- 6 months ago
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00:00This is not a job. I'm not looking for bloody sales, babe. I'm looking for someone who's got a brain that's going to start a business with me.
00:10Heading to London, 16 of Britain's entrepreneurial elite keen to start a company.
00:17I'm going to inject £250,000 into a business, your business, and you're going to run it.
00:27On offer, a 50-50 partnership with the nation's toughest investor.
00:32If you go sitting in the office for three hours and do nothing, or three weeks or three months, I ain't going to be a very happy bunny.
00:39Passionate about new money-spinning ventures, Lord Sugar's on the hunt for a winning business partner.
00:46If you see someone else in this process that you think is superior to you, you might as well go home.
00:51It's a deal worth fighting for.
00:57Come on, come on, here we go.
00:58Oh, God, this is heavy.
01:0016 candidates.
01:01Are you not understanding what I'm saying?
01:03I don't think you're understanding what I'm saying.
01:04Ladies.
01:05On and on and on and on and on and on.
01:0612 tough weeks.
01:08Ted, pack it up.
01:10Hey, Ted.
01:11Ted, chill out, would you?
01:12One life-changing opportunity.
01:15You're fired.
01:16You're fired.
01:17I don't think I could go into business with you.
01:20You're fired.
01:29Previously on The Apprentice.
01:31I hope you got your passports with you, because we're off to Paris.
01:34The task, export British design.
01:36This is really lame.
01:37Very kind of British.
01:39To the French.
01:41So, Lumiere, siat, comme un terrier.
01:44Right.
01:45Team leader for the first time.
01:47That's right.
01:48Tom lost out on the car seat cum rucksack.
01:51It's very, very comfortable.
01:53It's very safe.
01:54To Susan's team.
01:55You can say we are the first people to bring this to France.
01:59Boosting their sales.
02:01I've got euro signs in my eyeballs now.
02:04French speaker, Melody.
02:06Melody, enchanté.
02:07Enchanté.
02:08Kept the lion's share of appointments.
02:10It's fine bone china.
02:12This product has a great potential.
02:14Leaving Leon lost for words.
02:16It's so impressive, like, that you can just speak to them
02:19and understand what they're saying back.
02:21And her project manager without a sale.
02:23Not for me.
02:24In the boardroom, a massacre.
02:27Thanks to the fantastic pitch that Helen did,
02:30they've placed an order of €214,000.
02:34Wow.
02:35That's a big one.
02:36Melody outshone the boys.
02:38You know what?
02:39I don't care if he was hogging it
02:40because it shows that you've got some kind of aggression about you
02:43because you want to win.
02:44Tom teetered.
02:46No sales, Tom.
02:47I had no sales indeed.
02:49But Leon got lost in translation.
02:51All I've heard from him was he couldn't speak French.
02:54I don't know what he was doing.
02:55Leon, you're fired.
02:57Thanks for an amazing opportunity, Lord Sugar.
02:59To become the ninth casualty of the boardroom.
03:02He said, uh, Melody, I see that you've done a lot of high-profile things
03:06and then you read out each award I'd won.
03:08Now seven remain to fight it out to become Lord Sugar's business partner.
03:13Sunday evening.
03:22All day it's been rest and relaxation.
03:28Good evening, Lord Sugar.
03:29Hello.
03:30Call all the folks into the kitchen, yeah?
03:31Hello.
03:32Lord Sugar's asked that if you will come to the kitchen.
03:33Where's he?
03:34He's just arrived.
03:35He's in the kitchen.
03:36What?
03:37Are you being serious?
03:38Yeah.
03:39You're drunk on the occasion.
03:40One second.
03:41One second.
03:42Melody?
03:43Quixi can, please.
03:44Quixi can, please.
03:45Got you.
03:46Good evening, Lord Sugar.
03:47Good evening, Lord Sugar.
03:48Hello.
03:49Call all the folks into the kitchen, yeah?
03:52Hello.
03:53Lord Sugar's asked that if you will come to the kitchen, please.
03:54Where's he?
03:55He's just arrived.
03:56He's in the kitchen.
03:57What?
03:58Are you being serious?
03:59Yeah.
04:00He's just arrived. He's in the kitchen.
04:02What? Are you being serious?
04:03Yeah.
04:04You're drudging the occasion.
04:05One second.
04:09Melody, quicksy cam, please.
04:18I hope you're enjoying your rest day,
04:21but business has got to carry on,
04:23and I'm here to tell you about your next task.
04:26I want you to create a new brand of biscuit.
04:30Not only the biscuit, but also the packaging,
04:32the presentation, the whole lot.
04:35And then you're going to pitch it to three supermarkets
04:38that I've laid on.
04:39Now, the biscuit market is very crowded,
04:42and if they're going to order your biscuits
04:44over the ones that they've already got on the shelves,
04:47yours are going to need to be something different,
04:49something distinct, something that stands out.
04:52I've laid on a development kitchen for you in Wales,
04:56and later today, part of your teams
04:58are going to be going off down there.
05:00What I'm going to do is mix the teams up a little bit.
05:03So, Helen, you're going to be in the team
05:05with Natasha and Jim, Venture.
05:08The rest of you are team logic.
05:12The team that wins will be the one
05:14that gets the most amount of orders,
05:16and then the team that loses, one of you, will be fired.
05:19Everything clear?
05:21Yes, sir.
05:22Good. Off you go, and I'll see you in a few days' time
05:25back in the boardroom.
05:28Both teams have two days to invent and launch
05:31a brand of biscuit retailing at £1.99.
05:35What we want to do, guys, is to create something that's new,
05:38something that's exciting.
05:40Exactly.
05:40Then pitch it to three of Britain's supermarket giants.
05:44First, the new teams need leaders.
05:53I've obviously got some experience in biscuits.
05:56Quick to step up, food retailer Helen.
05:59I have ran food outlets before
06:02that would sell bakery products, for example.
06:06Is everybody happy with me to be project manager on this one?
06:09Yeah, a few experiences with kids, yeah.
06:11This is a great task.
06:14I really want to put myself forward as project manager.
06:16This is right up my street.
06:18It's what I do.
06:19I put stuff together, ingredients together,
06:21what's hot in the market, and then I design the logo.
