A country practice capitalising on the cloud

transcript

A Country Practice | Port Macquarie | March 6 2014

@therobnixon #COTCwww.proactiveaccountants.net/slides

www.robnixon.com

@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au

Getting in the middle of the cloud revolutionHow to capitalise on cloud technologyHow to use offshoring effectively How to offer value added services using cloud technology How to take a front foot approach Predictions for the future.

What we’re going to cover…

Why? What?

Who?Whe

The future of employment – how susceptible jobs are to computerisation – C Frey & M Osborne

Convergence of technology

www.mikesmanilatours.comwww.easyoffshore.com.au

www.ibpap.orgwww.mycloudpeople.com.ph

www.wealthfarm.com.au

In the Philippines

Your smarketing

plan to capitalise on

the cloud

Sales & Marketing (Smarketing) Objectives

Now 12 month goal

1. Number of business client groups

2. Average fee per business client - $

3. Percentage of total revenue in compliance - %4. Percentage of total revenue in value added - %

7. Number of new enquiries generated – last 12 months8. Conversion rate to new clients from enquiries - %9. Number of new business clients – last 12 months10. Each client visited / met with (times per year)

5. Average hourly rate compliance services - $6. Average hourly rate value added services - $

11. Number of clients on cloud accounting12. Revenue

13. Profit before partner salaries

Accounting skills are not

enough

Is your

smarketing tap

rusted shut?

Does it ‘sort of’

Are you wasting

money on

smarketing?

You need a smarketing

system

The PROACTIVE smarketing system

PROACTIVE

roducteasonsrganisedctivity

hannels

argetnternet

aluexperience

REASONS to buy from

you – or not

1AC23 B

Reasons to buy (or not) from you

Know you

Like you

Trust you

Database

BrandExperience

What’s your VALUE

proposition?

Your value propositionYour past- Client success- Experiences- Education- Accomplishments- Development- Work history- Beliefs- Victories/defeats- Risks/adversity.

Delivery methods- Consulting- Reports- Coaching- Mentoring- Survey- Redesign- Workshop- Retreat.

Clients future- Improved cashflow- Peace of mind- Asset security- Higher productivity- Lower attrition- Higher morale- Improved image- Better performance- Market share- Increased profit- Revenue growth- Wealth improvement- More innovation- Problems solved- Happier customers- Superior service.

Process flow

Creating PRODUCTS and

leveraging IP

Leveraging IP & creating productStart with a client or situation exampleWrite an articlePut it on YouTubeAll social media sitesPress coverageCreate a tool from it – on websiteNewsletters – yours and othersPodcasts / Webinars / Teleseminars / SeminarsCreate a story from itBlog – yours and othersPart of your process / methodLicense itProductise it – DVD, online, packaged service, book, booklet.

Corp Secretarial

Annual Accounts

FBTSMSF

Budget / Cashflow

Cloud Conversion

Planning Session

Monitoring – mthly / quarterly

Tax planning

Health Check

Asset protection

Coaching

Systems development

Client name

Client / product matrix

Who’s your TARGET

market?

Target markets - your best buyer

Who do you want as a client?SexAge (range)Business typeRisk profileBlue / White collarBusiness owner / Franchisee / EntrepreneurSize of business – revenue / GP%Net wealthAmbition level.

Your CHANNELS to

market

Channels to marketHow do you get the word out?

Existing clientsEmailMailWeb / social toolsEvents - Seminars / Webinars / Boardroom briefingsPhoneVisitsSponsorsSmall productsCentres of influence – other peoples databases JV alliances.

Experience you before I buy you

Getting a taste of what you can do:

YouTube video seriesArticles – distribute everywhereTools to downloadSmall productsReportsBlogReferralsTwitter / Facebook / LinkedInSpeechTRUST assessmentBusiness performance review – PANalytics.

