If you landed on this page, chances are you’re stuck in the day-to-day of your business. You’re the one everyone comes to with questions. You’re managing your team, chasing deadlines, updating systems, AND trying to grow the business. Something has to give.
You’ve probably heard about Online Business Managers (OBMs) and wondered whether hiring one could actually help. Or maybe you’re considering becoming an OBM yourself and want to understand what the role really involves.
Either way, you’re in the right place. This guide covers everything you need to know about Online Business Managers: what they do day-to-day, how to hire one, what they charge, the skills they need, and how they differ from Virtual Assistants and COOs.
What We’ll Cover:
- What does an Online Business Manager do day-to-day?
- How to hire a Certified Online Business Manager
- Typical retainer rates for Online Business Managers
- Key skills to become an Online Business Manager
- How an OBM differs from a VA or COO
What Does an Online Business Manager Do Day-to-Day?
An Online Business Manager becomes your right-hand person, handling the operational side of your business so you can focus on what you do best. But what does that actually look like in practice?
Morning: Planning and Team Check-ins
Your OBM starts by reviewing what’s happening across your business. They check project management tools like Asana, ClickUp, or Trello, see what’s on track, what’s falling behind, and what needs attention. They touch base with your team, answer questions, and make sure everyone knows their priorities for the day.
Mid-Morning: Project Management
Whether you’re launching a new service, updating your website, or rolling out a new client onboarding process, your OBM manages the entire project. They create timelines, assign tasks, chase deadlines, and troubleshoot problems before they become emergencies.
According to research from the Project Management Institute, organizations with strong project management practices waste 28 times less money than those without. That’s what an OBM brings to your business.
Afternoon: Systems and Operations
This is where the real value shows up. Your OBM looks at how your business runs and finds ways to make it better. Maybe your client onboarding takes too long. Maybe invoices are slipping through the cracks. They build the systems and processes that make your business run without you babysitting every detail.
Throughout the Day: Problem Solving
Things go wrong in business. A team member is sick. A client is unhappy. A system breaks. Your OBM handles it, so you don’t have to drop everything.
The Four Key Areas an OBM Manages
1. Project Management – Planning and executing launches, new services, website updates, course creation
2. Operations Management – Building systems, creating processes, automating repetitive tasks
3. Team Management – Hiring, onboarding, managing, and coordinating your team
4. Metrics and Reporting – Tracking what’s working, what’s not, and making data-driven decisions
The result? You stop being the person everyone comes to with problems. You stop spending your evenings catching up on admin. You start focusing on the work you love and the growth you’ve been putting off.
How to Hire a Certified Online Business Manager
You know you need help with the operational side of your business, but where do you start? What should you look for? How do you know if they’re any good?
Understanding OBM Certification
First, let’s clear something up: there’s no single governing body for Online Business Managers. Unlike accountants or solicitors, you don’t need a specific license to call yourself an OBM.
That said, certification programs do exist and they’re a good sign that an OBM is serious about their profession. The main certification programs include:
Certified OBM through the International Association of Online Business Managers (IAOBM) – Operating since 2009, this is the original OBM certification. Graduates complete rigorous training covering project management, team leadership, operations, and metrics.
OBM School Accreditation – A 6-month CPD-certified program covering business management systems, operations, project management, team management, marketing and metrics, and launch management.
What to Look For When Hiring
1. Experience That Matches Your Needs
Look for someone who has worked with businesses similar to yours. If you run an online coaching business, find an OBM who understands the coaching industry.
2. Strong Communication Skills
Your OBM will be the link between you, your team, and sometimes your clients. Pay attention to how they communicate during initial conversations.
3. Problem-Solving Ability
The best OBMs don’t just follow instructions. They anticipate problems, suggest solutions, and take initiative. Harvard Business Review research shows that proactive problem-solving is one of the top traits of effective operational leaders.
4. Tech Comfort
While an OBM isn’t primarily a tech person, they need to be comfortable with project management tools, CRM systems, and basic automation platforms like Zapier or Make.
5. Leadership Experience
If you have a team, your OBM will be managing them. Look for evidence of leadership experience.
Questions to Ask Potential OBMs
- What types of businesses have you worked with?
