In communities across the country, small business owners are the heartbeat of local economies—but many of them are operating on razor-thin margins. According to the National League of Cities, more than 86% of small business owners earn less than $100,000 annually, and among non-employer firms, 78% earn under $50,000. These entrepreneurs aren’t just running businesses—they’re investing in their neighborhoods, creating jobs, and fueling local culture. So how can cities and communities better support them?

1. Invest in Local Ecosystems

Fund local business incubators, networking events, and mentorship programs that bridge gaps local business owners might have.

2. Expand Access to Capital

Many small business owners rely on personal savings or informal loans to stay afloat. Revenue-based financing, microloans, and community development financial institutions (CDFIs) can offer more flexible, accessible funding options—especially for those who don’t qualify for traditional bank loans.

3. Simplify Bureaucracy

Navigating permits, licenses, and zoning laws can be overwhelming. Streamlining these processes and offering multilingual support can make a world of difference for time-strapped entrepreneurs.

4. Promote Local Spending

Every dollar counts. The NLC notes that 68% of every dollar spent at a small business stays in the local economy, compared to just 43% at large retailers. Cities can launch “shop local” campaigns, host small business fairs, and incentivize residents to support neighborhood vendors.

5. Offer Targeted Training

From digital marketing to financial literacy, skill-building workshops tailored to small business realities can help owners grow sustainably. These programs are especially valuable for entrepreneurs without formal business education.

6. Recognize and Celebrate

Public recognition—whether through awards, local media features, or city proclamations—can boost morale and visibility. It’s a simple way to say: “We see you, and we value what you bring to our community.”

Supporting entrepreneurs earning under $100K isn’t just about economics—it’s about equity, opportunity, and building resilient communities from the ground up. When cities invest in these business owners, they’re investing in the soul of their neighborhoods.