How do you prepare for DHDL? Our experience with Joy_

Wondering: How do you prepare for DHDL?

Whether you're a founder or a fan of the show – it's a valid question. After all, appearing on Die Höhle der Löwen (the German Dragons' Den / Shark Tank) is no ordinary pitch. It involves cameras, pressure, emotion – and the massive opportunity to present to investors and millions of viewers.

We were there ourselves – with Joy_

In autumn 2025, we presented Joy_ on DHDL: a gift voucher that can be redeemed for any physical product online. Personal, flexible, delivering a true 'aha!' moment for both gift givers and recipients.

And yes – we prepared extensively. Here is our honest account addressing the question: How do you prepare for DHDL?

1. Develop a clear message

Everything has to hit the mark in 3 minutes: problem, solution, product, USP.

We asked ourselves: What sticks if someone only hears the first sentence? For us, it was:

"Joy_ is the gift voucher that makes any product possible – without being tied to a specific shop."

2. Think through 100% of the product

The investors will probe deeply. Anyone asking "How do you prepare for DHDL?" must realise: know your numbers, your market, your weaknesses. We rehearsed scenarios – from worst-case situations to debates over valuation and pricing.

3. Test the pitch in front of an audience

We practised with friends, strangers, and also sceptical voices.

What don't they understand? Where are they excited? Where do they lose interest?

4. Practise stage presence

DHDL is television. You are under studio lights, mic'd up, with no second takes. We underwent genuine camera training – to ensure we got straight to the point, spoke clearly, and stayed calm.

5. After the pitch: ready for anything

The pitch is just the beginning. After that comes the reach, the enquiries, the pressure. We had the website, the processes, the fulfilment – everything prepared so we wouldn't be overwhelmed after the broadcast.

What we would say to start-ups

If you ask yourself: How do you prepare for DHDL? – then above all, keep this in mind:

• Be honest: No hype without substance

• Be specific: Deliver value, not buzzwords

• Be prepared: Test beforehand everything that will need to scale afterwards

And if you're just curious…

…about what became of our pitch: givingjoy.de

*The voucher can only be redeemed for standard commercial goods available online at the time of redemption; specifically excluded are 18+ products (e.g. alcohol, tobacco, adult content), gift cards or monetary vouchers, digital products (e.g. software, subscriptions), strictly limited goods as well as items available only for a very limited time or in heavily restricted quantities, in particular products available exclusively at specific release times or during short-term special promotions that typically experience significant excess demand (so-called 'drop items'), as well as financial assets or other investments (e.g. currencies, cryptocurrencies, gold, shares), goods offered only for a very brief period or within flash sales, goods sold by private individuals (e.g. via classifieds, peer-to-peer or marketplace private sales), and services (e.g. tickets, spa offers, courses). More details on the T&Cs and redemption terms can be found here.