at full retail price, you're often looking at 40-50% for books...but then everything goes on sale at some point. sideline merch (think the stuffed animals in the kids section) can get 60%+. but after rent, expenses, etc. we're just hoping to break even in year 1. the math suggests its possible but we're about to find out empirically. in the end, most evidence also suggests there are a lot easier ways to make $30k net a year. but it's a community project as a much as a business.