In what can only be described as a nail-biting moment for Will Little, the managing director of Little’s Coffee, his pitch on BBC’s Dragon’s Den proved to be the most daunting task he had ever undertaken. Located in the quaint town of Willand, near Cullompton, Devon, Little’s Coffee managed to captivate the attention of the den sharks, ultimately striking a deal with the astute Plymouth-raised businessman, Steven Bartlett.
Recounting the nerve-wracking experience, Little confessed to feeling a wave of “sheer terror” wash over him during the pivotal pitch. However, amidst the anxiety, the feedback he received from the TV Dragons was nothing short of overwhelmingly positive. The charismatic Mr. Bartlett was quick to recognize the potential of the instant coffee brand, making him a seamless fit for the budding entrepreneur.
Reflecting on the rollercoaster ride, Little shared, “Overall, the experience was actually amazing. Scary, but amazing.” The roots of the family-run business can be traced back over 35 years, a testament to the dedication and passion that have propelled it to new heights.
Despite fielding offers from all four Dragons, Little opted to seal the deal with Mr. Bartlett, who extended a generous offer of £80,000 for a 5% stake in the business. Little confessed to BBC Radio Devon that the entire ordeal was nothing short of hair-raising, with the surreal experience of watching it unfold on screen adding an extra layer of intensity.
During the pitch, the discerning Dragon and seasoned businessman, Peter Jones, sampled Little’s Coffee and dubbed it as the “best tasting” he had ever encountered. Jones went a step further, envisioning the brand as a potential contender for the title of “the biggest brand in coffee in the world.”
Looking towards the future, Little expressed his confidence in Mr. Bartlett’s ability to catapult the business to new heights. The serendipitous connection between the two entrepreneurs, both hailing from the southwest, added an extra layer of synergy to their burgeoning partnership.
With a flurry of orders pouring in, Little excitedly shared, “We have come into two months’ worth of orders…we’re expecting a busy weekend.” The collaboration with Mr. Bartlett and his team has injected a sense of anticipation and enthusiasm into the Little’s Coffee camp, setting the stage for a promising journey ahead.
As the aroma of success wafts through the air, Little’s Coffee stands poised on the brink of a breakthrough, fueled by determination, innovation, and a shared vision for the future of the brand.
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