Little Book of OneE Cartoons.compressed(12)

Little Book of OneE

Welcome to the Little Book of OneE...
Contents
OneE is on a journey................................................... 2
Where we’ve come from.............................................. 3
Our world..................................................................... 7
Where we’re going...................................................... 9
Why are we doing this?.............................................. 11
How do we do that?................................................... 13
What do we provide to clients?.................................. 14
What do professional advisers get?............................ 15
Our aims and vision................................................... 16
Our brand promise..................................................... 17
How do professional advisers and clients see us?.... 19
How do we communicate?........................................ 21
What part do you play?............................................. 22
Responsible business............................................... 23
Our clients................................................................. 24
Our community.......................................................... 25
Our People................................................................ 26
How does everyone fit together?.............................. 27
Business objectives.................................................. 29
1

Like any ambitious business,
OneE is on a journey...
We recognise you, our people, are our
biggest asset, and that we have a
responsibility to offer you fulfilling and
meaningful careers that enrich and develop
your skill-sets and life experiences
We also want to earn the respect of our
clients, suppliers and business associates
by being known for our high level of tax
expertise and efficient service.
In order for this to happen, it is crucial that
everyone within OneE understands our
business vision and the vital role each of us
plays in achieving our goals.
The purpose of this book is to introduce our
plan for the next few years and explain the
values that will provide the foundation to our
growth.
By pulling together, we hope to have a
sustainable business we can all be proud of
and to all benefit from its success.
2

Where we’ve come from
1st Ethical Limited was formed in October 2001, as a FCA
regulated, boutique wealth advisory firm specialising in Islamic
pensions and investments tailored for high net worth individuals.
We soon realised there was an opportunity to also offer wills and
trust based tax planning, which in turn led to a second firm
being formed; 1st Ethical Tax Consulting Limited.
It soon became apparent tax planning was the one area with
greatest growth potential.Consequently in circa 2007, we took a
big strategic decision to focus all our energies in the tax domain
and accordingly rebranded 1st Ethical Tax Consulting to OneE.
The name OneE is actually derived from 1st Ethical (we changed
the 1st, to One and shortened Ethical to E).
1st Ethical itself was converted to an educational charity
focusing on financial literacy and social responsibility, and has
donated £5M+ to good causes thus far, almost all of which was
donated to it in turn by OneE.
By focusing exclusively on tax advisory services to small
businesses and their owners , OneE was able to quickly
establish itself nationally a leading tax advisory firm, and
enjoyed stellar year and year growth over the period 2007 –
2013, recgonised by a string of prestigous national awards.
2006
2008
2009
2010
3

2011
2012
2014
4

The credit crunch in 2008 and
the resulting financial crisis
didn’t impact us
immediately (as with
many businesses in the
financial sector) but
the UK government’s
desire to address the
deficit by collecting
more tax sparked
an increased
interest in tax
policy from the
media and
general public.
2015
2016+
The “Jimmy Carr”
furore in 2012 was
the beginning of a
profound shift in
public sentiment
towards the tax
industry, and in the
Summer of 2013 the
government duly
announced plans to
introduce new measures in
the form of a “General Anti
Avoidance Rule” (later
renamed “General Anti Abuse
Rule” and referred to as the “GAAR”).
5

Even though OneE has never offered ‘abusive’ tax planning, the
changes brought in nevertheless affected the entire industry
including ourselves . We recognised a need to diversify our
service offerings, with a focus on providing more bespoke tax
planning advice and also offering tax-efficient investment
opportunities to OMBs.
Whilst this mission was still in it’s early days, the introduction of
the Accelerated Payment Notice (“APN”) regime in the Summer
of 2014 forced us to fast-track our plans considerably.
The resulting brand makeover in late 2014 reflected the fact that
there was a new OneE in the marketplace offering a lot more
than it ever had before.
We feel proud that we have successfully managed over a pretty
short period to transition from offering a relatively narrow range
of services to small businesses and their owners to becoming a
holistic tax advisory service, helping our clients and their
professional advisors to grow and prosper.
This was no mean feat!
But it doesn’t end there. This hard work has taught us a lot and
put us in an great place to now embark on our next mission …
one of further growth and sustainability.
We want you to be a part of that mission.
6

Our World
Every business needs to keep up with the changing world
that surrounds it. In our field this is especially true; every
year, the Chancellors ‘spring budget’ and ‘autumn
statement’ will alter our landscape
Given the fallout from the credit crunch, there is greater
awareness of tax and emphasis on “responsible” tax
planning people “paying their fair share”.
Consequently tax solutions which may have been perfectly
appropriate yesteryear, including some of the planning we
used to offer, are simply no longer viable.
We therefore find
ourselves on a
mission to persuade
professional advisors
that the future of tax
planning has
irrevocably changed.
7

