< PreviousA PROFESSIONAL DEVELOPMENT JOURNAL for the CONSULTING DISCIPLINES40 JANUARY | FEBRUARY 2019 t h e v a l u e e x a m i n e rTracy: I didn’t have a business plan, but I did have a solid strategy and outline related to my target market. I knew that I was going to focus on attorneys who did primarily litigation, and I had a plan for getting in front of them. Rod: How did you first attract clients and how did that strategy evolve over time?Tracy: My first clients came from relationships I developed while at my former employer. The next few came from my networking activities. Over time, my networking went from general business groups to gatherings of attorneys. I also began to blog in 2005, with a very long-range plan for that and how it might bring in clients. Follow up: So many BVFLS practitioners I talk to are afraid of writing anything/anywhere out of fear it may be used against them in a deposition or trial. When I asked Tracy about this, she simply said she never worried about it because she is consistent in her opinions and advice.Rod: What kinds of engagements did you start with?Tracy: At first, I did anything in the area of forensic accounting, but I also did bookkeeping and tax return preparation. I was willing to consider any accounting work that I was qualified to do because it was important to generate cash flow to keep the lights on.Rod: Do you practice in a specialized niche today?Tracy: I focus on three things: corporate fraud investigations, divorce for very high net worth people, and litigation involving criminal activity, contract disputes, and business divorces.Rod: What has been your best marketing tactic?Tracy: My blog has been very fruitful over the years. It has taken a lot of time (and a lot of patience in the beginning), but it has definitely paid off. More recently, I have been developing my network on LinkedIn and have been posting content there, too. I am already seeing results, and LinkedIn could be a very good opportunity for marketing.Follow up: I know a lot of people believe LinkedIn is a waste of time, so I asked Tracy about her plan here. She said, as with blogging, she approached LinkedIn with a long-term strategy in mind. She did not go into it with the intent of getting new business within a certain timeframe but was looking only to see if she could develop new relationships. She decided to focus on that for a year, then evaluate whether she had developed any contacts that could lead to work in the next three years, either directly or via referral. She is seven months into her plan, and she has, in fact, developed associations that will lead to long-term client relationships. And she has secured some new business, even though that wasn’t her immediate goal.Rod: How do you price your work?Tracy: I use fixed fees on nearly all of my cases. My goal is to charge clients for my expertise and the results of my work, rather than selling them my time. Follow up: Given that almost all of her cases are litigation related, how can Tracy possibly price it using fixed fees? She believes developing fixed fees for her engagements isn’t about knowing how much time she will put into the case since she is not selling time. The more important aspects of the fee are the value to the client and the project, the type of project, the timing of the work, and the expertise she brings to the table.Rod: How do you differentiate yourself from larger firms?Tracy: I focus on the fact that my clients know exactly who is doing the work on their cases—me. What you see is what you get, and I’m going to be intimately familiar with your numbers as the case develops and when the time comes for deposition and trial.Rod: Do you work from a home office or an “office” office? Why?Tracy: I have a home office because it saves me a ton of overhead and time. I love that I don’t waste time commuting. I found that I am much more efficient in a home office, and I am able to focus when needed, but I can also turn it off when it’s time to be done with work and just be at home. Also, my clients don’t care that I work from home. And when it’s necessary, they love that I will go to their offices for meetings. I do have a virtual office that rents conference rooms by the hour. This is a great option when a meeting needs to be held at “my office.”Rod: What is your current mobile device?Tracy: I have a Pixel XL and an iPad.Rod: Describe your current computer/workstation set up.A PROFESSIONAL DEVELOPMENT JOURNAL for the CONSULTING DISCIPLINESt h e v a l u e e x a m i n e rJANUARY | FEBRUARY 2019 41Tracy: I have an iMac that I run Windows on, with an Apple Thunderbolt display as a second screen.Rod: Besides your phone and computer, what apps, gadgets, or tools can’t you work without?Tracy: I would be lost without my iPad. I am also dependent on