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Charging premium prices when you're community-led. What happens when the thing you’re incredibly good at is also deeply connected to community, care and identity? Meet Ella Rowe, founder of Elvies Studios, community hairdresser and curly and coily hair specialist. Ella’s journey into business wasn’t linear. She moved through hairdressing, musical theatre, teaching and youth work before bringing those experiences together and opening Elvie's Studios - a specialist salon named after her mum, whose Afro hair and relationship with hair helped inspire the business in the first place. And the demand was there. Immediately. Ella found herself filling a huge gap in the Australian hair industry, creating a space where people with curly, coily and tighter-textured hair could not only have their hair properly cared for, but feel safe, understood and connected in the process. But being deeply community-minded also created a tricky question: how do you charge properly for something that feels so connected to care? Ella and Fi first worked together in 2022 on Ella’s money, business strategy and money mindset. In this episode, they reconnect to talk about what Ella has learned since - from knowing the value of her highly specialised work and charging premium prices, to experiencing burnout when the numbers didn’t support the level of care she was giving. Ella shares what it was like stepping into the world of Peach-opoly: reconnecting with community and being reminded that money and business don’t have to feel serious. What you'll hear in this episode:  Ella chose to specialise in curly, coily and tighter-textured hair and the huge gap she saw in the Australian hair industry.  Hair is more than appearance. It's identity, culture, ritual, connection, safety and care.  What it means to Ella to be a “community hairdresser.” Australia still has a long way to go when it comes to textured-hair education and creating genuinely inclusive salon experiences. Huge demand for Ella’s specialist skills contributed to burnout and why boundaries have become essential.  The tension between wanting to care for your community and needing to charge enough to build a sustainable business. Ella has learned to stand behind premium pricing and recognise the value of her knowledge, time and one-on-one service.  Charging enough means your clients get the best version of you, not the exhausted version who has already given everything away. The impact a haircut can have: from confidence and identity to feeling more like yourself. Being part of Peach-opoly helped Ella reconnect with community and remember that money and business can feel lighter and more playful.  Take a look at Peach-opoly. Check out Ella Rowe and Elvies Studios ________________________________________________________________________ In this podcast, Money Secrets, host Fi Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. 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. ________________________________________________________________________ We're excited to hear from you with questions, feedback or suggestions for future episodes that you might have. Say hi: [email protected] If you're 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. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.

When you’re not afraid to be yourself: Building the Peach-opoly world with Kate Forsyth  What does it actually take to turn a crazy campaign idea into a life-sized game board with four completely different worlds? Meet Kate Forsyth, founder of Good Day Club, interiors and events designer, and the set designer of Peach-opoly.  Kate worked alongside Fi and creative director Stef Hanson to bring the four Peach-opoly worlds: Money Psychology, Money Making, Money Management and Impact Making to life, transforming ideas on paper into colourful, layered sets that helped tell the story of each episode. From a money psychology corner, to a supermarket where you could buy your next hire, an immersive impact making installation and a functioning-ish bakery, Kate created spaces that didn't just look good - they had a purpose and a story to tell. Kate also spontaneously became part of the cast, throwing flour, juggling dough and giving us a truly unhinged baker performance in the Money Making world. Her inspo: the Swedish Chef. In this episode, Fi and Kate go behind the scenes of Peach-opoly and talk about creativity, colour, world-building, trusting the people you hire and why the best brands aren't afraid to look and feel like themselves. What you'll hear in this episode:  How Kate turned the Peach-opoly concept into four very different physical worlds.  Good set design isn't just about making something look good, it needs to tell a story.  What happens when you give creative people the brief, the budget and then trust them.  How Kate uses colour, texture and physical spaces to make brands memorable.  Knowing who you are as a business makes creative decisions so much easier.  The story behind Peach-opoly's supermarket, psychologist's office, impact making installation and bakery.  How Kate went from set designer to spontaneous actress (and dough juggler) on shoot day.  Playing it safe makes your brand forgettable. Kate's money lesson: plan for the future, back yourself and stop agonising over decisions. Take a look at Peach-opoly. Check out Kate Forsyth and Good Day Club. ________________________________________________________________________ In this podcast, Money Secrets, host Fi Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. 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. ________________________________________________________________________ We're excited to hear from you with questions, feedback or suggestions for future episodes that you might have. Say hi: [email protected] If you're 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. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.

