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A Country Practice | Port Macquarie | March 6 2014
@therobnixon #COTC
www.proactiveaccountants.net/slides
www.robnixon.com
What we’re going to cover…
Getting in the middle of the cloud revolution
How to capitalise on cloud technology
How to use offshoring effectively
How to offer value added services using cloud technology
How to take a front foot approach
Predictions for the future.

@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Why?

What?

How?

Who?

When?
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
The future of employment – how
susceptible jobs are to computerisation
– C Frey & M Osborne 2013

@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
1
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@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Convergence of technology

@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
In the Philippines
www.mikesmanilatours.com
www.easyoffshore.com.au
www.ibpap.org
www.mycloudpeople.com.ph
www.wealthfarm.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Your smarketing
plan to capitalise
on the cloud
Sales & Marketing (Smarketing) Objectives

Now

12 month goal

1. Number of business client groups
2. Average fee per business client - $
3. Percentage of total revenue in compliance - %
4. Percentage of total revenue in value added - %
5. Average hourly rate compliance services - $
6. Average hourly rate value added services - $
7. Number of new enquiries generated – last 12 months
8. Conversion rate to new clients from enquiries - %
9. Number of new business clients – last 12 months
10. Each client visited / met with (times per year)
11. Number of clients on cloud accounting
12. Revenue
13. Profit before partner salaries
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
The PROACTIVE smarketing system
Product
R easons
Organised
A ctivity
Channels
Target
I nternet
Value
E xperience
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Reasons to buy (or not) from you
Know you
Database

1
C
A
3 B 2
Trust you
Experience

Like you
Brand

@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Your value proposition
Your past
- Client success
- Experiences
- Education
- Accomplishments
- Development
- Work history
- Beliefs
- Victories/defeats
- Risks/adversity.

Delivery methods
- Consulting
- Reports
- Coaching
- Mentoring
- Survey
- Redesign
- Workshop
- Retreat.

Process flow

Clients future
- Improved cashflow
- Peace of mind
- Asset security
- Higher productivity
- Lower attrition
- Higher morale
- Improved image
- Better performance
- Market share
- Increased profit
- Revenue growth
- Wealth improvement
- More innovation
- Problems solved
- Happier customers
- Superior service.

@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Leveraging IP & creating product
Start with a client or situation example
Write an article
Put it on YouTube
All social media sites
Press coverage
Create a tool from it – on website
Newsletters – yours and others
Podcasts / Webinars / Teleseminars / Seminars
Create a story from it
Blog – yours and others
Part of your process / method
License it
Productise it – DVD, online, packaged service, book, booklet.
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
SMSF

Budget / Cashflow

Cloud Conversion

Planning Session

Monitoring –
mthly / quarterly

Tax planning

Health Check

Asset protection

Coaching

Systems
development

  

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Client name

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



Client name

    

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





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





Client name

 







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 



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Client name

  





















Client name

 



 

















Client name

 























Client name

    

















Annual Accounts

Client name

Corp Secretarial

FBT

Client / product matrix



@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Target markets - your best buyer
Who do you want as a client?
Sex
Age (range)
Business type
Risk profile
Blue / White collar
Business owner / Franchisee / Entrepreneur
Size of business – revenue / GP%
Net wealth
Ambition level.
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Channels to market
How do you get the word out?
Existing clients
Email
Mail
Web / social tools
Events - Seminars / Webinars / Boardroom briefings
Phone
Visits
Sponsors
Small products
Centres of influence – other peoples databases
JV alliances.
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Experience you before I buy you
Getting a taste of what you can do:
YouTube video series
Articles – distribute everywhere
Tools to download
Small products
Reports
Blog
Referrals
Twitter / Facebook / LinkedIn
Speech
TRUST assessment
Business performance review – PANalytics.
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Web dominance
Web strategy

Non-existent

Existent

Competitive

Distinct

Breakthrough

Main website
Feeder sites
Blogs(s)
Facebook
Twitter
LinkedIN

YouTube
E-news
Forum - connecting
Search Engine Optimization
Social advertising
Other peoples blogs
Content value

