What is the key to success?

Can you tell us how it all started?
With an idea. A dream. A desire to go places and to succeed. I dreamed of being my own boss when I was a young teen. I wanted to tell others what to do! I wanted to be in charge. I wanted my own office, typewriter, a printer, photocopier, desk – the lot. I wanted to work for myself.

You were young then, when did you actually realize the dream?
You're right. I was very young and had no idea what lay ahead. I soon learnt dreams appear, change, and disappear – all at once – and you forget all about them. Life happens. It gets in the way; it goes this way and that. I chose typing at high school rather than shorthand. I loved typing, I was very good at it, and very fast. In fact, it was the only subject I passed in the School Certificate Exams!

I left after third year high school and got a job as an office junior in a law firm. That’s where it kick-started. I will never forget, my first wage way back then was $43.90 net per fortnight!

I was later promoted to intermediate typist, and years later, promoted to secretary to one of the partners of the firm. I typed for several partners of the firm, but then got landed with one in particular. I was literally thrown into the deep end, it was a case of teacher, sink or swim!

A few years later, my life changed direction. Not sure how I got there but I did, I landed! I ended up going to college in Australia and did a Business Studies Certificate course, I majored in English of all subjects – I recall I got 34% for school exams! And I came out with an A- at college. Not bad! I did several extra exams for typing, secretarial, trade certificate, etc.

So even though life threw you a curve ball, you still pursued the dream?
More than one curve ball, I think! Yes, exactly. It was always there. I got to do all the stuff I loved, typing speed tests, typing for other students and getting paid – everything to do with typing, study, and research – I did! I loved it. I graduated and I was appointed as Secretary of a Publishing Firm in Sydney. I worked there for a few years. It was all-life skills training and all the knowledge and learning, just comes into play. It comes alive within.

You really loved typing, that’s clear. But were there other subjects you studied that assisted you toward your dream, and where you are now?
Absolutely. Typing was an essential piece of the puzzle, but the picture is always broader than just one thing – rather expansive, and develops over time. I became certified in all areas of personal and professional development. I became certified as a Professional Counsellor and ran my own counselling practice in Australia. I worked in practice with other colleagues. I had put typing on hold so to speak for some years, thinking I would not be able to take it up again as a profession, because I got R.S.I. – repetitive strain injury.

I returned to New Zealand and pursued my counselling career. There was little or no typing in any of it. I reached a point where I was beyond frustrated and yet determined to find success. I was looking here, there, and everywhere for it – when, all the time, the answer was right in front of me. It was in me. It was ME. I am my biggest obstacle, which gets in my way – and I am also my greatest ally to overcome and achieve great things. I “thought” because I had R.S.I. that it was futile to look for the kind of work that I loved that I wouldn’t be able to do it. I knew what my physical limitations were on the keyboard.

How did you overcome? What did you do to get back to what you really like?
Simply put – I learnt that my greatest weakness, is also my greatest strength. It is what I do with it that counts. I had the power to transform it. I felt a fierce determination within to succeed. And yet this apparent obstacle was standing in my way. Simple – “Get out of the way Lenna, get out of your own way”. I had to have faith and step out anyway and face that fear head on. A mindset of, “I can’t because of…”, just won't do. It is not the recipe for success. It is self-sabotaging, it is fear, it is apprehension, it is actually the opposite of what I believe!!

I went online and searched for something like, typing from home, secretarial work, earn an income typing. That kind of thing. I wasn’t familiar with the term transcription at that time, so I didn’t search for it.

I came across a website that offered secretarial, typing, and website services. I decided to contact them, told them who I was, and that I would be available for work if they needed assistance. I got a reply back fairly quickly. I was offered work right away. I was stunned, shocked, excited, nervous, and anxious – all at the same time! I requested assistance for a transcription kit (software, headset, foot pedal). They actioned it right away, I found a supplier online (who is still our supplier 14 years later!), and it was sent to me in 3 days.

I was super nervous to see how I would go typing, fearing that my hand would not be able to sustain it. I was wrong. And I was determined to succeed. I started typing for this person. I was assigned work and I got paid for it. I had no idea what to charge, nothing, just did as I was told pretty much.

I contacted another website owner – transcription, typing, medical, and secretarial services. That was a turning point for me. I got a reply fairly quickly. We clicked. We exchanged about fifty emails that night, back and forth, talking, asking questions. I was sent work, a copy typing piece. It seemed to take forever.

I discovered I was a perfectionist. Wouldn’t you know it!

