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PODCAST

Keep What You Earn

Shannon Weinstein

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

business entrepreneurship

All Episodes

51:30

Are You Ready to Expand? The Five Vital Financial...

Keep What You Earn ·

2026/03/17

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 beyond traditional private equity rollups, why owner-operators often expand too early, and what it takes to

en

15:27

How Med Spa Owners Build a Sellable Practice

Keep What You Earn ·

2026/03/03

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 what private buyers, partners, and lenders really evaluate when assessing the enterprise value of a

en

16:39

The Truth About IRS Audits

Keep What You Earn ·

2025/11/19

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

en

47:36

From Discount Spa to Respected Practice with Brooks...

Keep What You Earn ·

2025/11/12

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,

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16:46

Mastering Business Deductions

Keep What You Earn ·

2025/11/10

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

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10:42

Why Complacency Costs You

Keep What You Earn ·

2025/11/05

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

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47:30

Finding Your Financial Constraint with Jim Emerich

Keep What You Earn ·

2025/11/03

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

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14:00

Think Bigger Than a Niche

Keep What You Earn ·

2025/10/29

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

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42:41

From Fashion Apparel to Facial Franchising with...

Keep What You Earn ·

2025/10/22

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

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08:12

Depreciation Decoded: Avoiding Tax Traps Final

Keep What You Earn ·

2025/10/20

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

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11:47

Fractional CFO vs. Bookkeeper - What Do I Need?

Keep What You Earn ·

2025/10/08

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

en

09:59

Do You Need a Financial Facelift?

Keep What You Earn ·

2025/10/06

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

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13:58

How to Build Investor-Ready Financials

Keep What You Earn ·

2025/09/29

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

en

13:45

The Hidden Cost of Complexity in $3M+ Businesses

Keep What You Earn ·

2025/09/24

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

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44:29

High School Hobby to Vegas Merch Enterprise - How...

Keep What You Earn ·

2025/09/22

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

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35:24

Why You Need More than Contracts to Protect Your...

Keep What You Earn ·

2025/09/10

Asset protection is invaluable, especially for business owners. Shannon is joined by Blake Harris, an expert attorney specializing in offshore trusts. Dive deep into the intricacies of asset protection trusts, understand the benefits of offshore trusts in places like the Cook Islands, and why this strategy is not just for the ultra-wealthy. Discover how proper asset protection can safeguard your wealth from lawsuits, divorce, and unexpected liabilities, and why planning ahead is crucial. Blake

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10:43

Your Most Expensive Habit

Keep What You Earn ·

2025/09/08

The most expensive habit for business owners is distraction. Shannon explains how distraction not only wastes valuable time but also has a compounding negative effect on your business's growth. From shiny object syndrome to direct distractions like social media, learn how to identify and manage distractions, maintain focus on your core profit engines, and strategically align your actions with your long-term goals. Tune in for actionable insights to keep your business on track and thriving. What

en

10:12

Four Ways You Might Be Stuck in Business

Keep What You Earn ·

2025/09/03

Shannon discusses the multifaceted role of business owners as resource allocators. She introduces a quadrant framework that helps identify where businesses stand in terms of capital and information, offering actionable advice for each scenario—whether you're capital-constrained, data-constrained, or simply overwhelmed with resources. Tune in for practical insights on how to better manage your financial metrics, cash flow, and prioritization to ensure steady growth and sustainability for your

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38:54

Finding Your Marketing Focus with Amber Frankhuizen

Keep What You Earn ·

2025/09/01

Dive deep into the intersections of finance and marketing with guest Amber from AF Marketing. They explore the importance of data-driven decisions in marketing, understanding customer acquisition costs, and the lifetime value of customers. Shannon and Amber discuss the significance of consistent branding, effective use of referral programs, and the unprecedented value of training and empowering team members. Amber shares her wisdom on establishing a strong personal brand and leveraging it for

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51:17

Profit Sharing Options for Employees with Rob Gallaher

Keep What You Earn ·

2025/08/20

In this episode, Shannon dives into the transformative potential of profit sharing with expert guest Rob Gallagher. Rob, a successful business owner, shares his journey from the grueling early days of entrepreneurship to a thriving, profitable enterprise powered by a well-crafted profit sharing program. Learn the ten critical rules to structuring a successful profit sharing scheme, from making it substantial and attainable to the importance of education and financial wellness for employees. Rob

en

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