How two friends built a thriving therapy practice on one simple idea.
The
Wait is Over. Now Available
BUILDING A BRIGHT FUTURE
How two friends built a thriving therapy practice from one simple idea.
REMARK ABILITY
Brandability
Position your small business by knowing yourself and your clients.
Platform Power
Not all social platforms are created equal for your business.
PERSON ABILITY
photo credit: Felicia Reed Photography
TRADITIONAL FORMULA
In this model, your business’s profits are whatever money will be left over. It’s simple in theory, but it is more likely to leave you with less profit—if you have any at all. Why? Because you’re human, and humans aren’t good at keeping leftovers. If you have food to eat, you eat it. If you have money to spend, you spend it.
PROFIT FIRST FORMULA
What you need is a formula that prioritizes your profit, so that you know at the beginning of the year how much money you want left. By deciding up front how much you want to have at the end of the year, you force yourself to find ways to get the same things done for less money.
FOURTH QUARTER 2024
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Venus Michael Owner, Small Business Development Expert
Ella & Beau Chief Canine Officers
PRODUCED BY
Jamie Ezra Mark Creative Director
Heather Anne Lee Editor
Cameron Bishopp Davis Writer
Rheya Tanner Art Director
Andrew Ontko Designer
Josh Clark Designer
Wendy Mak Designer
407-573-6061
hello@emagency.com emagency.com
@EMagencyinc
Growth is one
of those words that gets thrown around a lot, isn’t it? But it’s a tender thing, as mysterious and frustrating as it is rewarding. It’s easy to imagine growth as this triumphant, linear march forward. But I think of growth more like a garden. You plant, you water, you weed, and then you wait. You show up every day with as much patience as you can muster, even if nothing’s visible above ground yet. Some days, it feels like nothing’s happening at all, like you’re waiting for tomatoes to ripen in December.
Growth—real growth—is messy. It’s a jumbled mix of missteps and magic moments, and often it feels like you’re stumbling toward progress with all the grace of a toddler learning to walk. But that, I’ve come to believe, is exactly what makes it so stunning.
Which is why, this season, I’m inviting you to start small. Not the grand gestures or “growth sprints” that leave you breathless and wondering why you began. I’m talking about tiny, gentle steps—small enough to sneak into the corners of your life without disrupting everything. That’s where the magic lives, in the small moves that are sustainable, quiet, and somehow just enough.
I was reminded of this recently while chatting with Bright SpOT Pediatric Therapy’s Caitlin and Emily, two wildly creative entrepreneurs finding their way through the maze of cash flow and profit. They’re building something special, but money management isn’t their comfort zone. By breaking goals into bitesized pieces, they’re discovering a rhythm to growth they never expected.
It’s funny, isn’t it? When you take small, honest steps in the direction you want to go, things change. Just a smidge, and then another, until one day, everything’s different, and it feels like it all happened while you were looking away.
So if you’re here, if you’re pushing and planting and trying to make things work, let me just say that’s growth, too. Growth is the gentle, uncelebrated magic of choosing to show up again and again, even on days when it feels pointless. And just like the garden, it may take time. But if you keep tending it, nourishing it with what you have, one day you’ll look back and realize you’ve grown into something new, something stronger and far more resilient than you ever knew you could be.
It’s a jumbled mix of missteps and magic moments, and often it feels like you’re stumbling toward progress with all the grace of a toddler learning to walk.
REMARK ABILITY
AbilityBrand
Position your small business by understanding yourself and your clients
Branding a small business goes way beyond a pretty logo or a catchy tagline. It’s a journey that starts with self-discovery and culminates in connecting authentically with your clients. A solid brand reflects your core identity, showcases your mission, and demonstrates how you solve customer problems. When done right, it attracts clients who resonate with your values and keeps them coming back for more.
Q: How do I kick off my branding journey?
A: Start with a little self-reflection. Ask yourself: Why did I start this business? What problems am I tackling? What fuels my passion? These may seem like basic questions, but they lay the groundwork for your brand’s identity. Take a deep dive into your journey to identify the strengths, values, and passions that drive your work. Whether it’s top-notch customer service or innovative solutions, understanding your “why” is key. Authenticity is your secret weapon for standing out.
Q: Once I know myself, what’s next?
A: Shift your focus to your clients. A powerful brand doesn’t just represent you; it speaks to your audience. Get to know your ideal customer—what are their problems, values, and challenges? Don’t just guess; engage with them directly. Read reviews, gather feedback, and listen closely. When you understand your clients on a deeper level, you can tailor your brand message to meet their needs. When your
audience feels heard and understood, they’re more likely to connect and stay loyal.
Q: How can I differentiate my brand in a crowded market?
A: Embrace what makes you unique. You don’t need to reinvent the wheel; just be authentically you. Your personal approach, background, or the way you serve clients sets you apart. Instead of mimicking trends, highlight what makes your business shine. Whether it’s your attention to detail or your unrivaled customer service, clients are drawn to genuine brands. Showcase your strengths and attract customers who align with your values.
Q: Is branding a one-and-done deal?
A: Not at all! Branding is an ongoing process. As your business evolves, so should your brand. Don’t shy away from experimenting with new messaging, marketing techniques, or engagement strategies. Test out social media campaigns or different content types. Not every idea will hit the mark, but each experiment provides valuable insights into what resonates with your business and clients. Stay flexible and let your brand evolve naturally over time.
Q: What’s the ultimate goal of branding?
