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Money Secrets

Fi Johnston

Financial and business strategies for purpose-led entrepreneurs. Hosted by Fi Johnston, Chartered Accountant, CFO, and impact-driven business advisor. This podcast helps small business owners make more money without working harder.

Each week, Fi shares practical financial strategy and interviews successful small business owners about cash flow planning, pricing strategy, revenue generation, and money mindset. Learn how to grow your business, boost profitability, and build a company that creates real impact without sacrificing your time or your values.

Topics covered include:

~ Money management and cash flow planning
~ Pricing strategy and revenue generation
~ Money psychology and mindset
~ Business growth and profitability
~ Financial strategy for small business owners
~ Purpose-driven, impact-focused business

New episodes weekly. Subscribe now and start making more money without working harder.

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  • 20 episodes
  • weekly
  • Avg 30 min
  • English

Episodes 20

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  • Tuesday · 23 min

    Small business is tough. When do we get to have fun? (EP#87)

    When did small business stop being fun? ~ Are you spending too much energy worrying about things in business you can’t control? ~ Are you making the most of the things small businesses can do better than big businesses? ~ Could bringing more fun, personality and joy into your business actually make it stronger? Small business is tough. It’s always been tough. And in 2026, there’s no shortage of things making it feel even harder. Economic uncertainty, inflation, rising interest rates, merchant fees and changing consumer spending are putting pressure on businesses and households alike. But in this episode of Money Secrets, Fi asks a different question: when do we get to start having fun again? Because while you can’t control the economy, inflation, government policy or the latest interest rate decision, you can control how you show up, how you communicate with your customers, who you choose to work with, how you price and the experience you create. Fi also unpacks why competing on price is rarely the answer for small business. Instead, our advantage lies in the things big businesses struggle to replicate: personalisation, genuine relationships, agility, direct conversations with customers and the ability to create experiences that feel thoughtful, valuable and human. And maybe part of doing that is letting business (and marketing) be a little more fun. From handwritten notes to playful social content and finding joy in solving problems, Fi explores how bringing more personality and energy into your business can change not only how customers experience your brand, but how you experience running it. Plus, Fi shares a sneak peek at the new Peach brand campaign dropping next week. A campaign built around exactly this idea of combining the hard parts of business with play, fun and a little competitive spirit. Because small business might be hard, relentless and full of problems to solve. But, that doesn’t mean we can’t have some fun while we’re doing it. 🎧 Tune in for Fi’s take on what small businesses can control, why competing on price isn’t the answer, and how bringing more fun back into business could be exactly what we need right now. What you'll hear in this episode: Focus on what you can control. You can’t control the economy, inflation, interest rates or government policy. You can control how you show up. Consumers are still spending (they’re just more discerning). More considered choices about where discretionary income goes, makes understanding your customers even more important. Small business can’t win by competing on price. Your advantage is personalisation, customisation, agility and genuine customer relationships. Marketing and communication matter more than ever. Learn how to clearly communicate what you do, why someone should choose you and the value you bring (then back it up). Go the extra mile in ways big businesses can’t. Thoughtful touches and personal experiences can create genuine joy for your customers and give them a reason to choose a small business. Your marketing is allowed to be fun. Instagram and LinkedIn are tools you can use to connect, experiment and show more personality instead of repeating the same marketing messages. Find joy in solving problems. Problems are part of owning a business, but changing how you approach them (even by being a little playful) can change the entire experience. You are the ceiling of your business. Fresh energy, perspective and joy can help you challenge the limits you’ve unconsciously placed on your business and how you show up within it. A new Peach campaign is coming. From marketing that felt stale and serious and to creating something that shows both the difficult realities of business and the fun. 💡 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: hello@peachbm.com.au ________________________________________________________________________ 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.business If 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.

  • September 25 · 49 min

    What no one else is saying about Cue Clothing (EP#86)

