0:00:02 > 0:00:04This is the Dragons' Den.
0:00:04 > 0:00:06Over the last six years,
0:00:06 > 0:00:10700 entrepreneurs have walked up the stairs, looking for investment.
0:00:10 > 0:00:14Before them, five of Britain's most successful business brains,
0:00:14 > 0:00:18collectively worth a reported £1 billion.
0:00:18 > 0:00:21Convincing them to part with their cash isn't easy,
0:00:21 > 0:00:25but tonight, they've agreed to share their tips for success...
0:00:27 > 0:00:30..from the initial idea to the pitch.
0:00:30 > 0:00:32Are you ready for the alternative?
0:00:32 > 0:00:34From the business plan...
0:00:34 > 0:00:37The tidiest patent that I've ever seen.
0:00:37 > 0:00:39- ..to the negotiation.- 5% each.
0:00:39 > 0:00:41- 10% in total.- Oh!
0:00:41 > 0:00:44These are the business secrets that work outside the Den and within...
0:00:44 > 0:00:47- Yes!- ..revealed by the Dragons themselves
0:00:47 > 0:00:51and the brave entrepreneurs who've dared to stand before them.
0:00:58 > 0:01:02Tonight on How To Win In The Den, we examine the pitch.
0:01:02 > 0:01:04Romeo meets Juliet.
0:01:04 > 0:01:05It's a little bit harsh to expect
0:01:05 > 0:01:09- your dog to hold his bladder for hours on end. Right, Trish?- Exactly.
0:01:10 > 0:01:13Erm...
0:01:13 > 0:01:16From a school assembly to a job interview or a wedding speech,
0:01:16 > 0:01:19presentation and communication are skills we all need.
0:01:19 > 0:01:21Feeling difficult, this.
0:01:23 > 0:01:26In life, all the time, we're presenting ourselves,
0:01:26 > 0:01:29we're selling ourselves, so we're pitching.
0:01:30 > 0:01:33Be confident about yourself, be sure about what you want.
0:01:33 > 0:01:3516.5 million.
0:01:35 > 0:01:38It just takes a millisecond to lose your trail of thought.
0:01:38 > 0:01:40I don't know my figures!
0:01:40 > 0:01:42You just can't recover from it.
0:01:42 > 0:01:44If you like, I'll show you and let you see it work.
0:01:44 > 0:01:47If you don't believe, don't do it. You've got to put
0:01:47 > 0:01:48your whole heart into it.
0:01:48 > 0:01:52Now the Dragons are catching up with their investments...
0:01:52 > 0:01:56- He's a beauty.- ..and revisiting some of those they sent packing...
0:01:56 > 0:01:59Gosh, you're not being serious? You haven't even got the .com?
0:01:59 > 0:02:02..as they break down the rules of engagement...
0:02:02 > 0:02:04Make yourself understood.
0:02:04 > 0:02:06- Keep calm.- Grab their attention.
0:02:06 > 0:02:08Let the inner you shine through.
0:02:08 > 0:02:09You've got to rehearse.
0:02:09 > 0:02:10Be honest and be credible.
0:02:10 > 0:02:15..whether you want to make money or just be heard.
0:02:16 > 0:02:18These are the lessons you need to know
0:02:18 > 0:02:20if you want to be pitch perfect.
0:02:26 > 0:02:28- Morning, chaps.- It's another year,
0:02:28 > 0:02:31and the Dragons are back in the Den to film a ninth series.
0:02:33 > 0:02:35It's amazing how you step back into Dragons' Den.
0:02:35 > 0:02:37It completely takes over your life.
0:02:37 > 0:02:42And this year, logistics millionaire Hilary Devey joined the team.
0:02:42 > 0:02:43This is my seat.
0:02:43 > 0:02:47Probably the most uncomfortable, I would say!
0:02:47 > 0:02:48Duncan's got the best. But then...
0:02:48 > 0:02:50That was my seat, and I loved that seat,
0:02:50 > 0:02:54but they gave it to you because they didn't want you stuck on the end.
0:02:54 > 0:02:57Yeah, cos you're such a gentleman(!)
0:02:57 > 0:03:00The days in the Den are long, and the Dragons sit through
0:03:00 > 0:03:02hours and hours of pitches.
0:03:05 > 0:03:08So, if you want them to sit up and take notice,
0:03:08 > 0:03:09you have to stimulate them.
0:03:09 > 0:03:12The visual impact is actually mega important.
0:03:12 > 0:03:15It's like the first piece of your presentation.
0:03:15 > 0:03:18So, the Dragons' first rule of pitching is
0:03:18 > 0:03:19to make a good impression.
0:03:21 > 0:03:26The Dragons are human beings. They need something that'll get their attention, get them excited,
0:03:26 > 0:03:28that'll arouse a little bit of passion.
0:03:28 > 0:03:32'The first impression is always important, in all walks of life.'
0:03:32 > 0:03:35# Come and taste some salsas with me! #
0:03:35 > 0:03:36It's the same as coming on the Den.
0:03:36 > 0:03:40And no matter how many pitches they sit through, the Dragons have
0:03:40 > 0:03:43learned that they can't predict what will come up the stairs.
0:03:43 > 0:03:47- We've had a pig... - This pig is worth its weight in gold.
0:03:47 > 0:03:49..loads of dogs...
0:03:49 > 0:03:50Dancers!
0:03:52 > 0:03:56But remember, an entertaining pitch doesn't always get investment.
0:03:58 > 0:04:00You've got to remember that, if you do that,
0:04:00 > 0:04:02you raise people's expectation levels.
0:04:02 > 0:04:04# Dance at Razzamatazz, yeah! #
0:04:06 > 0:04:08You can make real bad mistakes
0:04:08 > 0:04:10by getting that visual impact completely wrong
0:04:10 > 0:04:12and not correlate it to your business.
0:04:13 > 0:04:16It's a total waste of time, thinking you're going to schmooze
0:04:16 > 0:04:21a Dragon just because you've come on and done a little bit of a dance.
0:04:21 > 0:04:25# Jump, jump, jump up to the sky... #
0:04:26 > 0:04:29You haven't got a brand, so for that reason, I'm out.
0:04:36 > 0:04:40One man who takes presentation very seriously is
0:04:40 > 0:04:42ex-radio presenter Bob Davies.
0:04:42 > 0:04:44Bob entered the Den this year,
0:04:44 > 0:04:46looking for investment in his entertainment concept.
0:04:47 > 0:04:52I'm here today to ask you for a £50,000 cash injection
0:04:52 > 0:04:56for a 20% share in a brand-new company that will
0:04:56 > 0:05:01manufacture and market an interactive game challenge.
0:05:01 > 0:05:05He looked fantastic. Bow tie... Who wears a bow tie these days, man?!
0:05:05 > 0:05:06Good on you, Bob!
0:05:06 > 0:05:09This is a business presentation.
0:05:09 > 0:05:13'You wouldn't walk into your bank manager with an open shirt
0:05:13 > 0:05:16'and a pair of tatty jeans and trainers, would you?'
0:05:18 > 0:05:19I wouldn't.
0:05:19 > 0:05:23As a seasoned showman, Bob knew how to play the crowd
0:05:23 > 0:05:26and wasn't hesitant in giving his product the hard sell.
0:05:26 > 0:05:30I've been in the event industry for just over 25 years.
0:05:30 > 0:05:33I've worked for many large companies, and small,
0:05:33 > 0:05:37and one thing that is apparent in order to maintain their market share,
0:05:37 > 0:05:40they will have to do one of the following.
0:05:40 > 0:05:42That is to organise an exhibition,
0:05:42 > 0:05:44staff motivation, maybe a charity event,
0:05:44 > 0:05:49to create PR as well, and certainly just maybe a good old bash.
0:05:49 > 0:05:52This product clearly ticks all of the boxes.
0:05:52 > 0:05:55I wanted to keep the cover on as long as I possibly could
0:05:55 > 0:05:58so everything was there.
0:05:59 > 0:06:03So, before we take the cover off, this really has so much potential.
0:06:03 > 0:06:06Five revenue streams.
0:06:06 > 0:06:08Bob, it'd better be good! That's all I've got to say!
0:06:08 > 0:06:10It sounds it, though, doesn't it?!
0:06:10 > 0:06:12- It is good.- Get on with it!
0:06:12 > 0:06:14Dragons, are you ready
0:06:14 > 0:06:16for the alternative that everyone is waiting for?
0:06:21 > 0:06:24This is Bob's Box.
0:06:27 > 0:06:31Immediately, new Dragon Hilary Devey stepped forward
0:06:31 > 0:06:33to play Bob's interactive game, giving him
0:06:33 > 0:06:38an opportunity to demonstrate his product.
0:06:38 > 0:06:41'When Hilary said, "Can I have a go?" '
0:06:41 > 0:06:46and she got into the machine, she saw then the potential.
0:06:46 > 0:06:49It's been used by a couple of exhibition companies,
0:06:49 > 0:06:51twice by two TV production companies.
0:06:51 > 0:06:54It's highly visual, we are ready to take it to market right now.
0:06:54 > 0:06:58- That's where I need your help. - Tell me a bit about yourself and your background.
0:06:58 > 0:06:59I'm MD of an event company.
0:06:59 > 0:07:03I'm known in the event trade as the car showroom king.
