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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:

From Fashion Apparel to Facial Franchising with Michele Henry Oct 22, 2025

Show notes

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 has led to its rapid growth. Michele also discusses key traits of successful franchisees, the importance of listening to customers, and innovative plans for the future of FACE FOUNDRIÉ.

Whether you're an aspiring entrepreneur or a seasoned business owner, this episode offers invaluable insights into building a scalable yet high-touch business.

[00:40] Meeting Michelle: A Unique Encounter

[13:30] Scaling and Franchising FACE FOUNDRIÉ

[18:45] Qualities of Successful Franchisees

[23:45] Core Mistakes of Franchisees

[27:15] High Touch Customer Experience

[35:30] Balancing Standardization and Personalization

[38:00] Future Goals and Innovations

If you like this episode, check out:

Your Finance Hire - Dos and Don'ts

One of the Most Common Struggles While Growing Your Business

I Hired My Husband - Here's Why

Visit FACE FOUNDRIÉ's website: https://facefoundrie.com/

Interested in becoming a franchisee? Visit https://facefoundrie.com/franchise/#own

Follow Michele @michelemanifests

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.

Depreciation Decoded: Avoiding Tax Traps Final Oct 20, 2025

Show notes

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 confident, informed tax decisions.

What you'll hear in this episode:

[05:35] Consult your tax advisor before selling assets.

[06:45] Discuss depreciation recapture impact with a tax professional.

If you like this episode, check out:

How to Create Enterprise Value for Your Business

Why Enterprise Value is the Goal

Build Like You're Selling

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.

Building Wealth Without Wall Street with Joey Mure Oct 13, 2025

Show notes

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 emphasizes the importance of becoming an educated investor, leveraging unique methods like the infinite banking concept, and avoiding the pitfalls of relying solely on retirement accounts. This episode is a must-listen for entrepreneurs and business owners who want to gain control over their financial future and start living abundantly today.

What you'll hear in this episode:

[0:45] Meet Joey Mure: Founder of Wealth Without Wall Street

[1:05] The Philosophy of Wealth Building

[3:55] Rethinking Retirement and Financial Freedom

[6:15] The Importance of Passive Income

[9:30] Becoming an Active Investor

[18:00] The Problem with Traditional Retirement

[26:15] Infinite Banking Concept Explained

Discover Your Financial Freedom Score: https://go.wealthwithoutwallstreet.com/keepwhatyouearn

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.

Fractional CFO vs. Bookkeeper - What Do I Need? Oct 08, 2025

Show notes

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, Shannon highlights the value and cost-effectiveness of hiring a fractional CFO to drive business growth.

What you'll hear in this episode:

[0:45] The Value of a Fractional CFO

[01:20] Comparing Bookkeepers and CFOs

[05:15] The Role of a Controller

[07:00] Why Fractional CFOs Are Cost-Effective

If you like this episode, check out:

Ways to Maximize Customer Value

I Hired My Husband - Here's Why

Your Finance Hire - Dos and Don'ts

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.Fractional CFO vs. Bookkeeper - What Do I Need?

Do You Need a Financial Facelift? Oct 06, 2025

Show notes

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 will help you scale your business. Don't miss Shannon's insights on how to stop masking core financial problems and start accelerating your business growth.

What you'll hear in this episode:

[0:45] Overcoming Financial Overwhelm

[2:10] Finding Clarity Through Action

[3:25] Identifying and Solving Key Financial Issues

[4:55] Cash Flow Management Strategies

[7:00] Deep Dive into Cash Flow Analysis

If you like this episode, check out:

How to Ensure Your Core Offer is Scalable

Fine-Tuning Your Core Offer for Growth

Is My Business Doing Okay?

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/

Why Gut-Based Marketing Doesn't Work with Ricky Shockley Oct 01, 2025

Show notes

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 understanding customer acquisition costs, the role of organic content marketing, and the benefits of specific targeting in paid ads. Ricky also addresses common blocks entrepreneurs face regarding discounting and promotions, emphasizing the importance of seeing marketing as an investment. Tune in for tactical and actionable marketing strategies to elevate your business!

