"Any time one of my friends tells me they want to open a small business, the first thing I do is try to talk them out of it," says Stephen Roginson, who's in the process of setting up his own business in Detroit.

The life of a small business owner — especially in the very early days — is not an easy one. You're human resources, the accountant, the marketer and the general contractor. You're subject to the harsh regulations of zoning and permits, and you have to have your game face on as you meet customers — and prospective customers — in the neighborhood at all hours of the day. It's not a pretty ride, but it's an exciting and invigorating one, especially for entrepreneurs looking not just to make a profit, but to feed a passion and create a way to connect with people. In our new video series, Setting Up Shop, Mashable is documenting the small business journey to profits; Stephen is one of the entrepreneurs we're following.

Check Out Setting Up Shop on YouTube Roginson, featured in the video above, is a former corporate marketer turned homebrewer, hustling to open Batch Brewing Company in Downtown Detroit.

He's on a mission to help revitalize the city he loves, and there's a lot at stake: His life savings, a $50,000 grant, an Indiegogo campaign, his reputation and the hopes of a neighborhood.

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