Introduction to Your Journey
Can you share a bit about your background in accounting and what led you to transition from a corporate or practice setting to starting your own firm or business?
In high school, I excelled in accounting and business, which prompted me to enroll in a BCom degree at UCT. At the time, I didn’t intend to become a CA; I simply knew I wanted to gain business knowledge combined with finance.
One of my mentors at UCT advised me to register for the CA program, explaining that it would open many doors post-graduation — such as doing articles at corporate firms, and being exposed to systems and processes that help corporates function like well-oiled machines. Choosing the CA route was definitely integral to my development.
My transition from corporate to starting my own practice was driven by purpose — I wanted to make a greater impact on society. SMEs are the backbone of the economy and contribute significantly to job creation in the country.
Was there a defining moment or client experience that sparked the idea to launch your own accounting venture?
I always wanted to be in business — I was just waiting for the right time. I believed the right time would be after gaining one year of post-articles experience. That’s when I started my own practice.
In total, I spent four years studying, three years completing articles, and one year post-articles — eight years of preparation.
What were some of the unique challenges you faced as a Chartered Accountant stepping into entrepreneurship?
Definitely the salary cut — chartered accountants earn a decent market-related salary. In entrepreneurship, your earning potential depends on how well you strategize and execute, not on market benchmarks. The upside is that it drives you to grow, regularly upskill, and stay ahead of trends to stand out.
Another major challenge was starting from zero. In corporate, you’re given training and support. On your own, it’s a lot of trial and error until you refine your process. It's tough, but deeply rewarding when you look back and say, “I built that.”
Business Growth and Strategy
What has been the most rewarding milestone in building your accounting business?
Gaining new clients who trust me to help realize their vision and build a legacy for their children. And when existing clients see their business growth through the insights I provide and the strategies we implement together.
How did you fund your business initially—did your financial background help in structuring the finances?
I funded everything out of my own pocket. I knew from the start that I wanted to eventually leave corporate to run my own business. So I prepared myself early on through disciplined savings.
How do you approach business development and finding clients in such a competitive industry, and what strategies have worked best for you?
Initially, I printed flyers and brochures, walked to various businesses, handed them out, and tried setting up meetings. That method wasn’t efficient — the printing costs and constant driving made it unsustainable on a limited budget.
It forced me to embrace current marketing trends like digital marketing. I became active on social media, which gave me more visibility for less time and cost. I also attend networking events — in fact, I met a client at one of your events.
Lessons and Insights
What’s one powerful lesson you’ve learned from combining your accounting expertise with running a business?
I’ve come to truly appreciate the cash flow statement now — lol. As accountants, we focus heavily on the profit & loss and balance sheet. But in business, you realize you can’t eat profit. Cash is king.
For context, the four key financial statements are: 1. Income Statement, 2. Balance Sheet, 3. Cash Flow Statement, and 4. Statement of Changes in Equity.
Have you ever made a financial or business decision that didn’t go as planned, and what did you learn from it?
Yes. When I started out, I focused on a niche market. But my clients operated in multiple sectors, and I realized it wasn’t feasible to stay niched. With my broader skillset, I felt I was also limiting myself — and the economy — by staying narrow. So I diversified across multiple industries.
What habits or principles from your training as a Chartered Accountant have helped you succeed as an entrepreneur?
Definitely risk analysis. I completed my articles in audit, which is centered on risk identification and response. In auditing, the main risk is that the financial statements are incorrect. In business, I constantly assess risks, develop contingency plans, and maintain a positive mindset.
On Motivation and Inspiration
Are there any mentors in the finance or business world who have influenced your journey?
From my finance background, I’d say the audit partner I worked with during articles. He wasn’t my official mentor, but I admired how he could get the best out of people while remaining respected, liked, and disciplined.
In business, while I haven’t had formal mentors, I’ve formed strong bonds with clients — many of whom have been in business a long time. I draw inspiration from their positivity and attitude.
How do you stay motivated and grounded when facing client or cash flow challenges?
I’m a spiritual person, and I believe obstacles are intentionally placed by a higher power — to test your faith and help you grow.
What book, podcast, or tool would you recommend to other accountants or business owners looking to grow?
The autobiography of Anton Rupert is very inspiring. He came from humble beginnings and went on to build one of the world’s biggest cigarette brands. Seeing someone from a small South African town compete globally inspired me —I’m also from a small town near Knysna. His quote stuck with me: “He who does not believe in miracles is not a rational person.”
Looking Forward
What are your goals for the next phase of your business, and are there any new services or offerings in the pipeline?
Yes. Funding is a major issue in South Africa, with analysts estimating a funding gap of between R80–R350 billion. The issue isn’t lack of funds — it’s that applicants often don’t meet the funders’ criteria (e.g., no business plans, poor compliance, lack of growth strategy).
I’m looking to assist clients with developing proper business plans and meeting funding requirements. I already handle compliance — this will be a powerful add-on.
In what ways would you like your business to impact the SME community or the accounting industry?
South Africa’s economy is stagnant, with high unemployment. I want to promote entrepreneurship — to educate and inspire a culture of business-building, similar to how America promotes “the American Dream“.
What advice would you give to a fellow accountant thinking of starting their own firm or consultancy?
Don’t conform to the traditional business model. I believe the future accountant’s role will be part compliance, part business development partner — not just compliance.
Fun Facts
What’s one surprising or interesting fact about you that your clients might not know?
I’ve experienced many failures. I failed my post-grad year once and failed my first board exam twice. But I always believed each failure brought me closer.
The syllabus remains the same — so the more I failed, the more gaps I closed. As long as I learned from my mistakes, I kept moving forward.
If you could have lunch with any business icon or financial expert, who would it be and what would you want to learn from them?
Johan Rupert — Anton Rupert’s son. He’s a key contributor to South Africa’s economic development and owns one of the world’s largest luxury brands. I’d love to learn how both father and son built globally competitive companies.
If you could go back and give your newly qualified self one piece of advice, what would it be?
"It can be done, it will be done".
Stay Connected with Adrian!
Adrian’s journey is a testament to dedication, resilience, and a deep commitment to empowering small businesses. His hands-on experience in both corporate and entrepreneurial spaces allows him to provide practical, strategic support that goes far beyond traditional accounting. Whether you are looking to get your finances in order, prepare for funding, or build a sustainable business legacy, Adrian and A-Level Business Consultants Inc are trusted partners to guide you every step of the way.
Adrian offers professional accounting, tax compliance, and strategic business support tailored to help you grow and scale through A-Level Business Consultants Inc. What makes his approach unique is his ability to merge corporate systems thinking with hands-on SME support — offering much more than just compliance.
Special Offer:
To support business owners on their funding journey, Adrian is offering 25% off compliance services needed to become funding-ready — including updated annual financials, tax clearance certificates, and more.
Email: Adrian@abcinc.co.za
Cell/WhatsApp: 061 034 1942
LinkedIn: Adrian Quina
Instagram: @adrian_abcinc
TikTok: @adrian_abcinc
If you’re ready to grow your business with the support of a knowledgeable, purpose-driven Chartered Accountant, reach out to Adrian at A-Level Business Consultants Inc today.
Keep thriving, stay financially empowered, and remember: behind every successful business is someone who understands the numbers and the purpose behind them.
Sonja
