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Posted: 14th February 2022

Sheila Hogan, East Lothian based serial entrepreneur, and founder of the UK’s leading digital legacy vault, Biscuit Tin, made her TV debut yesterday (10 February 2022) in the sixth episode of the latest series of the BBC’s popular reality show, Dragons’ Den.

Sheila’s pitch to the team of Dragons in the hit BBC One Show aimed to secure early-stage investment from one or more of the Dragons which would enable the business, originally launched in 2020, to expand exponentially. Through Biscuit Tin, the deathtech entrepreneur aims to plug a gap in the market when it comes to end-of-life planning and digital legacy.

Whilst the Dragons, which include veterans Peter Jones, Deborah Meaden, Touker Suleyman, Sara Davies, and newcomer marketing guru Steven Bartlett, chose not to invest in Biscuit Tin on the show, since filming took place Sheila has been able to secure more than six times the original investment she asked for from other sources. This allows her to forge ahead with business expansion plans as intended.

Biscuit Tin was born following Sheila’s personal experience of closing-down the lives of her parents. Armed with a biscuit tin of old papers, Sheila discovered that the way ‘end of life’ is handled today is completely broken and needs to change. Biscuit Tin has been created to empower and enable everyone to plan for their death and make the whole process easier for those left behind. Biscuit Tin enables the secure online storage and encryption of valuable, vital information, all in one place, which is released to those nominated when the time comes. This includes information such as account details, important documents, post-life wishes and memories.

In a world where lives are increasingly run with digital tools, digital legacy is a new and growing global market estimated to be worth over $35 billion worldwide within five years.
Sheila commented: “Whilst I didn’t secure investment from the Dragons on the show, I’m delighted to say that since filming the episode, I have been able to secure investment from other investors who have recognised the huge potential of Biscuit Tin. The investment closed at just over six times what was asked of the Dragons’.

“I have absolutely no regrets – Dragons’ Den has been a phenomenal experience, and such a privilege to be part of. Preparing and pitching to such a high-profile and massively successful group of businesspeople was a fantastic opportunity for me and Biscuit Tin. I have given consideration to all the Dragons’ comments, and it has made me even more passionate and determined to fulfil the mission, transform the way we handle end of life and make Biscuit Tin a household global brand to be proud of.”

Business Comment

Business Comment is the Edinburgh Chamber of Commerce’s bi-monthly magazine. It provides insight on Edinburgh’s vibrant business community, with features on the city’s key sectors, interviews with leading figures and news on new business developments in the capital.
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