What type of deal do entrepreneurs usually seek from investors on Britain's Dragons' Den?

Entrepreneurs on Britain's Dragons' Den usually seek equity investment from the dragons.

In an equity deal, an entrepreneur receives capital in exchange for giving the investor an ownership percentage of the business. The pitch therefore normally includes both a requested amount of money and the percentage of equity offered.

The dragons assess more than the product itself. They consider sales, profit, valuation, intellectual property, competition and the entrepreneur's ability to grow the company. A dragon may offer different terms from those requested, and several dragons may join together in a combined offer.

Not every appearance ends with an investment. A verbal agreement made in the studio can also be subject to due diligence and legal checks after filming. This is why “getting a deal” on screen does not always mean that the final transaction completed. The defining feature of the format is the proposed exchange of business ownership for investment.