Take the Profit Booster Assessment and improve your bottom line https://profit-booster-assessment.scoreapp.com/

Want to live a better balanced life and win in marriage AND business at the same time? Purchase our (audio) book Tandem: The married entrepreneurs' guide for greater work-life balance. https://www.thetandembook.com/

Download the 5 Daily Habits to Thrive in Tandem https://marriedentrepreneur.co/5-daily-habits-download

Need some insight into how to balance it all? Schedule a free discovery call. https://marriedentrepreneur.co/lets-talk

The Fastest Way to Increase Profit (Without More Sales)

In this episode of Thriving in Tandem, Robert and Kay Lee Fukui tackle one of the most misunderstood—and most powerful—levers in business: profitability. Many business owners assume the only way to improve the bottom line is to sell more, but this conversation flips that belief on its head. Drawing from real client stories, they reveal how growing revenue can actually shrink profits when pricing and expenses aren't managed intentionally.

The heart of the episode centers on pricing—specifically why most entrepreneurs underprice their products and services. Robert walks through the most common pricing mistakes (cost-plus pricing, competitor-based pricing, and penetration pricing) and explains why none of them account for true value. Using everyday examples and a powerful auction story, they unpack the psychology of pricing and show how price communicates value, trust, and credibility to your customers.

Finally, they connect profitability to what matters most at home. When margins are thin, stress goes up, hours increase, and marriage pays the price. Healthy profit margins create margin in life—allowing business owners to reinvest, reclaim time, and reduce pressure on the family. The episode ends with a simple, practical assignment to calculate whether your business is hitting the 15% net profit benchmark—and how small pricing adjustments can create immediate relief.

• More sales don't guarantee more profit
  Revenue can increase while profit margins shrink if pricing and expenses aren't managed intentionally.

• Your price sends a psychological signal
  Pricing communicates value and credibility. Underpricing often creates skepticism—not loyalty.

• The most common pricing strategies are flawed
  Cost-plus, competitor-based, and penetration pricing ignore the true value you deliver.

• 15% net profit is the minimum target
  After paying yourself and all expenses, your business should retain at least 15% of revenue as net profit.

• Raising prices is the fastest way to grow profit
  Price increases go straight to the bottom line without adding marketing costs, staff, or hours.
  Underpricing creates stress at home
  Thin margins force longer hours and constant hustle—stealing time, energy, and peace from your marriage.

• Small price increases can have massive impact
  A 5–10% average price increase can be enough to restore healthy margins.

In this powerful episode, Robert and Kay Lee sit down with 17-year-old entrepreneur and leukemia survivor Keira Chang, founder of Heroko Shop and author of The Second Race: The Turtle and the Puppy, A Story About Money. Diagnosed with leukemia the week before her 13th birthday, Keira spent years in treatment and isolation—but emerged with a renewed appreciation for life, community, and the importance of using your gifts to help others. Her story is raw, inspiring, and a needed reset for entrepreneurs who get caught up in the grind.

Keira shares how Heroko Shop was born at the end of her treatment as a way to give back to the pediatric cancer community that supported her. Designed for Gen Z, by Gen Z, her brand sells fun accessories while raising awareness and support for kids battling cancer. With guidance from mentors (including Robert and Kay Lee) through a local youth entrepreneur program, she transformed a simple idea into a profitable, impact-driven business—learning how to test, adapt, and lead a team along the way.

She also unpacks the heart behind her children's book on saving and money, and why financial literacy needs to start younger—especially in a world of rising debt and easy spending. For married entrepreneurs, Keira's perspective is a refreshing reminder: your business is a tool, not just for income, but for impact; your support system matters; and your influence on the next generation—whether through parenting, mentoring, or leading by example—can shape how they view hardship, money, generosity, and purpose.

Links

Store: https://herokoshop.com/

Book: The Second Race: The turtle and the puppy: A story about money https://keirachanggogold.wixsite.com/book

IG: @keiragsbook

IG: @herokoshop

Key Takeaways

• How a life-threatening diagnosis at 12 reshaped Keira's gratitude, priorities, and view of what truly matters.

• The origin of Heroko Shop and how a teen founder built a brand with a cause: Gen Z designs that support kids with cancer.

• Why support systems—family, friends, community, medical staff—are crucial, and how that parallels the importance of strong marriage and partnership in entrepreneurship.

