Feeling a bit out of control with your cash flow?  

When we go into business doing something we're really passionate about, we often learn business skills (like financial management) on the fly. 

It's oh SO common to feel out of your depth when it comes to finances. Does that feel true for you? Most of us feel pretty uncomfortable when it comes to talking about money, let alone getting our heads around financial terms and reports, and it seems FAR more appealing just to avoid discussing accounts altogether! I hear you.

What if I told you there's a really simple system you could implement in your business to help you feel empowered around your money? (Gosh, maybe even excited about your finances! 😉)

You're not alone. I've been there too.

As I started my coaching business, I used (what Mike Michaelowicz talks about in his book, Profit First) 'bank balance accounting'. If I opened my banking app and there was money in there, I would pay all the expenses I'd committed myself to (and buy all the shiny courses!). Suddenly, the bank balance was at zero again and I wasn't quite sure how I was going to pay for the next bill that rolled around. I had no excess funds to pay myself, but even if I did, I had no clue how much I was 'allowed' to allocate to my wages anyway. I knew how to read a P&L report in my accounting system, but didn't really understand what it meant for my business. It was a feast or famine cycle.

I remember a few people I knew  reading and recommending 'Profit First' by Mike Michalowicz, so I jumped aboard the train and started reading it as well. 


Profit First

A Simple System to Transform Any Business from a Cash-Eating Monster to a Money-Making Machine

In Profit First, Mike Michalowicz explains why the traditional accounting method of GAAP (Generally Accepted Accounting Principles) is contrary to human nature, trapping entrepreneurs in the panic-driven cycle of operating based on when the next bank deposit comes in. Mike reveals why this new method is the easiest and smartest way to ensure your business becomes wildly (and permanently) profitable from your very next deposit forward.

But how will Profit First work in my own business?

Reading the book is great and the PF system made SO much sense to me, but at the same time I wasn't sure exactly how to implement it in my business. I had questions. So I consulted a Profit First Professional in Australia to help me on my journey and translate what I'd learnt in the book into an easy cash flow system in my own business.

I found myself recommending that my coaching clients read this great book, but realised it would be even more powerful if I could help them tailor and implement Profit First in their own businesses - so I joined the amazing PF community, completed my study and certification and am now a proud Profit First Professional. 

As a Certified Profit First Professional, I am all about helping you implement this simple and powerful system in your own business to ensure your business is profitable and sustainable for the long term - giving you and your family more freedom. As a PFP, not only do I have direct experience helping clients drive more profit in their businesses, but I have access to a community of accountants, bookkeepers and coaches who have collectively addressed all types of financial challenges with their clients - so there is no question we can't answer. 

I have implemented Profit First in my own business so I don't just talk the talk. I understand the challenges that can arise along the way as you set up a new system, and have also felt the incredible impact of being clear on my numbers, having a simple strategy and feeling empowered in my business finances.

How would it feel to be more empowered in your finances? And what kind of impact could you make in your family and in the world from that place?

Hey, I'm Annie.

Over the past 18 years, my husband and I have built a multi-7 figure technology business from scratch that now operates in Australia, New Zealand and the Philippines and employs over 20 people. We have learned a whole lotta lessons in that time about what works and what doesn’t, and that the business landscape is constantly changing and evolving.  

My education after finishing school may have begun with a Bachelor of Business Management from the University of Queensland, but it certainly hasn’t stopped there. 

As well as being a Certified Life Coach, I am a Certified Profit First Professional (one of less than 100 PFPs in Australia) which means I am all about giving you simple strategies to ensure your business is profitable and sustainable for the long term - giving you and your family more freedom. 

In addition to having the knowledge and experience behind me as a business coach, I also understand what it’s like to be a woman and mother in business. We don’t operate our businesses in a vacuum, so I know how imperative it is to understand what’s truly important to us so that we can run our business in a soulful, wholehearted way, honouring ourselves and our families.

Are you ready to build a profitable business that lights you up and makes an impact in the world?

What Clients Say about Profit First

Polly Ritchie


Annie was the person to introduce me to Profit First. It has made my business so much easier to manage – cash flow, understanding where the money is going and where to go for the future. Without Profit First I wouldn’t have a clear understanding of how I would be able to eventually pay myself a wage! I always felt like I was working to keep everyone else employed, but never managing to take enough for myself – and I’m the business owner! Profit First has shown me that it is ok for the business to work for me, in fact the whole purpose of starting the business was to have some money and flexibility. Thank you Annie and hooray for Profit First!

