# Spanx: Sara Blakely (2017)

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2017-07-03
- Length: 29m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2017-07-03-spanx-sara-blakely-2017

## Summary

Sara Blakely, founder of Spanx, explains how she used $5,000 in savings to launch a footless pantyhose product after cutting the feet off her own control-top hosiery. She details her process of researching patents on USPTO.gov, writing her own patent application, and securing a manufacturer in North Carolina who was convinced by his daughters. Blakely describes her guerrilla sales tactics, including a pivotal bathroom demonstration at Neiman Marcus and a successful QVC appearance that sold 8,000 pairs in five minutes. She emphasizes her decision to retain 100% ownership of the company and avoid venture capital to maintain control over the brand's growth and messaging.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-07-03-spanx-sara-blakely-2017#t=0) Introduction: Sara Blakely and Spanx
- [2:26](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-07-03-spanx-sara-blakely-2017#t=146) The Idea: Cutting Feet Off Pantyhose
- [4:27](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-07-03-spanx-sara-blakely-2017#t=267) Research and Prototyping with $5,000
- [6:44](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-07-03-spanx-sara-blakely-2017#t=404) Finding a Manufacturer in North Carolina
- [10:41](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-07-03-spanx-sara-blakely-2017#t=641) Writing and Filing the Patent
- [15:12](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-07-03-spanx-sara-blakely-2017#t=912) Naming the Product: Spanx
- [17:19](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-07-03-spanx-sara-blakely-2017#t=1039) Securing the Neiman Marcus Account
- [20:10](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-07-03-spanx-sara-blakely-2017#t=1210) Guerrilla Marketing and QVC Success
- [24:46](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-07-03-spanx-sara-blakely-2017#t=1486) Maintaining 100% Ownership

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)

## Most relevant to

early-stage companies

## Mentioned

- Spanx (product)
- Neiman Marcus (company)
- QVC (company)
- USPTO.gov (other)
- Lycra (material)
- Bergdorf Goodman (company)
- Target (company)
- Oprah (other)
- Friendish (product)
- Planet of the Apps (other)

## Related episodes from other shows

- [002: Prototyping, Manufacturing & Selling a Men's Shirt Accessory](https://hardwarepodcasts.com/podcast/product-startup/2016-03-09-002-prototyping-manufacturing-selling-a-mens-shirt-accessory) (Product Startup)
- [Founder Feature: Becca Wright of Piedmont Pennies](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-01-17-founder-feature-becca-wright-of-piedmont-pennies) (The Startup CPG Podcast)
- [Founder Feature: Sean Knecht of Tantos!](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-05-08-founder-feature-sean-knecht-of-tantos) (The Startup CPG Podcast)
- [026: Developing Shoes with Removable Heels, Tanya Heath of Tanya Heath Paris](https://hardwarepodcasts.com/podcast/product-startup/2016-11-08-026-developing-shoes-with-removable-heels-tanya-heath-of-tanya-heath-paris) (Product Startup)
- [044: Turning customizable jackets into a multi-million dollar business, Elyse Daniels of Exodus Wear](https://hardwarepodcasts.com/podcast/product-startup/2017-03-14-044-turning-customizable-jackets-into-a-multi-million-dollar-business-elyse-dani) (Product Startup)

## Citing this page

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