Sell Less. Mean More‪.‬ Iolanthe Gabrie

On today’s episode I’m joined by Jenny Stilwell, author of The 7 Percent Club. This book deciphers the reasons many businesses struggle to surpass the 2 million threshold, and that’s what we’re going to discuss today! 
Jenny’s background is as diverse as it is fascinating. From her initial role in sales and marketing, she carved out a niche in the corporate world, later embarking on an entrepreneurial journey. She shares her experiences from running a marketing consultancy during a recession to stepping up as the CEO of a publicly listed company during the dot-com boom.
She noticed that while there are plenty of resources that help businesses achieve 7 figures, there were very few to help them grow beyond that point. Seven figures is an incredible achievement but it then takes a whole new strategy, and different resources and skillsets, to grow to $2M and beyond. In fact, only 7% of Australian businesses reach this benchmark.
So why exactly do businesses find it so hard to join the 7 percent club? 
Well, Jenny explains that while reaching a million might be achieved on a shoestring budget, scaling beyond that requires a different mindset. The inherent complexity that comes with growth necessitates a change in business operations, a point many entrepreneurs miss.
Jenny also makes it clear that relentless growth isn't always desirable. She emphasises the significance of business serving as an enabler for a better life, rather than becoming a draining obsession. 
We discuss the importance of nurturing client relationships. It’s essential to be able to understand clients' challenges and offer solutions that aren't strictly tied to current products or services.
This episode is perfect for businesses aiming to reach the elusive 2 million mark and beyond. Jenny shares so much wisdom and will leave you with a comprehensive understanding of the dynamics of business scaling. 


LINKS:
My businesses:
Good Axe  /  Ruby Assembly  /  mode.law
My book:
100 Days of Brave


Connect with Jenny Stilwell
Website: jennystilwell.com.au
Book: https://jennystilwell.com.au/the-7-percent-club/


Connect with me:
Instagram:@rubyassembly
Website:https://rubyassembly.com.au/
https://little-mirrors.com/
YouTube:Ruby Assembly

In today's episode, we explore the unique experiences, challenges, and triumphs of two inspiring women entrepreneurs, Chelsea and Marianne.
Chelsea is the owner of Ms. Jay's, a trendy hair salon that's been making waves in the industry. She is a driven businesswoman and a loving mother to her son, Phoenix. She shares her insights on the salon business and how she managed the transition into motherhood.
Marianne is the co-founder of Legalite, a legal services company known for its innovation and forward-thinking approach. She is a powerhouse in the business world and a mother who has successfully juggled entrepreneurship and parenthood. She offers her perspective on being a parent and a business owner.
Chelsea and Marianne kick off the episode by candidly discussing the challenges they faced during the first three months of motherhood. They highlight the emotional rollercoaster, sleepless nights, and the unexpected struggles they encountered while trying to meet their babies' needs. Chelsea shares her experience of returning to work and the importance of having space during those tough early days.
They also provide vivid accounts of their birthing experiences, highlighting the unexpected challenges they encountered. They discuss their recoveries and the importance of support during this period.
Both entrepreneurs delve into how they've balanced their roles as parents and business owners. They talk about the impact of the pandemic on their businesses and the strategies they've employed to find equilibrium.
Chelsea and Marianne reveal their approaches to childcare. They discuss when and how they made these decisions, highlighting the importance of flexibility and support from family and caregivers.
This episode provides an intimate look into the lives of two remarkable women who have mastered the art of balancing parenthood and business ownership. Chelsea and Marianne's stories are a testament to the resilience, determination, and adaptability required to thrive in both worlds. They remind us that while challenges may arise, they are merely seasons, and with the right mindset, we can navigate them successfully.



