Keep What You Earn

Chargebacks and refunds  aren't  just frustrating— they're  one of the clearest indicators of operational breakdown inside your medical practice. If  you're  issuing refunds quickly or letting disputes slide,  you're  not just losing revenue— you're  weakening your financial structure and exposing your med spa to risk.   In this episode, I break down why chargebacks happen, what they reveal about...

Opening a second location sounds like growth—but if the first location  isn't  fully optimized, expansion can quickly turn into double the stress without double the profit. I see this all the time with aesthetics practices that scale based on momentum instead of measurable readiness.   Before you sign another lease or start a buildout, you need to understand whether your current operation is truly...

A new device, a trending wellness service, a treatment every competitor suddenly seems to offer...In the aesthetics industry, the pressure to add the "next big thing" can be constant.   But every treatment you add comes with a tradeoff most practice owners overlook: the space it occupies. Before committing a room, build-out, and capital to a new modality, the real question  isn't  whether the trea...

If you run a 1–2 location med spa and want the option to scale or sell in the next few years, the way you build your business today  determines  whether buyers see opportunity—or risk. In this episode, I sit down with Audrey Neff, Chief Marketing Officer at Aviva Aesthetics, to unpack what  actually drives  enterprise value in an aesthetics practice.   We talk about how the industry is evolving be...

Recurring revenue sounds smart. Memberships, prepaid packages, and gift cards can create a surge in cash flow for med spas — but without proper financial tracking, they can distort your profit margins, inflate revenue perception , and create operational risk.   Listen here to learn how aesthetic practices can misinterpret cash injections as true growth — and what to track instead.   If you're oper...

If you own a 1–2 location med spa and want the option to scale or sell in the next 3–5 years, this episode breaks down what actually makes an aesthetics practice valuable — beyond surface-level revenue growth.   Strong revenue alone does not make your med spa sellable. Buyers care about predictability, repeatability, clean financials, and reduced owner dependency. In this episode, I'll explain wha...

In today's quick episode, I'm sharing that Keep What You Earn will be taking a short holiday break — and I have some exciting updates for 2026. We're adding more listener interaction, including live call-ins and personalized financial advice. As I look back on the past four years, I'm incredibly grateful for your support and remain committed to giving you practical, actionable strategies to grow y...

Today, I'm joined by Gina Cotner, founder and CEO of Athena Executive Services. Gina shares her journey from executive assistant to building one of the top virtual assistant firms in the country. We talk about how to create real accountability on your team, delegate effectively, and build a business that doesn't depend on you doing everything yourself. Gina gives practical, no-fluff advice on mana...

  In this episode, I'm breaking down the fears and myths around IRS audits. I compare getting audited to getting pulled over—it feels intimidating, but it's usually not as bad as you think. I'll walk you through what really happens during an audit, how to prepare, and why good bookkeeping is your best defense. I'm also setting the record straight on that rumor about the IRS hiring 80,000 new agent...

In this episode, I'm sharing practical, tactical advice to help you manage your year-end finances with confidence. It's easy to feel rushed this time of year, but slowing down and focusing on a few key tasks can make all the difference. I walk you through three essential steps: catching up on bookkeeping, finding and securing the right tax professional, and organizing your W-9s for 1099 filings. T...

In this episode, I sit down with Brooks Loughry, who brings over 20 years of experience in the aesthetic medical industry. We talk about how medical spas have evolved, what it takes to stand out in such a competitive market, and why discounting your services can actually hurt your business.   Brooks shares his approach to building sustainable, value-based business models through strong team traini...

Today, we're talking about the world of business deductions and breaking down what they really mean for entrepreneurs and business owners. I'll walk you through what counts as a deductible expense, how deductions work, and why it's so important to be able to defend your business decisions.   I'll also explain the difference between deductions and tax credits, what makes an expense truly deductible...

