Ever watched Dragons’ Den and thought, “I could do that!”? Well, we did! In 2018, we (Dylan and Louise) walked into the Den with our little schnauzer, Poppy, and pitched Poppy’s Picnic our raw dog food and raw cat food business.
We came out with four offers, lots of smiles… and a big story to tell. If you’ve got a product or business idea you’d love to take onto the show, here’s your guide — with some of the lessons we learned along the way.
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What is Dragons’ Den?
Dragons’ Den is a BBC TV show where entrepreneurs pitch their business to five millionaire investors (the Dragons). You ask for a set amount of investment, in exchange for a % of your company. If one or more Dragons like your idea, they’ll make you an offer!
How to apply
It all starts here — you need to fill out the application on the BBC website. Be clear about:
- What your product or service is
- What problem it solves
- How much money you’re asking for
- How you’ll use the investment
- Why your business can grow
“The application took us longer than expected,” laughs Dylan. “We kept rewriting bits because we were so passionate it was hard to fit it all in!”
How to prepare
“Preparation is everything,” says Louise. “We practised that pitch SO many times. You need to be able to do it even if you wake up at 3am!”
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Know your product inside out. The Dragons will ask tough questions. You must know every detail.
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Understand your market. Who are your customers? Is there space to grow?
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Know your numbers. Gross profit, net profit, margins, projections — learn them!
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Bring something tangible. Product samples are a must. “We had our MIGHTY MINCE and POWER BALLS ready to show,” says Dylan. “And of course Poppy stole the show.”
Top tips for your pitch
1. Research the Dragons
Each Dragon has different interests. Tailor your pitch to show why your business would appeal to them but don’t look like you’re “playing” the room too obviously!
2. Keep it simple
“We kept coming back to this,” says Louise. “Dogs. Food. Healthy. No nasties. That was our message.”
3. Show your passion
Investors invest in people. Be enthusiastic and genuine. “I think they could see we loved what we do and we weren’t just trying to make a quick buck,” says Dylan.
4. Be prepared to negotiate
Know how much equity you’re really prepared to give away. Have your “walk away” point. We were offered £60,000 for 15% by Deborah Meaden, but later decided to raise via Crowdcube instead.
“We did a cheeky Crowdcube raise after the show £500,000 in under 72 hours, for just 8%!” says Dylan.
5. Be honest
If there are risks, debts, or challenges, say so. The Dragons appreciate honesty — and they’ll spot any fibs quickly.
6. Practise, practise, practise
Pitch to friends. Pitch to strangers. Pitch to your dog (Poppy listened to many of ours!). The more you practise, the more natural and confident you’ll feel on the day.
What we learned at Poppy’s Picnic
“The show is intense,” says Louise. “You can be in the Den for a couple of hours, even though only a few minutes go on TV.”
“You need to stay calm and think on your feet,” adds Dylan. “It’s not just about what’s on your slide deck it’s about YOU and whether they trust you to run and grow the business.”
“Even if you don’t take a deal, the experience and the exposure are priceless,” says Louise. “Our website orders exploded after the show!”
Final thought
So should you pitch on Dragons’ Den? If you’ve done your research, prepared your pitch, and genuinely believe in your business, go for it!
And remember: even if the Dragons say no, it’s not the end. Poppy’s Picnic didn’t take the money from the Den, but we built an amazing community of customers and investors instead.
“Do it for the right reasons,” says Dylan. “And take your dog, it helps!”
Thinking about it? Visit the BBC Dragons’ Den application page and start your journey.
