John, James, and Frank Wanted to Open J₂F Sports Bar

John, James, and Frank wanted to open J₂F Sports Bar that offers unique brands of beer, weekend entertainment, and a limited menu. In one of the preliminary meetings, James presented a list of reasons that small businesses fail. Although many of the ideas on this list were applicable to many types of business, one challenge pertained specifically to the restaurant and bar business. The challenge he referred to was:

A) underestimating how much time it will take to build a market.
B) borrowing money without planning just how and when to pay it back.
C) carrying habits of personal extravagance into the business.
D) some of the easiest businesses to start have the least growth prospects and greatest failure rates.