Open For Business - SHE - EO Style!

Welcome to Open for Business: SHE-EO Style — the podcastfor women business owners who are tired of working constantly without consistently paying themselves.

I’m Toby Buerger, business strategist, operationalproblem finder, and probably the person most likely to ask:

“Okay… but is this actually profitable?”

Every episode, we’re talking about the real reasons smartwomen business owners still feel overwhelmed, financially stressed, and operationally stretched in businesses that are technically “working.”

Growth creates more complexity instead of more freedom.

Around here, we stop glorifying busy… and start building businesses that feel more profitable, less chaotic, and farless exhausting to run.

Now let’s get into today’s episode.

🎙️ You Don't Need Another Offer

I've watched a lot of business owners make their businesses harder to run by adding another offer.

Not because it was a bad offer, every new offer adds another sales conversation, another marketing message, another delivery process, and another thing competing for your time.

After a while, the business starts feeling heavier than it should.

In this episode of Open for Business: SHE-EO Style, we're talking about why simplifying your offers often creates more focus, stronger profitability, and more consistent owner pay.

• Why adding another offer doesn't always solve inconsistent revenue
• How too many offers create operational complexity
• Why simplifying your business often makes it easier to grow

Look at every offer in your business and ask yourself:

Which one creates the most profit?

Paying yourself more consistently doesn't start with creating something new. It starts with simplifying what you're already selling.

🎙️ Connect with Toby Buerger

If today’s episode had you thinking:

“Okay… I think my business IS leaking money somewhere…”

If you’ve been listening to this podcast thinking:

“Wow… this sounds a little TOO familiar…”

…this is your sign that your business has outgrown the structure supporting it.

The SHE-EO Business Growth Alignment Cohort is a strategicexperience for women business owners who are ready to create businesses that feel:

• more profitable
• less chaotic
• far less exhausting to run

The goal isn’t just to make more money, It’s to finally build a business where:

• the revenue feels consistent
• the operations feel less chaotic
• and YOU actually get paid well for everything you're carrying

Enrollment only opens twice a year, and the next Cohort is opening soon.

Apply for the ⁠Growth Alignment Cohort⁠

⁠LinkedIn – Toby Buerger⁠

Website: ⁠SHE-EO Business Academy⁠

Welcome to Open for Business: SHE-EO Style — the podcastfor women business owners who are tired of working constantly without consistently paying themselves.

I’m Toby Buerger, business strategist, operationalproblem finder, and probably the person most likely to ask:

“Okay… but is this actually profitable?”

Every week, we’re talking about the real reasons smartwomen business owners still feel overwhelmed, financially stressed, and operationally stretched in businesses that are technically “working.”

Because sometimes the issue isn’t motivation.

Sometimes growth created more complexity instead of morefreedom.

Around here, we stop glorifying busy… and start building businesses that feel more profitable, less chaotic, and farless exhausting to run.

Now let’s get into today’s episode.

Episode Notes:

Today we’re talking about pricing, undercharging, and why so many women business owners quietly build businesses that exhaust them financially.

We’re discussing emotional pricing, discounting, overdelivering, and whylow pricing creates pressure throughout the entire business.

Notes: • Fear-based pricing decisions

• Emotional discounting

• Why underpricing creates operational stress

• Pricing for sustainability instead of approval

• The connection between pricing and consistent owner pay

Something I want you to do after listening:

Ask yourself: “Can my business sustainably operate at these prices?”

Because pricing should support the business — not slowly drain it.

🎙️ Connect with Toby Buerger

If today’s episode had you thinking:

“Okay… I think my business IS leaking money somewhere…”

Start with the Profit Treasure Map — a practical resource designed to help women business owners identify the hidden profit leaks, pricing gaps, operational issues, and sales breakdowns quietly affecting consistent owner pay.

Download the Profit Treasure Map: ⁠Profit Treasure Map⁠

And if you’ve been listening to this podcast thinking:

“Wow… this sounds a little TOO familiar…”

…that may be a sign your business has outgrown the structure supporting it.

