Unlocking Hidden Profits.

Small business owners often focus on chasing revenue, but revenue does not always equal profit. In this episode, Henry Lopez is joined by Jamie Trull, CPA, financial literacy coach, and profit strategist, to discuss the essential profit levers that can transform a struggling business into a thriving one.

Jamie shares her journey from corporate auditor at Ernst & Young and finance leader at Coca-Cola Enterprises to becoming a champion for women-owned small businesses. After leaving corporate life, she pivoted from one-on-one client work to scalable education programs and group coaching.

Her mission is clear: help entrepreneurs understand their numbers and build profitable, sustainable businesses.

Throughout the discussion, Jamie emphasizes that profit is simply the result of revenue minus expenses, but too many entrepreneurs focus on volume instead of fixing underlying financial inefficiencies. She breaks down profit levers such as price, average transaction value, and volume, showing why a simple 2% price increase can be more powerful than chasing dozens of new clients.

Henry and Jamie also explore strategies for managing unprofitable products, such as re-pricing, reducing costs, and communicating value to customers when raising prices. They highlight how differentiation and branding help small businesses avoid competing on price alone.

Debt strategy is another key theme. Jamie stresses that debt can be an effective tool when used wisely for investments and expansion, but warns against using it as a crutch to cover poor financial management. She compares debt to a snowball that can roll out of control if entrepreneurs aren’t intentional about their borrowing.

“Revenue is vanity, profit is sanity. Don’t confuse the two.” – Jamie Trull

Jamie also previews her upcoming book, Hidden Profit, releasing in October 2025, which offers actionable financial strategies for businesses scaling from $50,000 to $500,000 in revenue.

Pre-order bonuses include a digital study guide and a virtual planning event in November, available at jamietrull.com/hiddenprofit.

This episode is a must-listen for aspiring and existing micro-business owners who want to improve profitability, strengthen financial foundations, and make smarter decisions about growth and debt.

Jamie Trull is a CPA, financial literacy coach, and profit strategist who left a successful corporate finance career at Coca-Cola to help women-owned businesses take control of their money. Through online courses, group coaching, and now her new book Hidden Profit, Jamie empowers small business owners with the tools and confidence to improve profitability and achieve financial freedom.

Unlocking Hidden Profits – FAQ:

Question: What are the profit levers for small businesses?
Answer: Profit levers are simple adjustments, such as price increases, average transaction value, or volume, that directly impact profitability without requiring major business overhauls.

Question: Why isn’t revenue alone a sign of success for a small business?
Answer: Revenue shows how much money is coming in, but without healthy profit margins and expense management, even high-revenue businesses can struggle financially or even fail.

Question: How should small businesses use debt strategically?
Answer: Debt should only be used for growth investments or accessing better terms, not to cover cash flow gaps or failing business models.

Question: What is Jamie Trull’s book Hidden Profit about?
Answer: Hidden Profit provides actionable financial strategies for small businesses scaling from $50,000 to $500,000 in revenue, helping them improve margins and long-term sustainability.