February 11, 2025 • 35 mins
In this episode of The OBM Show (also available as a video), I take you through a day with Nina Reich, where she shares her routines, strategies, and the insider secrets that have made her a standout OBM. Tune in to learn how Nina manages her day, tackles challenges, and builds the kind of operational excellence that drives business growth and client success.
We walk through a full day in Nina’s life—from her morning rituals to the tools she uses to stay organized, communicate with clients, and keep projects moving forward. You’ll hear how she sets boundaries, prioritizes her work, and brings clarity and calm to even the most fast-paced business environments.
But this episode isn’t just about logistics. It’s about leadership. Nina shares the mindset shifts that helped her step into the OBM role with confidence, how she grew her client roster by leaning into her strengths, and the lessons she’s learned about managing a sustainable business that fits her life.
If you’ve ever wondered what it actually looks like to be “the glue that holds the business together,” this conversation is for you. Tune in to hear how Nina approaches challenges, creates operational excellence, and empowers her clients to grow—with systems that scale and support that sticks.
Thanks for tuning in to The OBM Show — your go-to podcast for Online Business Managers and entrepreneurs who want to scale strategically and sustainably.
If this episode resonated with you, be sure to follow the show and leave a review. It helps more aspiring and established Online Business Managers find this content and grow their businesses with confidence.
✨ Ready to take the next step?
Grab your free OBM Starter Kit → obmschool.com/starter
Explore more tools and trainings → obmschool.com/resources
Learn about becoming a CPD-certified Accredited Online Business Manager → obmaccreditation.com
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Until next time—keep building the business behind the business.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
SPEAKER_00 (00:00):
Welcome to the OBM show.
Today, I'm joined by Nina Reich,an accredited OBM who built a
thriving business on her ownterms.
Nina started her career incorporate, enjoying the
stability and perks of a cushyjob until it suddenly ended.
After trying to stay on thecorporate path, she realized her
heart wasn't in it.
Through her journey ofself-discovery, Nina uncovered
(00:22):
what truly mattered, freedom,flexibility, and creating a
career aligned with herstrengths.
Pivoting into the freelancespace as an OBM wasn't easy, but
with the support of OBM School,it became the best decision she
ever made.
If you're ready to take yourcareer to the next level,
applications for OBMcertification are now open.
(00:44):
Visit obmacreditation.com to getyour application in today.
Welcome to the OBM Show, thepodcast that pulls back the
curtain on what it really takesto thrive as an online business
manager and help businessesscale without burning out.
I'm your host, Sarah Noked,agency owner, OBM mentor, and
(01:07):
founder of OBM School.
I've been working in the backend of online businesses since
2009, building systems, managingremote teams, and mentoring OBMs
who make businesses run likeclockwork.
Now, I've seen what works, whatdoesn't, and the messy middle
that no one talks about.
(01:27):
Here, we get real about thetools, strategies, and stories
that drive sustainable success,plus the tech mishaps, growing
pains, and lessons learned alongthe way.
If you're ready to stop spinningyour wheels, step into your
leadership role, and see whatactually happens behind the
scenes of thriving businesses,you're in the right place.
(01:50):
Let's get started.
Let's get started.
Welcome to another episode ofour day in the life with an OBM.
We have the lovely Nina Reif,all the way from South Africa,
one of our accredited OBMs.
And I'm so, so keen oninterviewing you, Nina, because
we're almost in the same neck ofthe woods.
We've been working together forquite a bit of time, and it has
(02:12):
been an absolute pleasure reallyto see you blossom and just
evolve as an entrepreneur insideof our community of OBMs.
And it's really great to haveyou on here.
Welcome.
SPEAKER_02 (02:24):
Thank you, Sarah.
It's amazing.
It's been an amazing journey.
SPEAKER_00 (02:27):
Thank you.
Yeah, it has been an incrediblejourney and I would love for you
to share just at the top of theinterview here, a little bit
about how you particularly foundthe online space and what you
were doing before you came intothis.
SPEAKER_02 (02:43):
All right, so I was working, I was actually a
contract for a SaaS or ad techcompany based in Europe.
So I was already working onlineremotely because I was the only
member of the team for most ofthat time in South Africa.
I was traveling a fair amount.
(03:04):
So I was traveling toJohannesburg for meetings and
then the occasional trip toEurope as well.
But I was largely remote and itwas a role that was very much,
you know, I had so flexibilityas long as I was getting work
done and delivering results, youknow, I could, you know, I did
my shopping in the day, youknow, I really, I had
SPEAKER_00 (03:26):
freedom.
SPEAKER_02 (03:28):
Yeah.
So it wasn't like a completejolt to coming to this world
from like a corporate of havingto go into an office every day.
But how I became or how Idiscovered sort of the online or
OBM world is that contract cameto an end and I kind of was
like, well, what next?
Because I really didn't want togo back to being in a corporate
(03:50):
environment.
When I was speaking torecruiters and my network and
putting my name out there again,I'd very much been pigeonholed
into one role and I wasn'tenjoying it anyway.
And I really And then when I wasinterviewed, I think I really,
my heart wasn't in it.
And
SPEAKER_01 (04:08):
I
SPEAKER_02 (04:08):
don't think, you know, companies and businesses
I've interviewed with couldreally tell because I was asking
questions like, you know, areyou fully remote or is it
hybrid?
And that to me was moreimportant than, you know,
actually the role itself.
And I think that really cameacross.
And I was, I gave it like a longthought, you know, I think this
is time, I need to break out andI need to work for myself.
(04:31):
But I really didn't know whatthat would look like.
Or, you know, I knew I had kindof all these skills and
background, but I really didn'tknow what I could contribute and
kind of like a consulting role.
So initially, I started out,because I've got a I started off
as a sort of marketingconsultant and picked up my
(04:54):
first client doing theirmarketing strategy and
implementing that.
SPEAKER_00 (04:58):
So fresh out of the gate.
Yeah.
In a real spirit, driving high.
You're just going to go andseize it.
So you make it sound so easy,but in reality.
Yeah, I mean, I did.
You didn't have a website.
You didn't have.
No,
SPEAKER_02 (05:16):
no, no.
I didn't have anything.
So it was at that point a friendof mine said– I actually, I went
to have lunch with her and Iknew that she'd also, she was
working at ad agencies and justthought, you know, let's
connect, have lunch.
And I was like, what are you upto?
She said, you know what?
I'm by myself working as anonline business manager.
(05:37):
And I was like, well, what'sthat?
Well, she said, join OBM Week.
And she introduced you.
She sent me on Facebook.
She added me to the group andeverything.
And so, and again, and I joinedOBM Week.
And actually the first timearound, I was like, okay, this
is great.
This like taps into, everythingthat I enjoyed because I liked
sort of thinking strategicallyabout a business, putting
(05:58):
strategy in place.
And I liked being in the backend as well.
I also like client facing.
I like dealing with clients.
So it really taps into all ofthose areas, I think, where my
strengths are and stuff I likedoing.
So I thought, no, this isamazing.
So I did OBM Week, but then Ireally, I didn't really pursue
it so much.
I kind of started my website andI think this client, the
(06:21):
marketing thing, I was kind oflike a foot in both worlds, so
to speak.
Growing pains.
Yes.
Yeah.
Yeah.
And then I think also that rolebecame more operation as well.
It was a lot with a businessthat needs to be sort of like
the team and stuff like that.
So it sort of naturally evolvedto being more than just a
marketing role.
Or it naturally evolved to beingan OBM, sounds like.
(06:42):
Yeah, exactly.
And I was also like, you know,because the business owner was
overseas a lot.
He was in the States.
And I was like, you know what?
You really, you need SOPs.
You need to do this.
You need like new systems andstuff like that.
And I will help you do this.
So it really like, that's kindof where it evolved.
So then I did OBM.
We again.
And I was like, okay, I need tolean into this fully.
(07:03):
I did the accelerator course andreally enjoyed it.
And it just gave me like a hintof what to expect with the
accreditation program.
And then that was it.
I was like 100% committed, allin.
I'm going for it.
SPEAKER_00 (07:15):
That's
SPEAKER_02 (07:17):
how the
SPEAKER_00 (07:18):
journey started.
It's been such a pleasureworking with you because so
often I meet entrepreneurs suchas yourself that are so like
kindred spirits to myself inthat, you know, we have all of
these incredible skills.