Moreover, by working together, we all have a rare and
valuable ‘window of opportunity’ to establish ourselves as
market leaders of responsible tax planning in this new
world.
Underpinning our excitement is the recognition technology
is improving at a rapid pace and we find ourselves in the
midst of a digital revolution. The professional advisory
sector is probably amongst the final few industries yet to
fully embrace the possibilities that these changes can
bring. We feel that as a young and dynamic firm, known for
our innovative and efficient approach, we will lead the way
to a brighter future in the tax planning industry.
8

Where we’re going
Our brand makeover in October 2014 was
just the start of a dramatic programme of
transformation, one which is absolutely
crucial if we want to remain a leader in
providing innovative and efficient services to
professional advisors and their high net
worth clients.
The next chapter is about to begin and we
have big ambitions!
One challenge is to broaden our range of
professional intermediaries to encompass
not only accountants, but also solicitors,
wealth managers, IFAs and estate agents).
Whilst these market sectors have always
existed, it is only now that we can properly
diversify and grow to handle the scale of
business that we expect to attract.
9

Our proposition has been refined and there
are three main angles of attack:-
• We need to simplify the process of pro-actively
and efficiently diagnosing tax issues and
market this in its own right as an online scalable
tool which intermediaries can use to better serve
their clients.
• We need an efficient and focussed
approach to both selling and implementing our
“Tax Partner on Demand” and “Tax Dispute
Resolution” services
• We need to split out the Investments side of
our offering into a new brand which has a specific
remit of marketing non-mainstream Investments
that are creative, diversified, responsible,
high-yielding and dynamic.
To achieve these objectives we need to
work smarter and slicker than ever before.
And to do this we need every single
member of our team working together and
pulling in the same direction.
10

Why are we doing this?
It is easy to forget the reason that we’re here
when things are changing all around us.
Now is a good time to remind ourselves of
this.
In a word, it’s about “growth”
In a sentence you’d probably
say - “We feel
passionately about
stimulating growth”
11

But to really explain how this works, you
need two sentences:-
We support small to
mid-tier professional
advisors to enable their
clients’ businesses to
grow (which in turn
grows their own
business). This results
in our own growth
and also ultimately will
contribute to the
growth of UK PLC.
….See, we told
you it was all
about growth!
12

Great, so how do we do that?
We provide professional firms with
on-demand access to expert tax
advice, specialist tax dispute
resolution services and attractive
investment opportunities for their
owner managed business and high
net worth clients. This makes their
lives easier and their businesses
more profitable. And yep, you
guessed it, this leads to growth.
We are in the business of selling
our expertise and believe we do so
efficiently and effectively. But, we
can always do better!
13

Ok, but what do we actually
provide to clients?
• Corporate tax advice
• Private client tax advice
• International tax planning
• Property tax advice
• Tax efficient investment opportunities
• Tax dispute resolution services
• Support with HMRC enquiries
• Trustee services
14

And what do Professional Advisors get?
• Access to leading tax expertise & ideas
• On-demand tax advice
• Business development support
• Access to online web-portal
• Regular legislative updates
• Access to free webinars and other events
• Premium commission rates
15
16

Our aims and vision
Our aim is to be recognised as experts in tax advisory and
tax disputes work and to be the partner of choice for
professional advisors.
We believe our expertise and efficient approach adds
value to a professional advisor’s practice. It enables them
to better serve their clients, identify new business
opportunities, maximise their revenues, and reduce risk, all
resulting in positive business growth in the owner managed
business sector.
We want to be recognised as champions of growth for
OMBs and the professional advisors who support them.
16

Our brand promise
To be a one-stop shop for expert tax advice
and tax dispute resolution services.
Approachable experts, our team has many
years of experience, good working
relationships with HMRC and close links to
leading industry bodies, meaning we can
offer comprehensive technical support and
expertise delivered efficiently.
17
18

18

How do Professional Advisors
and Clients see us?
Our brand values sit at the core of our
approach with our professional advisors and
clients, they define how we work and what
we believe in.
CREDIBLE
Our history speaks for itself.
Our expertise and ability to
handle complex tax advisory
queries and tax disputes is
second to none.
19
EXPERTS
We know tax is an incredibly
complex subject. That’s why
we’re here – to remove the
barriers to solving complex tax
problems and tax disputes. We
work closely with professional
advisors to provide practical
and effective solutions to their
clients’ challenges

FORWARD THINKERS
With a keen eye on upcoming
and future changes in the
political environment,
economic markets, as well as
legal changes, we continually
adapt our services to best
serve professional advisors
and their clients.
INNOVATIVE
Always at the forefront of
innovative tax planning, we
think much wider than the
basics and employ efficient
methods of providing our
services to save everybody
time.
INTEGRITY
We act with integrity and
comply with the letter and
spirit of the law. As an
independent firm, we
provide the best and most
appropriate advice for
professional advisors and
their clients’ needs.
20