@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Reports papers 1

Endless
Leads

17.Direct email

Marketing gravity plan

25. Boardroom briefing

Blog 9

@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Being organised
Written marketing & sales plan
Disciplined approach
Daily activity
Daily monitoring
Tracking ROI
All team approach
Weekly reporting @ team meeting
Celebrating success (bell).
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Leads target

@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au

December

November

October

September

August

July

June

May

April

March

February

Activity

January

Your activity plan (whiteboard)
Organising & measuring the activity –
another whiteboard
Activity

Target

Quantity

Cost

Send
date

Response
%

Response
#

Gross
Profit

ROI

Letter # 1

Existing clients

463

$565

Dec 15

3.35%

15

$2,085

369%

Letter # 2

Suspect list

3,323

$4,500

Dec 15

1.25%

41

$5,699

126%

Email # 1

Existing clients

463

$4.63

Dec 17

1%

5

$695

15000%

Webinar # 1

Entire database

92

$50

Jan 15

12%

11

$1,529

3058%

Email # 2

Suspect list

3,323

$33.23

Jan 18

0.5%

16

$2,224

6690%

Fax # 1

Suspect list

3,323

$2,500

Feb 1

2.1%

67

$9,313

372%

Telemarketing test

Suspect sample

500

$3,500

Feb 5

4.5%

22

$3,058

87%

@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
The PROACTIVE smarketing system
P roduct
R easons
Organised
A ctivity
C hannels
Target
I nternet
Value
E xperience.

@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
National seminar tour – March/April
2014

@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Capitalising on the Cloud
seminar agenda
The changes happening to compliance
Why (and how) you must take a ‘front foot’ approach
The positive impact cloud accounting can have on your firm
The positive impact cloud accounting can have on your clients
An independent view on which cloud solutions to choose
How to implement cloud accounting in your firm
How to discover new value added services opportunities.

@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Capitalising on the Cloud
seminar agenda cont.…
How to implement cloud accounting with your clients
How to add value to your clients using cloud accounting
How have your clients buy additional services
How to price new services on value based fees
The threats associated with outsourcing and offshoring
How to use outsourcing and offshoring to your advantage.

@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Capitalising on the Cloud – seminar dates
Newcastle - Monday, March 17 2014
Gold Coast – Wednesday, 19 March 2014
Brisbane - Friday, 21 March 2014
Wollongong - Monday, 24 March 2014
Ballarat - Wednesday, 26 March 2014
Melbourne - Friday, 28 March 2014
Perth - Monday, 31 March 2014
Adelaide - Wednesday, 2 April 2014
Parramatta - Friday, 4 April 2014
Albury - Monday, 7 April 2014
North Sydney - Wednesday, 9 April 2014
Christchurch - Friday, 11 April 2014
Wellington - Monday, 14 April 2014
Auckland - Wednesday, 16 April 2014
8:45am – 4:30pm (drinks afterwards)
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
A Country Practice special

ACP Price - $97 pp
Save $100 pp
(use promo code – ACP)
www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
12 predictions
#1
Compliance
Commoditised

#7
Compliance
price down by
>50%

#2
Cloud
for
>90%
SME’s

#8
Marketing
and sales
skills
firms

#3
Cloud
for
>90%
Accts

#9
Young people
will not buy
into staid &
boring

#4
Coaches
taking
clients

#10
No time
based
billing

#5
Clients more
transient

#11
Value Added
Services >80%
of revenue

@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au

#6
Off-shore
prevalent

#12
Clients
finally
served
properly
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
www.cloudseminar.com.au
rob.nixon@proactiveaccountants.net
GET YOUR TICKETS TODAY FOR YOUR TEAM
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au

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A country practice capitalising on the cloud

