I Began A $790K/Yr Digital Assistant Providers Enterprise In My Mid

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Hiya! Who’re you and what enterprise did you begin?

Hey there! Mary Marsh right here, Founder and CEO of Aim2Assist. We’re a digital assistant providers firm, launched in 2014 and 100% bootstrapped. My lifelong dream was to create an organization at which people may earn a living from home – or from wherever – offering them with the pliability they want or just want. Equally essential, I wished to supply shoppers excellent service, one which stands out from all the remaining.

We provide premium providers, primarily to C-level executives. Our digital govt assistants are the very best of the very best; USA-based and college-educated with assorted, extremely specialised ability units. Aim2Assist strives to do Digital Help in another way than different Digital Assistant firms on the market. Our Digital Assistants are an important a part of this firm and we be sure that they understand it. We compensate our Digital Assistants pretty as a result of we all know that individuals who actually really feel like a part of a crew do nice work.

Aim2Assist has grown greater than 75% since its inception. Our month-to-month income is at present 66K, with an Govt Group consisting of CEO & Founder, CFO, and CoS. Our digital govt assistants at present whole 15 and are unbiased contractors.


What’s your backstory and the way did you give you the thought?

Aim2Assist is my second firm; IDDS (Industrial Design and Drafting Providers) was my first, established in 1996, as a sole proprietorship. My background is in c-level govt help and as effectively, structural and mechanical design engineering. As a single mother of two youngsters, one among which was a bit difficult, it turned essential to be at dwelling as a lot as doable. I began IDDS and contracted design work from an engineering agency close to my dwelling for 20 years by way of 2016.

Beginning a enterprise from scratch and in your dime is tough. Each impediment you overcome is just not solely a win but additionally a rising and studying expertise.

In the course of the financial disaster of 2009, my engineering work was lower in half. Occasions have been very arduous and to pay the payments, I wanted a second job. I utilized to a digital assistant providers firm (now one among my opponents) and labored with them part-time for almost 2 years. I beloved their enterprise mannequin, initially, and it offered the additional revenue I wanted till the corporate went in a special path – one which not labored for me or my scenario. That’s when the “aha” second got here – I can do that myself!

I started the planning levels of Aim2Assist six months earlier than launch. I used to be 56 years outdated and severely questioned if I used to be “biting off greater than I may chew”. At the moment, I had no thought what I used to be getting myself into however one thing deep inside me (God) advised me I may do that and I might succeed. I dedicated and by no means gave up.

Take us by way of the method of designing, prototyping, and manufacturing your first product.

I had base to start out with – the fundamentals of the enterprise mannequin from the “competitor” I as soon as labored with – with some tweaks to make it mine and make it higher. I spent a number of weeks researching my competitors, i.e., what providers have been they providing and what have been they charging for these providers; what did their service plans appear to be?

An excessive amount of thought was concerned and many selections needed to be made earlier than our service choices may very well be outlined, comparable to:

  • Workers vs contractors
  • Pay charges
  • Advantages
  • Expertise/training necessities

As soon as these selections have been made, then the main target shifted to service choices:

  • Hourly vs month-to-month plans & charges
  • Specialty providers
  • Reductions
  • Contracts

After just a few months of planning & due diligence, we started with:

Describe the method of launching the enterprise.

Aim2Assist launched on December 19, 2014, after a 2-week delay; the web site wasn’t prepared. A pal and previous co-worker provided their companion to create the web site at no cost so long as they might embody it of their portfolio. Sadly, the positioning didn’t match with my imaginative and prescient. We launched, regardless, and I spent the following 3-4 weeks, 18-20 hours per day, designing and constructing the positioning myself.

Being restricted on funds and bootstrapping the enterprise, promoting was completed on social media utilizing Hootsuite. I used as many free providers as I may, supported my seven shoppers as their govt assistant, continued working as a design engineer for the following two years, and operated, whereas slowly constructing, Aim2Assist single-handedly for the primary 4 years.

