Ripple Backstage

Ripple Festival
  • 5.0 (1)
  • Entrepreneurship
  • Updated Weekly

Come backstage at Ripple Festival, and event for small business owners driven by purpose, profit and possibility. We recorded 6 podcast episodes in an on-site podcast caravan at the inaugural festival in 2025. Our podcasting partners grabbed speakers as they were coming off the stage and asked them things like 'was there anything you wanted to say but didn’t have time for on stage?'  You’ll hear great conversations about what it’s really like to be a small business owner, and what it takes to be successful.

Episodes

  1. Why nobody wants to pay you more

    25 May

    Why nobody wants to pay you more

    Ripple Backstage – Episode 5: Why Nobody Wants to Pay You More Featuring: Fi Johnston & Mia Fileman, Co-founders of Ripple Festival Hosted by: Christina Cantors, CEO of Podcast Services Australia Episode Overview In one of the most talked-about topics in small business, Fi and Mia go head-first into pricing — where money and marketing collide. From the psychology of undercharging to the brand gap that keeps businesses stuck, this conversation is honest, practical, and pulls no punches. Recorded in the lead-up to Ripple Festival 2026 at Miami Marketta, Gold Coast (28 May 2026), this episode gives you a behind-the-scenes look at how two experienced business owners actually think about pricing, and what most small business owners get dangerously wrong. Key Topics Covered Why women undercharge (and it's not what you think) Fi draws on 25 years of looking at business financials to explain the deeper psychology behind underpricing, the desire to be liked, the fear of rejection, and the cultural conditioning that tells women to stay small and "not cause waves." When you're actually overcharging, relative to your brand Mia flips the script: your product or service might be worth what you're charging, but if your brand doesn't look premium, you're asking clients to pay a price your marketing can't justify. Sloppy visuals, stock imagery, and lazy marketing undermine even the best offerings. The brand–pricing connection Brand is your most powerful insurance policy against imitation. From Lululemon selling polyester for $200, to Royal Albert china versus a lookalike cup and saucer. The businesses that command premium prices have invested in building a brand that signals value before the customer even sees the price tag. The negative spiral trap Starting cheap to win clients → no time to work on brand → stuck at low rates → repeat. Mia breaks down why launching with higher prices (and freeing up one day a week for brand and marketing) is the faster path to sustainable income. Supply, demand, and the "follow your passion" myth Gift hampers. Florists. Social media managers. When an industry is oversupplied, passion alone isn't a business strategy. Fi and Mia explain why competitor analysis isn't optional, and why "stay in your lane, babe" might be the most dangerous piece of advice in small business. How to actually raise your prices The wrong way: apologise on Instagram and explain that costs have gone up. The right way: position a price rise as an exciting evolution of your offer. For service businesses, Fi shares a proven strategy, rather than chasing a price rise from existing clients, go find new clients at the higher rate and gradually replace your lower-paying ones. The maths you cannot ignore If you're a service-based business, you have a maximum of 1,000 billable hours per year (fewer if you're part-time). Every pricing decision has to come back to that number. No amount of psychology and strategy will save a pricing model that simply doesn't add up. Lifetime value vs. monthly rate Fi and Mia unpack why charging less but retaining clients for years can outperform high-price, high-churn models — and how they've built memberships where clients stay for three years and don't even pause for holidays. Crowdsourcing your pricing is (almost always) a mistake Asking a Facebook group of mixed strangers what you should charge for social media management? The only opinion that matters is your ideal client's. And even then — talking isn't buying. The real test is a payment link. Calling out price-shaming Fi and Mia close with a collective challenge: stop sending small business owners messages telling them their prices are "ridiculous." If it's not in your budget, move on. Shaming someone for backing themselves is not support. It's just rude. Quotable Moments "We want to be affordable, we want to be accessible — but what we really mean is we want our client to like us." — Fi Johnston "Your product may be worth what you're charging. But your brand does not look worth it." — Mia Fileman "Brand is the most important insurance policy in your business against imitation and copycats." — Mia Fileman "Pricing is steamed green vegetable marketing. It's really important to agonise over it. This is not a five-second decision." — Mia Fileman "If you want people to pay your premium prices, you need to invest in other things too." — Fi Johnston Mentioned in This Episode Ripple Festival 2026 — Miami Marketta, Gold Coast, 28 May 2026 | ripplefestival.au Good Money Club — Fi Johnston's membership for small business finances Marketing Circle — Mia Fileman's marketing membership About the Hosts Fi Johnston is a small business financial expert with 25 years of experience helping business owners understand their numbers and build profitable, sustainable businesses. Mia Fileman is a brand and marketing strategist known for her campaigns-first approach — one of the few marketers who specialises in campaigns rather than just content. Christina Cantors is the CEO of Podcast Services Australia and proud event partner of Ripple Festival. Ripple Backstage is the podcast where you hear what actually went down at Ripple Festival. Subscribe wherever you listen to podcasts.

