Almost every project arrives with something broken. Not this one. Fiscalmente Asociados was an accounting firm newly formed by several partners, with technical capacity to spare and not a single commercial decision made.
And that is where the risk sits, because a new firm usually resolves it the most expensive way: it sells to anyone, charges whatever is accepted, and learns through clients it never should have taken.
The assignment
Define before selling
The work was strategic from start to finish: a full business model with the Business Model Canvas, buyer persona, niche definition and a value proposition worked through the Value Proposition Canvas. Not which services exist — they already knew that — but which to sell first, to whom, and with what argument.
Out of that came the commercial structure: what is offered, in what order, and how it is explained. An accounting firm competes against the perception that everyone does the same thing, and that perception only breaks with positioning, not with price.
And then, the advertising
With the strategy defined, paid media started, with its measurement in place from the beginning. Not the other way round. The advantage of starting like this is that the baseline is built from day one: every future result will have something to be compared against.
It is a recent project. When there is a close, this page will carry numbers.