Operational Scalability: Emma Ferrick of ELF Operations On How To Set Up Systems, Procedures, And People To Prepare A Business To Scale
Track and Learn — Setting up key performance indicators (KPIs) is essential for tracking progress, identifying bottlenecks, and making data-driven decisions. Continuous improvement frameworks are a great way to ensure you’re optimizing systems regularly.
In today’s fast-paced business environment, scalability is not just a buzzword; it’s a necessity. Entrepreneurs often get trapped in the daily grind of running their businesses, neglecting to put in place the systems, procedures, and people needed for sustainable growth. Without this foundation, companies hit bottlenecks, suffer inefficiencies, and face the risk of stalling or failing. This series aims to delve deep into the intricacies of operational scalability. How do you set up a framework that can adapt to growing customer demands? What are the crucial procedures that can streamline business operations? How do you build a team that can take on increasing responsibilities while maintaining a high standard of performance?
In this interview series, we are talking to CEOs, Founders, Operations Managers Consultants, Academics, Tech leaders & HR professionals, who share lessons from their experience about “How To Set Up Systems, Procedures, And People To Prepare A Business To Scale”. As part of this series, we had the pleasure of interviewing Emma Ferrick.
Emma Ferrick, now known as Emma Snyder, is the founder of ELF Operations, an operations consulting firm dedicated to helping entrepreneurs build scalable and efficient business systems. With a background in Operations Management, she has experience as a scheduler and resource planner for multi-million-dollar projects. Emma’s entrepreneurial journey began as a virtual assistant side hustle while she was a single mother, aiming to gain financial control and time freedom. She has helped numerous clients streamline their processes, scale seamlessly, eliminate overwhelm, and increase profitability through her SIMPLE Ops Framework. Her mission is to empower women to live their best lives by building businesses that support their vision.
Thank you so much for your time! I know that you are a very busy person. Our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’ and how you got started?
I started ELF Operations as a side hustle when I was a young, struggling single mother, after my life was overturned by a domestic violence situation at age 22. I had just started in corporate as the youngest team member managing multi-million dollar projects as a project scheduler and assistant project manager. With the responsibility of overseeing our largest product line, I needed a way to support my child while being a present mom, which meant gaining control over my time and finances.
As a domestic violence survivor who had experienced isolation and manipulation, financial independence became essential to me. So, I created ELF Operations to help small business owners with administrative tasks they didn’t enjoy but that I found rewarding. I loved problem-solving, digital organization, and learning new software that made me more efficient. Staying busy kept my mind off the chaos in my life at the time, and I connected with business owners across Pittsburgh and online, since networking was challenging with a young child in tow.
When COVID hit, sending us into lockdown without childcare and with a job that didn’t allow remote work, I jumped into ELF Operations full-time. My partner — who would later become my husband — encouraged me to pursue my business fully. I began specializing in online business operations, supporting clients as a fractional online business manager, operations consultant, and systems consultant, and building out sales, marketing, and management tools
It has been said that our mistakes can be our greatest teachers. Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
When I first started going live on social media platforms, I dealt with plenty of tech issues and felt incredibly awkward. I made lots of mistakes — those early videos are full of bloopers! But those experiences gave me the courage to keep speaking and allowed me to connect with others, all while being at home with my two youngest kids. I still have recordings where I’m talking about Zapier and goal planning with my middle daughter in my arms, feeding her as I spoke.
As I gained confidence, I started inviting other leaders and entrepreneurs onto my platform, which eventually led to launching my YouTube channel. It was a fun way to connect with real people, and those early live streams opened up speaking opportunities at conferences, summits, and collaborations with course creators. The biggest lesson? Mistakes are part of the journey, and sometimes, they open doors you never expected.
What do you think makes your company stand out? Can you share a story?
Our mission at ELF Operations is to help women truly thrive, using their business as a tool for personal empowerment, not just a means to survive the day-to-day grind. We’re passionate about building robust infrastructures, systems, and processes that not only support growth but also allow our clients to reach a new level of freedom and sustainability in their business. We believe that the “Ops Advantage” is what makes a business sustainable beyond the owner’s daily involvement, empowering it to adapt and grow even in changing markets.
What makes us stand out is our commitment to every detail in our clients’ businesses — their infrastructure, their teams, and their goals — because we know how essential these elements are for meaningful growth. And on a personal note, as someone who has openly shared my journey through domestic violence and the challenges of building a business as a single mom, I’ve learned how much impact honesty and vulnerability can have. Many clients and connections have reached out, sharing that they see their own experiences in mine and feel encouraged to step forward in their lives and businesses with a newfound resilience.