0:07:03 > 0:07:07Whenever there's a car launch being facilitated,
0:07:07 > 0:07:09I'm an approved supplier for events.
0:07:09 > 0:07:13Bob's experience in the events industry was impressive,
0:07:13 > 0:07:15but Duncan Bannatyne was perplexed
0:07:15 > 0:07:18about why he hadn't offered the Dragons
0:07:18 > 0:07:21a share of his already-established business.
0:07:21 > 0:07:23Why not put that in your existing company,
0:07:23 > 0:07:25going to make some money from this,
0:07:25 > 0:07:27- as well as what we're doing already?- Erm...
0:07:29 > 0:07:31There is no real total objection to that.
0:07:31 > 0:07:34If I could have my time again and go up the stairs...
0:07:34 > 0:07:36Go up the stairs and come back and say that to me.
0:07:40 > 0:07:43In a Den first, Bob was told to go back down the stairs.
0:07:43 > 0:07:47I didn't think it was going to work from then on, to be honest!
0:07:48 > 0:07:50But he seized the opportunity to pitch again.
0:07:52 > 0:07:54'That was a real big lifeline.'
0:07:54 > 0:07:58I came back up the stairs and said, "Hello, my name's Bob Davies..."
0:07:58 > 0:08:03I'm here today to offer you a 20% equity share in my company,
0:08:03 > 0:08:07which is currently very successful in its own marketplace.
0:08:07 > 0:08:10With a better deal on the table, it was over to the Dragons,
0:08:10 > 0:08:13but they weren't buying into the concept.
0:08:13 > 0:08:16I'm going to wish you the real best of luck, but I'm out.
0:08:16 > 0:08:18It's not investable, I'm out.
0:08:18 > 0:08:22As lovely as you are, I won't be investing in you. I'm out.
0:08:22 > 0:08:24Thank you.
0:08:25 > 0:08:27Only Hilary Devey and Duncan Bannatyne were left.
0:08:27 > 0:08:30Would they see something the other Dragons had missed?
0:08:32 > 0:08:35Bob, I really wish I could find a reason to invest in you.
0:08:36 > 0:08:38I've got to say, I'm sorry, Bob, but I'm out.
0:08:38 > 0:08:40OK, thank you, Duncan.
0:08:40 > 0:08:42Bob.
0:08:42 > 0:08:45I could see that working at a corporate event.
0:08:45 > 0:08:49I could see that bringing to my own business's corporate event.
0:08:50 > 0:08:54I'd like to make you an offer. 50K for 20%...
0:08:56 > 0:09:00..of your new product and your unique ideas, initially.
0:09:02 > 0:09:05The new Dragon wanted a share of both the game
0:09:05 > 0:09:07and Bob's event business,
0:09:07 > 0:09:10but would Bob be prepared to give so much away?
0:09:10 > 0:09:11Hilary...
0:09:13 > 0:09:16I look forward to working with you, Bob!
0:09:16 > 0:09:18' # Bring me sunshine... # '
0:09:18 > 0:09:20I was so happy, it just...
0:09:20 > 0:09:23I was on the floor, and the barometer went, whoosh!
0:09:23 > 0:09:25Yes!
0:09:26 > 0:09:27'Cyclone, we can do it!'
0:09:29 > 0:09:33I'm just so, so pleased. It's a dream come true.
0:09:33 > 0:09:35I've been working on the project for two years.
0:09:37 > 0:09:40As a small business, as a person that has a dream,
0:09:40 > 0:09:47to make it come true, it's... Words can't say it, perhaps...
0:09:47 > 0:09:49it's time for some emotions.
0:09:51 > 0:09:54After hundreds of hours spent developing his game,
0:09:54 > 0:09:56Bob now has a multi-millionaire
0:09:56 > 0:09:59with her own successful events company on board.
0:10:02 > 0:10:03We did it.
0:10:03 > 0:10:06But for Hilary, the hard work has only just begun.
0:10:06 > 0:10:07He's got to learn -
0:10:07 > 0:10:10God gave us two of these and one of these, and use them wisely.
0:10:10 > 0:10:13We did it, son. We did it.
0:10:16 > 0:10:19Two weeks later, Bob is on his way to meet his new business partner
0:10:19 > 0:10:23and he's keen to prove that he will make a reliable one.
0:10:23 > 0:10:25We'll bring out the business side,
0:10:25 > 0:10:29and she can see there is two halves to this guy, both good halves.
0:10:32 > 0:10:36Hilary often works from home, and her base here in central London
0:10:36 > 0:10:38is where many of her high-level meetings take place.
0:10:38 > 0:10:42This is my business pad. It's not everybody's taste, I might add.
0:10:43 > 0:10:45- Hello, Bob.- Good afternoon.
0:10:45 > 0:10:48So what does Hilary expect from her investment?
0:10:48 > 0:10:49Good to see you.
0:10:49 > 0:10:53'I sacrificed my whole life to get my business to where it is today.'
0:10:53 > 0:10:56So you've dressed up for me again, Bob!
0:10:56 > 0:10:59Perhaps nobody will make the self-sacrifices I made,
0:10:59 > 0:11:02but I hope they will make some self-sacrifice.
0:11:04 > 0:11:07I've got some things that I need to talk to you about.
0:11:07 > 0:11:11After the Den, every deal goes through a meticulous process
0:11:11 > 0:11:13of due diligence, so now Bob will have to answer
0:11:13 > 0:11:15some tricky questions.
0:11:15 > 0:11:19Try and talk me through why, in 1997, when you bought that business,
0:11:19 > 0:11:23you had a turnover of 400,000...
0:11:23 > 0:11:28- Yes.- ..but you've then dropped to where you're at now,
0:11:28 > 0:11:31which is 86K, you're projecting this year.
0:11:31 > 0:11:37- 86 was last year's figures. - You only took a salary of 12K.
0:11:37 > 0:11:38That's right.
0:11:38 > 0:11:40Clearly, you've not had
0:11:40 > 0:11:42any commercial input into your business at all.
0:11:42 > 0:11:46What you've done is allow 14 years to happen
0:11:46 > 0:11:49with a degenerating revenue stream,
0:11:49 > 0:11:52and not really thought about why this is happening.
0:11:52 > 0:11:54Do you have monthly management accounts?
0:11:54 > 0:12:00Erm... I look at... No...
0:12:00 > 0:12:01I don't like it.
0:12:03 > 0:12:07- And I will be enforcing that on you. - With Hilary on board,
0:12:07 > 0:12:09it's clear that Bob will need to pay more attention
0:12:09 > 0:12:11to the way he runs his business.
0:12:12 > 0:12:15- What I think about you is, you're jumping around.- Yes.
0:12:15 > 0:12:20What we've got to do is focus this business in one direction.
0:12:20 > 0:12:24Hilary, I feel like I'm the oldest apprentice in town.
0:12:24 > 0:12:28- Every single day, you learn something.- Yes.- Every single day.
0:12:28 > 0:12:29I appreciate that.
0:12:29 > 0:12:32We're going to put every effort we can into this to try and make it work.
0:12:32 > 0:12:36'I'm sure if anybody can rein Bob in, I can.'
0:12:36 > 0:12:40I've got to get him to start thinking more commercially
0:12:40 > 0:12:43than acting as a compere or a master of ceremonies.
0:12:43 > 0:12:46Hilary is unimpressed with Bob's business acumen,
0:12:46 > 0:12:50but he's determined to show her he can make a success of the game.
0:12:50 > 0:12:55So, he's invited her down to the South Bank to see it in action.
0:12:56 > 0:12:58If you can take the challenge, go for gold.
0:12:58 > 0:13:03I'm hoping that he gets a fantastic reaction from the public.
0:13:03 > 0:13:05Cos that will demonstrate to me
0:13:05 > 0:13:07that it is a business that's going to work.
0:13:07 > 0:13:09It's called the Cyclone Game Cube.
0:13:11 > 0:13:14Hilary already owns an events business,
0:13:14 > 0:13:17and her plan is to incorporate Bob's concept
0:13:17 > 0:13:19into her successful portfolio.
0:13:19 > 0:13:22I have no problems turning everything around so I can prove
0:13:22 > 0:13:24I do have that business head.
0:13:24 > 0:13:28- What did you think of the game?- It was brilliant. We had a lot of fun.
0:13:28 > 0:13:29It was brilliant, yeah.
0:13:29 > 0:13:33- Awesome.- Awesome! Absolutely awesome!
0:13:33 > 0:13:38The public have spoken, but is Hilary convinced that
0:13:38 > 0:13:40the Cyclone Game Cube has a profitable future?
0:13:40 > 0:13:44We've had people from Ireland, from Sweden, from North Carolina.
0:13:44 > 0:13:47There hasn't been one negative response.
0:13:48 > 0:13:52That's surely got to be a very positive sign.
0:13:52 > 0:13:54Bob has pulled out all the stops
0:13:54 > 0:13:58- to show the Dragon there is value in his company.- Off you go.
0:13:58 > 0:14:00His business may have been in decline,
0:14:00 > 0:14:03but Hilary is convinced that, with her help,
0:14:03 > 0:14:05they will turn things around.
0:14:05 > 0:14:08Today has really given me
0:14:08 > 0:14:12an insight into the true opportunity of this as a business venture.
0:14:12 > 0:14:17That, to me, has enthused me to take this business to the next level.