Today, I'm diving into the pitfalls of complacency in business and how it can quietly hold you back from growth. As a fractional CFO working with a variety of businesses, I've seen firsthand how important it is to track performance metrics—especially revenue by employee—to identify your top performers and the areas that need attention. I'll share practical ways to stay vigilant and intentional in...

Today, I'm speaking with Jim Emerich, founder of Backbone CFO, a fractional CFO practice that specializes in supporting construction firms and manufacturers. Jim and I talk about the role data plays in making strong business decisions, and he walks me through a simplified framework he created to help identify key financial issues and constraints that often hold businesses back. The framework focus...

In this episode, I'm breaking down the idea of industry niches and why I chose a different path for my business. Instead of narrowing my focus to a single industry, I've built success by centering on core values, and it's made all the difference. You'll hear why understanding who you serve on a deeper level (their mindset, values, and behaviors) matters more than what industry they're in.   I'll a...

Today, Shannon shares tactical and actionable advice for entrepreneurs to improve their cash flow without making common mistakes. Learn the key differences between profit and cash flow, discover the importance of timing in managing your money, and understand how certain habits, like paying off credit cards too early or having a lax collection process, can sabotage your cash flow.   Shannon also de...

Shannon sits down with Michele, the founder and CEO of FACE FOUNDRIÉ. Michele shares her entrepreneurial journey from running a successful women's clothing company to tackling her hormonal acne struggles by creating FACE FOUNDRIÉ, offering accessible and high-quality skincare experiences.   Learn how FACE FOUNDRIÉ's focus on customer service, community engagement, and a scalable franchise model ha...

Today, Shannon breaks down the essentials of bonus depreciation and depreciation recapture: two topics every business owner should understand. She explains how these deductions really work, why they're often about tax deferral rather than elimination, and what to watch for when selling assets or a business.   You'll walk away with practical insights to help you manage your assets wisely and make c...

Shannon is joined by Joey Mure, founder of Wealth Without Wall Street. Joey shares his journey of creating financial freedom by focusing on passive income and debunking the traditional notion of trading time for money. The discussion dives into sustainable and customized wealth-building strategies that are not about quick fixes but about understanding and implementing a logical process.   Joey emp...

Today, Shannon dives into the crucial differences between a bookkeeper and a fractional CFO, revealing why scaling businesses should consider the latter. Shannon explains how fractional CFO services provide deeper insights, strategic decision-making, and future-focused projections that surpass what a bookkeeper or an in-house accountant can offer. With compelling arguments and real-world examples,...

Today, Shannon guides entrepreneurs and business owners through the challenges of financial overwhelm and decision fatigue. Shannon shares tactical and actionable advice on identifying the biggest constraints in your business, specifically focusing on cash flow management.   Tune in to learn how to map out your cash flow, prioritize impactful financial issues, and make confident decisions that wil...

Shannon is joined by Ricky Shockley, owner of Med Spa Magic Marketing and a digital marketing professional with over a decade of experience. Ricky shares valuable insights on the importance of using data-driven strategies over gut-based marketing, the challenges of local vs. national marketing, and the critical metrics every business owner should track.   The discussion covers the significance of...

Maintaining high-quality financial records for business owners is critical, especially if you're interested in selling your business. Shannon explains why you should always be prepared for potential buyout offers, shares strategies for keeping your financials in order, and emphasizes the importance of transparency and accuracy in financial reporting. Learn how the quality of your financials influe...

As you scale your business past the $3-5 million revenue mark, there are complexities that arise, including increased overhead, team expansion, and the temptation to offer more products or services.   Shannon emphasizes the importance of simplicity in scaling, advising business owners to standardize their offerings and create streamlined processes. Tune in to learn actionable tips for maintaining...

Shannon chats with Austin Boyd, the founder of Alive Print Shop. Austin shares his incredible journey from starting a custom t-shirt business in his parents' garage to growing it into a multi-million dollar enterprise over the past 17 years. They discuss the importance of humility, continuous learning, and seeking knowledge from those more experienced.   Austin's story highlights the value of focu...