Money Secrets

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.

Why Megan chooses specialist contractors for Good Kind Media.

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:

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:

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:

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:

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:

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:

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:

💡 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.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. 

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:

💡 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.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. 

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:

💡 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.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.