Venice Q&A: The Dragon’s Den Experience with SNOAP’s Antony Hicks

Antony Hicks is MD at SNOAP, a plastic-free, solid soap dispenser designed to eliminate single-use plastic waste. Invented by his wife, and business partner, Lisa - Antony joined the business full time 4 years ago as the potential scale of the business became apparent.

In spring of 2024, Dragon’s Den approached SNOAP to come on the show and pitch to the Dragons.  What followed was months of rigorous due diligence, a high-stakes pitch that lasted two hours, and a moment that changed everything: five Dragons fighting over a stake in SNOAP. 

In this interview, Antony shares exactly what it took to prepare, the risks he and Lisa weighed, and what happened the moment their episode went live. 

How did Dragons' Den come about for SNOAP?

We actually didn’t apply, they contacted us. It was April last year [2024], and we just got an email out of the blue asking if we’d consider applying. It’s not a direct invite that guarantees being on the show, but if they approach you, your application gets fast-tracked. 

After that, you go through an audition, then a really rigorous due diligence process. The BBC checks everything: every claim on your website, every number in your accounts, you have to build out a full data room. It’s like doing an M&A deal.

What made you go for it, versus raising investment the traditional way?

Honestly, the amount of investment was less important than the brand awareness. We’d spent a lot on R&D and patents, but didn’t have huge budgets for marketing. Our products appeal to everyone but that makes targeting hard. We needed cut-through. And Dragons' Den gives you that. It’s watched by millions and also shared on YouTube. For a consumer brand, the visibility and credibility are huge.

Did you have a strategy for the pitch?

You decide your own valuation. We valued the business based on future earnings, assets, and patents. We asked for £50k for 5%, and we were prepared to defend that. 

When you watch it, it's 15 minutes long but we were in the Den for over two hours. They're very rigorous in what they're asking you. The first the Dragons see of you or your business is when you walk out - that genuinely is their first impression. 

On the show, the Dragons can only say 'I’ll give you all the money' not part of it, so we knew we had to make the offer clear and compelling. When Peter Jones said, 'I just get it,' and offered all the money for 10% of the business soon after we started our pitch it was a huge relief and only got better as the other Dragons’ started offering and competing for the deal!.

Eventually, all the Dragons made an offer, why did you pick Deborah Meaden and Peter Jones?

In the end we got offers from all of the Dragons, including offers from Sara & Touker at our original ask of 5% but we decided to accept Deborah & Peter’s final offer at 7.5%.  Deborah has real credibility on sustainability. When she endorses your brand it really cuts through. And Peter Jones brings international expertise. The clincher? They’d both previously invested in Fussy, a sustainable deodorant brand. We’re in a similar category (plastic-free bathrooms) so we knew they understood our vision.

We were tempted by Sara for her telemarketing expertise and reach into the USA and were also tempted by Steven Bartlett, because of his online expertise, but in the end Deborah and Peter were our dream team!

What happened when the episode aired?

It was absolutely staggering. We took half a year's worth of forecast orders in 36 hours. We had a ticker that tracks sales in the office that literally couldn’t keep up. We thought we were well prepared but it was a crazy time with lots of additional staff and very long hours but also a lot of fun!. And that’s not even counting the long-term value: every time Deborah or Peter repost something, the website lights up again. Just a retweet from them moves the needle.

Any risks or doubts beforehand?

Of course. You can do all that work and not get shown. Or worse, they air it and tear your brand apart. There’s only one great outcome really - we were as well prepared as we could be going in but we are very grateful of the reception we received. All five dragons offered. It felt like a lottery ticket that paid off.

Final advice for other founders debating applying to Dragons’ Den?

Go in with your eyes open. It’s a huge amount of work. But if you’ve got a great product and you believe in it? Buy the ticket. It’s high risk, high reward and it could change everything.