From Broke to Purpose and Profit: Fi Johnston’s Small Business Origin Story
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.
In this episode of Money Secrets, Fiona Johnston shares her transformative journey from an eager eight-year-old in an ice cream van to a leading advocate for small business success. Through personal anecdotes, hard-earned lessons, and a passion for empowering entrepreneurs, Fiona reveals how purpose-driven financial goals, mindset shifts, and the right tools—like Profit First—can turn struggle into thriving success. Tune in to uncover how small businesses can harness the power of money to make a bigger impact.
Listen to Episode 2
What You’ll Learn in This Episode
Purpose-Driven Goals: Financial goals tied to something real, like Fi’s dream trip to New York, are far more motivating and achievable.
Fewer Clients, More Value: Working with fewer clients while charging more can reduce stress and increase income.
Break Income Ceilings: Recognising and challenging hidden money blocks unlocks new growth.
Money Mindset Matters: Shifting limiting beliefs about money can transform your financial reality.
Profit First Works: Managing money as “slices of a pie” makes profitability simple and sustainable.
Rewrite Your Story: A healthy money mindset creates ease and confidence in financial decisions.
Transcript: Working Harder Won’t Make You More Money
Money Secrets Podcast – Episode 2
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 Fi Johnston
Before we dive into the podcast, I thought you might like to know who I am. I'm Fi Johnston. You probably haven’t met anyone quite like me before. I'm a chartered accountant, a creative, a communicator, and an impact-led human obsessed with small business.
I’ve spent the last 24 years working exclusively in small business. That makes small and medium businesses not only my passion but also my specialty and niche. I love small business with every fibre of my being—and I believe it can change the world.
The School Fete Spark: Ice Cream and Eight-Year-Old Fi
It all started with eight-year-old me, helping out at the school fete in the ice cream van. I fell in love with the magic of service, receiving orders, handing over correct change—it was exhilarating. So much so that a teacher had to tap me on the shoulder to give someone else a turn.
Fi Becomes a Chartered Accountant
Fast forward to 21-year-old Fi, working at a charming small business accounting firm for six years. I loved the clients, and I was great at explaining their numbers to them. But I hated doing tax returns and dealing with the ATO. This was the first hint that I wasn’t like most accountants.
From the Gold Coast to the Goat
At 27, I moved to Melbourne and landed a role at Mountain Goat Brewery. It was a dream come true. The business was ethical, sustainable, community-led, and fun. As GM and financial controller, I worked across finance, marketing, HR, recruitment, and business strategy. It shaped my understanding of small business as a force for good.
The Olive Grove Awakening
Following the GFC, a weekend in the Grampians turned into the start of my first business. I met Jane Seymour of Mount Zero Olives, who became my first client. I started my consulting biz helping small business owners with business planning and financial mapping. I worked 7 days a week and took on any job that came my way.
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.
$1 in the Bank and a New York Dream
Two years in, I had less than $1 in my account for the second NYE in a row. I knew I needed a goal—something real, something big. I picked New York. My goal was to spend a whole month there in six months. It took 18, but I got there. And I learned: money goals need purpose.
Shady Clients and a Wake-Up Call
Then I got tangled up with two toxic male-run businesses. One went into liquidation owing me $10K. The other was aggressive—I blocked his emails and walked away from $5K owed. I was broke again. But this time, I decided: no more new clients for a while.
More Money, Less Clients
I started charging more and working with fewer clients. Weirdly, I made more money and felt less stressed. I didn’t know it at the time, but I had hit my imaginary income ceiling. I was still writing off hours and turning away money.
The Money Mindset Realisation
One night, working till midnight and writing off a third of my invoice, I realised I was replaying money stories from my teen years. Stories formed during family financial trauma. I was working hard but keeping myself broke. I had money blocks.
From CFO to Educator and Marketer
In 2020, I started teaching clients instead of just doing the numbers for them. It worked. They began making better decisions and rewriting their money stories. My group program—now Good Money Club—was born. And I realised I needed to get good at marketing too.
Helping Business Owners Make More
There’s a myth that marketers help people make money and accountants just manage it. But I’ve found I can help my clients make more money—through strategy, mindset, systems, and pricing. That’s now my focus.
Still That Ice Cream Girl at Heart
Today, I’m the founder of Peach Business and Good Money Club, an investor in multiple businesses, and your host here at Money Secrets. I’m still just as obsessed with small business as I was in the ice cream van. And I’m thrilled you’re here.
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.
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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.
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