That said, the unpredictability of it all is very, very real and no two days are the same. One moment, you're crafting the perfect pitch for a client’s story, and the next, you're running around a random city chasing down a last-minute opportunity, juggling calls, and praying your hotspot doesn’t drop out mid-Zoom – all before 10am.

Me and Ash have been running MODA PR for coming up to five years now, and this month being Small Business Month, it seemed like the perfect time to share a number of valuable lessons we’ve learned – the hard way!

Undercharging is a NO GO

I’m starting with undercharging because let's face it; we've all done it. When you first start your business, all you want to do is get going, build momentum, and showcase your long list of clients. And that means taking any client, and in most cases completely undercharging just to get them to sign on the dotted line.

Over time, one of two things can happen – the account grows and the client grows with it, and that's great.

The other, and most likely – you and your staff become burned out, the budget doesn't increase but your scope does, and before you know it you’re at full blown resentment.

In my experience, the latter is more likely.

Lesson: Price your services for value, not just to win business.

Not every client is the right client

When we first started out, we said yes to every client who showed up. Big brand? Yes. Big budget? Yes. No budget? Still yes. We thought revenue was the goal, and in the short term, maybe it was. But long term? It was a fast track to burnout, frustration, and work we weren’t proud of.

The truth is, not every client is the right client. We learned that the hard way.

When values don’t align, expectations are mismatched, or budgets don’t reflect the scope, everyone loses. You’re constantly defending your worth, over-explaining your process, or patching up a relationship that never should have started in the first place.

The Lesson: Learn to say no. Protect your and your team’s energy. Prioritise aligned partnerships over quick wins. It’s not just about making money, it’s about making it sustainably, with clients who respect what you do.

Contracts matter more than you think

In the early days, our contracts weren’t as thorough as they are now. The scope of works was vague and tasks often reactive. A quick call, a follow-up email, and off we went. We assumed good intentions would carry the project through.

Spoiler alert: They didn’t.

What followed were late payments, unclear boundaries, and classic scope creep, where a “quick extra” turned into hours of unpaid work. We’d over-service, they’d underpay, and no one had the paperwork to fall back on.

We learned this, again, the hard way. Contracts are non-negotiable, not just legal protection. They’re a blueprint for a healthy working relationship.

The lesson: Every project, no matter how small or familiar, needs a contract. Be crystal clear about what’s included, what’s not, timelines, feedback loops, and payment terms. It saves awkward conversations later and keeps everyone accountable. No work starts until a contract is signed.

Cash flow is king

We used to think profit was the holy grail. But we quickly learned that you can have a profitable business on paper and still be in deep trouble if the cash isn’t there when you need it.

Cash flow is what keeps the lights on, the team paid, and the stress levels in check. And when it’s mismanaged or unpredictable, it creates a constant state of anxiety. You’re chasing invoices, delaying payments, and praying the next client signed on the dotted line fast enough to keep you afloat.

We’ve been there and it's really not fun.

The Lesson: Get obsessive about cash flow. Forecast it, track it, and prioritise it. Ensure clients pay on time. Build buffers. Profit is important, but cash flow is survival. We’ve now implemented a “Tools Down Policy” in the event that an invoice isn't paid, all work stops and the client is on pause.

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