Three names for operations help that overlap a lot. Here is what each one usually means in a coaching or course business.
| Role | Focus | Owns | Best for |
|---|---|---|---|
| Online business manager | Day-to-day operations | Projects, team tasks, tools, launches | Coaches with a small team who need someone running things |
| Integrator | Turning the founder’s vision into execution | Leadership team, priorities, accountability | Founders with lots of ideas and a team that cannot keep up |
| Fractional COO | Operations strategy and performance | Numbers, org design, systems, leadership | Businesses at $1M+ that need senior ops leadership part-time |
Online business manager
An OBM is the hands-on manager. They run projects, coordinate the team and keep launches on track. Many started as senior virtual assistants. See OBM vs virtual assistant.
Integrator
“Integrator” comes from the EOS framework and the book Rocket Fuel. The visionary founder sets direction, and the integrator turns it into priorities, runs the leadership meeting, and holds the team accountable.
Fractional COO
A fractional COO is a part-time chief operating officer. They do what an integrator does and usually go deeper into numbers, org design and systems. They are more likely to design the system than to run it day to day.
Which do you need?
- Things fall through the cracks every week: start with an OBM.
- Your team is busy but working on the wrong things: you need an integrator or fractional COO.
- You cannot see your numbers or plan your next hire: you need a fractional COO.
We offer both OBM support and fractional COO engagements, and most start with a scale readiness review.
Talk it through
Send us a few lines about your business and where it feels stuck. We will tell you which role fits.
Or write to hello@askluuk.com. We reply within one business day.