Your firm sells tax preparation services for Booth students, and, owing to the recent change in the U.S. tax code, business appears to be booming. Because of your extensive research on the tax treatment of Booth tuition, you are able to find $50 in additional tax credits for Booth students that Turbotax and other tax preparers can't find. You charge $25 more for tax preparation than Turbotax and other tax preparers charge (that is, you split the $50 tax credit gain with your customers). However, your firm isn't a household name among most students, so to get customers, you must buy advertising in the Chibus (the student-run newspaper about life at Booth). This is the only way to advertise to Booth students, and it currently costs you $5 per acquired customer. Your firm has a sustainable competitive advantage in preparing taxes for Booth students