Making business go pop

From day one, joy and celebration have been at the heart of Popcorn Shed’s business.

Born at a kitchen table, the idea of a gourmet popcorn and treats purveyor was cultivated by Laura and her cousin Sam who dreamt of starting their own food business together.

“Food has always been important in our family and we wanted to create something positive, something that brought people joy. Popcorn seemed like a great way to go because it's synonymous with happy memories and family fun.”

With Popcorn Shed still a kernel of an idea, they visited America and discovered a vibrant gourmet popcorn scene that didn’t exist in the UK at the time. Inspired, they returned home determined to fill that gap.

“Sam and I knew going into this that we were going to build something substantial. It was how we were going to get there that was the mystery.” It took some experimentation: they blew up a hob and a popcorn machine in the process!

Flavour testing with friends, independent focus groups, and having the first bags of popcorn stocked at their local store were all significant steps for Laura and Sam.

“Our first made-it moment came when we saw that people were actually buying the product, even in its less than perfect packaging.” says Laura.

“The biggest made-it-moment was when I saw our popcorn being eaten ‘in the wild’ at an outdoor film screening in Shoreditch by someone I didn’t know. It was pretty amazing and a real happy moment.” She recounts.

Selling out at the BBC Good Food Show and interest from upscale supermarket Harrods marked more memorable milestones for the Popcorn Shed team.

“After so much hard work, seeing our finished product on a retail shelf for the first time was surreal. Knowing that there are people out there enjoying our popcorn with their loved ones was a huge made-it moment for me.”

‘Shedquarters’ was growing with their first hire. That step marked the beginning of what they now call the Popcorn Shed family.

“To be able to provide employment, pay salaries, and create a team culture rooted in positivity, was a real made-it moment.”

Laura credits her sanity through the start-up process to her cousin Sam, and the small food business community in the UK.

“I don’t know how solo founders do it. Having someone to share the highs and lows with makes the journey less lonely. Those solo entrepreneurs out there are truly inspiring and deserve to celebrate themselves.”

“People in this industry are so willing to help, whether it’s advice on email campaigns, feedback on packaging, or navigating unexpected hurdles like the skyrocketing price of chocolate.”

Research by Xero found that just over half of UK small businesses don’t celebrate their achievements and these findings resonate with Laura: “I’m not surprised,” she admits. “It feels very British to ‘keep calm and carry on’ and sometimes that means we don’t stop to acknowledge how far we’ve come.”

“In the early years, much of the focus was on growth, and since there’s no solid end goal for us, it was hard to know when to stop and celebrate. There’s also a tendency to shield the team from any bad news, which can make you forget to share the positive moments too.”

“In this challenging economic landscape, even just being here, still trading, still profitable, is more than many can say. That in itself is a made-it moment.”

In the background, digital tools, like Xero, help keep the Popcorn Shed up and running.

“Integrating Xero into our other systems has allowed us to track every financial detail, like sales channels, profitability insights, and stock levels, from each part of the business.”

“This understanding of the business numbers means we can make the right decisions, backed by data.”

Laura’s advice to other small business owners is to celebrate the journey. “Don’t wait for some grand endpoint that may never come. Even small reflections are powerful.”

“Walk your own path, don’t compare yourself to others, and never be afraid to ask for advice. The more you connect, the more you’ll realize you’re not on this wild ride alone.”

Download Xero's report: Small business made-it moments and why celebrating them is important.