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Problem - Matt Simpson owns and operates Quality Craft Rentals, which offers canoe rentals and shuttle service on the Nantahala River. Customers can rent canoes at one station, enter the river there, and exit at one of two designated locations to catch a shuttle that returns them to their vehicles at the station they entered. Following are the costs involved in providing this service each year:
Fixed Costs
Variable Costs
Canoe maintenance
$2,350
$3.00
Licenses and permits
3,050
0
Vehicle leases
5,450
Station lease
6,970
Advertising
6,050
1.00
Operating costs
21,050
Quality Craft Rentals began business with a $25,500 expenditure for a fleet of 30 canoes. These are expected to last 10 more years, at which time a new fleet must be purchased. Rentals have been stable at about 6,500 per year.
Required - Matt is happy with the steady rental average of 6,500 per year. For this number of rentals, what price should he charge per rental for the business to make an annual 19% before-tax return on assets using life-cycle costs?
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