Pet Accountant Podcast

Pet Pro Expo 2026 was a sell-out success! But what made it so special, and what's next for 2027?

In this episode, Vicky takes us behind the scenes of Pet Pro Expo 2026, reflecting on an incredible weekend of learning, networking and business growth for UK pet professionals.

From inspiring speakers and practical business advice to new friendships and lasting connections, the event proved just how powerful the pet business community can be when everyone comes together.

Vicky shares the highlights, the lessons learned and some exciting plans for an even bigger and better event in 2027.

In this episode, she discusses:

• Why Pet Pro Expo 2026 sold out months in advance
• The incredible feedback from attendees and speakers, including Jason Grayson and Charlotte
• How networking, WhatsApp groups and accountability buddies are helping pet professionals support one another
• The success of the new Growth Room, featuring practical advice and business hot seats
• Why making small changes to your pricing could help cover the cost of attending
• The importance of building your personal brand and showing the person behind your pet business
• What didn't quite go to plan and how the team will improve things for 2027
• Exciting plans for the 2027 Six-Figure Business Panel, featuring real pet business owners sharing how they grew their businesses

Vicky also takes a moment to thank the sponsors, speakers and attendees who helped make the event possible.

And with tickets for 2027 already attracting interest, now is the time to start planning if you want to be part of it.

Pet Pro Expo isn't just about attending a conference. It's about leaving with ideas, connections and the confidence to build a better pet business.

• Pet Pro Expo 2026 sold out months in advance, highlighting the demand for practical business education within the pet industry.
• Networking and community support can be just as valuable as the advice shared on stage.
• The Growth Room gave attendees opportunities to tackle real business challenges and leave with actionable solutions.
• Reviewing your pricing and making small, strategic increases can have a significant impact on profitability.
• Building a personal brand helps potential clients connect with the person behind your business.
• Learning from mistakes is essential, whether you're running a major event or your own pet business.
• Pet Pro Expo 2027 will introduce a Six-Figure Business Panel, offering insights from pet professionals who have successfully grown their businesses.
• Investing in education, relationships and business development can deliver benefits long after an event has finished.

Podcast Sponsor – Lopay

This episode is proudly sponsored by Lopay, the low-cost payment platform that helps small businesses keep more of the money they earn.

Find out more about Lopay and how it can support your pet business here:

👉 https://merchant.lopay.app/ref/thepetaccountant2000

🐾 Join Us at Pet Pro Expo 2027

If you're serious about growing your pet business, you need to be in the room.

Following a sold-out 2026 event, Pet Pro Expo returns in 2027 with more expert advice, practical business strategies and opportunities to connect with like-minded pet professionals.

Don't miss your chance to be part of it!

👉 https://www.petproexpo.co.uk/

🌐 Visit petaccountant.co.uk

To find out how Vicky, Lee, and the team can help your pet business grow. 🐾

You’ve changed your prices. But how do you know if the change actually worked?

In the final episode of Vicky’s P.R.I.C.E Framework, we reach the last and arguably one of the most important stages: Evaluate.

The P.R.I.C.E Framework takes pet business owners through five stages: Position, Review, Implement, Communicate and Evaluate. But it isn't a one-off exercise, it's a cycle designed to help you continually improve your pricing as your business evolves.

Vicky explains why you shouldn't judge a price change based on one client leaving or a couple of quiet days. Instead, you need to give your changes time and look at the data.

In this episode, she discusses:

• The eight areas you should evaluate after changing your prices
• Why revenue and profit tell very different stories
• Tracking your average transaction value and client numbers
• How pricing changes can improve your capacity and workload
• Why losing a few clients isn't necessarily a bad thing
• Assessing whether you're attracting a better mix of clients
• How client feedback can help you refine your services
• Why how you feel about your business matters too
• Setting a review date rather than reacting emotionally
• Using what you've learned to adjust and repeat the process

A successful price increase doesn't necessarily mean keeping every single client.

If you're earning more profit, working fewer hours, creating more capacity or attracting better-fit clients, losing a small number of customers could actually leave you with a stronger business.

There is no single perfect price.

Your costs change. Your business changes. Your goals change. And your pricing should change with them.

Evaluate. Learn. Adjust. Then start the cycle again.

