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How	
  the	
  Dynamic	
  of	
  the	
  CPA/
  Client	
  Rela6onship	
  Changes	
  in	
  
                 the	
  Cloud	
  	
  	
  
         Firm	
  Panel	
  Discussion	
  
   Tom Hood, CPA.CITP, CGMA
CEO at Maryland Association of CPAs
           AICPA Practitioners/Tech Conference
           Wednesday, June 13, 8:00 AM - 9:15 AM




                        CPA2Biz, Inc. - Proprietary and Confidential Information
Moderator:	
  Tom	
  Hood	
  
                              •  Named	
  to	
  the	
  “Elite	
  13”	
  &	
  Top	
  100	
  
                                 Most	
  Influen;al	
  by	
  Accoun;ng	
  
                                 Today	
  
                              •  Top	
  25	
  Influencers	
  in	
  Learning	
  &	
  HR	
  
Tom Hood, CPA, CITP,             by	
  HR	
  Examiner	
  
CGMA
 CEO
MACPA
                              •  Top	
  25	
  Public	
  Accoun;ng	
  Thought	
  
                                 Leaders	
  by	
  CPA	
  Prac;ce	
  Adviser	
  
                              •  Currently	
  working	
  on	
  	
  Performance	
  
Business Learning Institute
(BLI)                            Management/XBRL	
  &	
  Learning	
  
                                 Management	
  with	
  AICPA/C2B	
  

                                          CPA2Biz, Inc. - Proprietary and Confidential Information
CPA Panelists
                                      •  Michael	
  started	
  DeepSky	
  in	
  2009	
  with	
  the	
  mission	
  of	
  
                                         helping	
  entrepreneurs	
  build	
  beTer	
  companies	
  through	
  
                                         ac;onable	
  business	
  insights.	
  DeepSky	
  was	
  designed	
  in	
  
                                         a	
  similar	
  structure	
  to	
  that	
  of	
  an	
  in-­‐house	
  accoun;ng	
  
                                         department	
  vs.	
  a	
  tradi;onal	
  tax	
  or	
  A&A	
  firm	
  	
  
                                      •  In	
  three	
  years’	
  ;me,	
  DeepSky	
  has	
  grown	
  from	
  a	
  
                                         fledgling	
  startup	
  to	
  a	
  leader	
  in	
  the	
  outsourced	
  
                                         accoun;ng	
  space	
  with	
  customers	
  from	
  all	
  around	
  the	
  
                                         country	
  	
  
                                      •  Michael	
  has	
  been	
  featured	
  and	
  quoted	
  in	
  Accoun1ng	
  
Michael Hsu, CPA.CITP, MSA               Today,	
  CPA	
  Prac1ce	
  Advisor,	
  and	
  various	
  business	
  
Founder & CEO                            blogs	
  
DeepSky – Entrepreneur’s Accounting
Department                            •  His	
  firm	
  serves	
  the	
  Entrepreneurial	
  service	
  space	
  -­‐	
  	
  	
  	
  	
  	
  	
  	
  
                                         $1-­‐10M	
  –	
  who	
  are	
  open	
  to	
  cloud	
  technology	
  
	
                                    •  While	
  he’s	
  based	
  in	
  CA,	
  his	
  biggest	
  client	
  resides	
  in	
  
                                         Washington	
  DC	
  –	
  who	
  he’s	
  never	
  met	
  
                                      	
  
                                                 CPA2Biz, Inc. - Proprietary and Confidential Information
                                      	
  	
  
CPA	
  Panelists	
  
                                   •  Founder and CEO of BMRG, LLC
                                   •  Managing Partner – BMRG Group Advisory
                                      Program for CPAs
                                   •  AICPA/CPA2Biz Facilitator for the Trusted
                                      Business Advisor Cloud-Based Client Accounting
                             	

      Practice Development Training Program
                                   •  BMRG supports the following products and
                                      services:
                                       –  Outsourced Accounting and CFO Services
                                       –  Payroll Processing and Compliance
                                       –  Business Coaching and Advisory Services for BMRG
Jennifer L. Katrulya, CPA                 Clients
Founder & CEO                          –  Integrated Application Sales and Support (Bill.com,
BMRG, LLC                                 Merchant Services, Payroll, and select 3rd party
                                          applications and services)
                                       –  CPA practice and ProAdvisor advisory/coaching services
                                       –  Software application training and general business classes
                                          at regional colleges and professional associations

                                                CPA2Biz, Inc. - Proprietary and Confidential Information
CPA	
  Horizons	
  2025	
  

•    1.	
  CPAs	
  must	
  stay	
  current	
  with,	
  
     embrace	
  and	
  exploit	
  technology	
  for	
  
     their	
  benefit	
  for	
  increased	
  efficiency	
  
     and	
  expansion	
  of	
  services.	
  