OneNote to keep track of my projects, Acuity Scheduling to make it easier to schedule calls and meetings, and SaneBox to manage my e-mail inbox.Rod: What do you listen to while you work?Tracy: Usually nothing.Rod: How do you keep track of what you have to do?Tracy: OneNote helps me make lists and design plans for my projects. I don’t have to re-write lists by hand and can continuously update them.Rod: How about your favorite productivity tip that saves you lots of time?Tracy: Automate as much as possible. Touch things only once, especially e-mail.Rod: Early bird or night owl—what’s your sleep routine?Tracy: Both! I require only 5.5 hours of sleep per night, so I stay up until 11:30 or 12:00 and I get up at 5:00 or 5:30.Rod: How do you stay technically current with changes in the profession?Tracy: I go to conferences that provide continuing education and I read a lot online.Rod: What non-BVFLS book have you read most recently or want to get to, and why?Tracy: Fraud Data Analytics Methodology1 by Leonard Vona is the one I’m currently working on because I want to get even better at using data analytics to detect fraud.Rod: How do you recharge? What do you do when you want to forget about work?Tracy: Music is my outlet. I love live music events, and I take violin and piano lessons.Rod: What practice areas do you think offer the most promise to someone going solo now?Tracy: There seems to be an increasing amount of work in 1 Leonard W. Vona, Fraud Data Analytics Methodology: The Fraud Scenario Approach to Uncovering Fraud in Core Business Systems, John Wiley & Sons, Inc, New York, January 2017.the area of forensic work in general. I don’t think there is any niche within forensic accounting that would be a bad choice. Rod: What is the best work/life advice you have ever received?Tracy: Take time off. Free days are essential to recharging and being better at your work.Rod: Finish this sentence: If I knew then what I know now, I would…Tracy: …have waited a couple more years to start my practice for the reasons I noted above.That’s a wrap! Answers have not been edited and links have been provided. Do you have a Practicing Solo issue you would like Rod to address? E-mail him at Rod Burkert, CPA, ABV, CVA, MBA, is a practice development coach who helps overwhelmed BVFLS professionals create more time, money, and freedom in their practices and their lives so they can create the experiences that matter most to them. For Rod, that experience is traveling full time in an RV with his wife and two dogs. What’s yours?VEA PROFESSIONAL DEVELOPMENT JOURNAL for the CONSULTING DISCIPLINES42 JANUARY | FEBRUARY 2019 t h e v a l u e e x a m i n e rSNAPSHOT •My credentials: CPA, ABV, CVA, CVB and MBA (not acredential, but what the heck) •I’m located in: an RV (home and office are where we park it) •On my own since: July 2000 •My website url: RodBurkert.com (BurkertValuation.comalso points to that site) •My practice sweet spot is: valuations of manufacturersand distributors •Typical size company you deal with: less than $50 millionin revenue; often less than $20 millionSo, the BVFLS profession isn’t exactly a calling. Tell us about your background and how you got to where you are today.At Albright College, I was a pre-med major until my sophomore year when I met the evil witch, Organic Chemistry. Back then (1975), there was no five-year plan for graduating from college. I looked around and saw that, with summer school, I could get a degree in accounting and still graduate “on time.” I had never taken an accounting course and couldn’t even balance my own checkbook. But several of my friends were accounting majors so I thought, what the heck.I did ok and got a job with Price Waterhouse in Philadelphia—starting salary: $12,500. (During college, I was a cashier at Acme Markets and was the only person in my PW starting class who didn’t have to foot the telephone book in order to master the adding machine.) I began in audit, hated that, and got myself transferred to the tax department. Loved that, and it led to an eighteen-month tour of duty living in Brussels, Belgium and preparing U.S. expatriate tax returns.I then went into industry (manufacturing, banking) while earning an MBA (Lehigh University)…and went back into public accounting! I got my first taste of private company valuation at this juncture and the rest is history. The valuation profession is definitely a career I fell into.What was your first year like and what would have made it better?Looking all the way back to 2000, I recall that my first year was simply following a strategy of grinding it out until I could gain traction as a solo practitioner. I felt that I needed to sell and collect $10,000 worth of work every month to be successful/sustainable, and that number is what I focused on