Money Secrets

What you do with your money is powerful. For Carmen Hawker, money isn’t the end goal. It’s a tool for redistributing wealth, creating opportunity and building the kind of world she wants to see.  In this episode of Money Secrets, Fi is joined by Carmen Hawker, impact communicator, brand strategist and founder of certified B Corp Carmen Get It, a personality-driven copy and campaigns studio for purpose-led businesses. Carmen is also the co-founder of not-for-profit The Global Women’s Project and financial education platform Ladies Talk Money.   Carmen’s relationship with money has evolved throughout a career grounded in gender equity, human rights and social justice. Early experiences working in women’s health and family violence exposed her to the financial consequences women face when they don’t have access to money, opportunity and financial education. This was the motivation for Carmen to become financially literate.   Fi and Carmen explore what it actually means to run a purpose-led business. Why values need to be lived, not just laminated. And how even the smallest businesses can measure, communicate and grow their impact. They discuss impact reporting, sustainable marketing, productising services and the feast-and-famine cycle that so many freelancers accept as inevitable.     Carmen shares how she went from being “allergic” to talking about money to making financial literacy a major part of her life and work.  Fi and Carmen challenge the story that women are bad with money, explore why women experience risk differently, and make a pact to actively support other women taking financial, business and visibility risks.    Whether you’re building an impact-led business, trying to escape the feast-and-famine cycle or working through your own money stories, this episode is a reminder that making money and doing good don’t have to be competing goals. 🎧 Tune in for a powerful conversation about money, impact, risk and what becomes possible when we show up as part of each other’s village.  What you'll learn in this episode: Purpose-led business is more than a mission statement. Your impact goals should shape how you make decisions. Your values need to show up in action. Measure, demonstrate and communicate what they actually look like in your business. Small businesses can create meaningful impact. You don’t need to be a huge organisation to track and share your contribution. Impact reporting can take many forms. Focus on what matters to your audience and share the wins and non-shiny bits. Feast and famine isn't inevitable as a freelancer. Sustainable, ongoing marketing helps keep leads coming in, even when you’re busy. Productising your services creates predictability. Clear offers help customers feel confident while making your capacity easier to manage. Your money stories shape your business. Unchallenged beliefs about money can become self-fulfilling patterns. Money and impact can work together. Earning more money creates more capacity to redistribute wealth and opportunity. Risk doesn’t happen on a level playing field. Women and marginalised people face greater consequences when taking risks. We can make risk safer for other women. Sharing knowledge, capital, encouragement and support gives others a safer place to land. It’s not your job to be affordable; it’s your job to be valuable. Don’t make assumptions about what your customers are willing to pay. If you want a village, show up as a villager. Community and reciprocity are about what we contribute, not just what we receive. 💡 If this conversation resonates and you want hands-on support, you can work with Fi one-on-one or join Good Money Club, where small business owners learn how to make and manage money with clarity, confidence, and impact. - Good Money Club (doors are open now)Peach Weekly - Sign up for sharp, practical business thinking delivered straight to your inbox. Say hi: [email protected]  ________________________________________________________________________ In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses can change the world, but only if we're making money and managing it well. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. 

Funding Your Next Business Expansion So many founders don't go after opportunities because they don't know how to fund them. In this episode of Money Secrets, Fi explores how to think differently about funding a new revenue stream, buying another business, opening a new location or launching a new product line. There's many ways that growth can be funded; from bank finance and investors to joint ventures, vendor finance and pre-selling to your existing customers. Through these practical examples: ~ an agency looking to buy another business, ~ a massage therapist dreaming of opening a wellness space, ~ and a homewares brand wanting to expand its product range Fi breaks down how to get creative about finding the funds to take advantage of opportunities.  She also looks at the relationship between risk and growth, and why knowing your breakeven number is only part of the picture. Instead of focusing solely on what your business needs to survive, Fi encourages business owners to think about the revenue, investment and calculated risk required to reach where they actually want to go. If you're considering a major expansion or wondering what's possible for your business, this episode is a reminder that funding doesn't always have to come from your own pocket. The first step is simply considering options you didn't know were available to you. 🎧 Tune in to rethink how you could fund your next stage of growth and discover the different ways you can turn a big business idea into a real opportunity.  What you'll learn in this episode: Growing your business may require calculated risks. Think beyond your existing cash flow to fund bigger growth. How to fund the purchase of another business. Explore options including your own cash reserves, vendor finance and pre-selling services to existing customers.  Vendor finance is an option worth exploring. Discover how, in some circumstances, the person selling a business may finance the purchase and be repaid over time.  Your customers could help fund your growth. Learn how pre-selling products, services or founding memberships can generate the capital needed to bring a new idea to life. When bank finance is the right option. Banks are more willing to lend against tangible investments such as equipment or a fit-out.  What to consider before bringing on an investor. Investment can fuel growth, but it also means giving up equity. Funding a new product or revenue stream. Explore pre-orders, lines of credit and other ways to cover the upfront costs of developing something new. How collaboration can be a growth strategy. Discover how a joint venture partner can contribute skills, time or expertise in exchange for a share of future revenue. Big ideas are worth exploring. Don’t assume an opportunity is out of reach just because you don’t have the money yet. 💡 If this conversation resonates and you want hands-on support, you can work with Fi one-on-one or join Good Money Club, where small business owners learn how to make and manage money with clarity, confidence, and impact. - Good Money Club (doors are open now)Peach Weekly - Sign up for sharp, practical business thinking delivered straight to your inbox. Say hi: [email protected]  ________________________________________________________________________ In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses can change the world, but only if we're making money and managing it well. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. 

How do you build a retail business that stands the test of time? You stop chasing overnight success and start treating business like the long game it really is. In this episode of Money Secrets, Fi is joined by Dara Shashoua, founder and creative director of Byzantine Design, Melbourne's most beautiful tile store. A boutique retail experience specialising in bespoke natural stone, architectural surfaces and highly customised design solutions. More than a decade ago, Dara left Sydney, moved to Melbourne knowing fewer than five people, and started building her business from the ground up. What began as a small showroom with no customers has grown into a destination for architects, interior designers and homeowners looking for beautiful materials and highly personalised design solutions. Dara shares the lessons she's learned from more than 12 years in business, from trusting her intuition and building genuine customer relationships to navigating a chronic illness, hiring a team, outsourcing, managing money and learning where her time creates the most value. Fi and Dara explore why business owners need to stay involved when outsourcing, why the founder is always the best salesperson in the business, and how understanding your strengths leads to better financial and business decisions. Whether you're building a retail business, growing a service-based business or creating something premium, this episode is a refreshing reminder that meaningful businesses aren't built overnight. 🎧 Tune in to discover why building a great business is a marathon, not a sprint, and why some of the most valuable lessons happen along the way.  What you'll learn in this episode: Business is a marathon, not a sprint. Building a premium, sustainable business can take much longer than you expect. Small steps can build a bigger vision. Dara incrementally grew Byzantine Design from a tiny showroom into a destination store. Relationships can become your competitive advantage. Connection, empathy and understanding customers shape Dara's approach to sales. Great sales don't have to feel sales-y. Good sales conversations create trust and strong customer experiences. Outsourcing still requires your involvement. Handing something over doesn't mean stepping away from responsibility completely. Outsourcing as collaboration. Shared responsibility and regular check-ins create better working relationships and results. Every investment needs a return. Outsourcing decisions should consider the result you want, not just what you can afford. Business owners often make the best salespeople. Dara prioritises selling, sourcing products and building relationships over tasks others can do. How money beliefs can follow you into business. Old stories about money don't reflect your current financial capability. Rest is part of sustainable business. Creating white space can support better thinking, creativity and long-term decision-making. You don't need to be a perfect planner. Efficiency, prioritisation and making good decisions matter more than being highly organised. What it takes to build a premium business. Patience, persistence and genuinely loving the game of business matter for long-term success. 💡 If this conversation resonates and you want hands-on support, you can work with Fi one-on-one or join Good Money Club, where small business owners learn how to make and manage money with clarity, confidence, and impact. - Good Money Club (doors are open now)Peach Weekly - Sign up for sharp, practical business thinking delivered straight to your inbox. Say hi: [email protected]  ________________________________________________________________________ In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses can change the world, but only if we're making money and managing it well. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. 

Not all debt is bad. Being scared of debt is holding small business owners back from making great financial investments that grow their business. Understanding good and bad debt can save or make you lots of money. Some debt can help you grow. Some involves risk. And some debt is a sign that your business is spending more money than it makes. In this episode of Money Secrets, Fi Johnston breaks down the three different types of debt that can exist in a business.  From safe, asset-backed debt through to the messy kind that can quietly build up on credit cards, lines of credit and with the ATO. Fi explains how to assess the debt you already have, what to consider before taking on more, and a practical Profit First strategy for paying down problematic debt while building a permanently profitable business. 🎧 Tune in to discover the three types of business debt, how to differentiate safe and risky debt, and strategies to pay down debt and build a more profitable business.  What you'll learn in this episode: The three different types of debt that can exist in your business What makes debt “safe” and how to assess the return on an asset before borrowing Using debt to fund business coaching, websites, and stock is a riskier middle ground An unpaid credit card, line of credit or ATO debt = spending beyond your means. If you have ATO debt, it's best to be proactive Understanding how you got into debt is an important part of getting out of it Making more frequent repayments reduces the interest you pay over time Profit First is a great framework to help you aggressively pay down debt What to do if your income isn’t enough to cover your expenses and debt payments The ultimate goal isn’t becoming debt-free, it’s being consistently profitable. 💡 If this conversation resonates and you want hands-on support, you can work with Fi one-on-one or join Good Money Club, where small business owners learn how to make and manage money with clarity, confidence, and impact. - Good Money Club (doors are open now)Peach Weekly - Sign up for sharp, practical business thinking delivered straight to your inbox. Say hi: [email protected]  ________________________________________________________________________ In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses can change the world, but only if we're making money and managing it well. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. 

What do you wish you could tell yourself when you first started your business? In this episode of Money Secrets, Fi celebrates 16 years in business by looking back at the lessons she wishes she'd known when she first started Peach Business Management in 2010. From a chance conversation at Mount Zero Olives that led to her very first client, to building a business that has evolved over more than a decade and a half, Fi shares the honest, human lessons she's learned along the way. She explores why being great at what you do isn't enough if nobody knows about it, why she wishes she'd started building an email list from day one, and how getting the right coaching and support earlier could have changed the trajectory of her business. Fi also reflects on the power of relationships, learning to create your own opportunities, and one of the biggest lessons of all: your health and wellbeing are just as important as anything else you invest in as a business owner. Whether you're in your first year of business or your sixteenth, this episode is a reminder that building a successful business isn't only about pricing, profit and strategy. It's also about knowing yourself, asking for support, putting yourself forward and creating a business that leaves room for a life outside of work. 🎧 Tune in for Fi's biggest lessons from 16 years in business, and the things she wishes she'd understood from the very beginning.  What you'll learn in this episode: Why being good at what you do isn't enough. Learn why marketing your expertise is essential for building a successful business. Why relying on referrals can be risky. Discover how consistent marketing gives you more control over your client pipeline. Why you should build an email list early. Learn why an engaged email audience can become one of your most valuable business assets. Why getting support can accelerate your growth. Discover how coaching and expert advice can help you develop skills outside your expertise. Why making money starts in your mind. Learn how your mindset and behaviour can influence the results you create in business. Why your natural strengths matter. Hear how Fi's ability to build genuine relationships became part of her secret sauce. Why you need to create your own opportunities. Learn why putting yourself forward can open doors to stages, podcasts, awards and more. Why collaboration can build courage. Hear how working with others can give you the confidence to pursue bigger ideas. Why your health is a business priority. Learn why protecting your physical and mental wellbeing is essential for long-term success. Why making space for joy matters. Discover why a successful business should support a fulfilling life outside of work. How your definition of success can evolve. Explore why sustainable success includes money, connection, wellbeing, courage and joy. 💡 If this conversation resonates and you want hands-on support, you can work with Fi one-on-one or join Good Money Club, where small business owners learn how to make and manage money with clarity, confidence, and impact. - Good Money Club (doors are open now)Peach Weekly - Sign up for sharp, practical business thinking delivered straight to your inbox. Say hi: [email protected]  ________________________________________________________________________ In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses can change the world, but only if we're making money and managing it well. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. 

