Fempire Rising: Her Future, Her Voice

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Welcome to Fempire Rising, her Future, her voice, the podcast where women in business rise, lead and redefine success on their own terms. I'm Trudy Heins, and I'm the CEO of Fempire. I'm an entrepreneur and a business coach, and I believe when one woman rises, we all rise.   Each week we'll dive into real conversations about business, leadership, money and mindset, the highs, the lows, and everything In between, you'll hear stories of women who've turned their fire into focus, their fear into fuel  and their purpose into profit.If you're ready to build a business that gives you freedom, fulfillment, and financial confidence, then you are in the right place.  This is where passion meets purpose, and together we rise  because the future isn't just bright. The future is female.

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  1. Season 3 | Episode 1 | Visibility Is Not a Strategy: What Actually Builds a Business

    Episode 1

    Season 3 | Episode 1 | Visibility Is Not a Strategy: What Actually Builds a Business

    Send us Fan Mail Host Trudy Heins in season three of Fempire Rising, focused on the women behind business infrastructure, and interviews Michelle O’Hara, founder of Connection Central. Michelle shares her journey from early event management losses in Darwin to a successful underwear business, discovering social media’s impact, building O Marketing for 11 years, selling it, and launching Connection Central. They discuss how AI-driven skepticism is increasing demand for real connection, clarity, and collaboration, and how marketing must be strategy-led with clear goals, targeting, consistent messaging, and strong online credibility. Michelle highlights specific examples in the power of intentional networking, meeting people where they are, avoiding silver-bullet tactics and the “rollercoaster” of stopping marketing, and remembering it can take 5–35 touch points before buying. Key sustainability lessons include outsourcing, investing early, and building processes and systems for efficiency and margins. Click here to join the Academy and use the code RISING for 25% off! 00:00 Touchpoints Before Buying 00:35 Podcast Season Intro 01:49 Meet Michelle O'Hara 02:51 From Events to Social Proof 05:19 Launching Connection Central 06:27 Trust Over AI Polish 09:07 Visibility Fears for Women 11:52 Visibility vs Real Marketing 12:57 Goals Boundaries and Investment 17:48 Intentional Networking That Works 18:54 Meeting People Where They Are 21:02 Values Trust and Fast Wins 22:12 Trust Based Recommendations 23:01 Marketing Without Strategy 24:11 Online Presence And Alignment 25:58 Clarity In Your Message 27:09 Traction Focus This Week 28:44 Funnels Touchpoints Database 30:24 Brand Beyond Your Face 31:58 Outsource And Invest Early 33:30 Avoid The Marketing Rollercoaster 35:33 Systems For Sustainable Scale 37:23 COVID Pivot And Resilience 39:08 Future Of Women Collaborating 40:52 Closing Thanks And Next Steps Website: https://fempire.com.au/ Facebook: https://www.facebook.com/fempireinternational/ Connect with Michelle O'Hara: https://www.linkedin.com/in/michelleohara/ Support the show

    43 min
  2. Season 3 | Episode 2 | Rise & Redefine: Building a Coaching Business That Actually Works

    Episode 2

    Season 3 | Episode 2 | Rise & Redefine: Building a Coaching Business That Actually Works

    Send us Fan Mail In Season 3, Episode 2, Trudy Heins welcomes Shawna Caderette Fempire’s new US mentor coach, to support women in the US time zone stepping into coaching. Shawna shares her 25-year background in disaster restoration and construction, rising from receptionist to chief administrative officer as the company expanded to multiple offices and 200+ employees, and explains leaving the role due to misalignment and a desire to mentor women. Trudy and Shawna discuss the high demand for coaching in the US alongside market confusion from under-experienced coaches, and highlight that a real coaching business requires clarity of niche and offer, confidence, systems and processes, mentorship, accountability, resilience, and openness to change (including AI). Shawna highlights redefining success beyond titles and paychecks and encourages women to take a chance on themselves after due diligence. If you’re not in the US, this episode will still be a great listen to apply some of the practical and motivating examples and tips as women in business.   Click here to join the Academy and use the code RISING for 25% off! 01:17 Meet Shauna 02:40 Career Background 04:27 Leaving Corporate 05:52 Finding Fempire 07:10 Coaching Boom 09:05 Real Coaching Business 10:45 Mentorship Matters 13:07 US Mentor Role 15:23 Fempire Academy Offer 16:43 Systems First 18:47 Common Mistakes 20:35 Resilience And Change 24:12 Biggest Shift 26:17 Future Of Success 28:03 Advice to Take The Leap Website: https://fempire.com.au/ Facebook: https://www.facebook.com/fempireinternational/ Connect with Shawna: https://www.linkedin.com/in/shawnacaderette/ Support the show

    30 min
  3. Season 3 | Episode 3 | Finance Isn’t the Barrier. Clarity Is.

