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Gregory Sterling was the owner of Town & Tailor - a successful menswear store in the small midwestern town of Willowdale. Sterling was contemplating the opening of a second menswear store in the nearby university town of Heartland. Opening a second store was associated with risks: identifying an appropriate location would not be easy; start-up costs required external financing; and additional staffing would be needed. Sterling wanted to make a fact-based decision that was supported by a rational analysis. An issue-tree analysis will be instrumental in setting and solving the relevant problem.