StreamlineAccounting, Inc.

About StreamlineAccounting, Inc.

StreamlineAccounting, Inc. is a professional accounting services firm based in Baltimore, Maryland. The company, originally a spin off from Weyrich, Cronin & Sorra, offers small and mid-sized companies in the Baltimore/Washington area a simplified approach to managing and analyzing critical financial information. Experts in bookkeeping and accounting services, the company helps businesses meet all of their accounting needs—from day-to-day bookkeeping to producing clear, timely and accurate financial information. The firm also has expertise in business financial processes and routinely assists with improving efficiencies in the accounting and finance area.

Transitioning from One Company to Another

A common scenario in corporate America, several executives at one organization leave to start a new company. Such was the case with StreamlineAcccounting, Inc. Several key leaders at the accounting firm of Weyrich, Cronin & Sorra decided to create a new firm called StreamlineAccounting to address business accounting needs from an innovative perspective.

The new firm needed a compass point to make the transition as successful and seamless as possible. Moreover, StreamlineAccounting required a detailed branding strategy, from concept to implementation, to facilitate its entrance into the marketplace and distinguish itself from traditional CPA firms as well as from its competitors. Founder, Webb Corbin, was referred to MarketPoint as the expert resource to assist in this process.

Understanding Brand Creates a Successful Transition

Once StreamlineAccounting engaged MarketPoint, the two set about defining the new entity’s brand as well as the necessary steps to successfully transition to the new company. MarketPoint recommended and helped implement a number of key initiatives which included:

• Utilizing focus groups to identify what made StreamlineAccounting different, to define specific areas of focus, and to determine the most effective path for promoting and growing the business
• Defining the company’s brand and creating consistency in application of the brand across all marketing and communications efforts
• Presenting a solid business model including fixed and guaranteed pricing models
• Fostering an in-depth understanding of brand—how it works, why it is important to business development, and how to build and maintain it

“MarketPoint and the focus groups really helped us in this process,” reveals Webb Corbin, founder and president of StreamlineAccounting. He adds “MarketPoint explained the focus group results to us, recommending ideas, brand concepts, points of distinction and differentiators along the way.”

Moreover, MarketPoint was able to bring a big picture perspective to StreamlineAccounting’s business model. At the same time, they challenged StreamlineAccounting’s conventional business approach to ensure that their new brand accurately and powerfully reflected the core values of the company and their point of distinction and competitive advantages in the marketplace.

“MarketPoint’s energy, focus and candor afforded us the opportunity to really see who we were from the client’s perspective,” explains Corbin. “CPAs are very set in their ways, so it really is a tribute to MarketPoint that they could bring us that fresh point of view.”

Embarking on a New Venture with Confidence and Direction

Though MarketPoint was initially hired to help transition the company, StreamlineAccounting gained far more in the process. In addition to developing a solid business model, StreamlineAccounting acquired a thorough understanding of brand’s importance in building a company.

“Not too many people offer the type of branding services that MarketPoint offers,” concludes Corbin. “MarketPoint really educates people on brand. As a result, I gained a genuine appreciation for how I should use brand to build my business.”

Understanding brand and how it relates to the business is crucial to all organizations, whether they are transitioning from one entity to another, starting from scratch or have reached maturity in their industry. Developing a strong brand will facilitate a smooth transition and stability for any organization.

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