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First make sure your boss knows this is not a "get rich fast" scheme. You need to build a brand that surfers grow to know and trust, and that takes time. Years. If this is a serious project then it is a medium to long term investment. Explain this at the start or you will feel a lot of unnecessary pressure when his patience starts running thin. The only short term upside I can think of, is this might help him do some tax write-offs.
Also, get to the core of his reasoning before jumping in. Is he really looking to make money or is he just fulfilling a fantasy? Make sure you are approaching the project from the correct point of view.
Good luck!
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