And I love that you were able torecognize that you had that
consultancy and you had thatstrategy, because unfortunately,
(07:39):
I think a lot of OBMs and a lotof entrepreneurs to be really
cut themselves short and don'tgive themselves the ability to
actually bloom into anentrepreneur.
And so kudos to you, Nina, forlike giving yourself that
opportunity.
Is Is there something that youcould say to our listeners or
people watching us on YouTubetoday who are thinking to
(08:01):
themselves, wow, like Nina makesit look so easy.
What was it?
Or is there something that Ishould be thinking about or be
doing to make that leap?
Because it's not that easy to belike, I'm leaving the corporate
job.
SPEAKER_02 (08:16):
It's not.
SPEAKER_00 (08:16):
And
SPEAKER_02 (08:18):
I think that, you know, I'm not going to lie.
There's been moments I think,oh, you know, it'd be easier if
I just, but then it wouldn'talso be easier because I think
the life you lead and that youcreate for yourself is so much
more than I felt I had withbeing in a corporate
environment.
Being an entrepreneur isn't easyby any means.
(08:38):
It doesn't, you know, youlooking for clients, all of
that, that daily process.
The highs are high,
SPEAKER_00 (08:43):
the lows are low, and it's probably in between.
Yeah,
SPEAKER_02 (08:47):
but it doesn't feel like a grind.
It's like a labor of love.
So it feels hard, but at thesame time doesn't.
And I think about it a lotbecause it's like, how can I
explain this?
But it really doesn't.
Like every day, you know, I'mexcited to get to my laptop
because it's also on my ownterms.
It's not on someone else'sterms.
And I think that for me ismassive.
(09:08):
It's massive.
SPEAKER_00 (09:09):
Quick interruption here.
Now, if you are ready to takeyour OBM career to the next
level, you have got to check outour OBM accreditation program.
This OBM certification programis the only CPD certified
program on the market, and it isdesigned to give you the skills,
confidence, and credibility tostand out as a leader in this
(09:34):
space.
Whether you are transitioningfrom VA work or looking to
refine your online businessmanagement skills, this program
has everything that you need toelevate your career.
Now head on over toobmacreditation.com to check it
out and to apply for free today.
All right, let's get back intoit.
SPEAKER_01 (09:55):
That
SPEAKER_00 (09:56):
was beautiful, Nina.
And for those of you listening,There's never going to be, let
me say, some clear feelingwithin yourself that's like, oh,
now is the time.
Because I remember even in myown entrepreneurial journeys as
people who live in this neck ofthe woods, you're in South
Africa, I'm in Israel.
(10:17):
I think that me coming here fromCanada really made me realize
that I have to be resourceful.
And I have to do a lot of thesethings for myself.
And it felt...
So counterintuitive.
And I think that's what a lot ofentrepreneurs to be don't
realize is that there's notgoing to be like this, like, oh,
we're like the sky opens andsuddenly, you know, the elves
(10:40):
and fairies are singing.
You're an entrepreneur.
Like it doesn't happen.
No.
feels painful and nauseating,right?
Am I right?
Yeah, absolutely.
SPEAKER_02 (10:49):
Absolutely.
And I think when you tell thestory of how it happened, it
does sound very easy, but youknow, it also happened over a
period of time.
There were, you know, there wasa few months where I wasn't
working or, you know, there was,you know, there was difficult
times for sure, but you know, Ilook back and it's, and I also
was like, oh, I can like thiswhole time when I made that
decision, as I said, there aretimes that I thought maybe I
(11:11):
should do it, but there was sofleeting.
And as soon as I that ideapopped into my head.
I was like, what am I thinking?
Because I've always beenconvinced that this is the right
path for me and it's going towork.
Yes.
SPEAKER_00 (11:23):
To begin with.
SPEAKER_02 (11:25):
Yeah.
And that conviction is whatkeeps you going and keeps you
like, working towards thosegoals and making them happen.
It's that absolute belief thatit's going to happen for you one
way or another and that you'regoing to make it happen.
SPEAKER_00 (11:39):
Yeah.
And I think that that's such animportant part.
It's sort of like this, you havefaith that it will all work out.
And I think generally to bepositive and, you know, have
that foresight that things willwork out in your best interest,
I think is such an important wayand mindset to as an
entrepreneur.
So that ability to withstand thehighs and the lows and
(12:03):
everything.
It's
SPEAKER_02 (12:04):
not a blind faith.
It's like faith in yourself,actually.
And I tell you, one big thing islike, you know, I think about,
because also now the hybrid,okay, there was the remote work
and hybrid.
And now a lot of companies aresaying, no, we want you back
full time, which is soshort-sighted.
I just think, you know, here,and I know in a lot of other
places, traffic is That's theone thing that used to really
(12:26):
get me down because it would bea good hour and a half, two
hours out of my day of wasted
SPEAKER_01 (12:32):
time.
Oh, yeah.
SPEAKER_02 (12:33):
Yeah.
And I don't have that extratime.
SPEAKER_00 (12:36):
Are we the same person?
Are we the same person?
I had the 45 minute commute andI there and then 45 minutes
back.
And I was like, this is like,and back in the day when I was
in corporate, there was no workfrom home.
Like that was like out of thequestion.
So, I mean, I had to go into, Ihad to go into work and it
really, it really sucked.
(12:56):
So it's sort of like making thatlist of things that really are
not great about corporate thatkind of helped to motivate you
to stay.
Because as we're saying, youknow, I'm never going to sit
here and say being anentrepreneur is easy.
(13:32):
No.
You know, people, A, didn't knowwhat an OBM was, but B, you
know, that people arerecognizing in you that you have
this skill set and it's such aunique kind of position, the
online...
Major role.
SPEAKER_02 (13:45):
We both actually at different times work for the
same advertising agency and thesame roles, interestingly,
because I was like, I don't knowif I could do that.
And she said, you've done this.
Of course, that's what it is.
It's, yeah, you know.
Yeah.
It's managing clients, projectmanagers, all of that.
It's working with teams.
It's like a whole, you know, and
SPEAKER_00 (14:04):
more.
SPEAKER_02 (14:04):
So, yeah.
SPEAKER_00 (14:05):
Yeah.
And I just find that whensomebody tells you that you
could aspire to be somethingamazing like this, it just gives
people such a boost.
They come in, you know, gunsblazing, right?
And it's a real beautiful thingto see because we need good OBMs
in this space.
We need people that can lead andstrategize and manage and help
(14:26):
the teams propel along and allthat good stuff.
And I know that every OBM isunique, Nina, and I would love
for you to share with ourcommunity.
What are the types of thingsthat you particularly do with
clients in the OBM space?
Maybe you can tell us even alittle bit about your clients
without being too...
Getting too into it and sharingall the details where we want to
(14:47):
keep it confidential.
SPEAKER_02 (14:48):
Well, yeah, obviously I follow the
principles from, you know,accreditation.
But I've also found that they'rea really good foundation to
have.
So, you know, obviously strategysessions and all of that.
But I've also learned that, youknow, with some clients you need
to be a little bit fluid and youkind of evolve to working
together where it's, you know,there's like a bit of give and
(15:11):
take.
that you're guiding them down.
Because also that's in mypersonality.
I'm not going to like, you know,we need to do this and be very
rigid.
It's like, you know, keeppushing gently, gently
convincing.
Yeah.
SPEAKER_00 (15:24):
Yeah.
I will add in here that I thinkthat's, that's, it's a wonderful
thing because in this smallbusinesses that we work with as
OBMs, there's room to pivot.
So there's like, that's likeexpected, like it's like a
superhero power in a way thatyou can be like
SPEAKER_02 (15:38):
that.
So it's, yeah.
And I have to say like once, andI, cause I've always been
intimidated by, especially, youknow, in corporates, you see
like senior management or Idon't know, C-suite, whatever.
And you think it's a two waystreet.
Sometimes you think, how didthey get there?
Absolutely.
But then also you can be reallyintimidated by them.
(15:58):
And I think in the beginning,like working with entrepreneurs
and one level, I was quiteintimidating.
But then when you get into themrunning their business, they
really are all over the place.
And on that kind of level, like,you know, they have their zone
of genius as it's called.
Other parts of their business,it's kind of like, yeah, I think
that was like, you know, havingthat confidence to be the
(16:19):
authority in those areas.
SPEAKER_00 (16:21):
Yeah, to be like that big old container that
holds all of their vision.
visionary hot mess.
