Dragons' Den uses the term equity for an entrepreneur's ownership share in a company.
In a pitch, an entrepreneur commonly asks for a specific amount of money in exchange for a percentage of equity. Equity represents ownership in the business, so an investor receiving 20% equity would own a fifth of the company, subject to the legal structure and terms of the deal.
The term is often confused with revenue or turnover. Revenue is money earned from sales, while equity describes ownership. A dividend is a distribution that may be paid to shareholders; it is not the ownership percentage itself. These distinctions matter when dragons assess a company's valuation.
Television negotiations simplify complex legal and financial arrangements for viewers. A deal announced on screen may still require due diligence, contracts and completion after filming. Nevertheless, equity is the standard concise term used to describe the ownership stake offered in the show's investment discussions.