The businesses on Main street have been the back bone of America since the beginning. As of late it has seemed that the small businesses have not had much support through these tough economic times. The banks have a tight grip on the finances and the government has not really shown small businesses many favors either. There are really not many allies for the small business to stand beside them and help in the fight to stay open and thrive. Identity believes in the dreams of the small business owners and in helping to create ways to change the current situation.