SPEAKER_02 (16:27):
Yeah.
So that's, that's surprised me,but also given me a lot of
confidence and, and to, youknow, in terms of how I work
with clients and how, yeah, Imean, I think no two clients
will ever be the same.
I think you have your workingstyle and they have their
working style and it's finding away where you kind of have that
gel together.
And it takes a little while toget there.
(16:49):
I would say like six monthsbefore.
UNKNOWN (16:52):
Yeah.
SPEAKER_02 (16:52):
I would say, yeah, you know, that first three
months is a lot.
SPEAKER_00 (16:57):
Oh, yeah.
And then
SPEAKER_02 (16:57):
you kind of start and then like three months after
six months, you start gettingthat really great rhythm.
And
SPEAKER_00 (17:02):
yeah, like the trust is there.
Yeah.
And
SPEAKER_02 (17:06):
you can intuitively know what they want or like put
forward things before, you know,they even know what they want,
all of that kind of stuff.
I would say I'm definitely likea more of a big picture person.
I've always been like that, likebig picture, like details.
Yeah, like I'll get into, but Ilike the big picture strategy
and like working on the visionand what needs to be done to
(17:27):
achieve that.
The detail of actually gettingit done, I'll do it, but it's
not my favorite part, I willsay.
Right, right, right.
SPEAKER_00 (17:35):
Yeah.
And I
SPEAKER_02 (17:35):
think that also do you love working things out?
Like when there's a challenge,like if it's a new
SPEAKER_00 (17:40):
problem solving.
Yes.
Yeah.
Like I'll
SPEAKER_02 (17:43):
sit there and work it out.
SPEAKER_00 (17:44):
Yeah.
Yeah.
And equip the plan.
SPEAKER_02 (17:46):
Thanks chat GPT as well.
SPEAKER_00 (17:48):
Yeah.
Thanks chat GPT.
Yes.
SPEAKER_02 (17:50):
Yes.
SPEAKER_00 (17:52):
I know we've known each other for a while.
We've been working together fora while.
I have seen a significant changein your client roster, but I
would love for you to share someof the things that have changed
for you.
You're not even connected tobecoming accredited because I
think becoming accredited was areally natural step for you.
But also for a lot of us, it'sjust sort of part of the
journey, you know, like yourclients evolved.
(18:14):
How has that been for you?
How has your roster changed overtime?
SPEAKER_02 (18:18):
I mean, from having that first client, which was
very much marketing that evolvedinto, and even then I always
like, they called me themarketing manager or, you know,
I referred to myself as themarketing manager.
SPEAKER_00 (18:29):
She's like off with her head, the marketing manager.
SPEAKER_02 (18:32):
Yeah.
So it wasn't even like the OBMthen.
And I think the accreditationjust gave me the confidence to
call, you know, it was on mywebsite and everything, but it
just like really gave me theconfidence.
I supposed to voice it and putit out there.
And she is my, biggest client iswhere my referrals come from oh
really oh I like that oh let'stalk about this yeah so so it's
(18:56):
actually that first client it'shis wife then she's not my
biggest client so wow I lovethat yeah it's just been this
journey from that first clientshe was looking for like a chief
of staff, DOO, and then I said,well, you need an OBM.
SPEAKER_00 (19:14):
Rational whatever.
Yeah, yeah,
SPEAKER_02 (19:16):
yeah.
Yeah, and I didn't at that pointhave the confidence to pitch
myself.
And I said, I'll help you findsomeone because she was like
very much because it's a CPA andshe was very much like I need
someone with that backgroundand, okay, I get there's a lot
of processes and stuff like thatthat maybe, you know, I don't
have experience with.
(19:37):
And I was actually chatting.
I was emailing Toby.
She said, why don't you apply?
And I was like, I thought aboutit the weekend.
I was like, why don't I?
And I did.
And she was like, yeah, it'samazing.
And yeah, it
SPEAKER_00 (19:48):
is for you.
Because there's something very,a very important point that
Nina's making here.
And that is you have to securegood clients because good
clients that need OBMs refer youto other clients that need OBMs.
And then you get a lot oftraction in that way.
And your business continues togrow.
(20:08):
I mean, even better when it'shusband that recommends your
services to his wife, becausethat means that you really are
amazing at what you do, Nina.
SPEAKER_02 (20:16):
Yeah.
Yeah.
And I think it's, I think yourstrongest source of clients is
always going to be referrals.
Absolutely.
Almost half your job is donebecause.
SPEAKER_00 (20:25):
Oh my God.
A hundred million percent.
Yeah.
They come on the discovery calland they're like one foot in the
door or they're ready.
They already have in their mindthought about what it's going to
be like to work with you.
So yes.
And also to, you know, even withour OBM school directory and,
you know, all the things that wedo to help bring the clients to
the students, there's nothingbetter than word of mouth when
(20:48):
the right clients are spreadingyour good word.
So I think that's great.
That's such an important piece.
The clients have changed.
Your role has evolved.
And with that comes otherincreased things.
Like I know that you and I havetalked a lot about team over the
years and just growth as anentrepreneur.
How does your roster feel now?
Are you happy where you're atrevenue wise?
(21:10):
Like what does all that looklike?
SPEAKER_02 (21:12):
Yeah.
So, I mean, look, I was...
I was earning pretty well beforemy corporate job.
And I think at now I'm at apoint where I'm matching that,
which is amazing.
Next year I know I'll surpassthat for sure.
So, yeah.
So it's maybe taken me a littlelonger than I anticipated to get
(21:33):
to that point, but it's beenfine.
Considering I'm working afraction of the time.
Yeah, exactly.
And it's really, you know, it'sat my pace and, you know, it's
both.
yeah taking like it's like somesome days you're like oh you
know I just really I want tojust watch shows or whatever and
I want to binge Netflix and likeyeah and it's like there's a day
(21:55):
it took me a long time to allowgive myself permission to do
that oh yes yeah I could take aday my clients if they miss it's
fine there's nothing but it'sthere's nothing urgent that
needs to happen because I'llwork weekends quite happily or
whatever you know that nine tofive Monday to Friday structure
slowly disappears And thenyou've just got this
SPEAKER_00 (22:17):
freedom, which is amazing.
You know, I think when we thinkabout becoming online business
managers, you know, as youmentioned, like matching
corporate I think is the goalfor a lot of us, right?
Like we don't, nobody sets outto be like, at least the OBMs I
know, they're not like, I'mgoing to be a millionaire
overnight and I want to takeover the world.
(22:38):
It's like, no, we just want someflexibility.
We want to be able to plan ourown time and plan our own life.
And like, at the very leastmatch what we used to make for
less hours.
So I love that you brought upthat point because it's not
like, you know, money'swonderful.
We all need money.
We all put food on the table,but time freedom.
Yeah.
We speak to that because yourhusband is also.
(23:01):
He's worked from home, worksfrom home.
Yeah.
What is that like for you guys?
I
SPEAKER_02 (23:06):
know it's great.
You know, we've just got thisvery easy kind of, we don't have
kids.
We've got dogs.
SPEAKER_00 (23:12):
So, you know.
By the way, do you hear my dogbarking in the background?
No,
SPEAKER_02 (23:16):
I didn't.
Mine's scratching at the door.
Under the door.
SPEAKER_00 (23:23):
My dog's just barking at air downstairs like
he does.
SPEAKER_02 (23:27):
So, I mean, I think about, like, you know, if I was
working in corporate, you know,he would be walking the dogs in
the morning.
He would be doing all of thatstuff.
And then I'd get home.
late evening maybe have time tocook some dinner and then it's
like the quality time becausealso he gets let's see it busy
in the evenings and that's whenhe gets creative and it's when I
(23:47):
chill out but so you know if Iwere working full-time in
corporate like we would maybesee each other on weekends
properly like have that so youknow our time together is like
really easy um we just kind ofdo our thing during the day we
pass each other we'll have chatI'll go and like walk around the
garden and it's it's summer herenow so you know he He's out in
(24:07):
the garden.
He loves gardening.
I like being in the garden.
I don't like gardening.
But anyway, so it's just likethis really easy, like fluid,
you know, partnership of notworking together, but working in
the same space, so to speak.
You know, I think there's a lotof angst in relationships that
we don't have because both of usdon't have that stressful.
(24:28):
And
SPEAKER_00 (24:29):
you're doing what you both want to do.
Exactly.
Exactly.
I know.
I know.
My husband also has that timefreedom as well.
