0:00:02 > 0:00:05It has the jeopardy of a game show.
0:00:05 > 0:00:09If this offer isn't good enough for you, I'm absolutely not interested.
0:00:09 > 0:00:13It has the characters of a drama.
0:00:13 > 0:00:17I became jobless, penniless and homeless...
0:00:17 > 0:00:18SHE EXHALES
0:00:18 > 0:00:21But the secret ingredient of Dragons' Den is that it's all
0:00:21 > 0:00:23happening for real.
0:00:23 > 0:00:25So exciting!
0:00:25 > 0:00:27Real people with real dreams,
0:00:27 > 0:00:31meeting real investors with real money.
0:00:31 > 0:00:32Hey!
0:00:32 > 0:00:35I'm Richard Osman. Now, I'm no budding entrepreneur.
0:00:35 > 0:00:38I haven't invented gluten-free tattoos
0:00:38 > 0:00:40or an espresso machine for dogs.
0:00:40 > 0:00:43But I am a huge fan of Dragons' Den.
0:00:43 > 0:00:45For years now, I've been mildly traumatised
0:00:45 > 0:00:47by Deborah Meaden's death stare...
0:00:50 > 0:00:53..sent letters of complaint about Peter Jones's put-downs...
0:00:53 > 0:00:57That looks about as practical as an ashtray on a motorbike.
0:00:57 > 0:00:59A ladder for a carpet fitter. An ejector seat in a helicopter.
0:00:59 > 0:01:01'Now, I'm the big man...'
0:01:01 > 0:01:04- What do we think? - Richard's taller.- Ah!
0:01:04 > 0:01:05Is that because of the hair, though?
0:01:05 > 0:01:10'And it's my turn to interrogate the Dragons, to see how THEY like it.'
0:01:10 > 0:01:13- Did you begin to worry that you weren't going to get any deals?- Yeah.
0:01:13 > 0:01:16- You don't know your figures? - I don't know my numbers as well as I should...
0:01:16 > 0:01:19You've come in here, you're on a documentary and you haven't done your figures.
0:01:19 > 0:01:24'Tonight, I'm going to relive some jaw-dropping pitches...'
0:01:24 > 0:01:29This is the most disrespectful pitch...
0:01:29 > 0:01:32I remember just feeling my heart in my throat at that point.
0:01:32 > 0:01:36'..find out what happened next to the businesses that walked away
0:01:36 > 0:01:38'with the Dragons' cash...'
0:01:38 > 0:01:40Hey! There we go.
0:01:40 > 0:01:43'..discover the secrets of the Dragons' success...'
0:01:43 > 0:01:44It's all gut feeling.
0:01:44 > 0:01:48This is genuine, we want to find out how this business works...
0:01:48 > 0:01:53'..and we'll find out if pitches really can lead to riches.'
0:01:53 > 0:01:55Today, the company is worth £10 million.
0:01:55 > 0:01:57Wow!
0:02:03 > 0:02:04So, to make it rich,
0:02:04 > 0:02:08the first thing you have to do is simply call the lift.
0:02:08 > 0:02:09Then compose yourself...
0:02:11 > 0:02:14..then have the bottle to walk out the other side,
0:02:14 > 0:02:17and crucially, hope it doesn't all fall apart
0:02:17 > 0:02:20when you come face-to-face with the Dragons.
0:02:20 > 0:02:24On my first day, I walked into the Den...
0:02:27 > 0:02:31Before I sat down, I went to the lift, turned round,
0:02:31 > 0:02:35walked in and stood on that point.
0:02:37 > 0:02:39There is a moment when the entrepreneurs
0:02:39 > 0:02:41walk through the doors...
0:02:41 > 0:02:44I kind of feel for them a bit, I mean, this is a big moment.
0:02:44 > 0:02:45It is tough.
0:02:45 > 0:02:47Really, really tough.
0:02:50 > 0:02:56I'm looking for an investment of £100,000 for a 12.5% share...
0:02:56 > 0:02:59I'm sorry, I've really lost it, I do apologise.
0:02:59 > 0:03:02HE CLEARS HIS THROAT
0:03:02 > 0:03:04You've got three minutes to make your pitch
0:03:04 > 0:03:05and that puts a bit of pressure on.
0:03:05 > 0:03:08I'm here to tell you about my new company, Golfer's Mate,
0:03:08 > 0:03:09and my new product...
0:03:12 > 0:03:15And I've gone blank again. I'm so sorry.
0:03:17 > 0:03:22We...also supplied...
0:03:22 > 0:03:26Um... We also... Excuse me.
0:03:26 > 0:03:28We also supplied, um...
0:03:28 > 0:03:30You can generally hear it in the voice, you can
0:03:30 > 0:03:34hear nervousness in the voice when they first start to speak.
0:03:34 > 0:03:35Oh, God...
0:03:38 > 0:03:40You are looking for that escape route,
0:03:40 > 0:03:43you're looking for the hole in the floor that you can get into,
0:03:43 > 0:03:46crawl up and just say, "This never happened."
0:03:46 > 0:03:48Children can choose from... Oh...
0:03:48 > 0:03:50Sorry, please, can I start again?
0:03:51 > 0:03:54You have basically got no business at the moment.
0:03:54 > 0:03:59I'm not being funny, Amy, but honestly, you have no business.
0:03:59 > 0:04:02Um... Sorry, I've just gone quite light-headed.
0:04:02 > 0:04:07- Oh, are you OK? Do you want to sit down?- Sit down? Come and sit down?
0:04:07 > 0:04:10I think it's the first time I've ever seen anybody faint in the Den.
0:04:10 > 0:04:12Oh, don't fall over. Oh, God!
0:04:12 > 0:04:14And I was a little concerned that that would be it.
0:04:14 > 0:04:16There you go.
0:04:16 > 0:04:19'She was just overwhelmed, tired, you know.'
0:04:19 > 0:04:23You can't judge people just because it didn't go right on the moment.
0:04:24 > 0:04:26What did I do to you?
0:04:26 > 0:04:29'It's not nice seeing people struggle.'
0:04:29 > 0:04:31You know, you want to help.
0:04:31 > 0:04:36But in business, people don't rush to your side to help you.
0:04:36 > 0:04:39- Whatever's there, you need to say.- Yup.
0:04:39 > 0:04:43Clearly, pitching in the Den is not for the faint-hearted.
0:04:43 > 0:04:46Or indeed, the light-headed.
0:04:46 > 0:04:47Forgive me.
0:04:51 > 0:04:53When Lorraine and Graham Hatton-Downward unveiled
0:04:53 > 0:04:57their diving safety device, Lign Light, in 2015,
0:04:57 > 0:05:00it all proved too much for Lorraine.
0:05:00 > 0:05:03So, Graham and Lorraine, we are about to take a look at your pitch.
0:05:03 > 0:05:05It's one of the more unusual pitches in the Den, I think,
0:05:05 > 0:05:07if you don't mind me saying so!
0:05:07 > 0:05:11And this was sort of seen as a final roll of the dice?
0:05:11 > 0:05:14- Yes, it certainly was. - Let's take a little look, shall we?
0:05:14 > 0:05:16Oh! OK, if we must.
0:05:18 > 0:05:21The couple had spent 20 years and their life savings
0:05:21 > 0:05:26on the device that warns divers when they are running out of air.
0:05:26 > 0:05:31The Dragons were their last hope of getting from pitch to rich.
0:05:31 > 0:05:34What strain has that put on you, financially?
0:05:34 > 0:05:35A lot. A big strain.
0:05:35 > 0:05:37- Tell me about that. - We're strapped.
0:05:37 > 0:05:43Strapped for cash, it's the last stop, the last post,
0:05:43 > 0:05:46and we've spent near £200,000 of our own money...
0:05:46 > 0:05:48RICHARD EXHALES
0:05:48 > 0:05:50- It's a lot of money.- A lot of money.
0:05:50 > 0:05:51We have really invested.
0:05:51 > 0:05:55And you are both, if I may say, wearing your heart on your sleeves.
0:05:55 > 0:05:58It's our baby, and we believed in it so strongly.
0:05:58 > 0:06:01And what I can't understand is why that hasn't turned into
0:06:01 > 0:06:04somebody wanting to go into partnership with you.
0:06:04 > 0:06:07How are you feeling now, now that the heat
0:06:07 > 0:06:08is being turned up slightly?
0:06:08 > 0:06:13This is where panic, for me, starts to set in.
0:06:13 > 0:06:18We had worked out a system whereby, if I squeezed Lorraine's hand,
0:06:18 > 0:06:20that meant "Shut up."
0:06:20 > 0:06:24And she started to waffle...
0:06:24 > 0:06:27Um, I had my first open heart surgery.
0:06:27 > 0:06:29I was only in my 40s then...
0:06:29 > 0:06:32So I started off giving her hand a little squeeze,
0:06:32 > 0:06:35and then it was a bit harder...
0:06:35 > 0:06:38We lost our house, we lost our investments...
0:06:38 > 0:06:42And then I was, like, pulling her hand, "Shut up!" You know.
0:06:42 > 0:06:45- But she didn't.- I just carried on!
0:06:45 > 0:06:49- Whatever's there, you need to say.- Yup.
0:06:55 > 0:06:56We lost everything, Deborah.
0:06:58 > 0:07:00We had mental breakdowns...
0:07:00 > 0:07:04We were really ill... I'm so sorry.
0:07:05 > 0:07:06Forgive me.
0:07:09 > 0:07:13When I walked off, it was very hard.
0:07:13 > 0:07:18I... I completely... I lose it.
0:07:19 > 0:07:23- I felt as though I'd completely let him down.- Yeah.
0:07:23 > 0:07:27- And I love him so much, I do, and my heart bled.- Yeah.
0:07:29 > 0:07:33- You and Lorraine have had a very emotional journey.- Yes.
