Levi Roots offered 20% equity for investment when he pitched Reggae Reggae Sauce on Dragon's Den.
An equity offer states how much ownership an entrepreneur is willing to exchange for capital. In Roots's pitch, the proposed investment was tied to a 20% share of the business, making the offer a central part of the negotiation rather than merely a request for money.
The pitch became notable because the sauce had a clear identity and strong presentation, while the television exposure helped audiences remember both the product and its creator. Business success after a television appearance can involve retail distribution, branding and operational growth as well as the original investment.
A common mistake is to confuse the percentage offered with the amount eventually owned after later investment or business changes. The answer refers specifically to the equity percentage stated in the Dragon's Den pitch.