"The Immunes" children's books

Key Points:

Investment: £100,000
Investor: No deal was made
Equity Offered: 20%
Business: Diamond Publishing Limited, creator of "The Immunes" children's books
Target Audience: Children, particularly those needing encouragement to eat healthily and learn moral values
Challenges: Concerns about the book content, market competition, and inconsistent messaging

Deal Summary:
No deal was made for Diamond Publishing Limited's "The Immunes" children's books series. The entrepreneurs sought £100,000 in exchange for a 20% stake in their company but failed to secure investment.

About the Business:
Diamond Publishing Limited, managed by Diane White and Tim Buller, aims to educate children through a unique series of collectible books called "The Immunes." These books are designed to promote healthy eating habits and instill important values and safety messages. Despite their passionate pitch, they encountered significant pushback from the dragons.

Key Points from the Pitch:

1. Target Market and Sales Goals:

• The children's book market in the UK is worth approximately £450 million annually.
• "The Immunes" targets over five million children.
• They have sold 8,500 books to date, valued at £7,500.

1. Investment Request:

• Seeking £100,000 for a 20% equity share.
• Funds needed to scale up production and marketing.

1. Challenges Highlighted by the Dragons:

• Content Issues: Peter Jones critiqued the messages in the books, particularly one story about Martin Mushroom, which he felt sent a negative message to children.
• Market Competition: Theo Paphitis pointed out that the books did not effectively integrate their educational goals (like promoting five-a-day fruit and vegetable intake) into the stories.
• Grammar and Consistency: Duncan Bannatyne noted errors and inconsistencies in the book’s content, which detracted from their professional quality.

Dragons' Feedback and Outcome:

• Peter Jones: Criticized the lack of clear, positive messages in the stories and expressed disappointment with the overall content, resulting in him opting out.
• Deborah Meaden: Advised that the books lacked a compelling angle to captivate the market, leading her to decline the investment.
• Theo Paphitis: Found that the books did not deliver on their educational promise, thus deciding not to invest.
• Duncan Bannatyne: Highlighted grammatical issues and inconsistencies, which led to his decision not to invest.
• The Remaining Dragons: Echoed similar concerns about marketability and content quality, ultimately all deciding against the investment.

Conclusion

Despite a passionate and enthusiastic pitch, Diane White and Tim Buller of Diamond Publishing Limited did not secure the desired investment for "The Immunes" series on Dragons' Den. The dragons raised critical points regarding the content's message, market competition, and production quality. As a result, the entrepreneurs were advised to rethink their approach and refine their product to better meet market expectations.