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Keep What You Earn — Business
Keep What You Earn

Keep What You Earn is the podcast for aesthetics and wellness practice owners who want to scale profitably and build a business that is actually worth something.

Hosted by Shannon Weinstein, CPA and Fractional CFO, this show is designed for med spa owners generating $1–5M in revenue who are ready to move beyond reactive decision-making and into disciplined, strategic growth.

If you’re trying to break past the $2M ceiling, improve cash flow predictability, increase margins, open additional locations, or prepare your practice for a future sale, this podcast gives you the financial clarity to do it confidently.

Each episode focuses on the financial building blocks that determine whether your practice scales smoothly or stalls under pressure, including pricing discipline, operating margin control, cash flow forecasting, customer lifetime value, and enterprise value planning. This isn’t about more spreadsheets. It’s about financial leadership.

Whether you’re preparing for expansion or positioning your practice to sell, Keep What You Earn helps you think like a CFO and operate like a CEO.

[Disclaimer: Any opinions, recommendations, and tips offered on this podcast or other social media forums do not constitute individual tax or accounting advice. This content is designed to provide education and awareness about financial topics and responsibility for the benefit of the general public. Please consult a professional before implementing any of the suggestions made by Shannon or Keep What You Earn Co.]

Copyright: © 2021 All rights reserved Fitnancial Solutions.

Latest Episodes:

We'll Be Right Back Nov 26, 2025

Show notes

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 your business. I can't wait to connect with you even more in the new year!

Learn more about our CFO firm and services: https://www.keepwhatyouearn.com/

Connect with Shannon: https://www.linkedin.com/in/shannonweinstein

Watch full episodes: https://www.youtube.com/channel/UCMlIuZsrllp1Uc_MlhriLvQ

Follow along on IG: https://www.instagram.com/shannonkweinstein/

The information contained in this podcast is intended for educational purposes only and is not individual tax advice. We love enthusiastic action, but please consult a qualified professional before implementing anything you learn.

Making Accountability Part of Your Culture with Gina Cotner Nov 24, 2025

Show notes

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 managing both remote and in-office teams while keeping productivity and trust high. If you're ready to lead better and free yourself from burnout, this episode is a must-listen.

What you'll hear in this episode:

[02:25] Gina's Journey: From Executive Assistant to CEO

[03:00] The Importance of Delegation in Business Growth

[06:55] Overcoming Barriers to Effective Delegation

[19:45] The Role of Accountability in Team Management

[27:50] Setting Expectations and Accountability

[30:05] Leveraging Resources to Meet Deadlines

[33:15] Building a Culture of Accountability

[37:15] Effective Communication and Trust

[40:20] Hiring and Vetting for Cultural Fit

[49:30] Remote Management Best Practices

If you like this episode, check out:

Think Bigger Than a Niche

Your Most Expensive Habit

Why Enterprise Value is the Goal

LinkedIn: Gina Cotner

Website: https://www.athenaexecutiveservices.com

Prospective clients are encouraged to schedule a conversation with Jennifer Tracy from Athena Executive Services to explore what kind of VA support best fits their business

Learn more about our CFO firm and services: https://www.keepwhatyouearn.com/

Connect with Shannon: https://www.linkedin.com/in/shannonweinstein

Watch full episodes: https://www.youtube.com/channel/UCMlIuZsrllp1Uc_MlhriLvQ

Follow along on IG: https://www.instagram.com/shannonkweinstein/

The information contained in this podcast is intended for educational purposes only and is not individual tax advice. We love enthusiastic action, but please consult a qualified professional before implementing anything you learn.

The Truth About IRS Audits Nov 19, 2025

Show notes

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 agents. By the end, you'll feel more confident and a lot less anxious about the idea of an audit.

What you'll hear in this episode:

[00:45] The Fear of IRS Audits

[02:00] Understanding the Audit Process

[09:35] The Role of IRS Agents

[11:00] Debunking Myths About IRS Agents

If you like this episode, check out:

Essential W-9 Practices for Compliance

Why The Rich Pay No Taxes and You Feel Left Out

Don't Speed If You Can't Afford a Ticket

Learn more about our CFO firm and services: https://www.keepwhatyouearn.com/

Connect with Shannon: https://www.linkedin.com/in/shannonweinstein

Watch full episodes: https://www.youtube.com/channel/UCMlIuZsrllp1Uc_MlhriLvQ

Follow along on IG: https://www.instagram.com/shannonkweinstein/

The information contained in this podcast is intended for educational purposes only and is not individual tax advice. We love enthusiastic action, but please consult a qualified professional before implementing anything you learn.

