PERFECT PITCH
Grade 7 Steps into the Dragon’s Den
In an unforgettable fusion of creativity, enterprise, and real-world learning, ACS Cobham Grade 7 students stepped into the spotlight this term. Inspired by the iconic TV show Dragon’s Den, our students weren’t just learning about entrepreneurship – they were living it.
Welcome to the Den
The stage was set. As the lights dimmed and the crowd settled, Assistant Head of School Operations, Ian Ahmet, opened the event with a warm welcome and a nod to the high-stakes excitement ahead. On the line? Real investment offers (in digital currency), business credibility, and the chance to impress a panel of seasoned professionals – our own Dragons.
The Brief: Build a Shoe Brand From Scratch
Weeks before the pitch event, students were given a bold challenge: create a fully-fledged shoe brand from the ground up. That meant:
Designing a unique sneaker using hand-drawn templates
Developing a brand identity with a logo and slogan
Managing a realistic budget of £200,000
Making ethical and sustainable business choices
Creating persuasive marketing – both in English and in a second language
And finally, preparing a confident business pitch to win investor support
Armed with AI research tools, focus group feedback from Grade 6, and their own imagination, student teams brought creative, thoughtful, and often surprising ideas to life.
Meet the Dragons
The final event welcomed four expert panelists from business, design, and education – each bringing a unique lens to evaluate the pitches:
John Burlo – The visionary behind design for brands like Off-White, Adidas Originals, and New Balance, John was all about creative impact. He sought boundary-breaking visuals, audience insight, and serious style.
Scott Dixon – Former Nike executive and founder of Total Football Collective, Scott brought deep brand experience. He wanted to know: What’s your story? Who are you designing for? Why should we care?
Russell Combe – A chartered accountant and ACS’s Finance Business Partner, Russell brought sharp financial scrutiny. He challenged students on costings, profit margins, and market strategy.
Ivo Lazic – With a background in global education and a passion for ethical leadership, Ivo focused on sustainability, encouraging students to think beyond profit and toward planet-positive business practices.
Their collective wisdom pushed student teams to think, reflect, and respond like true entrepreneurs.
From Sketchpad to Sales Strategy
The project wasn’t just about design. Students had to make tough decisions: Would they manufacture abroad using cheap labour or opt for ethical production at a higher cost? Would they collaborate with a global pop star for £100,000, or rely on a grassroots influencer to stretch their marketing budget? Every choice came with a trade-off – and consequences for their brand’s identity and financial success.
Their advertisements ranged from jingles and posters to influencer videos and multilingual radio ads. And when it came to budgeting, students worked with detailed cost sheets and used math in action to calculate break-even points and profit margins.
The Final Pitch
Each team had just four minutes to pitch their business to the Dragons and a live audience. Their presentations included:
Shoe design showcases (side, sole, and logo)
Brand mission and identity
Production and sustainability choices
Pricing, projected profit, and rationale
Marketing campaigns (some entirely in Spanish or French!)
And finally, the all-important investment ask: “We are seeking £ for % of our company…”
Teams spoke with passion, defended their strategies, and adapted on the fly as Dragons grilled them with follow-up questions.
Learning That Lasts
Beyond logos and pitches, this project offered something more: a powerful example of interdisciplinary learning in action. From art and design to maths, ethics, business, languages, and public speaking – students developed skills that will serve them far beyond the classroom. And perhaps most importantly, they discovered the courage to dream up an idea, defend it under pressure, and put it out into the world.
