- The UK founders pitched Omni on the latest episode of the BBC show
- READ MORE: Man who sold his house to fund fitness business breaks down in tears on Dragons' Den
Contestants on the latest episode of BBC's Dragons' Den have revealed their top tips to help others get their businesses on the show.
Dr Guy Sandelowsky, a practising UK veterinarian for over a decade, and co-founder Shiv Sivakumar secured a £75,000 investment in exchange for two and a half per cent of their pet health brand Omni from Steven Bartlett and Deborah Meaden on the show's latest episode.
The entrepreneurs launched Omni after witnessing numerous cases of preventable, nutrition-related illnesses in pets, particularly during the pet boom throughout the COVID-19 pandemic, with Dr Guy estimating that he saw 30 instances daily.
The business, which makes sustainable pet food and supplements and is currently working to produce an Ozempic-style medication for overweight dogs, has witnessed remarkable growth since its launch in 2021, achieving £2.7 million in sales last year.
Perhaps the biggest highlight for Dr Guy and Shiv, though, who have watched Dragon's Den throughout their childhood and into adult life, is securing investments from Deborah and Steven, who, as pet owners, saw a promising future for Omni.
However, it wasn't easy for the founders to win their way through the Dragon's Den application process, and it took them three attempts to successfully land a chance to pitch to the Dragons'.
Dr Guy and Shiv learned a trick or two throughout the process, and now, in conversation with Femail, they've given their top tips for business owners looking to get their big break on the BBC show.
'This was our third time applying,' Guy said, adding, 'we were not expecting to get on this year because it's a show that Shiv and I have watched as kids and all our lives, so it's a bit surreal, we never actually thought we would get this chance.'
The Omni entrepreneurs have revealed their top tips to help others get their business on Dragons' Den after they secured a £75,000 investment from Deborah Meaden and Steven Bartlett on the show (pictured: Deborah and Dr Guy Sandelowsky)
'We wanted to go in the Den because we felt that if we were able to secure Dragons', the experience that they would bring to the business would be super valuable.'
'As a founder, if you're really mission driven, which we are, there's no greater gift than having the opportunity to speak to the nation about what you are doing. It was like a dream for us to have that opportunity.'
'In terms of the process, it's a lot of forms and interviews, and you have to record a pitch as if you were on the Den to show the team what it would be like.'
Shiv added: 'There were so many intermediate stages as well. They go through so much detail with you before you go to pitch because they want to verify every claim you make, which went on for weeks.'
'Even then, we were like [because] they're asking so many questions, it might not work out.
'The levels of due diligence were particularly high I think this year as well, they were under pressure to check everything and every claim on the website.'
Guy and Shiv received a £75,000 investment from Deborah Meaden and Steven Bartlett in exchange for two and a half per cent of Omni
Diary of a CEO host Steven warmly embraced the entrepreneurs after making a deal on the BBC show
The pair pitched their sustainable pet food and supplements business to judges on the BBC show
Pictured: Omni founders Dr Guy Sandelowsky, a practising veterinarian for over a decade, and co-founder Shiv Sivakumar
Guy also encourages potential Dragons' Den candidates to 'know your numbers', adding, 'Peter Jones grilled us on our numbers, even in the tiny details, so I think it's important.
'Unfortunately, I've seen people on the Den with some amazing businesses and founders, but when they start talking about their margins and revenues... they freeze, and that's when you see the Dragons switch off.
His second tip was to bring team members onto the show if applicable, saying: 'If you're a team, come in together. You can support each other. I wouldn't have wanted to do that experience without Shiv.
Shiv added: 'Be really organised with your data... give the producers every little confidence that you are a business they can put on the show and give them comfort that you will impress.
'Being prompt, responsive, and available has helped us in the initial steps of getting onto the show'.
Guy also advised: 'The first time we did it was the second time we applied, but we didn't get to that stage the first time, and the second time, I think it was just a bit cringe.
'And then the year we got in, this year, I think we relaxed and thought "ok, let's just be authentic and just be us, and hopefully, by just putting ourselves out there, will be what's gets us in".'
'I think in the end, that's what translated and that's what they saw in us, the passion in what we're doing.'
Veterinarian Dr. Guy Sandelowsky (pictured) wanted to start the business after witnessing countless cases of preventable, nutrition-related illnesses in pets
Omni produces sustainable pet food and supplements and is currently working to produce an Ozempic-style medication for overweight dogs
Despite claiming a spot on the show, the hard work wasn't over yet, with Guy and Shiv now tasked with pitch preparation.
Shiv said: 'It was a lot of practising; it was Guy and I for endless nights just refining our pitch over and over again, practising in front of our friends and family to see how they react to it and talking to our employees as well.'
The pair had to keep their plans of going onto the show a secret and pretended the pitch was a standard procedure.
However, the process paid off, and the pair secured investments on the latest episode of the BBC show from the two Dragons they wished for - Deborah and Steven.
Shiv said: 'It was everything I hoped and imagined it would be. It was one of those things where you have these dreams of what you want in life... and this was one of those things.'
'After we go on the Den and the shooting happens, there's a quiet period because the Dragons pass it onto their team who check everything in terms of numbers and the claims we made and that kind of analysis.
'Then, once they're happy and they want to proceed, because things can fall apart after being on the Den as well... the investment process continues from there onwards'.
The entrepreneur added that they're currently 'dotting the i's and crossing the t's' and that the Dragons have now 'basically invested'.
Guy added that he was surprised by how hands-on Steven and Deborah are, adding: 'We met them to toast the show being filmed and we're organising further meetups after the airing, it just feels like they're really supporting us.'
Deborah Meaden said: 'I had already been looking for a healthy, balanced alternative to processed meat dog food, so when Guy and Shiv presented Omni and its credentials as a highly nutritional vet formulated choice I was bound to invest… trust in a product is hugely important to dog owners.
'The big test came though, after the Den when I offered the food and treats to my pack of dogs and they literally woofed them down… that certainly sealed the deal.'
