That is per squadron right? You can't give up 2 shields and then attack 4 fighters at 3 dice right?

I can't see ramming as a primary tactic, but it sure gets used a lot to insure kills when I play.

Like I said you are right about having more SKU's meaning having a greater risk of not having that ONE item in stock that forces your costumer to look else were, also possibly preventing add on sales you might have gotten. However having all the SKU's means now you are stuck with ones that don't sell and you have to make more sales just to cover that. So do you have any ideas on how they could be more creative?

It is simply not my argument. Kinda like if I said "You should check the side effects of medicine to see if it is worth the risk" And he argued I hated all medicine. I don't mind MSRP as a concept or as a simple pricing guide. I do however think SOME MSRP's are incorrect or noncompetitive with the market and should be considered as only suggestions. Very much not easy but if you know there is a lot of costumer interest in the product and you fail ot sell any... mistakes were probably made. I would say any situation were amazon had the item for $20 cheaper, might be worth further consideration. That is fair and sounds about right.

And before people start accusing me of ignoring your post? Getting food and clothes at a store has many advantages to online. Amazon has been searching for a way to compete with clothes right now as it knows there is big money in it. For now even if the prices are cheaper many of those items still have greater value in a store where they can be inspected, purchased quickly, or tried on first. Also that bit about MSRP is a strawman argument fallacy... please don't make those.

This is pretty much true. Also this is a good bit I liked answering why MRSP's can be high. "I set pricing for an electronics company, and while guns aren't electronics, the same principles apply. A better question would be "Would you rather have a high MSRP which gets discounted, or have low MSRPs that get marked up because the thin margin isn't enough for the dealer?" As a retail shop you can't just blindly trust in the MSRP. The number one consideration any retailer must consider about pricing a product, even before operation costs is what will the market bear: meaning, what will people actually pay for such a product. Amazon is competition that most brick and mortor stores are not used to but can't be ignored. I will pay 14.99 for a X-wing about 2-3 bucks more then amazon. I will pay 19.99 for a Armada fighter pack, about 5 bucks more. I will not pay 99.99 for a Starter set when amazon can fetch it for 69.99. that is $30 bucks for crying out load!

I think fighters are complicated and this early in the game simple lists are going to be common tell people feel confident. At this point I don't think they are mandatory in builds but you can't build a list without keeping them in mind.

That is pretty clever. However are those 4 (say gunnery) objectives so much alike that you can build a fleet that works with them all?

Yah msrp is not the same as community, A well run shop that is stable and friendly however helps with community. Sometimes keeping that shop well run and stable means you charge msrp. I am cool with that. But when that msrp is $30 more then what you pay on amazon it looks more like community = exploitation of your costumer base or at lest bad management imo.

Usually maybe. However other factors could also effect sales like the MSRP being so high that even loyal customers can't justify buying from you. Same would also be true of those $60 X-Box games. The retailer only gets about $12 gross from selling a brand new non discounted game. That $12 is also needed to pay employs, to give oneself a wage, to pay rent, electricity, expanding stock, etc. Yes full price is the way to go... if it moves. If it is not selling you are not making any money to pay employs, to give oneself a wage, to pay rent, electricity, expanding stock, etc. Your argument hinges on how likely it is to sell at full price as opposed to losing the sale to amazon. Remember my shop has not soled a single core set and even lost a sale to Bob in the back with a Amazon Prime account. Now you can blame this on poor management, a disloyal customer base or whatever, but if you are not selling any and you know people want them... maybe you should consider other options. Also amusingly my LGS sold 80% of all the wave one ships same day, but can't sell a starter set. For the most part I am not ignoring points. I am disagreeing. When I do decide to not respond to a "point" it tends to be because it would be derailing. Not selling something gets you farther in the red, Selling something, even at only $25 profit will get you more out of the red then not selling it.

So to paraphrase. This store NEEDS to compete with online stores like amazon to make a profit. It has done this by lowering it's prices. It must do this because it is lacking a loyal base willing to be charged more. I know you guys like bulling me but even the most willfully blind of all of you have to see the irony here.... Yeh making $21 for a $55 investment is still pretty good considering you would have to sell 2 $60 X-box games to make that kinda money.

I played a pretty interesting game last night. I had 2 x-wings hugging the GH with Dutch and Wedge. when Vader, Fel, x1 tie advanced, and some bombers rolled up on me. I used a command to activate Dutch who landed a hit on Vader, Then Wedge who hit him for 6 blue. after that I used my ships AA to do some damage. Then at the start of the fighter phase I used both my x-wings to finish off Vader. When he activated his tie bombers were useless thanks to the GH. At the end of round 6 I had lost Wedge and all of my fighters were almost dead but I had killed Vader and the other Tie advanced, Fel only had 1 HP left but his scatter kept him in the fight. Between the GH, that other title that let me attack twice, and 3 X-wings vs what was basically only a Tie advanced, Vader, and Fell I thought I had the that fight. but Fell's ability ripped me apart. His ability almost highhandedly took out all my fighters. Now to be fair. I made some pretty big mistakes. I had my GH running at speed 2 and when our fighters engaged I really had to fight to keep all my fighters in range. When Wedge fell out of range he died. Also My Neb-B support fell to far back and I only got to use my double fighter command 2 times. It was still a interesting fight and I would have won on points in the end if not for a VSD poping my Ned-B in one attack at the 11th hour.

