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What the on-screen deal is actually worth, where the advertised money really went, and the one case where going still makes sense

reading time: 3 minutes397 words

Founders keep messaging me about my Dragon's Den Greece experience — some of them because the production reached out to them and they want feedback before saying yes.

So this is my feedback and advice: don't.

My story, short version #

I went in season 1, deliberately asked for a small amount — pocket change really, around 20k — because I didn't care that much about the investment (we were raising far more than that anyway). What I wanted was the exposure and a "success story" to build on. Got the on-screen deal, shook the hand, cameras loved it.

The money never came. And before you think that's just me being unlucky: from what I know talking to founders across the seasons, almost nobody's did. The show advertised over €1,000,000 in season 1 investments — the on-screen deals that actually received money didn't collect more than €150,000 in total. In some cases the due diligence the contract itself required simply never happened. It isn't startup-y at all; neither the production nor the "investors" have a passing familiarity with the ecosystem.

What you actually get #

What you do get is real, but let's be honest about what it is:

  • Exposure — people see you, and see you again in reruns. That part works.
  • Content — a broadcast-quality pitch video of you and your product.
  • A stress test — 30 minutes of questions will find every weak spot in your deck.

Is that worth it? For most startups, no. The only exception I'd accept: you're super early, idea-to-MVP stage, you're absolutely positive you'll get the on-screen deal, and you're going purely for the visibility — treating any actual money as a pleasant surprise, like finding 5€ in an old jacket.

If you go anyway #

One tip: production will tell you to ask for a small amount so a deal happens on screen — they want the success story more than you do. And whatever happens under the lights, keep running your real funding round like the TV money doesn't exist. Because it doesn't.

Funny ending though: a bunch of us who never got the money formed a little group of founders comparing notes and helping each other out. That network turned out to be worth more than the investment we didn't receive. Make of that what you will.

Questions? Hit me. I have receipts.

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