The Wood-Fired Blog

New Forno Bravo Outdoor Fireplace

Can you leak photos of a new and not yet released, or announced product on your own web site? haha.

I guess you can’t call it a leak. Anyway, this is the base of a new outdoor fireplace that we are working on. There will be many more details to come and we will keep you in the loop as this comes together. It’s exciting, and I think it is a lot of fun sharing inside details with you. That’s what blogging is all about.

Free Stuff

Facebook went public yesterday, and there a couple of things that stood out for me. With a market capitalization of $104B, larger than both Amazon.com, and McDonalds, and 900 million users (a significant percentage of the population of the planet with access to a computer) the company has clearly been an incredible success. As an aside, from an investor’s perspective, the Facebook IPO demonstrates how important it is in today’s system to be an early institutional investor and an insider, and how little upside remains for the real investor (you and me) by the time the shares hit the public market. Facebook hit the retail market at $42 (the price paid by someone who placed a buy order with their retail broker), and closed the day at $38 (only with buying support from Facebook’s investment banks). For the typical Facebook user who bought the stock, Friday was a losing day.

Still, with a $104B market cap, Facebook makes a big statement on the value of free.

Which brings me to the theme of this posting. Free stuff. My view is that there are two different ways of making money by giving something away for free.

1. You can use free as a way of inspiring your customers to buy stuff from you.

2. You can give away services in order to show customers ads and to collect data on their activity that you sell the advertisers.

In the first model, your users and your customers. You treat your users with respect, and you have a clean business relationship. Your customers give you money in exchange for an item or a service that they value, and the company makes a profit by selling that item or services at a higher price than it costs to produce. This is the model that Forno Bravo and Apple follows. We make stuff (pizza ovens and outdoor fireplaces) and we sell it—hopefully at a profit. We give lots of valuable stuff away for free, but we only do that in an effort to make our customers happier so that they will buy more stuff.

The second model is more complicated. The main difference is that the company’s users are, in fact, not its customers. It’s customers, the people who generate its revenue, are its advertisers. This business model describes both Facebook and Google. This dynamic can create a great deal of conflict between the company and it users, where what is good for the user, for example privacy rights and content ownership rights, is bad for the company. And visa versa.

Today Facebook makes a profit of roughly $5 per user per year, virtually all through advertising. In order for the company to grow its revenue and profit in the coming years to meet Wall Street expectations and deliver on its huge stock valuation, they will need to grow that figure to $20 per user per year. Now that Facebook is public, it is going to be interesting to watch.

All of which brings me back to Forno Bravo and free. Is there a free lunch? At Forno Bravo, we believe that the answer is a big yes! :-)

We offer a wide range of free services, including the Pompeii Oven eBook (who else would teach it customers how to not buy its products?), the Forno Bravo Forum, the wood-fired cooking eBook series, the Community Cookbook and more. And we will be announcing more free services and new free eCookbooks in the future—all with no strings attached. These services cost a good deal of money to create and maintain, but from a business perspective, these are good investments.

The important point is that Forno Bravo does not accept advertising and we will never sell or share your information with a third party. Never! We think that it should be easy, relaxing and fun to be a part of the Forno Bravo community.

This has been our strategy from day one, and it has been working really well; both for Forno Bravo and, we think, for our customers and our community. So we aren’t going to make any changes. Even though Facebook is now worth $104B.

I’m off to bake some bread and take lots of notes for our forthcoming wood-fired bread eBook.

3 Unexpected Reasons to Have an Outdoor Fireplace

From Houzz.com.

And the three unexpected reasons to have an outdoor fireplace are:

1. A vertical focal point.

2. Structure and definition.

3. Light and warmth.

One thing I like about the article is the introduction—which sounds very similar to my Outdoor Fireplace posting the other day (cool spring days).