06:24Susie, you work in the cosmetic industry.
06:26Yeah, but it's a similar concept.
06:27How is it what you do?
06:28It's a similar concept of putting different ingredients together.
06:30Well, I'm really interested.
06:32I work in the food industry.
06:34I pitch to these people already.
06:36I've got our own factory, and with respect, Susie,
06:39your last pitch was pretty dodgy.
06:43That's really unfair, Susie.
06:44Like, don't bring up, like, old pitches.
06:48How many votes for Susie?
06:49Well, I would vote for myself, obviously.
06:51Right, I'd vote for me.
06:53I'll vote for you.
06:54Thank you, Tom.
06:54Congratulations, project manager.
06:56Okay, brilliant. Good.
06:57Commiseration, Susie.
06:58Susie slapped down Susie a couple of times,
07:02even if somebody slaps down a yapping puppy.
07:04But Zoe was clearly the strongest candidate she's in the food business.
07:09To break into the billion-pound biscuit business,
07:12they'll need to think up something different.
07:15I like the idea of kids' biscuits,
07:18that you can give them after school.
07:20Well, I think it's a massive area.
07:22So our theme could be sharing with your loved ones.
07:25Like, you know, sometimes you go in to do, like, the weekly shop
07:27and you want to surprise your partner or something.
07:29And perhaps, like, even Valentine's Day,
07:31that could be, like, a major thing.
07:32And they could be heart-shaped.
07:34But not too niche, because we want it for the mass market.
07:37No, I agree.
07:39With the Biscuit Development Laboratory in Swansea,
07:42the teams must decide who stays to create the packaging
07:45and who hits the road.
07:47I'll go to the development lab.
07:50But I think that you should perhaps be
07:52where you declare the final brand, you know, the logo packaging.
07:56Branding is just as important as the inside content.
07:58It needs to look good on the shelf.
07:59Yeah.
08:00If you've got the best biscuit in the world,
08:01it looks absolutely rubbish on the packaging,
08:03no-one's going to pick it up off the shelves.
08:05Yeah.
08:05I think that the PM should be with the brand and everything.
08:08If someone's next on the line, I've got to do it.
08:11So you two are going to the development lab.
08:13Yeah.
08:14Yeah?
08:14I strongly, strongly believe that if you've got a good product,
08:17it sells itself.
08:19Absolutely.
08:19And don't take this the wrong way,
08:21but I'm probably more happy working with Susie.
08:23Charged with creating prototype biscuits,
08:30half of each team set off.
08:31Right.
08:32Melody, how are you doing?
08:33Let's go.
08:33Ahead, a three-hour drive.
08:38We're sort of looking at the after-school market
08:40with a kid's treat,
08:41so I thought of a name.
08:42I had munch men.
08:43Munch men, yeah, that's quite good.
08:45Mini men.
08:47I really like mini men.
08:49Mini munch men.
08:50Mini munch men.
08:51Men that munch.
08:53Sounds a bit rude.
08:59I've done a big brain sum.
09:00There's lots of different ones coming out here.
09:02First one that's coming out is an emergency biscuit
09:05called a mer-crunchy or something like that.
09:09To be eaten in an emergency,
09:11or when there's an emergency,
09:13you buy this packet.
09:17All right, guys, bye.
09:18Bye, Zoe.
09:19He's trying to think outside the box, which is great,
09:22but you know how, like, when he said emergency warning,
09:24like, that sounds a bit lame.
09:326 a.m.
09:35Swansea.
09:37Each team will work with a biscuit development boffin.
09:41Hi.
09:42Nice to meet you, Melody.
09:42Experts in the science of crunch and crumble,
09:46they'll help turn the team's ideas into professional prototypes.
09:50We've got a kind of a list of ideas
09:53and really trying to sort of push the boundaries
09:55in creating something unique.
09:57Excellent.
09:58You can see how delicate the flapjack is now, right?
10:03Nice.
10:05Experimenting with a biscuit for kids,
10:07Helen's head baker, Jim.
10:09I'm going to go with the small circles.
10:11That one, is it?
10:15Shake, shake.
10:18How feasible is a biscuit for children, maybe?
10:20You can do anything you want.
10:22Never say never in the biscuit world.
10:24This is this fizzy popping stuff.
10:31Have you got it yet?
10:32At the back of your throat?
10:33Isn't it weird?
10:34So I can put any of those three bases through that machine
10:38to get Starship, yes or no?
10:40Yes.
10:41In another part of the lab, Zoe's bakers.
10:44Oh, right, OK, so this is a buttercrisp.
10:46So it's a very different texture.
10:48Mm.
10:48Yeah.
10:49I'm going to make one with classic digestive.
10:56Still coming up with new ideas, inventor Tom.
10:59I'm going to try and make a biscuit within a biscuit.
11:02Digestive on the outside and a different biscuit in the middle.
11:07Do you think that's a bit complicated?
11:09I think that's a bit complicated.
11:09It's just a very simple thing and one of those on the bottom,
11:12one of those on the top.
11:13Yes, Tom's an inventor.
11:15We keep saying that.
11:15Tom, you're an inventor.
11:16Tom, you're an inventor.
11:18But him and I still think in very different ways.
11:21I think big and then I work out details.
11:23He works out little, little details
11:25and then tries to fit them into a bigger picture.
11:27I'm going to do biscuits, the new popcorn.
11:37You can be snacking on it whilst watching TV or a movie.
11:41I think there's a gap in the market for that.
11:47In London, a later start.
11:50I'm feeling really confident about today.
11:52I've got a few ideas for the biscuits
11:53that I'm hoping Zoe will like.
11:56When it comes to making biscuits,
11:58I think we will be on roughly the same level.
12:01But on a personal level,
12:03she's one of the bitchiest and most backstabbing people I've ever met.
12:09While half their teams bake biscuits,
12:12the other half, led by their project managers,
12:15head off to brand them.
12:16OK, this is important.
12:21Let's look at the prices of these biscuits.
12:24£1.99 is actually quite expensive.
12:27So this is quite a high-end biscuit that we're making.
12:29So what colour do you think would jump out?
12:32Pink.
