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Lancashire entrepreneur secures Dragons' Den investment to take edible dog birthday card business global


A Lancashire entrepreneur who has received Boost support and also won £15,000 at the Lancashire Innovation Challenge has secured £50,000 from investors on BBC One's Dragons’ Den programme.  

Gemma Connolly, from Buckshaw-based Scoff Paper, appeared on the show last night (Thursday, February 15), and invited the Dragons to invest in her edible dog birthday card business. Investor Sara Davies agreed to an investment of £50,000 in return for 25 per cent of the company.

In the Den, the Dragons heard how the idea for Scoff Paper came to Gemma in 2020 after trying to make edible paper for her dog, Loki, while in lockdown. Having started off on the kitchen table experimenting with potato peelings and other edible ingredients, Gemma refined the process and soon created a prototype which was robust, printable, and safe for dogs to eat.

Gemma then developed a commercially viable product which she began to sell via the online marketplace, Etsy. 

Gemma also persuaded local pet stores and garden centres to stock her canine-friendly cards, which in turn led to deals with the likes of Pets at Home, John Lewis, Clintons Cards, Aldi, and B&M.

In addition to the financial and mentoring support which Gemma received after winning the Lancashire Innovation Challenge, a competition for entrepreneurs run by Lancashire County Council as part of its Innovate Lancashire initiative, she has also enjoyed support from Boost; Lancashire’s Business Growth Hub.

In 2021 Gemma contacted Boost and received guidance and coaching in areas such as digital marketing, e-commerce, finance, and staff training. 

Now, having both the financial and strategic backing of Sara Davies, and the huge publicity generated by her successful pitch to the Dragons on prime-time TV, Gemma is aiming to take the Scoff Paper brand global.

Gemma, who is also a Guide Dogs for the Blind ambassador, said of her Dragons' Den experience: “I’m not good at blowing my own trumpet, but I gave it everything I had when I went into The Den and was proud of my presentation and my responses to the Dragons’ subsequent grilling. It probably helped that I had Leo by my side. 

“When Sara said she believed in me and my vision, it meant so much. I’m over the moon that she chose to invest in my little company that’s got its eye on global domination. After all, is there a dog on this planet that doesn’t love a tasty treat? With Sara’s know-how and support, I can put 100% of my time and focus into our business and get the bespoke manufacturing facility running at maximum capacity.”

Andrew Leeming, programme manager at Boost, said: “Gemma received support through Boost’s Business Advice Service in 2021 and our team helped her to clarify her business goals and what she needed to do to achieve them, as well as providing marketing advice on developing her website and using social media. In addition, she received mentoring as well as support through Boost’s Access to Finance service.

“We’re always thrilled to see Lancashire businesses flying the flag on the national stage, especially when Boost has helped as part of that business growth journey. I’m looking forward to seeing how the Dragon's Den investment allows the business to continue to expand and help Gemma achieve her ambitions over the coming years.”   

Maya Ellis, LCC’s Innovation Programme lead said: "For Gemma to have secured a significant investment from the likes of Sara Davies on Dragons' Den is incredibly impressive and a great advert for Lancashire's creative and commercial spirit. To know that winning our Innovation Challenge helped Gemma to successfully expand her company is also fantastic, and it demonstrates how initiatives like Innovate Lancashire can really help grow dynamic Lancashire businesses like Scoff Paper." 


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