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00:02tonight on a special 20th anniversary celebration our most successful past
00:09pictures return to the den big show amazing I think we're officially right
00:14I think so but this time as guest dragons for two exclusive episodes our
00:21name in lights this is like the full circle moment sets in Tara Bosch was
00:29only 22 when she entered the den and within three years she sold smart suites
00:34for 360 million dollars this is actually a crazy view right here if you think
00:39about it Marc Lafleur closed a dragon deal for his locally sourced farm-to-door
00:43subscription boxes and went on to sell the company for nearly 17 million dollars
00:48my makeup might get messed up right now Barb Stegman was the first Atlantic
00:53Canadian to land a dragon deal for her social enterprise the seven virtues and
00:58now her cents are sold globally wow this is great so comfortable Jay Klein took
01:05the pure company from door-to-door sales to the fastest growing gum business in
01:10North America these look real enough for me I'm not happy with this okay I guess
01:14we're doing this and Joanna Griffiths pitched leak-proof underwear and went on
01:20to build NYX into a billion dollar brand now they're ready to invest their money in
01:26the next generation a full circle moment 20 years in the making
01:37first to face the full circle dragons there we go bro you go wow don't even look no it's sick
01:44it's hard
01:45not to be like beaming when the first one comes out we're gonna smash this brothers from Toronto
01:51hoping to land the expertise and dough to make their business rise hello dragons my name's Eden and my
01:58name is Don and we are from Toronto Ontario we're the two brothers that started dream crust pizza we're here
02:04today asking for 225 thousand dollars for 15 percent of our business our family's been in the pizza
02:12business for over 30 years but we've always dreamt about a pizza that we could actually feel good about
02:17so three years ago we took our shot at disrupting a billion dollar market by creating the world's
02:23first healthy frozen pizza with 68 grams of protein and 20 grams of net carbs this pie was the first
02:31of
02:31its kind dragons we're here building the future of pizza our only question can we interest you in a
02:37slice of the pie protein is my love language right now dream crust frozen pizza come in four flavors their
02:46top sellers are
02:47mozzarella dreams and a plant-based pepperoni paradise that is really good this is delicious
02:53this is unbelievable I'm gonna eat this delicious pizza this is a high-protein low-carb pizza that
03:01you really can't tell tastes any different than a normal pizza I make pizza with my kids every single
03:06weekend and so to be able to sneak in protein is a big deal currently they sell online only direct
03:14to
03:14customers prices range but a six pizza bundle sells for around $100 I want to hear this story because
03:23to get pizza this crunchy that you can make at home where does this pizza come from the whole
03:27pizza business that we grew up surrounded by was a retail kosher pizza business actually
03:33eventually got into the family business really tried to help my family and my father mainly
03:38transition from fresh to frozen gotta tell you I I did a ton of research when I graduated from school
03:45eventually figured out that there's a way to create a frozen pizza without preserving it I keep kosher
03:50and it's hard to find good kosher pizza yeah it's also just hard to find good pizza but this checks
03:56both of those boxes it's made from a unique magical blend of ingredients designed to mimic what pizza
04:01would look like smell like feel like and taste like so we worked with food nutrition scientists to
04:05develop this crust literally hundreds of formulas and we use very high quality fiber starches to make
04:11sure that you can actually digest it much easier fiber is my wheelhouse and with so many products in CPG
04:17yes
04:17like smart sweets and yours fiber is the key right it's the solution to addressing the carbs yes the
04:24biggest battle that we faced was finding that sweet spot of tolerability so what is the fiber content of
04:31this so in every pizza there's 88 grams of fiber wow this is anecdotally can you eat the whole pizza
04:39and
04:39you're comfortable yes Tara I can also happily taste test the whole pizza I don't know if you want to
04:45have the
04:45runs on this pitch so so edit I've got a question about the bigger pie which is the numbers so
04:51let's
04:52understand your numbers our one year anniversary is coming up so far um by that point we will have
04:58done just around the four hundred and thirty thousand dollar mark okay that's a good first year
05:03revenue coming from all of it is within the GTA so we have not even scratched the surface yet of
05:08the rest
05:09of the country and 93 percent is coming from direct to consumer the rest so it's e-commerce e-commerce
05:16yes
05:16and what was your acquisition cost yeah our acquisition costs right now historically have
05:21got have been anywhere between 30 to 75 dollars ups and downs all the time what's the most you've spent
05:26on a month in in marketing I've sold over a billion dollars online yeah I've done a lot look right
05:32now
05:32I would say that that's one of the things that are holding us back from continuing to push for
05:36uh I think 25,000 was in 25,000 in March if only there was someone here who shipped frozen
05:44food on
05:45a subscription my goodness I'll tell you guys about the magic ingredient in this business yeah and
