The idea for Shewee first came to Sam when she was doing her degree
in 3D Product Design at Leicester’s De Montfort University. She wrote
her dissertation on how to improve the facilities in public toilets, something that she believes is a concern for most women.

“As a child, I was taught not to sit on public toilet seats, for fear of catching germs. At first I had the idea of designing retractable toilets
that could be washed after every use, but as this was a bit impractical, I decided on a device that women could use to avoid contact with the toilet altogether.”

The idea won Sam The James Dyson Product Design Award in 1999, which included a six month work placement with James Dyson himself, helping to design a robotic vacuum cleaner. This opportunity gave her the chance to work with plastic manufacturers, and increased her determination to make the design a success.

“After I won the award, I had several calls from people encouraging me and offering their assistance. One of my friends even met a backpacker in Australia who had heard of the Shewee, and this really spurred me on to make the idea a reality.”

Among the people offering help was Keith Jessop, a close family friend and experienced businessman. He has mentored Sam, giving her invaluable advice to help make her dream a reality. The obstacles along the way ranged from developing a business plan to making the concept and prototype into a realistic business, sourcing finance, and talking to both manufactures and marketing companies.

Sam decided to finance Shewee by making it a Limited company and selling shares. The value of the company was determined by the business plan. Sam kept 51% of the shares and sold the other 49% to individuals; some of whom were family friends and others friends of friends or previous work colleagues. The selling of these shares was done in 3 tranches, the shares rising in value for new buyers in each tranche. It was done like this so that original investors purchased more shares at each stage as they could see the Shewee Ltd growing successfully.

In January 2005 Sam finally took the plunge to leave her successful career as a PA to the Director of a city consultancy firm to concentrate solely on her invention. She first had an office in her parents’ home, but did not use this as excuse to lay in in the mornings, starting work at 8am sharp everyday. She says that having her own business has undoubtedly been exciting, but the challenge has brought with it new responsibilities.

“It’s not like a normal day job, where I could just resign if I didn’t enjoy it anymore. I have a dozen or so investors depending on me to make the idea profitable, and that is quite daunting.”Sam’s average day ranges from keeping up to date with the accounts, to dealing with suppliers, marketing and sales.

One of Sam’s greatest publicity coups was her appearance on BBC2’s ‘Dragon’s Den’ in 2005. Although she was unable to persuade any of the dragons to invest, they remain fascinated by Shewee and have featured Sam in two follow-up programmes and a Christmas special  since. Sam also won Silver in the British Female Inventor and Innovator Awards in 2006 where the awards panel were particularly impressed with numerous aspects of Sam’s design including its commercial potential, financial viability, inventiveness, simplicity, technical competence and its overall effectiveness.

Sam now admits that Shewee has become her life but when she is not in the office she is usually doing something ‘outdoorsy’ like camping, walking, jogging or skiing. She loves being outside with her husband, 2 children and friends.

Meet the rest of the Shewee team here.