That person became a very close friend and colleague who taught me so much and invested a lot of time in me. I initially charged a small fee for my work, but the owner firmly said, “No way - you should charge your full fee for that work! Send me an invoice, and I’ll pay it.” So, I did. That’s when I started to learn my worth.

How did you go from typing for these suppliers to having your own business, your own website? How did that evolve?
The second person I reached out to - who eventually became a close friend and colleague - told me, “You need to get a website.” I was shocked and replied, “What?!!” She repeated, “You need to get a website.” I hesitated, saying, “No way, I'm too scared. What if people contact me? I won’t know what to do.” She simply said, “That’s exactly what you want -people to contact you. Don’t worry, I’ll show you the ropes.”

True to her word, she built my website free of charge.

Just seven days after it went live, inquiries from clients started pouring in. I couldn’t believe it; I was in a panic! Of course, I immediately called her, asking for advice on what to do next.

She had partnered with the best web hosting service on the planet, and I’m still with them to this day.

That incredible person, Marie Ribeiro, didn’t just build my website - she mentored, encouraged, and guided me every step of the way. She was honest and straightforward, and her support helped me get to where I am today.

Remarkably, I still have clients coming to ATS who have been with me since the beginning, all the way back in 2010. Marie, who sadly passed away a few years ago, played an influential role in my business journey. I am deeply grateful for everything she did and for the significant impact she had on the success of ATS. Her contribution remains a source of immense pride and gratitude for me.

Lenna, do you agree that your ability to create the successful business and positive, powerful legacy, will have much to do with the people you’ve met, people you chose to surround yourself with?
Yes, successful people like Marie are often eager to share the real secrets behind their achievements. They can help you avoid the pitfalls they’ve encountered and offer valuable tips and tricks to accelerate your progress, and build a network. Marie was aligned with a close friend and colleague of hers, Inga at Anuko company, who design and host websites. And then I worked very closely with Inga for years, to date. Her talent and skill, and sheer artistry – are what I call “magic”. She has the ability to take my often jumble of words and thoughts, and ideas, and visions – and make them a reality. Then I see it on my site – that to me, is MAGIC.

We have worked closely for years, and still. She has watched over and protected ATS for years, has updated it regularly, revamped it, made sure it was SEO-super friendly, added content, provided crucial links for expansion of ATS. I am beyond grateful, not only for her absolute skill and expertise – but also her friendship, and very caring and sensitive nature.

And there’s Mary. I met Mary at a critical time in my business. My previous tax person left rather abruptly. I was so anxious for my business. I put my head in my hands and cried. I then told myself to “pull it together Lenna”. I went online and searched for independent tax consultant, something like that. And there was Mary, right there. I was sold by her face – most sincere, and genuine – and her profile info. Secondly, I was sold by her email comms with me. I went to her home to meet her, and meeting her in person only confirmed her profile, and email comms. I trusted my business to Mary for years. What a great relief. And what a great close friend and colleague she became to me. She sadly passed away last year. She is not forgotten. And now, I have an amazing accountant, Graeme, who was also a dear friend of Mary’s.

It is so important to have the right people in your corner, and be in theirs when they need you.

Tell me more about your team. How do you find and train skilled transcriptionists and translators to maintain the quality of your services?
ATS has had an amazing team over the years, with varying degrees of knowledge, experience, and expertise. Some have moved on over the years to other vocations, locations, and the like. Those remaining with ATS are a solid core team, some of which have been with ATS since its early inception 2010, and the remaining team members have been with ATS for several years. It all started with a Gum Tree ad. The business began to expand and I realised I needed assistance. I posted a simple ad on Gum Tree and started getting responses, two of which have been with ATS since day one, to this day. Amazing! Others would contact me through my website and we would process their queries through email contact.

As far as training goes, they were all required to have a prerequisite of skills: excellent typing skills, grammar, punctuation, sentence structure, listening skills (audio), and following instructions. Being so new myself back then, in terms of running a business – this was all new to me, but I did what I needed to do, and it worked. They each came with a different skill set, with their own unique strengths and weaknesses with what they could bring to the table. The application process was simple: familiarise themselves with transcriber notes (how ATS operated), verbatim examples, and sign an NDA if agreeable. They then did a short sample to see whether they would progress beyond that stage.

