What do entrepreneurs usually pitch for on the British television show Dragon's Den?

Entrepreneurs on the British television show Dragon's Den usually pitch for investment in exchange for equity.

A pitch normally explains the product or service, sales performance, costs, market opportunity and the amount of money requested. The entrepreneur also states how much of the company they are prepared to give up. That information lets the Dragons judge both the business opportunity and the valuation implied by the request.

The programme's structure can make the process look like a straightforward funding application, but it is a negotiation between private investors and business owners. The Dragons are seeking a commercial return, not simply rewarding an interesting idea. They may ask questions about margins, intellectual property, distribution and customer demand.

The phrase is sometimes confused with “investment for a loan.” A loan normally leaves ownership with the founder, while equity investment gives the investor a stake. Dragon's Den is built primarily around the latter arrangement.