She had some challenges while setting up her business – her mother insisted on “helping”, her ex-husband gave her grief about quitting her job – but she persevered and now has a successful Virtual Assistance business. She has created a series of e-books (The Adventures of Vanessa Andruz) which chronicle her VA journey – ex-husband and all.

Rachel:  It’s good to see you again, Vanessa.
Vanessa:  Hi, Rachel! It’s nice of you to take a few minutes out of your busy day to chat with me.

R:  It’s my pleasure. Since I worked with you on these e-books…
V:  And what a wonderful job you did! I know Melodee wouldn’t have gotten these first three e-books done without the critical research you provided. And I know my readers will be thrilled with all the resource links that you found for the end of each e-book.

R:  Thank you. I’m glad I could help. Would you like to tell my readers why you decided to create your e-books?
V:  Of course! When I was thinking of becoming a Virtual Assistant, I researched everything – what kind of business structure was best for me, how to set up my home office, how to determine my rates, the best ways to market my business, getting over my fear of networking, and how to blog. It was quite a lot of work to gather all of that information!

That’s why I’ve created The Adventures of Vanessa Andruz, Virtual Assistant series. It’s a way to make the transition to Virtual Assistant easier and faster for others.

R:  I know you had some help with the writing of the e-books…
V:  Yes, I did. My writing partner and long-time friend, Melodee Patterson of Short-term Solutions did help me with the actual writing of the e-books. So far, we’ve released the first three e-books and we’re working hard on the rest.

R:  So there are currently three e-books?
V:  Yes. The first one, Vanessa Has a Dream, is free to download. It describes how I left my job and decided to become a Virtual Assistant. It’s an unbelievable story, but I swear my adventures are as real as I am.

In the second e-book, Vanessa Becomes a Virtual Assistant, I discovered my company name – with a little help from the Universe, created a business plan template, and decided on a business structure. And the business plan template is downloadable.

The third e-book, Vanessa Sets Up Her Home Office, is full of practical advice on choosing the right office equipment and supplies for your own VA business. There are research notes about computers, fax machines, scanners, ways to access the internet, and lots of other good stuff.

If a prospective VA follows me through the entire series, they’ll have a completed business plan for their own business!

R:  Where can my readers download your e-books?
V:  They can go to the E-books page of my current website.

R:  How can they contact you if they have any questions?
V:  They can email me and I’m also on Facebook.

R:  I know the series is about more than just becoming a Virtual Assistant.
V:  Oh, Lordy – yes. I thought I’d make the series more interesting by talking about other things that were going on in my life when I set up my business. Like my new-age, aura-reading mother, and my golf-crazy father. I can’t forget my best friend Marci – she’s a sweetie. I would like to forget my ex-husband Mark, though!

R:  Yes, they’re a bunch of characters, all right. You’re a real character yourself, Vanessa.
V:  (giggles) Yes, I really am a “character.” But I don’t believe you have to be a real person in order to create helpful and fun e-books, do you?

 R:  Of course not. I don’t discriminate against anyone – certainly not fictional characters.
V:  Well, you’re a very open-minded person. I appreciate that.

R:  Well, Vanessa, it’s been fun seeing you again and talking about your e-books.
V:  Thanks, Rachel. And thank you for all your help. I appreciate that, also.

Vanessa Andruz is the owner of Andruz Business Solutions LLC. She was an Executive Assistant for many years, but after turning 50, she became tired of corporate politics and decided it was time for a change. After researching different career moves, she found her calling and became a Virtual Assistant. She had some challenges while setting up her business – her mother insisted on “helping,” her ex-husband gave her grief about quitting her job – but she persevered and now has a successful Virtual Assistance business.

With the help of Melodee Patterson of Short-term Solutions, and the resource links and research that I provided, she has created a series of e-books (The Adventures of Vanessa Andruz, Virtual Assistant) which chronicle her VA journey – ex-husband and all. The series provides timely information on discovering your company name, setting up your home office, determining your services and rates, becoming a marketing maven, and much, much more. 

I’ve gotten to know Vanessa well, so if you’re thinking of joining the fast-growing Virtual Assistance industry or any home-based business, you won’t want to miss this interview!

