Millennial Business Owner-Accounting Firm Survey Special Report

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1 2017 Millennial Business Owner-Accounting Firm Survey Special Report What millennials expect and value from their accounting firms. Services and technology that will help you win and keep their business.

2 Table of Contents Introduction...3 Acquiring Millennial Business Owners as Clients...4 Attractive targets...4 Diversify marketing efforts...5 Paperless is the norm not the exception...6 Say goodbye to hourly billing...7 Accounting Services for Millennial Business Owners...8 Current Services...8 Strategic guidance and plain talk...10 Critical traits for accounting firms...11 Accounting Technology for the Millennial Business Owner...12 Low technology learning curve...12 Preference of the cloud, digital payments, and online invoicing...14 Support for virtual accounting firms...15 How to Impress Millennial Business Owners...16 Conclusion

3 Introduction Welcome to the next generation of business owners. Millennials, representing more than 75 million people, are making their mark on the business world as avid entrepreneurs and savvy professionals. They re confident, creative, and extremely comfortable with technology. Most importantly, they aren t as young as you may believe. Researchers vary in the age parameters of this generation, with birth years ranging between 1977 and early 2000s. The first members of the millennial generation may be anywhere between 32 and 40. Millennials represent a thriving business owner community one whose preferences for services and delivery differ from previous generations. To ignore this powerful group of business owners means you may be missing vibrant opportunities to develop your firm and create impactful business relationships. How can you get their attention? That s exactly what this survey asked 1,000 business owners people who own their own companies or act as general managers. They also own the accounting firm relationship within their organizations. These are the business professionals making the decisions on which accounting firms to work with and which ones to drop. It takes more than a little flourish, tweak, or flair to meet the needs of millennial business owners. This special report (in which anyone 39 and younger is classified as a millennial) pins down this generation s preferences and expectations and offers suggestions on how accounting firms can work to meet them. It s my sincere hope that this data can inform your firm s strategy to attract a younger generation of business owners and contribute to a sustainable, profitable practice. Happy reading! Jason Blumer Founder Thriveal CPA Network 3

4 Acquiring Millennial Business Owners as Clients Attractive targets Accounting firms have a variety of options in order to expand profits offer more services, acquire another firm, or enhance efficiency. However, the most traditional tactic for making more money stems from adding clients. As the next generation of business owners, millennials offer an enticing opportunity as prospective clients. The growth potential of these companies can contribute to the profitability of your accounting firm. As they grow, so can your firm. Based on revenue, almost one-third of the millennial business owners polled lead companies with $1.1 million to more than $25 million in revenue each year compared to 38% for all respondents. Another 16% have companies that make between $501,000 to $1 million a year in revenue, compared to 13% for all respondents. These two earnings amounts represent nearly half of the respondents. The remaining half makes $500,000 or less each year. Broken down by the number of employees, 14% of business owners 39 and younger lead companies with more than 51 employees and an additional 12% have employees. If you haven t considered targeting millennial business owners, it s time to reconsider. 4

5 Revenues Employees Millennials All Companies >$25M $10M-25M $5M-10M $1M-5M $500K-1M $100K-$500K <$100K PREFER NOT TO DISCLOSE 0% % Diversify marketing efforts Word of mouth referrals play a substantial role in marketing efforts for accounting firms, however the younger generation uses a mix of tools to help them find accounting partners. All business owners polled primarily rely on referrals from peers, family and friends. In fact, those 31 and older devote almost all of their accounting firm research to word of mouth referrals from trusted resources. The preference for referrals scales down from those who are 56 or older (79%) to those who are 30 or younger (64%). Business owners 30 and younger display a greater diversification amongst information resources. After referrals from peers, friends and family (64%), they value internet searches (23%), advertising (18%), I submit an to accounting firms and see how long they take to respond. COMMENT FROM MILLENNIAL BUSINESS OWNER and referrals from technology partners (14%). Social media, such as blogs, Twitter, and Facebook, aid the accounting firm hunt for 14% of those 30 and younger nearly five times as much when compared to those aged (3%). The affinity for internet searches extends beyond business owners 30 and younger. In fact, internet searches serve as the second most popular tool for those who are 55 and younger (19% for and 26% for ages 31-39). The data points to the need for accounting firms to diversify marketing strategies and resources. Firms should expand how they find and acquire clients as millennial business owners make more hiring decisions. Beyond nurturing their referral networks, client recruitment measures should expand to an online presence through SEO, social media, and advertising. Firms should also explore partnerships and referral opportunities offered by technology providers 5

