Let’s be honest, building an email list doesn’t have to be this big complex beast. In fact, for most of us, it can start with a few simple steps using the tools you’ve already got.
Some of you might already have a CRM system that can send emails. If that’s you, great. You’re halfway there. Maybe you’ve even got some sort of list already. But if not, here’s how you get going.
Start with the basics. Literally exporting your contacts from Outlook or Gmail. It’s not glamorous, but it works. Just make sure you review those contacts before importing them anywhere. You don’t want to be pinging emails to people who didn’t sign up for it, not just because it’s annoying, but because it can get you in trouble with the Spam Act. Stick to people who actually know you and would be fine hearing from you.
If you’ve got a client CRM like XPM or Karbon, you might be able to export email addresses straight out of there and into a system that can send out emails. Think about newsletters or webinar invites. Super simple ways to start nurturing your audience.
Now, a lot of people don’t know this, but apparently there’s a way to download your LinkedIn contacts, names and email addresses. I haven’t done this myself, but if you give it a crack, just remember the same rule applies. Only bring in people who actually know you and wouldn’t find your email out of place.
Another easy win is to post your subscribe link on social media. Let your network know what you’ve got planned. Something like, “Hey, I’m kicking off a series of webinars soon. Here’s what I’ll be covering. If you’re keen, drop your email and I’ll keep you in the loop.” You’d be surprised how many warm leads you already have in your network just waiting for a nudge.
There are of course more advanced options out there like pop-ups on your website or running webinars through partnerships where someone else invites their audience, but you don’t need to jump straight to that.
Start simple. Start where you are.
And when it comes to tools, don’t stress about needing something expensive. HubSpot, Mailchimp, ActiveCampaign — they all let you send newsletters and webinar invites. HubSpot for instance has some pricey plans, but if you’re just sending emails, there’s a light version that won’t cost you an arm and a leg. We use HubSpot and love it, especially as we grow, but I wouldn’t recommend diving in deep from day one. Ease into it.
So that’s it. Building an email list doesn’t need to be fancy. It just needs to get done.
When it comes to growing a business, particularly in the accounting industry, there is a fine balance between the number of clients you have and the number of services you offer. Understanding this balance can be the key to increasing profitability and long-term success.
If you are just starting out, chances are you have a low number of clients and a low number of services. This is a natural stage, but growth requires strategic decisions about how to expand.
One common mistake I see is firms offering a wide range of services but struggling to attract enough clients. This often leads to diluted focus – spreading yourself too thin across too many offerings without a strong client base to support them.
On the other hand, if you have a high number of clients but only offer a few services, this can be a sign that you have developed a strong core product. Whether it is tax and accounting or another core service, this is a solid foundation to build from.
The real sweet spot – and where profit per client skyrockets – is when you have a high number of clients and a high number of services. This allows you to maximise the lifetime value of each client, deepening relationships and increasing revenue.
Looking back, my mistake in the early days was trying to expand too quickly in terms of services before ensuring we had an adequate number of clients. If I could give one piece of advice to firm owners, it would be this – build a solid client base first, then strategically introduce additional services when the time is right.
By maintaining this focus, you can ensure sustainable growth and long-term profitability.
The Biggest Bottlenecks Holding Your Business Back – And How to Fix Them
Running a business isn’t just about getting clients and delivering great work. It’s about keeping the whole thing moving forward without burning yourself out. Too many business owners – myself included in the past – become the bottleneck in their own firm. The key to breaking through? Leverage, the right business model, and smart scaling.
The Bottlenecks That Keep You Stuck
1. You’re the Bottleneck
You’re signing off on everything, managing the team, handling client issues, and making every big decision. Sound familiar? It’s exhausting, and it’s also the fastest way to stall growth. Your job as a business owner isn’t to do everything – it’s to build a firm that runs smoothly without you being in the trenches 24/7.
2. Your Business Model is Holding You Back
Margins are everything. If your pricing is off, your services are too complex, or you’re working with the wrong clients, you’ll constantly feel like you’re running uphill. The right model makes it easy to scale, keeps your team happy, and ensures you’re making the money you deserve.