- Can you walk me through how you would handle onboarding as my new OBM?
- What project management and communication tools do you use?
- How do you handle it when something goes wrong?
- Can I speak to previous clients?
Red Flags to Watch For
- They promise to do everything but can’t explain how
- They don’t ask you questions about your business
- They can’t provide references or examples of their work
- Their communication is slow or unclear from the start
Typical Retainer Rates for Online Business Managers
You want to hire an OBM but have no idea what to budget. You’ve seen rates all over the place and don’t know what’s reasonable. Let’s break it down.
How OBMs Typically Charge
Monthly Retainer (Most Common)
This is a fixed monthly fee for ongoing support. You pay the same amount each month for a set number of hours or a defined scope of work.
- Entry-level OBMs: €1,500 to €2,500 per month (15-20 hours)
- Experienced OBMs: €2,500 to €4,500 per month (20-30 hours)
- Senior/Specialist OBMs: €4,500 to €8,000+ per month (30+ hours or strategic work)
In the UK market, retainers typically range from £2,000 to £10,000+ per month depending on hours and experience level.
Hourly Rates
Some OBMs charge by the hour, especially for smaller engagements or project work.
- Entry-level: €40 to €65 per hour
- Mid-level: €65 to €100 per hour
- Experienced/Specialist: €100 to €150+ per hour
Certified OBMs typically charge a minimum of €65 per hour, as this is the baseline set by professional OBM associations.
Project-Based Pricing
For specific projects like launches, system builds, or operational overhauls, OBMs may charge a flat project fee.
- Operations audit or review: €300 to €500
- System setup or automation build: €800 to €2,500
- Launch management: €1,500 to €5,000+
The ROI Question
The real question isn’t “what does an OBM cost?” but “what is it costing me NOT to have one?”
Calculate this: How many hours per week do you spend on operational tasks? What’s your hourly rate when you’re doing revenue-generating work?
If you’re spending 10 hours weekly on operations when you could be earning €200 per hour on client work, that’s €8,000 monthly in opportunity cost. According to Deloitte research, businesses that invest in operational excellence see 15-25% productivity gains within the first year.
An OBM at €3,000 monthly suddenly looks like a bargain.
Key Skills to Become an Online Business Manager
Whether you’re thinking about becoming an OBM, or you’re a business owner wondering what skills to look for, here’s what actually makes someone good at this job.
The Truth About OBM Qualifications
Here’s something many people don’t realize: there’s no formal qualification required to become an OBM. No degree, no license, no governing body. What matters is whether you can do the job.
Hard Skills (The Technical Stuff)
1. Project Management
You need to take a big goal, break it into steps, assign those steps to people, set deadlines, and make sure everything comes together on time. Familiarity with tools like Asana, ClickUp, Trello, or Monday.com is essential.
2. Operations and Systems Thinking
Can you look at a messy process and figure out how to make it work better? Can you create standard operating procedures that people will actually follow?
3. Team Coordination
You’ll be working with virtual teams, freelancers, and contractors. You need to know how to assign work, follow up, give feedback, and keep everyone moving in the same direction.
4. Technology Comfort
You don’t need to be a developer, but you should be comfortable learning new tools quickly. CRMs, email marketing platforms, automation tools, scheduling software.
5. Financial Awareness
You should understand basic business finances: revenue, expenses, profit margins, budgets. QuickBooks and Xero are common accounting platforms you’ll likely work with.
6. Data and Metrics
What’s working? What’s not? You need to track key numbers and use them to make decisions.
Soft Skills (The People Stuff)
1. Communication
This is probably the most important skill. You’re the link between the business owner, the team, and sometimes the clients. You need to be clear, direct, and professional.
2. Problem-Solving
Things go wrong. Systems break. People don’t deliver. You need to stay calm, figure out solutions, and keep things moving.
3. Decision-Making
Business owners hire OBMs because they DON’T want to make every decision themselves. You need to be comfortable making decisions and taking responsibility for them.
4. Leadership
You’re managing people. That means motivating, guiding, giving feedback, and sometimes having difficult conversations.
5. Initiative
The best OBMs don’t wait to be told what to do. They see what needs doing and do it.
