Self-confessed ‘crazy dog lady’ Dom Hogan is the latest pet firm owner to win an investment offer on the hit TV series Dragons’ Den.
Dom appeared in the third episode of this season’s show and tempted entrepreneur Touker Suleyman to invest in her natural dog treat company Opie’s Emporium.
The pet treat manufacturing business is based in Glasgow, making 100% natural, air-dried treats, using British ingredients.
The TV programme was filmed in October last year and Dom found the whole experience terrifying.
“When it came to my turn to head to the elevator I was a nervous wreck and wasn’t convinced my legs would actually work to get me into the lift and out in front of the Dragons,” she admitted. “I think my dog Opie being with me helped massively. He’s a superstar and handles any situation perfectly.”
After being approached by programme researchers to appear on the show – “I thought it was a joke to start with when I got the phone call,” – Dom had little time to prepare her pitch because she was also in the process of opening a pet store alongside the treats business.
“I kept thinking the filming date would be cancelled because of covid-19 so I really wasn’t as prepared as I would have liked. That probably came across when Dragon Peter Jones quizzed me on my projected numbers and I came unstuck. I couldn’t even add one plus one under the pressure.”
SURPRISED
Dom was surprised when she eventually won an investment offer from Touker Suleyman.
“I was blown away and speechless,” she said. “The Dragons had picked up on my statement that I wasn’t a businesswoman, so I thought I had messed up royally. When Touker took a chance on me, I was jumping for joy.
“Reaction to the show has been pretty overwhelming. I have been told by countless people to believe in myself more and that I am a businesswoman, and a good one at that, with my skills at negotiating and making brilliant products.”
Touker Suleyman offered Dom an investment of £55,000 for 35% of her business but after a ‘dogged’ piece of negotiation, she beat the entrepreneur down to 20% once his initial outlay had been repaid.
“Touker and his team have been great advisors and mentors already,” she added. “We are ironing out the fine details of the investment and hope to finalise it asap.”
Dom splits her time 50/50 between the pet shop and treat manufacturing and has ambitious plans for the future.
“I really want to grow both sides of the business but the main focus right now is to get the manufacturing side stepped up, grow our own product range and get the products into as many dog households across the UK as possible.”
