Advanced Business English Article for Leaders

Success stories often start in unexpected places, and Levi Roots is no exception. From cooking his Jamaican sauce in his home kitchen to securing a game-changing investment, his fame shows that even the most unlikely entrepreneur can build an empire. Arriving in the UK from Jamaica at just 11 years old with no money to his name, Levi Roots is now worth approximately $35 million, overcoming decades of rejection to reach the top in the face of such adversity.

 
In his early days in the UK, Roots became a reggae musician and became well-known in the local community for his delicious homemade sauce, which he produced with his children in his home kitchen. Despite the sauce’s popularity, Roots could only produce so much from his small home kitchen, and he lacked formal business knowledge. He approached several banks and businesses over 16 years to invest in the product, but he was always turned down. 

Into the Dragon's Den

But in 2006, his luck changed. Roots was spotted by a television producer at
a food trade show, who invited him to appear on the BBC’s ”Dragons’ Den”, a
UK television series where aspiring entrepreneurs pitch their business
ideas to a panel of wealthy investors—known as "Dragons"—in hopes of
securing funding. 

This intimidating panel stares intensely at the aspiring entrepreneurs as they demonstrate their ability to scale up their ventures and provide a convincing return on investment. The Dragons often dig deep into the financial projections and business models, leaving no stone unturned and expecting entrepreneurs to have their figures on point. Negotiations can be high-stakes, with deals struck or lost in a matter of minutes.

At any moment, a Dragon can declare themselves ‘out’, but if they’re ‘in’, they’ll fiercely beat off competition from other dragons and strike the best deal for themselves. 

In one of the bravest moves in UK television history, Roots entered the room with his guitar, and to the astonishment of the investor panel, broke into song. After a tense few seconds at the start, Roots’ charm and song-writing started to resonate with the dragons, forcing a rare smile from some of the stricter investors. The dragons still didn’t hold back in tearing his pitch apart, noticing that some of his projected growth figures were way wide of the mark. They also picked apart his claim to have an order for 2.5 million litres of the sauce, which in reality was only 2500 litres. 

Despite the early scepticism, two investors named Peter Jones and Richard Farleigh saw the potential in the product. Charmed also by Levi’s compelling charisma and authenticity, they invested £50,000 in return for a 40% stake in his company. Backed by significant investment, Reggae Reggae Sauce became a viral household name, and demand went through the roof across the UK. 

Roots rented premises and equipment to produce his products on a larger scale. He was able to leverage Peter Jones’ extensive business experience and influential retail contacts to secure a deal with a major UK supermarket, gaining a foothold in the UK food sector. 

Roots sold over a million bottles in his first year, but it didn’t stop there. With the backing of Peter Jones, the Reggae Reggae brand expanded beyond just sauce, introducing over 50 Caribbean-inspired products, including snacks, and seasonings. He then capitalized on his growing personal brand by branching into cookbooks, restaurants, and even television appearances, enjoying his new status as an ambassador of Caribbean cuisine. 

So aside from seizing opportunities and getting out of your comfort zone, what else can aspiring entrepreneurs learn from Roots’ story? Perhaps the answer lies in authenticity. Staying true to his personality, and sharing his culture and story instead of conforming to restrictive business norms turned out to be an irresistible asset in building a brand that resonated with both investors and people. 

“I thought I was quite rubbish in the Dragons’ Den, myself. But even if you are rubbish, you’ve got to be you, because people are invested in whoever you are. Perhaps if I had got all my numbers right and I was all flash, I wouldn’t have got the investment.”

Business English Phrases used in this article:

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