Strategy and the Virtual Controller
Penny Breslin & Damien Greathead
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Your hosts Penny Breslin and Damien Greathead have more than 30 years of combined experience in the accounting industry. This podcast is to share their experiences of working in, and consulting to accounting and bookkeeping firms of all sizes, helping them grow.
Nothing discussed will be rocket science, instead they'll be discussing 'how' firms have successfully, and not so successfully, pursued growth. Penny and Damien will be sharing their insights on how firms can be successful by focusing on their people (clients included), their technology, and their processes and systems.
Ultimately how successful an accounting business will be depends largely on how the owners manage change, which alongside taxes appears to be the only constant.
We do want to acknowledge David Maister's great read Strategy and the Fat Smoker: Doing what's obvious but not easy as the inspiration for our title. Buy it on Amazon - https://amzn.to/3dhcUFC
Subscribe today for an upbeat and practical conversation about what's working and what's not in accounting businesses around the world.
Available episodes
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Oldest first
4 days ago
How to Build a Business with Intention ft. Dawn W. Brolin, CPA, CFE and More! Live at QuickBooks Connect in Las Vegas
How are today's accounting firms harnessing technology and AI to enhance efficiency and streamline operations? What are the cutting-edge trends in cloud-based accounting, and how can these strategies be effectively implemented in your firm?
Welcome back to Strategy and the Virtual Controller! Penny Breslin and Damien Greathead dive into cloud accounting, firm management, workflows, and the intentional building of businesses. In this episode, recorded live at QuickBooks Connect in Las Vegas, they’re joined by Dawn W. Brolin, CPA, CFE, and they are later joined by Sharmila Raj Kumar and Nirmala Lakshminarayanan from MoneyPenny, LLC in Chennai.
With Dawn, they discuss the importance of adaptability and setting clear goals for business growth. Dawn shares her experiences with the challenges of running a successful accounting firm, from
payment models to dealing with client expectations, and the nuances of providing actionable, honest advice.
They also discuss the broader picture of the accounting industry, highlighting key trends such as AI integration, cybersecurity, and the shift towards more personalized client services. Sharmila and Nirmala discuss their experience at the conference, particularly their insights on managing client communication, workflow optimization, and embracing technological advancements.
Dawn Brolin, CPA and CFE, is the CEO of Powerful Accounting, LLC, focusing on accounting, tax, fraud services, and QuickBooks consulting. An author, motivational speaker, and trainer, she has worked with entities like Intuit and MSNBC. Recognized consistently among the "Top 25 Most Powerful Women in Accounting," Dawn has also been named a “Top 10 Managing Partner Elite” and a “Top 40 Under 40.” Her dynamic approach has led to media appearances and speaking roles at key conferences.
[00:00 - 06:41] From Bookkeeping to Business Growth with Dawn of Powerful Accounting, LLC
* Dawn shares her journey from starting as a bookkeeper to becoming a CPA and moving into tax advisory and consultancy work. She shares some challenges and growth in her career.
* Business growth is a personal journey. Running an accounting firm requires ongoing adjustment and self-reflection.
* We discuss how Dawn handles the challenges of implementing a subscription business model, managing scope creep, and client expectations.
* It’s important to value your expertise and not feel guilty to charge for your knowledge.
[06:41 - 17:40] Navigating Scope Creep, Liability, Audits, and Effective Client Management
* The challenges of scope creep in accounting, and how to cover areas such as liability and unforeseen events like IRS audits.
* It's important to set clear expectations around E&O insurance coverage, especially when advising on forecasting, budgeting, and insurance policies.
* Dawn elaborates on pricing strategies for complex accounting situations like IRS audits, and how to determine when services are out of the typical scope.
* Proactive client communication in financial decision-making is key! Especially in situations like capital purchases or business investments.
* We discuss implementing a subscription-based pricing model tailored to individual client needs, including consultation time.
* Asses the kind of lifestyle you want from your business: Do you want 100 low-scope and low-paying clients, or 20 high-scope and higher-paying clients?
[17:41 - 28:41] Reflections from QuickBooks Connect Las Vegas
* We welcome Sharmila Raj Kumar and Nirmala Lakshminarayanan from MoneyPenny, LLC who are managing the Chennai operation.
* They share their experience at Quickbooks Connect 2023 and their highlights and learnings.
* Sharmila shares her learnings
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Nov 14, 2023
CAS, what does it take? With Jan Haugo
Are you having trouble navigating the complexities of integrating Client Accounting Services (CAS) into your accounting practice?
In this episode, Damien and Penny have on Jan Haugo to dive deep into the journey of adopting CAS. They explore how this isn't just about embracing new technology but fundamentally evolving your business model to align with the dynamic demands of CAS. From the significance of starting with robust bookkeeping practices to managing client expectations and adapting to real-time needs, this episode is packed with invaluable advice for firms ready to blend traditional knowledge with modern practices.
They discuss the broad scope of CAS, the critical role of bookkeeping as a foundation for successful implementation, and the challenges in aligning partners' visions within a firm. They also dive into the nuances of client management, the necessity of consistency in bookkeeping, and the importance of strategic client selection and verticalization. Tune in for an episode that demystifies the journey toward integrating CAS to revolutionize your accounting practice!
[00:00 - 10:48] The Challenges of Implementing CAS in Traditional Accounting Firms
* Jan is introduced and shares her insights and passion for technology and her interest in new startups.
* Jan describes her journey from traditional accounting to going virtual in 2010, her involvement with the Institute of Certified Bookkeepers, and her current roles, including COO and head of bookkeeping.
* We discuss CAS in accounting and the challenges faced by firms in integrating it.
* Traditional firms struggle to adapt CAS into their existing models and the misconception of it being a 'plug and play' addition.
* The discussion highlights the difference between skills needed for tax returns and bookkeeping and the importance of having staff with the right skill set for CAS.
* Converting clients to regular CAS clients is difficult due to a lack of preparation and mindset change needed in firms.
* We discuss the complexity of offering a mix of CAS, traditional, advisory, and other services by the same team, leading to performance and scalability issues.
[10:49 - 27:30] Successful CAS Starts With Bookkeeping
* Jan used ChatGPT to analyze the QuickBooks Connect agenda and identify sessions related to CAS and AI, highlighting the utility of AI in categorizing and defining complex topics.
* Firms face difficulties in clearly defining CAS. This can lead to challenges in implementation and integration.
* Successful CAS implementations often start with bookkeeping
* Effective CAS requires control over data flow and cooperation from clients, which is not always straightforward.
* Firms sometimes need to let go of clients who don’t comply with the necessary changes for effective CAS implementation.
[27:31 - 32:25] Navigating Change and Client Relationships in Transitioning
* We discuss how to navigate client relationships, especially when changes in banking or technology are involved.
* Find practical solutions like opening an operating account to maintain the client's existing banking relationships while facilitating the firm’s work.
* Uses easy-to-follow demos to convince clients to adapt to new systems.
* Get a good client success manager!
* Our discussion emphasizes the need for clear communication and setting expectations with clients regarding service changes and requirements.
[32:25 - 48:37] Going Virtual Takes a Lot of Work, But It’s Worth It
* Jan Haugo emphasizes the importance of consistency in bookkeeping and accounting services.
* Penny and Jan discuss the challenges of transitioning from a traditional accounting practice to a virtual...
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Oct 27, 2023
The Future of Accounting and Revolutionizing Tax Filing with AI
How is the rise of AI and advanced technology reshaping the landscape of accounting?
In this episode, Damien and Penny sit down with Jody Padar. Sharing her journey, Jody detailed her transition from joining her father's traditional firm to establishing her brand, "the Radical CPA", leveraging cutting-edge tech. She talks about April, an AI-powered tax software aiming to streamline the tax process by melding human expertise with AI's efficiency. While technology, especially AI, may seem intimidating, it stands as an aid rather than a threat. Professionals are encouraged to view AI as a tool for efficiency, much like how marketers have adapted to social media.
Tune into this episode to uncover the nuances of AI in accounting and grasp the transformative impact of technology on modern accounting practices.
[00:00 - 08:37] The Transitioning from Traditional to Cloud-based Accounting
* Accounting and bookkeeping professionals need to build practices with intention. This means taking a proactive approach to avoid common pitfalls and mistakes in the industry.
* Jodie shares her experience and early adaptation to technological shifts. Though initially seen as 'radical', her proactive embrace of cloud technology paved the way for her firm's success and influenced the broader accounting industry.
[08:38 - 19:56] How April is Revolutionizing the Landscape of Tax Filing
* Jody talks about how April represents the shift towards integrating AI in tax filing, making the process more efficient.
* April is primarily aimed at consumers but does so through a B2B2C model, highlighting the changing paradigms in software distribution.
* The use of AI allows GetApril to swiftly adapt to tax law changes, a vital aspect in the fast-paced tax environment.
* By automating mundane tasks, GetApril gives CPAs the chance to focus on providing more valuable advisory services to clients.
