Interview with David Ladame from Happy Business

As part of the 12th edition of the Marcom trophies, David Ladame, chartered accountant and director of the firm Experneo, received the Marcom Gold trophy in the Marketing category of the offer. It details its concept and its vision.

Can you tell us more about the Happy Business offer, awarded with a Gold Marcom?

The Happy Business offer is distributed within Behappy. It is the firm Experneo, which I created in 2002, which conceptualized the Happy Business offer (HappyBusiness By Experneo). This offer was officially launched during the 3rd edition of Neoday, on October 19, 2018. Building on the success encountered within the Experneo firm, we wanted to share this unique concept with other chartered accountants.

By creating Experneo, on July 1, 2012, I tried to answer this strategic problem: what would be my use, if the accounting disappeared ?! . This is how the Happy Business concept was born in 2018. This is an indiscriminate offer that includes 3 inseparable elements:

  • digital tools : a web platform (MEG & MEG RH from RCA) and a smartphone application (Dext) to allow entrepreneurs to manage their flows (revenue, expenses, banks, HR, etc.) simply and in real time;
  • periodic support : periodic meetings with a chartered accountant to work on the areas for the company’s success (steering, organization, production, management and sales);
  • the community : information meetings (face-to-face and remote) and events to enable the entrepreneur to develop his business.

Today, this offer is aimed at small businesses, TPE less than 10, in the form of a company (SARL or SAS). The price is fixed and can be easily determined by the entrepreneur directly from the website depending on the additional services he wants and the number of employees. There are currently 3 versions of the Happy Business Entrepreneur offer: Only, Many and Company. We are the only ones to offer it like this!

Finally, each prospect must be eligible for the system, in order to qualify for it. Visitors to the site can thus directly test their eligibility live, using the questionnaire. Here again we are the only ones to offer it like this!

Your concept takes the form of a brand license, and not of a franchise or a network as we usually see: why this choice?

First of all, the project is based on a need in the field, that of sharing Experneo’s know-how on a proven offer. The objective was therefore to share only one offer (Happy Business Entrepreneur), with the corresponding production method, without duplicating the entire Experneo firm.. Then, all the experts gathered at the beginning, shared the same happy business mindset (working seriously without taking oneself seriously and with meaning), but with the strong will to remain independent. Finally, I wanted a simple and agile solution.

For all these reasons and on the advice of our lawyers, we have chosen the trademark and know-how license model. Thus, each licensed firm remains completely independent. We all share the same vision of the business and wish to capitalize on the deployment of this Happy Business offer. Behappy is today a real community, within which we share the same commercial approach and the same solutions.

In a context where the profession wonders a lot about tools, you insist much more on methods: why is that more important?

Today everyone is looking for the best IT solution … but does it exist? At Behappy, we are convinced that, beyond the tools, the methodology associated with a strategy of the offer, are the real keys to success.

For several years, at Experneo, we have made strategic choices, which are now paying off. As the old adage goes, which embraces too much, badly grasped! , we focused on a type of clientele, to make it a real specialization. Also, we have considerably limited the number of software, to make better use of it. Today, we encounter far too many firms that only use half the potential of their tools … which can give the impression that the tool does not really correspond to the need. Also, we strive as much as possible to define the needs and specifications of our tools, with our customers and especially for them (we do not adapt and not the other way around). When you are a small organization like ours, you have to be irreproachable about productivity.

Why did you choose to offer a fixed rate? Isn’t this economic model more risky for the firm?

This offer is the result of several years of experimentation. We built it with the help of affected customers. We have chosen to offer a fixed price in order to bring the most total clarity to our future customers.

But beware, this result is not a miracle or chance! This offer must absolutely be associated with a specific internal organization. Indeed, with the right tools you can reduce the processing time of a file as much as possible, whatever the volume of writing. The only unresolved issue to date remains the pay slip. This is the reason why the number of employees remains a variable adjusting the increase or the decrease. The latter too can condition the choice of a version in terms of needs.

I am sincerely convinced that in a few years, a large majority of firms will make the same value proposition as us, on a similar approach. : with the evolution of digital, the marketing of the offer will become ESSENTIAL for all firms!

What are the next steps you are aiming for with Behappy?

Our next steps are:

  • continue to network the national territory by identifying other chartered accountants who have a happy business mindset (south east, center and north mainly) to strengthen our national brand image;
  • set up a new national partnership in 2022 for young graduates (ANECS CJEC);
  • promote the behappy brand to our target entrepreneurs through our SEO strategy and the strengthening of internal resources (planned hires);
  • launch the welcometobehappy site to promote the Behappy employer brand to facilitate sourcing for our members.

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