What if growing your business wasn't about working harder, but building better systems?  Why do so many business owners spend every waking hour working in their business, yet still struggle to create consistent, profitable growth? In this episode of Money Secrets, Fi is joined by entrepreneur, sales strategist and founder of The Growth Engine, Cam Elliott, for a practical conversation about what really drives sustainable business growth. From selling pencil shavings in the schoolyard to building and selling multiple businesses; including a craft beer subscription company and a corporate training business, Cam shares the lessons he's learned about entrepreneurship, revenue generation, and why systems matter far more than hustle. Together, Fi and Cam unpack the mindset traps that keep business owners stuck, why simply delivering a great product isn't enough to build a thriving business, and the simple framework Cam uses to help businesses generate predictable revenue without burning themselves out. Whether you're a solo business owner or leading a growing team, this episode will challenge the way you think about sales, marketing, business development and the systems that support long-term growth. 🎧 Tune in to discover why the businesses that grow consistently aren't necessarily the ones working the hardest; they're the ones building better systems.Ready to put these ideas into action? Learn more about Cam's Growth Strategy Workshop, designed to help business owners create a practical growth plan and build the systems that support long-term success.  What you'll learn in this episode: Why working harder won't automatically grow your business. Discover why many business owners spend almost no time on activities that actually generate future revenue.   The biggest mindset trap keeping businesses stuck. Learn why believing "if I build a great product, customers will come" often prevents businesses from reaching their full potential. Cam's four-part Growth Engine framework. Understand how goals, processes, people and technology work together to create predictable revenue growth. Why every business needs a written revenue goal. Discover how defining a clear destination makes every business decision faster and more strategic. How to build systems that free up your time. Learn why documenting your sales and business processes is the first step to improving them. The difference between using technology and relying on technology. Understand why AI, CRMs and automation only work when they're built on strong processes and capable people. Why one exceptional business development strategy beats ten average ones. Explore why mastering a single growth channel often outperforms trying to be everywhere at once. The surprising power of repeat customers. Learn why generating more value from existing clients is often easier (and more profitable) than constantly chasing new ones. How to stop leaving money on the table. Discover practical ways to improve your sales process, from discovery calls and proposals to follow-up systems that increase conversions. Why systems don't have to be complicated. Hear how simple dashboards, measurable processes and regular reviews help businesses make smarter decisions with confidence. The "61% Rule" for business focus. Why dedicating the majority of your attention to one core product creates stronger long-term growth while still leaving room for creativity. The first step to building a more profitable business. Walk away with a simple challenge that will help you identify exactly where your time is (and isn't) creating future growth. 💡 If this conversation resonates and you want hands-on support, you can work with Fi one-on-one or join Good Money Club, where small business owners learn how to make and manage money with clarity, confidence, and impact. - Good Money Club (doors are open now)Peach Weekly - Sign up for sharp, practical business thinking delivered straight to your inbox. Say hi: [email protected]  ________________________________________________________________________ In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses can change the world, but only if we're making money and managing it well. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. 

What separates an unforgettable business from one that blends into the crowd? In this episode of Money Secrets, Fi explores three Australian service-based businesses nailing their business models: ThinkHQ, SCARF, and Cheek Media. Fi unpacks how they've structured their businesses to create impact, attract loyal customers, and build sustainable revenue.  From a communications agency that leads with client outcomes, to a social enterprise creating real-world training and employment opportunities through hospitality partnerships, and an independent media company with highly original revenue streams, these businesses demonstrate that great business models are built with intention. Whether you're a service provider, consultant, coach or creative business owner, this episode is packed with practical ideas to help you think differently about positioning, partnerships, revenue, and what truly makes your business unique. 🎧 Tune in to discover how the right business model can help you stand out, create more impact, and build a business that's designed for long-term success.  What you'll learn in this episode: Why your business model matters. Learn how a well-designed business model creates profitability, competitive advantage, and long-term sustainability.  Why leading with outcomes is more powerful than listing services. Discover how ThinkHQ communicates the transformation clients want instead of simply describing what they do. How to clearly communicate your unique value proposition. Learn why explaining what makes your business different helps attract ideal clients. Why employer branding is part of your business strategy. Discover how showcasing your team and workplace culture helps attract and retain exceptional talent. How strategic partnerships can strengthen your business. Learn why collaborating with existing organisations can create better outcomes than building everything yourself. Why impact reporting builds trust. Discover how sharing measurable results helps customers and supporters understand the real difference your business is making. How revenue streams can support your mission. Learn why businesses like SCARF and Cheek Media have designed creative income sources that align with their purpose. Why knowing your target audience changes everything. Understand how Cheek Media has built a highly engaged brand by speaking directly to Gen Z. How memorable marketing creates stronger customer connection. Discover why unexpected products, experiences, and messaging can deepen audience loyalty. Why differentiation is essential in crowded markets. Learn how these three Australian businesses stand out by embracing what makes them genuinely different. How to think more strategically about your own business. Walk away with practical ideas you can apply to your own positioning, partnerships, marketing, and revenue model. 💡 If this conversation resonates and you want hands-on support, you can work with Fi one-on-one or join Good Money Club, where small business owners learn how to make and manage money with clarity, confidence, and impact. - Good Money Club (doors are open now)Peach Weekly - Sign up for sharp, practical business thinking delivered straight to your inbox. Say hi: [email protected]  ________________________________________________________________________ In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses can change the world, but only if we're making money and managing it well. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. 

Are you working harder than ever but still feeling like you're not earning what your business is capable of? Register to the free masterclass: More Money. More Mission30th July 2026 | 10am AEST (60 mins) | Zoom | All welcome. In this episode of Money Secrets, Fi unpacks one of the biggest myths in small business: that making more money means working more hours.  Instead, she explains why sustainable growth comes from understanding your true capacity, charging appropriately for the value you create, and attracting better-fit clients through stronger branding, marketing, and messaging. Fi shares why so many business owners unknowingly overestimate how much billable work they can realistically do, and how this leads to burnout, undercharging, and constantly feeling behind. She also explores why raising your prices isn't about keeping every client, it's about creating the space to serve the right clients well while building a more profitable and sustainable business. If you've ever felt trapped in the cycle of working harder without seeing better financial results, this episode will help you rethink the relationship between time, value, pricing, and profit. 🎧 Tune in to discover why earning more isn't about doing more, it's about building a business that values your time, expertise, and capacity. Register to our free masterclass: More Money. More Mission30th July 2026 | 10am AEST (60 mins) | Zoom | All welcome.   What you'll learn in this episode: Why working harder doesn't automatically make you more money. Learn why working longer hours often leads to burnout instead of better financial results.   How to understand your true business capacity. Discover why only part of your working week is actually revenue-generating. Why pricing has the biggest impact on profitability. Learn why increasing your prices is one of the fastest ways to improve your income. How higher prices create a more sustainable business. Understand why charging more allows you to work with fewer, better-fit clients. Why branding, marketing and messaging matter. Discover how clearly communicating your value supports premium pricing. How to attract your ideal clients. Learn why defining who you serve helps you build a stronger, more profitable business. Why outcomes matter more than features. Understand how communicating results helps clients see the value of your work. How to avoid the 'curse of knowledge.' Learn why using simple language makes your marketing more effective. Why raising your prices means letting some clients go. Discover why losing lower-value clients can strengthen your business long term. Why your expertise should be reflected in your pricing. Learn why your rates should grow as your skills and experience improve. How to make more money without working more hours. Discover how capacity, pricing and marketing work together to grow your business. 💡 If this conversation resonates and you want hands-on support, you can work with Fi one-on-one or join Good Money Club, where small business owners learn how to make and manage money with clarity, confidence, and impact. - Good Money Club (doors are open now)Peach Weekly - Sign up for sharp, practical business thinking delivered straight to your inbox. Say hi: [email protected]  ________________________________________________________________________ In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses can change the world, but only if we're making money and managing it well. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. 

What if your impact was something you actually measured? And what does it really mean to be an impact-led business? Register to the free masterclass: More Money. More Mission30th July 2026 | 10am AEST (60 mins) | Zoom | All welcome. In this episode of Money Secrets, Fi challenges purpose-led founders to stop using "impact" as a vague buzzword and start defining, measuring, and reporting the change they're trying to create. After nearly 16 years in business, Fi shares Peach Business' 2026 FY Impact Report and reflects on the numbers behind her mission to get more money into the hands of good business owners. From investing in Australian small businesses and producing Ripple Festival, to educating thousands of founders through podcasts, newsletters, masterclasses, and mentoring, she demonstrates that impact looks different for every business, and that it's worth measuring. Rather than comparing yourself to charities or social enterprises, this episode encourages you to decide what matters most in your own business, create meaningful metrics around it, and regularly review whether you're making the difference you set out to make. If you've ever described your business as purpose-led, or you're striving to build a business that creates positive change, this episode will help you become more intentional about defining, measuring, and growing your impact. 🎧 Tune in to discover why measuring your impact is just as important as measuring your revenue. Register to our free masterclass: More Money. More Mission30th July 2026 | 10am AEST (60 mins) | Zoom | All welcome.   What you'll learn in this episode: Why every purpose-led business needs to define its impact. Learn why simply calling yourself "purpose-led" isn't enough and why clarity matters.  Why measuring impact is just as important as measuring financial performance. Discover why impact deserves the same attention as revenue, profit, growth, and cash flow. How to create an impact report for your business. Explore how tracking meaningful metrics can help you better understand the change you're creating. Why impact looks different for every business. Understand why your impact doesn't need to resemble that of a charity or social enterprise to be valuable. How to choose the right impact metrics. Learn how to identify the outcomes that genuinely reflect your mission and values. Impact report revealed. Hear how Fi measures the impact created through clients, education, podcasting, Ripple Festival, supplier spending, charitable giving, and community initiatives. Why investing in other small businesses creates meaningful impact. Discover how your spending decisions can strengthen the wider small business ecosystem. How education becomes a powerful form of impact. Learn why sharing knowledge through podcasts, newsletters, masterclasses, and training contributes to long-term positive change. Why your business decisions shape your impact. Balancing client work, personal wellbeing, and larger purpose-driven projects influences both financial sustainability and social impact. How to create your own theory of change. Learn how articulating the change you want to create gives your business greater focus, purpose, and direction. Why making more money helps you create more impact. Financial sustainability allows purpose-led businesses to continue serving their communities and growing their mission. 💡 If this conversation resonates and you want hands-on support, you can work with Fi one-on-one or join Good Money Club, where small business owners learn how to make and manage money with clarity, confidence, and impact. - Good Money Club (doors are open now)Peach Weekly - Sign up for sharp, practical business thinking delivered straight to your inbox. Say hi: [email protected]  ________________________________________________________________________ In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses can change the world, but only if we're making money and managing it well. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. 

Register to our free masterclass: More Money. More Mission30th July 2026 | 10am AEST (60 mins) | Zoom | All welcome. What if creating more impact starts with taking better care of yourself? Why do so many purpose-led business owners put their mission, clients, team, and business expenses ahead of their own financial wellbeing? In this episode of Money Secrets, Fi explores a pattern she has seen repeatedly throughout her 25 years of working with purpose-led founders: business owners sacrificing their own income, wellbeing, and financial future in order to keep their mission moving forward. Creating positive change for everyone else while leaving yourself financially depleted isn't sustainable. Paying yourself should be a non-negotiable part of running a healthy business. Your beliefs about profit and income influence the decisions you make. And increasing your revenue doesn't mean working harder or finding more clients.  From understanding your money behaviours to reviewing your pricing strategy and choosing clients who truly value what you offer, this episode is a reminder that income and impact aren't opposing forces. In fact, the more financially sustainable your business becomes, the more impact you can create. Whether you're running a purpose-led business, building a social enterprise, or simply trying to create meaningful change through your work, this episode will help you rethink the role of money, profit, and your own financial wellbeing in your mission. 🎧 Tune in to discover why taking care of yourself isn't separate from creating impact, it's part of it. Register to our free masterclass: More Money. More Mission30th July 2026 | 10am AEST (60 mins) | Zoom | All welcome.   What you'll learn in this episode: Why purpose-led founders often sacrifice themselves for the mission. Explore why business owners put their own income and wellbeing last. Why you should see yourself as the first person impacted by your business. Learn why your financial wellbeing needs to be part of your impact strategy. How your money psychology influences business decisions. Discover how beliefs about profit, income, pricing, and money shape the actions you take. How to recognise unhelpful money behaviours in your business. Learn what procrastinating on invoices, proposals, and financial tasks can reveal about your relationship with money. Why profit isn't the enemy of purpose. Understand how healthy profit helps your business grow, invest in its mission, and create more positive change. Why paying yourself first needs to become a priority. Shift from paying yourself whatever is left over to treating your wage as an essential business expense. The two fundamental ways to increase your revenue. Learn why growing your income comes down to selling more or charging more. How choosing the right clients can support higher prices. Discover why working with clients who value and can invest in your offer can strengthen your pricing strategy. Why revenue goals need to become a maths equation. Learn how to break down your revenue target by how many things you need to sell and at what price. Why income and impact can grow together. Understand how more revenue can help you support causes, communities, clients, and your wider mission. Why sustainable impact starts with taking care of yourself. Learn why paying yourself well and protecting your wellbeing allows you to create impact for the long term.  💡 If this conversation resonates and you want hands-on support, you can work with Fi one-on-one or join Good Money Club, where small business owners learn how to make and manage money with clarity, confidence, and impact. - Good Money Club (doors are open now)Peach Weekly - Sign up for sharp, practical business thinking delivered straight to your inbox. Say hi: [email protected]  ________________________________________________________________________ In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses can change the world, but only if we're making money and managing it well. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. 

