VICTORIA, British Columbia - eTradeWire -- Revenue is often a vanity number. A business doing $500,000 a year isn't necessarily healthier than one doing $250,000. If the owner is exhausted, underpaying herself and there's little profit left at the end of the year, the bigger revenue number isn't telling us much about the success of the business.

The issue sits at the centre of Profitable on Purpose, a one-day working conference taking place October 23, 2026 at Esquimalt Gorge Park Pavilion in Greater Victoria.

The conference brings established women business owners together to work on decisions behind a more profitable business, including pricing, financial strategy and priorities.

Revenue tells you how much money came into the business. It doesn't tell you how much the owner kept, whether pricing works, whether margins support growth, or whether increasing sales is creating a stronger business.

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Increasing sales is often presented as the answer to business challenges. But if pricing is wrong, margins are thin, expenses rise alongside sales, or every new customer requires more of the owner's time, increasing revenue magnifies the underlying problem.

"A lot of business advice starts with, 'How do we make more money?' I think there's an important question before that: 'What is happening to the money you're already making?'"

For established business owners, the challenge is often less about proving someone will buy and more about determining which products, services, clients and activities deserve continued investment.

"Profit gives you choices," Ivey said. "It gives you room to hire, invest, withstand a difficult quarter, pay yourself properly or decide you don't need to keep chasing growth for the sake of saying the business got bigger."

Profitable on Purpose is structured as a working day. Attendees will work through business decisions during the sessions and leave with a 90-day plan.

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EVENT DETAILS

Friday, October 23, 2026
9:30 AM to 5:00 PM
Esquimalt Gorge Park Pavilion, Greater Victoria, BC
Capacity: 100

Registration: https://www.viwconnect.com/event-details/profitable-on-purpose-connect-conference

ABOUT PROFITABLE ON PURPOSE

Profitable on Purpose is a one-day working conference for established women business owners focused on profitability, pricing, financial management and strategic priorities.

ABOUT PAM IVEY

Pam Ivey is a business strategist, entrepreneur and Executive Producer of Profitable on Purpose. Based in Ladysmith, BC, she brings more than 40 years of business experience, including more than 30 years as a business owner. She holds certifications in Business Strategy from Harvard Business School Online and Small Business Management.