My tagline for my new small business membership club for business owners - Your Profit Club - is:
"Helping cash-strapped business owners to double profits in 12 months"
This begs the question, what do I mean by cash strapped?
The business owners I have a real mission to help are those who are having to make compromises in their business or in their personal lives because they don't have enough cash to live the way they want to live.
To me, there is more satisfaction in helping a business owner with a struggling business to make improvements which change their lives and the lives of their family than to help a very successful business add an extra zero to the profits.
It's dumb in a way.
There's much more money to be made helping successful businesses become more successful. I know that it was relatively easy to sell sizeable consulting projects to big businesses.
My biggest client paid me just under £400,000 in total although that was spread out over a few years.
But I'd rather help someone earning £20,000 create profit of £50,000 and then increase it again to £100,000 than help a big company make much more.
I believe most business owners want to be comfortable with money.
To have enough to be able to buy what they want, when they want it.
But many don't want to be multi-millionaires with businesses employing hundreds or thousands of people.
It's a drag to have to scrimp and save.
To say No when you want to say Yes to spending some money.
My passion goes back to when I first started working as a trainee accountant.
And especially to a business owner called John.
I'd only been in the job for a few weeks and I didn't really know what I was doing when I was sent with a trainee with two years more experience to prepare John's accounts and do the audit.
Most people see the accountants as a nuisance but John was really nice.
His business was struggling and because I got there early he'd chat to me about it.
Six weeks into the job, I could be much help other than a willing listener because sometimes it helps to just talk things through.
John's company didn't make it through the early eighties recession (Yes I am that old) and it was my first experience of bankruptcy.
It made me very sad and I wish I could have done more.
I wish I knew then a fraction of what I know now.
As a trainee accountant working with small businesses, I saw plenty of other businesses working close to the breadline - putting in the work, commitment and passion that you wouldn't see from employees earning twice as much.
Although I went on to work with bigger companies, I never forgot how many small businesses struggled at near subsistence level.
And I've always wanted to do what I could to help them.
This blog is one way.
Your Profit Club is another - it gives me a chance to share my ideas for a fraction of what it costs to talk to me one to one.
Of course you don't have to be cash-strapped to join.
Everyone is welcome and will find top-notch business tips, strategies and tactics.
Update - I'm sorry to report that Your profit Club did not work out as I expected. My own health problems gave me big problems, the website was hacked and I was locked out of it and the brand name was compromised by some advertising malware.
While I don't like giving up, sometimes you have to accept that things aren't meant to be.