The Path to Advisory

1 The Path to AdvisoryDefine the DestinationPlan the RoadmapGrow Your PracticeA comprehensive guide to help tax firms lead with planning and Advisory servicesBy the Intuit Tax Council Page 2 2021 Intuit Inc. The Path to AdvisoryContentsForeward ..3 Introduction ..4 Using this guide ..4 Introducing the pros behind the prose ..6 Making the case for change ..7 Define the Destination ..12 Crafting a vision for your firm ..13 Identifying your niche and unique selling points ..21 Defining your tax Advisory services ..27 Defining your other Advisory the Roadmap ..43 Planning your Advisory workflow ..44 Positioning and pricing your Advisory services ..49 Developing your team ..55 Grow Your Practice ..61 Winning clients with content marketing.

2 62 Creating more capacity ..67 Creating community ..70 Conclusion ..73 Planning your project timeline ..74 Final advice from the Intuit Tax Council ..76 Technology resource links ..78A comprehensive guide to help tax firms lead with planning and Advisory servicesBy the Intuit Tax Council Page 3 2021 Intuit Inc. At Intuit, our mission is to power prosperity around the world. We help do that with our products and services, and through you, our tax and accounting professionals, advise business owners and consumers every day. Thank you for making a difference with your clients. Today, many tax and accounting professionals are dreaming of new ways to: improve their work/life balance have a more significant impact on their clients financial well-being streamline their practices using innovative technologyAs a result, we are seeing a shift in the tax profession from leading with compliance services to leading with Advisory services as a path to meet those goals.

3 Advisory services provide an opportunity to showcase and differentiate your expertise while helping clients reach their financial goals. Professionals are leveraging technology automation in tax, accounting, and payroll compliance to create capacity for new Advisory services. While staffing challenges, evolving tax regulations, and increased work-from-home models provide additional factors that are driving this we do at Intuit begins with our customers. The Intuit Tax Council is a group of tax professionals who help lead and shape positive change in the profession. They generously volunteer their time and expertise to help empower professionals to drive prosperity for clients and firms. They are an essential part of helping shape our strategy at Intuit, and provide valuable insights into the opportunities, trends and challenges you face every day.

4 This guide is their collection of best practices, experiences, and coaching tips to help other tax and accounting firms ready to embrace the transition to Advisory you are considering moving in this direction, we hope this guide will help you navigate the path with the tools you need to ,Barry PennetSVP & General Manager ProConnect Group, IntuitForewardBarry PennettSVP & General Manager ProConnect Group, Intuit Page 4 2021 Intuit Inc. Whether you have been considering a transition into Advisory services or have already begun the journey, this guide can help you get there. It is a collection of knowledge and best practices from the Intuit Tax Council members who have successfully mapped their route to Advisory services.

5 They have generously offered their time and expertise to pave the way for others to navigate the transition with clarity and practice is unique in its evolution. Your firm might have completed some of the steps in this guide. Thus, we recommend you consider the following tips for using this guide effectively:1. Scan the table of contents 2. Identify where you are in the process 3. Start with the earliest section needed4. Skim chapters you don t think you need5. Take action use the included forms and checklistsScan the table of contents This guide is organized in chapters that build upon one another within three distinct stages: defining the vision, planning the roadmap, and growing your practice. We recommend that you begin by scanning the table of contents to view the journey ahead and the milestones along the way.

6 Identify where you are in the process If your firm has completed several of the initial steps identified in this guide, feel free to jump ahead to the content that meets your current needs. Time is precious, and there is no need for redundancy. However, it is helpful to note any steps or stages that you might have skipped on your journey to date. The chapters in this guide build upon one another. Council members recommend taking the time to ensure you have a strong foundation with your vision identified before moving forward in the process. Start with the earliest section neededFor seasoned firms, it might feel like backtracking to revisit foundational elements in the first section. However, these elements can help ensure clarity for the destination for your journey.

7 Using this guideIf you are reading this guide, we assume that you are involved in firm leadership decisions, and as such, we will use the terms your firm , your practice , and you somewhat interchangeably in the Page 5 2021 Intuit Inc. Foundational steps in the first section also play a pivotal role in future stages in the process. For example, you will use content defined in section one as you work on later strategies to develop your team and win clients with content marketing. Skim chapters you don t think you needIf you don t think you need to read a chapter, try skimming the bold subheads, tables, graphics, and sidebar callouts to verify your decision. And when in doubt, check it out. You are crafting the future of your firm.

8 It is worth taking the time to get the details right from the start. As John Wooden, the famous basketball coach, said, It s the little details that are vital. Little things make big things happen. TAKE ACTIONUse this form to mark your progress as you complete the action steps in this guide and move forward on your path to Advisory . List why your firm should lead with Advisory services. Draft your mission statement with your team. Define your core values with your team. Craft your purpose statement. Clearly define your niche and the attributes of your ideal client. List your firm s strengths and what makes it unique. Create your menu of tax Advisory services. Segment your clients and draft your communication to each group. Define your tech stack for tax Advisory services.

9 Create your menu of other Advisory services. Define your tech stack for other Advisory services. Map the steps for each stage in your Advisory workflow Determine your value-based (VB) fees for core packaged services. Add staff-related best practices to your firm. List six ways you will add fun into collaboration and team-building. Begin your content marketing activities Take steps to create more capacity in your firm. Take steps to create community. Plan your project timeline. Go forth and prosper. Page 6 2021 Intuit Inc. Alejandra Matias, CPAT axes United LLCP hoenix, ArizonaJamie E. O Kane, CPA, CTCA bundant Beans Tax & AccountingCentennial, ColoradoAndrew G. Poulos, EA, ABA, ATPP oulos Accounting & Consulting, , GeorgiaHeather D.

10 Satterley, CPA, MSIS atterley Business SolutionsPortsmouth, RISagar Shah, Senior Manager BDO USA LLPR osemont, IllinoisScott Sloan, CPASKYsmbRiverside, CaliforniaTimothy L. Wingate Jr., EA G+F Business & Financial Consulting LLC West Palm Beach, FloridaMinal Babaria, CPA, CTC KB Tax Deviser CPAsCenter Valley, PADiana Crawford, CPA Crawford, Merritt & Company Lilburn, GeorgiaRenee Daggett, EA AdminBooksMorgan Hill, CaliforniaColin Horsford, CPA, MBAH orsford Accounting & Advisory , LLCB rooklyn, NYPhani Ilapakurty FCA, CFE, CMA, EAAmerican SMB Services LLC Plano, TexasAl-Nesha Jones-Holiday, CPA, MBAASE Group LLCWest Orange, NJJohn D. Jordan, CPA John D. Jordan CPA, PARaleigh, NCThe Intuit Tax Council is a group of tax professionals who generously volunteer their time and expertise to help empower professionals to drive prosperity for their clients and guide is a collection of the knowledge, experience, processes, and tools that current Tax Council members have provided to help you consider, plan, and make a transition towards Advisory services in your the pros behind the prose Page 7 2021 Intuit Inc.