Product
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Transcript of Product
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
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