hi there my name's George Hansen and I'm
founder and CEO of toad the outdoor
advertising directory I'm here today to
ask for 100,000 pounds in exchange for
10% equity stake in the company around 3
years ago I tried to book a billboard
for a friend's birthday so they could
see a massive picture of his happy face
on the way to work every day however I
found the basic information like price
location and availability of these
signage sites were very difficult to
acquire so we set out to solve this
problem and now what we've done is
approachable the organizations that own
and operate these sites in the UK it's
around half a million and we've combined
these billboards bus stops and phone
boxes onto our platform and layered it
with audience data so anyone can search
for click and buy these signage sites
across the UK so here the opening
interface shows thousands of pins across
London now there's a range of criteria
there like age demographic gender and
interests and in a matter of seconds it
will show you the optimized sites to
reach that target audience and then I
can look at the audience date in the
area and use a viewfinder to see it's in
the right sort of orientation and
location and it's simple as that I
welcome any questions and thank you very
much for your time on a mission to make
booking outdoor advertising simpler is
George Hinson from London he's looking
for a hundred thousand pounds for a 10%
stake in his web-based business will
Tuukka Suleiman see the opportunity as a
potential commercial success George yeah
hi how long have you been going to years
and that includes the time for Perth
development to you have you had one pull
your trading I'd say about six months so
what's your first six months figures
that like so I've got twelve twelve
thousand pounds in invoices that are out
the door but that should be coming
shortly
okay billboard advertising as you got
the flyover coming off malabon road here
there's a big poster there give me an
idea what that would cost
it could be like ten or twenty thousand
a day for that site so what margin do
you make on it fifteen percent down from
that so if you make fifteen percent yeah
so your commission could be ranging from
a few hundred to a few thousand yeah
yeah and we're trying to now focus on
the highest fence you've turned over 12
grand yeah but you've come up with a
valuation of million pounds I'm assuming
some big contract from somebody for the
next 12 months that underpinned your
valuation no we have made incidental
sales while we're building their
platform I don't think it merits a
million pound valuation a dozen so we
agree on that
it's an early setback for George who
can't provide a justification for the
price tag he's placed on the company
next a dragon whose health Empire is all
too familiar with this sector and wants
to get to the nitty-gritty of how the
site works this is all very exciting I
love outdoor media and we spend a lot in
fact I think we're the largest spender
of outdoor media in our vitamin industry
so I want to advertise on a billboard
when I use your site it'll tell me the
price of that yeah yeah lionizing and
where do you get that pricing from you
get it from the media and his yeah right
so you just know the site and then
you've got to go and check if it's
available for those two years that's
great yeah
but when it comes to working a campaign
how does your site work in that way so
it is meant for local business perhaps
McDonald's will do a push-pull strategy
where you book sort of five sites around
it to throw people towards your retail
location and maybe five sites around a
Burger King especially would away from
it so the data that you're collecting or
you can offer me as an advertiser
that many cars go past it and that many
eyeballs see it how do you collect all
of that data because to me that's the
bit that becomes more valuable but we do
know statistically averaged where people
reside and people are habitual so we
know if they start their journey in
Clapham and finish in Bank they'll
probably do that every day and how are
you picking up their journey
TfL gives you where you start and finish
your journey and in the depart for
transport data is for the traffic outs
so what's the really clever bit about
your website then if you speak to an
agency they're gonna tell you a lot of
the information that you've said they're
gonna give me anyway so what's the
really clever bit I mean the agencies
will be quite expensive plus there's no
other platform that shows you this
amount the market across this many
suppliers alongside Williams data
the admin is giving his software the
hard sell to the Dragons will crafting
Queen Sara Davies see the company as an
eye-catching prospect each arch I write
I personally don't do any of this
outdoor billboard advertising so I'll
just be really honest and there's no
great way to flower this up it's just
not a business that I personally feel
excited about unfortunately it's not one
for me
and I'm out George has lost his first
dragon does tech tycoon Peter Jones have
a different perspective on this newly
developed online platform hi you've
clearly done a really good job how long
did it take you to physically get all
the locations put onto the site still
ongoing we're still getting with the
major ones took about a year and a half
of how many of you got 120,000
aboveground individual locations what
I'm concerned about about your business
model is that you're squeezed you're in
the middle you're not likely to be able
to compete with the big boys and then
the small guy at the end teams gonna go
well I want that that and ultimately
you're doing the transaction at a very
low level I think you need to find your
mid market and I think then you
potentially got a business if you had
weight and buying power behind you this
would be a great investment you don't
have that and that's the bit that I'm
not sure you'll ever get so for that
reason I'm out I'm gonna absolutely echo
what Peter said I don't if I were you
the first thing I would do is to go back
and see how you can add value to
somebody else's proposition why would I
just not use an agency they're not all
gonna charge you an absolute fortune
particularly not if you've got a decent
sized budget
I won't be investing I'm out
a second and third dragon bow out of the
deal
leaving Georgia's campaign for
investment on shaky ground will retail
giant touka Suleiman be the one to save
him
George I'm not in this field but I've
got a few investments in the marketing
world and there's always the one thing
which you've got to have and that's your
USP you have not got a USP you're just
an ancient and unfortunately for that
reason I'm not gonna invest them out
Tuka Suleyman opts out unconvinced that
george's offering has an edge on the big
boys but has the last dragon standing
tej Levani
seen a pathway to success that the
others have missed so look you've heard
everyone here and I think something like
this should be packaged as a license to
advertising agencies to say here 5,000
pounds a year access to my platform and
use it that way
agencies have tested it but they
actually brother use us to do it as a
managed service I think your tech is as
good but unfortunately evaluation is way
high here's the thing I could be
interested in helping and working with
you
on the basis that you'd be willing to
focus on this direction of making a
subscription model with advertising
agencies I'll make you an offer but it
comes at a price so I love you all the
money you had a thousand pounds for
forty five percent okay go take a moment
okay keeps good advice with his own
vision of how the business can succeed
tej Levani offers the full hundred
thousand pounds and a new vision for the
company but at a price as he wants four
and a half times the equity that George
wanted to give away would you do 40
it's 100k it's a high valuation you
haven't got any sales your directions
all over the place it's gonna take a lot
of work so that was my thinking I think
I'd like to accept your offer yeah yes
thank you great
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