Announcing the

11th Annual 2020 Conference

The premier conference for successful practising accountants and
tax professionals will be held on Thursday 8th October 2009 at
the Hilton Birmingham Metropole with an optional half day
session on Friday 9th October 2009.

THE NEW DAWN…

Seeking New Opportunities
THE NEW DAWN…
Seeking New Opportunities
We are pleased to announce the 11th Annual 2020
Conference, which takes place on Thursday 8th October
2009 at the Hilton Birmingham Metropole with an optional
half day session on Friday 9th October 2009.
Based on the positive feedback we received from over 400 delegates at
last year's event, we have kept the same format of a full day on
Thursday and half day on Friday.
The start time is set for 9.30am to accommodate delegates who have
some distance to travel. The conference will be held at the Hilton
Birmingham Metropole, which is less than a mile from junction 6 of
the M42, Birmingham International Airport and Birmingham
International railway station.
Part of our continuing mandate is to make this conference affordable
for everyone and to give the very best value for money – for one full
day and an additional optional half day, we have priced a single
delegate place as follows:
- £195 / €215 + VAT for 2020 Members
- £245 / €270 + VAT for Non Members
A special multi-participant discount is available. Because we know that
firms are much more effective at implementing the ideas raised at the
conference if they bring multiple people, we are offering a 30%
discount on the basic conference rate for any group of 6 or more from
the same firm.
The optional half-day session on Friday morning is focused on the
most important firm initiatives: value pricing, workflow, turnaround,
billings, collections, cross selling and increasing client
recommendations.
Ian Fletcher
Ian Fletcher is a Chartered Accountant having
trained at the London office of a ‘Big 4’
international practice. Ian is a well known
lecturer and business consultant and has gained
a reputation for his entertaining style and
practical approach to practice management.
Ian majors in buying, selling and merging of
accountancy practices. He is the co-author of the
ICAEW’s book ‘Building the Value Added Practice’, and
together with Gordon Gilchrist, is co-author of the
Croner.CCH book ‘SME Consulting’. Ian is also a holder
of the Chartered Insurance Institute’s Financial Planning
Certificate.
2020 INNOVATION
BRING 6
OR MORE
DELEGATES &
SAVE
30 %
Again, we have two exceptional guest speakers:
We are delighted to welcome Mark Lloydbottom, an expert on
accounting firm marketing and management. Mark will show you “The
7 Attributes that Drive Profitability” in a practice. We are also very
excited to have David Gill from Peak Performance, who will give you a
valuable insight into “What are your clients really looking for?”
David’s enthusiastic presentational style gives lie to the theory that
some accountants are boring – you have been warned!
And… we have a fantastic after dinner speaker:
Please join us for our gala dinner. We are delighted to announce that
Bill Beaumont OBE has accepted our invitation to be our after dinner
speaker. Bill certainly needs little introduction, as he is a sporting
legend. He is a brilliant speaker and is guaranteed to keep you
entertained. Bill will also be presenting the 2020 Annual Innovation
Awards celebrating success and achievements across the accounting
profession.
On Friday morning, there's an optional session.
There is no charge for this session.
BOOK BEFORE 31ST JULY
SAVE
EARLY BIRD
DISCOUNT 20 %
Gordon Gilchrist
Gordon Gilchrist is a leading consultant to
accountancy firms in the areas of marketing, strategic
planning, practice management and increasingly
succession issues including buying, selling and
merging accountancy practices. He trained as an
accountant in the UK and later worked with Grant
Thornton.
He has been consulting with firms in the UK, Ireland and
South Africa since 1989 and has worked with three of the Top
4 firms, 75% of the Top 20, and over 2,000 independent
firms. Gordon is a well recognised and accomplished speaker
for annual conferences and staff training days. He has
accumulated some brilliant ideas which can be heard at his
very popular seminars throughout the UK, Ireland, South
Africa, Europe and the Middle East. He and Ian Fletcher are
joint authors of the Croner.CCH book 'SME Consulting'.
THE NEW DAWN… Seeking New Opportunities
Conference Agenda
09.30 - 09.40 Welcome and Introductions