12:33I'm thinking pink and orange.
12:35Purple is good.
12:37Back in Wales,
12:39crunch time for Jim's after-school treats.
12:41Hello, everybody.
12:42With a panel of experts.
12:46Dig in, everybody.
12:49Go, go, go, go, go.
12:55Firstly,
12:56that's a good reaction.
13:00What did you like?
13:01Flapjack.
13:02Flapjack. And yourself?
13:04I like the flapjack,
13:05and I didn't think the reasons went well with the cookie.
13:09OK.
13:10If you got a star biscuit,
13:12do you feel that that's a good thing to have?
13:15Yeah.
13:16He'd still associate a star
13:18as what you get at school as a reward.
13:20Do you still get stars at school?
13:22Yeah.
13:23You can put kind of bright colour stars
13:25on perhaps the sides of the packets.
13:27Like shooting stars.
13:29It would, like, come out of you as 3D.
13:31Shooting stars?
13:33I'll take credit for that one.
13:34I'm going to do it.
13:37I'm going to do it.
13:39Hi, guys.
13:40Hi, Jim.
13:41Just out of the focus group.
13:42They love the flapjacks,
13:43and they love the stars.
13:44In my mind,
13:45flapjack stands out as being
13:47the most unhealthy.
13:48Was it really a massive runaway success?
13:51They really wanted flapjack.
13:52Yeah, flapjacks were a runaway success.
13:54OK.
13:55Stick with the flapjack.
13:56That's the feedback you've got.
13:57And then special stars.
13:59A universe of stars.
14:00So that will be our brand name.
14:03We definitely need the slogan.
14:05Any time is treat time.
14:07They're not dogs.
14:08They're not.
14:10Any time is treat time contradicts.
14:12It's after school fun.
14:13Helen, you maybe have to make the call on that.
14:16Yeah.
14:17We will go with that one.
14:18I'm strongly disagree with that.
14:20I have got no other option.
14:21Unless you've come up with a great idea now.
14:24Our strap line is a little bit contradictory,
14:26because the occasion's after school,
14:28but they're for any time.
14:29All right, is it for after school,
14:31or is it for any time?
14:33Which one?
14:34I think it's a big risk,
14:35really sidelining someone in your team.
14:40Signed off and into production.
14:43Special stars.
14:46Someone has to be bullish.
14:48Unfortunately, Natasha's ideas weren't great.
14:50My ideas seemed to appeal to Helen.
14:52Maybe she thinks I'm a sharper cookie.
14:57Truth be told, I like Helen's personality,
14:59but probably because it's passive.
15:01Who doesn't like that?
15:07You cut them perfect.
15:09You needed the practice, mind,
15:10but you cut them all perfect.
15:14They're delicious.
15:16On the other team...
15:18Hello, ladies and gentlemen.
15:19...an assortment of concepts,
15:21but no idea whose is best.
15:22These are the first biscuits that we've just made.
15:25To help choose some Swansea locals.
15:29We'd love to get you all really honest thoughts
15:31on the design, on some names.
15:34The first one is this concept of an emergency biscuit.
15:37So, something's gone wrong,
15:39and you need, like, an emergency biscuit.
15:42You just put the phone down,
15:44and you think, oh, I have to have, like, sugar or something.
15:47You'll register the cupboard and get out a biscuit.
15:50OK, lead balloon.
15:52Moving on.
15:54Then we have two different types of biscuit inside each other.
15:58I think it's a very good idea.
16:00When you're looking for biscuits for WI,
16:01you're looking for something different.
16:03So, who votes for a two-in-one biscuit?
16:07OK, that's a much better reaction than I was expecting.
16:10Thank you very much.
16:12Now, to showcase her ideas, Melody.
16:17What we also could do is using biscuits as the new popcorn.
16:22So, something like this.
16:26Do you have a name for it?
16:29What do we think of Popsquit?
16:33No?
16:35No?
16:36They've all gone to sleep, Melody.
16:38What we also could do is the heart,
16:41and then split the biscuit up like this.
16:44Half would be potted with chocolate,
16:45the other half would be plain.
16:47I think it could be good if you want to make up with a wife.
16:49You could...
16:49I think it's a very good concept.
16:52So, who votes for the heart's biscuit?
16:57OK.
16:58Brilliant.
17:00Result?
17:01Stalemate.
17:02Hello.
17:03Hello.
17:04We had a fantastic focus group,
17:06and they said that the hearts were good.
17:08I think hearts are the worst thing to do,
17:11and I'm sorry, Melody,
17:12but I'm going to eliminate that straight up.
17:14We'd like a round biscuit that you can break and share.
17:18Sorry, they thought that the hearts
17:20were much better than any other shape.
17:23Melody is a nightmare to work with.
17:25She's come up with this one idea, which is a heart,
17:28and she's pushing it and pushing it and pushing it.
17:31I don't like the idea.
17:33Tom doesn't like the idea,
17:34and Susie doesn't like the idea.
17:35And I can imagine that in the focus group,
17:37she would have taught them to death about a heart idea
17:40until they all held up a white flag and said,
17:42yes, we'll go with a bloody heart.
17:44They didn't like any other shape other than heart.
17:46Melody, can you just let Tom speak, please?
17:49They love the concept of having two biscuits
17:51which fit inside each other.
17:53I don't like that.
17:54I don't like that idea.
17:55OK, Tom, yeah, Tom, can you just...
17:57So we're talking a round digestive biscuit
18:02with buttercrisp in the middle
18:04and then milk chocolate on one side.
18:07Yeah, definitely.
18:08I don't like that.
18:09I don't like that.
18:11Zoe, I don't like that idea.
18:172pm, Windsor.
18:20For both teams, a branding and packaging agency.
18:24Helen, nice to meet you.
18:25It's going to be a biscuit for children.
18:27The name is Special Stars
18:31and our slogan is
18:33Any Time is Treat Time at the bottom.
18:36And then going around the lid,
18:37we want Any Time Treat for after school.
18:40The slogan, Any Time is Treat Time,
18:42is slightly contradicted by after school treat.
18:46And actually, Any Time is Treat Time basically says
18:48eat whatever you like, when you like.
