Before you think profit, you have to add in all of the operating factors.
With those numbers dialed in you can design what you NEED to operate your business.
When you get those numbers, just add in what you would LIKE to make.
Put the two together and see what you got, you can always adjust.
Sometimes I try this as I am sure it happens to me, call a comepetor for a price over the phone as you know what you charge, and just see whats hidden under his skirt.
BJD