Office Hours

Grace Van Hollebeke

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Office Hours is the strategic growth podcast for early-stage tech entrepreneurs. Hosted by Grace Van Hollebeke, the only female host actively leading Series A B2B SaaS marketing, each episode shares proven frameworks adapted for startups from $0 to $5M ARR. Get real-time insights, early-stage strategies, and lessons from the front lines of startup growth. New episodes every Wednesday.

07/11/2025

30 Days Post-Exit: 3 Things I Wish I Did Differently

In this episode, I get brutally honest about the three fundamental mistakes I made while building Lucia over three years. Mistakes I only realized after working at Tern following my exit. From being terrified to build community (despite running a network-based business) to treating AI like a fancy typewriter, I unpack the costly lessons that could have saved me years of struggle. I share how Tern's Facebook group generated 3,000 webinar signups in one week. Something that would have taken me weeks to pull off at my previous company. I reveal why wearing "all the hats" as a founder was actually expensive procrastination, how AI identified conversion issues in 30 seconds that took weeks to find previously, and why marketing should never be the thing that waits in your business. Key moments include: Why I was scared to build community at a network-based companyHow a Facebook group outperformed months of my traditional marketingThe exact psychological friction point AI identified on our landing pageWhy "doing everything" became a badge of honor that held me backThe intoxicating focus that comes from going deep instead of wideMy challenge: Pick one of these three areas (community, AI, or deep focus) and implement it this week. Then email me what happened. I'm betting you'll have your own "holy $$$$" moment. Perfect for founders who want to learn from expensive mistakes before making them themselves. Connect with me on Instagram or LinkedIn for more real-time insights from my journey at a Series A startup. Follow Along: Grace Van HollebekeTern's updates and community insights

11 min
06/27/2025

Want Press? Travel Weekly’s Jamie Biesiada Tells You How to Get It

In this episode, Grace sits down with Travel Weekly senior editor Jamie Biesiada to talk about what actually gets a travel business covered in the press. If you've ever wondered why your pitch didn’t land (or what editors are really looking for) this conversation breaks it down. Jamie shares how the retail travel press works, what makes a story newsworthy, and how travel advisors and business owners can pitch with purpose. They cover the dos and don’ts of media outreach, the difference between trade and consumer coverage, and why a little research goes a long way. Whether you're trying to get featured, launch a podcast, or just build better media relationships, this episode will help you sharpen your approach and get results. Key Moments: What the retail travel press actually covers How to tailor a pitch for trade media The role of networking in getting noticed How podcasts can boost visibility Jamie’s advice for sharing your story without sounding salesy Listen to Jamie's Trade Secrets Podcast Connect with Grace on Instagram or LinkedIn for more content.

39 min
06/11/2025

Lucia is Acquired by Tern: The Behind-the-Scenes Story

In this episode of Office Hours, Grace Van Hollebeke welcomes David Shull, CEO and co-founder of Tern, for a candid conversation about his journey from Michigan Tech to building a transformative travel technology platform. David shares how his early days at Handshake inspired his passion for creating impactful technology, and how a travel mishap in Greece sparked the idea for Tern. Grace and David discuss Tern’s recent acquisition of Lucia (Grace's company) and why pairing great technology with high-quality services is essential for empowering travel advisors. They also unpack the importance of choosing the right VC partners who share a vision for supporting, rather than displacing, travel advisors, which is a refreshing stance in the world of venture capital. Key moments include: David’s journey from Handshake to Tern The turning point that led to Lucia’s acquisition The role of technology and services in scaling travel advisors’ businesses How Tern’s platform is designed to eliminate invisible work Why their VC partners are committed to building with, not against, travel advisors If you’re a travel advisor or agency owner looking to supercharge your business, or simply curious about the intersection of technology and human-driven industries, this episode is a must-listen. Connect with Grace on ⁠Instagram⁠ or ⁠LinkedIn⁠ for more. Follow Along: David Shull Tern’s Flight Path podcast

