Husband-and-wife team Imogen Royall and Matt Kenyon have lifted the lid on what it’s really like to walk into the Den.
The founders of Lancashire-based Northern Pasta Co were the first entrepreneurs to pitch for investment in tonight’s episode of Dragons’ Den.
1. How did you prepare for the show?
Imogen: There was so much prep, but the day came around so fast. We actually did a trip to a house in the middle of nowhere in Yorkshire, for two nights to get away from work and go over and over the pitch. It did the trick!
Matt: We also had an amazing coach, speaking publicly is so far from my thing. And being dyslexic, memorising anything like a script is very difficult. Matt Hopkins helped us, taught me so many techniques that I used. Genuinely wouldn’t have been able to get through it without it.
2. How did you feel heading into the Den?
Imogen: It is such a surreal moment. My mind and body were all over the place. I don’t think it dawned on me that we had actually done it until the adrenaline had worn off a few days later. And of course you dramatise the worst case scenario. But underneath that anxiety is the immense pride, it is incredible for anyone to get their business to that position.
Matt: Sick! It was terrifying for me. I remember filming an initial clip, outside the room, that I totally fumbled. And then dreading that that was how it was going to be in the Den. Thankfully, once I had secured the pitch it was free-flowing and I felt way more at ease.
3. Which Dragon was the scariest — and the nicest? Why?
Imogen: You know what I don’t think any of them were scary. But they did have this God-like quality to them. I think it was the beautiful outfits, especially Steven’s bejewelled number and the bright overhead lights shining down on them. There was a lot of Dragon aura in that room. But Deborah was lovely, the best combination of tough but supportive and clearly so eager to champion a brand she believes in.
Matt: I remember Touker asking me some tough questions, I was sure he was trying to catch me out. But everyone was surprisingly lovely.
4. What was the standout moment of your time in the Den?
Imogen: The pitch. I was so so proud of us. It was a total privilege to watch my husband do something so far out of his comfort zone and absolutely nail it. I am immensely proud of him.
5. Is there something you’d do differently?
Imogen & Matt: Let ourselves enjoy it a bit more. There is so much anxiety, nerves, panic. You forget you are in a future memory that will live on for a long time both in the business and personally.
6. How has the business progressed since recording?
Imogen & Matt: Since we filmed, we’ve launched into Waitrose, we published our first cookbook, we relaunched the whole website and we moved into our new factory, making six times as much pasta! It has been a whirlwind but doesn’t feel like two days ago since we were in there.
7. What are your plans for the rest of the year and next?
Imogen & Matt: We have some very exciting moments coming up. We are continuing to expand to keep up with demand and bringing on new team members, including a head of marketing and head of sales later this month. We want to get Northern Pasta Co into more kitchens across the country.
