Bristol entrepreneur who turned failing business around wins competition for his ingenuity

When Yate-based entrepreneur Oliver Tyler bought Shroot from its founders in 2022, it had accrued £20,000 in losses. Within a year the eco-friendly, biodegradable greeting cards company was featured on TV and is back in profit. 

The company was chosen as one of three winners of the Enterprise Nation Fund with TikTok, which seeks to recognise businesses that go above and beyond to embody their mission of community, trust and entrepreneurship.

Oliver was the overwhelming winner in the entrepreneurship category for his approach to turning around the fortunes of the ailing business.

Oliver said:

"We innovated in a saturated market that hasn’t seen innovation in decades, creating eco-friendly, biodegradable greeting cards that come with everything you need to grow microgreens, including the pot – just add water. It’s a gift, card, experience, and snack all in one!

"I believe businesses can be both profitable and impactful. Alongside my day job, my passion for business drove me to buy Shroot. I wasn’t seeking financial gain, but instead saw a sustainable solution for a market flooded with single-use products. I’ve reduced the unit cost while making the product more sustainable.

"Every single decision made, from product design to choosing partnerships, is about reducing waste and educating customers about eco-conscious choices. Sustainability for me isn’t just a strategy; it’s a commitment to a better, greener future."

The business was awarded £5,000 as overall winner of the Entrepreneurial category, as well as 12 months of one-to-one mentoring from Timothy Armoo, co-founder of social and influencer agency Fanbytes, who was only 27 when his business was acquired in a landmark eight-figure deal, plus guidance from a TikTok expert.

Timothy Armoo, said:

"Shroot is a brilliant example of how you can take a product, add some innovation and take it to new heights. I'm pumped to be working with Olly and help him to really take advantage of social media marketing in a way never done before.

"I also deeply love the sustainable angle to this. Shroot is a perfect example of how you can make a great business whilst positively impacting the planet."

Emma Jones CBE, founder of small business support platform and membership community Enterprise Nation, said:

"Shroot's story is incredible - and really embodies spirit of entrepreneurship we were looking for when we launched our fund earlier this year.

“Oliver has spotted the potential of Shroot in a crowded market and brought it back into profit by relentlessly innovating and refusing to take no for an answer. I am really looking forward to watch this business as it grows to leverage the power of entrepreneurship that he will undoubtedly get from the support of the brilliant Timothy Armoo."

ENDS

About the Enterprise Nation Fund

The Enterprise Nation Fund is an annual bursary from Enterprise Nation, partnering with TikTok which includes a £5,000 grant and 12 months of mentoring and support packages from its partners awarded to three value-driven small businesses. Criteria for the awards are for businesses that are guided by entrepreneurial spirit, prioritise being trusted by customers and are community-led.

The Enterprise Nation Fund with TikTok, champions the businesses that reflect Enterprise Nation's own values, the ones that understand the deep advantages of aligning with their own community, the incredible power of trust, and those that demonstrate an inspiringly entrepreneurial spirit.

• Entrepreneurial - for businesses driven by a creative and innovative spirit: Oliver Tyler, founder of greetings card and plant firm Shroot, is the winner of this category. He is being mentored by Timothy Armoo, co-founder of social and influencer agency Fanbytes, who was only 27 when his business was acquired in a landmark eight-figure deal.

• Trusted - for businesses trusted by customers and the people who hold a stake in it: This category's winner is biologist Dr Evanthia Kaimaklioti Samota, founder of organic and scientifically proven cosmetics firm Piotis Naturals. She is being mentored by Mike Turner, co-founder of Bird & Blend Tea Co., the UK's most loved indie tea company. The award-winning brand offers eco-friendly tea and is B-Corp certified.

• Community-led - for businesses centred around their community: This winner is Niamh Tallon and Mohammed Mahomed co-founders of Her Sport. They will be mentored by Emma Jones CBE, founder of Enterprise Nation. Enterprise Nation is an 800,000-strong community of small businesses and advisers offering trusted business support.

About TikTok

TikTok is the leading destination for short-form mobile video. Our mission is to inspire creativity and bring joy. TikTok has global offices including Los Angeles, New York, London, Paris, Berlin, Dubai, Singapore, Jakarta, Seoul and Tokyo.

Emma Jones bio

Emma Jones CBE, founder and CEO, Enterprise Nation

Emma Jones sold her first company successfully when she was 27. The experience of starting, growing and selling a business from a home base gave Emma the idea for Enterprise Nation which was launched in 2005 to support the flourishing number of start-ups and SMEs.

The company has since expanded to become an active small business membership community, reaching more than 800,000 businesses each year with its powerful digital business support platform. Enterprise Nation also presents a positive campaigning voice to governments on behalf of its partners and members.

With Emma at the helm, Enterprise Nation now works with multiple global and government partners to deliver tailored business support programmes for a growing number of micro and small business owners. It also delivers regular data-led research to highlight and understand the important contribution SMEs make to the economy and to establish 'what works' when it comes to funded support programmes.

In 2021, Emma was awarded a CBE for services to small businesses and entrepreneurs and has held several key advisory roles at the heart of the UK government, making the case for small businesses in the corridors of power.