Background and Experience That Helps
You don’t need a specific degree, but these backgrounds transfer well to OBM work:
- Executive assistants and office managers
- Project managers
- Operations managers
- Team leaders and supervisors
- Virtual assistants ready to level up
- Anyone with 3-5 years of experience managing people, projects, or operations
How an OBM Differs from a VA or COO
You’ve heard about VAs, OBMs, and COOs. They all seem to help with business operations. What’s the actual difference? And which one do you need?
The Simple Breakdown
Think of it as a progression:
- VA = Does tasks
- OBM = Manages outcomes
- COO = Leads the business
Virtual Assistant (VA)
A VA handles specific tasks you delegate to them. They do what you tell them to do, the way you tell them to do it.
What VAs typically do:
- Email management
- Calendar scheduling
- Data entry
- Social media posting
- Customer service responses
- Basic admin tasks
How they work: VAs need clear instructions. You say “schedule this post at 9am tomorrow” and they do it. They execute tasks but don’t typically make decisions about what should be done.
Best for: Business owners who have specific tasks they want to hand off but are happy to stay involved in the direction and management.
Typical rates: €15 to €50 per hour depending on location and experience.
Online Business Manager (OBM)
An OBM manages your operations, projects, and team. Instead of doing individual tasks, they make sure the right things get done by the right people at the right time.
What OBMs typically do:
- Manage and coordinate your team
- Oversee projects from start to finish
- Build and improve systems and processes
- Track metrics and report on performance
- Handle day-to-day operational decisions
- Implement your ideas and strategies
How they work: You tell an OBM “I want to launch a new course in three months” and they figure out what needs to happen, who needs to do it, and make sure it gets done. They bring solutions, not just questions.
Best for: Business owners who are ready to step back from day-to-day operations and want someone to take ownership of making things happen.
Typical rates: €1,500 to €5,000+ per month on retainer, or €65 to €150 per hour.
Chief Operating Officer (COO) or Fractional COO
A COO is an executive-level partner who leads your entire operations. They don’t just manage, they shape the direction of the business.
What COOs typically do:
- Make major business decisions independently
- Develop long-term operational strategy
- Lead department heads and senior managers
- Financial planning and analysis
- Represent the company in high-level situations
How they work: A COO can run your business when you’re not there. They’re not waiting for your direction, they’re providing direction. They’re a true partner in building the business.
Best for: Established businesses (typically €500K+ revenue) that need executive-level leadership.
Typical rates: €5,000 to €15,000+ per month for fractional COO services.
Which Do You Need?
You need a VA if:
- You have specific tasks you want done
- You’re happy to provide direction and manage the work
- You’re in the early stages of your business
You need an OBM if:
- You’re overwhelmed by managing everything yourself
- You have a team that needs coordination
- You have projects that keep stalling
- Your business is generating €150K+ and growing
You need a COO if:
- You want to step fully into a CEO role
- You need someone to run the business without you
- Your business is at €500K+ revenue
If you’re still not sure which level of support you need, our Operations Review can help clarify exactly what your business needs right now.
Ready to Get Help with Your Business Operations?
If you’ve read this far, you’re probably recognizing yourself in some of these descriptions. Maybe you’re drowning in the day-to-day. Maybe you know you need help but haven’t been sure what kind of help to look for.
At Optimal Operations, I work with business owners across Ireland, the UK, and internationally who are stuck in their own success. They’ve built something great, but the operational side is holding them back from taking it to the next level.
If you’re not sure whether you need a VA, an OBM, or something else entirely, let’s have a conversation. Sometimes a 30-minute chat is all it takes to get clear on your next steps.
Here’s How to Get Started
1. Book The Ops Review (€347)
A 90-minute deep dive into your business operations. You’ll walk away with a clear picture of what’s working, what’s not, and exactly what to do next.
2. Explore OBM Retainer Services
If you’re ready for ongoing support, our OBM retainer gives you a dedicated operations partner working alongside you.
3. Check Out Virtual Assistant Services
Need task-based support with proper management? Our managed VA services give you reliable help without the hassle of finding and managing freelancers yourself.
Not sure if you need people or automation? Start with an AI audit to see which tasks can be automated before hiring.
Whatever stage you’re at, you don’t have to figure it out alone.