05:51it's shipping yeah this is what's gonna make or break your entire company this one's expensive there's
05:55a big jump in the type of business you're running when you were doing a GTA based customer base
06:00compared to trying to go across Canada so what is your shipping cost so we're paying between 13 to
06:0517 dollars and that's including with the dry ice and everything no that's just the shipping cost
06:10right yeah not the danger is good charge yes and the dry ice is the most expensive piece to it
06:14100
06:14percent you know the reason I'm not hung up on the shipping is because you're gonna lower your shipping
06:19costs over time by being more efficient and filling in density yeah at the pure company we were not
06:24efficient when we started we shipped one case of gum across the country if a customer wants your product
06:29you want to get it to them if I go to a grocery store today I can't find this product
06:33there's a huge
06:34freezer section of pizza this 100 percent belongs in that category well let's ask that question
06:40though what is your guys a strategy are you wanting to scale via e-com or are you wanting to
06:45move into
06:46retail uh we we want to do both my gut says we're starting the world's first healthy frozen pizza club
06:54whether you're buying it at a retail location whether you're doing a subscription that's dropping
06:59at your door we just have a better way to pizza I can tell you that just last week alone
07:05um I was
07:07this close to making a private label deal with another local grocery store chain a private label
07:14deal private label but then you're competing against yourself but why not sell more pizzas because
07:20you're competing against yourself do you want to build a brand
07:35why not sell more pizzas because you're competing against yourself do you want to build a brand I got
07:40offers for so many private label deals and it was really hard to say no to short-term cash but
07:45I'm so
07:45glad that I did in the long run because we got to be the category creators and the category leaders
07:50I think
07:51that's what you want what Jay said I believe to be true is you guys have to navigate where the
07:58consumer
07:58is and the reality is most consumers when they want pizza they're not thinking about buying it from
08:04e-commerce so I think for that reason I'm out Eden you know what I'm not from the pizza business
08:10but I am
08:11your customer I see a vinyl in one of the freezer windows going no you're not dreaming and I would
08:17just
08:17want to open it and find out what's happening I can see so many marketing opportunities
08:21yeah look I'm not in the food business so I can't bring anything to the table like some of my
08:26other dragons here I'm really really impressed by you thank you thank you for that reason I'm out
08:34we've been able to move fast but um we got to go faster and honestly that's why I'm here there's
08:40just so much
08:41knowledge and experience here Eden and Don yes I've got to tell you like it's it's the entrepreneur
08:47you know your passion your product the brand they really stand out thank you Joanna and I have been
08:55talking quietly Mark has been giving me the telepathy the telepathy but I I'm a little unsettled with the valuation
09:05I will just say this about the valuation this is all within the GTA 90% with d2c we've just
09:12barely
09:12scratched the tip of the iceberg so here's here's here's my offer you have the three of us at 30
09:18% for
09:19$225,000 the valuation that you guys are proposing here is almost cutting the existing valuation you know
09:30close to half would you guys be open to increase the amount of money that you're putting into the table
09:36I think one of the best things that you guys will get with three of us is that you have
09:40access to capital later on
09:41we'd love to make a counter 30% for $375,000 $125 a pop bringing down that valuation to the
09:49$1.25
09:51look at what's in front of you frozen food delivery successful exit one of the most successful food brands
09:58created in the health food space in this country one of the biggest e-commerce brands category creator
10:04this is an all-star lineup I just wouldn't want to devalue the brand as is from where it is
10:14at this moment
10:15so we're gonna stick at the $375,000 for the $30,000 I think we're out at this point
10:21I mean we've already said what we bring to the table you know I know what happened when Michelle
10:25joined our team and it just absolutely opened the door for us
10:31I think that your value combined outweighs whatever value that we think we might be losing
10:36with the valuation we'd love to take the deal with all three of you
10:40all right
10:42nice
10:42very smart
10:44very smart
10:45thank you very much
10:46thank you very much
10:48I'm so happy
10:49I'm excited
10:50that's amazing
10:51help me hit my macro
10:52I know what you guys have done so far as this
10:53congratulations
10:54all right
10:54yeah
10:55pizza
10:57this guy's whispering at me
10:58take the deal take the deal
10:59yeah
11:00you know what they're they're the three dragons combined
11:03amazing
11:05wow
11:05you're not dreaming Jay
11:07nope
11:07not dreaming
11:08we got a piece of the pie
11:11being a part of a 20 year legacy that dragons den has brought to Canada is amazing
11:17it's a great honor and I know that we can continue the legacy and give them the insights and tidbits
11:23on a really really tight level because it feels like I was just there
11:28Jay Klein turned one simple idea into a worldwide sensation
11:32and now he's a full circle dragon