What you'll hear in this episode:

[0:45] Meet Ricky Shockley: Digital Marketing Expert

[1:15] The Importance of Data-Driven Marketing

[6:05] Understanding Customer Acquisition Costs

[14:25] Organic vs. Paid Marketing Strategies

[19:55] Understanding Local Intent in Content Creation

[20:30] Building a Local Audience Through Community Engagement

[27:00] Effective Use of Promotions and Discounts

[34:30] Specialized Marketing Strategies for Med Spas

Check out the Medspa Success Strategies Podcast: https://medspamagicmarketing.com/podcast/

Learn more about Ricky's services: https://medspamagicmarketing.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.

How to Build Investor-Ready Financials Sep 29, 2025

Show notes

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 influences your business valuation and why considering these details now can set you up for a smoother, more profitable exit in the future.

What you'll hear in this episode:

[0:45] The Importance of Being Prepared for Unexpected Offers

[4:20] Building Trust Through Quality Financials

[6:50] Preparing Financial Statements for Potential Buyers

[11:25] Advanced Financial Preparation and Strategy

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 Hidden Cost of Complexity in $3M+ Businesses Sep 24, 2025

Show notes

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 clarity and efficiency, ensuring sustainable growth, and enhancing profitability.

What you'll hear in this episode:

[0:45] Navigating the Mucky Middle of Business Growth

[5:15] The Hidden Costs of Complexity

[7:00] Strategies for Simplifying Your Business

[8:40] Prioritizing and Standardizing Services

[12:25] Final Tips for Scaling Your 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.

High School Hobby to Vegas Merch Enterprise - How Austin Boyd Approached Business as a Young Entrepreneur Sep 22, 2025

Show notes

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 focusing on sales, sensible investment, and building a strong, empowered team. Tune in to gain insights on navigating business challenges, making strategic investments, and scaling your business while maintaining a personal touch.

What you'll hear in this episode:

[0:45] Meet Austin Boyd: Founder of Alive Print Shop

[5:35] Early Challenges and Growth

[12:20] Lessons from the 2008 Financial Crisis

[16:55] Scaling the Business and Building a Team

[22:15] Learning from Mistakes: The Path to Improvement

[28:10] Investing Wisely in Business Growth

[32:35] Financial Management and Scaling Up

[38:20] The Value of Seeking Knowledge and Expertise

If you like this episode, check out:

How to Create Enterprise Value for Your Business

Fine-Tuning Your Core Offer for Growth

When NOT to Sell Your Business

Order from Alive Print Shop: https://aliveprintshop.com/contact-custom-apparel

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 Ultimate 5-Step Financial Framework for Medspa Owners Sep 17, 2025

Show notes

Shannon discusses the importance of understanding key financial metrics, such as offer profit and operating profit, and their impact on overall business health. She introduces her five-step 'Profitable Scaling Playbook' and shares practical tips for managing cash flow and optimizing customer value.

Whether you're a small business owner or running a larger enterprise, this episode provides actionable advice to ensure you're not only earning well but keeping it too. Tune in to transform your financial management and build a more profitable and sustainable business.

This episode originally aired on Medspa Success Strategies Podcast: https://medspamagicmarketing.com/podcast/

What you'll hear in this episode:

[1:40] The Profitable Scaling Playbook: An Overview

[6:50] Common Financial Pitfalls and Solutions

[13:30] Marketing Strategies for Med Spas

[24:15] The Three-Visit Rule in Consumer Psychology

[28:35] Creative Discount Strategies for Customer Retention

[31:20] The Importance of Tracking and Data in Business

[33:25] Responsible Debt Management for Business Growth

[36:20] Cash Flow Management Tips for Business Owners

[40:30] Key Habits of Successful Med Spa Owners

Check out the Medspa Success Strategies Podcast: https://medspamagicmarketing.com/podcast/

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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