I can assure Brian is right and I like it! I worked on a project, did a great market study, called insurance, hydro-qc, etc to have a good idea of how to make it profitable. Marketing isn't all. Neophytes tend to think if you spend 100 k$ on publicity then you'll get 200 k$ in return. Even a good concept isn't enough. You have to be devoted and already spare some money BEFORE starting such a big thing.
As I've been told many times by big paintball field owners, start little, test your market, then grow. Retest your market, then grow etc etc etc. If you go too big with an new product/service, risks won't make YOU a good investment. Also, successfulness is 51% of success and 49% of failures. Like the Casino, beat the probability!