Alisha owns a ceramics company that makes and sells handcrafted pottery art vases. She sources raw materials from a variety of vendors, employs 10 fulltime employees, and operates a large production facility in Detriot. Alisha sells vases to a variety of home dcor retailers across US; these retailers resell the vases to their customers. What are the basic elements of profitability Alisha should consider when setting prices for her vases?