Practice Strategy Day Suntec City Convention Centre • 15 May 2018

For Xero partner accountants and bookkeepers who want practical guidance and support on the journey to becoming a practice of the future.

Tickets are limited. Save yourself a spot now


SGD 158.36 per ticket (incl. 7% GST)

Engage, learn, and be inspired

It's always a good feeling when you help your clients prosper. But when was the last time you stopped to think about what success means for your own practice?

From setting goals and implementing new workflows, to automating processes, positioning products, marketing, social media and more – we'll guide you through everything you need to know, so you can grow your practice and streamline efficiency. You can even pass these learnings along to your clients, and help them grow their business.

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Business overview and short & long-term goals

Every successful business has a clearly-defined purpose which drives their business culture. Why do you do what you do, and how does that make you stand out from the others?

We’ll also help you look at the global accounting landscape, current professional service business models challenges facing accountants and bookkeepers today, and set short, medium, and long-term goals that we can work towards.

Service offering and pricing

Does your business model match the needs of your business culture?

We'll discuss global trends in the accounting service delivery, and how to think about niche markets and verticals in the ecosystem. This session will give you the tools to define and evolve your service offering so that you can add value to your clients for the best financial return.

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Automation, operations & systems plan

Let’s talk tech! The transition away from outdated desktop accounting methods into the cloud involves a lot of work across your business. In this session, we immerse ourselves in the cloud world and map out the change process, as we embrace technology.

We'll discuss the best apps to onboard clients, track time and control operational costs – so you know if you're making money, and when to review internal controls.

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Marketing plan & strategy

You might’ve developed a trustworthy reputation for yourself – but have you cultivated the same for your practice? Building a positive brand for your practice is the only way sustain growth.

This session demonstrates how a well-implemented marketing plan and strategy can help you win new clients and keep them.

Practice Strategy Day Agenda

Suntec City Convention Centre • 15 May 2018

9:00 - 9:30 AM

9:30 - 9:40 AM

9:40 - 11:10 AM

11:10 - 11:30 AM

11:30 - 12:15 PM

12:15 - 1:00 PM

1:00 - 2:00 PM

2:00 - 2:45 PM

2:45 - 3:30 PM

3:30 - 3:50 PM

3:50 - 5:20 PM

5:20 - 5:30 PM

5:30 - 6:00 PM


Introduction & housekeeping

Business overview, short & long-term goals

Morning tea break

Service offering & pricing

Automation, operations & systems plan


Automation, operations & systems plan (cont')

Empowering your team

Afternoon tea break

Marketing plan & strategy 


Networking with refreshments 


Anthony Staltari

Partner Consulting Director, Asia


Anthony Staltari joined Xero in 2014 and moved to Singapore two years later as Partner Consulting Director for Asia. Anthony is a certified Chartered Accountant from the Institute of Chartered Accountants Australia.

In the past, Anthony has worked with SMEs and public practice accounting firms around the globe to help them embrace the opportunities in modern accounting. Anthony is passionate about using cloud technology to empower accountants to transform their practices, allowing them to build stronger relationships with their clients.

Shermin Oh

Partner Marketing Lead, Asia


Shermin leads partner marketing for Xero in Asia. She helps Xero grow in Asia through winning in the accounting and bookkeeping channel.

Shermin’s expertise in digital marketing stems from having led marketing for various growth-stage technology companies, helping them gain traction and establish foothold in Asia Pacific. Shermin is passionate about helping small businesses grow with new marketing strategies and tactics, and is the Asia Pacific ambassador for social media management platform Hootsuite. Shermin holds a Bachelor of Arts in Marketing, and also comes from a background of professional services specialising in Human Resource Management. 


Samantha Khoo

Partner Consulting Manager, Asia


Samantha leads a team of Partner Consultants at Xero Asia. Samantha and her team are strategic advisors to accounting and bookkeeping practices, with the goal of helping them embrace and adopt new technology to run successful practices.

Samantha brings with her years of experience from Xero in Auckland, where she helps accounting and bookkeeping practices make the move to the cloud and serve as technology advisors to help their clients transit. Prior to Xero, Samantha spent more than 3 years at PwC Auckland in their Private Client Services and Corporate Tax team, specialising in preparing financial statements, tax returns and other compliance services and advising businesses on the matters of corporate tax structuring.

Samantha graduated from the University of Auckland with a Bachelor of Commerce (Accounting and Commercial Law) and a Bachelor of Arts (Linguistics and English Language Teaching). She is also a qualified Chartered Accountant.


Kevin Fitzgerald

Regional Sales Director, Asia


Kevin Fitzgerald is Xero’s Regional Sales Director for Asia. Kevin and his team of Account Managers help small businesses and their advisors across Asia embrace cloud technology to run better, more efficient businesses.

Originally from Ireland, Kevin moved to Australia in 2011 and led Financial Services recruitment business for Robert Walters in Melbourne. Previously Kevin has worked with KPMG, Royal Bank of Canada and State Street Bank in Audit, Financial Reporting and Hedge Funds. His career in Xero began in 2015 where he led the Australian sales team as Territory Manager.

Kevin is a certified Chartered Accountant and a fellow member of the ACCA.

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SGD 158.36 per ticket (incl. 7% GST)