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.
For decades referrals have always been the most reliable source of growth for established businesses but these days word of mouth is no longer enough. Buyer behaviour has changed and prospects are researching you online before they even speak to you. Even referred clients will Google your business and take a peak at your website before picking up the phone.
We need to move from passive marketing to visible expertise.
Prospects trust experts that they see regularly and this builds confidence before the first meeting. This consistent visibility also reduces price sensitivity as the prospect feels they are taking less of a risk with a ‘known’ business.
Marketing isn’t about hard selling. It is about showing up with helpful content. It’s about helping your prospects rather than boasting about yourself.
3 actions to strengthen your online presence
Optimise your social media presence with clear, niche messaging that speaks to your reader. Post value driven content and then take time to truly engage with your network by commenting on their own posts instead of just broadcasting at them.
Regularly create useful content by answering common client questions. Share insights, not just updates and don’t forget that you can repurpose content across different platforms.
Build a simple email list that helps you to stay front of mind. Share you insights monthly (our tops tips are deliberately short enough that we can share them weekly. It’s also the length of post that I like to write). As you draw closure to your prospects on your list you can take the time to nurture them.
I was heading into the restaurant in my hotel for a quiet dinner and somebody recognised me and followed me in. With minor celebrity status (more Z list than A list) in the accountancy world I’m used to people stopping me because they’ve read one of my books or seen me speak.
This time they wanted to thank me for an encouraging comment that I had made when she first set up her business in 2019. A single comment that I made to a stranger and she still remembered it 7 years later. Words really do have power!
As an author I love the precision of words and deliberately dwell on the exact vocabulary to express my meaning as accurately and concisely as possible. But I’m not so careful when I’m just chatting, in person or on social media, as those words are very much ‘in the moment’.
As a mother I was aware of the way that words can build up or tear down my children. Usually after I’ve said the wrong thing!
As a boss I need to remember to take time to thank my team for the good job that they do looking after me and our clients. I’m often busy and just spit out instructions without thinking of the human impact.
We use words in our marketing all the time and our tone of voice, as well as the words themselves, allow readers to imagine themselves working with us … or not.
So, today, I encourage you to look at the words that you use. In seven years time will somebody be thanking you or recovering from a damaging throw away comment that you have made while feeling stressed about something completely unrelated?
To keep your business moving forwards (without the faff).
The Minerva Momentum Review is a sharp, monthly business check‑in for owners who want progress, not another report they’ll never read.
In 30 minutes we boil your business down to one page:
3 key numbers that actually matter
What’s going well, what needs attention, and what’s quietly shouting for help
Clear actions, with names next to them (because things only get done when someone owns them)
No jargon. No waffle. No 40‑page management accounts destined for a drawer.
This review keeps you focused, accountable, and looking forwards, not just backwards at last month’s numbers. It’s structured enough to be useful, relaxed enough to be human, and designed to keep momentum going month after month.
Think of it as a regular business MOT; quick, practical, and far cheaper than fixing things once they’ve broken.
One page. Three KPIs. Clear actions. Real movement.
1.Increase average order value – cross sell to existing clients. What else do you offer that they could use? (This could be the case for business advice sessions or our monthly Minerva Momentum Reviews)
2.Improve client retention – it is always cheaper and easier to retain your existing clients than to go out and win new ones. Stop the leaks before you try to fill the bucket.
3.Upsell to existing clients – who has grown and is now in a position to upgrade and take on a new level of service?
4.Reduce scope creep – be clear on what is included in your contracts. Anything extra should be charged BUT make clients aware of this beforehand so they don’t get any nasty surprise. Every request for extra work should be greeted by “Yes and … that will cost £X”
5.Improving operational efficiency – with so much technology and AI around there is plenty of opportunity to improve your internal efficiencies allowing you to take on more work without impacting on your existing clients.
6.Pricing strategy tweaks – don’t forget that increasing prices is the single most effective way of increasing your profitability (but do make sure that you’re still providing sufficient value)
You’ll probably hire your first manager when your team reaches 5-8 people. It’s at this level that communication starts to breakdown with too many direct communication lines and you may run out of time to train more junior members of the team
As a rule of thumb, if you’re spending more than 1/3 of your time managing your team, answering questions, reviewing work, chasing updates, or managing issues then you would be better off employing a manager. Whilst you will have to cover an additional salary you will also free up your valuable time. It will also mean that you have the right person in place BEFORE to accommodate further growth.
If you’re becoming the bottleneck because everything needs your approval then it may be time to find the right person to delegate to. A good manager should make 80%+ of decisions independently and you won’t need to handle questions from the rest of the team.
Your first manager should be hands on and comfortable doing the work AND managing the team. They should also be a good communicator to liaise with both the team and yourself.
You will then be freed up to move to deciding the direction of your business while your new manager will ensure that everybody on board is pulling in that same direction. As you move away from the day to day you will also have a clearer view of your business which will enable you to lead it better.
