How to make the deal success in the managing negotiations

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 In the video-clip plays “Rakastaka”, through the negotiations between the dragons and the entrepreneur, we can analyze this negotiation in different aspects of negotiation from the perspective of the individual entrepreneur, each of the dragons and the dragons as a group respectively, both positive and negative as follows:
Firstly, we can find many positive positions from the individual entrepreneur Steph, such as his patent in the blank market, the enough investors more than one choosing and etc. What is more, from this video-clip, we can see that Steph as one of the negotiated party, had a great willingness of reaching the agreement. That said, the positive affectivity coming from Steph will have an influence on the decision of five dragons, taking the advantage to lead to a positive outcome. 
Certainly, the final result that the individual entrepreneur Steph without achieving the investment as he wished came from many negative factors. Before we try to evaluate his negative performances, we should know that there are many different ways to categorize the essential elements of negotiation. One view of negotiation involves three basic elements: process, behavior and substance. Process specified the overall elements in the negotiation, which involve the topic of the negotiation, the different parties and people involved, what techniques are used by each side, and each individual stage of the negotiation process. For example, when one of the dragons required the entrepreneur Steph to show how his patent making work, he did not do well. Behavior is how the players in a negotiation reacted, the relationship between each party and what communication styles they used. Actually, the entrepreneur Steph was very nervous and stuttered during the negotiation, making him passive. 
Then, from the perspective of each dragons, when we try to know whether a good idea, like the patent mentioned in the program, can be turned into a profitable business or not, it will have risk to invest it. Therefore, the five dragons were cautious about the new idea, which was more beneficial to their overall observation to the individual entrepreneur. Three of the dragons, he solving the trouble storing bottles in the bridge could, denied investing a hundred thousand pounds. At the same time, two of the dragons depending on their own developments, wanted to invest this new idea. Obviously, the most positive position five of them owned is that they all can take their own actual benefits at first, which is what the investors should be. 
However, when we unpack the five dragons as individuals, they tend to pursuit their own interest and make the negotiation passive because of the inherent negative human nature. During the negotiation, we have found the relationship of interests, rights and power. The dragons as the potential investors for Steph’s patent, are relatively more powerful and have more rights to hold the ground.
Additionally, from the perspective of the dragons as a group, there are many positive aspects for their managing negotiations in the investment. As is known to all, a team can perform more effectively if each member discloses his or her preferences prior to the negotiation. This is an essential step before the actual negotiation because the goal of the team needs to be aligned. Each member of the team will bear this in mind when negotiating so that everyone is working toward the same goal. It is critical for all of the team members to listen to each other and to welcome new opinions and different points of views. In the old Chinese saying, “a wise man and a fool together know more than a wise man”. Accepting collective views can broaden the views for everyone. In academic literature, scientists have showed that the Preference Awareness method is beneficial for computer supported collaborative tasks. This method is useful because it can allow the different team members to stick to one goal together and to decide which topics are more important.  
Nevertheless, unless a team can appropriately utilize the full capacity of its potential, effectiveness can suffer. One of the problems in team negotiation is solidarity behavior, which means that individuals often had to sacrifice his own priorities to cater to the group goal. When there are conflicts of interest, in the end, at least one person has to give up for the group to step forward. By giving up his own thought, he decreased his own utility for the greater good, the utility of the entire team. Just like in this Dragons’ Den video-clip plays, even so, the negotiation to invest the patent of the individual entrepreneur Steph has fell finally. This result is from the negative function in the form of teams when the team like the five dragons as a group do not cooperate very well. Moreover, at this time, the dragons as a group will not go well and play a negative function in the negotiation instead.
At the same time, the negotiation in this video-clip is the integrative negotiation, just like Steph called win-win-win, one of the two general types divided. As is known, integrative negotiation is also called interest-based, merit-based, or principled negotiation. It is used to enhance the quality of negotiation so that everyone can reach a deal by leveraging the fact that for different parties, there are different values for each outcome. Distributive negotiation is the concept that there is a total number of value and this value will be divided and spilt between parties. Integrative negotiation can create a bigger pie and enlarge the overall value. 
Therefore, if I were the individual entrepreneur, I would do some differently to make this deal success follow the strategies of integrative negotiations. I would focus on interests not positions and try to interact more with dragons by sharing more information with them in order to build trust among each other, thus reaching integrative agreements. There are many reasons why perspective taking in integrative negotiation is useful. Self-advocating negotiators can find solutions that works for everyone. Social motivation helps each individual to reach a group solution. Research indicated that those individuals who concede easily are also less likely to listen to more integrated ideas. Conceding hinders integrative negotiation. For advocacy approach, a good outcome is when almost all of the outcomes and ideas can be achieved for one side without hurting the ideas of the other sides’. 
Meanwhile, in this video-clip, I will try to get as close as I can to reach my goal of a final selling price. The BATNA stands for the best alternative to a negotiated agreement. This is basically the plan B, what the people will choose when the first choice cannot be achieved. The BATNA is very important because whether it is attractive can influence the quality of the overall negotiation deal. If you know what your BATNA is, you can set more challenging goals for you to achieve. So, during negotiation, have a high BATNA is very important. You also need to make sure that you can make your opponent’s BATNA weak. Remember not to let the other side know what your BATNA is while you should do all you can to evaluate what your opponent’s BATNA is. You can do so by asking many different questions. For the video, I would ask the dragons many questions if I were Steph to understand their BATNA. 

What is more, in the Dragons’ Den program, the offer is just waiting, so receiving and starting this idea will be better than doing nothing. Those who compromise can have both negative and positive effects for a team. On the one hand, they did not listen fully to all of the ideas; on the other hand, they can keep the team on the right time when there is only limited time. If I were the entrepreneur Steph, I would take this offer first, then infusing the fresh investment into marketing and product expansion immediately. Once the business succeeds, even 1% profit share would bring me huge paybacks. In conclusion, it is wise to make a compromise and take the offer in the end because this is better than nothing.  

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