Several studies on small business raised women. Thus, how men play a role in small business is getting less attention. This then triggers this research, namely to see how the dynamics in small businesses run by men. This study will use a case study approach, taking samples of three small businesses run by men, and running a consumer business, then in the discussion of this research will emphasize the discussion of business growth, and men's mechanism as a business owner in maintaining his business . The results are expected to give an idea how men position themselves as business owners and how they run their business processes.