Five inches long and a lot lighter than a mobile phone, the Shewee fits discreetly into the smallest of handbags.
The Shewee is the solution to many a problem as when women are are out and get caught short it lets them relieve themselves without having to remove their clothes.
Samantha Fountain's idea for Shewee came while she working as PA to a city director.
She was writing her university dissertation on how to make something that concerns many women - public toilet facilities.
Samantha says "as a child I was brought up not to sit on public toilet seats in case of catching germs. Firstly I thought of designing retractable toilets that could be washed after every use, but as this was rather impractical I decided to work on something that women could use to avoid contact with the toilet altogether."
The Shewee offers far wider use than simply offering a hygenic solution for women to use public toilets. The national health service may use it for collecting samples, to enable patients to go to the toilet who can stand but are unable to visit the toilet, and avoid the mess of a bedpan.
Another market for Shewee is the armed forces, explains Samantha "female soldiers currently have to camouflage their behinds the same as they do their face to ensure that they do not give their position away when going to the toilet on manoeuvres."
Winning Samantha the Dyson Product Design Award in 2000 the prize included a placement for six months with James Dyson himself, helping design a robotic vacuum cleaner.
This opportunity gave her the chance to work with plastic manufacturers and increased her determination to successfully market her design.
"After winning the award I had calls encouraging me and offering assistance. One friend even met a backpacker in Australia who had heard of Shewee and this spurred me on to make the idea become reality."
Leaving her job in January 2005 to concentrate on bringing the Shewee to market Samantha works from 7.30 every morning.
A close friend and experienced businessman, Keith Jessop, mentored Samantha for four years providing invaluable advice and access to manufacturers.
Samathana says that "having her own business has been undoubtedly exciting but that the challenge has brought with it new responsibilities."
"It's not like a normal day job where I could just resign if I didn't enjoy it anymore. I have a dozen or so investors dependent on me to make the idea profitable and that's quite daunting."
Samantha's day includes speaking to the investors and keeping up to date with the accounts, marketing and sales.
One volunteer, Rachel Collins, was impressed at how easy it was to adapt to urinating standing up. "I always thought it would seem very strange but it's surprising how quickly you get used to it. I used the Shewee for the first time when I was on a golfing weekend and now I always carry it in my handbag."
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