The 4-Month AVNGrowSmart programme
"From Bottleneck to Freedom..."
"From Bottleneck to Freedom..."
I am guessing you would like to:
- earn more for the effort that you are putting in
- build profitably (not scrape by on pennies)
- enjoy the journey (not burn out)
Now, there are people out there who:
- think getting help is somehow cheating or a weakness.
- believe they should figure everything out alone.
- insist on making all the mistakes themselves because that's the "proper" way to learn.
Those people are being naive... just like I was in my 20s!
Let me share the moment that changed that thinking for me.
When I was in my mid 20s, a friend dragged me to a golf driving range. I'd never played before, but how hard could it be? It's just hitting a ball with a stick, right?
Wrong. While my friend hit great shots, my attempts either dribbled six feet or sliced wildly sideways. When he suggested I get lessons so we could play a proper round, I scoffed. "I'm sure I'll grasp it," I said.
His shocked and angry response stays with me nearly three decades later:
"How naive of you! Who do you think you are to assume you'll naturally grasp something that's taken generations over 300 years to refine? Every improvement, every insight has been passed down through teaching and coaching."
He was right. And business is exactly the same.
Being a skilled accountant doesn't automatically make you skilled at running an accounting business. They're completely different skill sets. Yet every day, talented accountants assume they'll naturally figure out
- pricing strategies
- value communication
- client attraction
- and building a business that serves them rather than enslaves them.
Think about it: Warren Buffett had Benjamin Graham as his mentor. Oprah Winfrey was guided by Maya Angelou. Steve Jobs had Mike Markkula. Richard Branson credits Sir Freddie Laker with teaching him the airline business. The most famous composers like Mozart and film directors like Steven Spielberg were mentored. In sport, Tiger Woods and Serena Williams – worked with coaches every single day.
None of these people waited to be a success and then worked with a mentor or coach, they started as early as possible in their respective careers
They're not weak. They're smart.
They understand that standing on the shoulders of giants isn't just faster – it's the only sensible way to achieve greatness.
That's why my team of Accounting Business Growth Experts and I created AVNGrowSmart.
Not because you can't figure it out alone, but because that's the slowest route to freedom. You want to take control of your business, build profitably, and actually enjoy the journey – not burn out before you achieve your goals.
For 27 years, we've helped hundreds of accountants recover from these painful mistakes. But even better, we've helped hundreds avoid them completely and shortcut their journey to success.
Why struggle when you can learn from 27+ years of trial, error, and hard-won wisdom?
Shane Lukas
Managing Director
AVN - The Accountants' Network
The Dream vs
The Reality
The Dream vs
The Reality
The Reality
Sarah left her £60,000 salaried employment 18 months ago to start her own accounting firm.
She dreamed of freedom, flexibility, and being her own boss.
The reality
She's working 70-hour weeks, earning less than £30,000, and feeling more trapped than ever.
She goes the extra mile for her clients every day, and yet she feels they take her for granted. They argue about fees and if they do refer, they refer yet another price sensitive time vampire of a client.
She feels imprisoned by her own business because she needs the income it generates.
She fears rocking the boat with price increases or charging for additional work.
She dreamed of freedom, flexibility, and being her own boss.
The reality
She's working 70-hour weeks, earning less than £30,000, and feeling more trapped than ever.
She goes the extra mile for her clients every day, and yet she feels they take her for granted. They argue about fees and if they do refer, they refer yet another price sensitive time vampire of a client.
She feels imprisoned by her own business because she needs the income it generates.
She fears rocking the boat with price increases or charging for additional work.
Avoid the trap
Avoid the trap
Every day, qualified accountants like you start their own accounting firms full of hope and ambition.
Within months, they're overwhelmed, undercharging, and wondering if they've made a terrible mistake.
Within months, they're overwhelmed, undercharging, and wondering if they've made a terrible mistake.
Already in the struggle?
Already in the struggle?
Let's get started to put your business in a better state.
What Most Firms
Get Wrong
(and Regret Later)
What Most Firms
Get Wrong
(and Regret Later)
Get Wrong
(and Regret Later)
Fear losing control
It's natural for owners/partners to be precious about everything in your business meeting your own high standards. But this creates a bottleneck and piles on the pressure.
