Lucy-Anne O’Sullivan, a trainee Chartered Accountant at KPMG and qualified radiographer, talks about her recent return to the front line at St Vincent’s Hospital, Dublin to help tackle the COVID-19 crisis.How did you arrive at a career in accountancy?It is safe to say that I have taken quite an unconventional route to accountancy. I studied radiography at University College Dublin (UCD) as my undergraduate degree and started working in St Vincent’s University Hospital shortly after. I worked there for two years with a fantastic team and made life-long friends. I was always drawn to the corporate world and wanted to explore this interest further, so I completed a Masters in Management at UCD Michael Smurfit Graduate Business School. It was something totally different and allowed me to explore various aspects of business. This was my steppingstone to KPMG Risk Consulting, where I am currently preparing to sit my CAP 1 exams.You recently returned to the front line. What was that experience like?When the COVID-19 pandemic hit the country earlier this year, I felt compelled to make use of my skills as a radiographer and returned to St Vincent’s. Radiology has had a huge role to play in both the diagnosis and treatment of COVID-19 patients. I am very grateful to have had the opportunity to help out a department that has been under a lot of added pressure.The transition back to the hospital was smooth as I was familiar with St Vincent’s, having worked and trained there before. KPMG was hugely supportive of this move, which I am very thankful for. The first week or two took some getting used to as there were numerous new protocols, but wearing head-to-toe PPE and voluntarily walking into the COVID-19 intensive care unit (ICU) quickly became the new normal. The hospital looked and felt quite different, but I felt quite safe as the protocols in place are very effective. There are enormous backlogs of exams as a result of the lockdown, but it is reassuring to see that these patients are slowly but surely starting to come back to the hospital as it looks a little more normal each day.Describe your typical day at the peak of the COVID-19 crisis.The role of the radiographer is very hands-on and, as a result, there is no scope to shy away from the virus. A standard day involved running to COVID ED (the COVID-19 emergency department) to perform chest X-rays on every query case that arrived into the hospital. Every ICU patient needed a daily chest x-ray to monitor progress and assess new line positioning. Radiographers can be seen running all over the hospital with portable X-ray machines to examine patients on the wards, as well as treating non-COVID-19-related patients in the emergency department. I trained in the Cardiac Catheterisation lab, so I also spent some time there as standard illnesses are still occurring.What lessons will you bring back to your role in Risk Consulting?My lessons are quite simple: people are critical to the success of any team, regardless of the working environment. My time in St Vincent’s was tough at times, but I never had to face it alone and always had the full support of my team. It is incredible to see what you can overcome with the backing of a good team behind you.If you could give the public one piece of advice, what would it be?Don’t get too complacent too quickly, as the virus is still out there. That said, I am as excited as anyone to get back to normal. Also, hand sanitiser is your best friend!

John Convery discusses the critical elements of an investor-grade business plan and what investors and venture capital firms look for in an investable business.The saying “paper never refuses ink” can certainly be applied when business plans are being written. Entrepreneurs and business owners have license to include what they want and can go overboard in producing great looking (and sounding) documents, but to what end? Venture capital firms will tell you privately how many plans pass across their desks but are discarded very quickly because they are not grounded in reality or properly thought through.There is any number of sources that proclaim to give you the formula for “how to write a perfect plan” or “how to write a winning plan”. Thanks to the web, there are now templates galore you can use in tandem. There are also multiple sites that outline what a great business plan should contain.Writing a good plan is not an exercise in producing grandiose business models and frameworks, with dazzling technical language and 2-D diagrams in brilliant, sharp colours and padding the whole lot off with forecasts and various scenarios. This sort of approach might win you a prize in a visual design contest, it will not help you raise investment.A business plan clarifies what a business is going to do, and how it is going to do it. For any start-up or established business, the process of writing a business plan is a discipline in explaining this. The article will therefore focus on what is required to produce an investor-grade business plan, what should go into the plan,     and what investors or venture capital firms look for before they invest in a business.Function and roleThe business plan is a blueprint for a business; it is essential if you are thinking of starting a business and is also an important tool for any established business. It is not static; rather, the business plan for any business will change over time as the business develops and as objectives change. For any start-up business, here are strong reasons why you need to write one:the process of writing a business plan will challenge owners to critically examine the business potential. It will test and serves to clarify the feasibility of the business idea;it allows you to set out your goals and prioritise business objectives;it allows you to measure what progress is achieved; andit is required to attract investors and secure funding.ContentsIn terms of length, an investor-grade business plan of 10-20 pages is reasonable. The key elements and content should include the following:1. Executive summary: the most important part of the business plan, the executive summary is generally the last section to be written. The objective is to grab the reader’s attention, sell the investment opportunity, and to get the potential investor to read the entire plan. It should be succinct and no longer than two pages. The key elements are:Opportunity: in a nutshell why is your product great and what customer problem will you solve? Explain the pain-point, your solution, and what are you offering.Product: describe its benefits and what it can deliver.Value proposition: who is the target