And like he's home.
My mother's coming on Wednesday.
My mother stays with us allwinter long.
Five months of the year.
So my mom, my mom is coming onWednesday.
It's Monday.
We're recording on a Monday andmy husband's like cleaning out
the, the eavesdrop, putting newout, like, like changing light
(24:54):
bulbs.
Like he's like at home, it'slike two o'clock in the
afternoon and he's like doinglike all of these things.
Yeah.
I mean, it's great.
I love that we both have that.
We worked so hard.
Yeah.
(25:35):
if there's any sort of way thatyou could maybe give some
insight to somebody who's maybeconsidering this still in a
corporate job.
Maybe they're in a corporate jobwhere they actually see that
they have all of thesetransferable skills, but they're
freaked the F out about how thatis going to pace itself.
Because like you and I are bothsaying, you know, it wasn't like
(25:56):
you got your clients overnight.
You got the first client.
And then, so how does thatreally, how does the revenue
look?
How does getting on your feet asan OBM look, how does that all
feel from the perspective ofsomebody from corporate?
That's like, I don't even knowwhat this looks like for me.
SPEAKER_02 (26:11):
Yeah.
I mean, look, I do think it'sgoing to look different for
everyone.
And honestly, it is what youmake it.
Like, I think that you're goingto lean into your strengths.
And I know that like tech issetups and whatever.
I do, I like to sit and work itout, but it's not, it's not my
strength.
And for example, my projectmanagement tool, I know I'm not
(26:33):
using it to its fullestpotential in terms of, but I get
what I need out of it.
It helps me track tasks and getthings done.
Yeah.
Yeah, it's enough for me.
You know, my goal is I'll have atech, VA tech, who I plan to get
all the people that's going tobe their baby.
(26:53):
It's like the tech side.
But I know what needs to getdone.
So I think everyone, like whereyou're natural, what you enjoy
doing and where you're naturallygood at, like really lean into
that.
And don't worry about, because Ispend a lot of time worrying
about the stuff that I didn'tknow or that I wasn't good at.
And that's okay because we can'tbe good at it all.
(27:13):
And also, I think as well, theone thing that used to worry me
a lot is like, who's your idealclient?
I don't really know.
What's your niche?
Who's your ideal client?
Oh, I know.
It's like.
And I find that's evolving, youknow, like you see what other
OBMs and it's like, oh, I'm notgoing to repeat.
just like copy or, you know, Iwould look for inspiration, but
(27:36):
you've got to, you know, youknow, and use that for
inspiration.
And eventually you will findyour own voice and you will find
who you are as you go.
Yeah.
Like my ideal client is evolvingstill.
I think, you know, like femaleentrepreneurs is just sort of
coming naturally.
You know, I like that space interms of, because I think, The
(27:59):
life of an entrepreneur is sucha good option for so many women,
especially women in theirchildren, which I don't.
But, you know, I can see that itis, you know, and I think that
the flexibility it gives.
And also, I think it weirdlycomes with less risk, which
sounds counterintuitive, maybe.
(28:19):
Tell more.
Tell more.
Yeah.
Yeah.
Especially in corporateenvironments, you are subjective
to retrenchments and change, andyou're not in control of that.
But as an entrepreneur, you arein control.
Yeah, sure.
It's like finding clients istough.
But once you reach that tippingpoint, everything changes.
(28:41):
But because you are in control,you decide when you want to stop
working or when you want to.
It's like your choice ratherthan the executive level saying,
okay, well, that departmentneeds to go because we're
slashing costs whatever the casemay be so I think your longevity
in the workspace and working isfar far longer than if you were
(29:02):
in corporate because I thinkalso like women probably I hate
this term but I think it is truemaybe age out more than men
which is a reality so I thinkfor women and being an
entrepreneur I think there's somuch opportunity and I think
it's it's something that likewomen should really be
considering It's like,
SPEAKER_00 (29:23):
why aren't they telling us these things?
Why are they telling us that theopposite is true?
It's crazy.
But I mean, I love what you'resaying because I think it's so,
so important to talk about whatit's like on the other side and
talk about this notion of atipping point.
(29:43):
Because I also remember when Ireached my tipping point and I
was like, oh, when's someonegoing to pull the carpet out
from under me?
I was like, oh.
Nobody's pulling the carpet out.
I'm okay.
I was like, is this happening?
I was like, oh, I'm making thiswork for myself.
And obviously it doesn't happenovernight.
For me, it took far too long.
(30:04):
I mean, I didn't have a resourcelike OBM school and I was kind
of really in the dark.
And also technology was verydifferent back then.
We were still learning HTML.
I'm like, for anyone scaredabout the tech and getting up to
speed with the tech, you've gotYouTube tutorials.
And for the love of all things,holy, all of these SaaS, service
as a software platforms.
(30:24):
They want you to know how to usetheir software.
They make it so easy for you tolike drop.
Like we were, I was like,
SPEAKER_02 (30:31):
university, which is amazing.
So exactly.
Which is, so they all thosekinds of resources and webinars.
I sign up for everything.
Like I sign up for all theweapons.
I don't often get to watch them,but there's an off chance.
Cause you'll always get thereplays.
Right.
Um, Yeah, and because there'salways free webinars because
(30:52):
they're always wanting to putit.
But, you know, just, like,listen to all the webinars.
Like, just spend your time in–you know, join like Facebook or
whatever communities for varioustech platforms and follow like
the discussions andconversations and questions that
are coming up from there becauseyou'll learn a lot from that.
(31:13):
Yes.
And be part of forums and justkind of, you know, I've learned
more in the last two years thanI think, you know, five years of
working in a company because youare only doing that.
But in two years, like, youknow, the learning curve has
been like huge.
SPEAKER_00 (31:29):
Yeah.
Yeah.
Yeah.
And I think also learning aboutourselves as entrepreneurs.
Oh, yeah.
For sure.
And what we like.
I mean, it's just, yeah, it isreally, it's a beautiful thing
when you start to feel like, youknow, taking a day off.
Yeah.
And just, you know, being ableto take care of yourself or, you
you know, with me, with my kids,like there's always something
(31:49):
hitting the fan.
So I have to be available or myhusband has to be available and
having that flexibility.
So I think it's really, I lovethat.
I love that, you know, we'regiving our audience here the
understanding that, yeah, it'snot an overnight thing.
You can do it, prioritize thethings that you're really good
at.
And, you know, within two years,you're already making what you
(32:09):
made in corporate, you know, andI think even with your client
roster, you know, starting withone client, like what's that
been like as well?
How would you sort venture payssomebody who's considering this
like how long is it going totake them what's going to happen
in those two years what is thatgoing to look like for them is
it going to be two years ofmaking no money two years of
making some money yeah
SPEAKER_02 (32:28):
I mean the early days I wasn't making a mess I
was getting by I was also I didhave quite a cushion of savings
but
SPEAKER_00 (32:36):
yeah you definitely want to be in a good place yeah
yeah with regard to the cushionof savings I think one of the
things that I think is reallyimportant here is this notion of
savings um and having a cushionit's like sort of like coming
from that if I could have toldmyself then what I know now
would you have had more savingswould you have you know how
would you have really budgetedor do you feel like what you did
(32:58):
was just enough to get by andwas
SPEAKER_02 (33:00):
um I think it was enough to get by and I just I
had that cushion of savings andAnd, you know, I've had money to
draw on, which at times neededit, which I've been very
fortunate for and grateful foras well.
Yeah, you know, could I havedone having more money?
Of course.
SPEAKER_01 (33:17):
I
SPEAKER_02 (33:17):
think how long is a piece of string?
But sometimes not having thisvery comfortable is the driver.
Like, you know, I think maybethat motivation might not have
been as strong if I'd had– moremoney to fall back on, you know,
if it had been too comfortable,let's put it that way.
You know, it's never, ever goingto be perfect, but would I,
(33:39):
yeah.
Would I have had more?
Yeah.
You know, I would have said, youknow, cause then I could have
invested more here or there, butyeah.
When my contract ended, I didtake a couple of months that I
was like, Hey, Yes.
But I just needed like, youknow, really to, yeah.
So that covered me for a littlebit, but then also, yeah, once I
(34:01):
did start earning, yeah, justalso that while what I was
earning caught up to my livingexpenses, I was able to make up
that difference.
Oh yeah.
So if you can, if you can getthat cushion, build that up in
place.
I would say it's ideal.
