$1Mfor 10%
Protein Candy
Valued at $10M
The pitch
Geoff Dodsworth from Calgary, AB, pitched Dex10 in Season 15, Episode 9, asking the Dragons for $1M for 10% of the company.
- Asked for$1M for 10%
- Valuation$10Mimplied by the ask
- OutcomeNo deal
Offers in the Den
| Dragon | Offer | Result |
|---|---|---|
| Arlene Dickinson | Called the business model exploitative of retailers' work; no offer | Out |
| Vincenzo Guzzo | Does not trust the founder; no offer | Out |
| Manjit Minhas | Concerned about lack of trust and integrity in answers; no offer | Out |
| Lane Merrifield | Said founder is not a businessperson; no offer | Out |
| Michele Romanow | Said the founder was not ready to pitch and numbers were unreliable; no offer | Out |
Geoff Dodsworth, from Calgary, AB, asked for $1,000,000 for 10% of dex10, a furniture retail concept using a single physical store with no salespeople, an Alexa voice assistant to answer shopping questions, and no-returns policy, priced about 20% below competitors. He said the beta test ran on 2,000 square feet, with monthly sales in the range of $70,000 to $90,000 during a three-month period, but he was unable to give a clear total revenue figure for the prior year when pressed, eventually estimating around $246,000 to $700,000 with roughly 20% profit.
All five Dragons declined to invest. Arlene Dickinson said the model took advantage of retailers' work; Vincenzo Guzzo and Manjit Minhas cited a lack of trust after Geoff Dodsworth could not give straight answers on revenue; Lane Merrifield said he was not a businessperson; and Michele Romanow said he was not ready to pitch. No deal was made.
Pitch details from CBC’s Dragons’ Den pitch page.
Dex10 today
- StatusOut of businessLast checked September 2026
Dex10 appears to have closed. Its products may no longer be available.