•    2.	
  The	
  profession	
  must	
  find	
  solu;ons	
  
     to	
  offer	
  investors	
  and	
  stakeholders	
  
     up-­‐to-­‐date,	
  real-­‐;me	
  financial	
  
     informa;on	
  and	
  to	
  increase	
  
     transparency.	
  
•    3.	
  CPAs	
  must	
  embrace	
  mobile	
  
     technologies	
  and	
  social	
  media	
  to	
  
     modernize	
  and	
  enhance	
  interac;on	
  
     and	
  collabora;on	
  with	
  clients	
  and	
  
     colleagues.	
  
                                                        CPA2Biz, Inc. - Proprietary and Confidential Information
BMRG	
  -­‐	
  Then	
  and	
  Now	
  
    BMRG	
  Clients	
  and	
  Staff	
  in	
  2004:	
  	
   	
   BMRG	
  Clients	
  and	
  Staff	
  Today:	
  
•  Clients with revenues < $1 million                           •  Clients with revenues > $1 million and
                                                                   most $2-$20 million per year, some higher
•  Generally fewer than 10 employees
                                                                •  Many with more than 20 employees,
•  Within 75 miles of our Connecticut office                       several with more than 50 employees
•  We worked on-site with clients within 20                     •  Clients in most of the 50 states and 13
   miles of our office (CFO Services Only)                         other countries (all U.S. based)
   and remotely with all others                                 •  All services provided remotely (even for
                                                                   local clients)
•  Worked with nearly any industry
                                                                •  Specialized industry verticals
•  Billing rates ranged from $45-$175/hr                        •  Value-based pricing and bundled service
•  Staff worked full-time from our NY and CT                       options currently ranging from $1,500/mo.
   offices                                                         to $16,500/mo., average $4,900 per
                                                                   month, realized rates of $125-$800/hr.
                                                                •  Staff in multiple states and in-office staff
                                                                   earn telecommuting privileges

                                                   CPA2Biz, Inc. - Proprietary and Confidential Information
Cloud	
  Compu6ng:	
  Disrup6ve	
  Innova6on	
  
•  Small	
  Business	
  Accoun;ng	
  and	
  Client	
  Accoun;ng	
  	
  
       on	
  the	
  verge	
  of	
  disrup;on	
  

•  Cloud	
  compu;ng	
  is	
  drama;cally	
  changing	
  how	
  	
  
       accoun;ng	
  sodware	
  is	
  developed	
  and	
  delivered	
  	
  

•  New	
  paradigm	
  emerging	
  for	
  small	
  business	
  &	
  a	
  new	
  

       market	
  is	
  being	
  created	
  

	
                  Incredible Opportunity For Firms
                                         CPA2Biz, Inc. - Proprietary and Confidential Information
Before:	
  Transac;onal	
                                    Today:	
  Advisory	
  
•  Low margin transaction                   •  Improve client financial performance
   processing                                  with proactive consulting
•  Means to an end;                         • Save time and reduce cost by
   a Tax Return                               standardizing and leveraging automation
                                              and repeatable processes
•  Pressure to keep fees low
                                            • Increase real-time collaboration with
•  Non-strategic
                                              clients by accessing information in the
                                              Cloud
                                            • Increase margins by providing higher
                                              value with increased productivity

                               CPA2Biz, Inc. - Proprietary and Confidential Information
Move	
  Up	
  the	
  Client	
  Value	
  Pyramid	
  
More	
  CPAs	
  are	
  becoming	
  outsourced	
  CFOs	
  
        for	
  their	
  small	
  business	
  clients	
  
 Client	
  Value	
  Pyramid	
  
                                                        Virtual	
  CFO	
  
                                                        Budget,	
  Business	
  Planning,	
  Business	
  Modeling,	
  etc.	
  

                                                        Controllership	
  Services	
  
                                                        Monthly	
  Close,	
  Fin	
  Statements,	
  Cash	
  Flow	
  Analysis	
  

                                                        Transac6onal	
  Services	
  
                                                        Tax,	
  Write	
  up,	
  Bookkeeping,	
  A/P,	
  Payroll,	
  etc.	
  




