1. 2011 Business Plan
What do I want to do?
1.Grow the office – benefit all of us.
What would I like to achieve?
2. Revenue and profit levels over short-
and long terms.
2. 2011 Business Plan
What does our office do:
-Accounting & tax
-Change to an Advisor role
3. 2011 Business Plan
Suggestion:
1. We help business owners build & profit. Grow &
develop their businesses.
2. We help them position the business for short & long-
term growth.
3. We help them develop the best corporate strategy.
4. We help them maximize their potential.
4. 2011 Business Plan
How do we do it?
1. By providing value, hopefully leading to trust.
2. All accounting firms want to do the same thing; what
would make us different is that when we market the
office, we’re sincere, consistent in our
communication, and always adding value to the
current/potential client.
3. Everyone in the office doing a job that they are
comfortable in and can do a good job at.
5. 2011 Business Plan
Client policy:
-Clients that pay well.
-Means we have to market to certain industries.
-Slow, price sensitive payers diplomatically removed –
all accounting firms do this.
-Clients that want to grow their businesses.
-Red Velvet Rope Policy – we are good to our clients,
but that means that we have to retain only those
clients that are ethical and good to us.
6. 2011 Business Plan
Services - Compliance
1. Corporate and personal taxes.
2. Compilation engagements.
3. Review engagements.
4. Audit engagements.
7. 2011 Business Plan
Higher margin work
1. Budgeting
2. Forecasting
3. Performance Optimization (look at economy, financial
position, opportunities, and determine best course of
action for company).
4. Strategic planning
10. The Practice I Want To Market
1. Target Markets
-NOTE: what are the best market to get higher margin work, good paying
clients, and those that will want additional advisory services
(performance optimization, strategic planning, etc...) from use?
NOTE 2: This is for your information to let you know that I want to
incorporate a plan that will:
-benefit us all
-grow the practice
It does NOT mean that you start doing things that you are not used to
doing or don’t want to do!
11. 2011 Business Plan
The Practice I Want To Market
1. Target Markets
-NOTE: what are the best market to get higher margin work, good paying
clients, and those that will want additional advisory services
(performance optimization, strategic planning, etc...) from use?
NOTE 2: This is for your information to let you know that I want to
incorporate a plan that will:
-benefit us all
-grow the practice
It does NOT mean that you start doing things that you are not used to
doing or don’t want to do!
12. Target Markets
1. Restaurants / Franchises
2. Food Service Industry
WHY? Because of my ownership in a franchise which
was also a restaurant
13. 2011 Business Plan
Target Markets
1. Restaurants / Franchises
2. Food Service Industry
WHY? Because of my ownership in a franchise which
was also a restaurant
14. Target Markets
1. Restaurants / Franchises
2. Food Service Industry
3. Venture Capital
4. Technology
5. Import/Export
6. International (UK)
7. Forecasting
15. 2011 Business Plan
Target Markets
1. Restaurants / Franchises
2. Food Service Industry
3. Venture Capital
4. Technology
5. Import/Export
6. International (UK)
7. Forecasting
22. 2011 Business Plan
Marketing Plan
Short-term
1. Visit restaurants / franchises each month - program
23. 2011 Business Plan
Marketing Plan
Short-term
1. Visit restaurants / franchises each month - program
2. Networking events
24. 2011 Business Plan
Marketing Plan
Short-term
1. Visit restaurants / franchises each month - program
2. Networking events
3. Establish and grow network - relationship build
25. 2011 Business Plan
Marketing Plan
Short-term
1. Visit restaurants / franchises each month - program
2. Networking events
3. Establish and grow network - relationship build
4. Webinars - weekly
26. 2011 Business Plan
Marketing Plan
Short-term
1. Visit restaurants / franchises each month - program
2. Networking events
3. Establish and grow network - relationship build
4. Webinars - weekly
5. LinkedIn program
27. 2011 Business Plan
Marketing Plan
Short-term
1. Visit restaurants / franchises each month - program
2. Networking events
3. Establish and grow network - relationship build
4. Webinars - weekly
5. LinkedIn program
6. Seminars
35. 2011 Business Plan
Marketing Plan
Short-term
Networking events
1. 2 per week
36. 2011 Business Plan
Marketing Plan
Short-term
Networking events
1. 2 per week
2. Must be relevant / include people in the target markets
OR those who can refer in the target markets
37. 2011 Business Plan
Marketing Plan
Short-term
Networking events
1. 2 per week
2. Must be relevant / include people in the target markets
OR those who can refer in the target markets
38. 2011 Business Plan
Marketing Plan
Short-term
Networking events
1. 2 per week
2. Must be relevant / include people in the target markets
OR those who can refer in the target markets
3. 2 business cards per event / relationship build by
engaging in yearly contact program.
