SNOAP is Going on BBC Dragons’ Den!
I can’t even count the number of times people have said to me, “You should take SNOAP on Dragons’ Den.” Well… we did!
I can’t share the outcome just yet (like me, you’ll have to tune in to BBC One on Thursday 27th February at 8pm to see what happens), but I wanted to give you a behind-the-scenes look at how this wild ride came about. Trust me—it’s been quite the journey!
An Unexpected Email from Dragons’ Den
Antony (my husband and business partner) and I have always been huge fans of Dragons’ Den, but I’d always said I wasn’t keen to go on. So, actually stepping into the Den, that felt like a far-off dream.
Then, out of nowhere, I received an email from a BBC producer asking if we’d consider applying. I had to double-check it was real before thinking - why the heck not? You only live once, right?
Things Moved Fast
After filling out a mountain of paperwork, things snowballed quickly. Before we knew it, we had an audition, and shortly after, we got the incredible news - we were in!
Filming was set in Manchester, just a few short weeks later, and it was all systems go. The producers (who were lovely, by the way) told us we’d need to provide a ton of due diligence - and they weren’t kidding. Every single claim on our website, every patent document, every penny of our financials was scrutinized.
It was an intense time. I was very much still grieving the loss of my beloved dad, and with three children - one of them in the middle of A-Levels, another in the middle of GCSEs - I honestly felt like I was barely keeping my head above water. But, with a lot of late nights (and the occasional glass of wine…), we got it all done. Before we knew it, filming was just a week away.
Practice, Practice, Practice
Between all the paperwork, Antony and I were also deep in prep mode. We rewatched tons of episodes, practiced our pitch endlessly, and grilled each other on every possible question the Dragons could throw at us.
We triple-checked our numbers, ran mock Q&A sessions, and did everything we could to feel prepared. As I always say—over-prepare and then go with the flow!
Off to Manchester
The day before filming, we packed up the car (full of SNOAP products, of course!) and headed to Manchester. After arriving at the studio, we set up our display backstage and ran through the pitch with a producer.
That evening, we treated ourselves to a nice Thai dinner and tried not to overthink what was coming next.
The Dragons Meet the Welsh Dragon
Call time was 7 AM, but we didn’t actually step into the Den until mid-afternoon. That gave us plenty of time for nerves to build while we filmed other segments (yes, including the infamous lift entrance!). There was also some hair and makeup - not that it helped settle the nerves! Then suddenly, it was Go Time!
Nothing can truly prepare you for stepping out of that lift and seeing Peter Jones, Steven Bartlett, Deborah Meaden, Sara Davies, and Touker Suleyman all lined up in front of you. It felt totally surreal, but as soon as we started speaking, the adrenaline took over.
Although the final episode will only show about 15 minutes, we were actually in the Den for nearly two hours! It was intense, but the Dragons were sharp, fair, and insightful. I was so grateful for all our prep - it really paid off, and calmed the nerves.
Then, just like that, it was over. We stepped back into the lift, doors closing behind us, mentally exhausted but incredibly proud. I couldn’t help but think about how proud my dad would have been, and that thought alone made me really emotional. He was always my biggest fan and was extremely proud of me, but I hope, somehow, someway he knows his daughter took on the Dragons.
Cheekily trying out a Dragons' Chair backstage!
The Long Journey Home & The Waiting Game
We set off on the long drive back to Monmouth, processing everything that had just happened. But the waiting wasn’t over - we wouldn’t know until the following year if our pitch would even make it to air!
Now, with the episode set to air soon, I can finally say that yes, we made it onto Dragons’ Den! I can’t share what happened just yet, but I’m a mixture of excited and terrified for you to see it. I really was in the grips of grief, I tried to hide it, to be professional, but will I see it? Will you? Only time will tell…
What’s Next?
The outcome remains under wraps for now, but one thing’s for sure - this experience has been invaluable. The intensity, the learning, the preparation - it’s all helped shape SNOAP’s journey in ways we never expected.
So, mark your calendars: Thursday 27th February at 8 PM, BBC One.
I hope you’ll be watching with us, and once it’s aired, I’ll be back with another update to spill all the details!
Let’s do this! 🧼🐉