Employee mindset
Thinking you need to work set hours to earn your worth. Feeling guilty about holidays. Aiming just to match a typical accountants salary. This mindset guarantees you'll work twice the hours for half the money.
Believing clients are price senstive
Fear that increasing fees will make clients go elsewhere, even if you haven't raised prices for years. It means there's not enough profit to develop the business.
Reluctance to discuss additional services
Just renewing with the same service year after year and not having deeper discussions with clients about their business. You aren't serving clients properly and you're missing out on additional fees.
Not developing your team
If your team aren't stepping up and using initiative, it doesn't necessarily mean a lack of ability. But if you can't delegate jobs effectively, it does mean that you remain as the bottleneck.
Not investing in your own learning
Most accountants regularly keep up to date with technical CPD. But few invest in the business skills that make it easier to help clients to the best of your ability.
The brutal truth.
You quickly exceed your capacity because you're working with a lot of low paying clients. You know you're overworked and underpaid but you rationalise it to yourself. At least you have the flexibility to see the kids' sports days or do your chores around work. But in reality, you just squeeze these activities in by making an earlier start and/or a later finish.
Delegating is hard since you need the money to pay for someone to delegate to, even pay as you go. It's a sacrifice in income.
Year's later, you're still in the same boat; over worked, under paid. But the difference?
You've got used to it. It's just life. That burning desire has faded to dying embers - the vision you once had of a great accounting business that would give you freedom to see the world, spend quality time with loved ones, and pursue interesting hobbies. Your health is deteriorating slowly, your blood pressure's high, your weight is climbing, your relationship is strained... but... you've accepted it as the norm of running your own accounting firm.
DON'T let this be your story.
“Learn from the mistakes of others;
you won’t live long enough to make them all yourself”
“Learn from the mistakes of others;
you won’t live long enough to make them all yourself”
you won’t live long enough to make them all yourself”
The Business Struggles
Nobody Talks About
The Business Struggles
Nobody Talks About
Nobody Talks About
The Confidence Crisis
You're qualified. You're experienced. Yet somehow, when it's YOUR business, imposter syndrome hits hard. You price too low, over-deliver, and still feel like you're not worth what you're charging.
The Freedom Trap
You left employment for flexibility, but now you're working evenings, weekends, and holidays. Your phone never stops. Clients expect instant responses. The freedom you craved feels further away than ever.
The Cash Flow Nightmare
Bills to pay. Desperate for clients. So you take anyone who'll pay - even the nightmare clients who haggle over every penny. Before you know it, you're busy but broke.
The Isolation Factor
In employment, you had colleagues. Now it's just you, your laptop, and a growing sense that everyone else has it figured out while you're making it up as you go along. even with team you're still isolated.
Introducing AVNGrowSmart
Introducing AVNGrowSmart
The 4-month programme that gives you everything you need to build a profitable, sustainable accounting practice - so that you don't stay overworked and underpaid for years.
With AVNGrowSmart, you'll be able to...
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start with clarity about exactly who you serve and what makes you different - and valuable
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price confidently (no "racing to the bottom")
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develop mechanisms that attract the right clients who value your expertise and pay on time
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build systems to get back some of those 70-hours you're working
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access the 'Time's Up' pricing tool (worth £788 alone) to transform fee discussions
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join a supportive community of accountants who "get it"
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learn from the wisdom that comes from multiple experts with decades of success from helping 6,000+ accountants succeed
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discuss your plans and strategies with an expert in one free coaching session once you've completed your training modules.
It’s Not for Everyone.
Is It Right for You?
It’s Not for Everyone.
Is It Right for You?
Is It Right for You?
This IS for you if:
This IS for you if:
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You're working too many hours and not taking home the salary you want
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You're currently generating under £100k and know there must be a better way
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You have an employee or two (or outsourcer) but are still doing most of the work
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You believe in learning from others' experience rather than reinventing the wheel
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You're ready to invest time and money in building proper foundations
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You want a supportive community while maintaining your independence
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You're coachable and willing to challenge your current thinking
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You're tired of watching others succeed while you're stuck in slow, unprofitable growth
This is NOT for you if:
This is NOT for you if:
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You're looking for overnight success or get-rich-quick promises
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You want someone else to put the effort in to make it better
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You're already generating £100k+ (you need our more appropriate programmes)
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You believe you already know everything about running a practice
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You'll buy the course but never actually log in or implement
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You're happy to learn everything the hard way over the next 3 years
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You think business skills are "common sense" that don't need to be learned
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You're not ready to challenge the "that's how we've always done it" mentality
Still uncertain if this is for you? If you're thinking "I want to succeed but I'm scared of failing," then you're exactly who this is for. Fear is normal. Going it alone is optional.
