On the British TV show Dragons' Den, Levi Roots originally offered 20% of his company for £50,000.
Roots presented Reggae Reggae Sauce during his 2007 appearance and asked the dragons for £50,000 in exchange for a fifth of the business. The pitch attracted Peter Jones and Richard Farleigh, who jointly agreed to invest on the programme.
Equity percentage is central to the format because it determines how much ownership an entrepreneur gives away for funding and expertise. The televised offer is often remembered alongside the later success of the sauce brand, which makes it easy to misremember the original valuation or ownership split.
The deal shown on television is also distinct from any later commercial arrangements. Businesses can change ownership, investment structure and valuation after filming, but the pitch figure asked for by Roots was £50,000 for 20%.