  2. Marketing That Moves the Needle (and the Money)

    11 May

    Marketing That Moves the Needle (and the Money)

    Ripple Backstage Episode 4: Marketing That Moves The Needle Host: Christina Canters, CEO of Podcast Services Australia Guests: Tenai Seymour (Ads Haus), Brooke Huckerby (Pen Analytics), Nataleigh Elzein (Pinch Studios) Recorded live at: Ripple Festival Episode Summary Recorded live at the very first Ripple Festival, this episode brings together three powerhouse speakers fresh off the "Marketing That Moves The Needle" panel. Tenai, Brooke, and Nataleigh unpack their biggest insights from the stage. From intentional marketing strategy and data literacy to email marketing systems and the mindset shifts that actually grow a business. Plus, real talk on imposter syndrome, outsourcing, and why you don't have to do it all. What We Cover Why being intentional with your marketing beats doing more How to use Google Analytics to find your biggest channel opportunities The case for doubling down on what works and stopping what doesn't Why you don't need to be on every platform (and how to choose the right ones) Email marketing: why it converts 6x higher than any other channel ($42 for every $1 spent) The 52-week evergreen email sequence strategy for businesses that hate writing emails Using UTMs and data to optimise your email funnel over time Cart abandonment for service businesses, an e-commerce tactic most service providers overlook Outsourcing vs. doing it yourself, and how to be strategic about the choice Imposter syndrome on stage (and why showing up as yourself is enough) What Purpose, Profit, and Possibility mean to each guest Key Takeaways On intentional marketing: "You can't measure what you don't define." Brooke Huckerby "Double down on what works. But the most important thing is to stop doing the things that don't work." Nataleigh Elzein "Not everyone has to be on Instagram. Find where your actual clients are." Nataleigh Elzein On data: If you don't have Google Analytics set up - do it today. Check the Acquisition section → Traffic Acquisition to see where your visitors are coming from. Look at the full buyer journey: awareness, consideration, conversion - where are the gaps? On email marketing: Email converts 6x higher than any other channel, with an average ROI of $42 per $1 spent. Consider a 52-week automated evergreen email sequence built around your core offer, set it and let the data tell you what to optimise. Use UTMs on every link to track which emails drive traffic and conversions. Map your average lead-to-client timeline, then test warmer sales messaging just before the decision window closes. Service businesses can (and should) run cart abandonment-style emails for prospects who visited a discovery call page but didn't book. On outsourcing: "I've never done an organic social media post for my business in five years. That was a strategic decision." Tenai Seymour On showing up as yourself: "I get the best response from my audience when I'm just myself — a total nerd who speaks too fast." Brooke Huckerby On growth: "You don't actually have to grow to grow. You don't have to grow to make an impact." Nataleigh Elzein (via Odette's day 2 talk) Guest Shout-Outs Brooke Huckerby - Pen Analytics Marketing analytics for small business owners: making data feel fun, not scary. Instagram: @PenLytics LinkedIn: Brooke Huckerby Website: penanalytics.com.au (Business named after Penny the Corgi, because you should feel about your analytics the way Brooke feels about Penny.) Tenai Seymour - Ads Haus Meta ads and Spotify ads, with a focus on education and empowerment. Website / Handle: Ads Haus (adshaus) LinkedIn: Tenai Seymour Nataleigh Elzein - Pinch Studios Fractional General Manager helping CEOs focus on what moves the needle, building internal capability and driving profitability. Instagram: @pinchstudios.au LinkedIn: Nataleigh Elzein Website: pinchstudios.au Mentioned in This Episode Ripple Festival - grab your ticket to the next event Podcast Services Australia - event podcast partner Google Analytics - Traffic Acquisition report UTM tracking links Good Money Club (Fie's community) Marketing Circle (Mia's community) Connect & Follow Ripple Festival: ripplefestival.au Podcast Services Australia: podcastservices.com.au Enjoyed this episode? Share it with a small business owner who needs to hear that they don't have to do it all, and that being themselves is more than enough.

