How to Build & Sell an Accounting Firm | Geoff Bruskin

Cash Flow Is King (And Growth Takes Longer Than You Think) | Michael Coronado

Most businesses don’t fail because of bad ideas. They fail because they run out of cash—or underestimate how long growth actually takes. In this episode of Humans in Accounting, Alex Roman sits down with Michael Coronado, President of Pronto Advisors, to talk about building a firm that has evolved over 35 years. Michael shares how his father started the business after getting laid off, how they adapted through multiple industry shifts, and why they transitioned from a tax-focused firm to a full advisory model. They also discuss working with high-net-worth clients, building a niche in real estate, and what most firm owners misunderstand about scaling. Plus, Michael shares what they’re building next—a new platform designed to bridge the gap between business owners and accountants. If you’re starting or scaling your firm, this episode is packed with real, practical advice. ---------------------------------------- 🎯 What you’ll learn: • Why cash flow matters more than revenue • Why growth always takes longer than expected • How to build a niche in accounting • When to say no (and when to say yes and charge more) • The reality of scaling an accounting firm • Working with high-net-worth and real estate clients • Building tools to improve client visibility 🎧 South Offices Home https://southoffices.com/ [https://southoffices.com/] 🌎 Nearshore Accounting Company https://southoffices.com/nearshore-accounting-company/ [https://southoffices.com/nearshore-accounting-company/] 📞 Talk to a CPA-led nearshore team specialist https://calendly.com/alex-southoffices [https://calendly.com/alex-southoffices] TOPICS COVERED • Origin story (laid off → starting firm) • Evolution from tax → advisory • Working with high-net-worth clients • Real estate niche strategy • Building and validating a new platform • Cash flow vs revenue mindset • Growth timelines (expectations vs reality) • Pricing, boundaries, and client management • Saying no vs “yes and charge more” • Advice for firm owners

Why 43% of Women Leave the Workforce | Ashley Connell

43% of professional women in the U.S. leave the workforce to raise children. But 97% would return—if flexible work existed. In this episode of Humans in Accounting, Alex Roman sits down with Ashley Connell, CEO of Prowess Project, to talk about the real problem behind talent loss—and how she built a business to solve it. Ashley shares how she started with a simple insight, tested her idea by working for free, and eventually built a model that helps CEOs match with fractional operations leaders who can run the business. They also discuss niching down into accounting firms, why community matters more than competition, and what most firm owners get wrong when trying to scale. If you’re building a firm—or struggling to step out of day-to-day operations—this episode will change how you think about growth. 🎯 What you’ll learn: • Why women leave (and return to) the workforce • How to validate a business idea early • Why your first client matters more than your plan • How to build an operations function in your firm • The power of niching down (accounting firms) • Fractional hiring and scaling smarter • Why CEOs shouldn’t run operations 🎧 South Offices Home https://southoffices.com/ [https://southoffices.com/] 🌎 Nearshore Accounting Company https://southoffices.com/nearshore-accounting-company/ [https://southoffices.com/nearshore-accounting-company/] 📞 Talk to a CPA-led nearshore team specialist https://calendly.com/alex-southoffices [https://calendly.com/alex-southoffices] TOPICS COVERED • The 43% workforce stat & insight • Building Prowess Project from a problem • First client strategy (working for free) • From idea → real business model • Matching CEOs with operators • Why most firms become “accidental agencies” • Niching down into accounting firms • Community mindset in accounting • How the matching process works • Advice for founders