0:07:33 > 0:07:36- But let's just get to business. - Yes, of course.
0:07:36 > 0:07:38- That's what you're here for. - Of course it is.
0:07:38 > 0:07:41At that point, I'm sitting thinking, do I go after her
0:07:41 > 0:07:43and make sure she's OK?
0:07:43 > 0:07:46- Or do I stop and face the music? - Yeah.
0:07:46 > 0:07:49- I was thinking, oh, what do I do? - But you decided to stick around?
0:07:49 > 0:07:50I did.
0:07:50 > 0:07:55Graham, don't let your legacy be that you had this great product...
0:07:55 > 0:07:59- See, this is all valid.- ..that could have saved lives, but you never did.
0:07:59 > 0:08:03- Yeah.- Just license your product, make it happen. Good luck.
0:08:03 > 0:08:07- Thank you so much.- I'm afraid it's not an investment for me.
0:08:07 > 0:08:11I've never seen a lovelier five noes in my life.
0:08:12 > 0:08:15Thank you very much, Dragons. Thank you.
0:08:24 > 0:08:25SHE SOBS
0:08:25 > 0:08:27Don't worry. You didn't let anybody down.
0:08:30 > 0:08:35And so the million-dollar question. What happened after the Den?
0:08:35 > 0:08:38The Dragons saying no, in a way,
0:08:38 > 0:08:40was the best thing that could have happened to us.
0:08:40 > 0:08:46Because we suddenly became masters of our own destiny.
0:08:46 > 0:08:51- Yeah.- We had people offering to market it for us, people offering
0:08:51 > 0:08:56to invest in it, people who wanted to go in as partners.
0:08:56 > 0:09:00- Did you take their advice and license it?- Yes.- We did. And more!
0:09:00 > 0:09:04- And it's wonderful. Absolutely... - We've got a fantastic deal.
0:09:04 > 0:09:07We will be shareholder directors.
0:09:07 > 0:09:11Anything that goes, then, into that organisation,
0:09:11 > 0:09:14we will get royalties from that, too, and we are...
0:09:14 > 0:09:16Makes you wonder why you didn't do it 20 years ago.
0:09:16 > 0:09:19It all came from having the guts to get up there and go into the Den.
0:09:19 > 0:09:22If it hadn't been for the Dragons, we would be still
0:09:22 > 0:09:26not able to see the tunnel, let alone the light at the end of it.
0:09:26 > 0:09:31'So, I've heard how the Den can sink the most buoyant of entrepreneurs.
0:09:31 > 0:09:34'But when it's the Dragons' own money at stake,
0:09:34 > 0:09:36'you need to bring your A-game.'
0:09:42 > 0:09:44A lot of people don't realise, and I certainly didn't,
0:09:44 > 0:09:46just how real it is.
0:09:46 > 0:09:51We have absolutely no idea what is coming through the doors at all.
0:09:53 > 0:09:55You're there, you're going to part with your own money,
0:09:55 > 0:09:58you've got to do it right.
0:09:58 > 0:10:03This is genuine, we want to find out how this business works.
0:10:03 > 0:10:06What questions do I need to ask?
0:10:06 > 0:10:08Is this somebody that we can work with?
0:10:08 > 0:10:12It's all gut feeling. I say to myself, how can I add value?
0:10:12 > 0:10:16How can I help this entrepreneur fulfil his dreams?
0:10:17 > 0:10:21Well, you could give him your money, Touker.
0:10:21 > 0:10:24When a great idea does walk into the Den,
0:10:24 > 0:10:27the pressure is then on to secure the deal.
0:10:27 > 0:10:30And after ten years in that seat on the far right,
0:10:30 > 0:10:36no-one knows 100% about 100% of Dragon strategy like Peter Jones.
0:10:36 > 0:10:41When someone comes in and you think, "Hold on, there is something in this," you immediately think,
0:10:41 > 0:10:43"I need now to outmanoeuvre these other four people."
0:10:43 > 0:10:46Yeah, and I think that's another twist that you get in the Den,
0:10:46 > 0:10:49the fact that it's not just about the idea in the pitch,
0:10:49 > 0:10:53it's about the four people to my right that I've now got to compete with.
0:10:53 > 0:10:55So, you've got to play a little bit of a tactical game,
0:10:55 > 0:10:57you don't want them to know...
0:10:57 > 0:10:59You don't want to play your cards too early.
0:11:04 > 0:11:08And the classic display of Peter's gameplaying prowess was when
0:11:08 > 0:11:11a husband-and-wife team entered the Den with a saucy dream
0:11:11 > 0:11:14that they hoped would take them from pitch to rich.
0:11:14 > 0:11:18- Hello there. I'm Ben. - And I'm Sue Youn.
0:11:18 > 0:11:21At the beginning of this year, Sue and I decided
0:11:21 > 0:11:24that we would launch the UK's first Korean cooking range -
0:11:24 > 0:11:26Yogiyo.
0:11:26 > 0:11:29After watching Ben fall in love with my mum's cooking,
0:11:29 > 0:11:32we decided to take our own brand
0:11:32 > 0:11:35of authentic home-style cooking to the UK.
0:11:35 > 0:11:36- OK.- What have we got?
0:11:36 > 0:11:40It was early days for the three new Dragons in 2015,
0:11:40 > 0:11:44when they received a Den masterclass from the king of sauce.
0:11:44 > 0:11:47And feeling the full force of his tactical acumen,
0:11:47 > 0:11:49restaurant supremo Sarah Willingham.
0:11:49 > 0:11:51- Oh! That is, um...- Spicy!
0:11:51 > 0:11:54As soon as I saw Yogiyo walk in, I thought,
0:11:54 > 0:11:58"Oh, this could be really interesting. Another sauce!"
0:11:58 > 0:12:00I've got to have this.
0:12:00 > 0:12:03Normally if a sauce comes into the Den, it's mine,
0:12:03 > 0:12:04I feel very confident.
0:12:04 > 0:12:07But now, I've got Sarah down the line.
0:12:07 > 0:12:08Restaurateur.
0:12:08 > 0:12:12And I think, "I'm going to have to change my tactics here."
0:12:14 > 0:12:16Sarah was first in
0:12:16 > 0:12:20and focused immediately on the street food side of the business.
0:12:20 > 0:12:22And what's a good day's trading, then?
0:12:22 > 0:12:27- Between £600 and £700 on a good day. - Out of that van?- Yeah.
0:12:27 > 0:12:28Wow!
0:12:28 > 0:12:32I was so excited, I was like, "Yes, great sauces, of course, let's
0:12:32 > 0:12:36"get you into a supermarket, but what else could we do with that" brand?
0:12:36 > 0:12:40This has got a restaurant concept in it, actually.
0:12:40 > 0:12:43So I'm really interested in that side of it,
0:12:43 > 0:12:49because I think you do that, your sauces will follow.
0:12:49 > 0:12:53Wow, I was surprised. Sarah played her hand really quickly there.
0:12:53 > 0:12:56It's given me some real good time to sit and think,
0:12:56 > 0:12:58"Right, how do I get this?"
0:12:59 > 0:13:02Ah, thinking, that old Dragon trick!
0:13:02 > 0:13:07Which Peter then followed with a crafty bit of reverse psychology.
0:13:09 > 0:13:12It's going to be incredibly tough.
0:13:12 > 0:13:15I had to try and sow the seed of doubt
0:13:15 > 0:13:17with all the other Dragons, to get them out first.
0:13:17 > 0:13:18So I thought I would outline
0:13:18 > 0:13:21exactly what the issues are in the business,
0:13:21 > 0:13:23hoping that they were going to go out.
0:13:24 > 0:13:27I think you are not even a challenger brand,
0:13:27 > 0:13:30and you are really, really up against it,
0:13:30 > 0:13:33because when you start to scale and get bigger volume in a marketplace
0:13:33 > 0:13:36like this, you are going to have all of the larger players
0:13:36 > 0:13:39in the market seeing you as a potential risk.
0:13:41 > 0:13:43Peter's reverse psychology worked.
0:13:43 > 0:13:46The other Dragons reversed out, leaving him
0:13:46 > 0:13:49and Sarah to battle it out.
0:13:49 > 0:13:51I can't lose this restaurant thing.
0:13:51 > 0:13:57There is not a great Korean street kitchen out there.
0:13:57 > 0:13:59I'm going to make you an offer.
0:13:59 > 0:14:01I'm going to offer you all the money...
0:14:01 > 0:14:06for 25% of the business.
0:14:06 > 0:14:08- Thank you.- Yeah, thank you.
0:14:08 > 0:14:11'I wasn't buying into this restaurant idea
0:14:11 > 0:14:15'and I wanted to focus all of the attention on the sauce.'
0:14:15 > 0:14:18The only way I could do that was to undermine Sarah
0:14:18 > 0:14:19and make a really big statement.
0:14:22 > 0:14:24I'd rather pick up dog poo without gloves
0:14:24 > 0:14:28than invest in a business that is going to be in restaurants.
0:14:28 > 0:14:30This, for me, is not where it's at.
0:14:30 > 0:14:34It's developing a brand that everybody is going to,
0:14:34 > 0:14:35at consumer level, buy into...
0:14:35 > 0:14:39- I mean, that's what it's all about for us.- And that's the future.
0:14:39 > 0:14:42I'm going to offer you all the money...
0:14:42 > 0:14:46but I'm going to ask you for 40% of the company.
0:14:48 > 0:14:51For Ben and Sue, it was decision time.
0:14:51 > 0:14:54Restaurant or sauce?
0:14:59 > 0:15:02But Peter had one final tactical move to make.
0:15:02 > 0:15:06I would be more than happy for us to be equal partners -
0:15:06 > 0:15:08a third, a third, a third -
0:15:08 > 0:15:11if that's something that will close the deal with you now.