    Episode 3

    Season 3 | Episode 3 | Finance Isn’t the Barrier. Clarity Is.

    Send us Fan Mail In this episode of Fempire Rising: Her Voice, Trudy Heins sits down with Jodie Muller, founder of Better Finance Solutions, to unpack how women in business should be thinking about lending and using finance as a strategic growth tool. With over 20 years in banking, Jodie shares her transition into broking and what she now sees firsthand. Women don’t lack capability when it comes to finance. They often seek more clarity, ask better questions, and prioritise long-term stability. The gap isn’t ability. It’s access to the right information and support early enough. This conversation breaks down the real barriers. Feeling overwhelmed, not knowing where to start, and assuming you need years of financials before you can even have a conversation. Trudy and Jodie challenge that thinking and highlight where flexibility actually exists in the lending space, including lenders who will consider shorter ABN histories. They also get practical. What lenders are actually looking for. How tax returns, profit and loss, business structures, add-backs, and account conduct all come into play. And most importantly, how to position your business properly when you are seeking funding. Jodie outlines the different funding options available depending on your stage of business. From startup and business acquisition lending through to overdrafts, lines of credit, credit cards, and asset finance. This is not about taking on debt blindly. It is about understanding how to use finance as a tool. With the right structure, the right advice, and a clear plan, funding can support growth rather than create pressure. If you have ever thought “I’m not ready yet” when it comes to finance, this episode will challenge that. The earlier you understand your options, the better positioned you are to make smart, strategic decisions as your business grows.   Click here to join the Academy and use the code RISING for 25% off! 02:07 Meet Jodie Muller 02:52 From Banking to Broking 05:22 How Women Approach Lending 08:22 Self Employed Borrowing 10:43 Startup Funding Options 13:22 Buying a Business Basics 14:24 Cashflow Lending Tools 16:42 Prepare for Finance 18:54 Business Plans and Forecasts 21:01 Check Rates and Loyalty Tax 21:24 Quick Fire Lessons 22:49 Common Lending Mistakes 25:11 Mindset and Support 28:37 Optimism for Women 29:54 Wrap Up and Next Steps Visit Our Website   Follow Us on Facebook  Connect with Jodie Support the show

    30 min
  4. Season 3 | Episode 4 | Franchising Isn’t Scale. It’s Structure.

    Episode 4

    Season 3 | Episode 4 | Franchising Isn’t Scale. It’s Structure.

    Send us Fan Mail In this Fempire Rising Season 3 episode, Trudy Heins interviews Susana Hands, a Certified Fempire Coach becoming known as “the franchise lady”, bestselling author of The Optimal Franchise System, about what it really takes to franchise successfully. Susana shares her 15-year journey from franchisee to franchisor, including early mistakes like focusing only on legal documents and manuals without building the infrastructure, systems, team, and step-by-step SOPs needed to support franchisees, culminating in being sued by a franchisee. Trudy and Susana discuss common misconceptions, especially underestimating complexity, regulation, and franchisor responsibilities, and key readiness tests like whether the business can run profitably without the owner. Susana outlines essential foundations (team, POS/CRM, scalable website, modeling fees/royalties and ROI), risks of overreliance on specialized talent, and realistic costs of roughly $50k–$100k plus expert support. If you’re  thinking of moving into franchising or wondering what goes on behind the scenes to start franchising a business. Susana pulls the curtain back on what the real deals are when franchising and doing it the right way in order to protect yourself and your business. Click here to join the Academy and use the code RISING for 25% off! Click here to register for our next FEMPIRE Masterclass for practical strategies to gain clarity and take focused action in your business 02:09 Meet Susana Hands 03:40 Franchising Lessons Learned 06:04 Franchisor as Coach 07:47 Personal Brand Sells 08:45 Franchising Misconceptions 11:45 Foundations Before Scaling 13:18 Model the Franchise Numbers 15:00 Avoid Overqualified Hiring 16:30 Rogue Franchisee Reality 17:10 Remote Island Readiness 19:02 Service Licensing Workaround 19:34 Franchise Duplication Systems 19:52 Academy Program Pitch 20:36 Expansion Mistakes Costs 21:30 Franchise Setup Budgeting 23:48 Build Your Expert Team 24:51 CRM Automation Essentials 25:30 Growth Planning Market Tests 27:22 Second Location Proofing 28:18 Rapid Fire Core Questions 31:19 Pricing Knowledge Confidence 32:06 Support Networks Intuition Visit Our Website   Follow Us on Facebook  Connect with Susana Support the show

    37 min
  5. Season 3 | Episode 5 | Your Website Isn’t Marketing. It’s Infrastructure.