What I’ve realized is that our work isn’t just about systems and strategy; it’s about amplifying our clients’ impact. When we help them build a strong foundation, they’re able to focus on what they do best, reach more people, and make a real difference. Our passion is not only in providing operational solutions but in supporting our clients to live the life they envision and empowering them to help others do the same.
You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
The top three character traits that have led to my success — and the ones I’ve had to work on the most to truly see results — are self-discipline, adaptability, and emotional intelligence.
Adaptability: Flexibility has been crucial as I rebuilt my life as a single mom and then started a business while raising a family. You can do your best to plan, but no plan goes 100% as expected, so you have to be able to react quickly and calmly to ensure success. Sometimes, rejection from a lead or opportunity is actually making space for something even better. You have to just take the resources you have available and make the best of it.
Self-Discipline: In the ups and downs of entrepreneurship, self-discipline is essential — especially when moving from a structured corporate environment to managing my own schedule. Staying disciplined in growing a business, even when it’s not glamorous, has been key. During my first four years in business, I went through two pregnancies, and there were days when I didn’t have the energy or “mindset” to focus on building connections or growing my business. There were moments I wanted to give up, but I reminded myself of my “why”: my kids. Life has its challenges, but the question is, which challenge are you willing to push through to achieve what you want?
Emotional Intelligence: This trait required the most work, as I had endured significant emotional trauma in an abusive relationship that left my nervous system constantly on edge. In the online business world, where clients have high emotions — especially during launches — it was initially hard not to take things personally. I struggled to tune into my own needs and manage clients’ emotions. To overcome this, I turned to alternative methods like Rapid Transformational Therapy and spiritual healing. These approaches helped me work through my trauma, and, in turn, strengthened my emotional resilience, leading to new connections and clients.
Leadership often entails making difficult decisions or hard choices between two apparently good paths. Can you share a story with us about a hard decision or choice you had to make as a leader? I’m curious to understand how these challenges have shaped your leadership.
One of the toughest decisions I had to make as a leader was choosing to fire a client while on maternity leave with my second daughter. Leading up to my leave, my business was thriving; I was bringing in $12,000 a month with low overhead as a fractional operations manager, also taking on intensives. I’d lined up an arrangement to white-label services through a friend’s OBM agency so I could take two months off for a self-funded maternity leave, which was a huge step for me as a business owner and mom.
However, one of my newer clients began to clash with my contractor, who was handling their account. The client started pushing beyond the boundaries I’d carefully set, adding stress for both me and my team. Although I ensured that all deliverables were met, the client’s demands and disregard for boundaries were ultimately affecting my team and, in turn, my own health and focus during a critical time.
In the end, I made the difficult choice to let that client go. Financially, this decision was hard — it was a hit to my revenue, and the client didn’t honor the exit terms we’d agreed upon. But as a leader, I realized that prioritizing boundaries and supporting my team’s well-being was essential for long-term growth. This experience taught me the importance of standing by my values, even when it meant sacrificing short-term gains. In the long run, making this choice strengthened my business, clarified the standards I wanted to uphold, and reinforced the type of work environment I strive to create.
Thank you for all that. Let’s now turn to the main focus of our discussion about Operational Scalability. In order to make sure that we are all on the same page, let’s begin with a simple definition. What does Operational Scalability mean to you?
To me, operational scalability means the ability to grow with ease without compromising quality. It’s about having the right systems, processes, and people in place that can adapt seamlessly as the business expands, ensuring smooth and efficient operations. Operations is the lifeblood of any business — keeping everything running, supporting growth, and maintaining quality. With scalable operations, your business can thrive without overwhelming you or your team in the process.
Which types of business can most benefit from investing in Operational Scalability?
Every type of business can benefit from investing in operational scalability, as it enables organizations to operate more efficiently and sustainably. Whether you’re a solopreneur or a mid-sized creative agency, the principles of scalability can be tailored to meet your unique goals.
I’ve worked with a wide range of businesses, from single-owner LLCs run by mompreneurs to larger creative agencies. For solopreneurs, scalability often means creating a business model that supports financial and time freedom without requiring more than part-time hours. These entrepreneurs may not be chasing multi-million-dollar revenues but value a lifestyle that aligns with their personal priorities. On the other hand, agencies often focus on growing their teams, mission, and impact while ensuring their operations don’t lead to burnout for themselves or their staff.
Operational scalability provides the balance businesses need to achieve their goals, offering the foundation to grow without sacrificing quality, well-being, or the fulfillment of a meaningful life and career.
Why is it so important for a business to invest time, energy, and resources into Operational Scalability?
Operations are the backbone of every aspect of a business. They provide the structure and flexibility needed to adapt quickly to market changes, giving you a competitive edge we call The Ops Advantage. Strong operations are your differentiator — they enable your business to survive and thrive amidst shifting market trends, ensuring long-term success.
