Which Support Role Does Your Startup Actually Need?

If you’re a startup founder, especially in the pre-investment stage, chances are you’re working longer hours than you thought possible.

You’re wearing every hat: CEO, marketer, operations manager, customer success rep, the sales person… and trying to keep the business moving forward while keeping your sanity intact.

The truth is: no founder builds a successful business alone.

The sooner you find the right support system, the sooner you can get out of the weeds and focus on growth.

But here’s the challenge: when you finally decide you need help, the options can feel confusing. Should you hire a Virtual Assistant (VA)? Would a Founder’s Associate be better? Or do you need more senior-level support in the form of a Fractional COO (sometimes called a business operations strategic partner)?

Let’s break down the differences so you can make the right decision for your business stage.


The Role of a Virtual Assistant (VA)

A Virtual Assistant is usually the first hire for overwhelmed startup founders.

VAs provide task-based support, often handling admin work, scheduling, inbox management, and basic research. They’re great when your plate is full of repeatable, lower-level tasks that eat up your time but don’t require strategic input.

The benefit of hiring a VA is affordability and flexibility. You can often start with just a few hours a week, delegating things that free you up to focus on revenue-generating activities.

But the drawback is that VAs are not designed to be your second brain.

They execute instructions but don’t typically own or improve processes. If you’re looking for strategic thinking, operations structure, or someone to anticipate problems before they happen, a VA won’t be enough.


The Role of a Founder’s Associate

A Founder’s Associate is a more embedded, versatile role.

Think of them as your right-hand generalist. They’re usually early-career professionals (sometimes called a Chief of Staff lite) who take ownership of cross-functional projects: fundraising support, partnership research, product rollouts, or building internal processes.

For early-stage startups, a Founder’s Associate can help you execute across many different areas, acting as a problem-solver and someone who learns quickly on the job. They free up your time by not only taking tasks off your plate but also by driving projects forward with minimal handholding.

However, they’re not senior operators.

A Founder’s Associate is still learning and may need guidance. They’re ideal if you want a sharp generalist to help you scale faster, but you’ll still be the one setting the vision, prioritising, and structuring the business.


The Role of a Fractional COO or Business Operations Strategic Partner

When you’re ready for a strategic partner in operations, that’s where a Fractional COO or business operations consultant comes in.

Unlike a VA or Founder’s Associate, a Fractional COO brings senior-level experience in building systems, streamlining operations, and scaling businesses.

Fractional COOs step in as your second brain: someone who not only executes but also helps you think about strategy, processes, and scale. They can design your client onboarding systems, refine your internal operations, set up SOPs, and ensure that your day-to-day runs smoothly without your constant input.

For pre-investment founders who are already generating revenue and starting to grow, this type of support can be a game-changer.

It allows you to step out of the chaos, focus on fundraising, product development, and leadership, while knowing the engine of your business is running without breaking.


TL;DR


Which One Do You Need Right Now?

The answer depends on your stage of growth and your biggest pain points:

  • If your inbox is overflowing and your calendar is a mess → Start with a VA.

  • If you need someone to run with projects and support you across multiple business areas → Hire a Founder’s Associate.

  • If you’re growing fast and need to stop being the bottleneck → Bring in a Fractional COO or operations partner.

The most important thing is recognising that as a founder, your time is your most valuable resource. The right kind of support doesn’t just buy back hours — it buys back headspace, reduces overwhelm, and ensures you’re building a business that’s actually sustainable.


👉 Not sure whether you need a VA, a Founder’s Associate, or a Fractional COO right now?

Book a free call with me and we’ll brainstorm the right support for your stage of business so you can stop drowning in the day-to-day and start scaling with confidence.

Next
Next

What is a Fractional COO?