                                  CPA2Biz, Inc. - Proprietary and Confidential Information
Key	
  Benefits	
  of	
  Accoun6ng	
  Firm	
  Usage	
  of	
  Cloud	
  Applica6ons	
  
                                     CPA2Biz	
  2012	
  Technology	
  Survey	
  


•  Being	
  able	
  to	
  work	
  anywhere,	
  any6me:	
  88%	
  	
  	
  	
  	
  	
  	
  	
  5%	
  
•  Disaster	
  backup	
  &	
  recovery	
  :	
  85%	
  
•  Improved	
  client	
  service	
  &	
  collabora6on:	
  84%	
  
•  Being	
  able	
  to	
  use	
  the	
  latest	
  applica6ons:	
  82%	
  	
  	
  	
  	
  	
  	
  4%	
  
•  Being	
  able	
  to	
  serve	
  non-­‐local	
  clients:	
  80%	
  	
  
•  Expand	
  services,	
  create	
  new	
  revenue	
  sources:	
  79%	
  	
  	
  	
  	
  	
  	
  	
  11%	
  



                                                      CPA2Biz, Inc. - Proprietary and Confidential Information
Growth	
  of	
  Virtual	
  Office	
  
                      CPA2Biz	
  2012	
  Technology	
  Survey                       	
  
Regarding	
  a	
  physical	
  office:	
  
•  In	
  2011	
  4%	
  of	
  firms	
  were	
  “virtual”	
  	
  


•  By	
  2012	
  those	
  numbers	
  have	
  grown	
  to	
  8%	
  




                                   CPA2Biz, Inc. - Proprietary and Confidential Information
Ge^ng	
  Ver6cal	
  through	
  the	
  Cloud	
  
                                                                           Most	
  Popular	
  Client	
  Ver6cals	
  	
  
                           Business	
  
                         Intelligence	
                                    for	
  Outsourced	
  Accoun6ng	
  Services	
  	
  	
  	
  
                          Repor6ng	
  
                  	
                                                       • 	
  Professional	
  Services	
  –	
  90%	
  

  Client	
                                                                 • 	
  Construc6on	
  –	
  76%	
  

Accoun6ng	
                                                                • 	
  Retail	
  –	
  75%	
  	
  

Capabili6es	
                  Real-­‐Time	
  Client	
  
                                                                           • 	
  Not-­‐for-­‐Profit	
  –	
  73%	
  
                                Collabora6on	
  
  driven	
                              	
  
                                                                           • 	
  Manufacturing	
  –	
  65%	
  

 through	
                                                                 • 	
  Wholesale	
  Distribu;on	
  –	
  61%	
  
                                                                           • 	
  Technology	
  Companies	
  –	
  59%	
  
  cloud	
  
                                                                           • 	
  Transporta;on	
  –	
  48%	
  
compu6ng	
  
                                                                           • 	
  Hospitality	
  –	
  45%	
  
                         Standardized	
  
                          Workflows	
  	
                                   • 	
  Franchises	
  –	
  40%	
  
                              	
  
                                                                           • 	
  Government	
  –	
  29%	
  

                                             CPA2Biz, Inc. - Proprietary and Confidential Information
Game	
  Changing	
  Transforma6on	
  
       TODAY	
  	
                                                                               FUTURE	
  	
  

  Moving	
  From	
                                                                         To	
  Systems	
  	
  
Systems	
  of	
  Record	
  	
                                                            of	
  Engagement	
  	
  

    •  Consolidate	
                                                                   •  Collabora;ve	
  
    •  Organize	
  	
                                                                  •  Intelligent	
  
    •  Report	
                                                                        •  Knowledge	
  Based	
  
                                                                                        (The	
  Digital	
  CPA	
  )	
  

                          Geoffrey	
  Moore	
  Slide	
  –	
  Adopted	
  for	
  CPA	
  Marketplace	
  
                                                   CPA2Biz, Inc. - Proprietary and Confidential Information
Importance	
  of	
  Digital	
  Brand	
  in	
  Client	
  Rela;onship	
  
                                                                   	
  

            Historical	
                                        Today




       •    Meeting in an office                           •     Online Collaboration
       •    Phone                                          •     Email
       •    Classified                                     •     Social Networking
       •    Yellow Pages                                   •     Search


                               CPA2Biz, Inc. - Proprietary and Confidential Information
What’s	
  Your	
  Online	
  Digital	
  Brand?	
  