6 THE TOP TOOLS BUSINESS OWNERS USE TO FIND ACCOUNTING SERVICES TOOL < Referrals from peers, friends, or family 64 % 84 % 83 % 79 % Internet searches 23 % 26 % 19 % 11 % Advertising 18 % 3 % 6 % 0 % Referrals from technology providers 14 % 13 % 17 % 6 % Social media 14 % 3 % 2 % 2 % Conferences 14 % 3 % 6 % 5 % Paperless is the norm not the exception Paper-based accounting services face extinction. Millennial business owners overwhelmingly prefer digital-only accounting, with 82% indicating that they would feel very pleased or pleased if their accounting firm offered paperless services. Electronic-based accounting services offer millennials numerous benefits: anytime, anywhere access; easy filing, searching, and sharing; and the ability to cut down on office space. This was supported by comments from respondents that included: We live in a digital world where everything has moved to the cloud. Filing and storing paper is cumbersome and unnecessary. [Paperless is] less bulky, better for the environment, easy to find something quickly and easily accessed anywhere. Being forced to deal with paper creates overhead and complexity. I just end up scanning and shredding it in most cases. Being remote is important and paperless supports that. Paperless is the only way to go IMO. It s important to note that all age groups indicate a preference for paper-free accounting, with ages indicating positive responses of 78% and at 66%. Business owners 56+ approve of paperless accounting by 45%, but display the largest proportion of those uncomfortable with the idea (20%). 6

7 With all generations especially younger ones opting for paperless operations and accounting, it makes sense to evaluate your firm s paper reliance level, said Charles Crabtree, director of strategic accounts at Bill.com. A heavy paper reliance meaning it touches almost all tasks within your firm and with your clients indicates that it s time to explore solutions that enable a paper-light or paperless environment. These include cloud-based technologies, digital bill payment, online invoicing, document management, and more. RATE HOW YOU WOULD FEEL IF Pleased Neutral Uncomfortable YOUR ACCOUNTANT HANDLED ALL OR MOST OF YOUR ACCOUNTING WORK IN A PAPERLESS MANNER. < Say goodbye to hourly billing As a generation accustomed to subscription model services (think Netflix, mobile apps, and more), the predictability of flat rates and fixed fees appeals to millennial business owners. Those 39 and younger prefer monthly flat rates (44%) and fixed fees per project (35%) over hourly billing (21%), which can be difficult to predict and control expense-wise. This trend is most apparent with those 30 and younger. More than half support monthly flat rates and 31% prefer fixed fees, compared to 14% who prefer hourly billing. HOW DO YOU PREFER TO PAY FOR Monthly Flat Rate Fixed fee per project Hourly Other ACCOUNTING SERVICES? < %

8 Title Accounting Services for Millennial Business Owners Current Services Business owners overwhelmingly turn to accounting firms to help with taxes. In fact, taxes rank as the number one accounting service for all age groups. Millennial business owners, however, opt for a different mix of services than previous generations that includes: Technology-related services: Those aged and 30 or under more often incorporate accounting technology recommendations and training in their services (24% and 23% respectively). Compare this to 8% for those 56+ and 16% for those ages Bookkeeping: While bookkeeping is a top service for all age groups, millennials consume a higher percentage of bookkeeping services. Fifty-four percent of business owners 39 and younger rely on bookkeeping as a service, compared to 34% for those and 30% for those 56+. CFO/consulting services are prioritized by those 39 and younger (34% for 31-39, 23% for 30 and younger), compared to 17% for and 10% for

9 Invoicing cracks the top-five with the age group of 31-39, checking in at 25% compared to 4% for 56+ and 8% for Bill payment ranks highest by millennials at 22% compared to 14% for and 8% for 56+. If your accounting firm focuses primarily on tax services, it may be missing evergreen opportunities for young business owners. Services such as bookkeeping, invoicing, and consultation are valuable throughout the entire year and represent opportunities to build profit and stabilize cash flow, commented Jason Blumer, founder of Thriveal CPA Network. Thriveal inspires countercultural firm owners to embrace their entrepreneurial creativity within the profession. WHAT SERVICES DO YOU REQUEST FROM YOUR ACCOUNTING FIRM? TOOL < Taxes 83 % 92 % 83 % Bookkeeping 54 % 34 % 30 % Sales tax 28 % 19 % 22 % Payroll 31 % 26 % 19 % Audits 25 % 27 % 33 % CFO services/consulting 31 % 17 % 10 % Accounting technology recommendations and training 24 % 16 % 8 % Bill payment 22 % 14 % 8 % Budgeting/forecasting 23 % 14 % 9 % Invoicing 20 % 8 % 4 % Collections 10 % 7 % 5 % 9

