Having meticulously prepared and rehearsed my pitch for the Den while on holiday, I was ready to face the Dragons. As my product was already successful, I wasn’t quite as nervous as some of the other entrepreneurs who were relying on investment to sustain their businesses. Still, though I felt I was going to present my case with a distinctive approach, I couldn’t help but feel slightly apprehensive as I walked up the stairs.
I’ve worked hard all my life, beginning as an electrician in St Paul’s Cathedral after I left school. I decided to go to technical college before going on to work in computers, first as trainee operator, then as a programmer, a systems analyst and finally in sales. I actually sold a substantial computer on my first day, without any help from my manager or any discount, which was unheard of. That year I was the top salesman for the UK. In the meantime, after being a director of several exhibition electrical companies, my father decided to start his own business with my mother. Within a year I had joined them, working hands on as well as helping to develop and grow the business. It was when a new health and safety rule came into force in the exhibition industry that I hit on an idea. The new protocols changed the way in which electrical connections are protected and insulated so I designed and produced the Chocbox, a bespoke connector cover.
The Chocbox was granted a patent and we serviced the exhibition industry with it. Soon it became apparent that this product was ripe for the general electrical contracting market and so we started to distribute it to electrical wholesalers and distributors. The Chocbox grew into a very successful product, but I knew that with investment and expert advice I could really take my company to the next level.
Once in the Den my pitch seemed to go well, but I wasn’t expecting the thorough grilling that the Dragons gave me. It took over an hour, but I left with a deal. Along with Duncan Bannatyne, James saw the potential for success in what I was saying and made me an offer. Despite the equity terms not being quite what I was after, I was delighted to get the experience of two Dragons into the bargain. James asked the right questions in that calm, measured way of his until he was completely satisfied with my proposal and – more importantly, I think - convinced that I personally had the drive and character to make his investment pay off. I know I can learn a lot from such a seasoned businessman as James, and I’m looking forward to proving him right to back me.
I always knew I had a good idea and believed the product was something which could be stocked in every major electrical outlet. What I lacked were the skills to take it to the next level. So to me, the Dragons’ investment really is about so much more than just the money. James’ expertise in building businesses was exactly what I needed to make my dreams for Chocbox a reality.
Watch Peter pitch for investment in the Den here!
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Having meticulously prepared and rehearsed my pitch for the Den while on holiday, I was ready to face the Dragons. As my product was already successful, I wasn’t quite as nervous as some of the other entrepreneurs who were relying on investment to sustain their businesses. Still, though I felt I was going to present my case with a distinctive approach, I couldn’t help but feel slightly apprehensive as I walked up the stairs. 