Yeah.
Yeah.
Don't be too comfortable thatthen you drag.
SPEAKER_00 (34:22):
You still want to be scrappy.
You still want to be scrappy.
And I think you do.
You have to be very scrappy.
And, you know, the importantthing to mention here would be
that starting your OBM career orOBM business is not something
that is that costly either.
Right.
Like, no, no.
Yeah.
Nina's story is proof thatbuilding a business aligned with
(34:44):
your strengths is possible withthe right support and skills.
If you're ready to follow in herfootsteps, applications for OBM
certification are now open.
Visit obmacreditation.com totake the first step.
And don't forget to subscribe tothe OBM show for more stories,
strategies and insights to helpyou grow your career and
(35:04):
business.
Thank you for tuning in.
And until next time, keep movingtowards the business and life
that you truly want.
Welcome to the OBM show.
Today, I'm joined by Nina Reich,an accredited OBM who built a
thriving business on her ownterms.
Nina started her career incorporate, enjoying the
stability and perks of a cushyjob until it suddenly ended.
After trying to stay on thecorporate path, she realized her
heart wasn't in it.
Through her journey ofself-discovery, Nina uncovered
(00:22):
what truly mattered, freedom,flexibility, and creating a
career aligned with herstrengths.
Pivoting into the freelancespace as an OBM wasn't easy, but
with the support of OBM School,it became the best decision she
ever made.
If you're ready to take yourcareer to the next level,
applications for OBMcertification are now open.
(00:44):
Visit obmacreditation.com to getyour application in today.
Welcome to the OBM Show, thepodcast that pulls back the
curtain on what it really takesto thrive as an online business
manager and help businessesscale without burning out.
I'm your host, Sarah Noked,agency owner, OBM mentor, and
(01:07):
founder of OBM School.
I've been working in the backend of online businesses since
2009, building systems, managingremote teams, and mentoring OBMs
who make businesses run likeclockwork.
Now, I've seen what works, whatdoesn't, and the messy middle
that no one talks about.
(01:27):
Here, we get real about thetools, strategies, and stories
that drive sustainable success,plus the tech mishaps, growing
pains, and lessons learned alongthe way.
If you're ready to stop spinningyour wheels, step into your
leadership role, and see whatactually happens behind the
scenes of thriving businesses,you're in the right place.
(01:50):
Let's get started.
Let's get started.
Welcome to another episode ofour day in the life with an OBM.
We have the lovely Nina Reif,all the way from South Africa,
one of our accredited OBMs.
And I'm so, so keen oninterviewing you, Nina, because
we're almost in the same neck ofthe woods.
We've been working together forquite a bit of time, and it has
(02:12):
been an absolute pleasure reallyto see you blossom and just
evolve as an entrepreneur insideof our community of OBMs.
And it's really great to haveyou on here.
Welcome.
SPEAKER_02 (02:24):
Thank you, Sarah.
It's amazing.
It's been an amazing journey.
SPEAKER_00 (02:27):
Thank you.
Yeah, it has been an incrediblejourney and I would love for you
to share just at the top of theinterview here, a little bit
about how you particularly foundthe online space and what you
were doing before you came intothis.
SPEAKER_02 (02:43):
All right, so I was working, I was actually a
contract for a SaaS or ad techcompany based in Europe.
So I was already working onlineremotely because I was the only
member of the team for most ofthat time in South Africa.
I was traveling a fair amount.
(03:04):
So I was traveling toJohannesburg for meetings and
then the occasional trip toEurope as well.
But I was largely remote and itwas a role that was very much,
you know, I had so flexibilityas long as I was getting work
done and delivering results, youknow, I could, you know, I did
my shopping in the day, youknow, I really, I had
SPEAKER_00 (03:26):
freedom.
SPEAKER_02 (03:28):
Yeah.
So it wasn't like a completejolt to coming to this world
from like a corporate of havingto go into an office every day.
But how I became or how Idiscovered sort of the online or
OBM world is that contract cameto an end and I kind of was
like, well, what next?
Because I really didn't want togo back to being in a corporate
(03:50):
environment.
When I was speaking torecruiters and my network and
putting my name out there again,I'd very much been pigeonholed
into one role and I wasn'tenjoying it anyway.
And I really And then when I wasinterviewed, I think I really,
my heart wasn't in it.
And
SPEAKER_01 (04:08):
I
SPEAKER_02 (04:08):
don't think, you know, companies and businesses
I've interviewed with couldreally tell because I was asking
questions like, you know, areyou fully remote or is it
hybrid?
And that to me was moreimportant than, you know,
actually the role itself.
And I think that really cameacross.
And I was, I gave it like a longthought, you know, I think this
is time, I need to break out andI need to work for myself.
(04:31):
But I really didn't know whatthat would look like.
Or, you know, I knew I had kindof all these skills and
background, but I really didn'tknow what I could contribute and
kind of like a consulting role.
So initially, I started out,because I've got a I started off
as a sort of marketingconsultant and picked up my
(04:54):
first client doing theirmarketing strategy and
implementing that.
SPEAKER_00 (04:58):
So fresh out of the gate.
Yeah.
In a real spirit, driving high.
You're just going to go andseize it.
So you make it sound so easy,but in reality.
Yeah, I mean, I did.
You didn't have a website.
You didn't have.
No,
SPEAKER_02 (05:16):
no, no.
I didn't have anything.
So it was at that point a friendof mine said– I actually, I went
to have lunch with her and Iknew that she'd also, she was
working at ad agencies and justthought, you know, let's
connect, have lunch.
And I was like, what are you upto?
She said, you know what?
I'm by myself working as anonline business manager.
(05:37):
And I was like, well, what'sthat?
Well, she said, join OBM Week.
And she introduced you.
She sent me on Facebook.
She added me to the group andeverything.
And so, and again, and I joinedOBM Week.
And actually the first timearound, I was like, okay, this
is great.
This like taps into, everythingthat I enjoyed because I liked
sort of thinking strategicallyabout a business, putting
(05:58):
strategy in place.
And I liked being in the backend as well.
I also like client facing.
I like dealing with clients.
So it really taps into all ofthose areas, I think, where my
strengths are and stuff I likedoing.
So I thought, no, this isamazing.
So I did OBM Week, but then Ireally, I didn't really pursue
it so much.
I kind of started my website andI think this client, the
(06:21):
marketing thing, I was kind oflike a foot in both worlds, so
to speak.
Growing pains.
Yes.
Yeah.
Yeah.
And then I think also that rolebecame more operation as well.
It was a lot with a businessthat needs to be sort of like
the team and stuff like that.
So it sort of naturally evolvedto being more than just a
marketing role.
Or it naturally evolved to beingan OBM, sounds like.
(06:42):
Yeah, exactly.
And I was also like, you know,because the business owner was
overseas a lot.
He was in the States.
And I was like, you know what?
You really, you need SOPs.
You need to do this.
You need like new systems andstuff like that.
And I will help you do this.
So it really like, that's kindof where it evolved.
So then I did OBM.
We again.
And I was like, okay, I need tolean into this fully.
(07:03):
I did the accelerator course andreally enjoyed it.
And it just gave me like a hintof what to expect with the
accreditation program.
And then that was it.
I was like 100% committed, allin.
I'm going for it.
SPEAKER_00 (07:15):
That's
SPEAKER_02 (07:17):
how the
SPEAKER_00 (07:18):
journey started.
It's been such a pleasureworking with you because so
often I meet entrepreneurs suchas yourself that are so like
kindred spirits to myself inthat, you know, we have all of
these incredible skills.
And I love that you were able torecognize that you had that
consultancy and you had thatstrategy, because unfortunately,
(07:39):
I think a lot of OBMs and a lotof entrepreneurs to be really
cut themselves short and don'tgive themselves the ability to
actually bloom into anentrepreneur.
And so kudos to you, Nina, forlike giving yourself that
opportunity.
Is Is there something that youcould say to our listeners or
people watching us on YouTubetoday who are thinking to
(08:01):
themselves, wow, like Nina makesit look so easy.
What was it?
Or is there something that Ishould be thinking about or be
doing to make that leap?
Because it's not that easy to belike, I'm leaving the corporate
job.
SPEAKER_02 (08:16):
It's not.
SPEAKER_00 (08:16):
And
SPEAKER_02 (08:18):
I think that, you know, I'm not going to lie.
