Donna Cravotta operates Virtual Management Concepts, LLC in New York State. Skilled as an executive assistant in the legal field, Donna offers desktop publishing, document processing, and professional and personal assistance to her grateful clients. She's also well appreciated by her 6-year-old son who, as Donna says, "… drove me to break through the security factor and start my VA adventure. He loves to know what I am working on and is fiercely proud of his entrepreneurial mom."
Many thanks, Donna, for your insightful responses here. Readers, please visit
Donna's website, and feel free to comment or ask questions on this thread.
Let's start with your adventure as a virtual assistant. How did it begin, and what has the journey been like?
I worked as both an executive assistant and a project manager in global law firms for over 20 years. Over the years my ability and willingness to handle anything led me to working primarily on projects which I enjoyed much more than day to day administrative work. Looking back, many of my accomplishments in the corporate world have led me to where I am today.
But the hours were long and the work stressful, which was manageable until I had my son 6 years ago. The juggling act became increasingly more difficult and I just did not know how I would manage it all for decades to come. I started looking for alternatives and learned of the virtual assistance industry. This was it – I knew I had the discipline, skills, and drive to have a successful home-based business. I was going to take a year, try and cut back at work and build my business so I could quit my “day/night job”. Well two weeks later I found myself eating ice cream for dinner at 9pm and decided right there that I was quitting my job the next day – and I did! This was out of character for me. I am a single Mom and security is very important to me. Basically, I started my austerity program a few years before everyone else and I have never looked back.
Launching and growing my business has been one of the most challenging, frustrating, and wonderful things I have done. I wake up most mornings anxious and excited to see where the day is going to take me.
What do you know now that you wish you'd known at the beginning?
How to assess and redirect when plan A does not work. And also that I do not need to know everything or fill every requirement.
What's a typical day like for you at this point in your career as a VA?
I get my son off to school/camp and get to work. Usually on Sunday evening or Monday morning I review my “to do” list and am diligent about sticking to it and updating all week. I try and tackle my biggest project first and fill in the smaller projects where I can. I spend several hours per week on managing my business and marketing. I try my best not to fall behind on those responsibilities. I stop working and spend the afternoon/evening with my son and get back to work after he is sleeping. I work very hard, but he is so happy and well-adjusted that it seems like a small price to pay. I also view my business as a living, breathing entity and it needs my attention almost as much as my son does.
Please talk about your specialties as a VA, and the kinds of tasks you most enjoy doing.
I really enjoy e-marketing and plan to learn more about it this year. I have become a whiz at Constant Contact and send out regular campaigns for several clients. I also love working on complex documents – after years in a law firm I can really churn them out. Finding a solution!
Regardless of the type of work I am doing for a client or a potential client, the moment that really excites me is when they get that first glimpse of just how I can help them.
There's a big difference between working on a retainer basis and working for one-off projects. Please tell us your experience of each of these. How can a VA best handle a mix of these kinds of clients?
I try to work with all clients on a retainer basis, but still have a few on an hourly/project basis. I don’t really have an issue dealing with either; as long as the bills get paid, my priority is to work with people I like that have interesting work.
How much time do you reserve for marketing your business every week?
It varies, but I would say the average is 2-3 hours per week.
Speaking of marketing, please share with us your favorite marketing tips. Where do most of your clients come from?
I find most of my clients from local networking, volunteer work, and referrals.
What's your opinion of social media marketing? Do you use it for your business or that of your clients?
I think it’s terrific. I use it minimally for myself, but I have several clients that I prepare e-newsletters for and post blog entries. I have been having a blast on Facebook reconnecting with old friends, but it has not generated any new business yet. I just contracted with a new client that will require me to expand my knowledge of e-marketing and social media marketing and I am looking forward to the challenge.
Do you deal with any drawbacks associated with working from home, or is it all pretty much a positive experience for you?
It’s all positive, sometimes it gets a bit lonely, but my community has a good representation of people with home-based careers and we entertain each other.
Tell us about your office set-up. What equipment (in addition to your computer) and/or software do you depend upon most? What's on your wish list?
I have a very nice office set-up in my finished basement, but I use a laptop and move my workspace daily. When the weather is nice, I work outdoors.
I work on a PC but would love to purchase a MAC too. I use Onebox for my virtual phone system, which I love. There are so many web-based applications which can be purchased inexpensively and on demand, so my wish list is pretty short. I wanted Access and my brother just bought it for me.
What new skills have you acquired since you started as a VA? What skills are you planning to learn soon?
I have learned so many things. The most important thing I have learned is fundamental, how to work with small businesses which I lost sight of after working in large institutions for so many years. I am much better suited for this type of work which allows me the room to grow and learn whatever is necessary.
By the way, Happy New Year! What are you planning for in '09?
I am registered to take the
AuthorSmart course in March to train in author support which I am very excited about. I also plan on learning Access and expanding my knowledge in e-marketing and social networks. This will lead to a website redesign and a marketing campaign for my expanded business.
Where do you want to take your VA business in the long run? What's your vision of your ultimate achievement?
I plan on being in this industry and growing with it for a long time. Eventually I would like to help women in difficult personal situations realize that they can do it too!
How has the current economic situation impacted you and your business?
I made lifestyle changes two years ago when I launched my business so the cutbacks at home are well established. From a business perspective it really hasn’t had much of an impact. I am realistic about the economy and although my business is doing well I am always aware that things can change at any time, which drives my dedication to marketing and continuing education.
What challenges have you had to overcome / work through as you've established your VA business? What challenges are you currently facing, and/or anticipate that you'll need to deal with soon?
My entire career was spent working at large organizations, so transitioning to supporting small businesses and individuals was a challenge and I refused to take on paying clients for several months until I worked through it.
I anticipate that I may have a shift in clients in the upcoming months due to the economy. I am hoping that expanding my knowledge and marketing my new skills will help to maintain profitability and growth.
What's your best advice for brand new VAs?
Learn what you would need someone to do for you. Partner with professionals that do the work you have no interest in offering as a service. Be honest about your skills, availability and level of commitment. Have a plan, but don’t be afraid to change it if it’s not working. Maintain your standards to yourself and others.
What are the three things you're most passionate about in life?
My son, my independence and personal growth.
Interview with Donna Cravotta of Virtual Management Concepts, LLC
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