"A pandemic pivot from burnout to balance" with Katie Santoro

Photo Credit: Gordon Stover

River City Virtual Assistants was founded by Katie Santoro in 2020 at the beginning of the global pandemic. Katie’s vision was to grow RCVA by adding other women like herself who wanted to find a work/life balance between household responsibilities and career aspirations. RCVA is committed to keeping women in the workforce with meaningful employment while balancing the challenges of family obligations.  

Can you tell our readers about your background?

I hold a somewhat useless bachelor's degree in Religious Studies. I never meant to go into the corporate world but following college, I began a career in the legal field, first as a legal assistant and then as a paralegal. My original intention was to go to law school but after working in a couple of law firms, I realized the lifestyle was not for me. I took a position as an insurance claims examiner where I had a successful, yet spiritually unfulfilling career.  Shortly after meeting my (now) husband, I realized my soul was slowly dying and I needed more purpose in life.  I opened a yoga studio, while still working my full-time job, and worked myself into a state of burnout. I left my corporate career in 2019 and began to follow the path the universe laid before me. I began virtually assisting at the beginning of 2020 and really leaned in when I had to close my yoga studio due to the pandemic. 

What inspired you to start your business?

It was a bit of a pandemic pivot, but also the dream to live a life worth living.  I didn't want to go back to a stuffy 9-5 and I didn’t want to live in a state of perpetual burnout. I wanted balance and freedom. I had all these skills from my career, as well as skills learned running a yoga studio so becoming a virtual assistant seemed like a natural progression. More importantly, I knew that I could train other women to do similar work and allow them to find balance as well. 

Where is your business based?

My business is based in Richmond, Virginia, but we have team members throughout Virginia and Texas.  Our clients are all over the country. If you have never visited Richmond, put it on your list.  We have great food, great breweries, great hiking, and exciting river sports. My husband and I just left the city and settled into the suburbs, as we wanted more space for a family and my mom to live with us. The great thing about a virtual business is that I can move wherever I want to go. 

How did you start your business? What were the first steps you took?

I just started.  I told my friends and family that this was what I intended to do, and everyone was very supportive.  One of my best friend’s husbands hired me immediately! I continued to find clients and learned very quickly that there was a large demand. I formed an LLC, did all the important bank and taxes set up, and kept rolling with it.   

What has been the most effective way of raising awareness for your business?

Word of mouth has been great for me.  When you have a service that people need, and you can deliver it professionally and efficiently, clients will gladly refer you to others. I hope to put my business out there a lot more in 2022.

What have been your biggest challenges and how did you overcome them?

Self-doubt is a huge challenge on a daily basis. Sometimes I wonder if I am good enough to run a team, and I worry that I’m not worth the prices I charge.  This year I took a huge risk by changing my pricing structure and I was terrified I would lose most of my clients. To my delight, it was a huge success and I was able to expand my team and provide even better service to my clients. I take challenges one step at a time, and I'm always open to trying something different. 

How do you stay focused?

On a daily basis, I stay focused by treating this as my full-time job. Just as if I were going into an office  I wake up, get dressed,  get my coffee, and go to my office (right off the kitchen…it's a very easy commute).  I set a schedule and try to stick to it (although I allow myself way more freedom than an office job would allow because that's why I am doing this!).  On a larger scale, I set goals and work towards them.  I write them down, I talk to people about them, and I keep the goals in my mind so I remember what I am working towards. 

How do you differentiate your business from the competition?

A couple of different ways. First, I personally train each of my team members on how to be personal, executive, and marketing assistants and I continue to mentor them throughout their time with me.  This takes a lot of the burden of training admin staff off of our clients. Second, I am dedicated to hiring women who have left the traditional workforce to take care of their families. I was worried at first that this wouldn’t resonate with companies but I have found that my clients love this approach.  Third, I am a stickler for consistency and reliability. I've heard horror stories from clients about freelancers that ghosted them, and after online dating, I know how horrible that feels! We show up and do the work. 

What has been your most effective marketing strategy to grow your business?

I apply for jobs on job boards and offer a free “discovery call”. The one-on-one call is the best way to share with potential clients what we can do for them. Up until this year, I have not had to focus too closely on marketing, but as I see more and more potential that will change. 

What's your best piece of advice for aspiring and new entrepreneurs?

This is cheesy, but just do it.  Don’t let fear stop you. Make a plan, execute the plan, but ALWAYS be open to amending the plan. 

What's your favorite app, blog, and book? Why?

My favorite app would have to be my Peloton app.  Exercise is an important tool for managing my mental health and I love that I can take a class or a meditation whenever and wherever I need.  My favorite blog is Half Baked Harvest.  I am very food motivated and I love her recipes. My favorite book, in a personal development sense, is “Daring Greatly” by Brene Brown. It was given to me by a close friend when I opened my yoga studio and it has shaped how I show up in my business and in my life. 

What's your favorite business tool or resource? Why?

For resources, I love HubSpot content. It's free, informative, and so helpful. I want to dive into some of their courses…if I ever have time!  As for tools, I constantly have clients ask how I stay organized and how I keep my to-do list, and the truth is that I love office supplies. I have tried all the electronic tools but when it comes down to it nothing beats a spiral notebook, 12 different colors of pens, and some sticky notes. 

Who is your business role model? Why?

I don’t have one in particular, but I am always inspired by women who do things out of the ordinary. Women are often taught from a young age that there is a correct way and a wrong way to be an adult. I like the women who choose the wrong way, the women who take risks and don’t give a f*** about what others think of them. 

How do you balance work and life?

This job gives me the flexibility to find balance, but in all honesty, that doesn’t always happen.  Sometimes life takes priority, sometimes work takes priority. I think realizing that not everything can be, or should be, a priority every day has allowed me to settle into the flow of life a little deeper. Giving yourself grace and compassion is an invaluable tool in finding balance.  

What’s your favorite way to decompress?

A hot bath.  Like, scalding hot.  I fill up my tub with water as hot as I can get it, I add Epsom salt and essential oils, and I use a heating fan to turn my bathroom into a sauna. And then I just sit. Sometimes I read, sometimes I watch tik-tok videos of dogs, sometimes I catch up with my friends through text.  It's 30 minutes that I don’t HAVE to do anything, and I can turn off my brain. It's also great for my muscles and skin.  

What do you have planned for the next six months?

Big things. A close friend of mine will be joining the business as a partner in the second quarter and will help with training new team members.  Owning a business can be incredibly lonely and I am excited to have someone with me in the trenches. We have set a goal to quadruple our business by the end of the year. We will work on creating a solid training framework, increasing LinkedIn visibility, and building out a blog that showcases our skills. 

How can our readers connect with you?
I am personally taking a break from social media this year, but you can find me on LinkedIn at https://www.linkedin.com/in/katie-santoro-6a67281a0/ and via email at katie@rivercity-va.com.  If you want to schedule a chat head to my website at Rivercity-va.com