Dividend Stocks Rock

Invest With Conviction, Enjoy Your Retirement

Know What to Buy, When to Sell, and How to Read the Quarter

Dividend Simplified: three short courses that give DIY dividend investors a repeatable process for each decision. Eight videos under 11 minutes each, four PDF guides, and one-page cheat sheets.

$150 value $15 CAD, one payment

Lifetime access. No subscription.

Get Dividend Simplified for $15 See What Is Inside

The DSR method, taught to 4,000+ investors since 2013 · Instant access

Built by Mike Heroux, former private banker, B.B.A. (Marketing & Finance), MBA.

Does this sound like you?

You know a lot about investing, but you still hesitate before you hit buy.
You are waiting for the right time to invest, and it never comes.
You hold losers because selling would mean admitting a mistake.
You sold a winner too early and kept a loser too long. Twice.
Quarterly reports feel like 60 pages of jargon written for someone else.
Revenue went up, earnings went down, and you have no idea why.

If you nodded at any of these, you do not need more information. You need a process. That is what Dividend Simplified is.

Three decisions trip up every dividend investor

Most DIY investors know the theory. They can explain payout ratios and yield. Where they get stuck is the moment of decision. Three moments, to be exact.

  1. What do I buy, and when? Every purchase feels like a guess.
  2. When do I sell? There is no rule, so the loser stays and the doubt grows.
  3. What does this quarter mean? The numbers moved and the headlines disagree.
  4. How many stocks is enough? Diversification turns into a 40-stock mess.
  5. Which metrics matter? Dozens of ratios, no way to rank them.
  6. Is the dividend safe? You find out when the cut is announced.

I built Dividend Simplified to answer each one with a rule you can write down and follow. Not an opinion. A process.

What is inside

Three courses. One method.

Each course pairs a PDF guide with short videos and printable cheat sheets. Read the guide once, watch the videos, then keep the cheat sheet next to your screen.

$50 value Course 1

Simplified Buy Process

End the second-guessing about what to buy and when. This is the investment roadmap I built after a coaching session with a PRO member who had cash to invest and no idea where to start. It works whether you have $10,000 or $1,000,000.

  • Investment Roadmap guide (20-page PDF)
  • Video: Build simple investment rules (6 min)
  • Video: Use the Dividend Triangle (7 min)
  • Video: The 5-step stock analysis framework (11 min)
  • The Rockstar List (Excel file) to start hunting for your next stock
  • Cheat sheets: 4 steps to set your investment rules, 3 financial metrics for quick analysis, the 5-minute buy checklist

You walk away with written buying rules and a shortlist you built yourself.

$50 value Course 2

Simplified Sell Process

Selling is the hardest decision in investing. We keep losers hoping they come back and ignore stocks going sideways because they pay a dividend. This course gives you four golden rules, and none of them depends on the stock price.

  • Sell Process guide (23-page PDF)
  • Video: The 4 golden rules of selling (10 min)
  • Video: Handle losers with conviction (7 min)
  • Video: Sell stocks to generate retirement income (6 min)
  • Cheat sheets: the 4 golden rules, what to do with your losers in 5 minutes, sell to create retirement income

You walk away with a selling rule for each situation, so a loser never sits in your portfolio by default.

$50 value Course 3

Simplified Quarterly Earnings

Buying great companies is not enough. Companies change, and the only way to know is to review your holdings each quarter. This course shows you how to do it in 20 minutes per stock, and what to do when the results make no sense.

  • Quarterly Earnings guide (34-page PDF)
  • Video: Read quarterly earnings in 20 minutes or less (6 min)
  • Video: What to do when results are not right (5 min)
  • Cheat sheets: review quarterly earnings in 15 minutes, troubleshooting earnings results worksheet

You walk away with a quarterly review routine that catches dividend trouble before the cut is announced.

Bonuses included

Simplified Earnings (16-page PDF). EPS looks simple on paper and is messy in the real world. This guide breaks down the income statement, shows why EPS “breaks” for pipelines, utilities, telcos, banks, and serial acquirers, and tells you when to ignore GAAP EPS and look at cash flow instead.

Eight cheat sheets. One page each. Print them, keep them next to your screen, and apply the rules in minutes.

Get Dividend Simplified for $15

One payment of $15 CAD. Lifetime access.

How it works

Read the guide

Each course starts with a PDF guide, 20 to 34 pages. Plain English, examples from my own portfolio, and the rules I use.

Watch the videos

Eight lessons, 5 to 11 minutes each. Under one hour for the whole series. Watch one on your lunch break and apply it the same day.