    If your customers can’t see themselves, will they buy? The Cue Clothing problem ~ Are you actually showing customers what you sell and how to buy it? ~ Does your marketing reflect the people you want to buy from you? ~ Are you clearly communicating what makes your product worth paying more for? When an iconic Australian fashion brand with more than 60 years of history goes into voluntary administration, there’s plenty to unpack. In this episode of Money Secrets, Fi takes a closer look at Cue Clothing and asks a question she thinks is missing from the conversation around its voluntary administration: does Cue really understand who its customer is? Cue sells up to a size 16, but its marketing doesn't show size 16 clothes or bodies. Women responding to Fi’s posts said they had no idea Cue stocked their size. So if customers can’t see themselves in your brand, how will they know your product is for them? Fi also questions Cue’s premium positioning. If you're asking customers to spend $200 to $400 on a garment, you need to clearly communicate why it's worth it. That means telling the story behind the quality, design, manufacturing and people who create the product. Then Fi turns the conversation back to small business: show people what you sell, make it easy to buy, understand your target market and bring customers behind the scenes of what makes your business different. Because even a brilliant product is hard to sell if the right customers don't know it's for them. 🎧 Tune in for Fi’s take on Cue Clothing and the marketing lessons every small business owner can learn from it. What you'll hear in this episode: Show people what you sell. Customers need to see your products and services and know exactly how to buy from you. We need to show our customers in our marketing. If you sell different sizes, show a range of sizes. If you sell to a particular type of consumer, show them in your feed. Your target market needs enough demand. There weren't enough thin, tall young women with the intent to buy, to sustain the Cue brand at it's size. It's great to be niche, but your business size needs to match the real demand for what you sell. Premium pricing needs a clear value story. If your prices are premium, tell me why. Help me understand the quality, process and thinking behind what I'm buying. Show the process behind your products and services. Bring customers into the decisions, craftsmanship and expertise that make your product or service different. Let me understand your point of view so I can buy into it with you. Your customers can be your best marketing. Reviews, customer stories and user-generated content shows prospective buyers what your product looks like in real life. Know where your money is actually being made. Look at which locations, products and channels are profitable instead of treating every part of the business equally. Maybe 40 stores with one flagship store is better than 50 stores that are basically the same? Make your customers the hero. Show the people who buy from you and help future customers recognise themselves in your brand. 💡 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: hello@peachbm.com.au ________________________________________________________________________ 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.business If 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.

  • September 22 · 25 min

    Aunty Fi's Advice Line: Pricing, positioning and charging what you’re worth (EP#85)

    Auntie Fi’s advice line: Pricing, positioning and charging what you’re worth ~ Should I lower my prices to win the work or back myself from the beginning? ~ How do I move customers away from just talking about price, so I can explain how I'm different? ~ How do I add more premium hair services without losing my existing customers and revenue? These are questions asked my real small business owners like you. In this episode Fi opens up Auntie Fi’s advice line, answering questions recorded during the Q&A from her Make More Money Without Working Harder masterclass. From competing with businesses that charge less, to phasing out unprofitable services, finding the right price when you’re new in business and wondering whether to put your prices on your website, Fi answers the questions so many business owners wrestle with. One business owner asks how to communicate her value when competitors are undercutting her on price. Fi’s advice is to stop trying to prove you’re better and start showing customers why you’re different. Your marketing should communicate the experience, process, service and value customers receive when they choose you. Another business owner is moving into a bigger salon and wants to replace less profitable kids’ haircuts with higher value services. Rather than cutting off an existing revenue stream overnight, Fi explains how to make the transition gradually by marketing premium services first and adjusting pricing as demand changes. Then there’s the question almost every new business owner has asked themselves: Should I charge less while I build my reputation? Fi explores when lower priced work can provide valuable experience and testimonials, while explaining why your own marketing is ultimately what helps you attract the right clients and charge more appropriate prices. Fi also tackles bespoke quoting, pricing your services publicly and that familiar temptation to knock a couple of thousand dollars off a proposal just to win the job. Her recommendation? Productise your services, create clear options and make it easier for potential customers to decide whether you’re right for them. Whether you’re questioning your prices, comparing yourself to cheaper competitors or trying to work out how to communicate why your business is worth paying more for, this episode is packed with practical advice you can apply to your own business. 🎧 Tune in for Auntie Fi’s advice on pricing, positioning, marketing and building a business where you don’t have to undervalue yourself to win the work. What you'll learn in this episode: Being cheaper isn’t the answer. Show customers what makes your business different through your marketing, process and customer experience. You can transition away from less profitable services. Build demand for premium services before gradually changing your existing offer and pricing. Lower priced work can still have value. Early clients can give you experience and testimonials, but start charging appropriately as soon as possible. Premium prices require your own marketing. Get clear on your ideal customer, where to find them and the outcome you create for them. Your gut isn’t always telling you to say no. Sometimes discomfort around spending money is anxiety about doing something unfamiliar. Bespoke quoting can make business harder. Productising your services into clear options can simplify selling for you and buying for your customers. Putting prices on your website can improve your leads. You may get fewer discovery calls, but the people booking already know what to expect. Your story can justify a premium position. Handmade, small batch or highly considered work gives customers meaningful reasons to choose your product. Don’t discount yourself just to win the work. Build an offer and price that reflects the service you actually want to deliver. 💡 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: hello@peachbm.com.au ________________________________________________________________________ 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.business If 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.

