Darina Garland, co-founder of pizza oven brand Ooni, discusses how lifestyle modesty and lack of high-salary golden handcuffs reduced risk and helped the company bootstrap successfully.
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“We didn't have to give up city jobs to make this happen, which I think is a very important thing when you look at kind of entrepreneurs generally. We were used to, whilst we did fine, like we had a really nice life on very little money before, so it wasn't that risk really. So we were able to, you know, plow it all into the business for so long, and I think that has helped us as well, that, that modesty, I guess.”
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More from Darina Garland
Opinion
Garland: Ooni is not concerned about competitor brands in portable pizza ovens
“And there's not actually any key brands that we're concerned about.”
Darina GarlandNov 7, 2022▶ 1:02:57Ooni Pizza Ovens: Darina Garland and Kristian Tapaninaho
Insight
Garland: Founders pitching business must emphasize visual imagery and presentation design
“So it was a good lesson for anyone pitching is go hard on the imagery.”
Darina GarlandNov 7, 2022▶ 9:33Ooni Pizza Ovens: Darina Garland and Kristian Tapaninaho
AssertionNot checkable as stated
Garland: The vast majority of early Ooni customers already made homemade pizza
“And we learned that actually, the vast majority of our consumers, they already made pizza at home.”
Darina GarlandNov 7, 2022▶ 56:04Ooni Pizza Ovens: Darina Garland and Kristian Tapaninaho
AssertionSupported
Garland: Ooni expanded its team from 45 in 2020 to roughly 350
“Well, in 2020, we were about 45, March 20 20. And then we're about 350 now.”
Darina GarlandNov 7, 2022▶ 1:00:40Ooni Pizza Ovens: Darina Garland and Kristian Tapaninaho
Disclosure
Garland: Ooni secured a £50,000 grant dedicated exclusively to IP protection
“Yeah, it was a 50 grand grant to spend exclusively on IP.”
Darina GarlandNov 7, 2022▶ 46:47Ooni Pizza Ovens: Darina Garland and Kristian Tapaninaho
Disclosure
Garland: Ooni gifted pizza ovens to Beyoncé, Dolly Parton, and Bruce Willis
“One of the coolest things, especially during the pandemic, we decided to do this mini campaign called Stars Stuck at Home. Everyone was stuck at home. It was quite a miserable time, and we reached out to people that we just thought were epic and connected to, …”
Darina GarlandNov 7, 2022▶ 52:08Ooni Pizza Ovens: Darina Garland and Kristian Tapaninaho
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