Apply the cheat sheet

Take one holding. Run it through the 5-minute buy checklist or the 4 golden rules. Write down your decision and the reason. That is your process, on paper.

Time to complete the series: one weekend. Time to run the checklists afterward: minutes per stock.

What you pay

Simplified Buy Process (3 videos, 20-page guide, 3 cheat sheets, Rockstar List) $50
Simplified Sell Process (3 videos, 23-page guide, 3 cheat sheets) $50
Simplified Quarterly Earnings (2 videos, 34-page guide, 2 cheat sheets) $50
Bonus: Simplified Earnings guide (16-page PDF) Included
Total value $150
Your price, one payment $15 CAD

Dividend Simplified

$150$15

CAD, one payment, lifetime access

  • 3 courses: Buy, Sell, Quarterly Earnings
  • 8 videos, under one hour in total
  • 4 PDF guides, 93 pages
  • 8 printable cheat sheets
  • The Rockstar List (Excel)
  • Instant access after checkout

Get Dividend Simplified for $15

No coupon needed. No renewal.

Why $15? Because I want this process in the hands of as many DIY investors as possible. The price covers the platform. The method is the same one DSR members pay for.

What DSR members say

“One of the things I value most, Mike, is your level of expertise and experience. I like that you have an MBA in Financial Services, and 10 years plus experience in client wealth management at National Bank. With this background, you can dissect and focus on the key points in company financial reports and convey them to your DSR members. This talent shines through in your webinars and videos.”

Bruce, DSR PRO member since May 2021

“Thank you for your great service and the confidence you have given me to invest on my own. Dividend growth investing is the key to my retirement.”

Robin, DSR PRO member since June 2022

Why I built this

Mike Heroux, founder of Dividend Stocks Rock

I spent 10 years as a private banker. I watched smart people freeze when it came time to decide what to buy and when to sell. They had the knowledge. They had no rules.

I have managed my own dividend portfolio for 23 years, through 2008, 2020, and 2022. What kept me invested was a written process, not a gut feeling. I got burned on Algonquin Power because I listened to the story instead of the numbers. The sell rules in this course came out of that lesson.

Dividend Simplified is the DSR method stripped down to what you need at the moment of decision. You can mimic my ideas, but you can’t mimic my conviction. Build your own with these rules.

Mike Heroux
Founder, Dividend Stocks Rock

Already a DSR member? This is yours.

Dividend Simplified is included in DSR Regular and DSR PRO. Log in and open the DSR Academy menu. Nothing to buy.

Not a member yet? The course teaches the process. The membership runs it for you every quarter.

Screener and stock cards1,200 Canadian and U.S. stocks rated and reviewed each quarter, with the Dividend Safety Score.
Buy list and portfolio modelsMy candidate shortlist every week, plus four model portfolios you can compare yours against.
Webinars and workshopsMonthly private webinar and hands-on workshop replays, including Dividend Portfolio Reset and How to Analyze Stocks.

See the DSR membership

Questions I get before people buy

Is this a subscription?
No. You pay $15 CAD once and keep access to the three courses, the bonuses, and the cheat sheets. There is no renewal.
Is there a refund?
No. At $15, we keep it simple. Everything included is listed on this page, and you get all of it the moment you check out.
How do I access the course?
After checkout, you receive login details by email. Log in at dividendstocksrock.com and open the DSR Academy menu. The three courses and the bonuses are listed in the left sidebar.
I invest in U.S. stocks. Does this apply to me?
Yes. The process is the same for Canadian and U.S. dividend stocks. The examples use both. Prices are in Canadian dollars.
How much time does it take?
The eight videos add up to under one hour. The four guides run 93 pages in total. Most people finish the series in a weekend and then use the cheat sheets in minutes per stock.
I am a DSR member. Do I need to buy this?
No. Dividend Simplified is included in both DSR Regular and DSR PRO. Log in and open the DSR Academy menu.
Are these stock recommendations?
No. Dividend Simplified teaches a decision process. You apply it to your own portfolio and make every decision yourself. This is education, not personalized advice.

Stop guessing. Write your rules.

Every buy, every sell, every quarterly report. A process you can explain to your spouse in 30 seconds and follow when the market gets loud.

$15 CAD, one payment, lifetime access

Get Dividend Simplified for $15 See What Is Inside

Instant access · No subscription

Invest with conviction. Enjoy your retirement.

Dividend Simplified and Dividend Stocks Rock provide education and tools for DIY investors. Nothing on this page or inside the courses is personalized investment, tax, or legal advice. Dividends are not guaranteed and past performance does not predict future results. Do your own due diligence.