James and his fellow fire-breathing counterparts have been pitched a huge variety of opportunities, some more investable than others.

James was delighted to take his seat on Dragons’ Den in 2007. Throughout his time on the show, he met some incredibly talented and passionate entrepreneurs.

James believes that, Dragons’ Den has been a great catalyst for business prosperity.

“It helps to stimulate people with great ideas ” he says. “It also highlights that, with the right passion and a clear execution strategy, you can be successful, regardless of age, colour or creed.”

1. For impressing in an interview/pitch

   • Dress appropriately – simple but true
   • Be concise and focused
   • Make sure the pitch is of mutual benefit and that you can clearly describe that
   • Know your numbers

2. For running your own business

   • In one phrase – the devil is in the detail

3. For surviving the recession

   • With change comes opportunity – seize it when you see it

4. For getting your product to market

   • Get it OUT THERE – be seen to be sold
   • Don’t take no for an answer
   • Communicate face to face and over the phone – don’t hide behind a computer

5. For winning investment

   • Know your numbers
   • Know your market
   • Know your product
   • Know your competition

6. For making millions

   • Unfortunately there is no secret recipe – great businesses are 5% concept, 95% execution
     - so believe me, there is no substitute for hard work, I’m sorry to say