Question
In early January 2022, Ben was talking with her sister and business partner Jinkx regarding the preliminary income statements for DeLaItes Dress Boutique for 2021
In early January 2022, Ben was talking with her sister and business partner Jinkx regarding the preliminary income statements for DeLaItes Dress Boutique for 2021 (See Exhibit 1). Since January 1, 2021, the business had relocated to a new building, and DeLaItes experienced a loss during 2021 almost double the income of 2020.
Exhibit 1 | |||
DeLaItes Dress Boutique | |||
Income Statements for Years Ended Dec. 31 | |||
2019 | 2020 | 2021 | |
Sales | 8,583,000 | 8,102,000 | 10,711,000 |
Cost of goods sold | 4,326,000 | 4,132,000 | 5,570,000 |
Gross margin | 4,257,000 | 3,970,000 | 5,141,000 |
Expenses | |||
Selling expense | |||
Salaries | 2,021,000 | 2,081,000 | 3,215,000 |
Commissions | 429,000 | 405,000 | 536,000 |
Advertising | 254,000 | 250,000 | 257,000 |
Administrative expenses | 418,000 | 425,000 | 435,000 |
Rent | 420,000 | 420,000 | 840,000 |
Depreciation | 84,000 | 84,000 | 142,000 |
Miscellaneous expenses | 53,000 | 93,000 | 122,000 |
Total expenses | 3,679,000 | 3,758,000 | 5,547,000 |
Net income | $578,000 | $212,000 | -$406,000 |
On January 1st, 2021, the business moved into a new, larger location with an expanded selection of products. Their product offerings changed, which resulted in their gross margin percentage declining. As 2021 ended, Jinkx and Ben could see something was wrong.
Their accountant suggested the new location had changed the economics of their business, and an increase in advertising might help. In addition, altering pricing formulas would keep their prices in line with new competitors opening in Bellevue and Renton. Ben was also considering getting rid of sales commissions, which along with cost of goods sold were the firm's only variable costs. Grandma always claimed commissions (which amounted to 5% of sales) were core to the success of DeLaItes, but Ben had her doubts.
Exhibit 2 | |||
DeLaItes Dress Boutique | |||
Operating Statistics | |||
2019 | 2020 | 2021 | |
Retail space (sq. ft) | 10,340 | 10,340 | 15,390 |
Sales per sq. ft | $830 | $784 | $696 |
# of sales transactions | 5,352 | 5,321 | 6,893 |
Average sales transaction | $1,604 | $1,523 | $1,554 |
Suppose Ben decides to get rid of commissions:
a. With this adjustment, what would the 2021 breakeven point be (in sales transactions, and in sales dollars)?
b. What are the major factor(s) you would consider in deciding whether to get rid of commissions? Limit your response to four sentences or less.
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