11:35he entered the den in season 9 with one clear mission
11:39kick artificial sweeteners out of gum
11:42I'd love to do that deal
11:43all right
11:44let's do that deal
11:45yes
11:46that passion and that million dollar smile sparked the rise of a global powerhouse
11:52oh my god it's amazing
11:53yeah
11:54unbiased
11:56last year alone Jay sold more than 2 billion pieces of gum across 50 plus countries
12:02making Pure the fastest growing gum brand in North America
12:05Jay's expanding his empire with bold new products and a brand new U.S. distribution center fueling Pure's next big
12:13chapter
12:14I see packages going all across the globe
12:16now this father of four is back in the den ready to chew over some big deals of his own
12:22here I get to sit in the den as a sign to all entrepreneurs that if you work hard and
12:28dream big you can make anything happen
12:43she's back where it all began our next full circle dragon Barb Stegman
12:47with a keen nose for business she brought her idea to the den 15 years ago
12:53it's a beautiful smell
12:55thank you
12:56Barb made it her mission to support war-torn communities by sourcing oils directly from local farmers turning purpose into
13:04perfume
13:05she was the first Atlantic Canadian to land a deal with a dragon proving passion can turn a profit
13:10the seven virtues brand became the first Canadian perfume in Sephora now sold in more than 2,100 stores worldwide
13:21she's a best-selling author inspiring speaker and home shopping icon
13:26these oils are considered some of the best in the world
13:29Barb is set to expand her perfume ateliers to more cities across North America
13:35and now this pitcher turned dragon is back in the den to find her next life-changing opportunity
13:43seven minutes on dragon's dead changed my life save my company and I want to do that for someone else
13:50that's why I'm here
13:54next in the den
13:55I have tried to come on the den for about 10 years now driven through snowstorms
14:02every single time that I went to audition I learned something finally I'm strong enough to be here
14:07this entrepreneur from Nova Scotia's east shore is ready to make waves and take her natural products nationwide
14:15hello dragons my name is Lee McFarlane I'm founder and CEO of the soap company of Nova Scotia
14:22and I'm here from Sherbrooke asking for $400,000 in exchange for 20% of my company
14:29when I was six I started to have skin issues and then by the time I was in my 40s
14:35I started to have a real severe reaction to any synthetic scents
14:40so I set about to try and find the products that I needed to feel safe in my skin and
14:47I couldn't find them
14:48that's when the soap company of Nova Scotia was born
14:51our primary mission which is creating safe and allergy friendly allergy sorry allergen
15:00my apologies
15:01we've all been there
15:03I know every single one of you have been there
15:04right there
15:06don't worry about it take your time
15:07I have focused on my primary mission which is to create products that are safe for people to use
15:14and that are free from allergy reactive ingredients
15:18and I would love to invite you to try some of the products
15:22let's see what we got in
15:24the soap company of Nova Scotia sells a variety of allergen free products for personal home and pet care
15:32wow you have a lot of products
15:34oh I love the smell of this
15:36it's gorgeous
15:36her products are available in both scented and unscented options
15:40with patchouli as the most purchased scent
15:43bars of soap retail for $9.99
15:46while face and body cream are priced at $19.99
15:51you just
15:52oh what did you just do
15:53I just ate the whole Acadian forest
15:56seriously
15:58you're not supposed to eat it
15:59oh my god
16:00are you okay
16:01I know it's gluten free but you're not supposed to eat it
16:03I'm good
16:04I'm good
16:05I think I have essential and then some
16:07mmm
16:08the hat fixer feels rich but not greasy
16:12there is so much in this one tip
16:16and tell us more about your skews
16:19why so many?
16:20how many skews do you have?
16:21298
16:23298
16:24alright
16:25where are you distributing and selling?
16:27we're in 86 Sobeys stores throughout Atlanta Canada
16:30also last April we launched into 26 Lawton stores
16:35tell us about your velocity in Sobeys
16:38and I ask that because they don't give shelf space lightly
16:42so I look at Sobeys as being on average per store
16:46300 wholesale per month
16:48so $300 wholesale per month
16:50on average
16:51as a brand guy with Pure
16:53what we want to make sure is that each spot that we have in the store
16:56the product is turning faster and faster
16:59right
16:59so we have a limited skew assortment
17:02I think Pure has 15 different items
17:04and you're talking about hundreds
17:07but the discipline of an entrepreneur is saying
17:10I've got to make my best skews my big winners
17:14and then go from there
17:16just need your heroes
17:16you're absolutely right
17:18like when I look at going outside of Atlantic Canada
17:20I look at it being a lot tighter
17:23let's get into the numbers right now
17:24what were your numbers last year?
17:26so last year we did just over $501,000 in sales
17:29so last year was the first year that we broke through
17:32after having quite a big disaster in 2021
17:35we burnt down
17:36so it was my home
17:37it was the business
17:38it was like physically burnt down
17:40physically burnt down
17:41yeah but no it's okay
17:42because we wouldn't look like we do right now
17:44I love your attitude
17:45that's a great attitude
17:46I mean what else are you going to do right?
