Abby Martinez of Well Balanced Business: Scaling Entrepreneurs with Systems, Strategy & Soul

Please share a brief introduction about yourself and your business

I’m Abby Martinez, founder of Well Balanced Business—an operations agency that helps visionary entrepreneurs scale with clarity, systems, and soul. We specialize in Virtual Assistant and OBM services, as well as Dubsado and ClickUp setups, offering both strategy and support so business owners can step out of the weeds and back into their zone of genius.

Who are your customers?

Our clients are heart-driven, high-achieving business owners who are ready to grow but overwhelmed by the behind-the-scenes. They're service providers, speakers, authors, coaches, consultants, and creatives who are tired of carrying it all and are ready to delegate with confidence.

What was your background prior to starting your own business?

I spent years in education and school psychology before diving into entrepreneurship. My background in leadership, systems, and human behavior gave me a unique lens as I transitioned into operations work—and later, business coaching.

What made you take the leap to start your own business?

Like many moms, I was looking for flexibility. But more than that, I wanted purpose-driven work that aligned with my strengths. I started by offering support services on the side and quickly found myself fully booked. That demand is what pushed me to build an agency—I couldn’t do it all alone, and I didn’t want to.

Did you always know you wanted to be an entrepreneur?

Yes—entrepreneurship has been part of me since I was a kid. I started my first business at 10 making handmade jewelry (which eventually turned into an Etsy shop!), then went on to run a wedding photography business all while teaching full-time. I grew up in a time when the 9-5 path was seen as the “safe” and expected route, but deep down, I’ve always loved building something of my own. Entrepreneurship has always been home for me.

Take us back to when you first launched your business; what was your marketing strategy to get the word out and did it go as planned?

I leaned on personal connections at first by letting my network know I was starting a business. Once I landed my first few clients, referrals started rolling in. This was during the 2020/2021 boom when so many businesses were pivoting online, and the demand for virtual support grew quickly. I didn’t have a big launch strategy just consistency, quality work, and showing up with value. That organic momentum is what helped me scale so fast.

What is the biggest challenge you have encountered along the way so far and what have you learned from it?

Scaling sustainably without burning out. I’ve learned that systems are important, but so is self-leadership. You can have the most efficient backend in the world, but if your energy is out of alignment, it’ll all feel heavy.

What accomplishment are the most proud of to date in your business?

Building an agency that’s generated over $1.3M in lifetime revenue and doing it with integrity, purpose, and a small but mighty team. Also, shifting from being the one doing everything to truly leading as a CEO.

Do you have any recent wins from the last year that you'd like to celebrate with our community?

Yes! We hired our first employee (not just contractors!), launched a digital product funnel, and I stepped more fully into coaching again, supporting women who want to lead and live with intention. It feels like a beautiful full-circle moment.

What's next for your business? What can we expect to see over the next few years?

Our goal is to go deeper, not wider. We’re focused on strengthening the core of what we do—being the go-to agency where entrepreneurs can land safely and find trustworthy, strategic support. In the coming year, we’re excited to launch a template shop offering plug-and-play systems and operations resources to help more business owners get organized and scale with ease. It’s all about making support more accessible, without compromising the heart of what makes us different.

What is your top productivity tip? 

Time block for real life, not ideal life. Build your calendar around your actual energy patterns and personal commitments, then layer in your business priorities. That’s how sustainable productivity happens.

On the flip side, how do you avoid burnout?

I stay in tune with my nervous system. If I start feeling scattered, irritable, or resentful, I know I need to pause and recalibrate. I also try to make space for things that aren’t productive, like play, creativity, and rest.

What is your approach to work-life balance / integration?

I believe in integration over balance. I’m a mom and a business owner, and those roles ebb and flow. Some days lean more toward work, others toward family, and that’s okay. I just try to be fully present wherever I am.

What is one thing you wish you had known when you started your Entreprenista journey?

That done is better than perfect, and you don’t have to earn rest. Also: boundaries create freedom, especially in service-based businesses.

When hiring, what is your go-to interview question?

I always ask, “What does serving with excellence mean to you?” It opens the door to understanding their personal standards, how they approach their work, and whether their definition of excellence aligns with ours. I want to work with people who take pride in the details and care deeply about the experience they are creating for both clients and the team.

Don’t just hire for skill. Hire for alignment. Look for people who are not only capable but also aligned with your company’s values, communication style, and pace. And once you’ve hired, don’t disappear. Clear onboarding, ongoing feedback, and celebrating wins are what turn great hires into long-term team members.

If you've raised capital for your business already, what are some of your best tips or lessons learned?

We’re fully self-funded, so while I haven’t raised capital, I’ve learned how valuable it is to build lean, profitable, and sustainable from day one.

Are you a Mamaprenista? If so, please share your best advice for simultaneously managing a business and a family

Yes! My best advice? Let go of perfection. Routines help, but flexibility is everything. Get support where you can, childcare, house help, business help. And above all, don’t forget to care for yourself too. You’re the backbone of both worlds.

Do you have a co-founder? If so, how did you find the right one for you and what are your best partnership tips?

No co-founder here, it’s just me. But I lean heavily on my team and inner circle for support and strategic feedback. Even if you're a solo founder, you don’t have to do it alone.

What's the one app on your phone you absolutely cannot live without and why?

Honestly, it’s my Photos app. I love scrolling through pictures each week as a way to reflect and practice gratitude. It grounds me in what matters most and reminds me why I do the work I do.

What is your favorite business tool or solution and why?

ClickUp! It’s the backbone of our operations. From managing client work to internal projects and content planning, it keeps our agency running like a well-oiled machine.

What advice do you have for aspiring Entreprenistas?

Start before you feel ready. Clarity comes from action, not overthinking. Build something that feels like you, not what the internet says you should be. And don’t be afraid to take up space, you belong here.

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