As well as patenting the technology, Sue has trademarked the tagline "Squeeze with Ease"

A strong idea solves an obvious problem for consumers. But if you're hoping to license your idea out, you will need to make the benefits for potential licensors clear too. Often, the benefits for both are there, but it takes practising your pitch to bring them out.

Sue Bell, a nurse and mum of 2, knew there was a problem with squeezing the last drop of cream out of tubes. So she got together round the kitchen table with her husband William and his best friend, Jonathan Jones, a product designer, to find a solution.

In this interview, Sue explains first how the patented piece of technology they came up with, the Butterfly Technology, works inside tubes to cut down on waste and keep things tidy.

In the conversation we move on to explore the how the clear environmental benefits of this should encourage manufacturers to license the packaging technology.

In the third part, Sue has a go at pinning down the proposition for Butterly Technology in one short pitch.

To see the 2-part video interview with Sue's experience of pitching in an ideas competition for TV

Video interview part 1 6.56 mins (click on arrow in video below to play)

Video interview part 2 4.16 mins (click on arrow in video below to play)

Video interview part 3 1.35 mins (click on arrow in video below to play)

To find out more about Butterfly Technology visit www.butterfly-technology.com

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