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Why Some Small Business Owners Are Turning to Crowdfunding to Save Their Company

In times of crisis, some entrepreneurs are finding that their greatest support system is their customer base.

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This story appears in the December 2017 issue of Entrepreneur. Subscribe »

The building on Conover Street in the Red Hook section of Brooklyn that houses Sunny’s Bar isn’t much to look at -- just a squat utilitarian block of red-painted brick with a sign hanging over the front door that announces, helpfully, bar. In the froth and churn of Brooklyn real estate, buildings like it go down all the time to make way for offices and condos. But for owner Tone Balzano Johansen, widow of beloved longtime proprietor Sunny Balzano, it’s sacred space. It’s 100 years of Balzano family history, the place teeming with the ghosts of longshoremen and artists, a place where live music is something you do, not listen to. It’s a piece of old Brooklyn still doggedly refusing to knuckle under to the new world order.

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Related: 3 Steps Effective Leaders Take When Dealing With Crisis

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