The market is not as big as I was told it would be. There have been other miscalculations, Krause said, including the cost of building a fish farm on a lava field. Here, there's nothing but lava and if you want a hole in the ground you've got to ram one. That was completely overlooked. Such miscues, sometimes costly, are common among new businesses, consultants say.
People tend to over-estimate their revenues and underestimate their operating costs.
Lagging sales leave you struggling to meet expenses. Some people will go into a business with very little product knowledge.