Free · 13-Week Playbook

13 weeks to clarity, cash, and momentum for accounting firm owners. Free.

A written weekly system. Ten minutes every Monday. Fifteen every Friday. Thirteen weeks.

Get your copy, free

Bench.co: first accountant, 0 to 3,000 clients. Pilot.com: first AE to break $40k MRR in a month. My own practice: $500k ARR, no outside funding, solo.

The referral ceiling

✦

"Most accountants don't respect sales or marketing and are really proud to only get referrals and only inbound."

That's my own read, from a practice I ran the same way.

A referral-fed firm can run for years with nothing written down anywhere. No revenue goal on a page. No weekly number. No record of whether last week's calls, or last month's slow patch, actually changed anything. Everything about how work arrives, and what to do about it, lives in one person's head.

It holds up fine when referrals are strong. The week they slow down, there's no system to fall back on, because there was never a system to begin with, just a habit that worked until it didn't.

What's inside

One spread a week, thirteen weeks, a few honest minutes at the start and end of each one. That's the whole system.

Once, at the start

Foundation

Three Foundation pages: your long-term vision, your 3-year business vision, and the 13-week commitment you're signing your name to.

Monday · 10 min

Setup

Open this week's spread. Re-write your revenue goal and your vision at the top, by hand, every week. Set your top 3 priorities from your GTM menu and whatever's still outstanding.

Friday · 15 min

Reflection

Fill in your cash flow snapshot and pipeline. Answer the reflection questions honestly. Nobody grades this. It only works if it's true.

Week 13

Wrap-up

Complete the Wrap-Up pages. Compare where you started to where you are. Decide what the next 13 weeks are for.

A half-finished page still counts. Miss a week, don't restart, just pick up on the next one.

Fit check

Who this is for

Best fit if You're running a firm at $1m or more in revenue, most of the work still arrives by referral, and you want it written down instead of carried around in your head, on the way toward $10m and beyond.

Not a fit if You want someone else to run the sales function for you. This is a weekly practice you do yourself, 10 minutes Monday, 15 Friday. If you won't sit down and do that most weeks, this Playbook won't help you.

Why listen to me

I'm Luke Frye, a Washington State licensed CPA. I spent the last decade in front-of-house roles at tech startups, anywhere you talk to people.

Bench.co: first accountant, as it scaled from zero to 3,000 clients.
Pilot.com: first Account Executive to break $40k in new monthly recurring revenue in a single month, more than my entire quarterly quota.
Puzzle.io: first front-of-house hire, built Customer Success, Support, and the Accounting Channel, and closed the firm's biggest deal at 200 clients from one firm.
My own practice: bootstrapped to $500k ARR with no outside funding, the only person doing sales and marketing.
Currently: Accountant in Residence at Canopy.

✦

"Sales is just education. I tell people what accounting is, why they need it, and how it works."

Now I help accounting and professional services firms with $1m or more in revenue build clearer sales and operations, so they're ready for acquisition or for growth toward $10m and beyond. This Playbook is the weekly rhythm I built for exactly that work, the one I wish every client had before they ever talked to me.

Written or live, same discipline

This playbook is the version you run on your own, on your own time, thirteen weeks at your own desk. There's also a version you show up for. Once a month, last Thursday, I teach the same three things live on Google Meet: have a CRM, record your calls, get paid up front. Free, one hour, about forty minutes of teaching and twenty minutes of live Q&A on your own numbers.

Join the webinar

Free. One hour, live on Zoom, replay included.

Thirteen weeks starts whenever you're ready

Same form, same instant access. One email, and the Playbook is on its way.

Questions

What if I fall behind some weeks?

A half-finished page still counts. If you miss one, don't restart. Just pick up on the next spread.

Do I need to be good with numbers?

No. Just honest. The cash flow rows ask for real numbers, not perfect ones. Nobody grades this. It only works if it's true.

How long does this actually take each week?

Monday setup is 10 minutes. Friday reflection is 15. About 25 minutes a week for thirteen weeks, plus the three Foundation pages once at the start.

Is there a live version of this?

Yes, above. Same discipline, taught live, once a month. Join the webinar →