    Episode 5

    Season 3 | Episode 5 | Your Website Isn’t Marketing. It’s Infrastructure.

    Send us Fan Mail In this episode on the Fempire Rising, Her Future Her Voice Podcast, Trudy speaks with Sandy Loudon, founder of Loud and Clear Digital, about treating a website as a strategic business asset rather than a “pretty brochure.” Sandy shares her path from corporate roles and running Baker’s Delight franchises and a cafe to creating and selling handbags online, which led her into website design and becoming a strategic digital partner for businesses. They discuss common website mistakes, including leaving the website idea until last, lacking strategy, overwhelming menus and too many pages, unclear messaging, outdated content, poor mobile responsiveness, and misused stock imagery. Sandy explains the difference between a site that looks good and one that converts, emphasising clarity in the first three seconds, strong calls to action above the fold, simple navigation, updated SEO-focused copy, and purposeful images, videos, and testimonials to build trust. If you have a website that needs some TLC, or want to create a converting website from the get go, this episode will give you applicable tips that will get you thinking about how important a website is for your business in contemporary times. Click here to join the Academy and use the code RISING for 25% off! Click here to register for our next FEMPIRE Masterclass for practical strategies to gain clarity and take focused action in your business 00:29 Sandy Intro 01:27 Sandy’s Career Journey 02:46 From Franchises To Family Business 04:53 Handbags To First Website 07:25 Websites Need Strategy 09:17 Looks Good Versus Works 12:28 Common Website Mistakes 14:24 Quick Website Fix Checklist 15:34 Sponsor Break 16:18 Simplify Pages And Update SEO 17:08 SEO Explained  18:31 Mobile Ready Websites 19:03 Simplify Your Homepage 19:30 Above The Fold CTAs 21:13 Trust Builders And Proof 23:04 Images Video And SEO 25:03 Clarity And Consistency 27:05 Websites As Business Assets 27:49 Innovation And Asking Help 30:38 From Pretty To Strategic 32:08 Optimism For Women 34:36 Final Takeaways And Wrap Up Visit Our Website   Follow Us on Facebook  Connect with Sandy Support the show

    36 min
  6. Season 3 | Episode 6 | Underinsured & Unprotected: What Women in Business Are Missing

    Episode 6

    Season 3 | Episode 6 | Underinsured & Unprotected: What Women in Business Are Missing

    Send us Fan Mail Host Trudy Heins welcomes award-winning insurance specialist Trish Gregory of Hayes and Co Insurance Services to discuss why women often delay personal insurance and the risks of being underinsured, especially for business owners without sick pay, holiday pay, or work cover. Trish shares how her partner’s military injury and income protection shaped her focus on insurance, and explains common misconceptions such as relying on a higher-earning partner or default cover through super. Trudy and Trish outline a streamlined remote advice process, the importance of pre-assessment, and how exclusions and benefit periods (e.g., two-year income protection) can leave people exposed. The episode distinguishes personal versus business insurance, including key person cover, business expenses insurance, and buy-sell agreements, and emphasises niching, support networks, and valuing women’s unpaid and paid contributions. Click here to join the Academy and use the code RISING for 25% off! Click here to register for our next FEMPIRE Masterclass for practical strategies to gain clarity and take focused action in your business 00:00 Women’s Hidden Value 00:46 Podcast Season Intro 01:34 Meet Trish Gregory 03:35 Why Insurance Matters 05:09 Niching Into Insurance 07:55 Why Women Delay Cover 10:08 Making Insurance Simple 14:24 Insurance for Business Owners 16:49 Key Person and Buy Sell 18:45 Super vs Business Cover 21:20 When It All Goes Wrong 22:16 When Benefits Run Out 23:12 Two Year Cover Trap 24:45 Where to Start Today 27:27 Why Specialist Advice Matters 28:58 Exclusions and How to Remove Them 30:00 Building Sustainable Businesses 31:50 Common Owner Mistakes 34:03 Niching for Impact 35:08 Optimism for Women Ahead 37:55 Final Push to Get Insured 38:57 Closing and Call to Action Visit Our Website   Follow Us on Facebook  Connect with Trish Support the show

    40 min
  7. Season 3 | Episode 7 | If Something Happened to You Tomorrow: Is Your Business Protected

    Episode 7

    Season 3 | Episode 7 | If Something Happened to You Tomorrow: Is Your Business Protected