18:51And I think they're going to find that very difficult
18:53to explain to the supermarkets when they see them tomorrow.
18:56The occasion is after school and once the bell's gone
18:59and time's out, it becomes Any Time.
19:03So our special stars take away the restriction of time.
19:07So we open up time, if that makes sense.
19:11Kind of.
19:12Kind of, yeah.
19:133.30pm.
19:18On Zoe's team, a decision.
19:21Tom's biscuit in a biscuit.
19:23Oh, it's too sticky.
19:35Oh, shit.
19:37What names have you come up with?
19:39What about Bicklets?
19:40Bicklets.
19:42Bicklets.
19:42Bicklets.
19:44Bicksticks.
19:45Bicksticks.
19:46Stack Bicks.
19:48Bicksticks.
19:49Bicksticks.
19:51Okay, no.
19:53What about Bicksticks?
19:58I feel like we just made burgers, then.
20:03We've kind of pulled two ideas together
20:06and gone for the middle to lower kind of market.
20:08We're not going for a luxury product.
20:10I think what we've got is it's pretty interesting.
20:12It's looking good.
20:21Oh, Lee?
20:22Yeah.
20:23What do you think of that?
20:24Yeah, I think it's good.
20:26I give you Bicksticks.
20:30They'll look wonderful.
20:32Now, Bicksticks needs a box.
20:35Nice to meet you.
20:35The price point is $1.99, so it is at the higher end.
20:39So we're looking at quite luxurious colours,
20:42like purples, gold.
20:44So maybe make the X into purple ribbons
20:47that crisscross over each other?
20:48Yeah.
20:49Yeah, that's exactly what I'm thinking.
20:52Designed to be snapped, halved and shared.
20:55No.
20:56Designed to snap and share.
20:58Do you like that?
20:59I do.
21:00Lord Sugar made it absolutely clear
21:03that this product should stand out on the shelf
21:06and I think it's got a few things going for it.
21:08Different texture.
21:10You snap it and only half of it's covered in chocolate.
21:13Well, there's three different things
21:16and it could grow into a strong and healthy little Bicky.
21:20Bix-Mix, a snapping chef.
21:22I like that.
21:22I love it.
21:245pm.
21:26Beamed up from Wales,
21:27special stars, the first pictures.
21:34The chocolate's a lot thicker than I thought it was going to be.
21:37I imagine they're quite sickly.
21:40I hope not, cos you've tested them.
21:42Very crumbly and messy, aren't they?
21:44Yeah.
21:50Back to London.
21:52And a plan for tomorrow's pitch from Melody.
21:55I definitely, definitely think
21:58that we should do a role play.
21:59I'm really excited by it.
22:01I think we'd be silly not to.
22:04Am I coming in from next door?
22:08No, we're sat down next to each other
22:10and we've got them.
22:11Ooh, do you want a Bix-Mix?
22:16You can't do it.
22:17It's so cliche.
22:18You have to do it more natural than that.
22:21Ooh, do you want a Bix-Mix?
22:23We end on a B-
22:23Mmm.
22:25Okay, we're not so cheesy.
22:31You and I, Tom, are going to be lovers tomorrow.
22:34Better get your act together.
22:37You and I lovers.
22:439 a.m.
22:44What do you guys think?
22:56What do you guys think?
22:58That's really nice.
23:00For Zoe's team, snap and share.
23:04Oh, my God.
23:06Beautifully.
23:06So the proof's in the pudding, guys.
23:10It's a bit of the chocolate as well.
23:12They're proper biscuits, aren't they?
23:14I'm so happy how it snaps.
23:17And I'm also happy with the taste.
23:18It's nice.
23:19It's not too sweet.
23:20It's a proper old-school biscuit.
23:22Have you made a decision as to what scenario it could be aimed at?
23:30Family, friends, loved ones, school, children, anything.
23:33That's the whole point of it.
23:34The only thing I would say is, in the beginning,
23:36just really clearly say exactly what it is
23:38and then go into, like, all the details.
23:42For Helen's team, an any-time treat for after school.
23:46Mm, nice.
23:52There you go.
23:52Mm.
23:53Today, the branded biscuits must be pitched
23:56to Britain's supermarket giants.
23:59I liked Melody's idea of, when you start,
24:02just give a quick one-liner of exactly what our biscuit is.
24:06And when I asked Melody, what do we need to know on your side?
24:09I couldn't give a shiny shit about Melody.
24:12She's in my head.
24:13Family values are not just about receiving a treat
24:18for academic achievement, so we have the...
24:22This is... Is this crap?
24:24No, it's fine.
24:26First, a quick stop for a customer tasting.
24:29Good morning.
24:30This is a customer announcement.
24:32I'm going to be sampling and demonstrating a new biscuit product.
24:37So please come along, and I look forward to seeing you very soon.
24:43It looks really good, doesn't it?
24:45It looks stunning.
24:46Hello.
24:47It's willing to be possible to talk to you about Bix-Mix.
24:50Okay.
24:50And the concept behind it is snap and share.
24:53So share between the two of you or with your husband.
24:57It's got digestive on the outside and buttercrisp on the inside.
25:00Half of it is covered in milk chocolate.
25:02It's a bit dry, that, isn't it?
25:07Yeah.
25:10Hello, my name's Natasha.
25:11Nice to meet you.
25:12Would you like to come over?
25:13I'm going to show you the new product, the new biscuits that we've made.
25:16I've offered my services in regards to pitching.
25:19However, Helen, as project manager, will be leading the pitch.
25:22So I've come here today to sample our biscuit product,
25:26which is obviously a very, very key part of the process.
25:29Do you think you'd purchase them for the children?
25:31Maybe as a treat.
25:32I wouldn't.
25:32It's an everyday, weekly shop.
25:34Okay.
25:34They're a bit rich, I think.
25:36Rich in flavour?
25:37Okay.
25:37Yeah, they're not exactly healthy.
25:42Britain's supermarkets dominate biscuit sales.
25:46Their buyers can make or break a new brand.
25:49Don't you go sick that we should agree on, like, who we're aiming it at?
25:54You always have to aim a product at somebody.
25:56We've got kids, we've got girls' lighting, we've got couples, we've got families.
