The first winner of the EASY START competition is "Pita'le – being round isn't everything", a project that identified the need for a new product in the Israeli pastry market – pita bread in various shapes. 

The initiators of "Pita'le-being round isn’t everything", defeated dozens of competitors after successfully convincing the judges, that the technology of manufacturing pita bread in different shapes (including a heart, flower and teddy bear), which they worked on in the past three years, does indeed have great potential, and using the prize money, they can introduce the product in Israel and the rest of the world.

The initiators of Pita'le assimilated the first important rule for an entrepreneur: an innovative product, which has yet to be seen in our region, may turn out to be a winning product. All six initiators understood that in order to find out whether the original product can also be turned into a money-making product, they need to work the dough with their own bare hands. Eyal Mor, an advertising exec in a computer company and Alon Ofir, owner of a website building company, spent months playing with the product in a one-room bakery that belonged to the father of the third partner, Assaf Habaz. "The basic concept was to create pita for children", said Mor, who only eats pita bread. Mor saw the different shaped schnitzels and thought the idea can be implemented on other products "we experimented with the dough during the night, and in the mornings each one went back to his regular job".

In order to manufacture the pita, they first had to create an initial mould and put it into action "it was a trial and error stage" said Ofir, "dozens of kilograms of dough went to waste. It may seem simple, but the production and baking procedures are quite complex". 

At a certain stage, they recruited a food technologist to help with the final design and fulfilling another dream: flavored pita bread. "Since we were thinking about the American market, we also made various shaped pitas with peanut butter dough" smiles Alon "it tasted great".

Once they decided to try to manufacture and sell small quantities to the public, they needed money and so they recruited two investors. One investor is Udi Ovadia, a partner in the Napis chain. The production line began to work and pitas were sold for a very low price (6.5 Shekels for eight pitas) in Hedera and the vicinity. The motto accompanying the new product, which was printed on the product's package, was: being round isn't everything. The pitas were snatched.

Three years passed since they began experimenting and the initiators understood that the pilot ended successfully. Now they had to establish a national distribution layout and upgrade the relatively slow manufacturing machine. They needed more capital so they entered the competition.