Ladies, have you ever envied men their care-free urinal-using ways? Then Sarah Dillon has the product for you. Dillon hopes to become, in a friend’s words, the “Betty Crocker of the pee business,” by selling GoGirl, a cheap, reusable silicon funnel that allows women to pee standing up. The ex-stay-at-home wife expects to sell a million GoGirls this year, the Minneapolis Star Tribune reports.
Dillon didn’t invent the device; a doctor did, naming it “FemMed.” Back then it “was white, flimsy, very clinical looking, and it didn’t go anywhere,” says Dillon. “We needed a woman to figure it out.” GoGirl has competitors—like Freshette, Pee-mates, and Shee-wee—but they’re generally more expensive and sold as niche products. Dillon doesn’t want niche. “There are some social hurdles,” she says, “but we’re trying to take it to the masses.”