17:48you're sitting there watching it burn
17:49a lot of people would have buckled
17:50you rebuilt
17:50plus it happened in November
17:53so we lost $60,000 in sales
17:56but you picked back up
17:57you got back out there
17:58we made soap within three weeks
18:00you're incredible
18:00so the resilience is such a maritime thing
18:03look at us
18:03Atlantic Canadians
18:04nothing stops us
18:05bring it on
18:06yeah
18:06what do you think you'll do this year?
18:08without your help?
18:09$1 million
18:10with your help $1.5
18:11what do you mean $1 million?
18:12$1 million?
18:13where's the growth coming from?
18:14last year we were over $500
18:16yeah
18:17this year so far
18:18our sales in the online store
18:19are up 57% over the same
18:22what's your total revenue?
18:23that's good growth
18:24total revenue?
18:24$100
18:26oh gee
18:27isn't that terrible?
18:29no I don't remember
18:29just so far
18:30your brain's just gone empty
18:31you guys did $500,000 last year
18:33yeah
18:33and then this year so far
18:35what have you done this year total?
18:37that's where my brain just emptied out
18:39sorry
18:41I just want to know
18:42how are you telling consumers that you're different
18:45than what you're sitting next to on show?
18:47so at home in the Atlantic provinces is with our display
18:51and then we put the soap lady story on the sides in French and English
18:55but you might not get those displays everywhere you go
18:56that's not what we're going to have
18:57exactly
18:57so that's actually part of what I
18:59is a challenge that I need to come up with a solution for
19:03are you willing to go to war to take this from a business
19:07that is starting to really get some strides in Atlantic Canada
19:10and go through the minefield and the battle that it will take to get this across Canada
19:15compared to the hundreds of other companies doing the exact same thing
19:19the exact same thing
19:20I love you said that
19:21because they're not
19:22okay so they're not
19:23so what is the
19:24so what's our differential?
19:25give it to us
19:26with the enthusiasm I want to hear what this is
19:28I have not yet been able to find another company that does what we do
19:33what is it that you do?
19:35what we do is we make products that are nut free, gluten free, no latex allergy reactive ingredients
19:44we have got a single brand that provides you with all of the things that you need
19:52so the next step is to really get out there and take this and the soap lady story
19:58and start explaining about these products
20:01it feels like you're getting emotional
20:02can you tell us why?
20:04I say I started this because I needed unscented products
20:07okay
20:07and the people who need unscented products really need unscented products
20:13I guess it matters
20:14it's such a privilege
20:15it is, it is
20:17it's an honor, a privilege and a mission and a purpose, right?
20:20for me as an investor, it feels a little bit
20:24it's a lot
20:25it's a lot
20:25it's scattered and I think there's a few things for you to work on and figure out
20:28but I wish you the best of luck
20:30thank you so much
20:30and I'm gonna be out
20:31I think that you're gonna struggle to try to find a way to differentiate
20:34when you start going outside of Canada
20:36so I'm gonna be out
20:39you know, I think that the easy part is getting on shelves
20:43that's right
20:43then you're on the shelf and you have to drive that velocity
20:46you have to stay there
20:46and keep the space
20:47I think that coming here today and not knowing your revenue number
20:52and not being able to clearly share why you're different on shelf
20:57it's so important for consumers to be able to see that
21:00I'm rooting for you, but for now, I am out
21:03oh, I did a poor job on that
21:06you have all the makings of tenacity and a founder and the will to win and never quit
21:12thank you
21:13what I'd love to see is for you to focus on a few winning skews
21:17because we could plug you into the pure infrastructure across the country
21:21we can get you in front of all these retailers
21:23but it's a little early
21:24I'm gonna be out for right now
21:26thank you
21:27Lee, I'm gonna jump in on there too, being your neighbour
21:31because we don't have the advantages of Toronto
21:33nope
21:34we don't have that network in New York
21:36so we've gotta work twice as hard as anyone else
21:41focus on your heroes
21:42get some PR, press release out to the community
21:46I'm happy to help you with that
21:47you're gonna knock it out of the park
21:49but today, I'm going to be out
21:53I'm really grateful for your time and your wisdom
21:56thanks Lee
21:57enjoy this experience
21:58thank you
21:59thank you so much
22:02here for this special full circle episode is Toronto's own Joanna Griffiths
22:0711 years ago, she braved the den with a bold new category
22:11an innovative line of leak-proof underwear and wire-free bras
22:15NYX wears high-tech underwear are every woman's new secret weapon
22:20today, the NYX brand is a global powerhouse with more than a billion dollars in sales
22:26I pinch myself almost every day
22:28Joanna made history when she sold 80% of NYX for a staggering 410 million dollars
22:35but this trailblazer isn't done building
22:38I love this colour, it's gorgeous
22:40she still leads NYX as president and continues to innovate
22:43by launching minted, reinventing men's basics
22:46and recently opened a flagship store in Soho, New York
22:50now she's back in the den as a dragon
22:52ready to invest her hard-earned dollars into the next big success story
22:57it feels so great to sit in this seat
22:59showing Canadians and female founders everywhere
23:02what is possible when you believe in yourself and you don't give up
23:18joining us for this special full circle episode
23:21Cornwall Ontario's Mark Lafleur
23:24eight years ago he stepped into the den with True Local
23:27a bold new way to deliver locally sourced frozen meat right to your door
23:31our plans come with no commitment and you can pause or skip anytime
23:34a partnership with Dragon Michelle Romano ultimately led to an almost 17 million dollar dream exit
23:42are you prepared to close?