The longest-standing companies all have one thing in common: solid operational foundations. These systems have allowed them to handle challenges like industry changes, turnover, and the passage of time, ensuring they remain resilient and relevant in a competitive marketplace. Investing in operational scalability isn’t just smart — it’s essential for building a business that stands the test of time.
In contrast, what happens to a business that does not invest time, energy, and resources into Operational Scalability?
Without investing in operational scalability, a business risks failure or severe strain on its resources. Operations are the lifeblood of a business, and even the best marketing and sales strategies cannot compensate for poor delivery, subpar product quality, or a disappointing client experience. When these elements falter, a business quickly loses trust and loyalty from its clients.
In today’s digital age, where buyers are more informed and vocal than ever, a single negative experience can spread rapidly through social media and online reviews, damaging a brand’s reputation. Operational scalability isn’t just about efficiency — it’s about ensuring that as your business grows, it can consistently meet and exceed customer expectations, safeguarding your reputation and long-term success.
Can you please share a story from your experience about how a business grew dramatically when they worked on their Operational Scalability?
I had the privilege of working with a marketing agency as their operations manager during a pivotal time in their growth. Initially, we focused on stabilizing their core marketing offers by streamlining processes, creating automations, and developing detailed SOPs. We also ensured that key team members were in place to support their marketing clients effectively. By simplifying and optimizing their operations, the agency was able to operate more efficiently and focus on delivering consistent results for their clients.
This foundation of operational scalability enabled us to launch a sub-agency with a single, streamlined offer: providing seminar services to financial planners. Leveraging the same team and applying similar automations and processes, this sub-agency quickly gained traction. Because the core agency operations were stable, the sub-agency was able to grow rapidly without adding unnecessary strain on resources or overwhelming the team.
The result was a thriving new business unit that not only expanded the agency’s revenue streams but also demonstrated the power of operational scalability. By focusing on simplicity, automation, and leveraging existing resources, we transformed the agency’s ability to grow sustainably and scale into new markets.
Here is the primary question of our discussion. Based on your experience and success, what are the “Five Most Important Things A Business Leader Should Do To Set Up Systems, Procedures, And People To Prepare A Business To Scale”? If you can, please share a story or an example for each.
1. Don’t Wait
One of the most critical mistakes leaders make is waiting too long to document processes and implement software solutions. Start as soon as possible, even if your business is small, because setting up these systems early prevents future chaos and allows for smoother scaling. For example, in my husband’s construction company, we developed onboarding policies and procedures while we were still defining how the business should operate. By doing this proactively, we identified gaps — such as clarifying responsibilities for subcontractors — before they could become real issues. Early documentation gave us a clear roadmap for future hires and operations.
2. Operations Are Not One-Size-Fits-All
Your operations should reflect your unique business needs, not a generic template. In today’s digital world, it’s easy to purchase pre-made processes, software setups, or workflow templates. However, simply copying and pasting these into your business often creates inefficiencies or fails to differentiate you from the competition. Customization is key. For example, a creative agency I worked with wanted to standardize client onboarding. Instead of using a one-size-fits-all template, we tailored their onboarding process to reflect their brand voice and creative values, which made clients feel valued and aligned with the agency’s mission.
3. Balance Automation with a Personal Touch
Automation is powerful, but too much can make your business feel impersonal — especially in service-based industries. The key is finding a balance that enhances efficiency without losing human connection. For example, many of my clients automate the initial onboarding process after a client pays a deposit. This includes sending an automated welcome email with next steps, building immediate trust and confidence. To balance this, they add a personal touch, such as mailing a handwritten note or a small gift. For product-based businesses, the balance may lean more toward automation to reduce friction, but intentional manual steps in key moments can still provide value.
4. Be Good to Your People
Your team is your greatest asset, and retaining talent should be as much of a priority as retaining clients. High turnover costs more than just money — it disrupts operations, impacts morale, and places additional strain on remaining team members. Investing in your team means listening to their needs, showing appreciation, and fostering their development.
In our construction company, an industry known for high turnover among entry-level team members, we’re actively working to go above and beyond the standard. We prioritize development opportunities, genuinely listen to team feedback, and are implementing better benefits to show our commitment to their growth and well-being. By focusing on their needs, we’ve seen improved morale, stronger loyalty, and a more cohesive team, which directly impacts the success of our projects and company as a whole.
5. Track and Learn
Setting up key performance indicators (KPIs) is essential for tracking progress, identifying bottlenecks, and making data-driven decisions. Continuous improvement frameworks are a great way to ensure you’re optimizing systems regularly. For instance, while working with a client’s floral business, we implemented KPIs to track lead generation, conversion rates, and client satisfaction for each service line. This data helped us identify areas for improvement, such as optimizing follow-up processes and refining the client journey, which ultimately resulted in better retention and higher profits.
