So I had this app that I was working on and just recently published it and was ready to market it.  My wife suggested I try the Dragon’s Den (DD) reality show here in Canada as vetting of the idea, maybe get some promo opportunities, try out presenting to investors, and who knows….maybe even get an investor.  Not thinking much about it and taking it as it goes – I also did not realize that this would have been my first time on a reality show, no small feat.  Here is the process as it panned out for me for Season 18 of the show:

As per the website, in September I made a 1 minute video explaining the app, some of my background, and why I need to go to DD.  This was hard, given I had to jam-pack everything in a short video.  I also made it in my basement with no bells or whistles hoping the idea itself sells it.  The more attractive the pitch the better the chances, but by some miracle I got a call back to audition for the show.

Then cam February, luckily the auditions were in Downtown Toronto, a quick drive for me (some people had to fly in and book hotels if they lived further away.  After taking a number, I walked to one of the producer desks (there were about 4 next to each other in a big hall of the CBC building, and made my 2-minute pitch.  I had a PowerPoint and a whole script, but the interviewer (the main producer) stopped me and asked me all sorts of questions.  It wasn’t nerve-racking, and the interviewer and her assistant had plenty of good questions for me.  Even if I didn’t answer them well it was ok – it was more to mentally prepare me for the actual show.  Left the studio and interview not sure how I did or what to expect from there really, but grateful for the audition experience – I mean that doesn’t happen often for me.

Didn’t think I would get a call back because I saw some of the other products being promoted and they were all more vibrant, and the presentations and hosts were a million times more charismatic.  However, I did get a call and for some reason, my idea was still enough to take me through – this boosted my confidence 10-fold.

After a couple of months, I was assigned one of the producer team staff to help me prepare for the actual show.  After some back and forth (and a lot of waiting and last-minute requests I put together a tight script, a small video to be shown on the app, and was ready to go for the show taping.  The staff was super helpful and answered as many of my questions as she could.  She also said some words of encouragement at the taping.

At this point it was May and I had some time in small cubicles to keep practicing until my time to go was ready – it was a mirror and a curtain with some temporary walls and my app name taped in front.  I kept practicing but every now and then would peak out and get a little more discouraged looking at all the innovative products out there.  I thought I would get laughed at – but clearly, if the producer got me this far she had some belief in me – or wanted good television by me crashing.

As I went out a couple of the staff people were super supportive, one of them actually told me how she thought my app idea was great and she would use it.  I mean really!  So after going out once for the taping into the panel, I couldn’t talk.  I had to go back and do it again (it was all about the editing and taping).  After my queue went up and di my presentation – I think it went well.  As tends to happen everything was a blur so I didn’t remember much but then came the questions. 

The panel was as lovely in real life as TV and even nicer I thought.  The hardest critic was Wesley but all respectful and actually listened to the idea.  Most had great feedback on how they would use the app and more surprisingly praise for my calmness and general demeanor.  Arlene also complimented me as a reasonable developer who was a risk taker but a calculated one.  I mean if that is not signing praises I don’t know what is.  Most said they would be customers but not necessarily investors.  The one I did want to give me an offer ultimately gave me one to my big surprise. Michelle did the unthinkable for me and showed really belief in the app, although her offer asked for more equity than I wanted – I had a high evaluation according to all, I agreed and did the handshake.  I was completely surprised and for me, that was a huge boost.

Come September-December the shows did not feature my pitch, even though I got an investment.  I must admit my pitch was dry and my speech was not especially charismatic.  Some made it on the show and didn’t even get offers, so ending up on the show is all about good TV – not necessarily about the product or the offers.

By October I had a couple of meetings with Michelle and her team. Although eventually, the deal did not pan out – the overall experience was incredible.  Plus I got some nice swag from the show and a certificate.  If you are thinking about trying, I definitely recommend it – the people are super friendly and the promotional potential would be great (assuming your show airs).