Takeaways:

• P.R.I.C.E stands for Position, Review, Implement, Communicate and Evaluate.
• Evaluate revenue, profit, average transaction value, client numbers, capacity and client mix after making pricing changes.
• Don't make kneejerk decisions based on the first few days — set a review date and gather meaningful data.
• Losing clients isn't automatically negative if profitability, capacity or client quality improves.
• Listen to client feedback, including objections and positive comments, and use it to improve your offering.
• Communicate fair price increases confidently rather than apologising for them.
• Use your findings to tweak your pricing, positioning or services where necessary.
• There is no perfect price forever — pricing should evolve alongside your costs, goals and business.

Podcast Sponsor – Lopay

This episode is proudly sponsored by Lopay, the low-cost payment platform that helps small businesses keep more of the money they earn.

Find out more about Lopay and how it can support your pet business here:

👉 https://merchant.lopay.app/ref/thepetaccountant2000

🐾 Join Us at Pet Pro Expo 2026

If you’re serious about growing your pet business, you need to be in the room.

👉 https://www.petproexpo.co.uk/

🌐 Visit petaccountant.co.uk

To find out how Vicky, Lee, and the team can help your pet business grow. 🐾

Do you tell clients your price and then immediately feel the need to justify or apologise for it?

In this episode, Vicky explores the next crucial part of a strong pricing strategy: communication.

Setting the right price is only half the battle. If you don't clearly communicate the value behind your service, potential clients are left with just one thing to compare — the number.

Vicky explains why pet professionals need to move the conversation away from “How much does it cost?” and towards “What am I actually getting for my money?”

In this episode, she discusses:

• Why apologising for your prices immediately undermines your value
• How the language you use can influence a client's perception of price
• Why you should communicate the problem you solve, not simply what you charge
• How to explain everything that's included within your service
• Why asking questions before discussing price can lead to better client conversations
• How to communicate a price increase confidently and professionally
• Why you don't need to defend your prices by talking about competitors
• How positioning and marketing can set expectations before a client even contacts you

Vicky also explains why a price objection doesn't automatically mean your price is wrong.

Not every potential customer needs to become your customer.

When you understand your value, position your business correctly and communicate with confidence, you're far more likely to attract clients who appreciate what you provide rather than those simply looking for the cheapest option.

Stop apologising for your price. Start communicating your value.

Takeaways:

• Don't apologise for your pricing; it can undermine confidence in your service.
• Clients can only appreciate your value if you clearly communicate it.
• Lead conversations with outcomes, benefits and value rather than price alone.
• Explain the full service you're providing rather than reducing it to the time spent.
• Ask questions and understand what matters to the client before discussing price.
• Communicate price increases confidently without unnecessary apologies or justification.
• A price objection doesn't necessarily mean you're charging too much.
• Not every client is the right client for your business.
• Strong marketing and positioning can establish value before the first conversation even takes place.
• Sometimes, after giving your price, the most powerful thing you can do is stop talking and let the client respond.

Sponsor – Lopay

This episode is proudly sponsored by Lopay, the low-cost payment platform that helps small businesses keep more of the money they earn.

Find out more about Lopay and how it can support your pet business here:

👉 https://merchant.lopay.app/ref/thepetaccountant2000

🐾 Join Us at Pet Pro Expo 2026

If you’re serious about growing your pet business, you need to be in the room.

👉 https://www.petproexpo.co.uk/

🌐 Visit petaccountant.co.uk

To find out how Vicky, Lee, and the team can help your pet business grow. 🐾

How much business advice have you listened to but never actually implemented?

In this episode, Vicky explores one of the biggest barriers to growing a successful pet business: taking action.

You can understand your numbers, know your pricing needs to change and consume endless podcasts, courses and advice — but none of it will improve your business unless you actually do something with it.

Vicky introduces the One Decision Rule: rather than overwhelming yourself by trying to change everything at once, commit to making one meaningful business decision every month.

In this episode, she discusses:

• Why implementation is often harder than knowing what to do
• How fear and overthinking prevent business owners from taking action
• Why confidence usually comes after you act, not before
• How the One Decision Rule makes business improvement manageable
• Why you should understand the problem you're trying to solve before making changes
• How small, consistent improvements can transform your business over time

Maybe you need to increase your prices. Change your terms and conditions. Stop offering an unprofitable service. Invest in marketing. Or finally have that conversation you've been avoiding.

