In many homes, evenings spark ideas that are jokingly dismissed with, “this could be a business.” Few people take the thought any further. Residents of the West District, Sanna and Mikko, did. What began as a hobby in their home kitchen—developing healthy dog treats—grew within a few years into a full-time job and a shared meeting place for the neighborhood.
First steps at the kitchen table
Sanna’s passion for pets has been with her since childhood. Her first family dog inspired her to explore nutrition, different raw feeding approaches, and veterinary recommendations. She experimented with recipes in her kitchen and shared samples with friends’ dogs. The feedback exceeded expectations, and soon weekly batches were no longer enough.
Mikko brought structure to the process. He created cost spreadsheets, considered pricing, and figured out how small-scale local sales could work. At the same time, they familiarized themselves with legislation and food industry requirements to ensure their products met all necessary standards and that customers could trust what they were doing.
According to them, the most important thing at the beginning was not a perfect brand, but a product they could genuinely stand behind. As their first fairs and pop-up days approached, they had their recipes tested by a trusted veterinarian and dog enthusiasts, collected feedback, and made the necessary adjustments.
From an online community to a physical store
While selling their products at events, Sanna and Mikko also began building an online presence. Social media offered a natural platform to share stories about customers’ dogs, show how recipes were created, and give a behind-the-scenes look. Listening and interaction were just as important to them as sales.
As they gained experience, they noticed that many pet owners were looking for clear, comparative information about products and everyday choices. While there was plenty of scattered information online, well-structured guides were easier to find when one paused and chose to read more. They themselves constantly sought new knowledge, filtering it through their own experiments and customer feedback.
As demand grew, the idea of opening a physical store became increasingly appealing. That’s when the local community stepped in. They found rental spaces through friends’ recommendations, and the first renovation days were driven by a strong sense of volunteer spirit. Neighbors brought coffee, customers offered to help assemble shelves, and the walls were decorated with photos of local dogs.
A full-time job and future dreams
Today, Sanna and Mikko work in their business full-time. The store is open most days, and the space has become almost like a living room for many local pet owners. In addition to their own products, the shelves feature treats and supplies from small domestic producers, all tested with their own dogs before being added to the selection.
They say their biggest lessons have been about time management and routines. In the beginning, they did everything themselves, but gradually learned to delegate: paperwork to an accounting firm, part of their social media content to a young intern, and daily store operations to a part-time employee. This has allowed them to focus on product development and connecting with customers.
Many visitors to the store dream of starting their own passion projects and stay to chat about what the journey has really been like. Sanna and Mikko emphasize that behind it all lies a lot of ordinary daily work, learning, and repetition—not just individual successes. Their story shows that when passion, expertise, and community support come together, a hobby can grow into a career that brings meaning not only to its owners but to the entire neighborhood.