  3. Visibility is a long game

    4 May

    Visibility is a long game

    Recorded live in the studio pod at Ripple Festival, this episode brings together three of the event's speakers for a candid debrief. Dante St James (AI & LinkedIn strategist), Janine Staunton (website designer & strategist), and Renee Mariette (SEO & AI specialist) unpack what they said on stage, what they wish they'd said, and what made Ripple a different kind of event. Along the way, they get into the real numbers behind SEO, why your website matters more than your Instagram feed, and why the most powerful thing you can do online is just be yourself. What You'll Learn Why your website is your most powerful marketing asset — and what most people get wrong about it The SEO stats that will change how you think about organic vs paid search How to nail the 'above the fold' section of your homepage in 7 seconds or less Why Dante built a huge audience on LinkedIn by being the opposite of polished What 'SEO is an evolution, not a revolution' means for your content strategy right now Why in-person events and networking can outperform social media for business growth What Purpose, Profit, and Possibility actually means when you're building a business Key Insights Your Website Over Your Instagram All three guests agreed: small business owners pour energy into social media while neglecting the one asset they actually own. Janine pointed out that many clients come to her with a website that hasn't changed in three years — and then wonder why nothing is happening. The fix isn't always a full rebuild. It's consistent, strategic evolution. "Social media gets a lot of time, effort and energy from business owners, and your website is actually probably more important." The SEO Numbers That Matter Renee broke down why organic search beats paid every time — when done right: Paid ads (even above AI overviews): ~2.5–2.7% click-through rate Top organic SEO position: 65–75% click-through rate Anywhere on page one: ~30% click-through rate Page two of Google: effectively invisible People trust Google search results about as much as a personal recommendation from a friend — roughly 80%. That's the power of earning your ranking rather than buying it. The 7-Second Homepage Test Visitors decide whether to stay or leave within seven seconds. Janine's advice: check your homepage above the fold right now. Does it immediately answer who you are, what you do, who you do it for, and why you? If it's full of vague, fluffy language — 'elevate your whatever' — you're losing people before they've had a chance to become clients. "The more specific you can be, the better. Otherwise people are just clicking away." Authenticity as a Strategy Dante's keynote was about AI, but the conversation quickly turned to something more human: why we perform perfection online, and why it doesn't work. His take is that we're wired for it — from school exams to polished LinkedIn profiles, we've been trained to show our wins and hide our stumbles. "I've been able to build an audience just by being completely me — my stupid, quirky ADHD, messing up, constantly failing, getting back up and trying again." The content that stops the scroll isn't the Lamborghini or the perfect family. It's the moment someone decides to be real. SEO in the Age of AI Renee's message: don't panic. AI has changed some of the tactics, but not the fundamentals. Google and the major LLMs all follow the same basic principle — find and surface the most helpful content for a given query. Chunked content, front-loaded keywords, questions answered directly, benefits over features. The basics still win. "SEO is an evolution, not a revolution. The fundamentals are the same. We're still writing for the audience, still creating helpful content." Pick the Platform That Suits You Every successful person will tell you their platform is the one. But as the guests discussed, the real answer is: pick what works for your energy and your audience. Janine has built a nearly 10-year business without social media — through events, networking, and one-to-one relationships. Dante uses LinkedIn as an awareness engine that feeds his email list and workshops. There is no one right answer. About the Guests Dante St James Dante is an AI strategist, LinkedIn educator, keynote speaker, and business owner based in Darwin. He owns menswear stores, barbershops, and a suite of online programs — all built from a singular purpose: the belief that business can change the world. He's known for his blunt, authentic approach to LinkedIn and for building a loyal audience by showing the messy, real side of entrepreneurship. Find Dante: LinkedIn — search 'Dante St James' Janine Staunton Janine is a website strategist and designer with nearly 10 years in business. She works with small business owners to build websites that are strategically designed to convert — not just look good. She's neurodivergent (autistic ADHD), and brings that pattern-recognising brain to every website audit and design project. She's built her business almost entirely without social media. Find Janine: lemoncrush.com.au Renee Mariette Renee is an SEO and AI specialist who helps businesses develop search strategies and content that brings the right people to their website. She keeps a close eye on how AI is reshaping search — and translates the technical complexity into plain-English strategy for her clients. She and Janine also collaborate on a combined SEO audit and website performance service. Find Renee: makewordswork.com.au Resources Mentioned Ripple Festival — ripplefestival.au Podcast Services Australia — podcastservices.com.au Janine's website headline formula (DM or email Janine via lemoncrush.com.au) Ripple Special: SEO Audit & Website Performance Review — visit lemoncrush.com.au makewordswork.com.au — Renee's services and joint offering with Janine Connect & Subscribe Enjoyed this episode? Here's what to do next: Subscribe so you never miss an episode of Ripple Backstage Leave a review — it helps more people find the show Share this episode with a fellow small business owner who needs to hear the SEO stats Tickets for the next Ripple event: ripplefestival.au Ripple Backstage is produced by Podcast Services Australia.

