Money Secrets

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: hello@peachbm.com.au  ________________________________________________________________________ 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.  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: hello@peachbm.com.au  ________________________________________________________________________ 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. 

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 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 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. 

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. 

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. 

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. 

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. 

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.  ________________________________________________________________________

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.  ________________________________________________________________________

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.  ________________________________________________________________________