In coming up with the name, we literally played word games. From there we crafted the idea around the concept of go getters - and every entrepreneur is a go getter - and people wanting to grow their business - and growing means getting profit and turning it into cash flow, which is dough.

We've been following the principles of building story brand as a backbone to our marketing and sales campaigns. The principle of storytelling as an approach to selling and as an approach to building a business are relevant for any business, no matter what you sell.

Donald Miller says your client is the hero in the story, and you are the guide. If everybody can look at their clients in that way - with a heart to see them transformed, see them win in business - there will be a lot more successful businesses out there.

My short answer to the pricing question would be to start with the arithmetic. But also invest time and effort in the human science side of it to see how much premium you can add. 

Broadly, I think you measure the success of a business by the impact that it makes on its community. Beyond that, success is also to be a good corporate citizen, to decide what footprint you leave behind in the world.

If you don't set practical goals to achieve, you're just not going to achieve anything. You have to put that in place and then track it to hold yourself accountable to achieving those goals. A budget is a very important tool for accountability. But beyond accountability, it's an important tool to help push yourself beyond limits that you might feel comfortable with.

There're different ways in which one can budget. People typically use zero-based budgeting or just use what you've done before and project onto that. Both options can work well, depending on your circumstances and your type of business.

First of all, accounting services, whether it's an in-house accountant or external person, is not a grudge purchase. The second thing I would say is placing a premium on understanding what drives cash flow. Thirdly, understand that there is a difference between cash flow and profit.

It starts with your data, your information. Secondly, what technology are you putting in play to record the critical data points as you do business? As an entrepreneur, you want to make it as easy as possible for yourself from as early as possible.