12 2023 CPAmerica Advantage Newsletter

December 2023 IN THIS ISSUE: ► Strategic planning for a bright future at your firm

News from your accounting association

► Preferred Provider Spotlight - alliantTALENT ► Upcoming Events ► Member News

Strategic planning for a bright future at your firm

► CPAmerica Insights – Grace Horvath

Interview with Keith Alexander COO Partner, Hughes, Snell and Co., PA Hughes, Snell and Co., PA (HSC), headquartered in Fort Myers, Florida, has been providing comprehensive tax and financial reporting services to clients since 1974. After nearly 50 years in business and 30 employees, they are no stranger to the ever-changing accounting industry.

During a recent CPAmerica Visitation Improvement Program (VIP) visit, the team discussed the value of bringing in an outside party help to facilitate strategic planning for the firm. Keith Alexander, HSC COO partner, remembered hearing Kristen Rampe, Rosenberg Associates, speak at a past CPAmerica meeting and brought her in to facilitate the Keith Alexander process.

“Back in 2006, I attended a Firm Management Roundtable in Chicago and Kristen was one of the presenters,” said Alexander. “I enjoyed her presentation and hung on to her book and the other tools she provided that day. I’ve referred back to them over the years.”

For their strategic planning, Rosenberg Associates follows a five-step process that takes roughly nine months to complete. Step one is initiating the process by deciding what the firm is looking to accomplish. Step two is identifying what past and present firm strengths can be leveraged. Step three is to imagine a vision of the firm that they would be proud of. Step four is to innovate, in order to decide how to create your vision. The final

step is to implement the plan, deciding who will do what and when by creating project plans and individual goals that support the strategy and vision.

When HSC’s strategic planning process began, Rampe met with the firm’s partners and other staff members for hour-long, one-on-one conversations. Through these discussions, team members were encouraged to confidentially share their honest thoughts about the firm’s strengths and challenges.

Those conversations helped Rampe to navigate through firm needs and shape the next phase of the process. After multiple meetings with Alexander and HSC Managing Partner, Steve Davis, they were ready to move to the next step.

In December of 2022, HSC met with Rampe for nearly two days during their annual firm strategic meeting. During these days, Alexander shared that they were presented with hard questions about the future of the firm and brought up many in-depth discussion between partners. Alexander also shared how crucial it was to have an independent third party guide them through the meeting and facilitate these necessary conversations.

“These were hard conversations to have, but they just made us realize where things were for the firm and what the stakes were if things didn’t work out,” said Alexander. “I can’t imagine having that meeting without Kristen, because things could have gone sideways real fast if we tried to do that on our own.”

After completing the official strategic plan, Rampe provided HSC with a report and goals for moving forward. Additionally, Rampe has continued to make herself available to the firm for optional quarterly check-ins. And while they don’t always take her up on the meetings, having that time available, if needed, is helpful.

“Kristen’s like the seventh partner at the firm,” joked Alexander.

Now, nearly a year later, Alexander reflects back on the strategic planning process and where their firm is today. With some shifting in their financial reporting services and exciting things coming in 2024, the firm’s future is looking bright. While they know those changes didn’t only have to do with Rampe, she helped to get them to a place where change was possible and welcomed.

When asked if he had any advice for other member firms looking to embark on strategic planning, Alexander said, “Spend the money and invest in your firm to bring in an outside person. It is definitely worth it.

Our investment has paid off in spades.”

If you have any questions about HSC’s strategic planning process, please contact Keith Alexander at kalexander@ hughessnell.com. If you would like to reach Kristen Rampe, please contact kristen@ rosenbergassoc.com.

CPAmerica Advantage | December 2023 | 2

referred Provider Spotlight P alliantTALENT alliantTALENT was designed to be an extension of your team, providing high-quality talent to support your practice in tax, audit, advisory and client accounting services.

Lead by Jim Brady, who built the first international talent center as CEO of Deloitte India and again as COO of Grant Thornton, alliantTALENT aims to level the playing field by delivering the same solution the Big 4 enjoy to CPAmerica members.