My mom is a newspaper editor, appreciates a quick turn of phrase, and isn’t afraid to stick her neck out when the situation calls for a rational voice among a crowd of foolishness.  She has little patience for hypocrisy, close-mindedness, boorishness and, in some cases, Republicans. She’s quick to giggle at life’s little ironies, roll her eyes when my Dad proudly serves up one of his infamous kitchen concoctions,  and still bristles if my sister or I let a low-grade cuss word slip out.

My mom is a quiet, powerful force behind how I run my business. No, she doesn’t do the books, coordinate marketing initiatives, or partake in my strategic planning sessions. Her role began long, long before I launched Rescue Desk and includes the lessons she taught me that I still carry with me today.

Life is a  great equalizer
This was a big one growing up with a kid sister. Jealousy would rage when the other got a new outfit, had a bedroom redecorated, or otherwise got the bulk of the attention.  But, every time there was  a complaint that one of us got something the other didn’t, she told us to be patient and promised that everything equals out in the end. Looking back at the things my sister and I did or received individually, she was right.

Today, there are days when I want to bang my head against the wall, convinced that life is simply out to get me. But, then I remember this little nugget and how many times I’ve learned that life does, in fact, equal out.  So, I resolve to ride whatever it is out because, inevitably, things will turn my way.

Sometimes you need to spend money to make money
Our dinner table was politically divided — my mom the liberal democrat, my dad the conservative republican. I remember once trying to explain the difference to my 8-year-old sister. I assumed I was wise beyond my years at 11, and explained it this way: “Would you rather go shopping with Mom or with Dad?” We knew shopping with Mom meant spending a little more on “great quality” at the department store, and shopping with Dad meant spending less on “good enough” at the local discount store.

Don’t get me wrong, there’s a place for both financial perspectives when running a business. Heck, bootstrapping is half the fun — it’s like a scavenger hunt for creative ideas. But, there are times when it’s OK to spend a little extra for quality because it will pay off down the road.

It’s OK to walk away
I had my share of heartbreak as a youngin’. Boyfriends broke with me, girlfriends fought with me, teachers were mean to me…  When  I was down , my mom would temporarily sympathize with my pre-teen wails of angst, then say, “Let’s go check out the sale at (insert any store).”  Sometimes we’d walk out of the store empty handed, sometimes with some little trinket. But, the point wasn’t the shopping. It was simply walking away; whatever problem was plaguing me always seemed a little less severe.

Even today, when I’m frustrated with a curve ball life throws my way, I take myself to my favorite discount store and just wander and forget about whatever is ailing me. Walking away almost always provides the perspective I  need to move forward.

Work hard, but don’t forget to appreciate the little things
My mom works hard, hard, hard. She’s responsible for a zillion processes and is the face of all the publications under her charge. She works long hours, has high standards, and doesn’t hesitate to go above and beyond.

But, she also doesn’t hesitate to relax when given the chance, she stops to appreciate and laugh at life’s weirdness, enjoys stretching her creative wings, and shares her wisdom with those who look up to her. Finding balance between the responsibilities that come with leadership and taking time to recharge and re-energize isn’t always easy. But, watching her do so with grace and kindness has taught me to appreciate life beyond the countless hours I put in building my business.

These are just a (very!) few of the countless things my mom has taught me — and continues to teach me. Because of her, I’m able to run my business with love, dedication and commitment to excellence … with, of course, a hefty dose of laughter, creativity and few pairs of great, high-quality shoes.

Now it’s your turn! What have you learned about business from YOUR mom?

So, hello world! Did you know that….

1. I’m an artist. While most of the TLC I give is to my business, my passion is photography. I chase my family and friends around with a camera capturing candid portraits, I never travel without my Nikon, and my computer is filled with countless images of people, places and things.  I’ve even had a few images hanging in some local art shows.

2. I have the patience of a fruit fly. This helps more than it hurts in my line of work since I’m quick about getting things moving, but it’s not so fun when I’m shopping, for example. My impatience tends to fly in the face of my normally laid-back and go-with-the-flow demeanor, but if the check-out line is longer than three people, I’ve been known to abandon my cart along with all hope that I’ll be able to stand in line without blowing a gasket.

3. I enjoy baking but … and this is weird … if I burn something, I cry. It’s very much a Pavlov’s-dogs kind of response, but I’m not sure what, exactly, I’m responding to. I’m not an especially emotional or sentimental person, but if I bake cookies and I burn them, my lower lip quivers and tears inevitably follow. The only reason I can come up with for my eye-rollingly irrational and inexplicable response is that I’m ga-ga over bakery treats, and I take it personally when a batch of warm cookies are stolen from me by the oven gods.

