Practical Accounting Knowledge for Better Financial Decisions
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A financial report can look polished while the underlying bookkeeping contains unresolved problems.
Bank and credit-card accounts may not be reconciled. Transactions may be sitting in vague or uncategorized accounts. The balance sheet may contain negative, outdated, or unexplained balances. Automated bank rules may also be processing transactions quickly without classifying them accurately.
A Financial Health Check is intended to help a business owner identify areas that appear organized and areas that may require further attention.
In the accompanying lesson, Dr. Brian Routh walks through the six areas considered during a Financial Health Check and explains what the owner receives afterward.
The Six Areas Considered
The Financial Health Check considers:
Reconciliation reliability — Whether bank and credit-card records appear current and supportable.
Account structure — Whether the chart of accounts organizes transactions into meaningful categories.
Financial-reporting clarity — Whether the income statement and balance sheet tell a coherent financial story.
Fund accounting, when applicable — Whether an organization’s records can distinguish resources by purpose, fund, class, project, or restriction.
Accounting-system configuration — Whether accounts, bank rules, opening balances, tracking categories, and reports appear configured appropriately.
A Financial Health Check is a preliminary bookkeeping-focused review. It is not an audit, tax review, legal review, fraud examination, assurance engagement, or guarantee that every transaction is correct.
Request a Complimentary Financial Health Check
For business owners who are unsure whether their bookkeeping records are current, reconciled, organized, and producing meaningful reports, TheAccountingDr offers a complimentary Financial Health Check.
Hearing the words “You’re too expensive” can make a business owner feel defensive.
The immediate temptation may be to justify every detail of the price, reduce the fee, or offer extra work at no additional charge. But a price objection does not automatically mean your price is unreasonable.
It may mean the prospective client:
Does not fully understand what is included
Is comparing two services with different scopes
Has a limited budget
Expected a different level of investment
Does not yet recognize the value of the outcome
Is simply not the right fit for your business
A professional response should create clarity—not pressure.
A pricing objection should begin a conversation about value, scope, budget, and fit. It should not automatically trigger a discount.
🧭 Begin by Remaining Calm
When a prospective client says your service is too expensive, avoid responding emotionally.
Do not immediately say:
“I can lower the price.”
Do not become defensive by listing every credential you possess.
Do not criticize lower-priced competitors.
Instead, acknowledge the concern respectfully:
“I understand that price is an important consideration.”
That response communicates confidence without dismissing the person’s concern.
Your goal is not to argue that the prospect is wrong. Your goal is to understand what the objection actually means.
1️⃣ Clarify the Real Concern
“You’re too expensive” can mean several different things.
It could mean:
“I cannot afford this right now.”
“I received a lower quote.”
“I do not understand why this costs so much.”
“I expected fewer services.”
“I do not believe I need everything included.”
“I am uncertain whether the result will justify the investment.”
A useful follow-up question is:
“Is your concern the total investment, the scope of work, or the timing?”
You might also ask:
“May I ask what you are comparing the price to?”
These questions help you determine whether the issue is price, value, scope, timing, or fit.
That distinction matters because each concern requires a different response.
2️⃣ Review the Scope of Work
Two prices cannot be compared meaningfully unless the underlying services are also compared.
One provider may offer only a limited task, while another may include:
Initial review and setup
Ongoing communication
Transaction review
Reconciliations
Corrections
Reporting
Follow-up support
Professional experience
Clearly defined processes
A prospective client may be comparing your complete service with a lower-priced option that includes substantially less.
You can respond:
“Let’s review what is included so you can determine whether the service matches what your business actually needs.”
This does not require criticizing another provider. Simply explain your own scope clearly.
📋 Questions to Review Together
Consider discussing:
What problem the client wants solved
Which services are included
Which services are excluded
How often the work will be completed
What information the client will receive
What support is available
What responsibilities remain with the client
What outcome the engagement is designed to provide
Clear expectations help the prospect evaluate the proposal based on more than the final number.
3️⃣ Explain the Value Without Overselling
Value is not merely a list of tasks.
It is the benefit the client receives from having the work completed properly.
For professional bookkeeping, value may include:
Current financial records
Reconciled accounts
More dependable monthly reports
Better organization
Reduced confusion
Clearer communication
Improved visibility into business activity
More useful information for decision-making
A professional response might be:
“My fee reflects the scope of work, the professional experience involved, and the level of service included. The objective is to provide records that are current, reconciled, supported, and useful for understanding your business.”
