INSIGHTS: Q&A with Dionne Popplestone, Director of Dionne Popplestone Ltd

Gain insights on business growth in our series of bite size chats with Business Leaders, brought to you by The FD Consultant.

In this edition of Insights Q&A, we welcome Dionne Popplestone, Director of Dionne Popplestone Ltd

Dionne set up an expert virtual assistant agency tailored to help businesses manage tasks efficiently.

Dionne explains how she has built her VA agency from a solo operation to an award winning organisation with clients across the UK.

We hope you enjoy this latest edition of Insights.

Hi Dionne, please tell us about your business.

My business is called Dionne Popplestone Ltd, and we are an award winning Virtual Assistant agency.

In a nutshell, what we do is help business owners, mainly SMEs, save time by taking care of everyday tasks such as inbox and diary management, social media, event planning, copywriting, admin, you name it. Basically, all the things that stop them from focusing on growing their business.

I started the business with just me, and within 4 months, I was fully booked, so I started to build my team, which is how we have turned into an agency.

The first 2 associates I brought on board were UK based, however, a lot of our client’s travel, so I decided to bring a few team members on board in other time zones. It means we can support them wherever they are in the world, and they really value that flexibility.

What are the key factors which have driven your growth to date?

The biggest driver of growth for me has been word of mouth and referrals. Most of our clients have come to us because someone they trust has recommended us, and that means a lot.

I’ve also put a lot of focus on building genuine relationships. People don’t just hand over their business admin lightly, they need to know they can trust us, and that comes from taking the time to really understand them.

put a lot of focus on building genuine relationships.

I’ve said yes to opportunities that stretched me, even when I wasn’t 100% sure how I’d deliver at first. Then I figured it out with the team, and those moments have pushed us forward.

Networking has also been huge. Getting out there, talking to people, and being visible has opened so many doors.

And finally, being clear about our message. We’re not just ticking off tasks, we’re long-term partners helping business owners grow. I think that’s really landed with people.

What makes you so passionate about what you do?

What makes me passionate about what I do is the personal growth that comes with running a business. Every day I learn something new about myself.

I get so much inspiration from my clients too. Hearing their stories, seeing how they’ve built their businesses, and getting a glimpse into different industries is something I love.

And honestly, it’s the feeling of making a real difference. Whether that’s giving someone the peace of mind to take a proper holiday, or simply knowing they can switch off because their business is in safe hands, that’s what keeps me passionate about this work.

I get so much inspiration from my clients 

 

What do you view as your greatest achievement in this role to date?

I’ve got a few that stand out.

First and foremost, just starting the business in the first place. I had a one-year-old at home and it was a challenge, but I kept going and made it work.

Winning a national award in 2024 at The Best Businesswoman Awards is another huge one for me. To be recognised at that level, so early on in my journey, felt like such an achievement.

What are the biggest challenges your business faces?

One of the biggest challenges is market saturation. The VA sector has grown so much, and there are lots of agencies and freelancers offering similar services. Standing out takes real effort.

That’s why I’ve been so focused on clear branding and making sure people know exactly what makes us different.

I’ve been so focused on clear branding and making sure people know exactly what makes us different.

For me, that comes down to purposeful recruitment. I don’t just bring anyone on board, I look for associates who have something extra to offer. Whether that’s digital marketing, project management, or another niche skill, I want the team to go beyond the “standard” VA services.

It’s about making sure clients see us as specialists and long-term partners, not just a helping hand for admin.

What one piece of advice would you give to those who want to achieve or sustain high growth in their businesses?

My advice would be not to try and do everything yourself. Focus on what you’re good at and outsource the rest. Always remember where your energy and hunger are best spent.

Stay visible and consistent, whether that’s through social media or your email list, keep in regular contact so your business stays front of mind.

Apply for awards. Even if you don’t win, the application process makes you reflect on your business plan and reminds you of the growth journey you set out on.

And don’t be afraid to make mistakes. Every single one will teach you something valuable.

don’t be afraid to make mistakes. Every single one will teach you something valuable. 

We hope you enjoyed Dionne’s insights.

You can find out more about Dionne Popplestone and their VA services here.