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Product. Dragons' Den is a Canadian television reality show, based on the internationally franchised Dragons' Den format, in which aspiring entrepreneurs pitch business ideas to a panel of venture capitalists in the hopes of securing business financing.

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  1. Product • Dragons' Den is a Canadian television reality show, based on the internationally franchised Dragons' Den format, in which aspiring entrepreneurs pitch business ideas to a panel of venture capitalists in the hopes of securing business financing. • 23 countries – Other names Shark Tank, The Den, D-Day, Jaws of a Lion, Money Tigers

  2. Brand Identity Logo: Flames, Two stylized “Ds” with dragon tales Black Background, Flame-coloured lettering Image: Tough, Danger, Risky, You might get burned… Stars on the show are called Dragons as they can be very tough on poor contestants

  3. Human Needs Met

  4. Product Life Cycle Ratings Dragons Den – will strong ratings continue??? Premiere 200,000 Season 2 500,000 Season 3 1million Peaks at 2 million

  5. Ancillary Products

  6. Features > Benefits Feature Benefit Learn more about business, get more out of show Feel part of the show, belonging Deeper understanding of pitch, excitement, learning Drama, unpredictability, emotions - entertaining • On-line business glossary • Interactive Website, can vote on pitches, can buy products • Host explanations during show, business-saavy dragons • Unscripted, lots of rejections

  7. Target Market • Canadian Adults • Families – children (8 to 88) • 18-24 year olds • Entrepreneurs • Inventors • Business People • Business Students

  8. Pricing Costs Revenue Advertising – tv, online The larger the audience the more they can charge per ad (demand) • Dragons’ salaries • Production staff • Airing Show • Website • Auditions Pricing Strategies – Competitive with other networks, depends on ratings

  9. Distribution • CBC network – 7th season • 1 hour • Wednesdays Prime Time 8 pm • 4 pm weekdays (reruns) • All episodes available on line • Taped in February - Aired Fall-Winter • Reruns – Spring and Summer • 8 Episodes Season 1 • 20+ Episodes since Season 4

  10. Promotion • Advertising • TV teaser ads during show, on other CBC programs • CBC Radio ads • Website, Blog • Cross-Promotions – “as seen on Dragons Den” • Publicity – YouTube, Newspapers, Magazines • Each week, the Financial Post revisits CBC’s previous week’s episode of Dragons’ Den.  • Word of Mouth

  11. Print Publicity “Toronto beverage startup set to enter the Dragon's Den” “Dragon’s Den co-star says we shouldn’t fear risk, but manage it” W. BRETT WILSON Special to The Globe and Mail “Sidney Crosby could have used one of these, but Dragons not buying” "Inventor Shoots Himself on Dragon's Den!" (Canadian Invention Allows Anyone To Take Their Own Photo!) “Jet Pet Resort appears on Dragon's Den” Richmond Review-2012-11-14

  12. Results • End of Season One – cheque- ripping episode ratings doubled to 400, 000 • www.youtube.com/watch?v=WDR_WEl4wMg • Reach: 1 in 3 Canadian Households • Top rated Canadian TV show • 1.2 – 2 million viewers

  13. I’m Out!!!

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