and, ultimately, exceeded. And I don’t think I could have done anything to make that first year better. I had the four main tools anyone needs to go solo: five+ years of full-time valuation experience (mostly in the gift/estate tax practice area), a (small) rolodex of reliable contacts/referral sources that I could reach out to, a valuation credential, and a very supportive spouse (hereinafter, Amy). Did you have a formal (or even semi-formal) business plan?I did not have a business plan per se, but I have an addictive personality trait that causes me to have a plan (or a list) for everything I do. For example, before I left my last firm position, I built a long checklist of all the things I needed to buy and tasks I needed to complete just to set up my first office (which was in the second bedroom of the apartment Amy and I lived in at the time). From Outlook, I printed out all of my contacts who could send valuation work my way, and I created my own CRM file in Excel to monitor how/when/where to INTERVIEW: ROD BURKERTPRACTICE MANAGEMENTPRACTICING SOLO, TOOEditor's Note: Rod started this “Practicing Solo” column by interviewing himself back in the November/December 2011 issue. (Hard to believe, right?!) Including this current issue, Rod has since interviewed 42 solo practitioners—all of which are available in the archived digital issues of The Value Examiner. And as this publication kicks off Rod’s eighth year of preparing these interviews, we thought it would be fun if Rod re-interviewed himself and updated his positions and perspectives. Enjoy! By Rod P. Burkert, CPA, ABV, CVA, MBA//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////A PROFESSIONAL DEVELOPMENT JOURNAL for the CONSULTING DISCIPLINESt h e v a l u e e x a m i n e r JANUARY | FEBRUARY 2019 43follow up weekly/monthly/quarterly. I created a schedule of writing/speaking/teaching opportunities and reached out to every relevant editor and conference coordinator who might be interested in what I had to say. All in all, it was a very disciplined approach for going out on my own and making sure I was successful.How did you first attract clients, and how did that strategy evolve over time?Throughout the history of my practice, writing, speaking, and teaching have served me best and I attribute most, if not all, of whatever reputation I have in this profession to those tactics. Hat tip to NACVA for giving me the opportunity to do a lot of that teaching early in my career.What kinds of engagements did you start with?Like many other practitioners of my generation, I started performing valuations for gift/estate tax purposes because they were plentiful, and the engagements were relatively easy for a solo practitioner to land. To get testifying experience, I started with business valuations for divorce matters. Key to getting this experience was one attorney who trusted me because of all of the teaching I did (you never know a subject as well as when you have to teach it).Do you practice in a specialized niche today?For years, I could say that I practiced in the crosshairs of tax purpose valuations for manufacturers and distributors; I rarely took on any work outside of those hard edges. Then, frankly, the TCJA gutted that part of my practice. So today, I find myself pivoting into valuations for business divorce and connecting with new attorney referral sources to do that. Life is good! And I continue to provide report review services for my BVFLS colleagues and attorneys. Also, as many readers of this column know, I provide coaching for BVFLS professionals who struggle to find the time to focus on practice development and related tools and technologies.What has been your best marketing tactic?When Amy and I had our bricks and mortar practice in Philadelphia we relied on aggressively waiting for the phone to ring. And seriously, it rang because we invested a lot of time in one-to-one breakfasts/lunches/coffees/drinks with estate planning and family law attorneys. This was effective but woefully inefficient because we spent hours every week only meeting with a handful of attorneys who had the ability to refer us work.When we started our RV life, I discovered the power of LinkedIn. I know a lot of practitioners don’t believe in it and don’t use it…and I’m glad because it makes it easier for me to get work! But really, the secret to LinkedIn is to think of it simply as a digital conversation with someone you are interested in working with. And just like in real life, the online relationship builds slowly over time until that someone trusts that you can do what you say you can do. How do you price your work?I generally value price all of my projects (including the litigation work I now do) based on a fairly extensive vetting process with a prospect. Then, I use the information I’ve garnered to create three (and only three) pricing options, presented from highest to lowest price. All of the knowledge I’ve gained in this area I attribute two sources: Predictably Irrational by Dan Ariely and Implementing Value Pricing by Ron Baker.How do you differentiate yourself from larger firms?I find that clearly demonstrating my positioning (who I serve) and my messaging (what makes me different) works well for the narrow niche I practice in and establishes me as a more credible option than a large firm. I also offer differently priced options for the work, which I do not find common among large firms (or small firms for that matter). Pricing with options moves the conversation from “Do I want to work with Rod?”