10 Strategic guidance and plain talk When asked which areas of accounting offer the most frustration, millennial business owners identify forecasting, managing cash flow, and reporting. It illustrates a greater accounting need for millennials: strategic guidance. More than half (52%) of business owners 39 and younger say they must have a firm that provides strategic insight and guidance for their organizations. This necessity complements services that younger generations already consume such as CFO/consulting services. Not only do millennial business owners gravitate to strategic guidance, they also want their accountants to plainly explain finances. Forty-two percent want an accountant that can translate complex financial concepts into terminology and reporting they can understand. It s interesting to note that reporting ranks as a top-three frustration for all age groups, suggesting it is a consistent accounting problem across all generations. As one respondent wrote, I want reports in a timely manner. I expect P&Ls within 45 to 60 days. Business owners designate reporting frustrations at 28% more than twice that of those 30 and younger. The takeaways for these results include: When pitching younger business owners, emphasize the strategic element of services. Ensure the firm has integrated, technology-driven and efficient processes in place to provide accurate and timely reporting. Integrated cloud-based technologies, along with digital payments, can significantly accelerate the reporting process. FRUSTRATIONS AROUND FORECASTING, MANAGING CASH FLOW AND REPORTING (BROKEN DOWN BY AGE GROUP) Forecasting Managing Cash Flow Reporting 0% <

11 Critical traits for accounting firms How can accounting firms keep millennial business owners satisfied? It comes down to service and expertise. In addition to providing strategic insight and translating complex financial concepts into terminology and reporting that is easily understandable, millennial business owners 39 and younger say that their priorities for an accounting firm include: Responding in a timely manner Offering a wide range of services Providing expertise in their specific industry According to the results, millennial business owners aren t as concerned with prices or the national ranking of a firm. CRITICAL ACCOUNTING FIRM TRAITS, AS RANKED BY MILLENNIALS Responds to my communications in a timely manner 72% Provides strategic insight and guidance for my business 52% Is versatile and able to provide a wide range of accounting, tax and financial services 42% Translates complex financial concepts into terminology and reporting I can understand. 42% Has in-depth knowledge of my specific industry 36% Is part of my local business community 20% Will meet face-to-face with short notice 17% Provides the least expensive services available 15% Is one of the top accounting firms in the nation 8% Other 3% 11

12 Title Accounting Technology for the Millennial Business Owner Low technology learning curve For a generation born and raised on mobile devices, the cloud, apps, and a slew of online services, it makes sense that millennial business owners possess a high degree of comfort with technology. The survey results support this belief. When polled about frustrations, only 5% of millennial owners indicate that learning new technology represents a challenge. The percentages for other generations rank technology as a more substantial challenge at 10% for and 20% for 56+. This level of comfort with technology may also be attributed to the propensity of millennial business owners to turn to accounting firms for technology recommendations and training. Nearly 25% have this function built into their services, suggesting that millennial business owners are keen to stay current on the latest technology. 12

13 Technology is woven into a young business owner s life, both personally and professionally. Accounting firms can dovetail with this preference by providing accounting technology training and recommendations as part of their services. The first step is to ensure that your firm is not only exploring but adopting new technologies that provide a greater level of convenience for millennials. Likewise, invest in training and certifications for firm employees in order to stay abreast of the latest advancements, said Crabtree. TECHNOLOGY ATTITUDE VS. TECHNOLOGY-RELATED ACCOUNTING SERVICES % < Learning new technology is frustrating Includes accounting technology recommendations and training in their accounting services 13

14 Preference of the cloud, digital payments, and online invoicing Millennial business owners gravitate to accounting firms offering modern technology. The top-three tools millennial business owners would like from their accounting firms include cloud-based technologies (56%), online invoicing (46%), and digital payments (33%). Mobile access clocks in at 25% as a top tool, ranking slightly above a web portal provided by the accounting firm. For a generation raised on the internet and mobile apps, these tools mesh with operational and mobility preferences and the ability to conduct business from any location or device at any time. Some millennial business owners not only want to work with leading technologies - they require it. A quarter of millennial business owners said it is critically important to them that their firm use the cloud and mobile technologies. TOP-THREE TOOLS MILLENNIALS PREFER TO USE WHEN WORKING WITH ACCOUNTANTS % Cloud-based technologies Online invoicing Digital payments 14