Your Stress-Free Guide to Year-End Financial Planning Nov 17, 2025

Show notes

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. Tune in to take the stress out of year-end and set yourself up for a strong start to the new year.

What you'll hear in this episode:

[00:45] End-of-Year Productivity Tips

[2:15] Financial Tasks to Complete Before Year-End

[05:50] Securing Your Tax Professional

[09:10] Review Vendor Payments for 1099s

If you like this episode, check out:

Essential W-9 Practices for Compliance

Why The Rich Pay No Taxes and You Feel Left Out

Don't Speed If You Can't Afford a Ticket

Learn more about our CFO firm and services: https://www.keepwhatyouearn.com/

Connect with Shannon: https://www.linkedin.com/in/shannonweinstein

Watch full episodes: https://www.youtube.com/channel/UCMlIuZsrllp1Uc_MlhriLvQ

Follow along on IG: https://www.instagram.com/shannonkweinstein/

The information contained in this podcast is intended for educational purposes only and is not individual tax advice. We love enthusiastic action, but please consult a qualified professional before implementing anything you learn.

From Discount Spa to Respected Practice with Brooks Loughry Nov 12, 2025

Show notes

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 training, smart marketing, and unforgettable patient experiences. We also dive into the power of referrals, how to boost sales without slashing prices, and what really drives long-term success in this industry.

Tune in for practical, no-fluff advice to elevate your practice and increase profitability without compromising your worth.

What you'll hear in this episode:

[02:40] Challenges and Opportunities in Med Spas

[05:35] The Business Side of Med Spas

[11:40] Discounting and Membership Models

[16:25] Long-Term Patient Value and Retention

[26:15] The Power of Referrals in Business

[27:10] Nuances of Discounting and Value Exchange

[28:00] Building Loyalty Through Personalized Experiences

[36:15] Reducing No-Shows and Cancellations

[39:55] Effective Rebooking Strategies

[41:10] Avoiding Common Business Pitfalls

If you like this episode, check out:

Keep Your Business Profitable with Strategic Cost Management

A Deep Dive into Your Profitability Strategy

The $5M Bottleneck

Connect with Brooks Loughry:

LinkedIn: Brooks Loughry

Instagram: @brooksadvises

Email: Brooks@bioenergylabs.com

Learn more about our CFO firm and services: https://www.keepwhatyouearn.com/

Connect with Shannon: https://www.linkedin.com/in/shannonweinstein

Watch full episodes: https://www.youtube.com/channel/UCMlIuZsrllp1Uc_MlhriLvQ

Follow along on IG: https://www.instagram.com/shannonkweinstein/

The information contained in this podcast is intended for educational purposes only and is not individual tax advice. We love enthusiastic action, but please consult a qualified professional before implementing anything you learn.

Mastering Business Deductions Nov 10, 2025

Show notes

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, and why documentation is everything. Plus, I'm sharing practical tips on how to categorize expenses properly, stay off the IRS radar, and make the most of every deduction available to you.

What you'll hear in this episode:

[0:45] Understanding Deductions for Entrepreneurs

[01:50] Defining and Defending Deductions

[03:45] IRS Guidelines and Business Expenses

[07:35] Documentation and Diverse Categories

If you like this episode, check out:

Think Bigger Than a Niche

How to Build Investor-Ready Financials

Why The Rich Pay No Taxes and You Feel Left Out

Learn more about our CFO firm and services: https://www.keepwhatyouearn.com/

Connect with Shannon: https://www.linkedin.com/in/shannonweinstein

Watch full episodes: https://www.youtube.com/channel/UCMlIuZsrllp1Uc_MlhriLvQ

Follow along on IG: https://www.instagram.com/shannonkweinstein/

The information contained in this podcast is intended for educational purposes only and is not individual tax advice. We love enthusiastic action, but please consult a qualified professional before implementing anything you learn.

Why Complacency Costs You Nov 05, 2025

Show notes

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 your growth strategies so that every decision moves you closer to greater profitability and long-term enterprise value. Tune in for actionable insights to help you maintain momentum and achieve lasting business success.

