Category: Business

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Why competence isn’t enough to run a great business 

Whether you’re a lawyer, a plumber, or a graphic designer technical competence and business success are not the same thing.

There are three main strands to a business: operations, finance and sales.

As you grow your business you will be able to recruit people with specialist expertise but, from day one, it needs to be you.

Hopefully you’ve already spent years honing your craft and maybe even observing how your boss runs the business side. But there’s a lot to running a business and you’ve probably never had to handle sales and marketing before.

Being good at your job isn’t enough to build a thriving business.

Starting a successful business requires:

> Marketing

> Sales

> Pricing

> Systems

> Client and deadline management

Not to mention confidence and self-motivation on the bad days.

None of this is taught at school. I’ve founded 5 businesses to date and successfully exited two of them (I still run three businesses but that’s another story)

I’ve been a guest lecturer on the UWE Entrepreneur degree course but, generally, this bit of the training that has been missed up until now.

Of course, it can all be learned from books but that takes time to figure out what will work for you. Fortunately, we run a StartUp Bootcamp for business owners where we have 30 videos taking you through the key skills that you need to run a business. You can sign up for this online​ or let me know if you would like to join our live workshop later this year.

At Minerva Accountants we also work with entrepreneurs to take care of the finance part of your operations along with our courses Finance for Directors and Directors’ Responsibilities to help you to stay on top of your growing business.

I look forward to seeing you there and being part of your success. Let’s do better business.

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Borrowed years 

Most business owners set up with a purpose, with an end in mind. Whether that is a £million business or a particular income or just a decent work-life balance. They start off full of energy and enthusiasm and many achieve a degree of success. 

And then they hit a glass ceiling! 

They’re working too many hours for not enough profit and borrowing time from the future as their original goal remains just out of sight.  

It’s not uncommon to work silly hours when setting up a business but, if you’re three years into your business and you’re still working those silly hours, or your growth plans have gone out of the window (assuming you had a business plan to start?) then something needs to change. 

Burnout is real. It may be time for a chat. 

As an accountant AND a business coach AND an award winning business author AND the founder of five businesses with two successful exits to date I have the skills to review your business analytically, to help you to get back on track, and to measure that progress.  

Further down the line you may have a board to share the burden with you and to bring in expertise but, for now, that’s not affordable (if that was ever part of your vision). So we have lots of ways to help business owners (and accountants and bookkeepers who run businesses too). From strategic planning days, to monthly or quarterly Clarity reviews, from online courses and workshops (because you’re not the only one who needs to know this), to coaching and mentoring sessions we can provide business advice and accountability to get you to your end goal faster. 

Stop borrowing time from future years and take some action to get back on track.  

Let’s do better business.  

Together.

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MTD. Achievement unlocked 

After years of preparation we have finally completed our first live MTD submissions. We’ve also helped several clients to do their bookkeeping and MTD for the first time. 

As accountants this is the sort of thing that we do all the time but many business owners are scarred by school maths lessons, or are just too busy to know all the rules that we just seem to absorb by osmosis (and years of slogging through exams!). Not to mention a fear of authority in the form of HMRC (they’re usually quite nice individuals, honest) 

Our lovely clients are always very appreciative when we help them out with things in our world but it’s because I try to put myself in their shoes.  

I find doctors and dentists terrifying as it’s all unknown. And potentially painful. Lawyers may feel at home standing in court but I would need to be on my best behaviour, fearful that I might have broken some law that I didn’t know about. And, amongst tradespeople, I am completely inept without my laptop and would have no hope of plastering the perfectly smooth surfaces that I see in my home and elsewhere. I couldn’t even manage a render that looked halfway decent. 

We may not be able to save our small client millions in tax, but we can take away their fears and hassles.  

Our role as accountants isn’t just filling in forms. We are what my kids call a ‘safe space’. A safe space for clients to ask all those questions about tax, money, and business generally. A safe space where they can feel at ease discussing their business, their ambitions, and even their fears.  

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I love you, I love you, I love you … 

I’ve lost track of the number of times I’ve come off a call or received an email and commented ‘that’s one of my favourite clients’.  

And it’s no accident that we have the best clients.  

I used to do it in my first practice too. 

At Minerva Accountants we’re very clear on who we enjoy working with and only select clients who are a good fit. That means that we give them a better service so everybody wins. 

So I encourage you to: 

  1. Identify your ideal client 
  1. Adapt your marketing as if speaking directly to this client  
  1. Triage your existing clients A-D. My D clients may be your A clients or vice versa but it’s usually based on profitability (not fee), how easy they are to work with, and whether you smile when their number comes up on your phone. 
  1. Ask your best clients for referrals  
  1. Deal with your D clients. They may need a price review or a bit of retraining or it may be that they’d be better suited to another accountant so you need to let them go 
  1. Stop scrabbling around for business at any cost and refer to 1 above when deciding whether to take on a new client. 

