Sorry Eddie,
I'm not going to fuel your marketing engine by becoming involved in a lengthy thread. If this doesn't cut it for you I'm sorry. I do see a couple of typo's in my post and it really doesn't look much like the spreadsheet I did it in.
Equipment should probably depreciate over 5 years rather than 10, so 50,000 depreciated over 10 years is correct, but it should have read 5 years.
Paul didn't mention new equipment purchases, but I imagine that does buy new equipment once in a while, so I accounted for it. Again, 5 years is a typical lifetime for equipment, and maybe 10k in new equipment per year is a little high, so let's just assume that Paul buys about $5k in new equipment in a typical year and recognizes $1k.
$30k in tooling depreciated over 5 years is $6k per year in tooling cost.
It's not reasonable to think that Paul will never buy any new tooling so I estimated that he replaces $6k in worn tooling each year, but I failed to account for deprecation so you got me there, it should have been $1k for this year. Go ahead and subtract $200 from the price of a cue ($4,000 overstated tool expense / 50 cues).
I don't know the size of Paul's shop, how well insulated it is, what he pays in taxes each year, or much anything else about him for that matter, so I scientifically wild ass guessed at his facilities cost (1,000 feet, dollar a foot, 50% for taxes, juice, maintenance, etc.)
This concludes the explanation of what it costs Paul each year to produce his 50 cues. Since you have been in the cue business for almost 20 years, I must assume that you and your tax accountant have covered these topics in your tax planning.
Now, regarding the 100% markup (50% margin), I imagine that Paul wishes to spend his time making cues and allow someone else to market them. Of course, no one will want to do that if their customers can go straight to Paul and get them for half price.
Now here's the really tricky part. I don't think that Paul was really looking for a full analysis on his cue pricing. IMHO he was simply making the point that it will be a cold day in hell when cuemakers really get paid what they should. My answer was simply to reinforce that argument tongue in cheek (not to provide a lesson on depreciation to
laymen).
Eddie, if you still need more answers you'll need to get your friends to post your questions to me, because right now, you're on COD.
Kind Regards,
David Christal