23:44we are prepared to close
23:46Mark's kept busy racing cars, conquering epic ultra marathons
23:51and writing a best-selling book, inspiring other founders
23:54thank you gentlemen, Mr. Mark Lafleur
23:57what is up everybody?
23:59now he leads DB8
24:01building custom AI solutions to help small businesses grow
24:06from competitor to entrepreneur and now pitcher to dragon
24:10Mark proves his drive, vision and hustle never stop
24:14I was always counted out
24:16and somehow I'm sitting on here today
24:18trying to convince kids like myself to come and pitch
24:32next up a Quebec founder hoping to prove there's money in mindfulness
24:40hello dragons
24:41my name is Mark-Olivier Lafleur
24:43and I'm the founder of Innertoon
24:45the first AI build to reprogram your mind
24:47I'm here today asking for one million dollar
24:50for eight percent equity in my business
24:53okay
24:55ten years ago
24:56my life was falling apart
24:58I had lost my business
25:00lost my girlfriend
25:01and I was working at a door-to-door job which I hated
25:05and one night
25:06decided to record myself saying affirmation on an old recorder
25:10I've listened to those while driving, sleeping, before going to work
25:14and three months later
25:16my life completely changed
25:18that's why we created Innertoon
25:20an app that can help you rewire your mind and feel better
25:24so dragons
25:25who wants to see my app?
25:27yes please
25:28let's go
25:29amazing
25:30I'm still shaking right now
25:31is your name Mark Lafleur?
25:33yep
25:33my name is Mark Lafleur
25:35and you're building an AI
25:36okay
25:37yeah
25:37is this a simulation right now?
25:40let's see what we got
25:41okay
25:41gonna get in the meditative state here
25:44yeah yeah yeah you can just sit
25:46I'm just laying down
25:47I think you're ready for a nap
25:49our AI is trained with over 40,000 affirmation across 700 topics
25:54so whether you have a fear of spider
25:56whether you want to build self-confidence
25:58you can just prompt our AI
26:00and then say exactly what you need
26:03so Tara
26:04what will be something that you would like to improve in your life today?
26:10I work on my self-love everyday
26:12so let's do self-love
26:14so better self-love
26:16and Jay
26:17I do think that pushing yourself harder
26:20challenging yourself to do better things
26:22make yourself harder
26:24and Barb
26:25I want to stop trying to jump into people's lives
26:28control
26:29control
26:30yes it's control
26:31I don't know how this one is going to come up
26:35it smells like a therapy session
26:36I love it
26:37so the AI just delivered a bunch of affirmation
26:41that can help you feel better
26:43in the app users can change which voice reads the affirmations
26:47as well as select the music style
26:49now the only thing we need to do is click play
26:53I consistently push myself to become the best I can become
26:59I push limits and achieve
27:03the app is free to use with basic features
27:06while the premium subscription costs $99 per year
27:10and includes additional voice and music options
27:12you can also record your voice
27:14I recorded a special playlist just for you
27:17I'm sure you'll like it
27:19I am rich
27:21wise
27:21and a dragon
27:23boy
27:23a dragon
27:24yes
27:25and it happened
27:26look we're here
27:27flattery will get you everywhere
27:30sometimes just a little extra push
27:32can change your whole reality
27:34let's do it
27:36thank you
27:37soul feels Phil
27:38I am such a big mindset person
27:41actually in this book
27:43the first thing I wrote down was
27:45you got this
27:46aww
27:47but I've never heard affirmations combined with music before
27:51is there a benefit to the two?
27:53of course
27:54when there's a melody
27:55it's a different part of your brain
27:58but I do gotta cut to the chase on one thing
28:01so in November of 2022
28:04ChatGPT came out
28:05they released the ability for anybody to build AI products
28:08we are seeing high-flying valuations on products that don't have any revenue
28:13I went through the same thing
28:14I invested a ton of money trying to create an AI startup
28:17and then the most recent feature set just made it completely null and irrelevant
28:22and we had to walk away
28:23so what are your current revenues at right now?
