Money Secrets

From $10 a day to agency CEO: Jarrah Brailey on content, confidence & charging more In this episode of Money Secrets, Fi sits down with social media obsessed agency founder Jarrah Brailey from Jampacked Agency for a behind-the-scenes look at how content, strategy and clever engagement build online communities that make strong businesses. From secretly setting up a Facebook account at 10 years old and charging $10 a day for her social media services, to leading a fully-remote content and ads agency working with product-based brands around Australia. Jarrah shares what really moves the needle on platforms like Instagram and TikTok – and why your creative is your most important currency.🎧 Tune in for a refreshingly real conversation about organic vs paid, content that actually converts, learning to love your numbers, and the uncomfortable-but-essential process of putting your prices up so you can do your best work. What you'll learn in this episode: Why “one size fits all” content is costing you time and money. How copying the same post across Instagram, TikTok, LinkedIn and Pinterest signals you “don’t get” the platform. Platform culture 101: TikTok vs Instagram. The key differences in pace, polish and “native” feel between TikTok and Instagram, and why branding-heavy carousels don’t fly everywhere. Organic social as brand builder, not an instant ATM. How to think about organic content as top-of-funnel brand building, and which metrics actually matter (hint: it’s not just sales). Paid ads as a multiplier, not a magic tap. Why ads can’t fix a leaky offer, clunky website or unclear messaging, and what foundations to have in place before you start spending. Creative is currency in paid ads. Why the quality, concept and “scroll-stopping” power of your creative now matters more than ever. Making social media actually sell. Where organic, paid and email each sit in helping people move from curious to converted. Becoming the kind of business owner who can read their numbers. Jarrah’s journey from crying in a meeting with her accountant to confidently logging into Xero, reading her Profit & Loss and making decisions without waiting for permission. Pricing as the unlock for better work and better clients. What happened when Jam Packed’s retainers increased, and why higher prices often mean better results, not just more revenue. Dropping the ego and embracing beginner energy. How allowing yourself to be “the three-year-old on a skateboard” with money and metrics can transform your business faster than pretending you already know it all. Connect with Jarrah Brailey: Instagram: https://www.instagram.com/jampacked.agency/ Web: https://jampackedagency.com.au/about-us/ LinkedIn: https://www.linkedin.com/in/jarrah-brailey/________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make—and manage—more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a DM to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Want to find out more about Good Money Club? It's for female and non-binary business owners ready to make more money and impact. Join us? Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________ This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. ________________________________________________________________________

Why you’re not making enough money — and how to fix it In this episode of Money Secrets, Fi breaks down something that if you’re not making enough money, it usually traces back to one of three things: - your pricing, - your business model, - or your money mindset. And the good news? Every one of these three areas is completely fixable. Drawing on 25 years of experience helping small business owners increase their income, improve profitability, and create businesses that support their life and their impact goals, Fi unpacks exactly why these issues show up and the practical steps you can take today to change it. 🎧 Tune in to learn why so many small business owners undercharge, how your business model shapes your earning capacity, and why your thoughts and beliefs about money directly influence your financial results. What you'll learn in this episode: Why most small business owners undercharge: The myth of needing to be “affordable” is holding you back more than you think. How your pricing affects everything: A small price change can have a big impact on your profitability. Why you should raise your prices yearly: Not just for inflation, but because your skills, processes, and client results improve every year. How unclear billable vs. non-billable time leads to underpricing: If you don’t know what your work really costs, you can’t price it properly. What your business model actually is: The structure of your products, customers, value, and revenue streams, and why it's the backbone of your strategy. Why “different” matters more than “better”: Positioning yourself uniquely is more powerful than trying to be the best. How client type influences your pricing: The right clients expect to pay more, and your price is a signal that attracts (or repels) them. Why money mindset affects your income: Your beliefs about money influence almost every decision in your business. How to spot your hidden money beliefs: Your behaviours (discounting, hesitating, undercharging) reveal what you really believe. Why you can change your money psychology: Once you understand your patterns, you can shift them and change your financial results. Resources mentioned in this episode: FREE: 13 Lessons from 13 Years – Learn the Business Rules to Break FREE: How to Price Your Product or Service Business Model Design Program Join the Good Money Club waitlist ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make, and manage, more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________ This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.

