I really think he has no idea at all.
Some percentage of people look at what food costs at a supermarket, and what it costs at a restaurant, realize they can cook as well or better, and say "I could do that!"
But 90% of them realize there IS a bit more than just inviting people into your living room to eat breakfast with you.
Russ lacks the ability to realize that. He sees dirty motel room, dirty whore, dirty bed. That's, in his mind, all you need to run a successful brothel! And he's seen beds for sale at Walmart, and whores on Instagram, so all he needs is the motel.
He generously gives himself 15-30 extra days for minor things like testing out the whores, and bam - complete project!
He may also have put June so he .... no, I'll wait before I reveal that.