Dragons’ Den’s Sara Davies reveals behind-the-scenes secrets – and the one area where most entrepreneurs mess up
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WITH a crafting company that turns over more than £35 million a year, it's fair to say Dragons' Den star Sara Davies knows a lot when it comes to business.
The Hartlepool-born entrepreneur, 38, became the show's youngest ever Dragon at 35 when she replaced Jenny Campbell in the 17th series, which aired in August 2019.
But while many of us have tuned in to watch budding entrepreneurs try to convince Sara and the other judges - M, Steven Bartlett, Peter Jones and Touker Suleyman - to invest in their product, not all is at it seems on camera.
In her new book, which was released on 28th April, Sara shares behind-the-scene secrets from the hit BBC show - and reveals what it really takes to convince her to invest in a business proposition...
THE DRAGONS REALLY DON'T SEE ANYTHING BEFOREHAND
Sara notes how many people refuse to believe that the Dragons don't see anything from the entrepreneurs beforehand.
The savvy businesswoman, who set up crafting company Crafter's Companion from her university bedroom, writes: "What I hadn't anticipated about the filming day was how little the Dragons are told ahead of time."
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She goes on to explain that there are two separate entrances in the studio - one for the Dragons and another for the entrepreneurs.
According to Sara, keeping them in separate parts of the building means there's no chance they can accidentally bump into each other while they're in make-up.
"Once we're ready, we go and sit in the chairs, and there are huge black screens in front of us," she pens.
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"The team do our hair and makeup touch-ups and check the sound, then the director gets a note from the floor manager and calls out, 'Entrepreneur in the lift!'"
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She adds that it's only at this point, that the screens are lifted and the Dragons are able to see the product that's being pitched for the very first time.
REACTIONS ARE REAL
Sara, who was awarded an MBE in 2016, insists that all of the reactions caught on camera are real.
She writes: "We're not actors - we would all be terrible actors!"
"Even when we have to pick up some extra lines at the end, if one or two of us might have spoken over each other, we are all terrible at it, so completely stilted and useless at faking a repeat of our genuine reactions."
She goes on to say that being asked to repeat her lines is the "biggest nightmare of the day" - adding that none of the Dragons are good at "pretending."
WHAT ARE THE DRAGONS LOOKING FOR?
All entrepreneurs pitching their business idea to the Dragons hope to walk out of the lift and hear those famous two words from the investors: "I'm in!"
But what does it really take to convince Sara to agree a deal?
Sara - who shares children Oliver, six, and Charlie, three, with husband and business partner Simon - notes how she looks for far more than just an investment.
In her book, she writes: "It has to be an investment that can enrich my life in other ways - something that is interesting as well as profitable, or something that does social good as well as breaking even."
And while many would assume the Dragons are only concerned with one question - "how much money could make me?" - it turns out, that's not the case.
For Sara, there's another question which is just as vital - and that's whether she can really see herself working with the person.
"Sure, you might be able to make me millions but I can do that myself," she writes.
"What I can't do is find interesting people with stimulating ideas - I need you for that."
Sara adds that it's essential that she chooses an entrepreneur who she believes can learn from her and enjoys it in the process.
THE ONE AREA ENTREPRENEURS MESS UP
Sara points out that there's one area she's super strict on - and it's the place where most entrepreneurs mess up - and that's the patents.
She describes it as "the worst feeling in the world" when an entrepreneur comes in with a great idea, only for it to become apparent they haven't got a patent.
Sara adds that while many believe they can simply just apply for one, it's not as easy as that - especially after the idea has already been revealed to production staff and the Dragons.
'AWFUL' MOMENTS ON THE SHOW
Sara says the the most "awful" moments on the show are when she knows that she's going to be shattering people's dreams.
She explains that while the concept may be good, the person might not necessarily be the right fit for them - adding that "you still can't take it on because you're feeling too 'kind' to say no to someone".
WORKING WITH DEBORAH MEADEN
In her book, Sara also tells how she enjoys using her TV profile to be a role model to "any young girls who might not see elsewhere that, in business, being ordinary can be enough."
But, she notes, Deborah Meaden has a very different approach.
Sara recalls how during her very first pitch in the Den, the Dragons were all asked by a street-food stand to queue up for some food, before sitting back down and eating it while the pitch got underway.
But when Touker got up before her, Sara says she joked: 'Oh, come on. ladies first...ladies first.'
However, the comment didn't go down well with Deborah, who "barked" at her: "We're not 'ladies and gentleman.' We're all just Dragons."
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"And we're all the same."
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Sara - who praises Deborah for being "incredibly kind" and supporting her with advice and texts during her time in the Den and on Strictly Come Dancing - says she was keen to make her mark.
She adds the reason is because she's likely spent years "fighting to get the same level of respect."
