OUTSOURCED MARKETING PROGRAM

Transcription

1 1 OUTSOURCED MARKETING PROGRAM

2 TABLE OF CONTENTS WELCOME... 3 OUTSOURCED MARKETING PROGRAM... 4 How it Works... 5 Benefits... 6 Training... 7 Coaching... 8 Niche Development... 9 Pricing Example Simple Steps to Get Started ABOUT US

3 WELCOME Build Your Firm s (BYF) Outsourced Marketing Program is a marketing and practice development system that enables accountants to: Rapidly grow their practice while keeping headcount and office space to a minimum Acquire higher quality clients that pay higher fees Develop a practice that operates at profit margins twice the industry average Command a higher practice valuation (higher than 1.3) when it s time to sell the practice when you decide to sell your practice In a nutshell, the Outsourced Marketing Program provides you with a: Training and coaching program for faster growth and profit improvement Lead generation system without hiring marketing staff Partnership program to lower your risk of failure and ensure topline growth As you can tell, we look at the accounting industry as a business that supports your lifestyle, not an overwhelming job. Our approach is non-traditional, practical, time-tested, and always changing given the pace of technology changes. Our system enables you to acquire new business at less than half the market value. And because the business model makes sense, many clients work have been working with us for 5-10 years. If you are searching to dramatically improve the profitability of your accounting practice, maximize the practice valuation, and improve the quality of your life, we want to talk to you. Hugh Duffy Co-Founder and Chief Marketing Officer Build Your Firm 3

4 WE HANDLE YOUR LEAD GENERATION YOU CLOSE THE BUSINESS Summary This program comprises our complete practice development system including each training program, ongoing coaching, and outsourced lead generation. It s designed so you do not have to personally manage the marketing and lead generation for your accounting practice. Instead, we manage lead generation and customize it for your practice and local market characteristics. This program provides the structure, training and support for acquiring new business in a controlled manner over three years (typically $150,000 to $300,000). At the end of the three LEAD year partnership, 50%-60% GENERATION of accountants renew their partnership in the Outsourced Marketing Program and continue growing their practice. HIGHER RATES OF GROWTH HOW IT WORKS Levels depend on your market size and type of practice (e.g., $150k, $200k, $250k, etc.). Provides training, coaching and outsourced lead generation. BYF generates lead and prospect calls your office. Accountant evaluates prospect. If a good fit, Accountant meets with prospective client and closes the deal. Availability is limited. Participation is selective. Application required. 50% - 60% of participants continue with program beyond initial 3 year program. 4

5 HOW IT WORKS The Outsourced Marketing Program is a comprehensive practice development system. It works for accounting firms in the right marketplace who are adequately financed to invest in the practice. Each program is customized to your geographic area and around the type of accounting clients that you want to attract into your practice. The program is not for everyone. You need to operate in a market that is large enough to generate at least $150,000 of new business within three years, have effective communication skills, and be willing to build your practice over a three year period. Simply said, it s not a short-cut program to riches; rather steady and time-tested program that works. Partners in this program typically acquire $150,000 to $300,000 in new business over three years at a price that is half the price of acquiring an existing practice. At the end of the three year partnership, 50% - 60% of accountants renew their partnership in the Outsourced Marketing Program and continue growing their practice. Tom Palm, Jr., Maryland Satisfied BYF Client since 2008 The BYF Outsourced Marketing Program works!!! It does not take a lot of my time. BYF does the lead generation and I close the clients. I ve been working with them since Brad Filmanowicz, Illinois Brad Filmanowicz, Illinois Satisfied BYF Client since

6 BENEFITS Outsource your marketing to Build Your Firm so you do not have to personally manage the lead generation for your practice. With our inbound marketing system, most prospects call your office and you close them. Assurance of knowing your marketing gets done EVERY month. Acquire $150,000 to $300,000 in new business over three years at a price that is half the price of acquiring an existing practice. Revenue growth goals vary by geographical location and practitioner. Gradually improve the quality of your clients and prune less desirable clients. Guidance and coaching so you can develop a niche that will improve clientele and fees. Improved profit margins that are typically double the industry average. Higher hourly fee realization (above $200 per hour). Operate your practice with less stress (balanced lifestyle). INDUSTRY AVERAGE PROFITS (25-35%) MARGINS TWICE INDUSTRY AVERAGE (50-70%) Mark Patten, Texas Satisfied Client since 2012 We have four custom websites from BYF and each site generates high quality leads and makes us money. We will be adding more in BYF has exceeded our wildest expectations. Mark Patten 6

