Sweet Counter
No DealTeaching aid for children learning how to count
Sweet Counter is a teaching aid for children learning how to count that got its big break on Dragons’ Den in Season 5, where it won fans even without landing a deal.
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From the show
The Dragons’ Den pitch
- £100K
- Asked for
- 10%
- Offered equity
- £1M
- Sought valuation
Founder Chris Mayo stepped onto the carpet in Season 5, Episode 2 in the episode that aired 22 October 2007. Sweet Counter, the teaching aid for children learning how to count, pitched in the Kids & Education category, one of 79 kids & education businesses to brave the Den across all 21 seasons.
The ask was £100,000 for 10% of the company, an implied valuation of £1M.
No deal. Every dragon declined, and Sweet Counter walked. But a Dragons’ Den appearance reaches millions of viewers whether or not a check gets written, and plenty of no-deal companies have turned that airtime into lasting businesses.
Season 5 saw 79 pitches, and 15 of them closed a deal on air. In the Kids & Education category overall, roughly 44% of pitches have landed a dragon across the show's history.
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Frequently asked questions
Where can I buy Sweet Counter?
Check current price and availability on Amazon. Note that some Dragons’ Den products are discontinued or sold under a new name.
Did Sweet Counter get a deal on Dragons’ Den?
No. Sweet Counter pitched the dragons but left Season 5 without a deal.
What season of Dragons’ Den was Sweet Counter on?
Sweet Counter appeared in Season 5, Episode 2, which aired 22 October 2007.
How much was Sweet Counter asking for on Dragons’ Den?
The founders asked for £100,000 for 10% of the company, a £1M valuation.
Dragons' Den Index may earn a commission on purchases made through links on this page. Deal figures reflect what aired; terms sometimes change after the show.
