Robin A. Holstein is a virtual administrative service provider who helps entrepreneurs and small non-profit organizations focus on building their businesses. President of Robin's Desktop, LLC, Robin incorporated her company in 2005 to provide back-office administrative support, freeing her clients from the drudgery of formatting reports, memos, letters, developing manuals, meeting arrangements, newsletters, and more.
Prior to incorporating Robin's Desktop, LLC, Robin spent over 15 years in private companies and government agencies providing administrative support, facilitating workshops, training (In person and via Web.), planning tours, and giving presentations to government officials. She holds degrees in Organizational Leadership and Office Administration, and the Certified Professional Secretary and Certified Administrative Professional ratings.
Robin took the time out of her busy schedule to answer a few questions about her virtual assistance practice and general business philosophies. Feel free to reply to this thread with your direct comments and questions for Robin!
How long have you been a virtual assistant and what drew you to the industry?
Robin’s Desktop, LLC, was established in 2005.
I joined the International Association of Administrative Professionals in 2001. I attended a training on being a virtual assistant at the 2005 annual meeting, in Denver, Colorado. I left the workshop knowing this was what I would eventually do. My father and paternal grandfather owned their own businesses, so that desire was part of my genetic programming. Starting my own business as a virtual assistant was a way to work for myself with the skills I already possessed.
Can you describe the startup process of your VA practice as you remember it? Please share your biggest triumph and biggest hurdle you had to overcome.
I’ve had a computer and printer in my home since 1989. I had dial-up Internet access in 1996. When I decided to establish Robin’s Desktop I already had the PC, scan/copy/print machine, fax machine and broadband. I needed to complete the federal and state business registrations, promotional materials, and get the word out.
I decided what I would offer as services by listing what I did not want to do. I did not want to work with other people’s money; therefore, I don’t do accounting. I did not want to be tethered to a desk; therefore, I don’t offer customer support or any telephone type services. When I had that list complete, I categorized what was left by how much I enjoyed the work.
My biggest hurdle hasn’t been overcome, as yet. I am still often lumped into the ‘secretary’ category and considered a temp. It is difficult to help people accept that I am an independent contractor. I am working to overcome that by placing advertisements and articles in higher end publications. I am attending business events and sponsoring small events to get my company name out. A sort of educational campaign, if you will.
What is your specialty/niche and what makes you an expert or leader in your field?
I specialize in document development and preparation. My clients can throw together just about anything. They turn to me to “fix it up” and produce professionally crafted results.
In my life as an employee I served on a variety of committees and was always selected to complete the print version of our work. I was one of three persons responsible for developing the print version of the WV Statewide Flood Protection Plan (Feb 2005). On the Legislative Committee for the WV Association of Conservation Districts, I drafted recommended changes to state code. I also created the first draft of correspondence, in response to any received by government officials at all levels, for signature by my then executive director. I created the original statewide training manual for new Conservation District Supervisors in 2007.
I developed a package that secured $75,000 from my County Commission toward a $275,000 traffic safety project. In my role as an elected Conservation District Supervisor, I rewrote our policy manual reducing our risk of liability by identifying basic items such as FOIA process and fees, purchasing regulations, compliance with anti-discrimination regulations, and more.
How do you define success?
I believe success is a mind-set. Success is knowing you have done the best you can and achieved a result. I believe that you can be a success even if what you wanted to do did not work, as long as you learn something.
You are a success because
you tried.
When did you realize you were ‘a successful virtual assistant’?
Considering my perspective on what success is, I would have to say about three months into my first long-term contract. I have a contract with the Chemical Alliance Zone, Inc. They are a non-profit collaborative that promotes the region to chemical companies, businesses that use their products and entities that produce related consumer-end goods.
Once I really knew the relationship was working and would continue, I accepted that I can make self-employment work. After that, I began receiving inquiries from entrepreneurs in the chemical industry.
What are your thoughts on certification in our industry?
I have never been asked about certification as a VA, by a client or potential client. I am a proponent of continuing education. I think certification is a good way to document skills, abilities, and training. I believe there must be a standardization of some sort. I've researched a few "va certifications." Some are nothing more than certification mills. Send in some basic info and a check or credit card info and "BAM!" you are certified. Some offer an examination, but I do not know if the exams are superficial or in-depth. None gave any information on recertification requirements.
I hold the Certified Administrative Professional® rating from the International Association of Administrative Professionals. The exam was over eight hours in length. Designated colleges proctored the exam. It requires continuing education units (CEUs) to maintain certification. You must recertify every five years.
Do I think certification should be required, no I do not. Yet, I would love to work to develop a national association that will set true standards, provide training for all and CEU for recertification. This would, in my view, move us out of the "industry" and into the "profession."
What is the one thing you ‘wish you’d known’ when you first started out?
I should have spent more time deciding on my business tax structure. I was so excited to get going that I chose an inappropriate tax structure and paid out way too much in fees. Once I decided to hire a tax consultant, I learned what I did wrong and he helped me correct it.
What’s your number one source for finding and contracting new clients?
By far word-of-mouth has been the number one driver of inquiries for my services. Keeping an appearance in the media goes hand-in-hand with it. Potential clients will see a reference to me and in their discussion learn more from previous or current clients.
Has your ideal client profile changed at all since you first started your business?
It has changed some. I was not targeting a specific industry (i.e. real estate), but general small business owners. I have ended up with more clients associated with the chemical industry than anything else.
What is your most important business policy?
Sign the contract or forget it. I think most successful VAs insist on a contract. My contract is very basic. For retainers I have a 30 day auto renew notice, that way either of us can get out with 30 days notice. I don't want to be locked into a long contract when I find out the client is a micromanaging nincompoop.
Can you describe your new client intake process?