7 TRAINING The Outsourced Marketing Training pulls together the Accounting Marketing, Practice Management, Art of Closing & Keeping Clients, and 1-on-1 Selling Skills Coaching so your practice can grow and service clients efficiently and more profitably. Then, you will receive 1-on-1 training from our President, Allan Ratafia, on critical matters so you can close new business and manage it effectively. All training is conveniently scheduled and delivered remotely. Accounting Marketing Practice Management Selling Skills Closing Skills Coaching Richard Reid, Utah Satisfied BYF Client since 2009 The BYF Outsourced Marketing Program has exceeded all of my expectations and kept me very busy. I acquired more than $300,000+ of new business. I should have done this years ago. Richard Reid, Utah 7

8 COACHING Throughout the Outsourced Marketing Program, you will receive coaching tips and advice to boost your performance and achieve your full potential. Coaching in this program is practice development related and provided by our Chief Marketing Officer, Hugh Duffy. Coaching in the Outsourced Marketing Program is provided regularly in a mentoring fashion designed to improve new client acquisition and the overall quality of your accounting practice. Occasionally, coaching is closer to sports coaching when corrective action is necessary to break your inertia. Coaching is provided over the telephone, outcome-oriented and designed to improve performance, challenge blind spots, and tackle problems. Katie Mongelli, Maryland Satisfied BYF Client since 2007 TRAINING & COACHING SYSTEM DEVELOP A PRACTICE THAT IS WORTH MORE (BETTER RETIREMENT NEST EGG) 8

9 NICHE DEVELOPMENT As part of the Outsourced Marketing Program, you will be encouraged and coached on the development of niches to differentiate your practice and attract leads from a broader geographic area. While niche development is optional, nearly all of our Outsourced Marketing partners take advantage of this to improve the value of their practice, acquire more clients that fit their personality and enjoy becoming a trusted authority providing a unique service at more attractive fees. Training for niche development includes: Niche selection process Niche marketing and lead generation How to improve the niche gradually over time NICHE DEVELOPMENT BYF s Outsourced Marketing Program (OMP) provides coaching for niche development so you can improve the quality of your lead generation, acquire higher quality clients and enjoy the type of practice you develop over time. Some OMP clients develop multiple niches and others choose to strengthen one niche gradually over time. Virtually all of our participants in the Outsourced Marketing Program enroll in the program to grow their accounting practice rapidly as a generalist with no area of specialty. The niche development program begins in year one, but becomes significant in years two and beyond. For those partners who continue beyond the initial three year period, niche marketing becomes a major portion of our program. NICHE DEVELOPMENT SYSTEM ACQUIRE BETTER QUALITY CLIENTELE Mark Feinsot, New York Satisfied BYF Client since

10 PRICING EXAMPLE If your new revenues target is $200,000, it would normally cost you around $250,000 ($200k x 1.25) to purchase such a practice with $50,000 down and monthly payments of $6,085 over 3 years at 6%. Alternatively, if you build such a practice using our program, it will cost you $7,500 down and monthly payments of around $3,400, including all marketing, training and consulting costs (all in). That s almost 50% less. See chart to the right for graphical illustration. BUILDING VS BUYING $200,000 TARGET REVENUES $250,000 $200,000 $150,000 $100,000 $200,000 Revenue $250,000 Cost $200,000 Revenue $130,000 Cost 48% LESS EXPENSIVE For your practice, we will deliver a customized analysis of your market along with the related monthly cost, based off your specific scenario. Simply call our office x1. $50,000 $0 BUYING A PRACTICE BUILDING WITH BYF PROGRAM Signing up for the Outsourced Marketing Program with Build Your Firm (BYF) has been one of the best professional decisions I ve ever made, and has changed my life. Before I started this practice, I could not get anyone to take an interest in me even practices I was trying to purchase. Now my revenue has exceeded all of those practices in less than five years, and my profit margins are very high because I process business the way BYF recommended. I cannot recommend BYF highly enough. Luke Gheen, Colorado Luke Gheen, Colorado Satisfied BYF Client since

