Holly, I have never heard of this agency so all I can offer is a 'what I would do'....
Relative to their $40 setup fee - you can get 250 FREE business cards from VistaPrint [all you pay for is shipping]
You can get a FREE toll free line that will forward to your home phone. I think it's called Toll Free Forwarding [.com] but you can check the
Phone, VOIP, Fax, Email section for more options.
You can get a FREE website from Microsoft Office Live - even so, I recommend at least buying your own domain [yourcompany.com] for around $7 a year [check GoDaddy]
When you purchase your own domain and a decent hosting package you'll have as many
you@yourcompany.com emails as you like.
As to the $10 monthly fee.... I assume they expect to receive RFPs, but I don't see much
SEO on their site so I don't really know how many they can possibly be getting. Is there a place you can preview the RFPs to at least see how frequent they are?
They don't rank in Google for what I would assume to be their keyphrase 'california virtual assistant'... not to say they won't in the future.
You can get a FREE account at ClientSpot [I believe they still have free long term basic accounts] that will allow you to have a project management hub. Their first tier paid option is really affordable if and when you need such a thing. You can learn more about Client Spot right here at VAF:
ClientSpot
In any case, if it was me and I was in startup phase, needing clients, etc. I would get a website set up, and start working on my marketing efforts.
As a new business owner you should be spending the same amount of time on marketing and networking that you would be spending on clients if you had them. If you plan to average six hours a day working in and on your business - start now. Spend six hours a day getting things in place, marketing, networking, looking for RFPs to answer, building relationships on Twitter and in your local community.
Ultimately, I believe that spending the time and effort to find and connect with your own clients is well worth it.
Just my two cents

Hope it helps a bit!