What happened after East Lothian Biscuit Tin founder appeared on Dragons' Den

An East Lothian serial entrepreneur appeared on BBC One's Dragons' Den.

Sheila Hogan, the founder of the digital legacy vault company Biscuit Tin, faced the Dragons on Thursday, February 10's episode.

The former President of the Association of Scottish Businesswomen launched her company in October 2020 following her own personal experience of losing her parents.

The Dunbar entrepreneur aimed to plug a gap in the market and change how "end of life" planning is organised today.

Sheila Hogan on Dragon's Den. Credit: BBC

The digital vault is designed to securely hold valuable information such as account details, important documents, post-life wishes and memories all in one convenient place.

Deborah Meaden was particularly touched by the concept due to her own personal experience.

Sadly, the Dragon s- including Peter Jones, Deborah Meaden, Touker Suleyman, Sara Davies and new Dragon Steven Bartlett - chose not to invest this time around.

All investors wished the entrepreneur luck and Ms Hogan left the Den more motivated than ever.

Walking away without an investment, the Biscuit Tin founder said: "The whole experience has been tremendous."

The only thing she said that she took issue with is new Dragon Steven Bartlett's concerns over her ability to compete and grow against bigger tech companies.

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She left the Den, vowing: "I can build a tech company and I will" - Good luck Sheila!

Since the filming of the hit BBC show, Ms Hoggan has secured more than six times the original investment she asked for in the Den from other sources.

Speaking about her experience on the programme, she said:"Whilst I didn't secure investment from the Dragons on the show, I’m delighted to say that since filming the episode, I have been able to secure investment from other investors who have recognised the huge potential of Biscuit Tin. The investment closed at just over six times what was asked of the Dragons’.

The entrepreneur added: "I have absolutely no regrets – Dragons’ Den has been a phenomenal experience, and such a privilege to be part of. Preparing and pitching to such a high-profile and massively successful group of businesspeople was a fantastic opportunity for me and Biscuit Tin.

"I have given consideration to all the Dragons’ comments, and it has made me even more passionate and determined to fulfil the mission, transform the way we handle end of life and make Biscuit Tin a household global brand to be proud of."

Dragons' Den airs at 8 pm on Thursdays on BBC One.

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