Consumer	
  Email	
  Account	
                                         Professional	
  Email	
  
                                                1.	
  Firm	
  Branded	
  Domain:	
  
   smithcpa@aol.com	
                           -­‐  www.smithcpa.com	
  
           	
                                   -­‐  Branded	
  web	
  site	
  and	
  email	
  
                                                	
  
                                                2.	
  CPA.com	
  Domain	
  
                                                -­‐  Your.Name@CPA.com	
  
                                                	
  
                                                	
  
                                                	
  




                                   CPA2Biz, Inc. - Proprietary and Confidential Information
Accoun6ng	
  Firm	
  Use	
  of	
  Social	
  Media	
  
                                                                                 	
  
                                           CPA2Biz	
  2012	
  Technology	
  Survey

	
  80	
  	
  

	
  70	
  	
  
                                                   Firm Usage of Blogs and Twitter
	
  60	
  	
  
                                                   each up 60% year-over-year
	
  50	
  	
  

	
  40	
  	
                                                                                                                       2011	
  

	
  30	
  	
                                                                                                                       2012	
  

	
  20	
  	
  

	
  10	
  	
  

  	
  -­‐	
  	
  	
  	
  
                            LinkedIn	
        FaceBook	
                      TwiTer	
                                  Blog	
  
           •  34% of CPAs surveyed are using tablets (iPads) for business purposes,
              and another 12% plan to soon
           •  According to recent Boomer study, this is as high as 57% for mid sized firms

                                                             CPA2Biz, Inc. - Proprietary and Confidential Information
How	
  is	
  your	
  firm	
  changing?	
  
You	
  can	
  leap	
  from	
  old	
  to	
  new	
  
technologies	
  with	
  smart	
                                                                                                                   •  Firm	
  Branded	
  Web	
  Site	
  &	
  Email	
  	
  
business	
  strategies	
  and	
  
                                                                                                                                                  •  Google	
  Adver;sing	
  Campaign	
  to	
  
minimal	
  investment	
  
                                                                                                                                                     drive	
  new	
  business	
  to	
  firm	
  
                                                                                                                                                  •  Launch	
  a	
  Mobile	
  App	
  
                                                                                                                                                  •  Be	
  ac;ve	
  on	
  LinkedIn	
  	
  
                                                                                         	
  
     AOL/Yahoo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   	
  	
  	
  	
  	
  	
  	
  Web	
  site	
  with	
                              •  Start	
  Video	
  Blog	
  and	
  post	
  to	
  
       email	
                                                                brochure-­‐type	
                                                      YouTube	
  	
  
                                                                                                content	
  
                                           Old	
  
                                                                                                                                                  •  Create	
  a	
  TwiTer	
  profile	
  and	
  
                                        Technology	
                                                                                                 Facebook	
  Company	
  page	
  	
  
                                                                   Use	
  only	
                                                                  	
  
  Minimal	
  ac;ve	
  
                                                                  tradi;onal	
  
  firm	
  marke;ng	
  
                                                               channels	
  for	
  staff	
  
  and	
  networking	
  	
  
                                                                 recruitment	
  	
  	
  

                                                                                                                         CPA2Biz, Inc. - Proprietary and Confidential Information
Accounting Firm-Branded Mobile Apps



                                                                                Moss Adams


 KPMG


                                        Eide Bailly




        THE APP IS THE WEB SITE OF THE 90’s
          AND IS COMING TO SMALL FIRMS
                     CPA2Biz, Inc. - Proprietary and Confidential Information
Mobile-Friendly Practice Management Tools




Salesforce.com                                                               CCH Mobile




                  CPA2Biz, Inc. - Proprietary and Confidential Information
Accounting Software in Your Mobile Device




                                                                             Intacct




 Bill.com




                  CPA2Biz, Inc. - Proprietary and Confidential Information
Mobile	
  Bill	
  Payment!
                                         	
  
•  Access multiple
   client accounts"
•  View/Approve bills"
•  View approver notes"
•  Make secure
   payments"
   –  Multiple bank
      accounts"
   –  Adjustable payment
      timing"




                           CPA2Biz, Inc. - Proprietary and Confidential Information
CPA2Biz	
  Survey	
  Results	
  –	
  April	
  2012	
  