Ian Fletcher - Conference Chairman
09.40 – 10.10 Key Predictions for the Future
Gordon Gilchrist, Ian Fletcher, Mark Lloydbottom & Chris Frederiksen
These well known consultants predict trends, issues and challenges to the
accountancy profession, and offer their solutions. This is a favourite session
amongst conference delegates.
10.10 – 11.15 The 7 Attributes that Drive Profitability
Mark Lloydbottom
Fifty years ago management books were a rarity, now you could spend your life
studying how to manage. Making management happen is essential for today’s
practice to prosper. Mark will show how focusing on the 7 attributes that drive a
professional firm forward will deliver what owners seek – fulfilment, success,
growth and profitability.
11.15 - 11.45 Break
11.45 - 12.50 New Tools - New Technology
Ian Fletcher
In the last fifteen years technology has changed the way we work and
productivity has mushroomed. This is just the start! Technology continues to sky
rocket at an unprecedented rate. Ian will show you the latest and greatest
technology and what’s in your future!
12.50 - 13.00 Innovative Products and Services Update
Ian Fletcher, Gordon Gilchrist & Chris Frederiksen
A brief introduction to the latest products and services available for practising
accountants.
Chris Frederiksen
Chris Frederiksen is one of the best known and
most highly rated seminar leaders in the world
as well as a consultant to accountancy firms
worldwide.
His experience includes partnership positions with two
international CPA firms and building several
independent practices in the San Francisco Bay Area.
As a consultant for the past twenty years, he has been
helping small and medium sized accounting firms
achieve their goals of greater profitability and greater
personal satisfaction for their owners. He is now
committed to helping CAs and tax professionals excel
in wealth management, strategic planning and other
new service areas, as well as making money and
having more fun.
THE NEW DAWN… Seeking New Opportunities
Thursday 8th October 2009
13.00 - 14.00 Buffet Lunch
14.00 - 15.00 The New Accountant –
what are your clients really looking for?
David Gill – Peak Performance
As a practising CA as well as director of Peak Performance, David is ideally
placed to tell us what clients are really looking for – just be prepared for some
interesting answers! David’s business philosophy is about adding value and
delivering fantastic customer service, and he is passionate about the need for
professional standards in everything he does – something that is obvious in the
development of his tax strategy business.
15.00 - 15.30 Break
15.30 - 16.30 New Skills – New People
Chris Frederiksen
Fees per partner have increased dramatically in the last few years and each
partner now supervises and controls more work than ever before. So we need
lots of SMART, MOTIVATED people with NEW SKILLS. They want challenging
work, total flexibility and the absolute latest technology. This is the video
generation…when they get it, they get it! And their office isn’t in a building, it’s
wherever their laptop is. Chris will show you how to recruit, retain and develop
these people.
16.30 - 17.30 New Marketing – New Strategies
Gordon Gilchrist
This session will focus on best marketing practice in 2009 looking towards 2010:
• The best conversion rate for new clients arises from client recommendations -
how to maximise client recommendations in 2009.
• What client care means for successful firms today (and what will change
tomorrow) - understanding everybody’s roles in achieving this.
• The best new fees arise from tax strategies...how to market and sell
successfully in today’s environment.
Speakers
Mark Lloydbottom
Mark is well known as the founder of Practice Track
and PracticeWEB. He is a former practitioner who has
lectured extensively throughout Europe and North
America. He continues to mastermind the PracticeWEB
technical content while writing, lecturing and
consulting.
Drawing on his experiences as a practitioner and consultant,
Mark is the author of Clients 4Life, published by the Institute of
Chartered Accountants of Scotland and Defining Edge Practice
Management Strategies. Over 20 years he has developed a range
of 20 seminars on professional firm marketing and management
including eight audio training programmes, CDs and now DVDs.
He remains deeply committed to the profession and helping
accountancy firm owners realise their full potential.
2020 INNOVATION