I generally have some form of consultation prior to accepting any new client. I provide the client some basic information on my company, my background, rates, packages and a "sample" contract. I ask what they think they need, how they think I can help, and if they are going to sign a contract. If we decide to move forward, and after the contract is signed, build a client file with contact info, requests, copies of the contract, etc.
As you’ve fine tuned your business, are there any services you prefer not to offer? How would you handle a request for these services from a new or potential client?
I do not offer bookkeeping, accounting, or receptionist/phone services. I state that upfront at the first mention of the possibility. I will offer a referral to someone who can perform those services. Everyone has strengths and weaknesses and we should not try to be all things to everyone.
Do you network locally? If so, what methods for contracting new clients have you found to be most successful?
Yes. I am a member of two of our local Chambers of Commerce. I attend several breakfast and after hours events. This includes Chamber events and SCORE events. My participation in these events mostly promotes the VA industry. I have the opportunity to answer questions about how we work and enlighten business owners in our area. My clients have come, primarily, from word-of-mouth.
How do you feel about social networking for business – do you implement it and if so, has it been a successful addition to your marketing efforts?
I believe it is important to keep up on technology trends, and social networking is part of it. But you have to be careful. A VA can spend way too much valuable time tweeting, posting, blogging, and podding.
I do not keep TweetDeck or HootSuite or any of those programs live on my desktop. Too much time is wasted looking at the latest tweets. I try to build several blog entries and schedule their posting for future dates.
I also strongly suggest that VAs have different accounts for their business persona than personal. Nothing turns me off faster than foul language, irrelevant information, or strong political views from a "professional" who wants to do business with me. Keep those things on your personal account. As a consumer, I may want to purchase your product or service, but I don't need to hear about your Saturday night escapades. Keep in mind, as well, that our clients are relatively tech-savvy. If they check some of your friends or those you follow, what will they think?
What are the top five tools or resources you use on a regular basis in running your own business?
Microsoft Office - My son wants me to use Open Office, because it's free. What I find is my clients want Microsoft.
Quickbooks – This is invaluable to me. The built-in time, the reporting capabilities, I just couldn't work successfully without it.
Ring Central – This is a phone/fax service. I don't have a lot of demand for using the fax. But by using Ring Central I can set up a menu of services that gives the appearance of a larger organization. Calls to the 800 number are forwarded to my cell. No one has to know I'm not in WV.
Microsoft Office Small Business Live – Since I started using this program it has become so much easier to work away from my desk. I tried Google's version, but I didn't like it as well.
This forum – This forum is one of the single most effective resources for any VA, new or not. I can learn things, teach things, and remember I'm not the only one to have a particular problem.
What do you love most about being a virtual assistant /self employed businesswoman?
I really love setting the rules myself. What I mean is I can work just about any hour of the day, in any clothes I choose, on any day I choose. Granted, I have to work with my client to set deadlines and stuff. But, I am the responsible person. If I screw something up it is totally on me. That also means that when I get it right no one can take the credit for my work.
What’s your best advice for aspiring VAs thinking of starting their own practice?
Study on how to run your business. You may think that because you have the experience and tools to work you are ready to go. But you are about to become a business owner. You won't be an employee anymore. There is a real difference and you need to know it and live it. Too many new VAs fail to shed their employee behaviors. They struggle to keep the business going because they have no idea about bookkeeping, marketing, contracts, training, expenses, taxes and fees, and more. You will be responsible for all of these things.
How do you balance work and family and what challenges have you overcome [when it comes to living a balanced life]? What challenges are you still struggling with?
Wow! This is one of the most difficult areas for me. My children are grown and I have no official grandchildren yet. I do help my niece with her two-year old from time-to-time. My husband works for a major utility and has an erratic schedule. I try to be focused on him when he's home. That means working around his schedule.
I get up before 5 a.m. I try to exercise for 30 minutes first thing. Then I shower and dress for the working day. If I go to the satellite office, I usually pack lunch and I am there from 8 a.m. until 4 p.m. I come home, cook, and do housework. I will work later in the evening, but I really try to set that time aside for my family. I will leave or stop earlier if I want. It depends on my schedule.
If I'm working from my home office, the routine is much the same. I will start client work by 6:30 a.m. I may catch up on laundry or something when I break for lunch, but otherwise I'm pretty focused on client work. If my husband is working 12 hour shifts I will extend my work day as well.
I have no problem adjusting my days for family issues. My mother may need me to help her with something, or take her somewhere. My contract is to complete client work, not complete it between specific hours. That is a big reason I don't offer any form of receptionist or CSR services. I don't like to be tethered.
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?
I actually have two offices. I have my home office and a satellite office. At home I have a HON double pedestal desk with stack-on storage, four-drawer filing cabinet, Epson Stylus color copy/scanner and Brother HL-2070 laser printer, Skype compatible VOIP phone, an assortment of headsets, microphones and Logitech QuickCam, laptop.
My satellite office has a standard executive desk, Brother multi-function color laser machine, Skype compatible VOIP phone, headset w/ microphone, camera, PC, and Maxtor backup.
I love both offices and they each have their special draw for me. My home office is the best when I need to isolate myself for projects that need pure focus. My satellite office keeps me in touch with other small businesses. I have my hardcore PC there. It has software like Adobe Creative Suite, Publisher, Roxio Photo Creator, the stuff that demands resources. I have access to conference rooms, a small auditorium, high speed Internet access, loads of stuff I would not have at home. Plus an awesome view!
2/2010 Interview with Robin Holstein of Robin's Desktop, LLC
Re: 2/2010 Interview with Robin Holstein of Robin's Desktop, LLC
Re: 2/2010 Interview with Robin Holstein of Robin's Desktop, LLC
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