4. In the last 13 years, I’ve had 14 addresses in 8 cities in three states and two countries. When I was a kid, my family didn’t take many vacations, so I spent my 20s moving around the country because I simply didn’t know how to go for a visit and not stay for good. Although, when I hit my 30s, my energy waned.  I plan to stay put right where I am … it’s nice to finally find home.

5. I prefer my Diet Coke on the warm side, a wee bit flat, and without ice. When I pull a can of Diet Coke out of the fridge, I take a few sips then let it sit for at least an hour. Mmmmm….perfect.

6. My pet peeves are few and far between, but I just want to bite someone when … people stand too close and talk too much (Back off, man! And here…take a tic tac.), I’m driving behind people who take their sweet time making right-hand turns (Are you sure you want to turn? Aaarreeee yyyooouuu sssuuuuurrrrrrrreeeeee?), I arrive at my destination before a favorite song is done on the radio (I’ll drive around the block as many times at it takes, Tom Petty!), I see boorish behavior (Bad karma on you!), and when I’m asked “Why aren’t you married yet?” (Just lucky, I guess!).

7. I’m a creature of habit who can’t live without change. An oxymoron, I know. But, my inner Virgo finds comfort in routine, and my inner gypsy is miserable if she isn’t constantly moving forward.

In the spirit of the Sisterhood of Wisconsin Virtual Assistants, I’m now tagging my colleagues and friends Melanie O’Kane and Susi Schuele. Tell us, ladies…who are you, really?

This month she wrote of “mavericks and leaders,” and it gave me pause to think about how I envision the future of my own little business, and that of my growing number of entrepreneurial friends.

She writes about the paths taken by free-spirited souls, and considers the inevitable fork in the road when the world’s mavericks need to decide if “fulfillment lies in the initial dream or the cultivated goal.”

“Mavericks are the mythic darlings of American culture,” she writes. “They work tirelessly in pursuit of the personal goals while bowing to no man; they are the innovators, the self-made millionaires, the rock stars. They don’t punch a time clock. For hard-working free spirits, this is probably the best life imaginable…

“One thing not taught in maverick school, though, is the catch: the successful ones will find themselves at another fork in the road, and they’ll have to make a choice: to stay free and accept the limits of the one-man band, or to build something larger than one person can achieve. ..”

The conclusion of her essay turns to the important implications of having mavericks-turned-leaders at the helm of change and innovation (especially in an election year). Although, I think anyone working hard at blazing their own unique trail may find themselves reflecting on their own need to cultivate the direction of their free-spirited vision.

Mavericks and Leaders   
-Vital Source magazine (July issue)

But, I recently went through an interesting exercise with a consultant friend of mine, who asked “How much are these events costing you?”

“Um … well … I leave from these events with the same amount of money I went with … so … nothing?”

I knew it was the wrong answer, but I wanted our conversation to segue into my friend’s area of expertise — cost-effective networking.

I’d never put any hard numbers behind my networking. Thankfully, I’ve been pretty lucky just relying on word-of-mouth combined with a little research, and I’ve found success at most of the events, speakers and meetings I’ve attended. But, our conversation was a reminder that my time is valuable, and that it’s OK to cherry pick.

Having a basic idea about a group’s membership or event’s attendees is an obvious place to start. If your business caters to other businesses, for example, attending Chamber events or checking out local referral-networking groups is a no-brainer.

But, don’t stop there.

Pull out your business plan and take a look at your ideal clientele. How large is your ideal client? Five employees? A hundred employees? What’s their estimated annual revenue? Can they easily afford and appreciate the value your business provides?  Which department do they oversee? Accounting? Human Resources? The whole enchilada?

Find out where these folks hang out – it could be industry association meetings, a monthly happy hour, or even in an online networking group.

Another thing I’ve found, which can sometimes fly in the face of your research, is to pay attention to your gut and watch the interaction.

I once attended a weekly referral networking group as the guest of a business acquaintance.  I did my due diligence ahead of time, and it seemed like it could be the perfect fit … the representative businesses fit my clientele criteria, the weekly meetings fit into my schedule, and I appreciated the group’s vision.

Well, while the businesses certainly fit my client base, it turned out very few of the attendees were the decision-makers I needed, nobody came up to say hello or introduce themselves, and 95% of the referrals were one member simply using another member’s services … I knew I’d burn through that pretty quickly.

