Jerry owns a chain of small costume jewelry stores with merchandise at cheaper price points (under $5). He wants to rent a store in a higher-traffic location and there is one available in a downtown area for $5,000 a month. The store is 600 square feet, but has a huge 1,000 square foot basement. The realtor is telling him that the former high-end clothes store that was there generated $1,500 a square foot. Before he makes his decision on whether to rent it or not, what should Jerry consider?