"I needed somebody to help who was qualified to help, but I didn't have time to go through my own job postings, my own vetting or putting things on Indeed and ZipRecruiter, getting all the replies, and figuring out who's actually legit. The fact that I could pay BELAY to bring someone to help me was huge. I got the help that I needed faster than I would've been able to on my own if I would have hired [by] myself."
— Brad Alexander, Owner
The Challenge
Brad Alexander, owner of Clarity Creative, runs a marketing coaching agency serving startups and small businesses in the $500,000 to $5 million revenue range. His work spans website and email marketing, copywriting, and design management — and as his client roster grew, the demands on his time grew right alongside it.
The core problem was capacity. As the sole driver of the business, Brad had no way to scale his impact without multiplying himself. He needed better systems, and someone who could absorb the constant stream of day-to-day requests, feedback, and updates that fragmented his focus.
"The only way I could grow and build a bigger team, make more revenue, and serve more people was to recreate myself in some capacity. I needed better systems. [I needed] someone to manage the day-to-day random requests or feedback and updates."
Brad also wanted a collaborator who could help identify ways to work faster and smarter. But as a solo operator already stretched thin, he didn't have the bandwidth to vet, post job listings, and hire someone on his own. He needed a better path to the right person.
The Solution
BELAY matched Brad with Virtual Assistant Joanne Tribble, and Brad took a thoughtful, progressive approach to onboarding. Rather than overwhelming Joanne immediately, he gradually delegated tasks to gauge her capabilities and comfort level — and she rose to every challenge.
Joanne quickly took general inbox management off Brad's plate, prioritizing his responses and following up on emails on his behalf. She also streamlined the website build process for clients to accelerate project timelines, managed monthly maintenance for retainer clients, and began taking notes on Brad's calls to produce summaries and action steps.
"I just was progressively asking her — and myself — the question, 'OK, what am I doing that you could do?' And then we just started trying more things."
As Joanne's value became undeniable, Brad expanded her contract across two additional levels, increasing her dedicated hours each week. What began as cautious delegation evolved into a productive working partnership built on trust, clear communication, and a shared understanding of the business's goals.
"She's doing things well without me having to micromanage and, on the flip side, she's asking questions when she needs help. It's given us both a lot of freedom relationally as we work together."
— Brad Alexander, OwnerThe Impact
The impact of working with Joanne reached well beyond the office. With day-to-day operations handled, Brad gained the mental space and bandwidth to take on new clients and projects — while also being truly present away from work for the first time in years.
"I've taken two trips with my wife and family and not had to take my computer and check my email — she's been there. And for somebody who runs their own gig, it's not very common."
Brad was also able to step away from work for stretches of time each day, something that had previously felt out of reach. Joanne's proactive approach — completing work independently while still asking questions when needed — gave Brad the confidence to keep delegating more.
"She's doing things well without me having to micromanage and, on the flip side, she's asking questions when she needs help. It's given us both a lot of freedom relationally as we work together."
The partnership has grown so strong that Brad is already thinking about the future: "I'm looking forward to getting to a place where I can buy [Joanne] out of her BELAY contract!"