Judy Edwards, co-creator of Squatty Potty, turned a personal challenge into an internationally recognized brand. Her journey from a practical need to Shark Tank success is a masterclass in launching a product and scaling it globally.
The Problem That Sparked an Idea
Judy Edwards dealt with chronic constipation for much of her life. After hearing from a colon hydrotherapist that elevating her knees above her waist could help, Judy started using a basic stool. It worked, but the bulky design was inconvenient. Collaborating with her son, Bobby, and her husband, they envisioned a stool tailored to fit under the toilet—both functional and aesthetically pleasing. “We knew it was going to help people,” Judy recalls. “Even though it was very difficult to talk about, it could really help a lot of people.”
Creating the First Prototype
The first Squatty Potty prototypes were handmade by a neighbor using pressboard. Judy painted and assembled the stools, which cost $25 each to make—too expensive for retail. Despite the limitations, Judy gifted 20 stools to family members during Christmas of 2010 to test their practicality. The feedback was overwhelmingly positive, confirming the product’s potential.
The Leap to Manufacturing
Determined to make the product more cost-effective and durable, Judy turned to plastic manufacturing. Unable to afford domestic molds, she worked with a Chinese manufacturer through Alibaba. “I had to bring in a translator to explain our design, but once we got through that, the first plastic prototype was spot on,” Judy says. Taking a second mortgage on her mother’s home, she placed an initial order of 2,000 stools and rented a warehouse to store them—a bold move that demonstrated her belief in the product.
From Local Sales to Shark Tank
In 2012, the first year of sales, Squatty Potty generated $1 million in revenue. This success was largely thanks to Bobby’s innovative marketing strategy: partnering with health influencers on YouTube. These influencers shared their honest reviews, helping Squatty Potty gain early traction. Two years later, Judy and Bobby appeared on Shark Tank. Although nervous, Judy’s preparation paid off. By the time they pitched to the Sharks, Squatty Potty had already generated $2 million in sales, providing credibility and showcasing the product’s demand.
The Viral Marketing Revolution
Post-Shark Tank, Squatty Potty experienced explosive growth, selling $1 million worth of stools within 24 hours of their episode airing. With increased resources, Judy turned to the Harmon Brothers, a creative agency known for viral advertising. The result? The now-iconic “pooping unicorn” video. The humorous yet effective campaign resonated globally, boosting sales by 600% and securing Squatty Potty’s place as a household name.
Protecting the Idea
Judy credits Kevin Prince of QuickPatents with helping her navigate the complexities of protecting Squatty Potty as a first-time inventor. “I couldn’t afford a patent attorney, so I got online and found Kevin Prince. He was fantastic to help me. I knew nothing, and he recommended different patents,” Judy explains. While a utility patent wasn’t an option, Kevin helped Judy secure a design patent and trademark the name Squatty Potty. The name itself, inspired by a term Judy heard in China, became central to their branding.
“It wasn’t too medical; it was cheerful and fun, something people could laugh about.”
Solving Problems and Launching a Product: Lessons from Squatty Potty
Judy’s journey offers key takeaways for aspiring entrepreneurs:
- Identify a genuine need: Squatty Potty addressed a widespread but often unspoken problem.
- Test and refine your product: Early prototypes and customer feedback guided improvements.
- Be bold in marketing: From influencer partnerships to viral videos, creative marketing fueled their growth.
- Protect your brand: Trademarks and patents provided a solid foundation for scaling.
- Take calculated risks: Judy’s willingness to mortgage her home and embrace manufacturing challenges exemplifies the determination needed to succeed.
The Legacy of Squatty Potty
In 2021, Judy and her family sold Squatty Potty, transitioning into a well-earned retirement. Today, the product remains a bestseller, proving that addressing everyday problems with thoughtful solutions can lead to enduring success. Reflecting on her journey, Judy says, “It’s a good story. It gives people hope. There are so many great products out there, and ours was lucky enough to break through.”
Judy Edwards’s story is a testament to the power of perseverance and creativity. It’s not just about solving a problem—it’s about mastering the art of launching a product, connecting with people, and building a brand that lasts.
