Appearing on Dragons’ Den was a whirlwind for us at Poppy’s Picnic. We didn’t just survive it – we thrived, with four offers and a £500,000 crowdfund within 72 hours. If you’re gearing up for your own pitch, this blog’s for you.
Quick Links
1. Know the Dragons
Every Dragon brings something different. When we walked into the Den, we’d done our homework. Louise says, “We knew Deborah had invested in food before. But we didn’t tailor it to just her – we made it relevant to everyone.”
Understand their background. Know what they’ve backed. But don’t play favourites – they notice.
2. Know Your Product
The Dragons will ask everything. And they won’t go easy. Dylan recalls, “We were grilled on DEFRA approval, on raw food safety, on how we handled logistics. If we hadn’t lived and breathed Poppy’s Picnic, we’d have crumbled.”
3. Understand Your Market
We were ready with stats. More pet owners want natural, raw, balanced food – but most don’t have the time to prep it themselves. That’s where we came in. We shared proof: customer numbers, growth plans, retail interest.
4. Bring Something Tangible
We brought our packaging. Our ingredients. We even brought Poppy. “She stole the show,” Louise laughs. A visual impact helps – make it real, not just a concept.
5. Know Your Numbers
This is where many go wrong. “We knew our CAC, our margins, our cost per tub, lifetime value – all of it,” Dylan says. “When Peter Jones questioned us, we had the answer.”
6. Practice Your Pitch
We practised with friends, family, even strangers in the park. We timed it. Tweaked it. Rehearsed it in our sleep. You get one chance. Don’t fluff it.
7. Be Honest
If you’ve got debt, say it. If you’ve failed before, own it. “We told them raw feeding had critics. But we also showed how we addressed those concerns – with safety, testing, and education,” says Louise.
8. Show Passion
“We started this because of Poppy,” Dylan says. “That story mattered.” You’re selling more than a product – you’re selling belief. But passion is not the same as arrogance.
9. Negotiate Smart
We got four offers. In the end, we said no. “We wanted to stay in control,” Louise explains. “So we raised £500,000 on Crowdcube in under three days.”
It’s okay to say no. But only if you’re sure you can back it up.
10. Check Your Pride
Dragons love confidence. But they spot ego a mile off. Dylan says, “Know what you’re good at – but also where you need help.” Be willing to listen, learn, and adapt.
Final Thoughts
Pitching on national TV is brutal. But it can change your life. “It was one of the best things we’ve done for our brand,” says Louise. “You just have to be ready.”
If you’re applying for Dragons’ Den – good luck. And if you’re building a pet food brand, maybe we’ll see you in the Den one day too.