0:15:15 > 0:15:20Yeah? Um, yeah, er, yeah!
0:15:20 > 0:15:22- THEY LAUGH - Is that a yes?
0:15:22 > 0:15:25You'd like to take the deal? Well done, fantastic, brilliant.
0:15:25 > 0:15:28What was I thinking, taking on Peter Jones with a sauce business?
0:15:28 > 0:15:30But it could have been so much more!
0:15:30 > 0:15:31Yogiyo! Yogiyo!
0:15:31 > 0:15:33And the end of the day, it's a lesson for Sarah,
0:15:33 > 0:15:36she knows who the lead Dragon is.
0:15:43 > 0:15:46It's six months since Ben and Sue Youn clinched the deal
0:15:46 > 0:15:48and became business partners with Peter Jones.
0:15:48 > 0:15:54Now they've returned to the source of the sauce - South Korea.
0:15:56 > 0:15:57Less than two years ago,
0:15:57 > 0:16:01they were making Sue Youn's mother's sauce in their kitchen at home.
0:16:01 > 0:16:04But with a new deal struck two months ago,
0:16:04 > 0:16:07the pressure is on to upscale production.
0:16:07 > 0:16:12Having Peter on board has opened up all kinds of doors.
0:16:12 > 0:16:15The biggest development that we've had since the Den has been
0:16:15 > 0:16:19gaining a listing with Sainsbury's, a nationwide listing,
0:16:19 > 0:16:24an exclusive deal - that alone has really transformed the business.
0:16:28 > 0:16:30To meet the demands of the supermarket
0:16:30 > 0:16:33but not compromise the heritage of their brand,
0:16:33 > 0:16:36they've chosen to manufacture in this factory
0:16:36 > 0:16:38in Gyeongnam-do Province.
0:16:38 > 0:16:42It's their first visit, ahead of production starting next month.
0:16:42 > 0:16:45One of the major challenges with trying to keep something
0:16:45 > 0:16:47authentic is in the raw ingredients.
0:16:47 > 0:16:53'The Gochu Jang paste that two of our sauces are based on
0:16:53 > 0:16:55'can only really be made in Korea.'
0:16:55 > 0:16:56That's good!
0:16:56 > 0:17:01So finding a supplier that can make that product commercially,
0:17:01 > 0:17:04but at a really good quality, has been
0:17:04 > 0:17:08one of our strongest achievements, really, in the development process.
0:17:08 > 0:17:11You can really smell it, brilliant!
0:17:16 > 0:17:19They might now be entrepreneurs on their way to making millions,
0:17:19 > 0:17:22but they haven't forgotten where it all began.
0:17:22 > 0:17:23Back home, with Mum.
0:17:25 > 0:17:30It's crazy to think that we started actually here, from just an idea,
0:17:30 > 0:17:35to bring Mum's recipe to the UK.
0:17:35 > 0:17:38So they've convinced Dragons and the supermarkets
0:17:38 > 0:17:40that their sauce is second to none.
0:17:40 > 0:17:44But now it's time for the ultimate taste test - Sue's mum.
0:17:46 > 0:17:50I've got you a little delivery from the UK.
0:17:50 > 0:17:53THEY SPEAK KOREAN
0:18:09 > 0:18:12- Seriously? - THEY LAUGH
0:18:12 > 0:18:13'She likes it!'
0:18:13 > 0:18:16That's the first time we've ever shown it to her.
0:18:16 > 0:18:18No idea what she'd make of it whatsoever.
0:18:18 > 0:18:22That's a little weight off my shoulders, that is.
0:18:24 > 0:18:28It's definitely not the end, so, as soon as one goal is achieved,
0:18:28 > 0:18:31there are so many more things that we can do.
0:18:31 > 0:18:35This is point zero of a new journey.
0:18:35 > 0:18:39Right now, it's all about where can we go from here
0:18:39 > 0:18:41and how big can this become?
0:18:51 > 0:18:53'Coming up...
0:18:53 > 0:18:56'I meet the man who's taken his sauce from pitch to rich
0:18:56 > 0:18:58'and put him on the spot.'
0:18:58 > 0:19:00You give it all this, Levi, but listen, you're not building
0:19:00 > 0:19:04this business unless you are an incredibly tough businessman.
0:19:04 > 0:19:06'Emotions run high in the screening room...'
0:19:06 > 0:19:10Even seeing myself now, I kind of want to put my arm around him!
0:19:10 > 0:19:13- I know, I do as well, I want to reach into the screen.- Yeah.
0:19:14 > 0:19:16'And I put the pressure on Deborah Meaden.'
0:19:16 > 0:19:20So Theo pulling that little clip off just cost everyone in
0:19:20 > 0:19:22that Den about £4 million?
0:19:22 > 0:19:25Given the same circumstances, I probably wouldn't invest it again.
0:19:30 > 0:19:32Over the last decade in the Den,
0:19:32 > 0:19:3715 different breeds of Dragon have sat in those five famous chairs.
0:19:37 > 0:19:40All vying to be best in show.
0:19:40 > 0:19:43- You haven't sold a thing. - He's got assets...- What assets?
0:19:43 > 0:19:46- Do you value your business... - What assets?- ..on historic losses?
0:19:46 > 0:19:49- What assets? - Each made their throne their own.
0:19:49 > 0:19:51You would make my foot itch, mate.
0:19:51 > 0:19:53From Hillary's itchy foot...
0:19:53 > 0:19:58- I'm out. - ..to Deborah's twiddling fingers,
0:19:58 > 0:20:01and Duncan's..."directness".
0:20:01 > 0:20:04You know this product doesn't sell.
0:20:08 > 0:20:11Some VERY different breeds there.
0:20:11 > 0:20:13But there's one thing they'd all agree on.
0:20:13 > 0:20:16Time is money, and if you waste a Dragon's time,
0:20:16 > 0:20:19you're playing with fire.
0:20:20 > 0:20:24You can't come in here and say you don't know how your business works.
0:20:24 > 0:20:28Well, you CAN, but it's not going to get a terribly good response.
0:20:28 > 0:20:31- Of course it's not. - What's their price point?
0:20:31 > 0:20:32I didn't ask them that.
0:20:32 > 0:20:35- What profit margin did they make? - I didn't ask them that, either.
0:20:35 > 0:20:38What did they sell it to the retailer at?
0:20:38 > 0:20:42- I didn't ask that either.- So you know NOTHING about your market.
0:20:42 > 0:20:46This is the most disrespectful pitch.
0:20:46 > 0:20:50I never expected to sit here
0:20:50 > 0:20:53and be OFFENDED in this way.
0:20:55 > 0:20:58Is it just me who finds them attractive when they're angry?
0:21:01 > 0:21:05Someone else who managed to anger the Dragons is the next
0:21:05 > 0:21:08visitor to my screening room.
0:21:08 > 0:21:11Ellen Green managed to beautifully pull off a tactic
0:21:11 > 0:21:15I call snatching defeat from the jaws of victory.
0:21:15 > 0:21:17Blue Badge Company is a UK manufacturer
0:21:17 > 0:21:20that makes attractive living aids.
0:21:20 > 0:21:21About 40% of our workforce are
0:21:21 > 0:21:24either disabled or a primary caregiver.
0:21:24 > 0:21:27And you'll find our products in over 300 post offices,
0:21:27 > 0:21:32over 100 mobility shops and Halfords have just placed their first order.
0:21:32 > 0:21:34I remember watching at home, and you just think,
0:21:34 > 0:21:36"Oh, this is solid as a rock."
0:21:36 > 0:21:39Yeah, I listened to quite a bit of Beyonce in the green room,
0:21:39 > 0:21:41so I was feeling quite empowered.
0:21:41 > 0:21:45- That's what I did before this interview, as well!- Yeah...
0:21:45 > 0:21:47And this year, we'll be making £100,000.
0:21:47 > 0:21:50That's about a 13% net profit margin.
0:21:50 > 0:21:53I have to say, Ellen, I think you're cracking.
0:21:53 > 0:21:56- I mean, I think you're great. - Thank you very much.- You are.
0:21:56 > 0:21:57You're all over it, you're smart,
0:21:57 > 0:21:59you completely understand your market.
0:21:59 > 0:22:02Erm, so, I am going to make you an offer.
0:22:02 > 0:22:05Ah, this was back when Deborah was still in love with you.
0:22:05 > 0:22:08Yes, she liked me at this point, yeah.
0:22:08 > 0:22:11You're very good on the numbers, and that's always a good sign.
0:22:11 > 0:22:14I like that. I'm going to make you an offer.
0:22:14 > 0:22:18If this was a date, you'd be thinking this was going really, really well.
0:22:18 > 0:22:20I WAS thinking it was going really, really well!
0:22:20 > 0:22:23I feel I can offer more than any of the other Dragons.
0:22:25 > 0:22:28Therefore, I'd want a bigger slice.
0:22:31 > 0:22:36Touker, you are the Dragon that I really wanted when I came in here.
0:22:36 > 0:22:40- However... - Ooh, there's the big mistake!
0:22:40 > 0:22:45I knew as the words were coming out my mouth that it wasn't the right thing to say.
0:22:45 > 0:22:48- You're thinking, "Deborah's just been so nice to me."- Whoops!
0:22:48 > 0:22:51And I agree, made in the UK...
0:22:51 > 0:22:54But as you grow, you have to decide,
0:22:54 > 0:22:58"Can I get the production all over the UK?"
0:22:58 > 0:23:02Yeah? Because let's be honest, you want to grow it to a two, three, four million pound business.
0:23:02 > 0:23:03Answer...
0:23:03 > 0:23:08'It suddenly dawned on me that he wasn't the right partner for me.'
0:23:08 > 0:23:13- And it's a bit late then, yeah.- It was too late then.- Can I stop you?
0:23:13 > 0:23:16We're looking at something that says "made in the UK".
