What solo and micro firms really need to thrive

Many firm owners start their own practice chasing freedom: financial, personal, or both. But somewhere along the way, they end up overworked, underpaid and overwhelmed. At the Growth Club Summit, Amanda Gascoigne explained why that happens and what to do about it. A long-time firm owner and now coach to solo and micro firm leaders, Amanda delivered one of the most practical sessions of the day. No fluff, no tech talk. Just real advice on how to build a firm you actually enjoy running. Here’s what solo and micro firms really need to thrive.

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A clear definition of success Success is not one-size-fits-all. You do not have to chase a $1 million practice if that is not what you want. Many of Amanda's clients are intentionally choosing to stay small. They want more balance, more time for family, and more control over their days. Instead of defaulting to growth, Amanda encouraged firm owners to define success on their own terms. That means getting clear on:

• What income you actually want or need
• How much time freedom matters to you
• What kind of lifestyle you are building outside your firm

Your practice should serve your life, not consume it.

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Boundaries that protect your energy If you are constantly interrupted by texts, emails and last-minute client requests, you probably do not have a time problem. You have a boundaries problem. Amanda shared practical ways to set boundaries that stick:

• Define business hours and expected response times
• Let clients know how to contact you (and how not to)
• Say no to urgent work caused by poor client planning

The people who push back the most on boundaries are often the ones who need them the most.

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Core systems that reduce your workload Freedom in business comes from structure. Amanda showed how small firms can set up core systems that make their business easier to run. Examples included:

• Onboarding and offboarding workflows
• Proposal and engagement templates
• Annual capacity and workflow planning
• Clear communication guides for clients

One system that worked well in Amanda’s old practice was assigning each compliance client a specific processing month. Clients received a checklist in advance and were expected to submit work by a set deadline. If they missed it, their job was moved to February. This reduced bottlenecks, improved turnaround times and lowered stress across the board.

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Confident pricing that reflects your value If your fees have not gone up in years, it is time to review them. Amanda recommends:

• Reviewing what you would earn on the open market
• Benchmarking fees using a pricing guide or menu
• Including automatic CPI increases in engagements
• Being upfront about legacy pricing when needed

If a client questions the increase, Amanda suggests a simple reframe. Let them know what your standard fee is, then explain the discount they are receiving. This encourages transparency and protects your margin.

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The power of saying no Every time you say no to the wrong things, you make space for the right ones. Saying no is not easy, especially if you are used to people-pleasing. But it is essential. Amanda encouraged attendees to identify one client, task or habit they need to let go of. Saying no to scope creep, underpriced work, or clients who drain your energy is not just healthy. It is necessary for long-term success.

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Building a firm that works for you

Thriving as a solo or micro firm owner is not about working harder or chasing someone else’s version of success. It is about setting your own measures of success, protecting your time and energy, building systems that support you, pricing with confidence, and knowing when to say no.

Amanda’s message was simple but powerful: you get to choose the kind of firm you run, and the kind of life it supports.

Start by choosing you.