Whether you love it, or you loathe it, there’s no denying the impact and success of the BBC2 inventor/entrepreneur programme, Dragons’ Den – the first series alone recorded viewing figures of 1.2 million and the show has grown in popularity ever since.
Dragons’ Den can make for compelling, if not hilariously disastrous and cringe-worthy television. There have been success stories: most notably Levi Roots’s Reggae Reggae Sauce and Imran Hakim’s iTeddy; but it’s those who fail, and fail miserably, that provide the TV gold that seeps from the Dragons’ Den.
A personal favourite calamitous moment has to be the clumsy pitch for the ‘EggXactly’ – an egg toaster. That’s right, an egg toaster! Memories of the bespectacled, suited man sweating profusely and mumbling nervously when frantically trying to get his little invention to work, time after time, still makes me chuckle. It really was car-crash TV and I still can’t believe that two of the Dragons actually invested in him!
Another feature of the programme is the Dragons themselves. They all have their individualistic sayings, demeanours and expressions. There’s Duncan Bannatyne with his deep Scottish drawl, always to the point and careless of who he offends. Has he ever made an investment? His catchphrase is surely: ‘I’ve heard enough, I’m out!’
Then there’s Deborah Meaden – she would make a fine pantomime villain. She has the sort of face that looks like it would crack if she broke out a smile; Theo Pathitis is entertaining merely because of his unfunny quips; James Caan is the likeable, yet ruthless Dragon: ‘Let me tell you where I’m at’ is his usual approach to telling a hopeful pitcher that he won’t be investing in their business. And finally there’s Peter Jones, as tall as he is arrogant.
Dragons’ Den has survived six series, with a seventh set to air in the spring, and is into its fourth year, and apart from being a well devised and entertaining TV programme, Dragons’ Den really does offer opportunities for those lucky enough to broker a deal. Cynics may say that the Dragons are only on the show in order to profit from other peoples’ ideas, but it works both ways. Theo, Duncan, Deborah et al are putting their hands in their own pockets, and in some cases their investments are more like punts.
The most common area where the entrepreneurial hopefuls come unstuck is through poor pitch preparation. Often their financial figures are all over the place and completely inaccurate and this puts an immediate lack of trust in the minds of the Dragons. A well devised, confident pitch is as important as the product itself.
The Dragons like nothing more than being able to belittle someone who really hasn’t prepared sufficiently for their pitch. After all, that’s what makes the programme so appealing to viewers who take solace in wallowing in other peoples’ pity.
Apart from its obvious appeals, what Dragons’ Den outlines is the fact that enterprise in Britain is healthy. There are many talented and driven entrepreneurs and creative minds hoping for their big break, and of course investment and mentoring from inside the Den. No matter if that lines the pockets of those Dragons who choose to invest and offer their knowledge, extensive contacts list and expertise, as long as that keeps industry afloat during these dark times of recession, and puts a smile on the faces of the millions of viewers.
Shaun Parker is a leading design expert with many years of experience in the product design industry. Find out more about Dragons’ Den at applied.uk.com/dragons-den.htm