The SHE-EO Business Growth Alignment Cohort is a 6-week strategicexperience for women business owners who are ready to create businesses thatfeel:

• more profitable

• less chaotic

• far less exhausting to run.

Because the goal isn’t just to make more money.

It’s to finally build a business where:

• the revenue feels more consistent,
• the operations feel less chaotic,
• and YOU actually get paid well for everything you’re carrying.

Enrollment only opens twice a year, and the next Cohort is opening soon.

Apply for the ⁠Growth Alignment Cohort⁠

⁠LinkedIn – Toby Buerger⁠

Website: ⁠SHE-EO Business Academy⁠

Welcome to Open for Business: SHE-EO Style — the podcast for women business owners who are tired of working constantly without consistently paying themselves.

I’m Toby Buerger, business strategist, operational problem finder, and probably the person most likely to ask:

“Okay… but is this actually profitable?”

Every week, we’re talking about the real reasons smart women business owners still feel overwhelmed, financially stressed, and operationally stretched in businesses that are technically “working.”

Because sometimes the issue isn’t motivation.

Sometimes growth created more complexity instead of more freedom.

Around here, we stop glorifying busy…
and start building businesses that feel more profitable, less chaotic, and far less exhausting to run.

Now let’s get into today’s episode.

In this episode, we’re talking about the difference between revenue and actual profitability.

We’re breaking down operational leaks, hidden business costs, low margins, and why bigger revenue months do not automatically create financial security.

In this episode:

• Revenue vs profitability

• Hidden operational expenses

• Underpricing and delivery costs

• Why bigger months can still feel stressful

• How operational inefficiencies shrink owner pay

Something I want you to do after listening:

Calculate: “What percentage of revenue actually became owner pay?”

Because that number tells you far more about business health than revenue alone.

🎙️ Connect with Toby Buerger

If today’s episode had you thinking:

“Okay… I think my business IS leaking money somewhere…”

Start with the Profit Treasure Map — a practical resource designed to help women business owners identify the hidden profit leaks, pricing gaps, operational issues, and sales breakdowns quietly affecting consistent owner pay.

Download the Profit Treasure Map:
Profit Treasure Map

And if you’ve been listening to this podcast thinking:

“Wow… this sounds a little TOO familiar…”

…that may be a sign your business has outgrown the structure supporting it.

The SHE-EO Business Growth Alignment Cohort is a 6-week strategic experience for women business owners who are ready to create businesses that feel:

• more profitable
• less chaotic
• far less exhausting to run.

Because the goal isn’t just to make more money.

It’s to finally build a business where:

• the revenue feels more consistent,
• the operations feel less chaotic,
• and YOU actually get paid well for everything you’re carrying.

Enrollment only opens twice a year, and the next Cohort is opening soon.

Apply for the Growth Alignment Cohort

LinkedIn – Toby Buerger

Website:
SHE-EO Business Academy

Welcome to Open for Business SHE-EO Style, where we empower female entrepreneurs with the insights and strategies they need to thrive.

I’m Toby Ferrel, your host and business coach, dedicated to helping women succeed in their business journeys. Today, I am having a conversation with my bestie Mary Anne Cipressy, owner of What's Up SWFL and Teach Me Social about profitability strategies, her signature framework the Sandwich Content Creation and she actually flips the script and interviews me a bit!

To reach MaryAnne Cipressy: [email protected]

To learn more about her signature framework The Sandwich Content Creation: https://teachmesocial.net/the-strategy-sandwich-challenge/

 Connect with Me:

Host: Toby Ferrel

• ⁠LinkedIn⁠: https://www.linkedin.com/in/tobyferrel/

• Join my Facebook Group: ⁠SHE-EO Support Circle⁠: https://www.facebook.com/groups/sheeosupportcircle

• ⁠Website⁠: https://tobyferrel.com/

Work With Me: https://www.tobyferrel.com/contact-me

Schedule a ⁠⁠free consultation⁠⁠withme to see how coaching can help you, whether it’s 1:1 or in a group setting.Together, we’ll create a plan that’s tailored to your unique needs and goals.

