$1Mfor 10%
Protein Candy
Valued at $10M
The Original Bottle Cap Lure Company
Norm Price, Lloyd Halback, Clifford Kohuch
Regina, SK
In businessSeason 13, Episode 10
The pitch
Norm Price, Lloyd Halback, Clifford Kohuch from Regina, SK, pitched The Original Bottle Cap Lure Company in Season 13, Episode 10, asking the Dragons for $100K for 10% of the company.
- Asked for$100K for 10%
- Valuation$1Mimplied by the ask
- OutcomeDealwith Jim Treliving
- Final deal$100K for 30%valued at $333K
Offers in the Den
| Dragon | Offer | Result |
|---|---|---|
| Manjit Minhas | No offer, concerned about lack of shareholder agreement and 50-cent royalty arrangement not being formalized | Out |
| Lane Merrifield | No offer, concerned the lack of a formal shareholders' agreement despite good terms could cause future conflict | Out |
| Arlene Dickinson | No offer, felt the product was too niche to scale into a large business | Out |
| Vincenzo Guzzo | $100,000 for an unspecified equity stake, wanting to eventually cap the 50-cent royalty | Declined |
| Jim Treliving | $100,000 for 30%, conditional on a shareholders' agreement being signed | Accepted |
Norm Price, Lloyd Halback and Clifford Kohuch of Regina, Saskatchewan pitched The Original Bottle Cap Lure Company, asking for $100,000 for 10%. The lures are made from recycled bottle caps pressed and coated with UV coating, designed to hold bait attractant longer than traditional lures, and are also sold as custom-branded promotional products. The company sold 65,000 lures in the last eight months through Canadian Tire, wholesaling at $3 each with an 85-cent production cost and a $5 retail price; they project $1.3 million in sales this year from Canadian Tire alone. Norm Price receives a 50-cent-per-lure royalty on a handshake basis, with Lloyd Halback owning 100% of company shares.
Manjit Minhas, Lane Merrifield and Arlene Dickinson all declined to invest, citing concerns about the lack of a formal shareholders' agreement and the scalability of the business. Vincenzo Guzzo offered $100,000 for an unspecified stake but wanted to cap the royalty arrangement, while Jim Treliving offered $100,000 for 30%, conditional on putting a shareholders' agreement in place. The founders accepted Jim Treliving's offer.
Pitch details from CBC’s Dragons’ Den pitch page.
The Original Bottle Cap Lure Company today
- StatusIn businessLast checked September 2026
The Original Bottle Cap Lure Company is still operating and sells through its website.