Two entrepreneurs, Jordan and Mia, are both considering open…

Two entrepreneurs, Jordan and Mia, are both considering opening a boutique coffee shop in the same downtown district. Market research shows there is moderate competition and a growing customer base. Jordan believes the area is saturated and thinks opening a coffee shop would be a risky investment, so he decides not to move forward. Mia reviews the same data but sees strong growth potential and feels confident the coffee shop would succeed. As a result, she moves ahead with her plan, and opens the coffee shop.  What type of risk is different for Jordan than it is for Mia?