17 Examples of Micro Private Equity Firms & Holding Companies

A micro private equity company is one that buys or invests in businesses with less than $10 million in annual revenue. These companies are small but often provide returns on capital far above what can be achieved in the public market.

1. Chenmark Holdings

Chenmark aims to buy small businesses making $1-10 million in annual revenue for between 3-5x earnings.

Company Name	Chenmark Holdings Inc.
Email	info@chenmark.com
Phone Number	1-207-221-2176
Website	chenmark.com
Key Principals	– Trish Higgins (partner & cofounder) – Palmer Higgins (partner & cofounder)

2. Acquisition.com

Founded and run by Alex and Leila Hormozi, Acquisition.com partners with companies doing around $1-10 million per year in revenue. Acquisition.com may invest with human time and/or money and take equity possibly tied to future company growth.

Company Name	Acquisition.com LLC
Website	acquisition.com
Key Principals	– Alex Hormozi (managing partner & cofounder) – Leila Hormozi (managing partner, CEO, & cofounder) – Suzanne Shifflet, CPA (managing director & CFO) – Ben Rodman, CFA (managing director of business development) – Zack Hoyt (managing director of portfolio operations) – Shelia Matthews (managing director of people)

3. Owl Mountain Capital

Owl Mountain pursues a mixed strategy of both buying and building both service businesses and digital assets (e.g. websites).

Company Name	Owl Mountain Capital LLC
Email	Email Form
Website	owlmountain.co
Key Principals	– Ken Roberts (CEO)

4. Homology Group

Homology Group (the owner of the Axiom Alpha brand) is a holding company that buys and invests in profitable small businesses with the intent of holding them forever. Acquisition targets have:

$500k-$2M in revenue
$200+ in EBITDA
Established customer base

Company Name	Homology Group Inc.
Email	Email Contact Form
Website	axiomalpha.com
Key Principals	– Patrick Nave (Founder & CEO)

5. Calm Capital

Calm Capital is a holding company that buys and invests in small, profitable companies with simple business models that your grandma can understand. Their target companies have been established for several years, have an established customer base, don’t require a large team to operate, and have good margins.

Email	Email Form
Website	calmcapital.com
Key Principals	– Marty Balkema (managing partner & co-founder) – David Horne (managing partner & co-founder)

6. Permanent Equity

Permanent Equity invests in small private companies through 30-year funds. Current portfolio companies include:

An aerospace part manufacturer
A swimming pool hardware manufacturer
A marketing & recruitment agency for the U.S. military
An FAA-certified repair and inspection station
A luxury personal matchmaking company
A pool-building company
A manufacturer of pool lighting & inflatables
An architectural glass design, fabrication, and installation company

Email	E@permanentequity.com
Phone Number	573-445-0678
Website	permanentequity.com
Key Principals	– Emily Holdman (Managing Director) – Mark Brooks (Managing Director) – Taylor Hall (Managing Director/CLO) – Brent Beshore (Founder & CEO)

7. SaaS Group

The SaaS Group specializes in acquiring internet businesses from burned out founders and their investors. Porftolio companies have $10k-$1M in MRR. The companies core principles behind each acquisition are:

No lawyers involved
No synergies — Your product remains a standalone business
No jerks
Keep it simple
Retain and grow company cultures
Support autonomy and mastery

Company Name	SaaS.Group LLC (saas.group Americas) SaaS.Group GmbH (saas.group Germany) SaaS.Group SAS (saas.group France)
Email	info@saas.group
Phone Number	323-238-9740
Website	saas.group
Key Principals	– Tim Schumacher (Founder) – Tobias Schlottke (Founder & CTO) – Ulrich Essman (Founder & CPO)

8. Tiny Capital

Tiny buys businesses via an acquisition process with several core principles:

Full or partial buy out
Deal size ranging from $1M-$300M
30-day process
Founders can stay or go (Tiny is flexible)
Simple structure with cash upfront
Businesses operate as-is with no culture exchange
Buying companies for the longterm

Tiny also offers a $25k-$200k+ finder fee to anyone who introduces them to a business that they end up buying.

To date, Tiny has founded 11 companies, owns majority stakes in 35 companies, and owns minority stakes in 90+ companies.

Email	allie@tinycapital.com
Website	tiny.com
Key Principals	– Andrew Wilkinson (Cofounder) – Chris Sparling (Cofounder) – Jeremy Giffon (General Partner) – Ampere Chan (General Partner & CFO)

9. XO Capital

This micro private equity company buys small, profitable SaaS companies. XO prefers to buy bootstrapped SaaS businesses doing under $50k in MRR. Generally, those businesses have 1-4 founders and have raised little to no capital. However, sometimes XO will buy “dirty” SaaS businesses (i.e. SaaS businesses with some kind of service component or vice versa). The entire acquisition process typically takes less than 30 days. XO Capital has offices in Santa Monica, CA, Miami, FL, and Dallas, TX. You can contact them here.

