Ep 5: Why Nobody Wants to Pay You More
Episode 5: Why Nobody Wants to Pay You More
Featuring: Fi Johnston & Mia Fileman, Co-founders of Ripple Festival Hosted by: Christina Canters, CEO of Podcast Services Australia
Episode Overview
In one of the most talked-about topics in small business, Fi and Mia go head-first into pricing -where money and marketing collide. From the psychology of undercharging to the brand gap that keeps businesses stuck, this conversation is honest, practical, and pulls no punches.
Recorded in the lead-up to Ripple Festival 2026 at Miami Marketta, Gold Coast (28 May 2026), this episode gives you a behind-the-scenes look at how two experienced business owners actually think about pricing, and what most small business owners get dangerously wrong.
Ripple Backstage – Episode 5: Why Nobody Wants to Pay You More
Featuring: Fi Johnston & Mia Fileman, Co-founders of Ripple Festival Hosted by: Christina Cantors, CEO of Podcast Services Australia
Episode Overview
In one of the most talked-about topics in small business, Fi and Mia go head-first into pricing — where money and marketing collide. From the psychology of undercharging to the brand gap that keeps businesses stuck, this conversation is honest, practical, and pulls no punches.
Recorded in the lead-up to Ripple Festival 2026 at Miami Marketta, Gold Coast (28 May 2026), this episode gives you a behind-the-scenes look at how two experienced business owners actually think about pricing — and what most small business owners get dangerously wrong.
Key Topics Covered
Why women undercharge (and it's not what you think) Fi draws on 25 years of looking at business financials to explain the deeper psychology behind underpricing — the desire to be liked, the fear of rejection, and the cultural conditioning that tells women to stay small and "not cause waves."
When you're actually overcharging — relative to your brand Mia flips the script: your product or service might be worth what you're charging, but if your brand doesn't look premium, you're asking clients to pay a price your marketing can't justify. Sloppy visuals, stock imagery, and lazy marketing undermine even the best offerings.
The brand–pricing connection Brand is your most powerful insurance policy against imitation. From Lululemon selling polyester for $200, to Royal Albert china versus a lookalike cup and saucer — the businesses that command premium prices have invested in building a brand that signals value before the customer even sees the price tag.
The negative spiral trap Starting cheap to win clients → no time to work on brand → stuck at low rates → repeat. Mia breaks down why launching with higher prices (and freeing up one day a week for brand and marketing) is the faster path to sustainable income.
Supply, demand, and the "follow your passion" myth Gift hampers. Florists. Social media managers. When an industry is oversupplied, passion alone isn't a business strategy. Fi and Mia explain why competitor analysis isn't optional — and why "stay in your lane, babe" might be the most dangerous piece of advice in small business.
How to actually raise your prices The wrong way: apologise on Instagram and explain that costs have gone up. The right way: position a price rise as an exciting evolution of your offer. For service businesses, Fi shares a proven strategy — rather than chasing a price rise from existing clients, go find new clients at the higher rate and gradually replace your lower-paying ones.
The maths you cannot ignore If you're a service-based business, you have a maximum of 1,000 billable hours per year (fewer if you're part-time). Every pricing decision has to come back to that number. No amount of psychology and strategy will save a pricing model that simply doesn't add up.
Lifetime value vs. monthly rate Fi and Mia unpack why charging less but retaining clients for years can outperform high-price, high-churn models — and how they've built memberships where clients stay for three years and don't even pause for holidays.
Crowdsourcing your pricing is (almost always) a mistake Asking a Facebook group of mixed strangers what you should charge for social media management? The only opinion that matters is your ideal client's. And even then — talking isn't buying. The real test is a payment link.
Calling out price-shaming Fi and Mia close with a collective challenge: stop sending small business owners messages telling them their prices are "ridiculous." If it's not in your budget, move on. Shaming someone for backing themselves is not support — it's just rude.
Quotable Moments
"We want to be affordable, we want to be accessible — but what we really mean is we want our client to like us." — Fi Johnston
"Your product may be worth what you're charging. But your brand does not look worth it." — Mia Fileman
"Brand is the most important insurance policy in your business against imitation and copycats." — Mia Fileman
"Pricing is steamed green vegetable marketing. It's really important to agonise over it. This is not a five-second decision." — Mia Fileman
"If you want people to pay your premium prices, you need to invest in other things too." — Fi Johnston
Mentioned in This Episode
Ripple Festival 2026 — Miami Marketta, Gold Coast, 28 May 2026 |ripplefestival.au
Good Money Club — Fi Johnston's membership for small business finances
Marketing Circle — Mia Fileman's marketing membership
About the Hosts
Fi Johnston is a small business financial expert with 25 years of experience helping business owners understand their numbers and build profitable, sustainable businesses.
Mia Fileman is a brand and marketing strategist known for her campaigns-first approach — one of the few marketers who specialises in campaigns rather than just content.
Christina Cantors is the CEO of Podcast Services Australia and proud event partner of Ripple Festival.
Ripple Backstage is the podcast where you hear what actually went down at Ripple Festival. Subscribe wherever you listen to podcasts.