What if building wealth isn't just about what you know, but what you believe? Why do so many capable women still hesitate to invest, charge more, or trust themselves with money? In this episode of Money Secrets, Fi is joined by financial coach and Rapid Transformational Therapy practitioner Jan Morrison for a powerful conversation exploring the intersection of financial literacy, money mindset, and the subconscious beliefs that shape our financial lives. After spending over 40 years working in finance, Jan realised that numbers alone don't create financial freedom. The biggest breakthroughs happen when financial knowledge is combined with self-trust, emotional awareness, and a willingness to challenge the beliefs we've carried since childhood. Together, Fi and Jan unpack why so many women struggle to build wealth despite being incredibly capable, the societal messages that still influence our financial decisions, and practical strategies to start creating long-term financial security. Whether you're growing a business, building your investment portfolio, or simply trying to feel more confident with money, this episode offers both practical advice and mindset shifts to help you move forward.🎧 Tune in to discover why understanding your money story could be just as important as understanding your bank account.Ready to take action? Download Jan's free guide, 5 Easy Steps to Create Financial Freedom, for practical steps to strengthen your relationship with money and investing. Free guide: How to Price Your Product or Service What you'll learn in this episode: Why financial literacy alone isn't enough to build wealth. Learn how mindset, self-trust, and subconscious beliefs influence every financial decision you make. The four stages of financial freedom and how to move through them. Discover the journey from the financial "roundabout" to creating long-term financial independence. How childhood experiences shape your relationship with money. Understand where limiting money beliefs come from and why they often continue into adulthood. Why women often undercharge, over-deliver, and hesitate to invest. Explore the social conditioning and confidence gaps that continue to affect financial decisions. How your brain keeps you financially "safe" even when it holds you back. Learn how familiarity, procrastination, and fear can quietly limit business and wealth growth. The role of your nervous system in growing your income. Understand why sustainable financial growth happens gradually rather than through overnight success. Simple habits that can dramatically improve your financial future. Discover why paying yourself first and automating investments creates long-term wealth. The difference between active income and passive income. Learn how to make your money start working for you instead of relying solely on your own work. Why investing early matters more than investing perfectly. Explore concepts like compounding and dollar-cost averaging that reward consistency over timing. How increasing your income supports long-term wealth creation. Discover why earning more and charging appropriately can have an even bigger impact than cutting costs. The three pillars of Jan's Money Story Audit framework. Learn how emotional mindset, financial knowledge, and subconscious beliefs work together to shape outcomes. Why financial freedom starts with believing you're worthy of it. Hear the simple but powerful reminder that lasting wealth begins with believing you deserve it.  💡 If this conversation resonates and you want hands-on support, you can work with Fi one-on-one or join Good Money Club, where small business owners learn how to make and manage money with clarity, confidence, and impact. - Good Money Club (doors are open now)Peach Weekly - Sign up for sharp, practical business thinking delivered straight to your inbox. Say hi: [email protected]  ________________________________________________________________________ In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses can change the world, but only if we're making money and managing it well. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. 

Free guide: How to Price Your Product or Service What money thoughts live rent free in your mind? A simple, powerful Money Psychology Exercise for you.In this special episode of Money Secrets, Fi shares a powerful guided exercise recorded during a recent Good Money Monday session inside Good Money Club as part of Money Psychology Week. We often hear that mindset matters when it comes to money, but identifying the thoughts driving our decisions isn't always easy. In this practical exercise, Fi guides listeners through a series of everyday business and life scenarios designed to uncover the beliefs, stories, fears, and assumptions we hold about money, success, opportunity, and self-worth. Each scenario is designed to reveal the thoughts that influence your actions and ultimately shape your results.This episode isn't just something to listen to; it's an exercise to participate in. Grab a notebook, find a quiet space, and work through the prompts alongside Fi. You may discover money beliefs you didn't know were there, uncover mindset shifts you've already made, or identify patterns that could be holding you back from earning, charging, investing, or growing your business.🎧 Tune in, complete the exercise with us, and then we'd love to hear what came up for you. Send us an email or message and share the money thoughts, insights, or surprises you discovered. What you'll learn in this episode: How your money thoughts shape your results and influence your decisions. How to uncover money stories that impact your actions without you realising it. Why approaching your thoughts with curiosity is more useful than self-judgment. What your reactions to opportunities reveal about your beliefs around success and visibility. How scarcity thinking shows up in everyday situations and affects financial decision-making. The role comparison plays in your money mindset and how it influences your perspective. What your response to financial surprises can teach you about resilience and money beliefs. How growth opportunities can uncover hidden fears around success, responsibility, and risk. Why visibility, recognition, and success can feel uncomfortable, even when you want them. How your mindset influences the way you market, sell, lead, and grow your business. How to uncover limiting beliefs that may be holding you back from making more money. Why self-awareness is one of the most valuable skills you can develop as a business owner. How recognising your money thoughts is the first step towards changing them. The connection between money psychology, business growth, and long-term success. 💡 If this conversation resonates and you want hands-on support, you can work with Fi one-on-one or join Good Money Club, where small business owners learn how to make and manage money with clarity, confidence, and impact. - Good Money Club (doors are open now)Peach Weekly - Sign up for sharp, practical business thinking delivered straight to your inbox. Say hi: [email protected]  ________________________________________________________________________ In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses can change the world, but only if we're making money and managing it well. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. 

Free guide: How to Price Your Product or Service Pricing Strategy: In this episode of Money Secrets, Fi tackles one of the most important decisions every business owner makes: pricing. Drawing on 25 years of experience working with small businesses, Fi explains why undercharging is one of the most common mistakes she sees and how it can impact both profitability and growth. She unpacks the psychology behind pricing, why "affordable" isn't always the goal, and how your pricing influences the way potential clients perceive the value of your products and services. Fi also shares a practical framework for setting prices that support your income goals, including how to break down revenue targets using the two key levers available to every business owner: price and volume. Whether you're a service provider, freelancer, consultant, or product-based business owner, this episode will help you rethink your pricing strategy and build a business that is both profitable and sustainable. 🎧 Tune in to learn why pricing matters more than you think, how to stop undercharging, and the simple calculations that can help you make more money without working harder. What you'll learn in this episode: Why undercharging is so common. Many small business owners price based on fear, affordability, or a desire to be liked rather than business sustainability. The hidden cost of being "affordable." Low prices can create perceptions of lower quality and attract the wrong customers. Why pricing has such a significant impact on your income. Your pricing decisions directly influence your ability to generate revenue and profit. How to calculate what you need to earn. Breaking down annual revenue goals helps create a realistic plan for achieving them. The two levers that drive revenue growth. Every business can increase income through either higher prices or higher sales volume. Why increasing prices is often easier than increasing volume. Raising your average sale can be more effective than constantly chasing more customers. How to use pricing to reach your revenue goals. Fi shares practical examples for both service-based and product-based businesses. Why understanding your costs matters. Time, delivery costs, and business expenses all need to be factored into your pricing. How pricing influences customer perception. Your prices communicate value, experience, and quality before a client ever works with you. What high-quality clients expect. Savvy customers understand that great products and services come with an appropriate price tag. How pricing supports business sustainability. Charging appropriately creates room for better customer experiences, stronger delivery, and greater impact. Why pricing is both a financial and strategic decision. Setting prices isn't just about covering costs—it's about positioning your business for long-term success. The mindset shifts needed to charge more confidently. Understanding your value helps you move beyond scarcity thinking and price with intention. How to build a more profitable business. Small pricing adjustments can have a significant impact on revenue without increasing workload.   💡 If this conversation resonates and you want hands-on support, you can work with Fi one-on-one or join Good Money Club, where small business owners learn how to make and manage money with clarity, confidence, and impact. - Good Money Club (doors are open now)Peach Weekly - Sign up for sharp, practical business thinking delivered straight to your inbox. Say hi: [email protected]  ________________________________________________________________________ In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses can change the world, but only if we're making money and managing it well. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. 

In this episode of Money Secrets, Fi explores what it really takes to prepare a business for sale. Drawing on her experience as a chartered accountant, Fi shares what buyers are really looking for and why building a sellable business can benefit you long before you're ready to exit. From profitability and cash flow to systems, processes, brand strength, and founder dependency, she breaks down the key factors that influence business value and the practical steps you can take to build a stronger, more sustainable business. Whether you're planning to sell your business one day or simply want to build a stronger business today, this episode will help you think differently about what makes a business truly valuable. 🎧 Tune in to learn what buyers are looking for, how to increase the value of your business, and why preparing for an eventual exit could help you build a business you love owning.  The doors to Good Money Club are open right now. You deserve your own Board of Directors, and you'll get that and more inside this community for women business owners.   What you'll learn in this episode: Why selling a business takes longer than most people expect. Exiting a business often requires significant time, energy, and preparation. What buyers are really looking for. Profitability, assets, systems, and risk all influence business value. Why consistent profits matter. Buyers want confidence that a business can generate reliable returns over time. The assets that increase business value. Brands, websites, customer contracts, and engaged communities all count. How buyers assess risk. Leases, staffing obligations, and legal issues can impact a sale. Why founder dependency is a problem. Businesses that rely heavily on the owner can be harder to sell. How systems and processes add value. Clear workflows help a business operate without constant founder involvement. Why positive cash flow is essential. Healthy cash flow supports both sustainability and growth. The role of brand and community. Strong customer relationships can make a business more attractive to buyers. How to prepare your business for sale. Pricing, profitability, systems, and team development all matter. Why building a sellable business benefits you now. The same improvements often create a better business to own. How to create more freedom as a business owner. Reducing founder reliance gives you greater flexibility and options. 💡 If this conversation resonates and you want hands-on support, you can work with Fi one-on-one or join Good Money Club, where small business owners learn how to make and manage money with clarity, confidence, and impact. - Good Money Club (doors are open now)Peach Weekly - Sign up for sharp, practical business thinking delivered straight to your inbox. Say hi: [email protected]  ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses can change the world, but only if we're making money and managing it well. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. 

In this episode of Money Secrets, Fi unpacks a challenge that catches many small business owners by surprise: the faster your business grows, the more cash it often needs. Drawing on her experience as a chartered accountant and money coach, Fi explains why growing businesses can find themselves running out of money even when sales are increasing. She breaks down the cash flow pressures faced by both product-based and service-based businesses and shares practical strategies to help business owners grow sustainably without putting unnecessary strain on their finances. From stock purchases and pricing strategies to hiring decisions and waitlists, this episode is packed with practical advice for small business owners who want to grow with more confidence, control, and financial stability. 🎧 Tune in to learn why growth can create cash flow challenges, how to spot the warning signs early, and what you can do to build a business that grows sustainably. The doors to Good Money Club are open right now. You deserve your own Board of Directors, and you'll get that and more inside this community for women business owners.   What you'll learn in this episode: Why growing businesses often run out of cash. Increased revenue doesn't always mean more available money, especially when expenses are due long before customers pay you. The hidden cash flow challenge facing product businesses. Stock purchases often need to be funded months before sales revenue arrives. Why pricing plays a critical role in sustainable growth. Healthy margins help fund future stock orders, team growth, and business expansion. How rapid growth can create financial pressure. Growing faster than your systems, processes, and cash flow can support may create unnecessary risk. When it may be time to slow growth intentionally. Adjusting marketing activity, launch schedules, or pricing can help create a more manageable pace of growth. How pre-orders can improve cash flow. Using customer deposits to help fund inventory purchases can reduce financial pressure and minimise excess stock. Why service businesses experience similar cash flow challenges. Hiring staff often requires paying wages before the revenue generated by those team members arrives. How waitlists can support smarter hiring decisions. Building future demand before recruiting can reduce risk and improve confidence when growing your team. The difference between hiring billable and non-billable team members. Understanding how each role contributes to growth helps you make more strategic hiring decisions. Why non-billable roles can still drive revenue growth. Support staff can free up business owners to focus on business development, leadership, and growth activities that generate more income. The importance of planning for growth before it happens. Having clear financial forecasts and growth strategies can help avoid cash flow surprises. How to think differently about growth and profitability. Sustainable growth requires balancing ambition with strong financial foundations. 💡 If this conversation resonates and you want hands-on support, you can work with Fi one-on-one or join Good Money Club, where small business owners learn how to make and manage money with clarity, confidence, and impact. - Good Money Club (doors are open now)Peach Weekly - Sign up for sharp, practical business thinking delivered straight to your inbox. Say hi: [email protected]  ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses can change the world, but only if we're making money and managing it well. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. 

