A Second Office fills niche with administrative services
Firm provides administrative help for small companies
08/18/2006
Source: Boulder County Business Report
Author: Doug McPherson
BOULDER – Success comes to those see opportunities in the
midst of troubles. Most would agree the slowdown that followed
the booming 1990s, the Internet surge and Sept.11 would
be trouble. Not Michele Guarino.
"After all that, I saw many companies starting to pare
down their staffs, because they could no longer afford to
keep full-time employees for certain positions, and they
would need help," Guarino says. Help in the form of
a second office.
"I have a unique mix of skills and 23 years of high-level
experience in corporate business, real estate and law, so
I decided to offer services as a contractor-for-hire to fill
the needs," Guarino says.
In early 2003 she created her own company, A Second Office,
which offers management, executive secretarial assistance
and event planning to those with pared- down offices.
"I not only meet with potential clients and market
my company, I also perform the work," she says. But
she also has "a number of very capable assistants" who
are assigned to accounts they oversee. "I review incoming
and outgoing work product for quality purposes."
A Second Office is "a home-grown business" and
not a franchise, but Guarino says she is researching the
possibility of opening other offices.
The benefits are plentiful, she says.
"The real cost of an employee is about two-and-a-half
times their salary after you consider payroll taxes, workers'
compensation, sick and holiday leave, benefits, training and
office space," she says. "And as we get to know our
customers, it can mean more reliable and experienced help than
traditional office assistants, secretaries and temporary employees."
Customers only pay for the time spent on specific tasks. "Our
clients don't pay for idle staff to socialize around the
water cooler, browse the Internet or take care of personal
issues," she says. A Second Office also works after
hours and on weekends.
Most clients are entrepreneurs working from a home office
with little or no staffing. But some customers are startups
and small businesses.
"I don't target a specific demographic, though typically
our clients are very successful entrepreneurs," she
says. "With technology and the virtual office being
what it is, we are even able to service clients as far away
as Virginia."
One customer, Macon Cowles, an attorney in Boulder, used
A Second Office for help with software on worksheets, numbers,
time management and billing. The company, he says, is "extraordinarily
competent."
A Second Office is working on ways to partner with other
businesses. One idea is to help entrepreneurs who have a
strong business concept, but don't have the know-how, time
or desire to tend to systems management.
A Second Office would put those systems in place. "We're
working now on an agreement with a company to do just that," Guarino
says. "We're also in negotiations with other companies
to provide our services as a complement to the services they
already provide."
The startup costs "were minimal, about $3,000" for
a laptop, multifunction printer, (fax, scanner and copier),
an Internet connection, a cell phone and a reliable vehicle.
"We minimize our overhead by running the business out
of a home office," she says.
Her rates vary because her services are customized to each
client's requirements. The rate can also be determined on
the volume of hours a client needs.
Bookkeeping is $40 an hour. Executive assistant and office
management runs between $45 and $50 per hour. Paralegal services
$60. Computer consultation, setup and software training is
$75 an hour. Guarino gives one hour free to determine the
services a client needs.
Guarino wouldn't share revenue numbers, but did say the "business
is booming." The company grew 40 percent from 2004 to
2005, and this year is expected to grow another 30 percent.
"There are some great growth opportunities that ASO
is pursuing that should surpass these numbers," she
said.
Marketing is mostly word of mouth. "Initially,
I answered ads for people seeking executive assistant or
personal assistant help. They saw the value in the concept
of hiring a contractor rather than having employees and hired
us."
Feedback has been good, and she has established a relationship
with an accounting firm that refers people regularly. A Second
Office also belongs to business and professional groups that
in the long term will yield a "steady client base."
Boulder is a city of "great entrepreneurial spirit" and
believes that that business is doing well here. "We
feel we are well poised to expand in this great business
climate," she says.
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