46. 2011 Business Plan
Marketing Plan
Short-term
LinkedIn and Webinars
1. Online Marketing certainly relevant
47. 2011 Business Plan
Marketing Plan
Short-term
LinkedIn and Webinars
1. Online Marketing certainly relevant
2. LinkedIn used as a way to facilitate the exposure of the MacKenzie George
brand.
48. 2011 Business Plan
Marketing Plan
Short-term
LinkedIn and Webinars
1. Online Marketing certainly relevant
2. LinkedIn used as a way to facilitate the exposure of the MacKenzie George
brand.
3. Best to do this by engaging in “groups” and discussions, and providing
posts.
49. 2011 Business Plan
Marketing Plan
Short-term
LinkedIn and Webinars
1. Online Marketing certainly relevant
2. LinkedIn used as a way to facilitate the exposure of the MacKenzie George
brand.
3. Best to do this by engaging in “groups” and discussions, and providing
posts.
4. Extensive skill set in the office with knowledge that people on LinkedIn
need
57. 2011 Business Plan
Marketing Plan
Short-term
LinkedIn and Webinars
5. Intent of this marketing is to develop online relationship, advertise weekly
webinars.
58. 2011 Business Plan
Marketing Plan
Short-term
LinkedIn and Webinars
5. Intent of this marketing is to develop online relationship, advertise weekly
webinars.
6. People log in to webinars. Intent on each contact with MacKenzie George is
to build trust the point that they decide to retain us as their accountants.
59. 2011 Business Plan
Marketing Plan
Short-term
LinkedIn and Webinars
5. Intent of this marketing is to develop online relationship, advertise weekly
webinars.
6. People log in to webinars. Intent on each contact with MacKenzie George is
to build trust the point that they decide to retain us as their accountants.
7. I do not push the product on the person. What I do is establish trust
through relationship building and diplomatically (at the appropriate times)
sell them on the concept that:
60. 2011 Business Plan
Marketing Plan
Short-term
LinkedIn and Webinars
5. Intent of this marketing is to develop online relationship, advertise weekly
webinars.
6. People log in to webinars. Intent on each contact with MacKenzie George is
to build trust the point that they decide to retain us as their accountants.
7. I do not push the product on the person. What I do is establish trust
through relationship building and diplomatically (at the appropriate times)
sell them on the concept that:
our office will best be able to help their business do the 4 things in slide #4
67. 2011 Business Plan
Marketing Plan
Short-term
LinkedIn and Webinars
7. I do not push the product on the person. What I do is establish trust
through relationship building and diplomatically (at the appropriate times)
sell them on the concept that:
68. 2011 Business Plan
Marketing Plan
Short-term
LinkedIn and Webinars
7. I do not push the product on the person. What I do is establish trust
through relationship building and diplomatically (at the appropriate times)
sell them on the concept that:
A. Our office will best be able to help their business do the 4 things in
slide #4.
69. 2011 Business Plan
Marketing Plan
Short-term
LinkedIn and Webinars
7. I do not push the product on the person. What I do is establish trust
through relationship building and diplomatically (at the appropriate times)
sell them on the concept that:
A. Our office will best be able to help their business do the 4 things in
slide #4.
B. There is no accounting firm that can do that as best as we can.
70. 2011 Business Plan
Marketing Plan
Short-term
LinkedIn and Webinars
7. I do not push the product on the person. What I do is establish trust
through relationship building and diplomatically (at the appropriate times)
sell them on the concept that:
A. Our office will best be able to help their business do the 4 things in
slide #4.
B. There is no accounting firm that can do that as best as we can.
71. 2011 Business Plan
Marketing Plan
Short-term
LinkedIn and Webinars
7. I do not push the product on the person. What I do is establish trust
through relationship building and diplomatically (at the appropriate times)
sell them on the concept that:
A. Our office will best be able to help their business do the 4 things in
slide #4.