0:23:16 > 0:23:19And your preferred investor is someone who
0:23:19 > 0:23:23specialises in offshoring. A great businessman. Wonderful!
0:23:23 > 0:23:27- But his speciality is taking stuff offshore.- Yeah.
0:23:27 > 0:23:32- No, it's something that occurred to me...- I think you just shot yourself in the foot.
0:23:32 > 0:23:35And that's not something that we're going to be doing, by the way,
0:23:35 > 0:23:37we're not going to be taking it offshore.
0:23:37 > 0:23:40It's not something that I want to do at all.
0:23:40 > 0:23:43It's got to remain, the majority has to be made in the UK.
0:23:43 > 0:23:46- That's what we're about. - I'm sorry, I'm out.
0:23:46 > 0:23:50And suddenly, I was, like, on the back foot,
0:23:50 > 0:23:52trying to reel it back in.
0:23:52 > 0:23:57You know, that should have been absolute, "I'm sorry, we're brand UK."
0:23:57 > 0:24:00- We are. We ARE brand UK. 100% brand UK.- I'm sorry.
0:24:00 > 0:24:02I feel exactly the same.
0:24:03 > 0:24:06- I'm out. Yeah. - They don't miss a trick.- No.
0:24:06 > 0:24:11- It was quite an onslaught. - It WAS quite an onslaught.
0:24:11 > 0:24:14I remember just feeling my heart in my throat at that point.
0:24:14 > 0:24:17I thought I had nailed it and then suddenly, it was like,
0:24:17 > 0:24:20"What is happening? What is happening?"
0:24:20 > 0:24:24A few of the other Dragons have just pointed out your key area
0:24:24 > 0:24:26is on offshore manufacturing.
0:24:26 > 0:24:31Erm, I'm going to have to decline your offer.
0:24:31 > 0:24:34I was like, "How on earth have I walked out of here without an investment?"
0:24:34 > 0:24:36I think pretty much everyone thought that.
0:24:36 > 0:24:39I would have loved to get a Dragon and I was actually quite
0:24:39 > 0:24:42- confused about how it had unravelled so quickly.- I bet.
0:24:42 > 0:24:45And so, how have things gone since the Den?
0:24:45 > 0:24:47It's actually been amazing for us.
0:24:47 > 0:24:51We got a little bit of debt funding, rather than giving away equity
0:24:51 > 0:24:55and have developed new products from it.
0:24:55 > 0:24:59- And we have also got a listing in the Argos catalogue.- OK.
0:24:59 > 0:25:02And we're really excited that some of our leather products have
0:25:02 > 0:25:07- gone into Harrods very recently, as well.- Oh, have they? That's very posh.
0:25:07 > 0:25:09'So, despite a disastrous pitch,
0:25:09 > 0:25:12'Ellen is still hoping to make it rich.'
0:25:14 > 0:25:16But sometimes it's the Dragons
0:25:16 > 0:25:21that fail to spot the bank-balance-boosting opportunity.
0:25:21 > 0:25:23You've just got a brush. That's all it is!
0:25:25 > 0:25:28CASH REGISTER RINGS
0:25:28 > 0:25:31I just don't see a big market for it. For that reason, I'm out.
0:25:36 > 0:25:38£250,000 is ridiculous.
0:25:38 > 0:25:39And that's the reason why I'm out.
0:25:45 > 0:25:48And while we're on the subject of ones that got away,
0:25:48 > 0:25:52let's cast our minds back to this one, shall we, Deborah?
0:25:52 > 0:25:54'So have you had any feedback?'
0:25:54 > 0:25:57Fortunately, the catches can be fixed.
0:25:57 > 0:26:01So will you be able... Sorry, that got my attention.
0:26:01 > 0:26:04- What did you do there?- It'd get my kids' attention, as well!
0:26:04 > 0:26:06- Is this a faulty catch one?- No.
0:26:06 > 0:26:11- You've pulled the hook off there, yeah?- I hadn't noticed that one.
0:26:11 > 0:26:14I shouldn't have done, though, should I?
0:26:14 > 0:26:18The moment Theo pulled that handle off, the whole
0:26:18 > 0:26:21integrity of the quality of that product was compromised.
0:26:21 > 0:26:25So I think you've done really well. Congratulations to get this far.
0:26:25 > 0:26:27- But I just don't think it's a business opportunity.- OK.
0:26:27 > 0:26:29So I'm afraid I'm out.
0:26:30 > 0:26:34So that was Rob and I think he was asking for £100,000 for 10%
0:26:34 > 0:26:37of the business, which would now be worth about £4 million.
0:26:37 > 0:26:39It has been an incredible success.
0:26:39 > 0:26:42So Theo pulling a little clip off just cost everyone in that Den
0:26:42 > 0:26:45about £4 million. But presumably that's just going to happen.
0:26:45 > 0:26:48If you see a lot of investments, you know, some are going to get away.
0:26:48 > 0:26:52Actually, looking at it again, you can see exactly why we didn't invest. I mean, it broke.
0:26:52 > 0:26:54Rob couldn't explain why.
0:26:54 > 0:26:57You know, there was no, there was no confidence there that said,
0:26:57 > 0:27:00"Actually, we can sort this. That's OK."
0:27:00 > 0:27:02So I think given the same circumstances,
0:27:02 > 0:27:04I probably wouldn't invest in it again.
0:27:04 > 0:27:06Now, Trunki, we saw, went away.
0:27:06 > 0:27:08Have there been other opportunities there that, when you look back,
0:27:08 > 0:27:12you genuinely think, "Actually, I would have liked to have worked
0:27:12 > 0:27:14"with that person or that product"?
0:27:14 > 0:27:16Erm, no, only because
0:27:16 > 0:27:19I'm not a look-backer and I'm not a regretter.
0:27:19 > 0:27:22I do whatever it takes in the Den to win an investment.
0:27:22 > 0:27:25And if I don't win it, then so be it.
0:27:25 > 0:27:28You know, that's... I mean, there have been some great successes.
0:27:28 > 0:27:31There's been Tangle Tease, you know? We missed that one.
0:27:31 > 0:27:33Everybody says, "Well, what about Reggae Reggae Sauce?"
0:27:33 > 0:27:36Well, you know, I wasn't interested in Reggae Reggae Sauce.
0:27:36 > 0:27:39But I think that's more to do with me. I just... I'm not a regretter.
0:27:39 > 0:27:41Is Peter quite smug about Reggae Reggae Sauce?
0:27:41 > 0:27:44Yeah. But I'm going to take his Reggae Reggae Sauce
0:27:44 > 0:27:46and I'm going to raise him one GripIt Fixing.
0:27:46 > 0:27:49'So, fighting talk from Deborah Meaden.
0:27:49 > 0:27:51'Will she really trump Peter?'
0:27:55 > 0:27:58GripIt was an innovative wall-fixing product.
0:27:58 > 0:28:01And the Dragons were gripped by it the moment
0:28:01 > 0:28:04an 18-year-old Jordan Daykin entered the Den.
0:28:06 > 0:28:09GripIt Fixings are a new universal plasterboard fixing solution...
0:28:11 > 0:28:14..holding loads of up to 180 kilos per fixing.
0:28:14 > 0:28:16We have a full UK patent.
0:28:16 > 0:28:19As soon as I saw GripIt as a product,
0:28:19 > 0:28:22I was actually immediately interested.
0:28:22 > 0:28:23But the magical moment for me
0:28:23 > 0:28:26is when you get a great product with a great person.
0:28:26 > 0:28:30And Jordan was very good from the start.
0:28:31 > 0:28:34What's your background? How did you come up with this widget?
0:28:34 > 0:28:37Erm, I was 13 at the time, it was me and my grandad and we went
0:28:37 > 0:28:40down to Wickes and bought every fixing you could think of.
0:28:40 > 0:28:43And we couldn't find a solution. So, we went into the shed
0:28:43 > 0:28:47and came up with a prototype of this out of nylon.
0:28:47 > 0:28:50- What, so, a real inventor's shed at the bottom of the garden?- Yeah!
0:28:50 > 0:28:55- And that's where it came from.- Can I just have a quick look at that radiator?- Yeah, sure.
0:28:55 > 0:28:58It was a great start for the teenage entrepreneur.
0:28:58 > 0:29:02But his chances of investment very nearly collapsed.
0:29:02 > 0:29:06Peter pulled the radiator off the wall.
0:29:06 > 0:29:09- PETER:- Why did it break so easily there, then?
0:29:09 > 0:29:13Most other entrepreneurs would have at least faltered.
0:29:13 > 0:29:15And Jordan did not falter.
0:29:15 > 0:29:18He carried on as if life was perfectly normal.
0:29:18 > 0:29:23- You've sold how many millions? - Up to now, just over 200,000 units.
0:29:23 > 0:29:26- At what price?- Wholesale price is 32p, on average.
0:29:26 > 0:29:28So how much is that in money?
0:29:28 > 0:29:32- In money, we've turned over 78,000 so far.- What's your margin on that?
0:29:32 > 0:29:36A gross profit of 36,000 and a net of 5½.
0:29:37 > 0:29:41His confidence gave me confidence in his product.
0:29:41 > 0:29:44I thought, "OK, he knows his stuff. I'm not worried any more."
0:29:44 > 0:29:47So...I'm going to offer you all of the money.
0:29:49 > 0:29:50Thanks.
0:29:50 > 0:29:53And I want...
0:29:53 > 0:29:5530% of the business.
0:29:55 > 0:29:58Inside, my heart's going and I'm thinking,
0:29:58 > 0:30:00("This is mine, this is mine.
0:30:00 > 0:30:02("Please let this be mine.")
0:30:02 > 0:30:05Thanks for the offer.
0:30:05 > 0:30:08Would you be willing to meet me halfway at 25%?
0:30:13 > 0:30:18I...think...that...