26:00I want to leave it open for the mass market.
26:03Zoe's team's first pitch, Sainsbury's.
26:06Their buyers stock the shelves of 890 stores.
26:11Oh, God, do you want to stick a movie on tonight?
26:13Oh, hi, honey.
26:14Right, give me that.
26:15Okay, what have we got on?
26:17Oh, leave this on.
26:19I've been...
26:20Oh, I love this.
26:21Oh, really?
26:21Leave this on, leave this on.
26:22You know you love the girlies that I eat.
26:23Okay, but as long as you've got something decent to eat.
26:25Oh, do you know what?
26:26Actually, I've been craving Bix-Mix all day.
26:29You know, when you think about something all day, you just can't wait to eat it.
26:32Bix-Mix.
26:34Don't worry, I will share it with you.
26:36Okay.
26:36Snap and share it.
26:37Snap and share.
26:38Done.
26:39Break.
26:39Perfect.
26:40And because I love you, because I love you, you can have the chocolate half-first.
26:43Actually, I love the plain one.
26:44I'll stick with that today.
26:45I'll have a little chocolate today.
26:47Mmm.
26:48Where was this manufactured?
26:49In heaven?
26:50No, actually, this product was manufactured by Logic here in the UK.
26:54Tom and Melody started the pitch with a little sort of playlet, and the bemused look on the
27:04buyers' faces was something to witness.
27:06They looked puzzled, and with good reason, I think.
27:09Very, very odd way to carry on, really.
27:13We decided that we wanted a biscuit with the concept of sharing.
27:21You can share it with your loved ones, you can share it with your friends, share it with
27:25your family, share it between school children.
27:27If they take it in their lunchbox, they can share it with their friend.
27:30That's a lot of bases that you're trying to cover with one product, so if you're trying to appeal
27:34to everyone, you've gone through a very feminine packaging.
27:38And actually, I think you just need to be very clear at who you're aiming at.
27:42How do you feel that went?
27:44Oh, we've got...
27:45We've got an ant.
27:47She's what I deal with on a date.
27:49That's what I like.
27:50She's hard.
27:51Next pitch, Special Stars, led by food retailer Helen.
27:56We came up with a real gap in the market, so our unique selling point is that this is
28:00an oatmeal-based flapjack biscuit with a chocolate star on the top, and it's aimed at children
28:07for after school, but it's also applicable for an any-time treat.
28:11I think there are lots of mothers that would be turned off by any time is treat, because
28:16a treat is something that is special, it's a reward, and you don't give them that at any
28:19time.
28:20Actually, when the school bell rings out, it's an opportunity for the child to have
28:25their own time, and for the treat time to be an any-time treat.
28:31Jim and Helen seem to be absolutely on the same wavelength, leaving Natasha very much on
28:36the end.
28:37Every time she speaks, they sort of think, oh, you know, here she goes again attitude,
28:41and I think Natasha's feeling that.
28:45Unless somebody, when answering a question, has missed something absolutely vital, don't
28:50put it in.
28:50Yeah.
28:51If there's no room for improvement...
28:52To shut up.
28:53That's it.
28:53Yeah.
28:56Owned by the world's largest retailer, Asda sells 345 million packets of biscuits a year.
29:03It's next for Zoe's team.
29:06From any experience that I do have, I would know that they're going to ask you who is
29:11your main market.
29:12It's about who you're aiming for.
29:14If you don't know, they won't know.
29:15Can I just say one thing really quickly, OK?
29:20I strongly feel myself that we should have a very clear target market.
29:24Let's say our product is targeted at girls' get-together.
29:29Let's do what I said from the beginning.
29:30I said, let's have a clear target market.
29:32And also, some people said...
29:33Don't say you said that from the beginning.
29:35No, no, no, no.
29:35That's really naughty.
29:37That's really naughty.
29:38No, Zoe, what I said was...
29:38No, seriously, what you said from the beginning, you wanted heart-shaped biscuits and everything.
29:43So I am not having that at all.
29:46What I'd like to do...
29:48What I don't appreciate at that tone, I'm asking whether...
29:50There's no tone to that.
29:51I've said nicely, yeah?
29:53You haven't said anything nicely, but we're about to go into the pitch, OK?
29:56I don't want to have a full-blown argument.
29:57Well, don't worry me up.
29:59You can't keep them waiting anymore.
30:01Hello?
30:02Hello?
30:04Target market revised.
30:06Now BixMix is for best female friends.
30:11Oh, my God.
30:11I've been craving BixMix all day.
30:13You know when you think about something all day, you just can't wake up, have it?
30:16Yeah, definitely.
30:18Oh, my God, what are these?
30:19Do you want to snap and share?
30:21Wow.
30:23Snap and share.
30:24That's amazing.
30:25Why do I get the chocolate?
30:26Um, because I'm special.
30:29BixMix is what we've come up with.
30:31We've used the concept of sharing.
30:33Sharing between two ladies, as you can see from our little girly tiff there.
30:36Girls can use this to share during their sleepovers, during nights in, during morning coffee breaks.
30:44Our products are recommended retail priced at £1.99.
30:48So it will be at the higher end of the biscuits.
30:51I'm just a bit confused because I feel it's, you talk about it, it's an indulgent product.
30:56Actually, for me, if I was sharing with my girlfriends, having digestives on a night in, I'd feel a little bit cheated.
31:02We try to go for a product that is the nation's favourite, and you can snap it.
31:07No other biscuits in the market do this.
31:09Zoe did sort of lash out at me in public, and I didn't really appreciate that.
31:18I mean, I think that, you know, you should remain dignified.
31:21She's had a bit of a problem with you the whole time.
31:23Like, I slightly feel that I've been, we've been paired, because she doesn't want to work with you.
31:31For Helen's team, upmarket supermarket, Waitrose.
31:36Good afternoon.
31:37Hello.
31:37We are Venture Biscuits.
31:39My name's Helen.
31:40We think we've come up with a really special product, one that fits a gap in the market.
31:45Special stars are what children are all about.
31:48Every child to their parent is a special star.
31:51Stars are synonymous with treats.
31:53They're used to this concept for school, and they're used to receiving it on charts, possibly in the home.
