Isn't this also a "forced" thing? Like if you can't afford to keep it going then you close it, if you can keep it going then you do not close it. I get that he thinks that it should be closed if its not making enough profit, but at the same time if you are still sustaining after 3 years, then it must be bringing at least SOME money. Think about it, for three years, where did the money came from to pay your mortgage or rent, where did the bills were paid, where did the money came from to help you feed yourself and your family. Basically unless you saved 3 years worth of costs for you and your business beforehand and then spent that while making nothing, then I guess the business already is doing fine. Sure maybe its not worth millions and millions of dollars, but if it pays for you and your family, that's success enough. If it doesn't, then you are already forced to close down to shop and find money somewhere.
Just because someone is able to sustain the business even after 3 years doesn't mean they should keep doing it if it's not bringing any revenue but going into loss. One should only keep doing it if they see some growth and they have the confidence that if they keep working on the business, make some changes here and there, do some innovations that will bring more customers, etc., then the person should keep spending money on it, otherwise, it's useless and shouldn't be done.
A business that generates $20k per month and the total expenses you have to bear are $30k or maybe more than that business is basically eating you up, and you will soon become bankrupt and will either need to take a loan or start selling what you own to keep running it, so it's definitely better to think about stopping it right there.
However, is there anything else besides profits and revenues? What about customer loyalty, credibility, brand recognition, and innovation? Even when businesses are operating at a loss, they may occasionally acquire additional intangible assets. Maybe after 5 years, or 6 years, or 4 years, the business will experience a profit surge because the timing is right, or it might not be the right time but could be
Indeed, the situation could result in bankruptcy, and nobody is willing to take out loans or liquidate their assets. Nevertheless, remaining there may not be the only option. Perhaps it's a matter of finding the right angle, or perhaps it's not, but adjusting business strategies could turn the tide, even though the tide does not actually turn