Teun van Leijsen, the founder of Stoov, embarked on his entrepreneurial journey with a clear frame of mind: to create innovative solutions that address everyday problems in a unique way. Reflecting on the early days of Stoov, Teun shares, “I started about ten years ago… I had become a father, which made me realize even more the importance of following your heart”. This realization was the spark that led him to leave his job at a bank and pursue something he was truly passionate about.
The idea for Stoov was born out of a personal need, stemming from a moment of reflection during a chilly day spent outdoors. Teun recalls, “I quickly realized that I needed to approach things differently… My wife was pregnant at the time, and we loved spending time outdoors, but she would always get cold and have to go inside. I thought, there has to be a better way to stay warm without having to heat the whole patio. So, I made a heated bench out of scaffolding wood, taking inspiration from a car seat, for her”. This practical and thoughtful innovation was more than just a solution to a temporary discomfort—it was the seed that grew into what would become Stoov.
Teun recognized the potential of his heated bench beyond just personal use. The simplicity and effectiveness of the concept sparked the idea that this could be something many people would benefit from. He saw an opportunity to create a product that combined comfort with energy efficiency, a product that could warm individuals directly rather than wasting energy heating entire spaces. This realization led him to take the next steps in turning his homemade solution into a fully-fledged business. He recalls, “Then I ordered materials from China around the beginning of 2014”, marking the start of Stoov as a company focused on creating innovative, sustainable heating solutions for the home and beyond.
Taking the heat before creating the heat
The journey was not without its challenges. Like many startups, Stoov faced hurdles, especially in the early stages. Teun recalls, “I still remember that my first pitch was rejected… But what exactly the difference was, I can’t quite recall”. Despite these setbacks, he remained resilient and focused on his goal.
A pivotal moment in Stoov’s growth came with the involvement of the fund. “Yes, it’s basically free money with no VC strings attached… when I heard about the fund and thought, this is quite nice. It’s a good start” . This support allowed Stoov to move forward with confidence, knowing they had the resources to develop their product and expand their business.
A warm welcome into the ecosystem
Throughout the journey, Teun made several strategic decisions that shaped the direction of Stoov. Reflecting on these choices, he says, “Yes, the first thing that comes to mind is to take more risks… I really value my freedom”. This emphasis on maintaining freedom while growing the business was crucial for Teun, influencing how he managed investor relations and financial structuring. His reflections one what he would have welcomed more in the early-stage days:
Embrace calculated risks: “Looking back, I often played it safe, especially in the early days,” Teun admits. He emphasizes that while being cautious helped maintain stability, it sometimes slowed down potential growth. “If I could do it over, I’d take more calculated risks—like pushing for better terms with investors or expanding faster when the market was ready.” Teun believes that embracing risk is essential to seizing opportunities and driving your business forward.
This business was made for bootstrapping: Teun underscores the importance of keeping operations lean, particularly in the early stages. “I focused on keeping costs variable and avoided taking on too many fixed expenses. This approach gave me the flexibility to adapt and survive when things were tight,” he explains. For Teun, bootstrapping not only helped Stoov maintain control but also ensured that the company only scaled when there was clear demand and a solid product-market fit.
Persevere with open ears and eyes: “Perseverance is crucial, but so is being open to feedback and knowing when to pivot,” Teun advises. He highlights the importance of balancing conviction in your vision with the willingness to adapt based on market feedback. “It’s easy to get tunnel vision, but sometimes the best move you can make is to adjust your course slightly—without losing sight of your overall goal.”
Why startup funding matters
The fund played a significant role in Stoov’s early development. Teun reflects on its impact, stating, “You know, that’s of course a very concrete goal. In the end, we could say, yes, we’re going to use it to make products… It gave us a pot of money with a clear purpose”. This financial support was crucial in enabling Stoov to develop its products and bring them to market.
Looking back, Teun appreciates the structured approach that the fund provided. “As long as it reduces risk, that’s the outcome, I think. It increases the chances of success”. This structured support, combined with Teun’s determination and strategic thinking, has been key to Stoov’s success.
The future of Stoov
Teun van Leijsen’s journey with Stoov is a testament to the power of following one’s passion, making strategic decisions, and utilizing available resources like the fund and the ecosystem that it surrounds itself with. His story is not just about building a successful business, but also about learning from challenges and continuously innovating. As Stoov continues to grow internationally, Teun’s experience serves as an inspiration to other entrepreneurs embarking on their own journeys and sticking with it, whatever the weather brings you.
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