Email	hello@xoxo.capital
Website	xo.capital
Key Principals	– Andrew Pierno – Danny Chu – Henry Armistead

10. Thrasio

Thrasio is a Silicon Valley style startup using a private equity rollup strategy to buy Amazon sellers. Because of its focus on Amazon businesses, Thrasio has significant platform risk unlike PE companies that focus on more diverse companies such as blue collar service businesses.

Thrasio aims for synergies in marketing, legal, and international supply chain management.

Email	Email Contact Form
Website	thrasio.com
Key Principals	– Greg Greeley (CEO) – Joshua Silberstein (co-founder) – Carlos Cashman (co-founder) Leadership Team

11. Onfolio

Onfolio is a publicly traded company (NASDAQ: ONFO) that buys small digital companies and grows them. Onfolio looks for several attributes in the companies it buys:

Growth potential
Positive, stable cash flows
Face minimal threats of technological or competitive obsolescence
Can be managed by Onfolio’s existing team OR have management teams largely in place
Healthy margins
Loved by customers

Onfolio currently operates in several verticals: Pets, Arts and Crafts, B2B SEO Services, Molecular Hydrogen Supplements (I know, it’s nonsense), Computers, Graphic Design, and People Search.

Company Name	Onfolio Holdings Inc.
Email	Email Contact Form
Phone Number	682-990-6920
Website	onfolio.com
Key Principals	– Dom Wells (CEO & Director) – Andrew Lawrence (Director) – David McKeegan (Director) – Robert Lipstein (Director) – Mark Schwartz (Director)

12. Sunset Coast Capital

Sunset Coast Capital is a Michigan-based boutique investment company that invests in private and public equity and short-term debt.

Company Name	Sunset Coast Capital LLC
Email	info@sunsetcoastcapital.com
Website	sunsetcoastcapital.com
Key Principals	– David Krock (Cofounder)

13. PermaVentures

PermaVentures acquires, starts, and invests in small businesses across the U.S. More specifically, the company is a conglomerate of several businesses:

A private equity holding company that acquires whole or partial interest in existing companies
A venture studio that co-founds new businesses and backs amazing founders
A set of market-facing service businesses providing growth (marketing + sales), finance (CFO services + accounting), technology development (software application & web development, infrastructure, cybersecurity), people (recruiting, placement, and coaching), and capital investment services

Acquisition targets are companies that have $300k-$3M in stable, repeatable free cashflow, >10% net profit margin, and strong, like-minded management teams.

Email	Email Contact Form
Website	perma.ventures
Key Principals	– David Krock (Founder & CEO)

14. Cub Investments

Cub Investments makes long-term buy & hold equity investments in durable, growth-oriented field services companies. The target acquisition range is companies with annual sales of $2-20M and 10-100 employees.

Company Name	Wright Gardner, LLC d/b/a Cub Investments
Email	Email Contact Form
Website	cubinvestments.com
Key Principals	– Nick Haschka (Partner) – Anupam Sharma (Partner)

15. Garden City

Garden City is a holding company that buys family-owned and founded-led businesses with the intent to hold them forever. Acquisition targets have annual EBITDA in the $2-10M range with a 5+ year track record of profitability.

The company has around 50 high-powered investors that include a former Under Secretary of State of the United States, the founder of Ritz Carlton, the CEO of Intel, the former CEO of Equifax, the founder of Fulcrum Equity Partners, a Georgia state senator, the CEO of Salesloft, the former CEO of Uber, the CEO of Permanent Equity, and many others.

Garden City has raised over $51 million in permanent capital to acquire businesses.

Email	joy@joingardencity.com
Phone Number	404-383-9233
Website	joingardencity.com
Key Principals	– Michael Arrieta (Founder & CEO)

16. Arcadea Group

Arcadea Group has raised over $300 million to buy founder-controlled software companies with the goal of holding them for 10 years to forever.

Email	Email Contact Form
Website	arcadeagroup.com
Key Principals	– Paul Yancich (Cofounder & Managing Director) – Daniel Eisen (Cofounder & Managing Director)

17. Evermore Industries

Evermore Industries is an Austin-based holding company that buys businesses with $4-50 million in revenue, $1-5 million in EBITDA, 10+ years of operating history, positive operating margins and cash flow, a strong niche market position, high customer retention rates, happy employees, and a U.S. headquarters.