In this episode of Money Secrets, Fi unpacks one of the biggest mistakes small business owners make when trying to recruit staff: Assuming candidates are automatically excited about working for them.Drawing on her background in HR and years of experience supporting small business owners, Fi shares practical strategies for attracting great employees, improving your recruitment process, and positioning your business as a genuinely appealing place to work. From careers pages and job ads to interviews, onboarding, and employer branding, this episode is packed with grounded, actionable advice for small business owners who want to build stronger teams and create a workplace people genuinely want to be part of. 🎧 Tune in to learn how a stronger employer brand, clearer recruitment process, and more intentional candidate experience can help you attract and retain better staff. The doors to Good Money Club are open right now. You deserve your own Board of Directors, and you'll get that and more inside this community for women business owners.   What you'll learn in this episode: Why recruiting is also a sales process. Candidates are assessing your business just as much as you’re assessing them. How employer branding impacts recruitment. The way you show up online shapes whether great candidates want to work with you. Why small businesses need to better communicate their unique advantages. Flexibility, proximity to decision-making, and meaningful work are often undervalued perks. The importance of showcasing your team publicly. Highlighting employees and workplace culture builds trust and credibility with future candidates. Why every small business should have a careers page. A dedicated page helps communicate your values, culture, and opportunities more clearly. How to write a stronger, more compelling job ad. Great job ads focus on what the candidate gains, not just what the business expects. Why recruitment should start with short phone calls. Quick screening calls save time, improve filtering, and create a better candidate experience. The role onboarding plays in employee success. New team members need context, clarity, and over-communication to thrive. Why strong brands attract stronger candidates. Businesses with clear, trusted brands often find recruitment significantly easier. How thoughtful recruitment processes create better long-term outcomes. Better hiring decisions lead to stronger teams, smoother growth, and healthier businesses. 💡 If this conversation resonates and you want hands-on support, you can work with Fi one-on-one or join Good Money Club, where small business owners learn how to make and manage money with clarity, confidence, and impact. - Good Money Club (doors are open now)Peach Weekly - Sign up for sharp, practical business thinking delivered straight to your inbox. Say hi: [email protected]  ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses can change the world, but only if we're making money and managing it well. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. 

In this episode of Money Secrets, Fi shares a real behind-the-scenes story from planning the Ripple Retreat and how a frustrating customer experience sparked this episode about sales, communication, and the way small business owners make things harder for themselves. After trying to book a winery tour for a group retreat, Fi found herself receiving a $5,000 invoice before her questions had even been answered, followed by repeated payment reminders and no follow up info. This is a powerful example of how many businesses unintentionally lose trust, connection, and sales momentum during the inquiry process. From proposals and follow-ups to personalisation and communication, this episode is packed with practical reminders about what actually helps people feel confident enough to buy. 🎧 Tune in to learn how thoughtful communication, stronger sales processes, and a more intentional customer experience can make making money feel easier. The doors to Good Money Club are open right now. You deserve your own Board of Directors, and you'll get that and more inside this community for women business owners.   What you'll learn in this episode: Why leads should be treated with more care and attention. A new enquiry is a real opportunity, and communication shapes whether someone chooses to work with you. How poor communication can quietly lose sales. Sending invoices too early or failing to answer questions can create friction and reduce trust. Why a proposal can strengthen your sales process. A thoughtful proposal helps clients feel confident and understand what makes your business different. The importance of making clients feel seen and understood. Personalised communication and thoughtful follow-up help clients feel supported and respected. How follow-ups can build trust instead of pressure. Great follow-ups answer questions, offer reassurance, and strengthen the relationship. How small tweaks can make making money easier. Simple improvements to your systems and communication can significantly improve the client experience. The role of customer experience in standing out from competitors. The way you guide people through the enquiry process matters more than you think. How small business owners unintentionally make things harder for themselves. Many businesses focus on getting leads, but not enough on nurturing them. Why respecting the size of a client investment matters. Clients spending thousands of dollars want to feel informed, reassured, and looked after. How better systems can create calmer, more sustainable growth. Thoughtful sales processes reduce confusion and help business feel more intentional. 💡 If this conversation resonates and you want hands-on support, you can work with Fi one-on-one or join Good Money Club, where small business owners learn how to make and manage money with clarity, confidence, and impact. - Good Money Club (doors are open now)Peach Weekly - Sign up for sharp, practical business thinking delivered straight to your inbox. Say hi: [email protected]  ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses can change the world, but only if we're making money and managing it well. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. 

In this episode of Money Secrets, Fi breaks dives into something so many business owners experience: making money is not the same as having money. Even when revenue is strong, it’s common to still feel stressed, stretched, and unsure where the money is actually going. Fi explains why this happens, especially during busy or growth periods, and shares practical ways to manage your money more intentionally. From understanding your ideal client to implementing Profit First, creating spaciousness in your day, and addressing scope creep, this episode is packed with tested advice to help you make money, and keep it. 🎧 Tune in to learn how to manage your money while your business and your wellbeing. The doors to Good Money Club are open right now. You deserve your own Board of Directors, and you'll get that and more inside this community for women business owners.  What you'll learn in this episode:  Making money is not the same as having money. Bringing in revenue doesn’t guarantee financial stability, how you manage that money is what creates profit and security. How to increase revenue by focusing on the right clients. The clients you can do your best work for, and who value it most, are how to make more money with less effort. Why business growth can lead to financial stress. Growth periods bring higher revenue, but also more pressure, longer hours, and increased (often unseen) spending. How stress and busyness impact your spending habits. When you’re overwhelmed, it’s easy to make quick, reactive decisions that lead to higher expenses and less profit. How Profit First helps you manage your money more effectively. Setting clear percentages for profit, pay, and expenses creates structure and helps you keep more of what you earn. Why slowing down leads to better financial decisions. Creating space in your day, your schedule, and your thinking helps you move from reactive spending to intentional choices. How over-delivering and scope creep affect profitability. Doing more than what clients are paying for can quietly reduce your margins and increase stress. The connection between your nervous system and your money. Feeling frantic or overwhelmed can drive spending, learning to regulate yourself is part of managing your finances. How to build a business that actually keeps money. With the right systems, pricing, and pace, you can move from just making money to creating real financial stability. 💡 If this conversation resonates and you want hands-on support, you can work with Fi one-on-one or join Good Money Club, where small business owners learn how to make and manage money with clarity, confidence, and impact. - Good Money Club (doors are open now)Peach Weekly - Sign up for sharp, practical business thinking delivered straight to your inbox. Say hi: [email protected]  ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses can change the world, but only if we're making money and managing it well. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. 

This episode of Money Secrets looks at three Australian brands with business models that Fi absolutely loves, and why they work so well. These three businesses manufacture in Australia and are masters of communicating their unique value.  Fi unpacks what makes these businesses stand out, from how they design their products and choose their partners, to the way they build customer relationships and deliver their offers. Featuring Good Citizens, Yarn'n, and Wolki Farm, this episode is a chance to explore what theses businesses do well, to help you think differently about how your own business works. 🎧 Tune in to explore what makes a business model truly powerful, and how you can apply these ideas to build something more profitable, aligned, and sustainable.  The doors to Good Money Club are open right now. You deserve your own Board of Directors, and you'll get that and more inside this community for women business owners.  What you'll learn in this episode:  Why great business models go beyond just making money. The best businesses create products people genuinely want and deliver them in innovative, thoughtful ways. What makes up a business model. From value proposition to customer relationships, partners, costs, and distribution, understanding these building blocks helps you design a business that works. How simplifying your offers can increase profitability. A smaller product range often reduces costs, removes overwhelm for customers, and improves conversion rates. Why transparency and storytelling are powerful marketing tools. Clearly showing how your business operates builds trust and helps customers feel confident choosing you. How choosing the right partners strengthens your business model. Aligning suppliers, collaborators, and charities with your values creates a more compelling and cohesive brand. Why “where” and “how” you deliver matters as much as what you sell. Innovative distribution channels can reduce costs, increase convenience, and create stronger customer loyalty. The role of customer relationships in long-term success. Moving from “customers” to “members” or community can deepen trust and increase retention. Why pricing for value (not competition) leads to better outcomes. Businesses that prioritise quality, impact, and sustainability can charge in alignment with the value they deliver. How to think more strategically about your own business. From simplifying offers to rethinking delivery and partnerships, small shifts in your model can create big results. Why your business model is one of your biggest opportunities. When designed well, it supports profitability, impact, ease, and long-term sustainability, all at once. 💡 If this conversation resonates and you want hands-on support, you can work with Fi one-on-one or join Good Money Club, where small business owners learn how to make and manage money with clarity, confidence, and impact. - Good Money Club (doors are open now)Business Model Design - want to go deeper? You can access Fi’s Business Model Design program anytime to learn how to build a model that actually supports your profit, time, and growth.Peach Weekly - don’t miss Fi’s weekly insights. Sign up to The Peach Weekly for sharp, practical business thinking delivered straight to your inbox.   Say hi: [email protected]  ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses can change the world, but only if we're making money and managing it well. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. 

The doors to Good Money Club are open right now. You deserve your own Board of Directors, and you'll get that and more inside this community for women business owners.  Choosing the right business model is one of the most important decisions you’ll make in your business, yet it’s often the most overlooked. This podcast episode is from a live Good Money Club training session that we thought you'd get value from.  In this episode of Money Secrets, Fi breaks down why your business model is the foundation of everything: your pricing, your marketing, your time, and ultimately your profitability. From understanding why more marketing won’t fix a broken model, to exploring different ways businesses are structured (consultant, online business, agency, e-commerce), this episode will help you step back and think strategically about how your business actually works and whether it’s working for you. 🎧 Tune in to understand how your business model impacts your income, your time, and your ability to create a business that feels both profitable and sustainable.    What you'll learn in this episode:  Why no amount of marketing can fix the wrong business model. Marketing brings people in, but your business model determines whether it actually works. How your business model and marketing need to work together. When they align, you attract the right clients and deliver your services more efficiently. Why adding more revenue streams isn’t always the answer. More offers often create more complexity, not more profit. How your business model shapes your pricing and ideal clients. The right structure helps you charge in line with the value you deliver. Why productivity and automation won’t fix the wrong foundations. Being faster at the wrong things won’t make your business more profitable. The difference between being helpful and being valuable. Valuable work is what people are willing to pay for and that’s what your business should focus on. How to think about return on effort in your business. The right model helps you focus your time on activities that actually generate results. Why your business model should reflect how you want to spend your time. From delivery to marketing to managing a team, your model determines your day-to-day work. The realities of different business models. Whether consultant, online business, agency, or e-commerce, each requires a different balance of time and skills. Why your business model is your secret weapon. When it’s set up correctly, it improves profitability, client outcomes, and overall business sustainability.   💡 If this conversation resonates and you want hands-on support, you can work with Fi one-on-one or join Good Money Club, where small business owners learn how to make and manage money with clarity, confidence, and impact. - Good Money Club (doors are open now)   Say hi: [email protected]  ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make, and manage, more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. 

The doors to Good Money Club are open right now. You deserve your own Board of Directors, and you'll get that and more inside this community for women business owners.  This episode is a practical reset on how to think about money in your business. Want a quick refresh of the best money advice we’ve shared so far? In this special remix edition of the Money Secrets podcast, Fi pulls together 10 of the most powerful takeaways from past episodes — in one juicy mixtape. Pulling from episodes on business model, pricing, financial goals, ideal clients, money mindset, strategy, managing your money, time, and revenue growth, this remix brings the core ideas together in one place. It’s designed to help you step back, see the bigger picture, and focus on the fundamentals that actually drive profitability and long-term success in small business. 🎧 Tune in to understand what’s really driving your results, where your attention is best spent, and how to build a more profitable and sustainable business.    What you'll learn in this episode:  Why your business model underpins everything. Strong, profitable businesses are built on clear structure, not just good ideas or marketing.   Why most small business owners are underpricing. Pricing is shaped by value, demand, and confidence, not just numbers.   How to approach financial goals in a practical way. Goals are about designing your business, not predicting the future.   What it takes to increase your prices. Moving to higher pricing requires clearer positioning and stronger communication.   The most common money challenges female business owners face. Undercharging, lack of confidence, and lack of strategy continue to hold many founders back.   Why strategy should be simple and focused. Doing fewer things, more intentionally, leads to better outcomes.   How managing your money builds confidence. Clear systems and visibility make better decision-making possible.   Why time is your most valuable resource. How you spend your time directly impacts your revenue and growth.   The difference between $30 decisions and $30,000 decisions. Focusing on high-impact decisions is what drives real progress.   Why long-term thinking matters for growth. Investing time in your business, not just client work, is key to increasing revenue sustainably.   💡 If this conversation resonates and you want hands-on support, you can work with Fi one-on-one or join Good Money Club, where small business owners learn how to make and manage money with clarity, confidence, and impact. - Good Money Club (doors are open now)   Say hi: [email protected]  ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make, and manage, more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.   