Any training beyond that, was by way of pulling them up and referring them back to the notes. Everything I said to them, was a training experience, and they took it on board. Some more than others. There was the odd one that came to ATS who didn't necessarily have all the skills but they had the right attitude, and so I worked with that. Some would apply for training. I trained one person the entire programme – and they did amazing, and they worked with ATS for years. I found that training very time consuming and over time, it was not feasible to do so – I was too busy running the biz and supporting the team. So, as far as training went – from there, if I thought someone was a good fit and had the right attitude, I would train them on the job.

The NDA ensured that they checked their work thoroughly and complied with ATS’s requirements, thus returning their work to myself and I would oversee all documents for quality control before they were returned to customers – and I would provide the transcriber with feedback, and note any changes that needed to be made, if required to do so.

How do you build and maintain strong relationships with your clients?
I am a professional, and I pride myself on being very efficient and organised. When I first started I reached out to certain people, and organisations. I approached them in a professional manner. I had a website name, brand, and logo to support me – who I was and what I was offering, and how I could assist customers that required excellent transcription services.

Our customer base started from ATS website. Seven (7) days after my new (then) website went live, I had my first query for transcription services – which turned into ongoing orders. From that day till now, the website has worked for ATS. Over the years, ATS has been fortunate to have a very extensive list of testimonials from clients, and the following are just some of the things that mean a lot to our customers:

Professionalism – confidentiality – flexible – approachable – friendly – genuine – accurate – very fast – follow up – staying updated – took the pressure off – allowed them time to spend with their families – exceeding and delivering ahead of deadlines – excellent te reo Māori services – under promise and over deliver – you and your team are legend – prompt, efficient, easy to use – we will sing your praises – the transcribers are that good!

I want to keep saying more, but there is so much. To receive feedback like that from our customers came from excellent, professional, and genuine relationship building with customers. They come directly to me, CEO of ATS, and I deal with those queries (or calls) personally. I treat them like gold. I recognise their worth to ATS. We all need each other, without each other the business world would cease. I build excellent rapport with customers, so much so, that they keep coming back – from as far back as ATS’s inception, 2010!!!

High End Customer Relationships – there are times when we build relationships with customers, interact with them, collaborate with them – because of their exceptional needs, higher expectations for transcription services, attention to detail, and greater demands in terms of quality of work output, speed output, confidentiality is high because of the unique and oftentimes sensitive nature of the work involved. These customers have a higher priority, e.g. as soon as work is sent through we take care of it right away – meeting their demands and expectations.

Communication is key, open, clear, honest, and direct. We build a high level of trust with these customers, and they with us. Consistent delivery of work, reliability, availability, and integrity is what it takes to optimise and maximise customer satisfaction.

A high level of attention to detail is required. This takes knowing the team, their strengths and weaknesses – and who can be trusted with what work and demand is being required of us. It is oftentimes a juggling act – something we do best.

We are flexible and adaptable to meet their needs which can change at any given time. Our job is to adjust and adapt ourselves accordingly. It requires a high level of professionalism on our part, and the ability to make changes very quickly.

It has a long-term focus in terms of the relationship. Because they are high-end customers, they often send a lot of other customers our way. Why? Because they trust us, especially when it comes to confidentiality. One client sought assurance, I gave it to him – it was of the utmost importance to him. He replied, “Go ahead, I accept your word on confidentiality”.

We are beyond grateful for all of our customers – past, present, and future.

Do you offer any customized services?
Yes, we do. This is where getting to know our team and their strengths and weaknesses (which we assessed) plays a vital role in the success of ATS.

We offer industry-specific transcription services, e.g. medical, legal, academic, governmental, te reo Māori, Samoan, (soon to be Spanish), building industry, Army, etc. We are not limited to subject matter or content. Customers send us a variety of industry-specific work. We get thrown in the deep end often!!

Formatting Preferences - this required a strength-based application from specific team members who had this strength and expertise. We transcribed many books for the international customers for years, and the customers had specific requirements for: template, layout, design, formatting, and a knowledge of using footnotes, referencing, etc.

Microsoft Word Expertise – Often we would have requests for specific Word adjustments, whether it be template that needed reformatting, or a document that was mis-aligned and needed to be restored to its original version. Some required charts, lines, boxes, etc. We have what I call, a Word Expert, on the team.

Accuracy Levels – Some clients request word-for-word proofreading to ensure maximum accuracy, especially when the nature of their work demands it. Proofreading is one of my strengths when precision is required.

On the other hand, some customers prefer a "quick and dirty" approach—no fuss, just fast typing without the need for perfection. While this service may seem less polished, it’s often exactly what’s needed, especially when the quality of recordings doesn’t allow for a precise transcription.