• The inspiration behind The Second Race: The Turtle and the Puppy and why teaching kids about saving and stewardship early is so important.

• Practical lessons married entrepreneurs can draw from Keira's story: simplifying what you stress about, aligning your business with impact, and remembering that people always matter more than pressure and profit.

• A vision for legacy: how mentoring and modeling healthy leadership today can empower the next generation of values-driven entrepreneurs.

Biography:

Keira Chang is a 17-year-old high school student, cancer survivor, entrepreneur, and author. After being diagnosed with leukemia at 13, she was inspired to give back and founded Heroko Shop, a clothing and accessories brand that donates all profits to childhood cancer organizations. This year, she became a published author with her children's book on financial literacy, which she used to launch a campaign donating around 250 books to schools, libraries, hospitals, and community centers, hosting reading sessions and workshops to teach kids about saving. She also helped found her school's chapter of Therapicasso, a nonprofit that uses art to help kids process emotions and manage mental health.

Want to live a better balanced life and win in marriage AND business at the same time? Purchase our (audio) book Tandem: The married entrepreneurs' guide for greater work-life balance. https://www.thetandembook.com/

Download the 5 Daily Habits to Thrive in Tandem https://marriedentrepreneur.co/5-daily-habits-download

Need some insight into how to balance it all? Schedule a free discovery call. https://marriedentrepreneur.co/lets-talk

Want to live a better balanced life and win in marriage AND business at the same time? Purchase our (audio) book Tandem: The married entrepreneurs' guide for greater work-life balance. https://www.thetandembook.com/

Download the 5 Daily Habits to Thrive in Tandem https://marriedentrepreneur.co/5-daily-habits-download

Need some insight into how to balance it all? Schedule a free discovery call. https://marriedentrepreneur.co/lets-talk

As the year winds down (or whenever you're listening), Robert and Kay Lee invite married entrepreneurs to pause and audit what's working—and what's quietly piling onto your calendar "just because." The danger isn't always failure… it's drift. When you never stop to evaluate, your schedule fills up, your energy gets spent on habits instead of priorities, and both marriage and business can slowly erode under nonstop momentum.

They walk through a powerful set of reflection questions designed to help you celebrate progress (not just critique problems), gain clarity on your goals, and make smarter decisions with your time. Kay Lee shares personal growth around emotional triggers and learning not to take everything personally—especially in family relationships. Robert opens up about loosening perfectionism, taking more chances, and using "small steps" to reduce overwhelm—like their decision to test a possible move to Lake Norman one step at a time instead of forcing a massive all-or-nothing decision.

The episode also highlights practical business lessons like testing demand safely (hello, waitlists) and learning to ask for what you want—whether it's closing a deal, requesting introductions, or opening doors through relationships. They wrap with meaningful experiences from the past 90 days: building local community through fun gatherings for married business owners, and serving local businesses impacted by the devastating Southern California fires—offering clarity, encouragement, and simple marketing direction when life feels foggy.

• If you don't audit your life, your calendar will audit you. Reflection helps you remove what's no longer serving you—before "busy" becomes your default.

• Celebrate small wins, not just big milestones. Most entrepreneurs can spot failures instantly—this episode helps you build balance and sanity by naming what's working.

• Small steps reduce big fear. Especially for perfectionists, progress comes easier when you create a "safe" next step instead of trying to solve everything at once.

• Test demand before you invest. A waitlist is a simple way to validate interest before you commit time, money, or a big launch.

• Ask for what you want. Whether in business, relationships, or networking—doors open faster when you stop hoping and start asking.

• Community is a strategy, not a luxury. Fun, face-to-face connection isn't optional for thriving—it's fuel for married entrepreneurs.

• Encouragement is leadership. When people are overwhelmed or recovering from loss, clarity + reassurance can be the most meaningful "next step."

1. How have I grown as a person over the past three years?

2. What are the biggest things that I've learned in the past 12 months?

3. What are 10 important things I've accomplished in the past 12 months?

4. What meaningful experiences have I had in the past 90 days?

5. How am I clearer on my goals and vision than I was 90 days ago?

6. In what ways is my life different and better than 30 days ago?

7. What important progress have I made in the past seven days?

8. What progress have I made in the past 24 hours?