Their commitment to matching your level of excellence includes: • U.S. Based Liaison – You will have total and immediate access to a partner level point of contact, here in the U.S., to ensure your remote team is meeting your expectations and internal deadlines.

• Control of Team Selection – You will get to hand select the members that join your team from a pool of experienced accounting professionals with Big 4 experience.

• Continuity Assurance – Because we employ a total team approach, if there is ever turnover your work will not stop and you will have a professional ready to fill in right away who already knows your work and process.

• Two Workdays in One – With your international team, work will get done while you sleep. You will also have 4-5 hours of overlap to work with your team.

• Complete Control of Training – Even with experienced professionals joining you, you will always have the ability to train them how you see fit.

For more information, visit www.allianttalent.com or email LeeAnn.Nagel@alliantgroup.com.

Plan your 2024 learning and development Marketing Roundtable May 15-16 | Orlando, Florida Central Mountain/West Coast Regional June 6-7 | Colorado Springs, Colorado

Upcoming Event Dates

NextGen Conference June 12-14 | Denver, Colorado Tax Staff Essentials Level 2 June 17-24 | Durham, North Carolina Tax Staff Essentials Level 3 June 24-27 | Durham, North Carolina A&A Conference/Technology Roundtable July 16-19 | Napa, California Midwest/Northeast Regional Meeting August 1-2 | Kansas City, Missouri Client Advisory Services Meeting August 6-8 | Salt Lake City, Utah Southeast Regional Meeting August 22-23 | Atlanta, Georgia

Scan the QR code above for complete event information, a full list of events and to complete your registration.

What’s Ahead for 2024

Your CPAmerica Benefits & Resources Sharing Call January 10 | 3pm ET

Join our CPAmerica sharing call to learn about upcoming events, webinars, preferred provider benefits and much more. You will hear from the CPAmerica team along with fellow members on these Scan here to register various CPAmerica resources.

Call highlights include: 2024 Conferences & Meetings, Webinars, Preferred Provider Benefits, Surveys, Crowe Global and more!

CPAmerica Advantage | December 2023 | 3

Cooper Norman senior consultant earns construction designation Cooper Norman is happy to announce that its Senior Consultant, Mike Goettsche, has achieved the certification of CCIFP (Certified Construction Industry Financial Professional). Goettsche, a native of Idaho Falls, has been with Cooper Norman for 15 years. During that time, he developed a specialization in assisting companies in the construction industry. Achieving multiple degrees in accounting, economics, and industrial management as well as a master of business administration, Goettsche brings knowledge and experience that give him “a better Mike Goettsche understanding of issues faced by construction companies beyond the financials and tax returns.” He is passionate about growing the construction industry as a niche for Cooper Norman by helping companies to achieve their goals.

The CCIFP designation is achieved through study and examination. Recertification is achieved by completing construction specific continuing education every three years.

The accomplishment of this credential demonstrates a commitment to excellence and a dedication to continually improving.

Only six individuals in Idaho currently hold this designation.

Thomas Howell Ferguson P.A. CPAs recognizes several team members with promotions and position changes Thomas Howell Ferguson P.A. CPAs (THF), recognizes several team members with promotions and position changes. Each year, shareholders recognize team members who have demonstrated their ability to handle additional technical and review requirements associated with their positions. Please join them in recognizing the following individuals on their promotions and position changes within the firm: Tax Services - Nicholas (Nick) Gilpin, CPA, to senior manager, Rachael Steverson to manager, Melissa Bardolph to senior and Keith Gwaltney to senior. Client Accounting Services - Dawna Bunker to senior manager, Roxanne Sexton to senior manager, Parker Dewitt to senior and Skyler St. Onge to senior. Government Consulting Services - John Beall, PMP, to manager and Jacob Allen to consultant II. Assurance Services - Chandler Russell, CPA, to senior manager, Madeline Reddick to manager, Alyson Sampson, CPA, to

manager, Jacob Millan to senior, Nathan Harmon to senior and Jennifer Moore to senior. Administration - Cyrus Calhoun, III to marketing & communications coordinator and Mike Hardwick to practice & proposal development coordinator.