11 SIMPLE STEPS TO GET STARTED If you are interested in being part of the Build Your Firm Outsourced Marketing Program, these are the next steps: Complete our online application or call x1. Once your application is submitted, we will get back with you quickly to discuss your specific scenario and the new business targets we feel are appropriate given your market location and practice dynamics. If you are accepted into the program, we will map out the next steps for getting started in the months ahead. Mike Manoloff, Texas Satisfied BYF Client since 2004 Availability in this program is limited on a market-by-market basis. Participation is selective. Lead-time for participation in this program is typically three to six months in advance to complete education programs, training, and inbound marketing set-up. At the end of the three year partnership, nearly 50% - 60% of participants renew and continue acquiring new business at less than half the market valuation. Mark Orlando, California Satisfied BYF Client since 2008 Build Your Firm s Outsourced Marketing Program has helped me overhaul my practice. With BYF s help, the practice has grown rapidly, our mix of clients is now higher quality and we have a long-term strategy for growth. Simply, an amazing program. Peter Freuler 11 Peter Freuler, Florida Satisfied BYF Client since 2009

12 ABOUT US Build Your Firm is a marketing firm dedicated to the accounting industry. The Outsourced Marketing Program pulls together our collective educational programs, marketing services, and expertise so you can incorporate them into your practice in a cost effective manner. Our proven practice development system utilizes inbound marketing to motivate prospects to call your office and you selectively close the prospects. We have been providing this system since 2003 and continue to modify it as technology evolves and inbound marketing becomes more effective. Because each market is distinct and accounting practices vary like personalities, we tailor the marketing system around your core competencies and market opportunities. Our ultimate goal is to improve the quality of your practice and provide you with more control over your practice and life. ALLAN RATAFIA, CPA MS in Taxation, BS in Accounting President and Co-Founder Allan is a Price Waterhouse & Co. alum. In 1993, he started his own accounting firm, Ratafia & Co., CPAs, PC. To rapidly grow this new firm in the mid-1990 s, he invested in marketing his practice using an outbound marketing system focused on telemarketing. After mastering the art of client acquisition, he developed his own inbound marketing system which enabled him to stop using cold call telemarketing. In the late 1990 s, Allan developed a unique practice management system to efficiently manage the work flow so he could keep his staffing needs to a minimum and realize higher hourly fees. This approach has enabled Allan to build his own practice into a highly successful firm with hundreds of clients. The net result is that his practice runs efficiently (generates more than $300k in fees per full-time staff), they never work nights or weekends, and operates with profit margins more than twice the industry standard (higher than 70%). Today, Allan oversees his accounting practice, teaches his system to thousands of accountants each year, plays softball and football recreationally, enjoys skiing in Vermont and takes several weeks of vacation each year. Allan has a Masters degree in Taxation from Baruch College and a BS in Accounting from New York University. HUGH DUFFY MBA in Marketing, BS in Finance Chief Marketing Officer and Co-Founder Hugh is a co-founder of Build Your Firm and has been the Chief Marketing Officer since the inception in He has over thirty years of Marketing and Sales experience working in the consumer-packaged goods, internet media, publishing and professional services industries. Today, Hugh oversees the Outsourced Marketing Program, teaches thousands of accountants how to improve their marketing each year, writes a monthly newsletter, blogs regularly, and is frequently published in accounting publications like CPA Technology Advisor, Intuit s Accountants News Central, and numerous state society publications. Hugh s talent for helping accountant s capitalize on their strengths to create a vibrant niche is unparalleled. The range of niches that he has helped create for accounting firms is extensive. Most importantly, these niches help accountants attract higher quality leads, realize higher fees, and derive more satisfaction from their practice. Hugh has a MBA degree in Marketing from the University of Rochester and BS in Finance from the University of Maryland. While at the University of Maryland, he was on a golf scholarship for the Terrapins and his college golf coach was Fred Funk, Senior PGA Tour player. Today, Hugh plays golf and paddle tennis tournaments throughout the year. 12

13 Contact us today at: x1 buildyourfirm.com 13