1
My Experience With Crunch Accounting So Far
2
Where Next For Facebook’s Refugee Affiliates?
3
What’s Your Day Job Exit Strategy?

My Experience With Crunch Accounting So Far

The single weakest area of my business prior to joining Crunch Accounting was unquestionably my ability to handle taxes.

If I could show you my hairline before and after tax crept in to my life, you’d appreciate just how integral it’s role has become as the chief tormentor of my business.

There are Republicans in the world who dread tax less than I, and that is saying something. That is really really saying something.

Anyway, political bumberclarting aside, what are the factors that convinced me to invest in an online accounting service?

Lost sleep, notepads full of calculations and four muddled bank accounts – these were just some of the symptoms that finally drove me in to the loving arms of Crunch Accounting. I considered us somewhat of a forced marriage, but one worth consummating for the good of my sanity.

I’ve had the best part of a year to weigh up the benefits of using their service, so here are my two cents for anybody else who is interested.

Note: This is only going to be relevant if you run a business in the UK. Crunch has yet to expand in to Europe or across the pond. Understandable, right? Who would want to vacate the lovely sunny landscapes of East Sussex during a fantastic English summer? Besides fucking everybody, of course…

Crunch is an online accounting service that handles all your paperwork and tax filing. It has a very sleek interface, allowing you to add expenses and invoices on the move. You can get a running total of what you’re due to be raped for in corporate tax, what you can afford to pay yourself in dividends, and all the cretins that currently owe you money.

For a monthly subscription of £70, you can avoid hiring an accountant (who would probably run the risk of contracting Herpes if forced to do the books in your cheesy wotsit contaminated basement/office).

Instead of having that personal accountant, Crunch supplies you with a qualified account manager who you can call, email or badger over Skype.

You may have to book in an appointment first, but hey, it’s probably more reliable than calling a part-time accountant. You know you’re not going to end up redirected to voicemail while the bastard enjoys his impromptu two week vacation in the Bahamas. Oh that vacation, the one he didn’t tell you about.

It took me several days to transition my accounts to Crunch’s system. If you’re firing your accountant during the middle of the year (always better to be an arsehole before Christmas), expect to spend a good few days loading invoices and expenses in to the system.

Crunch glosses over the process and makes the system as user-friendly as can be, but let’s face it, this shit is never going to be Friday night entertainment. Adding expenses is a pleasantly brainless experience, and that’s exactly how I like my accounting to be.

You can reconcile accounts automatically by feeding a spreadsheet of your bank statement and letting Crunch go fishing for correct matches. This thought would usually fill me with dread. The last thing I want is for some crazed machine to start reconciling thousands of payments with 85% accuracy, but it seems to be effective.

I personally have to reconcile statements manually because my bank (If you can honestly call yourself a bank, Santander) is a cock.

All in all, Crunch has gone to painstaking measures to ensure the online software is user-friendly, intuitive and easy for a tax-hater like me to get to grips with.

So what would I like to see improved?

The single biggest beef I have with Crunch is their non-support for foreign currency invoicing. It’s possible (and convenient) to invoice companies in Sterling from within the control panel, but the system will have a bitch fit if you dare to bill companies in anything other than GBP.

That’s bloody inconvenient for me, given how a large number of my invoices are actually in USD or Euros. However, you can work around the kinks by entering a quick invoice in GBP after the hard copy has been processed by your bank. It’s not a perfect solution but it will do for now. I hope you’re listening, Crunch!

A year in to our relationship together, and I would have to say, the marriage is still going strong.

Crunch has saved me a lot of time, not to mention the sleepless nights, by simply providing a qualified barrier between myself and the dreaded tax man.

They deal with my paperwork. I deal with the playfully coloured forms and buttons. This is how business should be.

You… smart. Me… colourful buttons.

I think we’re gonna do just fine together.

Click here if you want to try Crunch Accounting for yourself.

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Where Next For Facebook’s Refugee Affiliates?

Have you been noticing a drop in impressions delivered to your Facebook campaigns? It seems many advertisers have, myself included, and these changes are reflected in a brand new report that illustrates just how quickly the cost of a click is rising.

Facebook’s cost-per-click rose by 22% in the second quarter, having already jumped 40% in the first, according to Efficient Frontier’s findings.

To put that in perspective, you’re spending $8.54 for the same number of clicks as you received while paying only $5 seven months ago. For affiliates like yours truly who thrive in the dating vertical, these numbers are now entering dangerous territory.

Either the payout on a lead rises, our marketing efforts improve considerably, or we flock elsewhere for cheaper traffic of a similar quality. In a dream world, all of those scenarios playing out would be very welcome indeed. But let’s be realistic.

The report, biased as it may be, suggests click prices are set to rise by a colossal 80% in 2011 alone. That’s good enough reason to foresee a mass arrival of Facebook affiliate refugees on other traffic sources.

