Alright – so today we’ve got the honor of introducing you to Nicole Magelssen. We think you’ll enjoy our conversation, we’ve shared it below.

Nicole, looking forward to hearing all of your stories today. Getting that first client is always an exciting milestone. Can you talk to us about how you got your first customer who wasn’t a friend, family, or acquaintance?

I didn’t start Alpine Virtual with the intention of building a company. For nearly a decade, I worked as a virtual assistant supporting leaders behind the scenes. I loved helping people stay organized and move their ideas forward, but I always viewed it as flexible work rather than something that would grow into a business.

Then COVID hit, and the part-time job I had always considered my “safe” job was eliminated overnight (I also had my son 4 days after my layoff). Suddenly, the work I had been doing on the side became my primary source of income. I leaned into it and began taking on more clients.

Before long, I found myself in a position I never expected. I had more work than I could handle on my own. Instead of turning clients away, I decided to try something new and bring someone else in to help. That moment ended up changing everything.

What started as one assistant helping with overflow work slowly grew into a team. Over time, Alpine Virtual evolved into an agency that pairs leaders with exceptional U.S.-based virtual assistants. Today we support dozens of businesses each month, but it all started with that simple decision to help one client and then another.

Looking back, getting that first client was less about a grand business plan and more about being willing to say yes, do great work, and let relationships grow naturally. That philosophy still shapes how we run the company today.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I’m Nicole Magelssen, the founder and CEO of Alpine Virtual Assistants, a company that helps leaders reclaim their time by pairing them with exceptional U.S.-based virtual assistants.

I didn’t originally set out to build an agency. For nearly a decade I worked as a virtual assistant myself, supporting entrepreneurs behind the scenes with everything from scheduling and inbox management to project coordination and operations. I loved helping leaders stay focused on their bigger vision while I handled the details that kept things running smoothly.

When COVID hit, the part-time job I had always considered my “safe” role disappeared overnight. The virtual assistant work I had been doing on the side suddenly became my primary focus. As more clients came my way, I quickly realized I couldn’t keep up with the demand alone. Instead of turning work away, I started bringing in other experienced assistants I trusted. That small shift eventually grew into Alpine Virtual Assistants.

Today we connect business owners, executives, and organizations with highly vetted virtual assistants who provide executive, operational, marketing, and administrative support. Our goal is simple: help leaders get out of the weeds so they can focus on the work that actually moves their businesses forward.

What sets us apart is the level of care we put into both hiring and matching. We hire only about one percent of applicants and focus heavily on professionalism, communication, and long-term client relationships. We also operate as an agency rather than a marketplace, which gives clients continuity and support they don’t always get elsewhere.

What I’m most proud of is the impact this work has had on people’s lives. Our assistants are able to build meaningful, flexible careers, and our clients often tell us that having the right support has given them back time, clarity, and peace of mind. At the end of the day, Alpine Virtual exists to help capable people do their best work—and that’s something I feel incredibly grateful to be part of.

What else should we know about how you took your side hustle and scaled it up into what it is today?

Yes, it absolutely did. What eventually became Alpine Virtual Assistants actually started as something much smaller.

For nearly a decade, I worked as a virtual assistant supporting entrepreneurs behind the scenes. I helped with scheduling, operations, project coordination, and whatever else was needed to keep their businesses moving forward. At the time, I viewed it as flexible work that allowed me to help people while balancing family life. I never imagined it would turn into a full company.

Then COVID hit. The part-time job I had always considered my “safe” role disappeared overnight. Suddenly the VA work I had been doing on the side became my primary source of income. I leaned into it, took on more clients, and quickly discovered there was a huge demand for reliable, experienced support.

Before long, I found myself in a position where I had more work than I could reasonably handle on my own. Instead of turning clients away, I began bringing in other experienced assistants I trusted. That decision was the turning point. What started as my personal client work slowly evolved into a team, and eventually into an agency.

Today Alpine Virtual Assistants connects leaders and organizations with highly vetted U.S.-based virtual assistants who support everything from executive assistance and operations to marketing and project management. One of the key milestones for us was formalizing our hiring process. We receive a large number of applicants, but we hire only about one percent to ensure our clients are working with professionals who are dependable, proactive, and capable of building long-term relationships.

Another milestone was realizing that the impact of this work goes far beyond task management. When leaders have the right support, they gain back time, clarity, and the ability to focus on the work that truly matters.

Looking back, the business didn’t start with a grand plan. It grew out of solving real problems for real people and saying “yes” when new opportunities appeared. That mindset still shapes how we operate today.

Can you tell us about what’s worked well for you in terms of growing your clientele?

The most effective strategy for growing our clientele has been focusing on relationships and delivering exceptional work rather than chasing rapid growth.

Early on, I realized that when a leader finds the right assistant, the impact is immediate. They gain time back, their stress decreases, and their business runs more smoothly. Because of that, many of our clients naturally become advocates for the work we do. Referrals and word of mouth have been one of the biggest drivers of our growth.

Another important factor has been the care we put into our hiring and matching process. We receive a large number of applications but hire only about one percent. Our goal is to ensure that every assistant on our team is professional, proactive, and capable of building strong working relationships with clients. When the match is right, those partnerships often last for years.

We’ve also focused on building trust rather than trying to scale too quickly. Many business owners have had mixed experiences with outsourcing or hiring support, so reliability matters a lot. By consistently showing up, communicating well, and delivering high-quality work, we’ve been able to build a reputation that continues to attract new clients.

Ultimately, the strategy has been simple: take great care of the clients we already have, and the growth tends to follow.

Contact Info:

• Website: https://www.alpinevirtual.com
• Instagram: https://www.instagram.com/alpinevirtual/