It's only a Prototype

Kickstarter, Copycats, and Comebacks: RiutBag’s Rise

In this episode of the podcast, hosts Tom Constable and Phil Staunton engage in a deep conversation with Sarah Giblin, the founder of RiutBag. They explore Sarah's journey as a solopreneur, the challenges she faced, and the lessons learned along the way. The discussion covers the importance of customer feedback, the impact of burnout, and the role of social media in marketing. Sarah shares her experiences with crowdfunding, product development, and the significance of building a community around her brand. The episode concludes with insights on navigating external challenges and the importance of extreme ownership in entrepreneurship. TAKEAWAYS: * The importance of listening to customer feedback in product design. * Burnout can be a significant challenge for solopreneurs. * Success is not linear; it involves ups and downs. * Social media can be a powerful tool for marketing and engagement. * Building a community around your product is crucial. * Frugality can help sustain a business during tough times. * Effective communication with manufacturers is key to product quality. * Utilising platforms like TikTok can enhance visibility and sales. * Extreme ownership is essential for personal and business growth. GUEST BIO: Sarah Giblin is the founder of RiutBag, the revolutionary backwards backpack designed for safer urban travel. With no background in product design, Sarah turned a personal frustration into a global product, selling over 35,000 units through Kickstarter and beyond. She continues to run Riut as a solopreneur, hand-checking every production batch and sharing her journey with refreshing honesty. Explore her designs at www.riut.co.uk [https://www.riut.co.uk]. 🔗 Connect with Sarah on LinkedIn [https://www.linkedin.com/in/sgiblin/] SPONSOR DETAILS: This episode is sponsored by MIKA Group [https://www.rc-mikagroup.com] – global experts in taking your product from concept to mass production. With over 45 years of experience in NPI, engineering, quality assurance, supply chain, and cost reduction, MIKA Group supports entrepreneurs and businesses with everything from design and tooling to final assembly and logistics. If you're serious about scaling your hardware product, visit rc-mikagroup.com [https://www.rc-mikagroup.com] to find out how they can help. MEET THE HOSTS: Phil Staunton is the founder of D2M, a product design consultancy with over 20 years of experience bringing physical products to market. He blends deep design knowledge with commercial realism: 🔗 Visit D2M Website [https://www.design2market.co.uk/] 📸 Follow Phil on LinkedIn [https://www.linkedin.com/in/philstaunton] 📺 Check out D2M’s YouTube Channel [https://www.youtube.com/c/productinnovationacademy] Tom Constable is a former British Army officer turned entrepreneur and podcast producer. Tom brings curiosity and challenge to every conversation, making sure no lesson goes unshared. ABOUT THE SHOW: It’s Only a Prototype uncovers the real stories behind physical product innovation. No polish. No sugar-coating. Just raw, insightful conversations with people who’ve built (and broken) real things. Perfect For: * Product innovators & hardware entrepreneurs * Founders scaling physical product businesses * Heads of product, design and R&D * Commercial leaders navigating NPD and manufacturing STAY CONNECTED: 🌍 Website: https://www.design2market.co.uk/its-only-a-prototype/ [https://www.design2market.co.uk/its-only-a-prototype/] 📱 LinkedIn: Follow us here [https://www.linkedin.com/showcase/it-s-only-a-prototype-podcast/posts/?feedView=all] 🎥 YouTube: Watch full episodes and clips [https://www.youtube.com/c/productinnovationacademy] 🎧 Subscribe: On Apple Podcasts [https://podcasts.apple.com/gb/podcast/introducing-its-only-a-prototype-podcast/id1807566312?i=1000702887466], Spotify [https://open.spotify.com/show/2vgd1xR5A3toqeXzbzo9dj?si=d5136c953b4b4382] & more ⭐️ Enjoyed the Episode? * Tap Follow or Subscribe so you never miss a drop * Leave us a 5-star review to help others find the show * Share this episode with a founder, maker, or product nerd * Screenshot your favourite moment and tag us on social CHAPTERS: 00:00 Introduction to the Podcast and Guest 03:00 The Journey of Sarah Giblin and Riot Bag 05:52 The Concept of Solopreneurship 08:57 Success Metrics and Early Challenges 11:53 Marketing Strategies and Customer Engagement 14:45 Burnout and Recovery 17:46 Lessons Learned from Challenges 20:45 Product Development and Customer Feedback 23:39 The Role of Social Media in Business 26:52 Navigating External Challenges 29:37 The Importance of Community and Support 32:55 Final Thoughts and Future Directions Mentioned in this episode: Manufacturing Partner Sponsor: Mika Group MIKA Group delivers global production and business solutions backed by 45+ years of expertise in development, project management and NPI. MIKA Group [https://its-only-a-prototype.captivate.fm/mika-group]