How to manage your money as an agency owner - with Megan Winter  Making money is one skill. Knowing what to do with it is another. Meet Megan Winter, founder of Good Kind Media, Meta ads expert and the star of episode 2 of the Peach-opoly series. Like so many marketers and agency owners, Megan is great at earning revenue. It's how to spend and manage money that feels harder. When you have the right system to manage your money and someone to help you make great decisions (Fi!) managing, organising and spending money becomes so much easier.  What you'll hear in this episode: Making money and managing money require different skills. Choose your hard. If you're going to be a business owner, you need to make good decisions that push you towards your goals. Not run a hobby.  Specialise how you make money. Diversify how you invest it. Employees or contractors? There's no right or wrong answer, only what suits your business model and your leadership style.  Why Megan chooses specialist contractors for Good Kind Media. Having a system to manage your money (Profit First) means you'll always have money for things when you need it. Including paying the ATO on time. Forecasting and planning can create more freedom, not less. Take a look at Peach-opoly. Check out Megan Winter and Good Kind Media.  ________________________________________________________________________ In this podcast, Money Secrets, host Fi Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. 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. ________________________________________________________________________ We're excited to hear from you with questions, feedback or suggestions for future episodes that you might have. Say hi: [email protected] If you're 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. ________________________________________________________________________  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.

Peach-opoly | Episode 5  | What do I actually do? Chartered Accountant. Business coach. Spreadsheet lover.  But that’s not the whole story. For the final episode of our Peach-opoly series, we’re turning the attention back to Fi and the reason we created this campaign. Fi realised there was a gap between how people perceived her work and what she actually does. After years of working closely with established 5, 6, 7 and even 8-figure founders, her marketing wasn’t showing the full picture. So Peach-opoly became an opportunity to change that. In this episode, Fi takes us behind the scenes of that repositioning and explains what being a business and finance strategist really looks like; from hiring and pricing to cash flow, marketing, offers, team, positioning and making the big decisions that move a business forward. She also gets into a big part of her approach that sets her apart: Fi gives advice. Sometimes the answer isn't already inside you. Sometimes it's sitting in the numbers, the strategy and the information in front of you and you need someone beside you to help make the call and take action. And because no campaign happens without a whole lot of people behind it, Fi wraps up by giving some love to the incredible team, creatives and businesses who helped bring the weird and wonderful world of Peach-opoly to life. 🎧 Hit play for one last trip around the Peach-opoly board and come behind the scenes of the campaign with Fi.  What you'll hear in this episode:  Why Fi created the Peach-opoly campaign in the first place The positioning problem she realised she needed to fix What a business and finance strategist actually does How business, finance and marketing strategy are connected Fi believes good advice sometimes means actually telling clients what she recommends How Fi ended up filming without shoes 👟😂 The team and business owners who bought Peach-opoly to life What’s next in the Money Secrets Peach-opoly series Take a look at Peach-opoly. ________________________________________________________________________ In this podcast, Money Secrets, host Fi Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. 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. ________________________________________________________________________ We're excited to hear from you with questions, feedback or suggestions for future episodes that you might have. Say hi: [email protected] If you're 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. ________________________________________________________________________  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.

Peach-opoly | Episode 4  | Can you make a bigger impact? Doing good and making good money can’t go hand in hand… right? Wrong. Meet Richard Seymour from Mount Zero Olives, one of Fi’s longest-standing clients and the next player to take his turn on the Peach-opoly board. Fi and Rich have worked together for almost 15 years, across marketing, business strategy, finances and plenty of growth. But what makes Mount Zero particularly special is that impact is baked into the business. It’s not a side project, marketing spin or something they’ve tacked on because sustainability became trendy.  When Rich rolls the Peach-opoly dice, he lands in the Impact Making zone, where Fi asks a pretty big question: Can Mount Zero make an even bigger impact? From the way their produce is grown, packaged and transported to electric vehicles, solar power, team culture and an inclusive bonus structure, Mount Zero has spent years making conscious choices about the kind of business they want to be. So Fi’s challenge isn’t to start creating impact. It’s to take what they’re already doing and measure it.  The next move? Exploring B Corp certification and putting Mount Zero’s impact under the microscope to see where they’re doing well, where they can improve and how their business strategy and finances can support the journey. Fi zooms out from Mount Zero to explore what impact making can look like in your small business. Whether that’s through your products and services, your team, your industry, your community or the causes you care about.  Being profitable and creating positive change aren't competing goals. As Fi puts it: income IS impact. 🎧 Hit play and come behind the scenes of Peach-opoly with Fi and Rich.  What you'll hear in this episode: Meet Peach-opoly player Richard Seymour from Mount Zero Olives Impact shouldn't be a side quest in your business How Mount Zero has built sustainability into its entire supply chain Why Fi believes income is impact Mount Zero's next challenge: working towards B Corp certification How to decide what kind of impact your business wants to create Why declaring, measuring and talking about your impact matters Examples of the different ways small businesses can create meaningful change  Take a look at Peach-opoly. ________________________________________________________________________ In this podcast, Money Secrets, host Fi Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. 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. ________________________________________________________________________ We're excited to hear from you with questions, feedback or suggestions for future episodes that you might have. Say hi: [email protected] If you're 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. ________________________________________________________________________  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.