0:30:18 > 0:30:20- meeting you halfway...- Yeah.
0:30:20 > 0:30:22..would be a good demonstration to both of us...
0:30:22 > 0:30:24- Yeah.- ..that we're...- Yeah.
0:30:24 > 0:30:27..starting on a very good foot in our business relationship.
0:30:27 > 0:30:30- Yeah.- So, I'm very happy to meet you halfway.
0:30:30 > 0:30:32- Great, well, I'd like to accept your offer.- Excellent!
0:30:35 > 0:30:37Jordan was mine. You know?
0:30:37 > 0:30:39He was, absolutely, we were right for each other.
0:30:45 > 0:30:50A year on and Deborah and Jordan are still very much a business item.
0:30:53 > 0:30:55And it's the perfect partnership to grow the young
0:30:55 > 0:30:58entrepreneur from pitch to rich.
0:30:58 > 0:31:00A very warm welcome to GripIt HQ.
0:31:01 > 0:31:04Today, they're filming an interview for a shopping channel that
0:31:04 > 0:31:08could mean big business for Jordan and Deborah.
0:31:08 > 0:31:11See, this single conversation is
0:31:11 > 0:31:13probably going to make them millions.
0:31:13 > 0:31:15It's infuriating, isn't it?
0:31:19 > 0:31:22Debra, Jordan, finished selling? Well done, you can relax.
0:31:22 > 0:31:23We haven't finished selling.
0:31:23 > 0:31:25You never finish selling! What are you saying?
0:31:25 > 0:31:28SHE LAUGHS Of course, just take your time...
0:31:28 > 0:31:29Of course, for the TV show,
0:31:29 > 0:31:31when you invest, that's the climax of the show.
0:31:31 > 0:31:33Take us through just very briefly what happens next.
0:31:33 > 0:31:35It was straight into business,
0:31:35 > 0:31:37so we went and obviously got our first unit.
0:31:37 > 0:31:40Which we have now tripled. Erm, and then we got into Wickes.
0:31:40 > 0:31:43- Deborah gets closely involved in all this kind of stuff?- Definitely.
0:31:43 > 0:31:46And you've just invested some more money, is that right?
0:31:46 > 0:31:47Oh, well, I have, actually.
0:31:47 > 0:31:51One of the issues with new businesses, particularly start-ups,
0:31:51 > 0:31:52is that they've got no trading history,
0:31:52 > 0:31:55so banks are a little bit reluctant to lend them cash.
0:31:55 > 0:31:59- Mm-hm.- And they need working capital. They are growing and they need to buy all that equipment
0:31:59 > 0:32:01we've been looking at. I mean, that is expensive kit.
0:32:01 > 0:32:03- How much did you pick up?- Erm...
0:32:03 > 0:32:04North of half a million.
0:32:04 > 0:32:07That's down the back of the sofa money for you, though, isn't it?
0:32:07 > 0:32:09- Stop it!- My favourite thing about
0:32:09 > 0:32:11being down here is that you've got a stress tester.
0:32:11 > 0:32:16I presume you can put weights on, which I would like to have a go on.
0:32:16 > 0:32:19- Only because, in the Den, Peter pulled it off the wall.- Oh, he did!
0:32:19 > 0:32:22Which funnily enough, has probably cost him millions of pounds...
0:32:22 > 0:32:25- Absolutely, thank you, Mr Jones! - ..is the truth.
0:32:25 > 0:32:28Tell you what, if it doesn't hold my weight, 1% of the business.
0:32:28 > 0:32:31- Don't you think, Deborah? - How confident are you?
0:32:31 > 0:32:34Do the two of you need a little chat? SHE LAUGHS
0:32:34 > 0:32:35Can we go to the back of the room?
0:32:35 > 0:32:37Yes, go to the back of the room. Take your time.
0:32:37 > 0:32:42'Time to put Jordan's professional reputation to the test -
0:32:42 > 0:32:48'a radiator held up purely with his fixings against the mass of my lithe six feet, seven inches frame.'
0:32:48 > 0:32:50Tell my children I love them.
0:32:50 > 0:32:53And also, I would like Sue Barker to take over from me on Pointless.
0:32:53 > 0:32:55THEY LAUGH OK, here we go...
0:32:55 > 0:33:00'Nowhere on the packaging had I seen guarantees that it could hold this payload.'
0:33:00 > 0:33:03SHE LAUGHS You know, if I die, you're dying too.
0:33:03 > 0:33:05I know, I know! Well, that's the confidence I have.
0:33:05 > 0:33:07'Oh, well...'
0:33:10 > 0:33:15- Yay! Woo!- Hey! There we go! Jordan, I am in.- There you go.- I am in.
0:33:15 > 0:33:20So, I've either proved that the product works or my 5-2 diet works.
0:33:23 > 0:33:27But I survived. Lucky escape there for Sue Barker.
0:33:27 > 0:33:30Now, it's time to put the pressure on Deborah and tackle
0:33:30 > 0:33:32that dirty word, "money".
0:33:33 > 0:33:36Now, you've made a fortune before, of course.
0:33:36 > 0:33:37You've been on that journey.
0:33:37 > 0:33:39He's right at the beginning of that journey.
0:33:39 > 0:33:41You know what's ahead of him,
0:33:41 > 0:33:45- if he works hard.- This is the bit I love. This is why I do it, you know,
0:33:45 > 0:33:47I don't have to invest. I don't need more businesses.
0:33:47 > 0:33:49What Jordan's doing, which is starting with nothing
0:33:49 > 0:33:50- and creating...- Something.
0:33:50 > 0:33:52..what I think is going to be a massive business.
0:33:52 > 0:33:56Well, crassly, how massive could this business become?
0:33:56 > 0:33:58What sort of money could this business make?
0:33:58 > 0:34:01Well, we've recently done a funding round.
0:34:01 > 0:34:04It's already probably worth close on £10 million.
0:34:04 > 0:34:08So your stake, it's worth £2.5 million, after about a year.
0:34:08 > 0:34:12Poor Peter Jones, tearing that radiator off the wall. It cost him £2.5 million!
0:34:12 > 0:34:15And this is, we're at the beginning of the journey.
0:34:15 > 0:34:16- So, it could go... - Oh, it WILL go...
0:34:16 > 0:34:19- Much, much, much, much bigger.- Yeah. I'm trying not to look smug.
0:34:19 > 0:34:22- THEY LAUGH You failed.- Oh, dear!
0:34:28 > 0:34:31So Peter's loss was Deborah and Jordan's gain.
0:34:31 > 0:34:34And with the future in fixings looking so bright,
0:34:34 > 0:34:37I couldn't resist going back to where it all started -
0:34:37 > 0:34:40Jordan's grandfather's shed.
0:34:40 > 0:34:43- I see it up ahead of me. - This is Stan.
0:34:43 > 0:34:45- Richard, this is Stan.- Stan!
0:34:45 > 0:34:48- Hello!- How lovely to meet you! - My pleasure.
0:34:48 > 0:34:51- This is where it all happened.- Yes. - So, yeah, this is it.
0:34:51 > 0:34:54Jordan, do you remember those early days? The early prototypes?
0:34:54 > 0:34:56Definitely, yeah. This is where we first started.
0:34:56 > 0:35:01It was literally just cutting out of cardboard, just in drawing pins, to prove the mechanism.
0:35:01 > 0:35:03But at the time it was never going to be a business.
0:35:03 > 0:35:05And I don't think we ever thought about it like that.
0:35:05 > 0:35:09- Not at the beginning, no. - Well, I was just talking to Deborah
0:35:09 > 0:35:13and she was saying, even now, today, the company's worth £10 million.
0:35:13 > 0:35:15Wow!
0:35:15 > 0:35:20How does that sit with you? What do you think about when that occurs to you?
0:35:20 > 0:35:25Well, first of all, I didn't know until you told me!
0:35:25 > 0:35:29But on reflection,
0:35:29 > 0:35:32- it's going to the right guy. - Isn't it, though?
0:35:32 > 0:35:35- I shouldn't have told him that, Jordan, should I?- No!
0:35:35 > 0:35:37THEY LAUGH
0:35:37 > 0:35:40- Isn't it incredible, something little like that can just change lives?- Yep.- Hey!
0:35:40 > 0:35:42He's a good man, isn't he?
0:35:46 > 0:35:48Still to come...
0:35:48 > 0:35:52I meet the man who pulled off the Den's most memorable turnaround.
0:35:52 > 0:35:55Unbelievable. One minute, I was down there and couldn't get any lower,
0:35:55 > 0:35:58the next minute, I'm thinking, "Oh, my God!"
0:35:58 > 0:36:01Nothing like Jamaican champagne!
0:36:01 > 0:36:06'And Yogiyo get the ultimate advice in how to go from pitch to rich.'
0:36:06 > 0:36:09It's not about the product. It is about you.
0:36:15 > 0:36:18But first, no-one likes being the new kid in class.
0:36:18 > 0:36:23And when your head boy and head girl are Peter Jones and Deborah Meaden,
0:36:23 > 0:36:24you should definitely play nicely.
0:36:27 > 0:36:31I think you've probably gathered, I really like it. I really like you.
0:36:31 > 0:36:33I think I could work extremely well with you.
0:36:33 > 0:36:39I, stood in your shoes, wouldn't pick those two Dragons.
0:36:39 > 0:36:42And the reason I wouldn't is cos they both do the same thing.
0:36:42 > 0:36:44LAUGHTER
0:36:44 > 0:36:47They can both get you into Sainsbury's or
0:36:47 > 0:36:50they can both get you into the big retailers.
0:36:50 > 0:36:53You actually need one of them that will get you into the retailers
0:36:53 > 0:36:56and one of them that will open up other channels.
0:36:56 > 0:36:59Sarah, Peter and I don't have at all similar businesses.
0:36:59 > 0:37:03- But John wants to get into Sainsbury's.- And many other stores.