0:14:27 > 0:14:31Over the years, the Den has seen hundreds of people
0:14:31 > 0:14:33make presentations before the Dragons.
0:14:34 > 0:14:35If they want investment,
0:14:35 > 0:14:38they need to make sure that everything goes to plan.
0:14:38 > 0:14:40There's a slight panic to make sure
0:14:40 > 0:14:43that it's actually going to work when we set it up!
0:14:44 > 0:14:50So, the next lesson from the Dragons is simple - practice makes perfect.
0:14:52 > 0:14:55It amazes me how often you see people who go in
0:14:55 > 0:14:59and look as though they're delivering this really for the first time.
0:14:59 > 0:15:03Erm... A...
0:15:03 > 0:15:05Practise in front of people.
0:15:05 > 0:15:09Practise it, practise it, then come along and say it succinctly.
0:15:10 > 0:15:13I'm sorry, I've really lost it. I do apologise.
0:15:13 > 0:15:16And there's one element of the pitch that,
0:15:16 > 0:15:19if left unrehearsed, can dash your hopes of an investment.
0:15:19 > 0:15:22The Knowledge - the premium-rate telephone helpline.
0:15:22 > 0:15:24You have to practise your demonstration.
0:15:24 > 0:15:26'Please wait.
0:15:28 > 0:15:29'Please wait.'
0:15:29 > 0:15:33Murphy's law says the day you do a demonstration, it's going to fail.
0:15:33 > 0:15:36- I'm never going to call you again, because it doesn't work.- Right.
0:15:36 > 0:15:39Do not assume anything.
0:15:39 > 0:15:44So, who looks like they could have done with another rehearsal?
0:15:44 > 0:15:47HE PLAYS BADLY
0:15:49 > 0:15:53One person who came across as unprepared was Samantha Gore.
0:15:53 > 0:15:56I'm seizing the moment and I'm here today
0:15:56 > 0:15:59to pitch for £275,000 for 10% of my company.
0:15:59 > 0:16:03She entered the Den in 2008 with her invention,
0:16:03 > 0:16:04designed to deter criminals.
0:16:04 > 0:16:09I will start... If you would like to guess what it is...
0:16:09 > 0:16:11Now, there's two... Right.
0:16:11 > 0:16:15MUSIC PLAYS FROM BOX
0:16:15 > 0:16:18It's an occupancy simulator.
0:16:21 > 0:16:23It's quite difficult to see
0:16:23 > 0:16:27from the... It's a TV, a fake TV.
0:16:27 > 0:16:29What's going on? I haven't got a clue.
0:16:29 > 0:16:31- Pardon?- You've lost me.
0:16:31 > 0:16:33- A fake TV?- Yeah.
0:16:33 > 0:16:35No, it's not, it's like a radio.
0:16:35 > 0:16:38She demonstrated a product, and we all said, "What does it do?"
0:16:38 > 0:16:40That's my mistake - black's going to absorb it.
0:16:40 > 0:16:43The white's going to reflect it. Sorry, sorry.
0:16:43 > 0:16:46When entrepreneurs come onto the Den and they've not prepared,
0:16:46 > 0:16:48I think there's no excuse for that.
0:16:48 > 0:16:53One of the worst pitches that I've ever heard.
0:16:53 > 0:16:55And if you don't get it right the first time,
0:16:55 > 0:16:58for heaven's sake, make sure you get it right the second time.
0:16:58 > 0:17:03Hardly anyone comes back to the Den, but a year later, Samantha was given
0:17:03 > 0:17:08a second chance to pitch a new range of security blinds and curtains.
0:17:08 > 0:17:11I think this is going to be the best product that's ready to go now.
0:17:11 > 0:17:13It's my retrofit curtain closers.
0:17:16 > 0:17:17Unbelievable.
0:17:17 > 0:17:19'It was really strange.'
0:17:19 > 0:17:22I was absolutely flabbergasted when it didn't work.
0:17:22 > 0:17:24I've tested it a million times.
0:17:24 > 0:17:27It was just practice - I should have practised a lot more.
0:17:28 > 0:17:31Samantha went back to doing what she does best.
0:17:34 > 0:17:36Running her chain of Japanese restaurants.
0:17:36 > 0:17:40But she's not giving up on her security inventions,
0:17:40 > 0:17:43which she says have sold in their hundreds online.
0:17:43 > 0:17:45We've expanded the restaurants,
0:17:45 > 0:17:47plus I've been doing my electronics as well.
0:17:47 > 0:17:51So I've continued just to work harder than I've ever worked in my life.
0:17:51 > 0:17:55Another pitch that famously went awry was James Seddon,
0:17:55 > 0:17:58who stood before the Dragons five years ago
0:17:58 > 0:18:01with his electric egg cooker invention.
0:18:01 > 0:18:03It's a sort of toaster for eggs.
0:18:03 > 0:18:07Yeah, the egg cooker... legendary, legendary.
0:18:07 > 0:18:10As soon as it's finished, it beeps, and that's it, it's done.
0:18:10 > 0:18:12I forgot to put the egg in!
0:18:12 > 0:18:13DUNCAN LAUGHS
0:18:13 > 0:18:16He's nearly as much of a legend as me, actually!
0:18:16 > 0:18:19Tried three times to demonstrate that this egg thing could actually
0:18:19 > 0:18:21boil his egg perfectly.
0:18:21 > 0:18:24- I'm afraid this one hasn't cooked properly, I'm sorry to say.- Oh!
0:18:25 > 0:18:27You go, "Ooh, no!" You're like, "Oh!"
0:18:27 > 0:18:31- For some reason...- Why didn't this one work?- I haven't got a clue.
0:18:31 > 0:18:35You think, "You idiot! It's your big moment and you completely spoilt it!"
0:18:35 > 0:18:36It does work, I promise you.
0:18:36 > 0:18:41But five years on, the product still isn't ready to be mass-produced.
0:18:41 > 0:18:43Remortgaged my house, almost mortgaged my kids.
0:18:43 > 0:18:46If it doesn't work soon, we're in deep trouble.
0:18:46 > 0:18:48There we are - five years to cook an egg!
0:18:48 > 0:18:50That's it!
0:18:59 > 0:19:02The knee-trembling walk up the steps into the Dragons' Den can mean
0:19:02 > 0:19:06only one thing to our dry-mouthed entrepreneurs -
0:19:06 > 0:19:08their pitch is about to begin.
0:19:10 > 0:19:12I'm very, very nervous.
0:19:12 > 0:19:15I'm absolutely petrified to be going on there.
0:19:16 > 0:19:19I'm just praying that I don't fall to pieces!
0:19:20 > 0:19:25A few lucky entrepreneurs get it right. But many don't. They dry up.
0:19:29 > 0:19:30Er, we're, er...
0:19:30 > 0:19:34So, the next tip from the Dragons is absolutely imperative.
0:19:36 > 0:19:37Keep your nerve.
0:19:42 > 0:19:45Going into the Den is incredibly nerve-wracking.
0:19:45 > 0:19:48You're physically...just very slightly out of breath,
0:19:48 > 0:19:50cos you've been climbing up some stairs.
0:19:50 > 0:19:53No-one says, "Thank you for coming to the Den,
0:19:53 > 0:19:55"what would you like to show us?"
0:19:55 > 0:19:57You have to start from cold.
0:19:57 > 0:20:00'You have to be able to tell the potential investor'
0:20:00 > 0:20:02what your idea is.
0:20:02 > 0:20:04Musiccontrol will offer...
0:20:07 > 0:20:10- How it works.- Musiccontrol will...
0:20:12 > 0:20:14Account to royalty collection agencies.
0:20:14 > 0:20:18- If you can't do that, there's no point going on. - Excuse us.- Sorry.
0:20:19 > 0:20:24- They start sweating, they lose their lines.- Um...
0:20:24 > 0:20:25Forgetful.
0:20:25 > 0:20:26HE SIGHS
0:20:27 > 0:20:28Phew!
0:20:28 > 0:20:30And before you know it, they're buffoons.
0:20:30 > 0:20:33- Hello, I'm Peter.- Hello, Peter!
0:20:33 > 0:20:35LAUGHTER
0:20:35 > 0:20:36Oh, God.
0:20:38 > 0:20:39I've completely lost it.
0:20:39 > 0:20:42- Sorry.- You can hear the nervousness in the voices.
0:20:42 > 0:20:45You would be investing in HandyGirl as a brand.
0:20:45 > 0:20:47My heart goes out to them.
0:20:47 > 0:20:49It's currently going through CAA certification.
0:20:49 > 0:20:52They do have to get their act together pretty quickly.
0:20:54 > 0:20:56'Business is tough.'
0:20:57 > 0:20:59'You just have to get out there'
0:20:59 > 0:21:01and you've got to step up and deliver.
0:21:01 > 0:21:05So, what advice do the Dragons have for people who find
0:21:05 > 0:21:08the prospect of entering the Den terrifying?
0:21:08 > 0:21:11Take a sip of water, take a step back and start again.
0:21:11 > 0:21:13I'll start again - compose myself.
0:21:13 > 0:21:18I used to sing Eye Of The Tiger. In my mind.
0:21:18 > 0:21:20INTRO PLAYS
0:21:20 > 0:21:24# Da-da-daaa, da-da-daaa Da-da-da, da da da da-da. #
0:21:28 > 0:21:32One person who froze before the Dragons was Andy Harmer,
0:21:32 > 0:21:38who entered the Den in 2007 to pitch his idea for an agency of lookalikes.