  • 1. A Country Practice | Port Macquarie | March 6 2014 @therobnixon #COTC www.proactiveaccountants.net/slides www.robnixon.com
  • 2. What we’re going to cover… Getting in the middle of the cloud revolution How to capitalise on cloud technology How to use offshoring effectively How to offer value added services using cloud technology How to take a front foot approach Predictions for the future. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 3. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 4. Why? What? How? Who? When? @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 5. The future of employment – how susceptible jobs are to computerisation – C Frey & M Osborne 2013 @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 6. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 7. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 8. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 9. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 10. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 11. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 12. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 13.
  • 14. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 15. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 16. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 17. 1 2 3 2 1 3 @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 18. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 19. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 20. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 21. Convergence of technology @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 23. Your smarketing plan to capitalise on the cloud
  • 24. Sales & Marketing (Smarketing) Objectives Now 12 month goal 1. Number of business client groups 2. Average fee per business client - $ 3. Percentage of total revenue in compliance - % 4. Percentage of total revenue in value added - % 5. Average hourly rate compliance services - $ 6. Average hourly rate value added services - $ 7. Number of new enquiries generated – last 12 months 8. Conversion rate to new clients from enquiries - % 9. Number of new business clients – last 12 months 10. Each client visited / met with (times per year) 11. Number of clients on cloud accounting 12. Revenue 13. Profit before partner salaries @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 25. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 26. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 27. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 28. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 29. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 30. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 31. The PROACTIVE smarketing system Product R easons Organised A ctivity Channels Target I nternet Value E xperience @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 32. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 33. Reasons to buy (or not) from you Know you Database 1 C A 3 B 2 Trust you Experience Like you Brand @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 34. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 35. Your value proposition Your past - Client success - Experiences - Education - Accomplishments - Development - Work history - Beliefs - Victories/defeats - Risks/adversity. Delivery methods - Consulting - Reports - Coaching - Mentoring - Survey - Redesign - Workshop - Retreat. Process flow Clients future - Improved cashflow - Peace of mind - Asset security - Higher productivity - Lower attrition - Higher morale - Improved image - Better performance - Market share - Increased profit - Revenue growth - Wealth improvement - More innovation - Problems solved - Happier customers - Superior service. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 36. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 37. Leveraging IP & creating product Start with a client or situation example Write an article Put it on YouTube All social media sites Press coverage Create a tool from it – on website Newsletters – yours and others Podcasts / Webinars / Teleseminars / Seminars Create a story from it Blog – yours and others Part of your process / method License it Productise it – DVD, online, packaged service, book, booklet. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 38. SMSF Budget / Cashflow Cloud Conversion Planning Session Monitoring – mthly / quarterly Tax planning Health Check Asset protection Coaching Systems development              Client name             Client name              Client name              Client name              Client name              Client name              Client name              Annual Accounts Client name Corp Secretarial FBT Client / product matrix  @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 39. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 40. Target markets - your best buyer Who do you want as a client? Sex Age (range) Business type Risk profile Blue / White collar Business owner / Franchisee / Entrepreneur Size of business – revenue / GP% Net wealth Ambition level. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 41. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 42. Channels to market How do you get the word out? Existing clients Email Mail Web / social tools Events - Seminars / Webinars / Boardroom briefings Phone Visits Sponsors Small products Centres of influence – other peoples databases JV alliances. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 43. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 44. Experience you before I buy you Getting a taste of what you can do: YouTube video series Articles – distribute everywhere Tools to download Small products Reports Blog Referrals Twitter / Facebook / LinkedIn Speech TRUST assessment Business performance review – PANalytics. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 45. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 46. Web dominance Web strategy Non-existent Existent Competitive Distinct Breakthrough Main website Feeder sites Blogs(s) Facebook Twitter LinkedIN YouTube E-news Forum - connecting Search Engine Optimization Social advertising Other peoples blogs Content value @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 47. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 48. Reports papers 1 Endless Leads 17.Direct email Marketing gravity plan 25. Boardroom briefing Blog 9 @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 49. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 50. Being organised Written marketing & sales plan Disciplined approach Daily activity Daily monitoring Tracking ROI All team approach Weekly reporting @ team meeting Celebrating success (bell). @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 51. Leads target @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au December November October September August July June May April March February Activity January Your activity plan (whiteboard)
  • 52. Organising & measuring the activity – another whiteboard Activity Target Quantity Cost Send date Response % Response # Gross Profit ROI Letter # 1 Existing clients 463 $565 Dec 15 3.35% 15 $2,085 369% Letter # 2 Suspect list 3,323 $4,500 Dec 15 1.25% 41 $5,699 126% Email # 1 Existing clients 463 $4.63 Dec 17 1% 5 $695 15000% Webinar # 1 Entire database 92 $50 Jan 15 12% 11 $1,529 3058% Email # 2 Suspect list 3,323 $33.23 Jan 18 0.5% 16 $2,224 6690% Fax # 1 Suspect list 3,323 $2,500 Feb 1 2.1% 67 $9,313 372% Telemarketing test Suspect sample 500 $3,500 Feb 5 4.5% 22 $3,058 87% @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 53. The PROACTIVE smarketing system P roduct R easons Organised A ctivity C hannels Target I nternet Value E xperience. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 54. National seminar tour – March/April 2014 @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 55. Capitalising on the Cloud seminar agenda The changes happening to compliance Why (and how) you must take a ‘front foot’ approach The positive impact cloud accounting can have on your firm The positive impact cloud accounting can have on your clients An independent view on which cloud solutions to choose How to implement cloud accounting in your firm How to discover new value added services opportunities. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 56. Capitalising on the Cloud seminar agenda cont.… How to implement cloud accounting with your clients How to add value to your clients using cloud accounting How have your clients buy additional services How to price new services on value based fees The threats associated with outsourcing and offshoring How to use outsourcing and offshoring to your advantage. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 57. Capitalising on the Cloud – seminar dates Newcastle - Monday, March 17 2014 Gold Coast – Wednesday, 19 March 2014 Brisbane - Friday, 21 March 2014 Wollongong - Monday, 24 March 2014 Ballarat - Wednesday, 26 March 2014 Melbourne - Friday, 28 March 2014 Perth - Monday, 31 March 2014 Adelaide - Wednesday, 2 April 2014 Parramatta - Friday, 4 April 2014 Albury - Monday, 7 April 2014 North Sydney - Wednesday, 9 April 2014 Christchurch - Friday, 11 April 2014 Wellington - Monday, 14 April 2014 Auckland - Wednesday, 16 April 2014 8:45am – 4:30pm (drinks afterwards) @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 58. A Country Practice special ACP Price - $97 pp Save $100 pp (use promo code – ACP) www.cloudseminar.com.au @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 59. 12 predictions #1 Compliance Commoditised #7 Compliance price down by >50% #2 Cloud for >90% SME’s #8 Marketing and sales skills firms #3 Cloud for >90% Accts #9 Young people will not buy into staid & boring #4 Coaches taking clients #10 No time based billing #5 Clients more transient #11 Value Added Services >80% of revenue @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au #6 Off-shore prevalent #12 Clients finally served properly
  • 60. @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
  • 61. www.cloudseminar.com.au rob.nixon@proactiveaccountants.net GET YOUR TICKETS TODAY FOR YOUR TEAM @therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au

Notas do Editor

  1. Why is there a black cloud?Why is there a white cloud?What do you think the technology companies are going to do about this?What do you think the ATO will do with this?Who of your clients is it suitable to?Who in the room will be affected?When is this happening?When should you do something about this?How many clients do you gave on cloud accounting right now?How do you implement it?
  2. Jenny – 1 min 9 sec video$3 per hourList out everything she can do for you
  3. Received this via LinkedIN on Dec 6Idian accounting firm offering very cheap Accounting
  4. Background on WealthfarmWas in Manila with me last May – false startFilmed this on February 20
  5. Was in his office on February 12