Email	info@evermore.industries
Phone Number	512-814-7730
Website	evermore.industries
Key Principals	– Justin Vogt (Cofounder) – Ed Redden (Cofounder)

14 Tactics to Get 100 Lawn Care Customers FAST

Lawn care businesses are some of the fastest, cheapest, and easiest businesses to start. Possible lawn care services you can offer include:

Lawn mowing
Lawn edging & blowing
Lawn fertilization
Weed control in the lawn
Weed control in garden / mulch areas
Lawn seeding & aeration
Lawn sodding (i.e. transplanting strips of mature grass onto a yard)
Irrigation/sprinkler system installation, maintenance, and repair
Pest control (e.g. eliminating ant hills in the lawn or spraying around a house to prevent cockroach infestations)
Hedge trimming
Bush trimming
Tree trimming
Tree planting
Tree relocation or removal
Adding, maintaining, and replacing wood chip mulch around trees, gardens, or flower beds
Planting & maintaining flowers or other ornamental plants in gardens, flowerbeds, or other areas of a lawn
Gutter cleaning (especially in geographical areas that have a lot of tree leaves in the fall)
Lawn grading and leveling (e.g. with new soil and/or retaining walls)
Installing boulders, gravel walkways, aesthetic pebblebeds, and stone walkways
Pond installation & maintenance
Water fountain installation & maintenance
Laying cement walkways and other cement yard structures
Seasonal holiday decoration installation, maintenance, and removal (e.g. inflatable and plastic Christmas and Halloween decorations, timed house Christmas and Halloween lights, timed outdoor tree Christmas lights, etc)
Cement (e.g. sidewalk, driveway, walkways) pressure washing
Pooldeck pressure washing
Porch screen pressure washing
Pool cleaning, maintenance, and repair

It’s easiest to start off with a subscription bundle of services such as lawn mowing, edging, blowing, and in-lawn pest control (e.g. removing any ant hills that arise). You might also want to bundle in higher-margin services like pressure washing if you are targeting residential clients in wealthier neighborhoods. Understanding your target customers is important for several reasons:

Whether your customer is a single family home owner or an apartment complex, it’s important to remember that people tend to be outside most often during the weekends. That means they would much rather have their lawn mowed in the middle of the week during work hours than on a Saturday afternoon. Advertising that you do that upfront (e.g. directly on your business card or flier) can make it easier to steal customers from other lawn care providers who don’t.
Upper middle class residential customers might prefer Thursday for lawn maintenance since that means on Saturday they won’t stain their white shoes green but they will still have a freshly cut look when they host their barbequeue. If you can guarantee their lawn will be cut either Wednesday or Thursday, then they may pay a premium for that over someone who provides less certainty about when they mow.
Certain landscape workers have given the industry a bad name by simply not showing up some weeks but still continuing to bill. Give your customers peace of mind by leaving a small card hanging on their door each time you mow, or leaving some small signature that lets your customer know you were there. That peace of mind is worth a lot to customers.
Many landscaping companies focus only on lawns and ignore weeds in mulch beds and walkways. However, weeds in mulch beds and walkways detract significantly from a homeowner’s perception of lawn quality so bundling in mulch and walkway weed control may be a smart move for your business.

Remember: Residential customers are NOT buying lawn care service. They are buying a beautifully manicured lawn to show off to their neighbors and colleagues and to enjoy with their friends and family.

Once you identify your target customers and the services you will provide, you can use the 14 tactics below to get your first 100 lawn care customers as fast as possible.

1. Leave business cards door-to-door

This is one of the most effective strategies you can possibly do. You can buy 1000 business cards for around $15. Find upper middle class or upper class neighborhoods near you and leave a business card tucked into each door. Leave an exact quote for your services penned on the back of the card (e.g. “$50/mo”). You might get a 0.5% conversion rate which means 5 new customers from those 1000 distributed cards.

2. Leave flyers door-to-door

One step up from a business card is a flyer (e.g. a 4″x6″ plastic card with advertising text & images). Flyers have more information than business cards and so typically have better conversion rates when left door-to-door. Below is an example of a lawn care company flyer. Expect around a 1% conversion rate (e.g. 1000 flyers left on doors typically results in around 10 customers).

3. Leave door hangers

One step above the flyer is the door-hanger (see image below). Door hangers typically do better than flyers with around a 2% conversion rate (e.g. 1000 door hangers should result in around 20 new customers).

4. Join Google Maps

Add your business to Google Maps with either your office or home address so that when people search for “landscaper near me” or “lawn care near me”, you show up. Make sure to also list your website and phone number, and try to get some reviews as soon as possible!