Peach-opoly | Episode 3  | Too many offers?  More offers = more money… right? Actually, no. Meet Jodi and Az from The Ranch Adventure Park, the next players on the Peach-opoly board. The Ranch is a family-run Mornington Peninsula business offering school camps and horse riding to accommodation, weddings, corporate events, pony rides and more.When Jodi and Az roll the Peach-opoly dice, they land on a business problem that might feel VERY familiar: you have too many offers.  The Ranch has successfully built multiple income streams over the years, but with a stretched team and ambitions to keep growing, Fi asks one deceptively simple question: What do you want to be known for? Their answer? Adventure. And that becomes the starting point for a much bigger conversation about simplifying your business without automatically saying goodbye to revenue. Fi challenges the common advice that every business should constantly diversify its income streams. While diversification absolutely has its place, too many offers can spread your marketing, team, energy and delivery too thin. Instead, focusing your energy on one incredible part of the business can make your marketing more targeted, your delivery more efficient and, ultimately, your business more profitable. For The Ranch, that means putting adventure at the centre and allowing their many experiences to sit underneath that bigger idea, rather than trying to separately market every horse ride, school camp, wedding, stay and activity. Because when someone lands on your business for the first time, 15 different ways to work with you doesn't mean more opportunity; it can mean 15 different decisions standing between them and actually buying. 🎧 Hit play and come behind the scenes of Peach-opoly with Fi, Jodie and Az.  What you'll hear in this episode: More revenue streams don't automatically mean a stronger business The question “What do you want to be known for?” and how it leads your strategy Too many offers dilutes your marketing and stretches your team Simplifying doesn't mean saying no to revenue Packaging and streamlining your offers makes selling easier Being known for ONE clear thing makes your business easier to recommend A simpler business model creates more potential for profitability, efficiency and creativity Take a look at Peach-opoly. ________________________________________________________________________ In this podcast, Money Secrets, host Fi Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. 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. ________________________________________________________________________ We're excited to hear from you with questions, feedback or suggestions for future episodes that you might have. Say hi: [email protected] If you're 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. ________________________________________________________________________  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.

Peach-opoly | Episode 2  | Your Next Hire The money is coming in. The clients are there. Business is growing. But where should the money go next? Meet Megan Winter, founder of Good Kind Media, Meta ads expert and the next player to take her turn on the Peach-opoly board. Megan is great at bringing money into her business. Revenue is strong, there’s a steady flow of leads and she has money available to invest. The tricky part? Deciding what to spend it on, particularly after making financial decisions in the past that haven't worked out as planned.  So when Megan lands on “Your Next Hire”, Fi takes her shopping (literally) to work out where her money will have the biggest impact. The answer? More support with client delivery. But that brings up another question: employee or contractor? Megan has repeatedly been told she should hire employees. Fi has a different perspective. Rather than making the decision based purely on which option looks cheaper on paper, she argues that the right team structure needs to suit the founder, their leadership style and the way their business actually operates. In this episode of the Peach-opoly series, Fi unpacks the financial and practical considerations behind hiring employees versus contractors, why comparing their annual costs doesn't necessarily tell the whole story, and how having a solid money management system can make big investment decisions much easier. Fi also takes us into Profit First, the money management system she uses with Good Money Club and one-on-one clients to help businesses understand what they can afford, where their money needs to go and whether the business is truly profitable 🎧 Tune in to meet Megan, hear where she lands on the Peach-opoly board and learn how to think about your next hire and your next big business investment.  What you'll hear in this episode: Meet Peach-opoly player Megan Winter, founder of Good Kind Media Making money and knowing how to spend it are very different business skills The employee vs contractor question and why cost isn't the only consideration Your team structure should suit your business model and the way you operate as a founder The differences between hiring a generalist versus a specialist who will drive the work The practical costs and considerations that come with employees and contractors You need good contracts and to understand your obligations when working with contractors Profit First can make business spending decisions clearer and faster How your bank balance can help you see whether your business is profitable The decision Megan made for her next hire Take a look at Peach-opoly. ________________________________________________________________________ In this podcast, Money Secrets, host Fi Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. 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. ________________________________________________________________________ We're excited to hear from you with questions, feedback or suggestions for future episodes that you might have. Say hi: [email protected] If you're 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. ________________________________________________________________________  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.

