Ideas in Motion: Ria Botzler’s Solutions are Ideal for Small Business … and Anyone Else Interested in Growth
By Scott H. Cytron, ABC
How many Renaissance men and women have you met – especially those who also are accounting professionals?
When I interviewed Sandi Smith in August for AS411.com’s Ideas in Motion, I thought I found perhaps the one and only female accounting professional who truly illustrated “renaissance,” aka, Doer and Knower of Many Different Pursuits and Interests.
Then I met Ria Botzler, or more accurately, she met me; Ria was recently named one of CPA Technology Advisor’s 2006 “40 Under 40” – an honorary program in which the publication recognizes up and comers in the accounting profession.
I knew when I first read her bio that I was in for a treat: “Her professional life has been full of connections with people and uncovering of synergies.” What an understatement! To begin, she is fluent in Spanish and American Sign Language, and has managed numerous businesses, including veterinary clinics and dance organizations. In addition to her full-time job as owner of Checks and Doublechecks in Albuquerque, N.M. Ria also founded Strategic Networking, a business-to-business networking organization. She is a graduate of Dale Carnegie, a certified rescue diver and a student of Myers-Briggs personality typing – she’s an ESTP for anyone schooled in Myers-Briggs (I’m an ISFJ – just about as polar opposite as you can get). | |
Ria Botzler
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And, oh yes – she’s under 40.
“I focus on small and micro-businesses – the true heart of the economy in just about any city – and people are missing the boat by not marketing to these businesses,” says Ria. “I saw a niche in which I could incorporate and integrated business management services, and advice into my bookkeeping services.”
The Small Business Administration estimates 80 percent of new businesses fail within the first year and 95 percent fail in the first five.
“Small businesses need to understand the value of accurate financial statements and how to use them as an internal business management tool rather than just preparing them to comply with the IRS or some other entity that requires them,” she says.
One way Ria differentiates herself in a very crowded marketplace is to tout how she offers services in a way that’s “better” for them, with what she refers to as “more efficient systems.” In assessing her services, she recalls Jim Collins’ book Good to Great and his fox and the hedgehog concept, discussing how the hedgehog knows what he’s “great” at and sticking to that.
“That means that you also have to know what you are not great at and find someone else to do that,” says Ria. “Most small businesses are not great at bookkeeping and payroll; I talk a lot about the fox and hedgehog concept because I find that small businesses can be much more profitable if they outsource their bookkeeping/payroll and focus on what they are ‘great’ at doing.”
Ria says that “better” for small business usually means faster and easier.
“When I worked remotely for a three-location medical clinic, I used to carry around several 5 inch, 3-ring binders of information. If only this information had been online! My systems are better because I came from the mentality of being a manager. When I look at how to implement or use something, I think about how I would like it to be. I don’t find anyone doing bookkeeping and payroll services this way.
The “efficient” part of her services comes in, for example, when Ria offers a series of modular services that her clients can mix and match. She sits down with them, identifies what services they need, takes the individual modules and builds the best package with what she think is the most comprehensive system. Consequently, Ria uses technology to aid and abet her solutions.
“My Web site has a secure section where my clients can upload their information. I work on it and then they download the finished documents. Their files can be stored remotely, and are backed up every night and taken offsite. This is far more secure than any small business owner could put into place on his/her own. In addition, documents do not need to be stored on onsite in hard copy.”
Ria thrives on finding new, better and more creative ways for her clients to market their services. She writes a monthly newsletter that highlights aspects of good small business practice, and also contributes to other association and business newsletters. And, as mentioned earlier, she speaks fluent Spanish. “That’s a big plus in Albuquerque and New Mexico. If a small business owner is more comfortable communicating in Spanish, then that’s what we use”
With technology such a large of part of today’s business environment, she uses applications and processes to help keep in better contact with her customers. Ria uses UBCC’s accounting software, a high-end solution she chose to make an investment in rather than using less expensive, standardized, off- the-shelf software.