The doors to Good Money Club are open right now. You deserve your own Board of Directors, and you'll get that and more inside this community for women business owners. Business isn’t linear. Neither is money. In this episode of Money Secrets, Fi challenges one of the most persistent myths in business: that success follows a neat, logical, step-by-step path. Drawing on 25 years as a Chartered Accountant working closely with small business owners, she explains why real businesses don’t grow in straight lines, and why money decisions rarely come from pure logic. Humans are emotional, messy, and influenced by past experiences, responsibilities, and mental load, especially women who are often carrying far more than just their businesses. 🎧 Tune in to understand why “perfect strategies” fail in the real world, how money behaviour shapes business outcomes, and what actually leads to sustainable profitability.  What you'll learn in this episode:  The “linear success story” is a myth. Popular business narratives often show tidy upward growth, but real businesses move through messy cycles, setbacks, and pivots. How emotions drive financial decisions. Even experienced founders make money decisions based on instinct, fear, past experiences, and current stress, not just data. The invisible scaffolding behind many (male) success stories. Fi speaks to the unspoken support enabling some founders to focus fully on business, particularly female unpaid labour. Perfect plans don’t guarantee results. A flawless strategy won’t work if human behaviour, motivation, and circumstances aren’t aligned with it. Money beliefs from childhood still influence your business. The messages you absorbed about money can quietly shape pricing, spending, risk tolerance, and decision-making. Common money behaviours founders fall into. Avoiding finances, overspending, hoarding cash, underpricing, or struggling to receive money, all patterns Fi sees regularly. Expecting consistency sets you up for disappointment. Business owners don’t show up perfectly every day, and neither does the market. Success comes from navigating the fluctuations. The difference between strategy and implementation. Plans provide direction, but habits, mindset, and behaviour determine whether those plans actually work. How profitable businesses reduce life stress. Financial stability can ease the mental load many women carry outside of work, from caregiving to household responsibilities.   Why support and community matter for financial success. Safe spaces to talk about money help business owners unpack limiting beliefs and make clearer decisions. 💡 If this conversation resonates and you want hands-on support, you can work with Fi one-on-one or join Good Money Club, where small business owners learn how to make and manage money with clarity, confidence, and impact. - Good Money Club (doors are open now)   Say hi: [email protected]  ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make, and manage, more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. 

The doors to Good Money Club are open right now. If you want practical support to make more money and manage it well, now is the time to join.Women in business aren’t making enough money.  We need a different conversation this International Women's Day. In this episode of Money Secrets, Fi talks about something that doesn’t get said often enough: many women business owners simply aren’t making enough money. Despite being busy, capable, and doing "all the right things”. As International Women’s Day conversations ramp up, Fi moves beyond the usual statistics to talk about what she sees inside real businesses every day. The problem isn’t just pay gaps or access to funding. It’s that many women are undercharging, overdelivering, and carrying the weight of everyone else’s expectations. At the expense of their own income and sustainability. Drawing on 25 years of experience working with small business owners, Fi explains why this pattern happens, how it shows up in pricing and client work, and what actually needs to change if you want a business that pays you properly. 🎧 Listen in to understand why earning more isn’t about confidence hacks or hustle. It’s about making clearer decisions, setting boundaries, charging properly, and surrounding yourself with the kind of support that helps you do the hard things that actually move the needle.  What you'll learn in this episode:  Why revenue is what most women in business need, not venture capital funding. While venture capital inequality gets attention, most small business owners don’t need funding, they need sustainable income. The hidden “gender revenue gap”. Fi shares her perspective from decades in the numbers: women business owners earn significantly less than men, but this gap is rarely measured or discussed. How social conditioning impacts pricing and boundaries. From a young age, many women are taught to be agreeable and accommodating. Traits that lead to underpricing and difficulty holding boundaries with clients. Why underpricing and over-servicing go hand in hand. Working harder to avoid uncomfortable conversations may feel easier in the moment, but it leads to burnout, resentment, and unsustainable businesses. The real cost of scope creep. Delivering more than promised (often unpaid) doesn’t just hurt profitability, it damages client relationships and personal wellbeing. Difficult conversations are essential for growth. Raising prices, reinforcing scope, and setting boundaries are uncomfortable, but they are what create work-life balance and financial stability. The importance of paying yourself properly, including superannuation. Many women business owners neglect their own long-term financial security, creating future inequality even when their businesses appear successful. Strategy alone isn’t enough. Advice and plans don’t change businesses. Implementation does. And implementation often requires support, accountability, and courage. What meaningful support actually looks like. Not cheerleading or empty positivity, but communities that challenge you, hold you accountable, and help you move through fear and doubt. Discomfort is part of building a successful business. Growth often requires actions that feel deeply uncomfortable, but those actions create freedom, stability, and better outcomes over time. 💡 If this conversation resonates and you want hands-on support, you can work with Fi one-on-one or join Good Money Club, where small business owners learn how to make and manage money with clarity, confidence, and impact. - Good Money Club (Doors are open now)  ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make, and manage, more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. 

Five ways to improve your cash flow — and stop money stress from ruining your business Poor cash flow is one of the biggest reasons small businesses go under — and it’s also one of the most stressful things to live with as a business owner. In this episode of Money Secrets, Fi breaks down five practical, proven ways to improve your cash flow, so you can stop feeling constantly on edge and start running a business that actually supports you. Drawing on 25 years of experience as a chartered accountant and business strategist, Fi explains what cash flow really is, why so many businesses struggle with it (even profitable ones), and the simple shifts you can make to create more stability, confidence, and breathing room in your business finances. 🎧 Tune in to learn how to spot the warning signs of poor cash flow, why growth can sometimes make things worse, and how to build systems that keep money moving — without burning yourself out.    What you'll learn in this episode:  What cash flow actually is (and why profit isn’t the same thing)Understanding the difference between money coming in and out of your bank account — and why businesses can be “profitable” but still broke. The difference between temporary and chronic cash flow problemsHow to tell whether you’re dealing with a short-term cash squeeze or a deeper structural issue in your business. Why paying attention is the first (and most important) stepYou can’t fix what you’re avoiding. Fi explains simple ways to start tracking cash flow without overwhelm. How pricing directly impacts your cash flowNot raising prices is one of the fastest ways to create cash flow problems — and how underpricing sneaks in over time. Why your systems matter more than your revenueThe businesses that last aren’t always the ones making the most money — they’re the ones managing it well. How systems like Profit First support better cash flowWhy separating your money into clear “buckets” helps you stay solvent, pay the ATO, and actually keep some profit. Why growing too fast can break your cash flowHow rapid growth puts pressure on wages, stock, and systems — and why slower, steadier growth is often healthier. The concept of fast, medium, and slow moneyHow having multiple income timelines protects your business and smooths cash flow across the month. Why relying on one revenue stream is riskyHow diversifying income sources and payment timing can stabilise your business long-term. How to build cash flow that supports your life — not just your businessWhy the goal isn’t just “more money,” but calmer, more sustainable financial momentum. 💡 If this conversation resonates and you want hands-on support, you can work with Fi one-on-one or join Good Money Club, where small business owners learn how to make and manage money with clarity, confidence, and impact.   - Good Money Club (a few spots will open in 2026) - Signature 1:1 Program (spaces available from Jan 2026 onwards) - VIP Day (only one per month, these are powerful strategy sessions) On-demand training is available any time: Business Model Design | Good Money Challenge   ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make, and manage, more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. 

Growing vs. scaling your business — What’s the fifference (and why it matters) In this episode of Money Secrets, Fi tackles a question that comes up constantly in small business conversations — should you be growing your business, or scaling it? These terms are often used interchangeably online, but they mean very different things. And misunderstanding the difference can lead to unrealistic expectations, cash flow stress, and chasing strategies that were never right for your business model in the first place. Fi breaks down what scaling actually means, why not every business is built to scale, and how growth can be just as powerful — and far more sustainable — when done intentionally. She also explores how service-based businesses can introduce leveraged income streams without chasing the myth of “passive income.” 🎧 Tune in to learn how to make smarter decisions about revenue, profitability, and business structure — based on what your business is truly designed to do.    What you'll learn in this episode:  The real difference between growing and scaling a businessWhy these concepts aren’t interchangeable — and why it matters which one you’re pursuing. What “scaling” actually means in practiceHow scalable businesses increase income without increasing costs, and why this usually applies to tech, digital products, and one-to-many offers. Why most service businesses grow (not scale)And why that’s not a failure — it’s simply a different financial model. The myth of passive incomeWhy all income requires effort somewhere, and where the work actually sits in scalable businesses. How growth impacts cash flow and expensesWhy growing revenue often means growing costs — and how poor expense control can sink otherwise healthy businesses. Why agencies and service providers struggle to “scale”And how chasing scalability can create unrealistic profit expectations. How to add leveraged income inside a service businessIncluding group programs, digital products, licensing IP, referrals, and affiliate revenue. What profit margins really look likeThe difference between typical growth-based margins (10–25%) and scalable business margins (50%+). How to choose the right strategy for your businessBased on your goals, values, capacity, and desired lifestyle — not internet hype. 💡 If this conversation resonates and you want hands-on support, you can work with Fi one-on-one or join Good Money Club, where small business owners learn how to make and manage money with clarity, confidence, and impact.  - Good Money Club (a few spots will open in 2026) - Signature 1:1 Program (spaces available from Jan 2026 onwards) - VIP Day (only one per month, these are powerful strategy sessions) On-demand training is available any time: Business Model Design | Good Money Challenge ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make, and manage, more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. 

We created a free workbook to go with this podcast episode. Grab it here :) Before you market anything… listen to this In this episode of Money Secrets, Fi wraps up Part 4 of the four-part From Maybe to Yes series — and she’s tackling one of the most avoided (and emotionally loaded) parts of business: following up your proposals. Most business owners pour their energy into attracting the lead, running a beautiful discovery call, writing a thoughtful proposal… and then freeze. The proposal goes out. The excitement fades. And when there’s no reply? Panic, shame, avoidance, and second-guessing take over. Fi flips this pattern entirely. She shows you why the follow-up is the sales process — and how to approach it with intention, empathy, structure, and self-respect. Instead of feeling clingy or awkward, Fi teaches you how to create a clear, confident follow-up plan that respects both you and the potential client. If you’ve ever hit “send”, waited, spiralled, and silently hoped someone would magically say yes — this episode will feel like a breath of fresh clarity. 🎧 Tune in to learn how to build a follow-up sequence that feels warm, ethical, and effective — and finally stop ghosting your own proposals.   What you'll learn in this episode:  Why most proposals die (and it’s not because they don’t want you): Fi breaks down why clients often don’t respond — and how their silence usually has nothing to do with your worth, your offer, or your abilities. Timing, capacity, life admin, and decision fatigue are far more common than rejection. Instead of spiralling after you hit send, Fi explains why you should have a pre-written, pre-thought-out follow-up sequence ready before emotions get involved. This is your most powerful sales asset — not an afterthought. How to get clients talking about their goals, not just their problems: You'll learn how to uncover what clients really want, what’s currently not working for them, and how to reflect that back so they feel understood, seen, and supported. How to follow up without being annoying: Fi walks through how to create thoughtful, varied follow-ups that add value — not irritation. You’ll learn how to avoid the “Hi, just checking in again?” emails and instead craft messages that genuinely move someone toward a decision. How to keep the door open without creating shame: Fi explains how to craft follow-ups that make people feel welcome to reply at any time — even weeks or months later — instead of feeling embarrassed that they “left it too long.” When (and how) to close the loop without burning the bridge: You’ll learn how to write a final follow-up that respectfully closes the proposal conversation while still keeping the relationship open for the future. Because sales is long-game relationship building — not just one yes/no moment. How often to follow up (and when to stop): Fi shares realistic timelines for different price points, how many follow-ups most people need, and why your “yes” might come on the 4th… 7th… or even 12th email. Why following up is an act of care, not clinginess: Fi reframes follow-up as service: clarity, support, reminders, and relationship — not harassment. When done well, it helps people make decisions that move them closer to their goals. Fi reframes follow-up as service – clarity, support, reminders, and relationship — not harassment. When done well, it helps people make decisions that move them closer to their goals.   Check out Renee Wallace's Masterclass: Post-Proposal Email Nurture Sequence ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make, and manage, more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. 

We created a free workbook to go with this podcast episode. Grab it here :)Before you market anything… listen to this. In this episode of Money Secrets, Fi continues Part 3 of the four-part From Maybe to Yes series — and this time, she’s diving into one of the most overlooked but high-impact parts of your sales process: your proposal. Most business owners treat proposals like an administrative formality — a quote, a scope, a document they send because they “have to.” Fi flips that completely. She shows you how to create a proposal that actually sells your work: one that reflects your expertise, demonstrates your value, builds trust, and makes it easy for clients to say yes. If you’ve ever wondered what to include, how detailed your proposal should be, how to personalise it, or how to make it feel premium… this episode will give you clarity, direction, and a structure that works every time. 🎧 Tune in to learn Fi’s framework for creating confident, compelling, high-converting proposals that support your clients and your business.   What you'll learn in this episode:  Why proposals are a key sales tool, not paperwork. Often, the person reading your proposal wasn’t on the discovery call — meaning this document must stand alone and clearly communicate your value, process, and expertise. The difference between: Template sections (the beautifully designed, always-consistent foundations), and Custom sections (tailored specifically to that client’s goals, challenges, and context). How to show “what’s in it for them”:  A strong proposal doesn’t jump straight to pricing. Fi shares how to help your client imagine what their future looks like after working with you — and why this emotional connection drives conversion. What to customise — and why personalisation matters: From goals to scope, timelines to inclusions, Fi explains the exact elements you should tailor so your client feels seen, understood, and supported. Why you should recommend one option — not 14: Too much choice overwhelms clients. Fi explains how to confidently recommend the best-fit option, backed by what you learned in the discovery call. How to tailor proposal length to the investment: A $500 offer doesn’t need a six-page PDF. A $5,000 project deserves depth. Fi walks you through how to match your proposal’s complexity to the decision your client is making. How to identify when someone is not the right fit — and still build the relationship: Learn how to gracefully redirect, recommend someone else, and stay in integrity without burning bridges (because referrals and future work often come from these calls). Why a second discovery call is sometimes the right next step: For complex or custom work, Fi shares how to re-engage thoughtfully so you can refine scope, recommend the right path forward, and build trust. Get the free downloadable workbook HERE to help you apply this Sales Sprint training directly to your business. ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make, and manage, more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. 

