The Positive Birth Company on Dragons’ Den 2021

By Siobhan Miller, Founder of PBC

This is a story of how The Positive Birth Company came to be on Dragons’ Den UK…

It was the end of July 2020 when an unexpected email landed in the PBC inbox. It was an email from the BBC inviting me, Siobhan, to apply for Dragons’ Den UK!

After having a chat about it with the team, I went ahead and completed the initial application form. I figured I had nothing to lose in doing so and in all likelihood I didn’t think I’d get through. The BBC requested that I keep details of my application confidential so I didn’t tell any friends or family that I’d even applied!

A few weeks later, I was informed that my application had been successful (!) and I was through to the first stage of the casting process. This was to be a telephone interview.

At this point I was on holiday with my kids, so had to take the call in the hotel room, whilst the kids were at the kids club. Thankfully it was quite low key (at this point!).

It was not long after that call that I was told I had made it through to the next round - an audition! Eeeek!! Things were really starting to ramp up now!!

Due to Covid, the audition was to take place remotely via Zoom, so thankfully I didn’t have to travel to the studios in Manchester. As part of the audition, I was asked to create a 2 minute pitch and deliver it to camera – as if I were actually in the Den itself - and send that pre-recorded video over in advance. At this point I was still in Greece with the kids! But I managed to do it from the hotel room.

You can watch my audition tape here.

At the end of August I found out that I had made it through the casting process and was given a filming date for the den! O-M-G!!!

It was a proper whirlwind month! From not even having Dragons’ Den on my radar and knowing nothing about investment, to having an actual filming date in the diary - in just 4 weeks’ time!

Due to the coronavirus and having to self isolate, unfortunately my initial filming date in September had to be rescheduled. Thankfully I was given a new filming date - 3rd November 2020 at Granada Studios in Manchester. The day after my birthday!

In the months leading up to the filming date, I was taken through a rigorous process of due diligence - where the BBC checks and verifies all the claims you make, to ensure everything is legit.

I also spent time watching old Dragons’ Den episodes on iplayer and youtube, planning what to wear and rehearsing my pitch!

On the 2nd of November - my birthday! - Amy (who is both my friend *and* colleague - lucky me!) and I went to get our nails done. Then after some extra faffing (me, obviously), we hit the road. Amy kindly drove and I repeated my pitch on repeat whilst in the car. We stopped at the ‘fancy’ services - Gloucester services - (if you know, you know) and had dinner. I was wearing a onesie for maximum travel comfort. THIS IS 35. Ha!

Once we got to Manchester we checked into our hotel, got into our PJs and treated ourselves to a clay face mask… and I practiced my pitch some more…

Amy then went to bed at a reasonable time like the sensible person she is. I should have done the same but being me I decided to dye my hair pink in the hotel room! Classic Siobhan.

We were both up at the crack of dawn as I had a super early call time at the studio. Amy dropped me off and headed back to the hotel to work. Due to covid restrictions I wasn’t allowed a plus one at the studio. Booo!

First thing I had to do at the studio was set up my stand to get this signed off by the producers. There was quite a bit of waiting around but I did get to see some of the other entrepreneurs (from a distance!) and their products as they set up on nearby tables.
I was then taken through to hair and make-up. I actually did my own make up but they touched it up a bit and did my hair. The people in hair and make-up were so lovely and encouraging... Though they did give me a bit of a perm *grimace*

Back in my dressing room I continued to practice my pitch and also whitened my teeth…. with the fake tan I’d applied the night before, it did look like my teeth were glowing. Eeek.

I was then called to do some filming. I had to walk to the lift and get in the lift. Then walk out again. This footage was for cutaways. I also had to film a bit on camera about me, PBC and how I was feeling. Spoiler: PRETTY NERVOUS. Especially since I knew I was headed into the den with the biggest valuation the show had seen to date! I was expecting to be TORN APART by the Dragons.

After this, I then waited in the dressing room by myself…. and waited… and waited... and waited.

I basically waited all day. My call time kept being moved.

By the time I was called up it was evening, my adrenaline and energy had long evaporated and I was feeling quite tired and disheveled.