The goal is not to promise a particular business result. It is to explain the purpose and quality of the service being offered.
4️⃣ Do Not Discount Automatically
An immediate discount can create several problems.
It may suggest that:
The original price was arbitrary
The scope can be completed properly for less
The client should challenge future pricing
The value of the service is negotiable without changing the work
The business is more concerned about winning the client than maintaining a sustainable engagement
That does not mean prices can never change.
A price may change when the scope changes.
For example, you might offer:
A smaller initial project
Fewer optional services
A phased implementation
A revised frequency
A clearly limited engagement
The important principle is:
Reduce the scope before reducing the price for the same work.
This protects both the client and the service provider from entering an engagement that cannot be completed properly at the agreed fee.
5️⃣ Determine Whether the Prospect Is the Right Fit
Not every prospective client should become a client.
A strong professional relationship requires alignment among:
The client’s needs
The services offered
The available budget
Communication expectations
Timing
Responsibilities
The level of support required
Sometimes the prospect truly cannot afford the service.
Sometimes the need is smaller than initially presented.
Sometimes the prospect wants a level of work that cannot reasonably be provided within the stated budget.
In those situations, it is acceptable to say:
“I understand. Based on the scope we discussed, I may not be the right fit for your current budget. I would rather be transparent than reduce the work below the level your business needs.”
That response is respectful, honest, and professional.
💬 A Three-Step Response You Can Use
When someone says, “You’re too expensive,” try this structure.
Step 1: Acknowledge
“I understand that price is an important consideration.”
Step 2: Clarify
“Is your concern the total investment, the scope of work, or the timing?”
Step 3: Review the Value
“Let’s review what is included and determine whether the service matches what your business actually needs.”
This approach allows the conversation to continue without immediately defending, discounting, or pressuring the prospect.
🧾 A Bookkeeping Example
Suppose a business owner receives two bookkeeping proposals.
Proposal A
The lower-priced proposal includes:
Basic transaction categorization
Limited communication
No cleanup of prior errors
No defined monthly reporting process
Proposal B
The higher-priced proposal includes:
Transaction review and categorization
Bank and credit-card reconciliations
Review of outstanding bookkeeping issues
Monthly financial reporting
Ongoing communication
A defined workflow and service schedule
The two proposals are not necessarily offering the same service.
The correct question is not simply:
“Which price is lower?”
The better questions are:
What does each proposal include?
What does each proposal exclude?
Which problems will actually be addressed?
What responsibilities remain with the business owner?
Which service best matches the needs of the business?
Price matters, but it should be considered alongside scope and value.
⚠️ Responses to Avoid
“I’ll match the lower price.”
A competitor’s price may reflect a different scope, level of experience, or service model.
“You get what you pay for.”
Even when the idea may contain some truth, the statement can sound dismissive or insulting.
“No one else will do this correctly.”
Avoid unsupported claims about competitors.
“My price is nonnegotiable.”
That may be accurate, but it closes the conversation before the concern is understood.
“What can you afford?”
This can shift the discussion away from the actual work required. It is usually better to clarify the need and adjust the scope when appropriate.
📊 Pricing Is Also a Business Decision
Business owners must set prices that support the quality and sustainability of their services.
A price should consider factors such as:
Time required
Complexity
Professional expertise
Technology and systems
Administrative work
Communication
Risk
Capacity
Ongoing support
The scope of the engagement
Pricing too low can create its own problems.
The business may become overextended, the service may be rushed, and the owner may be unable to provide the level of work originally promised.
A sustainable price helps support consistent service.
🌱 Confidence Does Not Mean Arrogance
Confidence means being able to explain:
What you provide
Why it matters
What it requires
What it does not include
Who is a good fit
When you should respectfully decline an engagement
You do not need to persuade every prospect.
You need to communicate clearly enough for both parties to make an informed decision.
A respectful “not right now” is often better than an engagement built on unclear expectations and unsustainable pricing.
✅ Practical Business-Owner Takeaway
When a prospective client says, “You’re too expensive,” do not immediately defend your price or offer a discount.
Instead:
Acknowledge the concern.
Clarify whether the issue is price, scope, timing, or budget.