Stop guessing, start knowing: Kate Toon on money, mistakes & momentum In this episode of Money Secrets, Fi sits down with author, business mentor and digital marketing misfit Kate Toon for a funny, frank, and very real conversation about money, risk, and what success actually looks like over the long haul. From tax debt and fear of being “eaten by cats” in retirement, to hitting seven figures and choosing to scale back for sanity and profit, Kate shares the decisions, mistakes, and mindset shifts that have shaped her business over 16+ years. 🎧 Tune in for a refreshingly honest look at numbers, safety nets, naivety, reinvention and why you should always know (roughly) what’s in your bank account. What you'll learn in this episode: Know your numbers, know your business: Why Kate believes you should have a rough idea of every bank balance and key monthly expense at all times. From tax debt to clarity: How a painful ATO bill and “end-of-year police” accountant experience pushed her toward Profit First, bookkeepers and daily money dates. Revenue vs profit (and why seven figures isn’t the goal): What happened when Kate crossed $1M in revenue, and why she deliberately chose to earn less but keep more. Minimal Viable Income: How working out “the least I can live on and still feel okay” can make pivots, experiments and downshifting feel safer. Good debt vs bad debt (aka avocado debt): How Kate thinks about mortgages, investment and risk without sliding back into credit-card chaos. Building assets, not just hours: The long game behind her SEO courses, memberships, books and shop, and why most people give up on digital products way too early. Marketing stamina: Why following up more than twice, repeating your offers, and playing the long game matters when it can take years for someone to finally buy. Financial independence after separation: What it took to buy out a partner, hold onto the house, and decide never to outsource money decisions again. Success by ideal day, not by hype: How Kate now defines “enough” as low stress, reasonable profit, variety, and time to float in her beloved backyard pool. Connect with Kate Toon: LinkedIn: https://www.linkedin.com/in/katetoon/?originalSubdomain=au Web: https://www.katetoon.com/ ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make—and manage—more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Want to find out more about Good Money Club? It's for female and non-binary business owners ready to make more money and impact. Join us? Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________ This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. ________________________________________________________________________

Manifesting for small business: how clarity + action create real results In this episode of Money Secrets, Fi lifts the veil on a topic that people often misunderstand: manifesting. But instead of the fluffy, magical thinking you might see on Instagram, Fi brings 25 years of real small-business experience and the neuroscience-backed approach that explains why manifesting works, and how to use it strategically.Fi breaks down the difference between wishful thinking and the powerful combination of clarity, intentional thought, and consistent action. Whether you’re manifesting your first $100K year, more confidence, or better business opportunities, this episode shows how to turn your thoughts into movement, and movement into results.🎧 Tune in to explore the science of focus, the power of speaking goals out loud, and why small business owners must pair mindset with action to create the outcomes they want. What you'll learn in this episode: Why manifesting does work: Fi explains how manifesting is really a clarity practice + behavioural shift, not a lightning bolt from the universe. The neuroscience behind manifesting: Dr Tara Swart’s work shows that when you repeat a goal often, in your mind, writing, or voice, your brain starts noticing opportunities that were always there (Hello, white Toyota Corolla effect). Why clarity is the true foundation: You cannot manifest what you cannot name. Fi shares why speaking your goals out loud to a trusted person can fast-track clarity. How repeating your goals changes your behaviour: When you keep telling yourself, “I want to make $100K this year,” you show up differently. You market more, network more, back yourself more, and take smarter action. Why community and coaching make manifesting more powerful: Speaking your goals out loud helps create clarity, accountability, and momentum, which is why Good Money Club is built around thinking, planning, and acting together. The importance of mapping out the how: Once you know the goal, the next step is breaking down the actions that get you there, something Fi teaches and supports inside Good Money Club. Free Resources mentioned in this episode: 13 Lessons from 13 Years – Learn the Business Rules to Break How to Price Your Product or Service ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make, and manage, more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________ This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.

Turning Big Ideas into Reality In this episode of Money Secrets, Fi pulls back the curtain on the biggest project she’s ever brought to life: Ripple Festival. What began as a wild idea over coffee with her business bestie, Mia Fileman, became a full-scale celebration of small business, creativity, and community. Fi shares what it really took to transform an optimistic dream into a two-day festival, from over-programming and sleepless nights to building in public and learning from every misstep. She reflects on the joy, stress, and sheer courage it takes to create something completely new for small business owners who crave more than another predictable conference. If you’re listening in real time, Ripple Festival is happening today and tomorrow, and there’s still time to join us. Tickets are available for both days at ripplefestival.au, and you can grab yours right up until the gates open. 🎧 Tune in to hear what it takes to turn an idea into impact — and how Fi and Mia built a festival that celebrates the heart, diversity, and brilliance of small business. What you'll learn in this episode: The story behind Ripple Festival, and how it evolved from a spark of optimism into a full-scale event. What “building in public” really means and how it can build trust, courage, and community. The lessons Fi learned from getting things wrong, and why iteration matters more than perfection. How Ripple’s program was designed to serve established small business owners with purpose and profit in mind. The importance of embedding impact and inclusivity into every stage of business growth. Why creativity and community are the future of small business, not hustle and hype. The emotional reality of leading a large-scale project: pressure, risk, and deep pride. What Fi hopes every attendee takes away from Ripple: clarity, connection, and confidence to do business differently. ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make—and manage—more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________ This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.