In this episode of Behind the Business, Sofia chats with online business manager Holly Griffiths to demystify what an OBM actually does, how it’s different from a VA, and the mindset shifts needed to step into true leadership as a coach.
In the world of online business, especially for coaches and service providers, there’s often a point where hustle and heart alone won’t cut it anymore. You’re full of vision, bursting with big ideas, and ready to scale. But execution? That becomes the bottleneck. Enter the Online Business Manager, or OBM.
In a powerful conversation with Holly, a seasoned OBM, we unpack what it actually looks like to bring someone into your business who doesn’t just help—but helps you scale. Unlike a virtual assistant (VA) who needs specific instructions and handles tasks you assign, an OBM operates on a strategic level. They bridge the gap between your vision and reality, helping you map out, manage, and delegate the operations of your business so you can stay in your zone of genius.
One of the biggest misconceptions in the online space is thinking, “Can’t my VA just do that?” And the answer is: not quite. VAs are incredible at execution, but they rely on your direction. OBMs, on the other hand, come in to lead. They take your big picture and break it down into projects, systems, and repeatable workflows, communicating with your team and building infrastructure that supports real growth.
Holly shared how many of her clients come to her around the 20k/month mark, when they realize things are slipping through the cracks. They’ve got offers, they’re doing launches, but it’s all manual. They’re exhausted from doing everything themselves and know there’s a better way—but they don’t have the capacity to figure it out, let alone implement it. This is where an OBM steps in as the second brain behind the business.
We also dove into the mindset it takes to delegate at this level. Letting go of control is scary, especially when you’ve had less-than-great experiences hiring in the past. But as Holly so powerfully said, letting one bad experience stop you from ever hiring again is how it screws you twice. The real growth happens when you learn from it and move forward smarter.
The return on investment with an OBM isn’t always immediate in the traditional sense—but it’s massive. You’re no longer doing the $10/hour tasks when your hour is worth $500+. You’re focused on delivering, growing, and serving. Holly gave an example of one of her clients who was able to take an eight-week honeymoon while her business ran in the background—because the systems were in place, the team was supported, and nothing relied solely on her.
She also talked about SOPs (Standard Operating Procedures)—the unsung hero of scaling. If everything lives in your head, you’ve built a fragile business. SOPs make your business transferrable, trainable, and scalable. They allow new team members to onboard smoothly and give you the freedom to step away without the whole business falling apart.
If you’re feeling like the bottleneck in your business, and you’re ready to go from overwhelmed to organised, from busy to bold, it might be time to stop hiring help and start building leadership in your business. Holly’s story, and the transformations she creates for her clients, are proof that scaling doesn’t mean doing more—it means doing it differently.
You don’t need to do it all. You just need the right support.