Review what the service includes.
Explain the value and intended outcome.
Adjust the scope when appropriate.
Decide whether the relationship is a reasonable fit.
A price objection is an opportunity to create clarity—not a command to reduce your value.
🧭 Professional Bookkeeping Support
Professional bookkeeping should provide more than transaction entry. It should support current records, reconciled accounts, meaningful financial reporting, and clearer information for business decisions.
Visit TheAccountingDr.com to learn about professional bookkeeping support.
👨🏫 About the Author
Dr. Brian Routh is an accounting professor and professional bookkeeper who helps business owners gain financial clarity through professional bookkeeping. He is the founder of TheAccountingDr, a former North Carolina Assistant State Auditor, and a Xero Certified Professional.
A positive bank balance does not automatically mean a business has enough cash for what comes next.
A business may have money available today while also facing payroll, vendor bills, loan payments, inventory purchases, rent, and other obligations in the coming weeks. At the same time, expected customer payments may arrive later than planned.
That is why a useful monthly cash-flow review should look beyond the current balance and ask:
What cash is expected, what payments are due, and will the remaining cash be enough for upcoming obligations?
Cash-flow planning is not about predicting every dollar perfectly. It is about identifying possible timing problems early enough to make informed decisions.
💵 Cash Flow Is About More Than the Bank Balance
Cash flow reflects money moving into and out of the business.
Cash may enter through:
Customer payments
Product sales
Recurring service revenue
Owner contributions
Loan proceeds
Refunds or reimbursements
Cash may leave through:
Payroll
Vendor payments
Rent
Insurance
Loan payments
Software subscriptions
Inventory purchases
Equipment purchases
Other operating expenses
The current bank balance shows how much cash is available now. It does not, by itself, show what the business will collect or what it must pay next.
That distinction is important because cash-flow problems often begin before the bank balance appears alarming.
🧮 Monthly Cash-Flow Case Example
Suppose a business begins the month with $20,000 in cash.
The business expects to end the month with $11,000.
At first glance, that may seem reassuring. The projected balance is still positive.
But the most important question is not simply:
“Will there be money left?”
The better question is:
“Will the remaining $11,000 be enough for what comes due next?”
If payroll, rent, loan payments, or major vendor bills are due before the next significant customer collection arrives, the business may still face cash pressure.
❓ Question 1: What Cash Is Expected—and When?
The first monthly question should be:
What cash does the business reasonably expect to receive, and when should it arrive?
Expected receipts may include:
Outstanding customer invoices
Scheduled recurring payments
Confirmed product sales
Contract payments
Customer deposits
Other known receipts
The timing matters.
A customer invoice may be due this month, but that does not guarantee the payment will arrive on time. A business should distinguish between:
✅ Payments that are highly likely ⚠️ Payments that may be delayed ❓ Sales that are only projected or hoped for
🔍 Questions to review
Which customer invoices remain unpaid?
Which invoices are overdue?
Do certain customers routinely pay late?
Are major collections expected near the end of the month?
Are expected sales based on confirmed activity?
Could refunds, chargebacks, or processing delays reduce available cash?
A realistic estimate is more helpful than an optimistic one.
❓ Question 2: What Payments Are Due—and When?
The second question is:
What payments must the business make, and on what dates will the cash leave the account?
Scheduled payments may include:
Payroll
Vendor bills
Rent
Loan payments
Insurance
Credit-card payments
Software subscriptions
Inventory purchases
Equipment purchases
Other recurring obligations
Listing only a monthly total may not reveal when the pressure will occur.
For example, a business might have enough cash to cover the month overall but not enough to cover several large payments due during the first week.
📅 A simple payment timeline
Week 1
Payroll: $6,000
Rent: $2,500
Software subscriptions: $500
Week 2
Vendor payments: $4,000
Loan payment: $1,200
Week 3
Payroll: $6,000
Inventory purchase: $2,000
Week 4
Credit-card payment: $1,800
Organizing payments by date helps the owner see when available cash may become tight.
❓ Question 3: Will Ending Cash Cover Upcoming Obligations?
A projected ending balance should not be viewed as completely available cash.
Some or all of that money may already be needed for obligations due shortly after the month ends.