Strict verbatim - transcribing every oral utterance and noting sounds, noise, laughter, exactly as it is spoken and in the order it is spoken. Often required for legal matter, medical, university papers for critical and thematic analysis.

Edited verbatim – a cleaned up version of strict, removing unnecessary elements while keeping the core meaning intact. Removing filler words, stutters, ums, false starts – retaining the speaker’s original phrasing. Minor grammar corrections can be made, but the transcript itself remains true to what was said. Often required for transcripts for interviews, meetings, podcasts, etc. where clarity is important but the natural flow of conversation is preserved.

Intelligent verbatim – clean verbatim, focus on conveying the essence of what is spoken and making it more readable and polished. Removes filler words, false starts, may edit sentences for clarity and readability. Omits non-essential details, or general chatter before or at the end of the recording. This style of verbatim is most often required by customers.

Language Translation – we do very little translation from one language to the other, at this stage. We are working on expanding that in Samoan, and possibly French and Spanish. With te reo Māori – very little of it.

We currently offer Samoan transcription, and translation services. We are working on expanding that to Spanish transcription, and translation services also. We do not offer translation services for te reo Māori at this stage, only very small blocks of work. We refer customers on to a network of te reo Māori translators in New Zealand.

Confidentiality and Security – for sensitive content, customised transcription services might include enhanced security measures to protect the data. And in most cases, this comes back to the strengths within team members. I check in with the team beforehand if they are okay with xx content, and emphasise the absolute need for confidentiality and privacy. This may involve deleting all recordings, transcripts, and emails, correspondence – pertaining to the order, upon completion of the work and customer’s confirmation to do so.

Urgent Transcription – we specialise in this. Many clients request same day, same evening, next day, and it can extend beyond that when there is a large volume that is being churned out on a daily basis. A much needed service.

High Volume Transcription Services - In the earlier days of ATS’s business transcription services, we transcribed many books for an international client. We had a solid team, and recruited several more to get the job done – up to 13, 14 transcribers on deck. We had a deadline of completing 80 hours of transcription (time) in less than 48 hours!! I do not know how we did it back then, but we did! The order was placed with ATS on the basis that we could handle a large volume with a very tight deadline. I was still new in the business and shuddered to think how we would pull it off – but another strength of mine is: “can do” attitude. I welcomed the challenge!

Referral Services – it is important that we recognise we may not be able to offer what a prospective customer is looking for, or wanting. We often receive queries for services that we do not provide. In this case, we refer them on to a service who does – if we know who that might be. Or, we will extend ourselves and do a little research to see if we can assist the customer further – in many cases we do, and they are appreciative of the information we sent them.

What are the biggest challenges you've faced in running your business?
Some would say, “my competitors”, but I don’t believe so. I am aware that they are there but they are not my focus or priority. Good on them for doing their mahi. When I first started out I was afraid, I was scared, too scared to put myself out there. I would have to say fear. Even before I took that leap and went for it, I had a lot of fear but I also had a fierce determination to succeed. So, the fear didn't match up with my goal, but it was something I had to deal with. I took action regardless. I consulted with other trusted professionals. I did it anyway. I learnt to focus on the task at hand and watch the fear dissipate in to what it really is – nothing. It had to get out of my way. It is always lurking, but my inner strength will rise above it every time. I am determined.

Can you share a success story or a particularly challenging project that you’re proud of?
Yes, I can. Dealing with the tax man. I had zero knowledge, understanding, or awareness of running a business and all the ins and outs of the same – especially tax matters, filling out forms, I had no idea. I made calls, I was told this and that, and ended up winging it most of the time. I was in for a very tough time ahead but I wanted to get it right.

And I did. I worked with the powers that be, and complied with every single thing that was required of me to do. I was educated. I had to attend workshops. I had to drive a fair distance to meet with professionals. I was dead afraid at first, but I wanted to get it right – so I made myself go there. The more they pointed out the seriousness of the situation, endless penalties that I could not humanly compete with, or rise above, let alone catch up on – even they said it was “not possible”, my heart sunk even further, which I needed to feel in order to have hope again.

The end result was amazing: I dotted my i’s, and crossed my t’s. Phew! When I had my last meeting with those that were assisting me, I sent them an email and thanked them profusely for persevering with me, giving me a second chance, and an opportunity to get it right.

A ton of debt for two years in a row, was wiped completely. Wow, I was beyond grateful. My first strategy in learning to have a successful business became: Keep the Tax Man Happy.