31:59Health and well-being is a really important message for Waitrose.
32:03In terms of percentages, potentially it's more chocolate than biscuit.
32:06Would you be confident to be so overtly marketing a kid's product that's very heavily sugar-based?
32:13We want a treat to be a treat.
32:15We know what's healthy.
32:16You know, we don't really need that much educating anymore.
32:19We know if we want something really healthy for our children, we'll give them a banana or an apple.
32:22Next up, Bix-Mix.
32:31We looked for something new.
32:33We looked for something that can really break the mould and push the boundaries.
32:37We've come up with the concept of sharing, where we can snap the product and we can share on a girls' night in.
32:43The snap and share, I think, is a very interesting concept.
32:47What inspired you to come up with that?
32:49To be able to snap it in half and have one half chocolate, one half not covered in chocolate, it brings more variety.
32:54It makes having biscuits more fun.
32:56Given that list of ingredients and the high-quality packaging and the pitch, the only bit I'm disappointed in is the biscuit.
33:046.30pm.
33:12For special stars, one last bite.
33:16Hello.
33:17Project manager Helen steps aside for experienced salesman Jim.
33:22We're here today to launch our fabulous new biscuit, Special Stars.
33:26We want to be positioned with the mass market of biscuits.
33:29So we come up with quite a dynamic bit of packaging with the silver and the purple.
33:34And if that were to launch onto us, the shelves, how would you actually launch it?
33:39We actually envisage a very significant mass market, structured and strategic marketing approach.
33:44We have to do above and below the line marketing.
33:46There has to be television advertising.
33:48This gives us the opportunity to get our product endorsed at an aspirational level with whatever's current with kids at the moment in terms of movies and integrating it with our brand.
33:58And Star sent itself to the likes of Harry Potter.
34:02And we'd be very unashamed about this.
34:04We really want to encourage you, based on our strategy and on our product, to make a significant initial order.
34:12Go big or go home.
34:15Jim needs to be really careful on all the claims that he's making.
34:18We can change the product.
34:19We can advertise on TV.
34:21We can develop the product, repackage it, make the chocolate bigger, smaller.
34:25He's trying to be everything to everyone.
34:27We can move on.
34:29Orders, if any, will be placed tonight.
34:35Tomorrow, they'll find out in the boardroom.
34:38from my point of view melody contributed least i don't think she's very creative i don't think
35:00she's very practical and i found it very hard to work with her on this task i have won eight out
35:06of eight tasks and on the prosium task i made 250 000 pounds so i'm hoping that i will win a ninth
35:14you can go through to the boardroom now
35:36afternoon
35:52now um logic this is yours here mix mix mix mix and um team leader was
36:06i was lord sugar i'm in the food and drink industry and i pitched to major retailers so i felt compelled
36:14to step up as project manager all right good team leader i think it was a it was a it was a tough one
36:22zoe has strengths as project manager but i think her weaknesses uh let her down
36:29so tell me what happened um i sent melody and tom to the manufacturing facility and susie and i
36:36stayed to do the designs had a quite a big debate before we left to go to swansea in terms of what
36:42the the product sort of uh usp should be we did what is it then we couldn't come to the decision
36:47describe it to me quickly usp is snap and share you might be interested to know that particularly the
36:53final supermarket said that the concept of sharing was smack on the target really yeah so then you go
37:01and see the uh three supermarkets good pitches you think obviously with my experience of buyers um it's how
37:08i personally would have expected that they were very tough on us i heard that you kind of played
37:14out a uh kind of an imaginary television advertising campaign or what was it sort of like a role play
37:20in the beginning to gain impact and they must have called a bloke with a white coat for you maybe
37:25must have got you gone nuts it's actually really effective technique lord sugar i'm maybe in a different
37:29time walk but if i would have tried that out in front of the boss of dixon's i would have been thrown out
37:34right venture who was the team leader um i put myself forward um quite quickly as project manager
37:42because you you're in the bakery business yeah i work for a bakery retailer um i'm not on the
37:47manufacturing or the marketing side however but i do have some knowledge um of what would sell in the
37:52market good team leader i've been with helen when she's been a stronger team leader but yeah i was happy
37:58yeah whose idea was this star-shaped biscuit it was jim's idea to use the actual star shape
38:05itself and we quickly came up with the after-school treats for children so it will be a reward either
38:12at school or at home any time is treat time that's it's kind of contradictory isn't it
38:21good pitches you think to the supermarkets i think they wanted us to be clear on our unique selling
38:26point my pitch was clean and crisp and we were received pretty well i've had a bit of feedback
38:31from karen um that you got a bit carried away jim jim had an unlimited budget nationwide television
38:38advertising links with films and film stars i stand by that i stand by it jim you get the bbiw award the
38:45biggest bullshitter in the world award you know what you're talking about you're talking about 20 30
38:50million pounds of promotion yeah but i think we're we're pitching it with a bit of clout but i could do
38:56that i could go to any retailer and say to them i'll actually spend 20 million quid on television
39:00and drive them into your shops anybody could do that it doesn't help the initial order lord
39:05it doesn't help it does oh it does excuse me that's what it does do quite frankly if you're prepared to
39:11spend millions and millions and millions of pounds to drive customers into their stores they'll buy anything
39:16let's see what went on you've got you got some details for me all about you nick yep
39:33bloody hell
39:34well there's a surprise big mix zoe three retailers no orders at all none at all
39:53amazing but the biggest surprise is this we are back in business here we are back in business helen you
40:06have got yourself an order for 800 000 units if we give exclusivity to asda we'll agree to that
40:16oh that's very nice of you it's unbelievable i've never seen anything like that that is a launcher of
40:23a mega product they must have loved this product well very very well done so i've booked you a luxury
40:30country hotel um where you can indulge yourself very very well done off you go thank you very much
40:37Helen you haven't lost a task yet i'm delighted oh well done guys no orders from any of the three
40:49retailers something fundamentally wrong here you need to go and work out what the real reason is yourself
40:59because at least one of you will be leaving this process today okay off you go thank you
41:14800 000 units yeah that's unbelievable unbelievable versus zero on the other team yeah i felt good for
41:21all of us because it was a it was a team effort but it's good to know that was in the pitch that i
41:25delivered um yeah it felt amazing for me this was absolutely my best win i think the others will be
41:32feeling absolutely devastated so yeah i do really feel for them well done guys well done girls that takes the
41:39basket it's uh it's really disappointing zoe said that she does this day in day out she made it very clear