3. You’re Capped on Capacity
No time, no energy, no space for new clients. Maybe you’re maxed out on brainpower or dealing with constant drama from clients or staff. Growth feels impossible when you’re already at full capacity. But the problem isn’t growth itself – it’s how you’re set up to handle it.
The Fix – Leverage, Model, and Scale
1. Build Leverage Into Your Firm
A high-performing firm isn’t just about working hard – it’s about working smart. Every accounting firm needs:
- A Grand Plan – Clear vision, mission, values, and a target client.
- A Dream Team – The right people doing the right work. You’re not supposed to do it all.
- World-Class Delivery – It’s not about filling timesheets – it’s about delivering results for clients in the most efficient way.
2. Nail Your Business Model
Your pricing and service structure make or break your success. Subscription-based accounting works well, but it needs to be set up properly. Over 60% of our revenue comes from recurring monthly fees – but that didn’t happen overnight. Get your pricing right, streamline your services, and make sure your margins are worth your effort.
3. Scale Without the Chaos
Scaling isn’t about just adding more clients. It’s about setting up systems that allow growth without stress.
- Profitable Partnerships – Be the go-to person for your clients’ financial world. That doesn’t mean you do everything yourself – it means having the right partners in place.
- Sales Systems – Sales isn’t a dirty word. It’s just a process, and every business – even Woolies – has one. Build a framework that works, and sales will become second nature.
- A Marketing Machine – If you’re relying solely on referrals, you’re making it harder than it needs to be. Get a system in place that attracts the right clients, consistently.
The End Goal – A Business That Works for You
The real goal here isn’t just more money – it’s freedom. Freedom from burnout, freedom from frustrating clients, and freedom to enjoy running your business again.
Most accountants I speak to feel overworked, underpaid, and frustrated with all the industry nonsense – ATO issues, compliance headaches, and unrealistic client expectations. But when you set up leverage, a solid model, and scalable systems, you reconnect with why you started in the first place.
So the question is – are you ready to get out of your own way?
The Power of Planning – How a Simple Calendar Hack Can Transform Your Year
I know we’re already a few weeks into the new calendar year, but I was reminded again recently of just how powerful planning things in advance can be.
I was chatting with Roze, our marketing manager about how helpful it is to have all our webinars planned out well in advance – literally three or four months ahead – with the topic, the copy, and even the emails ready to go. It just makes everything so much smoother.
That conversation got me thinking about my own approach to planning – not just for business but for family life too. Over the holidays, I had this urge to map out our entire year as a family. Now, growing up, my dad used to plan out his catering business on a big Sasco wall planner, and I thought, “That’s exactly what I need.” So I told Stevie, my wife, “I reckon we need to go to Officeworks and grab one of those big planners.”
She had a different idea. “Why don’t you do it online?” she suggested.
Now, I love technology. I love the assistance it gives us. But I’ve never really liked how Outlook or Gmail lay out your calendar – it just doesn’t give me that proper visual representation of the year ahead. But Stevie’s suggestion made me have a look around at what’s out there.
And I found one.
The best part? It’s free. And it’s literally like having a Sasco wall planner online.
Introducing TeamUp – My New Favourite Calendar App
https://www.teamup.com/
Let me break it down. TeamUp lets you see all 12 months at a glance, and you can create multiple layers to organise different parts of your life.
First thing I did? Book in holidays.
Last year, we didn’t take enough. We had baby Vera – our fourth child – and it was a bit of a hard slog. This year, I wanted to make sure we had regular breaks. They don’t need to be massive, but just enough to reset.
To do that, I needed to know when my daughter’s school holidays were. I grabbed the school calendar, marked out all the term breaks, pupil-free days, and long weekends, then layered in our family holidays. The goal? To take a break every month or at least every second month, and spread them out so they don’t clash with peak times in the business – like tax planning or end of financial year madness.