Just before I walked into the den I was reminded that everything is filmed in the den from the moment you walk in and if you mess up or trip over your words or forget what you were going to say, you don’t get the opportunity of a new take, you just have to start again... and what’s worse, your mess up will probably be shown on TV. Apparently you fluffing up / sweating / crying makes good viewing!! No pressure then.

A few minutes later I walked into the den and started my pitch. My voice was shaking, I was so scared of forgetting important bits or losing my way or my mind just going totally blank. I’ve seen this happen to others when watching the show myself.

It felt a bit like being in a school play and having to remember my lines… but the difference being I was in front of the infamous Dragons, surrounded by cameramen (and probably / hopefully women) and I was going on TV… and the whole nation would be able to watch!!

I was literally shaking and sweating but I DID IT!!!

But, as you know, my time in the den wasn’t over - far from it - it was just beginning. Now it was time for the really scary part - question time!

I was in the den for almost 2 hours fielding questions from the dragons. There were no breaks or cuts or retakes. Just 2 solid hours of interrogation. INTENSE.

In the end, Touker Suleyman, Tej Lalvani and Sara Davies all made offers. Deborah Meaden was out, but she was SO nice and said so many lovely things about me and PBC. The only person who was mildly critical was Peter Jones who said PBC would be dead without me. Nice.

Lots of funny stuff happened - at one point I called Touker and Tej ‘Toukey’ and ‘Tarje’ and they all had a great laugh at my expense. But although I know the eventual outcome, I’ve no idea what will get shown. I know it will just be a few minutes from my total time in there.

Mostly I just remember them all being SO NICE, which I had not expected AT ALL. Honestly the thing I was most nervous about beforehand was how mean and nasty they would be! That’s the reputation they have. And what’s shown on the clips that make it to YouTube. I thought they would tear me apart - they're dragons after all. But they were all so complimentary, and told me I had a good business head and they loved to see someone follow their passion and make money doing so.

When it came to accepting a deal, it was SO HARD being by myself. This is when I wished I had a chance to phone a friend. I tried to negotiate a little but it’s very stressful in that situation and especially when by yourself. That’s probably my one ‘regret’; if I could go back and do it again I would definitely negotiate harder.

But ultimately for me it wasn’t about the money; I didn’t need the investment. I wasn’t looking for a sum to get an idea off the ground or a prototype into production, it was about getting some help from people with experience, know-how and contacts. I’ve never had a mentor and for me this was an opportunity to get that. So I think that’s why I was quite flexible when it came to the figures / percentages.

When I finally got out of the studios it was night time and too late to drive all the way back to Devon, so Amy and I stayed in our hotel another night. We got a takeaway and celebrated. I was so proud to have been invited to go on the show, to have made it through the audition to pitch in the den, and to have received multiple offers on the day. I also went into the den with the biggest valuation the show has ever seen and I was told it was one of the best pitches they’d ever had. They do probably say that to everyone, but I felt proud all the same.

Also I learnt SO MUCH about my business! Turnover, forecasting, gross and net profit, discounted cash flow valuations etc. I didn’t know any of this stuff beforehand. I don’t tend to look at numbers at all. Since day one it’s been about making a difference and reaching more people. Never about making money - and it still isn’t!

But for Dragons’ Den I needed to know my numbers so thanks to my AMAZING accountant (Marcus at Thompson Jenner in Exeter!) who is more like a counsellor and life coach than a straight up accountant, I had a crash course in accountancy and knew enough to satisfy the dragons. Marcus really has been my plus one when preparing for the den - I did ask if he would accompany me into the den but he politely declined. Didn’t want to go viral! HA!

Also I need to give big thanks to Amy for not only being my chauffeur on the day and making my birthday so much fun, but for listening to my pitch so many times over she could probably repeat the whole thing in her sleep!

And (gimme my oscars moment), of course all the PBC team and all the PBC community (you guys!) who have made this whole thing possible. Literally wouldn’t be here without YOU.

I really did start out with nothing - no savings, no investment, no rich husband to prop me up - but I wanted to make a difference in the world. In doing so, not only have I been able to help hundreds of thousands of people around the world, but running PBC has changed my life too.

Thank you so much for your support and for being part of this mad crazy start-up journey.

Siobhan x