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00:00This is not about a job anymore, this is about me investing £250,000 into a business with one of you.
00:11Heading to London, 16 potential business partners, all keen to kick-start a company.
00:19I'm not looking for a friend. If I want a friend, I'll get a dog. I'm looking for a partner.
00:25I need you to stand up and show me what you lot are made of.
00:30On offer, a 50-50 deal with the nation's most demanding investor.
00:36I put you into a little piddly little business and you've made a complete mess of the figures.
00:41Willing to bankroll new business in tough times, Lord Sugar is on the hunt for one winning partnership.
00:48That first few lines there was you digging a bloody great big hole. Shameful really.
00:54Start the car! It's a deal worth fighting for.
00:56What are your gift ideas now? The last five!
01:0016 candidates.
01:02Some hair clippers, some beard trimmers.
01:05I feel physical sick.
01:0712 tough weeks.
01:09They want that tan as soon as they can.
01:11One life-changing opportunity.
01:13You're fired. You're fired. You're fired. This is my boardroom. And by the way, this is my money. You're fired.
01:19Previously on The Apprentice.
01:30Your next task. It's all about the new fashionable daily deal website.
01:36The teams had one day to clinch cut-price deals.
01:40There's in no way possible at all we could do the 35% off plus complimentary tea and coffee.
01:46Jade's team hunted out high-end trade.
01:49The 50% rate is a far higher discount than we have ever, ever done.
01:53But made a meal of negotiating.
01:56You put a deal to me.
01:58I can work it out if it's round numbers.
02:00I can't run a business like this.
02:02On the other team.
02:04So you wouldn't be able to do any discount whatsoever.
02:06I wouldn't even give you 10%.
02:07It was rough for Ricky.
02:09Just wanted to clarify that crystal clear.
02:11And for Gabrielle and Stephen, pain.
02:13Splitting headache.
02:14Oh, I feel a bit of pressure, I've got to be honest with you Ricky.
02:16I feel a bit of pressure here.
02:18In the boardroom.
02:20So Phoenix win by over 8,000 pounds.
02:23A clean sweep for Jade.
02:26Well done and I'll see you on the next task.
02:28Ricky hit out.
02:30I think both of you are at fault.
02:31If I had to say who's stronger at fault, yourself.
02:33Stephen battled on.
02:35I'm a fighter and I'm going with it.
02:36Now Gabrielle, for me, you're not demonstrating for me a fight.
02:39I'm not looking, you know, for a friend.
02:41Gabrielle, you are fine.
02:42But with Gabrielle gone, had nowhere to hide.
02:46There was an air of panic.
02:47You told me you were going to win.
02:49You didn't win.
02:50You lost.
02:52You're also fired.
02:54Now five remain to fight for the chance to become Lord Sugar's business partner.
02:59One week to go.
03:17Last chance to win a place in Lord Sugar's final.
03:20Hello.
03:21Good morning.
03:22This is Lord Sugar's office.
03:23Lord Sugar would like you to meet him at the Burlington Arcade in Piccadilly.
03:27The cast will be with you in 30 minutes.
03:29Burlington Arcade.
03:30In 30 minutes.
03:31Billington Arcade.
03:32In 30 minutes.
03:33Hello.
03:34Good morning.
03:35This is Lord Sugar's office.
03:36Lord Sugar would like you to meet him at the Burlington Arcade in Piccadilly.
03:38The cast will be with you in 30 minutes.
03:40Burlington Arcade.
03:41In 30 minutes.
03:42The cast will be with you in 30 minutes.
03:47Burlington Arcade in 30 minutes.
03:53God, Burlington Arcade in half an hour.
03:57This could be the last early start for us, couldn't it?
04:01Maybe for you.
04:09It's weird to be the last member of Sterling left.
04:12I'll be keen to see if Lord Sugar has just me on my own against the team.
04:16I think it'll be a winning combination.
04:19Hopefully I'll stick to you, mate.
04:21If you ask any of us at the beginning, you know, how far would you like to get?
04:31You know, you can't ask fairer than this, you know, getting the opportunity to be in the final.
04:35This separates the men from the boys today, you know what I mean?
04:37Do you think it's going to be about getting your hands dirty, this task?
04:40Do you think it's going to be about getting your hands dirty, this task?
04:41Tucked away in the heart of London's West End, Burlington Arcade.
04:45For almost 200 years, home of the world.
04:46You know what I mean?
04:47You know what I mean?
04:48You know what I mean?
04:49You know what I mean?
04:50Do you think it's going to be about getting your hands dirty, this task?
04:55Tucked away in the heart of London's West End, Burlington Arcade.
05:12For almost 200 years, home to the finest in luxury retail.
