About this episode

Ashley Jocic shares her journey of building a virtual bookkeeping firm amidst personal and global challenges.

See what the team at The Successful Bookkeeper has on right now → Ashley Jocic started Florida Keys Bookkeeping at one of the most turbulent moments imaginable: a separation, COVID shutdowns, and a career pivot — all at once. What followed was five years of growing a fully virtual bookkeeping firm while navigating a new marriage, a daughter, an international move to Serbia, and twins. This episode is a masterclass in building something real when life refuses to slow down. Chapters [00:00] Life chaos that sparked the business [04:18] Early career and Bookkeeper Launch [07:04] Finding the first clients [10:40] Newborn, new marriage, slow growth [13:28] Twins force a systemization sprint [18:35] Running a US firm from Serbia [25:11] Building referral relationships [32:10] Plans for intentional growth [40:55] Protecting your work time Starting From a Real Moment Ashley's path into bookkeeping started with her dad. She'd been handling his books and noticed something: "I remember seeing the relief on his face when he knew his bookkeeping and his bills were handled." That moment made her realize bookkeeping is more than data entry — it lifts a genuine mental burden from business owners…

People in this episode

Host: Michael Palmer

Guest: Ashley Jocic

Topics covered

• virtual bookkeeping
• business growth
• life challenges
• client acquisition
• systemization
• referral relationships

Mentioned in this episode

Organizations: Florida Keys Bookkeeping, Bookkeeper Launch

Places: Serbia, US

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