0:21:38 > 0:21:43- I thought it was my birthday - David Beckham arrives into the Den.- Hi.
0:21:43 > 0:21:46- He looked fabulous! - My name's Andy Harmer.
0:21:46 > 0:21:49My company name is the Double Dates.
0:21:49 > 0:21:52My idea is a celebrity entertainment concept which allows
0:21:52 > 0:21:55the everyday person to be a celebrity for the day.
0:21:55 > 0:21:59'I'd nailed my pitch before then. I was confident...
0:21:59 > 0:22:03'until I messed up my first line...'
0:22:03 > 0:22:06And that's how I lost what I was going to say.
0:22:06 > 0:22:08Basically, er...
0:22:09 > 0:22:11What...my...
0:22:11 > 0:22:14What my concept is...
0:22:15 > 0:22:17Bless him, I felt so sorry for him.
0:22:17 > 0:22:20He just totally forgot what he was talking about.
0:22:20 > 0:22:23He was just standing there saying, "I can't talk."
0:22:23 > 0:22:25I totally... I can't talk.
0:22:25 > 0:22:27Oh, my God! Oh!
0:22:27 > 0:22:31Here's a man who's supposed to be in the entertainment world,
0:22:31 > 0:22:34going to be on the stage and doing all that.
0:22:34 > 0:22:36'I thought, that's weird.'
0:22:36 > 0:22:38'It's the lights beaming down on you.
0:22:38 > 0:22:40'You start to sweat.'
0:22:40 > 0:22:43The Dragons just saying nothing.
0:22:43 > 0:22:44'It just builds up the pressure.'
0:22:46 > 0:22:50I was virtually THAT close to pretending to faint.
0:22:50 > 0:22:54I... What I've done is I've created... I can't talk!
0:22:59 > 0:23:04Luckily for Andy, Will Smith and Captain Jack Sparrow were there to support him.
0:23:04 > 0:23:06How are you doing, Dragons? All right?
0:23:06 > 0:23:12We've got exclusivity contracts with Grosvenor Casinos, celebrity nightclubs, recording studios
0:23:12 > 0:23:15photo studios and limousine companies.
0:23:15 > 0:23:19Obviously, with all of my celebrity doubles.
0:23:19 > 0:23:23If you lose track, you've got to focus,
0:23:23 > 0:23:27regroup and work out a way of getting back on track.
0:23:27 > 0:23:32Fortunately, Deborah Meaden was on hand to clear up the situation.
0:23:32 > 0:23:36You've got some celebrity lookalikes and you're offering people
0:23:36 > 0:23:40to be able to hire them for the day to do celebrity-type stuff.
0:23:40 > 0:23:43It's not just the celebrity lookalike. It's the whole day.
0:23:43 > 0:23:48- That's what I mean by the celebrity-type stuff.- Yes.- Is that in a nutshell?- That's correct.
0:23:48 > 0:23:51- Should have had me doing your pitch for you.- Yeah.
0:23:51 > 0:23:53But anything can happen in the Den,
0:23:53 > 0:23:58and Andy's fortunes were about to change.
0:23:58 > 0:24:00You need money to tell people out there
0:24:00 > 0:24:02the service that you're willing to offer.
0:24:02 > 0:24:05- Yes.- Andy, I'm afraid I don't agree with Peter.
0:24:05 > 0:24:08- You can phone these people up... - But he's got that now.
0:24:08 > 0:24:10- But he's not doing it now. - But he won't...
0:24:10 > 0:24:14'Then the dragons started to actually LIKE my idea
0:24:14 > 0:24:15'and started to argue'
0:24:15 > 0:24:17in-between themselves.
0:24:17 > 0:24:22I thought, maybe, from the bad start, I could turn this around.
0:24:22 > 0:24:27I'd put up £50,000
0:24:27 > 0:24:30and I'd want 25%.
0:24:30 > 0:24:33A shock offer from former Dragon James Caan meant Andy
0:24:33 > 0:24:38had half the money, but would another one be interested?
0:24:38 > 0:24:42You ain't going to make it happen with my 100,000 quid,
0:24:42 > 0:24:44so I'm afraid I'm out.
0:24:44 > 0:24:47And to help you out, Andy, I'm out.
0:24:47 > 0:24:50Then I thought, maybe Peter, maybe.
0:24:52 > 0:24:57I don't just think it's good, I think it's fantastic. I think it has a huge potential.
0:24:59 > 0:25:02Are you going to get £100,000? This is the question.
0:25:04 > 0:25:09And I don't see the fact that I could get a return on the money.
0:25:09 > 0:25:11That's the only reason why I'm out.
0:25:11 > 0:25:14Without Peter Jones, there was no chance of investment.
0:25:14 > 0:25:18For Andy, it was an experience he'd rather forget.
0:25:18 > 0:25:24Since the Den, if I'm in a situation where I can't get my words out,
0:25:24 > 0:25:27I get that Dragons' Den feeling. It's like, "Oh, no."
0:25:31 > 0:25:36'Maybe the business side of it isn't my strength. I'm an ideas person. I come up with great ideas.'
0:25:36 > 0:25:40But after his unfortunate performance in the Den,
0:25:40 > 0:25:42life got even tougher for Andy.
0:25:44 > 0:25:47Recession hit, and it was kind of like a time
0:25:47 > 0:25:49when people stopped spending money.
0:25:49 > 0:25:54At one point I was even busking. I put a sign down on the floor saying, "Busk It Like Beckham".
0:25:55 > 0:26:01But Andy was determined to make money from his collective of lookalikes.
0:26:01 > 0:26:03MUSIC: Intro to "Disco Inferno"
0:26:07 > 0:26:10He found a business partner, and together,
0:26:10 > 0:26:14they created an act called the Chippendoubles.
0:26:14 > 0:26:18They reached the semifinal of talent show Britain's Got Talent
0:26:18 > 0:26:23and have since billed over £80,000 for appearances.
0:26:23 > 0:26:26Guys...THAT was extraordinary.
0:26:26 > 0:26:32But with seven people to pay, Andy's profit margins are low.
0:26:32 > 0:26:37I still wanted to create a celebrity experience that showed
0:26:37 > 0:26:40a better return, an idea that would potentially make me rich.
0:26:40 > 0:26:45And now they have a business plan that he hopes will make millions.
0:26:45 > 0:26:48I feel like we've come up with the idea with Vipeo.
0:26:48 > 0:26:55It's an online greetings card service that features... well-known celebrities.
0:26:55 > 0:26:58Andy and his partner have spent 10K developing the idea,
0:26:58 > 0:27:01which requires them to visit the VIP's home and record them
0:27:01 > 0:27:04saying every popular first name.
0:27:04 > 0:27:05- Adriana.- Adriana!
0:27:05 > 0:27:07Users can then visit the website
0:27:07 > 0:27:11and send a personalised message to their friends from the VIP.
0:27:11 > 0:27:16The first celebrities featured are fellow Britain's Got Talent contestants Stavros Flatley.
0:27:21 > 0:27:23But the product is a long way from launch.
0:27:23 > 0:27:28To get the service online, they'll need an investor with deep pockets.
0:27:28 > 0:27:32Our new product is called Vipeo, it's personalised VIP videos.
0:27:32 > 0:27:36Andy feels the time is right to face Peter Jones again
0:27:36 > 0:27:38and has set up a meeting.
0:27:38 > 0:27:42- Personalised celebrity e-cards. - It doesn't have to be...
0:27:42 > 0:27:43Fortunately this time,
0:27:43 > 0:27:48he'll be joined by business partner Lee, who's worked in sales and marketing for six years.
0:27:48 > 0:27:51I've found a business partner that I've taken on their advice,
0:27:51 > 0:27:55and we've been very strong as a team.
0:27:55 > 0:27:59Clearer, straight to the point. Much better.
0:27:59 > 0:28:03'Getting the chance to meet Peter again is a chance'
0:28:03 > 0:28:04to redeem myself a bit, I suppose.
0:28:12 > 0:28:14It's the day of the meeting.
0:28:14 > 0:28:16And to make sure his idea stands out,
0:28:16 > 0:28:20Andy has once again enlisted the help of his lookalike colleagues.
0:28:20 > 0:28:23I'm really keen to see what his business idea is,
0:28:23 > 0:28:26but more importantly, will he hold it together?
0:28:26 > 0:28:28Peter will see you now.
0:28:28 > 0:28:30Cheers.
0:28:31 > 0:28:35All right, Peter? You got a minute? Yeah? Just...
0:28:35 > 0:28:39introduce you to a couple of my mates. Come on.
0:28:39 > 0:28:41Obviously, you know who she is.
0:28:41 > 0:28:46- Good afternoon, ma'am.- You know who he is.- David, hello, David.
0:28:46 > 0:28:51The real reason why we're here is that we've got a couple of friends that have got a little idea
0:28:51 > 0:28:54- they want to put to you. - Ah! It's Andy!- Come and say hello.
0:28:54 > 0:28:59- I recognise Andy!- Andy and Lee.- Good to see you again.- Good to see you.
0:28:59 > 0:29:03With Peter's experience in telecoms, he is the perfect fit
0:29:03 > 0:29:06for their business, but will Andy and his partner persuade him to invest?
