A small bookstore on Gran Via, one of the main arteries through Madrid and a famous shopping street, has come up with the idea of delivering books to visitors to Madrid who stay in local hotels. Given the central location of the bookstore, the books would be delivered to tourists staying in nearby hotels within less than $30$ minutes.

The idea for the delivery service originally came from five MBA students at IE Business School who conducted a market study into the potential need for such a service. From personal experience, the students knew that it is easy to forget one$$s current book at home while traveling. The five MBA students spent last summer interviewing local tourists about the desirability of such a service. Manuel Munoz, the bookstore owner, sponsored this market study with $1,250.$ The market study also revealed that Amazon was planning to set up a similar delivery service in central Madrid. Due to various administrative delays, Amazon would only be able to start its delivery service in exactly $3$ years from now. It would then immediately price Manuel$$s bookstore out of the market.

The bookstore would need to buy two electrical bicycles for the delivery guys for $1,500$ each. The two bicycles would be fully depreciated in a straight line over the three years. They could be sold for $400$ each at the end of the project. The bookstore would also need to use an empty room at the back of the store as a storeroom. If the bookstore were not to go ahead with the delivery service, the empty room could be rented out at an annual rent of $2,000.$ The storage room would require heavy$-$duty metal shelves at a total cost of $4,000.$ These metal shelves would have to be fixed to the walls and would therefore be difficult to remove once fixed. Hence, Manuel assumes that the shelves will not have a resale value. He also assumes that they will not be depreciated.

If going ahead, Manuel wants to advertise the new delivery service by distributing leaflets to nearby hotels. He has been quoted a fee of $15,000$ for the design of various promotional items and another $3,200$ for the printing of sufficient leaflets and other promotional items $($such as free keyholders$)$ to last for the next three years.

The new delivery service would generate sales of $750$ books, $1,000$ books, and $1,200$ books each month during the first year, the second year, and the third year, respectively. The average sales price of the books would be $20.$ The cost of the books sold is $75\%$ of their sales price to the customers. Manuel expects that the number of books sold in$-$store would drop by $25\%$ of the number of books sold via the delivery service. The average sales price per book for the eroded sales is $15$ and the cost of the books sold is $80\%.$ The bookstore pays a $30\%$ tax on its profits.

The two delivery guys needed for the delivery service would be paid $16,000$ p$.$a$.$ However, Manuel expects to relocate an existing employee who already works for the bookstore to the delivery service. Given the erosion of the in$-$store book sales, if Manuel were to go ahead with the delivery service, this employee would no longer be needed in the store. This employee currently earns $15,000$ p$.$a$.$

Net working capital of $12\%$ of the annual sales revenue would need to be in place at the start of each year. The net working capital would be fully recovered at the end of the project.

Assignment $3\mathrm{.}1$

Manuel is somewhat confused about his cost of capital. He knows that he should not rely on the bookstore$$s historic cost of debt. He therefore phoned up his bank manager who quoted him an interest rate of $7\%$ if he were to take out a loan today. Following some extensive research on the internet, he is pretty sure that the equity beta of his bookstore is roughly $1\mathrm{.}3.$ He asked one of his regular customers, a finance professor at IE$,$ what risk premium he should use for the market premium. The professor suggested using a market risk premium of $5\mathrm{.}8\%$ p$.$a$.$