Meet Jenny Groberg, Founder of BookSmarts Accounting and Bookkeeping, who took center stage as the Featured Founder at June’s RevRoad University. Here are three lessons we learned from Groberg at the event:
1. Delegation is Key to Growth
“If you’re not delegating constantly, you won’t grow,” Groberg shared.
Early in her journey, Groberg realized that she couldn’t do everything herself. By hiring her first employee, she was able to focus on expanding the business rather than getting bogged down in the details. Groberg’s approach to delegation allowed her to scale her business without burning out.
Later, after suffering a traumatic brain injury, Groberg was forced to step back from her business.
“My capacity was 2%. I couldn’t go to Target to help my kids get school supplies. I couldn’t open my email,” Groberg recalled.
Despite the severity of her injury, she chose not to sell her business. Instead, she delegated leadership to her trusted colleague, Emily, who helped the company grow by 400% during Groberg’s recovery.
Even after her remarkable recovery, Groberg continues to practice what she preaches. She delegates tasks that others can handle, including managing her own company’s accounting, despite being an accountant herself.
“I don’t [do the accounting] for my company because I can make more money if I am working on building my business.”
Groberg proves that delegation is a vital tool for growth; not only has she built a thriving business, but she has also ensured its continued success by empowering her team to take on more (and more important) tasks.
2. Empower Your Team by Prioritizing People Over Profits
Groberg has always told her staff, “You are the asset. My job is to protect the asset. You guys come first regardless of what happens with our clients.”
Recently, she had to stand by these words when faced with a difficult decision. A high-revenue client, who had been bringing in nearly $200,000 annually, repeatedly disrespected one of her staff members—ignoring emails, undermining their expertise, and shifting blame unfairly.
After nine months of this, Groberg and her VP concluded that it was time to let the client go, despite the financial impact.
“It was really impacting everybody negatively by maintaining that relationship. And it’s not worth it. There’s plenty of business, and money is not the priority,” Groberg reflected.
This decision, though financially difficult, reinforced her commitment to her employees’ well-being. For Groberg, the long-term success of her business depends on a happy, motivated team.
“I will admit it was tough to let the client go,” Groberg admitted. “But it was a really good move. It’s one thing to say, ‘We value you more than the money.’ But when it comes time to put your money where your mouth is and do it, it’s hard.”
Shortly after, the decision proved wise, as they quickly secured another client to replace the lost revenue.
3. Building a Culture of Empowerment for Women
When Groberg first started building her business, she had to build a name for herself in the male-dominated field of accounting. Her unique approach and commitment to her clients quickly set her apart.
“I had this one guy call me and he said, ‘I would much rather work with you than a 50-year-old fat guy,’” Groberg recalled.
Leveraging these early successes, she proactively gathered client reviews, often handing over her laptop to clients for them to write a review before she even left the appointment, helping her gain traction in a competitive industry.
Motivated by her personal experiences, Groberg has made it her mission to empower other women—especially mothers—who are navigating similar challenges in raising children and providing for their families. Groberg has built a company that offers flexible, remote opportunities that allow women to thrive both professionally and personally. Today, her company employs over 30 women, many of whom work from home, giving them the flexibility to manage their careers while also raising their families.
“By allowing these women to be able to work from home and contribute financially, but also be with their kids, it’s pretty incredible,” Groberg shared.
Groberg takes immense pride in seeing her team succeed, both at work and at home; seeing these women manage both their professional responsibilities and their roles as mothers is one of the most rewarding aspects of her business.
Watch the full interview on YouTube here.
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RevRoad University is a monthly lunch-and-learn event for entrepreneurs, featuring a Featured Founder who shares their journey to success, including the highs, lows, and valuable lessons learned along the way. Join us online at youtube.com/revroad or in person at 412 W River’s Edge Dr., Provo, UT 84604 (RevRoad HQ).
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