Speaking Engagements and GuestAppearances:

Contact me at ⁠⁠[email protected]⁠⁠

Hurricane season won’t wait — but you can still get ahead of it right now.
Here’s what you missed and how to catch up in under an hour:

Your Free Tools:
These handouts are exactly what we covered live — use them to plug gaps, protect your income, and avoid surprises.

• Business Inventory Checklist — Track every asset, so you’re not stuck fighting insurance later.
Download

• Marketing Continuity Checklist — Keep customers spending when your doors are closed.
Download

• Business Continuity Plan Worksheet — Step-by-step prompts to map out what to do before and after a storm hits.
Download

What’s Next:
Take 30 minutes this week to fill these out. Then share them with your staff and partners — so everyone knows exactly how to keep your business running when the weather says otherwise.

Special Thanks:
A huge thank you to Alexia Martin, our commercial insurance expert and owner of WhitCo Insurance - Alexia Martin Agency, and Mary Anne Cipressy, our marketing coach, and owner of What's Up SWFL and Teach Me Social for sharing the real-world insights every Florida business owner and sales agent needs right now. Their expertise turned “what if” into “we’re ready.”

Need help?
If you want a second set of eyes on your plan or you’re not sure where to start, let’s talk. This is what I do best — no one should face hurricane season with fingers crossed.

Book a quick call

Don’t wait for the next storm warning — plan now, protect now, prevail later.

Here’s to your unstoppable business,

Toby

Welcome to Open for Business SHE-EO Style, where we empower female entrepreneurs with the insights and strategies they need to thrive.

I’m Toby Ferrel, your host and business coach, dedicated to helping women succeed in their business journeys.

Connect with Me:

Host: Toby Ferrel

• ⁠LinkedIn⁠: https://www.linkedin.com/in/tobyferrel/

• Join my Facebook Group: ⁠SHE-EO Support Circle⁠: https://www.facebook.com/groups/sheeosupportcircle

• ⁠Website⁠: https://tobyferrel.com/

Work With Me: https://www.tobyferrel.com/contact-me

Schedule a ⁠⁠free consultation⁠⁠ with me to see how coaching can help you, whether it’s 1:1 or in a group setting.

Together, we’ll create a plan that’s tailored to your unique needs and goals.

Speaking Engagements and GuestAppearances:

Contact me at ⁠⁠[email protected]⁠⁠

Welcome to Open for Business SHE-EO Style, where we empower female entrepreneurs with the insightsand strategies they need to thrive.

I’m Toby Ferrel, your host and business coach, dedicated to helping women grow profitable businesses they love and that love them back! Today's episode, originally presented as our "Your Profit System Step 1: Gaining Unshakeable Business Direction and Stop Guessing" Masterclass, I dive deep into the essential foundations for a truly profitable and joyful business. If you've ever felt like you're guessing your way through your entrepreneurial journey, working hard but not seeing the consistent results or clear path you desire, this episode is for you.

I share my proven strategies for establishing the unshakeable direction that attracts the right opportunities and clients, leading directly to increased revenue and sustainable growth.

In this episode, you'll discover:

• How to articulate your business's powerful core purpose: Learn to define the true impact of your work, giving you unshakeable clarity on your "why" and magnetically attracting aligned opportunities and clients.
• The secret to creating an inspiring future outlook for your business: Discover how to set a clear "north star" that guides every decision you make, helping you stay laser-focused on your biggest goals and navigate challenges with confidence.
• My proven strategies for getting crystal clear on your perfect customer: Stop wasting time and energy on the wrong audience! You'll learn how to pinpoint exactly who you serve, so you can attract the right people who are eager to buy from you, leading to more consistent sales and accelerated growth.
• Why establishing this unshakeable business direction is the foundational first step: Understand how this clarity impacts every facet of your business, setting you up for sustainable profitability and the joyful freedom you envisioned when you started.

Don't miss these foundational insights that have helped hundreds of women entrepreneurs go from unprofitable to thriving!

