Brad Smith has done some analysis about the profitability of the bicycle shop. If Brad builds the large bicycle shop, he will earn $60,000 if the market is favorable, but he will lose $40,000 if the market is unfavorable. The small shop will return a $30,000 profit in a favorable market and a $10,000 loss in an unfavorable market. At the present time, he believes that there is a 50-50 chance that the market will be favorable. His former marketing professor will charge him $5,000 for the marketing research. Furthermore, there is a 0.9 probability that the market will be favorable given a favorable outcome from the study.

What is the highest Expected Monetary Value for Brads decision?