[19:57 - 29:29] How is AI will Impact the Traditional Roles and Responsibilities of CPAs
* AI should be seen as an enabler, assisting in making tasks more efficient, not as a replacement for human jobs.
* Technology expenses should be seen as operational necessities, aligning them with labor costs for more effective financial management.
* Embracing AI can address the existing shortage in the accounting industry, offering solutions to high work demands.
* Firms have a choice in how they want to evolve – they can grow extensively or intensively.
[29:30 - 40:52] How is AI will Impact the Traditional Roles and Responsibilities of CPAs
* How middle managers justify productivity and efficiency over billable hours
* Technology in accounting is not about reducing billable hours but increasing overall efficiency and client reach.
* Successful adaptation to technological advances requires a shift in mindset, not necessarily in age.
* Humanizing the tax preparation process by using relatable language can enhance client engagement.
* The value of a CPA is not just in tax prep but also in advisory roles that tech cannot replace.
* Closing up!
Connect with Jody Padar on LinkedIn
Visit: https://www.getapril.com
Read Jody’s Book! The Radical CPA
Visit: https://theradicalcpa.com
Tweetable Quotes
"One of the things that we're trying to do is help business owners,...
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Sep 25, 2023
Expert Cybersecurity Tips for Accountants
Phishing emails are common nowadays. How aware are you of these threats? Do you know the magnitude of what these hackers can do? This episode of the podcast Strategy in the Virtual Controller dives into the story of Andrew Lassise, IT for tax professionals & bookkeepers at Rush Tech / Tech 4 Accountants.
Andrew provides insight into common cyber threats such as phishing attempts and ransomware. He also shares a story about a man whose life savings were taken away right in front of him due to his lack of security measures. Through this conversation, we learn the importance of being aware of what is being clicked on and enabling two-factor authentication on all accounts. We also gained advice on developing workflow systems for verifying invoices with vendors over the phone; implementing strong cybersecurity protocols, training, and audit trails; and being cautious when dealing with online files that may contain malicious software. Finally, we discuss the importance of verifying wiring instructions and other details before sending payments to suppliers, as well as developing a cybersecurity awareness policy for employees to review annually.
[00:00 - 16:07] How Cybersecurity Threats Evolve Today
• Andrew's background story of how he ended up working in the accountant vertical
• Bad actors scrape information from social media to send phishing emails
• Phishing emails often ask for help with filing taxes or offer a zip file with returns
• If opened, malware is installed, which encrypts data and demands payment for its return
[16:08 - 25:06] Protect Yourself from Malware and Ransomware
• Cybersecurity threats have evolved over the last few years, becoming more targeted and calculated
• Examples of cyberattacks include bypassing two-factor authentication and wiring out life savings
• For those with a company portal, questions should be asked regarding their security measures
• A layered approach should be taken for protection against malware and ransomware
[25:07 - 47:57] Cybersecurity Training: The Key to Avoiding Fraudulent Wire Instructions
• Always call to confirm the wire instructions
• Look out for changes in the volume of purchases, payment details, and sudden increases in payments
• Be aware of apps that require personal information and be cautious when engaging with things on social media
• Hackers don't always manually try to gain access but can use information from breaches or social media posts
[47:58 - 50:03] Closing Segment
• Connet with Andrew and book a complimentary IT audit for your accounting firm
• Andrew's closing advice: develop cybersecurity awareness policies and training
Tweetable Quotes
“The front line of defense on everything is your people. So in that specific example of somebody that's working in AP, I think it's going to come down to something workflow related to have some sort of check-in balance because there isn't a communication in that exact scenario.” - Andrew Lassise
“Getting that awareness, I think, is really the best first step. And it's also doesn't cost anything.” – Andrew Lassise
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Thank you for listening. Please like and share this episode with a friend!
Websites: https://moneypennyllc.com/
LinkedIn: https://www.linkedin.com/in/damiengreathead/
Twitter:
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Sep 15, 2023
Reinventing the Traditional Accounting Firm
What are the new perspectives in technology in relation to the current financial landscape? In this episode of Strategy and the Virtual Controller, Damien and Penny discuss how accountants and financial planners are adapting to the current financial landscape in the midst of the pandemic. They share their experiences from a conference they attended focusing on staying healthy during this time, how to be an effective master of ceremonies at a panel discussion, and what services can work together for mutual benefit.
The conversation covers the importance of communication of technology to provide a high-quality service to clients as well as suggestions for success such as identifying the right clients, understanding what kind of business you want to build, paying referral fees, taking extra care with client prep work, and putting clients on extensions automatically.
Tune in as Damien and Penny as they bring new perspectives to work such as valuing healthy work-life balance and open communication with colleagues!
[00:00 - 00:27] Opening Segment
* Damien and Penny discuss AI, Accounting, Bookkeeping, and technology
* How different people handle being a master of ceremonies at a panel discussion
[00:28 - 14:03] Reinventing the Traditional Accounting Firm
* Communication and technology are key in the accounting industry
* It is important to be on the same page with clients
* Recommendations from others can help identify potential mistakes
* User marketing to build relationships with potential competitors
[14:04 - 26:23] Working Together To Achieve The Same Value Set
* Centers of influence is a great way to do marketing without putting a lot of money into it
* Referral fees can be beneficial for both parties and should be discussed
* Response times, communication tools, and client expectations should be transparent
* The traditional business model of an accounting firm has changed for all the businesses we service
[26:24 - 30:48] Closing Segment
* Tune in as Damien and Penny share how a growing practice is marketing about being clear on what it is you do, who you serve, and what’s your value proposition!
Tweetable Quotes
“I'm not the sharpest knife in the draw and I'm not a whiz-bang CPA, with all those degrees behind me, but I look at what it takes to be connected with a client.” - Penny Breslin
“Take some time to work out what it is you want. Go back to chapter one of the book, it's not just the numbers to say, “What sort of a business do you want to build?".” – Damien Greathead
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Thank you for listening, Please like and share this episode with a friend!
Websites: https://moneypennyllc.com/
LinkedIn: https://www.linkedin.com/in/damiengreathead/
Twitter: @Damien_GH
LinkedIn: https://www.linkedin.com/in/penny-breslin-0228b81/
Twitter: @pennyb57
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Aug 18, 2023
How to Implement an Effective Training Program
Why is it important to be trained when working with AI-driven solutions? In this episode of Strategy and the Virtual Controller, Damien and Penny discuss their recent getaways and how they managed to get back to work after taking a break. They talk about the importance of training when working with AI-driven solutions. They highlight why training is essential in the accounting industry, from understanding different applications to better understanding customers.
The conversation covers ways to provide ongoing training, such as dedicating time every week, assigning trainers based on their experience, and having team members share what they learned.
Tune in as Damien and Penny as they explore how to successfully use technology while staying trained and informed about the latest developments in the accounting industry!
[00:00 - 05:16] Opening Segment
* Damien and Penny share their experiences after returning from holiday
* They discuss the importance of understanding the impact of AI on bookkeeping
[05:17 - 10:24] How to Implement an Effective Training Program
* The need for skilled workers to understand the end-to-end process of data flow
* Quality of information is paramount for accurate bookkeeping
* Training in accounting processes is just as important, if not more difficult, than helping technicians understand the bookkeeping process better
* Internal knowledge of the client is key to assisting the bottom line and helping organize their expenses
[10:25 - 27:27] Unlocking The Benefits Of AI And Technology
* Dedicated training sessions and communication channels should be set up to ensure everyone is on the same page
* AI is built in many ways and can save an enormous amount of time
* Fostering a culture of sharing and constant learning helps get more out of technology
* Client intricacy is critical to understanding the goal of the process
[27:28 - 36:55] Closing Segment
* Tune in as Damien and Penny share how networking with others at conferences can lead to comradery and sharing of knowledge!
Tweetable Quotes
“I can't believe the speed of information changing not information change. The information is always there, the information is always the same, but our ways of accessing it, utilizing it and generating information out of it is changing drastically and it's changing daily.” - Penny Breslin
“It's really important that you foster that particular type of culture within your firm. And then that constant never-ending improvement and constant learning starts to flow. And most importantly, you start to get more and more out of the technology that you're paying a lot of money for.” – Damien Greathead
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Thank you for listening, please like and share this episode with a friend!
Websites: https://moneypennyllc.com/
LinkedIn: https://www.linkedin.com/in/damiengreathead/
Twitter: @Damien_GH
LinkedIn: https://www.linkedin.com/in/penny-breslin-0228b81/
Twitter:
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Jul 28, 2023
Carving Out Time To Achieve Anticipated Results
Why do you need to keep tasks easy to understand? In this episode of Strategy and the Virtual Controller, Damien, and Penny tackle the importance of taking a step back before implementing any technology or workflow changes. They discuss how to set up an anticipatory set that will help employees work more efficiently and effectively, reduce misunderstandings, and minimize write-offs due to incorrect processes.
The conversation covers how COVID has impacted internships and new workers coming out of college who may lack experience in executing tasks.