Your 7-Module Journey to a
Thriving Accounting Firm
Your 7-Module Journey to a
Thriving Accounting Firm
Thriving Accounting Firm
AVNGrowSmart is delivered through our online learning platform - structured video training, downloadable resources, and practical exercises you can access 24/7.
Work through at your own pace over 4 months, fitting your learning around your current commitments.
No rigid schedules, no travel required - just log in and learn whenever suits you.
Work through at your own pace over 4 months, fitting your learning around your current commitments.
No rigid schedules, no travel required - just log in and learn whenever suits you.
Module 1: Vision and Clarity
Module 1: Vision and Clarity
Set your vision and goals for your practice, and start the shift from employee to entrepreneur. Take a look at your self-limiting beliefs and how to overcome them.
Module 2: Practice Management and Admin Systems
Module 2: Practice Management and Admin Systems
Start the process of creating workflows and processes, so that you can start to delegate effectively without losing control. And look at the benefits of using a practice management tool.
Module 3: Time Management and Leverage
Module 3: Time Management and Leverage
How to become efficient in your business and use your time effectively. Eliminating time-wasters and creating systems for maximum efficiency.
Module 4: Client Refinement and Pricing
Module 4: Client Refinement and Pricing
Identifying your ideal clients and creating your unique value proposition to attract those clients. Looking at pricing psychology and dealing with price objections.
Module 5: Profitability and Financial Control
Module 5: Profitability and Financial Control
Create a sustainable revenue model that doesn't rely fully on you and take a look at the financial metrics you should be measuring for your business success.
Module 6: Strategic Growth and Outsourcing
Module 6: Strategic Growth and Outsourcing
Plan for sustainable growth. Learn when and how to build your team, scale smartly, and create the practice that works for you - not the other way around.
Module 7: Advisory Services Development
Module 7: Advisory Services Development
What clients really want, need and value when it comes to advisory services and how you can deliver them.
Bonus: 1 to 1 coaching session
Bonus: 1 to 1 coaching session
As you journey toward the end of these modules, we'll reach out to you and offer a free, one to one coaching session with an Accounting Business Growth Expert.
They will listen and challenge you on the plans and actions you've take from the training to ensure you're taking the steps that will give you the best results.
No Outlandish Promises
No Outlandish Promises
Let's be honest with each other...
I'm not going to promise that £30,000-per-year clients will suddenly start knocking on your door.
Or, that you'll build a £1 million practice in 4 months while working a 3-day week.
Could it happen? Perhaps. But please don't invest in this expecting overnight miracles.
Or, that you'll build a £1 million practice in 4 months while working a 3-day week.
Could it happen? Perhaps. But please don't invest in this expecting overnight miracles.
Here's What WILL Happen:
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You'll build the essential foundations that mean you can build a sustainable, profitable business without burn out
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You'll develop clear strategies for pricing, positioning, and client attraction
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You'll gain the business owner skills that no amount of employment can teach - even if you worked for the most senior partners for decades
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You'll learn proven best practices instead of unknowingly replicating the bad habits and outdated methods you may have picked up from previous bosses
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You'll shift from employee thinking to business owner thinking - the crucial mindset change that determines whether you build a business or just a worse job for yourself
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You'll receive an injection of wisdom from 27 years and 6,000 accountants' worth of experience
The Bottom Line: You'll make the changes to really build the practice you want, avoid costly mistakes, and build faster than those going it alone. That's not hype - it's what happens when you learn from those who've already done it.
Why Trust Our Help?
Why Trust Our Help?
27+
Years
Proven Track Record
Since 1998, we've refined our methodology through real-world application with thousands of accountants
6,000+
Trained
Accountants Transformed
Join a community of professionals who've successfully added coaching to their practice
100s+
Successes Captured
Proven Transformations
Real accountants achieving real results with our battle-tested frameworks
Since 1998, AVN has been successfully helping accountants who have been in practice 5 minutes, 5 years or 5 decades.
