Fennel B2B provides integrated financial, operational, and strategic consulting services to small businesses and nonprofits in Central Oregon. We help organizations build sustainable systems, understand their finances, streamline operations, and grow strategically.

What Makes Us Different:

·        Nearly 20 years of nonprofit operational leadership, including proven transformation track record (500% revenue growth at Bend-Redmond Habitat for Humanity ReStore)

·        Recent experience navigating nonprofit startup complexities as founding board member and Business Manager

·        Integrated service model combining financial management, operational systems, and strategic support

·        Deep nonprofit sector expertise from insider perspective

·        Accessible pricing and relationship-driven approach

·        Local presence and community connection

Market Opportunity:

Oregon has nearly 388,000 small businesses with 3,000 net new companies added annually. Central Oregon supports nearly 600 active nonprofit organizations. These organizations consistently struggle with disorganized financial systems, inefficient operations, limited administrative capacity, and difficulty leveraging technology effectively.

Service Approach:

We offer four core service packages (Financial Foundation, Operations Optimizer, Digital Business Foundation, Smart Business Systems) plus flexible a la carte options. Services range from QuickBooks setup and bookkeeping system design to operational efficiency consulting, website creation, and business automation.

Business Model:

Home-based practice with minimal overhead, relationship-driven client acquisition through professional networks, and progression from initial project work to ongoing monthly retainer relationships. Target is sustainable practice serving 15-20 clients with balanced 30-35 hour workweek.

Business Description:

Mission

To provide accessible, integrated business consulting services that help small businesses and nonprofits in Central Oregon build sustainable operational foundations, understand their finances, and grow strategically.

Core Values

·        Integrity: Honest, transparent, ethical practices prioritizing client success

·        Authenticity: Genuine relationships combining professional expertise with human connection

·        Excellence: High-quality work creating measurable client value

·        Collaboration: True partnership and deep listening rather than imposed solutions

·        Balance: Sustainable business model supporting both professional success and personal wellbeing

·        Impact: Positive difference in clients' organizations and our community

What We Do

Financial Management & Systems: QuickBooks setup and training, bookkeeping system design, financial reporting, budgeting, and cash flow management. We design systems owners can understand and use for informed decision-making.

Operational Excellence: Process documentation, workflow analysis, staff productivity assessment, and systems integration. We help organizations work smarter through efficiency improvements and scalable processes.

Digital Presence & Business Systems: Website creation, Google My Business optimization, business directory management, and administrative automation. Technology that serves business goals with practical application.

Specialized Nonprofit Support: All core services tailored for nonprofits, plus board governance support, grant management coordination, volunteer program systems, and mission-driven operational planning.

What Makes Us Different

·        Integrated Approach: We address interconnected business challenges rather than treating symptoms in isolation. Financial, operational, and strategic issues are connected—we solve them holistically.

·        Proven Experience: Nearly 20 years of hands-on operational leadership including retail transformation, nonprofit startup navigation, and complex organizational challenges. Recommendations from proven experience, not theory.

·        Nonprofit Insider Perspective: Deep understanding of nonprofit culture, constraints, board dynamics, and mission-driven decision-making from two decades of leadership and governance roles.

·        Accessible Expertise: We bridge the gap between basic bookkeeping and expensive corporate consulting, making strategic operational support accessible to small organizations.

·        Relationship-Driven: Genuine local partnerships based on trust and collaboration, not transactional service delivery.

·        Sustainable Model: Intentionally designed for long-term sustainability with manageable client capacity and flexibility for health and family needs.

Target Market

Small Businesses & Sole Proprietors:

·        Service providers, contractors, local businesses with 0-20 employees

·        Annual revenue $100K-$2M

·        Owner-operated or small management teams

·        Need financial clarity, operational efficiency, growth planning

Nonprofit Organizations:

·        Startups (first 1-3 years) and established organizations in growth/transition

·        Annual budgets $100K-$5M

·        Limited administrative staff (1-5 people)

·        Need operational foundations, financial systems, board support, capacity building

Geographic Focus

Central Oregon, with emphasis on Bend and surrounding communities. Local presence enables relationship building and community connection.

Ideal Client Profile

Business owners and nonprofit leaders who value genuine partnership, recognize need for professional help, want to understand their business better, are open to implementing improvements, and seek long-term support relationships.

Market Analysis

Market Opportunity

Oregon's small business sector is robust with nearly 400,000 small businesses representing over 99% of all state businesses. The state added 3,000 net new companies last year, demonstrating continued entrepreneurial activity. Central Oregon supports nearly 600 active nonprofit organizations serving the region's mission-driven community.