—i.e., do I accept the one option/price he offered—to “How do I want to work with Rod?”—i.e., which option/price do I accept.Rod's office space on wheels.A PROFESSIONAL DEVELOPMENT JOURNAL for the CONSULTING DISCIPLINES44 JANUARY | FEBRUARY 2019 t h e v a l u e e x a m i n e rDo you work from a home office or an “office” office? Why?Between 2000 and 2009, the office was always in the apartment or home that Amy and I lived in—and to the best of my knowledge, we never lost and engagement because of that. Since 2010, Amy and I have lived, worked, and traveled in an RV (and I always let new clients know this). We work inside, outside, and all around the towns we visit. Most days, we ask ourselves the question, “Where do you want to work from?” The variety of configurations and locations keep us from getting bored and allow us to always be with our two dogs.What is your current mobile device?iPhone 6s Plus. It’s probably time for an upgrade, but it does everything I need (including shooting/recording my coaching videos) and it’s paid for.Describe your current computer/workstation set up. I switched to a Mac from a PC when we started RVing in 2010 and have never looked back. I currently work on an early-2015, 13-inch, MacBook Pro. I tether my computer to my 10.5-inch iPad Pro and voilà, with an app called Duet (works on a Mac and a PC), I have a second monitor. If you think this sounds small or cramped, recognize that there is a finite amount of desk space in an RV, I don’t need two monitors that often, and you can get used to almost anything.Besides your phone and computer, what apps, gadgets, or tools can’t you work without?For my client and coaching calls, I use a platform called Zoom. It’s as functional as GoToMeeting but much less expensive. On those calls, I often use an app called Paper that allows me to draw and share diagrams, charts, notes, etc., on my iPad. To schedule my LinkedIn, Twitter, and Google+ social media posts weeks in advance, I use an app called Buffer (and here y’all thought I was sitting at my computer all the time). Then, I still need a speaking crutch when I record my coaching videos; at $15, Teleprompter is the most expensive iPhone app I’ve ever purchased, but it is really slick. Finally, we have invested in a fairly sophisticated internet/Wi-Fi hardware and software set up that allows us to be connected wherever we travel.What do you listen to while you work?Amy and I do a ton of writing. Amy, for her pet travel website…me, for the six to eight pieces of content I create each month for my newsletter and other outlets and that requires quiet time. When we can listen to music, it’s often the “Chill” station on Sirius or a shuffle of the ninety-some songs in the “Lounge Music” genre that I have on my iPhone. I also have an app, Noisli, that provides a mix of background noises (e.g., running water, thunderstorm, blowing wind, coffee shop) that can drown out distracting sounds and voices in close-quarter RV parks.How do you keep track of what you have to do?A combination of Google calendar to schedule activities and a journal/notebook to write down and track progress towards each week’s “deep work,” “shallow work,” and tasks.What are your best-cost saving ideas?I am pretty frugal when it comes to purchasing/maintaining my valuation library, and all of that library cost is recovered during the year via a “purchased research” charge that is separately billed on my projects.How about your favorite productivity tip that saves you lots of time?I restrict the number of times I check e-mail every day (your inbox is someone else’s priority list), I don’t answer the phone if I don’t’ recognize the number (people leave messages), and I don’t worry about news, events, or cases that fall outside of my self-imposed boundaries of valuation expertise (because I can’t do it all). Despite these heretical practices, the world continues to turn.Early bird or night owl—what’s your sleep routine?I so much want to be a 5:00 a.m. early bird; but I’m not. I’ve tried, several times actually, but I lack the willpower to rise when it is o-dark-something outside. I’m also generally in bed, reading, by 10:00 p.m.