It happens to everyone.
Your business is struggling. Something's not quite right. You're not generating enough (or any) revenue. You might be hemorrhaging money, either on advertising and marketing campaigns with no return, or having a lot of your money tied up in an inventory that only grows, and never shrinks. Maybe you're investing hundreds of dollars for events, and not seeing anyone swing by your table or seeing any increased visibility in your social media platforms or website metrics. It might be a difficulty at the introductory stage, or perhaps your business has matured and is seeing signs of decline.