15 Support for virtual accounting firms The fact that millennial business owners show a preference for cloud-based technologies, online invoicing, and digital payments suggests that they are receptive to the virtual accounting firm model. Since these technologies enable accounting services with only a device (laptop, tablet, smartphone) and an internet connection, the need to have an accounting firm nearby or in the same region diminishes. This is further supported by the percentage of millennial business owners who prefer as their primary means to communicate with accounting firms (61% for and 74% for those 30 and under). The phone is the next preferred method of communication, weighing in at 16% for and 22% for 30 and younger. In-person meetings tie with phone for those at 16%, but falls to 4% for those 30 and younger. A virtual model offers a low overhead and enhanced flexibility for accounting firms. There s no need for expensive office spaces. The technology that supports these models offers greater efficiency and the ability to take on new clients or offer new services as a result. Plus, it opens the playing field vastly in terms of gaining new clients and employees since regional limits are eliminated. These benefits, and the fact that millennial business owners are highly receptive to virtual accounting firms, offer many opportunities for accounting firms to thrive, said Blumer. HOW MILLENNIAL BUSINESS OWNERS WANT TO COMMUNICATE WITH ACCOUNTING FIRMS Phone In person 0% <

16 Title How to Impress Millennial Business Owners As part of the survey, we asked millennial business owners to share examples of their accounting firms saving the day. Most often, accounting firms that step up in leadership, timeliness, and consistency in excellence offer a lasting impression. The new accounting firm created an accurate forecast and weekly budgeting model that has helped us to always stay in-line with cash flow. Our accounting firm was able to provide guidance when we were faced with what appeared to be a delinquent franchise tax filing and payment. They were available by phone when I needed them and gave me the answers and guidance needed. During a state sales tax audit, my accountant saved me thousands [of dollars] when the state auditor turned out to be an idiot. 16

17 Not every accounting firm and business relationship ends in a love story. Accountants that lack knowledge, commitment, or technical aptitude can uproot a company s financial performance. These millennial business owners offered their nightmare accounting firm stories. No response to my s about payroll questions and someone not getting paid properly. Our bookkeepers quit suddenly a month before the end of the year and left a complete mess in terms of closing out the books and doing taxes. Filed two years worth of taxes to the IRS incorrectly. They just don t get our business, and it s all messed up with reporting at the end of the year. 17

18 Conclusion The influence and leadership of millennials is continually expanding within businesses. Whether they are owners or general managers, they hold the accounting firm relationship. Meeting their accounting needs as business owners represents an opportunity to expand your firm and increase profits. In order to win their business, accounting firms should tailor pitches and services to address their priorities and preferences such as strategic insight, value-based billing, expertise in their area of business and providing cloud-based technologies that truly enable a digital and mobile work experience. However, the ultimate benefit of cultivating productive working relationships with millennial business owners is the potential for long-term benefits. Earning the loyalty of one millennial-led business may lead to opportunities that can potentially span multiple businesses across many years. Business owners display a high level of loyalty to their accounting firms, which suggests that winning a client could have lasting implications. WHEN ASKED TO TALK ABOUT THEIR ACCOUNTING FIRMS, BUSINESS OWNERS STATED: We keep using the same auditor. I would never leave my accounting firm! I have worked with my accounting firm for decades. Our contact always has my business best interest in mind. I ve used the same local firm for several years. 18

19 ABOUT THE SURVEY SPONSOR Bill.com is the leading business payments network, with over 2 million members paying and getting paid over $36 billion per year in volume. Bill.com saves companies more than 50% of the time typically spent on financial back-office operations by automating end-to-end processes. Bill.com ties together finance and accounting programs, banks, customers, vendors, accounting professionals, and documents. The company is the choice of three of the top 10 U.S. banks and over 50 percent of the top 100 accounting firms. Bill.com is a trusted partner of Intuit (makers of QuickBooks Online), Xero, and the American Institute of CPAs. The recipient of more than 43 awards, Bill.com was recently recognized as one of the San Francisco Business Times Most Innovative Companies and proudly received a PC Magazine s Editor s Choice Award. For a risk-free trial of Bill.com, visit

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