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Art of Accounting: Complaint about the price of my memoirs

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Complimentary Access Pill

Enjoy complimentary access to top ideas and insights — selected by our editors.

I received a complaint recently that my Memoirs of a CPA book is priced too high. The paperback edition is $24.95, the Kindle version is $5.99 and, if you have Kindle Unlimited, it’s free. Actually, I do not think the Kindle version or Kindle Unlimited is priced too high. As for the paperback version, I wonder how low it would need to be priced for that person to buy it.

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I buy a lot of books. My purchases are split between Kindle e-books and hard copies. I just bought a book titled Artemisia Gentileschi and the Business of Art for $65. Maybe that’s a lot to pay for a book about a woman who lived from about 1593 to 1654. A brief bio is that she was raped when she was 18 by a friend of her father and then at the trial underwent torture to prove that she was a virgin before she was raped. Anyway, she became very successful with her paintings, charged higher than standard prices and was a great marketer of her skills and her brand. This book is about how she ran the business of her art, an offbeat topic especially from a 17th century artist. I figure that if I get one idea from this book, it will be well worth the price.

At the same time, I know the value of my Memoirs book and cannot imagine any reader not getting a bunch of immediately usable ideas on how to make more money, run their practice better, provide clients with greater value, keep staff a little longer or have more fun. Perhaps I should have given the book away for free, only asking the reader to send me a check for what they think the value was to them. I think I’d then make way over a million bucks from this book!

The following are two short chapters from my book:

Being a sounding board to your clients

Entrepreneurs are the brightest, most focused, and most determined people I know. But it is also lonely for many of them.

There are few people they can trust, and sometimes they just need a sounding board of someone who won’t pass judgment but might point out inconsistencies or illogical conclusions. That is a role for CPAs and part of their trusted advisor position, and occasionally great things come out of it.

I have been in many meetings where the client did not want an opinion but needed to hear him or herself speak out loud to someone. CPAs are there for that. We listen, consider, sometimes prod, don’t pass judgment, and keep it confidential. We seem to know when clients want our advice — which is often — but we also know when to nod occasionally and be that sounding board. And sometimes opportunities arise!

One Friday morning, a client asked to see me. He owned a very large piece of land on an island in the Caribbean that his newly married fourth wife decided she wanted to develop. He wanted to see me so he could vent, rant and beg for a solution out of it.

In the course of his tirade, I latched onto something he said and suggested a plan that might make a lot of sense. I told him that upscale houses could be built just inside the perimeter, while the entire remaining inside portion of the property, which comprised over 75% of the area, could be donated to a wildlife preserve charity on that island. The tax deduction would be enormous because it would be based on the value created by the property sales and not his cost, plus he could add an easement restriction to the donation that prohibited any additional development on the property. The houses he built would have extended gigantic private beautiful “back yards,” increasing his selling price and allowing the client to get paid “twice” for his property — and become a philanthropist as well. It was a short meeting, about a half hour.

When I got back to my office, the client’s secretary called me. In the short time it took me to walk to my office, she arranged for me to fly to the island Monday morning, have a look around the property that afternoon, meet with an attorney, real estate agent and developer on Tuesday, have some follow-up and unrelated meetings Wednesday (that led to the client getting involved in more businesses on the island) and a return flight home early Thursday morning. That was the first of a number of visits by me to that island for the client.

The takeaway is that many times, CPAs help clients make lemonade out of lemons. But we have to be trusted, knowledgeable listeners and creative thinkers.

My boss hated the client

Early on, my boss took me to a client that I was to work on. He started to explain what needed to be done and what the client did, but then he said, “I hate this client — everything is always messed up, and nothing ever makes sense!” He also told me my work area would be in the factory. I would probably have to move a chair next to a carton that would serve as a desk, and he warned me the lighting wasn’t too good.

His remarks were like a kiss of death. For the next three or four months, I dreaded going to that client, always thinking how “messed up they were, and nothing ever made sense.” Then, it dawned on me that I was the person doing the work, and things were in order. The carton I worked on was a few feet from where the client packed his shipments. When he did, he always chatted with me about his business, customers, employees and pricing strategies.

