Celebrating five years in business this month, Janet Jensen established Ekstra Accounting Solutions with the Danish word ‘ekstra’ reflecting a commitment to go beyond traditional accounting services.
Janet explains: “My husband is Danish, so using the Danish word felt like a natural and unique way to highlight this. “Accounting Solutions” was added because I believe in offering comprehensive solutions, not just accounting services. It’s about helping businesses thrive in every aspect of their finances.”
How did your career evolve before you established Ekstra Accounting Solutions Ltd?
I qualified as a Chartered Management Accountant in the early 1990s, right after leaving college and moving to London for work. Over the past 30 plus years, I’ve worked as a finance professional across the public, private and third sectors in six industries; health, transport, IT, financial services, retail and fishing; and in four countries taking me from Ireland to England, Denmark and Greenland. This diverse experience has given me a deep understanding of business and finance, which I now bring to my own clients.
What was the motivation to start your own business?
I’ve always been interested in running my own business but lacked the confidence to take the plunge. In 2018, after attending a personal development workshop run by Women in Business and reading Top Five Regrets of the Dying, I realised it was now or never. I resigned from my job in July 2019 and launched Ekstra Accounting Solutions that October. Turning 50 felt like the right time to finally do something for myself and follow my passion!
What sets you apart from your competitors?
I firmly believe that to truly help others run a successful business, you need to have experience of business or running your own. My CIMA qualification focuses on business management, not just the numbers, giving me experience and exposure beyond working in an accountancy practice.
I’ve spent over 30 years working in different industries, sectors, and countries mostly as a management accountant in a variety of businesses ranging from large corporates to small startups. This hands-on experience has given me deep insights into the challenges businesses face, making my approach very practical which is what I know and believe businesses owners really need.
What are the highlights of being a business owner:
There are a few key highlights. First, the satisfaction of being my own boss — I get to choose my clients and set my own workload, policies, and processes. This level of autonomy is something I’ve strived for throughout my career.
Then, there’s the fulfilment that comes from helping clients not just understand their finances but also face them head-on, rather than avoiding it altogether because the financial side seems too daunting. I’ve also, for the first time in my career, been able to create a work-life balance that suits my needs, even though it often requires hard work and long days.
Finally, I feel like I’m making a real and practical difference by contributing to the local business community. Setting up and now running my own business has allowed me to connect and collaborate with other professionals both within and outside the accounting industry.
What are the challenges of being a business owner?
The biggest challenge is consistently attracting clients. Building a reputation and gaining trust takes time and, in a competitive market, the pressure to stay ahead and differentiate your business is immense.
It can also be lonely, especially when making tough decisions that ultimately rest on your shoulders. Sometimes, you have to share information that clients might not want to hear, which can be challenging.
Keeping up with new technology and the constant learning curve it requires is another hurdle. Plus, staying on top of ever-changing tax and accounting legislation can feel like a full-time job in itself.
What motivates you to grow your business?
It may sound odd, but I’ve always had a love for accounting. Helping others manage their business finances and maximise their potential is a key motivator for me. I find real satisfaction in solving problems and sharing my experience with others. Knowing that I’m making a positive impact – whether it’s helping a small business get started, survive, or reach the next level – drives me to keep growing.
I also enjoy building long-term relationships with my clients; some of my earliest clients have become friends. Watching them progress and knowing I’ve contributed to their success is incredibly fulfilling.
Additionally, giving back to the local business community is important to me. Northern Ireland has one of the highest self-employed sectors in the UK and it’s inspiring to see so many talented people contributing to the economy. One of my mantras is “A rising tide lifts all boats”.
What are your ambitions for your business?
My main ambition is to educate the business community on the true value of accurate and timely financial information and how it can transform their businesses.
Positioning Ekstra Accounting Solutions as a leader in a more holistic approach to accounting.
Embracing technology, like AI-driven tools, is key to this vision – it allows us to free up time for clients, save costs by enhancing efficiency, and ultimately provide more value.
I’m also focused on building strategic partnerships with other businesses and professionals to offer even more comprehensive solutions under the Ekstra Accounting Solutions brand.
Additionally, I want to enhance our reputation as the “go-to” accounting firm for small and growing businesses — known for quality, innovation, integrity, and trustworthiness, all at an affordable price.
Deepening my involvement in the community, especially by supporting charities, social enterprises, and other non-profits, is also something that is important to me.
Which awards have your won for your business?
I’m honoured to have won two awards in the past year. The first was the Northern Ireland Women’s Awards in the Finance category in November 2023 and more recently, in June 2024, I was named the Most Inspirational Woman in Finance by the Local Women Magazine Awards.
