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At the time of their Dragons’ Den pitch, the entrepreneurs had been in business 10 months and had sales of $400,000. By this time, they were very clear on who their customers were and how to reach them.

“Our core demographic is male and female Baby Boomers plus or minus 15 years,” Mr. Algire said. “We did very well with radio advertising which is where our customers like to learn about our product. In hindsight, it makes sense because the Internet is so full of scams that can infect your computer, I wouldn’t recommend to my own parents to try a new product they learned about on the internet. Traditional media lends a credibility we cannot get with an Internet banner ad.”

The dealThe entrepreneurs asked for $500,000 in exchange for a 20% equity stake effectively valuing the company at $2.5-million. The money would be used to develop a television media campaign to drive awareness and retail sales in the U.S. All five dragons made offers but Mr. Algire and Mr. Velan decided to move forward with Dave Chilton and Arlene Dickinson who, on air, gave them what they asked for.

Shortly after taping, Bruce Croxon came in on the deal and, after what Mr. Algire described as a “transformative opportunity that would enable the FixMeStick to enter multiple channels simultaneously worldwide,” the negotiation has morphed into a royalty and equity deal. The royalty deal has closed and the equity deal is being finalized.

The FixMeStick is now available in more than 750 locations, including 100 Walmart stores, the Source nationwide and every London Drugs outlet. Their objective now is to build the business in the United States. “The U.S. is priority No. 1 in 2014,” Mr. Algire said. And the TV advertisements they are developing should help move along their retail distribution efforts.