There's been moments I think,oh, you know, it'd be easier if
I just, but then it wouldn'talso be easier because I think
the life you lead and that youcreate for yourself is so much
more than I felt I had withbeing in a corporate
environment.
Being an entrepreneur isn't easyby any means.
(08:38):
It doesn't, you know, youlooking for clients, all of
that, that daily process.
The highs are high,
SPEAKER_00 (08:43):
the lows are low, and it's probably in between.
Yeah,
SPEAKER_02 (08:47):
but it doesn't feel like a grind.
It's like a labor of love.
So it feels hard, but at thesame time doesn't.
And I think about it a lotbecause it's like, how can I
explain this?
But it really doesn't.
Like every day, you know, I'mexcited to get to my laptop
because it's also on my ownterms.
It's not on someone else'sterms.
And I think that for me ismassive.
(09:08):
It's massive.
SPEAKER_00 (09:09):
Quick interruption here.
Now, if you are ready to takeyour OBM career to the next
level, you have got to check outour OBM accreditation program.
This OBM certification programis the only CPD certified
program on the market, and it isdesigned to give you the skills,
confidence, and credibility tostand out as a leader in this
(09:34):
space.
Whether you are transitioningfrom VA work or looking to
refine your online businessmanagement skills, this program
has everything that you need toelevate your career.
Now head on over toobmacreditation.com to check it
out and to apply for free today.
All right, let's get back intoit.
SPEAKER_01 (09:55):
That
SPEAKER_00 (09:56):
was beautiful, Nina.
And for those of you listening,There's never going to be, let
me say, some clear feelingwithin yourself that's like, oh,
now is the time.
Because I remember even in myown entrepreneurial journeys as
people who live in this neck ofthe woods, you're in South
Africa, I'm in Israel.
(10:17):
I think that me coming here fromCanada really made me realize
that I have to be resourceful.
And I have to do a lot of thesethings for myself.
And it felt...
So counterintuitive.
And I think that's what a lot ofentrepreneurs to be don't
realize is that there's notgoing to be like this, like, oh,
we're like the sky opens andsuddenly, you know, the elves
(10:40):
and fairies are singing.
You're an entrepreneur.
Like it doesn't happen.
No.
feels painful and nauseating,right?
Am I right?
Yeah, absolutely.
SPEAKER_02 (10:49):
Absolutely.
And I think when you tell thestory of how it happened, it
does sound very easy, but youknow, it also happened over a
period of time.
There were, you know, there wasa few months where I wasn't
working or, you know, there was,you know, there was difficult
times for sure, but you know, Ilook back and it's, and I also
was like, oh, I can like thiswhole time when I made that
decision, as I said, there aretimes that I thought maybe I
(11:11):
should do it, but there was sofleeting.
And as soon as I that ideapopped into my head.
I was like, what am I thinking?
Because I've always beenconvinced that this is the right
path for me and it's going towork.
Yes.
SPEAKER_00 (11:23):
To begin with.
SPEAKER_02 (11:25):
Yeah.
And that conviction is whatkeeps you going and keeps you
like, working towards thosegoals and making them happen.
It's that absolute belief thatit's going to happen for you one
way or another and that you'regoing to make it happen.
SPEAKER_00 (11:39):
Yeah.
And I think that that's such animportant part.
It's sort of like this, you havefaith that it will all work out.
And I think generally to bepositive and, you know, have
that foresight that things willwork out in your best interest,
I think is such an important wayand mindset to as an
entrepreneur.
So that ability to withstand thehighs and the lows and
(12:03):
everything.
It's
SPEAKER_02 (12:04):
not a blind faith.
It's like faith in yourself,actually.
And I tell you, one big thing islike, you know, I think about,
because also now the hybrid,okay, there was the remote work
and hybrid.
And now a lot of companies aresaying, no, we want you back
full time, which is soshort-sighted.
I just think, you know, here,and I know in a lot of other
places, traffic is That's theone thing that used to really
(12:26):
get me down because it would bea good hour and a half, two
hours out of my day of wasted
SPEAKER_01 (12:32):
time.
Oh, yeah.
SPEAKER_02 (12:33):
Yeah.
And I don't have that extratime.
SPEAKER_00 (12:36):
Are we the same person?
Are we the same person?
I had the 45 minute commute andI there and then 45 minutes
back.
And I was like, this is like,and back in the day when I was
in corporate, there was no workfrom home.
Like that was like out of thequestion.
So, I mean, I had to go into, Ihad to go into work and it
really, it really sucked.
(12:56):
So it's sort of like making thatlist of things that really are
not great about corporate thatkind of helped to motivate you
to stay.
Because as we're saying, youknow, I'm never going to sit
here and say being anentrepreneur is easy.
(13:32):
No.
You know, people, A, didn't knowwhat an OBM was, but B, you
know, that people arerecognizing in you that you have
this skill set and it's such aunique kind of position, the
online...
Major role.
SPEAKER_02 (13:45):
We both actually at different times work for the
same advertising agency and thesame roles, interestingly,
because I was like, I don't knowif I could do that.
And she said, you've done this.
Of course, that's what it is.
It's, yeah, you know.
Yeah.
It's managing clients, projectmanagers, all of that.
It's working with teams.
It's like a whole, you know, and
SPEAKER_00 (14:04):
more.
SPEAKER_02 (14:04):
So, yeah.
SPEAKER_00 (14:05):
Yeah.
And I just find that whensomebody tells you that you
could aspire to be somethingamazing like this, it just gives
people such a boost.
They come in, you know, gunsblazing, right?
And it's a real beautiful thingto see because we need good OBMs
in this space.
We need people that can lead andstrategize and manage and help
(14:26):
the teams propel along and allthat good stuff.
And I know that every OBM isunique, Nina, and I would love
for you to share with ourcommunity.
What are the types of thingsthat you particularly do with
clients in the OBM space?
Maybe you can tell us even alittle bit about your clients
without being too...
Getting too into it and sharingall the details where we want to
(14:47):
keep it confidential.
SPEAKER_02 (14:48):
Well, yeah, obviously I follow the
principles from, you know,accreditation.
But I've also found that they'rea really good foundation to
have.
So, you know, obviously strategysessions and all of that.
But I've also learned that, youknow, with some clients you need
to be a little bit fluid and youkind of evolve to working
together where it's, you know,there's like a bit of give and
(15:11):
take.
that you're guiding them down.
Because also that's in mypersonality.
I'm not going to like, you know,we need to do this and be very
rigid.
It's like, you know, keeppushing gently, gently
convincing.
Yeah.
SPEAKER_00 (15:24):
Yeah.
I will add in here that I thinkthat's, that's, it's a wonderful
thing because in this smallbusinesses that we work with as
OBMs, there's room to pivot.
So there's like, that's likeexpected, like it's like a
superhero power in a way thatyou can be like
SPEAKER_02 (15:38):
that.
So it's, yeah.
And I have to say like once, andI, cause I've always been
intimidated by, especially, youknow, in corporates, you see
like senior management or Idon't know, C-suite, whatever.
And you think it's a two waystreet.
Sometimes you think, how didthey get there?
Absolutely.
But then also you can be reallyintimidated by them.
(15:58):
And I think in the beginning,like working with entrepreneurs
and one level, I was quiteintimidating.
But then when you get into themrunning their business, they
really are all over the place.
And on that kind of level, like,you know, they have their zone
of genius as it's called.
Other parts of their business,it's kind of like, yeah, I think
that was like, you know, havingthat confidence to be the
(16:19):
authority in those areas.
SPEAKER_00 (16:21):
Yeah, to be like that big old container that
holds all of their vision.
visionary hot mess.
SPEAKER_02 (16:27):
Yeah.
So that's, that's surprised me,but also given me a lot of
confidence and, and to, youknow, in terms of how I work
with clients and how, yeah, Imean, I think no two clients
will ever be the same.
I think you have your workingstyle and they have their
working style and it's finding away where you kind of have that
gel together.
And it takes a little while toget there.
(16:49):
I would say like six monthsbefore.
UNKNOWN (16:52):
Yeah.
SPEAKER_02 (16:52):
I would say, yeah, you know, that first three
months is a lot.
SPEAKER_00 (16:57):
Oh, yeah.
And then
SPEAKER_02 (16:57):
you kind of start and then like three months after
six months, you start gettingthat really great rhythm.
And
SPEAKER_00 (17:02):
yeah, like the trust is there.
Yeah.
