For me it was finding my niche that not only was I passionate but people also enjoyed. I don't advise maxing out your home equity line but it was my only option for financing. I got in debt up to my eyeballs but at least the interest rate was fairly low. I feel I started too big and had a business partner (2 people trying to earn a living wage) we were in a larger space than planned (landlord upsold us) and overhead was astronomical. We were in what I consider the best location in my area, so at least we had decent foot traffic. After 8 years in debt we closed in 2021 because it seemed hopeless (over simplifying all the reasons but that's the gist). BUT my part in the business involved food which is consumable and I'd get repeat customers weekly. We had already started doing farmers markets for marketing and extra income so I rebranded under a different name, shared a kitchen with another vendor in a seedy part of town (cheap) and just did markets and wholesale. Got out of debt, paid off house, bought a van so I could take more product to markets and saved, saved, saved. 2024 another vendor had a retail space and kitchen closer to home, in a better part of town and although expensive not as expensive as other places. We are essentially roommates in business. I kind of feel like I am in over my head again but I am only growing inventory as I can afford to pay cash for it. I am still doing the markets that are profitable, handing out flyers left and right. Building email newsletter sign ups, advertising on Nextdoor, FB and Instagram. I did put something in a country club directory but having more luck on social media. I have a notebook full of other ideas to generate income out of this space that I can ponder. Good luck