Accoun;ng	
  Firm	
  Usage	
  of	
  Web-­‐Based	
  Applica;ons	
  

 TOP	
  CONCERNS	
  (SIGNIFICANTLY	
  OR	
  SOMEWHAT	
  CONCERNED)	
  

 • Security:	
  73%	
  concerned	
  (	
  	
  	
  	
  	
  8%	
  from	
  2011)	
  
 • Confiden6ality:	
  72%	
  concerned	
  (	
  	
  	
  	
  8%	
  from	
  2011)	
  
 • Privacy:	
  67%	
  concerned	
  (	
  	
  	
  	
  11%	
  from	
  2011)	
  
 • Availability:	
  64%	
  concerned	
  (	
  	
  	
  	
  	
  4%	
  from	
  2011)	
  


                                                       	
  
                                            CPA2Biz, Inc. - Proprietary and Confidential Information




                                                         	
  
What	
  alleviates	
  CPAs’	
  concerns?	
  
                            CPA2Biz	
  2012	
  Technology	
  Survey	
  

100%	
  

 90%	
  

 80%	
  

 70%	
  

 60%	
  

 50%	
                                                                                                              Not	
  Important	
  
                                                                                                                    Somewhat	
  
 40%	
  
                                                                                                                    Very	
  Important	
  
 30%	
  

 20%	
  

 10%	
  

   0%	
  
             Company	
       SOC	
  2	
  	
     Other	
  firms'	
   Strong	
  SLAs	
  in	
   Training	
  on	
  
            reputa;on	
                           usage	
              place	
             cloud	
  service	
  

                                                         CPA2Biz, Inc. - Proprietary and Confidential Information
Digital	
  Darwinism?	
  




         CPA2Biz, Inc. - Proprietary and Confidential Information
You	
  have	
  3	
  years	
  at	
  most!
                                                 	
  
                             hTp://cpa.tc/engagement	
  
•    Cloud	
  
•    Mobile	
  
•    Social	
  
•    Value-­‐added	
  
•    Collabora;ve	
  

hTp://cpa.tc/socialbiz	
  


                             CPA2Biz, Inc. - Proprietary and Confidential Information
The	
  Digital	
  CPA	
  Cloud	
  User	
  Conference	
  
                                 	
  
    Firm	
  
 Technology	
          Cloud	
  Compu;ng,	
  Mobile,	
  	
  
                       Social	
  Media,	
  Change	
  Management	
  
   Trends	
  	
  

  Prac6ce	
            Building	
  a	
  Virtual	
  CFO	
  Prac;ce…Pricing	
  
Development	
          Services,	
  Engagement	
  LeTers,	
  Staffing	
  
                       Models,	
  Marke;ng	
  Best	
  Prac;ces	
  
   Tools	
  

                                                                                                Oct	
  28	
  -­‐	
  Oct	
  30,	
  2012	
  	
  
                       Accoun;ng	
  Sodware,	
  Bill	
  
 Hands-­‐On	
          Management	
  and	
  Cash	
  Flow,	
  Tax,	
                            Gaylord	
  Na;onal	
  Hotel	
  	
  
User	
  Training	
     Accoun;ng	
  &	
  Audi;ng	
  Workflow	
                                  and	
  Conven;on	
  Center	
  	
  
                       Automa;on	
  
                                                                                          Gaylord	
  Na6onal,	
  Washington,	
  DC	
  	
  
                                                                                            Recommended	
  CPE	
  Credit:	
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AICPA PSTECH - CPA Relationships & Cloud Panel

