In the British TV programme Dragon's Den, an entrepreneur presenting a business proposal is usually called a pitcher.
The word reflects the central action of the programme: the entrepreneur pitches a business, product or investment opportunity to the Dragons. A typical pitch combines a description of the company with a request for a specific amount of money in exchange for an ownership stake. The Dragons then question the pitcher about sales, costs, valuation, manufacturing and plans for growth.
“Contestant” is understandable but less precise, because the programme is structured around investment negotiations rather than a conventional competition. “Founder” is also not always exact: some pitchers represent companies they co-founded, while others present businesses started by someone else or operate as licensees.
The UK programme belongs to the international Dragons' Den franchise, whose format originated in Japan. Its distinctive vocabulary has become familiar through repeated negotiations, counteroffers and declarations that a Dragon is or is not interested.