Running a business often starts with passion, ideas and momentum. But somewhere along the way, the admin piles up, inboxes spiral, and suddenly the thing you love doing becomes buried under tasks you never really wanted to do in the first place.
That’s exactly where this week’s guests on the Made in Ely podcast come in.
We sat down with Sarah Smith from 2Assist and Sadie Finch from More Than Admin to chat about the world of virtual assistants, building businesses around flexibility and trust, and why no task is ever “too small” to hand over.
Recorded at Ely Work Collective, the conversation covered everything from burnout and boundaries to project management tools and the reality of juggling business with family life.
“No two days are ever the same”
One of the biggest takeaways from the episode was just how broad the role of a VA can actually be.
For Sadie, that often means helping overwhelmed business owners create systems, improve operations and take away the mental load that comes with running a company. Sarah’s work stretches from organising conferences and updating websites to personal errands and high-level executive support.
And the variety is exactly why they love it.
One day might involve building automated quote systems for a client. The next could mean researching specialist jewellers in London, taking a client’s car in for an MOT, troubleshooting website bookings or sitting in on team meetings in the city.
As Sarah put it, “I don’t really want every day to look the same.”
That flexibility and unpredictability are something both of them actively enjoy – and it’s also what makes great VAs so valuable. They’re often solving problems business owners don’t even realise they have yet.
How they both found the VA world
Interestingly, neither Sarah nor Sadie originally set out with some grand plan to become virtual assistants.
Sadie discovered the industry while at home with two babies under two, looking for flexible work she could do remotely. Sarah fell into it after being asked to help a friend with admin support and quickly realised there was a genuine demand for experienced support outside of traditional employment.
What followed for both of them was surprisingly organic growth.
Former colleagues reached out. Word spread. Referrals came in. And within a few months, both had built sustainable businesses around skills they’d already spent years developing.
There’s an important lesson in that for anyone thinking about starting something of their own: you don’t always need to reinvent yourself completely. Sometimes your next business is hiding inside the experience you already have.
Collaboration over competition
One of the most refreshing parts of the conversation was hearing how Sarah and Sadie work together despite technically running separate businesses.
After connecting online (with Sadie admitting she “slid into Sarah’s DMs”), the pair realised they shared similar values, complementary skills and a very non-competitive mindset.
That eventually led to them collaborating on projects together, including offering “half-day blitz” support sessions for businesses that need quick wins without long-term commitments.
Rather than competing for clients, they openly refer work between each other based on availability, strengths and who’s the best fit for the task.
It’s a brilliant reminder that building a business doesn’t always have to mean doing everything alone.
The reality of business ownership
The conversation also got refreshingly honest about the challenges of self-employment.
Both Sarah and Sadie spoke openly about the mental balancing act that comes with freelance life – particularly the fear of turning work away.
There’s always that voice in the back of your head asking:
“What if I say no to this client and then lose two others next month?”
It’s something many business owners will instantly recognise.
They also talked candidly about burnout, learning to trust their instincts with difficult clients, and the ongoing challenge of switching off when your business lives on the same phone you use every day.
Sadie shared how she’s become much better at protecting her working hours and boundaries, while Sarah admitted she’s still learning how to properly switch off after hours.
It’s the kind of honest business conversation that often gets skipped online – but it’s exactly the stuff people need to hear.
Advice for anyone starting a business
Towards the end of the episode, we asked what advice they’d give to someone thinking about starting their own business or freelance career.
Their answer was simple: don’t overcomplicate it.
You don’t need expensive systems.
You don’t need a perfect logo.
You don’t need everything figured out on day one.
You just need to start.
Tell people what you do.
Take small steps.
Have conversations.
Build relationships.
As Sarah pointed out, the person you meet today might not need your service right now – but six months or two years later, they may become your biggest referral source.
That long-term mindset around relationships and reputation came up repeatedly throughout the episode, and it’s clearly a huge part of why both their businesses continue to grow.
The tools they swear by
We also squeezed in a few quick-fire questions at the end of the episode, including the apps and tools they rely on most.
For Sadie, project management platform Asana is essential. Sarah joked she’d probably lose her mind without her inbox and calendar systems.
The wider point, though, was that organisational tools only work when they genuinely suit the person using them. Some people love structure. Others need flexibility. The key is finding systems that reduce stress rather than add to it.
Final thoughts
This episode was a brilliant insight into a side of business many people underestimate.
A great VA isn’t “just admin support.” They’re often part organiser, part operations manager, part sounding board and part problem solver – helping business owners reclaim time, headspace and focus.
And perhaps most importantly, Sarah and Sadie showed that successful businesses don’t always grow through hustle culture or competition. Sometimes they grow through trust, collaboration, and simply being really good at helping people.
You can listen to the full episode of the Made in Ely podcast now via Ely Work Collective Podcast.
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