Innovation Showcase: Squateasy

Innovation Showcase: Squateasy

AAD Global has created a product which helps the human digestion system. Founder and CEO Graeme Smith explains why we need to get better at talking dirty.

Describe your business in no more than 100 words

We are AAD – All About Digestion Global Ltd. Our business is a start up and our first major offering is a toilet posture device called Squateasy. We will release a range of products in this clinical sector.

What prompted you to enter the Innovation Showcase competition? 

Our first product is called Squateasy. This is a clinical grade Polypropylene stool – with patent pending – which ensures your body is correctly positioned to evacuate your bowels easily and without straining. By ensuring the puborectalis muscle releases its tension around your bowel your evacuation movement is optimal. The product is fully recyclable and anti-bacterial.

How would you describe that to a novice?

We are number 1 at ensuring an optimal number 2 ;-)

What are the biggest challenges you face?

Public awareness and education. Also, in the UK we are not very comfortable discussing our toilet habits – even though it is part of every human beings’ essential bodily functions.

What are your biggest professional achievements to date?

We have fully self-funded – over £170,000 so far without bank borrowing or bad debt

How do you feel about presenting to potentially hundreds of people at Venturefest Scotland?

I am sure I won’t need any assistance with my bowel movements on that day!

Where do you see your company in five years time?

We will be global and already have International activity in mainland Europe, the USA, Mexico, Canada and Inida. With the help oif Scottish Enterprise we are also expanding into Japan. Our next generation of products include a Digital Health offering with sensors to provide feedback on heartbeat, blood flow and body temperature essential for many diabetes with serious constipation issues. Also, post-operative Ileus issues can be positively addressed using our product.

What advice would you give to aspiring innovators?

There are support networks around and take advantage of all help – without being distracted from your core business. Nobody will believe in your project more than you do. Take the risks.