Tune in as Damien and Penny as they stress the need to make sure that tasks are easy to understand and complete in order to ensure successful outcomes!
[00:00 - 01:20] Opening Segment
* Damien and Penny discuss accounting, client accounting services, virtual accounting, and virtual controller services
* Helping practitioners build intentional businesses and avoid mistakes
[01:21 - 13:50] Avoid Tax Write-Offs Through Anticipatory Set
* They share their advice on taking a step back and making sure there’s a mutual understanding of objectives and outcomes before rushing to a solution
* Anticipatory set:
* Define title
* Define objectives
* Define what learners should learn
[13:51 - 36:33] Carving Out Time To Achieve Anticipated Results
* Remote workers and new employees may not have experience of internships due to COVID
* The anticipatory set is the objective, which includes the tasks, the trial balance, and the objectives of the trial balance
* Objectives is what we should achieve, whereas anticipatory set is the result that we anticipate to happen
* It’s important to consider what client the client see on their side of the app, as it may be different than what you see
[36:34 - 40:10] Closing Segment
* Tune in as Damien and Penny share why you need to make sure that tasks are easy to understand and complete in order to ensure successful outcomes!
Tweetable Quotes
“I did not define both ends of it and you would think, well, why should I? Well, because she's a valuable employee and I don't need to constantly berate her because of my lack of communication.” - Penny Breslin
“The client's coming to you because of your accounting and tax expertise. And so a great way in which you can demonstrate your accounting and tax expertise is just to get them better organized and tell them how you want them to submit information.” – Damien Greathead
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Thank you for listening, please like and share this episode with a friend!
Websites: https://moneypennyllc.com/
LinkedIn: https://www.linkedin.com/in/damiengreathead/
Twitter: @Damien_GH
LinkedIn: https://www.linkedin.com/in/penny-breslin-0228b81/
Twitter: @pennyb57
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Jul 14, 2023
“Scaling New Heights” With AI Technology
In this episode, Damien and Penny discuss the importance of leveraging AI to build more intentional businesses, allowing accountants to focus on building relationships and providing value-added services.
The conversation covers topics such as managing data, automating processes, making predictions based on prior history, the need for standardized business models in Australia, and more.
Tune in as Damien and Penny as they discuss the different ways that AI can be used as deductive, predictive, or generative!
[00:01 - 03:23] Opening Segment
* Damien and Penny discuss helping accountants and bookkeepers build more intentional businesses
* Their program focuses on tips and tricks for apps as well as defining CAS (Client Accounting Services)
[03:24 - 17:09] Leveraging Technology To Build Intentional Businesses
* Accountants need to differentiate themselves by talking about the outcomes their CAS services will deliver
* AI, ChatGPT, Barta, and RPA were discussed as ways to personalize relationships with clients
* Accounting firms need to decide which clients they want to provide value-added services to
* Promoting the idea of standardized banking to standardize bank feeds and experience
[17:10 - 25:31] Scaling New Heights With AI Technology
* AI can cut down time spent on administrative tasks by:
* AI has evolved from being deductive to predictive and generative
* AI can automate processes and generate personalized information
* AI can help firms build strategic relationships with their clients
* AI provides insights that need to be converted into actionable steps for the client
* Focus on clients that are willing to pay for the services and increase the value of the relationship
[25:32 - 36:41] Closing Segment
* Tune in as Damien and Penny share how accounting firms can utilize AI for their company!
Tweetable Quotes
“Don't look at AI as an enemy. Look at it as your friend who's going to allow you to say, “Okay, that part of the business runs on AI. This part of the business runs a relationship.” And I get to choose which one I want to do that with.” - Penny Breslin
“What does that mean to have a business coach and partial CFO? It's cashflow planning, it's forecasting, and budgeting, actually explaining to clients what it is that you do, what you just said in terms of helping them make better decisions. They're all outcomes and that's what you have to be talking about on your website.” – Damien Greathead
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Thank you for listening, please like and share this episode with a friend!
Websites: https://moneypennyllc.com/
LinkedIn: https://www.linkedin.com/in/damiengreathead/
Twitter: @Damien_GH
LinkedIn: https://www.linkedin.com/in/penny-breslin-0228b81/
Twitter: @pennyb57
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Jun 23, 2023
Streamline Your Workflow And Organize Chaos
In this episode, Damien and Penny explore how accounting firms and bookkeepers can use workflow, AI, and technology to build their business with intentionality, help their clients better understand their business, and deliver value to them, as well as create a great workplace for their team.
The conversation focuses on the benefits of workflow, such as workflows, such as better visibility, accountability, and organization.
Tune in as Damien and Penny as they advise listeners on what questions to ask when reviewing workflow applications and suggestions on setting up the workflow!
[00:01 - 01:36] Opening Segment
* Damien and Penny discuss workflow, AI, and technology
* AI is becoming more useful from a marketing and productivity standpoint
[01:37 - 13:49] How To Increase Efficiency And Accountability Through Workflow
* AI can help with client communication and workflow
* Push communication into Slack and Zoom chats
* What is workflow?
* Cloud-based services require proper cloud-based workflow for tracking
[13:50 - 28:21] Streamline Your Workflow And Organize Chaos
* Simple workflow tools can be used even by one-person firms to help manage tasks
* It is important for business owners to create space for themselves to think about their business and recharge
* Set reminders and use a triage mentality to prioritize tasks
* Take time out of the office or go offline to step away and think about your business
* Penny shares the key capabilities required for any workflow software you're investigating
* All of client communication linked to the client record in the WF
* Assigned allocation of resource let's one know who has the task
* Status tells one where the task is on time to completion, what is holding up the task, what is missing
* Due dates, recurrence and priority cuts down on the question that revolve around administrating the tasking
* History of prior Q/A is helpful with not repeating mistakes or repeating questions
[28:22 - 35:07] Closing Segment
* Damien and Penny advise listeners to review workflow applications to improve their business workflow!
Tweetable Quotes
“Life is too short. Nobody ever knows when they're going to be the one getting hit by a bus, so don't waste it.” - Penny Breslin
“If you need to take time out of the office or want to take time and go offline, will your team have everything that they need at their fingertips to keep the work moving.” – Damien Greathead
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Thank you for listening, please like and share this episode with a friend!
Websites: https://moneypennyllc.com/
LinkedIn: https://www.linkedin.com/in/damiengreathead/
Twitter: @Damien_GH
LinkedIn: https://www.linkedin.com/in/penny-breslin-0228b81/
Twitter: @pennyb57
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Jun 9, 2023
Enhancing Efficiency With AI Automation
In this episode, Damien and Penny explore the changing job environment due to the increasing use of AI in accounting and tax processes. They share their experiences with Carbon, an AI-powered workflow tool that some of their clients are using.
The conversation dives into the potential of AI to automate tasks in the accounting process, such as checklists, emails, and other administrative tasks that would allow accountants to spend more time on the work they were trained for.
Tune in as Damien and Penny as they discuss using AI in accounting and how it can save practitioners time and effort!
[00:01 - 04:57] Opening Segment
* Damien and Penny discuss how AI is being implemented in different apps to automate communications
* Carbon is one of the workflow tools being used with AI technology to write emails and summarize client communication into bullet points
[04:58 - 27:04] How Practitioners Are Leveraging AI To Automate Communication And Workflow
* How AI is being used to automate administrative functions and emails
* A seamless experience for clients
* It is easier for team leaders, less administrative time, and more detail is put in
* AI is taking a part of the job that doesn’t require much training, such as administrative tasks
[27:05 - 28:01] Enhancing Efficiency With AI Automation
* AI can help with communication and marketing
* AI has yet to separate itself based on sales receipts or review transactions
* Embracing the benefits of AI in communication and administrative tasks
* Accountants need to be trained to become KPOs (Knowledge Process Outsourcing)
[28:02 - 40:56] Closing Segment
* Damien and Penny explore how AI is being used in accounting and how it can save practitioners time and effort!
Tweetable Quotes
“Give me something more, give me something that a bot can't do. Show me that you didn't just click a button, that you actually considered what you were doing when you did it based on what you know about the client because that is what you're getting paid for.” - Penny Breslin
“ At the end of the day, there's going to be so much nuance in each and every client that yes, it might, maybe 60% of transactions, that's fine. But I think we've been doing that for a long time already. I don't see the same speed to market in that space as I do on say, the comms and the administrative capabilities of AI.” – Damien Greathead
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Thank you for listening, please like and share this episode with a friend!
Websites: https://moneypennyllc.com/
LinkedIn: https://www.linkedin.com/in/damiengreathead/
Twitter: @Damien_GH
LinkedIn: https://www.linkedin.com/in/penny-breslin-0228b81/
Twitter: @pennyb57
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May 25, 2023
Exploring The Frontier Of Artificial Intelligence
In this episode, Damien and Penny discuss the potential of Artificial Intelligence (AI) to revolutionize tax season. From simplifying bookkeeping processes to improving communication between businesses and their clients, they explore how AI is transforming the way accounting teams work and how it can help reduce time spent waiting for client responses.
