The first ever I ❤️DD (I heart Dragons’ Den) market took place Thursday at the CBC Broadcast Centre with fans of the show getting the chance to try and demo some of their favourite products.
Dragons’ Den Canada is a CBC show that has been on the air since 2006 which features Canadian entrepreneurs pitching their businesses to moguls in the industry, known as the Dragons, looking for investment.
Vincenzo Guzzo, one of CBC’s Dragons, said the event was also a great chance for entrepreneurs to seek out success stories and help in finding possible investment opportunities through the show or other ventures.
“I think that what’s great about this event is that it actually puts the people who pitched on the show at a level where they are accessible to people who may want to go on the show,” he said
“I think it’s interesting for people to approach past alumni so that they can at least they can feel that they are accessible as well.”
Molly Middleton, senior producer of Dragons Den, organized the event with her team to help remind Canadian entrepreneurs about the role the show could play in growing their businesses.
“We call it the Dragons Den effect, regardless of if you get a deal or not, being on the show can help grow your business as there aren’t many platforms in Canada that showcase Canadian entrepreneurship and small businesses and innovation in Canada then the way that Dragons Den does,” she said
“It’s six to eight minutes on prime time television telling stories from all over the country is special so just being on the show is a great opportunity for businesses.”
Molly Middleton, Senior producer on Dragons Den and event planner, and Dragon Vincenzo Guzzo announce raffle winners from the event. Photo credit: Jacob Tye
Over 17 seasons, the Dragons have invested in over 1600 businesses pitched by Canadian entrepreneurs.
Middleton said the event was great for fans who were eager to try out their favourite food products from the show in person, as well as for others to discover products they may not have seen on the show.
“I think a lot of people do like to be able to taste some of the stuff that was on the Den. Tasting is something I think people wish they could do all the time when they are watching at home and feeling,”
Entrepreneurs in attendance can scan the QR code shown around the event to sign up for an audition for the show. Photo credit: Jacob Tye
Guzzo wanted to give the advice to upcoming entrepreneurs that ‘numbers are the basis of all evaluations’ and that people need to focus more on their businesses numbers rather than how much they believe their company is worth.
“Revenue is king and so I would tell them the best thing to do is to actually start and get their business going and then come see us when they are solid on the numbers,” he said
“The art of pitching that people don’t realize is you are pitching all the time as a businessman or entrepreneur. You are pitching to banks, investors, to suppliers and it all relies on how much they believe in your vision.”
Dragons' Den fans and Torontonians flood the market as Den alumni showcase their products shown on the show. Photo credit: Jacob Tye
The show was first created in the U.K. in 2005 with the same concept but featuring entrepreneurs from across the UK. The Dragons Den franchise is now in 23 countries worldwide.
Some of the most successful companies to come out of the CBC’s rendition of the show is Endy Sleep, Saxx apparel and Knixwear underwear.