The story of one progressive accounting firm

Client Seminars Program Case Study

Abby Practice is a progressive accounting firm incepted in 1995. In an industry pressured by digital disruption and outsourcing, Abby Practice recognised the need to move away from the traditional compliance-based role of accounting to transition to an advice-based practice in order to stay competitive.


The transformation

Since 2012, Innovation Station has worked with Abby Practice on the formulation and implementation of a new, comprehensive Marketing Strategy centred on a flagship Client Seminar Program. This was met with resounding success. Over the span of 3 years, Abby Practice was transformed from a compliance-based firm operating solely with existing clientele, to a business-advisory focused firm that was attracting dozens of new clients annually. In addition, the new Marketing Strategy added value and increased interaction with existing clients. Overall, this amounted to a 50% increase in billing turnover.

The statistics

With Innovation Station’s Workshops and Marketing Package, over the span of 4 years, Abby Practice:

Improved turnover by 50%.


Tripled the number of Self-Managed Super Funds.


Signed dozens of new clients, with an average of 1 new client per workshop.


Attracted hundreds of new prospects and leads.


Significantly increased engagement with existing SME clients.


Evolved from a compliance-based practice to an advisory -based one.


Added value to help clients’ businesses grow.


Became a hub for local SME businesses.


Won several awards.

In 2016, Abby Practice engaged with Innovation Station to run a total of 18 workshops. On average, the workshops saw 12 attendees per session, with up to as many as 20 attending. This equates to over 200 new prospects through the door, with an average of one new client signed per workshop. In addition, the program added extensive value to existing clients as well as provided them with exposure to Abby’s full range of services.

Sample Abby Practice Workshop Schedule

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