In the fast-evolving digital landscape of the 21st century, the traditional workplace has undergone a massive transformation. What was once an in-office role has expanded beyond its original boundaries, thanks to technological advancements and the internet. Remote work, once a rare privilege, has now become a standard option for many companies. Additionally, professionals are no longer confined to a single skill set—online learning has made it possible for individuals to continuously expand their expertise.
Melissa Smith, Founder and CEO of the Association of Virtual Assistants (AVA), embodies this vision for the future of work. Initially, she didn’t set out to create an organization or revolutionize an industry; she simply wanted the flexibility and freedom that came with being a virtual assistant. However, along the way, she realized that many professionals and businesses didn’t understand the full potential of working with a virtual assistant. Recognizing this gap, Melissa made it her mission to educate both clients and VAs on how to build successful working relationships.
From Passion to Leadership
Melissa’s journey into the world of virtual assistance was inspired by her mother, an administrative professional. Even as a young girl, she knew she wanted to follow in her mother’s footsteps. While she didn’t excel in school, she quickly discovered her natural talent as an assistant. As the industry evolved and virtual assistants became more prevalent, Melissa embraced the change wholeheartedly.
However, she noticed a common issue—many people didn’t understand what VAs did or how to work with them effectively. This realization led her to write her first book in 2016, aimed at helping clients find the right VA. To her surprise, virtual assistants also found immense value in the book. “After my first book was released, my business catapulted, and then another interesting thing happened—VAs started reaching out to me. I had no idea a VA would read a book intended for clients, but they did, and they loved it,” she recalls.
Encouraged by this response, she began writing blogs, followed by a second book dedicated to virtual assistants. She then expanded into coaching and consulting, helping both clients and VAs navigate the complexities of the industry. “My mission is to ensure that anyone looking for the right VA has the opportunity to find one—whether they work with me or not. This includes helping VAs understand their ideal clients and how to attract them,” she explains.
A Natural Leader
“I didn’t set out to be a leader,” Melissa admits. “But I’ve always been intentional about my work and the people I choose to work with.” Throughout her career, she sought out strong mentors and saw every boss as an opportunity to learn. This approach became the foundation of her business.
As she built her company, she kept detailed notes on everything she learned, identifying gaps in the industry and opportunities to educate others. Today, her books are used in college curricula, and she continues to teach and mentor aspiring virtual assistants. However, Melissa believes that leadership isn’t about personal accolades—it’s about creating other great leaders. “I think about Jack Welch, Dorie Clark, Dale Carnegie, and Dan Gable. Their personal achievements were remarkable, but their true legacy lies in the leaders they developed,” she shares.
At AVA, the focus is on making a real difference. Melissa and her team stay connected with VAs, celebrating their milestones and recognizing their achievements. “Recognition is essential—it keeps burnout at bay and reinforces the value of the work we do,” she explains.
Excellence Through Quality Service
Melissa’s business, The PVA, is a matchmaking company that pairs clients with the right virtual assistants. Unlike high-volume agencies, she prioritizes quality over quantity. “Since the beginning, I knew I wanted to focus on quality. I serve clients who appreciate a high level of care and service—and are willing to pay for it. You can’t expect Ritz-Carlton service at Holiday Inn prices,” she states.
Her meticulous approach has led to an impressive 98% successful match rate. “I put as much effort into my VA searches as some would for executive searches. The level of service we provide reflects the high standards we uphold,” she adds.
Sharing Knowledge and Empowering Others
Melissa has written two bestselling books on virtual assistance, both of which were born from her extensive industry research. Although she initially feared how her work would be received, the response was overwhelmingly positive. Aspiring and experienced VAs alike have used her books as study guides to improve their businesses.
“Most books on hiring a VA are written by people who have never been one themselves. They focus on the business aspect but miss the art of it. I’m honored to be a voice for the industry as someone who has lived it,” she says.
Her second book, Become A Successful Virtual Assistant, was originally intended for newcomers to the field. However, even experienced VAs found value in the business principles she shared. “The response has been incredible. I still receive messages from readers, and I cherish each one,” she says.
Women in Business
Melissa has faced challenges in an industry where male professionals often dominate the conversation. “It’s frustrating knowing how much experience and knowledge I have compared to some of my male counterparts, yet still being overlooked. But I don’t focus on that frustration—I focus on doing my work at the highest level,” she states.
Her advice to young women in business is simple: “You are always leading, and someone is always watching—even if you don’t realize it.”
Looking ahead, Melissa is working on updating Become A Successful Virtual Assistant and developing online courses to turn soft skills into power skills. “For years, people have asked me to create online courses, but I had no interest in doing something that didn’t align with my coaching style. Now, I’ve found a way to make it student-centered. The world doesn’t need another version of me—it needs the best version of each unique individual,” she says.
Through her work, Melissa continues to elevate the virtual assistant industry, empowering professionals to achieve their full potential and redefining the way businesses connect with VAs.