ORNA Group joined the Newable Open London Accelerator Programme as a circular economy innovator seeking to convert post‑holiday Christmas tree waste into a viable, sustainable construction material. Although the startup had a compelling concept, they needed practical support to transition from early‑stage innovation to real-world implementation.
Through the accelerator, Founder Hugo Knox, supported by Newable Advice’s specialist adviser Polly Robbins, significantly advanced ORNA’s commercial strategy, stakeholder relationships and public presence. The programme played a pivotal role in unlocking additional grant funding, securing extensive media coverage and strengthening the partnership with Southwark Council.
Prior to joining the programme, ORNA Group faced several key hurdles:
- Navigating the gap between innovation and implementation
- Building relationships with public sector decision-makers
- Understanding local authority procurement processes
- Refining their pitch for both commercial and grant investment audiences
- Generating visibility to validate their solution and attract partners
The programme provided a structured pathway to address each of these challenges.
How Newable Advice supported ORNA Group
Through the Open London Accelerator Programme, ORNA achieved several high impact outcomes that accelerated their growth:
- Strategic mentorship and pitch development
Under Polly’s guidance, Hugo refined a compelling, commercially focused pitch that resonated with both innovation grant bodies and local government stakeholders. The programme helped ORNA:
- Shape a “winning proposal” aligned with local authority climate priorities
- Strengthen their strategic roadmap
- Build a more confident investment and stakeholder narrative
- Access to key decision-makers
Polly facilitated introductions to prospective partners across London’s boroughs, enabling ORNA to:
- Align their waste reduction technology with borough level environmental goals
- Better understand local authority procurement pathways
- Position their innovation as a practical tool for meeting climate action commitments
- Competitive funding success
ORNA’s refined proposal stood out within the programme’s competitive element. They were selected as one of the winning businesses and awarded a £4,000 grant, providing vital capital to accelerate movement through the Technology Readiness Level (TRL) stages.
- National media visibility and recognition
Visibility through Newable’s network led to a “media domino effect,” resulting in:
- BBC1 television coverage
- Features across regional BBC outlets, BBC News, and BBC London
- Coverage in Southwark News
- Selection as a featured case study by the UK Intellectual Property Office (December release), showcasing ORNA as an example of impactful green innovation
- Strengthened relationship with Southwark Council
Through the programme, ORNA deepened their engagement with Southwark Council by:
- Gaining a clearer understanding of local authority procurement
- Aligning their proposition closely with the borough’s Climate Change Action Plan
- Positioning their solution as a strategic fit for Southwark’s sustainability priorities
“The programme was a truly invaluable experience as it provided great insight into how to navigate the space of scaling and growing an SME within London. It was particularly special to be part of such a dynamic cohort of business owners, who I also learnt from throughout the programme. Finally, I would like to thank the Newable team and particularly Polly Robbins, as she has been a great support throughout the programme and has played a huge role in shaping ORNA Group’s strategic vision moving forward.”
Hugo Knox, Founder, ORNA Group
ORNA Group’s journey through the Newable Open London Programme demonstrates how targeted mentorship, strategic connections and market visibility can transform a promising sustainability concept into a high ‑impact, scalable solution. With strengthened partnerships, enhanced credibility and new funding, ORNA is now positioned to advance their sustainable construction innovation and contribute meaningfully to London’s circular economy goals.
If you’re looking to refine your strategy or accelerate your innovation journey, Newable Advice’s expert advisers can help. Discover how we support ambitious businesses across the UK with tailored guidance, specialist programmes and hands‑on expertise.
Learn more at: https://advice.newable.co.uk/