—so I guess I am not a night owl either. I think one of the perspectives that RV living has given me is to let my internal clock and energy level govern the start and end of my days.Do you have liability insurance?No. I thought about not answering this question, but I decided to come clean in this interview. When I started doing valuations in the mid-1990s, I found that carriers didn’t understand what I was doing. Another colleague said he was having the same problem. So, I procrastinated and, as a result, getting liability insurance kept sliding down my to-do list until it fell off completely. This may not be the answer you want to hear or believe coming from a long-time practitioner like me, but it is my current state of affairs.A PROFESSIONAL DEVELOPMENT JOURNAL for the CONSULTING DISCIPLINESt h e v a l u e e x a m i n e r JANUARY | FEBRUARY 2019 45Do you have any office/admin staff?I have two virtual assistants who work for me in my coaching practice, but there are no office/admin staff in my valuation practice.Do you have a support group to call on?Absolutely. And I’ve been with the same five people since the late 1990s: Mel Abraham, Michael Kaplan, Mark Kucik, Lari Masten, and Scott Saltzman. We grew up in the profession together, and I would not be where I am today without their help and support.Who reviews your work?The above support group keeps me in line with the valuation issues I encounter as I work through an engagement. I also strive to finish a report seven to ten days before I promised it to the client so that it has time to sit (i.e., fester), and I can review it later with fresh eyes before I send it over the transom. It is absolutely amazing how many times this review process has let me catch silly typos, finish incomplete thoughts, or buttress underdeveloped opinions.How do you stay technically current with changes in the profession?I do a lot of speaking, so I am regularly attending two out of three of the profession’s annual valuation conferences. If I am not navigating the RV, I attend one or two webinars a month. I am also a serious consumer of news and articles in Business Valuation Review, BV Update, BV Wire, Financial Valuation and Litigation Expert, and The Value Examiner. However, I avoid information overload by only paying attention to BVFLS topics that fall in my wheelhouse—so I am not going to follow stuff going on in industry niches like healthcare or practice areas like ESOPs.What non-BVFLS book have you read most recently or want to get to, and why?On my Kindle, I just finished reading Deep Work: Rules for Focused Success in a Distracted World by Cal Newport…because I am always looking for ways to work smarter. On Audiobooks, I am currently listening to The Power of Now: Awakening to Your Life’s Purpose by Eckhart Tolle…because as I get older, I am more focused on enjoying each and every day.How do you recharge? What do you do when you want to forget about work?Traveling in the RV is the best way I’ve found to forget about work. There is so much to see, and actually seeing it puts work issues into perspective. I have also found out that I love to cook (Amy does all of the driving, I do all of the cooking), and creating the meals we eat requires a totally different exercise in brain power.What practice areas do you think offer the most promise to someone going solo now?I think there will always be business litigation and matrimonial divorce, so specializing in these practices would seem to be promising areas that won’t be (as) compromised by fee compression or DIY websites. I also think intellectual property is a fruitful area to explore as our economy continues to shift in that direction. That said, my feelings on specialization are well known, so no matter what practice area or industry niche a solo pursues, s/he has to be best in class.What is the best work/life advice you have ever received?From my wife: There is no such thing as a valuation emergency, only an emergency created by someone who didn’t plan properly. From Robin Sharma: Be defined by what you love.Finish this sentence: If I knew then what I know now, I would……have dedicated time to developing a valuation consulting practice that focused on measuring and growing value for business owners looking to make a transition. Why? Because a small stable of recurring monthly client work could easily support me. Because I could have created a beachhead in a practice area that few were paying attention to (except for Chris Mercer). And because I find this work invokes a higher personal sense of purpose and satisfaction than most other valuation practice areas.Rod Burkert, CPA, ABV, CVA, MBA, is a practice development coach who helps overwhelmed BVFLS professionals