These organizations face consistent challenges:

·        Disorganized or nonexistent financial systems

·        Difficulty understanding business numbers and making data-driven decisions

·        Inefficient operations consuming excessive owner/leadership time

·        Limited administrative capacity, especially in nonprofits

·        Minimal or ineffective online presence

·        Challenge of implementing new technologies and systems

Competitive Landscape

Market Segmentation: The local consulting market segments into specialists (bookkeeping only, grants only, operations only) versus integrated service providers. Few competitors successfully bridge financial management, operational systems, and strategic support.

 Our Position: We occupy the middle ground between basic bookkeeping services (transaction processing only) and high-end business consulting (often corporate-focused with premium pricing). Our integrated approach, nonprofit specialization, and proven transformation experience create competitive advantages.

Market Gaps We Fill:

·        The "middle market" between basic services and expensive consulting

·        Operational + financial integration (most address one or the other, not both)

·        Nonprofit operational foundations (existing consultants focus on fundraising/grants)

·        Technology bridge for small organizations intimidated by modern tools

·        "Build while sailing" understanding of resource-constrained implementation

Services & Pricing

Service Packages:

Package 1: Financial Foundation

QuickBooks setup/cleanup, chart of accounts customization, bank reconciliation, monthly financial reporting templates, cash flow tracking, training on system use.

Package 2: Business Operations Optimizer

Process audit and documentation, workflow optimization, financial analysis with insights, budget creation and tracking, staff productivity analysis, quarterly check-ins.

Package 3: Digital Business Foundation

Professional website creation (Squarespace), Google My Business optimization, business directory listings, basic SEO, contact forms, customer review management strategy, mobile-friendly design.

Package 4: Smart Business Systems

Administrative workflow audit, documentation and template creation, email/communication optimization, repetitive task automation, training on new systems, monthly maintenance.

A La Carte Services:

Individual services available separately for clients with specific needs or wanting to build relationships gradually before larger engagements.

• Financial & Operations: QuickBooks setup, monthly reports, process documentation, productivity analysis, budget creation

• Digital & Administrative: Google My Business optimization, directory listings, website updates, customer review templates, workflow automation

• Strategic: Business planning facilitation, operational efficiency audits, systems integration

Monthly Retainers:

Ongoing support through monthly agreements for clients needing consistent financial management, operational oversight, or strategic partnership. Retainers create predictable revenue and enable deep client relationships.

Client Acquisition Approach

Phase 1: Launch & Validation (Months 1-3)

·        Network activation through 15-20 one-on-one meetings with former colleagues, professional acquaintances, and friends

·        Pilot projects at discounted rates to build portfolio and testimonials

·        Professional website, business cards, LinkedIn optimization

·        Goal: 3-5 pilot clients across different service areas

Phase 2: Expansion & Networking (Months 3-6)

·        Attend 2-3 networking events monthly to identify best-fit groups

·        Join 1-2 business organizations based on demonstrated value

·        Cultivate referral relationships with complementary service providers

·        Request testimonials and recommendations from satisfied clients

·        LinkedIn engagement and content sharing

Phase 3: Sustainable Growth (Months 6-12)

·        Systematic outreach and consistent networking presence

·        Develop detailed case studies showcasing results

·        Strategic partnerships with organizations serving target market

·        Introduce monthly retainer offerings

·        Begin delegating routine services to focus on higher-value work

Marketing Differentiation

Competitive Advantages:

·        Proven track record of operational transformation

·        Combined financial expertise with operational systems thinking

·        Nonprofit sector specialization from insider perspective

·        Personal, relationship-driven approach

·        Mid-market pricing with high-value integrated services

Primary Marketing Channels

·        Professional network and personal connections (primary driver)

·        Local networking groups and business community engagement

·        LinkedIn presence and thought leadership

·        Referrals from satisfied clients and strategic partners

·        Community visibility through nonprofit board involvement

Success Metrics

·        Phase 1: 15-20 network meetings, 3-5 pilot clients, 2-3 testimonials

·        Phase 2: 5-8 active clients, attending 2-3 networking groups regularly

·        Phase 3: 8-12 active clients, 50%+ of new clients from referrals

Business Structure

Sole proprietorship operating under assumed business name, home-based office in Deschutes County, Oregon. Professional liability insurance ($1M coverage). Plans to transition to LLC when revenue reaches $75-100K or when hiring employees.

