$1Mfor 10%
Protein Candy
Valued at $10M
The pitch
David Bartle from Calgary, AB, pitched AdMore Lighting in Season 20, Episode 12, asking the Dragons for $200K for 10% of the company.
- Asked for$200K for 10%
- Valuation$2Mimplied by the ask
- OutcomeDealwith Manjit Minhas, Brian Scudamore and Arlene Dickinson
- Final deal$200K for 20%valued at $1M
Offers in the Den
| Dragon | Offer | Result |
|---|---|---|
| Michele Romanow | Too many hardware war wounds | Out |
| Drew | Concerned about future government regulation making the product obsolete | Out |
| Arlene Dickinson | joint offer with Brian and Manjit, $200,000 for 25% initially | Declined |
| Brian Scudamore | joint offer with Arlene and Manjit, $200,000 for 25% initially | Declined |
| Manjit Minhas | joint offer with Arlene and Brian, settled at $200,000 for 20% | Accepted |
David Bartell, from Calgary, Alberta, asked for $200,000 for 10% of AdMore Lighting, a motorcycle safety lighting company. The flagship product is a light bar that automatically brightens for braking, turn signals, and rapid deceleration, retailing for $299 with 60 to 65% margins; a new patented light band product for riders' arms is in development. Since 2005 the company has sold over 10,000 light bars for over $6 million in total sales, with $300,000 in 2022, $485,000 in 2023, and just under $1 million last year, though net income before taxes was only $80,000 due to R&D spending of about $100,000.
Michele Romanow went out citing past difficulties with hardware investments. Drew went out over concerns the market could become government-regulated, making the company obsolete. Arlene Dickinson, Brian Scudamore, and Manjit Minhas offered a joint deal of $200,000 for 25%, which David Bartell countered at 15%; after negotiation, all sides settled at $200,000 for 20%, which was accepted.
Pitch details from CBC’s Dragons’ Den pitch page.
AdMore Lighting today
- StatusIn businessLast checked September 2026
AdMore Lighting is still operating and sells through its website.