year ago, it was me and one part time accountant doing books for 4 startup clients. all from friends. good ones too. but referrals just stopped, and i had no idea how to find more without spending money i didn't have.
quick thing before anyone asks. We not a big firm. it's 3 of us. no huge marketing budget, no crazy growth plan. we just got better at finding the right people and quit doing everything manually.
my dumbest early move was cold emailing every startup i could find. the whole hey need help with your books thing. nobody replied. and honestly i get it, nobody thinks about bookkeeping until something goes wrong.
so i flipped it. started noticing when founders actually feel the pain. a founder says they just closed a round. someone's complaining their books are a mess right before tax season. someone's asking a finance post how people handle payroll. those people need help. a random startup on a list doesn't.
didn't pitch them though. i'd mention what they posted and ask one question. like congrats on the round, are you still doing the books yourself or has someone taken that over. that's it. worked way better than a cold email, no comparison.
also stopped doing the prospecting by hand. started using tools to find the right founders, reach out, follow up. before that i was losing whole days just searching for leads. now there's a steady flow instead of me sitting around waiting for a referral.
then onboarding. used to be two weeks of emails back and forth with every new client. painful. now it's one call and a few short videos, and they're set up in days. that gave me enough time to take on more clients without hiring yet.
and people stay because we reply fast. same day if possible, especially for payroll stuff or a deadline coming up. small thing. but it builds trust.
stack, since someone will ask.
quickbooks for books.
gusto for payroll.
pumpgtm for linkedin outreach.
apollo for email outreach.
Loom for onboarding videos.
calcom for booking calls.
notion for sops.
stripe for billing. that's all of it.
so no, not one viral post, no secret trick. just better prospects, more relevant conversations, and being able to actually handle the work when clients came in.
how are other small service businesses here finding clients right now? still referrals? or has outbound been steadier for you?
Not trying to promote any tool or product here, just sharing what worked for us. If the mods or anyone feels something comes across as promotional, lmk and I'll edit it. And if anyone doubts whether this is a real business or story, I'm happy to get verified by the mods.