If you’re already twitching at the lower margins, now would be a good time to broaden your horizons.

I’ve stressed this before, and I’ll stress it again. International markets represent the best opportunities for affiliates on Facebook. The reason click prices are spiraling can be attributed to a crowded marketplace. In America, every small business is rushing to get a presence on Facebook Ads. I blame those arsehole ‘social media consultants’, quite frankly.

However, by straying away from America and the UK, you can find markets that are less crowded and still viable for the majority of affiliate campaigns.

Social Bakers has a useful chart listing the average Facebook click prices per country. Norway tops the list with a average CPC of $1.60 (ouch), while the Central African Republic boasts an average of just $0.07 (about 1000% of the maximum I’d be willing to pay!)

Let’s assume that you’ve explored all international options. The click prices are still too expensive and you need to find new inventory fast. What’s your next move?

If you’re feeling brave, you can use the AdBrite Site Directory to target Facebook apps traffic. The platform lets you advertise not just on Facebook, but on a whole bunch of other mainstream websites. I’ve had some profitable campaigns running through AdBrite, but be prepared to work for them if you choose this route.

There’s also Cubics – now known as Adknowledge Super Rewards. I know, right? What a shitty name for an ads platform. Somebody’s branding brainfart clearly got taken too seriously. Cubics lets you advertise to apps users on Facebook, MySpace, Bebo and Friendster.

Speaking of Friendster, did you know that it used to have it’s own self-serve ads platform?

Did anybody try it?

I can visualise seven raised hands, the happy owners of about 42 combined impressions during the entire fucking lifecycle of that particular ads platform.

RIP Friendster Ads. My balls mourn your demise.

Cubics has a pretty clunky interface and the reporting leaves much to be desired, but it holds potential for the right type of offers. In any case, I appreciate poor aesthetics. They cast an aura of shiteness that helps keep heavy competition at bay.

If you’ve ever tried to monetize apps traffic, you don’t need me telling you that it’s a damn sight harder than the self-serve inventory on Facebook. Expect to be kept busy with plenty of rounds of testing before you find the magic formula where both volume and profitability thrive in tandem.

Of course, you may find it easier to simply abandon Facebook completely.

The ‘Book is just one of many social networking hubs. And while I’m sure a large number of affiliates will be waiting with bated breath for a Google+ ads platform (and to find out if they’re already banned from it), you can keep yourself busy by browsing this list of popular social networks.

If you’re sick and tired of spiraling click costs, do yourself a favour and browse through the alternatives. They’re certainly in no short supply.

Visit the sites that match your target market, scroll to the bottom of the page and nine times out of ten, you will find a link titled “Advertise”. It sounds like I’m being sarcastic, but it never ceases to amaze me how many affiliates have link-blindness to this sitting duck of an opportunity.

You can undercut 95% of affiliates by simply getting off your arse and making the effort to venture beyond self-serve ad platforms. Negotiation, a budget and being proactive can restore your margins in no time at all.

Recommended This Week

  • Lots of Ads is the latest service to offer spying capabilities over Facebook’s most profitable ads. The great appeal for me is the ability to spy on International markets including France, Spain, Argentina, Brazil and many more. Save time on translations and tap in to the most lucrative markets on Facebook. Definitely a worthy addition to your toolkit. First 20 customers only who use code FINCH11 will receive 10% off their lifetime subscription. Enjoy!

  • Published today on Direct Response was a piece I wrote titled “It’s Time To Cull Some Internet Marketers“. I think I was in a shitty mood when I splurged it, but I stand by the points raised. Direct Response is a fantastic blog, by the way, one of my favourites in the biz and a must-subscribe-to if you’re not already reading it.

  • If you’re a new reader, please add me to your RSS. You can also follow me on Twatter if that’s your kinda thing.

What’s Your Day Job Exit Strategy?

Are you ready to give up your day job? As appealing as a life on the backyard patio may seem, it can actually turn in to a downward spiral of depression and desperation.

Bold words. Now, I’m not trying to scaremonger the masses from wanting to quit their day jobs, but I do think you should think twice about your true motives before calling it quits. A day job, despite being the unglamorous cousin of entrepreneurism, brings security, stability and routine in to your life.

From my experience, people love to talk down the idea of routine in their lives. Many just-turned entrepreneurs will react with real spite when you ask them what they think of a Monday to Friday day job in somebody else’s company. Maybe it’s the burning need to stay consistent with their own life choices, but I believe that time will shine a light on the objectivity of those choices.

Many entrepreneurs later realise that the grass was indeed much greener on the other side. They see that being parked in an office cubicle ready to go by 9am is actually a much lighter burden than the self-inflicted misery of running an unsuccessful business and scratching around the bank to make ends meet.

