In Dragon's Den, the people who pitch their businesses to investors are called entrepreneurs.
Each entrepreneur presents a business idea, product or existing company to a panel of investors. The pitch usually includes a requested amount of money and a proposed percentage of the business. The dragons then ask questions about sales, costs, ownership, intellectual property and future growth before deciding whether to make an offer.
The term is broader than “inventor.” Some entrepreneurs appear with an original invention, while others operate food brands, retail companies, services or technology businesses. The key feature is that they are presenting a commercial venture and seeking investment or expertise.
The word is also distinct from “dragon.” A dragon is one of the programme's investors, whereas the entrepreneur is the person seeking backing. Television deals may still require further negotiation and due diligence after filming, so an on-screen offer is not necessarily the final completed investment.