As part of the 12th edition of the Marcom Trophies, David Ladame, Certified Public Accountant and Director of the firm Experneo, received the Marcom Gold Trophy in the promotion of the offer category. He details his concept and his vision.
Can you tell us more about the Happy Business offer, rewarded with a Gold Marcom?
The Happy Business offer is distributed within Behappy. It was the company Experneo, which I founded in 2002, that conceptualized the Happy Business offer (HappyBusiness By Experneo). This offer was officially launched during the 3rd edition of Neoday on October 19, 2018. Based on the success we have experienced in the Experneo firm, we wanted to share this unique concept with other state-authorized public accountants.
When I set up Experneo on July 1, 2012, I was trying to answer this strategic problem: what would I use if the accounts disappeared ?! . This is how the Happy Business concept was born in 2018. This is an original offer that includes 3 inseparable elements:
- digital tools : a web platform (MEG & MEG RH from RCA) and a smartphone application (Dext) to enable the entrepreneur to manage his flows (income, expenses, banks, HR, etc.) simply and in real time;
- periodic accompaniment : periodic meetings with a state-authorized public accountant to work on the company’s success areas (management, organization, production, management and sales);
- community : information meetings (face to face and external) and events to enable the entrepreneur to develop his business.
This offer today is aimed at small businesses, TPE less than 10, in the form of a business (SARL or SAS). The price is fixed and can be easily determined by the entrepreneur directly from the website depending on the extra services he wants and the number of employees. There are currently 3 versions of the Happy Business Entrepreneur offering: Only, Many and Company. We are the only ones offering it this way!
Finally, every customer must be eligible for the device to claim to benefit from it. Visitors to the site can thus directly test their eligibility live using the questionnaire. Again, we are the only ones offering it this way!
Your concept takes the form of a brand license and not a franchise or a network as we usually see: why this choice?
First and foremost, the project is based on a need on the spot, namely to share Experneo’s know-how on a proven offer. The goal was therefore to share only one offer (Happy Business Entrepreneur) with the corresponding production method without duplicating the entire Experneo company.. Then all the experts gathered in the beginning shared the same happy business spirit (to work seriously without taking themselves too seriously and meaningfully), but with a strong desire to remain independent. In the end, I wanted a simple and agile solution.
For all these reasons and on the advice of our lawyers, we have chosen the brand and know-how licensing model. Each licensed company thus remains completely independent. We all share the same vision of the company and want to benefit from the implementation of this Happy Business offering. Behappy is now a real community within which we share the same commercial approach and the same solutions.
In a context where the profession asks a lot about tools, one insists much more on methods: why is it more important?
Today, everyone is looking for the best IT solution … but is there one? At Behappy, we are convinced that in addition to the tools, the methodology associated with a bidding strategy is the real keys to success.
For several years, we at Experneo have made strategic choices that are now paying off. As the old saying goes, too many kisses, hugged badly! , we have focused on one type of clientele, to make it a true specialization. In addition, we have significantly limited the number of software to better use them. Today, we encounter far too many companies that use only half the potential of their tools … which may give the impression that the tool does not really meet the need. We also strive as far as possible to define the needs and specifications of our tools, with our customers and especially for them (we adapt only and not the other way around). When you are a small structure like ours, you need to be impeccable in terms of productivity.
Why did you choose to offer a fixed rate? Is this economic model no longer risky for the company?
This offer is the result of several trial years. We built it with the help of concerned customers. We have chosen to offer a fixed price to provide the most complete clarity to our future customers.
But beware, this result is not a miracle or a coincidence! This offer must definitely be linked to a specific internal organization. With the right tools, you can reduce case processing time as much as possible, regardless of the amount of postings. The only unresolved issue to date remains the payslip. This is why the number of salaries remains a variable that needs to be adjusted up or down. The latter can also condition the choice of a version in relation to needs.
I am sincerely convinced that in a few years, a large majority of companies will make the same value proposition as us on a similar approach. : With the development of the digital, the marketing of the offer becomes ESSENTIAL for all companies!
What are the next milestones you are aiming for with Behappy?
Our next step is:
- continue to network the national territory by identifying other state-authorized public accountants who have a happy business mindset (mainly southeast, center and north) to strengthen our national brand image;
- create a new national partnership in 2022 for young graduates (ANECS CJEC);
- promote the behappy brand to our target entrepreneurs through our SEO strategy and strengthening of internal resources (planned employment);
- launch the welcometobehappy page to promote the Behappy employer brand to facilitate sourcing for our members.