And
SPEAKER_02 (17:06):
you can intuitively know what they want or like put
forward things before, you know,they even know what they want,
all of that kind of stuff.
I would say I'm definitely likea more of a big picture person.
I've always been like that, likebig picture, like details.
Yeah, like I'll get into, but Ilike the big picture strategy
and like working on the visionand what needs to be done to
(17:27):
achieve that.
The detail of actually gettingit done, I'll do it, but it's
not my favorite part, I willsay.
Right, right, right.
SPEAKER_00 (17:35):
Yeah.
And I
SPEAKER_02 (17:35):
think that also do you love working things out?
Like when there's a challenge,like if it's a new
SPEAKER_00 (17:40):
problem solving.
Yes.
Yeah.
Like I'll
SPEAKER_02 (17:43):
sit there and work it out.
SPEAKER_00 (17:44):
Yeah.
Yeah.
And equip the plan.
SPEAKER_02 (17:46):
Thanks chat GPT as well.
SPEAKER_00 (17:48):
Yeah.
Thanks chat GPT.
Yes.
SPEAKER_02 (17:50):
Yes.
SPEAKER_00 (17:52):
I know we've known each other for a while.
We've been working together fora while.
I have seen a significant changein your client roster, but I
would love for you to share someof the things that have changed
for you.
You're not even connected tobecoming accredited because I
think becoming accredited was areally natural step for you.
But also for a lot of us, it'sjust sort of part of the
journey, you know, like yourclients evolved.
(18:14):
How has that been for you?
How has your roster changed overtime?
SPEAKER_02 (18:18):
I mean, from having that first client, which was
very much marketing that evolvedinto, and even then I always
like, they called me themarketing manager or, you know,
I referred to myself as themarketing manager.
SPEAKER_00 (18:29):
She's like off with her head, the marketing manager.
SPEAKER_02 (18:32):
Yeah.
So it wasn't even like the OBMthen.
And I think the accreditationjust gave me the confidence to
call, you know, it was on mywebsite and everything, but it
just like really gave me theconfidence.
I supposed to voice it and putit out there.
And she is my, biggest client iswhere my referrals come from oh
really oh I like that oh let'stalk about this yeah so so it's
(18:56):
actually that first client it'shis wife then she's not my
biggest client so wow I lovethat yeah it's just been this
journey from that first clientshe was looking for like a chief
of staff, DOO, and then I said,well, you need an OBM.
SPEAKER_00 (19:14):
Rational whatever.
Yeah, yeah,
SPEAKER_02 (19:16):
yeah.
Yeah, and I didn't at that pointhave the confidence to pitch
myself.
And I said, I'll help you findsomeone because she was like
very much because it's a CPA andshe was very much like I need
someone with that backgroundand, okay, I get there's a lot
of processes and stuff like thatthat maybe, you know, I don't
have experience with.
(19:37):
And I was actually chatting.
I was emailing Toby.
She said, why don't you apply?
And I was like, I thought aboutit the weekend.
I was like, why don't I?
And I did.
And she was like, yeah, it'samazing.
And yeah, it
SPEAKER_00 (19:48):
is for you.
Because there's something very,a very important point that
Nina's making here.
And that is you have to securegood clients because good
clients that need OBMs refer youto other clients that need OBMs.
And then you get a lot oftraction in that way.
And your business continues togrow.
(20:08):
I mean, even better when it'shusband that recommends your
services to his wife, becausethat means that you really are
amazing at what you do, Nina.
SPEAKER_02 (20:16):
Yeah.
Yeah.
And I think it's, I think yourstrongest source of clients is
always going to be referrals.
Absolutely.
Almost half your job is donebecause.
SPEAKER_00 (20:25):
Oh my God.
A hundred million percent.
Yeah.
They come on the discovery calland they're like one foot in the
door or they're ready.
They already have in their mindthought about what it's going to
be like to work with you.
So yes.
And also to, you know, even withour OBM school directory and,
you know, all the things that wedo to help bring the clients to
the students, there's nothingbetter than word of mouth when
(20:48):
the right clients are spreadingyour good word.
So I think that's great.
That's such an important piece.
The clients have changed.
Your role has evolved.
And with that comes otherincreased things.
Like I know that you and I havetalked a lot about team over the
years and just growth as anentrepreneur.
How does your roster feel now?
Are you happy where you're atrevenue wise?
(21:10):
Like what does all that looklike?
SPEAKER_02 (21:12):
Yeah.
So, I mean, look, I was...
I was earning pretty well beforemy corporate job.
And I think at now I'm at apoint where I'm matching that,
which is amazing.
Next year I know I'll surpassthat for sure.
So, yeah.
So it's maybe taken me a littlelonger than I anticipated to get
(21:33):
to that point, but it's beenfine.
Considering I'm working afraction of the time.
Yeah, exactly.
And it's really, you know, it'sat my pace and, you know, it's
both.
yeah taking like it's like somesome days you're like oh you
know I just really I want tojust watch shows or whatever and
I want to binge Netflix and likeyeah and it's like there's a day
(21:55):
it took me a long time to allowgive myself permission to do
that oh yes yeah I could take aday my clients if they miss it's
fine there's nothing but it'sthere's nothing urgent that
needs to happen because I'llwork weekends quite happily or
whatever you know that nine tofive Monday to Friday structure
slowly disappears And thenyou've just got this
SPEAKER_00 (22:17):
freedom, which is amazing.
You know, I think when we thinkabout becoming online business
managers, you know, as youmentioned, like matching
corporate I think is the goalfor a lot of us, right?
Like we don't, nobody sets outto be like, at least the OBMs I
know, they're not like, I'mgoing to be a millionaire
overnight and I want to takeover the world.
(22:38):
It's like, no, we just want someflexibility.
We want to be able to plan ourown time and plan our own life.
And like, at the very leastmatch what we used to make for
less hours.
So I love that you brought upthat point because it's not
like, you know, money'swonderful.
We all need money.
We all put food on the table,but time freedom.
Yeah.
We speak to that because yourhusband is also.
(23:01):
He's worked from home, worksfrom home.
Yeah.
What is that like for you guys?
I
SPEAKER_02 (23:06):
know it's great.
You know, we've just got thisvery easy kind of, we don't have
kids.
We've got dogs.
SPEAKER_00 (23:12):
So, you know.
By the way, do you hear my dogbarking in the background?
No,
SPEAKER_02 (23:16):
I didn't.
Mine's scratching at the door.
Under the door.
SPEAKER_00 (23:23):
My dog's just barking at air downstairs like
he does.
SPEAKER_02 (23:27):
So, I mean, I think about, like, you know, if I was
working in corporate, you know,he would be walking the dogs in
the morning.
He would be doing all of thatstuff.
And then I'd get home.
late evening maybe have time tocook some dinner and then it's
like the quality time becausealso he gets let's see it busy
in the evenings and that's whenhe gets creative and it's when I
(23:47):
chill out but so you know if Iwere working full-time in
corporate like we would maybesee each other on weekends
properly like have that so youknow our time together is like
really easy um we just kind ofdo our thing during the day we
pass each other we'll have chatI'll go and like walk around the
garden and it's it's summer herenow so you know he He's out in
(24:07):
the garden.
He loves gardening.
I like being in the garden.
I don't like gardening.
But anyway, so it's just likethis really easy, like fluid,
you know, partnership of notworking together, but working in
the same space, so to speak.
You know, I think there's a lotof angst in relationships that
we don't have because both of usdon't have that stressful.
(24:28):
And
SPEAKER_00 (24:29):
you're doing what you both want to do.
Exactly.
Exactly.
I know.
I know.
My husband also has that timefreedom as well.
And like he's home.
My mother's coming on Wednesday.
My mother stays with us allwinter long.
Five months of the year.
So my mom, my mom is coming onWednesday.
It's Monday.
We're recording on a Monday andmy husband's like cleaning out
the, the eavesdrop, putting newout, like, like changing light
(24:54):
bulbs.
Like he's like at home, it'slike two o'clock in the
afternoon and he's like doinglike all of these things.
Yeah.
I mean, it's great.
I love that we both have that.
We worked so hard.
Yeah.
(25:35):
if there's any sort of way thatyou could maybe give some
insight to somebody who's maybeconsidering this still in a
corporate job.
Maybe they're in a corporate jobwhere they actually see that
they have all of thesetransferable skills, but they're
freaked the F out about how thatis going to pace itself.