B. There is no accounting firm that can do that as best as we can.
It is Marketing’s responsibility to put that perception in the person’s mind. It
is then the responsibility of all of us to put that into reality
80. 2011 Business Plan
Marketing Plan
Short-term
Seminars
Seminar program:
1. Business Growth model
81. 2011 Business Plan
Marketing Plan
Short-term
Seminars
Seminar program:
1. Business Growth model
2. Financial Statement analysis
82. 2011 Business Plan
Marketing Plan
Short-term
Seminars
Seminar program:
1. Business Growth model
2. Financial Statement analysis
3. Internal Audit - proof
83. 2011 Business Plan
Marketing Plan
Short-term
Seminars
Seminar program:
1. Business Growth model
2. Financial Statement analysis
3. Internal Audit - proof
4. Valuation of businesses
84. 2011 Business Plan
Marketing Plan
Short-term
Seminars
Seminar program:
1. Business Growth model
2. Financial Statement analysis
3. Internal Audit - proof
4. Valuation of businesses
5. Personal and Corporate Tax Planning (put navigator and seminar chart here)
93. 2011 Business Plan
Marketing Plan
Short-term
Seminars
Purpose:
-Another contact
94. 2011 Business Plan
Marketing Plan
Short-term
Seminars
Purpose:
-Another contact
-Always invite the participant to the next seminar
95. 2011 Business Plan
Marketing Plan
Short-term
Seminars
Purpose:
-Another contact
-Always invite the participant to the next seminar
-Catered
96. 2011 Business Plan
Marketing Plan
Short-term
Seminars
Purpose:
-Another contact
-Always invite the participant to the next seminar
-Catered
-Pantry
97. 2011 Business Plan
Marketing Plan
Short-term
Seminars
Purpose:
-Another contact
-Always invite the participant to the next seminar
-Catered
-Pantry
-Targeted to business clients / covers most services needed in the evolution of
their business growth
104. 2011 Business Plan
Marketing Plan
Short-term
1. Business Navigator Program
105. 2011 Business Plan
Marketing Plan
Short-term
1. Business Navigator Program
2. Business Maintenance Program
106. 2011 Business Plan
Marketing Plan
Short-term
1. Business Navigator Program
2. Business Maintenance Program
3. Business Optimizer Program
107. 2011 Business Plan
Marketing Plan
Short-term
1. Business Navigator Program
2. Business Maintenance Program
3. Business Optimizer Program
108. 2011 Business Plan
Marketing Plan
Short-term
1. Business Navigator Program
2. Business Maintenance Program
3. Business Optimizer Program
-Marketing or programs that will place us in more of an advisor role.
109. 2011 Business Plan
Marketing Plan
Short-term
1. Business Navigator Program
2. Business Maintenance Program
3. Business Optimizer Program
-Marketing or programs that will place us in more of an advisor role.
-More product offerings give people a choice, which usually results in the
person choosing one of the offerings
110. 2011 Business Plan
Marketing Plan
Short-term
1. Business Navigator Program
2. Business Maintenance Program
3. Business Optimizer Program
-Marketing or programs that will place us in more of an advisor role.
-More product offerings give people a choice, which usually results in the
person choosing one of the offerings
111. 2011 Business Plan
Marketing Plan
Short-term
1. Business Navigator Program
2. Business Maintenance Program
3. Business Optimizer Program
-Marketing or programs that will place us in more of an advisor role.
-More product offerings give people a choice, which usually results in the
person choosing one of the offerings
118. 2011 Business Plan
Marketing Plan
Short-term
1. Incorporate weekly schedule and track
119. 2011 Business Plan
Marketing Plan
Short-term
1. Incorporate weekly schedule and track
2. Concentrate on building business relationships.
120. 2011 Business Plan
Marketing Plan
Short-term
1. Incorporate weekly schedule and track
2. Concentrate on building business relationships.
3. Developing a MacKenzie George brand
121. 2011 Business Plan
Marketing Plan
Short-term
1. Incorporate weekly schedule and track
2. Concentrate on building business relationships.
3. Developing a MacKenzie George brand
-this requires only that we publicize the name; no fancy marketing required!
122. 2011 Business Plan
Marketing Plan
Short-term
1. Incorporate weekly schedule and track
2. Concentrate on building business relationships.
3. Developing a MacKenzie George brand
-this requires only that we publicize the name; no fancy marketing required!
123. 2011 Business Plan
Marketing Plan
Short-term
1. Incorporate weekly schedule and track
2. Concentrate on building business relationships.
3. Developing a MacKenzie George brand
-this requires only that we publicize the name; no fancy marketing required!
124. 2011 Business Plan
Marketing Plan
Short-term
1. Incorporate weekly schedule and track
2. Concentrate on building business relationships.
3. Developing a MacKenzie George brand
-this requires only that we publicize the name; no fancy marketing required!
