Employee Retention Credit: How It Works For Your Business

Not long after the initial onset of the COVID-19 pandemic in March of 2020, the federal government responded by creating legislation to address a myriad of issues the pandemic would (and has continued to) bring to American employers, small businesses, and industries known as the Coronavirus Response and Consolidated Appropriations (CARES) Act

Implementing this act allowed for the federal government to enact a number of programs to help mitigate the financial impact of the pandemic on American businesses, such as Paycheck Protection Program (PPP) loans, though this program and its related benefits to employers concluded earlier this year in May of 2021. According to the Small Business Association (SBA), PPP loans allowed for employers to receive a fully refundable tax credit for the amount of the PPP loan they received, so long as “employee and compensation levels [were] maintained,” and no less than 60% of the total loan amount went towards covering payroll costs for eligible employers during the height of the pandemic.

A second program under the CARES Act—the Employee Retention Credit (ERC)—was similarly enacted to grant a refundable credit against certain employment taxes to employers, according to the IRS, “equal to 50% of the qualified wages an eligible employer pays to employees after March 12, 2020, and before January 1, 2021.” Recently, however, a number of changes and/or extensions have been made to this credit from the Taxpayer Certainty and Disaster Tax Relief Act of 2020, enacted on December 27, 2020, which include an extension of the ERC through June 30, 2021.

“Part of this new legislation allows eligible employers to claim a refundable credit against the share of Social Security tax equal to up to 70% of wages paid to employees after December 30, 2020 and before July 1, 2021,” said Emily Meyer, Director of Operations for G.I. Tax. “Because qualified wages are limited to $10,000 per employee per 2021 calendar quarter, this means the maximum tax credit amount available to employers is $7,000 per employee per 2021 calendar quarter, equating to a total of $14,000 in available credit per employee in 2021.”

This extension is in addition to (rather than in lieu of) previous legislation for the ERC in 2020, which operated in a similar fashion, albeit for a refundable credit equal to 50% of qualified wages paid to employees between March 13 and December 31, 2020. As for the IRS’s definition of what constitutes “qualified wages,” Meyer of G.I. Tax had this to say.

“The definition of ‘qualified wages’ varies only between employers with 100 and more, or 100 and fewer employees during the periods of eligibility in 2019,” Meyer added. “For instance, for the former, qualified wages would constitute as wages including healthcare costs up to $10,000 per employee paid to those employees who were not providing their standard services for their employer due to business operations being suspended or a decline in the business’s gross receipts. For the latter,” Meyer continues, “the same rules and regulations apply; however, for employers with 100 or fewer employees, it does not matter whether or not those employees were continuing to provide their standard services for their employer or not.”

Under initial legislation for the ERC, employers which applied for and received a PPP loan were originally not eligible to receive additional tax credits under the ERC program of the CARES Act. This, however, changed when the IRS announced the ERC’s extension on January 26, 2021, citing that its extension would likewise retroactively, “…[allow] employers who received Paycheck Protection Program (PPP) loans to claim the ERC for qualified wages that are not treated as payroll costs in obtaining forgiveness of the PPP loan.”

Regarding this recent extension of the ERC and its eligibility benefits of qualified wages to employers, the total amount of employees a business can have to remain eligible for the credit has increased to employers with 500 or more, or 500 and fewer full-time employees, respectively. 

“If an employer’s business did not exist in 2019 to reap the initial benefits of ERC eligibility,” says Meter, “that employer may likewise use the same corresponding 2020 quarter decline in gross receipts instead. Because the IRS plans to release future guidance pertaining to the first two calendar quarters of 2021 for employers to measure the decline in their gross receipts using the preceding quarter in comparison to that of the same quarter in 2019, employers may elect to do so once that guidance is released later this year.”

Overall, as Meyer mentions, the ERC presents a unique opportunity for business owners and employers to receive additional tax credits this upcoming tax season for continuing to persevere in spite of the hardships caused by the lingering fallout of the COVID-19 pandemic. If you’re interested in learning more about how you can best utilize the ERC and its benefits for your business, contact a tax professional such as Meyer or any of the other seasoned tax professionals at G.I. Tax throughout the United States.

Puppy Dogs and Ice Cream and Why Direct-to-Consumer Marketing Is the Future of Publishing

It’s every author’s dream to see their book reach as many readers as possible. But selling a book directly to readers is always a daunting challenge. One publishing company, Puppy Dogs & Ice Cream, is changing the landscape with a new approach to publishing used a direct-to-consumer model that’s quickly changing the way publishers and authors promote their books.

Puppy Dogs and Ice Cream, also known as PDIC Books, is a San Diego-based children’s book publisher. What sets it apart is its newfangled approach to the publishing model, which has benefitted both the company and its authors alike. To date, the company has distributed millions of children’s books through a marketing tactic called direct-to-consumer. Instead of only relying on traditional sales channels like bookstores and big box retailers, the company mainly depends on selling direct to their readers. Currently, over 75% of its book sales come from its in-house website and digital marketing strategies.

At the doorstep of the digital age, innovative companies have looked to e-commerce as an entryway to more growth. Puppy Dogs & Ice Cream happens to be one of them. But they aren’t new players in the digital market as PDIC Books has been around since November 2017. In their first month, they sold 5,000 copies of a single children’s book. Company revenue hit $1.45 million by the time 2018 rolled in. Today, PDIC continues to grow as it has passed 2m books sold in the last 12 months.

All this began through the vision of one man, Jason Kutasi, who conceptualized an approach that takes out the middleman and puts more premium on directly reaching the customers through social media and other digital platforms.

“I don’t really think of ourselves as disruptors, but just a publisher who doesn’t conform to the old rules of the industry,” company CEO Jason Kutasi shares. “We didn’t do it intentionally. We also didn’t invent e-commerce, but simply bolted e-commerce onto a vertical, children’s books, that doesn’t have the same margins as most e-commerce businesses. So I guess we just managed to figure some things out in order to sell kid’s books directly to readers.”

Another direct to consumer approach for authors and publishers is to print and market their books through Amazon. Still, most might find that standing out in the large marketplace can be tricky, and given the tight margins, advertising can quickly drain one’s budget. While two out of every ten books sold by PDIC happens through Amazon, without and ad spend on Amazon, they aren’t wholly dependent on it and can still drive significant sales on their own.  “We get way more reach and scale with Facebook, Google, YouTube, Pinterest, Snapchat, and TikTok than we can get on Amazon,” adds Kutasi.

Children’s book authors who work with Puppy Dogs and Ice Cream have also been benefactors to a model that puts the author first. PDIC Books handles 100% of all marketing and publishing costs, taking all the risks out of an author’s pocket. Once an author publishes a sequel with PDIC, the publishing and book marketing company can promote that sequel to the people who bought the writer’s previous titles, increasing customer lifetime value and building stronger relationships with its readers.

PDIC likes to focus on “books with a purpose” and works with authors that create stories with a meaningful and educational value. By doing so, Puppy Dogs and Ice Cream hopes to work with authors to help children grow to be the best versions of themselves.

Learn more about publishing with Puppy Dogs and Ice Cream by visiting its website puppydogsandicecream.com.