Don’t settle for what you have, build the business that you first dreamt of. 

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When was the last time you worked on your business?

We have a July year end, a legacy from when my children were small and my life revolved around the school year. 

August is my quiet planning time and, with three businesses, there’s a lot to think about. 

It is important to take time out of your business and we run strategic planning days for businesses and accountants for just this purpose. It’s now time to take some of my own medicine. 

When do you take time to plan? 

(Our next group strategy days are in Sep, Dec, Jan, Feb, and Mar or we can run a bespoke day for your business) 

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Xerocon benefits 

I’ve just spent this week at Xerocon London. So what was the benefit of 3 days out of my business? 

  • listened to all sorts of interesting talks from the best accountants that will help me to improve my business 
  • getting beyond the AI hype to some practical ideas for embedding more AI into Minerva Accountants 
  • hearing about the Xero roadmap and all sorts of new features to help accountants and business owners 
  • chatting to other software companies about how they can help Minerva Accountants and our clients 
  • chatting to other forward thinking accountants from around the world about the issues that we face in our businesses, what works, and what doesn’t 
  • being invited to speak about accountant/entrepreneur/high performer 4am waking and what we can do to help ourselves 
  • breakfast with the Small Business Commissioner (Emma Jones who wrote the foreword to my second book) to discuss the problem with late payments and new legislation that is making its way through parliament 
  • generally relaxing knowing that my business was in safe hands with my fabulous team 

I now have a head buzzing with ideas on how to improve Minerva Accountants so that we can offer better advice and more efficient services to our clients. 

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How to survive a crisis 

After spending a couple of years working in an IT department and part of the Disaster Recovery business resilience is always high on my agenda. And having been being responsible for the IT department preparing an engineering company for any potential Y2K (Year 2000) crises means that I am quite used to risk assessing businesses.

But these days I run 3 small businesses without anything like the level of resource available to me back then. We are small but strong because we use a lot of technology and employ a brilliant core team. We are therefore hugely dependent on both the technology and the people.

Which is what prompted this post.

I was just about to set off on a two week holiday followed by 3 days at Xerocon when my Business Manager, the ever efficient Kate, notified me that she would be off for a major operation. While I was away! And while our newest team member has only been with us for a month!

When I finally uncurled from my foetal position I assessed the situation and realised that we were actually in quite a strong position because of all our ‘usual’ preparations and processes.

So here are the things that we do right:

  • We keep documented procedures on our shared drive. They’re not as up to date as we’d like but they’re a good start and Kate has a few days to refresh anything. This means that we’re not too dependent on any single individual.
  • We always try to stay well ahead of deadlines. As at today (22 June) we only have one year end due 31 July and two for 30 Sept. We’ve chased these clients enough times that it is now entirely their responsibility. Confirmation statement information is chased early so we have a few weeks in hand. Bookkeeping is updated monthly, if not weekly. As part of my holiday I had even written 3 of these blogs in advance so this makes the fourth one.
  • We all work fully remotely so, if I need to log in while abroad, everything is set up.
  • We operate a shared Inbox so everybody can see client messages 
  • We have a fabulous answering service (I highly recommend Emma Fryer and the Answer It team) who will answer and pass on messages to us and also call back our clients if required 
  • We have VOIP phones so we can call from our business line anywhere in the world.
  • Our practice management system holds all client info and emails so that any member of the team can see what has been going on. We encourage the team to add permanent notes and current reminders too. These can always be improved.
  • Our practice management system tracks all client deadlines and send automatic reminders so nothing is missed. 

So, I think we’re going to be all right, and our small team will be able to run without one of our key people and with just the lightest of touches from me. So I’m going to enjoy my holiday.

(TLDR we survived Y2K and the National Grid continued to provide power to all UK homes during my employment)

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The power of niche positioning and how specialising can help you to win more clients 

Have you ever tried to hit some of those moving targets in tan online shooting game?  

How much time do you spend wavering between targets? And how many potential targets do you miss as a result? On the other hand, if you are clear about your target and track it for a while, you have more chance of hitting it. 

Vague, generalist messaging doesn’t resonate and it is hard for prospect to see the relevance of it to them. 

Having a strong niche means that you can share messages and advice that are relevant to your audience and feel as though they were written just for the person reading them. This brings in higher quality leads and leads to faster trust as they feel that you truly understand them 

1.Choose your niche which may be clients you enjoy working with and where you are able to deliver the most value (providing that they have sufficient profit to pay you, of course) 

2.Update your website messaging 

3.Update your social media profiles and refresh your content 

4.Share case studies relevant to your niche 

5.Share advice for their specific problems 

Be known for something and your message will be much clearer for the right clients. 