Initially, prices have been very low. I labored out of my dwelling workplace, and as beforehand talked about, utilized free providers comparable to Hootsuite, Google Voice, Hip Chat (now Slack), Skype, Zoom and others. My solely prices have been GSuite, 3 domains & website hosting. Promoting on social media (Fb, Instagram, LinkedIn) was additionally free though all new enterprise got here from referrals.

We’ve discovered that concentrating our efforts on present consumer happiness produces the very best gross sales in referrals in addition to repeat shoppers.

Classes discovered – six months wasn’t close to lengthy sufficient to plan a brand new firm. If I may do it over, I’d give myself no less than one 12 months. As effectively and in hindsight, it could have made extra sense for me to construct our web site myself. Many instances it’s way more troublesome for others to see your imaginative and prescient by way of your eyes except they’re skilled on this regard or share your imaginative and prescient.

Since launch, what has labored to draw and retain clients?

The vast majority of our enterprise relies on referrals from present and previous shoppers which, as we’ve found, are usually the very best. When shoppers are proud of their service, suggestions to new potential shoppers are golden. They’re the simplest to enroll as a result of they already know what to anticipate – a premium service. When 95% of your online business comes from referrals, you recognize you’re doing job!

We’ve an promoting finances of $3600+ monthly at present though we began with lower than $500 monthly after one 12 months in enterprise. Apparently, our digital artistic director was my very first consumer earlier than Aim2Assist’s inception. Advertisements are posted on three social media platforms (Fb, Instagram, LinkedIn) each day. We see essentially the most engagements from video adverts with pets or seashore scenes!



A e-newsletter, using Mailchimp, goes out to our mailing listing (requested on our website) twice per week. These newsletters have produced just a few new shoppers not too long ago and our mailing listing grows on common of 25% monthly.


We provide an ongoing low cost to new shoppers of 20% on their first 30 days of service. All year long, and particularly through the vacation season, we usually provide a 30% low cost to spice up gross sales. Whereas digital assistant providers stay troublesome to promote, these reductions assist however don’t all the time produce the gross sales we’d prefer to see. We’ve discovered that concentrating our efforts on present consumer happiness produces the very best gross sales in referrals in addition to repeat shoppers. When a consumer cancels their providers (usually because of a change of their enterprise construction), we periodically test in with them and provide a returning consumer low cost the place applicable.

How are you doing at present and what does the long run appear to be?

We’re doing effectively! The enterprise helps one part-time and two full-time govt crew members. I’ve not needed to personally help shoppers since March 31, 2020, and I’m in a position to focus 100% of my working hours on Aim2Assist. I’m nonetheless sporting just a few “hats”; liable for consumer acquisitions, consumer happiness and retention, innovation, HR (with the assistance of my CoS), and contracts. As we proceed to develop, I hope that I’ll ultimately focus totally on innovation.

Though there was an enormous quantity of progress since 2014, we imagine we’d be additional alongside had it not been for the pandemic. In 2020 we acquired extra shoppers because of shutdowns with those that may earn a living from home being required to take action. In 2021, though nonetheless worthwhile, we had some shoppers canceling because of monetary challenges with only a few new shoppers signing on.

We’re looking forward to 2022 in that we’re making adjustments to our promoting together with extra efforts on bringing again previous shoppers. We’ve too many “eggs in a single basket”, so to talk, and now we have to be ready for the worst-case situation. Ten of our digital govt assistants are at present assigned to at least one consumer which is fabulous so long as you may have no less than twice that many EAs unfold out amongst different shoppers. We’ve some work to do!


By way of beginning the enterprise, have you ever discovered something notably useful or advantageous?

Beginning a enterprise from scratch and in your dime is tough and I don’t know anybody who didn’t meet with obstacles alongside the way in which, together with myself. Each impediment you overcome is just not solely a win but additionally a rising and studying expertise.

Our phrase means one thing as a result of any relationship value having needs to be constructed on a basis of belief. We don’t make excuses, we take duty.