125. 2011 Business Plan
Marketing Plan
Short-term
1. Incorporate weekly schedule and track
2. Concentrate on building business relationships.
3. Developing a MacKenzie George brand
-this requires only that we publicize the name; no fancy marketing required!
131. 2011 Business Plan
Marketing Plan
Long - term
1. Key: To acquire new clientele through restaurant / franchise marketing
132. 2011 Business Plan
Marketing Plan
Long - term
1. Key: To acquire new clientele through restaurant / franchise marketing
2. Want to then leverage relationships developed to expand in 2 areas:
133. 2011 Business Plan
Marketing Plan
Long - term
1. Key: To acquire new clientele through restaurant / franchise marketing
2. Want to then leverage relationships developed to expand in 2 areas:
134. 2011 Business Plan
Marketing Plan
Long - term
1. Key: To acquire new clientele through restaurant / franchise marketing
2. Want to then leverage relationships developed to expand in 2 areas:
-Restaurants / franchises outside BC
135. 2011 Business Plan
Marketing Plan
Long - term
1. Key: To acquire new clientele through restaurant / franchise marketing
2. Want to then leverage relationships developed to expand in 2 areas:
-Restaurants / franchises outside BC
-Restaurant / franchise chains
136. 2011 Business Plan
Marketing Plan
Long - term
1. Key: To acquire new clientele through restaurant / franchise marketing
2. Want to then leverage relationships developed to expand in 2 areas:
-Restaurants / franchises outside BC
-Restaurant / franchise chains
- Food Associations
137. 2011 Business Plan
Marketing Plan
Long - term
1. Key: To acquire new clientele through restaurant / franchise marketing
2. Want to then leverage relationships developed to expand in 2 areas:
-Restaurants / franchises outside BC
-Restaurant / franchise chains
- Food Associations
-Food suppliers (ie: food, equipment, real estate)
138. 2011 Business Plan
Marketing Plan
Long - term
1. Key: To acquire new clientele through restaurant / franchise marketing
2. Want to then leverage relationships developed to expand in 2 areas:
-Restaurants / franchises outside BC
-Restaurant / franchise chains
- Food Associations
-Food suppliers (ie: food, equipment, real estate)
-This requires building relationships within the food industry so that referrals
can naturally occur.
145. 2011 Business Plan
Pursuits
1. Food industry is the main focus
2. Mining - I can establish contacts and know some people, so I can start from
there
146. 2011 Business Plan
Pursuits
1. Food industry is the main focus
2. Mining - I can establish contacts and know some people, so I can start from
there
3. Venture Capital - start with one person - develop program around BC
Venture Capital programs and SR & ED education.
147. 2011 Business Plan
Pursuits
1. Food industry is the main focus
2. Mining - I can establish contacts and know some people, so I can start from
there
3. Venture Capital - start with one person - develop program around BC
Venture Capital programs and SR & ED education.
4. Advisory:
148. 2011 Business Plan
Pursuits
1. Food industry is the main focus
2. Mining - I can establish contacts and know some people, so I can start from
there
3. Venture Capital - start with one person - develop program around BC
Venture Capital programs and SR & ED education.
4. Advisory:
149. 2011 Business Plan
Pursuits
1. Food industry is the main focus
2. Mining - I can establish contacts and know some people, so I can start from
there
3. Venture Capital - start with one person - develop program around BC
Venture Capital programs and SR & ED education.
4. Advisory:
-Performance Optimization
150. 2011 Business Plan
Pursuits
1. Food industry is the main focus
2. Mining - I can establish contacts and know some people, so I can start from
there
3. Venture Capital - start with one person - develop program around BC
Venture Capital programs and SR & ED education.
4. Advisory:
-Performance Optimization
-Strategic planning
151. 2011 Business Plan
Pursuits
1. Food industry is the main focus
2. Mining - I can establish contacts and know some people, so I can start from
there
3. Venture Capital - start with one person - develop program around BC
Venture Capital programs and SR & ED education.
4. Advisory:
-Performance Optimization
-Strategic planning
-Forecasting
158. 2011 Business Plan
Pursuits
5. Yearly tracking of performance
6. I’d like to see 20% growth? - have to have a goal.
159. 2011 Business Plan
Pursuits
5. Yearly tracking of performance
6. I’d like to see 20% growth? - have to have a goal.
7. Take time to recognize work in the pipe. Staff accordingly so that we’re not
playing catch up.
160. 2011 Business Plan
Pursuits
5. Yearly tracking of performance
6. I’d like to see 20% growth? - have to have a goal.
7. Take time to recognize work in the pipe. Staff accordingly so that we’re not
playing catch up.
