When starting up your practice, “finding your niche” will likely be a phrase you hear often.

As a business development strategy, being conscious of your USP has been praised by many practice gurus as a key ingredient in growing your practice.

For Keith Lesser of Lesser & Co Ltd, who six month ago formed Vegan Accountants, this was an organic process: “I didn’t look at it as a niche originally,” Lesser told AccountingWEB. “It’s like anything, you go to a tennis club and get clients because you talk to people. It’s just what happens naturally with hobbies.”

Viewing veganism in this light brought Lesser in contact with like-minded people, naturally allowing him to connect his passion with running an accountancy firm.

Not long after becoming vegan for health reasons, Keith Lesser became just as passionate about the ethics of veganism–preventing animal cruelty, promoting sustainability and acting against climate change.

Keith decided to combine his career in accountancy and veganism to serve the vegan business community with quality accounting services. He acquired the Vegan Accountants brand, built a vegan team and re-vamped, re-launched and later re-branded the business with significant growth of 500% in the first 24 months….