A&W is considering the launch of a new product aimed at its young clientele under the age of 10. A market study was conducted at a cost of $20,000. The study found that the project will require an additional initial investment of $100,000, will last 3 years, and will generate future net cash flows with a present value of $150,000.

Which of the following is correct?

a) The $20,000 fee is a variable cost that should be considered when evaluating the project

b) The $20,000 fee is a fixed cost that should be considered when evaluating the project

c) The $20,000 fee is an opportunity cost that should not be considered in the evaluation of the project

d) The $20,000 fee is a cost already incurred that should not be considered in the evaluation of the project