Kim Rooney Pure Presence

Kim Rooney

pure presence

I've had the privilege of working closely with Annie in a coaching capacity for a number of years now, and it was during one of our sessions that we delved into my finances using the Profit First system. I'll be honest, it was one of the most uncomfortable conversations I've ever had, and the lead-up to that session was filled with apprehension, and there may have been a few tears during the session!

Despite this, I can wholeheartedly say that it was a transformative experience. Walking away from that session, I gained crystal-clear clarity on the state of my finances. With the implementation of various systems, I now have a thorough understanding of my cash flow, expenses, and revenue. Even my accountant has commended the organisation of my finances!

One of the most rewarding aspects of adopting the Profit First system is the ability to allocate funds for personal goals, such as my upcoming trip to South America later this year. By setting aside money each month, I've been able to proactively save for this bucket list holiday without compromising the stability of my business.

If you're considering ways to streamline your finances and gain greater insight into your business's financial health, I encourage you to explore the Profit First system further! Despite the initial discomfort, the peace of mind and financial control it has provided are invaluable.

Here's how can we work together to get you feeling empowered in your finances...


Let's get crystal clear on where you're at with your business finances, talk about your vision for your business and how it can support your lifestyle, and develop a plan for your profitability. You will then have a solid strategy to go away and implement. The PF Assessment includes:

  • A questionnaire to get you started on your Profit First journey
  • One 60 minute deep dive into you and your business on a 1:1 video call, filled with juicy discussion to help you clarify your big dreams and personal goals, and assess where you're at with your business financials
  • Behind the scenes, I will dive into your business financials and prepare a tailored, easy-to-understand report and roll out plan for implementing Profit First in your business
  • A follow up 1:1 video call so we can talk through the assessment and proposed roll out, and clarify next steps for you to take on your action plan
  • Additional support via Voxer (voice memo) or email for 7 days following our session in case you have any additional questions



or three fortnightly payments of $561


I would love to spend six months with you, giving you a thorough assessment on your current business financials, developing a Profit First roll out plan and guiding you to building a profitable business that feels good for you. A Profit First Guided Implementation includes:

  • A questionnaire to get you started on your Profit First journey
  • Behind the scenes, I will dive into your business financials and prepare a tailored, easy-to-understand report and roll out plan for implementing Profit First in your business
  • 6 x 60-minute video calls (one per month over six months) where we can have in-depth conversations, work on goal setting, action steps and accountability on working towards your big dreams
  • Unlimited support via Voxer (voice memo) or email check-ins between sessions
  • A self-paced online course with activities to work on between sessions to help you gain even more insights into your life, goals and dreams 


3,300AUD (INC GST)

or six monthly payments of $561

Ready for next steps? Book in a Free Call so we can chat about your business.

I'd love to know more about you and your business. Let's meet for a free 20 minute video call so we can assess where you're at and what the three next best steps are for you in building your business.

Before we catch up, have a listen to what the author of Profit First, Mike Michalowicz, says about working with me - just click on the image to play the video.

Click to play

Want to fly solo?

So you've heard about Profit First and are ready to implement the PF system on your own, but need a bit more information? Profit First Australia has developed a self-paced online course to get you started. Dive into Profit First 101 today for just $197AUD. Click on the button below (which is my affiliate link) to be taken to the PF ANZ website and get started today!


My business has only just started. Is it too early to implement Profit First?

It's definitely not too early - in fact, getting your cash flow strategy in place now is setting up a really solid foundation for your business profitability moving forward. You'll be ahead of the game!

What are your qualifications?

I have completed a Bachelor of Business Management degree at the University of Queensland, I am an internationally Certified Coach, and a Certified Profit First Professional. 

When would our calls be?

I generally work Monday to Friday and am pretty flexible with coaching call times - we can work out what works best for both of us. 

I'm not very good with numbers. Will this still work for me?

Definitely, and you would not believe how often I hear this statement. Profit First is an incredibly simple system and you'll be so much clearer in your finances that you'll be feeling like a numbers wiz.

I'd like to implement Profit First on my own. Is there a course that can help me?

There sure is. Check out Profit First 101 - a self-paced online course created by Profit First ANZ - to get you underway with the basics. Sing out if you need further assistance getting super clear on how to personalise it for your business.

I’m pretty keen, but have a few questions before we begin. Can we chat?

I'd love to! Let’s have a chat on a free 20 minute Connection call so I can answer any questions you have and help you feel confident (with a side of nervous excitement) about taking the leap into Profit First. Click here to book in a time.

Free Download

Get Ready to Transform your Business

Ready to get started on your journey to a more profitable business? Dive into your instant download of two free chapters of 'Profit First' by Mike Michalowicz. You'll also receive a link to the download via email.
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