  4. Building Belonging Online

    27 Apr

    Building Belonging Online

    Recorded live at the inaugural Ripple Festival, this episode brings you straight backstage with three powerhouse community builders. Fresh off their panel, Connection as Currency: How to Monetise an Online Community, Caitlin Marwaha (online stylist and community educator), and Sammi Dobinson & Mandy Couzens (co-founders of Mama Knows West) sit down with host Christina Canters to unpack what it really takes to build, nurture, and eventually monetise an online community. Spoiler: the community comes first, and the money follows. Ripple Backstage Episode 2: Building Belonging Online Host: Christina Canters, CEO of Podcast Services Australia Guests: Caitlin Marwaha, Sammi Dobinson & Mandy Couzens Recorded at: Ripple Festival the very first event in 2025. Key Takeaways Community before currency. All three guests built their audiences without chasing revenue first. Clients came to them, and that's when they figured out how to charge. Authenticity keeps content real. Not chasing money forces you to stay genuine, and genuine content consistently outperforms polished, produced content. Memberships are not passive income. Caitlin warns that memberships require constant content creation, it only gets easier once the community itself becomes the drawcard. Price points for everyone. Caitlin's offer stack ranges from a $7 masterclass to a $1,000 course, ensuring there's an entry point for every budget. Embrace the cringe. A major theme from the panel: showing up imperfectly, whether it's dressing as a crab on camera or setting up a tripod in a hotel lobby, is what builds authentic connection and, ultimately, an audience. In-person hits different. 200 people in a room with their full, focused attention is a completely different (and arguably more powerful) experience than 200 views on a video. Guest Profiles Caitlin Marwaha — Online stylist and educator who teaches everyday women to understand their body shape, colouring, and get dressed with confidence. Started as a traditional one-on-one stylist, pivoted online during COVID, and now runs a thriving membership, course, and digital product suite. → caitlinmarwaha.com | Instagram: @ByCaitlinAnne Sammi Dobinson & Mandy Couzens — Co-founders of Mama Knows, a free family activity guide that started in Melbourne's West 14 years ago and has since expanded across Melbourne (West, East, North, South). Built entirely on sponsorship; free for families. → mamaknowswest.com.au | mamaknowseast.com.au | mamaknowsnorth.com.au Episode Highlights On Starting Out Without a Monetisation Plan Mandy and Sammi spent a full year building their website and photography before anyone suggested getting on Facebook — at which point it "just exploded." Revenue came later, almost by accident, when clients started coming to them and they thought: we should work out how to charge. On the Reality of Memberships "It's the least passive income revenue stream. Everyone thinks you'll just set it up and people will join and it'll roll over — but I'm constantly creating content to keep it fresh." — Caitlin Marwaha On Reaching Your People "Sometimes it makes a difference in just one person's day, and that's the only goal — to inspire that one person. If we can do that, it's job done." — Sammi Dobinson On Embracing the Cringe Mandy went from hiding behind the camera to starring in weekend video content watched by 40,000–70,000 people. Her advice: have so much fun that you forget anyone's watching. Mentioned in This Episode Ripple Festival — the community-focused business event where this was recorded Podcast Services Australia — Christina's company and proud event partner of Ripple Connect & Subscribe Enjoyed this episode? Head to ripplefestival.au to grab your ticket to the next event — and don't make the mistake of missing it twice. Ripple Backstage is produced by Podcast Services Australia.

