People go into business for different reasons. These are non-monetary objectives, that is, they aren't easy to put a dollar figure on. Other objectives are definitely monetary. You, and those dependent on you, need money to stay alive. Unless you expect to lower your standard of living, you will need to get from your business enough money to buy food, clothes, shelter, transportation, insurance, doctor services, taxes, etc.
Most people have an idea of what business they want to go into.
Where your business is located may make the difference between prosperity and poverty. Retail business needs traffic, a siding contractor does not. If you have a place in mind, you will have to make certain that it is zoned for the kind of business activity you plan. If the proposed business location is in one of Oconto County's cities or villages, contact the appropriate Clerk to find out about your business and zoning. When you talk to the Clerk, ask about changes to roads or other changes planned that may affect your proposed business.