Kati Ernst, Ooia: From McKinsey to Period Underwear Revolution

About this episode

When Kati Ernst and her co-founder developed the idea for Ooia, they encountered significant skepticism from investors. Period underwear? To many, this seemed like a niche product with limited market potential. However, the two founders proved them decisively wrong.

The Turning Point: €10,000 in 10 Hours

What followed was a crowdfunding success that exceeded all expectations. The €10,000 goal was reached in just 10 hours without any marketing. This overwhelming response was the decisive moment: Kati Ernst and her co-founder decided to end conversations with investors and instead pursue the bootstrapping route.

Powerful Combination: McKinsey Meets Zalando

This bold decision wasn't unfounded. Kati Ernst brings 12 years of experience from McKinsey – expertise in strategic thinking and business management that proves invaluable. Her co-founder perfectly complements this competency with her experience in fashion buying at Zalando. This combination of consulting know-how and industry experience forms the foundation of Ooia's success.

From Idea to Production

The journey from initial concept to finished period underwear was anything but simple. However, the systematic approach Kati learned at McKinsey helped structure the complex product development process. The challenge wasn't just developing a functional product, but also finding the right production facility and establishing quality standards.

Crowdfunding as Validation

The decision for crowdfunding was strategically smart. It served not only as financing but primarily as market validation. The rapid goal achievement proved that genuine demand existed for the product – an insight more valuable than any market research.

Why No Investors?

The decision against external investors was deliberately made. After the crowdfunding success, it became clear that Ooia could grow without venture capital. This independence allows the founders to implement their vision without external influences and develop the company according to their own vision.

Challenges in Founder Daily Life

It becomes particularly interesting when both partners are entrepreneurs. Kati Ernst speaks openly about the challenges that arise when both parents run a startup. Balancing family and entrepreneurship requires clear structures and mutual understanding.

Team Building and Growth

Ooia continues to grow and actively seeks team members who fit the company culture. The challenge lies in finding people who are not only professionally qualified but also understand and support the company's mission.

Lessons Learned

Looking back, Kati Ernst provides valuable insights into her founding journey. The most important realization: sometimes it's better to trust your gut feeling and market response rather than the opinions of supposed experts. The crowdfunding success proved that the market was ready for Ooia – even if investors initially didn't recognize the potential.

Advice for Founders

For aspiring founders, Kati Ernst has clear messages: trust your product, listen to the market, and don't shy away from unconventional paths. Sometimes the route off the beaten path leads to the greatest success.

Ooia impressively demonstrates how a clear vision, paired with the right expertise and courage to forge your own path, can lead to sustainable business success. Kati Ernst's story is an inspiring example that even seemingly niche markets can harbor tremendous potential.