0:37:03 > 0:37:07And I have phenomenal contacts in bars and pubs and clubs
0:37:07 > 0:37:09and restaurants, as I own a few
0:37:09 > 0:37:12and have worked in them for years and years and years.
0:37:16 > 0:37:17They didn't like that one bit.
0:37:17 > 0:37:20Ooh, they didn't, I know! I cringe actually, when I sit and watch it!
0:37:20 > 0:37:22But that's what you have to do, right? You have to
0:37:22 > 0:37:25because you genuinely want to get some of these investments.
0:37:25 > 0:37:29The reality is that at some point you've got to put your foot down.
0:37:29 > 0:37:32Yeah, watching back, you look surprised at how forceful you were.
0:37:32 > 0:37:33I know.
0:37:33 > 0:37:36Yeah, sometimes stuff comes out of my mouth and then after
0:37:36 > 0:37:38- I think, "Did I say that?" - I sense that. I do sense that.
0:37:38 > 0:37:41So what are your tactics, when someone comes in and you hear
0:37:41 > 0:37:44something interesting, what's going through your mind?
0:37:44 > 0:37:46I think what happens is,
0:37:46 > 0:37:48you start by unpicking the business.
0:37:48 > 0:37:51So at this point, I always do this, cos I sit on the end chair.
0:37:51 > 0:37:54At this point, you're collaborating. And you're a team.
0:37:54 > 0:37:56We all have very different areas of expertise,
0:37:56 > 0:37:59we all look at things from a completely different angle.
0:37:59 > 0:38:01You learn a lot in the process. It's magic. I love that.
0:38:01 > 0:38:04And then, as it unfolds,
0:38:04 > 0:38:06that it's actually quite a good business,
0:38:06 > 0:38:09that's when the poker game starts.
0:38:09 > 0:38:12Yeah, well, you can see everyone having little sidelong glances, thinking
0:38:12 > 0:38:14- "Who else has spotted this?" - Yeah, exactly.
0:38:14 > 0:38:18And that took me a while. Actually, I didn't get that.
0:38:18 > 0:38:22And I hadn't worked that out before I went into the Den.
0:38:22 > 0:38:24That one, we've just seen, I didn't win that. You know?
0:38:24 > 0:38:26He still went with Deborah and Peter!
0:38:26 > 0:38:28Even though I'd stood up and said...
0:38:28 > 0:38:30- You won the battle but lost the war in that one, didn't you?- Totally.
0:38:30 > 0:38:32You just need to win the war.
0:38:36 > 0:38:40When Dragons go into battle, the Den really heats up.
0:38:40 > 0:38:42And when nutty professor Mark Wileman walked in,
0:38:42 > 0:38:46it became the first conflict between Dragons old and new...
0:38:46 > 0:38:49- Ey up! - ..that the newbies won.
0:38:49 > 0:38:52And once the war was over, the challenge was to find
0:38:52 > 0:38:57the right chemistry to make this boffin a business success.
0:38:57 > 0:39:00When he walked through the door and he was doing his blowing
0:39:00 > 0:39:03smoke on us, it was like, "Ooh!" You know? He gets our interest.
0:39:03 > 0:39:06And actually, that's a big thing, to get our interest at the beginning.
0:39:06 > 0:39:11Hi. My name's Mark Wileman, or Mad Mark, at times like this.
0:39:11 > 0:39:12And about six and half years ago,
0:39:12 > 0:39:15I founded a company called Sublime Science.
0:39:15 > 0:39:18A Sublime Science party is the most popular children's party in the UK.
0:39:18 > 0:39:21And we make science awesome for primary school children
0:39:21 > 0:39:23all round the country.
0:39:23 > 0:39:27It took more than a few puffs of smoke
0:39:27 > 0:39:30to cloud the Dragons' judgment.
0:39:30 > 0:39:33Peter Jones jumps straight in, looking for proof of profitability.
0:39:33 > 0:39:35In the last 12 months,
0:39:35 > 0:39:38what have you turned over as a business and what was the profit?
0:39:38 > 0:39:43We turned over 533 and made a net profit of 177.
0:39:43 > 0:39:46- 533,000?- Yes.
0:39:46 > 0:39:48Wow.
0:39:48 > 0:39:53- SARAH:- We were all sat there going, "This is a GREAT opportunity."
0:39:53 > 0:39:56- 177 net profit?- Yeah.
0:39:58 > 0:40:01I have to say, I'm incredibly impressed. I'm shocked.
0:40:03 > 0:40:07And Peter wasn't the only Dragon impressed by the young entrepreneur.
0:40:07 > 0:40:10It was when he started talking about the fact that he'd actually got
0:40:10 > 0:40:13a really decent business and started talking about his numbers,
0:40:13 > 0:40:16that I thought, "Actually, this is a no-brainer."
0:40:16 > 0:40:19You know, to be perfectly honest, I'm going to make you an offer.
0:40:21 > 0:40:24I'm going to give you all of the money for what you've suggested.
0:40:24 > 0:40:25For 10% of the equity.
0:40:25 > 0:40:27I...I thank you so much.
0:40:27 > 0:40:30So I'd staked my claim, made my offer,
0:40:30 > 0:40:32I knew the others were interested
0:40:32 > 0:40:36and it was only a matter of time before they made an offer, too.
0:40:36 > 0:40:41- SARAH:- I can see why you want to get a Dragon on board now.
0:40:41 > 0:40:45And I totally see it's not about the money. It is about that next step.
0:40:47 > 0:40:50So I'm also going to make an offer.
0:40:50 > 0:40:53I'd also like to offer you all of the money
0:40:53 > 0:40:55for 10% of the business.
0:40:55 > 0:40:59Ah, brilliant, I guess. Thank you so much.
0:40:59 > 0:41:01Newbies Nick and Sarah's decisive moves
0:41:01 > 0:41:05spurred the two longest-serving Dragons into action.
0:41:06 > 0:41:08I'm going to make you an offer.
0:41:09 > 0:41:12I'm going to offer you all of the money for 10%.
0:41:13 > 0:41:16The wily duo deployed some textbook flattery.
0:41:16 > 0:41:21I'm sitting here excited, thinking, "Please, let it be me!"
0:41:21 > 0:41:27It is exceptional. And there are so many great opportunities with it.
0:41:27 > 0:41:29It's...it's very exciting.
0:41:29 > 0:41:34I'm going to offer you all of the money for 20% of the business.
0:41:36 > 0:41:38So once Peter and Deborah are in,
0:41:38 > 0:41:41I realised there was quite a bit of competition.
0:41:41 > 0:41:44And what I realised was that what Mark wanted more than anything
0:41:44 > 0:41:47was expertise. So I knew I had to do.
0:41:50 > 0:41:53Can I raise the ante a little bit?
0:41:53 > 0:41:57I'm going to suggest to Sarah that maybe, if you got two Dragons
0:41:57 > 0:42:02to split this, you'd get two Dragons with two sets of creativity.
0:42:02 > 0:42:04Sarah, how would you feel about that?
0:42:06 > 0:42:08- I was sat there thinking... - SHE GASPS
0:42:08 > 0:42:12"..this is like my perfect type of entrepreneur to work with."
0:42:16 > 0:42:19This is one I don't want to get away.
0:42:21 > 0:42:23I'd love to split it with you, Nick.
0:42:23 > 0:42:25I really would like to be part of this.
0:42:25 > 0:42:28At that point, it was just a waiting game
0:42:28 > 0:42:31with an imaginary drumroll going on in my head!
0:42:35 > 0:42:37Nick and Sarah, I'd like to accept your offer.
0:42:37 > 0:42:39- Oh, amazing!- Well done!
0:42:39 > 0:42:45Brilliant, well done. That's all from you. That's really exciting.
0:42:45 > 0:42:47We're going to do a ace things!
0:42:47 > 0:42:50It was a big moment in the Den, that.
0:42:50 > 0:42:54REALLY big moment. The new Dragons beat the old Dragons.
0:42:54 > 0:42:56# Duh-duh, duh-duh! # We did it!
0:42:58 > 0:43:01I'm not normally one for public displays of emotion.
0:43:01 > 0:43:04But I...I was over the moon.
0:43:04 > 0:43:07MUSIC: Weird Science by Oingo Boingo
0:43:07 > 0:43:11Six months on, and our white-coated scientist-cum-entrepreneur
0:43:11 > 0:43:15is still performing perfectly explainable miracles onstage.
0:43:15 > 0:43:17If you're really, really smart, can you put your hand up?
0:43:17 > 0:43:19Super double smart?
0:43:19 > 0:43:22But offstage, he's finding the right formula to hit it rich.
0:43:22 > 0:43:25His business has increased turnover by 92%,
0:43:25 > 0:43:27with the Dragons in his chemical equation.
0:43:27 > 0:43:29It is perfectly safe.
0:43:29 > 0:43:32Mark's business is growing very quickly.
0:43:32 > 0:43:35And he needs to step up and take that next stage.
0:43:35 > 0:43:37And that growth stage is quite difficult.
0:43:37 > 0:43:39I've been through that. Sarah's been through that.
0:43:39 > 0:43:42It helps to have people with you on that journey,
0:43:42 > 0:43:44who can help you through that process.
0:43:44 > 0:43:46I think that's where our real value will come in.
0:43:46 > 0:43:50# My creation Is it real? #
0:43:50 > 0:43:54What they're going to help the most with is just kind of prioritising,
0:43:54 > 0:43:56you know, picking the best 20 things to do.
0:43:56 > 0:43:58Not me just picking, like, the 5,000 things
0:43:58 > 0:44:01that I thought were cool and just saying "Yes" to all of them.
0:44:03 > 0:44:09Mark's business is expected to make £1.2 million by the end of the year.
0:44:09 > 0:44:13But what about the other pitches that are on their way to riches?