Resources Mentioned:

• Get Your FREE Personalized Business Blueprint! (Limited Time Offer!): Want help clarifying your core purpose, future outlook, and perfect customer? Fill out my 5-question form to receive a customized review directly from me! https://forms.gle/rJRKRAtTtx6kE9KX7

Connect with Me:

Host: Toby Ferrel

FREE DOWNLOAD - GOAL-SETTING RESILIENCE FRAMEWORK: Stop quitting on yourself and your goals! https://www.tobyferrel.com/downloads

• ⁠LinkedIn⁠: https://www.linkedin.com/in/tobyferrel/

• Join my Facebook Group: ⁠SHE-EO Support Circle⁠: https://www.facebook.com/groups/sheeosupportcircle

• ⁠Website⁠: https://tobyferrel.com/

Work With Me: https://www.tobyferrel.com/contact-me

Schedule a ⁠⁠free consultation⁠⁠ with me to see how coaching can help you, whether it’s 1:1 or in a group setting. Together, we’ll create a plan that’s tailored to your unique needs and goals.

Speaking Engagements and GuestAppearances:

Contact me at ⁠⁠[email protected]⁠⁠

Episode Summary:

In this episode, Toby Ferrel and marketing expert Mary Anne Cipressy delve into the world of marketing, providing actionable advice for businesses of all sizes. From being prepared to pivot with the constant changes in social media marketing, best practices for facebook ads.

Guest Bio:

With over 15 years of small business ownership under her belt, Mary Anne knows the ins and outs of the entrepreneurial rollercoaster. She’s not just a business owner; she’s your friendly neighborhood marketing strategist.

 Navigating the digital marketing maze can be a wild ride, and Mary Anne gets it. She’s been there, conquered that. Now, she’s sharing her treasure trove of experience through her coaching practice, bringing warmth, wisdom, and a sprinkle of magic to help you soar in the digital landscape.

Websites:

⁠https://teachmesocial.net/⁠ <----- Register for FREE Webinars here on the home page

⁠https://www.whatsupswfl.com/⁠

Contact: [email protected]

Connect with Me:

Host: Toby Ferrel

•⁠LinkedIn⁠:https://www.linkedin.com/in/tobyferrel/

• Join my Facebook Group:⁠SHE-EO Support Circle⁠:https://www.facebook.com/groups/sheeosupportcircle

•⁠Website⁠:https://tobyferrel.com/

Work With Me:https://www.tobyferrel.com/contact-me

Schedule a⁠⁠free consultation⁠⁠ with me to see how coaching can help you, whether it’s 1:1 or in a group setting.

Together, we’ll create a plan that’s tailored to your unique needs and goals.

Speaking Engagements and GuestAppearances:

Contact me at⁠⁠[email protected]⁠⁠

Welcome to Open for Business SHE-EO Style, where we empower female entrepreneurs with the insights and strategies they need to thrive.

I’m Toby Ferrel, your host and business coach, dedicated to helping women succeed in their business journeys. Today, we’re talking with Dr. Kasi Lacey, a former C-suite executive turned coach, empowers women to own their self-worth. We discuss common barriers like imposter syndrome and perfectionism, and how to overcome them through self-awareness and strategies like challenging limiting beliefs and building supportive networks. Dr. Lacey shares practical advice for women to assert their value in their careers and businesses, including effective communication, negotiation skills, and leveraging unique leadership styles.

This episode is a must-listen for women seeking to unlock their full potential and achieve success on their own terms.

About Dr. Kasi Lacey:

Dr. Kasi Lacey is the Founder and CEO of H & L Legacy Consulting, where she helps women in leadership build unshakable confidence and lead with unapologetic authenticity. With a distinguished career as a psychologist, executive coach, and former C-suite leader, Dr. Lacey brings over 15 years of experience working with high-achieving women to overcome self-doubt, prevent burnout, and create thriving workplaces.

As a well-regarded speaker, Dr. Lacey has presented to organizations such as Women in Energy, Women in Nuclear, Leadership Callaway, and the CEC Conference. Her engaging and insightful talks focus on confidence-building, emotional intelligence, and fostering positive workplace cultures. She’s passionate about helping women unlock their potential and empowering teams to perform at their best.