    Send us Fan Mail In this episode of Fempire Rising, Trudy Heins sits down with Nicole Myler from Bridge Legal to unpack the critical importance of estate planning for business owners. They break down common misconceptions, including the belief that having a will is enough, and explain why powers of attorney are just as essential when it comes to protecting both your personal and business interests. Through real-life examples, this conversation highlights the serious consequences of inadequate planning and why having the right legal structures in place is non-negotiable if you want to protect your assets and ensure continuity in the event of incapacity or death. This episode goes beyond legal documents and into the broader reality of running a business. Trudy and Nicole explore the importance of clarity in relationships, effective communication, and making proactive decisions as your business grows. They also discuss the role of support networks, the mindset required to lead effectively, and the structural changes needed as you move from operator to business owner. If you’re building a business and haven’t considered what happens if you’re no longer able to run it, this is a conversation you can’t afford to ignore. If this episode has you thinking about the structure and protection of your business, it’s time to take action. Start with a Fempire Masterclass, join the Academy for structured support, work with a Fempire Coach for tailored advice, or explore Become a Coach if you’re ready to build a business helping others do the same. Click here to join the Academy and use the code RISING for 25% off! Click here to register for our next FEMPIRE Masterclass for practical strategies to gain clarity and take focused action in your business  00:00 The Importance of Business Structure 01:36 Understanding Estate Planning 04:15 Common Misconceptions About Estate Planning 07:59 Real Life Consequences of Poor Planning 12:01 The Role of Powers of Attorney 20:01 Key Estate Planning Documents for Business Owners 24:43 Establishing Clarity Early in Relationships 27:03 The Importance of Planning and Communication 30:10 Protecting Your Assets and Relationships 31:31 Finding Your Tribe: Support in Business 35:02 Mindset and Structure in Business Growth 37:28 Decisions That Shape Your Professional Journey Visit Our Website   Follow Us on Facebook  Connect with Nicole Support the show

    44 min
  8. Season 3 | Episode 8 | Cash Isn't Profit: What Your Numbers Are Really Telling You

    Episode 8

    Season 3 | Episode 8 | Cash Isn't Profit: What Your Numbers Are Really Telling You

    Send us Fan Mail If you've been avoiding your numbers, this episode is your wake-up call, and it's a kind one. Trudy sits down with Tina Kirwan, chartered accountant and founder of Running the Numbers, to cut through the overwhelm, fear, and avoidance that keeps too many business owners in the dark about their own financial position. Tina is also a proud member of the FEMPIRE Collective. Tina's path into accounting wasn't traditional, and that's exactly what makes her so good at the people side of the work. She understands that avoiding the numbers is rarely about capability. It's about confidence, clarity, and sometimes, genuine fear of what you might find. In this conversation, Trudy and Tina cover: Why so many business owners avoid their numbers, and why the reality is almost always better than the dreadThe ATO fear factor, what's negotiable, and why avoidance costs you more than it protects youThe most common and most preventable financial mistakes small business owners makeWhy you need a dedicated savings account for GST, tax, and PAYG from day oneThe 3 to 6 month buffer rule, and why the business owners who had it sailed through COVIDThe key numbers you actually need to understand: cash flow timing, breakeven, profitability, and upcoming tax liabilitiesWhy cash coming in does not mean you're making a profitUnderpricing, what it's really costing you, and how to calculate your true hourly rateFirst steps if your numbers are behind, including how the right software can take your bookkeeping from overwhelming to 10 minutes a dayWhat separates business owners who build something lasting from those who stay stuckThis is not a numbers episode for accountants. It's a clarity episode for business owners who are ready to stop guessing and start leading their business with confidence. 00:00 Meet Tina Kirwan 00:40 Her Unconventional Path 03:30 Why We Avoid Numbers 08:00 Common Money Mistakes 13:00 Key Numbers To Track 16:49 Pricing And Profitability 19:54 First Steps To Clarity 22:51 Season Three Quickfire 24:54 Consistency And Adaptability 26:19 Taking The Leap 28:04 Optimism For Women 29:54 Final Takeaways Visit The FEMPIRE Website Follow Us on Facebook  Connect with Tina Kirwan, or visit the FEMPIRE Collective here for a direct introduction. Resources mentioned: Click here to join the FEMPIRE Academy and use the code RISING for 25% off! Access Your Free True Hourly Rate Calculator Click here to register for our next FEMPIRE Masterclass for practical strategies to gain clarity and take focused action in your business  Support the show

    33 min
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About

Welcome to Fempire Rising, her Future, her voice, the podcast where women in business rise, lead and redefine success on their own terms. I'm Trudy Heins, and I'm the CEO of Fempire. I'm an entrepreneur and a business coach, and I believe when one woman rises, we all rise.   Each week we'll dive into real conversations about business, leadership, money and mindset, the highs, the lows, and everything In between, you'll hear stories of women who've turned their fire into focus, their fear into fuel  and their purpose into profit.If you're ready to build a business that gives you freedom, fulfillment, and financial confidence, then you are in the right place.  This is where passion meets purpose, and together we rise  because the future isn't just bright. The future is female.

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