We help accountants in 2 specific ways. 1. to develop a profitable and efficient accounting firm that gives them freedom and enjoyment. 2. to develop their skills in delivering business growth and utilising AI to become fully future proofed.
Our approach isn’t theory – it’s battle-tested methodology that adapts to every personality type, background, and skill level.
And, it's guaranteed value or 100% of your money back.
Award-Winning Excellence
Shane Lukas - Recipient of the 2024 Top Educators Award from My-CPE (International CPD Accreditation Organisation) for outstanding educational contributions
Benefits Accountants Gain From Our Training
Benefits Accountants Gain From Our Training
★★★★★
★★★★★
240% turnover increase in under a year
AVN lifted me up to realise my full potential - now I help clients feel that same confidence in their decision-making.
My turnover increased by 240% from before I started. It's like employing a team member who brings in that income without the overhead.
Don't waste time - this works!
Mia Seymour, Aim High Accounts
★★★★★
★★★★★
Fees increased by 50% with new confidence
The transformation has been unbelievable. Our fees have increased by 30-50%, and we're no longer afraid of offering advisory services.
My personal and business confidence has soared.
Alan Grant, ACG Accounting Services
★★★★★
★★★★★
‘Clients now ask to sign up for more’
I shifted from compliance-focused meetings to asking 'How can we get your business where you want it to go?'
In my very next meeting, the client was so engaged they asked how to sign up for more services immediately.
It's transformed my client relationships and injected new energy into my practice.
David Rahman, DSR Accountants
Meet your instructors...
Meet your instructors...
Shane Lukas
Author - Speaker - Trainer - Coach
Shane Lukas
Author - Speaker - Trainer - Coach
Best selling author of...
Putting Excellence Into Practice and What's Next for Accountants
plus many more.
Shane has spent 27 years helping accountants build successful firms.
Since 1998, Shane has guided over 6,000 accountants through every stage of business development - but his passion lies in helping accountants to overcome the painful mistakes that keep most firms struggling for years and in ensuring they're confidently future proofed.
He understands the fears and challenges: imposter syndrome, the clients that aren't paying enough for what you do, and the worry that you're working too many hours for little return.
What makes Shane different? He's worked exclusively with accountants for nearly three decades, witnessing every possible mistake - and developing proven solutions for each one. He knows exactly why smart accountants fail at business, and more importantly, how to prevent it.
Through AVNGrowSmart, Shane and his team distill 27 years of startup wisdom into a clear, actionable roadmap.
No trial and error. No learning the hard way. Just proven strategies that work from day one.
After helping thousands of accountants develop successful firms, Shane knows one thing for certain: "Running a successful firm isn't about being the best accountant. It's about learning the accounting business skills no one taught you."
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Emma SlackCoach - Trainer - Mentor
Emma Slack
Coach - Trainer - Mentor
Emma Slack brings 26 years of experience helping accountants build thriving firms, including many who've struggled through trying to grow.
Emma is an accountant, originally in practice and now coaches and mentors accountants. She's witnessed countless mistakes firsthand with accountants that experienced slow, painful growth with increasing stress, pressure and worry. She's helped hundreds recover from these missteps and rebuild their firms on solid foundations.
What makes Emma invaluable? She understands the specific fears that hold firm owners back: the terror of those pricing conversations where you need to increase the fee, the imposter syndrome when competing against bigger, more established firms, and the temptation to say yes to everything.
Emma has guided accountants from every mistake imaginable - those who gave away too much for free, those who attracted only price-shoppers, and those working 70-hour weeks for less than employment pay. More importantly, she helps new firms avoid these pitfalls entirely.
Her particular expertise? Helping quieter accountants build successful firms without pretending to be someone they're not. Because startup success isn't about personality - it's about strategy.
"You don't need to become an extrovert to build a thriving firm. You need the right foundations, fair fees, and the confidence to value and communicate your worth from day one."
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Jenny Lukas
Coach - Trainer - Mentor
Jenny Lukas
Coach - Trainer - Mentor
Coach - Trainer - Mentor
Jenny Lukas has been strengthening accountants' foundations since 1999.