It’s over 2 years since I worked my last day in Central London. I was a web developer, charged with pretty comfortable tasks and blessed with reasonably decent prospects. I was the youngest person in the agency where I worked, and probably the least likely to quit and start my own business.

I had no resentment towards that last job. Unlike many people who email me looking for answers to their own career slash mental breakdowns, I was content and had no reason to detest conventional employment.

However, I was passionate about wanting to run my own business. I developed a golden opportunity to do so in the space of six bat-shit crazy weeks, stumbling head first in to affiliate marketing and barely batting an eyelid as I wrote out my notice in a flurry of activity that still gives me a headache to look back on.

Who builds a sustainable business in six weeks? Inventors, Mark Zuckerberg and the occasional Einstein freakshow that I most certainly was not. I was in no shape or form prepared to start a business, despite harbouring some naive love affair with the idea of calling myself the boss.

Those first six months were a series of trials and tribulations of my own inflicting. I had a Plan A and a lot of newly established spare time, but little else. When my Plan A failed – within the first few days – I was faced with a sink or swim scenario where I needed to redesign a business from scratch or get back in the recession-struck waiting queue for another day job. Thankfully, keyboard sweat and tears paid off and I succeeded in reconstructing a profitable business.

What the entire experience taught me was that running a business, no matter how optimistic you may be, will always challenge you more in every way than the monotonous nature of navigating London Underground and reaching your desk before 9:01 every morning.

The nature of the challenge, or rather the acid test of how many hairs you’ll lose trying to succeed, can be boiled down in to an equation of preparation and then… lots more preparation.

You need a sensible Day Job Exit Strategy (AKA “How to escape the frying pan without burning your arse in the fire”)

You’ll have to forgive me for inflicting yet more misery-guts perspective on the proceedings, but it’s time to get real. Are you REALLY prepared for the challenges ahead? Here are some of the concerns you should be raising with your neocortex.

1. Do I have enough money to survive for 6 months if I’m not making immediate profit?

Entrepreneurs will give you varying answers for how much money is needed in the bank. I think six months of covered outgoings is a safe bet for online ventures, assuming your business plan is worth the paper it’s written on.

2. Who is going to handle my accounts?

The next logical question if, like me, you answer “Err…” to am I fully qualified to handle my accounting? My initial attitude towards taxes was one of complete disregard. I knew I would be expected to pay them, but my assumptions were about as well founded as a poor English bastard buying shorts in July. It’s not always obvious, but when you choose to become your own boss, you lose the accounting safety net of your previous employer.

3. Is my business built on moving ground?

Fads come and go. If your business idea is so niche that it isn’t capable of withstanding a small shift in the market – or the arrival and enhancements of new technologies – then you need to really think long and hard about the sustainability of it all. Don’t obsess over stealing a quick dollar in 2011. Anticipate how your business will meet a market demand for the next several years.

4. Am I mentally equipped to be my own boss?

I don’t mean this in a negative light, but some entrepreneurs are naturally better suited to the role of followers rather than leaders. It makes sense. After all, no economy can survive without willing servants to carry out orders. I think discipline and goal-setting is very important in this regard. To succeed with your own business, you have to hold yourself personally accountable.

Even when other people fuck up, it’s still your fault. Repeat the words, and learn not to take them personally.

As I personally found out, this awakening of responsibility can hit your social life with frightening force. Be prepared for the surreal shifting of priorities as “Thank God It’s Monday” becomes your new catchphrase.

5. Am I escaping a life I don’t enjoy, or creating a life I’ll enjoy more?

This is another hard-hitting question that only a very honest soul can answer. It’s a little like the analysis attached to “Is the glass half-empty or half-full?”

For many people in unhappy day jobs, starting a new business is an unfortunate learning curve that will take you to the realisation that two wrongs do not make a right.

Entrepreneurism is often a misread solution to the career crisis, when simply finding a better job would lead to greater happiness. If you’d do anything to escape your day job, there is always more than one answer to your problem. Starting an entire business is very much a niche solution, and 9 times out of 10, the wrong solution.

Your professional happiness does not hinge on running as far as possible from the office cubicle. It could be as simple as joining a different cubicle across the hall. For others, no cubicle will contain their aspirations. And for these people, starting a business is the only way to handle that burning flame of ambition.

Before you decide if you’re that person, you have to answer some basic home truths. The honest answers will lead you towards a sensible Day Job Exit Strategy. Behind all the glamour of being an entrepreneur, rest assured, it’s a living nightmare for the individual who answers those questions naively.

Recommended This Week:

  • Check out Filthy Rich Mind, a brand new project I’m collaborating on with a couple of other writers in the self-improvement market. It’s a fun project and if you like off-the-wall advice for improving your lifestyle, subscribe here for updates.

  • And, of course, don’t forget to subscribe to this blog too if you haven’t already done so. Love you long time. C’est vrai, c’est vrai.

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