5. Google Maps advertising

If you want to get customers even faster, it may help to pay Google Maps to boost your business’s visibility in Google Maps.

6. Facebook network marketing

Facebook network marketing is very simply (and free!). You just make regular Facebook posts about starting and running your lawn care business. Your Facebook is already connect to lots of people who live in your area, and presumably many of these people already know and trust you to some degree. That means you will likely get a least a few customers this way.

7. Google SEO

Create a professional looking website for your business and start blogging about lawn care topics specific to your local area. If there are particular plants, weeds, grass diseases, weather-related lawn problems, etc that are common to your area, write authoritative blog articles about them! If you live in Seminole County, Florida, you want your website to rank on Google when someone searches for “how to eliminate crabgrass in central Florida” or “Seminole County lawn care”.

8. Location-based Google ads

Google SEO can take months to a year or more to take effect. In the meantime, you may find it effective to pay for Google ads on terms like “Seminole county landscaper” if you are trying to find customers in Seminole county. You might also consider buying ads for search terms like “landscaper near me” when searched for by someone within a 5-25 mile radius of you.

9. Instagram content marketing

Content marketing via social media can build momentum and attract customers much faster than content marketing via Google SEO blogging. Instagram reels are a great medium for this because landscaping and lawn care are very visual activities that are easy for people to watch short clips about AND because Instagram reels can be cross-published to both Instagram and Facebook (both of which have older audiences where homeowners are overrepresented compared to Snapchat or TikTok).

10. TikTok content marketing

Instagram reels are probably better than TikToks for content marketing a landscaping business, BUT TikTok is still a great marketing channel due to its massive organic reach. Even in 2023, it is MUCH easier to make a TikTok that gets 100,000 views than to make an Instagram reel that gets 50,000 views.

11. Register as a government vendor

Government agencies and departments are the best customers you can possibly have as a lawn care company (because they sign large, long-term contracts). It can take awhile for a contract to come up for bid, but when one does, you want to be ready to pounce on it. The federal government lists contract opportunities at SAM.gov, and your local city, county, and state governments likely have their own websites where contract opportunities are listed. You’ll want to register as a vendor on all of these websites so that you can bid on any government contracts that come up.

12. Cold call local property managers

Property managers hire lots of service providers, from handymen to HVAC repairmen to landscapers. A property management company may be able to hire you to maintain the grounds for an entire apartment complex or a set of 12 Airbnb houses.

13. Offer a recurring commission to real estate agents

Tell the realtors in your area that you’ll give them 10% of the sales of any customer they refer you, every single month FOREVER as long as that referred person continues to be a customer. It’s an easy recommendation for a realtor to give and could get them $5-10 per month per customer in completely passive income. That’s a pretty nice reward for just giving your name to anyone the realtor sells a house to.

14. Offer a recurring commission to ANYONE

The same 10% infinite monthly commission I just described for realtors can also be given to ANYONE. Offer your employees and existing customers the same deal. Offer the same deal to your neighbors and your neighbors’ kids. A free $5-10 per month per customer is pretty great money for kids, so you might have an unlimited growth hack if you know any kids that live near you.

Is flood insurance tax deductible for rental properties? [w/Examples]

If you own a property that is only used as a rental property, then you can deduct 100% of any flood insurance premiums when you file taxes. However, if you own a property that you use both personally and as a rental, then you can only deduct a percentage of your flood insurance premiums from your taxable income.

The exact percentage of your flood insurance premiums that can be deducted for a mixed-use (i.e. personal and rental) property is the percentage (e.g. of time and/or square footage) of the property that is used for business.

Example 1

Bob owns a 1,500 square foot house. He uses 1,000 square feet of that house as his primary residence, and he rents out the remaining 500 square feet to a college student. Each year, Bob pays $600 for flood insurance. Since Bob only uses 1/3 of his house for his rental business, he can only deduct 1/3 of his flood insurance premiums ($200) from his taxable income.

Example 2

Alice owns a house in Miami, Florida. She and her family use the house for 4 months out of each year. For the remaining 8 months, she rents out the house on Airbnb. Each year, she pays $3,000 in flood insurance. Since Alice only rents the house for 2/3 of each year, she can only deduct 2/3 of the flood insurance premiums she pays each year (i.e. $2,000).

Example 3

Chad owns a 4,000 square foot house in Hollywood, Florida. He lives in the house year round as his primary residence, but for 6 months out of each year, he lists a 1,000 square foot piece of his house on Airbnb. That means that he rents 1/4 of his house for 1/2 of each year. 1/4 times 1/2 = 1/8. That means that 1/8 of Chad’s house usage is for business purposes. If Chad pays $4,000 a year for flood insurance, he can deduct 1/8 x $4,000 = $500 from his taxable income.

