An entrepreneur requesting the whole company on Dragons' Den offers 100% of the business.
The programme's negotiations are based on equity: the entrepreneur asks for a stated amount of money in exchange for a stated percentage ownership. A request for 100% therefore means the proposed investment would exchange money for the entire equity stake, leaving no ownership percentage with the founder under that proposal.
In practice, entrepreneurs usually ask for a minority percentage, allowing them to retain control or a substantial continuing interest. Dragons may challenge the valuation, ask for more equity, or make a joint offer with another investor. The final agreement shown on television can also be subject to due diligence after filming.
The wording matters because percentage ownership and cash value are different parts of the pitch. “100%” describes the proportion of the company, not the amount of money requested. It is also not a claim about how many Dragons can invest.