Learning from the successes of other entrepreneurs can be a powerful driver for our own growth. As part of our Exchange Membership Programme, our members had the delight to visit Ooni – one of Scotland’s inspiring business success stories. During the visit to their offices in Edinburgh, Scotland, our members experienced a behind the scenes look at their facilities, participated in a hands-on pizza making masterclass and engaged in an insightful chat with their co-founder, Kristian Tapaninaho. This was a unique opportunity to gain insights into the story of a business that has grown into one of the world’s leading outdoor pizza oven brands.
Ooni’s journey began with a simple yet groundbreaking idea. Co-founders Darina Garland and Kristian Tapaninaho were running an education company when Kristian became frustrated with his homemade pizzas. Despite his best efforts, they lacked the restaurant quality taste that only comes from cooking at high heat. Unable to find an affordable, portable wood-fired oven on the market, Kristian decided to create one himself.
Kristian wasn’t an inventor, an engineer or a product designer, but he knew he had a great idea. Kristian sketched ideas, built prototypes, and tested them in his back garden. The result? The world’s first portable wood-fired pizza oven, bringing high quality pizza making to gardens everywhere.
In 2012, Kristian and Darina launched Ooni on Kickstarter, quickly surpassing their funding goal and captured a global audience in the process. The combination of innovative design, affordability and the promise of great pizza drew supporters, media and retailer interest from around the world.
Since their launch, Ooni has become a multi-award winning brand, employing over 275 people and selling a wide range of diverse products and accessories across the world. Learn more about Ooni’s story here.
Our visit to Ooni offered key takeaways that resonated with our members:
Kristian’s journey of co-founding Ooni is a testament to the power of having an idea and the growth mindset to make it happen. Despite not being an inventor, engineer or product designer, Kristian didn’t let that stop him from turning his idea into reality. This mindset, rooted in curiosity, resilience and innovation, continues to define Ooni’s culture today.
Ooni’s journey is unique. With just £17k raised from their Kickstarter Campaign, they sparked their own growth without relying on external investment. Ooni started their business relying on family and close friends to work in their senior management team, many of whom still hold key positions today. This rare approach for a company of their size shows that you don't have to follow conventional routes to grow your business.
Ooni believes that their culture is a key driver to their success, helping them attract and retain a tight-knit, dynamic team. One valuable lesson they shared with our members is the importance of cultural fit when hiring. Alignment in values and mindset is key to building a high-performing team that thrives together.
Ooni’s dedication to their core values has been central to their success. Ambition, Innovation, Kindness, Passion and Rigour are the values and DNA that Ooni lives, works and plays by.
From their passion towards creating innovative and high-quality products, to driving positive social and environmental change (managing 1% of their annual turnover for these causes), Ooni remains committed to the same values they had from the beginning, despite their rapid growth.
What truly stood out to me during the Ooni visit was the inspiration drawn from seeing a Scottish business grow so significantly while staying deeply rooted in its core values. Their boldness to innovate and take risks, all while maintaining a strong connection to their origins, was a powerful reminder of what can be achieved with the right mindset. The visit emphasised how innovation and entrepreneurship drive growth, while staying true to your values and continuously looking forward.
Ooni’s success goes beyond just the product – it’s rooted in the story they tell. Their passion for pizza evolved into a global business, fuelled by compelling storytelling and their ability to connect and form a passionate community of pizza lovers.
This lesson was a reminder to our members of the power of community, telling your story and building an engaged audience. By nurturing meaningful connections, businesses can create loyal supporters who become advocates and champions for their brand.
The company visit was a true testament to the collaborative community Entrepreneurial Scotland fosters, offering a rare chance to gain an authentic look into the growth journey of a globally successful Scottish business. The hands-on nature of the visit was a highlight of my membership, providing valuable insights into Ooni's company culture, values, and their unwavering focus on product development and building a strong customer community. It was a unique opportunity to see firsthand what can be achieved through relentless dedication to creating and owning a market space.
This visit to Ooni is just one example of the unique experiences and insights available to members of The Exchange. If you are a leader looking to grow your business, connect with like-minded peers and gain insights from Scotland’s most inspiring success stories, The Exchange is the place for you.