26 min
05/28/2025

How $1M+ Travel Advisors Use SOPs to Scale and Simplify Their Business

If you're a travel advisor running a $1M+ business or building toward it, this episode is a tactical guide to using SOPs to scale your operations without losing your personal touch. Grace shares the real processes top-performing advisors use to run their businesses more efficiently. From qualifying high-value leads to pre-trip QA and post-trip rebooking, you’ll hear practical examples, tools, and frameworks that help you delegate with confidence and create a more repeatable, profitable business. In This Episode: What SOPs (standard operating procedures) actually look like for travel advisorsFour essential processes to document nowTools that support automation while keeping things personalWhy documentation helps you scale, even as a solo advisorHow weekly metrics reviews put you in control of your growthThis episode is for any advisor who wants to grow strategically and stop reinventing the wheel. 📩 Have a question for Grace to answer on the pod? Email mcbride1591@gmail.com

34 min
04/30/2025

Designing Luxury Travel for the Next Generation: Insights from Skylark’s CEO

In this Office Hours episode, Grace sits down with Mike Greene, CEO of Skylark, to talk about how technology, spontaneity, and personalization are reshaping the future of luxury travel. After years of working with top innovators and luxury travelers, Mike saw a gap in the market: travelers wanted high-end experiences—but booked at the pace of their fast-moving lives. He shares how Skylark is meeting that demand, why modern luxury is about flexibility, and how his team is blending human expertise with smart tech to deliver unforgettable trips. Grace and Mike dive into what today’s luxury traveler really wants, why personalization beats perfection, and how Skylark built a platform that serves discerning clients without losing the human touch. If you’ve ever wondered how luxury brands stay ahead in a world that moves faster than ever, this episode is a must-listen. Key Moments: Why spontaneity is the new luxury for travelersGrowing a tech platform without losing the personal service edgeWhat separates the next-gen traveler from traditional luxury clientsWhy speed and flexibility matter more than everThe overlooked role of relationships in the digital booking experiencePredictions for how luxury travel will evolve over the next five yearsKey Takeaways: Modern luxury travelers want speed and servicePersonalization can’t be fully automated—it still needs a human touchThe best platforms make the complex feel effortless for the clientTravel brands must balance technology with deep relationshipsBeing nimble is crucial to staying competitive in the luxury spaceFollow Along: Grace Van HollebekeMike GreeneSkylarkNeed help bringing more personalization to your business? Lucia CoPilots can support you behind the scenes. DM Grace on Instagram (@GraceVanHoll) for personalized recommendations.

35 min
04/18/2025

Serving the Ultra-Wealthy: Lila Fox on Attracting UHNW Clients

In this Office Hours episode, Grace sits down with Lila Fox, founder of Lila Fox Travel Company, to talk about the unconventional path to success in luxury travel: doing less on purpose. After a fast-paced career in engineering, Lila built a high-touch, high-impact business rooted in creativity, discretion, and calm. She shares why she turned down more clients, cut her list by 75%, and walked away from a top-producing role—all to build a business that felt more like hers. Grace and Lila dive into what it actually means to serve ultra-high-net-worth clients, how to succeed without hiring a team, and why not every business needs a complicated tech stack or SOP playbook. If you’ve ever felt pressured to scale just because everyone else is, this episode will challenge how you think about growth, productivity, and freedom. Key Moments: Why Lila left a thriving career in engineering for travelThe mindset shift that helped her create more with lessHow she attracts UHNW clients without marketingThe difference between luxury clients with money vs. real wealthWhy she doesn’t carry business cards—or take discovery callsCutting 75% of her client base and earning moreWhen hiring help is actually the wrong moveWhy she still runs her business on ExcelKey Takeaways: Simplicity can be a strategy—not a sacrificeServing fewer clients better can lead to more revenueHigh-end clients value exclusivity, privacy, and discernmentYou don’t need fancy tools if you’re highly organizedNot everyone should build a team—and that’s okayFollow Along: Grace Van HollebekeLila FoxNeed help simplifying your business? Lucia CoPilots can support you behind the scenes. DM Grace on Instagram (@GraceVanHoll) for personalized recommendations.

