What is the main type of deal entrepreneurs seek when pitching on Dragon's Den?

On Dragon's Den, entrepreneurs generally seek investment in exchange for equity in their business.

A typical pitch states how much money the entrepreneur wants and what percentage of the company they are prepared to offer. The Dragons then assess the valuation, business model, market opportunity and the founder's ability to deliver growth.

Equity means ownership. If a Dragon invests, that investor receives a stake in the company rather than simply lending money at an agreed interest rate. The precise deal may change during negotiation, and some pitches end without an offer or with an offer that the entrepreneur declines.

The show is therefore not primarily a conventional loan programme. Its dramatic negotiations centre on ownership, valuation and the strategic contribution an investor might provide alongside cash.