Suppose the business in our example expects to finish with $11,000, but the first week of the following month includes:
Payroll of $7,000
Rent of $2,500
Loan payments of $1,500
Vendor bills of $3,000
Those obligations total $14,000.
If the next major customer payment will not arrive until later in the month, the business could experience a shortage even though the previous month ended with a positive bank balance.
Positive ending cash does not always mean sufficient ending cash.
📌 Question 4: Which Cash-Flow Assumptions Are Uncertain?
Cash-flow projections are built on assumptions.
The business may assume:
Customers will pay on time
Sales will meet expectations
Vendor costs will remain stable
Equipment will continue operating
No large refund will be required
No unexpected repair will occur
Some assumptions are more reliable than others.
A useful monthly review identifies which receipts or payments could change.
🟢 Expected scenario
Uses the most likely customer collections and scheduled payments.
🟡 Cautious scenario
Assumes some collections arrive later or certain expenses are higher.
🔴 Pressure scenario
Assumes a major customer payment is delayed while essential obligations remain due.
The purpose is not to create a perfect prediction. It is to understand how vulnerable the business may be if circumstances change.
🧾 Question 5: Are Accounts Receivable Becoming Cash?
Revenue and cash are not the same.
A business may report strong revenue while still waiting for customers to pay.
The monthly review should consider:
Total accounts receivable
Overdue customer invoices
Large unpaid balances
Disputed invoices
Average collection timing
Customers who consistently pay late
If accounts receivable continues to increase while available cash declines, the problem may not be a lack of sales. It may be slow collections.
Revenue supports reported performance. Customer collections provide cash.
Both are important, but they do not occur at the same time in every business.
🧾 Question 6: Are All Upcoming Bills Recorded?
A cash-flow projection may appear stronger than it really is when vendor bills have not been entered.
Review accounts payable for:
Bills due during the month
Overdue bills
Large upcoming obligations
Duplicate invoices
Disputed charges
Vendor credits
Payments that have already been scheduled
Bills received but not yet entered
Current accounts-payable records help the owner understand what the business has already committed to pay.
A bank balance alone cannot provide that information.
📈 Question 7: Why Did Cash Change From Last Month?
A monthly cash-flow review should also compare the current period with prior periods.
Ask:
Did customer collections increase or decrease?
Were customers slower to pay?
Did vendor payments increase?
Did payroll change?
Were there unusual purchases?
Did inventory spending increase?
Did loan payments or debt obligations change?
Did the owner contribute additional cash?
Did the business borrow money?
Did cash decline even though reported profit increased?
The goal is not merely to calculate the ending balance.
The goal is to understand why cash changed.
⚠️ Common Cash-Flow Review Mistakes
Looking only at today’s bank balance
The current balance does not include future receipts or upcoming obligations.
Assuming all customer invoices will be paid on time
Invoice due dates and actual collection dates may differ.
Forgetting irregular expenses
Annual subscriptions, insurance payments, repairs, and equipment purchases can create unexpected pressure.
Treating expected receipts as guaranteed
Projected sales and unpaid invoices may not produce cash when expected.
Ignoring the first weeks of the next month
The projected month-end balance must be considered alongside early-month obligations.
Using incomplete or unreconciled records
Missing bills, duplicate transactions, incorrect classifications, and unreconciled accounts can weaken the projection.
💻 How Bookkeeping Supports Cash-Flow Clarity
Bookkeeping does not guarantee that customers will pay or that unexpected expenses will not occur.
It does provide the organized information needed to ask better questions.
Current and reconciled records can help identify:
Available cash
Outstanding customer invoices
Unpaid vendor bills
Recurring expenses
Debt obligations
Historical payment patterns
Unusual transactions
Differences between profit and cash
Cloud bookkeeping software such as Xero can help organize bank activity, invoices, bills, reconciliations, and financial reports.
However, the quality of the cash-flow review still depends on the quality of the bookkeeping behind it.
Good cash-flow questions require dependable financial information.
🪜 A Simple Monthly Cash-Flow Review Process
1️⃣ Confirm beginning cash
Start with reconciled bank and cash-account balances.
2️⃣ List expected receipts
Record both the amount and realistic receipt date.
3️⃣ List scheduled payments
Include payroll, bills, debt payments, subscriptions, and planned purchases.
Identify receipts that may arrive late and payments that could increase.
6️⃣ Look beyond the current month
Compare projected ending cash with obligations due early in the next month.
