Episode Details

Is the economy impacting small business owners? Let’s talk about it.

It’s the question on every founder’s mind—and in this solo episode of Money Secrets, Fi unpacks what she’s seeing across the small business landscape right now.

Drawing on 25+ years of experience and conversations with members inside Good Money Club, Fi explores why the current economic climate is affecting some businesses more than others — and the mindset and strategies that help business owners stay afloat (and thrive) even when conditions change.

This is a conversation grounded in honesty and optimism — a reminder that yes, small business is hard, but there are always actions we can take.

🎧 Tune in to hear practical insights, examples from real businesses, and 10 things you can control — no matter what’s happening in the wider economy.

10 things you can control in your business: 

• How much marketing you do. Marketing isn’t something you “get around to” — it’s part of your job. Treating it like a core business function changes everything.
• What platforms you use. You don’t have to be everywhere. Choose 1–3 platforms where your audience hangs out, and go deeper instead of wider.
• The words and imagery in your marketing. If your message isn’t landing, it might be the language. Trade the jargon for words your ideal clients actually use.
• How many times you follow up on leads. Most business owners give up after one follow-up. But following up (even 8 times!) is where the conversions often happen.
• The thoughts you have about money. Your money mindset shapes your decisions. And yes — you can rewire your thoughts, especially if they’re holding you back.
• How much learning or upskilling you do. You can grow your business without dancing on Instagram. Networking, workshops, and learning new skills all count.
• The prices you set and how you present them. Price is more than a number — it’s a story. And you get to shape that story through how you package and communicate your offers.
• Which clients you target. If your usual audience isn’t converting, it might be time to shift. Changing who you're speaking to is always an option.
• How you manage and spend your money. You can’t control exactly how much comes in, but you can decide what to do with it once it lands in your bank account.
• How you choose to do business — your values, methods, and mindset. Your business is yours to run. Whether that means standing for something, spotlighting others, or doing things differently, you decide.

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We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business.

In this podcast, Money Secrets, host Fiona (Fi) Johnston—Chartered Accountant, small business advocate, and impact enthusiast—dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open.

Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make—and manage—more money.

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Thank you t