The conversation today takes a look at how AI can be used to write marketing materials, job descriptions, and communications, as well as create autoresponder emails tailored to individual clients’ needs.
Tune in as Damien and Penny take an inside look at the potential of AI to make filing taxes easier and more efficient!
[00:01 - 05:14] Opening Segment
* Damien and Penny discuss the potential of Artificial Intelligence (AI) and Machine Learning (ML)
* AI and ML are being used to look for patterns in data, code, etc.
[05:15 - 17:29] Exploring The Frontier Of Artificial Intelligence
* AI integration is being tested to facilitate communication between clients and accounting firms
* This eliminates the need for the client to leave their native app and enter a new one
* Clients can respond in their own way, making them more comfortable and quicker to respond
* AI can be used to facilitate more seamless interaction with clients
[17:30 - 23:00] Leveraging AI To Streamline Bookkeeping Process And Improve Client Relationships
* Identify the correct person to speak to in a business
* AI can help write emails, marketing materials, job descriptions, etc.
* The iterative process of creating templates and using AI to improve them
[23:01 - 28:08] Closing Segment
* Damien and Penny take an inside look at the potential of AI to make filing taxes easier and more efficient!
Tweetable Quotes
“It doesn't matter to us which way it goes. We tell the AI to default to that for that client, and now the client owns it because they decided how they wanted to respond and when they wanted to respond. So, they now own that process.” - Penny Breslin
“Leveraging AI in this instance, what it means is that we still don’t know about these transactions. But then the process immediately starts into more familiar forms of communication back and forth with the client to speed that process up.” – Damien Greathead
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Thank you for listening, please like and share this episode with a friend!
Websites: https://moneypennyllc.com/
LinkedIn: https://www.linkedin.com/in/damiengreathead/
Twitter: @Damien_GH
LinkedIn: https://www.linkedin.com/in/penny-breslin-0228b81/
Twitter: @pennyb57
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Apr 21, 2023
Setting Clear Expectations with Clients
In this episode, Damien and Penny share their experiences working with accounting firms around the world and provide valuable insights on how to avoid dropped balls and miscommunications with clients. They emphasize the importance of intentionally building businesses in the accounting and bookkeeping industry.
The conversation today highlights setting clear expectations with clients and ensuring that both parties are aware of their responsibilities.
Tune in as Damien and Penny for an engaging and insightful conversation on the importance of building strong client relationships and not letting perfectionism get in the way of progress!
[00:01 - 06:27] Opening Segment
* Damien and Penny focus on client relationships and progress over perfection
* They emphasize clear communication and systemized follow-up to maintain strong client relationships
[06:28 - 14:14] Setting Clear Expectations With Clients
* The importance of setting clear expectations with clients - who's respon…
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Apr 13, 2023
Regularly Reviewing Your Tech Stack for Business Growth and Success
In this episode, Damien and Penny dive deep into the importance of organizational structure, service mix, and team building for accountants and bookkeepers who seek to build intentional businesses. They share their experience with new hires who bring fresh ideas and perspectives to the table, emphasizing the importance of surrounding oneself with competent individuals to grow a business.
The conversation today highlights the importance of delegating in growing a business and the focus on integrating different apps and software to provide comprehensive financial reporting and functionality.
Tune in as Damien and Penny to learn how to build intentional businesses as accountants and bookkeepers!
[00:01 - 01:32] Opening Segment
* Damien and Penny discuss their experiences with new hires, encouraging them to bring fresh ideas to the table
* The importance of thematic reporting and using data in different ways
[01:33 - 14:00] Creating Capacity for Technology Management and…
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Mar 30, 2023
Unlocking Valuable Relationships And Opportunities In The Accounting Industry
In this episode, Damien and Penny discuss the impact of tax season on their workload, with the bookkeeping team being busier than usual. They stress the importance of vetting potential clients before taking them on, including reviewing their website and understanding their specific needs. This helps them provide tailor-made services that meet each other client’s unique requirements.
Today's conversation highlights the benefits of cloud-based accounting software over desktop software for controlling data flow and improving timeliness. They share different perspectives on accounting practices and client relationships, one person talks about trying to convince a client to switch to cloud-based accounting while another discusses helping a coach with tax returns.
Tune in as Damien and Penny to learn valuable insights into running a successful accounting firm during tax season and beyond, making it a must-listen for all business owners looking for expert advice on building an intenti…
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Mar 28, 2023
Navigating The Challenges Of Outsourcing
In this episode, Damien and Penny discuss their recent travels and their experiences with outsourcing and hiring employees. They share their stories of exploring different cultures, meeting new people, and experiencing new things. They emphasize the importance of proper organization and onboarding processes when it comes to hiring employees or outsourcing work.
They discuss how clear communication, space for brainstorming ideas, and proper documentation of processes can avoid situations where clients send work that is not aligned with what was promised. They cover topics such as the importance of onboarding and training when hiring new employees and outsourcing work.
Tune in as Damien and Penny to learn more about outsourcing and hiring employees!
[00:01 - 01:07] Opening Segment
* The conversation is about outsourcing and hiring employees, emphasizing the importance of proper organization and preparation before bringing on new team members
* Their recent hiring experiences and…
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Mar 16, 2023
Growth And Transformation Through Technology and Coaching
In this episode, Damien and Penny discuss how accounting and bookkeeping firms have been impacted by the pandemic. They discuss Penny’s recent trip to Chennai and how people are shifting towards remote work, businesses have had to adjust to a high rate of turnover, and schools have been on Zoom for two years. They delve into gender inequality and unequal representation in the workforce, as well as the importance of allowing people to tell their own stories.
Tune in as Damien and Penny discuss the current state of accounting firms in the age of the pandemic!
[00:00 - 01:55] Opening Segment
* Penny recently traveled to Chennai and noticed some similarities between India and the US in terms of remote work preferences and difficulty finding employees
* Business owners in Chennai are having difficulty filling jobs due to a lack of education caused by the pandemic
[01:56 - 13:12] Growth And Transformation Through Technology and Coaching
* Investment in the office space, HR perso…
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Mar 8, 2023
Special Episode: Celebrate International Women's Day
We have a treat for you for our 51st episode. You may have heard Penny talk about her business partners Nirmala and Sharmila who run the accounting firm in Chennai, India. With Penny in Chennai, we figured it was a great opportunity to chat with them to learn about what inspired them to take the entrepreneurial leap and start their own accounting firm.
Two women starting their own firm may not be big news in some countries, but in India it's quite remarkable. Even more remarkable is that they've grown from two people to 45. And this all-female firm is set for their next phase of growth with their recently expanded office.
We hope you enjoy the episode as Sharmila and Nirmala share what drives them and how they build a culture of inclusion, constant and never ending learning, and a passion for technology that makes client relationships more and more seamless.
As we celebrate International Women's Day, we celebrate Sharmila, Nirmala and their team.
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Feb 28, 2023
Say (YES to saying) No to new clients**
We're trying to keep it positive here at Strategy & the Virtual Controller, and today we're discussing saying no to new clients at this time of the year. Of course there's new business to be won at this time of year, but are you set up to onboard clients and get the work done successfully?
If not, then just say no. Most firms will fall into this category. Saying yes, just puts unnecessary stress on the team, on the systems and on you (and likely your loves ones). So just say no. Your team will appreciate you all the more for it.
If saying no to new business is such a foreign concept, then go ahead and say yes, but yes with caveats**. We will take you on, but you're going on extension and we'll schedule your work for June. How does that sound?
It's a stressful time of year for you, your team and your clients. Don't put undue pressure on the team, and manage your clients expectations. Open and honest communication is what it's all about. With plenty of advanced notice your clients wil…
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Jan 21, 2023
Live in Las Vegas
Saturday Special! Today's episode comes to you 'live' from last year's QuickBooks Connect. We were lucky enough to get 8+ attendees in the room to discuss their thoughts not only on the return of QuickBooks Connect to live and in person, but also what's happening in their firm, common challenges and how they're tackling them. It was a great session of sharing and encouraging - hope you enjoy!
Don't forget to connect with us via LinkedIn and if you liked the episode, remember to rate us.
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Jan 19, 2023
It's time to say yes
Happy new year! Will it be new year new you? Or will it be same old same old. We're back with a new episode of Strategy and the Virtual Controller and today we're talking about saying no to things that don't align with your vision for your business. But instead of the negative, let's turn it into a positive and focus on what we're saying yes to. Yes to specific clients, yes to increasing prices, yes to new roles and responsibilities in your firm. So rather than same as last year, let's focus on what changing for the positive. Whatever you're saying yes to, know that you're not alone, many business owners have gone down a similar path - stay focused to your vision and chip away at each day and week, and you'll be surprised how much progress you'll make in 3, 6 & 12 months.
As usual, keep your questions coming - let us know how we can be helpful, and be sure to connect with us on LinkedIn and drop us a review on your favorite podcast platform.