We created a free workbook to go with this podcast episode. Grab it here :) Before you market anything… listen to this In this episode of Money Secrets, Fi continues Part 2 of the four-part From Maybe to Yes series. In this episode she’s diving into one of the most misunderstood, high-impact skills in small business: running a great discovery call. Most business owners treat discovery calls like a rushed introduction, a free coaching session, or an awkward pitch. Fi flips that completely. She shows you how to approach the call as an expert, create a calm and welcoming experience, guide the conversation with intention, and recommend the best-fit solution based on your client’s goals, not your guesses. If you’ve ever felt nervous, rambly, or unsure of “what to say” on a discovery call… or if you want to increase your conversion rate without feeling salesy… this episode will feel like a deep exhale. 🎧 Tune in to learn Fi’s framework for confident, ethical, high-conversion discovery calls that turn interested people into enthusiastic clients.   What you'll learn in this episode:  Why discovery calls start before the actual call: Fi breaks down why your sales process begins the moment someone books. From filtering ideal clients to preparing questions, research, and setting expectations: the groundwork is what determines whether the call leads to a yes. How to position yourself as the expert (without being pushy): Fi explains how to confidently lead the conversation, set an agenda at the start of the call, and create a calm, guided experience that helps clients trust your expertise. How to get clients talking about their goals, not just their problems: You'll learn how to uncover what clients really want, what’s currently not working for them, and how to reflect that back so they feel understood, seen, and supported. The power of recommending packages instead of custom quotes: Fi shares why bespoke quoting slows down your sales process, and how having clear packages allows you to confidently recommend the right option on the call. How to handle objections with clarity and ease: Instead of avoiding hesitation, Fi teaches how to invite objections, let clients express all of them openly, and walk through each one with reassurance and expertise. Why discovery calls are also market research gold: Fi explains how to use the language your leads naturally use, their words for their problems, goals, and fears, to strengthen your marketing and improve conversions. How to identify when someone is not the right fit, and still build the relationship: Learn how to gracefully redirect, recommend someone else, and stay in integrity without burning bridges (because referrals and future work often come from these calls). Get the free downloadable workbook HERE to help you apply this Sales Sprint training directly to your business.   ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make, and manage, more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. 

We created a free workbook to go with this podcast episode. Grab it here :) Before you market anything… listen to this In this episode of Money Secrets, Fi kicks off a brand-new four-part series called From Maybe to Yes (Sales Sprint), designed to help small business owners boost revenue with clarity, confidence, and strategy. This series begins with one of the most foundational topics: how to attract the right clients. Instead of focusing on tactical marketing tasks, Fi zooms out to the strategic layer: understanding your ideal client, defining the value you provide, and communicating that value in language your customers actually use. Because when you’re crystal clear on who you serve and what they’re trying to achieve, everything in your business becomes easier, from marketing and messaging to sales and conversions. 🎧 Tune in to learn how to define your ideal client, craft an offer they genuinely want, and communicate in a way that makes them immediately recognise that you’re the right fit for them.   What you'll learn in this episode:  Why your ideal client sits at the heart of your business strategy: Fi explains why knowing exactly who you’re speaking to: their goals, challenges, desires, and language, lays the foundation for every decision you make in your business. How to identify the problems your clients are trying to solve: Great offers don’t start with what you do. They start with the transformation your clients want. Fi shows how to look beyond surface-level problems and understand what’s truly getting in their way. The real purpose of your value proposition: Before you talk about features or inclusions, you must be able to articulate the outcome your client is chasing, and how your service or product removes the barriers between them and that outcome. Why jargon kills conversions: Your clients are on page 1, not page 100. Fi breaks down how to communicate in the voice of your customer and why using their own words leads to faster, easier sales. How to make your website actually work for you: Most business owners focus their website on themselves. Fi explains why your homepage and about page should centre your client - who they are, why they’re here, and what they want - and how to make your pricing and call-to-action clear and compelling. The brave move of putting your prices on your website: Fi shares why transparent pricing saves everyone time and why premium pricing requires premium communication, visuals, and brand experience. The crucial step most small business owners miss: You must test your offer in the real world. Fi explores product-market fit and why talking to real people matters more than tinkering behind the scenes. Get the free downloadable workbook HERE to help you apply this Sales Sprint training directly to your business.   ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make, and manage, more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. 

From $10 a day to agency CEO: Jarrah Brailey on content, confidence & charging more In this episode of Money Secrets, Fi sits down with social media obsessed agency founder Jarrah Brailey from Jampacked Agency for a behind-the-scenes look at how content, strategy and clever engagement build online communities that make strong businesses.  From secretly setting up a Facebook account at 10 years old and charging $10 a day for her social media services, to leading a fully-remote content and ads agency working with product-based brands around Australia. Jarrah shares what really moves the needle on platforms like Instagram and TikTok – and why your creative is your most important currency.🎧 Tune in for a refreshingly real conversation about organic vs paid, content that actually converts, learning to love your numbers, and the uncomfortable-but-essential process of putting your prices up so you can do your best work. What you'll learn in this episode: Why “one size fits all” content is costing you time and money. How copying the same post across Instagram, TikTok, LinkedIn and Pinterest signals you “don’t get” the platform. Platform culture 101: TikTok vs Instagram. The key differences in pace, polish and “native” feel between TikTok and Instagram, and why branding-heavy carousels don’t fly everywhere. Organic social as brand builder, not an instant ATM. How to think about organic content as top-of-funnel brand building, and which metrics actually matter (hint: it’s not just sales). Paid ads as a multiplier, not a magic tap. Why ads can’t fix a leaky offer, clunky website or unclear messaging, and what foundations to have in place before you start spending. Creative is currency in paid ads. Why the quality, concept and “scroll-stopping” power of your creative now matters more than ever. Making social media actually sell. Where organic, paid and email each sit in helping people move from curious to converted. Becoming the kind of business owner who can read their numbers. Jarrah’s journey from crying in a meeting with her accountant to confidently logging into Xero, reading her Profit & Loss and making decisions without waiting for permission. Pricing as the unlock for better work and better clients. What happened when Jam Packed’s retainers increased, and why higher prices often mean better results, not just more revenue. Dropping the ego and embracing beginner energy. How allowing yourself to be “the three-year-old on a skateboard” with money and metrics can transform your business faster than pretending you already know it all.  Connect with Jarrah Brailey: Instagram: https://www.instagram.com/jampacked.agency/ Web: https://jampackedagency.com.au/about-us/ LinkedIn: https://www.linkedin.com/in/jarrah-brailey/________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make—and manage—more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a DM to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Want to find out more about Good Money Club? It's for female and non-binary business owners ready to make more money and impact. Join us? Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.  ________________________________________________________________________

Why you’re not making enough money — and how to fix it In this episode of Money Secrets, Fi breaks down something that if you’re not making enough money, it usually traces back to one of three things: - your pricing, - your business model, - or your money mindset. And the good news? Every one of these three areas is completely fixable. Drawing on 25 years of experience helping small business owners increase their income, improve profitability, and create businesses that support their life and their impact goals, Fi unpacks exactly why these issues show up and the practical steps you can take today to change it. 🎧 Tune in to learn why so many small business owners undercharge, how your business model shapes your earning capacity, and why your thoughts and beliefs about money directly influence your financial results.    What you'll learn in this episode:  Why most small business owners undercharge: The myth of needing to be “affordable” is holding you back more than you think. How your pricing affects everything: A small price change can have a big impact on your profitability. Why you should raise your prices yearly: Not just for inflation, but because your skills, processes, and client results improve every year. How unclear billable vs. non-billable time leads to underpricing: If you don’t know what your work really costs, you can’t price it properly. What your business model actually is: The structure of your products, customers, value, and revenue streams, and why it's the backbone of your strategy. Why “different” matters more than “better”: Positioning yourself uniquely is more powerful than trying to be the best. How client type influences your pricing: The right clients expect to pay more, and your price is a signal that attracts (or repels) them. Why money mindset affects your income: Your beliefs about money influence almost every decision in your business. How to spot your hidden money beliefs: Your behaviours (discounting, hesitating, undercharging) reveal what you really believe. Why you can change your money psychology: Once you understand your patterns, you can shift them and change your financial results.  Resources mentioned in this episode: FREE: 13 Lessons from 13 Years – Learn the Business Rules to Break FREE: How to Price Your Product or Service Business Model Design Program Join the Good Money Club waitlist ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make, and manage, more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. 

Stop guessing, start knowing: Kate Toon on money, mistakes & momentum In this episode of Money Secrets, Fi sits down with author, business mentor and digital marketing misfit Kate Toon for a funny, frank, and very real conversation about money, risk, and what success actually looks like over the long haul. From tax debt and fear of being “eaten by cats” in retirement, to hitting seven figures and choosing to scale back for sanity and profit, Kate shares the decisions, mistakes, and mindset shifts that have shaped her business over 16+ years. 🎧 Tune in for a refreshingly honest look at numbers, safety nets, naivety, reinvention and why you should always know (roughly) what’s in your bank account.   What you'll learn in this episode: Know your numbers, know your business: Why Kate believes you should have a rough idea of every bank balance and key monthly expense at all times. From tax debt to clarity: How a painful ATO bill and “end-of-year police” accountant experience pushed her toward Profit First, bookkeepers and daily money dates. Revenue vs profit (and why seven figures isn’t the goal): What happened when Kate crossed $1M in revenue, and why she deliberately chose to earn less but keep more. Minimal Viable Income: How working out “the least I can live on and still feel okay” can make pivots, experiments and downshifting feel safer. Good debt vs bad debt (aka avocado debt): How Kate thinks about mortgages, investment and risk without sliding back into credit-card chaos. Building assets, not just hours: The long game behind her SEO courses, memberships, books and shop, and why most people give up on digital products way too early. Marketing stamina: Why following up more than twice, repeating your offers, and playing the long game matters when it can take years for someone to finally buy. Financial independence after separation: What it took to buy out a partner, hold onto the house, and decide never to outsource money decisions again. Success by ideal day, not by hype: How Kate now defines “enough” as low stress, reasonable profit, variety, and time to float in her beloved backyard pool.   Connect with Kate Toon: LinkedIn: https://www.linkedin.com/in/katetoon/?originalSubdomain=au Web: https://www.katetoon.com/ ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make—and manage—more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Want to find out more about Good Money Club? It's for female and non-binary business owners ready to make more money and impact. Join us? Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.  ________________________________________________________________________

Manifesting for small business: how clarity + action create real results In this episode of Money Secrets, Fi lifts the veil on a topic that people often misunderstand: manifesting. But instead of the fluffy, magical thinking you might see on Instagram, Fi brings 25 years of real small-business experience and the neuroscience-backed approach that explains why manifesting works, and how to use it strategically.Fi breaks down the difference between wishful thinking and the powerful combination of clarity, intentional thought, and consistent action. Whether you’re manifesting your first $100K year, more confidence, or better business opportunities, this episode shows how to turn your thoughts into movement, and movement into results.🎧 Tune in to explore the science of focus, the power of speaking goals out loud, and why small business owners must pair mindset with action to create the outcomes they want.  What you'll learn in this episode:  Why manifesting does work: Fi explains how manifesting is really a clarity practice + behavioural shift, not a lightning bolt from the universe. The neuroscience behind manifesting: Dr Tara Swart’s work shows that when you repeat a goal often, in your mind, writing, or voice, your brain starts noticing opportunities that were always there (Hello, white Toyota Corolla effect). Why clarity is the true foundation: You cannot manifest what you cannot name. Fi shares why speaking your goals out loud to a trusted person can fast-track clarity. How repeating your goals changes your behaviour: When you keep telling yourself, “I want to make $100K this year,” you show up differently. You market more, network more, back yourself more, and take smarter action. Why community and coaching make manifesting more powerful: Speaking your goals out loud helps create clarity, accountability, and momentum, which is why Good Money Club is built around thinking, planning, and acting together. The importance of mapping out the how: Once you know the goal, the next step is breaking down the actions that get you there, something Fi teaches and supports inside Good Money Club. Free Resources mentioned in this episode: 13 Lessons from 13 Years – Learn the Business Rules to Break How to Price Your Product or Service ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make, and manage, more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. 