Peach-opoly | Episode 1  | A 60-hour working week  She’s fully booked. She’s in demand. She’s working incredibly hard. But the money isn’t math-ing. Meet Ella Rowe, a world-class curly and coily hairdresser, single mum and the first player to take her turn on the Peach-opoly board. Ella loves what she does, but like so many specialist service providers, she’s caught between wanting to make more money, be affordable for her clients and having no hours left to give. In this episode of the Peach-opoly series, Fi unpacks the money psychology sitting underneath this very real business problem and why working harder isn't the answer. Because being affordable is not your job. Fi explores what happens when talented, in-demand business owners price themselves around being accessible, keeping clients happy and wanting to be liked. The result? You need to work more to make money, and your clients get the exhausted version of you, not your best work. The solution isn't just about putting your prices up. Fi explains how our thoughts about money influence our feelings, behaviours and then our results, and why changing your pricing can starts in your mind. 🎧 Tune in to meet Ella, hear her Peach-opoly story and ask yourself: am I charging a premium price for the premium work I provide?  What you'll hear in this episode: Meet Peach-opoly's first player, Ella Rowe Being fully booked doesn't mean your business is financially well The cost of trying to be affordable Why charging less means working more How your thoughts about pricing influence your feelings, behaviours and results Why wanting to be affordable is actually about wanting your clients to like you Why higher prices facilitate you doing the best work of your life The questions Fi wants you to ask yourself about your own pricing A behind-the-scenes taste of bringing Ella's Peach-opoly character to life Take a look at Peach-opoly. ________________________________________________________________________ In this podcast, Money Secrets, host Fi Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. 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. ________________________________________________________________________ We're excited to hear from you with questions, feedback or suggestions for future episodes that you might have. Say hi: [email protected] If you're 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. ________________________________________________________________________  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.

Welcome to Peach-opoly: We built a life-sized board game | Episode 0 Meet Peach-opoly, Fi’s biggest, boldest and most fun brand campaign yet. Earlier this year, Fi realised there was a gap between how she was perceived and the work she was actually doing. She’d become known for working with micro brands and very small businesses, when in reality her client list also includes established businesses with teams of 10, 30 and 50+, businesses she’s helped make some pretty epic changes to their revenue, teams and profit. There was something else, too: had her marketing become a little… boring? Fi is very nurturing. She’s also fast, direct, strategic and, in her words, at least funny-adjacent. She wanted a campaign that showed people what it actually feels like to work with her - something fun, entertaining and completely out of the box.  Enter campaign creative director, Good Money Club member, collaborator and friend, Stef Hanson, who came back with an idea Fi definitely wasn’t expecting: a life-sized board game designed around the game of business. And Peach-opoly was born. In this special episode of Money Secrets, Fi takes you behind the scenes of why she created the campaign, and how one idea turned into an epic production involving a whole team of people. 🎧 Tune in to hear Episode 0 of Peach-opoly and get your first taste of the world Fi and the team have spent six months bringing to life.  What you'll hear in this episode: Fi realised her positioning no longer reflected the scope of her work Peach-opoly is a brand awareness campaign, and what that actually is Fi wanted to show a bolder and more playful side of her brand Why business can be competitive, strategic and played to win How real client challenges became part of the Peach-opoly concept What went into bringing the campaign to life How Stef Hanson turned Fi’s brief into the idea for a life-sized business board game Take a look at Peach-opoly. ________________________________________________________________________ In this podcast, Money Secrets, host Fi Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. 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. ________________________________________________________________________ We're excited to hear from you with questions, feedback or suggestions for future episodes that you might have. Say hi: [email protected] If you're 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. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.

When 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: [email protected]  ________________________________________________________________________ In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses can change the world, but only if we're making money and managing it well. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.

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: [email protected]  ________________________________________________________________________ In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses can change the world, but only if we're making money and managing it well. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.

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: [email protected]  ________________________________________________________________________ In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses can change the world, but only if we're making money and managing it well. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.

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: [email protected]  ________________________________________________________________________ In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses can change the world, but only if we're making money and managing it well. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.

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

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