Dyslexia, Deals & Devastation: Jez Williman on the Highs and Lows of Building Physical Products

In this episode, we sit down with Jez Williman, a British entrepreneur whose journey has seen him build a business from $3 million to over $100 million in sales across 120 countries and then lose a second venture after years of development and personal investment. Jez shares a candid, unfiltered story of the highs and lows of product entrepreneurship: from building an iconic (if invisible) product seen in airports and films everywhere, to the brutal lessons of raising capital, dealing with lawyers, and losing control to an investor. This one is packed with wisdom for founders who’ve ever put everything on the line. IN THIS EPISODE, YOU’LL LEARN: * How Jez scaled a niche product into a global industry * What dyslexia taught him about resilience, learning, and creative problem solving * The harsh realities of hardware development, investment, and prototyping * Why big design firms aren’t always the right answer and what to do instead * The devastating consequences of trusting the wrong lawyer * How to validate your product cheaply (before spending big) * The mindset and sacrifices needed to succeed across business and elite sport * Why Jez is starting again with a new venture in smart crowd control systems SPONSOR DETAILS: This episode is sponsored by MIKA Group [https://www.rc-mikagroup.com/] – global experts in taking your product from concept to mass production. With over 45 years of experience in NPI, engineering, quality assurance, supply chain, and cost reduction, MIKA Group supports entrepreneurs and businesses with everything from design and tooling to final assembly and logistics. If you're serious about scaling your hardware product, visit rc-mikagroup.com [https://www.rc-mikagroup.com/] to find out how they can help. EPISODE TIMESTAMPS: [00:00] Welcome and intro to Jez Williman [01:25] From engineering apprentice to global entrepreneur [04:30] School struggles and discovering the power of dyslexia [13:32] Buying a company with nothing but a mortgage [17:12] Lessons in entrepreneurship, capital, and exit planning [26:35] Creating a new electric mobility product—and what went wrong [38:21] The big mistake: trusting a major design firm [43:33] Losing a business to a minority investor takeover [57:11] Why he’s rebuilding the crowd control industry with smart tech [1:02:59] Common threads between elite athletes and top entrepreneurs [1:08:04] Final reflections on joy, purpose, and why he still builds ABOUT THE GUEST: Jez Williman is a British entrepreneur who helped revolutionise the global crowd control industry. His work is embedded in everyday life, from airport barriers to supermarket checkouts. After selling his business for a significant exit, Jez launched a second venture in electric mobility only to lose control of it to investors. Today, he’s back building a smarter, digital-first approach to crowd control systems. MEET THE HOSTS: Phil Staunton is the founder of D2M, a product design consultancy with over 20 years of experience bringing physical products to market. He blends deep design knowledge with commercial realism: 🔗 Visit D2M Website [https://www.design2market.co.uk/] 📸 Follow Phil on LinkedIn [https://www.linkedin.com/in/philstaunton] 📺 Check out D2M’s YouTube Channel [https://www.youtube.com/c/productinnovationacademy] Tom Constable is a former British Army officer turned entrepreneur and podcast producer. Tom brings curiosity and challenge to every conversation, making sure no lesson goes unshared. ABOUT THE SHOW: It’s Only a Prototype uncovers the real stories behind physical product innovation. No polish. No sugar-coating. Just raw, insightful conversations with people who’ve built (and broken) real things. Perfect For: * Product innovators & hardware entrepreneurs * Founders scaling physical product businesses * Heads of product, design and R&D * Commercial leaders navigating NPD and manufacturing STAY CONNECTED: 🌍 Website: https://www.design2market.co.uk/its-only-a-prototype/ [https://www.design2market.co.uk/its-only-a-prototype/] 📱 LinkedIn: Follow us here [https://www.linkedin.com/showcase/it-s-only-a-prototype-podcast/posts/?feedView=all] 🎥 YouTube: Watch full episodes and clips [https://www.youtube.com/c/productinnovationacademy] 🎧 Subscribe: On Apple Podcasts [https://podcasts.apple.com/gb/podcast/introducing-its-only-a-prototype-podcast/id1807566312?i=1000702887466], Spotify [https://open.spotify.com/show/2vgd1xR5A3toqeXzbzo9dj?si=d5136c953b4b4382] & more ⭐️ Enjoyed the Episode? * Tap Follow or Subscribe so you never miss a drop * Leave us a 5-star review to help others find the show * Share this episode with a founder, maker, or product nerd * Screenshot your favourite moment and tag us on social