Then I added in the important family stuff – birthdays, anniversaries, and some fun trips like a camping trip with my two older kids.
Next, I planned out key business milestones.
Every month, we have a Partners Forum where Riz, Sakshi, and I catch up. We also have our Thinking & Thanking Day – our team’s quarterly retreat. Then there are my key delivery dates for High Performance Accountants. Everything went into the planner.
What’s great about this tool is that you can toggle different layers on and off. So when I’m booking venues or holiday spots, I can easily see which times of the year are better – whether it’s heading down the coast in summer or going up north in winter.
Why You Should Plan Your Year Now
If you haven’t mapped out your year yet – do it now. We’re already in February, so the sooner you get things locked in, the better.
Having your year planned means you’re not constantly scrambling. You’ve already booked in the important things – holidays, key business dates, webinars – so all you have to do is take the steps.
The year will flow so much more smoothly because you’ve done the work upfront.
So if you’re looking for a simple but powerful way to stay on top of everything, check out TeamUp. It’s been an absolute game-changer for me.
Hope that helps – and happy planning!
I’ve shared my top tips and gear recommendations to level up your online meeting game—better audio, sharper video, and stronger connections.
My recommended equipment:
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In 2020, Inspire faced a pivotal moment. With seven team members reporting directly to me, it was clear we needed a better structure. After some soul searching (and navigating COVID), we introduced the Diamond Team Structure.
This approach not only improved my capacity and mindset but also created clear reporting lines, enabling sustainable growth for Inspire. From 2020 to 2024, we scaled by simply duplicating these teams
Weve just found an incredible tool thats completely streamlined how we create SOPs (Standard Operating Procedures).
Using AI, it transforms Loom videos into ready-to-go SOPs in seconds!
Weve used it to build playbooks for roles across the team, and its been a huge time-saver as we onboard new team members.
An accounting firm owner asked, Whens the right time to have a leadership team?
We started ours when our team had nine team, with seven out of nine joining the leadership meetings.
Using the EOS methodology, we held weekly sessions to tackle challenges, improve, and grow.
Even if youre a small firm, start now.
Gather your core teamwhether its just you and a few othersand carve out weekly time to focus on the business.
Trust me, its a game-changer.
I often hear accounting firm owners say, I just need more clients. The solution they usually jump to is hiring a marketing consultant to drive traffic and boost sales. But heres the thing: before you spend money on consultants, you need to make sure your business is set up for success.
Step one is simple: sort out your calendar. Too many of us are running on fumes, stuck in the business, and not working on it. Free up time, get your systems in order, and create space for strategic thinking.
Next, lets talk about pricing. Have you adjusted your prices in line with CPI? When you look at the compounding effect of CPI over the last few years, youll see just how important this is.
And dont overlook your sales process! If youre still using hourly rates or outdated methods, its time to move towards monthly recurring revenue. Develop a product or package thats great for your clients and your business.
Once youve nailed down your calendar, pricing, and sales, THEN its time to think about marketing. And Id start with your existing clients. Often, referrals and repeat business can be much more valuable than cold leads.
The key takeaway? Build your foundation before reaching for that marketing consultant. Once you do, the results will speak for themselves.
A $23 salad is the best value
I’ve been ordering the same $23 salad for lunch almost every day for over a year, and it’s been one of the best decisions I’ve made! 
At first, my dad, whos a former chef, thought I was getting ripped off, but this simple habit has actually helped me lose a lot of weight and gain more energy. It takes the decision-making out of my day and saves me time, which is so valuable.
Sure, $23 for a salad might seem expensive, but for me, the benefits have been priceless. It’s helped improve my health and productivity, which has had a huge positive impact on my work and family life.
Sometimes the best investments are the ones that pay off in ways you didn’t expect.
What’s a small daily expense in your life that might be worth a closer look?
Coaching for accounting firm owners, from someone still in the game. Ben Walker runs a $4.2M Brisbane firm today, and teaches the exact systems that run it: capacity, pricing, growth, and the AI that accelerates all three.
