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This mixed-methods study explored how virtual school principals described leadership challenges and rewards working in the virtual context. Additionally, the researchers examined how principals in a virtual environment provided teacher professional development and created a social presence with teachers, students, and parents. Findings indicate that a virtual school is more than merely a traditional school online. Principals exhibit an intrapreneurial approach to developing and sustaining virtual schools. The researchers purport that innovative leadership is a key component of supporting virtual schools in assuming a unique position among the choice options. It is imperative, they conclude to understand the virtual school as a choice option serving some students more effectively than the traditional brick and mortar schools.