I received an email response, and to this effect, was told – they congratulated me and said it was rare to work with someone who wanted to get it right, and dedicated themselves to doing just that. I had to learn the hard way, yet, the most rewarding way of all.

I felt proud.

Fear is always lurking, but so is my inner strength to wipe it out when it pops up.

What tools and technology do you use to streamline transcription work?
Transcription software – most of us use the Olympus transcription software, and update it on a regular basis per notifications to do so. Have used it for years and it has been very effective in processing client orders, organising files, and assigning to kaimahi.

Foot Pedal – is part of a transcription kit. It is required to transcribe recordings. It helps us to streamline the work we do in a much faster way. It allows us to control payback hands-free, improving speed and efficiency.

Headset/Ear plugs – a necessity for transcription, listening to audio and transcribing at the same time.

Auto-Correct – utilising the benefits of Microsoft Word to create shortcuts for many words, phrases, names, and places, reducing time and allowing for consistency across the board.

File Transfer – there are many different means by which files can be transferred to assistants. Google Drive, Dropbox, OneDrive, Wetransfer, Mailbigfile. Streamlining processes make for faster and more efficient leveraging of time. Wetransfer is great, an email notification can be forwarded directly to assistants to download and transcribe – saving upload, send, download time using other means.

Xero Tracking and Invoicing – Xero has streamlined ATS and saved an enormous amount of work, and time. No more pigeon holes! Very cost effective, very efficient, and user-friendly, time efficient.

Quality Assurance – all assistants are required to check their work thoroughly. All transcripts are then checked again by myself before returning them to customer. Proofreading and the use of Microsoft Word grammar and proofing tools are efficient and able to be utilised.

AI - Artificial Intelligence – is a relatively new tool to us. I see it as a resource for as and when needed. I do not rely on it to run my business. It plays no part in the day to day running of the business. But it is a resource that is very helpful for things like: clarifying meanings on certain, words, terms, phrases. It helps streamline activities that ATS wants to perform and carry out for the betterment and expansion of ideas, changes, and new possibilities. I use it as a resource, as I would an online dictionary, or Google. It is a secondary tool to me, the primary tool is my brain!

How do you ensure confidentiality and security of client data?
All team members have signed NDAs with ATS;
We sign confidentiality agreements for customers as per their requirements;
We delete all recordings, and transcripts at their request;
All team members have passwords to their PCs/laptops that only they can access;

What sets your business apart from competitors in the transcription industry?
We believe we’re the best at what we do. Our commitment to meeting customer deadlines with fast and urgent turnarounds truly sets us apart. Don’t just take our word for it—our clients’ testimonials speak for themselves. They consistently praise our ability to deliver well-formatted and accurate transcriptions ahead of schedule.

We also have a competitive edge in that we can work varying hours of the day and night to meet customer deadlines. Time zone is not an issue.

What are your plans for the future growth and development of your company?
Good question. This is something that evolves over time also. Conducting interviews, writing articles about the industry, collaborating with like-minded professionals, looking for and creating opportunities to collaborate, connecting with the right people to discuss the very same.

It is important to ATS to be aware of, and sensitive to – the pulse of the industry, being mindful of and having a sense of the pipeline. Understanding the ebb and flow of the business and working to have key people on board that we can collaborate with to ensure positive growth, expansion, in moving forward.

Listening to those who have been there before me and taking on board their wisdom, and putting it into action.

Research and development by way of collaborating.

Staying in regular contact with team regarding, e.g. quality assurance, confidentiality, processes and procedures in their offices to ensure security of all data and work carried out for and on behalf of ATS.

Lastly, what would you say to anyone who wants to get start his own business?
I would say this, “Know who you are, know what you want, understand your gifts and your talents. Let no thing, or anyone (least of all yourself), stand in your way. Overcome fear and do it anyway. Go for what you want. You can do it. You can do anything you want to do. Keep it real, stay humble, be grateful always. And remember – you didn’t get to where you are by being alone, someone helped you along the way. Keep the tax man happy if you go that far, and keep it really, really simple.

Thank you so much for your time, for sharing your wisdom and insights, your highs, and lows, with us today. All the very best and much continued success!

Thank you, glad to help.

We often wonder what makes a business successful. What allows it to take off and grow? How does it navigate challenges and find its place in a competitive market? What sacrifices are involved? And most importantly, how can we leave our mark in the business world?

These are just a few of the questions we’ll explore with Lenna K. Millar, CEO of Audio Transcription & Secretarial Services (ATS), who brings over 15 years of experience in the industry, along with more than 30 years of prior expertise.