Episode Details

Why you’re not making enough money — and how to fix it

In this episode of Money Secrets, Fi breaks down something that if you’re not making enough money, it usually traces back to one of three things:

- your pricing,

- your business model,

- or your money mindset.

And the good news? Every one of these three areas is completely fixable.

Drawing on 25 years of experience helping small business owners increase their income, improve profitability, and create businesses that support their life and their impact goals, Fi unpacks exactly why these issues show up and the practical steps you can take today to change it.

🎧 Tune in to learn why so many small business owners undercharge, how your business model shapes your earning capacity, and why your thoughts and beliefs about money directly influence your financial results.

 What you'll learn in this episode: 

• Why most small business owners undercharge: The myth of needing to be “affordable” is holding you back more than you think.

• How your pricing affects everything: A small price change can have a big impact on your profitability.

• Why you should raise your prices yearly: Not just for inflation, but because your skills, processes, and client results improve every year.

• How unclear billable vs. non-billable time leads to underpricing: If you don’t know what your work really costs, you can’t price it properly.

• What your business model actually is: The structure of your products, customers, value, and revenue streams, and why it's the backbone of your strategy.

• Why “different” matters more than “better”: Positioning yourself uniquely is more powerful than trying to be the best.

• How client type influences your pricing: The right clients expect to pay more, and your price is a signal that attracts (or repels) them.

• Why money mindset affects your income: Your beliefs about money influence almost every decision in your business.

• How to spot your hidden money beliefs: Your behaviours (discounting, hesitating, undercharging) reveal what you really believe.

• Why you can change your money psychology: Once you understand your patterns, you can shift them and change your financial results. 

Resources mentioned in this episode:

• FREE: 13 Lessons from 13 Years – Learn the Business Rules to Break
  
• FREE: How to Price Your Product or Service
• Business Model Design Program
• Join the Good Money Club waitlist

________________________________________________________________________

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

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

Fi’s mission? To get more money into the hands of good people, like you. She believes small businesse