Partners

Firm Shareholder

Martha W. Ford, CPA

Background and Experience:

Martha’s accounting career began in Atlanta, but her Florida roots brought her back to the Tampa Bay area where she gained extensive taxation experience serving a few top firms in Pinellas County. After joining Foelgner, Ronz & Straw, P.A. (n/k/a as FRSCPA, PLLC) in 2010 as a Director of Tax, Martha soon began forming strong relationships with firm clients, and was promoted to a Shareholder of FRSCPA, PLLC in 2013.

As a firm partner, Martha balances many internal responsibilities, including overseeing the entire Tax Practice area of the firm, which includes training, processes and procedures, as well as research for complex taxation issues. Martha also handles a diverse client base including legal firms, medical practices, estates and trusts, high-net worth individuals, McDonald’s Franchisees and other franchise owners.

When not in the office, Martha enjoys spending time with her husband and two children. She is a fitness enthusiast and avid reader, and enjoys being engaged with her community at St. Raphael Catholic Church.

Martha’s Personal Mission Statement:

“To assist clients in achieving financial success, I have become a trusted, integral part of my clients’ lives; a vehicle for maximizing our team members’ potential, and a positive force within the community. My services are driven on providing timely, proactive, and unique solutions to challenges and opportunities my clients face.”  

Designations:

• Certified Public Accountant (CPA) – Florida
• Master’s in Accounting with Taxation Emphasis (MAcc)

 Memberships and Organizations                                               

• American Institute of Certified Public Accountants (AICPA)
• Florida Institute of Certified Public Accountants (FICPA)
• W.O.N. (Women Operators Network) – Affiliate Member

 Education:

• Florida State University,

MAcc, Master of Accountancy with Taxation emphasis
BS, Accounting

Firm Shareholder

Joan M. Gibbons, CPA

Background and Experience:

Joan received her accounting degree from the University of South Florida. She obtained her CPA license in 1998 while working full-time at FRSCPA. In 2005, she moved to Raleigh, North Carolina to expand the firm’s practice. In 2013, Joan became a shareholder of the firm and has been with FRSCPA since 1996.

Joan is actively involved in overseeing the accounting functions for the McDonald’s monthly financials for her client base, while her main focus is serving as a business advisor to her clients. Joan has extensive experience with store valuations, succession planning, and buy/sell negotiations. She is also heavily involved in tax preparation and tax planning for her clients so she can give proper guidance on ways to minimize tax.

In 2018, Joan was elected to the Board of Directors serving NFCA (National Franchise Consultants + Accountants), the alliance of 8 CPA firms who meet annually to discuss common challenges and solutions for McDonald’s franchise owners. She currently assists and participates as a consultant to the NFLA Economic team.

When not in the office, Joan enjoys spending time with her husband, two daughters, and three dogs. Joan, her family, and the firm also support many Ronald McDonald Houses throughout North Carolina. You might see her on the golf course, or attending some of the great RMH events in her area that FRSCPA sponsors year after year.

Joan’s Personal Mission Statement:
“Being a CPA means I have a duty to my clients to give them the best financial and tax advice possible to help them run profitable businesses while minimizing their taxes. My clients rely on me to help them make well-informed decisions for their business and that is something I take very seriously. I enjoy sharing in the successes of my clients and value our relationships.”

Designations:

• Certified Public Accountant (CPA) – North Carolina

Memberships and Organizations:

• American Institute of Certified Public Accountants (AICPA)
• North Carolina Association of Certified Public Accountants
  (NCACPA)
• Board Member – National Franchise Consultants + Accountants (NFCA)
• Board Member – Ronald McDonald House of Chapel Hill
• Affiliate Member – W.O.N. Women Operators Network

Education:

• University of South Florida – BA, Accounting

Firm Shareholder

Ana M. Herron, CPA

Background and Experience:

Ana began her public accounting career with Foelgner, Ronz & Straw, PA in 1990, working her ranks into management, and in 2015 became a shareholder of the firm now known as FRSCPA, PLLC. Having worked with many franchisees during her tenure, Ana has extensive knowledge and experience in accounting, taxation, business valuation and other business planning strategies for McDonald’s Owner/Operators. Ana also works closely with other franchise owners, professional service companies, small private companies, and high-net worth individuals.

Ana occasionally publishes articles about tax related issues that small business owners collecting sales and/or use tax should be aware of. She handles all of the Sales and Use Tax Audit for clients which has resulted in saving them hundreds of thousands of dollars over the years.

As Treasurer for the firm, Ana is responsible for the daily operations of the business, as well as overseeing all of the human capital management functions internally. She maintains great rapport with staff members and advocates communication.

Aside from her career, family is everything to Ana. She enjoys spending time traveling and exploring new destinations with her husband and two daughters.

Ana’s Personal Mission Statement:

“To provide the highest level of service to my clients so that they succeed in their businesses, achieve their goals, as well as helping them plan for their financial success.”

Designations:

• Certified Public Accountant (CPA) – Florida

 Memberships and Organizations:                                              

• American Institute of Certified Public Accountants (AICPA)
• Florida Institute of Certified Public Accountants (FICPA)
• W.O.N. (Women Operators Network) – Affiliate Member

 Education:

• University of South Florida – BS, Accounting

Foreign Languages:

• Spanish

Firm Shareholder

Paul Horowitz, CPA, MBA

Background and Experience:

In 2011, Paul’s firm Horowitz & Company CPAs merged with FRSCPA. Paul received his undergraduate degree from Washington University in St. Louis (Go Bears!) and his MBA and Masters in Accounting from Northeastern University (Go Paws!). He is licensed Certified Public Accountant in Florida and North Carolina.

Paul become the Managing Partner of FRSCPA in 2018 and is responsible for FRSCPA’s assurance practice, the firm’s quality control procedures, as well as the partner-in-charge of technology. Paul’s knowledge and expertise in the retirement plan practice area, as well as audit and accounting services for nonprofit organizations, offers entire practice areas to the firm. Paul has a special focus on nonprofits, private foundations and closely-held businesses in Tampa Bay.

When not in the office, Paul enjoys spending time with his wife and three children. He also enjoys working out, home improvement projects, history books and movies. Paul resides in Tampa and is a member of Christ the King Catholic Church in Tampa.

Paul’s Personal Mission Statement:
“My clients look to me as an expert advisor when it comes to their financial success. To help them achieve this, I follow two primary service philosophies: surpass the highest service expectations set by our clients and proactively provide information that may impact their businesses.”

Designations:

• Certified Public Accountant (CPA) – Florida, North Carolina
• Master’s of Science – Accounting (MAcc)
• Master’s of Business Administration (MBA)

Memberships and Organizations:

• American Institute of Certified Public Accountants (AICPA)
• Florida Institute of Certified Public Accountants (FICPA)
• Florida West Coast Employee Benefits Council – Treasurer
• Goodwill Suncoast – Board of Directors
• The Spring of Tampa Bay
  –Treasurer, Chair of Finance Committee
• Metropolitan Ministries
  – Former advisor to Finance Committee
• Nonprofit Leadership Center of Tampa Bay – Past Instructor
• Leadership Hillsborough graduate

Education:

• BA, Washington University, St. Louis
• MAcc, MBA, Northeastern University, Boston