out of the loop for a while

Hey John, Been out of the loop for a while doing
personal "stuff". I have a product that I need advice
on what to charge wholesalers. I am suggesting retail
be at $24.95 because I think people would pay that
amount comfortably. My cost per item is just under $10
for initial run, then a little less for future runs.
My question, if my srp is $24.95, what should my
wholesale price be? Is it normal to go by percentage
of my cost? or percentage of amount between cost and
srp?
Thank you in advance to anybody.

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