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Dec 5, 2022
No need to wait until January
There's no need to wait until January to start specific tasks in the year-end process. It's the start of December, so why not start communicating with your clients about what's coming up. Whether it's W9s for the 1099 process or just helping your clients get better organized, we discuss tactics that will help firms get better prepared for a less stressful tax season.
If you'd like to pick our brains on software or workflow (including to share feedback), please connect with us on LinkedIn or Twitter. And remember to rate us, like us and share us, so we can spread the word.
Penny Breslin - LinkedIn | @PennyB57
Damien Greathead - LinkedIn | @Damien_GH
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Nov 28, 2022
Capturing the context in a remote world
In this episode we discuss how firms can better leverage technology to not only move tasks around the office, but also move knowledge around the firm. Regardless of where your team works - virtually, physically or likely a blend of both - you need to be able to capture all of the small conversations, the small tidbits that are critical to getting the client file completed. The working papers and last year’s return tell one part of the story, so what’s the other part? You tell us, well more importantly tell your team. And make sure they can access that story wherever and whenever they choose to work.
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Nov 10, 2022
Marketing is not a dirty word!
In this episode of the tax season pre-season mini-series we talk marketing! A lot of accountants don’t like to talk about marketing, Penny included. However, you can easily reframe marketing to communicating.
* How are you communicating with your clients?
* What’s the comms plan to get them organized before the year-end?
* What are the frequently asked questions you know you’re going to get?
The lesson here is don’t wait until mid January to start this. Get your team involved now and create a comms plan to communicate with your clients in small bite sized pieces to get them ready for your tax season.
We hope this helps identify a few things you can be doing now in the pre-season to make your tax season more streamlined and less stressful.
If you'd like to pick our brains on software or workflow (including to share feedback), please connect with us on LinkedIn or Twitter. And remember to rate us, like us and share us, so we can spread the word.
Penny Breslin - LinkedI…
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Nov 3, 2022
Tax season pre-season
It's the time of year again - the tax season pre-season. You've now got a small window of opportunity to make changes in your business to create a better, smoother tax season. You can't change everything, so what are 2-3 things you will focus on?
This episode kicks off the pre-season, and over the next few episodes we'll be deep diving into key areas including marketing, pricing, workflow, technology and managing a remote workforce. So tune in to each episode and hopefully pick up one or two tips to help make this upcoming tax season your best yet.
If you'd like to pick our brains on software or workflow (including to share feedback), please connect with us on LinkedIn or Twitter. And remember to rate us, like us and share us, so we can spread the word.
Penny Breslin - LinkedIn | @PennyB57
Damien Greathead - LinkedIn | @Damien_GH
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Oct 19, 2022
Getting specific: MFA for a virtual workforce
In this episode we get super specific and talk tools. We've had a bunch of emails come in from listeners asking about how to work with multi factor authentication (MFA) for all the different apps in and accounting tech stack.
We talk about tools in Penny's workflow namely yodel.io which is is VoIP company that has a bunch of integrations including Slack and Relay Financial which is a new fin tech bank designed specifically for small business and the advisors that serve them.
Both these tools present different ways of working. That means you will have to talk to your clients about changing banks, about setting up access profiles for your team. To help you do that we chat about the additional layers of security that tools like these bring as well as the increased access that your team needs to deliver the services that your client has invested in.
Please note: These are just some of the tools used, there are many out there and we the hosts of this podcast are not in anyway compensated…
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Sep 29, 2022
W is for workflow
There are many ways to define a workflow, but, put simply, it’s the organization of work so you can see how it should move from one stage to the next. Today's episode we discuss key elements to consider when it comes to workflow. Most firms have recognized the importance of workflow software, but few have it fully implemented, let alone reaping the benefits of it. The benefits are there, and it'll be worth the pain of change in the short term.
Below is the content of the document Penny referenced regarding workflow:Workflow
There are many ways to define a workflow, but, put simply, it’s the organization of work so you can see how it should move from one stage to the next.
A clear workflow gives every team member involved the opportunity to see all the steps and plan their own tasks accordingly. It also gives the operations or project manager a high-level view to help keep things running smoothly. Still, having it laid out in a graphic really isn’t enough to support a succ…
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Sep 11, 2022
Who’s driving this bus anyway?
We discuss two interesting conversations this week. Both with practitioners that are struggling to find people. Coincidently the firm is also struggling with going paperless and scared to introduce new technology to clients. Unfortunately the pre-Covid excuse of my clients won’t do that just doesn’t fly. So the question is who or ‘what’ is driving this bus? Are you in control or are you letting your clients dictate? Or worse still are you letting the fear of talking to your clients hold you back?
To ask us any questions or share any feedback, please connect with us on LinkedIn or Twitter. And remember to rate us, like us and share us, so we can spread the word.
Penny Breslin - LinkedIn | @PennyB57
Damien Greathead - LinkedIn | @Damien_GH
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Aug 24, 2022
Change will cause tension (and that's OK)
In this episode we discuss an interesting article about change and understanding that change will cause tension, and that's OK. In fact the author contends it's required and uses the analogy of rope requiring tension to perform its key task - pulling something/hanging something etc. We also discuss the importance of getting out of the way to allow change to happen, and recognizing that you will need a team of people with different skills to drive the change through your organization. Check out the Kolbe-A assessment (similiar-ish to Myers-Briggs/StrengthsFinders etc) to help you identify the strengths of your team and who you should allow to step into their roles and facilitate this change process.
What did you think of the article? Have you and your team taken the Kolbe assessments? Were they helpful?
To ask us any questions or share any feedback, please connect with us on LinkedIn or Twitter. And remember to rate us, like us and share us, so we can spread the word.
Penny Breslin -…
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Aug 17, 2022
When to call a turkey a turkey
Too many times it's happened when we've ignored our gut, broken our own rules and taken on a client that we didn't feel quite right about. In this episode we discuss moving clients on or being forthright and saying no to a new client that you know doesn't quite fit. And no surprises, but the sooner you make the call the better.
To ask us any questions or share any feedback, please connect with us on LinkedIn or Twitter.
Penny Breslin - LinkedIn | @PennyB57
Damien Greathead - LinkedIn | @Damien_GH
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Aug 7, 2022
Onsite visit, in the trenches
We've got something special for you in this episode You might remember Rachel Siegel from a previous episode sharing how she has been building her firm. In this episode Penny and Rachel head into a firm that wants to better focus on their clients throughout the year rather than just tax season. Penny and Rachel really dig into the firm and it sounds like have some challenging conversations with both the owner and the the team. A big thank you to Kevin, Brian and Chuck for having us along for the ride and sharing your experience with Rachel and Penny.
To ask us any questions or share any feedback, please connect with us on LinkedIn or Twitter.
Penny Breslin - LinkedIn | @PennyB57
Damien Greathead - LinkedIn | @Damien_GH
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Aug 1, 2022
Where are all the good accounting grads?
According to the AICPA record numbers of students are graduating with accounting degrees, but accounting firms at graduate job fairs aren't seeing these candidates. In this episode we discuss what might be causing this dearth of graduate talent for public accounting firms. A common theme throughout this podcast has been that same as last year (or SALY) will not cut it when it comes to finding and keeping good people.
If you're a firm owner you have the opportunity to give up-and-coming accountants an exciting career helping business owners better understand and get more from their business. You will have to be very intentional about about the clients you want to work with as well as the services you want and don't want to provide. And recognize that part of your employees career path might mean going elsewhere to gain new experiences (you never know they might come back).
So the question is not what are you doing to keep your talent, but what are you doing to continually develop your…
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Jul 18, 2022
Every Firm Needs a 'Beth'
As you start to build your CAS (or is it CAAS?) one of the things you'll need to think about is your organizational structure. Typical accounting and bookkeeping firms grow by adding more accountants and bookkeepers, however what we've found, for your CAS business to grow you'll need a different skill set in your next hire. We've named this person Beth, namely because that's her name in one of the firms we work with and she's the gel that holds the firm together. She's the first point of call for both the clients, when they need help, and the accounting team when they're chasing the client for more information. Job titles include Client Administrator, Client Success Manager, and Client Relationship Manager. Regardless of title it's important that this person never gets sucked into tax season, or 1099 season, or other busy accounting work. And for the most part they're not billable, but rest assured they'll quickly demonstrate their value.
To ask us any questions or share any feedback,…
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Jul 6, 2022
Is it CAS or CAAS? What's it matter?
So what is it? Client Accounting Services? Client Advisory Services? Or Client Accounting and Advisory Services?
And does it matter? Well yes, because you have to be very clear to your clients as to what services you're providing and to your team what tasks need to be completed to deliver on your promise to clients.
Without proper definition these services can quickly become everything that's not tax. And this makes it difficult to create processes, workflows and tech stacks etc. While it might be easy to utilize a 'blueprint' from a speaker on stage if you're not crystal clear on what you are and are not doing you'll struggle to realize the potential of CAS (or is it CAAS?).
To ask us any questions or share any feedback, please connect with us on LinkedIn or Twitter.
