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Standing out from the CAS crowd

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Many accounting firms these days are implementing client advisory services. This is why niching down your CAS firm makes a lot of sense. A niche client focus can direct your time and resources toward a target market that is specific. It allows your firm to tailor the services and deliverables to one type of client.

One of the greatest advantages of niching is that it helps a CAS firm be unique in a crowded market. It’s a lot easier to position your services when you know exactly the type of client you work with. Many firms take a generalized approach and work with everyone. How do you stand out when you offer the same services to anyone who will give you their credit card?

When you’re competing in a generalized space, it’s limited to how you can compete. One of the big ways is on price. If you’re competing on price, it’s always a race to the bottom. The margins dwindle and it’s hard to scale or even pay yourself a proper income. Everyone and their dog are trying undercut you.

That is not to say that you can’t thrive as a generalist firm. Many firms are and have been for a long time. Today it’s getting harder to stand out as more and more new CAS firms open. Many existing firms are also starting to add CAS. This makes for a more competitive market. Because of this, the need to differentiate becomes even more imperative.

By niching into a particular industry, you start to understand that world. You know what accounting challenges these businesses have. This makes it easy to create a very specific set of accounting deliverables for them. You can package those deliverables into a service that you sell to that market. 

Think of it as creating an “accounting product” instead of a package of services. You could even go one step further and give the product a name which will help set you apart even more. 

From a marketing perspective, it’s important to understand your market/clients. This is the foundation of great marketing. It’s hard to market to ideal clients if you don’t understand the nuances of their world. These nuances then become a part of your messaging and valuable proposition. It also plays into your entire marketing strategy.

When you have this dialed in, it’s easy to craft a solid value proposition. There are three things you want to include into your value proposition:

  • The specific clients you work with;
  • The market/industry challenge(s) that you solve; and,
  • The solution (product or service) you use to solve that challenge

It’s so much easier to position your firm when your value proposition is crystal clear. There is no ambiguity in your messaging. When people see it, they know right away how you can solve their challenges.

To illustrate this, let’s say your CAS firm serves the HVAC industry. If you were to put this into a short and concise value proposition, it may look like this:

“We help HVAC companies uncover money they didn’t know they had using our all-in-one accounting advisory solution so they can redirect it towards buying more trucks to take on more jobs.”

This, of course, is an example. I haven’t the slightest clue what the accounting challenges of HVAC companies are. One thing to note: The message is clear. It tells you exactly who you work with, the challenge you solve, and how you do that. If an HVAC company is having this issue, more than likely they’re calling you.

When you have your value proposition in place, you can start basing your marketing around it. You’ll now be laser-focused on where to spend your marketing budget. Instead of trying to appeal to everyone, you can now use your energy to get in front of your niche.

Serving a specific market and getting your firm out in front of it also positions you as the expert. People and businesses want to work with the best. Being perceived as an expert will also help you attract better and higher-paying clients — the clients who have no issues spending what they need to get their problem solved.

Aside from the marketing, having a niche firm has many other benefits. I won’t go in-depth about them here, but one thing is operations: They become more streamlined. You will be able to create very specific processes and systems and have one set of deliverables. Fewer moving parts, easier to train staff on how to fulfill, and it’s predictable.

Conclusion

There are many benefits to having a niche CAS firm — or a full-service firm for that matter. By articulating exactly who you work with, the problem you solve, and how you do that, will set your firm apart.

Many businesses want to work with firms that understand their business and industry. Get out in front of those businesses and share your value proposition. When someone asks what your firm does, there should be no hesitation. Tell them you work with a specific industry, and you have a service or product that can help them. People will take notice.

The accounting profession is competitive. Not having a solid value proposition will blend your firm into the background. When that happens, in the eyes of clients you’re just another accounting firm. If someone asks how you’re different and you’re blended into the background, it will be hard to answer. Make answering that question easy by getting your value proposition dialed in.

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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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