How Nicole Went From $7/Hour to Running a Six-Figure VA Agency

At 37 weeks pregnant, Nicole Magelssen found herself at a crossroads. Laid off from her part-time job and facing financial uncertainty, she turned to what had always been her side hustle: virtual assistant work. What began as a $7-an-hour job during high school quickly became a lifeline for her family.

Fast forward to today, and Nicole’s side hustle has grown into a thriving agency supporting over 35 virtual assistants, with a seven-figure projection for the year ahead. Along the way, she learned how to navigate the challenges of balancing family life, scaling a team, and creating a business that empowers others.

Nicole’s story offers valuable insights for anyone in the virtual assistant industry — whether you’re just getting started, looking to find better clients, or dreaming of building an agency. From setting boundaries to scaling with automation, her journey is packed with lessons that show how deliberate steps can lead to big results.

How a $7/Hour Job Sparked a VA Career

Nicole’s journey into the virtual assistant (VA) world started small — working part-time while still in high school and earning just $7 an hour. “I was a typical high school student,” she said, reflecting on those early days. “I was involved in local theater, part of the National Honor Society, and worked part-time at a local ice cream shop.”

Her early experiences in theater not only built her confidence but also taught her adaptability and poise — qualities that would prove invaluable in her future work as a virtual assistant.

Virtual assistants provide remote support to businesses, often handling tasks like scheduling, email management, social media, or customer service. Nicole’s early experience in admin roles, both in-person and virtual, gave her a strong foundation for this kind of work. “I started out helping a small school with virtual assistant tasks,” Nicole shared. “It wasn’t much — just minimum wage — but I liked that I could do the work on my own schedule.”

Years later, as Nicole and her husband began the process of becoming foster parents, her priorities shifted. “I realized I needed a flexible but better-paying side hustle — one that would allow me to spend time with our foster kids, take them to their appointments, and still help us pay the bills,” she explained. This realization pushed Nicole to explore how to become a virtual assistant more seriously, seeking out her own clients for the first time.

Finding the Right Clients and Setting Limits

When Nicole first started looking for her own virtual assistant clients, she turned to her personal network and social media. “I reached out to friends and family, letting them know I was trying to grow my virtual assistant work,” she said. “Surprisingly, this alone brought me some good business.” From there, she began posting in Facebook groups for online business owners, offering advice and linking to her website.

Nicole quickly learned that not all clients were a good fit. “I had clients who didn’t pay invoices on time, demanded I work after hours, or made impossible requests,” she shared. Despite these challenges, she recognized the importance of gaining experience. “At first, I took any job I could get, even if it wasn’t something I enjoyed or was in my skill set.”

Over time, Nicole became more selective, setting clear boundaries to protect her time and energy. “I stopped working weekends or evenings and focused on clients who respected my availability,” she explained. This shift not only improved her work-life balance but also allowed her to focus on the tasks she genuinely enjoyed, like creating organizational systems for businesses and managing personal projects for her clients.

Related: How to Fire a Client: 6 Tips for a Polite Breakup (with Script)

From Solo VA to Leading a Team

Nicole’s journey as a virtual assistant took an unexpected turn when demand for her services outpaced what she could handle alone. “At first, I was doing everything myself — working from the gym daycare lobby during my kids’ playtime and catching up late at night after they went to bed,” she said. But as client inquiries increased, it became clear that she needed help.

Her first hire was a leap of faith. “I didn’t know if I was ready, but I knew I couldn’t keep up with everything on my own,” Nicole recalled. By the time she hired her third VA, she realized her small-scale business was no longer a solo operation — it had grown into a full-fledged agency.

Scaling meant more than just hiring. Nicole needed to build systems that could support her growing team and ensure quality for her clients. “Automation became a lifeline,” she explained. Tools like Slack, Zoom, and Asana helped streamline communication and project management. She also implemented a five-step vetting process to ensure every VA on her team met her standards for professionalism, attention to detail, and proactive communication.

Despite the growing team, Nicole remained committed to a personal touch. “We know each of our VAs personally,” she said. Regular check-ins, team lunch-and-learns, and open collaboration fostered a culture of support and accountability. For clients, weekly updates and open lines of communication ensured they felt cared for, even as the agency expanded.

Overcoming Setbacks to Build Momentum

Nicole’s journey to building Alpine Virtual wasn’t without its challenges. One defining moment came during a family vacation to a lake. “I worked the entire time,” she recalled. “At one point, I checked my business financials and saw that I had barely turned a profit. It was so discouraging. I was working harder than ever — with no time off to show for it.”

The financial stress, combined with the demands of managing a team and balancing her family life, nearly pushed her to give up. “I vividly remember pacing outside the Airbnb, calling a family member, and asking if they’d consider buying Alpine Virtual,” Nicole shared. “I felt unqualified, burnt out, and frustrated.”

Instead of giving up, Nicole decided to approach her business differently. “I let go of everything I had been trying and started fresh — with a new mindset,” she explained. By automating more of her processes and hiring key team members, Nicole was able to create stability and scalability for her agency.

One of her most impactful hires was an account manager who took on client-facing responsibilities, allowing Nicole to focus on strategy and growth. “Their work transformed Alpine Virtual,” she said. Another major turning point came when she realized the importance of delegation, enabling her to reclaim time for her family and focus on the bigger picture.