8. Fee monitoring. Applicable fee structure for new clients coming into the
practice.
161. 2011 Business Plan
Pursuits
5. Yearly tracking of performance
6. I’d like to see 20% growth? - have to have a goal.
7. Take time to recognize work in the pipe. Staff accordingly so that we’re not
playing catch up.
8. Fee monitoring. Applicable fee structure for new clients coming into the
practice.
9. NOTE: clients we’re after are those that can pay the fees and understand
the value that we provide to them.
162. 2011 Business Plan
Pursuits
5. Yearly tracking of performance
6. I’d like to see 20% growth? - have to have a goal.
7. Take time to recognize work in the pipe. Staff accordingly so that we’re not
playing catch up.
8. Fee monitoring. Applicable fee structure for new clients coming into the
practice.
9. NOTE: clients we’re after are those that can pay the fees and understand
the value that we provide to them.
10. This means that we do not take just anybody as a client - we are
interviewing them just as much as they are interviewing us.
163. 2011 Business Plan
Pursuits
5. Yearly tracking of performance
6. I’d like to see 20% growth? - have to have a goal.
7. Take time to recognize work in the pipe. Staff accordingly so that we’re not
playing catch up.
8. Fee monitoring. Applicable fee structure for new clients coming into the
practice.
9. NOTE: clients we’re after are those that can pay the fees and understand
the value that we provide to them.
10. This means that we do not take just anybody as a client - we are
interviewing them just as much as they are interviewing us.
169. 2011 Business Plan
Staff Compensation structure
1. Performance bonus system based on profit
Ex: If we meet 10% growth per year:
-% of growth over last year in pool - this pool divided according to level of
staff:
Level 1 - junior accountant/admin (inc. bookkeepers)
Level 2 - supervisor (checker)/admin
174. 2011 Business Plan
Staff Compensation structure
1. Performance bonus system based on profit
-probably start of with a 2 level structure. Example:
-If 2 levels: level 1 = 35% of pool; level 2 = 65% of pool - these amounts divided equally
between staff at that level.
-If 3 levels - level 1 = 15%
- level 2 = 35%
- level 3 = 50%
-As the compensation structure is implemented, modified as required!
179. 2011 Business Plan
Staff Compensation structure
1. Performance bonus system based on profit
Pool Grades:
-10-20% growth year-over-year: 5% in pool
-21-30% growth year-over-year: 10% in pool
-31-40% growth year-over-year: 15% in pool
-> 40% growth year-over-year: 20% in pool
-This is conservative; if the firm can afford it, the pool percentage should be increased by 5% at
each level.
-When implemented, we should determine what the amounts are - the cash paid out and what
can be afforded with determine what percentages to use.
184. 2011 Business Plan
Staff Compensation structure
1. Performance bonus system based on profit
Goal: To give your good and best performers:
a. Compensation appropriate to their effort
b. Compensation that will prevent them from going
elsewhere.
190. 2011 Business Plan
Staff Compensation structure
2. Group RRSP
-Normally employer matches 3-5% of an employees gross earnings up to
a maximum of ???/month
-Ex: Employee gross = $4,000/month
5% = $200
Employer RRSP match = ??? (I would say max of $150/month, or what
firm can comfortable afford).
196. 2011 Business Plan
Staff Compensation structure
3. Long-term disability on benefit plan
-Employment Insurance will take care of short-term component
-Long-term disability kicks in after ??? weeks
-Add this when growth is underway and the firm can afford it.
202. 2011 Business Plan
Staff Compensation structure
1. Summary of staff offering:
a. new staff on benefit plan after 3 months, with a positive
performance review.
b. Bonus pool participation after 1 year of service
c. Group RRSP participation after 1 year of service.
206. 2011 Business Plan
To make the growth happen (in addition to executing
the marketing plan):
1. Each staff member must have a mentor and be mentoring someone.
2. Junior staff do not mentor anyone; they are just learning at this stage.
3. We need to provide professional development that helps our staff learn
how to do the things in the marketing plan.
4. Compensation pyramid
210. 2011 Business Plan
To make the growth happen (in addition to executing
the marketing plan):
-Camaraderie in the Workplace
-Working environment
-Travel - Conferences
-Gifts
-Money
214. 2011 Business Plan
To make the growth happen (in addition to executing
the marketing plan):
-All staff different, so if they are performing, we need to be sensitive to
what is valuable to them and reward their efforts by giving it to them.