Turning Big Ideas into Reality In this episode of Money Secrets, Fi pulls back the curtain on the biggest project she’s ever brought to life: Ripple Festival. What began as a wild idea over coffee with her business bestie, Mia Fileman, became a full-scale celebration of small business, creativity, and community. Fi shares what it really took to transform an optimistic dream into a two-day festival, from over-programming and sleepless nights to building in public and learning from every misstep. She reflects on the joy, stress, and sheer courage it takes to create something completely new for small business owners who crave more than another predictable conference. If you’re listening in real time, Ripple Festival is happening today and tomorrow, and there’s still time to join us. Tickets are available for both days at ripplefestival.au, and you can grab yours right up until the gates open. 🎧 Tune in to hear what it takes to turn an idea into impact — and how Fi and Mia built a festival that celebrates the heart, diversity, and brilliance of small business.   What you'll learn in this episode:  The story behind Ripple Festival, and how it evolved from a spark of optimism into a full-scale event. What “building in public” really means and how it can build trust, courage, and community. The lessons Fi learned from getting things wrong, and why iteration matters more than perfection. How Ripple’s program was designed to serve established small business owners with purpose and profit in mind. The importance of embedding impact and inclusivity into every stage of business growth. Why creativity and community are the future of small business, not hustle and hype. The emotional reality of leading a large-scale project: pressure, risk, and deep pride. What Fi hopes every attendee takes away from Ripple: clarity, connection, and confidence to do business differently.  ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make—and manage—more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. 

The $30,000 mindset shift every small business owner needs In this episode of Money Secrets, Fi digs into one of the biggest mindset and strategy gaps in small business: paying yourself properly. If you’ve ever caught yourself working hard but not seeing it reflected in your bank account, this one’s for you.Fi breaks down why obsessing over $30 subscriptions won’t move the needle, and how focusing on $30,000 decisions (the kind that grow revenue and build assets) changes everything. She shares practical advice from the Profit First framework, explains which expenses actually matter, and shows how to make smarter, higher-impact moves in your business.🎧 Tune in to learn how to shift from survival mode to sustainable profit, and finally start paying yourself what you deserve.   What you'll learn in this episode:  Why paying yourself first isn’t selfish, it’s smart business strategy. How Profit First helps you see money clearly by splitting income into multiple accounts for people, profit, expenses, and tax. The 25% rule: why no more than a quarter of your income should go to operating expenses (excluding wages or product). Why reducing costs only takes you so far, and increasing revenue takes you much further. $30 vs $30,000 decisions: how to stop overthinking small costs and start engineering big, strategic wins. What smarter spending looks like: investing in assets that compound, like branding, training, and marketing. The “revenue-first” mindset shift that turns stress into momentum and growth. How to attract premium clients who value your work and pay accordingly. Why long-term thinking (not penny-pinching) is the key to sustainable profit.  ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make—and manage—more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. 

Profit First, Cashflow Reality, and Trusting Yourself with Money Psst! Ever wondered what it’s really like inside Good Money Club? In this sneak peek episode of Money Secrets, Fi gets real about the thing that breaks (and builds) small businesses: cashflow. If you’ve ever obsessed over cutting costs while quietly avoiding the bigger question: how do I bring in more? this insight to one of our recent club sessions, “How to Manage Your Money” is the perspective shift you need. Fi explains why revenue can be vanity, profit is sanity, and cash (money in the bank) is reality. She shares a practical walk-through of Profit First — the simple system that helps you pay yourself first, reduce stress, and make confident decisions about where every dollar goes. 🎧 Tune in to hear how a few weekly habits, a handful of bank accounts, and a mindset reset can turn “mo’ money, mo’ problems” into clarity, control, and sustainable growth. What you’ll learn in this episode:  Cash ≠ revenue: Why “money in the bank and how it moves” is the metric that matters most. The growth trap: How fast growth (new team, inventory, expansion) creates cashflow crunches, and how to plan for the lag between expenses and income. Self-trust with money: The subtle ways we sabotage revenue (discounting, slow follow-ups) and how to build evidence that you are good with money. Profit First 101: Flip the formula to Income - Profit = Expenses. Use multiple bank accounts (Income, People/Owner’s Pay, Expenses, Tax, Profit). Pay yourself first, then profit, then expenses; the ATO last (allocated weekly). Make temptation harder: Keep profit/tax out of sight (even in a separate bank) if you tend to spend what you see. Enforce a rhythm: Why weekly transfers make the system stick (habits > heroic bursts). Credit cards = muddy water: How available credit blurs your true expense limits and fuels overspend. Toothpaste rule: Use only what’s needed — even when the tube’s full, so you invest intentionally, not impulsively. Slice the pie with percentages: Clear Monday-morning allocations so you always know what you can actually spend. Think bigger than $30 decisions: Spend less time agonising over micro-costs and more time engineering $30k decisions that grow revenue.    ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make—and manage—more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. 

The most misunderstood resource in small business: Time In this episode of Money Secrets, Fi dives into one of the biggest struggles small business owners face:  time. If you’ve ever said, “I just don’t have time to work on my business,” this one’s for you. Drawing from 25 years of experience working with small business owners, Fi shares why time is not just a resource but the most valuable (and most misunderstood) asset you have. She explains how shifting focus from doing more to doing less, intentionally can create space for clarity, growth, and better financial outcomes. From undercharging and over-servicing to prioritising short-term client work over long-term brand building, Fi unpacks the patterns that keep business owners stuck in survival mode and offers a roadmap to reclaiming your time. 🎧 Tune in to learn how investing time in strategy, mentoring, and self-reflection can free you from the overwhelm, and why doing less might just be the smartest move for your business. What you'll learn in this episode:  Why time is the most valuable (and misunderstood) resource in small business. How investing time in strategy, mentoring, and reflection actually reduces your workload. The financial impact of prioritising client work over your own business growth. How to identify when you’re undercharging or over-servicing, and how to stop. The importance of building boundaries, pricing for value, and working with the right clients. Why talking about your business (in a mastermind, mentoring, or group setting) delivers exponential return on effort. How long-term thinking (not constant hustle) leads to more profit, more freedom, and more impact.  ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make—and manage—more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. 

Why naivety might just be the secret ingredient to big ideas In this episode of Money Secrets, Fi takes us behind the scenes of Ripple Festival, a two-day event born from an idea over coffee that’s grown into an impact led mission to celebrate small business in a way that feels nothing like a traditional conference. Fi reflects on what it really takes to bring big ideas to life, why naivety is a gift (not a weakness), and how she and co-founder Mia Fileman have navigated the chaos, creativity, and courage that come with building something from scratch. From ethics and branding to programming, partnerships, and paying everyone fairly. Fi shares the messy, meaningful reality of doing business differently. If you’ve ever launched something ambitious and thought, “Wow, this is harder than I imagined,”  this one’s for you. 🎧 Tune in to hear Fi share the real story behind Ripple Festival — the late nights, bold decisions, and beautiful chaos that prove naivety might just be a business superpower.   What you'll learn in this episode:  The power (and purpose) of naivety when starting something new. What it really takes to build a two-day festival from the ground up. How Fi and Mia built Ripple Festival’s ethical framework and stuck to it. The behind-the-scenes of running an event that pays everyone fairly. Why optimism and grit are essential ingredients for small business owners. The importance of building community, not just events. Big ideas always take more time, money, and courage than you think,  but they’re worth it.  ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make—and manage—more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.  ________________________________________________________________________

Software that is here to actually fit your business, thanks to Rounded. In this episode of Money Secrets, Fi sits down with Grant McCall — founder and Head of Product at Rounded, the beautifully simple accounting and invoicing app built specifically for Australian freelancers and sole traders. From teenage garage coder to UX-led product leader, Grant shares how he turned spreadsheet pain into a purpose-built tool, why words matter as much as code, and what it actually takes to build (and keep improving) software for real humans. 🎧 Tune in for a refreshingly candid look at product, pricing, team, emotions, and the future of simple money tools for sole traders.    What you'll learn in this episode:  From spreadsheets to software: Why the big incumbents weren’t cutting it for sole traders — and how Rounded was designed around money in / money out simplicity. Language > jargon: How UX copy and plain English reduce fear, build confidence, and help non-accountants actually use their numbers. The rise of the sole trader: What Grant’s seeing across the Australian market, and how tech is making independence more accessible. Build the right thing (and say no): The art of choosing features, resisting bloat, and staying laser-focused on one customer: sole traders. Integrations & consolidation: Why subscription fatigue is real — and how Rounded thinks about bringing key workflows under one roof. Remote team, real rhythm: How a fully distributed crew ships product asynchronously across time zones (and keeps customers front and centre). Lessons from 10 years in SaaS: Everything takes longer than you think, tech debt is real, and customer focus is a moat. The human side of founding: Stress happens — why talking it out, naming the problem, and leaning on your team changes everything. What’s next for Rounded: Continuous invoicing improvements, practical additions (think mileage tracking), and smarter data flows that keep things simple at EOFY and BAS time.   Connect with Grant: LinkedIn: https://www.linkedin.com/in/grantmccall/ ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make—and manage—more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Want to find out more about Good Money Club? It's for female and non-binary business owners ready to make more money and impact. Join us? Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.  ________________________________________________________________________

Making more money starts with managing what you already have. The doors to Good Money Club are open now. In this episode of Money Secrets, Fi shares why learning to manage your money is actually the key to making more of it — and how simple systems like Profit First can transform your confidence, clarity, and pricing. So many small business owners think they need to be making more money before learning how to manage it… but the truth is, learning to manage your money is what unlocks your ability to earn more. 🎧 Tune in for mindset shifts, money management tools, and practical strategies to help you feel confident, calm, and in control of your finances. Want to find out more about Good Money Club? It's designed for female and non-binary business owners ready to make more money and impact. The doors to Good Money Club are open now. It's the last time the program will open this year, and the only way to work with Fi until next year. Join us? What you'll learn in this episode:  Why learning to manage your money is the key to making more — and how fear of money can quietly block your revenue. How the Profit First method works (and why it brings calm and clarity to your finances). The power of using percentages to plan your income — and see instantly if your pricing is sustainable. Separating your money into different bank accounts creates confidence and clarity about where your money goes. How understanding your real take-home pay can help you set brave, sustainable prices. Why building money confidence often starts with simply trusting yourself to manage the money you already have. ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make—and manage—more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.  ________________________________________________________________________

Money Problems for Women in Business The doors to Good Money Club are open now. In this episode of Money Secrets, Fi dives into the three biggest money problems she sees female small business owners struggle with every day, and how to overcome them. From the gender revenue gap to low confidence and a total lack of money strategy, Fi unpacks why these challenges exist, and how we can turn them around to build thriving, profitable businesses. If you’ve ever wondered why your revenue isn’t where you want it to be, or felt stuck, overwhelmed, or “bad at money” this episode will help you take your next steps forward. 🎧 Tune in for mindset shifts, confidence-building tools, and practical strategies to grow your revenue and money confidence. Want to find out more about Good Money Club? It's designed for female and non-binary business owners ready to make more money and impact. The doors to Good Money Club are open now. It's the last time the program will open this year, and the only way to work with Fi until next year. Join us?   What you'll learn in this episode:  The gender revenue gap: Why female-owned businesses earn less than male-owned ones, and how chronic undercharging and over-servicing plays a major role. Visibility matters: Why being seen is critical to charging premium prices (and how lack of visibility keeps revenue low). Pricing for value: How to stop undercharging and start pricing based on the value and transformation you deliver. Money confidence: Why so many women lack it, how “bad at maths” beliefs form, and how to rebuild confidence through education and action. Money mindset shifts: Why being socialised to believe money is “bad” is holding you back, and how to see money as a force for good. No money strategy = stuck: How doing too much creates confusion, and why simplifying your offers is the fastest way to get unstuck. How to get strategic: The mindset and actions to move from busywork and fear to clarity, focus, and confidence with your money. ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make—and manage—more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.  ________________________________________________________________________

How to Transition from Lower to Higher Prices In this episode of Money Secrets, Fi tackles one of the trickiest parts of growing a business: how to increase your prices while managing legacy priced clients. From the fear of losing existing clients to the challenge of attracting premium ones, Fi shares clear strategies for navigating the “messy middle.”  That transition period between what your old clients are paying and what your new ideal clients will happily invest. If you’ve ever wondered how to successfully stop undercharging, this episode is your roadmap. 🎧 Tune in for mindset shifts, pricing strategies, and practical steps to confidently transition from legacy clients to premium clients. Want to find out more about Good Money Club? It's designed for female and non-binary business owners ready to make more money and impact. The doors to Good Money Club open next Mon, 22 Sep. It's the last time the program will open this year, and the only way to work with Fi until next year. Join us?   What you'll learn in this episode:  Why ideal clients aren’t just about budget. They’re about valuing your transformation and outcomes. The marketing shift you need to make when charging premium prices (hint: it’s about clarity and communication). Why legacy clients are harder to move up more than 10–20% a year, and what to do instead. Strategies for managing the transition: small steady increases, bold price rises with notice, or saving three months of expenses as a buffer. How to back yourself through the fear of losing clients, and why letting go of some can actually strengthen your business. Why premium clients will pay more, as long as you can clearly explain and deliver the value. How this transition is less about maths and more about mindset, and the mental gymnastics that business owners need to practice. ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make—and manage—more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.  ________________________________________________________________________

