Imagine having a crystal clear understanding of your personal and business finances so there’s no longer confusion on how many clients to take, how to price, managing expenses and cash flow, and more...  so that you may operate from a place of understanding and clarity versus stressing over the unknown.  Imagine feeling confident charging what you are worth and living the life you've imagined for yourself.  


The Profit Center Course has been expanded and is now available ONLINE!!  Liana Hall has been teaching and coaching creative entrepreneurs for 15+ years and is passionate about helping others create strong visionary and financial foundations.

Profit Center is a six-week course designed to help creative entrepreneurs, makers, and innovators build a strong financial foundation for their business.  Think of it as a mini-MBA but without the expensive and extremely mind-numbing classes! 

If you are someone who is brilliant at what you do, but does not have an extensive business finance background, this is the course for you!  We understand the struggle between working in-the-trenches of a creative small business and being able to take that birds-eye view to see the bigger picture for your business.  We have been operating our own creative businesses for 20+ years so we know what goes into really understanding your business finances and the difference it makes when you pay attention to your "numbers." 

Ready to see your business transformed?  Join us for the February 24th, 2020 cohort, put in the work, and your business and life will never be the same again!   

What's Included in the Profit Center Course...

Mechanics + Mindset

We'll unpack not just the mechanics of small business accounting and finance in a way that's easy to understand, but also walk you through mindset exercises each week so that you are taking positive steps daily towards maximizing your profits! 

6 Weeks to Transformation

Imagine how your life and business could transform if you took a little time each week, for the next 6 weeks, to work towards creating a SOLID and STRONG financial foundation for your business.

Community + Support

Accountability, community, and support can make the difference between getting stuck and being highly successful in becoming the best CEO and CFO possible for your business.  You will have access to our private and exclusive Facebook group for this very reason! 

Weekly Q&A Sessions

Have questions, need answers?  You will have access to weekly Q&A sessions with Liana over the 6 week period.  Can't make it live?  The recordings will be available to watch later. 

Week 0 : Start with Community 

We know you are excited to get started RIGHT AWAY:

  • Receive your first lesson and assignment to start working on while you're waiting for class to begin! 
  • A week or so before class starts, we open up the private and exclusive Facebook group of people JUST from this cohort so you can get to know each other and your businesses from the start!

Week 1 : Strategy, Goals, + Success

  • Understand Strategy and the rolls Tracking, Planning, and Pricing play in the success of your business.
  • Have clearly defined goals that you’ve transformed into something that’s easy to take action on.
  • Define your own success and understand what shifts need to happen to be able to operate from a place of financial stability and abundance.
  • Review THE history of Money and YOUR history with Money to start shifting your money mindset.

Week 2 : Expenses + The Number Cruncher

  • Understand the functions of expenses and the three different types of expense in business.
  • Understand how much of a salary you should be taking from your business to be able to cover all of your personal expenses, savings, and investing. 
  • Take the guesswork out of budgeting for business expenses.
  • Create detailed marketing and asset budgets
  • Work through the first few pages of the Number Cruncher Tool (Included in this course - $69/value!)
  • Tips for dumping debt and clutter that could be holding you back on your journey to success. 

Week 3 : The Number Cruncher Continued + Sales Goals

  • Create a budget for your business overhead that integrates all of the previous steps you took in the Number Cruncher.
  • Understand what your break-even point is - you will know exactly how much money you need to bring in in TOTAL SALES REVENUE in order to pay yourself a salary and cover your expenses. 
  • Have solid sales goals - know exactly how much you need to make in sales each month, and what to do if those numbers vary.
  •  Work on product-/service-line projections 
  • Explore different ways of looking at money to shift your mindset

Week 4 :  All about Cost of Sales + Analysis 

  • Run a cost of sales analysis on all of your products and/or services.
  • Learn exactly how much you make from every dollar and how to keep more of your hard-earned cash.
  • Understand industry benchmarks and the basics of a Profit and Loss Statement
  • Get comfortable with wealth and transform your money mindset so that you won’t get in your own way when it comes to receiving and handling larger amounts of money than what you are used to

Week 5 : Pricing + Packages 

  • Learn the three different ways to price and determine the best method for you and your business.
  • Determine your mark-up factor and practice the mechanics behind cost based pricing.
  • Understand the nuances and psychology behind pricing and how to ensure you are pricing for profit. 
  • How to design packages that are appealing to your clients, and the psychology behind coupons, discounts, bundles, etc. 
  • Have the continued support, guidance, and insights from people who are going through the same thing, or who have gone before you — so you’re not stuck in a silo when it comes to making business decisions!.

Week 6 : Financial Habits + Systems for Continued Success

  • Best practices for working with a bookkeeper and accountant 
  • Set up your bank accounts and financial tracking so that you always have a clear picture of what funds are available to use for what. 
  • Practice telling your money what to do so you are empowered over the ups and downs of the rollercoaster that is cash flow.
  • How to setup and conduct monthly, quarterly, and annual reviews.  
  • Learn the science behind creating good habits and how to gradually shift to working less yet being more productive during the time you are working.

"Liana's ability to help creative entrepreneurs understand their true bottom line is unmatched. She has a solid understanding of business and is able to communicate that information effectively. Her courses aren't for the timid, but it will whip your profitability into shape in a short amount of time. It's amazing that so many of us think we're being profitable when we're not aware of all the numbers. Her teaching style is personable and warm - I'd highly recommend her seminars and courses on business. "

Kevin Swan
Sagamore Institute, Entrepreneur

Bonus : Business Housekeeping 101 Workshop

This bonus workshop covers a lot of the necessary but not-so-glamourous "housekeeping" items that all small business owners need to address:

  •  Learn about the lifecycle of a business,
  • who to hire when it comes to legal and financial assistance in business,
  • the importance of contracts + insurance,
  • what taxes you will need to pay when and how to get setup for submitting them,
  • file management, backup plans, and more.  

