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Monzo and Innocent Drinks founders among high-profile execs floated for new Amazon TV show about startups

  • A new TV show for entrepreneurs is set to air on Amazon Prime later in 2021, documents show.
  • Called “Incubating Entrepreneurs”, the show will take a “Dragons’ Den” style format.
  • Monzo founder Tom Blomfield and Innocent Drinks founder Richard Reed have been floated as judges.
  • See more stories on Insider’s business page.

With the global rich list dominated by founders and entrepreneurs, starting your own business can look like an appealing route to wealth.

But entrepreneurship is no walk in the park. 

A new TV series hopes to teach would-be founders the ropes of entrepreneurship from a panel of successful execs and investors, Insider has learned.

“Incubating Entrepreneurs” markets itself as a cross between “Shark Tank”, “Dragons Den”, and “The Apprentice” and is set to debut on Amazon’s Prime streaming service later this year, according to documents seen by Insider.

Luis Kelly, the director of Pictures in Motion, the production company behind the show, confirmed it was going ahead when contacted for comment by Insider. He said some details were not yet firmed up, as an airing date had yet to be finalized.

Amazon did not respond to a request for comment.

The company has at least two prominent panelists in mind: the cofounder of banking unicorn Monzo, Tom Blomfield, and Innocent Drinks cofounder Richard Reed. Insider understands that neither are signed up yet, but will be approached by a talent agency.

Blomfield said he was not aware of the show but said he was interested in participating when contacted by Insider. The Monzo founder has been a free man since leaving the fintech in January this year.

If Blomfield and Reed take part, they would be involved alongside Eamonn Carey, the managing director of startup incubator Techstars,

angel investor
Ying Wang, and Angelika Burawska and Steve Lindsay, COO and business development manager respectively at London-based early stage fund SFC Capital.

Carey told Insider that he had done preliminary work for the show on camera. 


Promotional material for the show “Incubating Entrepreneurs.”

Incubating Entrepreneurs

The eight-episode series will see contestants undertake a number of challenges working in small teams to solve an issue by an existing business.

The second half of the series focuses on developing a viable idea, with experts providing masterclasses.

At the end of each episode, contestants present their ideas with one participant losing out each week.

The series finale involves contestants making their final pitch and outlining how they will make use of the investment if they win. 

Filming is set to take place in central London in June, with October as a provisional date for airing. Each episode will run for around 43 minutes.

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