  • 1. How  the  Dynamic  of  the  CPA/ Client  Rela6onship  Changes  in   the  Cloud       Firm  Panel  Discussion   Tom Hood, CPA.CITP, CGMA CEO at Maryland Association of CPAs AICPA Practitioners/Tech Conference Wednesday, June 13, 8:00 AM - 9:15 AM CPA2Biz, Inc. - Proprietary and Confidential Information
  • 2. Moderator:  Tom  Hood   •  Named  to  the  “Elite  13”  &  Top  100   Most  Influen;al  by  Accoun;ng   Today   •  Top  25  Influencers  in  Learning  &  HR   Tom Hood, CPA, CITP, by  HR  Examiner   CGMA CEO MACPA •  Top  25  Public  Accoun;ng  Thought   Leaders  by  CPA  Prac;ce  Adviser   •  Currently  working  on    Performance   Business Learning Institute (BLI) Management/XBRL  &  Learning   Management  with  AICPA/C2B   CPA2Biz, Inc. - Proprietary and Confidential Information
  • 3. CPA Panelists •  Michael  started  DeepSky  in  2009  with  the  mission  of   helping  entrepreneurs  build  beTer  companies  through   ac;onable  business  insights.  DeepSky  was  designed  in   a  similar  structure  to  that  of  an  in-­‐house  accoun;ng   department  vs.  a  tradi;onal  tax  or  A&A  firm     •  In  three  years’  ;me,  DeepSky  has  grown  from  a   fledgling  startup  to  a  leader  in  the  outsourced   accoun;ng  space  with  customers  from  all  around  the   country     •  Michael  has  been  featured  and  quoted  in  Accoun1ng   Michael Hsu, CPA.CITP, MSA Today,  CPA  Prac1ce  Advisor,  and  various  business   Founder & CEO blogs   DeepSky – Entrepreneur’s Accounting Department •  His  firm  serves  the  Entrepreneurial  service  space  -­‐                 $1-­‐10M  –  who  are  open  to  cloud  technology     •  While  he’s  based  in  CA,  his  biggest  client  resides  in   Washington  DC  –  who  he’s  never  met     CPA2Biz, Inc. - Proprietary and Confidential Information    
  • 4. CPA  Panelists   •  Founder and CEO of BMRG, LLC •  Managing Partner – BMRG Group Advisory Program for CPAs •  AICPA/CPA2Biz Facilitator for the Trusted Business Advisor Cloud-Based Client Accounting   Practice Development Training Program •  BMRG supports the following products and services: –  Outsourced Accounting and CFO Services –  Payroll Processing and Compliance –  Business Coaching and Advisory Services for BMRG Jennifer L. Katrulya, CPA Clients Founder & CEO –  Integrated Application Sales and Support (Bill.com, BMRG, LLC Merchant Services, Payroll, and select 3rd party applications and services) –  CPA practice and ProAdvisor advisory/coaching services –  Software application training and general business classes at regional colleges and professional associations CPA2Biz, Inc. - Proprietary and Confidential Information
  • 5. CPA  Horizons  2025   •  1.  CPAs  must  stay  current  with,   embrace  and  exploit  technology  for   their  benefit  for  increased  efficiency   and  expansion  of  services.   •  2.  The  profession  must  find  solu;ons   to  offer  investors  and  stakeholders   up-­‐to-­‐date,  real-­‐;me  financial   informa;on  and  to  increase   transparency.   •  3.  CPAs  must  embrace  mobile   technologies  and  social  media  to   modernize  and  enhance  interac;on   and  collabora;on  with  clients  and   colleagues.   CPA2Biz, Inc. - Proprietary and Confidential Information
  • 6. BMRG  -­‐  Then  and  Now   BMRG  Clients  and  Staff  in  2004:       BMRG  Clients  and  Staff  Today:   •  Clients with revenues < $1 million •  Clients with revenues > $1 million and most $2-$20 million per year, some higher •  Generally fewer than 10 employees •  Many with more than 20 employees, •  Within 75 miles of our Connecticut office several with more than 50 employees •  We worked on-site with clients within 20 •  Clients in most of the 50 states and 13 miles of our office (CFO Services Only) other countries (all U.S. based) and remotely with all others •  All services provided remotely (even for local clients) •  Worked with nearly any industry •  Specialized industry verticals •  Billing rates ranged from $45-$175/hr •  Value-based pricing and bundled service •  Staff worked full-time from our NY and CT options currently ranging from $1,500/mo. offices to $16,500/mo., average $4,900 per month, realized rates of $125-$800/hr. •  Staff in multiple states and in-office staff earn telecommuting privileges CPA2Biz, Inc. - Proprietary and Confidential Information
