The investment negotiation area where entrepreneurs pitch to investors on Dragon's Den is called the den.
The title gives the programme its central image: business founders enter a specially designed room and face a panel of wealthy investors known as dragons. They explain their product or company, state the investment they want and offer a percentage of their business in return.
The dragons then question the entrepreneurs about sales, costs, forecasts, ownership and valuation. A pitch may end with one offer, several competing offers, a negotiated deal or no investment at all. A television agreement also does not automatically guarantee that a deal will complete after filming.
The wording is specific to the programme's branding. Other versions use different names, including the “Shark Tank” terminology of the American adaptation, but the British show calls its setting the den.