Setting Goals Isn’t About Predicting the Future In this episode of Money Secrets, Fi Johnston dives into why so many small business owners resist setting goals. And how a simple reframe can turn goal-setting into one of the most powerful tools in your business. From the fear of “what if I don’t hit it?” to the overwhelm of unpredictable, lumpy income, Fi shares why goals aren’t about perfectly predicting the future. They’re about designing the business you want, giving yourself clarity, and creating levers you can actually pull to move forward. If you’ve ever avoided goal-setting because it felt scary or pointless, this episode will change the way you think about it. 🎧 Tune in for mindset shifts, practical strategies, and the truth about why monitoring your progress is where the magic really happens.   What you'll learn in this episode:  Why goals aren’t about prediction, but about designing your future business. How financial roadmaps reduce anxiety and help you feel more in control. The real reason “not hitting the goal” shouldn’t stop you from setting one. Why aiming higher (and missing sometimes) is better than always playing it safe. How to build simple, practical tools for monitoring your progress. Why year-to-date results matter more than one “bad month”. The mindset shift that turns tracking into a strategy, not self-criticism. ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make—and manage—more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Want to find out more about Good Money Club? It's for female and non-binary business owners ready to make more money and impact. Join us? Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.  ________________________________________________________________________

When Women Talk Money, Everyone Wins In this episode of Money Secrets, Fi sits down with Jen Murnaghan from Digital Dandy to explore the very real shift from 12 years of solo business into a values-aligned employed role — and the money skills that made it possible. From growing up with “we don’t talk about money” to learning to price, negotiate, and back herself, Jen shares how financial literacy, community, and honest reflection changed everything. If you’ve ever wondered whether the grass is greener in employment (or just different), this conversation is a generous, grounded look at seasons, capacity, and choosing better, not bigger.  🎧 Tune in for mindset shifts, practical moves, and learn how Jen proves Fi’s belief that when women share openly in safe spaces, everyone earns more.   What you'll learn in this episode:  Why confidence with money starts with clarity, and how accountants/bookkeepers can remove fear and build good habits. How to put a number next to your (product/ service/ salary) value, from overcoming undercharging to negotiating salary (and even shaping a job title). The power of seasons in business, and why choosing stability doesn’t mean you’ve quit. It means you’re designing for your life. Better, not bigger: how a Company-of-One mindset, plus a trusted contractor bench, can still deliver scale and impact. Why women talking money matters, and how transparent conversations in safe rooms lead to better pricing for everyone. Simple ways to build pricing confidence, including peer benchmarking, researching aligned rates, and giving value “gifts” in pitches. Money habits, like Profit First thinking and planning for tax/super, whether you’re consulting or on a salary.   Connect with Jen: Web: https://www.digitaldandy.com.au/ LinkedIn: https://www.linkedin.com/in/jenmurnaghan ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make—and manage—more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Want to find out more about Good Money Club? It's for female and non-binary business owners ready to make more money and impact. Join us? Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.  ________________________________________________________________________

 Are you charging enough? The three-part pricing formula you need. Psst! Want to hear a money secret? Almost every female and non-binary business owner I’ve met is underpricing. If you think you might be undercharging, you’re not alone. In this mini Money Secret episode, we’re diving into the three essential elements of pricing that go beyond just the numbers. Pricing isn’t just about picking a number that feels right. It’s about making sure your business is sustainable, profitable, and positioned for long-term success. It’s time to stop playing small and start charging what your work is worth.  Hit play now 🎧   What you'll learn in this episode:   Pricing as mathematics: How much do you want to earn? What are your expenses? What’s your revenue goal? The math matters. Pricing as money psychology: Your personal history with money is shaping the way you price your work, often without you realising it. Pricing as demand creation: People need to want what you’re offering at the price you’re charging. That means positioning, branding, and marketing play a huge role. ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make—and manage—more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Want to find out more about Good Money Club? It's for female and non-binary business owners ready to make more money and impact. Join us? Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.  ________________________________________________________________________

Why Packaging Your Services Into Offers is a Game-Changer In this episode of Money Secrets, Fi Johnston unpacks the objections many service providers have about packaging their work, and makes the case for why three simple offers can transform the way you do business. From the fear that “every client and project is different” to the overwhelm of custom quoting, Fi shares why bespoke will send you broke, and how creating three clear service packages gives your clients confidence, clarity, and agency while making your business more sustainable. If you’ve ever resisted packaging your services because you thought it would limit your creativity, this episode is here to flip that thinking. Packaging isn’t about taking away your uniqueness. It’s about stepping fully into your expertise and helping clients make safe, empowered decisions. 🎧 Tune in for mindset shifts, practical frameworks, and truths about what packaging can do for both your clients and your business.   What you'll learn in this episode:  Why positioning yourself as the expert means leading clients through a clear process, not waiting for them to decide what they need. How to design three packages that meet client goals without losing the ability to customise. The psychology of three options and why most people will choose the middle one. How transparent pricing reduces client anxiety and helps you attract better leads. Why packaging makes marketing easier, streamlines your systems, and helps you plan capacity. How templates and processes built around your packages save time and reduce overwhelm (especially for neurodivergent business owners). Why packaging your services isn’t just good for your clients, it’s also the smartest way to grow a sustainable business. ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make—and manage—more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Want to find out more about Good Money Club? It's for female and non-binary business owners ready to make more money and impact. Join us? Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.  ________________________________________________________________________

15 Years of Peach: From an olive grove to today It’s part celebration, part business story, and part deep dive into the lessons learned over a 15-year entrepreneurial journey. In this episode, Fi Johnston takes you behind the scenes of Peach Business from its unexpected origin in a windswept olive grove to the businesses, projects, and lessons that have shaped it. Fi shares the path that led her from a small tax practice to a craft brewery, a venture capital firm, and to starting Peach in 2010. You’ll hear about the clients that became long-term collaborators, the side businesses that didn’t make it, and the bold ideas (like Ripple Festival) that continue to keep her inspired. If you’ve ever wondered what 15 years in small business really looks like—the wins, the detours, the hard calls, and the personal costs, this episode is a masterclass in resilience, intentional growth, and building something that lasts. 🎧 Tune in for a mix of business storytelling, hard-earned lessons, and practical takeaways from a decade and a half in the small biz trenches.   What you'll learn in this episode:  Why hitting a 15-year milestone is so rare in small business, and what it really takes to get there, The career steps and pivotal jobs that shaped Fi’s approach to money, business, and leadership, How a chance meeting at Mount Zero Olives sparked the idea (and name) for Peach Business, Why Fi believes in simplifying your business model before adding a second brand, product, or revenue stream, The importance of knowing your capacity, and how overcommitment can quietly sabotage your business, Why some of Fi’s longest client relationships eventually ended by her own suggestion (and why that was the right move), The real impact of running multiple ventures at once, and why focus matters more than “having lots of irons in the fire.” How Good Money Club became the heart of Peach and why members stay beyond their initial commitment, The thinking behind launching Ripple Festival and what it means to merge business and creativity on a large scale, Why “small business never ends” and the importance of building rest, breaks, and boundaries into your calendar, The personal sacrifices that come with a long business journey—and how to protect your mental and physical health along the way.   ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make—and manage—more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Want to find out more about Good Money Club? It's for female and non-binary business owners ready to make more money and impact. Join us? Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.  ________________________________________________________________________

 What The Bear teaches us about small business It might sound like a TV review—but this episode is part strategy, part storytime, part love letter to The Bear (and its soundtrack). If you’ve ever wondered why running a business feels so intense—or how to do it with more intention—this episode will hit just right. Fi dives into one of her all-time favourite shows, The Bear, and breaks down the small business lessons hiding in the stress, the shouting, and the sandwiches. From pricing and pressure to team dynamics, mental health, and the sneaky parts of your business that are quietly profitable, this is a deep (and very fun) look at how small businesses actually work—and where they go wrong. You don’t need to have watched the show to get something out of this one. But if you have watched it… you're going to feel very seen. 🎧 Tune in for a fiery mix of TV chaos and small biz strategy—and the surprisingly deep lessons hiding in a beef sandwich shop.     What you'll learn in this episode:  Why change in small business is hard—and what happens when a new owner (like Carmy) tries to do everything at once without bringing the team along. The real cost of clinging to your OG customers, keeping prices frozen in time, and resisting innovation in the name of loyalty. Why efficiency doesn’t just come from better systems—it comes from team buy-in, shared goals, and clear communication. The connection between mental ill health and a failing business—and why prioritising your wellbeing is essential (not optional). What happens when your business goes viral before you're ready, and why a sudden surge in demand isn’t always a good thing. Passion vs. workaholism: how to recognise when your drive is tipping into burnout territory. When the “sexy” part of your business (the one that gets attention) is secretly draining your time, money and energy—while the quiet, boring bit is actually profitable. What to think about before changing your business model—like who you serve, how you make money, and what skills your team really needs. Why the pursuit of excellence often comes with discomfort—and why being liked by everyone isn’t the goal What Sid teaches us about leadership—and how listening first can change everything about how your team shows up Why acts of service matter—and how being of genuine help to your clients can be your most powerful business strategy. ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston—Chartered Accountant, small business advocate, and impact enthusiast—dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make—and manage—more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. Want to find out more about Good Money Club? It's for female and non-binary business owners ready to make more money and impact. Join us? Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.  ________________________________________________________________________

What do you really think about money? If you’ve ever felt like your mindset is holding you back—but you can’t quite put your finger on how—this episode is for you. In this special edition of Money Secrets, Fi shares a powerful guided exercise originally delivered inside Good Money Club to help members get to the root of their thoughts about money. And now, she’s sharing it with you. This isn’t about affirmations or quick mindset hacks. It’s about slowing down long enough to actually hear what’s going on inside your head—and learning how those thoughts shape your pricing, decision-making, and ability to grow a business that pays you well. This one’s a little different, but we think you’ll love it. 🎧 Grab your notebook and tune in for a transformative reflection you can return to again and again.   What is your first thought when you envision the following scenarios:  You see a shiny online business owner post about their six-figure launch You get declined at the grocery store checkout You pull up next to a brand-new BMW at the traffic lights You walk through your dream house at an open inspection A client is a month late paying a high-value invoice A dream client reaches out asking to work with you They receive your proposal and say, “That’s more than I expected” You find out your BAS bill is the biggest it’s ever been You’re pricing a new offer and feel stuck   These aren’t hypothetical. They’re the real-life moments that quietly shape how we feel about money—and how much of it we allow ourselves to make. Inside this episode, Fi gently guides you through each one so you can name, notice, and shift what’s sitting underneath. ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston—Chartered Accountant, small business advocate, and impact enthusiast—dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make—and manage—more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. Want to find out more about Good Money Club? It's for female and non-binary business owners ready to make more money and impact. Join us? Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.  ________________________________________________________________________  

Is the economy impacting small business owners? Let’s talk about it. It’s the question on every founder’s mind—and in this solo episode of Money Secrets, Fi unpacks what she’s seeing across the small business landscape right now. Drawing on 25+ years of experience and conversations with members inside Good Money Club, Fi explores why the current economic climate is affecting some businesses more than others — and the mindset and strategies that help business owners stay afloat (and thrive) even when conditions change. This is a conversation grounded in honesty and optimism — a reminder that yes, small business is hard, but there are always actions we can take. 🎧 Tune in to hear practical insights, examples from real businesses, and 10 things you can control — no matter what’s happening in the wider economy.    10 things you can control in your business:  How much marketing you do. Marketing isn’t something you “get around to” — it’s part of your job. Treating it like a core business function changes everything. What platforms you use. You don’t have to be everywhere. Choose 1–3 platforms where your audience hangs out, and go deeper instead of wider. The words and imagery in your marketing. If your message isn’t landing, it might be the language. Trade the jargon for words your ideal clients actually use. How many times you follow up on leads. Most business owners give up after one follow-up. But following up (even 8 times!) is where the conversions often happen. The thoughts you have about money. Your money mindset shapes your decisions. And yes — you can rewire your thoughts, especially if they’re holding you back. How much learning or upskilling you do. You can grow your business without dancing on Instagram. Networking, workshops, and learning new skills all count. The prices you set and how you present them. Price is more than a number — it’s a story. And you get to shape that story through how you package and communicate your offers. Which clients you target. If your usual audience isn’t converting, it might be time to shift. Changing who you're speaking to is always an option. How you manage and spend your money. You can’t control exactly how much comes in, but you can decide what to do with it once it lands in your bank account. How you choose to do business — your values, methods, and mindset. Your business is yours to run. Whether that means standing for something, spotlighting others, or doing things differently, you decide. ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston—Chartered Accountant, small business advocate, and impact enthusiast—dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make—and manage—more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. Want to find out more about Good Money Club? It's for female and non-binary business owners ready to make more money and impact. Join us? Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.  ________________________________________________________________________