Bonus : Abundance in Health for Entrepreneurs Workshop 

It's difficult to run a successful business when your personal and home health are not ideal.  In this bonus session, Liana shares some of the habits that have helped her personally on her own health journey under the observation and guidance of a Harvard MD naturopath, traditional MDs, sports therapist, decluttering expert, postpartum therapist, and her fitness health and mindset coach.  Maybe a few of these things could help you too!  When you have abundant health, abundant wealth comes easier!

For the February 2020 Cohort

Ready to get started on creating a solid financial foundation for your business, making more money, and keeping more of your hard-earned cash?

Join the February 2020 cohort to start the new year (and new DECADE!) off right! Classes begin February 24, 2020 but you will have access to get started immediately with the pre-work and first few lessons!

Frequently Asked Questions

ABSOLUTELY!  The information taught is something ALL small business owners will benefit from understanding, mastering, and applying to their own life and business. 

We’ve personally been in business in creative fields for the past 20+ years… so we know how many people NEED this information in our respective industries. This is why we focus on helping those businesses but honestly ALL can WILL benefit if the information is applied and action taken.  

However, the information taught it not just "what works for us" but also the same principals taught at Harvard Business and most accredited colleges in the USA and abroad.  

We get it.  This is what we fondly call the “not fun stuff about running a business” and we agree it gets a bad rap.  BUT we can’t tell you how many creatives have been transformed by learning to LOVE this stuff!  

Liana has been teaching managerial accounting and finance to creative entrepreneurs for 15+ years now — she learned quickly that boring stogy technical stuff doesn’t fly and how to make this stuff a little more digestible for you.  Taking the full six weeks to go through the course versus doing it all in a day or two will REALLY help you embrace the “not fun stuff” and really learn to LOVE crunching numbers.  We promise not to make it as boring as business school! 

We purposely set up the course to only take 1-3 hours of your time each week — so we hope you will follow along through the progression and do the homework which is designed to help you apply the information to your own life and business.  

We understand things get busy though, which is why you will have lifetime access to the lessons should you need to pickup where you left off, or revisit lessons a year later! 


A CEO is a Chief Executive Officer - the highest-ranking person in a company or other institution, ultimately responsible for making managerial decisions.  In small businesses, this roll is typically held by the founder and owner of the business. 

A CFO is a Chief Financial Officer - a senior executive with responsibility for the financial affairs of a corporation or other institution.  In small business, the owner and founder typically ALSO holds this title unless they are big enough to hire it out or have a business partner that can take on this roll.  


Liana has a Bachelors of Science in Entrepreneurship Small Business Management and a Bachelor of Science in Marketing.  

Liana also has a Certification in Commercial Photography Technology and will be attending Duke Integrative Medical in 2020 to complete her Integrative Health Coach Certification. 

Liana is celebrating TWENTY years in business this year as a professional photographer.  She has done everything from fashion, events, commercial, portrait, and photojournalism work but has been a destination wedding photographer for most of her career.  Liana is now photographing a larger variety of jobs, primarily from previous clients and their referrals, so she can stay home more.

Mike has been in the makers-industry since 2010 - starting with letterpress and soon thereafter leatherwork.  Maycomb Mercantile was founded in 2012.  His best-selling Scout Classic Leather Tote makes up about 70% of sales every year.  Custom gifts and promotional items for businesses make up a large portion of the remaining sales annually.

Liana helps Mike with the leather business just as he has helped Liana as a photographer and cinematographer in her business over the years.  They also teach various slow living courses - their parent company website is

Liana and Mike bring experience from a broad sampling of domains and industries: 

  • Photography and Cinematography
  • Letterpress & Leather Work
  • Hospitality, event, and wedding industries
  • Cottage Food License and Food Establishment Businesses
  • Multi Level Marketing
  • Slow Living, Integrative Health, Kitchen Gardens
  • Coaching, teaching, speaking, course creation
  • Woodwork, CNC, Laser, and 3D printing
  • Graphic design, web design
  • IT Analyst 
  • Accounting Industry
  • Banking Industry 
  • Marketing and Communications 
  • Blogging

That's 100% up to you!  

If you need help with a specific budget, pricing strategy, analysis - it may be helpful to share some of your numbers. 

If you are not comfortable sharing, there's no need to!  

The Number Cruncher Tool is included in this course and you will need one of the following programs to use it:  Microsoft Excel,  Numbers by Apple, or Open Office Calc Spreadsheets App (free) for anyone who does not have either of the first two.  

You will eventually wish to start using accounting software such as QuickBooks Online or an alternative, if you are not already, but that is not necessary to complete this course.  

Yes, absolutely!  We encourage you to go through the material together so that you are on the same page with your business finances.  

You will however only get one login to the program and must be working on the same business together.  When you register, please send us an email with details on your business, the rolls each of you play, and contact information including emails for both of you.  Then you will both be able to join the Facebook group too.

If you'd like for more than one partner to participate, we have discounted seats available so that you may have additional logins -  simply email us for information.   

Yes!  If you've completed this course, and would highly recommended it to others -- shoot us an email to get set up as an affiliate.  You'll make money from every person you refer who signs up!  It's that easy! 


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