Having trouble heading back inside as sunny spring days turn cold at sunset? Outdoor fire features are a great way to extend the livability of your outdoor space into the evening. While fire pits and fire as art are all the rage, the traditional fireplace offers so much more than physical warmth. Consider adding a hearth to an outdoor room if you need any of the following.

You can read the entire article here.

Innovating the Outdoor Fireplace: Part 2

Today I want to add more information to my previous posting on Innovating the Outdoor Fireplace by adding a parallel between the outdoor pizza oven and the outdoor fireplace.

If you were to flash back four years, before Forno Bravo introduced the Primavera series (and later the Andiamo series) ovens, you would see a pizza oven market dynamic similar to today’s outdoor fireplace market. Not only had Forno Bravo not introduced the Primavera ovens, we had also not yet introduced the Casa2G, Giardino and Premio2G modular pizza oven kits that revolutionized the oven industry. Basically the pizza oven market was characterized by moderate quality, very expensive oven kits imported from Europe—that all required custom installation.

This is a true story—we had a neighbor in Healdsburg, CA (where we lived at the time) who spent $20,000 on a custom installation for a 31” “rustic” pizza oven kit from an Italian oven importer. The family was at the leading edge of the trend, and there just weren’t any good choices at the time.

But in order for the industry to move beyond the early adopters, people who were willing to spend $20,000 on what turned out to be just a small pizza oven, we needed offer better and different alternatives. We believed that there was a market for a small, but “true” masonry pizza oven. The design needed to be true to the requirements (really bake 90 second Pizza Napoletana with a wood fire), while meeting some basic rules—could be set up by hand, without requiring any special tools or equipment; required zero building skills, etc. And we were right. We built the prototypes, and I tested the first ovens at my house. And it worked!

We put the Primavera in the Forno Bravo Store and we started getting our first orders within days. It was a great experience. Years later the Primavera oven continues to be a best-seller.

I believe that this dynamic can play itself out again in the outdoor fireplace market. There are many parallels. The design and weight issues are very similar—the product needs to be something that a homeowner with zero building experience can set up without any special equipment, tools, skill or knowledge. Even more importantly, the experience needs to be authentic. Where a small pizza oven needs to actually make great pizza, a small, but authentic, outdoor fireplace needs to look and feel like a real masonry fireplace.

There are other parallels that I could about, such as the philosophical similarities between the “design approach” of the Calore2G and the Casa2G, and the ability of Forno Bravo to create wonderful exterior finishes, such as hand-glazed stucco, in a factory environment—where the cost is significantly lower than the same finish done on a construction site. But you get my point.

This is getting exciting.

Innovating the Outdoor Fireplace

I’ve been thinking about outdoor fireplaces a lot recently. There is something about fire on a cool spring evening with the fog rolling in (we live near the ocean) that is really great. That, and I’ve been using my outdoor pizza oven quite a bit recently, and I’ve been moving the fire and coals from the oven to my outdoor fireplace when it comes time to bake bread. Hey, it’s a win-win. I get homemade bread and a fire that way. :-)

What I have been thinking about the outdoor fireplace is that they can be really difficult, and potentially very expensive to install. Or to be more accurate, high-end fully custom outdoor fireplaces can be expensive. Let me explain.

The Calore2G is a wonderful, high-end modular fireplace kit. It gives the homeowner, landscaper or mason the “structure” they need to build a perfect outdoor fireplace, while still allowing for virtually unlimited customization. The interior of the firebox is lined with real firebrick, while the outside of the fireplace can be finished with stucco, stone, brick, or whatever the builder wants. The Calore2G makes it easy to get the shape and proportions of the fireplace just right—all you have to do is stack the Calore2G components and you are done. There isn’t anything to go wrong. The Calore2G can also save you a lot of time and money, by eliminating the complicated work of building the “core” of the fireplace.

But what about a customer who wants a real outdoor fireplace—but who does not have the space or budget for a fully custom outdoor fireplace. I think there is large, un-served market for a fireplace that is easy to set up and affordable, and is a whole lot nicer than a fire pit, a metal firebox or a chiminea. You know, a real outdoor fireplace. Something that looks like it could have been custom built by a local mason, but doesn’t cost an arm or a leg.

