketing Strategy Insights

Evaluate the generated output to identify actionable insights relevant to your area of focus. Look for information related to cost-saving measures, market growth, restructuring, safety concerns, or any other areas that align with your goals or expertise. We asked ChatGPT to help us with that too.

Chat GPT Prompt 

Flag where SEO, PPC, and Business Intelligence might help as a solution. Add the flags #SEO, #PPC, #BI to specific items. Use multiple flags as needed.

8. Align Tactics with Strategies

Use the insights gained from the analysis to align your day-to-day tactics with the company's overall strategies. For example, consider optimizing existing content, exploring new market opportunities, addressing safety concerns, or supporting specific initiatives mentioned in the report.

9. Seek Further Clarification

If needed, reach out to the appropriate contacts within the company or engage in discussions to gain further clarity on specific strategies, initiatives, or risks outlined in the 10-K report.

10. Iterate and Refine

As you gather more information and insights, iterate and refine your understanding and approach. Continue analyzing the 10-K report to identify additional insights and track the company's progress over time.

You’re Ready to Unlock a High-Impact Strategy Aligned to Company Goals

By understanding the 10-K report and leveraging the wealth of information it provides, investors, employees, and stakeholders can gain valuable insights into a company's goals and aspirations.

Analyzing the various sections of the 10-K report allows individuals to uncover hidden clues about the company's vision, strategic initiatives, and growth targets. Armed with this knowledge, stakeholders can make informed decisions, align their work effectively, and contribute to the success of the company.

Remember, the 10-K report is more than just a regulatory filing; it is a window into a company's inner workings and its aspirations for the future.

Make the most of this valuable resource to gain a deeper understanding of the companies you are interested in and stay ahead in today's dynamic business landscape.

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Erin Simmons
Erin Simmons
Associate Director, Marketing
Thanh Duong
Thanh Duong
Sr. Lead, Technical SEO