The pitch
What walked into the Den
Daniel Wiseman and Joseph Mills brought The Detective Society to Dragons' Den in season 19, which aired in 2022.
In the pitch, The Detective Society asked the Dragons for £75,000 for 25% of the business, valuing the business at about £300,000.
After the show
What happened next
A deal was agreed on air for The Detective Society.
Our read
The Hub verdict
Mystery games delivered by post is a subscription idea at heart, and Daniel Wiseman and Joseph Mills brought it to the Den asking £75,000 for 25 percent of The Detective Society. That values the business at £300,000, and they left with two Dragons behind them, Deborah Meaden and Sara Davies.
Subscription models tend to interest Dragons who like recurring revenue and low churn, and a puzzle-by-mail format has an obvious gifting hook alongside its regular sign-ups. Two backers on a raise this size reads as agreement that the format itself, rather than any one boxed mystery, is the asset.
A puzzle-by-post subscription that won over two Dragons.
