How Max Emma Revolutionized Bookkeeping After Losing It All"

THINK Business with Jon Dwoskin

Max Emma initially worked in corporate accounting and finance, but found it deeply unfulfilling. He celebrated his “”Freedom Day”” from corporate America on July 3rd, 2002, when he shifted to a family-run landscape maintenance business. Despite initially growing the business to an impressive $4 million, a lack of financial oversight and the 2008 recession led to bankruptcy.

“It was the greatest lesson in accounting, finance and business ownership I could have ever received,” said Max. “Although it felt like the end of the world at the time, I knew I had to keep going and learn from my mistakes.”

Max persevered, restarting with a smaller landscape maintenance business, this time outsourcing his bookkeeping to another company. Right away, he noticed a significant discrepancy in the way the bookkeeping industry operated. A lightbulb went off in his head.

“For the same scope of work, I was seeing quotes from as low as $200 to as high as $2,000 — anyone in finance knows that means there is a big opportunity to dominate a fragmented market,” said Max. “So, we started the BooXkeeping business in our garage part-time while we ran our landscaping company to pay the bills.”

Gradually, BooXkeeping became the Emmas’ full-time job and they sold their landscaping company. Although the couple divorced a few years later, they continued to work together to grow the brand, driven by their passion to redefine an outdated industry and put the client first above all else. Today, BooXkeeping is the preferred bookkeeping vendor for over 95 franchise brands in the U.S., including companies like FastSigns, Gameday Men’s Health, Sport Clips and more.

“Hanging out with franchisors gave me the idea that I could become one of them myself,” said Max. “So, last year, I decided to franchise the BooXkeeping concept.”

Now, with six franchise locations, one corporate location and a fast-growing bookkeeping industry, BooXkeeping is ushering in a whole new era of expansion.

“Everybody needs bookkeeping services right now,” said Max. “After COVID-19, our brand became even more popular because people realized that taking care of these services themselves was a huge operation, especially with the economic slowdown. Many are questioning the need for a full-time bookkeeper when much of the work can be done more efficiently outsourced. That is where we come in.””

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Twitter: @jdwoskin Facebook: https://www.facebook.com/jonathan.dwoskin Instagram: https://www.instagram.com/thejondwoskinexperience/ Website: https://jondwoskin.com/LinkedIn: https://www.linkedin.com/in/jondwoskin/ Email: [email protected] Get Jon’s Book: The Think Big Movement: Grow your business big. Very Big!

Connect with Max Emma:

Website: www.booxkeepingfranchise.com X: https://twitter.com/BooXkeeping LinkedIn: https://www.linkedin.com/company/booxkeepingfranchise/ Facebook: https://www.facebook.com/BooXkeeping

*E – explicit language may be used in this podcast.