Dragons’ Den entrepreneur hoping deal with Cromer firm will help drive growth

PUBLISHED: 13:23 26 February 2018 | UPDATED: 16:42 26 February 2018

Ed Holland, who successfully won investment on TV show Dragons' Den, with a DrivenMedia branded lorry. Picture: DrivenMedia.

Ed Holland, who successfully won investment on TV show Dragons' Den, with a DrivenMedia branded lorry. Picture: DrivenMedia.


A young entrepreneur who won investment on the TV series Dragons’ Den has teamed up with a Norfolk business to get his show on the road.

DrivenMedia, the idea of 23-year-old Ed Holland which has been backed by Dragon Jenny Campbell, has appointed Cromer’s Structure-flex to manufacture digitally-printed lorry curtains for its mobile advertising.

The firm uses space on the sides of trucks and lorries to market products and services while Structure-flex has been making curtains since the early 1970s.

Mr Holland, who has spent the last two years building his business and works with a range of hauliers, advertisers and marketing agencies, pitched to the Dragons before Jenny Campbell offered an investment of £30,000 for a 20% share in his business.

Paul Reeve, managing director at Structure-flex, said: “We are delighted to be part Ed’s journey and are very pleased to be able to apply our expertise in the manufacture of curtain siders for DrivenMedia.”

He added: “We are looking forward to watching DrivenMedia grow as a business and have no doubt that, with Ed’s drive and enthusiasm, it will be a success.”

What is it like to enter the Dragons’ Den?

Mr Holland said: “The whole experience was overwhelming and challenging.

“The Dragons leave nothing to chance and will grill you over your business idea, your vision and your financials. I’m so humbled by the fact that Jenny Campbell has seen my potential and I’m looking forward to learning from her.”

The businessman came up with the idea soon after finishing a degree at the University of Derby, where he achieved a first-class honours in business studies, after he noticed numerous lorries and heavy good vehicles stationary in traffic on the A38 in the Midlands.

Many were sporting plain colours, or plain white material along their length with no imagery to engage the eye or attract interest.

He started to research how to market his idea and worked hard to secure a number of haulage companies happy to host advertising for other businesses or campaigns – and customers who saw the value of this type of marketing media.

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