Penny Breslin - LinkedIn | @PennyB57
Damien Greathead - LinkedIn | @Damien_GH
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Jun 26, 2022
On the road again - key lessons from recent conferences
We've been on the road and in today's episode we share our insights picked up from AICPA's Engage Conference in Las Vegas, and Scaling New Heights and BKX in Orlando.
Were you at any of the conferences? What were your key take aways?
Plus we've seen a number of apps close their doors as funding dries up and we share some questions you should be asking your technology providers.
To ask us any questions or share any feedback, please connect with us on LinkedIn or Twitter.
Penny Breslin - LinkedIn | @PennyB57
Damien Greathead - LinkedIn | @Damien_GH
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Jun 4, 2022
Can technologists be taught accounting
An interesting article on Accounting Today asked the question do you train accountants on tech, or technologists in accounting? Ultimately where we landed was agreeing with Geni Whitehouse who said hire the attitude and train for what you need. The old way of building an accounting firm was to hire more accountants and bookkeepers, but what we know is they're in short supply and they certainly don't want to be doing things the old way. As we were discussing a few common threads became apparent, and if you've been listening to this podcast, then they shouldn't be foreign to you - be very clear about want you want to get out of your business, what you want to do and what you don't want to do. And hopefully that'll help you identify whether or not you want to train accountants on technology or technologists on accounting.
To learn more about how MoneyPenny can help your accounting and/or bookkeeping firm visit https://moneypennyllc.com/.
And to ask us any questions or share any feedback…
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May 25, 2022
Conferences IRL
Today's episode we catch up following a few weeks of being on the road and attending conferences in real life again. We talk through the AccountingWeb Summit in San Diego and Intuit's Get Connected conference in Sydney.
Not surprisingly, themes were consistent across both conferences -
* What's the new normal for the workplace?
* How AI and automation are continuing to advance;
* How to understand and meet the changing needs of clients; and,
* How the pandemic has changed people's perspective on what's important.
Also no surprises, attendees were delighted to be back in person, learning from each other, sharing experiences. While webinars and virtual learning have changed dramatically for the better, there's nothing quite like that in person connection.
What conferences are you attending? Don't be shy, come up and say hi or connect with us on LinkedIn.
Penny Breslin - LinkedIn | @PennyB57
Damien Greathead - LinkedIn | @Damien_GH
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May 8, 2022
When Tech Goes Down...
Early on when talking to accountants and bookkeepers about the cloud, we always got the question, well what happens when the internet goes down...
Thankfully our look into the crystal ball proved successful (big gamble) and the internet got better and better, and faster and faster, meaning we got fewer of these types questions. And what happened this week? AWS went down. It happens and it will happen. Don't worry all is not lost!
Today we talk through tech stability concerns and how to talk with your clients.
Enjoy! And keep sending us your questions via LinkedIn.
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May 2, 2022
We Don't Have All Your Answers
Thank you to everyone who has dropped us an email, or connected with us on LinkedIn - keep your emails coming in! That being said we've had a couple of questions from listeners looking for all the answers - a blueprint of sorts to follow. However when we've dug a little deeper in conversations with these folks, one thing is particularly apparent - they haven't yet created their vision for what they want in their firm. And while we can provide you a list of apps, make recommendations etc without your vision and knowing what it is you want to achieve we're going through the motions. Instead spend some time focusing on what it is you want to achieve out of your business. With tax season behind you, hopefully now is a good time to think about your business and what changes you want to make in it - what services do you want to do? What clients do you want to work with? What do you want to stop doing? If you do have the time, head back to some early episodes of the webcast for more insights.
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Apr 25, 2022
Bad clients? Take a look at your onboarding
Sweat Jar Warning! And here's the link about customer dissatisfaction article that we discuss.
Post tax season many consultants will be recommending to fire your pain in the a#@ (PITA) clients. Before you do, ask yourself what makes them a pain? Yes there are some clients who truly are a pain in the you know what... But today we ask listeners before they put clients on the chopping block, have a look in the mirror, and ask yourself how well did we "onboard" our client?
Onboarding is a common term for your software providers. Think about it, what are they trying to achieve with their onboarding? Most simply, they're trying to get you using the product. So now apply this to how you bring on your new clients - is it standardized? is there training involved? Turns out that two-thirds of consumers leave companies because of poor customer service - and that’s a pretty scary statistic, but it goes to show just how important clear, supportive communication is during the post-conversion…
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Apr 11, 2022
Proposing for the work
New business doesn't just walk through the door - especially not the properly priced value added work that many accountants and bookkeepers want to add to their firm. Winning this type of work requires a defined sales process that includes good discovery of not only the numbers, but also what non-financial challenges the business owner is facing. If you only focus on the numbers you'll miss much of the disfunction that will impede your ability to do a good job, plus you'll likely leave a bunch of money on the table. Whether it's in person or virtual meetings, web or customer research, you have to train yourself to really listen - to the owners, the team and customers. A lot of sales calls we've listened to are dominated (as much as 80%) by the accounting firm telling the prospective client how great they are. Instead, flip this on its head and get the prospective client talking as much as possible - you'll be surprised how much beyond the numbers you learn.
How is your tax season goin…
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Apr 6, 2022
Post Tax Season Review - A how to guide
We know! Tax season isn’t even over and we’re talking about a tax season review. Don’t worry, we’re just planting the seed. In fact we’re recommending taking the rest of April off! But when you do come back in May, be intentional about your business. The risk is it’ll quickly be the fall and extension season and you won’t have done any of the big projects you wanted to.
Here’s an easy agenda for your after tax season review:
* Clients
* Services
* Technology
* Systems & Process
* Events
Get your team together. If you can, get off site for a couple of days to talk through the good, the bad, and the ugly of the above. Ideally you’ll have identified 2-3 key issues to work on. Your list will be much longer but you can’t do everything. And with those 2-3 issues in mind, what work needs to be done to address them? What events should you go to to learn more/speak to peers and providers.
If you can do this in May, you’ll set yourself up well for a productive…
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Apr 1, 2022
Pricing: How do you price your value?
This is the third episode we've done on pricing and today we tackle how to pricing the value added services you provide. Take a listen to the previous episodes as they do build on each other. As we've said before we're not pricing experts, instead we've shared our insights from being in practice and working with firms to help them implement a practical pricing model. We've attempted to keep it simple and do talk about an hourly rate for the value add services - when you are thinking critically about your clients business. In fact we recommend building it into your back-end pricing model - factor in and calendarize this time to focus on where you can add value to your client's business.
Importantly this time isn't to come up with all the answers - instead this is the time come up with the questions to ask your clients when you meet. What's driving this trend? The report says this, what's the impact of that? Your labor costs are increasing...And it's ok to charge for this time by the ho…
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Mar 28, 2022
Why niches make sense
It’s been said many time before - the riches are in the niches. However making the most of an industry vertical requires more than marketing. It’s actually the systems, process and the tools you use that will bring the riches. With the April 15 deadline looming, you may not have the space to be thinking strategically about your niches, but you might be able to start building that list of clients you like working with and the services you enjoy providing. Just doing this exercise will likely identify potential industry verticals to focus on once tax season is behind you.
As always get in touch if you’d like to talk through any of the topics we discuss on Strategy and the Virtual Controller.
Penny Breslin - LinkedIn | @PennyB57
Damien Greathead - LinkedIn | @Damien_GH
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Mar 3, 2022
Onboarding and why it's critical in Tax Season
Often in the heat of tax season we overlook our own policies and procedures, including during the recruitment and onboarding process of new team members. And nine times out of ten, this is where problems first arise. We might speed up the recruitment process, we might put cultural fit to the side for the time being - just to get the capacity we need. And once they're in the firm, we want them to hit the ground running, so we'll likely race through the orientation and training process - I mean who has the time for this...
As you have no doubt experienced; stress, overtime and turnover are the likely end result. So before you head down this path, take a breath, listen to this episode again, and stick to your long term strategic plan. maybe even say no to that prospective new client.
How is your tax season going so far? Get in touch and let us know. If you'd like us to help with a tax season half-time workshop get in touch with us via LinkedIn.
Penny Breslin - LinkedIn | @PennyB57
Dam…
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Feb 18, 2022
Pricing: Moving to Fixed Pricing
This is our second episode on pricing. If you missed the first episode, check out Pricing: Don't trash the time sheet...Yet.
This episode focuses on fixed pricing - where it makes sense in your firm, and how to go about creating a fixed price. Probably no surprises, but it does start with a time sheet. We cover off on cost accounting of accounting and bookkeeping with simple time motion studies and then simply applying an appropriate rate for the transaction, the team meetings, the client meetings and even the training required. It's relatively simple, but a great place to start. To be successful with fixed pricing, this cost accounting is critical. Equally important is the discovery process that takes place prior to quoting and so we spend some time discussing how to develop a robust discovery process. Fixed pricing can easily fail without this robust discovery, and you're set up to fail from the outset, so make sure you spend time on the front end getting to know as much as possible…
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Feb 11, 2022
1099s are late and tax season starts early
As is always the way, some 1099s are late, and tax season seems to be starting early...again. For all the change we have had over the last couple of years, some things never change. However we all have a different lens through which to look this year. The pandemic has changed the way we do business, it has changed our expectations - whether you're a client, an employer or an employee.
