A Warwickshire-based couple, Charlene and Simon, have made Dragons’ Den history with not just one, but two remarkable firsts during a recent 2024 episode of the BBC One show.
Charlene, a former freelance illustrator, and Simon, an investment banker, pitched their start-up, Sooper Books, a unique online collection of children’s stories for reading and listening, inspired by their three-year-old daughter. Their platform features retold fairy tales and beloved classics designed for families and educators.
Launched during the lockdown with a modest personal investment of £2,500, Sooper Books quickly gained traction, amassing an impressive 14 million views on Google. Despite initial success and earning around £90,000 through subscriptions, the couple sought further investment to pivot their business model. Their plan was to reduce subscriptions and increase reliance on ad revenue and sponsorships to expand their reach.
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In a groundbreaking move, Charlene and Simon asked the Dragons for only £1 in exchange for 1% equity — the smallest ask ever recorded on Dragons’ Den. This unprecedented low valuation, pegged at £100, immediately caught the attention of the investors.
Peter Jones commended not only their creative pitch, which included a bespoke short story about the Dragons themselves, but also their bold, historic valuation. Simon explained that while the business’s market value was closer to £3.2 million, their main goal was to bring the Dragons on board to accelerate growth and impact.
The couple already counted influential backers including Princess Beatrice and the founder of Monzo. Touker Suleyman expressed enthusiasm, wishing there could be a share for each Dragon, highlighting the potential of their collaboration.
In a rare and historic twist, all five Dragons—Peter Jones, Touker Suleyman, Steven Bartlett, Deborah Meaden, and Sara Davies—convened at the negotiation wall, breaking the usual format, to discuss a joint offer.
Ultimately, each agreed to invest £1, joining forces to back Sooper Books, leaving Charlene and Simon visibly emotional. “It’s been a lot for us over the last three years,” Charlene said tearfully. “To have five Dragons on board is just a dream come true.” Peter welcomed them warmly, calling them part of the Dragons’ family, while Steven Bartlett applauded the ‘happy ending’ to their extraordinary pitch.
This historic deal not only set a record for the lowest valuation and ask but also showcased the power of innovative startups to captivate and unite investors.