28:25this year, so far we did 1.25 million
28:29gotcha
28:30good for you
28:30really good
28:31that's great
28:32why are you guys raising money if you're generating this much?
28:35are you guys profitable?
28:36right now we're reinvesting everything into the business
28:39so we're bootstrapping, we're improving the product
28:42we've rebuilt InnerToon over 2,000 times since the beginning
28:45it's easy to launch an app
28:47finding a product market fit is a completely different thing
28:51it's clear that you've come a long way in such a short amount of time
28:55and the why behind what you're building is so emotional and so powerful
28:59I remember with my company Smart Suites
29:02I was just about to launch
29:03and then my manufacturer stole my recipe
29:05and it just felt like, you know, where do I go from here?
29:09so what's been the hardest day for you?
29:11well in 2023 we hit rock bottom
29:15we looked at our bank account
29:17it was written zero on it
29:19and I'm just looking at my business partner
29:21and we're like, what could we do?
29:24but we were chatting with this guy
29:25which is the person in charge of our media
29:27and he was having a page
29:29with over 700,000 followers on it
29:33the page was called Mindset Vibration
29:35it was so aligned
29:36and then we've been able to start making money
29:40off promoting our app inside this page
29:44and it didn't took long that with our strategy
29:47and our tune has 1.2 million followers right now
29:501.2 million followers on Instagram or TikTok?
29:53on Instagram
29:54on Instagram
29:55in total we have 6.7 million followers
29:59Mark, we have a saying at The Pure Company
30:01that we convert curiosity to consumption
30:04and I also think as an entrepreneur
30:07what you've done is when you found rock bottom
30:09you battled through that
30:10you learn more from your failures
30:12you actually think very clear when you're at a breaking point
30:15but AI just isn't in my space
30:17I'm going to be out for today
30:20Mark, I know that you went through a really hard time
30:24and you flipped that
30:26Mark
30:26not just for your own life
30:28but for the good of others
30:30but I'm an old school
30:31Marcus Aurelius meditations book
30:34and I'm not an AI affirmation person
30:37for that reason, I'm out
30:41if I didn't just take such a huge loss on an AI company
30:45that I spent two years building
30:46I would be really interested
30:49but for that reason, I'm out
30:53I think we're on a massive opportunity right now
30:56we sold over 40,000 subscriptions
30:58if we have just a little push
31:01we're going to be able to fly even more
31:03Mark, I know the power of affirmations
31:05I know the role that they've played in my life
31:08in helping me to build my own self confidence
31:11I don't have the technical expertise here
31:14but I have the passion for what you're creating in the world
31:18My friend Mark here does have the technical expertise
31:22and we would like to offer you a million dollars
31:25for 15% of your company
31:34What are you going to do Mark?
31:37I'd like to ask you if you can do
31:39one million dollar for 10%
31:45It's rich
31:47You know, like I stood right there, right?
31:50and we were building True Local
31:51we were doing $290,000 at the time
31:53and any founder knows that speed is everything
31:55so getting the deal with Michelle
31:57gave us a competitive advantage to move faster
32:00Don't underestimate the dragon effect
32:04I don't know
32:05I have two exits
32:06What are those exits? Really quickly
32:08Yeah
32:09The first one was five years ago
32:11It was 300k
32:13Mark, I want to tell you
32:14there's no better bet an entrepreneur can take
32:17than on themselves
32:18Yeah
32:18and you have a great deal with two dragons
32:21and it's a tough deal
32:23but if you believe in yourself
32:24you're taking a one million dollar bet
32:26and you're going to tell them no
32:29And you know what?
32:30Mark, we learned something new about you
32:32that you have been through the journey and exited
32:35and there's power to that
32:37that's made Mark and I comfortable
32:40going up to one million for 12%
32:44and that is our final offer
32:49We need a yes or no from you
33:00Yes
33:01Okay, let's do it
33:03Yay!
33:06Dude, great job
33:07Amazing!
33:10Congratulations!
33:10Thank you
33:12Yay!
33:12That's a really big deal
33:13You have to blow this up
33:14Congratulations!
33:15Now what's the affirmation that that brings to mind?
33:18That's right
33:18Winning!