42:02this is the business she's in and yet she failed to see that we need a target market and she failed to
42:07see that the product should be in line with that the product and the packaging there was a disconnect
42:14i'm pretty sure that certain individuals were trying to push the finger at me saying that tom made
42:19the biscuit but melody provided a couple of ideas which which bombed so whilst i blame the project
42:24manager for not combining the whole thing together one member of the team doesn't really deserve to be
42:28here sharing wasn't the problem was it that was that part was good no it was the actual biscuit
42:34ultimately the product team are responsible no matter how good your concept is your packaging is if the
42:41product's bad it won't sell
42:51the product team are responsible no matter how good your product is your product is your product is
43:05hello could you send the uh four of them in please yes lord sugar we can go through to the boardroom now
43:21i've had a good debriefing here from nick in particular uh the feedback from the three
43:30supermarkets so i got an understanding what's gone wrong do you know what's gone wrong
43:35i think the main thing that's gone wrong is the product the product quality wasn't premium
43:39in the words of the retailer love the pitch love the brand love the name hate the product the quality of
43:46the biscuit was not good enough nor did we have a clear target market and that was another issue
43:51okay if the product was wrong whose fault was it that would be down to tom and melody because of
43:57that that they should have figured out what kind of basis to use in the biscuit to make it premium
44:02to match our packaging and to match the price if i'm honest i didn't realize that i was supposed
44:07to be making a really exclusive um luxury product if we if i realized that i wouldn't have selected
44:14digestive and and gone forward but you know the thing is sorry if you're placing the blame on the
44:20factory i want to know why you didn't go to the factory what what i mean you've got a factory yeah
44:25you've got production knowledge production techniques for your day job indeed right why didn't you go and
44:31do it then i said um i wish i could split myself in half because i believe well you split the biscuit in half
44:37i believe the product is equally as important as the branding i said can i put my faith in you
44:46at the end of the day packaging marketing is all superficial if what's in the box is a load of rubbish
44:54and so most important thing to make sure is what you got in the box represents great value for money
45:03and then indeed all the glitz is added on afterwards okay in hindsight yes it was a massive mistake and
45:09i wish i'd gone however i tried to go with my team i did put my case forward for going but everyone
45:15assured me that this was the best solution one of the biggest problems that the first supermarket had was
45:21is that when you break it open you've always got to have somebody who either likes that or likes
45:26this the split should have been that way the other way so that when you broke it off at least you had
45:32a bit of chocolate on each one the concept to go for half chocolate and half half not came from the fact
45:39that we merged about three different ideas together and i personally believe that i did a huge amount of
45:45the ideas and i'm not sure that melody was quite was quite there so in many in many respects you did
45:51huge amount of the ideas i had i had a whole concept built up i didn't you came up with random
45:56names which scored zero when we which scored zero when we went when we went well for it and also
46:01because you were so keen on one of your ideas we created a biscuit that was only chocolate on one
46:06half and not on the other and had we created a completely completely had we completely created a
46:12chocolate biscuit it's very possible that this prospect of someone getting the raw end of the
46:17stick may not have come up the three supermarkets so the packaging was not very good didn't stand
46:23out on the shelves it was a bit misleading there was no clarity as who you were trying to reach what
46:28what was the market the concept was snap and share yet the packaging was very much a girls night
46:33in communication and that was designed by these two indeed and didn't communicate the snap and
46:38share so on the second and then especially on the third pitch we had to change our pitch to suggest
46:43it was a snap and share between women because that was how the packaging seemed to you started to
46:48glean that as you went to the first two pitches indeed no i started off when i was pitching and i
46:53said that it's a product um that can be snapped and shared and it can be shared by all types of people
46:59i said this is suitable for elderly for children for couples alike but tom and melody had organized the
47:06role play the communications expert melody suggested that that would be a good one with all due respect
47:10with all due respect yes communication is a part of what i do absolutely however the misdirection
47:16and unclarity as to what our target market is that's definitely not down to me it was my strong
47:22suggestion and tom's to say that we need to really choose a strong market that's when zoe jumped in
47:28out of nowhere it's all very dramatic and i said to her it was very dramatic actually i'm not used to
47:33that sort of behavior in a public place especially not where we're pitching oh please and she was
47:38shouting her head off in the middle of i wasn't shouting my head however professionally i do feel
47:43that you disturb the team a lot and then all of a sudden when you've realized the ship's sinking
47:47you're like whoa i didn't want to be on that ship you've you've got a reputation for it no actually i
47:53haven't worked with you since week three so any reputation i do have is because you've built your
47:57alliances and that's not my no no your style is to try and slate other members of the team lord
48:04sugar i can look you in the face and say that's an absolute lie i do not lie you can ask anyone in
48:10this process i am very very honest right yes melody i would never do anyway melody i wouldn't worry
48:16because as you came back from the boardroom last time you said lord sugar had nothing but praise
48:20for you no i didn't and he loved your awards so you're safe i wouldn't worry no it's getting ridiculous
48:25you know this is not to do about the business this is to do about personalities lord sugar i can assure
48:31you i have no personal problems with melody however i did feel really no genuinely you should have
48:37fooled me though i was shouting her head off have you got have you got an agreement with her susan
48:41that she's not bringing you in the boardroom today no we have no no she's been sitting there quietly
48:46i have not built alliances i answer when i'm spoken to i absolutely understand that our focus should
48:52have been more concise i don't think zoe sort of communicated the concept across the entire task
48:58i don't think we had a full-on focus with regards to our target market or our usp but at the end of
49:05the day it was all down to the product uh zoe you better make sure you have very good reasons why
49:14you're bringing the people back in yeah and it shouldn't be anything to do with personality
49:19or whatever else so who is it lord sugar there's no allegiance just who is it melody and tom
49:28right thank you susan go back to the house uh i'll see you on the next task okay you three wait
49:34outside and i'll call you back in shortly
49:36as far as tom is concerned he doesn't know what he's talking about that's the frustrating thing
