I am excited to highlight yet another feature in the AICPA’s Journal of Accountancy. Their “CPA Insider” has been one of my habitual reads and go-to publications for years, and so to be included in their article, “The Year Ahead: CPAs share their ambitions and goals” is a special honor. Many thanks to author Kelly Hinchcliffe for reaching out again after our last piece together, about protecting small business clients from predatory loans.
As with all interviews, one shares more information than can be printed, so I always enjoy posting the full interview here on my blog.
What are your goals for 2021 in the following areas for yourself and/or your business?
- Career goals: What would you like to accomplish professionally in 2021, and why?
It has been a long-standing goal to start putting my company’s internal systems on the same level of importance as client work… to prioritize them in the spirit of “Profit First” (which I’m also terrible at doing, despite being an accountant). Everyone else’s needs always seem more pressing than our own company’s: cybersecurity, engagement letters, contracts, operating agreements, workflows/ procedures/ standardization, and billing. I would love to “catch up” and focus on my own company’s health with as much passion and investment as I show my clients’ companies. To that end, I am hoping to slow down client acquisition growth (we always have a waiting list, so this is challenging), develop staff internally, and hire an administrator to help keep me on-track and focused on these projects.
- Technology skills: What technology skills will be most important for your job in 2021? Is there anything new you’d like to learn?
I have prided myself on being at the forefront of accounting technology for a long time, compared to many CPAs — most colleagues that I know either focus on the tax side or the bookkeeping side, whereas we make it our goal to straddle both worlds and provide value-added accounting services in doing so. I think we pull that off quite well where our clients are concerned — we have a rich tech stack and solid implementation resources for automating accounting, bookkeeping, point of sale, payroll, retirement and similar systems. However, internally, our own systems are very disjointed. Because of the challenges of staff growth and migrating away from legacy software, we do not follow the same advice we give clients — to make sure all the apps in our tech stack “talk to each other”. Therefore, technology-wise, my goals align with the career goals I mentioned earlier: focus on internal needs and improving workflows to make us more efficient. This includes migrating time-tracking & billing software, using Zapier to automate client onboarding and database population, and switching file upload software to automatically connect with our cloud file servers.
- Professional development: What professional development goals do you have for 2021, and what learning opportunities are most helpful to you?
Continuing education is never-ending in our firm! It seems my staff and I are always attending one webinar or another — on such diverse topics as PPP (my favorites being the AICPA Town Halls and Alan Gassman‘s periodic free sessions); ERC and tax law changes (Tom Gorczynski and Tony Nitti are favorites); Intuit’s QuickBooks Online In The Know updates; and app demos (I recommend Hector Garcia, Heather Satterley, and Cathy Iconis‘s regular offerings)… as well as the usual suspects, such as tax updates (I never miss the NATP Annual Conference, and usually attend Tax Speaker‘s year-end class), and co-operative topics (a niche market for my firm, I like the NSAC webinars as well as the annual CPG Conference). CPA Academy also offers highly-specific free or low-cost webinars that I find quite valuable. I provide a good budget for both time and course costs to my staff because I want them all to be as excited about learning new things as I am. We each have different interests and areas of expertise.
- Business opportunities: What are your business goals for 2021, and why?
The pandemic made me realize how much of a dedicated following my award-winning blog has… it truly hadn’t hit home until I realized I was one of the only reliable sources nationally for the constantly-changing Paycheck Protection Program. I started offering free zoom Q&A sessions to my clients and colleagues every week, and some of these I shared on the blog. The feedback has been incredible. It reminded me how much I love teaching, and gave me renewed interest in offering low-cost educational materials and sessions specific to small business owners (and the bookkeepers and accountants who assist them). I’ll be exploring this direction more in the coming year.
- Anything else: Is there anything else you’d like to add?
My staff and I have operated a remote company for years, but I still met with clients in-person most of the time. This limited the personal goal I had of becoming a “digital nomad” and traveling while working (my husband’s software development work is 100% remote). The pandemic changed all that — we were in Yucatán, Mexico on a tax-season work retreat when Covid-19 hit, and we simply never went back home to Chicago. (We intend to do so once a vaccine is widely-available.) My clients had the opportunity to discover that I am every-bit as involved in my hyper-local community from afar as I was at home, and the silver lining is that I am now considering what my new office will look like… will it be half-a-year in Chicago and the other half elsewhere? Will we sell our home and live on a boat? What about every tax season being somewhere sunny? The options are endless and give me some extra energy and anticipation while I trudge through the challenging task of keeping my small business clients afloat to see a brighter future.
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