Peezy's Giovanna Forte says even random personal connections can make the difference between success and failure for innovative businesses

Two chance conversations ten years apart has led one business to launch an NHS approved device that will save women from the ignominy of weeing on their hands when providing urine samples.

London-based Peezy began selling its sampling system directly to NHS hospitals and GPs on March 1 after more than three years of trying.

Giovanna Forte, Peezys managing director, said her break came from meeting an adviser in 2001 and then bumping into her again at a trade show in Germany.

She (SNP: ^SHEY - news) recalls: Ten years ago I met through Business Link someone called Margaret Parton, who said this idea needs developing, do it. So I did and then I went to Medica (Frankfurt: A0REC2 - news) in 2010 and went to the UK Trade & Investment stand in Dsseldorf and she was there.

She said, 'What does it look like? Oh, its so beautiful. The people you need to talk to at the Department of Health (Euronext: IXSHL.NX - news) and in the supply chain, here are the five names.

I said 'I have been trying to contact those five names for two years. And she said, 'Its Friday now, call them after Tuesday. Low and behold it worked. Its all about finding a champion. It took her three phone calls to change the whole future of our business.

The power of personal connections was also evident for Peezys fund-raising, which has just closed at 1m twice the amount Ms Forte was seeking and attracting two Premiership footballers among her 48 shareholders.

My ex-boyfriends, ex-girlfriend introduced me to someone in the City who has single-handedly attracted the angel investors, Ms Forte said.

In total she has raised 2m to bring the device, invented by her GP brother Vincent in 2000, to market. During the first five years, Ms Forte explored the idea in her spare time, but has focused on the project since 2005.

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Champion helps launch NHS urine sampling device