Episode 6: Rocker Foods

Q: Explain your Dragon's Den experience?
A: It was an incredible experience. My first thought, ridiculous as it sounds was 'it looks just like on the telly', the stupidity of that thought actually made me laugh at the time and helped me to relax.

Q: Who was the toughest Dragon?
A: I'm not sure any of them were too tough on me. They ask straight forward questions that you have to know the answers to. Simple as that. It's an exchange of information. They definitely allow for nerves which is a big help.

Q: Were you nervous?
A: The thing I was most nervous about was that I would leave the Den thinking I should have said this or that but thankfully I was happy enough with how it went from that point of view. I think I was more excited by the whole experience rather than nervous.

Q: Were you surprised by some of the questions?
A: Yeah Norah had her numbers wrong as she was questioning me about a return on her investment. That confused me for a minute until I realised that she had most likely gotten the amount I was looking for incorrect. Seán asked how many jars per household I was expecting to sell. I had it worked out a completely different way so I was thrown by that for a minute.

Q: Who was most interested in your idea?
A: Niall O'Farrell. He asked the most questions and seemed to take a while deliberating over whether to make an investment or not. Gavin was very quiet so I thought he might have been interested.... He wasn't.

Q: Would you have done anything differently?
A: Probably put more emphasis on how much work it took to get to the point it is at. All the invisible hours that nobody sees labelling jars etc. I kind of thought that was a given but Norah questioned my passion for the whole thing which was disappointing. I would blame myself for not communicating the passion I have for the business rather than Norah questioning it.

Q: Would you recommend applying for Dragon's Den to any other budding entrepreneurs?
A: Yes, overall it's a great experience and you can get advice from 5 experts for free! The saying 'Know your numbers' is very true. Nobody wrote anything until I started talking about numbers, then all the pens were moving.

Q: What does this mean to you personally?
A: That my instincts about this market are correct. That I am more than capable of setting up and running my own business. And that there no such thing as failure only feedback.

Q: In five year's time where do you see your product/company?
A: I really don't know. I'm a big believer in positive thinking but I think it needs to be coupled with a healthy dose of realism. The food market in general is so competitive and the area that Rocker Foods is in so packed that its needs an injection of cash to take it to the next level. However, you never know what's around the corner!

 

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