In Dragon's Den, the ownership percentage offered to an investor is called equity.
Equity represents a share of ownership in a company. During a pitch, an entrepreneur normally states how much money is wanted and what percentage of the business is being offered in return. A Dragon may then accept, reject or negotiate the proposed valuation and ownership share.
For example, offering £50,000 for 10% equity implies a pre-money valuation of £450,000 if the investment is treated as new capital entering the company. Actual agreements can involve more complicated terms, including staged funding, royalties or conditions.
Equity is not the same as revenue or turnover. Revenue is money earned from sales, while turnover is commonly used in the UK for sales income. A royalty is a payment linked to sales or use, rather than ownership itself.