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
📸 Follow SNOAP on Instagram
📺 Check out SNOAP on TikTok
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
📸 Follow Phil on LinkedIn
📺 Check out D2M’s YouTube Channel
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/
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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
