The document discusses tips for pricing an initial public offering (IPO) and creating demand for a company's stock. It recommends pricing the stock at a 10% discount to similar publicly traded companies to hit the market at a premium. Companies should also create excess demand for 10-20% more stock than is being offered to help support the stock price after it begins trading. Properly pricing and generating demand are important to avoid a decline in the stock price that could damage perceptions of the offering and company.