0:29:06 > 0:29:10I've got five minutes, so over to you.
0:29:10 > 0:29:15Right. The company's called Vipeo, and it stands for VIP Videos.
0:29:15 > 0:29:19Vipeo is an online store of personalised celebrity e-cards.
0:29:19 > 0:29:22I'll show you an example.
0:29:22 > 0:29:28This message is to say thank you ever so. You're a star!
0:29:28 > 0:29:32So anybody, anywhere, anytime, can purchase one of these
0:29:32 > 0:29:37if they've got a device which has mobile browsing capabilities.
0:29:37 > 0:29:39Someone such as Stavros Flatley -
0:29:39 > 0:29:44he has 1.6 million Facebook followers, so if we converted 1% of his fans
0:29:44 > 0:29:48at a unit price of £2 in a year, that would generate £32,000 of revenue alone.
0:29:48 > 0:29:52Extrapolate that to three years and 100 million celebrity fans,
0:29:52 > 0:29:55and you're looking at £2 million.
0:29:55 > 0:29:59We feel that the concept and scale of it is bigger than the two of us
0:29:59 > 0:30:01and we're looking for this support.
0:30:04 > 0:30:08I've got to say, Andy, it's definitely a better pitch
0:30:08 > 0:30:10- than you made in the Den. - Thanks.
0:30:10 > 0:30:14And you've got a business partner, which is something that I felt you really needed.
0:30:14 > 0:30:19But will Peter be interested in helping them get their business off the ground?
0:30:19 > 0:30:23- How much money are you looking for? - It will be £86,000. - Have you got the .com?
0:30:23 > 0:30:27We've got .co.uk. The .com is owned by a company in Germany.
0:30:28 > 0:30:32Guys, you can't be serious? You haven't even got the .com?
0:30:32 > 0:30:34- First thing you've got to do, surely? - Hmm.
0:30:34 > 0:30:36Get the .com?
0:30:36 > 0:30:38Yeah.
0:30:38 > 0:30:43You want to build an international business online, it's just a .co.uk.
0:30:43 > 0:30:44Who's going to see that?
0:30:46 > 0:30:48The pitch has suffered an early setback,
0:30:48 > 0:30:51but hopefully Peter will look beyond the lack of web presence.
0:30:51 > 0:30:55- Have you recorded with any key celebrities?- Yes.- Who've you done?
0:30:55 > 0:31:00- We've recorded with Stavros, we've got some other reality TV... - And what does he get out of it?
0:31:00 > 0:31:03- We're going to give him 50% of the revenue.- 50%?- 50%.
0:31:03 > 0:31:06But you've already given him half your profit?
0:31:06 > 0:31:10There's a new type of celebrity at the moment, reality TV.
0:31:10 > 0:31:13They're in the shop window for a short period
0:31:13 > 0:31:15and they try to maximise that opportunity,
0:31:15 > 0:31:18so things like this would be ideal for them as well.
0:31:18 > 0:31:21So you record them, spend all the money, you get the downloads initially,
0:31:21 > 0:31:23they're finished tomorrow?
0:31:23 > 0:31:26You've got to get real, proper, decent celebs.
0:31:26 > 0:31:29You need a message from Robbie Williams.
0:31:29 > 0:31:32All of these people are going to look at you and think,
0:31:32 > 0:31:36"Do I really want to go and spend an hour and a half in a studio
0:31:36 > 0:31:39"with Tom, Dick and Fred, who've got a Handycam?"
0:31:41 > 0:31:43We did one with the David Brent lookalike
0:31:43 > 0:31:46and people absolutely loved it.
0:31:46 > 0:31:51- I would go out and trial with a few others.- And would you see us again?
0:31:54 > 0:31:57I would see you again. If it got a following,
0:31:57 > 0:32:02and I felt that you could have traction, then I would.
0:32:04 > 0:32:07The message from Peter is clear - prove the business can work,
0:32:07 > 0:32:09and there's a chance he might help out.
0:32:09 > 0:32:11There's a lot more work to do,
0:32:11 > 0:32:13but the pair leave with their heads held high.
0:32:13 > 0:32:16I didn't mess my words up, it was better than last time.
0:32:16 > 0:32:18My fear of public speaking, I suppose,
0:32:18 > 0:32:21I have overcome it this time.
0:32:21 > 0:32:24Andy, this time, held himself together.
0:32:24 > 0:32:27He must've taken quite a few deep breaths before he came into the office.
0:32:27 > 0:32:29He was very calm, actually.
0:32:29 > 0:32:32He wants to see it piloted first, get it up and running,
0:32:32 > 0:32:34but he's going to be looking over it, so...
0:32:34 > 0:32:36- Woo-hoo!- Drinks all around!
0:32:36 > 0:32:41'It's not a bad idea, you know. I think people would probably do it.'
0:32:41 > 0:32:44You might get the celebrities to say, "I'll give you an hour of my time,
0:32:44 > 0:32:49"cos I might make a few thousand pounds every week after just doing a quick video."
0:32:49 > 0:32:53And if he takes away what I've said and comes back, who knows?
0:32:53 > 0:32:54You never know.
0:33:02 > 0:33:06This is the Dragons' guide to pitching and presentation,
0:33:06 > 0:33:10six lessons that can help all of us improve our public speaking skills.
0:33:10 > 0:33:12When it comes to audiences,
0:33:12 > 0:33:16they don't get much tougher than these five business brains.
0:33:21 > 0:33:25People will try anything to win over the Dragons.
0:33:25 > 0:33:28I'm confident the Dragons will like me, and they'll love my tie.
0:33:28 > 0:33:32But being likeable isn't something that comes naturally to us all.
0:33:32 > 0:33:36No way I would get involved in you and the way you sell it.
0:33:36 > 0:33:39So the next lesson is simple - whatever you do,
0:33:39 > 0:33:42don't offend your audience.
0:33:42 > 0:33:46- Please let me finish, Theo. - No, I'm not going to let you finish unless you answer my question.
0:33:46 > 0:33:52If you can get the Dragons to like you personally,
0:33:52 > 0:33:54they will be on your side.
0:33:54 > 0:33:58You have got something.
0:33:58 > 0:34:00If they don't like you,
0:34:00 > 0:34:03they will then hear everything you say with a bit of suspicion.
0:34:03 > 0:34:08- You made a flippant comment about... - It's very serious to us. - You made a very flippant comment.
0:34:08 > 0:34:12If I don't like that person, it's a no-no.
0:34:12 > 0:34:16- What's your gross profit percentage? - Don't know the answer to that, you'll have to move on.
0:34:16 > 0:34:18You don't know? We'll have to move on?
0:34:18 > 0:34:21I've forgotten it, not a human calculator.
0:34:21 > 0:34:25By shouting back at them, it's not really going to get you very far.
0:34:25 > 0:34:29When was the last time you negotiated, because the market's changed...?
0:34:29 > 0:34:32And there's one way to guarantee you walk away empty-handed.
0:34:32 > 0:34:36If you start giving the Dragons business lessons,
0:34:36 > 0:34:40guaranteed, you are going to wind them all up.
0:34:40 > 0:34:45- That's totally irrelevant.- I find you arrogant, rude and insulting.
0:34:45 > 0:34:49- Don't tell us how to run a business. - I'll see you when I'm loaded.
0:34:51 > 0:34:55One partnership that got on the wrong side of the Dragons
0:34:55 > 0:34:58were husband and wife David and Sarah Glashan.
0:34:58 > 0:35:02The product we're going to show you today is called an Itsa.
0:35:02 > 0:35:05It's a multifunctional sunlounger towel.
0:35:05 > 0:35:07An experienced businessman,
0:35:07 > 0:35:10David was confident he could impress the Dragons.
0:35:10 > 0:35:14You find out what the competition isn't doing, find out what it's going to cost you
0:35:14 > 0:35:18to do what the competition isn't doing, and by the time you've divided it up,
0:35:18 > 0:35:22your percentages should be right, because business is about percentages.
0:35:22 > 0:35:25But his business lecture had the opposite effect.
0:35:25 > 0:35:29This is not the way to talk to anyone, let alone a Dragon,
0:35:29 > 0:35:31an extremely successful Dragon.
0:35:31 > 0:35:34You should write a book - How To Run A Business.
0:35:34 > 0:35:37That's not a very nice comment, I'll ignore that.
0:35:37 > 0:35:38It was a compliment!
0:35:38 > 0:35:40We weren't giving business advice,
0:35:40 > 0:35:44we were purely answering what we felt was the way to do it.
0:35:44 > 0:35:48Duncan, I'm not a schmuck - don't try and treat me like one, OK?
0:35:48 > 0:35:49"You're out of order, Duncan.
0:35:49 > 0:35:52"Don't try it with me, I'm not a schmuck!"
0:35:52 > 0:35:54HE LAUGHS
0:35:54 > 0:35:58Somebody could quite easily, a cruise liner, do their own.
0:35:58 > 0:36:02And I'll challenge you if you copy me, cos I'll take you to court,
0:36:02 > 0:36:03I won't think twice about it, OK?
0:36:03 > 0:36:06I think that might have put them off a bit.
0:36:06 > 0:36:10I think they may have thought he was a bit, I don't know, arrogant?
0:36:10 > 0:36:14'Theo is a great business guy, I'm not knocking him for that,'
0:36:14 > 0:36:16but he was talking out of his backside.
