When we first started Princess and the PA, we dreamt of reaching start-up entrepreneurs across the globe – but quickly found ourselves in the reality of spending our time responding to countless emails, clearing overflowing inboxes, attending course-after-course learning skills we didn’t have time to master and scheduling last-minute social media posts during every spare minute we had – often while stirring a pot of risotto or folding laundry with the other hand.

At the brink of burnout – and toeing the line to joining the statistical 90% of start-ups that fail within their first 5 years – we shifted our mindset and started outsourcing these tasks instead. By adding experts to the team, we finally had the freedom the take the reins and drive the business forward with renewed energy and confidence, which also meant being wholeheartedly (and whole-mindedly) present in moments that matter outside the business.

Now, we are committed to walking alongside other start-up entrepreneurs on their journey, lending them our team of experts so that they have guiding hand along the way, helping them work smarter, not harder – saving countless hours and $X in the process.