Founder@ Interview
Interview with Lachlan Faulkner
“I’d said if you are young take the risk now, you have nothing to lose. There are always options and alternate routes to success. Do it now before your life becomes more complex. I took the leap at 24 and have never looked back..” – Lachlan Faulkner
Today we feature Lachlan Faulkner, the founder at Stiltz Homelifts. We hear their story in their own words, their successes, their challenges and their insights.
Let’s start by getting to know you. Can you please tell us a little bit about you and what you do?
Originally from Australia, I relocated to the UK in 2010 with my business partner Cameron Gillespie to establish Stiltz Homelifts. At the same time, our associates Peter and James Gillespie moved to China to set up a factory to manufacture home lifts for worldwide distribution.
I currently hold the position of CCO and co-founder. Stiltz is a designer, manufacturer, and distributor of home lifts designed exclusively for the domestic market. They provide an attractive and versatile alternative to stairlifts so people with restricted mobility can stay independent and safe in a two-storey home without the worry of using the stairs.
As the world’s population ages, it was clear an untapped market potential existed and reflected the desire for older people to age in place instead of having to relocate to single storey properties or care homes. We have achieved multiple awards and are one of the fastest-growing companies in the UK.
A great introduction and start to this interview. Can you please tell us, how did you start, from what age, and what made you decide to change direction and start?
I established Stiltz when I was 24, I am now 35. We began talking about the business idea whilst backpacking around the world. At that time I didn’t have a professional career, casual work in bars paid for my travels. It was when we were in Rio, Brazil, that the idea of Stiltz came to us. As we were young, we felt that it was worth the risk trying to establish a new business so went for it.
Thank you for that insight. So can you tell us…What does your business do and where is your company based?
We are a designer, manufacturer, and distributor of home lifts designed exclusively for the domestic market. Our domestic lift products provide an assured solution for access between floors when using stairs starts to become a safety issue in the home.
As a 21st century alternative to the 100-year-old stairlift, Stiltz Homelifts are distributed around the world so individuals can future-proof their independence, avoid expensive building work and eliminate the need to relocate.
Our 36,000 sqft worldwide headquarters are based in Kingswinford, West Midlands.
What’s the story behind your success? What led to your aha moment? how did you get to where you are now?
A few crude domestic lift designs came before ours however in 2008 we identified a gap in the global market where a new breed of attractive, shaftless through-floor lift, could thrive. With the right design, we could ensure people with restricted mobility had safe, easy access between floors with a product they wanted in their home.
We decided to set up Stiltz Homelifts in the UK in 2010 with the aim of distributing our game-changing domestic lift products across the world. Our design began to evolve an overcomplicated ‘Heath Robinson’ idea first seen in Tasmania to an efficient, streamlined product suitable for mass production – we took the home lift from shed to factory.
When looking at the potential for global management, the UK was a logical place for us to establish Stiltz Homelifts – it would simply not be possible from the other side of the world in my native Australia.
We looked at America however it was just too tough to set up what we wanted to achieve and immigration was an issue, so we relocated to Britain. As manufacturing was established in China and our global network of distributors was building, the UK proved the ideal operational hub.
The ‘aha moment’ was when we identified how successful stairlifts had become and how we could produce a much better solution. Stairlifts could get you up and down the stairs but not very effectively, similar to the difference of choosing a moped or a car to get from A to B. By choosing our elevator car, needs were future-proofing and home aesthetics were maintained.
We found the key to business growth was selling directly to the consumer. We tried solely through dealers, distributors, and healthcare professionals, however, it was far more efficient going straight to end-users. This path of least resistance has helped us to grow rapidly, supported by the superb business acumen of board members such as Mike Lord.
Thank you for sharing that. What’s been your life’s biggest lesson so far?
I’ve experienced so many lessons on the way and had to overcome numerous challenges to achieve growth. There continue to be hurdles today and there will always be new difficulties in the future, that’s simply part of running a business.
However, in the early days I’d say actually ignoring lots of typical advice was the best course of action. So often start-ups are advised to focus on getting good accountants and admin staff whereas I believe selling has to come first. Without sales how are you going to pay for staff?