What are some common misconceptions businesses have about scaling? Can you please explain?
Scaling a business is an exciting milestone, but there are many misconceptions that can lead entrepreneurs astray. Here are some of the most common myths I have encountered, along with the reality behind them:
“You need to be a big company to worry about systems and automations.”
This is one of the most damaging myths I’ve heard from so-called “gurus.” They often tell entrepreneurs not to worry about systems or operations until they hit six figures, and it drives me crazy. The truth is, if you start building good habits and implementing automated systems early on, you’ll prevent burnout and free up time to focus on your zone of genius. Waiting too long to prioritize systems can make scaling chaotic and lead to unnecessary stress or added cost because you have to migrate to a new software.
“Automation alone will make scaling easy.”
While automation is an invaluable tool, it’s not a magic fix. Automation works best when processes are already optimized. If you automate poorly designed workflows, you risk multiplying inefficiencies — leading to duplicated work, overlooked details, and frustration for clients or team members. Before implementing automation, businesses need to refine and document their processes to ensure everything runs smoothly. Otherwise, automation will only amplify existing issues.
“More revenue automatically means more profit.”
Revenue growth is exciting, but it doesn’t always translate to higher profits. Scaling often requires upfront investments, such as hiring staff, upgrading technology, or improving infrastructure. Without careful cost management, these expenses can quickly erode profit margins. It’s crucial to monitor spending and assess the ROI of each investment during the scaling process to ensure profitability aligns with revenue growth.
“Hiring more people will solve our scaling problems.”
Adding team members is often necessary, but it’s only effective when backed by clear processes, well-defined roles, and strong onboarding systems. Hiring without a strategic plan can lead to inflated payroll costs, confusion, and unproductive teams. I’ve seen businesses add roles without considering long-term needs, resulting in misaligned responsibilities or poor ROI. Scaling isn’t just about increasing headcount — it’s about building a team that fits your goals and operational structure.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
“What doesn’t kill you makes you stronger.”
This quote has been a guiding principle in my life, especially during some of my most challenging moments. As a survivor of domestic violence, I’ve faced circumstances that could have left me broken. Instead, they became the foundation of my resilience and strength. When I was rebuilding my life as a single mom, I clung to this belief to push through the fear and uncertainty. It reminded me that every obstacle was an opportunity to grow stronger because I had survived something unimaginable. The fact that I was still alive was a gift I couldn’t take for granted. I chose to channel that pain into motivation — to build a business, create a personal brand, and prove to myself that I was capable of thriving.
This mindset also shaped my entrepreneurial journey. Starting a business during a time of personal upheaval demanded grit and perseverance. I made mistakes, faced rejections, and dealt with setbacks, but each experience became a stepping stone. Over time, I built a business that not only supports my family but also empowers others to create lives they love — and we’re just getting started!
This quote is a testament to the human spirit’s ability to endure, adapt, and emerge stronger. It’s taught me that challenges aren’t roadblocks — they’re stepping stones to becoming the best version of myself.
You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
Operation Thrive: Ordinary Women on the Pursuit to Live Extraordinary Lives
If I could start a movement, it would be Operation Thrive. As someone who has experienced the suffocation of a job that drained me, the toxicity of a life-sucking relationship, and life-altering events that reshaped my world, I’ve learned just how short and precious life truly is. I refuse to settle for mediocrity or simply getting by — not for myself, and not for my three daughters. I want them to grow up seeing firsthand that women can have it all. They can be incredible homemakers and have fulfilling careers. It’s not always easy, but it’s achievable, regardless of what society says or the labels others try to impose.
My vision is for every woman to live a life they love. I want women to know they don’t have to stay in toxic relationships, settle for “okay,” or accept disrespect because of outdated stereotypes. The unknown is scary, and your mind might try to keep you small to stay “safe.” But it’s in stepping into that unknown, in embracing the fear, that true growth and thriving begin.
For my daughters, I want them to choose partners who love and uplift them, as my husband has done for me. I want them to see that they deserve respect, love, and opportunities to reach their fullest potential. And I want this movement to remind all women that they, too, deserve extraordinary lives. Whether it’s leaving a bad relationship, taking a chance on a dream, or reclaiming their identity, I want every woman to believe in their power to thrive.
Together, we can inspire women to take back control, to dream boldly, and to build lives that light them up — because every woman deserves nothing less than her very best life.
How can our readers further follow your work online?
Come hang out with me on IG, LinkedIn, or our website where you can opt-into our Operation Thrive digital community!
This was very inspiring. Thank you so much for joining us!
Operational Scalability: Emma Ferrick of ELF Operations On How To Set Up Systems, Procedures, And… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.