Dominating the

INTERNET

Web dominanceWeb strategy Non-

existentExisten

tCompetitiv

eDistinct Breakthroug

Main website

Feeder sites

Blogs(s)

Facebook

Twitter

YouTube

E-news

Forum - connecting

Search Engine Optimization

Social advertising

Other peoples blogs

Content value

Loads of marketing

ACTIVITY

Endless Leads

Blog 9

tter 3

Case studies 6

Social media updates 8

ess ti

site 5

e-books - download 7

Media Releases 11

Trust assessment / web 14

Forum / closed facebook group 16

Referrals existing / prospects 10

Being quoted in the media 13

Telemarketing 12

Videos on website – push them 15

25. Boardroom briefing

30. Magazine

26. Business Performance Review

27. Webinar / Teleseminar

31. Seminars

32. Books – hard cover

29. Existing client visits

22. Pro bono sp

eeches

ow –

rticle

slette

23. Networking at industry events

24. Small products / workshops

21. Arti

cles i

n industr

azines

28. Direct mail

ORGANISED

Being organised

Written marketing & sales planDisciplined approachDaily activityDaily monitoringTracking ROIAll team approachWeekly reporting @ team meetingCelebrating success (bell).

Activity

January

February

May June JulyAugust

September

October

November

December

Leads target

Your activity plan (whiteboard)

Organising & measuring the activity – another whiteboard

Activity Target Quantity

Cost Send date

Response %

Response #

Gross Profit

Letter # 1 Existing clients

463 $565 Dec 15

3.35% 15 $2,085

Letter # 2 Suspect list 3,323 $4,500

Dec 15

1.25% 41 $5,699

Email # 1 Existing clients

463 $4.63 Dec 17

1% 5 $695 15000%

Webinar # 1 Entire database

92 $50 Jan 15 12% 11 $1,529

Email # 2 Suspect list 3,323 $33.23

Jan 18 0.5% 16 $2,224

Fax # 1 Suspect list 3,323 $2,500

Feb 1 2.1% 67 $9,313

Telemarketing test

Suspect sample

500 $3,500

Feb 5 4.5% 22 $3,058

The PROACTIVE smarketing systemPROACTIVE

roducteasonsrganisedctivity

hannels

argetnternet

aluexperience.

National seminar tour – March/April 2014

The changes happening to complianceWhy (and how) you must take a ‘front foot’ approachThe positive impact cloud accounting can have on your firmThe positive impact cloud accounting can have on your clientsAn independent view on which cloud solutions to chooseHow to implement cloud accounting in your firmHow to discover new value added services opportunities.

Capitalising on the Cloudseminar agenda

How to implement cloud accounting with your clientsHow to add value to your clients using cloud accountingHow have your clients buy additional servicesHow to price new services on value based feesThe threats associated with outsourcing and offshoringHow to use outsourcing and offshoring to your advantage.

Capitalising on the Cloudseminar agenda cont.…

Capitalising on the Cloud – seminar dates

Newcastle - Monday, March 17 2014Gold Coast – Wednesday, 19 March 2014Brisbane - Friday, 21 March 2014Wollongong - Monday, 24 March 2014Ballarat - Wednesday, 26 March 2014Melbourne - Friday, 28 March 2014Perth - Monday, 31 March 2014Adelaide - Wednesday, 2 April 2014Parramatta - Friday, 4 April 2014Albury - Monday, 7 April 2014North Sydney - Wednesday, 9 April 2014Christchurch - Friday, 11 April 2014Wellington - Monday, 14 April 2014Auckland - Wednesday, 16 April 2014

8:45am – 4:30pm (drinks afterwards)

A Country Practice special

ACP Price - $97 pp

Save $100 pp(use promo code – ACP)

www.cloudseminar.com.au

#1 Compliance

Commoditised

#2 Cloud

for >90% SME’s

#3 Cloud

for >90% Accts

#4Coaches taking clients

#5 Clients more

transient

#7 Compliance

price down by >50%

#6 Off-shore prevalent

#8 Marketin

g and sales skills firms

#9Young

people will not buy into

staid & boring

time based billing

#11Value Added

Services >80% of revenue

#12Clients finally served properl

12 predictions

@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au?

www.cloudseminar.com.au

rob.nixon@proactiveaccountants.net

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A country practice capitalising on the cloud

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