These changes paid off in more ways than one. By the end of 2022, Nicole’s business had grown enough to retire her husband from his full-time job. “In 2023, we took our first real vacation — one where neither of us worked,” she said.

Her advice for others facing similar challenges? “Never quit on a bad day,” Nicole said. “There will always be tough moments, but if you take a step back, adjust your approach, and try something new, you might be surprised at what happens next.”

Secrets to VA Success at Every Level

Nicole’s journey from virtual assistant to agency owner has equipped her with invaluable lessons for success at every stage of a VA career. Whether you’re just starting out, narrowing your niche, or ready to scale, her advice is packed with practical tips you can put into action.

For Beginners: Building Confidence and Gaining Traction

Nicole emphasized that getting started is often the hardest part. “Don’t be afraid to pitch yourself,” she said. “You never know who might need your services — or who knows someone who does.”

She recommended starting small to build confidence and credibility. “In the beginning, I took on smaller projects to build my portfolio and gather testimonials. A strong testimonial can open doors you didn’t even know existed,” Nicole shared. To streamline early efforts, she suggested focusing on tools like Canva for creating visuals and Dubsado for managing client onboarding.

Related: 21 Low-Cost or Free Small Business Marketing Ideas

For Experienced VAs: Finding Your Niche

Specialization was a game-changer for Nicole. “Clients want an expert — not someone who dabbles in everything,” she said. She advised experienced VAs to focus on high-demand skills or industries, like real estate, social media management, or email marketing.

Nicole also recommended tracking client tasks to identify what you enjoy most. “Use tools like Clockify or Toggl to see where your time goes and what lights you up,” she said. Specializing allows VAs to command higher rates and build a stronger reputation within their niche.

For Aspiring Agency Owners: Scaling with Strategy

For those ready to transition from solo VA to agency owner, Nicole stressed the importance of delegation and automation. “The first thing I outsourced was scheduling emails,” she said. “It freed up hours of my time to focus on growing the business.”

Nicole also emphasized investing in the right tools to manage a team effectively. She swears by:

• Slack: For seamless team communication.
• Asana: To manage tasks and track progress.
• Clockify: For monitoring team hours and optimizing productivity.
• Dubsado: For automating client onboarding, contracts, and invoicing.

Nicole’s Tips for Long-Term Success

Nicole’s path from part-time virtual assistant to running a successful online business has been shaped by practical strategies and lessons learned along the way. From setting boundaries to scaling efficiently, her insights offer valuable guidance for anyone looking to grow their virtual assistant career.

1. Set Boundaries Early. Nicole advised being upfront about your availability and sticking to it. “It’s better to overcommunicate expectations from the start than to burn out trying to meet impossible demands.”
2. Focus on Client Fit. Not all business is good business. “Work with clients who respect your time and value your expertise,” she said.
3. Invest in Continuous Learning. From mastering software to improving time management, staying sharp is key. Nicole suggested resources like LinkedIn Learning and VA-focused Facebook groups for networking and skills development.
4. Document Your Processes. “Create detailed SOPs (Standard Operating Procedures) for everything you do,” Nicole recommended. Whether it’s onboarding a new client or handling recurring tasks, having a documented process saves time and ensures consistency. “This is especially important if you’re planning to delegate or scale your business,” she added.
5. Stay Visible Online. Nicole stressed the importance of maintaining strong digital marketing skills to attract new clients. “Regularly update your LinkedIn profile, engage in Facebook groups, and showcase your skills on platforms like Instagram or a personal blog,” she said. Even simple actions like sharing testimonials or showcasing before-and-after client transformations can make a big impact.

By implementing these strategies, Nicole not only built a thriving business but also carved out time for her family and personal passions. Her story is proof that with clear boundaries, intentional growth, and a focus on client fit, virtual assistants can achieve more than just financial success — they can create a career they truly love. As Nicole puts it, “Success is about working smarter, not harder, and finding joy in what you do every day.”

What’s Next for Alpine Virtual

As Alpine Virtual continues to grow, Nicole remains focused on refining operations and expanding services to better serve clients and support her team. “Each year brings new opportunities — not just in the number of clients we support but in how we strengthen our systems, processes, and team culture,” she shared.

In 2025, Alpine Virtual plans to introduce Direct Hire Recruiting Services, a new offering designed for clients who want to hire a virtual assistant directly while leveraging Alpine’s proven recruitment process. “We’ve spent years perfecting how we find exceptional virtual talent — vetting skills, ensuring alignment, and setting the foundation for success,” Nicole explained. This service will provide businesses with long-term hires while creating more opportunities for skilled virtual assistants.

Equally important to Nicole is fostering a supportive environment for her team. “We host monthly lunch-and-learns, regular coffee chats, and keep open lines of communication to ensure every VA feels valued,” she said. These initiatives are designed to promote collaboration and growth while maintaining the high-quality service Alpine’s clients expect.

With Alpine Virtual on the verge of crossing the seven-figure mark, Nicole envisions her agency as more than a business. “Our goal is to be a bridge between talented VAs and the businesses that need them,” she said.

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