You have to go out and move heaven and earth to gain revenue. No one else will do it. You have to find a profitable route to market, then you can think about staff and other overheads. I learned that quickly.
A million things. We knew very little about the healthcare or mobility market when we started developing the home lift so knowing more about users from the very beginning would of being a huge advantage. However we were quick learners and focused on listening to the needs of potential customers so we shaped a solution effective in a variety of scenarios. Taking too long to hire staff as mentioned previously was a mistake, the value good people bring to a business should never be underestimated.
If you were to go back in time, what piece of advice would you give to your younger self?
On reflection, I was right to become an entrepreneur. I was quite young and knew if it went wrong I had the support of my parents to fall back on – a fortunate position which I had to take advantage of, I was lucky to have this peace of mind and never took it for granted.
In terms of advice to my younger self, it would have been advantageous if I had understood the power of leveraging labour earlier on. It’s tough employing your first-person as you are putting so much trust in their capabilities however I should have taken that leap of faith sooner.
This would have resulted in faster growth in the early days of product development.
We’re nearly halfway through our interview so it’s a great time to ask how does your business run. What three tools make your business run better?
Stiltz is a ‘people company’ that is service-focused. However, in terms of technological tools, Google Adwords, CRM, and Microsoft Teams are three stand-out platforms that have been integral to the success of Stiltz. Pay per Click advertising is a large driver of sales enquiries for Stiltz so it employs highly strategic online ad campaigns to communicate the benefits of a home lift.
Internally, it has invested extensively in a robust CRM system so customer service is efficient and dependable, supported by clear global communication between departments using video meeting software.
What do you know now that you wished you had known before?
A million things. We knew very little about the healthcare or mobility market when we started developing the home lift so knowing more about users from the very beginning would of being a huge advantage.
However, we were quick learners and focused on listening to the needs of potential customers so we shaped a solution effective in a variety of scenarios. Taking too long to hire staff as mentioned previously was a mistake, the value good people bring to a business should never be underestimated.
What has been your greatest or proudest achievement or moment?
There have been many highlights along the journey however winning The Queen’s Award for Enterprise: International Trade 2020 can not be beaten. On receiving the news I was quoted in the press:
“I am extremely proud to know that the Prime Minister recommended, and Her Majesty The Queen approved, Stiltz for the International Trade Award; it’s a big deal for us. Along with winning the 2019 Lloyds Bank Exporter of the Year Award, it is a testament to the hard work of everyone within the business that we’re gaining recognition for making such rapid progress with our export strategy.
CEO Mike Lord and I would like to thank each and every member of the Stiltz family for their efforts and once we are no longer working remotely due to the lockdown, I’m certain we’ll be enjoying a celebratory glass or two of champagne!”
What future life goals do you want to achieve and why?
Again there are many however in terms of business, I would like to mentor new entrepreneurs as they begin their own special journeys to success. I want to instill in them confidence and belief that they can do it even if doors close, another opportunity will open along the way. If times are tough, don’t beat yourself up. Even if it doesn’t work out, the sun will always come up tomorrow.
To finish our inspire questions…”We believe that sharing inspiring words can inspire others.” If there was one positive thing you would say to someone to inspire and empower them what would it be and why?
I’d said if you are young take the risk now, you have nothing to lose. There are always options and alternate routes to success. Do it now before your life becomes more complex or you have dependents. I took the leap at 24 and have never looked back.
“Thank you it has been great learning more about your founder story and Stiltz Homelifts”
To learn more about Stiltz Homelifts Visit https://www.stiltz.co.uk/
Inspired by this story? Please share this story and other founder stories.
For more inspiring founders stories check out Founder Stories.
Have an inspiring founder story?
Every entrepreneur’s journey is unique and powerful.
Your story of perseverance and success could be the spark that ignites the next generation of world-changing ideas. By sharing your experiences, you’re not just telling a story – you’re lighting a path for others to follow, dream, and achieve.
Disclaimer:
The views, thoughts, information, and opinions expressed in the text, videos, images belong solely to those of the individuals involved, and do not necessarily represent those of Founderat.com and its corporate owners, employees, organization, committee, or other group or individuals.