Honkamp, P.C. shareholder honored as a 2023 Telegraph Herald Rising Star A Honkamp, P.C. shareholder making an impact at the firm and in the community was honored today as a 2023 Telegraph Herald Rising Star. Renee Hesselman was one of 12 local business professionals to be honored during a ceremony in Dubuque. Honkamp president and CEO, Katie Thomas – a 2021 Rising Star Award recipient -- served as the keynote speaker at the event that was attended by hundreds.

The Rising Star Awards honor local business leaders age 40 and younger who Renee Hesselman are making an impact in their industries and also give back to the community. Hesselman certainly has done that. She started at Honkamp as an intern in 2003. She eventually joined the firm full-time and, over the years, garnered promotions until she became a shareholder in 2017.

Her colleagues note her commitment to her clients, and her co-workers cite growth the firm has enjoyed thanks to Hesselman’s efforts. This marks the third consecutive year that a Honkamp employee has been honored with a Rising Star Award. In addition to Thomas being selected in 2021, Shareholder Stephanie Mettille received the honor in 2022.

GRF announces 2023 Diversity Matters Scholarship recipients GRF CPAs & Advisors (GRF) is pleased to announce the 2023 recipients of the GRF Diversity Matters Scholarship. The scholarship was established in 2022 to encourage more people of color to enter the accounting profession. The program provides financial assistance to sophomore, junior, and senior students enrolled in an accredited accounting program. “Diverse representation in the accounting profession is important to GRF,” said Trevor Williams, CPA, GRF’s director of diversity, equity, and inclusion (DEI).

“The GRF Diversity Matters scholarship provides needed funding to talented and deserving people of color pursuing a degree in accounting. This funding bridges the gap for those who may not have access to education without assistance from their community.”

2023 GRF Diversity Matters Scholarship recipients include: Alexander Dayle,

sophomore, Virginia State University; Bryan Reid, junior, Virginia Union University; Dillon Robinson, junior, George Mason University; Iyana Logan, senior, Virginia State University; Jubelo Oyeniran, junior, Stevenson University; Kiara Hayes, sophomore, Wayne State University; Reagan Taylor, senior, Virginia Union University; and Tony Tucker, sophomore, Virginia State University. To support the student’s pursuit of a future career in public accounting, the $1,000 award will be issued for the Spring 2024 semester and made payable directly to the recipient. The award must be used for “cost of attendance” – costs to obtain a degree including books, supplies, transportation, loan fees, computer purchases and miscellaneous expenses, allowance for childcare or other dependent care, costs related to a disability, and reasonable costs for eligible study-abroad programs.

415 Group grows by 13 new team members 415 Group, the largest locally owned public accounting and IT consulting firm in Stark County, Ohio, announced 13 new hires. The accounting and operations departments grew by eight, while the IT department grew by three and 415 Access by two. “Our firm is always looking for talented people to help us provide outstanding accounting, business consulting and IT services to our clients,” said Rich Craig, managing partner at 415 Group. “This new group of people who have joined us this year are already making strides.

We’re excited to continue the work and the firm’s growth.” Joining the accounting and operations teams are: Alexis Beaver, tax associate; Renee Robinette, tax associate; Lettie Reed, tax associate; Steven Swisher, assurance associate; Jackson Kandel, assurance associate; Jessica McGrath, billing coordinator; Michelle Graening, administrative assistant; and Kaitlyn Hale, HR assistant. Those joining the 415 Access, the firm’s newest division that provides virtual client accounting services for small- and medium-sized businesses, include: Melissa Miller, senior accountant; and Britney Logan, payroll administrator. Finally, those joining their managed IT services department are: Renee Bischoff, marketing consultant; Joe Seiler, strategic IT advisor & consultant; and Anthony Bianchi, IT support specialist.