A: It’s all about building an emotional connection. Your brand should evoke feelings that keep clients coming back. Consider how you want clients to feel—empowered, inspired, or comforted—and shape your messaging, visuals, and customer interactions accordingly. Remember, people don’t just buy products; they invest in experiences and relationships. Build that connection, and watch your brand thrive!
BUY, BUY, BUY
NUMBERS
How Q4 Spending Can Fuel Your Future Success
1in4 CONSUMERS
bought a product based on an influencer’s recommendation in 2023.
31% of consumers use social media to find answers to questions.
47% of business are finding the most success with social media micro-influencers.
30% of marketers who have not used short-form video are expected to start in 2024.
Ready to invest in new tools for your business but wary of paying full price? The solution lies in Q4 sales and promotions— specifically Black Friday and Cyber Monday—where reinvesting in your business becomes both strategic and budget-friendly.
These major shopping events are prime opportunities to upgrade your equipment, software, or inventory without stretching your budget. Whether you’re eyeing the latest tech, studio gear, or professional development courses, these sales are your chance to snag exactly what you need to propel your business forward.
By approaching this shopping season with a clear plan and a focus on what truly matters for your growth, you can turn Q4 into a launchpad for longterm success. Embrace the deals, reinvest wisely, and watch your business thrive in the year ahead.”
GOOD WORDS Leverage social media for client testimonials. Encourage satisfied clients to share their experiences and tag you in their posts. Feature these testimonials on your own social media profiles, website or promotional materials. Positive reviews and real-life examples can build trust and attract new clients, showcasing your work through the voices of happy customers.
DRONING ON
For real estate photographers, or any small business in need of affordable aerial imaging, the right drone can significantly impact the quality of your work. Here are our top picks for 2024:
1. DJI Mavic 3. Features a 20MP Hasselblad camera and 5.1K video. Ideal for premium image quality and extended flight times of up to 46 minutes, $2,049.
2. DJI Air 2S. Equipped with a 1-inch sensor and 5.4K video, the Air 2S strikes a balance between portability and professional-grade performance. Flight time: 31 minutes, $999.
3. Autel Robotics EVO Lite+. With its 50MP camera and 6K video, it excels in low-light situations, making it ideal for twilight real estate shoots, $1,249.
Unlocking Profits in Real Estate Photography
Real estate photography is more than just snapping house photos; it’s about selling a lifestyle.
As one of the fastestgrowing imaging segments, it’s proving to be a goldmine for photographers. As the demand for online property listings and virtual tours skyrockets, photographers can carve out a profitable niche by providing high-quality, attention-grabbing visuals that real estate agents and developers crave.
The key to maximizing profits in this field is to go beyond
basic listing photos. Offer premium services like drone photography, twilight shots, 3D tours and video walkthroughs. These add-ons are in high demand and can significantly boost your income per project. Investing in or renting the right equipment, such as wideangle lenses, gimbals and drones, gives you an edge over competitors and allows you to charge top rates.
Building relationships with real estate agencies or property management firms can lead to consistent work and recurring income. Don’t forget to optimize your workflow for efficiency. Quick turnaround times and professional editing will keep your clients coming back.
PICTURE PERFECT
PLATFORM POWER
CHOOSING THE RIGHT SOCIAL MEDIA PLATFORM #
WHEN IT COMES TO YOUR BUSINESS, NOT ALL SOCIAL PLATFORMS ARE CREATED EQUAL. By focusing on the one to three platforms that resonate with your audience, you’ll save time and boost engagement. Success starts with knowing your target audience and tailoring content that speaks directly to them.
For visual content, Instagram is a great choice for industries like retail, restaurants and design. TikTok appeals to a younger audience with short-form, engaging videos, while YouTube is ideal for in-depth, educational content. Twitter/X is effective for quick updates and real-time interactions.
Emerging platforms like Threads provide a more casual, text-based way to connect with your audience, fostering behind-the-scenes relationships.
LinkedIn is essential for B2B businesses and professional services. It’s great for networking, sharing industry insights and establishing credibility as an expert. LinkedIn is particularly useful for engaging decision-makers, recruiting talent or showcasing thought leadership.
Facebook is still well worth the effort for many small businesses, depending on your target audience and goals. While younger users gravitate toward platforms like Instagram and TikTok, Facebook remains effective for reaching older demographics, particularly those 30 and up. Its robust advertising tools, extensive targeting options and ability to build communities through Groups keep it relevant. Facebook is also effective for event promotion and local businesses using Shops and Marketplace to sell products directly.
PERSON ABILITY
ONE -ON-ONE WITH
Austin Hon
How Austin Hon Uses Profit First to Drive Success
STORY CAMERON BISHOPP DAVIS
In 2019, after nearly 15 years in financial services, Austin P. Hon, CFP, made a bold decision. Equipped with extensive experience and a passion for helping others, he took the plunge and launched Momentum Private Wealth Management in Austin, Texas.
Like many entrepreneurs, Austin’s journey started long before the launch of his own business. “I started in financial services just out of college in 2005,” Austin says. “I worked my way up through various roles, eventually landing in the private client side of things.”
His resume is impressive—by 2011, he had become a Certified Financial Planner (CFP) and was working for a registered investment advisory (RIA) firm. But after years of working within other firms, he began to think there might be a better way to do things.
“I started cherry-picking ideas and things I thought could be done differently. In 2019, I got the opportunity to
branch out, take the leap, and go out on my own.”
Austin’s services through Momentum Private Wealth Management are straightforward yet comprehensive. “I focus on holistic financial planning and traditional investment management,” he explains. This includes everything from building long-term wealth strategies to managing client investments.