market, your customer, and why will they want to buy it? What are the benefits?Marketing strategy: how will you reach your customers and what are your distribution channels?Competitive advantage: who is the competition? What is your competitive advantage?Business model: how will you generate revenue, and from whom? Why is your model scalable?Team: who are the management team, and why will they succeed?Financials: include highlights from the P&L for the next three years, cash balances, and headcount. Explain how you will reach your revenue targets.Funding: how much funding is required, and what will it be used for? Outline plans for future funding rounds.2. Product/service solution: what is it, what does it do, how does it work, who is the typical customer, and why is it different?3. Value proposition: explain the problem your business aims to solve. Where is the pain? Quantify the benefits for your customer in terms of money or time – and remember, the pain must be large and the benefits meaningful to convince a customer. Skip the technical jargon and be customer-centric.4. Market and opportunity: explain the overall industry and market dynamics. Segment the market by customer group and identify your target customer. Quantify the total market size and market opportunity of your addressable market. Use charts or graphs if necessary but remember that all figures should be from accredited sources and referenced.5. Competition: list and discuss all your competitors. Include any product/service that could be a substitute or alternative for your customer and outline how you compare with competitors.6. Competitive advantage/edge: some call this the secret sauce. How are you differentiated from your competitors? Detail your sustainable competitive advantage, highlight any barriers to entry that might keep your competitors away, and explain why any customer would buy your product/solution.7. Business model: how will you make money, who pays you, and how much do you keep after any expenses? Explain all sources of revenue from your customers and explain how your model is scalable.8. Marketing/sales strategy: this is your ‘go to market’ strategy. How will you reach your customers? Will you choose direct sales, partners, resellers or web? Include pricing and how much will go to channel intermediaries; provide a timeline of key milestones.9. The team: detail founders and key members, their qualifications, experience, track record, and domain knowledge. Include any advisory board members or industry figures involved with the business.10. Financial projection: for a start-up, include one-year detailed P&L data, cash flow prediction, balance sheet by month, and annual summary figures for three years thereafter highlighting key figures in P&L, cash flow and headcount. Also, what and when is your peak cash requirement? Cash is critical, and the cash flow statement is the key one. For an established business, include P&L, balance sheet for the last three years, and project P&L, cash flow and balance sheet by month for the next three years. For any financial projection, outline all key assumptions used. These must be based on sober and pragmatic reasoning, clearly justify growth assumptions, and highlight the peak cash requirement and break-even point.11. Funding requirements: explain the amount of funding required for the business. How much is being provided by other investors? State what the funds will be used for and show how much existing founders and owners have provided to date.12. Exit strategy: discuss the opportunities for investors to exit such as an acquisition, trade sale or IPO (beware, IPOs are only for the very best companies). Highlight trends in the market and give examples of valuations relevant to your business, but don’t go overboard and perhaps discuss your aim to build a truly sustainable business.Business plan pitfallsDo not make exaggerated claims. Business plans are meant to inform and reassure, not entertain, readers. Avoid the following types of statements or claims unless you can back them up with robust evidence:according to Gartner, the market is worth X billion; we only need Y% of this.we have no competition.our product is vastly better than anything else available.we can be number two in the market within 12 months.our technology is superior.customers will switch to our product.we will be profitable within 12 months.we can repay our investors after three years.our mission-critical kit is best of breed.we plan to target multiple overseas markets.we need to pay top salaries to attract top people.we want to retain the maximum amount of equity possible.It generally takes at least four years to reach €1 million in annual turnover, and that is if you are exceptionally lucky. It generally costs twice as much and takes you at least twice as long as you think it will to get there.Raising financeA start-up will typically go through different stages of funding sources as it moves from idea stage to product development, testing, initial customer validation and on to generating revenue. Initial funding will be provided by the founder, family and friends. Sooner or later, the founders will need to seek seed funding, which might be provided by an angel investor or seed venture capital fund. When a business seeks to raise outside finance from an investor or venture capital firm, they will look for the following criteria:Team: investors ultimately back people, not ideas. This is the number one criterion. They especially like those with deep knowledge and great experience; they will focus on track record and achievements.Market: they will seek a large market opportunity and strong growth rate. If the market has barriers to entry, better again. It needs to be big to support the returns many venture capital firms seek.Sustainable competitive advantage: a clear competitive advantage or unique selling point over others.Technology: great technology is a fundamental requirement now.Scalability: clear potential to grow in overseas markets.High gross margins: this reduces the amount required for working capital.ConclusionWithout a well-prepared and researched business plan, there is little chance of attracting outside funding. For a reader, the plan should be:credibleplausibleimplementableinvestableIt goes without saying that the plan should be grammatically correct, with no spelling errors. It should also be page referenced with no mistakes in the financials and look professional overall.John Convery is a business adviser to start-ups and small businesses. In the October issue, John will consider why so many start-ups fail, and how to improve the chance of success.