0:44:13 > 0:44:17# Skinny Tan, Skinny Tan Who wants a Skinny Tan? #
0:44:17 > 0:44:18Remember this?
0:44:18 > 0:44:21The quiet, understated self-tanning business that caught the eye
0:44:21 > 0:44:23of Kelly Hoppen and Piers Linney.
0:44:23 > 0:44:25# Skinny Tan, Skinny Tan! #
0:44:25 > 0:44:27Well, after the Den,
0:44:27 > 0:44:30designer Dragon Kelly went for a makeover on the brand.
0:44:30 > 0:44:35- People are very visual. These together, sort of, it works.- Yes.
0:44:36 > 0:44:40And since then, they've had a celeb-filled launch party for their new-look product.
0:44:40 > 0:44:42My invite was clearly lost in the post!
0:44:42 > 0:44:44And now, it's gracing the shelves
0:44:44 > 0:44:47of one of the biggest pharmacy chains in the UK.
0:44:47 > 0:44:48They're expecting to make
0:44:48 > 0:44:51£2.5 million this year.
0:44:54 > 0:44:58And what about Scott Cupit and his dance class company, Swing Patrol?
0:44:58 > 0:45:00JAZZ MUSIC PLAYS
0:45:00 > 0:45:02He jive-talked the Dragons and sashayed away
0:45:02 > 0:45:05with a strictly exclusive deal with Deborah.
0:45:06 > 0:45:09Since then, turnover has increased 25%.
0:45:09 > 0:45:11I don't love numbers.
0:45:11 > 0:45:14I love what numbers tell me about a business.
0:45:14 > 0:45:18And they're now in the history books for breaking the world record
0:45:18 > 0:45:21for the largest number of people dancing the Charleston.
0:45:21 > 0:45:24JAZZ MUSIC PLAYS
0:45:26 > 0:45:29THEY CHEER
0:45:30 > 0:45:33So if you fancy dancing away with the Dragons' cash,
0:45:33 > 0:45:35there are some clear rules to follow.
0:45:35 > 0:45:38Nail your presentation, know your numbers
0:45:38 > 0:45:40and, for goodness' sake, keep your cool.
0:45:40 > 0:45:42But of course, the rule with rules
0:45:42 > 0:45:44is that there is always an exception.
0:45:44 > 0:45:47And this one walked out of the Den a winner.
0:45:51 > 0:45:53Hello, guys. I'm Ross Mendham,
0:45:53 > 0:45:55Managing Director of Barenaked Foods.
0:45:55 > 0:45:57When I was younger...
0:45:57 > 0:46:01Ross Mendham is arguably the biggest comeback kid in Den history.
0:46:01 > 0:46:04You can see the sweat kind of starting now.
0:46:04 > 0:46:08He came looking for investment in his gluten-free noodle range.
0:46:08 > 0:46:11When you said two minutes, how many do you actually mean?
0:46:11 > 0:46:12I usually do this in two minutes.
0:46:12 > 0:46:14When he got his noodles in a twist
0:46:14 > 0:46:18over whether his product was actually gluten-free or not,
0:46:18 > 0:46:20it quickly went spiralling down the pan.
0:46:20 > 0:46:23- You say they're gluten-free? - Yes.
0:46:23 > 0:46:25- Um, but you say they've got oatmeal in them?- Mm-hm.
0:46:25 > 0:46:28- Is it a gluten-free...? - It's oatmeal flour.
0:46:28 > 0:46:31Um, oatmeal flour has shown it doesn't have gluten in.
0:46:31 > 0:46:33But sometimes it mimics,
0:46:33 > 0:46:36um, gluten-like symptoms.
0:46:36 > 0:46:39I think you're wrong cos I actually have a gluten allergy.
0:46:39 > 0:46:41- Oatmeal-gate.- Yeah.
0:46:41 > 0:46:44It really was. It was an absolute nightmare.
0:46:44 > 0:46:48I can't... If I have normal oats, my fingers will swell up.
0:46:48 > 0:46:52- See the sweat there? - You are really sweating there.- Yes. - RICHARD LAUGHS
0:46:52 > 0:46:54- 90p per packet?- Yes. - To this company.- Yeah.
0:46:54 > 0:46:57And they're going to take... how many from you a month?
0:46:57 > 0:47:00- Peter's trying to catch you out here.- He is, yeah.
0:47:00 > 0:47:04- 8,000.- OK - and how much profit would that make you in a month?
0:47:05 > 0:47:06That will make me...
0:47:20 > 0:47:24You'll have to forgive me. Maths wasn't my strong point at school.
0:47:24 > 0:47:28- So I was just honest! You know... - You've got to.- Yeah...
0:47:28 > 0:47:30EVAN DAVIS: Ross's chances of securing
0:47:30 > 0:47:34the healthy £60,000 investment he came for are looking slim.
0:47:34 > 0:47:38Duncan Bannatyne wants to find out more
0:47:38 > 0:47:40about the man behind the noodle.
0:47:41 > 0:47:44At the moment, how are you funding your lifestyle?
0:47:44 > 0:47:48Um, I have a fantastic wife, who, um...
0:47:48 > 0:47:49Sorry.
0:48:00 > 0:48:02'Oh, yeah...'
0:48:03 > 0:48:06- That was the bit... - Yeah, she's a huge part
0:48:06 > 0:48:09- of your business and your life, Kelly, right?- Yeah, massive.
0:48:09 > 0:48:13I thought, poor Kelly's at home with her fingers crossed like this,
0:48:13 > 0:48:16thinking, "God, you know, Ross is going to do this
0:48:16 > 0:48:19"and he's going to change our lives."
0:48:19 > 0:48:21And I thought, "I've just... I've messed it up.
0:48:21 > 0:48:24"The one shot that I've had...
0:48:24 > 0:48:25"and I'm messing it up."
0:48:25 > 0:48:28And I thought, "I just need to leave."
0:48:32 > 0:48:34- Take your time.- Sorry!
0:48:37 > 0:48:40Presumably you're not thinking, "How did I get us back on track?"
0:48:40 > 0:48:44- You're just thinking, "How do I deal with what's gone wrong?- Yeah.
0:48:44 > 0:48:48I thought, "Well, I could go now."
0:48:54 > 0:48:59But I thought, "Do you know what?" I thought, "It can't get any worse."
0:48:59 > 0:49:02- RICHARD LAUGHS - And I thought, you know, "I'm still here."
0:49:09 > 0:49:11- I do apologise.- No problem.
0:49:11 > 0:49:16- So, obviously, this is something that's very emotional for you.- Mm.
0:49:16 > 0:49:19I want to go back to the question about how you fund your lifestyle
0:49:19 > 0:49:21- and you were talking about your wife.- Yeah.
0:49:21 > 0:49:23Um, she supports both of us
0:49:23 > 0:49:26while I'm getting the business off the ground.
0:49:26 > 0:49:30- And she's working to do that? - Yes.- Full-time?- Yes.- OK.
0:49:30 > 0:49:34Unfortunately, she had her third miscarriage before I came here.
0:49:34 > 0:49:37Sorry to hear that, Ross.
0:49:37 > 0:49:40HE WEEPS
0:49:41 > 0:49:42Oh, man...
0:49:42 > 0:49:45- DUNCAN:- It can only get better, Ross. It's only going to get better.
0:49:45 > 0:49:48ROSS SIGHS ON CLIP
0:49:53 > 0:49:56Even seeing myself now, I kind of want to put my arm round him.
0:49:56 > 0:50:00- It's really weird.- I know, I do as well. I want to reach into the screen.- Yeah.
0:50:00 > 0:50:02It's really...
0:50:02 > 0:50:05I...I cried when we had the miscarriages
0:50:05 > 0:50:06but I just couldn't contain it.
0:50:06 > 0:50:10- It was just...it just came out. - This just brings it all up again. - Overwhelmed, yeah.
0:50:10 > 0:50:15Er, it's, as we can see, emotionally heart-wrenching.
0:50:15 > 0:50:18- But you're not here for sympathy. - No, I agree...
0:50:18 > 0:50:20- You're here to gain investment in a business...- Yes.
0:50:20 > 0:50:23..that you were supposed to demonstrate had a future.
0:50:23 > 0:50:26- I thought he was so right. I actually thought... - He's talking your language there.
0:50:26 > 0:50:29- Yeah.- That's why you came back out. I know.
0:50:29 > 0:50:30And I honestly thought, you know...
0:50:30 > 0:50:33I think Barenaked Foods is clever.
0:50:34 > 0:50:36And that's why I'm going to make you an offer.
0:50:39 > 0:50:41HE LAUGHS NERVOUSLY
0:50:41 > 0:50:46I was like... Honestly, I was like... "What?!"
0:50:46 > 0:50:50And I'm going to offer you all the money for half of a business
0:50:50 > 0:50:52that we've yet to create together.
0:50:52 > 0:50:54He's given me an offer.
0:50:56 > 0:50:58Sorry, I can't believe this.
0:50:58 > 0:51:00And I'm like...
0:51:01 > 0:51:05Unbelievable. One minute I was down there and couldn't get any lower...
0:51:05 > 0:51:07- Yeah.- ..the next minute, I'm thinking, "Oh, my God!"
0:51:10 > 0:51:12I'd like to accept your offer.
0:51:12 > 0:51:15- Oh, my God!- Beautiful.
0:51:15 > 0:51:18- There he is. - I just can't believe this moment.
0:51:18 > 0:51:21THEY ALL LAUGH
0:51:21 > 0:51:25I went to hug him and I thought, you know, I just...
0:51:25 > 0:51:27"You've changed my life." That's how I felt.
0:51:27 > 0:51:29"You've changed my life." It was just...
0:51:33 > 0:51:34Has he changed your life?
0:51:34 > 0:51:37- Has it changed your life since signing that deal?- Oh, God, yeah.