  • September 15 · 19 min

    How to Make Business Easier and Still Make Money (EP#84)

    Your business doesn't need to be complicated to make money. But so many businesses are complicated, and it slows us down. In this episode of Money Secrets, Fi shares her live keynote from the inaugural Ripple Festival in Melbourne, exploring how small business owners can make business easier without sacrificing growth, money or impact. From trying to serve everyone and creating bespoke everything, to working seven days a week and holding onto plans that clearly aren’t working, Fi explored the ways business owners make running their business harder than it needs to be. The vision needs to be stronger than the plan. Know where you want to go, but stay flexible enough to change how you get there. Fi explores our relationship with money and why money itself isn’t good or bad. It’s a tool that amplifies who you already are. If you want to build a successful business that creates positive change, learning to become more comfortable with money is part of the job. Then it’s time to simplify: fewer target markets, fewer offers, stronger boundaries and getting really bloody good at solving a specific problem for a specific customer. Fi also challenges the belief that you need to do everything yourself, encouraging business owners to surround themselves with people whose character and strengths complement their own. Whether your business feels unnecessarily complicated, you’re trying to do everything yourself, or you’ve become so focused on how you’ll reach your goals that you’ve lost sight of what you actually want, this episode will help you zoom back out. 🎧 Tune in to simplify your business, rethink your relationship with money and build a vision strong enough to guide where you’re going next. What you'll learn in this episode: Your vision needs to be stronger than your plan. Get clear on what you want to create before becoming consumed by exactly how you’ll make it happen. Be more interested in getting it right than being right. Staying flexible and letting go of your ego can help you change course when the original plan stops working. Money is a tool, not the enemy. Money amplifies who you already are, and getting comfortable with money makes everything easier. Over-complication is everywhere. Bespoke everything, no boundaries, too many customers and being available 7 days a week makes business unnecessarily hard. Simple is successful. Focusing on one type of customer can help you become exceptionally good at understanding their problems, desires and language. You probably don’t need fourteen different offers. Imagine the simplicity of selling one brilliant thing to one type of customer and doing it extraordinarily well. Choose people who complement you. Skills can be learned, but character matters. What kind of people and strengths do you need beside you? You don’t have to do everything yourself. Letting someone else help could start with just five hours a week and grow from there. Picture where you actually want to go. Fi finishes with a visualisation exercise to help you imagine what you’re celebrating, who’s there and why it matters. 💡 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: hello@peachbm.com.au ________________________________________________________________________ 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.business If 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.

  • September 8 · 1 hr 5 min

    Don't Pull the Ladder Up: Carmen Hawker on Purpose-Led Business and Backing Women (EP#83)

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

  • September 1 · 28 min

    How to fund your business expansion (EP#82)

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

  • August 25 · 44 min

    Retail done right, with Dara Shashoua of Byzantine Design (EP#81)

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

  • August 18 · 24 min

    Not all debt is bad (EP#80)

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

  • August 11 · 31 min

    Things I wish I knew 16 years ago (EP#79)

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

  • August 4 · 1 hr 9 min

    Stop leaving money on the table with Cam Elliott (EP#78)

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

  • July 28 · 41 min

    3 brands nailing their business models (EP#77)

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

  • July 21 · 13 min

    Working harder will not make you more money (EP#76)

    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 Mission 30th 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 Mission 30th 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: hello@peachbm.com.au ________________________________________________________________________ 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.business If 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.

  • July 14 · 20 min

    16 years of impact (EP#75)

    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 Mission 30th 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 Mission 30th 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: hello@peachbm.com.au ________________________________________________________________________ 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.business If 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.

  • July 7 · 18 min

    Stop sacrificing yourself (EP#74)

    Register to our free masterclass: More Money. More Mission 30th 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 Mission 30th 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: hello@peachbm.com.au ________________________________________________________________________ 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.business If 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.

  • June 30 · 52 min

    Financial freedom starts in your mind: financial therapist Jan Morrison on building wealth (EP#73)

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

  • June 16 · 13 min

    What money thoughts live rent-free in your mind? (EP#72)

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

  • June 9 · 17 min

    How to price your product or service (EP#71)

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

  • June 2 · 12 min

    Preparing to sell your business (EP#70)

    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: 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.business If 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.

  • May 26 · 20 min

    Growing businesses are hungry for cash (EP#69)

    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: 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.business If 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.

  • May 19 · 22 min

    What we're getting wrong with recruiting (EP#68)

    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: 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.business If 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.

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