You don't need to fix everything today.

Choose one thing. Make the decision. Take action.

Because knowing what needs to change won't grow your business — implementing it will.

• Knowing what to do is very different from actually doing it.
• Raising prices should be approached with confidence and a clear strategy.
• Confidence often develops after taking action rather than before it.
• The One Decision Rule encourages you to make one meaningful improvement every month.
• Trying to change too much at once can create overwhelm and lead to inaction.
• Understand what problem you're solving before implementing new advice.
• Small, consistent decisions can create significant improvements over time.
• The advice you consume only becomes valuable when you put it into practice.

💳 Podcast Sponsor

This episode is proudly sponsored by Lopay, the low-cost payment platform that helps small businesses keep more of the money they earn.

Find out more about Lopay and how it can support your pet business here:

👉 https://merchant.lopay.app/ref/thepetaccountant2000

🐾 Join Us at Pet Pro Expo 2026

If you’re serious about growing your pet business, you need to be in the room.

👉 https://www.petproexpo.co.uk/

🌐 Visit petaccountant.co.uk

To find out how Vicky, Lee, and the team can help your pet business grow. 🐾

When did you last properly review your prices?

In this episode, Vicky continues her P.R.I.C.E Framework series by focusing on the second stage: R – Review.

Your prices shouldn't be something you set when you start your pet business and then forget about. Your costs change, your experience grows, your service improves and the amount of time involved in delivering that service can change too.

So why would your prices stay the same?

Vicky explains why regularly reviewing your business is essential — and why a pricing review doesn't automatically mean putting your prices up. It's about understanding what it genuinely costs to provide your service, what value you're delivering and whether your current prices still make financial sense.

In this episode, she covers:

• Why your pricing should evolve alongside your business
• How to calculate the true time involved in delivering your services
• Reviewing your increasing costs and overheads
• Understanding your profit margins rather than simply looking at revenue
• How improvements in your service can increase its value
• Why your market positioning should influence what you charge
• The importance of attracting clients who value what you offer

As your experience, reputation and service improve, the business you run today may be very different from the one you started.

The question is: have your prices evolved with it?

• Pricing should be regularly reviewed rather than treated as a fixed figure.
• Increasing costs can gradually reduce your profit if your prices remain unchanged.
• Understanding the true amount of time required to deliver a service is essential when reviewing pricing.
• Revenue alone doesn't tell you whether a service is genuinely profitable.
• Improvements in your experience and service can increase the value you provide to clients.
• Reviewing your pricing doesn't always mean increasing it — it means making an informed decision based on your numbers and value.

💳 Podcast Sponsor – Lopay

This episode is proudly sponsored by Lopay, the low-cost payment platform that helps small businesses keep more of the money they earn.

Find out more about Lopay and how it can support your pet business here:

👉 https://merchant.lopay.app/ref/thepetaccountant2000

🐾 Join Us at Pet Pro Expo 2026

If you’re serious about growing your pet business, you need to be in the room.

👉 https://www.petproexpo.co.uk/

🌐 Visit petaccountant.co.uk

To find out how Vicky, Lee, and the team can help your pet business grow. 🐾

Before you ask “What should I charge?”, there’s a more important question to answer: “How do I want my business to be positioned?”

In this episode, Vicky takes a deeper dive into the first stage of her P.R.I.C.E Framework — Positioning.

One of the biggest pricing mistakes pet business owners make is looking at what everyone else charges and using that as their benchmark. But your competitors don't have your business, your costs, your experience or your clients.

Vicky explains why successful pricing starts by understanding exactly where you want your business to sit in the market and who you want to serve.

In this episode, she covers:

• What positioning actually means for a pet business
• Why copying competitors' prices can hold you back
• How positioning influences what clients expect to pay
• Why simply increasing your prices isn't enough
• Understanding your unique selling proposition
• Deciding who your ideal clients are
• Building a reputation around what you want to be known for

If you want to charge premium prices, you need to give clients a reason to see you as a premium choice.

