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GREAT PRACTICES HANNER & ASSOCIATES, PC How Glenn Hanner Became Top Dog in the Veterinary Accounting Niche A niche business model and a stellar staff are key components in this firm's substantial growth. N STATS AT A GLANCE Year founded: 1986 Total employees: 15 F/T, 1 P/T Home base: Bedford, TX Firm description: Full-service tax and accounting firm focused on small businesses Technology of Choice: Thomson Reuters Suite, Bill.com, Right Networks, SurePrep 30 August 2012 t www.CPAPracticeAdvisor.com iche marketing isn't a new concept. It's a sound and proven business model that's been around for years, yet has only recently started to bubble up in the accounting profession. "We followed a niche business model for years, but not on purpose," stated Glenn Hanner, CPA.CITP, owner of Hanner & Associates, PC (Accountants and Advisors). "It's just that over time we accumulated several veterinary clients and developed a specialty in that industry. " Only within the last five years has Hanner implemented a dedicated niche business model. His decision to do so was based primarily on creating a "career firm. " "We have a lot of highly skilled people on staff and we wanted to ensure they stayed with the firm long term," stated Hanner. "We needed to grow so I could provide a career for these folks. Tat's when I decided to really dedicate myself to niche marketing." Entering a new niche isn't a piece of cake. It takes time, effort, and a lot of patience according to Hanner. "Growing a niche business isn't something that happens overnight. You can't just say 'I specialize in dentists. ' You have to immerse yourself in the industry." Hanner has spent the last five years growing a veterinary client base. Te firm dedicated resources and money to branding and website development. Staff members on the Hanner Vet Service team also spend a great deal of time at veterinary events and aligning with vet-based associations, like VetPartners. "If we were going to support vet- erinary clients with quality accounting services, we had to really understand the niche. Tat first year I took a crash course—educating myself by atending conferences and joining the appropriate