When COVID-19 hit global workplaces, Sara Reyes found herself facing an unexpected challenge: redundancy from her corporate PA position at 28 weeks pregnant. But what could have been a devastating setback instead became the catalyst for remarkable transformation. Within just four weeks of losing her job, Reyes had established her own fully booked virtual assistant business, laying the foundation for what would become Assist by Sara.
“I decided to start my own VA business the same day I was made redundant,” Reyes recalls. “What began as a necessity quickly revealed itself as my true calling – not just to provide high-level assistance to business owners, but to help other women discover the same freedom and flexibility I found.”
Today, Assist by Sara operates with dual purpose: providing premium personal assistant services to 6 and 7-figure business owners while coaching aspiring virtual assistants to launch successful businesses of their own. This unique business model has earned Reyes recognition across multiple platforms, including being named runner-up at the 2024 Ausmumpreneur Awards and a nomination for the prestigious “Woman Changing the World Global Awards.”
Finding Opportunity in Crisis
The pandemic era workplace disruption forced millions worldwide to reimagine their careers. For Reyes, this meant leveraging years of high-level administrative expertise into an independent business model that offered the freedom traditional employment couldn’t provide – particularly for a soon-to-be new mother.
Her rapid success in becoming fully booked within just one month highlights both the growing demand for skilled virtual assistance and Reyes’ ability to position her services effectively in an increasingly competitive market. This impressive launch phase has become a cornerstone of her coaching program, where she teaches others to replicate similar results.
“The flexibility this business model created for me and my family was life-changing,” says Reyes. “I’m passionate about helping other women achieve this same freedom, especially those who might feel limited by traditional employment options.”
A Dual-Purpose Business Model
What distinguishes Assist by Sara from other virtual assistant services is its commitment to industry growth through education. While many successful VAs guard their client acquisition strategies as trade secrets, Reyes has built a substantial portion of her business around sharing her expertise.
Her coaching program specifically targets women looking to transition into virtual assistance, providing them with both technical skills and business development strategies. This focus on empowerment aligns with broader movements toward flexible, family-friendly work options that have accelerated since the pandemic.
Industry statistics support the viability of Reyes’ model. The virtual assistant sector has seen sustained double-digit growth annually since 2020, with specialised services commanding premium rates. By teaching aspiring VAs to identify profitable niches and position their services for higher-end clients, Reyes helps newcomers avoid the common pitfall of competing solely on price in general administrative services.
From Recognition to Influence
Reyes’ impact extends beyond her direct clients and students. Her speaking engagements and podcast appearances have established her as a thought leader in the virtual assistant space. These platforms allow her to advocate for professional standards in an industry often miscategorised as merely “gig work” rather than a legitimate business model.
The recognition from the Ausmumpreneur Awards and her nomination for the “Woman Changing the World Global Awards” further validates her approach. These accolades reflect not just business success but community impact – specifically, her role in creating economic opportunities for women seeking work-life balance.
As the digital workforce continues evolving, Reyes remains at the forefront of defining what professional virtual assistance can accomplish. Her Instagram presence (@assistbysara) showcases both client success stories and the achievements of her coaching students, creating a visual testimony to the ripple effects of her business model.
The Future of Virtual Assistance
Looking ahead, Reyes sees tremendous opportunity in the continued evolution of remote work. While many businesses have returned to office settings, the demand for skilled virtual support continues to grow as more entrepreneurs and executives recognise the efficiency of working with specialised remote talent.
“We’re moving beyond the idea that virtual assistants just handle calendar management and email,” Reyes explains. “Today’s VAs are often business strategists, project managers, and specialised experts who happen to work remotely. The potential for career development is enormous.”
This vision shapes her coaching approach, where students are encouraged to develop expertise in high-demand areas rather than positioning themselves as general administrative support. By focusing on value creation rather than hourly tasks, Reyes helps new virtual assistants build sustainable businesses with growth potential.
Her recent speaking engagements have emphasised this evolution, highlighting how virtual assistants can partner strategically with clients rather than serving merely as task-takers. This perspective shift benefits both VAs and the businesses they support, creating more meaningful working relationships.
Balancing Growth and Purpose
As Assist by Sara continues to expand its reach, Reyes remains committed to maintaining the personal touch that defined her business from the beginning. Despite opportunities to scale into a larger agency model, she has chosen to focus on impact over size.
“Success for me isn’t measured by how many people I employ, but by how many women I can help establish their own independent businesses,” she notes. “There’s something powerful about helping someone create something that’s entirely their own.”
This philosophy reflects a broader trend in women’s entrepreneurship, where business models that accommodate family responsibilities and personal values are increasingly prioritised over traditional growth metrics. By demonstrating the viability of this approach through her own success, Reyes provides both inspiration and practical guidance to her community.
As remote work continues reshaping professional landscapes worldwide, Sara Reyes and Assist by Sara stand as compelling examples of how crisis can catalyse opportunity, and how business success can be aligned with personal empowerment. From a moment of unexpected job loss has emerged not just a thriving business, but a movement helping women reimagine their professional possibilities.
For those interested in learning more about high-level virtual assistance or launching their own VA business, Sara Reyes can be found at www.assistbysara.com or on Instagram.
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