In factory planning projects, target values are frequently missed, exposing enterprises to risks. The authors conducted an online questionnaire-based empirical study with 45 management-level participants from international manufacturing companies. They examined the horizon, frequencies, and initiation triggers of common planning activities, identifying risks associated with different factory planning cases. This paper presents the design, results, and implications of the study. The study revealed that factory planning, especially greenfield planning, is risky due to many planning participants, uncertain information, and informational interdependencies. Most participants can quantify the horizon and frequency of planning activities but only sometimes measure when their initiation is necessary. The study underscores the need for more precise definitions of initiation triggers. Also, industrial practice lacks assessment and management methods for factory planning risks. The findings contribute to better decisions in risk management and higher achievement levels of project target values in industrial practice.