Colm Davitt, CEO at Dental Care Ireland, discusses life at the helm of the five-year-old dental business he founded with his brother. What do you most enjoy about your current role? My role involves acquiring dental practices and helping them achieve their full potential. It combines my background in business and accountancy with a passion for the healthcare sector. I love seeing the practices grow and evolve as we invest in facilities, services and management support structures. Our 15 practices are located all over the country, which means a fair amount of travel, but I enjoy getting out of the office every week to meet with current and potential practice teams. What has been your career highlight thus far? Two career milestones stand out. First, I passed my final admitting exams to become a Chartered Accountant at age 21. My qualification has been the foundation and bedrock of my career achievements to date. Second, a major highlight was the opening of our first branded Dental Care Ireland practice. I first came up with the Dental Care Ireland concept in 2014 with my brother, Dr Kieran Davitt. Our vision was to create a group of established, high-quality dental practices nationwide. It has been a hugely rewarding experience to see that idea become a reality in just five short years. How do you stay productive day in, day out? I am a firm believer in setting goals. We have ambitious growth plans for Dental Care Ireland, so I review our objectives and targets at least every six months. I am also fortunate to have built a highly motivated team around me. Our head office is located beside the sea and close to home, so I can walk to and from work. When I’m not on the road, it gives me some guaranteed fresh air and headspace. I try to balance work with plenty of family time too. I dedicate my weekends to watching my kids in action on the sports field or catching up on GAA.  What changes do you anticipate in your profession in the next five to ten years? I expect to see the large-scale automation of routine accounting and data processing over the next ten years. It will be essential for Chartered Accountants to remain commercial and value-focused. In general, I think the need for flexibility in the workplace will continue to grow, and employers will have to adapt accordingly. In the dental sector, we may see fewer dentists willing to run their own businesses due to increased compliance and administration requirements. What is the best advice you’ve ever received? Stay true to what you really believe in. Being a CEO can be a lonely place, and there are many ups and downs along the way. If you believe in what you are doing, you will gain respect and trust from those around you. Over the years, I have had the privilege of working with several great mentors and CEOs. They all had the ability to create a small but very loyal team, which is probably the most important lesson I have learned. Working with a talented and supportive team makes the days much more enjoyable and fulfilling.

Paul Duffy, Ding’s new Head of Finance, discusses his move from practice to industry and life in an entrepreneur-led environment. What enticed you to move from practice to industry? I spent 10 years at PwC. I worked in the audit practice in Dublin for five years, specialising in the technology and telecommunications industries. I then spent the next five years working in the deals practice in Boston, advising private equity and corporate clients on their M&A deal execution. Although I thoroughly enjoyed my time there, I felt a move to a new industry would provide a fresh challenge. I’ve always wanted to work for an entrepreneur-led company in the technology sector and, preferably, one going through a period of accelerated growth. Ding seemed like a good fit all round. What does your new role at Ding entail?  As head of finance, my role covers a wide remit. My colleagues in finance are much more than retrospective number-counters at Ding. The team is central to how Ding functions. It is a complicated machine, due in no small part to the number of jurisdictions in which it operates. I also oversee the financial operations function, which comprises a team of 15 employees in Dublin, London, Barcelona, Paris, New Jersey, Florida, Dubai and Dhaka. Our financial operations team acts as a business partner to our business development team, so the tasks can vary from on-boarding and negotiating with new mobile operators to implementing new systems to support business growth. What do you find most challenging about your role? It is probably the demands that come with having such an international business. Ding operates in more than 140 countries and works across multiple time zones, in over 100 currencies, and across a myriad of complex regulatory environments. This brings its challenges. It’s been an adjustment just getting used to the various time zones and holiday schedules alone. We sell operator airtime so we hold stock for over 500 operators around the world, which the finance team manages. To facilitate this, we buy and sell in multiple currencies every day, and we need to forecast demand to determine stock levels.  Describe your typical day. Given the international nature of our business and the demands that brings, no two work days are the same. I try to start off the day with a quick gym session, then to the office. I tend to catch up with our CFO mid-morning to discuss the status of ongoing finance projects and the latest business performance. Each day, I try to speak with our various teams around the world so I have to work within the time zones. Before lunch, I usually have a video call with Dubai to chat through any issues or ongoing projects. In Ding, we try to promote collaboration across different business functions. I’m a believer in doing things face-to-face where possible and we have an in-house barista and coffee bar, so it’s a nice place for regular meetings with colleagues. In the afternoon, I could be working through the key commercial terms of a new customer agreement with legal, or meeting with business development to discuss things like banking and tax requirements for a new region. In the evening, I usually log on to answer emails from our US team, who are often on the road meeting potential new customers. What traits do you value most in your colleagues? Intellectual curiosity, which isn’t always encouraged as people come up through the ranks in finance. In today’s business world, speed and efficiency are often a key focus but possessing an intellectual curiosity encourages critical thinking and ultimately yields better results for the business. Flexibility is another trait that I value. In a fast-paced environment such as Ding, deadlines and targets change frequently and having the ability to be flexible and agile is important. It makes for a better team player, and a better partner for customers. What is your best piece of business advice? Build a meaningful network.