The Dragons Are Blown Away By 'The Secret Garden Glamping' | Dragons' Den

Summary

Derry Green, founder of The Secret Garden Glamping, presents his business in a pitch for £100,000 in exchange for a 5% equity stake. He shares how the business started during the 2020 lockdown, evolving from a DIY garden camping project to a successful luxury glamping site. With a fully booked calendar and strong revenue, Derry aims to expand the business. Four dragons offer him the full investment, and he accepts Deborah Meaden's offer, recognizing her experience and alignment with his vision. The pitch showcases the combination of passion, innovation, and growth in the glamping industry.

Takeaways

• 😀 Derry Green founded The Secret Garden Glamping, a luxury glamping site based in a 4-acre woodland, which started as a DIY project during the 2020 lockdown.
• 😀 The business grew rapidly after Derry shared his glamping project on social media, leading to bookings within three days that were fully booked for two years in advance.
• 😀 Derry is seeking a £100,000 investment for a 5% equity stake in his business to expand and build a brand as a leading luxury glamping destination in the UK and abroad.
• 😀 The business currently operates with nine bespoke units and has planning permission to expand with four more units.
• 😀 The Secret Garden Glamping boasts 100% occupancy since opening, with weekends booked more than two years in advance.
• 😀 The business is expected to generate £1.1 million in revenue for the current year, with a net profit of around £470,000.
• 😀 Derry maintains a flat pricing strategy, with an average nightly rate of £225 for 2023 and £245 for 2024, choosing not to fluctuate prices based on peak seasons.
• 😀 Despite the demand, Derry consciously keeps his prices affordable to avoid capitalizing on school holidays or high-demand periods, though the dragons suggest his prices could be higher.
• 😀 Four dragons make an offer of £100,000 for a 5% stake in Derry’s business, showing strong interest in his vision and success.
• 😀 Derry ultimately accepts Deborah Meaden's offer, feeling validated by her support and understanding of his vision for the future of the business.

Q & A

What inspired Derry Green to start The Secret Garden Glamping?

Derry was inspired to create The Secret Garden Glamping during the first lockdown of 2020 when he was at home with his two young children. To keep them entertained, he started a garden camping project, which eventually led to the creation of a luxury glamping site.

How did Derry's glamping site gain popularity?

Derry's glamping site gained popularity after he posted updates on social media, which went viral. People started reaching out to book the site for vacations, and within the first three days of listing, it was fully booked for two years in advance.

What is the current status of The Secret Garden Glamping business?

The business now has nine bespoke glamping units, with planning permission for four more. The site has maintained 100% occupancy since its opening, with bookings extending over two years in advance.

How much revenue is The Secret Garden Glamping expected to make in 2023?

In 2023, The Secret Garden Glamping is projected to generate £1.1 million in revenue, with a gross income of just under £880,000 and a net income of around £470,000.

What are the average nightly rates for The Secret Garden Glamping?

The average nightly rate for 2023 is £225, and for 2024, the average nightly rate is expected to be £245.

Why does Derry keep his pricing consistent throughout the year?

Derry keeps the pricing flat across the entire year, regardless of the season, because he set up the business for himself and his children. He believes in not capitalizing on school holidays or peak seasons, ensuring that families can enjoy the experience without inflated prices.

What did Peter Jones find appealing about Derry's pitch?

Peter Jones was impressed by Derry’s authentic story, his passion for the business, and his hands-on approach in building the glamping units. He also appreciated Derry's fresh perspective in the industry and his commitment to providing a unique luxury experience.

Why did Deborah Meaden choose not to invest in The Secret Garden Glamping?

Deborah Meaden chose not to invest because she felt she wouldn't have the same level of passion and commitment for the business. She believed someone with more experience and passion for hospitality, like her fellow dragons, would be a better fit.

How did Derry feel when receiving the offers from the dragons?

Derry felt overwhelmed with gratitude and emotion, especially after hearing the offers from the dragons. He expressed how proud he felt and even mentioned trying to keep himself together as he processed the support from the investors.

Why did Derry ultimately choose Deborah Meaden’s offer?

Derry ultimately chose Deborah Meaden’s offer because she validated his vision and approach. He appreciated her understanding of the glamping market and her passion for the business, making her an ideal partner to help grow his brand.