How has winning these awards made you feel?
Winning these awards has made me incredibly proud. They validate the countless hours, dedication, and passion I’ve poured into my business. It reinforces my belief that I’m making a difference, and it’s heartening to know that others recognised this by nominating and voting for me. The judges’ decision to choose me as a winner further affirms that I’m on the right path.
These accolades have inspired me to aim even higher and continue growing my business. The recognition as an “Inspirational Woman in Finance” is especially meaningful – it’s not just a personal achievement, but also an opportunity to inspire others. I hope it encourages other women, especially those starting out in finance or business, to pursue their goals with confidence.
I’m deeply grateful to my clients, associates, and, of course, my family. Their support has been crucial, and this is as much their success as it is mine.
Reflecting on these awards, I see not just the highs but also the challenges I’ve overcome, like starting my business just before COVID and the uncertainty I encountered in the first two years.
Winning these awards has really boosted my confidence and reminded me that my work is valued and respected. It empowers me further to take on new challenges and explore bigger opportunities.
How important do you think it is to own an award-winning business?
Owning an award-winning business is a powerful endorsement of our credibility. It validates the quality of our services and enhances trust and confidence among both existing and potential clients. I hope it helps distinguish us from our competitors. Awards also increase visibility, opening up greater business opportunities, and potentially lead to bigger clients and future partnerships.
I believe clients are also more likely to remain loyal to a business that has been independently recognised for its excellence. These awards also provide an ongoing incentive to maintain and improve our services – and maybe even strive for more awards, like the WIB Business Woman of the Year. Watch this space!
Why did you choose to locate your business at East Belfast Enterprise?
After four and a half years of working from home, I felt it was the right time to separate my work and home life to achieve a better work-life balance. Moving to a dedicated office space also added credibility to my business and gave me more flexibility to meet clients in person. I explored several co-working spaces, but East Belfast Enterprise offered the best value for money and met all my needs.
I wanted a small, affordable office in the city centre with car parking and I also wanted to be part of a community of new businesses like mine. This location allows me to grow while staying in the same place.
How helpful has being a tenant of East Belfast Enterprise been for your business growth?
I’ve only been at East Belfast Enterprise for six months, so it’s still early days. However, in that short time, I’ve already noticed that my business is attracting more potential clients, and I’ve met some fantastic business owners who are fellow tenants. I’ve seen other businesses expand and move into larger offices within the building, which shows how supportive and flexible this facility is for small businesses. It’s clear that East Belfast Enterprise is designed to help businesses grow and thrive.
What advice would you give readers of Business First who might be considering starting their own business?
My advice would be to first think about why you want to start a business. Are you passionate about a particular idea or type of work, or are you looking for more independence or work-life balance than a traditional job offers? This passion needs to be your driving force – the “Why” that keeps you going when things get tough.
Running your own business means you’ll need to be a jack of all trades, responsible for everything from marketing to sales, finance, and managing people. If you don’t have all those skills, it’s important to find and surround yourself with a team that complements your strengths. You can’t do everything yourself. By way of example many of my clients have a real fear of numbers and finance, so they outsource that part of their business to me. If you’re not comfortable with certain aspects of your business, don’t be afraid to seek help.
Start attending networking events, either online or in person. Listening to others’ experiences can give you real insight into the realities of starting and running a business. Be sure this is the right path for you, especially if you’ll be financially dependent on your business.
Educate yourself about what it takes to run a business by reading books, blogs, and articles. I highly recommend “The Diary of a CEO,” which I’m currently reading. I share my thoughts on each chapter on LinkedIn as I reflect on them.
Finally, don’t be afraid to go for it. Whatever your questions or fears, there’s always someone out there you can talk to. The self-employed community is very supportive, so connect with as many people as you feel comfortable with.
What advice would you give to a reader of Business First who may be considering locating their business at East Belfast Enterprise?
Come and take a look around the offices. There are various sizes to choose from, so you can find something that fits your needs. If you’re interested in hot desking, give it a try — The Foundry hot desking area is a very friendly place. We even have a social WhatsApp group where people can connect and join in on social occasions. The staff here are also very friendly and helpful. The meeting rooms and ground-floor common area have recently been refurbished, making the space bright, welcoming, and modern. It’s a super place to be part of a community if you are a lone worker.
You can contact Janet via her website www.ekstraas.co.uk or follow her on social media at https://www.facebook.com/EkstraAs; https://www.instagram.com/ekstraaccountingsolutionsltd and www.linkedin.com/in/janetjensen
