On Thursday 30th January, Seep will be appearing on Dragons Den UK. While I know the final outcome (just about – the experience was such a blur!), I have no idea how it’ll all come across on screen. Will they focus on the highs? The lows? The long pause when I forgot my pitch? One thing I’m sure of is that stepping into the Den was the right decision for Seep.
Here’s a peek behind the curtain at how we chose to take the plunge and face the Dragons.
Facing my fears
Like many founders, I had watched Dragons Den UK for years, but the thought of actually pitching my business on national TV? Terrifying. What if things went wrong? My mind went straight to every possible “what if.”
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Sharing our numbers: As a small, growing brand, we’re not yet profitable. What if competitors or retailers used our transparency against us?
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Eco scrutiny: No company is perfect, and I worried Deborah Meaden might challenge our sustainability credentials.
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Judgment: Would people like me? I sound posh (even though my background isn’t), and I’m in my 40s – middle-aged and corporate to some, hopefully relatable to others.
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My personal story: Sharing my journey – including my experience with breast cancer, which inspired me to start Seep – felt vulnerable.
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Product rejection: Sponge scourers aren’t the sexiest category. What if the Dragons hated them, or worse, the demo went wrong?
Spiralling into a doom loop was easy. Five million people could decide then and there that they’d never try our eco-friendly cleaning products.
Rewriting the narrative
But then I did what many founders do when fear creeps in – I shifted focus to what could go right.
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Inspiration: I could show what’s possible for a woman in her 40s after stage 3 breast cancer. It’s never too late to reinvent yourself.
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Motivation: This would be a proud moment for my team, our early supporters, friends, family, and investors.
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Raising awareness: Five million viewers would learn there’s a better alternative to scouring with plastics.
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Cutting through the noise: Instead of relying on paid ads (and lining Zuckerberg’s pockets), we could drive traffic to our website in an authentic way.
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Long-term impact: One founder estimated their appearance on the show was worth over £1 million in media spend, thanks to ongoing Dragon support, lower customer acquisition costs, and press coverage.
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Driving growth: With recent listings in Tesco, Ocado, Booths, Robert Dyas, Lakeland, and more, this exposure could boost sales and attract new retailers like Sainsbury's, Waitrose, and QVC.
A team decision
Ultimately, I put the decision to the people who mattered most – the incredible Seep team. In our Monday huddle, I asked them if I should do it. The vote was unanimous: a resounding “yes.”
It wasn’t about perfection; it was about showing up authentically, sharing our story, and demonstrating why Seep deserves a place in homes across the UK.
What’s next?
So, here we are. The episode airs this Thursday. Whether we walk away with an investment or not, the experience is already a win. Appearing on Dragons Den UK has pushed us to reflect on how far we’ve come, why we’re doing what we do, and what we hope to achieve next.
We’ll be watching nervously, but with pride, as we put Seep on the map. If nothing else, I hope this inspires someone out there to take a leap – even when the “what ifs” feel overwhelming.
Tune in Thursday to find out what happens – and, in the meantime, why not give our sponge scourers a try? They’re kind to the planet, kind to your sink, and might just surprise you.
Love,
Laura
Founder of Seep