So why did a successful wealth advisor turn to a bookkeeper to build the foundation of his business’s success?
Because that bookkeeper taught him something no business school ever did: Take. Profit. First.
The Profit Approach:FirstChanging the Game
Austin is the first to admit it sounds counterintuitive: financial advisors—experts at navigating others through complex money matters—sometimes need their own financial advice
to ensure their business remains profitable.
“As a financial advisor, my job is all about helping people plan for the future—investments, retirement, insurance, building wealth,” Austin explains. “But that’s a far cry from managing the day-to-day financial operations of my own business.” Tracking transactions, reconciling accounts, and staying on top of taxes and P&L statements? That’s a different ball game. “I used to think profit would just happen if I worked hard and built a strong client base. Boy, was I wrong,” he admits with a laugh.
The game-changer for Austin came when he met Venus Michael, founder and CEO of One21 Account-Ability, a firm reshaping the way business owners manage profit. Venus introduced him to the Profit First system, a method that completely transformed his approach. “Venus didn’t just help me implement the system—she gave me the tools to get ahead
PERSON ABILITY
of cash flow issues from day one,” he says. “That’s when I realized how impactful real profit management can be.”
Profit First prioritizes profitability from day one by setting aside a portion of every revenue dollar for profit. Instead of the traditional formula of Revenue – Expenses = Profit, Michalowicz flips it to Revenue – Profit = Expenses. This forces business owners to build profit into the equation and manage their expenses accordingly.
“I loved the philosophy from the get-go. It’s about paying yourself first, making sure you’re being cognizant of where your money is going, and ensuring you’re profitable while growing,” Austin explains. “As a financial planner, I found it especially beneficial for small business owners managing their own cash flow.”
Austin didn’t just apply this method to his clients—he lived it. When he opened his firm in 2019, he put Profit First in place on day one.
“I didn’t really have any challenges managing finances because I immediately implemented Profit First when I had essentially zero revenue. From the start, I was already setting aside profit.”
Outsourcing Bookkeeping: Buying Back Time
Along with Profit First, another key decision that helped Austin manage his finances was outsourcing his bookkeeping to
Venus. While many small business owners hesitate to hand over financial control, Austin says it was a no-brainer.
“Bookkeeping was the first thing I outsourced. I’m a true believer in the concept of buying back your time,” he says. “I’m not a bookkeeper, and I don’t want to spend my time doing bookkeeping. I want to focus on what I’m good at—financial planning.”
By outsourcing, Austin gained clarity and peace of mind about his business finances. “I meet with Venus at least quarterly to go over where I’m at, where I want to be, and what I might want to spend money on. She’s always on top of it, making sure I’m aligned with my goals.”
For small business owners hesitant to let go of their books, Austin offers this advice: “As your business grows, focus on what your key skill sets are and hire out the rest. Bookkeeping isn’t difficult, but it’s a different skill set. It was the easiest hire I’ve ever made, and I’ve never questioned it.”
Austin emphasizes that outsourcing bookkeeping helps business owners see the bigger financial picture more clearly. “On-demand, I can run a profit and loss statement and get a temperature check on where my business is. It’s wonderful knowing my books are being correctly kept.”
Making DecisionsStrategic
The Profit First system not only helped Austin maintain financial
stability, but it also empowered him to make smarter, more strategic decisions for his business.
“We’ve been able to grow from no office to a small office, and now we’ve moved into a medium-sized office, giving us more room to grow,” he says. The system helped him plan for the future with confidence. “Every quarter, when I get revenue, I know exactly how much I need to set aside for operating expenses, taxes, and compensation. It helps me plan for the next three months with certainty.”
This approach also made it easier to hire his first employee. “Because the costs were already built into my operating expenses, it was a seamless transition,” he says. “When we meet to discuss strategic planning, Venus asks, ‘What’s the next step for you?’ Then we build that into the financial plan, so there’s no guesswork when it’s time to take action.”
Motivation and Balance
Running Momentum Private Wealth Management is not without its challenges. “Cash flow is never promised, and things can get tough,” Austin admits. But that’s simply another area where Profit First excels.
“That’s the biggest issue with small business owners—they get revenue, they spend it, and they don’t think about what’s next,” Austin says. “With Profit First accounting, my cash flow is virtually managed for me.
Austin keeps a buffer of at least three months of operating
“Bookkeeping was the first thing I outsourced. I’m a true believer in the concept of buying back your time.”
expenses in his OpEx account.“I run my business in threemonth increments. This way, I’m always comfortable with where I am. And with the tax account, I know there’s always money set aside for taxes, so I’m never caught off guard when tax season comes around.”
“And of course, I always set aside something for profit, even if it’s just $20. That money is for me and my family to enjoy, guilt-free, because it’s not for the business—it’s for us.”
This simple, intentional practice goes beyond dollars and cents. It’s about drawing a line between work and personal life, a balance that’s often elusive for small business owners. But Austin has found his rhythm. “I usually work half-day Fridays, then head home to be with my kids. On weekends, I might hop
on my laptop, but only early in the morning when everyone’s still asleep. We built our businesses to support our lives— not the other way around.”
For entrepreneurs thinking about outsourcing or adopting the Profit First method, Austin’s advice is clear: “Take the leap. Yes, it costs money to hire someone, but if you’re stuck doing non-revenue-generating tasks like bookkeeping, you’re missing out on growth opportunities. Outsource the busy work and focus on what truly matters.”
