This story appears in the March 2021 issue of Ryan Combe sat at his desk, staring through the window at a gloomy winter in Ogden, Utah. The year had started with such promise. After investing some $60,000 in business acquisition, his consulting company, Better Way Franchise Group, hit a hot streak with a slate of new clients and proposal requests. It was tracking toward its best year ever, a million dollars in revenue. Then the bottom fell out. COVID-19 dashed hopes of profit for millions of entrepreneurs, and the consulting industry was hit particularly hard. Combe had to divert rent money to make payroll for his staff of three. He filed for an Economic Injury Disaster Loan and applied for government relief through the Paycheck Protection Program. But the money didn’t show up as quickly as promised. With his next payday approaching, he had just $340 in his account.