So, before filling up your calendar with networking events and meetings, take the time to determine the investment you’re making. Ten or 15 minutes of quick research could mean the difference between a few hours of potentially wasted billable time or finding yourself in a room full of potential clientele.

Surprisingly enough, there were four of us who had the exact same letter combo – ISTJ – which is pretty remarkable given that there are 16 different letter types, 16 possible combinations, and only eight of us at the workshop.

For those of you not familiar, ISTJ means the four of us were “Introvert/Sensing/Thinking/Judging.” In other words, we read magazines from front to back, took the exact same route home at the end of the day, would tunnel through 10 feet of snow to get to work so someone would turn on the lights, took an unnatural pleasure in organizing a closet, tired easily when in a crowd, always needed time to think before reacting, and cocked our heads like confused dogs when someone started a sentence with “I feel…” instead of “I think…”

Tacticians we were; visionaries we were not.

But, that was OK. We were happy and successful scuttling around behind the scenes, taking pride in the challenge of pulling together the details of anything the visionaries could throw at us.

But, as a twisted experiment, the day’s leader split us into two groups and assigned us the task of hammering out an imaginary promotional plan to get the word out to our members about all the fabulous things we were planning for them. But, instead of mixing-and-matching letters into alphabet soup, she put us ISTJs in one group, and everyone else in another.

The exercise started with an uncomfortable silence.  We simply weren’t used to coming up with “the plan” … we were used to implementing “the plan.” But, true to form, our overdeveloped sense of dependability kicked in and we started brainstorming.  Our idea was to get a big-shot celebrity to ride around in an oversized tour bus to wow our members and hand out expensive giveaways, free memberships and VIP treatment at our annual convention.

But, none of us knew any celebrities, we weren’t sure where to find a big tour bus, we figured we didn’t have the budget for expensive giveaways, and nobody really knew what would constitute VIP treatment at our small convention anyway.

By the time we had to reconvene and present our plan, it was reduced to our executive director motoring around in the 10-year-old company car handing out one copy of last year’s style guide to each newspaper.

Nevermind that it was an imaginary promotional plan, our minds couldn’t stray from what we knew – leaning toward the “how” instead of the “what.” But, I’m OK with that. It’s been proven time and time again that the business world needs both. We are the yin to the visionary yang.

Remember the other team? They decided to get Brett Favre to ride around in a logo-laden tour bus, handing out gold-plated membership plaques to not only every newspaper in Wisconsin, but also a few out-of-state newspapers just for kicks.

*Sigh.*

Anyone know anyone who knows Brett Favre?

I learned more about marketing by watching her than I have from just about anyone else.  She even branded herself to stand out, being fearless in bright pink blazers and colorful skirts, taking fabulous far-off vacations, and having the confidence in knowing that she could dole out the fear of God just as easily as a funny story. 

I’d had plenty of experience working with marketing teams and riding shotgun when new promotional strategies were in the works. But, this woman continuously brought me back to one simple question: What’s your brand?

It’s now the question I ask myself every time I develop a new marketing or promotion strategy for my own business, and is usually one of the first questions I ask potential clients when they want my help with a project.

I know it’s obvious, but I think business owners — especially first-time business owners — sometimes need to be reminded that their brand should be the baseline for just about any marketing decision. I think small businesses (myself included) tend to get mired down in the detail work of specific strategies or plans and forget to bring themselves back to the foundation of their brand.

How will this plan further the brand I’m working to establish? Will speaking to this particular audience be cohesive with my brand? Does this strategy connect with the target of my brand?

Like knowing the niche for your business, you simply can’t be all things to all people. So, your brand is an important differentiator between you and the competition.  If you try to come up with a soft, all-purpose, generic branding message to appeal to all people in all corners, you may end up being nothing specific to everyone in general. 

Only you can define your brand, and it’s something that certainly shouldn’t be taken lightly. Corporations spend millions just tweaking their brand to complement the current day in the current market … look at the business history of McDonald’s, Coke or Nike. The brands have essentially stayed the same, but the messages behind the already-powerful, solid brands have simply been updated.

Running a business – whether it be a solo operation or a multizillion-dollar operation – isn’t easy. I can understand the temptation to skirt the branding question when you’re on a tight deadline or under the gun to introduce something new. But, being able to solidly align your plan with your brand will save those precious budgeting dollars and further solidify your position in the market.