Example 4

Greg owns a C corporation that owns a warehouse in St. Augustine, Florida. The warehouse is used exclusively for business, and the C corporation pays $5,000 each year for flood insurance. The entire $5,000 of flood insurance can be deducted from the C corporation’s taxable income each year.

Why is flood insurance tax deductible?

The IRS treats rental properties as businesses. Since insurance is a normal business expense in the eyes of the IRS, and since normal business expenses are tax deductible, flood insurance is tax deductible.

Earthquake insurance, landlord insurance, and normal property insurance are also tax deductible for rental properties.

NOTE: There is an asymmetry between flood insurance and flood losses when it comes to taxes. If you pay $1,000 per year for flood insurance for 10 years, then you’ll have $10,000 of tax deductible expenses. However, if you don’t buy any flood insurance for 10 years and in the 10th year incur $10,000 of property damage from a flood, then that $10,000 of damage may or may not be tax deductible, depending on the circumstances (discussed below).

Is flood damage tax deductible?

Flood damage to a rental property is tax deductible to the extent that the damage is not covered by insurance. Flood damage to personal-use property is tax deductible to the extent that the damage is not covered by insurance if the property was located in a federally declared disaster area.

Losses due to flood damage (for both personal-use and rental properties) are reported on IRS form 4684.

Personal-use Property

The personal-use property rule was altered by Trump’s Tax Cuts and Jobs Act and is in-effect 2018-2025 (although it may get extended past 2025 by Congress). You can search for federally declared disaster areas in FEMA’s disaster database. Federally declared disasters have an EM number which must be recorded on IRS form 4684.

Additionally, the maximum amount an individual can deduct for flood losses on personal-use property is subject to two limitations. First, the loss must be at least $100 to claim any deduction. Second, the loss must be greater than 10% of the individual’s AGI (adjusted gross income).

Example 5

Nick owns a house that was flooded, ruining all of his furniture ($9,000 of damage). He received a $5,000 insurance payout. Nick makes $30,000 per year.

Nick can only deduct flood losses of $900 = $9,000 – $5,000 (insurance pay out) – $3,000 (10% of his AGI) – $100 (floor).

Rental Property

Flood damage to rental properties is tax deductible (to the extent not covered by insurance) regardless of whether or not the properties were located within federally declared disaster areas.

Example 6

Alex owns an Airbnb rental property in Tennessee, and his property has a river that runs through it. Alex paid $1,000 for flood insurance with a $10,000 deductible this year. During a storm, the river overflows and floods the house, causing $50,000 of damage. However, the storm is not large enough to be federally declared as a disaster.

Alex’s flood insurance company pays him $40,000 (for the $50,000 of damage minus the $10,000 insurance deductible). Alex can deduct $11,000 from his taxes ($10,000 for the flood damage that was part of the insurance deductible plus the $1,000 he paid in flood insurance premiums).

Example 7

Bart owns a house at the bottom of a hill in North Carolina. For 6 months out of each year, Bart lives in the house. For the other 6 months, Bart lists the entire property on Airbnb. Each year, Bart pays $1,000 for flood insurance with a $10,000 deductible.

One night in 2022, a storm causes a nearby river to overflow and flood Bart’s house, causing $40,000 of damage. The storm is not big enough to be a federally declared disaster.

Bart’s insurance company offers a $25,000 settlement, and Bart takes it. That means Bart has $15,000 of flood damage not covered by insurance.

Since Bart’s property is 50% business use, and since the flood was not a federally declared disaster, he can only deduct 50% of that $15,000.

In total, Bart deducts $7,500 of flood damage not covered by his insurance plus $500 (50% of his flood insurance premiums) for flood insurance.

NOTE: The IRS measures flood damage using a conservative yardstick that works against people who owned property for a long period of time before a flood hits. More precisely, the IRS computes flood damage as the lesser of two numbers:

The property’s adjusted tax basis immediately before the loss (e.g. the price you paid for the property minus accumulated depreciation), or
The property’s decline in fair market value due to the flood

That means any appreciation your property may have experienced between when you bought it and when the flood hit is not considered.

Example 8

Candice bought a rental house in Tampa, Florida for $200,000. She does not have flood insurance. Five years after she bought the house, it has a market value of $300,000 but a tax basis of $164,000 (because of depreciation). That year, a hurricane causes a flood that destroys the entire house. Candice can claim a $164,000 tax deduction.

Should landlords buy flood insurance?

