In Dragons' Den, entrepreneurs usually offer investors equity in exchange for their money.
Equity means an ownership share in the business. A founder normally states how much investment is wanted and what percentage of the company is being offered. The Dragons then decide whether the implied valuation and commercial opportunity justify making an offer.
Equity is different from a conventional loan. A lender expects repayment, usually with interest, while an equity investor takes a stake and shares in the potential future value of the company. An offer on television may also include conditions or be changed during negotiation.
Not every pitch ends with an investment, and an on-screen agreement may still require later due diligence. The central exchange, however, is the familiar Dragons' Den bargain: capital in return for ownership.