# 028: Getting into HSN - the Home Shopping Network with Lisa Ruiz of Credible Products

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2016-11-22
- Length: 55m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2016-11-22-028-getting-into-hsn-the-home-shopping-network-with-lisa-ruiz-of-credible-produc
- Listen: http://theproductstartup.com/tps028-lisa-ruiz-credible-products/

## Summary

Lisa Ruiz, founder of Credible Products, explains how she leveraged her family's 30-year chemical manufacturing background to launch a line of consumer cleaning products, including Pink Credible and Spot Credible, featuring nanotechnology for streak-free glass cleaning. She details the rigorous process of getting onto the Home Shopping Network (HSN), from contacting marketing reps and passing third-party testing to securing a live demonstration that resulted in an immediate contract. Ruiz emphasizes the importance of objective product validation against major competitors, designing distinctive 'hokey' branding to stand out, and maintaining full control over US-based manufacturing and quality assurance. The episode covers the operational realities of selling on HSN, including pricing strategies, logistics, and the challenge of visually demonstrating invisible chemical benefits on television.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/product-startup/2016-11-22-028-getting-into-hsn-the-home-shopping-network-with-lisa-ruiz-of-credible-produc#t=0) Introduction: Lisa Ruiz and Credible Products
- [2:40](https://hardwarepodcasts.com/podcast/product-startup/2016-11-22-028-getting-into-hsn-the-home-shopping-network-with-lisa-ruiz-of-credible-produc#t=160) Background: From Police Officer to Chemical Business Owner
- [8:09](https://hardwarepodcasts.com/podcast/product-startup/2016-11-22-028-getting-into-hsn-the-home-shopping-network-with-lisa-ruiz-of-credible-produc#t=489) Product Development: Nanotechnology and Competitive Testing
- [14:54](https://hardwarepodcasts.com/podcast/product-startup/2016-11-22-028-getting-into-hsn-the-home-shopping-network-with-lisa-ruiz-of-credible-produc#t=894) IP Strategy: Patents, Trademarks, and Transparent Labeling
- [17:17](https://hardwarepodcasts.com/podcast/product-startup/2016-11-22-028-getting-into-hsn-the-home-shopping-network-with-lisa-ruiz-of-credible-produc#t=1037) Design for Retail: Differentiating Branding and Packaging
- [20:37](https://hardwarepodcasts.com/podcast/product-startup/2016-11-22-028-getting-into-hsn-the-home-shopping-network-with-lisa-ruiz-of-credible-produc#t=1237) Manufacturing: In-House US Production and Quality Control
- [25:28](https://hardwarepodcasts.com/podcast/product-startup/2016-11-22-028-getting-into-hsn-the-home-shopping-network-with-lisa-ruiz-of-credible-produc#t=1528) Getting on HSN: The Marketing Rep and Buyer Process
- [35:50](https://hardwarepodcasts.com/podcast/product-startup/2016-11-22-028-getting-into-hsn-the-home-shopping-network-with-lisa-ruiz-of-credible-produc#t=2150) HSN Logistics: Insurance, Pricing, and Fulfillment
- [42:35](https://hardwarepodcasts.com/podcast/product-startup/2016-11-22-028-getting-into-hsn-the-home-shopping-network-with-lisa-ruiz-of-credible-produc#t=2555) TV Demonstrations: Visually Proving Invisible Benefits
- [48:47](https://hardwarepodcasts.com/podcast/product-startup/2016-11-22-028-getting-into-hsn-the-home-shopping-network-with-lisa-ruiz-of-credible-produc#t=2927) Challenges: Long Wait Times and Boardroom Rejections

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

early-stage companies

## Mentioned

- Credible Products (company)
- Home Shopping Network (company)
- Pink Credible (product)
- Spot Credible (product)
- Blast Credible (product)
- Scrub Credible (product)
- Scent Credible (product)
- Bath Credible (product)
- QVC (company)
- Mako Design + Invent (company)

## Related episodes from other shows

- [Scrub Daddy: Aaron Krause. How a Failed Experiment Became a Billion-Dollar Sponge](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-03-16-scrub-daddy-aaron-krause-how-a-failed-experiment-became-a-billion-dollar-sponge) (How I Built This)
- [Briogeo: Nancy Twine](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-08-10-briogeo-nancy-twine) (How I Built This)
- [method: Adam Lowry & Eric Ryan](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-10-08-method-adam-lowry-eric-ryan) (How I Built This)
- [Aden + Anais: Raegan Moya-Jones (2019)](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-08-26-aden-anais-raegan-moya-jones-2019) (How I Built This)
- [Chesapeake Bay Candle: Mei Xu](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-03-06-chesapeake-bay-candle-mei-xu) (How I Built This)

## Citing this page

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