If losing an entire property worth hundreds of thousands or more would be a serious financial consequence for you or your rental business, then I would buy flood insurance on any properties in medium to high risk flood zones. I would also make sure to update your insurance every 1-5 years to ensure you don’t have too much uninsured equity accruing from property appreciation.

References

List of House Freedom Caucus Members in 2023

Scott Perry (PA-10) assumed the chair position of the House Freedom Caucus in January 2022.

The House Freedom Caucus (HFC) is a “caucus” (an informal name for a Congressional Member Organization) that was formed in 2015 by 9 Republicans in the House of Representatives who wanted to coordinate separately from the Republican Study Committee or House Republican Conference (two other Congressional Member Organizations).

The HFC does not publish a public list of its members, but at least 52 members of congress have either self-identified or have been identified by colleagues as HFC members as of January 3, 2023 (the start of the 118th Congress).

1. Barry Moore (AL-2)

2. Gary Palmer (AL-6)

3. David Schweikert (AZ-1)

4. Eli Crane (AZ-2)

5. Andy Biggs (AZ-5)

6. Debbie Lesko (AZ-8)

7. Paul Gosar (AZ-9)

8. Darrell Issa (CA-48)

9. Lauren Boebert (CO-3)

10. Ken Buck (CO-4)

11. Matt Gaetz (FL-1)

12. Kat Cammack (FL-3)

13. Bill Posey (FL-8)

14. Anna Paulina Luna (FL-13)

15. Greg Steube (FL-17)

16. Byron Donalds (FL-19)

17. Andrew Clyde (GA-9)

18. Mike Collins (GA-10)

19. Marjorie Taylor Greene (GA-14)

20. Russ Fulcher (ID-1)

21. Mary Miller (IL-15)

22. Clay Higgins (LA-3)

23. Mike Johnson (LA-4)

24. Andy Harris (MD-1)

25. Eric Burlison (MO-7)

26. Matt Rosendale (MT-2)

27. Greg Murphy (NC-3)

28. Dan Bishop (NC-8)

29. Jim Jordan (OH-4)

30. Max Miller (OH-7)

31. Warren Davidson (OH-8)

32. Josh Brecheen (OK-2)

33. Scott Perry (PA-10)

34. Jeff Duncan (SC-3)

35. Ralph Norman (SC-5)

36. Diana Harshbarger (TN-1)

37. Scott DesJarlais (TN-4)

38. Andy Ogles (TN-5)

39. Mark E. Green (TN-7)

40. Keith Self (TX-3)

41. Ronny Jackson (TX-13)

42. Randy Weber (TX-14)

43. Chip Roy (TX-21)

44. Troy Nehls (TX-22)

45. Michael Cloud (TX-27)

46. Burgess Owens (UT-4)

47. Bob Good (VA-5)

48. Ben Cline (VA-6)

49. Morgan Griffith (VA-9)

50. Alex Mooney (WV-2)

51. Tom Tiffany (WI-7)

52. Harriet Hageman (WY-AL)

26 Niche Podcasts for Bookkeeping Entrepreneurs in 2023

Bookkeeping is a commodity industry that is highly fragmented, which is an opportunity for aspiring entrepreneurs to craft their offering in a way that differentiates them to a particular set of small business owners that require bookkeeping services. Here is a list of 26 niche podcasts to learn about the bookkeeping industry.

1. The Successful Bookkeeper Podcast

This podcast features a mix of inspirational and educational interviews focused on topics relevant to owners of bookkeeping businesses.

2. Grow My Accounting Practice

This podcast is for accountants and bookkeepers who are trying to grow their practice. The show covers topics in marketing, sales, hiring, management, pricing, and more.

3. The Ambitious Bookkeeper Podcast

This podcast focuses on tips, tools, resources, and interviews to help bookkeepers and accountants start and grow their own businesses.

4. Success in Accounting

This weekly podcast is hosted by Rob Brown and Martin Bissett, cofounders of the Accounting Influencers Roundtable (AIR). The show focuses on the people, marketing, and business aspects of accounting firms rather than technical, technological, or tax topics.

5. Growing Your Firm

This podcast is for ambitious owners of bookkeeping, CPA, and tax businesses. The podcast features interviews with thought leaders in accounting, tax, bookkeeping, practice management, marketing, social media, succession planning, partner relations, pricing, and more.

6. Cloud Accounting Podcast

In this podcast, CPA hosts Blake Oliver and David Leary conduct interviews and cover weekly news in the accounting and bookkeeping industry.

7. Profits + Prosecco

This podcast is for small business owners who want to better understand bookkeeping, as well as bookkeepers who serve small business owners.

