Winston Stewart is the owner and principal operator of PennWin Administrative Services, based in Columbus, Ohio. Proficient with computers and a skilled writer, Winston also brings ten years of experience in business administration, backed by eight years of business management to his company. Over the last ten years, he has developed a company that he can be proud of, doing work he continues to enjoy.
Winston is an active presence here at VAF and is the founder of the first ever networking group dedicated to men in the VA profession: Men of the Virtual Assistant Industry. He's also made it even easier for men in the industry to connect, via a branch of the group on Facebook. You can also catch up with Winston right here at VAF, on Twitter, and LinkedIn.
Winston generously shared a few of his secrets to attaining excellence as a virtual service provider, as well as insight into his experiences as a man operating in a mainly female industry. Feel free to post your comments and questions for Winston directly to this thread!
What was the startup phase like for you? Please share your biggest triumphs/hurdles from this time.
I would have to say that during my startup phase, my biggest challenge was being a male in a female-dominant industry. I found, and sometimes still find, that it can be a challenge to get potential clients to take me seriously, and to earn their trust simply because I am a guy.
What's the story behind your company name and logo?
My company name is PennWin Administrative Services (Formerly S-M Office Solutions). I started my VA business as S-M Office Solutions. After taking a year hiatus to focus on school and my personal life, I restructured the company and instituted a new DBA name as part of the refresher. I chose PennWin Administrative Services as a way to include my partner, who’s last name is Pennock. I felt this was the best fit to combine our names. The sound is similar to “penguin” so a penguin has become the mascot.
What is your specialty/niche and how have you established yourself as an expert or leader in your field?
I have always loved working with and creating documents, so that is my niche. In an effort to be a leader within my field, I expanded on my interest in document digitization and now offer it as a service. This is where I take files and documents from my clients, and scan them into various digital formats.
What NEW special education or training have you pursued since starting your VA practice and how has it benefited your company/your clients?
Since becoming a VA, I have returned to school to study business management. This, along with my experience as a retail manager, has enabled me to better serve my clients by presenting myself professionally, establishing strong professional relationships, and providing exceptional customer service.
How many hours a week do you work? What is your schedule like?
I generally work 80+ hours per week. This is because I work full-time for a health insurance company as an analyst and auditor, M-F, 6AM-2:30PM. My VA business usually intertwines with this schedule sporadically throughout the day (I work from home with both). Most of the time I dedicate from 2:30PM to 11:PM to being a VA. Generally, I put in additional time for my VA business on the weekends.
What’s on your to-do list today?
Today I am focusing on my own marketing via Social Media. I am also drafting a press release to submit to various local newspapers.
What’s your definition of success?
I measure success in terms of longevity. To me, its not how much money you made yesterday, last week, last month, or last year, but that you were proficient enough in your skills and efficient enough in your company to sustain. To say, "
I’m still here." is to say, "
I succeeded."
What are the top five business tools or resources you use on a regular basis?
Most people who know me know that I am a computer and gadget geek. The top five business tools that I use on a regular basis are my iMac, my MacBook Pro, my Xerox Document Centre, my Android SmartPhone, and VAF!
What’s your number one source for new clients?
My number one source for new clients is through networking. By networking with others, you never know when a door is opening. I’m a firm believer in a personal approach and in putting yourself out there to meet others.
Who is your ideal client? Has your ideal client profile changed at all since you first started your business?
When I first started my business, my ideal client was one who would pay for my services. As I continued to develop, along with my company, and became comfortable with all that I do, my ideal client has certainly changed. Now I seek clients with whom I can successfully establish what I call the "professionally-personal relationship." This is when I get to know my client on a deeper level; we can have a conversation and include a laugh, yet adhere to a professional relationship that doesn’t bend on policies or ethical standards.
What is your most important business policy and how did it come to be a part of your operations?
My most important business policy is customer satisfaction. No matter what, I deliver nothing less than expected quality service, usually going above and beyond. My goal is to ensure every client I work with will be glad to give a referral, and will return to me for future projects.
What is the one thing you ‘wish you’d known’ when you first started out?
The one thing I wish I had known when I first started my venture as a VA is how supportive other virtual assistants are. Initially I was under the impression that we were all competitors, but in reality, we all support one another.
What’s your best advice for aspiring VAs thinking of starting a new practice?
The best advice I can give to aspiring virtual assistants is to do as much research as possible, and treat every day as a learning experience. Be open to the advice of seasoned VAs, and don’t be afraid to ask questions. Starting off right is the most important part of being a Virtual Assistant. Be confident in your abilities, and don’t offer services in areas you’re not highly experienced in. You have plenty of time to acquire new skills and grow your business.
What’s the biggest mistake you’ve ever made in your business and how did you fix it?
The biggest mistake I made as a VA was trusting a new assistant with a project entrusted to me by a fellow VA and dear friend. The new VA that I contracted decided that he could not perform the work, and failed to tell me until the project deadline when I asked for the completed assignment. This caused me to be in breech of my own contract with my colleague, and severely delayed the client’s finished product.
Part of the project creating and mailing brochures promoting a book the client had written. In an effort to make up for the delay, I researched and generated an additional mailing list to the client’s target audience, and created and mailed over 200 additional promotional brochures. I did all of this at no cost to either the client or my fellow VA who contracted me for this work.
With this horrible experience I learned that I should only ever trust experienced VAs with sensitive projects, and to thoroughly evaluate anyone I sub-contract to.
Please take us on a tour of your home office – can you describe how you have it set up and what you love about it?
My home office is a 12x12 room on the second level of my house. There are two large L-shaped desks that take up half of two walls, and one entire wall. Spread across the two desks are three notebook computers (two Windows and one MacBook Pro), a Mac mini desktop, two windows desktops each with dual monitors, and a 27” iMac. There are also two desk phones. Since the desks only take up half of two walls, on the remaining half of one wall is my full-size digital grand piano, and on the other is a four-ft bookshelf. There is an HP laser print/scan/copy/fax unit on the top shelf and underneath is a full-size photo printer. Of course, I also have my two office chairs. The remainder of the room is home to three electric guitars, one acoustic, and three amplifiers. On the walls are artistic photographs of Stevie Ray Vaughn along with my plaques and diplomas. Even with so many items in my office, it is arranged so it is quite spacious and open.
What I love about my office is that I am surrounded by the two things I love the most: Music and technology.
What question do you get asked most often about your business and how do you answer?
Plain and simple, the question I am asked most often is, "What is a Virtual Assistant?" I usually reply with, "We are entrepreneurs that perform administrative duties for businesses and organizations when hiring an additional associate is not practical."
How do you educate the general public about the VA profession?
I am a strong believer that in order to be successful, you must be recognized and understood. I ensure this happens by educating others on the virtual assistance industry through blogs, articles, and most importantly, through personal interaction.
Looking ahead, what’s your five year plan?
Currently, I work full time as an analyst and auditor for the nation’s largest health insurance company, as well as full-time as a Virtual Assistant. The goal I have set for five years from now is to have grown and achieved a level of success where my only source of income is my VA business, and I can dedicate 100% of my efforts to that continued success.
What do you love most about being a virtual assistant /self employed business owner?
More than anything, I love being my own boss and working solely through my own dedication and creativity. I feel rewarded when my dedication results in client satisfaction. I love working with others and utilizing my abilities to build the level of success I desire. I have no limit to how high I can go.
Interview with Winston Stewart of PennWin Administrative Services
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