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Background:

In 1991, Jeffrey J. Morella opened Morella & Associates, A Professional Corporation and has built it into a successful practice focused on meeting the legal and tax planning needs of business owners.  Over the years, Jeff’s expertise continued to grow as his clients faced increasingly sophisticated tax, insurance and business planning challenges. In 2005, Jeff began assisting his business clients in creating captive insurance companies as a cost-saving vehicle and to provide more flexibility for their companies.

Then in 2010, as Jeff watched the Federal Government’s punitive tax policies create an ever-increasing burden on the plans and dreams of small business owners, Jeff knew he had to find new ways to bring needed relief to his clients.  In response to his large base of business owners’ pleas to reduce their insurance costs and preserve more income, Jeff began expanding his expertise in the captive insurance field of creating alternative insurance structures that reduce insurance costs, as well as provide opportunities for asset protection, wealth transfer, estate and tax planning, and business succession planning. These alternative insurance structures, specifically known as series captives, allowed Jeff to create, build and manage customized, independently owned Series Business Units (“SBUs”) for his clients.

Current Situation:

As Jeff Morella’s expertise and success continued to grow with Series Captives, he knew it was time to spin off this growing practice into a standalone business that could establish and run captive insurance companies under its own brand.  But how could Jeff do this?  After watching his competitors stumble when trying to run similar businesses as a sideline to their legal, accounting or insurance practices, he was determined to correctly and independently build his business right from the start.  But in 2012, as his questions of how to price the services, establish the distribution network and build the business infrastructure mounted, Jeff knew that these decisions called for business growth expertise outside of his legal training, and he needed help now.  That is when he called in Andy Birol of Birol Growth Consulting.  As Jeff states, “I was impressed by Andy’s out-of-the-box thinking, as well as how quickly he built his business growth practice in Pittsburgh, so I called him in, dumped my files, business challenges and goals on his lap, sat back and watched how he would react.  To my delight, Andy quickly grasped, synthesized and framed all my thoughts into four key tactics for us to build my new business.”

Birol Growth Consulting Solution:

Upon his engagement, Andy tore into Jeff’s financial analyses and interviewed his business partners and clients.  Andy quickly recognized that while Jeff had created a breakthrough, proprietary approach to providing “The Complete Captive Solution” (a/k/a the new company), without an equally sophisticated approach to marketing, selling, distributing and delivering its value, Jeff could not achieve the results he expected.  What specifically did Andy accomplish for Jeffrey J. Morella and his new business, The Complete Captive Solution, LLC (“CCS”)?

Andy worked with Jeff to:

1. Develop CCS’s clear go-to market strategy and its tactics, before designing the organizational chart and key company positions.

  • Andy designed the needed roles and responsibilities and defined the COO position and actually identified CCS’s new COO, Mr. Shep Werth.

2. Frame CCS’s marketing challenge as a distribution problem, instead of a demand problem.

  • Andy suggested Jeff take his message directly to his ultimate clients, business owners, with the support of their advisors.

3. Andy outlined key sales and marketing tactics and located the resources, people and tools needed to have it up and running in months.

  • He simplified the complexity of communicating the details of what a series captive is, who it is for, and how it works best for certain business owners.
  • By introducing and overseeing a professional marketing communications specialist, The Karol Company, Andy assured CCS’s messaging was simple, engaging and consistent, starting from its website through its sales collateral and finally throughout actual client proposals.

Client Results:

Within months of Jeff, Andy and Shep establishing its strategy, The Complete Captive Solution, LLC is up and running as a going concern, having secured it’s licensing, established its key business partners and landed its first 10 clients.  Sales are on budget and both business owners and their advisors have recognized CCS as the premium provider and clear expert in the emerging field of series captives and how a business owner can best use them.

When Jeff Morella was asked, “What was Andy Birol’s contribution to the genesis of CCS?”, Jeff replied, “Andy Birol took my vision of offering an innovative service and guided me in turning it into a standalone business, built on a strong foundation and driven by clear business principles.  This assures it becomes a very strong, profitable business with sustainable growth.  Andy’s creativity, business experience and tenacity were the missing ingredients I needed as a lawyer to help me build an independent business.  I would encourage any business owner and their advisors to bring Andy into the job or case.  His unique style of independent thinking, business judgment and relentless follow-up make him a special breed of consultant.  I am fully confident that my dream of building a standalone, sustainable business is being realized and I am proud of the results that CCS has already achieved.”