• The highest return on direct marketing is data mining - how you can do it.
• The most memorable little thing is the magic wand - what else works in a
turnaround.
• The most effective networking events are seminars IF DONE WELL (what does
“well” mean?) - find out in this session.
• The best lead generator idea is “Breach of bank facility agreements”- how are
firms doing this.
• Making marketing happen - how do the best firms get so much done.
18.30 - 19.15 Wine Tasting
Sample a selection of fine wines from around the world while you relax and
discuss the day with fellow professionals.
19.15 Gala Award Dinner and Charity Auction
Enjoy a three course dinner with a selection of fine wines. Presentation of the
2020 Annual Innovation Awards will be made by Bill Beaumont OBE. The 2020
Awards celebrate success and achievements across the accounting profession
with particular emphasis on innovation and creativity. The 2020 Consultants
judge the awards and the eventual finalists and winners will enjoy extensive
recognition for their success.
Bill Beaumont OBE certainly needs little introduction, as he is a sporting legend.
He is a brilliant speaker and is guaranteed to keep you entertained. Delegates
are encouraged to bring their partners/spouses to the Wine Tasting and Dinner.
Sponsored by CCH
David Gill
David graduated with a BSc Econ. from Edinburgh
University in 1981, and qualified as a CA in 1984. He is
a well known figure in the profession and with his own
clients, specialises in business development and tax.
As a partner in Scott Oswald Chartered Accountants, the largest
independent firm in Scotland, he successfully introduced and
applied business development principles and products -
subsequently recognised when the firm won the prestigious
(inaugural) Accountants Bootcamp firm of the year in 2000.
David successfully built up and then sold Scott Oswald to Tenon
Group plc in 2001.
In September 2004 David set up David Gill & Co to service his
high net worth clients, and at the same time established Peak
Performance Tax Ltd to provide professional tax support services
to accountants. David is passionate about helping clients and
providing fantastic service.
THE NEW DAWN… Seeking New Opportunities
Optional half day programme
Friday 9th October 2009 Optional half day programme
THE NEW DAWN…
Seeking New Opportunities
This session will focus on the most important firm initiatives:
value pricing, workflow, turnaround, billings, collections, cross
selling and increasing client recommendations.
09.30 – 09.35 Welcome and Introductions
09.35 – 11.00 The Best Ideas from around the World
Ian Fletcher, Gordon Gilchrist & Chris Frederiksen
Chris, Ian and Gordon consult with hundreds of firms each year – they
also facilitate focus groups of managing partners, marketing
professionals, IT managers and firms offering wealth management.
In this session, they will share the best ideas from the firms they meet.
11.00 - 11.30 Break
11.30 – 12.30 The Best Ideas from around the World
(Continued)
Ian Fletcher, Gordon Gilchrist & Chris Frederiksen
This fast paced session continues and the conference concludes with a
summary of take-away ideas for immediate implementation.
After Dinner Guest Speaker Bill Beaumont OBE
It is as a great leader and captain that he will always be
remembered. His triumph in 1980 will never be forgotten –
he led England to their first Grand Slam since 1957 and was
captain of the British Lions.
Bill’s international career started in 1975 and he played for England 34 times.
His first involvement with the Lions was in 1977 when he was flown out to
New Zealand as a replacement. He played three games but the greatest
honour of his career was when he was invited to captain the British Lions in
South Africa in 1980. The association continues as Bill was the Chairman and
Manager of the 2005 British Lions touring party to New Zealand.
Bill is well known for his television and media work. He was the longest
serving team captain on BBC’s ‘A Question of Sport’ with over 300
appearances in 13 years and has been a studio analyst and expert
summariser for the BBC and Sky Sports. He is also Vice-Chairman of the
International Rugby Board.
2020 INNOVATION
 Ê
11th Annual 2020 Conference THE NEW DAWN…
Registration Form Seeking New Opportunities
Contact details For credit card payments, please add billing address
Company / Organisation if different to the address opposite