By prioritizing profit, delegating where it counts, and staying laser-focused on his vision, Austin has built a thriving, steadily growing business. His journey offers valuable insights for any small business owner juggling cash flow and aiming for long-term success.
The Hon family: Reid, Stephanie, Austin and Kennedy.
ASK VENUS
Venus Michael answers your cash management questions
How can I set up for year-end profitability?
Setting up for year-end profitability is such a great goal! To get started, I recommend reviewing your financial statements to understand where you stand. It’s helpful to assess your expenses too—look for any subscriptions or services you might not be using as much as you thought. Don’t forget to evaluate your pricing; if you’ve made improvements to your services or products, it might be time to adjust accordingly. Setting clear, specific goals will keep you focused and motivated as you move forward. If you ever feel uncertain, reaching out to a trusted bookkeeper or accountant can provide valuable insights and guidance. I’m here to help, so don’t hesitate to ask if you need any assistance along the way!
How do I know if my cashflow is stable enough going into next year?
Wow! Great question and way to be thinking forward! Let’s start by reviewing your historical cash flow statements. Look for patterns in income and expenses, noting any seasonal fluctuations that may occur. Using that information, create a cash flow projection for 2025 based on this historical data
and any planned projects will give you a clearer picture of what to expect.
Also, take stock of your cash reserves—having a buffer to cover a few months of operating expenses can really help you weather unexpected fluctuations. It’s essential to assess how quickly your customers pay their invoices, too; if you have a lot of outstanding receivables, that could indicate potential cash flow issues. Additionally, consider your fixed and variable expenses to see if there’s room for reduction. If you’re feeling uncertain about any of this, don’t hesitate to reach out! I’m here to help.
Should I adjust my
pricing for the coming year?
I love this question. First, take a look at your costs. Have your expenses—like supplies, rent, or labor—gone up? If so, raising your prices might be necessary to keep your profits where you want them.
Next, consider doing a little market research. Check out what your competitors are charging. If they’re adjusting their prices, it might be a good idea to reassess yours too. Also, think about the value you provide. Have you made any improvements to your services
or products? If you’re offering even more value than before, it might be time to reflect that in your pricing.
Don’t forget to listen to your customers! Gathering feedback can give you insight into how they perceive your offerings. If they see high quality in what you provide, they may be more open to a price adjustment. Finally, keep an eye on the overall economic trends. If your target market is feeling a pinch, it might be wise to approach any changes carefully to avoid losing customers.
Ultimately, your pricing should reflect both your needs and the value you deliver. If you’re feeling a bit uncertain about this, I’m here to help! We can work together to analyze your costs and come up with a pricing strategy that feels right for you.
What can I do about
taxes now so I don’t have to stress over them later?
I feel you! First, take some time in November and December to organize your financial records if you haven’t already. Gather receipts, invoices, and financial statements now will save you a lot of time later.
Next, review your income and expenses for the year to see if there are any
last-minute deductions you can take advantage of before year-end. For instance, consider making contributions to retirement accounts or prepaying certain expenses if it makes sense for your situation. And I’m a huge fan of using Black Friday and Cyber Monday to make any quality equipment purchases or even investing in training classes. Take advantage of sales AND add to your tax deductions.
Lastly, don’t forget to set aside some funds for taxes if you anticipate owing money. Planning ahead will help you avoid any surprises when tax season arrives. Oh! It’s also a great time to consult with a tax professional. They can help you understand your tax liability and ensure you’re making the most of any deductions or credits available to you.
How do I maximize my tax deductions? How much is too much?
To get the most out of your year-end capital expenses and tax deductions, here’s a quick and practical rundown: Check your equipment. If you need new gadgets or an upgrade, now’s the time. Buying or upgrading things like
computers or tools can give you some nice tax benefits. Also, stocking up on supplies you’ll need for next year could help cut costs, especially with bulk discounts.
Look at what you’re renting. If you’ve been leasing equipment or property, it might be cheaper to buy it outright. See if you can negotiate a lower price with your landlord or rental company before the year ends.
Check those monthly charges. Go through your business accounts and credit cards to spot any recurring costs like subscriptions or memberships. If it makes sense, think about prepaying them to move the deductions into this year. Don’t go overboard. Only buy what you actually need. Spending a lot to save a little on taxes isn’t worth it. Stick to things that’ll truly help your business grow.
Always get a second opinion from your tax pro. They’ll help you navigate deductions and make sure you’re getting the best bang for your buck.
What are your thoughts on establishing a business line of credit that we can draw on periodically?
Great question, and I cover this in my book, Profit First for
Photographers! But the short answer is: Go for it if you are responsible. The same is true for business credit cards and business loans.
Felicia Reed—who photographed this issue’s cover story!— is a great example. She started with a business credit card, which she used and then paid off consistently. A few years later, she purchased a vehicle for the business, which further increased her credit. Why does that matter? Well, with that great business track record, Felicia was able to secure half a million dollars to mortgage her studio.
That said, watch those interest rates! It’s impossible to be responsible if you’re locked into a high interest or high fee credit product. 18% interest? 20%? 25%?
Absolutely not. Not even if it’s “just to get started” or only a $1,000 credit line. If you don’t quality for a low interest option, do yourself a favor and skip it. And if you have a poor track record with personal credit, don’t tempt fate. It’s not worth it. Plus, the truth is Profit First can become your own line of credit in a short amount of time if you trust the process!
Have a question? Email venus @ one21accountability.com
BUILDING A BRIGHT FUTURE
What started as a dream between two friends has grown into a flourishing practice that’s changing lives, one child at a time.
