Suraj and Dilip are partners in firm dealing in stationary items. The firm is well managed and enjoys the advantage of being cost effective. It buys stationery items at resonable cost from Dilip's relative who is a manufacturer of stationary items. The firm's sale outlet is situated near a school. As a result, the firm has a steady demand of stationary items and is earning good profits. the firm is donating 10% of its profit to the nearby school for the education of the students of below poverty line. State any two factors affecting the value of goodwill of the firm.