Address Address

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Please see the reverse of the brochure for all accommodation details.
Need accommodation? For a list of alternative hotels, email seminars@the2020group.com
or visit www.the2020group.com/conference

Delegate details All delegate names MUST be supplied at the time of booking.

Name Email address

Please enter the number of delegates in the boxes provided for both Thursday and Friday sessions.

Date Details 2020 Member Non Member Total £/€

8th October 09 Basic 8 hour conference rate, including lunch @ £195 / €215 @ £245 / €270

8th October 09 8 hour conference rate, including lunch, dinner & wine @ £250 / €275 @ £299 / €329

Multi-participant discount - if 6 or more delegates attending, deduct 30% from the basic 8 hour conference rate ( )

8th October 09 Dinner only (see below) @ £55 / €60 @ £55 / €60

9th October 09 Optional Friday session (see below) No charge No charge

Early Bird discount - if booking before 31 July 2009, deduct 20% from the basic 8 hour conference rate ( )
Please note: The Early Bird discount cannot be used in conjunction with the multi-participant discount

Dinner only: Optional Friday session: Subtotal

Please provide the reference numbers 1-6 (from Please provide the reference numbers 1-6 (from VAT@15% (see note 1)
delegate details above) of the guests who are delegate details above) of the guests who will be
attending the dinner only: attending the optional Friday session: Total

Please note: 1. As this conference is being held within the UK, VAT is chargeable at 15% (including all firms outside the UK). 2. Payments made by credit card from outside the UK will be
charged in Sterling at the prevailing exchange rate on the processing date and may include a processing fee by the credit card company.

Payment details see above for fee calculation

I enclose a cheque made payable to 2020 Group for Please charge my Delta Visa Maestro Mastercard

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Issue No. Start Date Exp Date Amount Cardholder’s signature

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provision of products and services, analysis and
administration purposes. We may use your details to
send you information about other products or
seminars. If you do not wish to receive such
communications please tick this box and return the
form to:
2020 Innovation Group Limited, 6110 Knights Court,
Solihull Parkway, Birmingham Business Park,
Birmingham, B37 7WY or call +44 (0) 121 314 1234.
Visit www.the2020group.com for more information on
our membership group, products and other seminars
and conferences.
For our full Terms and Conditions of booking, visit
www.the2020group.com.
© 2020 Innovation Group Limited 2009
Sponsored by
How to Book
Complete the Registration Form and…
1 Post to either:
2020 Group, 6110 Knights Court, Solihull
Parkway, Birmingham Business Park,
Birmingham B37 7WY
or
2020 Group, Ulysses House,
Foley Street, Dublin 1 Ireland
Please make cheques payable to 2020 Group
2 Fax to +44 (0) 121 314 4718
3 Telephone
+44 (0) 121 314 1234 or
+353 (0) 1 876 4870
Upon receipt of your registration form and
payment, confirmation and a VAT invoice will
be issued
Hotel Location and Reservations
The 11th Annual 2020 Conference will be held at the Hilton Birmingham Metropole. This is
located less than one mile from Junction 6 of the M42, Birmingham International Airport and
Birmingham International railway station.
For further information on all the hotels listed, to book online or
for a full accommodation list in the local area, please visit
www.the2020group.com/conference
Overnight Accommodation
We are holding an allocation of bedrooms for conference delegates at three different venues. To take
advantage of this allocation, please call the venues directly.
1 Hilton Birmingham Metropole (Onsite conference venue)
Call the Hilton Birmingham Metropole on +44 (0) 121 780 4242 and quote G202A to get the special
room rate of £115 plus VAT for single occupancy and £145 plus VAT for double occupancy. All rates
include breakfast. For further details - www.birminghammetropole.com
2 Arden Hotel NEC Birmingham (1 mile from conference venue)
Call the Arden Hotel NEC Birmingham on +44 (0) 1675 443 221 and quote 2020 to get the special
room rate of £85 including VAT for single occupancy and £95 including VAT for double occupancy. All
rates include breakfast. For further details - www.ardenhotel.co.uk
3 Ramada Encore Hotel (1.5 miles from conference venue)
Call the Ramada Encore Hotel on +44 (0) 121 780 5900 and quote TWE081009 to get the special
room rate of £59 including VAT for single occupancy and £64 including VAT for double occupancy. All
rates include breakfast. For further details - www.encorenec.co.uk
The availability of these rooms is strictly limited and we recommend that you book early.
For alternative hotel reservations, please email seminars@the2020group.com
or call 2020 Seminars on +44 (0) 121 314 1234 or +353 (0) 1 876 4870.