  5. Leading without losing your soul

    20 Apr

    Leading without losing your soul

    "Business will expose every single personal vulnerability you've got. Without a doubt.” Jen Sharpe "Nothing was as dramatic as my brain had told me about sharing my story. No one cares, and people liked it!" Phoebe Preuss Ripple Backstage Episode 1: Leading Without Losing Your Soul In the very first episode of Ripple Backstage, recorded live in the Studio Pod at Ripple Festival, host Christina Canters sits down with two powerhouse women in business: Jen Sharpe, who built communications agency Think HQ from her kitchen table to a $20M+ turnover firm, and Fipe Preuss, founder of social enterprise Living Koko and a continuation of 200 years of cacao cultivation in Samoa. Together they get candid about the realities of scaling a business, the unexpected role of vulnerability in leadership, and why therapy might be the best business investment you ever make. Host: Christina Canters, CEO of Podcast Services Australia Guests: Jen Sharpe (Founder & CEO, Think HQ) and Fipe Pruess (Founder, Living Koko) Recorded live at: Ripple Festival Key Topics Covered Scaling leadership & letting go Jen shares how her leadership style transformed as Think HQ grew from a solo operation to 100+ people, from hands-on delivery to deliberately hiring people more skilled than herself, and learning to trust them with their domains. Why systems don't kill creativity, they enable it Jen reflects on being a self-described "rogue entrepreneur" who avoided systems at all costs, only to discover that well-designed processes actually create more space and energy for creativity. The vulnerability piece nobody talks about Both guests open up about personal trigger points that show up in business: Jen's cashflow anxiety rooted in childhood financial insecurity, and Fipe's fear of being seen despite years as a performing artist. The message: a business will expose every personal vulnerability you have. Therapy before business coaching The guests make a compelling case for doing the inner work first: understanding your trigger points so they don't drive your business decisions. Jen's take: "Get a good therapist. Really get in and rummage around and understand yourself." Finding your soul tribe The importance of a trusted circle, business owners or close friends, who you can unpack the hard stuff with safely, especially when your therapist isn't available. Purpose, Profit, Possibility The trio unpacks Ripple's tagline. Highlights include Jen's bold stance that "the greatest form of self-care is to pay yourself well," and Fipe's reminder that profit is what gives you the headspace to dream. Dreams that came true Fipe shares her 20+ year dream of performing at WOMAD Adelaide finally coming to fruition, alongside her vision for Living Koko's global social impact. Jen reflects on growing Think HQ to a $20M+ business and now eyeing global expansion as a values-led communications agency. Guest Highlights Jen Sharpe, Think HQ Jen founded Think HQ 15 years ago with no external funding and has grown it to a 100+ person integrated communications agency working exclusively with clients driving positive social impact. She's now expanding to Sydney with a vision for global growth. LinkedIn: Jen Sharpe Fipe Preuss, Living Koko Living Koko is a social enterprise continuing 200 years of cacao cultivation from Fipe's village in Samoa. They work with 400+ domestic plot farmers (predominantly women in the Pacific) and are the largest importers of Samoan cacao to Australia. Products are available in 50–60 Whole Foods stores across Victoria. LinkedIn: Phoebe Preuss Ripple Backstage is produced by Podcast Services Australia. If this episode sparked something for you, head to Ripple Festival to be part of the next one. Resources & Links Ripple Festival - get your ticket to the next event Podcast Services Australia - event podcast partner Think HQ - Jen Sharpe's communications agency Living Koko - Fipe’s cacao organisation

  • 5 Episodes

About

Come backstage at Ripple Festival, and event for small business owners driven by purpose, profit and possibility. We recorded 6 podcast episodes in an on-site podcast caravan at the inaugural festival in 2025. Our podcasting partners grabbed speakers as they were coming off the stage and asked them things like 'was there anything you wanted to say but didn’t have time for on stage?'  You’ll hear great conversations about what it’s really like to be a small business owner, and what it takes to be successful.

Information

  • Creator
    Ripple Festival
  • Years Active
    2K
  • Episodes
    5
  • Rating
    Explicit
  • Copyright
    © RIPPLE FESTIVAL PTY LTD 2026
  • Show Website
    Ripple Backstage