Justin Potter and “Safefill”
Born Global competitor Justin Potter used a Pilot Cottage template to help secure his pitch to the BBC Dragons’ Den.
Justin's pitch was screened by the BBC on 14th August and whilst the Dragons liked the presentation, they did not invest in the product. Instead, they advised him to approach a large retail chain or catalogue company for an order and then try again for funding.
Asked to describe his Dragons' Den experience, Justin said:
“Getting onto the programme takes several months and involves jumping through several hoops, but the end result is that you are (or should be) incredibly well prepared.
The first thing to do is prepare a 200 word executive summary about your business idea. It sounds simple but is actually incredibly difficult. I was helped enormously in this by using the template provided by Michael Howes of Pilot Cottage for the Born Global Competition. That forced me to really think about and condense what it was that I was offering.
Having emailed my summary to the BBC, I was very surprised to have a response within 24 hours asking me for further information. Timing is everything and I had hit the BBC’s production Schedule at just the right time.
Having supplied further information there followed over the next three weeks a number of telephone calls from an Assistant Producer before being asked to audition at BBC Centre in London. The audition was in a dingy little office in the cellar where I was told to eye-ball and talk to the camera and, in three minutes, tell the camera how much I wanted in return for equity and demonstrate the product.
You are never told that you are definitely going on to the Programme. You are simply told that you are still in the running. You have to get used to the uncertainty. Also, you have to get used to endless demands for paperwork. You must have a well-constructed Business Plan; your financial planning needs to be comprehensive, plausible and easy to remember. You need a registered Limited Company and so on. The BBC programmers take no chances. You will sign endless disclaimers!
Out of the blue I received a telephone call – could I be at the Studios by 4.00pm that afternoon? If not, there are no guarantees that you will be asked again! On arrival you are escorted everywhere, you mustn’t see or be seen by the “Dragons”. If you think the attention paid to a “Royal” is OTT you should see what happens with the Dragons!
It may not be intentional but from the moment you arrive, you are made to feel off-balance, and all the time you are told that you may not necessarily be on the programme. You get made up, wired up and suddenly you are told to stand at the bottom of the stairs. And then you take the first step.
You may not get the money, but you have got onto the stage where many others would love to be but haven’t made it. This is your moment, so don’t let it slip by”.
Editors note: Justin would love to hear from you, especially if you can introduce a "buyer" for one of the large retail chains or catalogue companies. Here are his contact details:
Justin Potter – olvp.potter@gmail.com – Mob: 0747 600548”