LINKS:


My businesses:
Good Axe  /  Ruby Assembly  /  mode.law


My book:
100 Days of Brave


Connect with Chelsea Johnson
Miss jays Nails and Beauty - http://www.missjaysnailsandbeauty.com/


Connect with Marianne Marchesi
Legalite: https://legalite.com.au


Connect with me:
Instagram:@rubyassembly
Website:https://rubyassembly.com.au/
https://little-mirrors.com/
YouTube:Ruby Assembly

In today's episode, we delve into the dynamic world of business coaching with the vibrant and insightful Suz Chadwick. A seasoned coach, mentor, and branding expert, Suz brings a wealth of experience to the table, sharing her valuable insights on improving businesses, enhancing branding, and differentiating oneself in the coaching landscape.
Suz takes us through her journey, starting with her background in corporate sales and branding, which led her to establish her own business in 2015. She elaborates on the pivotal moments that drove her to evolve from a business and brand strategist to a certified life and mindset coach. She emphasises the interplay between strategy and mindset, highlighting that while having effective tactics is essential, a strong belief in one's capabilities is equally crucial.
Suz underscores the importance of clear messaging and branding to attract the right clients and shares her journey of refinement, aligning her visual brand with her desired brand position. Suz's goal of "building courageously bold brands for women who want to get out of their own way," resonates with clients seeking to overcome self-doubt and build impactful businesses.
We also discuss her multi-pronged approach to launching and selling. She recommends a balanced mix of live launches, evergreen strategies, and monthly energised marketing offers. This approach ensures consistent revenue and reduces reliance on a single income stream.
Suz provides valuable advice for individuals seeking coaching services. She emphasises the significance of aligning with a coach whose methods and expertise match your desired outcomes. Thorough research, assessing client testimonials, and seeking referrals from past clients will help you make an informed decision about which coach is the best fit for you
Suz shares so much great advice in this episode and I know you’ll find heaps to take away from it. Enjoy! 



LINKS:
Connect with Suz Chadwick
Website:         https://suzchadwick.com/
Instagram: @suzchadwick


My businesses:
Good Axe  /  Ruby Assembly  /  mode.law
My book:
100 Days of Brave


Connect with me:
Instagram:@rubyassembly
Website:https://rubyassembly.com.au/
https://little-mirrors.com/
YouTube:Ruby Assembly

In this episode I talk with the incredible Emma Edwards of The Broke Generation, a platform focused on financial well-being and improving our relationship with money.  Emma has successfully curated a brand that not only supports her but also resonates with her audience. She believes it is important to go into business with clear and intentional goals to guide you. 
In this episode we discuss the importance of building a personal brand and the reality of monetizing it. She emphasises the need to be seen and create content consistently to attract opportunities. 
Emma shares how intentionality in monetizing her platform from the beginning alienated some people who believed that all content should be free. However, she recognized the value of her platform and the opportunities it could bring, and she was determined to make it commercially viable.
She also provides insights into her monthly income activities and the systems and processes she uses to keep her business running smoothly.
As the digital business landscape continues to evolve, entrepreneurs must remain adaptable and open to new opportunities. This episode will share how, by embracing intentionality, diversifying income streams, and implementing effective systems and processes, entrepreneurs can build successful and sustainable brands. 



Key Takeaways:
Building a personal brand requires being seen and creating content consistently.Having multiple income streams is important for financial stability in a personal brand business.Success in building a brand takes time and requires intentionality.Systems and processes should be tailored to individual needs and preferences.Visibility and consistency are key to attracting opportunities and building a successful brand.

LINKS:
My businesses:
Good Axe  /  Ruby Assembly  /  mode.law
My book:
100 Days of Brave
Connect with Emma & The Broke Generation
Website:          thebrokegeneration.com
Instagram:@the.brokegeneration
Podcast:         The Broke Generation


Connect with me:
Instagram:@rubyassembly
Website:https://rubyassembly.com.au/
https://little-mirrors.com/
YouTube:Ruby Assembly