Because like you and I are bothsaying, you know, it wasn't like
(25:56):
you got your clients overnight.
You got the first client.
And then, so how does thatreally, how does the revenue
look?
How does getting on your feet asan OBM look, how does that all
feel from the perspective ofsomebody from corporate?
That's like, I don't even knowwhat this looks like for me.
SPEAKER_02 (26:11):
Yeah.
I mean, look, I do think it'sgoing to look different for
everyone.
And honestly, it is what youmake it.
Like, I think that you're goingto lean into your strengths.
And I know that like tech issetups and whatever.
I do, I like to sit and work itout, but it's not, it's not my
strength.
And for example, my projectmanagement tool, I know I'm not
(26:33):
using it to its fullestpotential in terms of, but I get
what I need out of it.
It helps me track tasks and getthings done.
Yeah.
Yeah, it's enough for me.
You know, my goal is I'll have atech, VA tech, who I plan to get
all the people that's going tobe their baby.
(26:53):
It's like the tech side.
But I know what needs to getdone.
So I think everyone, like whereyou're natural, what you enjoy
doing and where you're naturallygood at, like really lean into
that.
And don't worry about, because Ispend a lot of time worrying
about the stuff that I didn'tknow or that I wasn't good at.
And that's okay because we can'tbe good at it all.
(27:13):
And also, I think as well, theone thing that used to worry me
a lot is like, who's your idealclient?
I don't really know.
What's your niche?
Who's your ideal client?
Oh, I know.
It's like.
And I find that's evolving, youknow, like you see what other
OBMs and it's like, oh, I'm notgoing to repeat.
just like copy or, you know, Iwould look for inspiration, but
(27:36):
you've got to, you know, youknow, and use that for
inspiration.
And eventually you will findyour own voice and you will find
who you are as you go.
Yeah.
Like my ideal client is evolvingstill.
I think, you know, like femaleentrepreneurs is just sort of
coming naturally.
You know, I like that space interms of, because I think, The
(27:59):
life of an entrepreneur is sucha good option for so many women,
especially women in theirchildren, which I don't.
But, you know, I can see that itis, you know, and I think that
the flexibility it gives.
And also, I think it weirdlycomes with less risk, which
sounds counterintuitive, maybe.
(28:19):
Tell more.
Tell more.
Yeah.
Yeah.
Especially in corporateenvironments, you are subjective
to retrenchments and change, andyou're not in control of that.
But as an entrepreneur, you arein control.
Yeah, sure.
It's like finding clients istough.
But once you reach that tippingpoint, everything changes.
(28:41):
But because you are in control,you decide when you want to stop
working or when you want to.
It's like your choice ratherthan the executive level saying,
okay, well, that departmentneeds to go because we're
slashing costs whatever the casemay be so I think your longevity
in the workspace and working isfar far longer than if you were
(29:02):
in corporate because I thinkalso like women probably I hate
this term but I think it is truemaybe age out more than men
which is a reality so I thinkfor women and being an
entrepreneur I think there's somuch opportunity and I think
it's it's something that likewomen should really be
considering It's like,
SPEAKER_00 (29:23):
why aren't they telling us these things?
Why are they telling us that theopposite is true?
It's crazy.
But I mean, I love what you'resaying because I think it's so,
so important to talk about whatit's like on the other side and
talk about this notion of atipping point.
(29:43):
Because I also remember when Ireached my tipping point and I
was like, oh, when's someonegoing to pull the carpet out
from under me?
I was like, oh.
Nobody's pulling the carpet out.
I'm okay.
I was like, is this happening?
I was like, oh, I'm making thiswork for myself.
And obviously it doesn't happenovernight.
For me, it took far too long.
(30:04):
I mean, I didn't have a resourcelike OBM school and I was kind
of really in the dark.
And also technology was verydifferent back then.
We were still learning HTML.
I'm like, for anyone scaredabout the tech and getting up to
speed with the tech, you've gotYouTube tutorials.
And for the love of all things,holy, all of these SaaS, service
as a software platforms.
(30:24):
They want you to know how to usetheir software.
They make it so easy for you tolike drop.
Like we were, I was like,
SPEAKER_02 (30:31):
university, which is amazing.
So exactly.
Which is, so they all thosekinds of resources and webinars.
I sign up for everything.
Like I sign up for all theweapons.
I don't often get to watch them,but there's an off chance.
Cause you'll always get thereplays.
Right.
Um, Yeah, and because there'salways free webinars because
(30:52):
they're always wanting to putit.
But, you know, just, like,listen to all the webinars.
Like, just spend your time in–you know, join like Facebook or
whatever communities for varioustech platforms and follow like
the discussions andconversations and questions that
are coming up from there becauseyou'll learn a lot from that.
(31:13):
Yes.
And be part of forums and justkind of, you know, I've learned
more in the last two years thanI think, you know, five years of
working in a company because youare only doing that.
But in two years, like, youknow, the learning curve has
been like huge.
SPEAKER_00 (31:29):
Yeah.
Yeah.
Yeah.
And I think also learning aboutourselves as entrepreneurs.
Oh, yeah.
For sure.
And what we like.
I mean, it's just, yeah, it isreally, it's a beautiful thing
when you start to feel like, youknow, taking a day off.
Yeah.
And just, you know, being ableto take care of yourself or, you
you know, with me, with my kids,like there's always something
(31:49):
hitting the fan.
So I have to be available or myhusband has to be available and
having that flexibility.
So I think it's really, I lovethat.
I love that, you know, we'regiving our audience here the
understanding that, yeah, it'snot an overnight thing.
You can do it, prioritize thethings that you're really good
at.
And, you know, within two years,you're already making what you
(32:09):
made in corporate, you know, andI think even with your client
roster, you know, starting withone client, like what's that
been like as well?
How would you sort venture payssomebody who's considering this
like how long is it going totake them what's going to happen
in those two years what is thatgoing to look like for them is
it going to be two years ofmaking no money two years of
making some money yeah
SPEAKER_02 (32:28):
I mean the early days I wasn't making a mess I
was getting by I was also I didhave quite a cushion of savings
but
SPEAKER_00 (32:36):
yeah you definitely want to be in a good place yeah
yeah with regard to the cushionof savings I think one of the
things that I think is reallyimportant here is this notion of
savings um and having a cushionit's like sort of like coming
from that if I could have toldmyself then what I know now
would you have had more savingswould you have you know how
would you have really budgetedor do you feel like what you did
(32:58):
was just enough to get by andwas
SPEAKER_02 (33:00):
um I think it was enough to get by and I just I
had that cushion of savings andAnd, you know, I've had money to
draw on, which at times neededit, which I've been very
fortunate for and grateful foras well.
Yeah, you know, could I havedone having more money?
Of course.
SPEAKER_01 (33:17):
I
SPEAKER_02 (33:17):
think how long is a piece of string?
But sometimes not having thisvery comfortable is the driver.
Like, you know, I think maybethat motivation might not have
been as strong if I'd had– moremoney to fall back on, you know,
if it had been too comfortable,let's put it that way.
You know, it's never, ever goingto be perfect, but would I,
(33:39):
yeah.
Would I have had more?
Yeah.
You know, I would have said, youknow, cause then I could have
invested more here or there, butyeah.
When my contract ended, I didtake a couple of months that I
was like, Hey, Yes.
But I just needed like, youknow, really to, yeah.
So that covered me for a littlebit, but then also, yeah, once I
(34:01):
did start earning, yeah, justalso that while what I was
earning caught up to my livingexpenses, I was able to make up
that difference.
Oh yeah.
So if you can, if you can getthat cushion, build that up in
place.
I would say it's ideal.
Yeah.
Yeah.
Don't be too comfortable thatthen you drag.
SPEAKER_00 (34:22):
You still want to be scrappy.
You still want to be scrappy.
And I think you do.
You have to be very scrappy.
And, you know, the importantthing to mention here would be
that starting your OBM career orOBM business is not something
that is that costly either.
Right.
Like, no, no.
Yeah.
Nina's story is proof thatbuilding a business aligned with
(34:44):
your strengths is possible withthe right support and skills.
If you're ready to follow in herfootsteps, applications for OBM
certification are now open.
Visit obmacreditation.com totake the first step.
And don't forget to subscribe tothe OBM show for more stories,
strategies and insights to helpyou grow your career and
(35:04):
business.
Thank you for tuning in.
And until next time, keep movingtowards the business and life
that you truly want.
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