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.” (Read more GoGirl stories.)