How AI Is Transforming Product Design

EPISODE OVERVIEW: In this episode, hosts Tom Constable and Phil Staunton sit down with industrial designer and AI consultant Rupert Warries to explore how artificial intelligence is reshaping the product design process. From speeding up workflows and removing creative bottlenecks to addressing the ethical and legal concerns of AI-generated content, this episode is an extensive discussion and exploration of the opportunities and challenges AI brings to the world of physical product development. KEY TAKEAWAYS: * AI as a Design Co-Pilot: Rupert explains how generative AI is being used to augment – not replace – the creativity of designers by accelerating ideation, sketching, and 3D rendering. * Managing Expectations: The realism of AI-generated imagery can lead to misunderstandings with stakeholders, who may think a product is closer to market than it is. * Intellectual Property Concerns: Rupert unpacks the murky legal territory of AI training data and offers guidance for design teams navigating copyright issues. * Avoiding Over-Reliance: Using AI as a tool to challenge and refine human thinking is critical; relying on it as a crutch can reduce critical design skills. * Human Creativity Still Reigns: Despite AI’s capabilities, Rupert argues that human input and creative decision-making are still at the core of meaningful product design. * Getting Started: Rupert shares practical tips and recommended tools (like Vizcom and ComfyUI) for designers looking to experiment with AI safely and effectively. GUEST BIO: Rupert Warries is an industrial designer and AI consultant who helps businesses and design teams integrate generative AI into their creative workflows. With a background in cutting-edge AR design and a passion for the transformative power of AI, Rupert now works with clients to unlock new levels of creativity, efficiency, and innovation. 🔗 Connect with Rupert on LinkedIn [https://www.linkedin.com/in/rupert-warries-46147557/] 📧 Email Rupert directly to explore consultancy opportunities. ABOUT THE PODCAST: It’s Only a Prototype is a show for makers, entrepreneurs, and designers navigating the messy, exciting, and unpredictable journey of bringing physical products to life. Hosted by Tom Constable and Phil Staunton, each episode explores product development through candid conversations with industry experts. CHAPTERS: [00:00] Introduction to the Podcast and AI in Design [03:02] Defining AI and Its Role in Product Design [05:53] Current Trends in AI Utilisation for Designers [09:10] Challenges of Presenting AI-Generated Designs [11:56] Balancing AI Use and Critical Thinking [14:57] The Nature of Novelty in AI Outputs [19:50] Enhancing Creativity with AI Tools [24:13] Legal and Ethical Considerations in AI Design [26:34] Navigating Copyright in AI-Generated Content [30:10] The Designer's Dilemma: Embracing AI or Falling Behind? [34:50] AI's Impact on Job Roles in Design [37:44] Practical Advice for Designers: Tools and Techniques [40:43] Working with Open Source AI Models [42:51] AI as a Collaborative Partner in Design [47:26] Future Predictions: The Evolution of AI in Design Mentioned in this episode: Sponsor for this episode: Strachan IP We really appreciate Strachan IP's sponsorship of this episode. Vicki, founder of Strachan IP, offers a free initial consultation to discuss reviewing your existing IP portfolio or discussing the best way to protect a new concept. Use link to get in touch. Strachan IP Sponsorship [https://its-only-a-prototype.captivate.fm/strachan-ip]

