In the UK television series Dragon's Den, a founder's requested percentage usually represents company equity.
When an entrepreneur says they want a particular amount for a particular percentage, they are proposing an ownership exchange. The percentage is used with the requested investment to imply a valuation for the whole business. Investors examine whether that implied valuation is supported by sales, assets, intellectual property and future prospects.
For instance, asking for £50,000 for 10% implies a £500,000 valuation before considering the detailed terms. The show often turns this arithmetic into a negotiation, because a Dragon may believe the company is worth less or that the risk deserves a larger share.
Equity is not the same as revenue, profit or manufacturing cost. Those figures help assess a company, but the percentage offered describes ownership rather than operating performance.