B&B has a new baby powder ready to market. If the firm goes directly to the market with the product, there is only a $65$ percent chance of success. However, the firm can conduct customer segment research, which will take a year and cost $$1\mathrm{.}16$ million. By going through research, the company will be able to better target potential customers and will increase the probability of success to $80$ percent. If successful, the baby powder will bring a present value profit $($at time of initial selling$)$ of $$18\mathrm{.}6$ million. If unsuccessful, the present value payoff is only $$5\mathrm{.}6$ million. The appropriate discount rate is $13$ percent.