Big Als Athletic Apparel annually sells 20,000 University of Florida branded cotton T-shirts through distributors who then sell the shirts for $15 to retailers like Dicks Sporting Goods who then sell them on to consumers for $25 each. Big Als costs of goods are $5 per shirt and they are required to pay a licensing fee to UF for $1 for every shirt that they sell via distributors. This fee is only charged on those shirts sold to the distributors. The distributors margins are 20%.

1. Create a Value Chain for the shirts by filling in the blanks

Consumer Price	$25
Dicks Purchase Price
Dicks Margin
Distributor Purchase Price
Distributor Margin
Big Als Gross Margin ($)
Big Als Gross Margin (%)
Big Als Contribution Margin ($)
Big Als Contribution Margin (%)