  • 7. Cloud  Compu6ng:  Disrup6ve  Innova6on   •  Small  Business  Accoun;ng  and  Client  Accoun;ng     on  the  verge  of  disrup;on   •  Cloud  compu;ng  is  drama;cally  changing  how     accoun;ng  sodware  is  developed  and  delivered     •  New  paradigm  emerging  for  small  business  &  a  new   market  is  being  created     Incredible Opportunity For Firms CPA2Biz, Inc. - Proprietary and Confidential Information
  • 8. Before:  Transac;onal   Today:  Advisory   •  Low margin transaction •  Improve client financial performance processing with proactive consulting •  Means to an end; • Save time and reduce cost by a Tax Return standardizing and leveraging automation and repeatable processes •  Pressure to keep fees low • Increase real-time collaboration with •  Non-strategic clients by accessing information in the Cloud • Increase margins by providing higher value with increased productivity CPA2Biz, Inc. - Proprietary and Confidential Information
  • 9. Move  Up  the  Client  Value  Pyramid   More  CPAs  are  becoming  outsourced  CFOs   for  their  small  business  clients   Client  Value  Pyramid   Virtual  CFO   Budget,  Business  Planning,  Business  Modeling,  etc.   Controllership  Services   Monthly  Close,  Fin  Statements,  Cash  Flow  Analysis   Transac6onal  Services   Tax,  Write  up,  Bookkeeping,  A/P,  Payroll,  etc.   CPA2Biz, Inc. - Proprietary and Confidential Information
  • 10. Key  Benefits  of  Accoun6ng  Firm  Usage  of  Cloud  Applica6ons   CPA2Biz  2012  Technology  Survey   •  Being  able  to  work  anywhere,  any6me:  88%                5%   •  Disaster  backup  &  recovery  :  85%   •  Improved  client  service  &  collabora6on:  84%   •  Being  able  to  use  the  latest  applica6ons:  82%              4%   •  Being  able  to  serve  non-­‐local  clients:  80%     •  Expand  services,  create  new  revenue  sources:  79%                11%   CPA2Biz, Inc. - Proprietary and Confidential Information
  • 11. Growth  of  Virtual  Office   CPA2Biz  2012  Technology  Survey   Regarding  a  physical  office:   •  In  2011  4%  of  firms  were  “virtual”     •  By  2012  those  numbers  have  grown  to  8%   CPA2Biz, Inc. - Proprietary and Confidential Information
  • 12. Ge^ng  Ver6cal  through  the  Cloud   Most  Popular  Client  Ver6cals     Business   Intelligence   for  Outsourced  Accoun6ng  Services         Repor6ng     •   Professional  Services  –  90%   Client   •   Construc6on  –  76%   Accoun6ng   •   Retail  –  75%     Capabili6es   Real-­‐Time  Client   •   Not-­‐for-­‐Profit  –  73%   Collabora6on   driven     •   Manufacturing  –  65%   through   •   Wholesale  Distribu;on  –  61%   •   Technology  Companies  –  59%   cloud   •   Transporta;on  –  48%   compu6ng   •   Hospitality  –  45%   Standardized   Workflows     •   Franchises  –  40%     •   Government  –  29%   CPA2Biz, Inc. - Proprietary and Confidential Information
  • 13. Game  Changing  Transforma6on   TODAY     FUTURE     Moving  From   To  Systems     Systems  of  Record     of  Engagement     •  Consolidate   •  Collabora;ve   •  Organize     •  Intelligent   •  Report   •  Knowledge  Based   (The  Digital  CPA  )   Geoffrey  Moore  Slide  –  Adopted  for  CPA  Marketplace   CPA2Biz, Inc. - Proprietary and Confidential Information
  • 14. Importance  of  Digital  Brand  in  Client  Rela;onship     Historical   Today •  Meeting in an office •  Online Collaboration •  Phone •  Email •  Classified •  Social Networking •  Yellow Pages •  Search CPA2Biz, Inc. - Proprietary and Confidential Information
  • 15. What’s  Your  Online  Digital  Brand?   Consumer  Email  Account   Professional  Email   1.  Firm  Branded  Domain:   smithcpa@aol.com   -­‐  www.smithcpa.com     -­‐  Branded  web  site  and  email     2.  CPA.com  Domain   -­‐  Your.Name@CPA.com         CPA2Biz, Inc. - Proprietary and Confidential Information