Against All Odds: Overcoming Huge Setbacks to Sell 5 Million Worldwide

How do you recover from a disastrous TV pitch to build a global children’s brand that sells in over 100 countries? In this episode, we sit down with Rob Law, founder of Trunki, the iconic ride-on suitcase that started life as a student design project and became a multimillion-pound business. Rob shares the wild ride behind Trunki: from being publicly rejected on Dragons’ Den to selling out overnight, navigating lawsuits, scaling manufacturing, and launching new products through crowdfunding. Whether you're working on your first prototype or your tenth product line, this episode is filled with honest insights, smart strategy, and lessons in resilience. IN THIS EPISODE, YOU’LL LEARN: * Why Trunki’s journey started with a student design competition * What really happened on Dragons’ Den—and why it was a blessing in disguise * How to bounce back from public failure and protect your idea long-term * Why IP is important—but brand matters more * What went wrong (and right) with their follow-up product launch * How Rob is using AI and slow innovation to build his next venture * What every founder should know about patents, prototyping and building a loyal team EPISODE TIMESTAMPS: [00:00] Welcome and intro to Rob Law and Trunki [01:38] Inventing Trunki during university [03:15] Early setbacks: navigating toy vs. luggage industries [07:57] The Dragons’ Den disaster—and why it helped [12:31] Trying to manufacture in the UK and buying a factory [15:57] Major setbacks and how Trunki turned them into wins [20:20] Rob’s advice on IP, patents, and brand defence [23:40] Crowdfunding the Journey suitcase: what went wrong [28:30] Building a team and learning to step back [31:50] How AI is changing design, research and prototyping [40:50] Zedbee’s slow innovation model and sustainability goals [44:10] How to fund new products without external pressure [46:40] Final reflections: what Rob wishes every founder knew ABOUT THE GUEST: Rob Law MBE [https://www.linkedin.com/in/rob-law-mbe/] is the founder of Trunki, the ride-on children’s suitcase brand that became a global success after a famously brutal rejection on Dragons’ Den. Rob has sold millions of products worldwide, built a UK manufacturing base, and launched several follow-up ventures, including his latest startup, Zeepy, focused on slow, sustainable innovation. 🔗 Visit Zeepy Website [https://zeepy.co/] MEET THE HOSTS: Phil Staunton is the founder of D2M, a product design consultancy with over 20 years of experience bringing physical products to market. A trained industrial designer and advisor to innovators, Phil brings deep technical knowledge and commercial insight to every conversation: 🔗 Visit D2M Website [https://www.design2market.co.uk] 📸 Follow Phil on LinkedIn [https://www.linkedin.com/in/philstaunton] 📺 Check out D2M’s YouTube Channel [https://www.youtube.com/c/productinnovationacademy] Tom Constable is a former British Army officer turned entrepreneur and podcast producer. He’s the voice of curiosity on the show, asking the questions others might hesitate to, and bridging the gap between tech, product and strategy with a fresh perspective. ABOUT THE SHOW: It’s only a Prototype uncovers the real stories behind product innovation. No polished success tales. Just unfiltered conversations with the people who’ve faced the hard decisions, the expensive mistakes and the lessons that come with launching something real. Every episode is packed with insights for: * Product innovators & entrepreneurs * Founders of physical product businesses * Heads of product, design and R&D departments * Commercial leaders navigating NPD and growth STAY CONNECTED: 🌍 Website: https://www.design2market.co.uk/its-only-a-prototype/ [https://www.design2market.co.uk/its-only-a-prototype/] 📱 LinkedIn: Follow us here [https://www.linkedin.com/showcase/it-s-only-a-prototype-podcast/posts/?feedView=all] 🎥 YouTube: Watch full episodes and clips [https://www.youtube.com/c/productinnovationacademy] 🎧 Subscribe: On Apple Podcasts [https://podcasts.apple.com/gb/podcast/introducing-its-only-a-prototype-podcast/id1807566312?i=1000702887466], Spotify [https://open.spotify.com/show/2vgd1xR5A3toqeXzbzo9dj?si=d5136c953b4b4382] & more ⭐️ ENJOYED THE EPISODE? * Tap Follow or Subscribe so you never miss a drop * Leave us a 5-star review to help others discover the show * Share this episode with a founder, innovator or product-minded friend * Screenshot your favourite moment and tag us on social Mentioned in this episode: Sponsor for this episode: Strachan IP We really appreciate Strachan IP's sponsorship of this episode. Vicki, founder of Strachan IP, offers a free initial consultation to discuss reviewing your existing IP portfolio or discussing the best way to protect a new concept. Use link to get in touch. Strachan IP Sponsorship [https://its-only-a-prototype.captivate.fm/strachan-ip]

