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4 Mar 2019

As a budding entrepreneur, you generate a brilliant idea. You know that Georgetown

has a large population of geriatrics who love Reader’s Digest. You pitch the idea to the

publisher of the magazine of producing CD-ROM’s that will contain the text of all of the

articles published in it since the first issue. You provide the publisher with the following

information in the proposal:

• You have will to complete market testing for the product to prove that there is a

market for the electronic versions of the magazine. This market testing will cost $ 5

million in Year 0.

• Reader’s Digest will have to invest $ 25 million in new computers, CD-ROM drives and

other equipment. This equipment will have a life of 4 years, at the end of which it is

estimated to have an after-tax salvage value of $ 5 million. You assume you will sell the

equipment in the fifith year.

• During the 4-year period, the computers will be depreciated straight-line down to its

after-tax salvage value of $5 million. You would then sell the computers.

• It is anticipated that 300,000 CD-ROMs will be sold each year for the next 4 years, at a

price of $ 50 per CD-ROM. The cost of producing and packaging each CD is $ 10.

• There will be 10 full time employees and the total payroll for these employees is

expected to be $ 2 million per year for the next 4 years.

• The firm will have to maintain a level of working capital for the project equal to 10%

of revenues. This investment will have to be made at the beginning of the first year, and

will be entirely recovered in the fifth year.

• The total annual advertising budget for Reader’s Digest, which is currently $ 25

million each year, is expected to increase to $ 27.5 million each year as it advertises for

the new CD-ROMs.

• The firm has a tax rate of 35%.

• Projects this risky in the past have returned 13% for Reader’s Digest.

a. Does the magazine reject your offer? Why or why not?

b. Instead of CD-ROMS, you offer to place the old magazines on jump drives. This would

reduce the number of computers needed, reducing the amount spent on them from $25

million to $20 million. If you can depreciate this new amount of computers down to an

after-tax salvage value of $4 million, would that affect their decision at all?

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Reid Wolff
Reid WolffLv2
6 Mar 2019

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