Enter the Dragons' Den

Choc Box - As Seen on Dragons' Den and in the UK National Press

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Dragons' Den Choc Box: Buy it here!

The Show:

Serial entrepreneur Peter Moule wanted £150,000 for 10% of his creation, a nifty choc box for doing minor electrical jobs around the house.

The Bid:

Peter Moule wanted £150,000 for 10% of his business. Peter's pitch is so assertive and the financial prospects he paints so buoyant Duncan Bannatyne is sceptical as to why he's come to the Den in the first place. While he stands firm under interrogation, but hasn't convinced Duncan and Theo Paphitis is equally disbelieving. Drilling deeper, Theo discovers he doesn't have patent protection on his product. The serial entrepreneur might have two hugely successful UK companies but he's severely lacking the expertise to expand his business into foreign markets. Theo and Peter Jones both declare themselves out.

Peter Moule has a trick up his sleeve - so desperate is he to secure the Dragons' expertise that he offers them a risk-free deal. Duncan and James takes the bait, each offering Peter half the cash for 22.5% of the equity. Deborah Meaden is suspicious of a business deal that carries no risk: "a deal that looks too good to be true is usually too good to be true". She declares herself out. The deal James and Duncan propose means Peter Moule will have to surrender nearly half of his company and while he is eager to win the dragons' expertise, he's not prepared to give in without a fight. He wants the Dragons to bring down their combined offer to a 30% equity stake. In the end he shakes hands with Duncan and James, securing his money in a deal whereby over a three year period the equity will be reduced 1% each year if various financial targets are met.

The deal done in the Den:

£150,000 in an equity deal that would come down to 36% of the business after three years if agreed targets are reached.

The product:

Buy the Dragons' Den Choc Box here!