Some firms owners will think it's back to pre-pandemic tax seasons, but they're in for a nasty surprise. Employees not only know their value, but they also know they can work from anywhere, and they'll seek out those employers that have successfully leveraged technology to enable workplace that suits them, rather than the other way round.
Embrace the change that the pandemic has encouraged us to make, listen to your team, and your clients and you'll have one of your best tax seasons yet.
Feel free to get in touch if there's anything we can help you with in your firm.
Penny Breslin - LinkedIn | @PennyB…
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Feb 3, 2022
Pricing: Don't Trash the Time Sheet...Yet
Pricing is difficult and by no means are we experts! We have made a lot of screw ups along the way however and we'd like you to learn from our collective mistakes. Pricing is part science, part art, and a bit of luck thrown in as well.
This is part one on pricing. Of how many episodes we don't quite know just yet. We decided to start with the billable hour and when it makes sense. Interestingly we both disagree with the trash the timesheet folks - we both believe timesheets play an important role in a firm as a productivity tool and a costing mechanism.
Time sheets can be a great place to start for your fixed pricing journey as it’s important to understand how long tasks should take to be completed with technology properly implemented.
Stay tuned for our next instalment on pricing.
Would love to hear your feedback ad comments on this topic.
Please get in touch if you’d like help with your pricing methodology via LinkedIn.
Penny Breslin - LinkedIn | @PennyB57
Damien Greathead…
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Jan 28, 2022
The (over)promise of AI
Today's episode focuses on artificial intelligence (AI) in the accounting industry. Unfortunately software providers (and Damien's guilty of it early on) have over promised what AI can do. This episode isn't to bash AI, but rather help listeners understand where AI excels and with this understanding identify the tasks that are perfectly suited to it. The apps that leverage AI are an incredibly important part of an accountant/bookkeeper's toolkit, just be wary of it's limitations. And while AI is constantly improving, don't worry, it's not replacing you anytime soon. You will continue to play a critical role, just remember to continue to bring insights, ask probing questions and if nothing else check in on your clients more regularly.
If you'd like to learn how Penny and Damien can help your firm implement new technology and services, get in touch via LinkedIn.
Penny Breslin - LinkedIn | @PennyB57
Damien Greathead - LinkedIn | @Damien_GH
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Jan 21, 2022
Hiring your office enforcer
Enforcer might be too strong of a term to describe who your next hire should be, but one thing is for sure they shouldn’t be an accountant nor should they be trained to do bookkeeping.
One of the biggest limiting factors we see firms doing over and over again is thinking they need to hire more accountants and bookkeepers. Instead you should be hiring documenters, client relationship managers, and/or office administrators. It is this persons job to handle the non-billable activities in your firm such as scheduling, documenting processes, managing workflow, and organizing the intake of client documents. Their list of responsibilities can obviously grow, but their role ensures your accountants and bookkeepers, and probably yourself too, are able to focus on where they add the most value.
Check out Penny's blog post on the topic too.
PLease contact us via LinkedIn if there's anything we can do to help your firm in this area.
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Jan 18, 2022
Keeping good people
In this episode we respond to emails we received about firm owners struggling to keep good people despite the fact they “run good firms”. Many firms owners will lament the work ethic of young people these days, others will assume their staff will eventually steal their clients, so why bother training, but the problem isn’t with staff. Instead we challenge listeners to take a constructive look at their own firm - and is it a great place to come to work each day. What’s the employee experience like? Start at the front door and the front office and the front office? How’s the coffee? How’s the view? How’s the technology?
Leave no stone unturned.
And when it comes to technology a critical piece of both the employee experience and your firm’s management is your workflow. Workflow helps you manage the firm and track work and tasks which is imperative in our virtual work environments - even if you’re back in the office a good workflow is worth it’s weight in gold. They c…
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Jan 10, 2022
Skipping the Tax Season Chaos
With tax season on the horizon we kick off this episode discussing how we communicate with clients. Owners and staff are quick to blame clients, for all their tax season troubles, but more often than not it's because we haven't set clear boundaries with our clients that tax season gets derailed. For the most part clients are very understanding - with good communication that manages their expectations you'll be a-ok.
So before you accept that new client (that you know is not a good fit) or before you introduce new technology to clients (and staff), take a few minutes to think through this. Could this new client or technology cause frustration and stress during an already stressful time of the year? If yes, then maybe push it to post April 15. You can always put that new client on extension - making sure you're up front about if of course! And you can push that shiny new app to the spring. And who knows you probably have that capability in one of the other apps you've already adopted.…
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Dec 5, 2021
That awkward post-Thanksgiving, pre tax season feeling
Post thanksgiving, pre tax season is an interesting time in an accounting firm. For most providers it’s considered peak selling time, or alternatively the last chance to close a deal before tax season. For practitioners many think it’s their last chance to get new systems and tools implemented.
We’ve recently received a number of emails from listeners trying to fast track their software selections asking for our recommendations. But unfortunately it’s not that easy and our responses always begin with “it depends”. It depends on what your trying to build. And this takes us back to our first ever episodes - what are you trying to do in your firm? What services do you want to provide? What types of clients do you want to work with?
Given where we are in the year - instead of trying to implement something new - spend that time focusing on what why you want to do post tax season. Start the planning process now by identifying what you don’t want to do anymore. Write it down s…
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Nov 22, 2021
Building out the LBD
Previously we have teased the Little Black Dress (LBD) concept - if you haven't checked out that episode (13) go ahead and have a listen as it'll help you to get the most out of this episode.
Penny uses the LBD to help practitioners understand a tech stack. The term tech stack hadn't even come into the accounting vernacular, but the LBD analogy had everyone in the room nodding along - well 50% of the room anyway😂😂.
We discuss the importance of having a standard technology set to not only help you scale, but also help you deliver a consistent client experience. After all it's this client experience that will drive referrals into your business. Hopefully listening to the episode you'll breathe a sigh of relief as you learn that you don't need to become an expert in every expense tracking app or KPI reporting to make a meaningful recommendation to your clients.
Enjoy the episode and if you'd like help working through this or any other aspects of your business transformation, drop…
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Nov 12, 2021
Putting it into Practice - Special Guest
While we love discussing all things firm development with just the two of us, it's always enjoyable to welcome guests to the podcast especially when they're clients of ours and are putting into practice a lot of what we talk about in the podcast.
Rachael Siegel, CPA is the founder of Go Figure Accounting, and she joins us today to share her experiences since going it alone and starting her own firm just 4 years ago. We discuss her approach to her team and her clients as well as how considers the staff at MoneyPenny an extension of her team. Rachel is an advanced certified ProfitFirst Professional and having implemented the methodology in her own business, feels for the first time her clients understand what she does for them.
Rachel is a terrific example of pursuing your business with intention and purpose and what you can achieve by setting goals with your team and empowering them to execute. She's growing both the top and bottom lines of her business and having a ball doing it.
En…
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Oct 25, 2021
Introducing the Little Black Dress
Lucky episode 13!
In this episode we introduce listeners to your newest team member - your tech stack. Your technology should be working for you and should be doing the work of a few FTEs whether it comes to workflow, document management or data processing.
We break the tech stack down into the back of house - apps for your firm - and the front of house - apps that you and your clients use to facilitate the flow of data. Penny suggests focusing on your back of house first which will then allow your to deliver a quality front of house experience to your clients.
The Little Black Dress is Penny's analogy for your front of house tech stack. You can wear it for any occasion and can be dressed up or down depending on the occasion. Your standardized tech stack will do 80% of the work for 80% of your clients. You don't need to be an expert in every G/L, every expense processing system and every payroll system, choose one and specialize.
Tech is a big topic and in this episode we barely to…
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Oct 12, 2021
Building the BOS(S) team
One of the biggest mistakes we see in accounting firms is the team members not working on the appropriate tasks. Most often it's the partners doing the technician's work such as data entry, but it's also the technician's (and the partners) doing the administrative work. This means your team members aren't working on those tasks where they bring the most value.
Another challenge we have seen in the industry is the lack of a quality supervisory and managerial level in a lot of firms. That's not to say the managers aren't great accountants, it's that supervisor and manager skills are different to an accountant's typical skillset and few firms take the time to develop these skills in their team members.
We chat about how Penny structures her team to deliver her back office support (BOS) services. Simplistically we break the work into 3 categories, the preparation, the supervision, and the client relationship - although you could (and should) add a fourth administrative category. Once you…
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Oct 1, 2021
Square Pegs and Round Holes
No surprises but clients are a critical part of your business. But too often firm owners try to adapt their business plan to their clients instead of the other way round. We've both seen too many firms attempts at change being derailed by (Pain in the Ass) clients. It's important to recognise that you can't be everything to everyone, so focus on the clients you enjoy - they listen to you, they like new ideas, they're willing to try new things and most importantly they value your input. These are the clients that are going to set you up for success in the future.