Service Delivery Process

1.         Initial Contact: Response within 24 hours, invitation to discovery call

2.        Discovery Call: 20-30 minute complimentary phone/video call to assess fit

3.        Proposal: Written scope, deliverables, timeline, investment, payment terms

4.        Onboarding: Kickoff meeting, gather information, set expectations

5.        Service Delivery: Execute work with regular check-ins and documentation

6.        Completion: Deliver results, review with client, request feedback

7.        Follow-up: Ongoing relationship maintenance and check-ins

Technology & Tools

·        QuickBooks Online (Accountant subscription)

·        Google Workspace (email, calendar, file storage)

·        Trello (project management)

·        Squarespace (website platform)

·        Secure file sharing (QuickBooks, Encryo)

·        Password manager for client access

Quality Standards

·        Response within 24-48 hours to client communications

·        Deliverables completed within agreed timelines

·        Clear documentation for all client work

·        Regular check-ins during active projects

·        Review all work for accuracy before delivery

·        Request client feedback after each engagement

Capacity Planning

Target 30-35 working hours weekly with 18-21 billable hours (50-60% utilization). Maximum capacity:

·        Year 1: 8-12 total active clients

·        Year 2: 12-18 total active clients

·        Year 3: 15-20 total active clients (with delegation of routine bookkeeping)

When approaching capacity: raise rates, refer overflow to partners, extend timelines, prioritize retainer clients, begin delegation.

Delegation Strategy

·        Phase 1 (Year 1-2): Solo practice while building systems and templates

·        Phase 2 (Year 2-3): Strategic delegation of routine monthly bookkeeping to subcontractor bookkeepers. Retain client relationships, system setup, and strategic oversight.

·        Phase 3 (Year 3+): Consider part-time or full-time bookkeeper employee when revenue consistently exceeds $80K. Focus own time on strategic work, business development, client relationships.

Business Model Economics

Startup Investment: Under $2,500

Minimal costs due to home-based operation, existing equipment, free QuickBooks subscription, and bootstrap approach.

Monthly Operating Expenses: $200-600

Lean structure with low technology costs, professional insurance, and variable networking/marketing spending. No office rent or major subscriptions.

Break-Even: 5-9 billable hours monthly

Very achievable with single active client.

Growth Trajectory

Year 1: Foundation Building

Focus on network activation, pilot clients, service refinement, and credibility building through testimonials and case studies.

Year 2: Growth & Efficiency

Referrals from satisfied clients, increased service delivery efficiency, higher percentage of retainer relationships, reputation established in local market.

Year 3: Sustainable Practice

Established market presence, significant referral business, delegation of routine work enabling capacity expansion, focus on higher-value strategic services.

Revenue Model

Mix of project-based packages (one-time or periodic) and monthly retainer relationships (recurring revenue). Average client value varies based on service mix. Revenue progression emphasizes moving from project work to stable retainer base for predictable income.

Success Definition

Financial success means sustainable full-time income with balanced lifestyle—30-35 hours weekly, vacation flexibility, and capacity for family/health needs. Success measured by client satisfaction and positive community impact, not just revenue maximization.

RISK MANAGEMENT

Identified Risks & Mitigation

Market Risk: Diversification across small business and nonprofit clients reduces sector dependence. Service mix provides multiple revenue streams.

Capacity Risk: Conservative client targets prevent overextension. Clear delegation triggers maintain quality. Documented processes enable support if needed.

Financial Risk: Minimal startup investment and low fixed expenses limit exposure. No debt financing required. Ability to maintain supplemental income during ramp-up if needed.

Competition Risk: Integrated service model and proven track record differentiate from basic bookkeepers and generic consultants. Nonprofit specialization creates defensible niche. Local relationships create barriers to outside competition.

Business Continuity

·        Maintain professional liability insurance

·        Have client contracts and service agreements

·        Keep detailed records of all client work

·        Cloud-based tools provide automatic data backup

·        Build relationships with trusted bookkeepers who could provide coverage

·        Communicate proactively with clients about availability and timelines

Long-Term Vision

3-5 Year Goals

Business Evolution: Transition from solo practice to small consulting firm with 1-2 bookkeeper employees or subcontractors handling routine financial work while focusing on strategic consulting, business development, and client relationships.

Service Refinement: Identify most profitable and fulfilling service areas through experience. Potential to develop group workshops, online courses, or productized offerings for scalable revenue.

Community Impact: Become recognized resource for small business and nonprofit operational excellence in Central Oregon. Build reputation through results, relationships, and thought leadership.

Personal Success: Maintain balanced lifestyle with meaningful work, sustainable income, family time, and community contribution. Measure success by quality of client relationships and positive organizational impact, not just revenue.

Definition of Success

Success means building a business that provides both meaningful income and fulfilling work while supporting our values of balance, impact, and community connection.

Financial success: Sustainable full-time income supporting our family while maintaining flexibility for health and family needs.

Professional success: Serving 15-20 clients excellently, building strong referral pipeline, establishing reputation for operational transformation expertise.

Personal success: 30-35 hour workweeks, 3-4 weeks annual vacation, work that energizes rather than depletes, positive community contribution.