Case study: Focusing your firm’s offerings

Early in my career, I believed that offering a wide array of services was essential for business growth. The idea was simple: The more services I provided, the more clients I would attract. However, I soon realized that this “jack-of-all-trades” approach could dilute my brand, stretch resources too thin, and ultimately keep me from becoming a true specialist in any area. It became clear to me that the path to sustainable growth isn’t about expanding offerings, but in refining and focusing them in a clear direction.

Through the process of strategically defining and concentrating on my core services, I discovered how I could build a stronger reputation, attract the clients I wanted to work with, and operate more efficiently. In this post, I’ll share my own journey to demonstrate the power of specialization, from my time at Edgewater CPA Group and starting Breakthrough Tax Resolution.

The pitfall of being a generalist

When I worked for Edgewater CPA Group, it was tempting to say “yes” to every client who came through the door. I handled a broad portfolio, including tax resolution, compliance, bookkeeping, payroll, tax preparation, and financial consulting. Serving every need seemed like the way to maximize revenue and client satisfaction. Instead, I soon found that clients were often unsure of what I did best.

Juggling so many services meant spreading our expertise over multiple disciplines. It became harder to stay current on changing regulations and best practices in every area, and the quality of our work sometimes suffered as a result. We weren’t standing out as experts; instead, we risked becoming generalists in a crowded landscape.

The story behind Breakthrough Tax Resolution

Over time, I realized that the work I found most impactful and clients appreciated the most was tax resolution. Helping individuals and businesses resolve complex IRS issues was challenging, but incredibly rewarding. At Edgewater, I saw that clients facing unpaid taxes, levies, or audits weren’t looking for a generalist. They wanted a specialist who understood the intricacies of tax resolution.

This insight led me to take a leap. The owner of Edgewater and I partnered together to spin off Breakthrough Tax Resolution into its own entity, focusing exclusively on tax resolution services. Breakthrough chose not to do bookkeeping and general compliance work, choosing instead to invest its resources, training, and energy into being a true expert in one area. We rebranded Breakthrough, streamlined its workflows, and reoriented its marketing to speak directly to people in need of tax relief.

This decision transformed Breakthrough in the following ways:

• Enhanced market positioning: By specializing, Breakthrough is positioned as the go-to expert for those facing serious tax problems. Breakthrough’s marketing has become more focused, reaching out to the people who needed our help the most.
• Increased client trust: Clients who were in trouble with the IRS looked for someone who specialized in tax resolution. Focusing narrowly on this area built instant credibility and trust, reassuring clients that they were in expert hands.
• Improved operational efficiency: Focusing on one core service allowed Breakthrough to develop deep expertise in tax resolution. Our processes became streamlined, cases moved faster, and our outcomes improved for clients and the business.

You, too, can define your firm’s core services

My journey from generalist to specialist convinced me that every firm can benefit from focus. Here are the steps I recommend for identifying and honing your own core services:

1. Analyze your strengths and passions

Start by reflecting on your past work. Which projects were most successful? Which services did your team enjoy providing? For me, I found that tax resolution not only yielded the best outcomes for clients, but also gave me a sense of purpose and satisfaction.

Review your client feedback and financials. Look for areas where you consistently deliver value and where your unique strengths shine.

2. Identify your most valuable clients

The services that align with your best clients are often your strongest areas. Think about the client relationships that are rewarding and profitable. At Edgewater, my most impactful work came from helping clients through stressful tax situations. That’s when I realized my ideal clients had specific, urgent needs I could uniquely address.

Understanding your best-fit clients allows you to shape your offerings for those who most benefit from them and who are most likely to appreciate your expertise.

3. Assess the market and competition

Before making the leap to specialize, research your market. Is there a real need for this service? Who else is offering it and how can you stand out? I saw that while other firms offered tax support, few could demonstrate the depth of expertise and personalized touch I’d developed through years of hands-on resolution work.

A focused approach is not about eliminating competition but about defining what makes you different and better for the clients you serve.

The benefits of a focused approach

Narrowing your services can feel risky at first, but I can attest that the rewards are well worth it. Specialization makes Breakthrough a recognized expert in its field. It simplified my business, made my marketing message clear, and allowed me to command premium pricing.

Internally, we developed greater efficiency and a culture of excellence. By concentrating effort and resources in one area, we built a more resilient business that delivers better results for clients, and greater satisfaction for our team and myself.

If you’re feeling spread thin or struggling to stand out, I encourage you to look closely at your strengths and passions. Define your core services, focus your efforts, and step confidently into your own space as a true expert. The difference is transformative for your business and for your clients.