create more time, money, and freedom in their practices and their lives so they can create the experiences that matter most to them. For Rod, that experience is traveling full time in an RV with his wife and two dogs. What’s yours? VEThe Leader in Valuation Data and Research(800) 246-2488 I (877) 727-4690 - FAX5217 South State Street, Salt Lake City, UT 84107 To express our deep gratitude to our membership, in 2015 we implemented a new member benefit which all members receive for free. That is an EconAssist™ subscription to KeyValueData® (bundle value of $845). EconAssist is the basic KeyValueData subscription and is one of the five KeyValueData subscription levels—EconAssist, Silver, Gold, Platinum, and Titanium. You really need to see for yourself how spectacular these databases are because I promise you, once you do, you will find yourself using KeyValueData on a regular basis, and not just for your valuation work, but for litigation, M&A, and business advisory services as well.Feel free to contact one of HQ’s Member/Client Services consultants if you want more information about EconAssist or any other KeyValueData level. Sincerely,Parnell Black, MBA, CPA, CVAChief Executive OfficerTo learn more about each database and resource, and access EconAssist, visit the Member Portal on NACVA.com.Dear NACVA Member: We Have A Member Benefit You Won’t Believe (Worth Thousands)EconAssist includes the following databases and resources:n Archived Industry and Metro Reports (1,100+ reports)n Federal & State Law Cases (2,200+ cases)n Conference Presentations (700+ presentations)n Compensation Datan S-1 Filings (68,000+ filings)n Expert Witness Profilern Around the Valuation World® (live monthly online webcasts)P.S. Take a look at KeyValueData’s other new service, which is unlimited access to our CPE On-Demand library of over 700 pre-recorded webinars. These are now available to all subscribers for a nominal annual fee. A Valuable Resource 2.1.80.19(NACVA) EcoAsstSpd.indd 12/11/19 4:51 PMThe Leader in Valuation Data and Research(800) 246-2488 I (877) 727-4690 - FAX5217 South State Street, Salt Lake City, UT 84107www.KeyValueData.com I info@KeyValueData.comTo express our deep gratitude to our membership, in 2015 we implemented a new member benefit which all members receive for free. That is an EconAssist™ subscription to KeyValueData® (bundle value of $845). EconAssist is the basic KeyValueData subscription and is one of the five KeyValueData subscription levels—EconAssist, Silver, Gold, Platinum, and Titanium. You really need to see for yourself how spectacular these databases are because I promise you, once you do, you will find yourself using KeyValueData on a regular basis, and not just for your valuation work, but for litigation, M&A, and business advisory services as well.Feel free to contact one of HQ’s Member/Client Services consultants if you want more information about EconAssist or any other KeyValueData level. Sincerely,Parnell Black, MBA, CPA, CVAChief Executive OfficerTo learn more about each database and resource, and access EconAssist, visit the Member Portal on NACVA.com.Dear NACVA Member: We Have A Member Benefit You Won’t Believe (Worth Thousands)EconAssist includes the following databases and resources:n Archived Industry and Metro Reports (1,100+ reports)n Federal & State Law Cases (2,200+ cases)n Conference Presentations (700+ presentations)n Compensation Datan S-1 Filings (68,000+ filings)n Expert Witness Profilern Around the Valuation World® (live monthly online webcasts)P.S. Take a look at KeyValueData’s other new service, which is unlimited access to our CPE On-Demand library of over 700 pre-recorded webinars. These are now available to all subscribers for a nominal annual fee. 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Additional users must be added in the shopping cart.Single-user / Yearly Single-user / Monthly§ Multi-user / Yearly# Multi-user / Monthly§# Actual Bundle Costs{$445$745$1,545$2,795$40$70$140$250$685$1,165 $2,445 $4,475$65$105$220$400FREE with NACVA membershipThrough its five web-based annual subscription packages, KeyValueData® offers Internet-based access to thousands of dollars in essential valuation data, research, and tools—all for a single, low annual subscription fee.*FREE To All MembersA Valuable Resource 2.1.80.19(NACVA) EcoAsstSpd.indd 22/11/19 4:51 PM2019 Annual Consultants’ ConferenceJune 6–8, 2019 | The Grand America Hotel | Salt Lake City, UT USANACVA and the CTI’sChange, Challenge, Opportunity—Your Journey to the TopFull Conference Registration FeesLive In-Person OR Live Online Broadcast (includes up to 26 hours of CPE):$1,575Members$1,745Non-MembersEarly Registration Discounts Available!Multiple-attendee discounts also available. 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