Allen Bostrom – Universal Accounting

When evaluating the target market for our various training products, a friend, and capable management consultant, Tim Orlando of CMC Worldwide Marketing, once split accounting professionals into four segments:

1. Bookkeeping Accountants: These are individuals that usually came through the working ranks. Most don’t have degrees, but have several years of experience working in accounting departments. Many are interested in starting their own home-based bookkeeping business with little desire to grow beyond their own personal ability to fulfill their client’s needs. They’re uncomfortable with most marketing techniques and they value independence over wealth. They are usually skilled in the QuickBooks program.
2. Small Business Accountants: This segment is made up of small to medium business CFO’s and office managers. Most have degrees yet are unhappy with their position, and eager to find new challenges. One option that most are considering is breaking out into their own practice and value turn-key marketing solutions, or the purchase of an existing practice.
3. Self-Employed Accountants: Those accountants that already have an existing practice, and are seeking to grow their firm into a larger entity fit into this category. Their primary interest is to expand their marketing efforts (they are marketing junkies), and their largest challenge is to find adequate qualified staff.
4. Professional Accountants: The final segment is made up of those accountants that are working with large business, government or public accounting firms. They nearly always have accounting degrees, and many are Certified Public Accountants. These are the “hard-core” accountants, and for many, auditing is their game. Their lifetime professional goal is either to become a CFO, or a partner in a CPA firm.

Allen Bostrom
Universal Accounting Center