38 min
04/09/2025

Delegate or Die: Why You’re Stuck in the Weeds with George Munguia of Coconut VA

In this Office Hours episode, Grace Van Hollebeke sits down with George Munguia, co-founder of Coconut VA, to talk about the silent killer of most growing businesses: operator mode. Most founders are stuck in the weeds, working in the business instead of on it. George shares exactly how he broke out of the cycle by building systems, creating SOPs, and delegating with intention — even on a scrappy budget. Grace and George break down the subtle signs that you’re stuck in operator mode without even realizing it, how to delegate without sacrificing quality or control, and a step-by-step method for creating SOPs—even if you’re a solopreneur. They also dive into what to focus on once you free up your time, the biggest mistakes people make when outsourcing, and why just “posting on social” isn’t a real growth strategy. If you’re feeling overwhelmed and can’t seem to scale, this episode will help you reclaim your time and get back to being the CEO. Key Moments: What is operator mode and why founders get stuck in itWhy most people refuse to delegate (and how to get over it) How George trains VAs to be autonomous using Loom + AI The mindset shift every founder has to makeBuilding a repeatable growth engine with data Social media vs. real marketing strategies A 24-hour challenge to audit your time and get out of the weedsKey Takeaways: Delegating doesn’t mean losing control—it means creating leverageYour ego is often the biggest barrier to scalingSOPs aren’t just for teams—they're for future youMost social content doesn't drive growth without a real strategyTracking time and ROI is the fastest way to figure out what to dropFollow Along: Grace Van Hollebeke: LinkedInGeorge Munguia: LinkedIn Try This Challenge: This week, audit your calendar. Write down everything you do. Highlight what only you can do—and delegate the rest. Need help building SOPs or hiring a virtual assistant? Lucia CoPilots can get you out of the weeds. DM Grace on Instagram (@GraceVanHoll) for recommendations. Enjoyed this episode? Leave a review and share it with a founder friend who's ready to scale.

22 min
03/26/2025

EA vs. Ops: How to Hire the Right Help (Before You Burn Out)

In this Office Hours episode, Grace Van Hollebeke shares the real difference between hiring an Executive Assistant and an Operations hire—and why getting this wrong is one of the most common (and expensive) mistakes founders make. Most founders default to “I need ops” when they’re overwhelmed, but what they really need is someone to take the day-to-day off their plate. Grace walks through what each role actually does, how to figure out which one your business needs right now, and the self-awareness questions every founder should ask before posting a job. From delegation style to business hygiene, this episode helps you make a smart, strategic hire that unlocks real capacity—not just a fancy title. If you’re hiring support or feeling stuck in the weeds, listen to this before you waste time and money on the wrong person. Key Moments: EA vs. Ops – Why founders confuse the roles and what it’s costing themDefining the Difference – What EAs do vs. what ops hires do (and why it matters) Founder Self-Check – Understanding your delegation style, weaknesses, and business hygiene Common Mistakes – Hiring based on title, expecting one hire to solve everything What to Do Instead – A 3-step framework to choose the right support The Reframe – Why getting the right help at the right time changes everythingKey Takeaways: An EA supports you. An ops hire supports the business. Know the difference.Your personal overwhelm ≠ a business infrastructure problem. Solve the real issue.Hire for counterbalance, not clone—someone who offsets your blind spots.Start small and test before hiring full-time. You don’t need to scale like a corporation to get results.The best hires free up your energy first—then you can build systems and scale.Follow Along: Grace Van Hollebeke: LinkedIn | Instagram Lucia: Website Try This Challenge: This week, list out what’s draining you vs. what’s breaking in the business. Then DM Grace on Instagram (@GraceVanHoll) and she’ll send you the free worksheet to help you decide who to hire next. Enjoyed this episode? Leave a review and share it with a fellow founder who’s thinking about hiring.

19 min

5

out of 5

4 Ratings

Office Hours is the strategic growth podcast for early-stage tech entrepreneurs. Hosted by Grace Van Hollebeke, the only female host actively leading Series A B2B SaaS marketing, each episode shares proven frameworks adapted for startups from $0 to $5M ARR. Get real-time insights, early-stage strategies, and lessons from the front lines of startup growth. New episodes every Wednesday.

Creator

Grace Van Hollebeke
Years Active

2024 - 2025
Episodes

23
Rating

Clean
Copyright

© Grace Van Hollebeke
Show Website

Office Hours