Today’s conversation is all about unleashing your creative genius and making bank while you're at it. Our special guest is spilling the beans on how to crack the code of developing a pricing strategy and transforming your career from undercharging to unstoppable success.
We’re thrilled to bring you Jasmine Designs, also known as Your Pricing Queen. Jasmine has been in the creative design business for 15 years and has seen both sides of the industry - running her own business and working as an employee. She brings a unique perspective to the table, fuelled by her ADHD brain, which gives her the amazing ability to see creative opportunities as solutions to problems.
Jasmine's motivation stems from her desire to leave a lasting legacy in the creative industry. She wants to provide a space for creatives, freelancers, and designers that she wished she had when she first started her career. Her goal is to help others transition from a mindset of undercharging to one of sustainable success. Jasmine firmly believes that creativity is all about crafting something that didn't exist yesterday - something that can genuinely make someone's life easier, better, faster, or smarter.
We take a dive into pricing strategy, an absolutely critical element for any business’ success or failure. Jasmine breaks it down for us into three key elements: structure, strategy, and solution. She unpacks these components for us and shares practical tips on how to approach them and why it matters so much to reach your goals. 
It’s absolutely crucial to remember that your clients aren’t just buying you as a person – they’re buying all of your experience, creativity, ideas and skills. You have so much value so don’t undersell yourself and your services! Jasmine helps us explore our own value and shows us how to confidently set our prices and communicate them effectively with clients. 
Now, every client is unique and may need a different approach. Jasmine highlights the importance of developing different identities in different spaces. She wears both hats - a pricing queen and a designer - and intentionally keeps these identities separates to create a specialised experience for each client. By doing so, she can serve different needs and establish herself as an expert in both areas.
Believe me, you’ll love this conversation. You’ll walk away with a deeper understanding of how to attract clients that truly value your expertise and gain confidence to set prices that align with your incredible skills.

Key Takeaways:
Pricing should be seen as a tool, not the end goal. It's about understanding the value you bring and the outcomes you can deliver.Embrace the mindset that you can always make more money. Your mindset determines your ability to generate wealth.Niching is powerful and allows you to establish yourself as a leader in a specific market. It doesn't mean excluding others; it means specializing in a particular area.Communicate your pricing confidently and be prepared to negotiate. Understand the reasons behind your rates and be able to explain them to clients.LINKS:
My businesses:
Good Axe  /  Ruby Assembly  /  mode.law
My book:
100 Days of Brave
Connect with Jasmine, Your Pricing Queen:
Website: https://jasminedesigns.com.au/learn/
Instagram: https://www.instagram.com/yourpricingqueen/
Masterclass:  https://jasminedesigns.com.au/product/nua-mc/
Raise your Rates Challenge: 

This is our final episode for the year! I think it’s appropriate after such a strange and momentous year that we reflect on the challenges, the amazing bits and the wins.
In this episode, I share what each of my businesses and my personal life looked like and the learnings I’m taking away from what has been a really big year!


There have been many highs - I had a book published, signed onto a lease for our new business Good Axe and enjoyed family holidays and cosplay! But it’s also been hard - there has been illness (a lot of illness!), stress and being knocked back time and time again.


I share my year in some detail in this episode because I think there’s value in that.
 
I hope that your year has been full of as much useful truth as you can manage and I’m really glad for all my listeners, (including in Europe!). I wish you a wonderful 2023 and some deep nourishing rest over the holiday period. I hope you’re able to keep living life on your own terms and negotiating your way forward bravely.

LINKS:


 My businesses:
Good Axe  /  Ruby Assembly  /  mode.law
 
My book:
100 Days of Brave


Businesses mentioned that I love:
23W  /  Nudo Weddings  /  Purpose Productions  /  Hatch Labs  /  Cargo Crew  /  Kenny Lover Ice Cream & Hot Chips  /  Confetti Rebels  /  Play Nook  /  Porridge Comms
 
Events mentioned:
Geelong Small Business Festival  /  @iamellesteele @ TEDx Cecil Street  /  Pax
 
Articles/resources:
Frankie Magazine Strictly Business article!
100 Days of Brave Advent Calendar
 
Previous episode mentioned:
Ep 15 - How We Built a Coworking Space


Connect with me:
Instagram:@rubyassembly
Website:https://rubyassembly.com.au/
https://little-mirrors.com/
YouTube:Ruby Assembly