7️⃣ Update the projection
Revise it as customer payments arrive, new bills are received, or circumstances change.
A simple projection that is reviewed regularly is often more useful than a complicated forecast that is quickly outdated.
✅ Practical Business-Owner Takeaway
A useful monthly cash-flow review should answer more than:
“How much cash do we have today?”
It should also answer:
What cash is expected?
When should it arrive?
What payments are due?
When will they be paid?
Which assumptions are uncertain?
Will projected ending cash cover what comes next?
Cash-flow planning requires attention to amounts, timing, and upcoming obligations.
A positive bank balance is only one part of the financial story.
🧭 Professional Bookkeeping Support
Current, reconciled, and well-supported bookkeeping can provide clearer information for reviewing cash activity, accounts receivable, accounts payable, and monthly financial reports.
Visit TheAccountingDr.com to learn about professional bookkeeping support.
👨🏫 About the Author
Dr. Brian Routh is an accounting professor and professional bookkeeper who helps business owners gain financial clarity through professional bookkeeping. He is the founder of TheAccountingDr, a former North Carolina Assistant State Auditor, and a Xero Certified Professional.
These steps help produce clearer reports and reduce the risk of missed or duplicate payments.
🧭 Professional Bookkeeping Support
Accurate accounts payable depends on properly recorded vendor bills, payments, credits, reconciliations, and supporting documentation.
Visit TheAccountingDr.com to learn about professional bookkeeping support.
👨🏫 About the Author
Dr. Brian Routh is an accounting professor and professional bookkeeper who helps business owners gain financial clarity through professional bookkeeping. He is the founder of TheAccountingDr, a former North Carolina Assistant State Auditor, and a Xero Certified Professional.
Those three events do not all create an expense at the same time.
That distinction is important because inventory, accounts payable, cash, revenue, and cost of goods sold each tell a different part of the financial story.
A simple way to understand the process is to follow the inventory from purchase to payment to sale.
🛒 Step 1: The Business Buys Inventory on Account
Suppose a business purchases$1,200 of inventoryfrom a supplier and agrees to pay the bill next month.
At the time of purchase, the business receives inventory but has not yet paid cash.
The accounting records would reflect:
Inventory increases by $1,200.
Accounts payable increases by $1,200.
The business now owns more inventory, but it also owes the supplier.
It does not create a new inventory purchase, and it does not create a second expense.
The inventory is still recorded as an asset until it is sold.
⚠️ Payment Is Not the Same as Expense Recognition
Another common mistake is assuming that an expense occurs whenever cash is paid.
In this example, the cash payment relates to an obligation that was already recorded when the inventory was purchased.
When the supplier is paid:
The liability is removed.
Cash is reduced.
Inventory remains unchanged.
Cost of goods sold is not recorded merely because payment occurred.
This is one reason bank activity alone does not provide a complete picture of business performance.
The bank account shows when cash moved. The accounting records should also show why it moved and what obligation or asset was involved.
🧾 Step 3: The Business Sells Part of the Inventory
Now suppose the business sells inventory to a customer for$1,000.
Assume the portion of inventory sold originally cost the business$600.
This sale creates two separate accounting effects.
Effect 1: Record the sale
If the customer pays immediately:
Debit Cash: $1,000 Credit Sales Revenue: $1,000
The business records $1,000 of revenue.
Effect 2: Record the cost of the inventory sold
The inventory that was sold is no longer an asset owned by the business.
Its $600 cost is moved from inventory toCost of Goods Sold, commonly abbreviatedCGS or COGS.
Debit CGS: $600 Credit Inventory: $600
This second entry records the actual expense associated with the products sold.
📊 Why Cost of Goods Sold Is Recorded at the Time of Sale
Cost of goods sold represents the cost of the inventory that generated the related sales revenue.
Before the sale, the inventory is an asset.
After the sale, that inventory has been used to generate revenue, so its cost becomes an expense.
This is an application of the matching concept: the cost of the inventory is recognized in the same period as the related sales revenue.
In this example:
Sales revenue is $1,000.
Cost of goods sold is $600.
Gross profit is $400.
The simplified calculation is:
Sales Revenue − Cost of Goods Sold = Gross Profit $1,000 − $600 = $400
Gross profit is not the same as net profit. Other operating expenses still need to be considered.