I think the best way to tackle this challenge is to analyze layers. With the Calore2G, Forno Bravo provides the central layer and the inner firebrick layer, while the customer provides the outer decorative layer. Put different, the inner layer can be seen by the customer and faces the actual fire; the inner layer provides the form, the shape and the structure; and the outer layer is the decorative face. Each layer plays a vital role.

In terms of installation (and skill level, difficulty and time investment), the Calore2G central layer is stacked, while the inner and outer layers are installed by hand. It is the “installed by hand” elements that give a fully custom fireplaces some of its character and appeal, but that are responsible for driving up the cost and complexity of the project.

The key to building an affordable outdoor fireplace that looks great, looks real, and can be set up by someone with zero building skills is to compress the three layers of a custom fireplace into a single component. And to do it in such way that disguises the fact that the compression ever took place. The key is to hide the fact that the fireplace was not installed on-site in discrete layers.

There are other issues to address, including weight, packaging, shipping and materials, but those can be resolved.

Stay tuned for some additional thoughts on innovating the outdoor fireplace.

Seasoned. Or Aged.

Writing about seasoned wood got me thinking about the Italian and English words for aging, or seasoning. Italian uses stagionato for cheeses—seasoned. A quattro stagioni pizza is a four season pizza, with olives, artichokes, mushrooms and ham. This list of toppings comes from our friend in Florence, Kyle Phillips, the Italian food editor for About.com.

Photo from The Italian Dish Blog.

On the other hand, in English, we use aged for cheese, and seasoned for wood. hah. I don’t know the correct Italian word for seasoned wood, though I am guess that it is also stagionato. I’m also not entirely clear whether the correct word is stagione (season) or stagioni (seasons). In English, we would say four season (singular) pizza, not four seasons pizza.

One last observation. The Internet is an interesting place. I clicked on one of the Google search results for “quattro stagione pizza, which took me to a Wolfgang Puck pizza recipe from The Food Network. The interesting part is that the recipe calls for Fontina and Parmesan cheese and clams as toppings, and honey and olive oil in the dough. That is just so funky.

I’m sure it’s a really nice pizza in its own way. But Quattro Stagione?

Proper Seasoning. Seasoned Wood That Is.

I don’t think you can overstate just how important dry wood is to an enjoyable session of wood-fired cooking. Damp wood is hard (dare I say impossible) to light, it smokes when it burns (that’s because the fire needs to bake all the moisture out of the wood before it actually combusts) and it takes much longer to fire your oven for cooking. It can take all of the fun out of your afternoon. Burning damp wood can also be dangerous on the long run, building up creosote inside your chimney that can catch fire. If your oven is installed indoors, or if it has a long run of chimney pipe, remember to have your chimney regularly inspected by a professional for creosote build up.

Well seasoned wood lights bast, burns clear and hot and can bring your Forno Bravo oven up to pizza baking temperature remarkably quickly. For a visual example, check out our YouTube video on the “top down” fire building method—where we build a blazing fire in a couple of minutes and fully fire a Primavera oven in less than 20 minutes. That gets you baking Pizza Napoletana in about the same amount of time we used to spend lighting charcoal bricks in our Weber grills. :-)

But it all comes back to having well seasoned wood.

The tricky part is that freshly cut wood can have up to 50% water content, where seasoned wood has water content below 20%. Like a lot of things, such as oven temperature, you can either manage your wood by feel, or with a gadget. For example, many of us enjoy using an infrared thermometer to check our oven temperature at various spots—even though we have learned to do a good job of estimating oven temperature by sight and feel. And the same is true of firewood moisture. You can use a fun little gadget that tells you the water content of your wood.

I just bought this moisture sensor for $20 on Amazon.com and I will be doing some tests and posting some photos on how well it works. This should be fun.