  • 16. Accoun6ng  Firm  Use  of  Social  Media     CPA2Biz  2012  Technology  Survey  80      70     Firm Usage of Blogs and Twitter  60     each up 60% year-over-year  50      40     2011    30     2012    20      10      -­‐         LinkedIn   FaceBook   TwiTer   Blog   •  34% of CPAs surveyed are using tablets (iPads) for business purposes, and another 12% plan to soon •  According to recent Boomer study, this is as high as 57% for mid sized firms CPA2Biz, Inc. - Proprietary and Confidential Information
  • 17. How  is  your  firm  changing?   You  can  leap  from  old  to  new   technologies  with  smart   •  Firm  Branded  Web  Site  &  Email     business  strategies  and   •  Google  Adver;sing  Campaign  to   minimal  investment   drive  new  business  to  firm   •  Launch  a  Mobile  App   •  Be  ac;ve  on  LinkedIn       AOL/Yahoo                                        Web  site  with   •  Start  Video  Blog  and  post  to   email   brochure-­‐type   YouTube     content   Old   •  Create  a  TwiTer  profile  and   Technology   Facebook  Company  page     Use  only     Minimal  ac;ve   tradi;onal   firm  marke;ng   channels  for  staff   and  networking     recruitment       CPA2Biz, Inc. - Proprietary and Confidential Information
  • 18. Accounting Firm-Branded Mobile Apps Moss Adams KPMG Eide Bailly THE APP IS THE WEB SITE OF THE 90’s AND IS COMING TO SMALL FIRMS CPA2Biz, Inc. - Proprietary and Confidential Information
  • 19. Mobile-Friendly Practice Management Tools Salesforce.com CCH Mobile CPA2Biz, Inc. - Proprietary and Confidential Information
  • 20. Accounting Software in Your Mobile Device Intacct Bill.com CPA2Biz, Inc. - Proprietary and Confidential Information
  • 21. Mobile  Bill  Payment!   •  Access multiple client accounts" •  View/Approve bills" •  View approver notes" •  Make secure payments" –  Multiple bank accounts" –  Adjustable payment timing" CPA2Biz, Inc. - Proprietary and Confidential Information
  • 22. CPA2Biz  Survey  Results  –  April  2012   Accoun;ng  Firm  Usage  of  Web-­‐Based  Applica;ons   TOP  CONCERNS  (SIGNIFICANTLY  OR  SOMEWHAT  CONCERNED)   • Security:  73%  concerned  (          8%  from  2011)   • Confiden6ality:  72%  concerned  (        8%  from  2011)   • Privacy:  67%  concerned  (        11%  from  2011)   • Availability:  64%  concerned  (          4%  from  2011)     CPA2Biz, Inc. - Proprietary and Confidential Information  
  • 23. What  alleviates  CPAs’  concerns?   CPA2Biz  2012  Technology  Survey   100%   90%   80%   70%   60%   50%   Not  Important   Somewhat   40%   Very  Important   30%   20%   10%   0%   Company   SOC  2     Other  firms'   Strong  SLAs  in   Training  on   reputa;on   usage   place   cloud  service   CPA2Biz, Inc. - Proprietary and Confidential Information
  • 24. Digital  Darwinism?   CPA2Biz, Inc. - Proprietary and Confidential Information
  • 25. You  have  3  years  at  most!   hTp://cpa.tc/engagement   •  Cloud   •  Mobile   •  Social   •  Value-­‐added   •  Collabora;ve   hTp://cpa.tc/socialbiz   CPA2Biz, Inc. - Proprietary and Confidential Information
  • 26. The  Digital  CPA  Cloud  User  Conference     Firm   Technology   Cloud  Compu;ng,  Mobile,     Social  Media,  Change  Management   Trends     Prac6ce   Building  a  Virtual  CFO  Prac;ce…Pricing   Development   Services,  Engagement  LeTers,  Staffing   Models,  Marke;ng  Best  Prac;ces   Tools   Oct  28  -­‐  Oct  30,  2012     Accoun;ng  Sodware,  Bill   Hands-­‐On   Management  and  Cash  Flow,  Tax,   Gaylord  Na;onal  Hotel     User  Training   Accoun;ng  &  Audi;ng  Workflow   and  Conven;on  Center     Automa;on   Gaylord  Na6onal,  Washington,  DC     Recommended  CPE  Credit:  19     CPA2Biz, Inc. - Proprietary and Confidential Information
  • 27. Want  more?   hTp://cpa.tc/2012Summit/   hTp://cpa.tc/BeachRetreat/   CPA2Biz, Inc. - Proprietary and Confidential Information
  • 28. Tom  Hood,  CPA.CITP   CEO   Maryland  Associa6on  of  CPAs   Business  Learning  Ins6tute   (443)  632-­‐2301   E-­‐mail  tom@macpa.org   Web  hnp://www.macpa.org   Blog  hnp://www.cpasuccess.com