Growing and marketing your practice by A. N. Grundy
By: Grundy, A. N.Series: Accountants digest (ICAEW). Publisher: London, United Kingdom ABG Professional Information 2003Description: 36 p.ISBN: 1841403083.Subject(s): PROFESSIONAL FIRMS | MARKETING | ACCOUNTING FIRMS | ACCOUNTANTS OFFICE | CORPORATE STRATEGY | MARKETING
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INTRODUCTION: Why grow your practice? ; Growth life cycle and growth strategies ; The importance of marketing your practice ; UNDERSTANDING PRESENT POSITION: Using 'SWOT' analysis ; Beyond SWOT (1) - growth drivers ; Beyond SWOT (2) - the five competitive forces ; Beyond SWOT (3) - competitive benchmarking ; GROWTH OPTIONS: Mapping the business you are in ; Understanding your business value system ; Identifying and evaluating your growth options ; Bottom-up techniques - value and cost drivers, the uncertainty-importance grid and stakeholder analysis ; MARKETING YOUR PRACTICE: Defining marketing activities ; Prioritising marketing activities ; Monitoring their value ; Selling more to existing clients ; Facilitating the buying process ; SPECIAL PROBLEMS ENCOUNTERED WHEN GROWING AND MARKETING ACCOUNTING FIRMS: The 'we are not sales people' culture ; 'We are just too busy' ; 'We are the auditors' ; CONCLUSION - TEN STEPS TO DOUBLING YOUR PRACTICE REVENUES AND PROFIT
Asserts that accountants need to focus on growth strategies to grow their practices. Defines the elements of a growth strategy. Discusses the role of SWOT analysis to understanding a practice's present position. Covers problems that may be encountered when trying to grow a practice. Lists ten steps to take to double practice revenues.