Interviewed by – Alvyn Ulrish Shad Savrimuthu
Embarking on a mission to reshape the professional landscape for women, especially mothers, Virtufully stands as a testament to innovation and empowerment in the virtual assistance realm. Founded in 2019 by Annegret Rajoo, this agency transcends the traditional boundaries of work, offering a harmonious blend of career and family life. Here’s a closer look at Virtufully’s journey and ethos, as shared by Annegret herself.
What inspired you to start your own business and what has been the most rewarding part of your entrepreneurial journey so far?
I was inspired to start Virtufully with a mission to empower women by providing more options, particularly addressing the Motherhood Penalty* – a stark pay inequality gap for mothers compared to women without children. My passion stems from the desire to break down the misconception that women have to choose between a successful career and motherhood.
Statistics underline the urgency of this issue, revealing how women, especially mothers, face challenges in career progression due to perceived lack of engagement or commitment. My journey was fueled by a personal experience – facing redundancy just before the onset of Covid after my 3 months maternity leave with my 2nd child. This moment, coupled with my deep desire to be present for my children, led me to question the compatibility of traditional employment with the motherhood vision I aspired to create.
The most rewarding aspect of my entrepreneurial journey has been witnessing personal growth amid challenges, especially overcoming financial hurdles. Building and finding my community of fellow entrepreneurs and mothers who understand and support me has been invaluable. It’s not just about business success; it’s about creating a community that aligns with my vision of balancing a thriving career with the joys of motherhood.
*According to a study by the National Bureau of Economic Research (USA), each child reduces a woman’s annual earnings by 4%. We don’t have such statistics in Mauritius or Africa but internationally it is said that mothers are 79% less likely to be hired, half as likely to be promoted, and earn on average $11,000 less in salary compared to childless women, as reported by a study from Cornell University.
The Motherhood Penalty has long-term consequences on women’s lifetime earnings and retirement savings. Reduced income during working years can lead to a substantial wealth gap between mothers and their childless counterparts in retirement.
Generally mothers face biased perceptions – mothers are perceived as less competent and committed to their jobs.
Participating in the Women Entrepreneur Awards must have been a significant experience. Can you share a key learning or insight you gained from being a part of this event?
Participating in the Women Entrepreneur Awards was an incredible experience, fueled by my passion for seeing women succeed as true change-makers. Meeting like-minded women locally who share this vision was not only inspiring but also a testament to the amazing businesses they have built.
The event highlighted the progress we’ve made, showcasing remarkable women and their achievements. However, it also underscored that we still have a journey ahead. There’s more work to be done in the realm of empowering women, emphasising the need for them to recognise their intrinsic value and step into their power.
The power of our collective stories was a resounding theme. Sharing our journeys and experiences can be a catalyst for change, encouraging and empowering one another. It reinforced the idea that when women unite with a common vision and purpose, we can drive meaningful change. The Women Entrepreneur Awards affirmed that our stories have the potential to make a significant difference in empowering women to take charge of their destinies.
Looking ahead, what is one major aspiration or goal you have for your business in the coming years?
Looking ahead, a major aspiration for Virtufully is to become a beacon of empowerment and leadership. My goal is to lead a team of 10 women/mothers who are stepping into their power as Virtual Assistants, creating a model of harmony in life, community, work, and families. Serving as a role model for work-life integration, I aim to demonstrate that it is possible for mothers to pursue fulfilling careers while maintaining balance in all aspects of their lives.
Beyond the immediate impact on my team, I aspire to be a change-maker, recognising the ripple effect that empowering one woman can have on her family and community. By fostering an environment where each team member embraces their potential, I aim to contribute to a greater cultural shift.
In line with this vision, I recently launched the concept of “Peaceful Productivity.” My focus is on developing a model that guides the women working with Virtufully towards achieving their goals without succumbing to the pressures of the hustle culture. Through this, I aim to not only transform the way we work but also inspire a broader movement towards a more balanced and harmonious approach to productivity in the professional world.
As a finalist, what distinguishes your Virtual Assistant agency in the entrepreneurial space?
As a finalist, Virtufully stands out in the entrepreneurial space by championing the concept of “Peaceful Productivity.” We go beyond conventional notions of success by transforming the way we work and inspiring a broader movement towards a balanced and harmonious approach to productivity in the professional world.
One distinguishing factor is our commitment to fully remote work, empowering women and mothers by providing flexible opportunities. This approach addresses traditional gender biases prevalent in the workplace, challenging the perception that a mother is not as committed or hardworking because she prioritises her family. We recognise the importance of accommodating responsibilities like picking up kids or managing school holidays, creating an inclusive work environment that allows women to thrive without facing income ceilings.
Moreover, we leverage technology, tools, and mindset shifts to discover more efficient ways of accomplishing tasks, enabling women to achieve more with less time and effort. Our emphasis is not just on work but on advocating for equality in both the home and the workplace. By encouraging women to create their best lives now, we believe they can make significant contributions not only in their careers but also in their relationships and through their families, fostering a positive ripple effect in both personal and professional spheres.
What innovative strategies has your Virtual Assistant agency implemented to stand out and achieve success?
Virtufully continues to implement innovative strategies to redefine success and achieve excellence in the Virtual Assistant industry:
Tailored Productivity Approaches:
Our success lies in understanding and matching the right productivity styles to deliver optimal results for our clients. By customising approaches, we aim to minimise anxiety and stress often associated with outsourcing, ensuring a harmonious work experience.
Peace and Productivity Strategies:
Focused on both peace and productivity, our strategies aim not only to enhance the quality of work but also to increase income for our clients. We aim to offer innovative solutions that prioritise client success and well-being.
We believe that focussing on what matters, creativity and efficiency, results in greater success.
Coaching Integration:
Infusing mindset work & coaching (Anne is a NLP practitioner) into our execution model sets us apart. We go beyond traditional virtual assistance by providing guidance and support, empowering our clients to achieve their goals. This strategic integration enhances the overall impact of our services.
Streamlined Services:
We strategically shave off non-essential tasks that don’t contribute to our clients’ productivity. This tactical approach ensures that our services are focused on delivering tangible value, saving time & money, and promoting efficient workflows.
Quality, Enthusiasm, Adaptability, Technology:
Our commitment to delivering services with quality, enthusiasm, adaptability, and leveraging the latest technology underscores our dedication to excellence. These core principles guide every aspect of our operations, ensuring that we consistently exceed client expectations.
About Virtufully
Virtufully started as a solo venture by Annegret Rajoo, who faced redundancy and sought to create an agency model that now boasts a growing, multinational, and multilingual team. This team, comprising senior and junior admins, a social media manager, a graphic designer, and an IT specialist, represents a dynamic blend of professional skills and personal experiences. Catering to a diverse clientele of female entrepreneurs and mothers, Virtufully serves as a powerful ally in enabling these professionals to thrive in their online or hybrid business models. The agency’s mission is deeply rooted in creating a world where women don’t have to choose between motherhood and a successful career, advocating for equality in the home and workplace.