He also told me things he liked to do, such as going to the opera (which I did too) and vacations he took or would like to take. The client also would buy me a sandwich to have lunch with him, and I became very friendly with him. And then I asked myself why I dreaded going there? I loved working there! It became my favorite client, that I eagerly looked forward to going to.

My boss’s idle remark prejudiced me against the client, and it took me months to get over it.

The takeaway for me was that when I would become a boss, I would only say great things about a client, influencing the staff to like the client and look forward to working with them. Negative remarks about a client never left my lips! Actually, negative remarks were never applicable — my clients were all great! My boss ingrained a negative perception about that client into me before I ever had a chance to form my opinion.

My book has 100 more chapters with similar ideas you could adopt.

Do not hesitate to contact me at [email protected] with your practice management questions or about engagements you might not be able to perform.

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Accounting

GASB issues guidance on capital asset disclosures

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The Governmental Accounting Standards Board issued guidance today that will require separate disclosures for certain types of capital assets for the purposes of note disclosures.

GASB Statement No. 104, Disclosure of Certain Capital Assets, also establishes requirements and additional disclosures for capital assets held for sale. 

The statement requires certain types of assets to be disclosed separately in the note disclosures about capital assets. The intent is to allow users to make better informed decisions and to evaluate accountability. The requirements are effective for fiscal years beginning after June 15, 2025, and all reporting periods thereafter, though earlier application is encouraged.

The guidance requires separate disclosures for four types of capital assets:

  1. Lease assets reported under Statement 87, by major class of underlying asset;
  2. Intangible right-to-use assets recognized by an operator under Statement 94, by major class of underlying asset;
  3. Subscription assets reported under Statement 96; and,
  4. Intangible assets other than those listed in items 1-3, by major class of asset.

Under the guidance, a capital asset is a capital asset held for sale if the government has decided to pursue the sale of the asset, and it is probable the sale will be finalized within a year of the financial statement date. A government should disclose the historical cost and accumulated depreciation of capital assets held for sale, by major class of asset.

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Accounting

On the move: RRBB hires tax partner

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Suha Uddin

BRIAN BOUMAN MEMORY CREATIO

Suha Uddin was hired as a tax partner at RRBB Advisors, Somerset. 

Sax, Paterson, announced that its annual run/walk event SAX 4 Miler, supporting the Child Life Department at St. Joseph’s Children’s Hospital in Paterson, has achieved $1 million in total funds raised since its inception in 2012.    

Withum, Princeton, rolled out a new outsourcing service offering as part of its sustainability and ESG practice designed to help companies comply with the European Corporate Sustainability Reporting Directive, the mandate requires reporting of detailed sustainability performance as it pertains to the European Sustainability Reporting Standards , effective January 2023.

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Accounting

Armanino takes on minority investment from Further Global

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Top 25 Firm Armanino LLP has taken on a strategic minority investment from private equity firm Further Global Capital Management.

The deal, which closed today, is the latest in the series of investments by private equity in large accounting firms that began in 2021 — but with a key difference, Armanino CEO Matt Armanino told Accounting Today.

“What’s maybe the punchline here — what’s really unique, I think — is that we wanted to focus on a minority investment that allowed us to retain not just operational control of the business, but ownership control of the business,” he said. “Those are some of the guiding principles that we’ve been thinking about over the last number of years, and we felt like if we could accomplish those things strategically with the right partner, it would really be just a home run, and that’s where we think we’ve landed.”

As is common with CPA firms taking on private equity investment, Armanino LLP will restructure to an alternative practice structure, splitting into two independently owned and governed professional-services entities: Armanino LLP, a licensed CPA firm wholly owned by individual CPAs, will provide attest services to clients, and Armanino Advisory LLC, a consulting and advisory firm, will perform non-attest services.

Inside the deal

As have many large firms, Armanino LLP had been looking at private equity for some time.