STORY HEATHER ANNE LEE
PHOTO FELICIA REED PHOTOGRAPHY
The story of Bright SpOT Pediatrics starts like all the best ones do—with a chance meeting that turned into a friendship and a spark of something bigger. In 2016, Caitlin Sanschagrin, an occupational therapist (OT), and Emily Chamberlain, a speech-language pathologist (SLP), crossed paths at an outpatient clinic. Their bond was instant, rooted not only in their shared passion for therapy but in the way they clicked outside of work. Before long, they were inseparable— laughing, and learning from one another. Naturally, their shared therapy sessions turned into something much more meaningful.
Bright Future
Indeed, more than just exercises and interventions; their treatment sessions were lively, engaging, and deeply rooted in relationship-building with the families they worked with.
“We were always running late,” Caitlin remembers with a laugh. So much so that they often ran late, getting caught up in conversations about life, family, and all the little things that mattered to the children and their caregivers. “There were definitely more times than we’d like to admit where we’d end up having coffee with a mom after a session, just chatting like real people. It wasn’t just therapy—it was connection.”
Caitlin and Emily loved what they were doing, but they dreamed of something bigger—something uniquely theirs. At first, the idea of opening their own practice seemed far-fetched. They assumed they needed a lot more capital and resources to get started.
“We’re broke,” Caitlin would joke, “so we can’t do that!”
But when they began doing home health visits together on Fridays, they had a lightbulb moment: Why not create a mobile outpatient therapy practice? They didn’t need a physical clinic space to deliver exceptional care. They could do what they loved most—being out in the community, meeting families where they felt most comfortable.
And just like that, Bright SpOT was born.
A Dream Becomes Reality
In September of 2021, Caitlin and Emily took the plunge and officially launched Bright SpOT Pediatric Therapy. They started with just the two of them, fully expecting to remain a two-woman show for at least a year. But their client base grew faster than expected, and by Thanksgiving—just three months later!—they were on the hunt for their first hire. They found the perfect person—a talented occupational therapist who not only fit their practice’s values but also eventually became the lead OT for Bright SpOT.
As the team grew, so did their vision. What began as a mobile therapy practice soon blossomed into something bigger. They realized that while many families loved the flexibility of home-based therapy, some children and therapists thrived in a clinic setting. There were also families too far out of their service area to reach. In 2024, they made another bold decision: it was time to open their first clinic.
“It was kind of surreal,” Emily recalls with a smile. “We were flying back from a conference, and we just decided to look at some spaces, not thinking much of it. Then we walked into one and fell in love. We knew we had to make it ours.”
The new clinic opened doors—literally and figuratively. With a hybrid model, they now had the best of both worlds:
mobile therapy for those who preferred care at home, and a clinic for families seeking a more structured environment. Bright SpOT was officially a hub for all kinds of therapy needs.
Building a Team with Heart
One of Caitlin and Emily’s greatest joys has been building a team that shares their values. By 2024, their staff had grown to 12 passionate therapists, each handpicked for their dedication to Bright SpOT’s neurodiversity-affirming, relationship-centered approach. Every therapist is committed to seeing the whole child, not just the diagnosis.
“We feel incredibly lucky,” Caitlin says. “When we talk to other clinic owners at conferences, they share horror stories about staff burnout or turnover, but we’ve been blessed with a team that’s as passionate as we are.”
The secret? Treating their team like family. They’ve created a work environment where therapists can chase their professional goals without sacrificing their personal lives. Caitlin, who became a mom in 2020, knew firsthand the struggle of balancing work and family. She and Emily—who became a mom this year—wanted Bright SpOT to be a place where people could thrive no matter what stage of life they were in.
“We want good therapists and good people,” Caitlin explains. “People who care about their families just as much as their careers.”
Bright Future
This balance has been key to their success. Some therapists work part-time, others balance clinic work with mobile visits, and some are full-time. But no matter the schedule, everyone is united in their mission: to make a lasting impact on the children and families they serve.
Their growth hasn’t just been about staffing and numbers; it’s about making a meaningful difference in the community. Bright SpOT is more than just a therapy practice—it’s a resource hub for families. Caitlin and Emily are passionate about offering free services like in-kind services for daycares and preschools, parent support groups, and educational workshops on topics like 504 plans and ARD meetings.
“We want to be there for families in every way we can,” Emily says. “Parents are often overwhelmed with information, and we want to help them navigate through it all. We’re also planning fun events, like story time for the kids. It’s all about creating a community where families feel supported.”
But here’s the thing: To bring any vision to life, Caitlin and Emily knew they needed more than just passion—they needed financial clarity and a sustainable plan to support their growing goals. While their hearts were set on creating a welcoming space for families, navigating the financial side of expanding their services felt overwhelming. They knew that in order to scale Bright SpOT
the right way, they needed expert guidance. That’s when they turned to Venus Michael.
Navigating the Numbers
Emily and Caitlin knew they were therapists first, businesswomen second—handling numbers just wasn’t their thing! Early on, they realized they needed some serious help with their books and Profit First journey, which is where the brilliant Venus Michael came in. “We had all these grand plans,” Caitlin laughs, “but math? Bookkeeping? P&Ls? No idea. That’s a Venus question.”
From their very first discovery call, Emily and Caitlin hit it off with Venus. They just knew she was the one to help them
“Running a business is a lot, but it’s also incredibly rewarding. We get to see the impact we’re making every day, and that’s what keeps us going”
untangle the confusing financial pieces of their practice. “We vibed instantly!” Emily says. Venus not only helped them implement Profit First but also guided them through every major decision—whether it was figuring out clinic space or navigating payroll allocations. She became their go-to lifeline for everything finance-related.
