How to Price Your Care Services With Confidence and Shift Into a CEO Mindset Artwork

Care to CEO

The only podcast built for underdog entrepreneurs, everyday people, and caregivers who want to build their own care-based business (Group Homes, Home Care, Foster Care, Behavioral Health Housing, Veteran Housing, etc.) without a trust fund or a fancy degree.

This show is hosted by Crystal Smith, a former CNA turned CEO & City Councilwoman, who shares the real, unfiltered, from-the-trenches playbook, helping you focus on the transformation journey from being an overworked and underpaid worker to becoming CEO and business owner — just like Crystal did — with tactical steps, mindset shifts, mentorship, and hard truths.

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Care to CEO

How to Price Your Care Services With Confidence and Shift Into a CEO Mindset

October 17, 2025 • TopHealth Media • Season 1 • Episode 10

Welcome to the 10th episode of Care to CEO! This is the show where caregivers learn to step confidently into entrepreneurship and turn their passion for helping others into thriving, profitable businesses. In this milestone episode, care business expert Crystal Smith gives an honest deep dive into one of the trickiest (and most crucial) parts of running a business: pricing.

So many caregivers struggle with putting a dollar value on the work that comes so naturally to them. Crystal shares her journey from undercharging out of guilt to claiming her worth and building an impactful, sustainable care agency. Crystal has an open conversation about overcoming the mindset blocks around money, shifting from a caregiver to a CEO perspective, and the nuts and bolts of setting rates with confidence, whether you’re working with Medicaid, private pay, or contracts.

You’ll hear real stories about setting boundaries, honoring the value of your services, and why you simply can’t build an empire if you’re afraid to invoice. Crystal offers tips for new agency owners on researching their market, factoring in those easily-forgotten expenses, and how to powerfully communicate their worth: no guilt, no apology.

If you’ve ever wondered how to price your care services, battle with imposter syndrome, or just need a boost to stand firm in your value, this episode is your permission slip to finally charge what you’re worth and build the business you deserve. Tune in to get inspired, empowered, and equipped for your next bold step as a Care to CEO!

Timestamps:

00:00 Caregiving to CEO Mindset Transition

06:09 Pricing and Value in Social Services

08:54 Transforming Confidence Through Care

12:43 "Strictly 24-Hour Care Model"

16:16 "Benefits of 24/7 Care Model"

17:16 Bold Goals Beat Fearful Limits

20:33 Changing Views on Property Leasing

24:05 "Owning and Showing Your Value"

29:33 "Proven Success Through Foundations"

33:00 "Building Value Through Networking"

34:33 "Knowing Your Worth, Women"