33:23People are drawn to the show because it's hope
33:25Like we didn't have a whole lot growing up
33:27My parents gave me everything they could
33:28and I would watch Dragon's Den all the time
33:31because I was seeing how like wow
33:32I can be up there
33:34and then to be able to come through now
33:35with the confidence of being like wow
33:36like throughout eight years
33:38that's really all it was
33:39eight years you can go from pitching on the den
33:41to actually sitting in the chair
33:42and being able to help other entrepreneurs come through
33:55Our next full circle dragon hails from Vancouver
33:58Tara Bosch
34:00She was only 22 when she braved the den
34:03with her sweet concept to kick sugar
34:05and upend the candy aisle
34:07Smart Sweets was a kitchen experiment turned gobsmacking success
34:12Someone's going to win the race of naturally addressing sugar in confectionery
34:15and Smart Sweets can be that player
34:18Just three years after her den debut
34:21Tara sold Smart Sweets for a jaw-dropping $360 million
34:26Since then she's launched Bold Beginnings
34:29a mentorship program for female founders under 40
34:33Oh my god
34:34And now at 31 years young
34:38she's dipping into a new start-up
34:40Snackish conquering another grocery category
34:44Here in her full circle moment
34:47this innovator returns to the den
34:49to invest in the next generation
34:51and prove sweet dreams can come true
34:54For anyone who's ever asked themselves the question
34:57Why me?
34:58I'm here to say why not you?
35:06And finally
35:09I'm happy to be here
35:10Whatever happened
35:11I've made it
35:14And I want to hope my story can inspire others
35:22This Quebec salsa dancer turned entrepreneur is putting a new rhythm in your morning routine
35:29Hello Dragons
35:30My name is Komlavi Dodjo from Gachino Quebec
35:33Founder and CEO of Doge V
35:35Today I'm taking $150,000 for 10% of my business
35:41Dragons, we all know coffee is a deeply emotional habit
35:45Did you know that 8% of people are saying they'd rather give up sex than coffee?
35:50People love coffee
35:52But sometimes it does not always love them back
35:55This is where Doge V comes in
35:57Through the power of functional mushrooms
36:00Our blends are designed to support focus, immunity, gut health
36:04Without the stomach upset, jitters and crush
36:09Dragons, who wants to join the mushroom revolution with this fungi?
36:13Let's do it
36:15Doge V comes in two distinct blends
36:18One crafted for immunity and focus
36:20The other for vitality and sustained energy
36:23It blends very nicely
36:25Yeah, it actually smells nice too
36:26It smells like coffee
36:28They're available online and in specialty health and wellness stores
36:32Priced at about $50 for a 45 serving bag
36:37I would not know that this has mushrooms in it
36:39I taste the mushrooms
36:40I taste something different
36:42I think for me, like, it's more of an acquired taste
36:46I will say one thing
36:47The mushroom movement is definitely gaining in popularity
36:50Oh yeah
36:50So I personally take Lion's Mane as a powder
36:52And it's disgusting
36:53Yeah
36:53So for me, this is something
36:55See, you said it
36:56How do we make it fun for people not to hate mushrooms?
36:58That's what we're doing
36:59And I think you're not going for the hardcore coffee lover
37:03You're going for the person who likes coffee but doesn't want the jitters
37:07And wants an alternative
37:09Alternative
37:10Yes
37:10Healthy alternative
37:11But what do your numbers say?
37:14So, three years revenue at 22, we did $91,000
37:19The year after, $165,000
37:22Last year, we did $304,000
37:25Of the $300,000, were you profitable?
37:28Last year, we, yeah, $22,000
37:31I'd like to hear a little bit more about your competitive journey
37:34Because coffee is a very competitive space
37:36It's not easy to blend a mushroom with other ingredients
37:40It doesn't taste good
37:41So we did $14,000 R&D, and that's what we landed
37:44We've done 13 trade shows every single year
37:47We hired a contract brand ambassador
37:50They blow it, they wear a mushroom hat
37:52Oh yeah
37:52I would like the hat
37:54Like, when we go to a trade show, we can keep up
37:57Tasting is believing
37:58I also think it's the brand ambassador
38:00I think it's you
38:01I remember standing where you were not that long ago
38:05And feeling the exact same passion that I feel from you
38:10What got you started on this journey?
38:12It's been a journey
38:14I am originally from Togo, West Africa
38:17So I grew up in a small village, raised by my mom
38:21I worked in a farm
38:23And one day my grandmother leaves me a land
38:26And I decided to harvest the land and plant cotton
38:30Which I sold on the market
38:32That was my first entrepreneurial journey
38:34Wow, how old were you?
38:35Maybe 10
38:35I came to Canada at the age of 15 with my younger sister
38:39I didn't know the culture, didn't speak English
38:41I was discriminated
38:42Wow
38:43I studied culinary arts and hotel and restaurant management
38:47And my passion for dance led me to meet my spouse
38:49That's how it started when she was having a health issue
38:52And I wanted the help
38:52We worked with the best scientists and herbalists
38:55To put the most unique recipe on the market
38:58So that's my story
39:00I love this
39:01The name means doji
39:03Yeah, what's the name mean?