“When we started reading Profit First, it was a bit like, ‘Okay, how do we make this work for us?’” Caitlin recalls. “And then Venus came along and made it sound so simple. We’d be on calls like, ‘We don’t know how to math this!’ and she’d just swoop in with solutions that were so easy, we’d be like, ‘Great, you do it!’”
Venus not only handled their books but also gave them the confidence they needed to keep growing. “There have been so many times I was on the edge, and then we’d have a ‘talk Caitlin off the ledge’ session with Venus,” Caitlin jokes. “She’s like a financial therapist and life-saver all in one. She even encouraged us to go for the clinic space and helped us brainstorm how to make it profitable from the get-go.”
“Talking with Caitlin and Emily is like sitting down with two best friends who can’t help but finish each other’s sentences,” shares Venus. “Being on calls with them, even if we’re solving a problem, is so much fun. They just make me laugh!”
Indeed, their conversation is filled with laughter and inside jokes, but it’s their genuine enthusiasm that stands out most. They have a natural, easy chemistry, and the passion they share for Bright SpOT shines through in every story they tell. It’s clear
Bright Future
they’ve built something special together—not just a business, but a partnership that’s rooted in trust, friendship, and a shared mission to make a difference.
It’s evident that Venus isn’t just their bookkeeper; she’s part of the team. Which is how everyone likes it.
“She solves all our life problems,” Emily jokes. Whether it’s talking them off the ledge during a stressful week or encouraging them to dream bigger, Venus makes sure Emily and Caitlin feel confident and empowered in their business.
One of Venus’s biggest contributions has been guiding them through the Profit First system, which transformed how they manage their finances. With Venus’s help, they not only gained control over their numbers but also started to see real results—like that unforgettable moment at the coffee shop when they realized their hard work was paying off in ways they never thought possible.
“The first major milestone came one day at Red Horn Coffee, when they were running their allocations after payroll. They realized they had earned a check that matched what they’d have made working for someone else but with less of a caseload. “We freaked out and high-fived right in the middle of the coffee shop,” Caitlin remembers with a laugh. “It was this moment where we thought, ‘Oh my God, we’re doing it!’”
Since then, Profit First has not only helped them gain financial
clarity but also allowed them to set meaningful goals. For Caitlin, it’s all about paying off debt and taking a family vacation every year—something her mom always made happen, even when money was tight. “Those vacations are core memories for me,” she says, “and I want that for my kids. My goal is for our profit to fund those family trips.”
Another goal tied to their Profit First journey is hosting team retreats. Emily envisions a weekend where they can relax, reflect, and deepen the sense of community that fuels their work. “It’s not a right-now thing, but it’s definitely something we’re working towards,” Emily explains. For them, it’s about investing in their staff’s well-being. “Happy therapists do great work,” Emily adds, emphasizing how reducing burnout leads to better outcomes for both the team and the children they support.
A Bright Future
Looking ahead, Caitlin and Emily have big plans for Bright SpOT. In the next 18 months, they hope to expand their community offerings, creating more opportunities for families to connect and learn from each other. They’re particularly excited about launching special interest social groups, where neurodivergent children can bond over shared passions, like Dungeons and Dragons, in a supportive environment.
“We’re learning so much from autistic adults about how social
connections and meaningful relationships can look different for neurodivergent individuals, and we want to create spaces where those differences are celebrated,” Emily explains. Their vision for Bright SpOT is clear: continue growing, but stay true to their roots. They want to maintain that personal, relationship-based approach that sets them apart, even as they scale their business. For them, it’s about finding the balance between growth and maintaining the quality of care that Bright SpOT is known for.
As for Caitlin and Emily, they’re still working on finding their own balance between running a business and being present in their personal lives. As a new mom, Emily is learning to juggle motherhood with her role at Bright SpOT, and Caitlin is figuring out how to step back from some of the day-to-day therapy work while still staying connected to the children she loves working with.
“Running a business is a lot,” Caitlin admits, “but it’s also incredibly rewarding. We get to see the impact we’re making every day, and that’s what keeps us going.”
Bright SpOT Pediatrics is a shining example of what can happen when passion, friendship, and a shared vision come together. What started as a dream between two friends has grown into a flourishing practice that’s changing lives, one child at a time.
WHY NEUROAFFIRMING CARE MATTERS
Emily and Caitlin’s commitment to neu rodiversity care stems from a genuine desire to foster deep connections with the families they support. They realized that in previous therapy settings, a true relationship-based approach was often lacking. Both therapists craved an environment where they could connect more intimately, not just with their young clients but also with their families, taking into account every facet of each child’s life—school, home dynamics, sibling relationships, bedtime challenges, and beyond.
carries significance and deserves recognition. This holistic approach extends to their therapy team, which is handpicked for their dedication to the well-being of the entire family, often brainstorming solutions even during everyday routines like brushing teeth!
Their focus on creating safe, non-judgmental spaces is rooted in their personal experiences as parents and caregivers. They understand the isolating feeling that can come when neurodiverse behaviors aren’t fully understood or accepted by others. For Emily and Caitlyn,
This unwavering passion drives their daily work—cultivating an environment where families feel seen, heard, and truly supported. At the heart of their mission is the goal of helping children thrive on their own terms, honoring their individuality instead of conforming to neurotypical expectations. Their journey is one of reshaping the perception and practice of therapy, placing relationships and respect at the forefront.