Jenny qualified as a CIMA accountant in the 90s, she moved from the banking industry in to an accounting firm, quickly progressing to delivering advisory services to clients before eventually coaching and mentoring accountants. Jenny has seen it all - from the mistakes that derail firms early to the transformations possible when you get the foundations right.
Jenny specialises in helping accountants navigate those critical decisions: the challenging pricing conversations, the difficult clients, the first time you need to say no. She's guided hundreds through growing pains - those who started too cheap and couldn't raise fees, those who took on nightmare clients out of desperation, and those paralysed by fear of making mistakes.
What sets Jenny apart? She truly understands what it's like to own and run a business - to make those terrifying decisions that affect your livelihood, to navigate harsh times when everything feels uncertain, and to face both the emotional and strategic challenges alone. Jenny has lived through the sleepless nights, the difficult choices, and the isolation of business ownership. She knows how paralysing decisions can be when you don't have someone to talk them through with, and how valuable guidance, reassurance and inspiration is during those challenging times. This personal experience, combined with 26 years helping accountants, means she doesn't just understand the theory - she understands the fear, the pressure, and exactly what support you need to push through.
Her approach is practical and supportive. Whether you're terrified of your first fee discussion or worried about setting boundaries with clients, Jenny provides the safety net that gives you courage to take action.
"The scariest part of growing your firm is thinking you have to figure it all out alone. You don't. That's what we're here for."
The Decision That Changes Everything
The Decision That Changes Everything
Right now, you have two choices:
Right now, you have two choices:
Choice 2: Grow Smart
Just as you studied to become a great accountant, invest in learning to become a successful firm owner - it's a completely different skillset
Take the shorter route to financial security and the lifestyle you deserve, building the practice you've always envisioned
Work with profitable, ideal clients who value your expertise and happily pay professional fees, making your journey enjoyable from day one
Choice 1: Go It Alone
We recommend you invest significant time developing vision, pricing and marketing strategies - these are non-negotiable for success
Be vigilant about avoiding the common mistakes we've outlined, as they typically cost accountants over £15,000 in lost revenue from missed opportunities
We genuinely wish you luck on this exciting journey - building your own practice is one of the most rewarding things you'll ever do
AVNGrowSmart
£2,500
Including VAT
Your ROI Reality Check:
Your ROI Reality Check:
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Time's Up tool access alone: £778 value
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One to one coaching session as you complete your training: £495 value
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One properly priced client: £5,000+ annually
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Avoiding common mistakes: Priceless
Our confidence guarantee
Our confidence guarantee
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Complete the Programme, Love It, or Pay What You Think It's Worth
We're so confident in AVN GrowSmart that if you complete the entire programme, implement our recommendations, and still don't feel it was worth the investment, you can request a refund for the difference between what you paid and what you think it was worth.
That's how certain we are that this will transform your practice.
Common Questions
Common Questions
I'm an introvert. Do I have to become someone I'm not?
Not at all.
Absolutely not.
Your success has nothing to do with being introverted or extroverted. Over 27 years, we've seen both personality types build thriving practices - they just use different approaches.
Our training includes strategies for every personality type, taught by experts who understand both styles.
You'll learn to leverage your natural strengths, not pretend to be someone you're not.
Absolutely not.
Your success has nothing to do with being introverted or extroverted. Over 27 years, we've seen both personality types build thriving practices - they just use different approaches.
Our training includes strategies for every personality type, taught by experts who understand both styles.
You'll learn to leverage your natural strengths, not pretend to be someone you're not.
What if I can't afford £2,500 right now?
We understand cashflow is tight when starting out.
But remember: just one properly priced client will more than cover your investment.
But here's why the investment matters: when you're financially committed, with 4 months to extract maximum value, you'll be determined to do the work.
You'll implement what you learn. You'll push through the uncomfortable bits.
That financial commitment, combined with a clear timeline, creates the urgency that drives real change.
Can you afford NOT to get this right from the start?
What happens after the 4 months?
You'll have built solid foundations to make the changes your practice needs.
Many graduates move on to our other programmes as their practices develop, but there's no obligation.
The skills and systems you learn are yours forever.
Many graduates move on to our other programmes as their practices develop, but there's no obligation.
The skills and systems you learn are yours forever.
What if i have further questions?
If we haven't answered all your questions then you can book a call with us to answer any other questions that you have.
👉 Book a call 👈