0:51:37 > 0:51:40To give you an idea of the growth of the business,
0:51:40 > 0:51:43me and Kelly, when we were packing up noodles in our front room,
0:51:43 > 0:51:47we were doing about 260 packets a week.
0:51:47 > 0:51:51- Um, now we're doing between 14,000 and 18,000 a week.- Wow.
0:51:51 > 0:51:54The company's worth around £2 million.
0:51:54 > 0:51:57Um, it's just been incredible.
0:51:57 > 0:52:01- And I think you and Kelly have had a baby since?- We have! Oliver Jude.
0:52:01 > 0:52:05There's going to come a point in his life where he's going to
0:52:05 > 0:52:08- sit and watch what we just watched, as well.- Oh, God! I know!
0:52:08 > 0:52:11Um, and I hope that he's proud of his old man for doing it.
0:52:11 > 0:52:15- Do you now what? He won't tell you he's proud. He'll take the mickey out of you.- I know he will!
0:52:15 > 0:52:19From what I've seen there, and what he'll see, he'll be immensely proud.
0:52:19 > 0:52:22- You should be very proud of yourself, as well. - No, thanks very much.
0:52:22 > 0:52:25- It's certainly been an emotional roller-coaster, for sure.- Yeah.
0:52:34 > 0:52:37REGGAE MUSIC PLAYS
0:52:43 > 0:52:45Now, no look back over the history of the Den
0:52:45 > 0:52:47would be complete without this man.
0:52:47 > 0:52:51The personification of pitch to rich.
0:52:52 > 0:52:54Levi Roots.
0:52:54 > 0:52:58- Levi!- Richard!- How are you? - Welcome to my restaurant!
0:52:58 > 0:53:01Thank you so much. I bet you never thought you'd be saying that a few years ago.
0:53:01 > 0:53:04- Absolutely!- You do not look a day older.- Thank you very much!
0:53:04 > 0:53:10# Put some music in my food for me And give me some Reggae... #
0:53:10 > 0:53:12Levi Roots has come a long way
0:53:12 > 0:53:16since he sang his song and pitched his jerk sauce back in 2006.
0:53:16 > 0:53:19# I call it Reggae Reggae Sauce. #
0:53:19 > 0:53:23When Peter invested, he told Levi to focus the business on selling
0:53:23 > 0:53:27supermarket sauces and leave restaurants well alone.
0:53:27 > 0:53:31# Put some Reggae Sauce on your list. #
0:53:32 > 0:53:37But having sold 30 million bottles worldwide, guess what?
0:53:37 > 0:53:40Levi's opened a restaurant. So there's gratitude for you.
0:53:40 > 0:53:43Now, he said, I seem to remember, never open a restaurant.
0:53:43 > 0:53:45- He did.- And yet, here we are. - Absolutely.
0:53:45 > 0:53:49And I don't like to ram this down his throat and let him know that he was wrong at the time!
0:53:49 > 0:53:52'But I want to scratch beneath the showman's surface.
0:53:52 > 0:53:55'Surely it takes more than a smile, a story
0:53:55 > 0:53:58'and a self-penned jingle to smash the sauce business?'
0:53:58 > 0:54:01You give it all this, Levi.
0:54:01 > 0:54:03But listen, you're not building this business unless you're
0:54:03 > 0:54:06an incredibly tough businessman, as well. So, you've work long hours.
0:54:06 > 0:54:09It's quite a tricky business. An awful lot of competition.
0:54:09 > 0:54:12It was at first. But I think because we were at the stage of
0:54:12 > 0:54:16we were the only Caribbean brand, mainstream, around at the time.
0:54:16 > 0:54:18So we were lucky that we were in that position.
0:54:18 > 0:54:23- So if you can find a niche, maybe there's a...a big future?- There is.
0:54:23 > 0:54:26But the most difficult thing is to build that brand.
0:54:26 > 0:54:29- You've got to build that brand. - Find the niche, build the brand.
0:54:29 > 0:54:31Once you've done that, it's smooth sailing after that.
0:54:31 > 0:54:35STEEL DRUMS PLAY
0:54:35 > 0:54:38Levi's mantra, find a niche and build a brand,
0:54:38 > 0:54:42has led to a business with £50 million of sales a year.
0:54:43 > 0:54:47But can Peter Jones do the sauce double with Ben and Sue from Yogiyo,
0:54:47 > 0:54:49now they're back from South Korea?
0:54:49 > 0:54:52Ben and Sue, we're here at Levi's restaurant launch.
0:54:52 > 0:54:55Does that put you under pressure, seeing the money he's made,
0:54:55 > 0:54:58the success he's made of a very similar business? SUE LAUGHS
0:54:58 > 0:55:01I'd be lying if I'd say...
0:55:01 > 0:55:03- we weren't feeling any pressure. - Pressures, yeah...
0:55:03 > 0:55:09Because, you know, Levi's success has been so huge, so phenomenal.
0:55:09 > 0:55:10And everyone we've met...
0:55:10 > 0:55:13Everybody we meet kind of makes that comparison.
0:55:13 > 0:55:18You know, neither of us are the front man of a Korean folk band or anything.
0:55:18 > 0:55:21- There's still time.- This is true!
0:55:21 > 0:55:24- Sue plays the ukulele. So, you know...- Hold on a minute!
0:55:26 > 0:55:30It's time for the pretenders to the throne to meet the sauce king.
0:55:30 > 0:55:33SKA MUSIC PLAYS
0:55:36 > 0:55:39- Cheers, everybody! - Cheers! Respect! Yeah!
0:55:41 > 0:55:44- Ah, nothing like Jamaican champagne! - Absolutely.- Now, Levi,
0:55:44 > 0:55:47- it's going great guns in there. - It is, isn't it?
0:55:47 > 0:55:51Any advice for Ben and Sue, who are about to embark on the same journey?
0:55:51 > 0:55:55Yeah, well, Ben and Sue, the way I've done it is just being me.
0:55:55 > 0:55:59I think being yourself is perhaps one of the biggest tips I can give.
0:55:59 > 0:56:01People won't be buying the product,
0:56:01 > 0:56:03even though it's got to be a fantastic product,
0:56:03 > 0:56:06but in order to sell it, you've got to sell yourselves.
0:56:06 > 0:56:09So you've got to be on point. So it's not about the product.
0:56:09 > 0:56:10It is about you.
0:56:10 > 0:56:14And if I know this man here, he always invests in people.
0:56:14 > 0:56:17So, for me, it's about you. So be YOU and you can't go wrong.
0:56:22 > 0:56:25Peter, you've said that as time's gone by with Levi,
0:56:25 > 0:56:27you've got closer, there's a friendship built
0:56:27 > 0:56:28and that partnership built.
0:56:28 > 0:56:31And that's something that happens naturally and organically
0:56:31 > 0:56:34- with new entrepreneurs.- Well, I hope so. We're early days yet.
0:56:34 > 0:56:36We don't really know each other that well...
0:56:36 > 0:56:38This is Ben, this is Sue. Peter...
0:56:38 > 0:56:40- THEY LAUGH - You got it the right way round!
0:56:40 > 0:56:43But with Levi, I get e-mails from Levi
0:56:43 > 0:56:45and he just puts "one love", with a kiss at the end.
0:56:45 > 0:56:49So I don't want to get there yet with you guys. However...
0:56:49 > 0:56:51It took me a long time to get to that point!
0:56:51 > 0:56:54- To Ben and Sue. - And congratulations, Levi!
0:56:54 > 0:56:57# R-r-r-rock-steady! #
0:56:57 > 0:56:59So Levi has a restaurant to launch.
0:56:59 > 0:57:02But I'm wondering what Peter Jones thinks
0:57:02 > 0:57:05about this new chapter in the Reggae Reggae story.
0:57:05 > 0:57:07My dream was about this restaurant.
0:57:07 > 0:57:10It was the difference between a restaurant and a restaurant...
0:57:10 > 0:57:11It's the right time now.
0:57:11 > 0:57:14You know, his brand is well established, everybody knows Levi.
0:57:14 > 0:57:17And what a great time to open a restaurant.
0:57:17 > 0:57:19So you've just invested in another sauce company, Yogiyo,
0:57:19 > 0:57:22and you've invited Ben and Sue here this evening.
0:57:22 > 0:57:26- Is that a tactical thing, just to show them what can happen?- Yes.
0:57:26 > 0:57:27A solid answer.
0:57:27 > 0:57:30No, absolutely, you know, Ben and Sue, two lovely individuals.
0:57:30 > 0:57:32- They're on the start of their journey.- Yeah.
0:57:32 > 0:57:36I want them to say that whilst this isn't the end of Levi's,
0:57:36 > 0:57:37this is what can happen.
0:57:37 > 0:57:41He won't tell me how much money he's made since he walked into the Den.
0:57:41 > 0:57:44I think he's done the right thing. You should never talk about money.
0:57:44 > 0:57:48And you certainly shouldn't talk about the millions of pounds he's made so far.
0:57:48 > 0:57:50Oh, sorry... Cut!
0:57:52 > 0:57:55So I've gone toe-to-toe with the mighty Dragons
0:57:55 > 0:57:57and I've emerged unscathed.
0:57:57 > 0:58:00I've also seen that it's possible to go from nervous, sweaty,
0:58:00 > 0:58:03would-be entrepreneur to less nervous, less sweaty,
0:58:03 > 0:58:06very successful entrepreneur, with millions in the bank.
0:58:06 > 0:58:08And a very nice car.
0:58:08 > 0:58:11Dragons' Den is about dreams
0:58:11 > 0:58:14and the hard work you need to make those dreams come true.
0:58:14 > 0:58:17So if you think you've got what it takes to face the Dragons,
0:58:17 > 0:58:21perhaps you too could go from pitches to riches.
0:58:21 > 0:58:25# Money, get away... #