“You have to let go to grow.”
After working 15 years in fast-paced, under-pressure hotels and hospitals, managing teams of over 150 people and always being on call, Kristy Smith of Virtual Elves discovered that having children carved out a desire to be working more flexibly so her children had at least one parent that could be there for them at all milestones. Virtual Elves (a name that appeared at Christmas of 2009 after too many red wines) was hatched when Kristy realised the amount of wasted time and money that was being spent on headcount in small businesses for seemingly simple tasks that she felt did not require someone to be physically present.
After some research Kristy found out the concept of a virtual assistant (VA) and decided to give it a go. Kristy very quickly reached her own capacity of 20hrs per week and then decided to explore some freelance sites to see if she could get some help. Having a long background in recruitment, Kristy was curious about what was available. 14 years later that first Philippine-based VA that she hired is still with her and helping run the team of over 53 VAs that have supported over 500 businesses!
At Virtual Elves, Kristy helps time-poor and growth-minded small business owners uncover areas they can systemise, automate and delegate and offer virtual assistant services that provide tools, trust and support to let go and grow.
Kristy joined the HerBusiness Network in 2020 and finds that it helps her stay connected and accountable to her business mission and purpose. Through her Growth Group that has been together for three years and the online quarterly events. Kristy loves that Suzi is also a great “lifter” and really nudges you to step out of your comfort zone and push you to be more visible at times when you have slipped back into comfort. Kristy says that “Having a place where everyone is collectively supportive, non-judgemental and cheering you on really helps to keep on track.”
Who’s your favourite entrepreneur and why?
There are so many to name but I am really inspired by Melanie Perkins and what she has created with Canva. I had the opportunity to visit the Philippine office of Canva in Manilla when it first opened and the creativity, company values and mission of the company really spoke to me. What the company has then gone on to do with capital raising and providing a platform that connects the ordinary person to design has really allowed the industry to thrive!
Why did you start your business and what gave you the idea?
After working 15 years in fast paced, under pressure hotels and hospitals, managing teams of over 150 people and always being on call, having children carved out a desire to be working more flexibly so my children had at least one parent that could be there for them at all milestones. Virtual Elves (a name that appeared at Christmas of 2009 after too many red wines) was hatched when I realised the amount of wasted time and money that was being spent on headcount in small businesses for seemingly simple tasks that I felt did not require someone to be physically present. After some research I found out the concept of a virtual assistant and decided to give it a go. I very quickly reached my own capacity of 20hrs per week and then decided to explore some freelance sites to see if I could get some help. Having a long background in recruitment, I was curious about what was available. 14 years later that first Philippine-based VA that I hired is still with me and helping run our team of over 53 VAs that have supported over 500 businesses!
What do you enjoy most about running your own business?
I love the flexibility of calling my own shots, working when I want to work and controlling the pace of my business growth. Freedom is everything. I also love the fact that I can impact so many lives both in the Philippines and the small business community around the world.
What three pieces of advice do you wish you’d been given when you started?
- Get a mentor early to guide you!
- Get help! Don’t try and do everything yourself. Maintaining control of everything is not the answer to growing and scaling!
- You DO NOT have to keep up with what everyone else is doing. Run your own race at your own pace.
What advice would YOU give someone thinking about starting a business?
Obviously join networks where you can get the support and learn from like minded business owners and people that are 3 steps ahead of you. Also make sure that you are starting a business with purpose. Passion is good, but it’s not enough to keep going. The WHY is what keeps you coming back each year to improve on last year.
What skills and knowledge areas would you recommend those starting out in business get acquainted with quickly?
Simple things.
- Know your numbers – learn financial literacy
- Know your business support places
- Define what you are good at and work out how to outsource the rest
- Basic Tech – Communication tool, database management tool, email management
- Know your audience and how to speak with them
- Networking is the easiest way to get seen, know how to communicate your offer easily (Connection Statement :))
What does your IDEAL business look like? Even if you’re not there yet, what would it look like if your business was ideal?
I would ideally like to be a multi 7-figure business in 5 years and have a non-operational role that allows me to travel and do more purposeful humanitarian work.
What problem does being a Member of the HerBusiness Network solve for you and your business? And, how?
It helps me stay connected and accountable to my business mission and purpose. Through the goals group that we have had for 3 years and the online monthly events. Suzi is also a great “lifter” and really nudges you to step out of your comfort zone and push you to be more visible at times when you have slipped back into comfort. Having a place where everyone is collectively supportive, non-judgemental and cheering you on really helps to keep on track.
Learn more about Kristy and Virtual Elves.
