Teal square graphic for Money Secrets Podcast featuring guest Jaye Heraud, with her name in bold white text below her photo. — **Success is Personal.**
**If you’re balancing caregiving responsibilities or redefining what success looks like for you, this episode is for you.**

In this episode of Money Secrets, we hear from **Jaye Heraud**, founder of Stitch Strategy and a member of Good Money Club. Jaye is a seasoned marketing and operations consultant who helps small and medium businesses navigate their digital worlds, from websites to digital marketing strategies.

Listen to Episode 4

What You’ll Learn in This Episode

Success Is Personal: Jaye redefines success for herself, prioritising family, flexibility, and earning a living that supports her unique life circumstances.
Money Mindset Myths: "Working hard will bring you more money" isn’t always true—smart strategies and balance matter.
Practical Money Management: Weekly financial check-ins, dividing income into clear accounts, and having a rainy day fund make money management smoother.
Confidence in Asking for Money: Overcoming the initial discomfort of pricing and quotes is part of building a sustainable business.
The Power of Community: Surrounding yourself with supportive peers and mentors can boost confidence and help you take action when it matters most.

Transcript: Success is Personal: Interview with Jaye Heraud

Money Secrets Podcast – Episode 4

Introduction

We've made a lot of progress as a society in many areas, but one thing that hasn’t changed enough is our relationship with money. If we want to tip the scales in favour of marginalised people, we need to understand the secrets to making money in small business.

The more we talk about money — especially the secrets that usually stay behind closed doors or on the golf course — the more empowered we become. My mission is to get more money into the hands of good people, specifically business owners like you.

Because I believe small business can change the world. And to do that, we need to be making more money.

Acknowledgement of Country

This episode was recorded on the lands of the Wurundjeri People of the Kulin Nation. 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 pay my respects to Elders past and present, and recognise that sovereignty has never been ceded. This always was, and always will be, Aboriginal and Torres Strait Islander land.

Meet Jaye Heraud

Hi, it’s Fi Johnston here. A little while ago, I created a mini documentary called Lifting the Curtain. I invited eight of my clients to an Airbnb in Melbourne and asked them spicy questions about money.

Today’s episode features one of those brilliant business owners: Jaye Heraud.

Jaye is the founder of Stitch Strategy, where she helps small and medium businesses untangle their digital worlds—from websites to marketing and operations. She’s an experienced marketing and operations consultant, a co-working buddy, and a valued member of Good Money Club.

In this episode, we talk about her business journey, what it means to be part of the sandwich generation, and how she’s reshaping success on her own terms.

Feeling Shame Around Money

Fi: Have you felt judged, silly or ashamed about money?

Jaye: Not judged, but I have felt ashamed—especially when comparing my previous corporate income to what I earn now running my own business. It’s that quiet shame nobody else sees, but you feel it.

The Biggest Lie About Money

Fi: What’s the biggest lie you were told about money?

Jaye: That working hard will always bring you more money. That’s just not true.

How Jaye Manages Her Money

Fi: How do you manage your money—and how much is in your account right now?

Jaye: I do money admin every Monday morning. I split incoming money into five different accounts—GST, operating expenses, profit, income, and personal. That gives me a clear view of what’s available for my business and myself.

Asking for Money from Clients

Fi: What does it feel like to ask for money?

Jaye: It’s usually okay, but there’s always that little dance—will they be able to afford it? You never really know until they agree.

Good Money Club

Are you a female or LGBTQIA+ business owner who wants to make more money and create meaningful change? My 6-month program, Good Money Club, is designed to help you do exactly that.

We work on your pricing, positioning, business model, and mindset — so you can build your bank account and your impact. Read more about Good Money Club.

First-Year Business Expectations

Fi: How much did you expect to make in the first three years?

Jaye: In this current business, I expected around $50k a year. I didn’t want to work full-time, but I wanted it to be sustainable. My first business barely made money at all—I had to supplement with a part-time job.

Biggest Money Mistake?

Fi: Have you made any major money mistakes?

Jaye: Not really. I’m pretty cautious. I remember my grandmother once gave me $20 to play the pokies—I lost it and was horrified. That stuck with me. I try not to take risks with money.

Redefining Business Success

Fi: Are you a successful business owner?

Jaye: Yes. I make money, I have good branding, and I know what I offer. But it’s taken time to realise that success looks different now than it did in my 20s. Success isn’t a seven-figure business anymore—it’s being able to manage life, family, and work on my terms.

The Best Money Advice

Fi: What’s the best advice you’ve received about money?

Jaye: Save for a rainy day. The unexpected will happen, and you don’t want to be worried about money when it does.

What Helps You Take Action?

Fi: What’s helped you take action in business?

Jaye: Being surrounded by good people. Other business owners who tell you to go for it. Getting good advice and having someone to confide in when things get hard has made a big difference.

Income Reality Check

Fi: How much did your business make last year, and how much did you pay yourself?

Jaye: I paid myself about $55k. It wasn’t as much as I hoped, but for year one, it’s not bad. And I’m grateful I can earn that without working a job I don’t enjoy. I have flexibility to manage life, family, and work together.

Fi’s Reflections on Success

I love how Jaye talks about success. She reminds us that success evolves with life. She’s a mum, a caregiver, and a small business owner. She’s part of the sandwich generation.

Her story is a powerful reminder that success doesn’t have to look like fast growth or big revenue. Your success is yours to define—and it should fit your life, not someone else’s expectations.

Outro

Thank you for listening to Money Secrets. If you loved this episode, please subscribe, share it with a friend, or leave a review. Your support helps us get these conversations into the hands of more good people who deserve to thrive in business.

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.

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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

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