The above model helps to analyze whether or not Attero Recycling Private Limited should proceed with entering a city for which the concept of e-waste management is completely new. Having extensive experience in other cities across the country, this change certainly helps as a perspective for them. As seen above, the driving forces (27) are greater than the braking forces (18). It suggests that the company is looking forward to opening an e-waste management facility located in Indore, Madhya Pradesh. The strongest factors contributing to the driving forces for an e-waste management facility are an increase in customer base, low competition, and an existing brand image. The most important element here is the customers. Since Indore is the financial capital of Madhya Pradesh, the customer base is huge and since this will be the first e-waste management facility in Indore it will attract many companies. It is certain that the plant would not be profitable in the first month of its startup but as people realize that this facility would be highly profitable. ...