Before changing the number on your price list, take a closer look at how your business is positioned.

Key Takeaways:

• Positioning is the foundation of an effective pricing strategy.
• Your competitors shouldn't determine what your services are worth.
• Clearly understanding who you want to serve makes pricing decisions easier.
• Your brand, service and client experience all influence perceived value.
• Differentiating your business helps you move away from competing purely on price.
• The question isn't simply “What should I charge?” — it's “What do I want my business to be known for?”

Podcast Sponsor – Lopay

This episode is proudly sponsored by Lopay, the low-cost payment platform that helps small businesses keep more of the money they earn.

Find out more about Lopay and how it can support your pet business here:

👉 https://merchant.lopay.app/ref/thepetaccountant2000

🐾 Join Us at Pet Pro Expo 2026

If you’re serious about growing your pet business, you need to be in the room.

👉 https://www.petproexpo.co.uk/

🌐 Visit petaccountant.co.uk

To find out how Vicky, Lee, and the team can help your pet business grow. 🐾

There’s a big difference between spending money on your business and investing in it.

In this episode, Vicky explores how pet business owners can make smarter financial decisions by asking one important question: what return am I expecting from this money?

An investment should have a purpose. It might help you generate more revenue, develop new skills, save time or improve how your business operates. Spending, on the other hand, can quickly become money leaving the business without delivering anything measurable in return.

Vicky shares a recent example involving a significant amount of money spent on marketing advice that failed to produce the expected results, and uses it to explore how we should approach investment decisions.

In this episode, she discusses:

• The difference between an investment and an expense
• Why spending more doesn't automatically produce better results
• How to think about the potential return before committing money
• Why every investment should connect to a clear business objective
• The importance of measuring whether an investment actually worked
• How to become more intentional about where your business money goes

Investing in your business can be incredibly powerful — but only when there's a clear reason behind it.

Before making your next big purchase, ask yourself: what am I expecting this investment to change?

• Investing means spending money with the expectation of creating a measurable return.
• A return doesn't always have to be immediate revenue — it could be new skills, greater efficiency or more time.
• Expensive advice, software or services aren't automatically good investments.
• Business investments should be linked to specific goals rather than made on impulse.
• Reviewing the results of previous investments can help you make better financial decisions in the future.
• Being intentional with your money is essential for building a sustainable and profitable pet business.

This episode is proudly sponsored by Lopay, the low-cost payment platform that helps small businesses keep more of the money they earn.

Find out more about Lopay and how it can support your pet business here:

👉 https://merchant.lopay.app/ref/thepetaccountant2000

🐾 Join Us at Pet Pro Expo 2026

If you’re serious about growing your pet business, you need to be in the room.

👉 https://www.petproexpo.co.uk/

🌐 Visit petaccountant.co.uk

To find out how Vicky, Lee, and the team can help your pet business grow. 🐾

What if the biggest barrier to growing your pet business isn't your pricing... it's your mindset?

In this episode, Vicky reflects on lessons from her recent honeymoon and explores how our relationship with money influences the decisions we make in business.

From childhood experiences to the beliefs we've developed over the years, our money mindset affects everything from pricing our services to investing in our businesses and setting financial goals.

Vicky explains why understanding your financial psychology is just as important as understanding your numbers, and shares some of the books and ideas that have shaped her own approach to business.

In this episode, she discusses:

• How your upbringing can shape your relationship with money
• Why your money mindset affects your business decisions
• The importance of defining what "enough" means to you
• How setting clear financial goals creates direction and purpose
• Business books that have influenced her thinking, including Good to Great and Think and Grow Rich
• Why pricing decisions should be based on logic rather than fear or emotion

This episode is an invitation to reflect on the beliefs you hold about money and consider whether they're helping your business grow—or holding it back.

Because changing your business often starts with changing your mindset.

• Your relationship with money is often shaped by your upbringing and past experiences.
• Understanding your money mindset can help you make better business decisions.
• Defining what financial success looks like for you provides greater clarity and motivation.
• Personal development and business learning are valuable investments in long-term success.
• Pricing decisions should be based on facts and strategy, not fear or emotion.
• A healthy financial mindset is a key ingredient in building a profitable and sustainable pet business.

