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The CRUNCH Effect - 33mins

Diagram Test

Darren Fell

on 23 May 2017

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Transcript of The CRUNCH Effect - 33mins

find and map
the idea
money, money, money
firm up the
plan & product
surround yourself with talented people
get to grips with technology
start the build
get the business
known before launch
get serious investors on board
up the game with marketing
fire up the
sales engine
scale and expand
put the cat amongst the pigeons
Why do you want to start a business?
What makes a successful entrepreneur?
My Background
First business started in 2001 - sold April 2008 for

Overlapped & started second business Crunch in Aug 2007

Now has team of 80 & 3,500 paying customers

Turnover =

Fastest growing accountancy firm in the UK - entered
UK’s top 100
accountancy firms - 5 years from launch
Story 1:
Story 2:
Story 3:
Setup in a bungalow
Big vision created, shareholders agreement and team work for low salaries + equity
Story 4:
creating the Crunch brand
Story 5:
Story 6:
Story 7:
Business Devils
Stuart within
Involving people who have existing businesses
Drew & Steve
Know what you are not good at
Bringing Justine in on day 1 at Crunch
"Accountancy Scrappage Scheme"
Direct Mail:
Will take
3 months
Keeping the
engine oiled
(keep selling!)
Is the
Set time
to keep
Small targets
Medium targets
Massive targets
Get Techy...
For sales, record everything in a CRM:

Make invoicing and expense recording simple:

Running a website? Automate
shopping carts and ideally plug into accounting software. Use a CMS for functionality:
Story 8:
Upping the game:
Mission Statement:
Story 9:
Launching FreelanceAdvisor.co.uk in Feb 2008
Genuinely helps community
Now pays for itself in leads
60,000 visitors per month
Smoke & Mirrors
Released April 2009
Act like traditional accounting practice
Basic System
Fear & reasons businesses fail:
Michael Van Swaaij
Paul Birch
CEO Ebay Europe
CEO Skype / board Ebay
Chairman Skype
Birthdayalarm.com (Sold £13-14m)
Bebo (Sold $850m cash)
Old system:
New system:
Put together Project F:
Reverse Switch Concept:
Explain to customers:
Launch Free:
Launch / build business on premium model
Traditional sales team with clever online marketing
Get strong customer base & reputation
Send letters & set very clear blog post
15 teams at every main railway station
Free Crunch goodie bags with bagels
1000 in 2 weeks,
now starting to convert
Accounts For You
Developing the
Crunch Logo
Go Global:
Full transcript