In the UK television series Dragon's Den, the ownership percentage offered to an investor is called equity.
Equity represents a share of ownership in a company. When an entrepreneur offers a dragon 20% equity, the proposed deal would give that investor a 20% ownership stake, usually in exchange for a specified amount of money.
The percentage is central to negotiations in the Den because it affects both control and the value assigned to the business. A founder may request investment while offering a relatively small stake, whereas a dragon may argue that the risk justifies a larger share.
Equity is not the same as revenue, turnover or margin. Revenue and turnover describe money generated by sales, while margin describes the difference between selling price and cost. Equity concerns ownership. Deals shown on television can also change after filming, and some do not ultimately complete.