This episode is proudly sponsored by Lopay, the low-cost payment platform that helps small businesses keep more of the money they earn.

Find out more about Lopay and how it can support your pet business here:

👉 https://merchant.lopay.app/ref/thepetaccountant2000

🐾 Join Us at Pet Pro Expo 2026

If you’re serious about growing your pet business, you need to be in the room.

👉 https://www.petproexpo.co.uk/

🌐 Visit petaccountant.co.uk

To find out how Vicky, Lee, and the team can help your pet business grow. 🐾

Are you confident your pricing is helping your business grow?

In this episode, Vicky introduces the P.R.I.C.E Framework – a simple but powerful approach to helping pet business owners price with confidence, improve profitability and build a more sustainable business.

Rather than guessing what to charge or copying competitors, the P.R.I.C.E Framework gives you a clear process for making informed decisions based on your business, your clients and your goals.

Vicky breaks down each stage of the framework and explains how applying these principles can help you move away from surviving and start thriving.

In this episode, she covers:

• P – Positioning: Understanding what makes your business different
• R – Review: Knowing your numbers and assessing your profitability
• I – Increase: Raising your prices with confidence when the time is right
• C – Communication: Explaining price changes professionally and effectively
• E – Evaluation: Reviewing the results and continually improving your business

Whether you're thinking about your next price increase or simply want a clearer strategy for growing your pet business, this framework provides practical guidance that you can start using immediately.

If you've ever felt uncertain about pricing, this episode will give you the confidence to make decisions that support the long-term success of your business.

• The P.R.I.C.E Framework provides a structured approach to pricing and business growth.
• Understanding your market position helps you stand out from competitors.
• Regularly reviewing your financial numbers leads to better pricing decisions.
• Increasing your prices should be based on strategy and confidence, not emotion.
• Clear communication helps clients understand and accept price increases.
• Continually evaluating your business ensures ongoing improvement and profitability.

💳 Podcast Sponsor – Lopay

This episode is proudly sponsored by Lopay, the low-cost payment platform that helps small businesses keep more of the money they earn.

Find out more about Lopay and how it can support your pet business here:

👉 https://merchant.lopay.app/ref/thepetaccountant2000

🐾 Join Us at Pet Pro Expo 2026

If you’re serious about growing your pet business, you need to be in the room.

👉 https://www.petproexpo.co.uk/

🌐 Visit petaccountant.co.uk

To find out how Vicky, Lee, and the team can help your pet business grow. 🐾

Do you really feel stuck… or are you holding on to what's familiar?

In this episode, Vicky explores one of the biggest obstacles to growing a successful pet business: the fear of change.

Many pet business owners say they want higher profits, better clients, more time with their family or less stress. But when it comes to making the changes needed to achieve those goals, they often hesitate.

Whether it's raising your prices, letting go of difficult clients, changing your services or investing in yourself, growth almost always requires stepping outside your comfort zone.

In this episode, Vicky discusses:

• Why feeling "stuck" is often a sign that you're protecting what's comfortable
• How fear of change can keep your business exactly where it is
• The hidden cost of avoiding difficult decisions and conversations
• Why taking action is more important than simply collecting advice
• One simple challenge to help you move your business forward today

This episode is a reminder that the life and business you want won't come from doing the same things you've always done.

Change can feel uncomfortable, but staying where you are may cost you far more.

• Meaningful change is essential if you want different results in your business and life.
• Staying in your comfort zone can prevent both personal and professional growth.
• Fear of the unknown often stops business owners from making positive changes.
• Advice only creates results when it's followed by action.
• Avoiding difficult decisions and conversations leads to stagnation.
• The cost of doing nothing is often greater than the discomfort of making a change.

💳 Podcast Sponsor – Lopay

This episode is proudly sponsored by Lopay, the low-cost payment platform that helps small businesses keep more of the money they earn.

Find out more about Lopay and how it can support your pet business here:

👉 https://merchant.lopay.app/ref/thepetaccountant2000

🐾 Join Us at Pet Pro Expo 2026

If you’re serious about growing your pet business, you need to be in the room.

👉 https://www.petproexpo.co.uk/

🌐 Visit petaccountant.co.uk

To find out how Vicky, Lee, and the team can help your pet business grow. 🐾