For many entrepreneurs, the spark of an idea often comes from personal experience. For Zoë Chapman, founder of Whizzer, the inspiration came from the everyday chaos of juggling motherhood and caring responsibilities. "I was potty training my son and looking after my dad who was disabled and wheelchair-bound," Zoë recalls. "Trying to leave the house with them both and manage toilet needs on the go felt like an impossible mission."
From makeshift to market-ready
Zoë quickly realised that existing solutions simply weren’t up to scratch. Traditional potties were too bulky, medical-style urinals unreliable and inaccessible. "We were ending up going behind trees or dealing with wet shoes. It just wasn’t practical," she says. "Eventually I started carrying a coffee cup around. It wasn’t ideal, but it worked. That’s when the idea for Whizzer started to take shape."
What followed was a determined, step-by-step transformation from frustrated parent to product innovator. Whizzer became a portable, discreet and practical solution for toileting on the go, easing everyday struggles for both families and carers.
Thanks to this innovative approach to toileting on-the-go Zoë’s idea soon got noticed. "I've had so much interest from around the world. There’s clearly a demand for practical, real-world solutions like this," she says. A standout moment came when she appeared on Dragon’s Den, giving her a platform to showcase her invention. "It was great exposure," she reflects. "But it also meant I had to be ready because it put me on the radar of some much bigger players."
Bringing the product to life
With growing momentum behind her, Zoë faced the reality of bringing her product to market. "Prototyping was a big learning curve," she says. "I didn’t have a design background, so I had to teach myself a lot and find people who could help turn my idea into something real."
She worked closely with manufacturers to create early versions of Whizzer. "We went through so many iterations to get it right. It had to be genuinely useful but also look and feel like something people wouldn’t be embarrassed to use. That balance between function and design was crucial."
Standing out in a crowded market also meant getting the finer details right. "You can have a great product, but without the right packaging, labelling and barcodes, it won’t get far. GS1 UK were instrumental in helping with that. They supported me in making sure the Whizzer was retail-ready, which gave me a lot more confidence when approaching stockists."
Scaling up and staying focused
As the business gained traction, new challenges emerged. Like many founders, Zoë found scaling while managing day-to-day operations herself incredibly tough.
"Finding the right team has been one of the hardest parts," she admits. "You need money to bring people in, but you also need those people to grow the business and bring in that money."
Despite this, her determination hasn’t wavered. "I’m committed to growing Whizzer because I know how many families it can help. But you do have to pace yourself—no one builds something overnight."
The power of being connected
Zoë hasn’t tackled these hurdles alone. She’s made the most of support networks, including Innovate UK and the Department for International Trade. "There’s help out there, but sometimes it feels like another job just trying to find and understand it all," she explains. "That’s why being a GS1 UK member has been so helpful."
"They’ve opened doors, helped me understand compliance and connected me with people who could guide me through the bits I didn’t know. Having that community around you makes a real difference, especially when you’re trying to do everything yourself." GS1 UK offers a wide range of services tailored to small businesses, from help with product barcoding to advice on entering retail.
For Zoë, this has been invaluable. "This made it much easier to navigate the complexities around supply chains and standards. It’s the sort of support that’s hard to put a price on."
Navigating the red tape
Zoë also had to stay on top of shifting regulations, particularly those linked to post-Brexit trade. "Trying to keep up with EU changes has been a major headache," she says.
"You can attend all the webinars going, but it still feels like you're missing something. GS1 UK really helped simplify what I needed to know."
This support helped her avoid delays and focus more energy on growing her brand. "It’s so reassuring knowing that if something changes, you’ve got someone in your corner who can explain it in plain English."
Staying authentic in a competitive market
With success has come competition. Zoë is aware that bigger brands are watching closely. "After Dragon’s Den, I saw a major company viewing my stories on Instagram. It was flattering, but also a bit of a wake-up call," she says. "You realise you have to stay sharp, protect your ideas and keep evolving."
But she remains confident. "They can imitate the concept, but they can’t replicate me or the reason I created Whizzer. That’s something only I have."
Advice from the journey
Now several years into her business journey, Zoë shares her insights freely. "Be honest with yourself about what you know and what you don’t. Don’t be afraid to ask for help," she advises. "And join networks like GS1 UK. Having that kind of backing gives you a real head start."
She also stresses the importance of staying resilient. "You’re going to hit roadblocks. But if you believe in what you’re doing, keep going. Just make sure you look after yourself along the way."
"Pace yourself. No one builds a business overnight. Be patient, be persistent and protect your wellbeing as much as your bottom line."
Today, Whizzer continues to gain traction in the UK and beyond. Zoë remains closely involved in every part of the business, driven by the goal that started it all. "This was never just about launching a product. It was about solving a problem that so many people quietly deal with every day."