Introduction: The Journey to Filming for Dragons’ Den
When I have watched Dragons’ Den in the past, I have always felt nervous for the entrepreneurs who pitch for investment. Furthermore, filming for Dragons’ Den represents one of the most challenging experiences an entrepreneur can face. Putting your heart and soul into growing a company that you believe in and having to describe all the facets of it in such a short time to intimidating venture capitalists sounds like a daunting task. Moreover, filming for Dragons’ Den can result in three outcomes: you come off great and get investment, you come off well but don’t get an offer, or the Dragons’ interrogation generates potentially bad publicity.
Alt text for Dragons’ Den studio preparation image: “Entrepreneur preparing for filming for Dragons’ Den with business documents and presentation materials”
The Decision to Apply for Dragons’ Den
Overcoming Initial Reservations
I had turned down an offer to be on the show back in 2016 for all of the above reasons. Additionally, I didn’t want to be on camera, making it easy to see why I didn’t want to apply for the show. On almost every occasion that I tell someone about the Zip Us In Jacket Expander Panels, the response is “You should go on Dragons’ Den”.
When I got the call in January 2019, it seemed to be great timing. Moreover, I had begun working on securing investment to accelerate the company’s growth. I still had reservations about going on camera and putting my company on the line. However, I started to realise that if I turned down this opportunity again, it would be for selfish reasons and not necessarily in the best interests of the company.
Taking the Plunge
So, I took the plunge and committed to filming for Dragons’ Den. Furthermore, this decision represented a significant step outside my comfort zone. According to entrepreneurship research, stepping outside comfort zones often leads to business breakthroughs.
The Audition Process
London Audition Experience
When I travelled up to London for the taped audition in February, I had the real-life baby doll sticking out of my handbag. Needless to say, I got some rather odd looks on the Tube! Additionally, I had to capture my entire business into a pitch less than 3 minutes long, which took some doing.
The audition itself was very relaxed but in front of a camera it took about 4-5 takes to get my pitch word perfect. Moreover, on the way home, I allowed myself to actually take a breath and started to feel positive about the experience. When I got the call to say I had made it through to the next stage, I was absolutely buzzing about filming for Dragons’ Den.
Intensive Preparation Phase
I then spent months learning the pitch and going through due diligence with the producers. Furthermore, I had to supply all the product research and development information, all of the company accounts, evidence of my manufacture supply chain and retailers as well as evidence of awards I had won.
Putting in the effort to get this ready at the beginning was definitely worth it. Additionally, I can imagine this stage proves to be a major stumbling block for many small businesses. Doing it myself helped me prepare and revise all of the figures for filming for Dragons’ Den. Moreover, I had my family and friends quiz me on all the numbers and throw Dragon-esque questions at me to help me prepare.
The Day of Filming for Dragons’ Den
Last-Minute Challenges
Filming for Dragons’ Den came around so quickly and took place in June. About 10 days before filming, the producers asked if we could bring a real baby and parents to demo the products, which we had not prepared for. Furthermore, I quickly went on a search via our social media supporters to find a winning family that could help.
My husband Nathan came to Manchester with me for the filming. Additionally, I was grateful to have him there supporting me as my nerves started to kick in! It was a surreal journey up North and I spent the time simultaneously running through the pitch in my head and trying to take my mind off the next day.
Pre-Filming Preparation
We met our demo family that night in the hotel and had about 2 hours to run through the plan. Moreover, I explained what I needed them to do during filming for Dragons’ Den. As much as we tried, sleep was elusive and before I knew it, it was 6am and we were leaving the hotel for the studio.
Because we had baby Charlie with us, I was up first or second out of all the businesses going in the Den that day. Furthermore, everyone’s nerves were quite high, but I felt confident that as the only person in my business, I know it inside out.
Research from business psychology studies shows that entrepreneurs who know their businesses intimately perform better under pressure.