CPAmerica Advantage | December 2023 | 4

Bold steps making bold progress What a year of accomplishments we have had at CPAmerica!

Last December, we worked to create a new strategic plan for our association. That workshop resulted in a clear vision of our Grace Horvath, future and the goal of President & CEO achieving five bold steps in 2023 that would kick off our journey into the future. The steps were beyond bold, they were aggressive. I have shared our progress with you throughout the year on those steps to refresh our brand, to revisit the criteria for CPAmerica membership, to engage members beyond the leading partners, to better utilize technology, and to build a Center of Excellence.

Now that our year is ending, we are looking back at what we have accomplished to assess our next moves to lead us to being the premier association where members do not want to leave.

The brand refresh was the low-hanging fruit being the clearest task. It was not by any means easy but did not require a lot of effort to define what the deliverable would be. We are very proud of our new tagline, “Where Collaboration Means Business” that restates our identity as a sharing organization in a more powerful way, the new website that is easier to use and a better representation of who we are, and powerful messaging that defines the value of the organization.

The membership criteria piece was very interesting and opportunely timed, coinciding with a couple of member challenges that arose.

The committee was very thoughtful about the firms we should be inviting to make the association stronger. Our conversations were driven by the underlying concept of geographic consideration and how to manage that with the increasing difficulty caused by M&A and the successful growth of firms through expansion.

The discussions included a meaningful look at the association’s prospecting process and its governance regarding member acceptance, long-term expectations, and good member behavior.

Our unexpected deep dive into understanding how anti-trust regulations apply to CPAmerica confirmed that our practices around recruiting, selection and firm growth are compliant with the laws, but our written policy is not aligned with the practice or the governance and our inability to disallow competition. We are well positioned to continue to recruit and retain likeminded firms who prioritize the power of the relationships over the potential for competition.

You will see rewritten guidelines that continue to support the harmony among firms coming in the new year.

Defining the outcomes for engagement, better use of technology, and building a Center of Excellence were harder to define, but we were comfortable with the solutions we determined would measure progress. In addition to successfully reviving in-person staff training,

we made investments in software that provides more sophisticated tools for engagement and collaboration. This led us to a milestone where we identified a need to expand our staff. Some of these new activities were falling outside the scope of our services department, requiring a project manager responsible for ensuring that our new tools are being used and thus supporting increased services and deeper engagement. Tarena Stanely was promoted to our new director of engagement & partnerships where she will oversee our efforts and opportunities for engagement in the Center of Excellence and finding new ways to leverage our outside providers to enhance collaboration and encourage innovation within our firms. You will see the rollout of the Center of Excellence to nearly all areas of the firm before year-end now that we have successful pilot groups in CAS and cybersecurity.

Our board reconvened in Fort Lauderdale to plan our goals for next year. Like last year, the rigorous process showed remarkable alignment amongst the board and staff. 2023 was a powerful year of actions and reflections that resulted in clearly defining who we are and who are best able to serve. We learned that we are nimble in our ability to respond while providing uninterrupted service to our firms. We did lose three members to circumstances beyond our control, but we gained five excellent firms with three more solid applications in progress. We agree this has been a strong year and are excited to get to work on the next one. See you here in January when I’ll tell you what’s up next.

Annual Sponsors Tri-Merit McGuire Sponsel alliantgroup Crowe

LeaseCrunch NMGI Thomson Reuters

Event Sponsors

AICPA | ACPEN | Aiwyn | alliantTALENT AuditDashboard | Becker | Botkeeper | Cetrom Connected Services, LLC | CPA.com | IRIS | LumiQ Paychex | Safesend | Suralink | SurePrep | Surgent The Sales Tax Team | Wolters Kluwer | Xero Thank you to our annual and event sponsors for your continued support of CPAmerica and our events throughout the year!

Contact us at: 7555 W. University Ave. Gainesville, FL 32607 (352) 727-4070 www.cpamerica.org

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