0:36:16 > 0:36:18I'm out.
0:36:19 > 0:36:23They walked away without investment.
0:36:23 > 0:36:27But despite the reactions from the Dragons,
0:36:27 > 0:36:29the couple still pushed their product to market.
0:36:29 > 0:36:33'Do we believe in the product? Yes. Could they be wrong? Yes.'
0:36:33 > 0:36:37Let's show them, let's go and do it.
0:36:37 > 0:36:39Five years later, the beach towel is selling all over the world
0:36:39 > 0:36:43after the pair licensed it to manufacturers in the US.
0:36:43 > 0:36:49They say worldwide sales of the brand have topped 8 million.
0:36:50 > 0:36:52But they haven't been able to turn sales into profit.
0:36:52 > 0:36:54Their decision was right not to invest.
0:36:54 > 0:36:58They want to earn between two and four times.
0:36:58 > 0:37:01'You cannot manufacture our product at a cheap enough price'
0:37:01 > 0:37:04to sell it on a wholesale basis.
0:37:04 > 0:37:09Their net profit on the product this year is forecast to be £80,000.
0:37:09 > 0:37:13'The product is still selling, still being used on the beach.'
0:37:13 > 0:37:15That, to me, is fantastic.
0:37:25 > 0:37:28The Dragons' next lesson requires an attribute
0:37:28 > 0:37:31that many entrepreneurs have in abundance.
0:37:31 > 0:37:34If you look in the dictionary at "passion", you'd see my name.
0:37:34 > 0:37:38If you want to be convincing, you must be passionate.
0:37:40 > 0:37:42If you don't believe in your own product,
0:37:42 > 0:37:46it's very unlikely you're going to get other people to believe in it as well.
0:37:46 > 0:37:49iFoods.tv is the future of cooking.
0:37:49 > 0:37:51Mytilus edulis, the edible mussel.
0:37:51 > 0:37:54It's a rollercoaster, it's going, we have rocket, sorrel.
0:37:54 > 0:37:59What I'm looking for is passion, enthusiasm. Tunnel vision, almost.
0:37:59 > 0:38:02It's going to the back, we've got bitterness. Whack! Here comes a pepper kick.
0:38:02 > 0:38:06If you don't love what you do, you're not passionate about it,
0:38:06 > 0:38:10then you're not going to spend the hours that are needed to make that business a success.
0:38:10 > 0:38:12I'm telling you that this is an effective way
0:38:12 > 0:38:16of training a muscle that people know they want to train.
0:38:16 > 0:38:19You should get riled up now and then. Passion is good.
0:38:19 > 0:38:22But take the Dragons' advice carefully,
0:38:22 > 0:38:25because there is such a thing as being overenthusiastic.
0:38:27 > 0:38:29Angel Cot, my own invention.
0:38:29 > 0:38:34The other end of the scale are people who are passionate about a business that doesn't work.
0:38:34 > 0:38:37# Let's show them you care
0:38:37 > 0:38:40# Children are our future... #
0:38:40 > 0:38:43You can be passionate about a square-wheeled bicycle,
0:38:43 > 0:38:45but you know it's never going to sell.
0:38:45 > 0:38:46People have to get real.
0:38:46 > 0:38:48It's totally orgasmic.
0:38:48 > 0:38:53Forget Sex And The City - we've got shoes in the city!
0:38:56 > 0:38:59One man who may have misplaced his passion
0:38:59 > 0:39:01was future millionaire Adam Marshall,
0:39:01 > 0:39:05who pitched his exfoliating shower mat in 2006.
0:39:05 > 0:39:10These products work by the shower mat laying in the shower cubicle
0:39:10 > 0:39:14and allows you to wash your feet by moving them back and forth.
0:39:14 > 0:39:19Passion in my life comes kind of as a second nature.
0:39:19 > 0:39:22'It's incredibly important to believe in what you're doing.'
0:39:22 > 0:39:25It is totally a revolution in the shower market.
0:39:25 > 0:39:27- Are you serious?- I am, totally, yes.
0:39:27 > 0:39:29I think it's absolutely ridiculous.
0:39:29 > 0:39:31It was awful,
0:39:31 > 0:39:33and he was so enthusiastic.
0:39:33 > 0:39:37I totally believe in this and I will totally make this work.
0:39:37 > 0:39:39He had the entrepreneurial spirit,
0:39:39 > 0:39:42but he just had to find his feet a bit.
0:39:42 > 0:39:43- I'm out.- I'm out.
0:39:43 > 0:39:45And it wasn't on shower mats.
0:39:45 > 0:39:48The mat never took off.
0:39:48 > 0:39:50Little bit, little bit higher.
0:39:50 > 0:39:54'I didn't want to be known as the shower mat guy.'
0:39:54 > 0:39:58I wanted to be known as a successful person in my own right.
0:39:58 > 0:40:01Adam is still a passionate businessman
0:40:01 > 0:40:05and has spent the last few years putting his enthusiasm into something else -
0:40:05 > 0:40:07a chain of trendy bars.
0:40:07 > 0:40:11'Started off with 30 grand from a high street bank.'
0:40:11 > 0:40:15I had to work very hard with it. Blood, sweat, couple of tears.
0:40:19 > 0:40:22He's taken that passion and energy, he's channelled it
0:40:22 > 0:40:27into another industry and has gone on to become very, very successful.
0:40:27 > 0:40:31Five years after his Den departure, Adam has 12 venues
0:40:31 > 0:40:33and an impressive income.
0:40:33 > 0:40:38They all do very well. I currently turn over £12 million.
0:40:38 > 0:40:42You know, I don't do hardly any work any more.
0:40:42 > 0:40:46Adam came into the Den asking for thousands,
0:40:46 > 0:40:48he got turned down, he got great advice,
0:40:48 > 0:40:52he listens to the advice and he goes out and he's now worth millions.
0:40:57 > 0:41:02The Dragons are wily characters and when they're faced with an entrepreneur,
0:41:02 > 0:41:05they're analysing their every word and their every move
0:41:05 > 0:41:08for any hint of embellishment or exaggeration.
0:41:08 > 0:41:09Have you got any defence?
0:41:09 > 0:41:12In order to part with their money,
0:41:12 > 0:41:17they need to know just about everything and expect straight answers.
0:41:17 > 0:41:21So the Dragons' final lesson is to be honest.
0:41:21 > 0:41:24As soon as you're up there trying to be something you're not,
0:41:24 > 0:41:27to oversell, to overdo it...
0:41:27 > 0:41:30- How much a year do they earn? - £35,000.
0:41:30 > 0:41:33No, that's a new one, isn't it? Is that a new number?
0:41:33 > 0:41:36- ..the Dragons can read it, it doesn't come across right. - About 600 million.
0:41:36 > 0:41:39Don't think that you can just wing it.
0:41:39 > 0:41:44I've got no sales figures to talk to you about, no book-work whatsoever.
0:41:44 > 0:41:45Cos it will backfire on you.
0:41:45 > 0:41:50- You've created organic, artificial acorns?- Yes.
0:41:50 > 0:41:54If I can't work with that person and believe in their honesty,
0:41:54 > 0:41:56then I'm not interested.
0:41:56 > 0:41:58You must be a very wealthy young man.
0:41:58 > 0:42:01Meaning, is the money in my account? No.
0:42:01 > 0:42:05So, how do you make sure the Dragons believe in you?
0:42:05 > 0:42:08The answer is to answer everything.
0:42:08 > 0:42:11- Are you boyfriend/girlfriend? - Yes.- Sometimes.
0:42:11 > 0:42:15Don't just sell your product - sometimes you have to sell yourself.
0:42:15 > 0:42:19You gave us the immortal line, "The cheaper I can get these bits
0:42:19 > 0:42:22"and pieces, the cheaper I can make it." So true.
0:42:22 > 0:42:25Yeah, well, I just talk naturally.
0:42:25 > 0:42:27I would say, let the inner you shine through.
0:42:27 > 0:42:30The Dragons want to see you.
0:42:30 > 0:42:33I'm not perfect, that's why I'm here.
0:42:36 > 0:42:39One entrepreneur who impressed the Dragons
0:42:39 > 0:42:43with her direct and honest answers to their questions was Layla Bennett.
0:42:43 > 0:42:47The 26-year-old entered the Den in 2010
0:42:47 > 0:42:51looking for investment in her falconry business.
0:42:52 > 0:42:56Hello, Dragons. I'm Layla, and this is Monty,
0:42:56 > 0:42:58from Hawksdrift Falconry.
0:42:58 > 0:43:04We'd like to ask you today for £50,000 for a 25% share of our company.
0:43:04 > 0:43:08We specialise in the commercial use of birds of prey.
0:43:08 > 0:43:11Our main income comes from bird control,
0:43:11 > 0:43:14that's the natural and environmentally friendly control
0:43:14 > 0:43:18of pest species of birds by using raptors.
0:43:18 > 0:43:21'When people come on with animals, they're always taking a risk.'
0:43:21 > 0:43:25If the animal doesn't do what it should, it detracts from the pitch.
0:43:25 > 0:43:28If anybody would like to step forward and hold Monty,
0:43:28 > 0:43:30you will be very welcome to do so. Thank you.
