In Dragon's Den, the ownership percentage an entrepreneur offers an investor is called equity.
Equity represents a share of ownership in a company. During a pitch, an entrepreneur normally requests a specific amount of money in return for a stated percentage of the business. If a Dragon accepts and the deal is completed, the investment gives that Dragon an ownership interest rather than simply a guaranteed repayment.
Equity is different from revenue, which is the money a business receives from sales. Turnover is commonly used in the UK for revenue, while margin describes the difference between income and costs or the proportion left after certain expenses. These terms can all appear during a pitch, but they do not mean ownership.
A televised agreement is also not always a completed deal. Due diligence and legal negotiations take place after filming, so some deals announced in the Den do not ultimately proceed on the original terms.