I might actually be being dense here. Could you better explain what you mean by "trying to compete"?

Maybe... Or maybe the building was last sold for $235,000 on January 25, 2011.

Someone should really tell them they have "overhead" and "bills" and can't afford to charge Armada for $79.Funny they even undercut my suggested price of $79 when you preorder. There are any number of reasons that overhead could be reduced. We'vr been over that. It could be that the Game Store owner owns the property. That they make a lot off of online sales. That they work alone for a ton of hours a week to cut costs. That the city subsidizes their business. That doesn't change the reality of what most businesses face. Look at the average not the exception. Very true. And I could just as easily argue that maybe they are trying harder, understand the market better, and are simply better at business. Look at what works, not what fails.

Someone should really tell them they have "overhead" and "bills" and can't afford to charge Armada for $79. Funny they even undercut my suggested price of $79 when you preorder.

Ouch... Honestly how do you think I have been acting obtuse? By being Obtuse do you mean me ignoring curtain comments that I felt added little and would be derailing? I understand that local stores have overhead. I have a pretty high class pet grooming shop run out of our remodeled garage. I was the MOD for a pretty sweet if overpriced motel, and I have worked for Walmart for over 7 years. I have also seen the inner workings of 4 LGS two fake and two real... don't ask. The first was a long time ago. He was running a sports shop that sold MTG cards. Few people wanted the sports stuff but my friend managed to pretty much keep the store running off of the MTG sales. His competition was Ebay, Walmart, and a LGS that had been there for years and in a better location. He always said his secret to success was that it was better to sale 3 boxes of cards to the magic community and only make 1/2 profit, plus all the good will, then it is to sell one box at full profit. So let me restate my main points. I am a customer who hopes to see Armada take off. I really like the game and my small town looks like it has a interested community but is a little slow to invest. X-wing is still super hot right now and people are not really sure they want to pay for both. My LGS has of right now sold 0 starter sets at the asking price of $99.99. How much money has armada made my LGS to help keep the lights on? I know of 3 other people who have the starter set. One of them works at the store and got his at cost, one of them almost got his at the store but a X-wing player got the sale instead. One of them wants to support the store but is selfish and greedy so he got his from amazon saving himself $30 and used the money he saved to buy 2 X-wing ships from the LGS. The last guy wants to support the store but is not giving the store $30 just to support the store. Many of you see a bunch of greedy people taking advantage of this store. I see a store that is missing sales and might very well kill Armada before it gets a chance. If I had been running the store I would have offered the starter at $79 when you preorder anything from wave 1. Honestly anyone here think this is a worse idea then offering the starter at $99?

lol yah it makes good business sense if you want to make $25 bucks. You said your LGS went under... wonder why =p Listen I understand what you are saying about risk... but the damage was done remember? you had to Ebay the **** things or whatever it was you did. So here I am. I got $250 in hand and I want your toy. Do you wan't my money or did you just really like Ebaying things?

No I don't think mom and pop stores should sell at 15% I said they should sell at a 50% markup with a $20 max difference or not stock the item. Please don't misquoted me. So you have a cost of $200 plus $25 shipping or in other words $225 bucks.... pretty much the same cost if I had just ordering it from Amazon correct?

So base cost of $199.99 Retail cost of $299.99 You Charge $289.99 Your profit $26 Using a little fancy math here, Amazon tends to charge about a 15% markup. They can do this thanks to volume of sales. So chances are Amazon has this same item for same for about $229.99 Do we agree on that? Your mark up is about 50%. That is a pretty standard industry average. If you walk in to my store and offer me 249.99 .... why the hell would I EVER say no? I can only think of two reasons. 1) I think in time the item will move and I don't mind the loss of shelve space tell that happens. 2) I am bad at my job. "You can’t compare your small FLGS to big box retailers, the small shops can’t compete price-wise." If you are a FLGS you can not afford to think like this.

What the X-wing really needs are much better or cheaper droids.

I suspect fear of imp fighter will mean the rebels will only use fighters as a screen to protect from imp bombers. I am really looking forward to seeing what happens.

A Neb-B escort with Tallon, Yavaris and 2 B-wings is 100 points. It can match damage at long range with a Vic and is deadly at close range with up to 4 red, 5 black, and 5 blue is pretty nasty. I am not sure it is worth the points as it lacks tank.

You are right. After all I am sure the price my LGS is charging is no doubt working just fine for them. After all they have already sold ZERO of them as of today. They could very well blame the selfish people willing to use amazon... but that is not changing that number from a big fat ZERO.

If I was running a store I don't think I would charge to use tables. The traffic and community it generates would probably make me more money then charging for the table in the long run. I would probably also only charge $79-85 for the Armada core set. At that price I am competing with amazon, making money, and it is a investment as I will have a easier time selling the expansions if I have more players.