39:03Doji means perseverance and patience
39:05That's you
39:06That's you
39:07That is you
39:08And the V stands for take a small step towards greatness
39:12And the HIPO represent my culture
39:14Beautiful
39:15You're so lucky right now
39:17Because this is the era of people wanting to see behind the scenes of the business
39:21Yes, yes, agreed
39:21You've been an entrepreneur since you were 10 years old
39:23Your story is incredible
39:25I don't know if you need a strategy
39:27I just think you need you
39:27You should be getting this product into the hands of every possible UGC content creator on TikTok
39:33That's why we're here for you
39:35We need you
39:36We're bootstrapping
39:36What's your cost per acquisition right now?
39:39So we don't have that because we don't do online marketing
39:41This is the bootstrapping
39:43I'm the only person in the business
39:45So
39:46Your packaging is outstanding
39:48If I didn't know
39:49I mean when you said you did 300,000 in sales
39:51This to me looks like a multi-million dollar company
39:54But help me wrap my head around your big valuation
39:56The valuation is that I'm going to take you back
39:59So we incorporated the business in 2017
40:02In 2020 COVID hit
40:04We lost everything
40:05We lost our co-packer
40:07You wake up the next morning
40:08You don't have a business
40:09Yeah
40:10It's tough
40:10So in 2021
40:12To summarize
40:13We rebranded completely
40:15We were out of stock
40:17About one month
40:18And couldn't sleep
40:19But kept pushing
40:20Can't pushing
40:21I grew up poor
40:23I've always known
40:24I want to be part of something big
40:26It's been a hard journey
40:28And I want to inspire the next generation
40:31That no matter where you come from
40:32We can make it
40:35You are so inspiring
40:36And I think the biggest risk that you can take
40:39Is betting on yourself
40:40And you've shown that time and time again
40:42And I would be honored to support you
40:45In bringing your vision to life
40:47Thank you Tara
40:48My offer is
40:51150k for 20%
40:56I'm crying
40:57I promise I will not cry
40:58But
40:59You're doing great
41:00You're doing amazing
41:01Do you want a sip?
41:02Do you want some coffee?
41:04Do you want
41:04Oh my god
41:06I think you have an incredible brand
41:08And I don't think I want to compete with that offer
41:12But I will gladly trade you consulting time
41:16If you give me salsa lessons
41:18I love it
41:19Sold
41:20Sold you
41:21Listen
41:22You know
41:23This is obviously a full circle moment
41:25For a lot of people here
41:25You say you want to inspire people
41:27I truly also agree with Jay
41:29I think that you have an amazing offer here from Tara
41:32And I think that I will be a big fan
41:35And a big user
41:36But I'm going to sit out on this one
41:40I'm so inspired by you
41:41I think you've had such an incredible journey
41:43And really appreciate you showing up as your full self today
41:48Tara, are you feeling greedy?
41:49Or do you want to share?
41:51I would love to do it with you
41:53Yeah?
41:53Yeah
41:53So I would split with Tara
41:56150k for 20%
41:5810 and 10
41:5910 and 10
42:0010 and 10
42:00Oof
42:01You are sitting in front of a billion dollars in value
42:03Willing to do a deal with you
42:05So
42:06Okay
42:06And I might as well just add in here
42:08I think you've got the best deal here
42:10Seven minutes on CBC changed my life
42:13And I can tell you
42:13Looking at these two women
42:14And their passion
42:15And what they've done successfully
42:17Joanna and Tara are your people
42:24I accept to your offer
42:25Yay!
42:27Thank you so much
42:28Oh my gosh
42:29Amazing
42:30Did you get a hug?
42:31Yes
42:31Is she just a salsa now?
42:33Oh my gosh
42:35Woo!
42:37Now we have to do a salsa dancing
42:38So we're going to go forward and back
42:41Go forward and back
42:43Yay!
42:44Oh yeah!
42:45Ha!
42:46Ha!
42:46You're going to have to pick those up
42:48Ahh!
42:51Ha!
42:51Ha!
42:52Ha!
42:52Ha!
42:52Ha!
42:54Ha!
42:55Ha!
42:55Ha!
42:55Ha!
42:56Ha!
42:57Ha!
43:00Ha!
43:00Thanks so much
43:01Good!
43:02Next time on Dragon's Den
43:04Our full circle dragons return
43:06For a second and final episode
43:09Let's go
43:09Let's go
43:10Packed with more innovation
43:12Can't wait to try these
43:1320 million dollar pancakes
43:15I scoop in my chair over here
43:17I'm interrupting something
43:18Homegrown success stories
43:19I've never actually been this close to a cow
43:22We truly believe we're sitting on a gold mine
43:25And life-changing deals
43:26I thought I was gonna get through this without crying today, but I do really connect with you
43:33Suspense is killing me. I've never been so invested emotionally in a deal. Don't miss it
44:05You
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