05:17Good morning.
05:46Good morning.
05:48Welcome to Burlington Arcade.
05:50This is a famous arcade.
05:53I suppose you would say the original shopping centre.
05:57Now, we are in recessionary times at the moment,
06:01but there's still a great market for luxury products.
06:05The key is they have to be affordable luxury products.
06:10Your task this week is to create an affordable luxury product range,
06:17and then you'll be presenting to industry experts,
06:21and here's the bad news, and me,
06:24what your business model is all about.
06:27Now, Ricky looks a bit stranded there.
06:31So, Tom, go over and join him.
06:35Adam, you're going to be project manager of Phoenix.
06:39Fantastic. Thank you.
06:41You decide amongst yourself who's going to be your project manager.
06:45The team that comes up with the best idea and business plan will win,
06:50and in the losing team, one of you will be fired.
06:55OK, everything clear?
06:57Good luck. Off you go.
07:00From chocolate to cosmetics,
07:05premium products with affordable price tags are a retail trend
07:09that keeps on growing.
07:11Each team must create a luxury product range,
07:15turn empty shells into prototype stores,
07:18then present their plans to industry experts and Lord Sugar.
07:23I'm very keen to take the lead on this one.
07:26First job for Tom and Ricky, decide who will lead.
07:30I feel like this is my time. Third time lucky.
07:33I'm going to win this.
07:34I feel like you and I are a lethal combination.
07:36Yeah, well, I mean, I'd be more than happy to put myself up for it as well,
07:39but I think time is the essence,
07:40so I think I'm happy for you to be project manager.
07:43It's extremely important for me that I win this task.
07:46We're one step away from the final.
07:48I'm that close to getting a bit of paper out and asking Lord Sugar to sign it.
07:51I'm not going to let that slip through my fingers.
07:53With Ricky running it, next, choose a market.
07:57Male grooming is increasingly popular these days.
08:01I think of all the boys in the house as well,
08:03it's something that's been quite common between all of us,
08:05and I think it's definitely a market we can get into.
08:07I love a bit of cosmetics for men, so it's a product range I like.
08:11Ricky and Tom have gone for male grooming.
08:13They're the right sort of age group to know all about that sort of thing.
08:16And looking at them with their sort of hair-gelled quiffs,
08:20they obviously have a personal interest in that particular sector.
08:25It's interesting routes go down,
08:26because I think with this you can either go down the heritage route
08:28or we go kind of more modern...
08:30You look a lot of fashion at the moment, even yourself,
08:32with the way you hold your hair and the way you dress very much,
08:34that is kind of quite in style at the moment.
08:36Yeah, I agree. Agree? Yeah.
08:38In charge of the other team, market trader Adam.
08:43Good task, exciting, a lot to it.
08:46Name, identity, logo, packaging.
08:49Any ideas?
08:52I'm feeling really confident, really happy to be chosen as PM.
08:55I'm very good with managing people, knowing where the skill sets lie.
08:59It's a big task, but I think we can win this.
09:02The biggest market is the confectionery market.
09:04That's why I'm thinking, I like confectionery.
09:05I like the sound of homemade hot chocolate.
09:07And then a glass display counter with individual chocolates.
09:10You know, a real gift tidy shop.
09:12Do you know what I think you've hit on there,
09:14which is a very valid point, is hot chocolate.
09:16One of my businesses on the outside is a coffee company,
09:18and we do sell hot chocolates.
09:20I think it's a massively underserved market.
09:22Where do we want to go on this?
09:23I want to go down the road, I think, of chocolates,
09:27white chocolates, hot chocolate...
09:29I think what's also important to us is to remember,
09:31we're trying to create a brand that says one thing
09:33and it's a clear message.
09:35But I like a bit of everything.
09:38Chocolate chosen, Adam's next decision, who does what?
09:42Nick, I'm going to go with you on...
09:44Yeah.
09:45We're going to research a business model,
09:46we're going to do the brand identity together.
09:47Sure.
09:48I feel that's the main part of this, really.
09:50Creating a brand, creating something that can go on
09:52and moving forward business model.
09:54OK.
09:55Jade, I'm going to put you on your own to create the product range.
09:57Yeah.
09:58You know what a nice chocolate is.
09:59Oh, yeah.
10:00You know what you'd like to give us a gift.
10:01I know, yeah. I'm happy to go there.
10:02You know, come up with some really nice chocolates for us,
10:04which I'm sure you can do, yeah?
10:07OK.
10:08I'll stay on the phones and I'll see you soon.
10:11I feel as project manager, I have to be with the products.
10:13Yep.