“We’ve been analyzing the PE trend over the last few years and our discussions with Further Global actually began several years ago, and along the way we confirmed our initial inclination that Further Global would be a great partner for us,” CEO Armanino said.

“We had the opportunity to meet with dozens of leading private equity firms,” he explained. “Ultimately we concluded that Further Global would be the best partner for us based on their expertise in partnering with professional service businesses in particular, and our desire for a minority deal structure.”

Matt Armanino
Matt Armanino

Robert Mooring

While citing Further Global’s “deep domain expertise” in financial services and business services firms, Armanino noted that this would be the PE firm’s first foray into the accounting profession: “This is their first accounting firm deal, and I think they’re only focused on this one at this time.”

An employee-owned PE firm, Further Global invests in companies in the business services and financial services industries, and has raised over $2.2 billion of capital.

Guggenheim Securities LLC served as the financial advisor and sole private placement agent to Armanino LLP, while Hunton Andrews Kurth LLP acted as its legal counsel. Further Global was advised by Pointe Advisory, with Kirkland & Ellis as legal counsel.

“Armanino ranks as high as any CPA firm in the country with the private equity community,” commented Allan Koltin, CEO of Koltin Consulting Group, who has advised Armanino for over two decades. “Their deal with Further Global fit just like a glove. They will keep control and now have the capital structure to compete on the biggest of stages.”

Internally, the Armanino partner group was unanimous in its support for the deal — and in its insistence on only selling a minority stake.

“We’ve had transparent discussions at the leadership level around not only adding an outside investor, but we knew very early on that a minority investment was the best path forward for us, and we were very excited that there was unanimous support from the entire partnership group around that decision,” Armanino said. “This structure is also going to allow the long-term owners and partners of Armanino to maintain full control over our day-to-day operations, and the proud culture that we’ve built.”

“No other firm in the Top 25 has a structure like this, and I think that’s pretty significant,” he added.

Capital plans

The goal of the deal is to give Armanino the capital it needs to take itself to a new level of growth while also addressing some of the most pressing challenges in accounting: investing in technology, pursuing inorganic growth through M&A, and attracting and retaining talent.

The firm has always been tech-forward, and recently has been a major pioneer in artificial intelligence.

“The capital will enable us to fast-track our investments in advanced technology solutions, particularly AI,” said Matt Armanino. “We’ve seen growing desire from our clients to deploy real applications for AI solutions. And while we’ve been at the forefront of automation and AI since the early days, with the development of our AI Lab a few years ago, innovative AI-driven solutions that address our clients’ most urgent challenges remain a top priority for us.”

Beyond technology investments, the firm plans to continue its aggressive M&A strategy, which has brought on 19 acquisitions since 2019.

“Those transactions have allowed us to expand our capabilities and enter into new markets and drive greater value to our clients,” said Armanino. “And we think we can accelerate that now with this capital structure that we have.”

All that M&A has brought the firm a lot of fresh talent, but no firm these days has enough, and that’s a third purpose for the new capital.

“We think there remains a lot of ripe talent across the country out there,” he said. “I think the capital will support our efforts to attract, retain, develop and reward top talent by investing in people who drive our entrepreneurial spirit here at the firm.”

The deal will allow the firm to reward top talent, for instance through equity plans that allow them to extend the firm’s ownership culture beyond the partner group that it has traditionally been restricted to.

“In many cases, for our most senior employees today, there’s not a natural mechanism to align their effort to the success of the firm to the growth of our enterprise value and how that ultimately rewards them,” explained Armanino. “And we are very excited that we have new mechanisms, and plans in place, that are going to allow us to do that very well, and effectively push down the benefits of ownership and that ownership culture to our most senior employees.”

“Finally,” he added, “speaking to our innovative culture — and that’s a big part of our brand — the capital will empower us to say ‘Yes’ more frequently to great ideas, to entrepreneurial ideas and initiatives that truly make a difference for our clients and set us apart as a leader in this industry.”

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