What you'll hear in this episode:

[0:45] Learning from Clients as a Fractional CFO

[01:25] The Silent Business Killer: Complacency

[02:50] Tracking Performance Metrics by Employee

[04:00] Empowering and Rewarding Top Performers

[05:35] The Importance of Revenue by Employee

[08:45] Combating Complacency with Critical Analysis

If you like this episode, check out:

Your Finance Hire - Dos and Don'ts

Ways to Maximize Customer Value

From Founder-Led Sales to Sales Machine

Learn more about our CFO firm and services: https://www.keepwhatyouearn.com/

Connect with Shannon: https://www.linkedin.com/in/shannonweinstein

Watch full episodes: https://www.youtube.com/channel/UCMlIuZsrllp1Uc_MlhriLvQ

Follow along on IG: https://www.instagram.com/shannonkweinstein/

The information contained in this podcast is intended for educational purposes only and is not individual tax advice. We love enthusiastic action, but please consult a qualified professional before implementing anything you learn.

Finding Your Financial Constraint with Jim Emerich Nov 03, 2025

Show notes

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 focuses on five core areas: cash, profit, people, systems, and position.

Jim shares insights from his work with business owners and explains how financial planning and a clear understanding of enterprise value can shape the growth and scalability of a company. Whether you're running a lifestyle business or working to build long-term enterprise value, this conversation offers practical strategies to move from chaos to clarity and control.

What you'll hear in this episode:

[01:50] The Backbone CFO Framework

[05:40] Diagnosing Financial Issues

[12:55] Case Study: Financial Control Framework in Action

[24:00] Understanding the Data Equity Ratio

[25:30] Framework for Financial Control

[26:25] Managing Inventory and Cash Conversion

[27:45] Educating Business Owners on Financial Metrics

[29:00] Financial Projections and Growth Planning

[34:35] Balancing Tax Savings and Enterprise Value

[43:25] Aligning Business Goals with Actions

If you like this episode, check out:

How to Build Investor-Ready Financials

Your Most Expensive Habit

How to Create Enterprise Value for Your Business

Learn more about Backbone CFO: https://backbonecfo.com/

Learn more about our CFO firm and services: https://www.keepwhatyouearn.com/

Connect with Shannon: https://www.linkedin.com/in/shannonweinstein

Watch full episodes: https://www.youtube.com/channel/UCMlIuZsrllp1Uc_MlhriLvQ

Follow along on IG: https://www.instagram.com/shannonkweinstein/

The information contained in this podcast is intended for educational purposes only and is not individual tax advice. We love enthusiastic action, but please consult a qualified professional before implementing anything you learn.

Think Bigger Than a Niche Oct 29, 2025

Show notes

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 also share practical ways to apply this approach to scale sustainably, reduce taxes, and build long-term wealth. Tune in for a conversation that challenges the traditional "find your niche" advice and invites you to build success on your own terms.

What you'll hear in this episode:

[00:45] Rethinking the Niche Mindset

[02:10] What Really Defines Your Ideal Client

[04:55] How Core Values Shape Lasting Client Partnerships

[08:40] Why a Diverse Client Base Creates Strength and Stability

If you like this episode, check out:

How Can You Shake Off Business Boredom and Thrive?

Never Let Your Scarcity Show

Creating Clients for Life with Racheal Cook

Want to learn more so you can earn more?

Visit keepwhatyouearn.com to dive deeper on our episodes

Visit keepwhatyouearncfo.com to work with Shannon and her team

Watch this episode and more here: https://www.youtube.com/channel/UCMlIuZsrllp1Uc_MlhriLvQ

Connect with Shannon on IG: https://www.instagram.com/shannonkweinstein/

Cash Flow Mastery for Entrepreneurs Oct 27, 2025

Show notes

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 delves into the nuances of paying estimated income taxes and prioritizing your expenses to ensure your business runs smoothly. Tune in to gain insights that could be game-changing for your enterprise, and consider booking a power session to customize your cash flow strategy.

What you'll hear in this episode:

[0:45] Understanding Cash Flow vs. Profit

[02:00] Common Cash Flow Mistakes

[03:50] Prioritizing Payments and Collections

[06:45] Rethinking Estimated Tax Payments

If you like this episode, check out:

How to Unf*ck Cash Flow

Understanding What is Breaking Your Cash Flow

Transform Your Idle Cash into Active Profits

Learn more about our CFO firm and services: https://www.keepwhatyouearn.com/

Connect with Shannon: https://www.linkedin.com/in/shannonweinstein

Watch full episodes: https://www.youtube.com/channel/UCMlIuZsrllp1Uc_MlhriLvQ

Follow along on IG: https://www.instagram.com/shannonkweinstein/

The information contained in this podcast is intended for educational purposes only and is not individual tax advice. We love enthusiastic action, but please consult a qualified professional before implementing anything you learn.

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