0:43:30 > 0:43:34'And the hawk did exactly as she wanted it to do,'
0:43:34 > 0:43:37just by her making a movement and snapping her fingers. It was fantastic.
0:43:37 > 0:43:40Are you finished with me? Yes?
0:43:40 > 0:43:42- He said he's had enough. - Thank you.
0:43:42 > 0:43:46What better way can you get someone's attention by walking in with a bird of prey?
0:43:46 > 0:43:51With the help of Monty the falcon, Layla intrigued the Dragons,
0:43:51 > 0:43:54but it's the business interrogation that matters.
0:43:54 > 0:44:00- Let's focus on the business. So, you talked about turning over 72,500? - Yes, last year.
0:44:00 > 0:44:04- How much of that became profit? - 49,700 was gross profit,
0:44:04 > 0:44:07net profit was 22,700.
0:44:07 > 0:44:11I was really honest about the value of the business,
0:44:11 > 0:44:14the amount of turnover that I had, about my income.
0:44:14 > 0:44:17I was also honest about the way that I live.
0:44:17 > 0:44:19Are you taking a salary out of that?
0:44:19 > 0:44:22There's myself and my partner full-time, we have £12,000,
0:44:22 > 0:44:25- and we live basically off that. - That's very committed.
0:44:25 > 0:44:31Some people naturally are calm in all sorts of pressure situations, but that was an extreme example.
0:44:31 > 0:44:34What will the business look like next year?
0:44:34 > 0:44:37Next year, we expect to turn £125,000,
0:44:37 > 0:44:41bearing in mind that in 2009 we only turned 38,000,
0:44:41 > 0:44:43in 2010 we turned 72,500,
0:44:43 > 0:44:47so the business is expanding very rapidly.
0:44:47 > 0:44:53It was just completely polished and rehearsed and delivered...precisely.
0:44:53 > 0:44:59- Why?- We are gaining pest control contracts for bird control rapidly.
0:45:02 > 0:45:06Every question was dealt with skilfully and directly by the falconer,
0:45:06 > 0:45:08but would the Dragons invest?
0:45:08 > 0:45:12Are you offering at the moment 25% of the company
0:45:12 > 0:45:14without the land or with the land?
0:45:14 > 0:45:17- 25% with the land. - Do you think that's a good idea?
0:45:19 > 0:45:21You're a Dragon, I trust you.
0:45:21 > 0:45:24I think when she told Duncan that she trusted him
0:45:24 > 0:45:27not to do anything with the land, I think that won him over.
0:45:27 > 0:45:30And, yeah, it got him onside, definitely.
0:45:31 > 0:45:34But Theo Paphitis wasn't finished with his questioning.
0:45:34 > 0:45:37- Layla, how old are you? - I'm 26...and a half.
0:45:37 > 0:45:3826 and a half!
0:45:38 > 0:45:42Look, I'm going to make you an offer.
0:45:42 > 0:45:45I'm going to give you half the money,
0:45:45 > 0:45:48but I'm going to keep my business hat on.
0:45:48 > 0:45:53I would need, for the risk/reward ratio on this, 20%.
0:45:54 > 0:45:57The retail giant was preparing to drive a hard bargain,
0:45:57 > 0:46:01but, impressed by her honesty, Duncan Bannatyne had other ideas.
0:46:01 > 0:46:05I'm going to offer you exactly what you've asked for -
0:46:05 > 0:46:09£50,000 for 25% of the company,
0:46:09 > 0:46:13because I don't think anybody should try
0:46:13 > 0:46:16and drive a hard bargain with you,
0:46:16 > 0:46:21because I think what you're offering is very good value.
0:46:21 > 0:46:23Thank you, Duncan.
0:46:24 > 0:46:27I don't think it was a case of driving a hard bargain, Duncan -
0:46:27 > 0:46:30I made absolutely clear what my view was.
0:46:30 > 0:46:33There were two offers on the table,
0:46:33 > 0:46:37but once the remaining Dragons declared themselves out...
0:46:37 > 0:46:39- I'm going to say, I'm out. - Thank you very much.
0:46:39 > 0:46:42..it was decision time for Layla.
0:46:42 > 0:46:45'From the age of 16, I've done it all by myself, and for a Dragon,
0:46:45 > 0:46:50'a successful business person, to think that my business is worth something,'
0:46:50 > 0:46:52it's a really emotional thing.
0:46:52 > 0:46:55Are you going to accept my offer?
0:46:55 > 0:46:57Of course I am, Duncan.
0:46:59 > 0:47:01Layla was upfront, honest
0:47:01 > 0:47:03and showed she was willing to make sacrifices -
0:47:03 > 0:47:07qualities admired by Duncan Bannatyne.
0:47:07 > 0:47:09She's really committed to that business,
0:47:09 > 0:47:13she's committed to making that work and she's willing to live like that
0:47:13 > 0:47:16for as long as it takes to get her business off the ground.
0:47:18 > 0:47:21Layla shook hands with Duncan just over a year ago
0:47:21 > 0:47:24and since then hasn't stopped working.
0:47:24 > 0:47:29As he flies over you, whatever you do, don't make a noise like a rabbit.
0:47:29 > 0:47:32'It's very difficult to live in a field in a caravan.'
0:47:32 > 0:47:36I do work very hard - sometimes I work through the night, and the day, as well.
0:47:36 > 0:47:39Sometimes I'll miss an entire night's sleep, then carry on,
0:47:39 > 0:47:42but it doesn't feel like it's hard or a commitment -
0:47:42 > 0:47:46it's just what I want to do, I can't imagine doing anything else.
0:47:46 > 0:47:49And now she's ready to move beyond the life of a sole trader
0:47:49 > 0:47:51and finalise her investment deal.
0:47:51 > 0:47:54We're going through the contracts, I've just become a limited company -
0:47:54 > 0:47:57any moment now, it'll all be happening.
0:48:02 > 0:48:05Now the Dragon has arrived to check out the new company
0:48:05 > 0:48:10and have a first look at the piece of Wales he will own a share of,
0:48:10 > 0:48:12which is a far cry from the Den.
0:48:12 > 0:48:16I'm quite nervous about Duncan coming down to the field.
0:48:16 > 0:48:19I'm not sure what he'll think of our rather rural location,
0:48:19 > 0:48:21but I hope he'll find it as beautiful as I do.
0:48:21 > 0:48:25Liked the business, it's quite different, quite unique.
0:48:25 > 0:48:26I thought it could be exciting.
0:48:26 > 0:48:30I've certainly learned a little bit about Wales, anyway.
0:48:33 > 0:48:35- Hello, how are you? - I'm good, thank you.
0:48:35 > 0:48:37Welcome to the field.
0:48:40 > 0:48:44The investor is here to work out where they're taking the business
0:48:44 > 0:48:46and how they'll spend his money.
0:48:46 > 0:48:49Just have to jump over the fence, I'm afraid - haven't got a gate yet.
0:48:49 > 0:48:51But first, he needs to meet the employees.
0:48:51 > 0:48:54- Do you remember this little guy? - Hello, Monty.
0:48:54 > 0:48:58Using the hawks for pest control is now 90% of Layla's income,
0:48:58 > 0:49:02and the area she plans to develop with Duncan's assistance.
0:49:02 > 0:49:05Last night, in fact, I was down in Cardiff -
0:49:05 > 0:49:08we had a pigeon in a cake production area that had to be moved.
0:49:08 > 0:49:12- How do you move the pigeon? - In that case, with a hawk.
0:49:12 > 0:49:14- So, the hawk chases it?- Yes.
0:49:15 > 0:49:17He's a beauty.
0:49:17 > 0:49:21Duncan wants to fully understand how the business works,
0:49:21 > 0:49:24so he needs to learn how they train the hawk
0:49:24 > 0:49:28so they're fit enough to chase away the unwanted vermin.
0:49:28 > 0:49:30This dummy rabbit here, which you'll need to keep hidden from him,
0:49:30 > 0:49:34- just throw it onto the ground and drag along a little.- OK.
0:49:34 > 0:49:35No, no, you didn't see that.
0:49:35 > 0:49:38- He did, he's very clever. Ready?- Yeah.
0:49:40 > 0:49:43It was Layla's direct pitch that impressed the Dragon.
0:49:43 > 0:49:47When you're ready, throw the rabbit onto the short grass.
0:49:47 > 0:49:51But can she deliver on the figures she gave in the Den?
0:49:54 > 0:50:01Encouragingly, Layla says she has already hit her 2011 turnover target of 125,000.
0:50:04 > 0:50:09Since being on Dragon's Den, Hawksdrift has grown dramatically.
0:50:09 > 0:50:13We have actually exceeded our forecasted figure for the second year by £7,000 extra.
0:50:13 > 0:50:19It does still need a lot of work and it still needs a lot of help and input from my Dragon.
0:50:20 > 0:50:24So far, Layla has invested most of her profits back into the business
0:50:24 > 0:50:27and has started work on a brand-new aviary.
0:50:27 > 0:50:28What happened here?
0:50:28 > 0:50:33We'd just laid all the concrete, and it was going on, and the horse walked straight down the middle.
0:50:33 > 0:50:39And then the cat came in the end and she's put her paw prints down there too.
0:50:39 > 0:50:42As a brand-new company, things are changing quickly,
0:50:42 > 0:50:46and Layla has some questions she needs to ask her Dragon.