I had been out of the “rat race” since 1995 once I began this firm and I rapidly found that issues had drastically modified – particularly, the employer/worker relationship. I additionally didn’t totally perceive the distinction between staff and subcontractors or unbiased contractors. I got here from the period the place one by no means disagreed with their boss and all the time answered with a “sure sir” or “sure mam”. Whether or not you preferred your boss or not, you all the time handled them with respect – whether or not they deserved it or not. I needed to relearn methods to deal with those that work for me and as effectively, perceive that unbiased contractors are their bosses.

Among the best selections I made was contracting with a advertising and marketing crew for our web site design, website positioning, weblog posts, social media, google adverts and as effectively, electronic mail advertising and marketing. They’ve the experience on this space and have made an enormous distinction with our on-line presence. One other, equally essential determination was including a CFO and CoS to the chief crew. It’s like having 3 units of eyes – they create a lot extra to the desk than one individual can convey alone and their uniqueness is significant to the success of Aim2Assist.

What platform/instruments do you utilize for your online business?

My favourite enterprise instruments embody Google Workspace and Slack as each present precisely what I would like every day. I prefer to preserve issues so simple as doable! Google calendar is nice for scheduling conferences/calls (with notification reminders) and is much more advantageous for me in that I can schedule blocks for focus and enterprise constructing time.

I can’t say sufficient about Slack. To have the ability to attain people instantly is a lifesaver for me somewhat than ready on return emails. I set reminders, combine with different apps comparable to 1Password and Google calendar plus arrange birthday and work anniversary reminders so I always remember to congratulate our valued subcontractors.

In comparison with the small handful of free instruments we as soon as used at first, we’re using an ideal deal extra, paid instruments at present which are crucial to efficient enterprise operations. Together with Google Workspace and Slack, they embody:

What have been essentially the most influential books, podcasts, or different assets?

I’m at present ending up a e book, The Seven Evolutionary Ranges to Profound Promoting, by Glenn Curler. It takes you thru a sort of deep dive into all seven ranges starting with the self-absorbed salesperson and ending with the enlightened salesperson. However this isn’t nearly primary promoting; it permits you to perceive your self and others on a a lot greater degree, wanting method past gross sales and understanding the human dynamics at work. It’s profoundly life-altering!

Recommendation for different entrepreneurs who need to get began or are simply beginning out?

I believe an important factor I did when beginning Aim2Assist was refusing to surrender, whatever the obstacles, errors, troublesome months financially – I ALWAYS believed the corporate would survive. I used to be 56 years outdated – if I can do that, anybody can do that. You’re by no means too outdated to strive new issues. If it’s your dream, do it! Don’t hand over. And belief God.

We deal with our subcontractors like they’re an important components of our enterprise – as a result of they’re. We pay them at a better share than most digital assistant firms and we give them perks that aren’t typical for contractors comparable to reciprocal paid day without work, Christmas bonuses, present playing cards on Administrative Assistants Day, recognition for birthdays and work anniversaries plus EA of the month with a present card for the winner. We imagine – we KNOW – that the way in which to maintain shoppers completely satisfied is to have completely satisfied assistants.

We reside by our core values, in enterprise and our private lives, with a specific deal with “do the best factor”. Our phrase means one thing as a result of any relationship value having needs to be constructed on a basis of belief. We don’t make excuses, we take duty.

Are you trying to rent for sure positions proper now?

Aim2Assist is all the time hiring highly-skilled, senior-level digital govt assistants with a minimal of 5+ years of expertise supporting C-level executives. These positions require heavy calendar administration, home and worldwide journey administration, assembly attendance with note-taking, assembly facilitation, and so forth. Aggressive bimonthly pay for subcontractors with full-time availability in any US time zone; part-time hours are thought-about on an as-needed foundation. To use, please test the necessities and comply with the appliance course of right here.

The place can we go to be taught extra?

This was a really thought-provoking interview and I’ve discovered an ideal deal from it. Thanks for the chance to share my story!

When you’ve got any questions or feedback, drop a remark under!


Mary Marsh
Founding father of Aim2Assist LLC

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