Steve Roberts


What was your first job after leaving school/further education?

I worked picking bananas on a Kibbutz in Israel for 5 months before joining the Army.

When did you start your business & what prompted you to do it?

I started it in late 2006 after becoming increasingly conscious that I could offer a better customer service than large corporates could.

What did you find most challenging at the beginning?

Learning about computers, setting up e-mail accounts, spreadsheets and also having no IT support (unlike when working with my previous large employer who had an IT Support department) – don’t laugh, it was a few years ago and was all new to me back then!

Who did you ask for advice & why did you choose them?

I had a business partner initially and we worked well together to discuss all problems or issues.

How did you fund your business?

It didn’t need huge capital to set it up so I was able to fund it myself and to take an initial drop in salary that was required while we got started.

What would you do differently now looking back?

Probably not set up a new business, which relies on offering car finance to clients, just before a financial crash (2007/8)! However, we worked hard, got through it and started to grow.

What or who has helped you to grow your business the most?

Our existing clients! Offering good customer service and following up with customers to retain their business year after year. An existing client, well looked after, is our best piece of marketing.

What have been the biggest challenges you’ve faced?

The lockdown from March 2020 was a challenge as was the Financial Crash of 2008 – I know many sectors have had, and continue to have, a much more difficult time than us and my heart goes out to them.

What are the future plans for your business?

To continue to offer the same excellent service to clients and see as many vehicles supplied by Avatar Vehicles on the streets of Edinburgh and all over the UK.

What advice would you give to anyone wanting to set up their own business?

Focus on your clients, build relationships with them and your suppliers and hopefully you will still be dealing with some of them for many years.

Tell us something about you that isn’t commonly known.

I come from the Isle of Arran originally – Scotland in miniature it is called – a beautiful place to visit if you get a chance.

And finally, why did you join WeDO?

I joined WeDO to be part of a group of like minded business people and, of course, to help to grow my business and to help others do likewise.


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Avatar Vehicles are proud partners of WeDO Scotland offering members bespoke no obligation vehicle consultancy and unbiased advice on all aspects of motoring and fleet management.  Whether our members are looking for a car for personal or business use or a fleet of vans, Avatar provide an unrivalled service focused on the highest levels of client care.

Click HERE to download more information about our partnership with Avatar.

If you’re interested in finding out more about WeDO Scotland membership, click HERE.