LEE Fitzpatrick set up Outlaw Social in 2018 to help businesses build a marketing strategy and stand out from the competition. The entrepreneur also runs Hink, a digital enterprise to offer support to businesses in a post-pandemic era, and video production company Medialiciously. Despite the success of his companies, he says it is his business failures that have been the most important part of his journey.
Name: Lee Fitzpatrick
Age: 30
Position: Founder
WHAT IS THE BUSINESS CALLED?
Outlaw Social
WHERE IS IT BASED?
Edinburgh
WHY DID YOU SET UP THE BUSINESS?
I’VE been running businesses for 12 years now. Both my parents and my grandparents are self-employed, so it runs in the family. My first job was in a letting agency in Musselburgh when I was 16. My boss was an excellent French entrepreneur and he promoted me to branch manager after six months. After 1.5 years I told him I wanted to set up my own business. He encouraged me to set it up and became my first client. It was a property business helping properties to get ready to go on the rental market. I ran that for five years and it was successful overall. We had 14 members of staff at its peak. We then had to close the business down and I ended up with £70,000 of personal debt so it was a tough spell but a really valuable lesson in terms of failure. I really struggled with mental health and depression and even considered suicide. I got back on my feet after a year and the entrepreneurial hunger came back really quickly.
I then set up a business called Musselcake – a high protein freshly-baked brownie delivered to letterboxes nationwide. I almost managed to get it to market but I struggled to scale up the recipe. At the same time, I retrained to be a personal trainer and set up Fearless Fitness which I sold to the co-founder, and he still runs it. I opened a boutique uptown gym called Level Ten Fitness and ran that for 2.5 years.
When I left the gym, I set up Outlaw Social, a brand strategy agency. I was really passionate about starting businesses, establishing the brand then growing them. I thought I’d set that up to help other businesses. Outlaw Social has been running for 2.5 years now. We’ve managed to grow the team to eight, despite Covid which made decision making complex.
HOW DOES IT WORK?
WE work with start-ups that have had seed funding and then we help take the brand to market and to grow. We also work with established brands who are struggling due to competition on the market. We provide them with a refreshed identity. The sweet spot is brands and businesses who have tried short term marketing like social media adverts, adverts on Google and working with the press but have reached a point where they are experiencing diminishing returns.
HOW IS IT DIFFERENT FROM COMPETING BUSINESSES?
THERE are definitely good branding agencies just like us. In the digital era lots of emphasis is on tactical execution and that’s confusing for businesses. We help businesses make good decisions so we can arrive at what the problem is and help them solve that problem.
IS SCOTLAND A GOOD PLACE FOR THIS TYPE OF BUSINESS?
I’VE been lucky to be in the entrepreneurial ecosystem for 12 years now. Eight years ago, I came into contact with Power of Youth, which is funded by the Scottish Government to shine a light on business for good. Scotland is an incredible place for start-ups or anyone setting up a business. There’s a real opportunity for people to have confidence and give it a go. If you’ve got the right idea there’s a community and funding. I’ve always been surprised with how kind and generous other entrepreneurs are.
WHAT DO YOU ENJOY MOST ABOUT RUNNING THE BUSINESS?
I’M motivated by helping people achieve their potential and being an entrepreneur helps me do that. Having a team and engaging with clients gives me the opportunity to help someone.
WHERE DO YOU HOPE THE BUSINESS WILL BE IN 10 YEARS?
I WANT to make sustainability a priority in everything I do. I want Outlaw Social to become a B Corporation. I’d love to be exclusively working with sustainable brands that are purpose driven and making an impact.
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