8. Bookkeeping, Beer & BS

This podcast is hosted by business owners that wanted to make bookkeeping more fun and accessible to small business owners.

9. Heart of the Bookkeeper

This podcast is for owners of bookkeeping businesses, especially those in Australia. Each episode is about an hour long interview-focused story.

10. Accounting Matters

In this podcast, each episode covers an accounting topic and definition then discusses why it matters.

11. Contractor Success M.A.P.

This podcast talks about bookkeeping for construction and other contractor companies.

12. The Bottom Line

This podcast is for financial business coaches and influencers.

13. The Bean Ninjas Podcast

Although this podcast stopped being recorded at the end of 2021, the repository of past episodes provides behind the scenes insight into the growth of a global bookkeeping business.

14. QB Power Hour Podcast

This podcast is for accountants, bookkeepers, and QuickBooks consultants.

15. Best Practice in Accounting

This weekly podcast is for CPAs, accountants, and other businesses operating in adjacent industries (e.g. fintech vendors and small business influencers).

16. The Bookkeepers’ Podcast

This podcast is hosted by the 6 Figure Bookkeeper Club and covers topics related to starting and running a bookkeeping business.

17. I Love Bookkeeping

This podcast is hosted by the organizers of the global “I Love Bookkeeping” community of bookkeeping professionals and entrepreneurs.

18. The Bookkeepers’ Voice

This podcast is for ambitious owners of bookkeeping businesses. The pod covers practical lessons, entertaining stories, pricing tips, marketing tips, and special guests.

19. Master Your Small Business Finances

This podcast covers bookkeeping and other finance tips, tactics, and strategies for small business owners.

20. The Accidental Bookkeeper

In this podcast, the hosts discuss a new article on bookkeeping each week.

21. Your Bookkeeping Matters

This podcast features 5 to 30 minute episodes covering snackable tips and mistakes to avoid in bookkeeping for small business owners.

22. Accounting Guide For Beginners

This podcast features 4-5 minute episodes that explain accounting topics and tools.

23. The Bookkeeper Basecamp Podcast

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13 Recession Resistant Industries

The rate of new mortgages taken out in 2022 dropped more than 80% from its 2021 peak. Real estate sales and mortgages, personal vehicle sales & financing, and marketing are all examples of industries that are VERY vulnerable to recessions. However, some industries see little to no drop in revenue during recessions (and some even benefit from recessions). Below is a list of 13 industries that are very recession-resistant.

1. Deathcare

Deathcare includes funeral services, burial services, cemetery plot sales, cremation services, body transportation services, urn sales, casket sales, etc. Since recessions don’t decrease the death rate, the deathcare industry tends to be recession-resistant.

However, within the deathcare industry, there are some large secular trends to watch out for. The decline of religion and rise of environmentalism have caused burials to lose market share to cremations almost every year for the past 30 years. That means a cemetery may not be the best business. Additionally, people are opting more and more for home “wakes” rather than traditional funeral home mourning events. That means traditional funeral homes with large event spaces may not be the best businesses to own either. However, cremation and aquamation facilities are great deathcare business opportunities.

2. Healthcare

People pay for medicine even if they have to go into debt to do so. People won’t stop taking their prescription even if they do stop buying expensive foods at the grocery store. Additionally, a lot of healthcare is actually paid for by the government and by insurance companies. All of those factors together mean that spending on healthcare is very inelastic. This is apparent in the chart below during the 1980 recession, the 1981-1982 recession, the 1990-1991 recession, the 2001 recession, and the 2007-2009 Great Recession.

Source: FRED (Seasonally adjusted annual rate)

The most surprising thing about the health spending chart above is that consumer spending on healthcare actually decreased during the beginning of the Covid pandemic in 2020. That seems especially odd because we think of the Covid recession as being caused by a pandemic (a health issue).

However, in reality, the recession was actually caused by government lockdowns which severely limited people’s ability to engage in any social or commercial activity. That, together with significant fear of getting sick, meant most people did not go to the doctor for checkups, didn’t go to the dentist, and possibly even cancelled their mammograms or other non-urgent procedures.

As a result, 2020 was the first year in recorded history when U.S. spending on healthcare fell. However, healthcare spending fell by only about 2.7% in 2020 versus U.S. GDP which fell by 3.5%. If we add in spending on prescription drugs, then healthcare spending was only down by 1.5%. That means that healthcare was still a stronger than average industry even during that historic year.

If you want to start a healthcare business that is maximally recession-resistant, I would stay out of areas that people can easily put off for years (e.g. dentistry and orthodontics).