Dr. Lacey’s deep understanding of psychology allows her to tailor actionable strategies that drive engagement, innovation, and resilience in leadership. She is especially committed to helping women navigate the complexities of leadership, equipping them with the tools they need to overcome challenges and lead with impact.

In addition to her coaching and speaking, Dr. Lacey has a personal mission to create a world where her daughters, and all young girls, grow up surrounded by confident women, who lead without limits. She is dedicated to supporting women in their journeys to success, both personally and professionally.

Contact Dr. Kasi Lacey:

Dr. Kasi Lacey, email is best contact method ⁠[email protected]⁠

Website links ⁠www.kasilacey.com⁠

Course Link ⁠www.kasilacey.com/breakfree⁠ 

Connect with Me:

Host: Toby Ferrel

• ⁠⁠LinkedIn⁠⁠: ⁠https://www.linkedin.com/in/tobyferrel/⁠

 • Join my Facebook Group: ⁠⁠SHE-EO Support Circle⁠⁠: ⁠https://www.facebook.com/groups/sheeosupportcircle⁠

 • ⁠⁠Website⁠⁠: ⁠https://tobyferrel.com/⁠

Work With Me: ⁠https://www.tobyferrel.com/contact-me⁠

 Schedule a ⁠⁠⁠free consultation⁠⁠⁠ with me to see how coaching can help you, whether it’s 1:1 or in a group setting. Together, we’ll create a plan that’s tailored to your unique needs and goals.

Speaking Engagements and Guest Appearances:

Contact me at ⁠⁠⁠[email protected]⁠⁠⁠

Welcome to Open for Business SHE-EO Style, where we empower female entrepreneurs with the insights and strategies they need to thrive.

I’m Toby Ferrel, your host and business coach, dedicated to helping women succeed in their business journeys. Today's episode is a replay of my latest webinar: Goal-Setting Resilience Framework.

My personal framework outlining the steps I take when setting goals so that I am less likely to quit on myself and my goals.

I hope you enjoy and I invite your comments and feedback!

Connect with Me:

Host: Toby Ferrel

• ⁠⁠LinkedIn⁠⁠: ⁠https://www.linkedin.com/in/tobyferrel/⁠

• Join my Facebook Group: ⁠⁠SHE-EO Support Circle⁠⁠: ⁠https://www.facebook.com/groups/sheeosupportcircle⁠

• ⁠⁠Website⁠⁠: ⁠https://tobyferrel.com/⁠

Work With Me: ⁠https://www.tobyferrel.com/contact-me⁠

Schedule a ⁠⁠⁠free consultation⁠⁠⁠ with me to see how coaching can help you, whether it’s 1:1 or in a group setting.

Speaking Engagements and Guest

Contact me at ⁠⁠⁠[email protected]⁠⁠⁠

Welcome to Open for Business SHE-EO Style, where we empower female entrepreneurs with the insights and strategies we need to thrive.

I’m Toby Ferrel, your host and business coach, dedicated

About Wendy Muzzy:

Wendy Muzzy is a money mindset expert who teaches women how to transform their relationship with money so they can create, build, and sustain wealth.

With a lighthearted, positive approach rooted in acceptance and non-judgment, clients receive the support they need to break free from money worries and find their money mojo.

The best part? As they navigate their financial journeys with clarity, confidence, and purpose, they create a ripple effect that transforms not only their finances but other areas of their lives as well—uplifting and inspiring others along the way.

Through her 1:1 coaching programs and online courses, Wendy helps clients explore their emotions around money, uncover (and change) their money beliefs, and develop personalized action plans to achieve their financial goals.

Ready to get started? Take a quiz! Visit https://findyourmoneymojo.com/

Learn more about Wendy Muzzy:

https://wendymuzzycoaching.com/

Contact Wendy: https://wendymuzzycoaching.com/contact/

Host: Toby Ferrel

• ⁠LinkedIn⁠

• Join my Facebook Group: ⁠SHE-EO Support Circle⁠

• ⁠Website⁠

Work With Me:

Schedule a ⁠⁠free consultation⁠⁠with

Speaking Engagements and Guest

Contact me at ⁠⁠[email protected]⁠⁠