0:50:46 > 0:50:50Driving the business forward has become more like trying to hold it back,
0:50:50 > 0:50:52because there are more contracts coming
0:50:52 > 0:50:55than I can physically take on with the number of staff I have.
0:50:55 > 0:50:57I believe you started as an ice-cream man.
0:50:57 > 0:51:01At some point, you must have made that transition to being an employer
0:51:01 > 0:51:03from a person who did it all yourself.
0:51:03 > 0:51:07Delegation's difficult for some people. I never had a problem with it.
0:51:07 > 0:51:11You've got to be able to trust people, let them run with it, let them make mistakes,
0:51:11 > 0:51:17pay them a decent salary, more than you pay yourself, and still make a little bit of profit.
0:51:17 > 0:51:21The future looks bright for this partnership -
0:51:21 > 0:51:26with Duncan's hotel credentials, he is best placed to help her expand into weddings and events.
0:51:26 > 0:51:29I think one of the main reasons I invested in you was
0:51:29 > 0:51:32your absolute honesty. I think that still shines through,
0:51:32 > 0:51:36- I like that. So I think we'll see what happens next.- Thank you.
0:51:36 > 0:51:39Do you want to sit in the caravan and have a cup of tea?
0:51:39 > 0:51:44I don't have any water. The spring just dried up.
0:51:44 > 0:51:47- What do you have for breakfast? - Red Bull.
0:51:49 > 0:51:52I think she will take my advice on board and I will work with her,
0:51:52 > 0:51:56and she will continue to expand into a big business.
0:51:56 > 0:52:00He is helping me now a great deal as I'm moving through getting more staff
0:52:00 > 0:52:04and basically making the changes the company needs.
0:52:04 > 0:52:07I'd like to prove to Duncan that he was right to invest
0:52:07 > 0:52:10and that we are going to be a very successful company,
0:52:10 > 0:52:12that we will never lose his money
0:52:12 > 0:52:15and we will pay him back time and time again over the years.
0:52:15 > 0:52:16I'm glad I made this investment.
0:52:31 > 0:52:35- We've learnt that pitching is all about keeping calm.- I can't talk.
0:52:35 > 0:52:38Practice. Presentation. Passion.
0:52:38 > 0:52:41It will be a revolution in the shower market.
0:52:41 > 0:52:44- Honestly and being likeable. - I'll take you to court.
0:52:44 > 0:52:47I won't think twice about it.
0:52:47 > 0:52:49But one question hasn't been answered.
0:52:49 > 0:52:55Since Dragon's Den began, which pitch has been the closest to perfection?
0:52:55 > 0:52:58If you want a demonstration of how to pitch in here, that is it.
0:52:58 > 0:53:01I still remember Levi Roots coming up the stairs playing a guitar.
0:53:01 > 0:53:05# Give me some Reggae Reggae Sauce
0:53:05 > 0:53:08# Hot Reggae Reggae Sauce... #
0:53:08 > 0:53:11I was half thinking you should be at an X Factor audition.
0:53:11 > 0:53:14But it was impactful.
0:53:14 > 0:53:16Ian Chamings, MixAlbum.
0:53:16 > 0:53:20With our technology, anybody can choose whichever dance tracks they want
0:53:20 > 0:53:23and hear them mixed together with the click of a button.
0:53:23 > 0:53:28He absolutely made it clear what he did and why I should back him.
0:53:28 > 0:53:31No-one else in the world can do this.
0:53:33 > 0:53:35But there's one that stands out.
0:53:35 > 0:53:37It may not be the most technically perfect pitch,
0:53:37 > 0:53:40but it takes all the boxes.
0:53:44 > 0:53:48Kirsty Henshaw gave one of the best pitches we have seen in the Den.
0:53:48 > 0:53:50It wasn't flashy -
0:53:50 > 0:53:55no-one would say she was bombastic or overselling her product.
0:53:55 > 0:54:00Particularly appealing was the fact that she came across as authentic.
0:54:00 > 0:54:03I'm Kirsty, I'm 24 years old and I'm here today
0:54:03 > 0:54:09asking for £65,000 for a 15% equity stake in my company, Worthenshaws.
0:54:09 > 0:54:12She pitched it so well and she was so passionate about it.
0:54:12 > 0:54:16The inspiration behind my range stems from my four-year-old child
0:54:16 > 0:54:20who has a serious nut allergy and is dairy-intolerant.
0:54:20 > 0:54:25She so clearly deeply understood what she was doing,
0:54:25 > 0:54:28why she was doing it, what her market was.
0:54:28 > 0:54:32I've sold 2,500 units so far.
0:54:32 > 0:54:37But I went to a big meeting with a large supermarket about a month ago.
0:54:37 > 0:54:41She just, answer by answer, won us over.
0:54:41 > 0:54:43- Who is it?- Tesco.
0:54:44 > 0:54:50Fantastic story. Delivered so simply. What she told you was the truth, and you knew it was the truth.
0:54:50 > 0:54:54Have you really done all this on your own?
0:54:54 > 0:54:56Yes.
0:54:56 > 0:55:01- I just worked 2 1/2 jobs at a time. - How many?
0:55:01 > 0:55:05Well, two jobs, and then I had a bit of a night job as well. I was self-employed.
0:55:05 > 0:55:07Two jobs and a bit of a night job as well?
0:55:07 > 0:55:09- And my little boy, yes. - And your little boy.
0:55:09 > 0:55:13I don't know how he puts up with me really, but yes.
0:55:13 > 0:55:15You are pretty amazing, aren't you?
0:55:15 > 0:55:17No, not really.
0:55:17 > 0:55:22You got the emotion - you realised, sitting in that chair,
0:55:22 > 0:55:25how much this opportunity meant to her as an individual,
0:55:25 > 0:55:28and she was going to do everything she could to make it work.
0:55:31 > 0:55:33I know that I cried
0:55:33 > 0:55:35when she started crying,
0:55:35 > 0:55:38and she really reached out and touched the audience.
0:55:40 > 0:55:42I started to cry, for God's sake!
0:55:42 > 0:55:46I had tears coming down when I saw Kirsty up there and she was crying
0:55:46 > 0:55:49and Theo was crying and everyone was crying
0:55:49 > 0:55:51and it was like a bag of tears.
0:55:51 > 0:55:54They'd have been crazy not to have backed her.
0:55:55 > 0:55:58I'm not going to give you £65,000...
0:55:58 > 0:56:00I'm going to give you £100,000.
0:56:00 > 0:56:05But I want 40%.
0:56:05 > 0:56:12I'd like to make you an offer for the full amount you are asking for, 65,000. But I only want 25%.
0:56:12 > 0:56:15What I will do is match Peter's offer.
0:56:15 > 0:56:17Have a think about it.
0:56:17 > 0:56:22You can say what swung it for Kirsty was the emotion, but for us,
0:56:22 > 0:56:24it was the passion we were seeing.
0:56:24 > 0:56:27That is when passion really, really sells the pitch.
0:56:27 > 0:56:31Delivering a technical pitch isn't necessarily to be all and end all.
0:56:31 > 0:56:34It is being able to keep calm and convince us
0:56:34 > 0:56:36you know what this is about.
0:56:36 > 0:56:40With four of the Dragons to choose from, Kirsty accepted an offer
0:56:40 > 0:56:43from Peter Jones and Duncan Bannatyne.
0:56:43 > 0:56:46It was like watching ET.
0:56:46 > 0:56:51How can you watch ET at the end and not cry?
0:56:53 > 0:56:56New business of the year. The winner is, Worthenshaws.
0:56:56 > 0:57:00Fast forward a year, and Kirsty has been invited
0:57:00 > 0:57:04to the Northwest Business Awards to celebrate her success.
0:57:04 > 0:57:08She has now launched the product in all the major supermarkets
0:57:08 > 0:57:12and says she is on target to sell 25,000 tubs this year.
0:57:13 > 0:57:17I have shown that I can do it and I'm going to keep at it.
0:57:17 > 0:57:20I am really determined to make our company a success
0:57:20 > 0:57:22and I really hope we'll get there.
0:57:22 > 0:57:27With the production and distribution infrastructure now in place,
0:57:27 > 0:57:32Kirsty has the potential to turn her dream into a multi-million-pound business.
0:57:32 > 0:57:35I think the future for Kirsty, as one of her investors,
0:57:35 > 0:57:37is one of sheer excitement.
0:57:37 > 0:57:41She is extremely determined, she wants to do a lot of things herself,
0:57:41 > 0:57:44and I think she is destined for greatness.
0:57:44 > 0:57:48Just like one of Peter's previous investments.
0:57:48 > 0:57:50New Levi Roots.
0:57:50 > 0:57:52Levi Roots of the frozen products.
0:57:52 > 0:57:54Lord have mercy.
0:57:55 > 0:57:59Next time, the Dragons examine the art of negotiation...
0:57:59 > 0:58:01- Mark, 40%.- 30%.
0:58:01 > 0:58:05..and catch up with some of the entrepreneurs in the negotiating hall of fame.
0:58:05 > 0:58:08Bannatyne, how are you?
0:58:08 > 0:58:13Plus, who could be the best negotiator ever to walk up the Den's stairs?
0:58:13 > 0:58:14He cleaned it all out.
0:58:25 > 0:58:28Subtitles by Red Bee Media Ltd
0:58:28 > 0:58:30E-mail subtitling@bbc.co.uk