A local entrepreneur is gearing up for what could be a humiliating experience on national television.
Frank Campbell of St. Albert-based AgriConnect learned last week he’s been selected to pitch his business on an upcoming taping of CBC’s Dragons’ Den, a popular reality show where budding entrepreneurs pitch their ideas to a panel of Canada’s most successful tycoons.
Campbell first pitched his idea to show producers five weeks ago during a recruiting drive for the series’ sixth season, which began taping in Toronto on Monday. Campbell learned last week that he made the cut. He and partner Jeff Schneider will get their turn before the dragons on May 10.
“We’re going to go in there asking for a partnership of some kind, for a certain dollar value and hopefully they bite at it,” Campbell said.
Dragons’ Den is a takeoff on a British series. Business people, often armed with props, attempt to attract investment from five successful entrepreneurs who typically ask very frank questions about the financial performance of deal seekers.
Campbell is tight-lipped about his financials but says he’s watched the show religiously and is prepared for what’s coming.
“It may be a little bit nerve-wracking standing in front of five of the biggest entrepreneurs in Canada. That’s exciting, though, to have that audience,” he said.
Campbell’s business is a farm-sitting service that provides relief for farmers who want a break from their claims for a holiday or other occasions. Campbell got the idea four years ago while camping with a friend, who had to drive home each day to tend his livestock, because there was no one available to do his chores.
In the last week, Campbell has spent a lot of time on the phone with Dragons’ Den producers getting tips on being prepared.
“What they say is have all the numbers in your head. Be very prepared with all your information,” he said. “Don’t over-evaluate your company, which is one of the biggest mistakes most companies make.”
The show heard pitches from 4,000 entrepreneurs during its latest contestant drive and invited only 300 to tapings. Of those, just 160 will make it to air.
Producers have told Campbell that segments with strong visual appeal stand a better chance getting to air. At their suggestion, he plans to appear with an entourage of small farm animals.
“That should make for a little bit of entertainment,” he said.
It’s not rare to see pitchers cut down by criticism or wilt under pressure but Campbell isn’t worried, as he’s comfortable speaking in front of people and very confident in his business, he said.
“We’ve talked to some other companies that have pitched on the show and what you see is only segments of the actual discussion,” he said. “They’re not as mean as they’re made out to be.”
He knows that few pitchers get a deal with a dragon but thinks he has a good chance because at least three of the panel members have rural roots. Even if he leaves without a deal, he feels there’s potential in simply appearing on TV.
“There are more deals made with people that watch the show than with the dragons,” he said.
Local entrepreneur Phil Alain has auditioned twice for Dragons’ Den but failed to advance. He agreed that a large part of the appeal is the potential for significant screen time.
“You just can’t put a dollar value on that kind of exposure,” he said.