🧮 The Full Step-by-Step Flow
Here is the complete sequence.
1️⃣ Buy inventory on account
Inventory increases by $1,200.
Accounts payable increases by $1,200.
No cash is paid.
No cost of goods sold is recorded.
2️⃣ Pay the supplier
Cash decreases by $1,200.
Accounts payable decreases by $1,200.
Inventory remains on the balance sheet.
No new expense is created by the payment.
3️⃣ Sell inventory that cost $600 for $1,000
Cash or accounts receivable increases by $1,000.
Sales revenue increases by $1,000.
Cost of goods sold increases by $600.
Inventory decreases by $600.
4️⃣ Determine what remains
The business originally purchased $1,200 of inventory.
After selling inventory that cost $600:
Remaining Inventory = $1,200 − $600 = $600
The balance sheet would still show $600 of inventory, assuming no other purchases, sales, losses, or adjustments.
📈 What Appears on the Financial Statements?
These transactions affect both the balance sheet and income statement.
Balance sheet
The balance sheet may show:
Remaining inventory of $600
Reduced cash after paying the supplier
No remaining accounts payable from this purchase, assuming the entire bill was paid
Income statement
The income statement may show:
Sales revenue of $1,000
Cost of goods sold of $600
Gross profit of $400
The statements are connected.
The balance sheet shows the inventory still owned. The income statement shows the cost of the inventory already sold.
🔍 Why This Matters for Business Owners
This process helps explain several important business questions:
How much inventory does the business still own?
How much does the business owe suppliers?
Has inventory been paid for?
Which inventory costs belong on the balance sheet?
Which inventory costs belong on the income statement?
How much gross profit is being earned on product sales?
Are purchases being recorded twice?
Are supplier payments being incorrectly recorded as expenses?
Without accurate inventory and accounts-payable records, gross profit and financial position may be misstated.
⚠️ Common Bookkeeping Mistakes
Recording inventory purchases directly as cost of goods sold
This can overstate expenses before the inventory is sold and understate assets.
Recording the vendor payment as another expense
This duplicates the effect of the original purchase and may overstate expenses.
Failing to reduce inventory when products are sold
This can overstate inventory and understate cost of goods sold.
Recording revenue without recording cost of goods sold
This may overstate gross profit.
Using the selling price as the inventory cost
Cost of goods sold should reflect the cost assigned to the inventory sold, not the amount charged to the customer.
Failing to reconcile inventory records
Inventory quantities, product records, purchases, sales, and the general ledger should be reviewed for consistency.
💻 How Bookkeeping Software Can Help
Cloud accounting software such as Xero can help organize:
Supplier bills
Accounts payable
Payments
Inventory purchases
Sales
Product activity
Financial reports
Account reconciliations
However, software does not remove the need for careful setup and review.
The bookkeeping system must distinguish among:
Inventory purchases
Operating expenses
Supplier payments
Sales revenue
Cost of goods sold
Remaining inventory
If those transactions are classified incorrectly, the reports may look complete while still being misleading.
🧭 A Note About Inventory Methods
The exact calculation of inventory and cost of goods sold can depend on the inventory method and the way the business tracks product activity.
Businesses may use methods such as:
Specific identification
First-in, first-out
Weighted average
This article uses a simplified example to explain the basic accounting flow. The appropriate method and system should match the nature of the business and its records.
✅ Practical Business-Owner Takeaway
Buying inventory, paying for inventory, and expensing inventory are three different events.
Inventory is generally recorded as an asset when purchased, accounts payable is reduced when the vendor is paid, and cost of goods sold is recognized when the inventory is sold.
Understanding that sequence helps business owners interpret inventory balances, supplier obligations, gross profit, and cash activity more accurately.
🧭 Professional Bookkeeping Support
Accurate product-sales bookkeeping requires properly recorded inventory purchases, supplier bills, payments, sales, cost of goods sold, reconciliations, and supporting documentation.
VisitTheAccountingDr.comto learn about professional bookkeeping support, including inventory and product-sales bookkeeping.
👨🏫 About the Author
Dr. Brian Routhis an accounting professor and professional bookkeeper who helps business owners gain financial clarity through professional bookkeeping. He is the founder ofTheAccountingDr, a former North Carolina Assistant State Auditor, and a Xero Certified Professional.