Meet Toni Counts | Owner & Founder of Innovation Counts

We had the good fortune of connecting with Toni Counts and we’ve shared our conversation below.

Hi Toni, how do you think about risk?
Being a risk taker is one of the main qualities of being an entrepreneur. If you are unwilling to take risks, you will never know how far you can go. Taking risks is what has driven my businesses to where they are today. In the beginning I operated my business as a side hustle to my full time job. This went one for just under two years. Making the decision to leave my W2 job and go 100% self employed was a huge risk for me to take. The pressure to succeed became more prevalent as I was letting go of the “comfort” of a steady paycheck and company provided benefits. Within a month of leaving my full time job, the salary I was making was replaced with the onset of new clients. Two months after I left my full time job, I started a second bookkeeping business with a business partner to keep up with the flow of new clients. Had I not taken that risk to leave the comforts of being an employee, I would not have experienced the growth and success that I have today. You must be willing to take risks in order to make it further in your life and career.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
My bookkeeping business is called Innovation Counts and I am proud to say that my business was built solely on referrals. I take pride in my work and I have a sincere passion for working with numbers. I find numbers to be therapeutic; they tell a story but in order to read it, you must first put the puzzle together. I also have a desire to help my clients grow their businesses and I enjoy playing a role in their organizations that will allow them to achieve that. Growing my business was easy; When you provide exceptional service and are knowledgeable in what you do, business will come to you.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Some of my favorite spots in my area are Pepper Park Beach which sits right on the Atlantic Ocean. The sand is soft, the water is blue, and the view is gorgeous. You can always catch me at a local CrossFit gym, Unrelenting Fitness or CrossFit Tradition. The CrossFit community has some of the most amazing & influential people I have ever met. I love to have brunch at Pineapple Jack’s in Jensen Beach, Avocado toast with over medium eggs is my go-to order, followed by a trip to the produce stand right around the corner. My favorite lunch spot would have to be 3 Natives for a Chuck Norris Smoothie and a Cobb Salad Wrap. For dinner, none other than Kyle G’s for some of the best Grouper you will ever try!

Who else deserves some credit and recognition?
I want to dedicate my Shoutout to my husband, Derrick. We have been together for 19 years and he struggled with me while I was going to school full time pursuing my business degree. He has watched me grow from entry level to executive employee, and eventually owning my own businesses. Whenever I doubt myself, he is always there to encourage me and lift me up. His advice is raw and genuine and I love that I have his support with any brilliant idea that comes to mind (which is often!) Thank you for always being there for me since Day 1.

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Image Credits
Gracie Jade Photography