It’s too easy to have KPI overload. Even accountants can lose focus with too many numbers so it helps to have just THREE numbers to monitor that will help to transform your business. Having just 3 key numbers helps to create clarity rather than getting lost in the fog of too much data. KPIs shouldn’t just be passive but should show the results of your ACTIONs.
So which ones should you choose? Well, it depends on your business goals so your three KPIs will probably be different to mine. Are you aiming for growth, profitability, cash stability, efficiency, work-life balance or something else? Proactive accountants can focus on the three numbers for each of their business clients in order to offer the most appropriate advice.
Start by thinking what a good year would look like for you.
You can then identify one KPI in each of the following areas:
1.Profitability
e.g. gross or net profit.
This helps you to develop a sustainable business and should be a consideration in all pricing conversations. As our overheads are fairly fixed I focus on monthly turnover.
2.Cashflow
e.g. cash runway, debtor days.
Cash keeps you in business and gives you the stability and confidence to invest in whatever you need to achieve your efficiency or growth targets. Most of our clients are on monthly fixed fees and direct debits but I focus on any late payers amongst our smaller annual clients and ad hoc consultancy work.
3.Performance/growth
e.g. revenue per full time equivalent employee, average client value, utilisation rate.
This is an essential part of efficiency and scalability. I track my total working hours so that I don’t get sucked into the long bours trap. When my kids were small and my working week was capped at 25 hours (the length of a school week) I focused on my profit per hour. My favourite KPI was with a coaching client who tracked her golf handicap to ensure that her work-life balance allowed her enough time on the golf course and not slaving over her desk.
KPIS should be simple to understand and measure and directly related to the management action.
KPIS are not set and forget. They should be reviewed weekly, monthly, or even daily. And you may change your KPIs as you grow stronger in one area and need to shift focus a little as your business evolves.
Clarity beats complexity and using just three KPIs keeps things clear and simple.
If you want somebody to help you set and track your three numbers for a successful business then please get in touch:
Times are tough at the moment and small business owners don’t know where to turn. Those who are fortunate to have an accountant who already provides business advice have a headstart on their competitors. The real value of a good accountant goes far beyond ticking boxes, filling in forms, and meeting deadlines. This is the basic service that we offer our ‘Essentials’ clients in return for a ‘no frills’ fee.
Business is advice is more than just tax advice! Business advice is about improving profitability, growth, and work-life balance. More and more of our clients are asking us for additional advice sessions throughout the year.
It’s not just about preparing management accounts that nobody bothers to look at but about sharing ways that will improve the business. An accountant can explain what the numbers mean, highlight trends, and identify issues early. I’m not just an accountant and an entrepreneur myself but am also a qualified Coach and Mentor so at Minerva Accountants, we are able to provide so much more than just financial advice.
Business advisers can play a vital role in strategic planning and decisions such as pricing, hiring staff, investing in equipment, raising finance, expanding into new markets or just growing your share of your current market. And they have an open book of contacts when it’s time to call in experts.
Why wouldn’t any small business take advantage of business advice from their accountant when times are tough? And why aren’t more accountants able to offer this advice?
In short, business advice from accountants is not a luxury for small businesses, it’s a strategic asset. By working with an accountant who focuses on understanding the bigger picture, small business owners gain clarity, control and confidence. Compliance keeps a business legal, but advice helps it to grow, even through tough times.
If you’re looking for support in this area, we have a few options for you:
Stage 1: Owneroperator. On starting up it’s just you and you may choose to bootstrap and spend your time instead of your cash so that you end up working long days. Everything is new and it takes a while to refine your systems so that you’re con constantly reinventing the wheel. You need to pay for expertise that you don’t already have or undergo training. And what happens if you go off sick or want to take a holiday?
Stage 2: Small team with bottlenecks. Now you have people in board to take care of most of the day to day stuff but anything new still involves you in making a decision, buying software, or recruiting. As a chartered accountant I review ALL the accounts that I sign off. Now the fear isn’t your own absence but recruiting and retaining the right people. Your team get paid first and you get what’s left over. If there is anything left over.
Stage 3: Managerled business. Now the day to day has moved away from you and so have many of the decisions and processes. You are removed from the business and managing remotely by the numbers. You dream (or have nightmares) about your KPIs (Key Performance Indicators)
There are different financial challenges at each stage and, as accountants, we are used to helping are clients at all stages. But finance isn’t the only challenge and our coaching sessions help clients to move smoothly, or as smoothly as possible, from one stage to the next. This is that value of an accountant who is also a business coach.
The rules are different for sole traders and for companies.
Generally sole traders can NOT claim for eating out. Eating is not ‘wholly, exclusively and necessarily for the purposes of business’ because it fulfils the dual purpose of keeping you alive!
Employees of limited companies can claim if the meal is wholly and exclusively for business purposes. If business reasons require them to be away from home/office around meal times (so that they are unable to make their usual arrangements) then it is a reasonable business expense.
The amount they can claim for a meal will be agreed with their employer but should not be overly lavish and I would suggest limiting alcohol to one drink with the meal.
Entertaining is generally not allowed (see other Tax Tips on staff entertaining) for tax or VAT purposes.
