The Hottest Silicon Valley Accounting Startup: A Conversation with inDinero Founder Jessica Mah

Posted on by The Other Ari Gold
One of the biggest distractions for small-business owners has to be maintaining their books and their accounting. Attaining a firm for the business might be too expensive an endeavor, yet handling it by yourself takes away valuable time from growing your core business. Enter inDinero: a one-stop shop for all your bookkeeping needs. The company nearly went under before launching with an additional offering which now includes tax prep, among other features.
 
I had the opportunity to catch up with the Founder & CEO of inDinero, to learn more about how they meet their client's needs and how a couple of non-accountants in Berkeley came up with the accounting software success it is today. 

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The New York Times Has Some Helpful Suggestions For Non-Accounting Nerd Business Owners

And you guys had the nerve to talk smack about me trying to give inheritance advice yesterday. Pfft.

In a recent article entitled Basics of Accounting Are Vital to Survival for Entrepreneurs, the New York Times tells the tale of Bart Justice, an industrial engineer-turned-business owner who decided to start a mobile document shredding business in 2004 after a rash of new security laws. Justice got a loan from the bank, bought a mobile shredding truck, hired a driver and opened a shop in Huntsville, AL called Secure Destruction Service. Sounds good, no?

In its first year, the company had $70,000 in sales. Within four years, the company had annual revenue of $500,000, six employees and two offices. Again, that sounds great but revenue is not the same as equity or net worth, even a non-accounting nerd like me knows that much.

When he wanted to add another shredding truck, Justice went back to the bank and borrowed more money. The bigger he got, the more money he needed to borrow. Somehow, he didn’t understand that this borrowed money was not actually revenue and was, in fact, a liability as he had to pay it back at some point.

“I knew how to print a financial statement from QuickBooks, but I couldn’t tell you what it meant,” he said.

Fast-forward to 2008, when Justice joined a peer group for Christian business owners. “They would ask me questions about my numbers, and I didn’t know how to answer them,” he said. “They told me my business was going to fail unless I got a handle on paying down my debt.”

No shit, Sherlock, did you need a financial professional to tell you that?

Here’s the gist of the article: if small business owners don’t get number-crunching, put the money out and hire someone who does. What the NYT does not have the balls to suggest is that small business owners should stop saying “I hate accounting” because they think it’s still cute and go out and take an introductory accounting class or two. No one expects business owners to be able to pull analytics out of their asses but it can’t hurt to maybe at least understand that you want liabilities to be less than assets to stay alive.

Local Man’s Brief Big 4 Experience, Stick-Shift Driving Abilities, Lead to Niche Accounting Firm

John Finn worked at KPMG in the early to mid-90s. He got into the field because he loved accounting. John discovered what many Big 4 types discover which is the job “involved more travel and schmoozing than it did accounting.” Since he wasn’t feeling it, he jumped ship in ’95, moved to New York and decided to get into showbiz. He landed his first gig doing the books for a film called Sleeping Together and since he could drive a standard transmission, he got to buzz around in the equiptment truck.

It turns out, that John’s marginal experience (three years) in Big 4 turned out to be way – WAY – more than most “accountants” in the movie business:

While he began his solo career with only three years of accounting experience under his belt — none of it in film accounting — inexperience turned out not to be an issue in the industry. “What I found out was that most of my peers were not trained as accountants,” he says. “They were failed screenwriters who really wanted to be in the business. I had a leg up on them because accounting was second nature to me. If you polled the accountants in the business, I would say that nearly half don’t have accounting degrees.”

Word must have gotten around about a real-life accountant doing the books for movie projects and in 1998, he founded JFA, Inc. to handle the expanding empire. That empire also includes IndiePay, a payroll software company that he founded to deal with the ‘archaic’ bookkeeping that was rampant in the industry.

On top of all this, John is in a band, Pispoure’, and wrote a song about how much he loves accounting. The song plays on a loop over at JFA’s website and before you assume that this another accountant failing miserably to exhibit any musical ability, it should be noted that he’s actually a decent songwriter. Anyone that comes up the lyric, “In order to get laid, you must impress our filing clerk,” is a natural talent in our book.

Leaving Big Accounting Firm for Hollywood [The Street.com]

John Boehner: What Have You Done for American Families and Small Business Lately, Mr. President?

“If the President really wants to help small businesses, he should insist that Congress not leave town without cutting spending and stopping his tax hike to help create jobs – particularly small business jobs. By failing to act, the President is turning his back on American families and small businesses.”

~ The House Minority Leader, in a statement, nanoseconds after The President signed The Small Business Jobs and Credit Act of 2010 into law.