Barbara Turley - Founder of The Virtual Hub

Moving abroad is tough, but moving abroad and launching a business deserves incredible respect. 👏

This week, we spotlight Barabara Turley, who is originally from Laois. Barbara is the Founder of The Virtual Hub. This bootstrapped 350-employee company is a gateway for large businesses to find world-class virtual assistants specialising in assisting digitally focused organisations.

Barbara shares her experiences navigating career transitions from the equity trading floor to tech entrepreneur, embracing risk-taking, leveraging digital-first strategies, and taking a mum-first approach to entrepreneurship.

Here’s a quick peek at how Barbara accidentally started her business while working full-time.

Barabara Turley’s Snapshot 🤳 

Enjoy Barbara’s incredible story 👏

1. Can you tell me about yourself, where you're from, and why you moved to Australia?

Well, you see, it all started back in Ireland, County Laois. Like many Irish folks, I got drawn into the backpacking lifestyle and ended up in Australia. Initially, it was just a year-long adventure, but I fell head over heels for the place. Returning to Ireland, I realised I couldn't shake off the feeling of wanting more. So, I packed my bags again, this time with a dream to make it big in Sydney's financial scene. And you know what? I did just that.

Working in equity trading and asset management sales, I soaked up all the experience I could get. But the 2008 financial crisis really shook things up. I saw an opportunity to join a startup, which ignited a fire in me.

Being part of building something from the ground up and seeing it grow is when I knew I wanted to create my own thing. And so, my journey into entrepreneurship began. It's been one heck of a ride, but every challenge, every risk, it's all been worth it.

2. Would you describe yourself as a risk taker?

Absolutely, I'd say I'm a risk taker, no doubt about it. You know, it's interesting. During our off-air chat, we delved into the lack of female representation in the startup world. And it got me thinking: There's a lot of risk involved in this arena, and it takes a certain grit to push through.

I've learned that firsthand, especially from my time on the trading floors. Managing supply and demand risk, navigating fast-paced environments, making split-second decisions – it's tough, and it's an environment where predominantly men thrive.

But you know what? I've worked alongside them, and those experiences have been invaluable. They've taught me how to weather the storms and that I've carried resilience into my entrepreneurial journey since.

3. How did you go from being on the trading floors to launching Virtual Hub?

Well, my journey from the corporate world to launching Virtual Hub was quite the evolution. I spent years in the corporate realm, fully immersed in that environment, but as I got older, my priorities shifted.

I felt the urge to strike out on my own. My initial attempts at entrepreneurship weren't smooth sailing – far from it. But I was doing some consulting on the side, dabbling in business coaching, and during this time, I had a lightbulb moment. I saw many small businesses drowning in day-to-day tasks, unable to focus on growth because they were stuck in the weeds. That's when I realised the potential of virtual assistants.

Drawing from my own experiences and inspired by Tim Ferris's "4-Hour Workweek," I started recruiting VAs to help my clients. Before I knew it, the demand for virtual assistance services surpassed everything else I was offering.

That's when it hit me—I was already in the midst of building a business. Fast-forward eight years, and Virtual Hub is thriving, with a team of 350 staff in the Philippines and clients worldwide.

4. What effect did COVID have on the Virtual Hub?

The impact of COVID-19 on Virtual Hub was quite intriguing. Our business, initially starting as a serendipitous venture, was uniquely positioned when the pandemic hit. We had already been operating as a virtual, remote, and distributed company from the outset without the need for physical offices. This meant we had already built a digital-first infrastructure years before the concept became widespread.

While many businesses scrambled to adapt to remote work and digital communication tools during the pandemic, we had already utilised platforms like Zoom for over a decade. So, rather than COVID-19 causing a sudden shift in our operations, it highlighted and accelerated the digital strategies we had been employing all along.

5. Can you name a few tools that have been gold for you over the years?

One standout tool that has proven to be incredibly valuable is Loom. Its ability to facilitate asynchronous communication has been like gold for us. Additionally, regarding platform architecture, Asana has been a cornerstone tool for our organisation. I've been a devoted user of Asana for over a decade, even before its widespread adoption.

I don’t know if this would qualify as a tool, but Implementing the objectives and key results (OKRs) framework pioneered by Google has revolutionised our company's workflow and communication structure. It took about a year to fully integrate OKRs across the organisation, but the results have been remarkable.

6. What are your views on virtual working and the future of work?

The ongoing debate between remote and in-office work misses a critical point. Both employees and employers have valid concerns, but the solution is finding a balance that satisfies both parties. Remote work offers flexibility, but it also presents challenges in terms of visibility and collaboration. By embracing digital-first methods, we can address these challenges while still allowing for autonomy and flexibility.

Looking ahead, I envision a business landscape where digital transformation is not just an option but a necessity. Companies that fail to adapt to this new reality risk falling behind.

7. How does AI fit into the virtual assistant world for you?

When AI, like ChatGPT, emerged initially, I was honestly quite anxious. It felt like an existential threat looming over virtual assistant roles. However, as I delved deeper into the AI space, I began to see its potential. AI optimises human effort within businesses, especially in streamlining mundane, repetitive tasks that consume valuable time and resources.

Integrating AI into our digital-first architecture alongside automation has become essential for enhancing productivity. It's about embracing AI as a transformative tool that empowers virtual assistants and fundamentally reshapes the landscape of business operations for the better.

8. What has been the biggest challenge starting Virtual Hub after emigrating from Ireland?

Actually, my experience might offer a different perspective because by the time I started Virtual Hub, I was deeply integrated into Australian culture. I had already lived here for about 12 years. Australia has been incredibly rewarding for me. It's where my career flourished and where my business thrived. I view Australia as a gift that propelled my trajectory forward. While I can't say if I would have had the same success if I had remained in Ireland, being Irish has undoubtedly been an asset in my journey here.

9. What's one piece of advice you would give to your younger self when you first arrived in Australia?

You know, it's interesting because the advice I'd offer is reflective of the path I've taken. It's less about giving counsel to my past self and more about easing the anguish I felt along the way.

I've always been inclined to take risks and reinvent myself. At 30, I quit my job as a trader and embarked on a year of travel, much to the bewilderment of others. But I followed my instincts and returned to find a new role that resonated more deeply with me.

It's about trusting your instincts and embracing opportunities as they come, even if it means forging your own path.

10. Is there any advice for Irish abroad thinking about starting a business

Absolutely. My advice might seem cautious, considering my propensity for risk-taking. I spent years laying the groundwork before diving into entrepreneurship. For me, this meant accumulating capital over five years, prioritising financial stability over immediate business ventures. I lived modestly, foregoing luxuries like a car and opting for frugal living arrangements to bolster my financial foundation.

This allowed me to approach business-building with greater focus and resilience. I advise ensuring you have a solid financial footing before starting your entrepreneurial journey.

11. What does being an Irish person abroad who founded a business mean to you?

I feel incredibly proud of our country to go abroad and to become successful outside of your own country where you don't have the contacts and the networks and your dad knows someone or your brother or whatever, you know,

But actually, I love doing that for women more than Ireland. I like to be a champion for them. There are not many women in the startup ecosystem.

As women, we need more role models to say that we can do this differently and still be successful.

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