“It’s one of the things that sets me apart from my competitors, and there’s virtually nothing I can’t do with the UBCC package. It’s a huge component of what I do and allows me to do huge amounts of work with little infrastructure. In addition, being virtual is a great way to get a business up and running, and has made the way I handle my workload very efficient.”
Other technologies are tied into the software. For example, file transfer systems upload reports automatically to a client’s file cabinet every time she runs a report. She also is a reseller for Swipeclock, an online time clock solution that gives her clients a time clock solution she says is affordable for small businesses.
“I think I’m usually cutting edge with technology,” she says. “My high use of technology ensures that my customers have the most efficient, easiest-to-use systems at their disposal, and that I’m always accessible to them.”
In some cases, technology takes a back seat to moving ahead.
“They don’t use it at all and some don’t use e-mail – this is ridiculous!,” she says. “They miss the boat because they don’t educate themselves. Some don’t have computers or use word processing. However, one of my beliefs isn’t to educate my clients about technology. If they don’t know how to use technology, I find a solution that works for them. I don’t agree with where they are at, but I’m not going to force them.”
With her varied background, Ria often finds a way to learn from her experiences and knowledge, as well as see many different styles and practices – with the intention to pass this intellectual capital on to her clients. In fact, Ria’s able to take a great idea from one business and transfer it to a different type of business. This methodology also has helped her identify with the needs of different kinds of businesses, and gives her insight into developing accounting modules for different businesses.
“I focused a lot on customer service in all the places I have worked, and bring that into my own business. Traditional accounting firms don’t always think outside of the box; instead, they do things same way all the time. That’s a disservice to their clients and themselves. It’s keeping them from being better.”
While working at the National Institute of Flamenco, she was exposed to lot of different creativity aspects.
“I learned that creativity is a vital component to running a business. When you are able to get into right brain mode, you solve problems differently and find creative solutions to everyday problems. Large businesses take advantage of creativity well and can afford to hire creative companies. Small/micro businesses don’t get it. Even those open to thinking outside of box haven’t tapped right brain thinking. Developing an environment of creativity is key.”
Strategic Networking, a business-to-business networking organization, is Ria’s other business. It came about as a direct result of thinking “creatively” on how to solve a particular problem. In this case, she likens Strategic Networking to “speed dating for business” and a way for busy professionals to “get more for their networking buck.”
“Small business people don’t have a lot of time to waste, and traditional networking events have many pitfalls,” says Ria. “Spending two to three hours at a traditional networking event and only meeting a few people is not effective networking. I found that these traditional events weren’t working for me, and figured that if it wasn’t working for me, it probably wasn’t working for a lot of other people. At the end of the evening, each attendee has met 24 other business owners, they have exchanged contact information and have picked up several leads for future business.”
Ria’s actually picked up several clients for Checks & Doublechecks through Strategic Networking. While using the second business as a marketing vehicle, more importantly, she says she has given small business owners an efficient, inexpensive way to meet one on one with like-minded professionals and find their own new opportunities.
“One of my goals is to help clients run profitable businesses so that they can continue and prosper. If they are profitable, they can continue to hire me and recommend me to others. By attending Strategic Networking, my clients increase their exposure to other kinds of businesses. One of my clients is a regular attendee and it eventually got her a very lucrative contract.”
For now, Ria is happy with her two businesses, but for an entrepreneur who is a true Renaissance woman, the sky’s the limit. Her advice to anyone who wants to start his or her own business needs to consider a number of variables, the least of which have to do with actually making money.
“You need to seriously think about why you want to own a business and what you want out of it,” she says. “Freedom and lack of work do not accompany being a business owner. Many people are happier being employed. If you want stability and regular schedules, do not go into business for yourself!”
About Author:
Scott H. Cytron, ABC, is an accredited communications and public relations consultant working in the accounting, health care, high-tech and finance industries. He also teaches efficient and effective writing to professional services’ groups and can be reached at scott@cytronandcompany.com or through his Web site, http://www.cytronandcompany.com.
About Column:
Ideas in Motion is a monthly column designed to focus on best practices within CPA firms and organizations involved in providing technology related services.
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