The Intense Experience of Filming for Dragons’ Den
In the Den
The tension that you see when you watch the show is all too real. Additionally, it’s built up even more by waiting in the lift before walking in to face the Dragons. Overall, I was in the Den for just under 2 hours although it condenses to only a few minutes on the episode. Moreover, filming for Dragons’ Den proved to be a very intense experience.
The Dragons interrogated me on all aspects of the accounts and business. Furthermore, although I think I held my own, at times I felt frustrated that I wasn’t getting my answers and results across clearly enough. Additionally, the pressure of filming for Dragons’ Den made communication more challenging than expected.
Post-Filming Silence
After filming for Dragons’ Den, I had to stay tight-lipped about the outcome for 10 months. Moreover, I had to wait until I got the call from BBC with the confirmed air date. The 2 weeks between finding out and the episode being shown were manic. Additionally, to be honest, I was glad when it was just done and out there.
For more insights about television appearances, explore our media preparation guide or discover business pitch strategies. You might also find our entrepreneur confidence building and investment readiness checklist helpful.
Reflection and Learning from Filming for Dragons’ Den
Personal Growth Through Challenge
Having such a short amount of time to present over 5 years of decisions was a huge challenge. Additionally, the intense pressure of the Den environment really made me question my choices and the business structure. In the end, we didn’t get an investment from a Dragon. However, I took away a lot of value from the experience of filming for Dragons’ Den.
Having input from such knowledgeable individuals gave me an opportunity to reassess the brand, the product and my own direction as the Founder. Furthermore, I truly believe I came out the other side with a clearer vision, improved personal strength and even more determination to grow my brand.
Validating Business Decisions
Looking back, I was as prepared as I could have been. Moreover, although I didn’t agree with all of the feedback from the Dragons, I had given it my best shot. Despite the outcome of filming for Dragons’ Den, I was lucky enough to get an offer from a private investor the very next day.
Since filming, the company has completed four investment deals at a company valuation of £1m, as presented in the Den. Additionally, the 4 individuals have brought a wealth of experience in retail and business strategy to the company.
According to venture capital research, television exposure often leads to increased investor interest even when initial pitches are unsuccessful.
Business Growth Since Filming for Dragons’ Den
Maintaining Strategic Direction
In the year since filming for Dragons’ Den, I haven’t made any real changes to the business plan. Furthermore, I have always had a clear picture of the future of Zip Us In and, for now, we seem to be on the right track. We are making great strides towards offering products all over the world.
As a brand, we continue working towards fabric waste reduction, which remains a key aim for us. Moreover, this year has seen the launch of our BUY IT BACK incentive. We are proud to offer customers cash incentives to return products when no longer required.
Continued Expansion
The returned products go to sling libraries, charities or through recycling. Additionally, we have again doubled our stock manufacturing for this year. I am excited to continue with this growth trajectory following filming for Dragons’ Den.
Having already grown the company so much since my time in the Den, I am now super excited to make the most out of my company being on the BBC. Furthermore, we have some new ideas in the pipeline, so watch this space!
Conclusion: The Value of Filming for Dragons’ Den
Filming for Dragons’ Den proved to be one of the most challenging yet rewarding experiences of my entrepreneurial journey. Furthermore, whilst I didn’t secure investment directly from the Dragons, the experience provided invaluable learning opportunities and personal growth.
The process of filming for Dragons’ Den forced me to examine every aspect of my business with unprecedented scrutiny. Moreover, this examination ultimately strengthened my conviction in the business model and strategic direction. Additionally, the exposure led to successful private investment and continued business growth.
Most importantly, filming for Dragons’ Den taught me that sometimes the most valuable outcomes aren’t the ones you initially seek. Therefore, I want to say a huge thank you to all our friends, family, customers and stockists who have supported both the company and me every step of the way.
For entrepreneurs considering similar opportunities, filming for Dragons’ Den represents more than just a chance for investment—it’s an opportunity for profound business and personal development.
