Product• Dragons' Den is a Canadian television reality

show, based on the internationally franchised Dragons' Den format, in which aspiring entrepreneurs pitch business ideas to a panel of venture capitalists in the hopes of securing business financing.

• 23 countries – Other names Shark Tank, The Den, D-Day, Jaws of a Lion, Money Tigers

Brand Identity

• Logo: Flames, Two stylized “Ds” with dragon tales

• Black Background, Flame-coloured lettering• Image: Tough, Danger, Risky, You might get

burned…• Stars on the show are called Dragons as

they can be very tough on poor contestants

Entertainment

Drama

Family

Fun

Learning

Human Needs MetSelf Actualization Fun, Learning, Entertain

mentEsteem - Learning

Belonging – Shared Experience

Product Life Cycle

Dragons Den – will strong ratings continue???

Ratings

Premiere 200,000

Peaks at 2 millionSeason 2 500,000

Season 3 1million

Ancillary Products

Show

Store

Books

Website - extras

Speaking Engagements

Spin-off Shows – The Big Decision, Lang O’Leary

Board Game

Features > Benefits

Feature• On-line business glossary

• Interactive Website, can vote on pitches, can buy products

• Host explanations during show, business-saavy dragons

• Unscripted, lots of rejections

Benefit→ Learn more about business,

get more out of show→ Feel part of the show,

belonging

→ Deeper understanding of pitch, excitement, learning

→ Drama, unpredictability, emotions - entertaining

Target Market

• Canadian Adults• Families – children (8 to 88)• 18-24 year olds• Entrepreneurs• Inventors• Business People• Business Students

PricingCosts• Dragons’ salaries• Production staff• Airing Show• Website• Auditions

Revenue• Advertising – tv,

online• The larger the

audience the more they can charge per ad (demand)

Pricing Strategies – Competitive with other networks, depends on ratings

Distribution

• CBC network – 7th season• 1 hour• Wednesdays Prime Time 8 pm• 4 pm weekdays (reruns)• All episodes available on line• Taped in February - Aired Fall-Winter• Reruns – Spring and Summer• 8 Episodes Season 1 • 20+ Episodes since Season 4

Promotion

• Advertising– TV teaser ads during show, on other CBC programs– CBC Radio ads– Website, Blog

• Cross-Promotions – “as seen on Dragons Den”• Publicity – YouTube, Newspapers, Magazines– Each week, the Financial Post revisits CBC’s

previous week’s episode of Dragons’ Den. • Word of Mouth

“Toronto beverage startup set to enter the Dragon's Den”

“Dragon’s Den co-star says we shouldn’t fear risk, but manage it”W. BRETT WILSONSpecial to The Globe and Mail

"Inventor Shoots Himself on Dragon's Den!" (Canadian Invention Allows Anyone To Take Their Own Photo!)

“Sidney Crosby could have used one of these, but Dragons not buying”

Print Publicity

“Jet Pet Resort appears on Dragon's Den”Richmond Review-2012-11-14

Results

• End of Season One – cheque- ripping episode ratings doubled to 400, 000

• www.youtube.com/watch?v=WDR_WEl4wMg• Reach: 1 in 3 Canadian Households• Top rated Canadian TV show• 1.2 – 2 million viewers

I’m Out!!!