Are you charging enough? The three-part pricing formula you need. Almost every female and non-binary business owner I’ve met is underpricing. Yep. If you’re feeling a little called out, you’re not alone.

Pricing isn’t just about picking a number that feels right—it’s about making sure your business is sustainable, profitable, and positioned for long-term success.

Listen to Episode 5

What You’ll Learn in This Episode

Pricing as mathematics: How much do you want to earn? What are your expenses? What’s your revenue goal? The math matters.
Pricing as money psychology: Your personal history with money is shaping the way you price your work—often without you realizing it.
Pricing as demand creation: People need to want what you’re offering at the price you’re charging. That means positioning, branding, and marketing play a huge role.

Transcript: How to Fix Underpricing

Money Secrets Podcast – Episode 5

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.

The Secret Most Small Business Owners Don’t Talk About

Psst! Want to hear a money secret? That’s what you’re here for, right?

This is a little mini money secret I’m recording from my car: almost every female business owner I’ve ever met is undercharging.

Yep. Underpricing is rampant—and if you’re reading this, there’s a good chance you might be doing it too.

The Maths Behind Your Prices

Let’s start with some basics. To work out your pricing, you first need to do a little math:

How much do you want to pay yourself?
What will your business expenses be?
What does your revenue need to be for the year?

Once you know that, you can start designing offers—your pricing, packages, and sales systems.

But here’s the kicker: pricing isn’t just maths.

Pricing Brings Up Feelings

Pricing is often the part of business that stirs up the most emotion.

Your thoughts and feelings about money come from a lifetime of conditioning—your family, past jobs, former bosses… they’ve all shaped your money mindset. If we want to get serious about pricing, we have to unpack that.

So yes, do the maths—but also do the mindset work.

Ask yourself:

What have I been taught (explicitly or implicitly) about money?
How are those beliefs impacting the way I price today?

Because until you see money as a tool—not something to fear or obsess over—it’s hard to charge what you’re worth.

Pricing Only Works if There's Demand

Here’s the thing: you can price your offer at any number… but that doesn’t mean people will buy.

The key to successful pricing is product-market fit—meaning people want what you offer, and they’re happy to pay your prices.

Sometimes you’re lucky: the industry you’re in already has strong demand. But if not, you’ll need to create it through:

Clear branding
Strategic marketing
Great communication of your value

It’s not enough to be great at what you do. People also need to know about it.

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.

The Three-Part Pricing Fix

If you’re undercharging, here’s where to start:

Do the Maths:
Work out what you want to earn, what your expenses are, and what you need to charge to hit that target.
Work on Your Money Psychology:
Identify and challenge unhelpful money beliefs that are keeping your prices low.
Build Demand:
Get clear on the value you provide and communicate it consistently.

When all three of these things work together, your pricing becomes more than a number—it becomes a pathway to sustainability and success.

Final Thoughts

Underpricing can quietly sabotage your business, even when everything else seems to be going well.

The good news? It’s fixable.

By combining smart maths, strong money mindset, and solid demand-building, you’ll not only price your offers properly—you’ll build a business that’s built to last.

Thanks for being here. I'm thrilled you're listening.

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

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.

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.