Taming the Dragons whilst Saving the Planet

How do you turn a lockdown frustration into a planet-saving product and land investment from two of the UK’s biggest Dragons? In this episode of It’s only a Prototype, we sit down with Lisa Hicks, founder of SNOAP—the world’s first solid soap dispenser that’s stylish, mess-free, and built to last 25 years. Lisa shares her incredible journey: from developing seven prototypes of a product that didn’t exist, to taming all five Dragons on national TV, and scaling up to eliminate over 130,000 plastic bottles—before breakfast. Whether you’re developing a physical product, wrestling with sustainability, or curious about what really happens in the Den, this episode is packed with fierce honesty, actionable advice and hard-earned lessons. IN THIS EPISODE, YOU’LL LEARN: * How a mum’s frustration with slippery soap bars sparked a new category * Why Lisa believes solid products are better than liquids—for skin and for the planet * What it takes to build a brand-new dispenser from scratch (hint: seven prototypes!) * How she handled Dragons’ Den weeks after a personal tragedy * Why belief and feedback are both essential in product development * The power of bootstrapping, bold marketing, and airtight IP protection * How to grow fast, stay lean, and turn unexpected exposure into global business opportunities EPISODE TIMESTAMPS: [00:00] Welcome and intro to Lisa Hicks and SNOAP [01:57] What is SNOAP and how did the idea begin? [04:05] The family problem that inspired a sustainable innovation [06:43] Why solid soap matters, and the hidden truth about liquid wash [11:16] Prototyping challenges and developing a brand-new product [15:05] Durability, iteration and building for long-term sustainability [19:07] The three principles behind SNOAP’s product success [28:00] How Lisa ended up on Dragons’ Den (without applying) [30:31] Preparing for Dragons’ Den under emotional strain [37:05] The moment all five Dragons pitched to Lisa [40:15] How Lisa chose Deborah and Peter—and why [45:00] What happened after the episode aired [47:20] Dealing with a sudden surge in orders [51:40] The power of feedback, belief and navigating business growth [54:40] Final reflections and closing thoughts ABOUT THE GUEST: Lisa Hicks is the founder of SNOAP, the revolutionary solid soap dispenser designed to replace thousands of plastic bottles and eliminate waterway pollution, while delivering a better clean. A former corporate finance professional turned sustainability champion, Lisa turned a lockdown frustration into a multi-award-winning product backed by two Dragons. 🔗 Visit SNOAP Website [https://snoap.com/] 📸 Follow SNOAP on Instagram [https://www.instagram.com/snoapuk/] 📺 Check out SNOAP on TikTok [https://www.tiktok.com/@snoapuk] MEET THE HOSTS: Phil Staunton is the founder of D2M, a product design consultancy with over 20 years of experience bringing physical products to market. A trained industrial designer and advisor to innovators, Phil brings deep technical knowledge and commercial insight to every conversation: 🔗 Visit D2M Website [https://www.design2market.co.uk] 📸 Follow Phil on LinkedIn [https://www.linkedin.com/in/philstaunton] 📺 Check out D2M’s YouTube Channel [https://www.youtube.com/@ProductInnovationAcademy] Tom Constable is a former British Army officer turned entrepreneur and podcast producer. He’s the voice of curiosity on the show, asking the questions others might hesitate to, and bridging the gap between tech, product and strategy with a fresh perspective. ABOUT THE SHOW: It’s only a Prototype [https://www.design2market.co.uk/its-only-a-prototype/] uncovers the real stories behind product innovation. No polished success tales. Just unfiltered conversations with the people who’ve faced the hard decisions, the expensive mistakes and the lessons that come with launching something real. Every episode is packed with insights for: * Product innovators & entrepreneurs * Founders of physical product businesses * Heads of product, design and R&D departments * Commercial leaders navigating NPD and growth STAY CONNECTED: 🌍 Website: https://www.design2market.co.uk/its-only-a-prototype/ [https://www.design2market.co.uk/its-only-a-prototype/] 📱 LinkedIn: Follow us here [https://www.linkedin.com/showcase/it-s-only-a-prototype-podcast/posts/?feedView=all] 🎥 YouTube: Watch full episodes and clips [https://Watchfullepisodesandclips] 🎧 Subscribe: On Apple Podcasts [https://podcasts.apple.com/gb/podcast/introducing-its-only-a-prototype-podcast/id1807566312?i=1000702887466], Spotify [https://open.spotify.com/show/2vgd1xR5A3toqeXzbzo9dj] & more [https://its-only-a-prototype.captivate.fm/listen] ⭐️ ENJOYED THE EPISODE? * Tap Follow or Subscribe so you never miss a drop * Leave us a 5-star review to help others discover the show * Share this episode with a founder, innovator or product-minded friend * Screenshot your favourite moment and tag us on social! Mentioned in this episode: Sponsor for this episode: Strachan IP We really appreciate Strachan IP's sponsorship of this episode. Vicki, founder of Strachan IP, offers a free initial consultation to discuss reviewing your existing IP portfolio or discussing the best way to protect a new concept. Use link to get in touch. Strachan IP Sponsorship [https://its-only-a-prototype.captivate.fm/strachan-ip]