3. Pets

People spend money to buy pets, pet products, and pet services even during a recession. In the chart below, you can see that pet spending continued to grow at the same pace through the dot com bust recession, stagnated but didn’t decline during the Great Recession, and actually significantly increased during the Covid pandemic.

Word of Caution: One hypothesis for why pet industry spending is so robust during recessions is that people don’t buy many luxury goods for their pets. However, if the trend towards people substituting pets for kids continues, it’s possible that people might start spending a lot more on their pets. If we reach a point in the future where a large percentage of pet industry spending is going towards things like “premium organic non GMO, gluten-free, ethically-sourced, environmentally-friendly, carbon neutral, vegetarian-fed, human-grade dog nootropic supplements”, then the industry may not be nearly as recession-resistant as it has been historically.

4. Lipstick

In her 1998 book The Overspent American, economics and sociology professor Juliet Schor found that when money is tight, women would splurge on luxury brand lipsticks that are used in public (e.g. in semipublic restrooms or after dinner in a restaurant) and forego higher-priced beauty products that are applied in the privacy of their homes (e.g. facial cleansers and eye makeup). This phenomenon became known as the “lipstick effect”.

In 2001, Chairman Leonard Lauder of cosmetics company Estee Lauder supplied anecdotal evidence in support of the lipstick effect when he reported his company saw a spike in lipstick sales after the 9/11 terrorist attacks. After the recession of 2008, he again reported a rise in company lipstick sales. Compare that with Estee Lauder sales overall which dropped by 7.4% from 2008 to 2009.

In 2012, an article in the Journal of Personality and Social Psychology found that recessionary cues decreased women’s desire for most products but consistently increased desire for products that increase attractiveness to mates with resources, with the level of desire depending on the perceived mate attraction function served by those products. These researchers also suggested that the reason behind choosing luxury products (e.g. luxury lipstick) was because luxury products do a better job of advertising their attractiveness-enhancing benefits. If true, that suggest that during a recession, advertising your product or service as something that enhances female attractiveness should be a good strategy.

According to a 2022 NPD article, this phenomenon is so deeply rooted in human psychology that make up sales even increased between 1929 and 1933 during the Great Depression.

Word of Caution: Not all recessions are the same. During the early onset of Covid-19 in 2020, lipstick and lip gloss were the hardest hit of all cosmetics because faces were being covered by masks.

5. Chocolate Candy

When people get stressed (such as during a recession), they stress eat. In particular, many people stress eat small comfort snacks such as chocolate. Just look at the Hershey Company’s net sales by year in the graph below. Sales don’t slow at all during the 2001 recession, the Great Recession, or the Covid-19 lockdown recession.

If we look a the sales of Tootsie Roll Industries over the same period, we see that sales did take a hit during the 2020 pandemic but did not notably decline during either the dot com bubble recession or the Great Financial Crisis.

6. Alcohol

Like chocolate, alcohol is a product which people consume more of when they are stressed. That means Alcohol sales don’t really suffer during a recession.

7. Internet & Wireless Service

Internet and wireless phone services are regulated utilities that people depend on for nearly all aspects of their lives, from work to relaxation. Almost no one stops subscribing to internet or wireless services during a recession which makes the industry extremely recession-resistant.

8. Energy & Water Utilities

Like internet and wireless services, energy and water services are core utilities that people depend on and are unlikely to consume substantially less of even during a recession.

9. Government Contracting

The federal government does not really cut spending during recessions. In fact, often the federal government increases spending during recessions as a form of economic stimulus. That means that federal government contracting is a very recession-resistant piece of the economy.

10. Higher Education

During recessions, people still go to grad school. In fact, many young adults who feel like they don’t have great job prospects during recessions choose to go to grad school to avoid blemishing their resume. With the exception of the covid 2020 recession during which lockdowns made attending universities difficult, higher education spending has always continued to grow during recessions.

11. Budgeting Tools

Products and services that help people budget increase in demand during recessions. To monetize this demand, you need to ensure you don’t charge too much money for your offering, but if you offer a useful and affordable option, there is opportunity here.

12. Diversified Discount Retail

When times are tough, people still need food, clothing, and other essential items, and they turn to the cheapest stores to buy those items. That means discount retail companies like Walmart and Costco tend to have revenue that is very recession-resistant.

13. Legal Services

Since 1959, there have been 9 recessions, and only one (2009) saw annual personal consumption expenditures on legal services decrease (and even then, only 4.0% down from 2008 peak to 2010 trough).

During the 1990 recession, the growth rate of spending on legal services slowed notably, but spending on legal services did still grow.

During the 1960, 1970, 1974, 1980, 1982, 2001, and 2020 recessions, personal expenditures on legal services continued to grow at more or less the same rate as pre-recession.

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