So what do you do with the folks that don't fit into this segment? Some consultants will tell you to fire the bottom 20% of clients, others will suggest sell that bunch of clients. And we're not here to tell you what to do, but at the very least you need to recognise that not all clients will suit your business, and rather than try to force square pegs into round holes, make sure you service them appropriately. The time you sp…
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Sep 24, 2021
Avoiding an Attack of the Clones
No, we're not talking Star Wars in this episode. Instead we're talking about a common trap many practitioners fall into when they're thinking about their next hire. Too often the default next hire is another technician, another accountant or another bookkeeper. In other words trying to clone yourself. If that's the case, you're likely thinking about this wrong. Instead of hiring another you, what about hiring someone to take on more of the administrative and client service functions - take those duties off your plate, and off your accounting team's plate. Allow them focus on what they do best. Your accountants shouldn't be chasing clients for information, they shouldn't be answering app questions, that's the job of your next hire.
Apparently there's a shortage of accountants, and this article suggests changing the exam requirements. We think the changes need to happen in the small and medium sized public accounting offices around the country. Think about their workspace, the technolog…
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Sep 17, 2021
Defining advisory - A deeper dive
Today we dig deeper into defining "Advisory Services". Building on Penny's four quadrants from episode 6 we discuss the AICPA definition outlined in this article. Ultimately it comes down to defining the deliverable so that the clients understands the benefits of that deliverable. Rather than hiding behind 'reporting' it's important to make it tangible for the client. Likewise technology is not the differentiator, or where the value is, instead it's facilitator. Ultimately it's about helping your clients better understand the numbers of their business. So jump in and get going, your clients will love you for it.
If you have questions about anything discussed in this episode, please do get in touch with us via LinkedIn.
Be sure to check out the book that gave us the inspiration for this podcast: Strategy and the Fat Smoker. Buy it on Amazon.
Penny Breslin - LinkedIn | @PennyB57
Damien Greathead - LinkedIn | @Damien_GH
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Sep 9, 2021
Overcoming sabotage
Without a clear vision, and your constant leadership your team can sometimes get led astray buy other team members with their own agenda. As the the business owner you can't delegate this leadership responsibility. If it's not constant and consistent, someone will fill this void for you.
Penny shared an email she received this week from a client with an internal saboteur. Unfortunately the owner lost a couple of longstanding employees because of them, and now faced potentially losing clients if they were to fire that employee. The business owner got themselves into this pickle because they had allowed the employees (or rather employee) to take control of the business. Unfortunately this scenario is all too common in accounting firms and so we spend the rest of the episode discussing strategies on how to overcome these employee-led firms. Be ready for some collateral damage in terms of other staff members or clients leaving if you don't take responsibility for leading your business.
I…
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Aug 24, 2021
We have guests 🎉 And technical difficulties 😕
We have our first guests! We also have our first major technical difficulties.
We’re delighted to be joined on the show by Brian Lang and Mike Chawner, two CPAs out of Austin Texas who are former colleagues and former business partners. They share with us their journey from starting their firm together through to later dissolving the partnership and going their separate ways.
As Brian and Mike will attest both have learned a lot, have been able to gain clarity on what it is that they want out of their business and importantly, have remained friends and continue to refer business to each other when they know it’s a good fit.
We did have technical difficulties and lost one of the feeds half way through (unbeknown to us at the time) so we’ll need to get the guys back on to finish where they left off. Despite this, there are some great insight from the Brian and Mike that we didn’t want you to miss out.
You’ll also hear from Jovie the Jack Russell who is not doing well with a…
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Jul 23, 2021
Attempt #1 at defining advisory
In today's episode we make our first attempt at defining 'advisory' and provide listeners with a framework to help better define their service offering. In Penny's upcoming book she breaks advisory services into four quadrants:
* The Catalyst
* The Strategist
* The Steward
* The Operator
Where you choose to operate is up to you, but it's important to put a stake in the ground and help your clients understand what advisory services means to you and the client. Don't think that that you have to offer services across the 4 quadrants, and that's an important part of being a trusted advisor - recognizing your strengths. Plus you can always add quadrants to your services with time.
What does 'advisory' mean to you? Find us on LinkedIn and let us know.
***PS Please excuse a few technical glitches we experienced.
Be sure to check out the book that gave us the inspiration for this podcast: Strategy and the Fat Smoker. Buy it on Amazon.
If you'd like outside help on this process o…
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Jul 16, 2021
There's No I in Team
We're focusing today's episode on bringing your team along for this ride. Your success is dependant on your team delivering an exceptional level of service day in day out and remember they're the ones who will be using these tools, implementing new workflows, and a whole lot more. But don't forget that change is hard, so you'll need to be clear and consistent when you communicate what you're doing and why you're doing it.
As you bring your team together recognize that we're all created differently, and cloning more accountants won't help you towards your goal. People have different skills, likes and dislikes and just as you went through a process of getting clarity about what you want and don't want to do, you should do the same thing with your team. In fact you'll probably want to do the same thing with your clients at some time, to help them get clarity on their 'why'. We also touch on how to spot a saboteur in your firm and how to handle such team members.
Building a high performi…
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Jul 6, 2021
Who's playing quarterback?
In episode 4 of Strategy and the Virtual Controller, we discuss the importance of leadership in business. Too many firm owners get stuck as the technician doing the work and are never able to set an intentional direction for the firm. For those firm owners that are able to set time aside for strategic thinking, the next biggest challenge is to lead the team and get their buy in.
We talk through different ways to engage the team in this strategic planning process, including the same traffic light activity that we encouraged you to do. To achieve your long term goals you need to get the team that's going to execute, on board. And ultimately there has to be a leader of this process, you can't delegate that.
Own the message and the intent, and then get the team involved. You'll be pleasantly surprised by your team's willingness to engage and take ownership of specific parts of the process.
Good luck!
Be sure to check out the book that gave us the inspiration for this podcast: Strategy…
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Jun 27, 2021
Bonus Episode: Digital Bookkeeper Conference Wrap
Penny is on the road! And has attended her first conference since this whole pandemic kicked off. We decided to catch up on Friday afternoon (Saturday morning Sydney time) to debrief on the key themes.
What conferences are you headed to in 2021? Send us a message:
Find us on Twitter - @SATVCpodcast
Penny Breslin - LinkedIn | @PennyB57
Damien Greathead - LinkedIn | @Damien_GH
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Jun 25, 2021
Deciding on what YOU want to do
Big news!
We have intro music - we're almost a proper podcast.
Episode 3 feels like a #selfhelp class, but it's an important episode because we get to the heart of what makes a business a success - and that's being very clear on _what you do_ and _what you don't do_.
To get to this clarity, you need to go through a challenging process identifying what you love and don't love about your business (processes, services, clients etc). Without it, it's going to be Same As Last Year (SALY). You need to do this a business, starting with the owners and then the wider team. If you have partners, who knows, they may love some of the activities you hate and vice versa. There will be 'necessary evils' and you will have to have some difficult conversations but before you move forward, you need this as a starting point.
Penny highlight's Edi Osborne's book Firm Forward as required reading for any firms going through a strategic planning process. And be sure to check out the book that gave us the…
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Jun 17, 2021
Doing what's obvious, but not easy
What are you in business to do? Today's episode focuses on asking yourself the hard question of do you enjoy what you're doing? Or have you just fallen into being a Jack (or Jill) of all trades. Especially what we've been through in the last 15 months, now is the time to be very intentional about what you want to do. It's OK to say no, and in fact you need to become comfortable with saying no. Saying no will give you the capacity to focus on what's important to growing your business.
We discuss a Harvard Business Review article Creating a Purpose Driven Organization.
Make sure you read the book that gave us the inspiration for this podcast: Strategy and the Fat Smoker. Buy it on Amazon.
Connect with us and send us your questions:
Penny Breslin - LinkedIn | @PennyB57
Damien Greathead - LinkedIn | @Damien_GH
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Jun 1, 2021
Introducing Strategy and the Virtual Controller Podcast
Welcome to episode 1 of the brand new podcast, Strategy and the Virtual Controller.
The podcast title comes from David Maister's great book Strategy and the Fat Smoker. We often (or even usually) know what we should be doing in both personal and professional life. We also know why we should be doing it and (often) how to do it. Figuring all that out is not too difficult. What is very hard is actually doing what you know to be good for you in the long-run, in spite of short-run temptations.
The same is true for accounting and bookkeeping firms.
Your hosts Penny Breslin and Damien Greathead have worked with thousands of accounting and bookkeeping firms around the world helping them navigate the rapidly changing public accounting landscape.
Penny highlights the book The Robots are Coming by Andres Oppenheimer. Check it out at https://amzn.to/3g9ORLh
This podcast is designed to help listeners focus on what's important in building their firm for the long term!
Connect with the hosts a…
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