David Rabie: How a Smart Oven and Crowdfunding Turned Tovala Into a 9-Figure Business

In 2014, Tovala’s co-founder, David Rabie, found himself in a familiar situation: juggling a busy schedule while relying on uninspiring frozen meals and cumbersome meal kits. Frustrated with the lack of convenient, healthy cooking options, he had a bold idea—what if a smart oven could handle everything from steaming to broiling, paired with chef-crafted meals to make home cooking effortless?

Fast-forward to today, and Tovala has redefined how people cook at home thanks to its innovative product and subscription service. But the journey from idea to industry leader wasn’t easy. It all began with a Kickstarter campaign that catapulted Tovala into the spotlight and set the stage for its incredible success.

The Birth of Tovala: From Idea to Business Plan

Tovala turned to Kickstarter in 2016 to launch their smart oven. The platform offered more than just funding—it provided an opportunity to connect with early adopters and generate awareness they couldn’t achieve on their own.

“We chose Kickstarter because it’s the place to launch new hardware products,” David explains. “It gave us access to a community of engaged backers who believed in our vision.”

Despite their confidence, uncertainties lingered. Could they build the oven at scale? How would their food program take shape? What would meals cost? Tovala overcame these challenges by making informed guesses and staying transparent with their backers.

The Campaign: A $100,000 Goal Met in 24 Hours

Tovala’s Kickstarter campaign was nothing short of exhilarating. The team set a goal of $100,000, and within 24 hours, they surpassed it, ultimately raising over $250,000 from over 1,000 backers.

“One of the most memorable moments was hitting our goal on day one. We knew it was coming, so we set up a camera to capture the moment. It was incredible,” David recalls.

Their success stemmed from a well-crafted campaign that showcased the oven’s innovative features and the convenience of the meal service. A compelling video, clear messaging, and a focus on solving real problems resonated deeply with their audience.

The Results: From Startup to Industry Leader

Since their Kickstarter debut, Tovala has achieved remarkable milestones:

• 30 Million Meals Shipped: Tovala’s smart oven has brought fresh, chef-crafted meals to kitchens across the U.S.
• Profitability: The business has scaled efficiently, becoming profitable while maintaining growth.
• Nationwide Reach: Tovala now ships meals to the entire continental U.S., making their service accessible to millions.
• A Growing Team: With nearly 400 employees, Tovala continues to innovate and expand.

Kickstarter played a pivotal role in this trajectory. “It helped us get off the ground and provided early proof of demand, which was essential for raising venture capital,” David notes.

David's Tips for Aspiring Creators

"Kickstarter is not ‘if you build it, they will come.’ You have to build buzz, pitch the press, and do a lot of legwork upfront.”

"Looking back, one thing they’d do differently is pricing. I wish we had priced our oven a little lower. We would’ve moved a lot more units,” David reflects.

Final Thoughts

Tovala’s journey is a testament to the power of crowdfunding. By leveraging Kickstarter, they turned an innovative idea into a thriving business that’s reshaping home cooking.

For aspiring entrepreneurs, Tovala’s success serves as a reminder that bold ideas, paired with the right platform, can create lasting impact.