How do we communicate?
We need to convey OneE’s personality and
our values in a clear and consistent way,
channelling our expertise across all our
communication channels.
Our audience is smart, so think professional
tone. However, we don’t want to come
across as being overly formal or staid.
CREDIBLE EXPERTS / TRUSTED PARTNER
Think authoritative expert, but not arrogant or overbearing.
We listen to professional advisors’ needs and want them to
feel that we’re a seamless extension of their team.
INNOVATIVE, FORWARD-THINKERS
Think agile and creative. We don’t stay with the norm, or
follow the pack. We lead the way.
INTEGRITY
Think honest, approachable and helpful. We do the right
thing at the right time.
21

What part do you play?
Every member of the OneE team has an important
part to play in helping the business achieve its
objectives.
By understanding where we are going,
coordinating our efforts and making sure that
we’re all pulling in the same direction, we will
achieve our goals and everyone associated with
OneE will benefit as we grow together.
22

Responsible business
OneE is committed to responsible tax advice and
providing innovative, value-led solutions that meet our
clients’ commercial objectives.
We want to help the small and medium enterprises within
our economy to prosper and grow, which in turn will
support wider economic growth.
We are also uniquely positioned to have a voice within
the debate of what ‘responsible’ tax advice should look
like. OneE will be working with its network of
stakeholders to ensure that our sector remains important,
valid and relevant in the current political and
economic climate.
23

Our clients
We are committed to the responsibilities we owe to our
clients and their professional advisors.
So we always:-
Operate with excellence, through
• Expertise
• Compliance
• Attention to detail
Add value, through
• Efficiency
• Innovation
• Continual improvement
Go the extra mile, by
• Delivering a gold standard service every time
• Placing ourselves in our clients’ shoes
• Demonstrating we understand their objectives
"Do what you do so well that they will want to
see it again and bring their friends."
Walt Disney, The Walt Disney Company
24

Our community
We are not an island. We are a
member of the community that
surrounds us, both locally and
nationally.
We encourage our staff to be proud
of the communities we live and work
in and we will support them in their
own endeavours to get involved in
making these a better place,
whether through enabling charity
fundraising or supporting individual
projects that utilise the skills they
have gleaned during their time with
us.
OneE believe we can and should
contribute in three key areas:-
•
•
•
Education (inspiring the next generation)
Enterprise (supporting SMEs and social enterprises)
Encouraging Financial literacy
A business that makes nothing but
money is a poor business.
~ Henry Ford
25

Our People
Our people are our most valuable asset.
Much more than a group of individuals, OneE is a talented
and high-performing team. As with any group of people,
each and every one of us is different. In our team,
everyone has a crucial role to play in helping us all to
develop and flourish.
OneE is committed to a strategy for personal growth and
professional development underpinned by competitive
salaries that not only recognises the differences between
each of us, but that takes full advantage of those
differences.
In our dynamic and stimulating environment, we support
our team by providing a stimulating and safe place to work
that supports the wellbeing of everyone and respects and
indeed celebrates the individuality of each person.
We believe our unique approach creates leaders faster
than anywhere else. But we also know that some people
don’t want to lead and they too can flourish with us to
become experts in their own discipline.
The emphasis we place on our people is recognised in
various ways, including our Living Wage accreditation, our
Investors in People status and our membership of
Business in the Community with its strong focus on
employee wellbeing.
Everybody is a genius. But if you judge a fish by its ability to climb a tree, it
will live its whole life believing that it is stupid
~ Albert Einstein
27

How does everyone fit together?
Dominic
Slattery
Managing
Director
Bashir
Timol
Strategic
Director
Gary
Rowson
Technical
Director
Gwilym
Davies
Business
Development
Director
Disputes &
Investigations
Business
Development
Business Development
Support
Marketing
28

Chris Duffy
Head of
Distribution
Distribution
Timothy
Johnson
Technical
Director
Investments Technical
Development
Lindsey
Daniels
Operations
Director
Finance
Tax Partner on
Demand
IT/Facilities
Helpdesk
Business Analysis
Directors' Support
Office Support
Compliance
Graduate Team-
Implementation and
HMRC Enquiries
R&D
28

Manage
resources to
meet the
needs of the
business plan
Deliver projects
within time and
on budget
Culture shift
to one of a
learning and
improvement
led organisation
Optimise learning
and development
for our direct
employees
Demonstrate
our commitment
to quality and
excellence and
practice what
we preach
Become industry
thought leaders
and an employer
of choice
Continue to add
value to
customers by
evolving
proposition
(Core and VAS)
29
Learning and Growth

CAUSES/ENABLES
Provide excellent
systems for
customers and
employees
Maintain and
improve supplier
partnerships
Be efficient
and effective
in everything
we do
Maintain
effective cash
collections to
minimise cost
of money
Minimise
business
losses
Internal Business Process
30

Achieve high
levels of
satisfaction
Grow sales
through
innovating and
evolving existing
products and
services
Maximise
retention of
customers
Maximise
customer
revenues
and proÞtability
Win new
agency partners
with acceptable
margins
31
Customer

EFFECT/RESULTS
Contain
overheads and
achieve value
for money
Maintain
sustainable
growth in both
income and
throughput
Manage our cash
effectively
Achieve our
annual goals to
meet stakeholder
expectations
Financial
32

Our targets
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