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Be your own cheerleader!

As a business owner you’re often on your own making decisions and living with the consequences. Even if/when you have a team you’re still ultimately responsible for running the business.

As a kid my parents were often overseas but, whenever they were in the country, my mother would be in the front row of every performance, waving away. When I ran the Bristol 10k for the first time she even borrowed my daughter’s pompoms and cheered me on. And for my ironman triathlon in 2017 the whole family turned up with wigs and inflatable palm trees and they played the LOUDEST music which motivated all the runners throughout the long, gruelling marathon element that finishes the 226.3km (140.6 miles) of this hardcore event.

As an introvert who prefers to avoid the spotlight I found all this EMBARRASSINGLY supportive. But it’s also good to have somebody in my corner. No matter what. Unconditionally.

Who supports you in the lonely role of running your business? Who is there for you on a bad day/week/month/year?

Business coaches can help (I like to think that I provide this support for my clients) but it’s also important that you build a whole network around you. The accountancy world is very collaborative so I’m lucky to have people around me who understand my issues a bit better than my adoring family.

But again, the buck stops with you and YOU are responsible for motivating yourself through the dog days.

I recommend:

  1. Keep a list of your successes to refer to when imposter syndrome strikes 🎉
  2. Keep a list of quick fixes when you’re struggling to start something eg I like to get outside, preferably by water but, if short on time, I have recorded 1min of waves breaking on a beach. 🔧
  3. Keep a reminder close by of your reason for your business. I have a shell on my desk that is a visual and tactile reminder that I am building my life as a digital nomad. 📌
  4. Keep a playlist that will lift your mood 🎵

What do you do to motivate yourself?

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How to prepare your business for sale

I don’t know about you but I hope to retire some day. I’m not in a hurry as I love what I do but I thought I’d share some of the factors that helped me to obtain 32% MORE than average on the sale of my second business. (My first business was a small partnership with a friend that we wound up amicably when I returned to the UK)

Yes, buyers will look at the profitability but there’s more beyond that so here’s a checklist for you to work on. The difference between and average and a premium valuation often depends on preparation.

1.Stable revenue and profit trends – stability is often better than erratic growth. The new owners want to know how much profit they will be able to generate. Clean, well-organised accounts – these give an impression that the whole business is well run. EBITDA is more than a buzzword, it’s an adjusted profit measurement that allows buyers to compare like with like when looking at different businesses

2.Minimise risk for the new owner – reduce risk leads to higher multiples. Assured future revenue through contracts, retainers, subscriptions, and repeat customers will guarantee the new owner their first income. This assured revenue also gives confidence over future cashflow

3.Diverse customer base. A big ‘name’ may sound impressive but they may be at higher margins and/or the business may be overly dependent on them. Risk concentration is a concern for prospective buyers. Diversified income streams (customers and products) increase stability and confidence

4.Strong brand and market position. Brand recognition and reputation will continue to attract customers to your business in the future. If you have a niche it may be easier to stand out as a specialist. Identify any competitive advantages that you have in terms of USP and intellectual property. A trusted brand will often receive a premium offer.

5.Documented systems and processes – these will help the business to run smoothly without you making the transition easier for the new owner will also increase the value of your business

6.Reduced dependence on the owner. If the business is dependent on you to continue running then it may well collapse without you and so will be valueless to the new owner. Start your retirement now. Ensure that others in your team have knowledge of operations and sales as well as customer and other business relationships. It is important to delegate to your team.

7.Experienced and reliable team – they will keep the business running day to day when you have exited. Retention of employees post-sale is often desirable for the new owner so ensure that the buyer is aligned with your key team. This will reduce operational risk for the buyer (as well as looking after the team who have served you well)

8.Potential – Buyers will pay for potential growth and scalability. Ensure that you have up to date, scalable systems in place (this is where many retiring accountants fail to prepare leaving the new buyer with too much work to do). Identify untapped markets, new products, and expansion opportunities

9.Clean compliance position. Ensure that all contracts, licences, insurance, etc are in order and settle any outstanding disputes or liabilities

10.Clear exit preparation and timing – spend 1-5 years preparing* in advance of the sale by improving financial metrics and reducing risk.

Increasing the value of your business is not just about increasing profit but also reducing risk and proving that profits are sustainable. Put yourself in the position of the buyer. Small improvements can often significantly increase sale price.

*Warning – when Della has coached business owners to prepare their business for sale two thirds of them have liked the new business so much that they have deferred their retirement!