Entrepreneurial Decision — BTN 7-7 continued
2. Plan (A) provides a slightly higher income, so if the company can only
pursue one plan now, based purely on the financial aspect, it should
choose Plan (A).
Plan (A) might expand its product into new markets, and could increase
sales over time. However, this is a new distribution method for the
company, and it might lack the expertise to do it well. It will need to
further assess whether the benefit of additional expansion of online
sales over time will be more/less than the cost of lost sales through
normal channels.
Taking credit cards for these online sales reduces its risk of
uncollectible accounts. The credit card company takes the risk of the
customer not paying.
Plan (B) is a way to expand sales, possibly into more locations. This is
an expansion of a distribution method now employed.
The company does run some unknown risk associated with having new
customers. While the company may understand its current customers,
it will need to monitor the new customers to make sure that the
uncollectible accounts do not rise beyond acceptable levels.
Hitting the Road — BTN 7-8
Telephone calls to VISA and American Express are the source of
information for this solution. VISA reports that the average transaction fee
it charges merchants is 3%. American Express has a range, depending on
volume of business and average price of merchandise sold, which ranges
from 2.95% to 4.5%.
Some merchants often choose not to accept certain cards because the
credit card fees are higher than others. In the case of VISA, compared to
American Express, a merchant might have to pay as much as 1.5% more on
its American Express transactions. This can be a major part of its net
profit margin, especially for businesses such as grocery and hardware
stores.