49:47about tom i don't know why he can't get it over when when he's in the task every week we hear oh i'm
49:53learning and next time it'll be great i think at some point he's actually got to get it right
50:01zoe's been a strong project manager before but in the drinks industry with her own factory she
50:07should know better the product's got to be good first of all alan she said as much she said as much
50:16as far as melody is concerned again she talks a lot of sense
50:21but we have to watch her very carefully because her interaction with some of the other
50:26candidates in this process is not good no
50:31lord sugar will see you now
50:42right so you've been in the final three three times you've been the project manager three times
50:46you've lost as a project manager twice right yeah and tom you've been in here twice this is my this
50:52is my second yeah sorry i'll give you the opportunity now to tell me why i should let you remain in this
50:59process on this task lord sugar i came up with a huge number of very powerful ideas and i'm a little
51:04bit surprised as to why i'm here it wasn't communicated that we're making a luxury product and so there is a
51:10disparity between the the packaging and also the biscuit you know i would classify you as the
51:16hindsight man i see you in this boardroom keep talking about all the things that should have
51:21happened shouldn't have gone wrong what we should have done what we shouldn't have done okay it's
51:26like a broken record really indeed lord sugar um i've i've learned a great deal from this process
51:31this is not a learning process you know this is an elimination process for me to end up with a
51:35business partner absolutely yes he's not a school and in in in that respect i've learned that i've
51:44got to be much more in tune and listen to my gut reactions lord sugar um tom said he didn't realize
51:50it was a premium product i don't believe at this stage in a process you should be learning how to read
51:55and know the price of biscuits 199 is a premium product we developed premium packaging to go with a
52:02premium product however we were let down by the product but you signed off i signed off the theory
52:09of the product i've not tasted the cheap horrible chocolate and i didn't realize how how thick the
52:15digestive ring was around it which gave it a really wheaty common horrible taste and you spotted it
52:22straight away when it came back you said oh we're dead in the water here as soon as you saw there was no
52:27feedback about the product when it when it came back when we were in the kitchen she said it was
52:32great that i heard no mention of lord sugar there was no way you told me as soon as you saw it you
52:37thought oh blimey that's not as soon as i saw it when i tasted it i didn't enjoy it i i stressed so
52:43much at the importance of a good product but i couldn't control the product control the product you
52:49went down there as the manufacturer i know i could but we didn't have a direction of the fact that it's a
52:53a high luxury we had a we had a go and talk to people you didn't understand there was a high
52:57luxury what part of 199 rrp 199 yeah what part of that doesn't mean a luxury to you but i didn't
53:03realize that 199 meant a high luxury product well that's not my problem if you don't know the price
53:08of biscuits lord sugar may i just say what i've contributed to this class uh firstly the uh concept
53:14of sharing um secondly um i came up with quite daring concepts the third thing was sorry what were the
53:21daring concepts because one was well you came up with the sharing which is the first concept and
53:25we all went with please just finish what i'm saying what did you not the concept sharing we went with
53:29absolutely right the daring ones making biscuit the new popcorn that's what i wanted to do which was
53:34voted down by every single person in in the room yes it was yes they said they'd want a they'd want a
53:40sour they'd want a savory version so it was very daring but it was completely unpopular no one liked it
53:47at all yes they're 10 people out of a mass market of 60 million people in the uk yeah and the final
53:52thing was that before tom before anybody i said guys we need to agree on a clear target market who
53:58should go on this task then melanie i feel that um zoe should go on this task because we went in there
54:04with no clear target market we went in there with disparity between the product and the packaging
54:10and who are you saying is responsible for the time i'm saying the fact that there was disparity
54:13between the two was a communications issue decisive who should go on this project manager zoe
54:18it's a scapegoat why are you just choosing the project manager your product was awful but out of
54:24these two then who should go i don't know melody was incredibly disruptive in this task however
54:30if tom decided on the digestive then tom should go
54:40um tom i've got over the stage now that you're a charming man nice man polite man and all that
54:46stuff but i don't see you asserting your authority if you have any at all because as i've said earlier
54:52on you seem to always be talking about what we should have done what we could have done and what we
54:56would have done right um and that you know is no good to me at all yeah melody i'm thinking about
55:08this business partner that i'm going to be in with and he's given me lots of concerns there's too many
55:13arguments amongst your colleagues and you seem to be always saying that nothing's your fault
55:19so you are a good contender in the sense that you have a business you manufacture something and
55:27you've brought it to market already yeah but as team leader you should have been in the factory
55:33it's regretful that um i don't want to hear any more from you it's regretful that i um haven't seen
55:54much from you and this has fallen down on the product
56:05but zoe i'm looking for someone to come into business with
56:09and if someone can't actually perform in the business that they're in
56:13is not going to be able to perform with me zoe you're fired
56:30i am flexing my muscles because somebody who's supposed to be expert in the subject
56:36that's fouled you get it yes you get it yes good go back to the house i'll see you on the next task
56:55the product wasn't good enough to go back and change it i'd go back and i would be in the factory
57:13but i was swayed by them and i went against my gut instinct i shouldn't have done
57:17the right person definitely went that sort of behavior is childish it's personal it's unnecessary
57:27and i don't rate that sort of behavior and i certainly wouldn't want that to be a reflection on my
57:31business all three of them have a reason to be fired hello hi welcome back good to see you well done
57:48in the fight for lord sugar's quarter million pound investment six candidates remain
57:58next time i expect you to sell that stuff and smell the best seller buy some more and just keep
58:05going nodding dogs hey bye first umbrella sold for 10 pounds folks cat fights stop being such an
58:13angry person today i'm not being angry i'm just telling you how i feel stop embarrassing yourself
58:17is it best if i take over as project manager and one unhappy bunny there's no balls no guts no
58:25reinvestment you're fired
58:29zoe takes the biscuit to bbc2 and the bbc hd channel now where dara awaits with you're fired
58:36and have you got what it takes to be the next apprentice applications for the new series close this
58:40sunday full details at bbc dot co dot uk slash apprentice the news next on bbc one including
58:47tonight especially extended regional news
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