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This week, I had the honour of speaking on the main stage at the Accounting & Business Expo 2025 in Sydney, where I shared the journey of Freshwater Taxation along with common mistakes that small business owners can easily make. I also discussed how these mistakes can be fixed, and – most importantly- how to avoid them altogether.

The Beginning of Freshwater Taxation

I founded Freshwater Taxation in 2012, like so many people in their late 20s who want to build a business that fits around their dreams of having a family. At the time, I noticed a growing trend of individuals starting side hustles and small businesses, and I wanted to create a firm that met their needs.

Back then, the concept of an “online accounting firm” wasn’t what it is today. Tax returns were printed and posted, marketing meant physically handing out flyers around my local area in Freshwater, and I used a stand-alone version of MYOB because clients didn’t trust their bank data being stored online. The industry was slow to adopt change, but I knew from the beginning that I wanted to break the mould of what an “online firm” looked like. It wasn’t well-respected, but I wanted to change that.

Fast Forward to Today

Fast forward to 2025, and Freshwater Taxation has grown into a thriving online firm with five accountants, a bookkeeper, and an amazing practice manager who has been with us for nine years. Most importantly, I’ve built a business that allows me to juggle life as a single mum to my two kids (7 and 9), run a profitable firm, and avoid burnout—but it wasn’t always this way!

The Biggest Lesson: Not Every Client is the Right Client

In the early days, I launched secure online forms that allowed clients to visit our website, submit their requests, and instantly engage our services. I came up with this concept when my second daughter was just three months old, and it took off overnight. Suddenly, we were very, very busy.

What I quickly learned, however, was that just because someone is interested in your service doesn’t mean they are the right fit. At the time, we allowed anyone to engage with us, without a proper screening process. Additionally, we priced our fees below market rates to attract more clients quickly, which in hindsight was not the best strategy.

Pricing your service too low can attract clients who are simply looking for the cheapest option, rather than those who truly value the service. This can lead to stretching yourself too thin, putting pressure on your team, and ultimately taking focus away from your best clients—the ones who appreciate and respect your expertise.

How to Fix This? Higher Fees & Better Screening

• Raise your fees to reflect the value of your service and attract the right clients.
• Have a structured client screening process before onboarding new clients.
• Set clear expectations from the start to ensure alignment with potential clients.

By implementing these changes, you’ll find that your business attracts people who truly value the expertise you provide, leading to stronger client relationships and a more sustainable service business.

The Right Team is Just as Important as the Right Clients

Just as selecting the right clients is key, so is having the right team. Of course, your team needs technical skills and a strong work ethic, but in any service business, people skills are just as crucial.

People buy from people, not businesses. This is especially true in online businesses where most interactions happen over email. That’s why I insist on professionalism and warmth in all communication. Emails like “Please provide xx, ta” are a hard no in my firm! Clients deserve to feel valued, even in written communication.

Can you teach this skill? In my opinion, not necessaily. It’s something that comes naturally, and it’s worth hiring for. In my experience, money can’t buy genuine client connection.

Automation: The Glue That Holds It All Together

The right systems and automation can eliminate human error, streamline processes, and reinforce your brand without sacrificing personal touch. Automation can allow you to trust your team without losing control over your client relationships.

Trusting the wrong team members with your clients is like handing over your car keys to a stranger and expecting them not to drive off with it. You need to maintain a system that keeps clients connected to you, even when your team handles communication.

Final Thoughts

Building a successful, profitable, and burnout-free business is possible. BUT it requires:
✔️ Setting boundaries with clients and pricing accordingly.✔️ Hiring the right team—people with morals who care about clients, not just tasks.✔️ Leveraging automation to keep your firm running efficiently while maintaining strong relationships.

These lessons transformed my business, and I hope they help you, too.