Nonetheless, it was challenging and provocative, and no doubt will make for good ratings for the show.
Though none of the Dragons felt comfortable enough to invest in Ultra (or more precisely I feel, in me), I have since heard from another of the Dragons who certainly likes using Ultra, he maintains an interest in what I'm doing, but may may be pondering if he'd be taking a tiger by the tail.
If I made a mistake on the show it was perhaps not hiding (too well) the fact that I wasn't really there to sell 15% of Ultra, I was more interested in the opportunity to let people "know all about it", I think that may have come across to the Dragons.
Having said that, the Dragons' go on the show to massage their egos, the BBC serves it's own interests by engaging in provocative performances, so I think it's fair ball for me to look for a benefit to me out of it.
As for the folks at the BBC (who have tried Ultra) they all love it and use it all the time.
Taking a leaf from the attitude of Oscar Wilde, I think that as long as people know about Ultra, then that's all I'll need.
Bob Norburn
More views from the other side
Tuesday 22 November Dragons' Den saw Style Bible given an unfair dressing down by the Dragons.
A portable toilet device for women was not given a chance by the dragons as they couldn't see the potential for Shewee whose Samantha Fountain writes that she loved the experience. More...
Danny Bamping gained his funding from the dragons but before the deal was done funding was supplied via his bankers.
Jay Cousins' Flatworld will feature in a follow-up programme filmed by the BBC.
One individual who did not give the dragons a good impression but had a great product was Interflush.
Credentials of the dragons
Doug Richard
The Californian is founding chairman of data services company Library House and also cofounder of Cambridge Angels. Since he set up and sold his first software venture in the 1980s Doug has been president and CEO of Micrografx.
Duncan Bannatyne
A childhood of poverty gave Duncan the drive to make his fortune. He started working life as a car trader but changed the course of his life with an ice cream van, becoming the king of the 99. Switching to nursing homes made him a multi-millionaire. Duncan has a chain of eponymous health clubs and is reputedly worth £160m. He was awarded an OBE for his services to business and charity.
Peter Jones
Peter joined the Siemens Nixdorf board at the early age of 28. At the age of 16 he founded a tennis academy and then started an IT accessories company before joining Siemens Nixdorf and then The Caudwell Group. Peter started telecommunications firm Phones International Group which is worth more than £300m.
Rachel Elnaugh
Rachel was an accountant with Arthur Andersen when she got the idea for her company Red Letter Days. Rachel is the only woman on the panel of Dragons.
Since the well-publicised trouble at Red Letter Days, the company she founded, Rachel has joined Easyart as CEO, taking over from its founder, Simon Matthews, who's decided to become a psychotherapist.
Theo Paphitis
Theo is one of the UK's richest men and is described as colourful and highly impressive. His business ideal is simple, buy failing companies and turn them round. Rymans, La Senza and Contessa are all a part of Theo's business portfolio.
Page 5 of 5 - Testimonials »
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