Done Is Better Than Perfect | James Bohan

Most accounting firms don’t fail because of bad ideas. They fail because nothing gets executed. In this episode of Humans in Accounting, James Bohan shares how he built his firm starting from one client—and why taking action early mattered more than having everything figured out. From preparing tax returns by hand to becoming a CFO and eventually launching his own firm, his path wasn’t linear—and that’s exactly the point. They talk about hiring before you feel ready, building systems as you grow, and how “done is better than perfect” actually plays out in real life. If you’re thinking about starting or scaling your firm, this episode is a practical reminder: You don’t need perfect—you need momentum. 🎯 What you’ll learn: • Why waiting for perfect slows you down • How one client can start a firm • The importance of taking action early • Why hiring sooner can unlock growth • How to build a niche in accounting • Offshore hiring and scaling • Real lessons from building a firm 🎧 South Offices Home https://southoffices.com/ [https://southoffices.com/] 🌎 Nearshore Accounting Company https://southoffices.com/nearshore-accounting-company/ [https://southoffices.com/nearshore-accounting-company/] 📞 Talk to a CPA-led nearshore team specialist https://calendly.com/alex-southoffices [https://calendly.com/alex-southoffices] TOPICS COVERED • James’ early career and starting as a bookkeeper • From no accounting experience to CPA • Transition from firm to CFO role • Starting his own firm from a single client • Building a niche in real estate & private equity • Offshore hiring and scaling a team • In-person vs online networking today • Lessons from the GFC and early career struggles • Systems and hiring early • Advice for new firm owners

Imposter Syndrome, Identity & Building an Accounting Firm | Astrid Galvez

What if something as simple as your name affected how people saw you professionally? In this episode of Humans in Accounting, Alex Roman sits down with Astrid Daniela Galvez, Founder of Accounting Specialist & Business Solutions, to talk about building a firm from scratch—and the identity challenges that came with it. Astrid shares how she started her firm with no clients and only six months of savings, how she landed her first opportunities, and why she made the decision to change how she introduced herself professionally. They dive into imposter syndrome, building trust as a new firm owner, and what it really takes to grow a business over 13 years. If you’re starting from zero—or navigating confidence and identity in your career—this episode will resonate. 🎯 What you’ll learn: • How to start an accounting firm from zero • How to get your first clients • Imposter syndrome in the accounting industry • How identity can impact opportunities • Why community is key when starting out • Building trust as a new firm owner • Lessons from 13 years in business 🎧 South Offices Home https://southoffices.com/ [https://southoffices.com/] 🌎 Nearshore Accounting Company https://southoffices.com/nearshore-accounting-company/ [https://southoffices.com/nearshore-accounting-company/] 📞 Talk to a CPA-led nearshore team specialist https://calendly.com/alex-southoffices [https://calendly.com/alex-southoffices] TOPICS COVERED • Astrid’s early career and transition into accounting • Starting a firm with no clients • First clients and early challenges • Imposter syndrome and identity in business • Why she adapted how she introduced herself professionally • Building trust as a new firm owner • Working with minority-owned businesses • The role of community and connections • Defining an ideal client • Advice for new firm owners

How to Build & Sell an Accounting Firm | Geoff Bruskin

What makes an accounting firm valuable—and what actually determines how much it sells for? In this episode of Humans in Accounting, Alex Roman sits down with Geoff Bruskin, Managing Partner at White Tiger Connections, to break down how accounting firms are built, scaled, and ultimately sold. Geoff shares his journey into the accounting space through M&A, recruiting, and consulting—and how private equity is reshaping the industry. They dive into what most firm owners get wrong about valuation, why being involved in day-to-day operations can hurt your exit, and how to build a firm that buyers actually want. They also explore how AI is starting to impact accounting firms, and what founders should do today to stay competitive. If you’re thinking about growing, or eventually selling, your firm, this episode gives you the playbook. ---------------------------------------- What you’ll learn: • How to build an accounting firm with exit in mind • What determines the value of an accounting firm • Why founders hurt their own valuation • The difference between SDE and EBITDA • How private equity is changing accounting • How AI will impact bookkeeping and operations • What buyers look for during due diligence 🎧 South Offices Home https://southoffices.com/ [https://southoffices.com/] 🌎 Nearshore Accounting Company https://southoffices.com/nearshore-accounting-company/ [https://southoffices.com/nearshore-accounting-company/] 📞 Talk to a CPA-led nearshore team specialist https://calendly.com/alex-southoffices [https://calendly.com/alex-southoffices] Topics Covered • Geoff’s path into M&A and accounting firms • Building White Tiger Connections • Private equity in the accounting industry • Accounting firm valuation basics • SDE vs EBITDA explained • What affects exit value • Why founders lower their own valuation • AI in accounting firms (current vs future) • Niche strategy for accounting firms • How to build a firm to sell