Sales $ 2,700,000 $ 1,000,000 $ 600,000 $ 1,100,000 cost of goods sold 1,484,000 560,000 359,000 565,000 gross margin 1,216,000 440,000 241,000 535,000 selling and administrative expenses: selling expenses: direct advertising 121,300 37,000 42,000 42,300 general advertising* 19,000 7,037 4,222 7,741 sales salaries 152,000 47,000 42,000 63,000 delivery salaries 33,000 11,000 11,000 11,000 store rent 203,000 67,000 63,000 73,000 depreciation of store fixtures 46,360 17,800 8,700 19,860 depreciation of delivery equipment 27,000 9,000 9,000 9,000 total selling expenses 601,660 195,837 179,922 225,901 administrative expenses: store management salaries 77,000 24,000 24,000 29,000 general office salaries* 47,000 17,407 10,444 19,149 utilities 94,600 31,000 32,000 31,600 insurance on fixtures and inventory 24,900 7,800 8,800 8,300 employment taxes 36,300 11,100 12,200 13,000 general office expenses—other* 22,000 8,148 4,889 8,963 total administrative expenses 301,800 99,455 92,333 110,012 total operating expenses 903,460 295,292 272,255 335,913 net operating income (loss) $ 312,540 $ 144,708 $ (31,255) $ 199,08