PROFIT ABILITY
Smart Banking
A quick start guide to help you move every dollar, deposit, payment and transaction using the Profit First method.
STORY VENUS MICHAEL
I won’t lie—when I started Profit First, I was hesitant to open five bank accounts at once. The only thought that ran through my mind as I walked into my local credit union was, “They’re going to think I’m doing something wrong or illegal.” But the teller didn’t flinch, judge me, or say, “Let me go get a manager,” like I expected. They didn’t even react. I walked out of the building with a huge weight lifted off my shoulders, having taken the first step toward changing my profit trajectory.
Opening the accounts didn’t instantly make me profitable,
but it felt good. I could finally see the light at the end of the tunnel. When July 1, 2016, arrived, I took my very first profit distribution of $136, and I was hooked. To this day, that $136 is in an envelope in my safe, accompanied by a note that says, “Life is getting better.” I keep it there to remind me of where I was and where I’m going.
Setting Up the Bank Accounts
The original Profit First book by Mike Michalowicz recommends opening five separate bank accounts. In addition to those,
I suggest three more accounts specifically for photographers and creatives. Together, these eight accounts provide a comprehensive snapshot of your business’s financial health. Since you’ll be moving money into and out of them frequently, most of these accounts will be checking accounts, while the Profit and Tax accounts are better suited as savings accounts, since you’ll only withdraw from them quarterly.
Income: All payments you receive—whether cash, check, or credit card—will be deposited into this account. Your funds
FOR YOURSELF
Contact One21 today to discover how Profit First could work for your business.
will accumulate here until you’re ready to distribute them to your other accounts.
Operating Expenses: Also referred to as “OpEx,” this account will cover your bills. Many people simply rename their existing business checking account, as they already have a debit card, checks, and autopay set up for it.
Owner’s Pay: This account is designated for paying yourself a salary. It must be a business account, so avoid using it for personal spending. Over time, you’ll build a buffer that covers six months’ worth of your salary.
Tax: This is a holding account for funds that belong to the government. When it’s time to pay your tax bill, you’ll have enough to cover the tax liabilities for both the business and yourself.
Profit: This account is reserved for your profit, serving as a reward for your financial responsibility. Some clients refer to this as the “fun-money account.” This is where you take your profit distribution when the time comes. How you choose to use that money is up to you—some may fund significant personal purchases, while others might contribute to personal savings. For example, I once had seven clients who used their profit distributions to fund a trip to Disney in Florida, while nine others used theirs for a trip to Disney in California.
Growth: By transferring a small percentage into this account and allowing it to build up, you can cover expenses associated with growing your business,
such as continuing education, masterminds, and conferences.
Equipment: This account is for purchasing essential equipment—lights, cameras, lenses, computers, and more. While you may not buy these items frequently, when you do, they often come with a hefty price tag starting at around $2,500.
Sales Tax: In most states, your services are at least partially taxable. This means you should charge the appropriate sales tax and pay the state department at designated intervals. This account is for holding money that isn’t yours.
Bonus Accounts: While I consider the previous eight accounts to be essential, many of my clients choose to open additional accounts to help them budget for specific purchases. “When in doubt, open an account!” I like to say.
Choosing the Right Bank
Know What You Need
Let’s start with online banking. When you first open your business account, you might only need online banking to check your balances, transfer money, and report a lost or stolen debit card. However, as your business grows in complexity, you may need to perform wire transfers, use ACH (Automated Clearinghouse) services for electronic funds transfers, or grant access to additional users who need to view your account without taking time away from your work.
One of the most popular online services is the ability to send and receive ACH payments and wire transfers, but be aware that these often come with fees. Pay attention to the fine print: banks charging monthly maintenance fees may not impose additional transaction fees, while those without a monthly fee likely will. Remember, there’s no such thing as free banking; like the old adage says, “there’s no such thing as a free lunch.” Every service has a cost that must be covered, just like any other business.
Bank Like a Business
Many people with side hustles think, “I’m not big enough for a business checking account, so I’ll just use a second personal account.” This can create a nightmare scenario for your accountant, leading to increased costs down the road as you struggle to separate personal and business expenses during reconciliation.
The moment you start earning income from that side hustle—regardless of whether it’s full-time—you have a business and need a business checking account, period. Most institutions require some form of debit card usage or a minimum average balance. If you’re concerned about meeting these requirements, it might seem like you’ll incur fees. Sometimes, it’s worth paying those fees if the bank offers the online services you need or if you value their physical branches.
Don’t Break the Bank
Choose an institution with the best cost structure for your needs. If possible, find a bank that offers free business checking accounts. The typical drawback to “free accounts” is transaction limitations, allowing only a certain number of deposits and withdrawals before fees kick in—usually around 25 to 50 cents per transaction. Depending on your transaction volume, you may outgrow this account quickly. Generally, when you do, you’ll transition nicely into the next account tier.
Additionally, many banks will waive fees on one or two accounts if you use their merchant services processing system or obtain a business credit card.
The decision to open a business savings account or a money market account depends on your cash flow. These accounts can be beneficial, but you’re unlikely to find a free business savings account without meeting certain requirements. Most banks will require you to set up an automatic transfer every month from your checking account to your savings account—this isn’t something you can do manually.
SWITCHING BANKS CHECKLIST
1. Open the New Account
a. Fund account and wait for funds to clear
b. Create login credentials
2. Link Your Current Account – This is the easiest way to move money between the accounts
3. Take Inventory – Review bank records for the last 3 months and make a list of:
a. Direct deposits and other business income
b. Automatic bank drafts/bill payments (i.e. mortgage/rent, utilities, loan payments, etc.)
c. Recurring subscriptions (i.e. software, memberships, streaming services, etc.)
d. Recurring transfers (i.e. transfers to externally linked accounts, as well as retirement or investment accounts)
4. Redirect Automatic Payments and Direct Deposits
5. Keep Both Accounts Open
a. It may take a month or two for your direct deposit or automatic payment changes to take effect
b. Do not empty your account. Make sure to keep track of any minimum balance required by the bank in order to avoid fees.
6. Close the Old Account (Optional)
Beyond the Startup Grind
A comprehensive guide to turning stability into your secret growth engine
STORY MELISSA DARVEAU
Building a business is no small feat. For many entrepreneurs, getting past those turbulent early years feels like conquering the mountain. But moving from startup to stability is just one part of the journey—mastering the established and transition phases is where true growth potential lies. Here’s a closer look at what these stages involve and how to tackle the challenges, leverage the opportunities, and set your business up for lasting success.
The stabilized phase, also known as maturity, is when a business enjoys consistency in revenue and a loyal customer base. Still, the real key is making the most of your position and driving growth before the momentum fades.
The Stabilized Phase: What Does It Look Like?
Reaching a steady, predictable phase is a major win, but it’s far from the time to sit back.
What Defines a Stabilized Business?
1. Consistent Revenue Streams: One of the hallmark signs that a business has entered the stabilized phase is the establishment of consistent cash flow. Revenue no longer fluctuates wildly as it did in the startup phase. Instead, companies can predict earnings with greater accuracy based on past performance.
2. Established Market Presence: By this stage, you’re no longer just “in” the market—you’re recognized in it. Whether it’s through brand reputation or a loyal customer base, your business has carved out its space.
3. Operational Efficiency: Businesses in the stabilized phase have typically streamlined their operations. Defined roles,
The businesses that keep climbing are those that never settle, continuously evolving to adapt and thrive in an ever-changing market.
Getting from stability to that next level is about balancing what works with new opportunities for growth.
efficient processes, and optimized management practices allow you to deliver quality without sacrificing time or resources.
4. Loyal Customers: A strong, repeat customer base is a powerful asset in the stabilized phase. Businesses have invested time and resources into building relationships with customers, ensuring they return for future purchases.
5. Opportunities for Growth: While businesses may appear stable, innovation and growth opportunities are still abundant. Companies can explore new markets, diversify products, and enhance customer experiences without the existential risks characteristic of earlier phases.
Common Pitfalls in the Stabilized Phase
1. Market Saturation: As more players enter the market, businesses may find themselves facing heightened competition. As competition heats up, staying ahead requires a keen eye on differentiation. Saturated markets demand innovative approaches to maintain an edge.
2. Complacency: Success can breed complacency. Resting on past wins can make
you vulnerable and at risk of stagnation. Staying relevant means consistently improving and adapting.
3. Employee Engagement: A stable environment can sometimes lead to disengagement. Motivating your team to stay innovative and energized is essential.
4. Changing Consumer Preferences: Consumer preferences are never static; they constantly evolve. Staying connected with your audience helps you keep pace with what they value most.
Strategies to Maximize the Stabilized Phase
1. Invest in Market Research: Regularly gathering and analyzing market data is essential. It keeps you connected to your customers’ needs, your competition, and
industry trends. The more you know, the better you can adapt and innovate.
2. Enhance Customer Experience: Stand out by going above and beyond with customer experience. Investing in customer relationship management (CRM) systems and training staff can significantly enhance customer loyalty. Personalized experiences create deeper connections with customers.
3. Encourage Employee Innovation: A stagnant workforce is detrimental to long-term success. Your team is one of your biggest assets for growth. Create a workplace culture that values fresh ideas and rewards creative problem-solving.
4. Explore New Markets: Diversification is a game-changer
in saturated markets. Whether it’s new demographics, regions, or product lines, finding untapped opportunities is key to staying dynamic.
5. Leverage Technology: Investing in smart technology can streamline operations, enhance customer service, and improve decision-making. Whether it’s AI, data analytics, or automation, the right tech can drive growth and free up time for big-picture strategy. Getting from stability to that next level is about balancing what works with new opportunities for growth. The businesses that keep climbing are those that never settle, continuously evolving to adapt and thrive in an ever-changing market.
3to5
CONSUMERS
Moving to the stability phase typically happens around the three-to-fiveyear mark, where the business demonstrates resilience and profitability.
17%
of startups are profitable within the first three years.
80%
of companies with 20+ employees that retain key personnel transition successfully into stable businesses, as employee retention often reflects sustainable growth and effective operations.
5%
Studies indicate that a 5% increase in customer retention can boost profits by 25% to 95%, helping businesses move from a startup mindset to a stable, repeat-customer-focused model.
Melissa Darveau
is a 23-year banking veteran. A native Austinite and graduate of Texas State University, Melissa is a Commercial Banker in the Austin area for Truist Bank. She has extensive finance experience and is wellversed in financial reporting. She has a strong understanding of the story a company’s
financials are telling. She applies a consultative approach to coaching business owners on how best to:
1. Begin, 2. Stabilize, 3. Grow or 4. Transition
In her free time, she enjoys gardening, traveling and taking motorcycle rides through the hill country. She currently lives in the Central Texas Hill Country with her husband, Dale, as well as their 5 dogs and 5 cats.
U.S. BUREAU OF LABOR STATISTICS, RESEARCH FROM SCALE VENTURE PARTNERS, CB INSIGHTS