10:14You're going to very much be thinking about the business,
10:16more or longer be looking at the products,
10:17but we both need to be thinking about a name for this now,
10:19brand identity.
10:20I think that name could be make or break.
10:22Plans in place, both teams divide.
10:25Go on, mate.
10:26See you later.
10:27You too.
10:29Half head for factories to produce premium products.
10:32What's your ETA on the chocolate factory, Jade?
10:34That would take a good hour and a half, two hours, I would have thought.
10:39What about using the word dapper?
10:41I do like the word dapper.
10:44The rest stay in London to create affordable luxury brands.
10:48My best efforts are probably going to be Debonair,
10:51After Club and The Grooming Guild.
10:53I wrote down a new tradition.
10:55Traditional grooming for the modern man.
10:57OK.
10:58I also had man's choice.
11:00My only concern with men's choice is it might sound a bit like,
11:05you know, an adult magazine.
11:07Yeah, it sounds a bit cheap, doesn't it?
11:1311am.
11:14For Tom, at a luxury salon for men.
11:19Hi there.
11:20Nice to meet you.
11:21I'm Tom.
11:22Hi, Tom.
11:23Jason Shanky.
11:24FaceTime with an expert.
11:26In the last year or so, there's definitely been an increase in,
11:29kind of, heritage, traditional, kind of, male grooming products
11:31getting out there on a market.
11:32I know you've obviously got the very old-school style chairs here
11:34with the whole, you know, traditional hot shave.
11:36Yes.
11:37Has that been a good way for you to market your shaving products
11:39and let people test them out before they buy?
11:41Very much so.
11:42We have a number of channels to market.
11:43First and foremost, we have our own salons.
11:44Yeah.
11:45And in the salons, we can use it on our customers
11:47and we find that gets the best results in terms of sales
11:50because once people experience the product,
11:52they become real fans.
11:54It's absolutely fantastic.
11:56While Tom brushes up on male grooming,
12:00on the other team...
12:01Obviously, chocolate.
12:02So, chocolate-like.
12:03Yeah.
12:04Quite clever.
12:05A brand-name brainstorm for Nick and project manager Adam.
12:10Choco-local.
12:12Lovely chocolate.
12:13Choc-stop.
12:14I think what's important for us to remember
12:15is that we are creating a luxury brand.
12:17Things I've written down.
12:18Coco-co.
12:19Coco-cho.
12:20Cho-cho-cho.
12:21Sounds like a train.
12:22It is a bit like a train, but it's like a chocolate train.
12:26At the moment, what kind of...
12:27You could call it chocolate bar.
12:30As in, chocolate bar and chocolate bar.
12:33Do you know what I mean?
12:34The bar, the fact that we could have a counter
12:36in the style of maybe a bar.
12:38You could personalise the chocolate, again, like a bar.
12:41You can order it at the bar, chocolate bar.
12:43Mm-mm.
12:44Hi, Adam.
12:45Hi, are you OK?
12:46Yeah, good, thank you.
12:47At the moment, we are struggling for a name.
12:48It's not too easy about it.
12:49So, what names have you come up with?
12:50Sweet Thing.
12:51Sweet Thing.
12:52Like Sweet Thing, you know?
12:53Wild Thing, Sweet Thing.
12:54I just think Sweet Thing is quite cool, quirky.
12:56That's my favourite.
12:57I think that'll be really good.
12:58First stop for the boys, a high-class chocolatier.
13:02And a chance to get a taste...
13:04Oh, that's beautiful.
13:05..of their chosen market.
13:06So, obviously, the main focus for yourself is chocolate.
13:08What kind of chocolates do you do?
13:09What flavours have you combined?
13:10I think we do a ginger, a lavender, a mint.
13:12I think mint is always good.
13:13We do a lemon.
13:14Yeah.
13:15We do a lemon.
13:16We do a lemon.
13:17And a lemon.
13:18And a lemon.
13:19And a lemon.
13:20And a lemon.
13:21And a lemon.
13:22And a lemon.
13:23And a lemon.
13:24And a lemon.
13:25And a lemon.
13:26And a lemon.
13:27And a lemon.
13:28And a lemon.
13:29And a lemon.
13:30It's always good.
13:31Yeah.
13:32We do a lemon.
13:33What's the most popular out of the chocolates that you do?
13:34Salted caramel.
13:35Oh.
13:36It's beautiful.
13:37I really like that.
13:38Adam and Nick had a wonderful opportunity to meet a businessman who's created a fantastic
13:44bespoke shop to help them put together their business model.
13:48What have they spent their time doing here?
13:50Tasting chocolate.
13:51They've failed to grasp the opportunity.
13:54Jellies.
13:55There is a trend towards jellies.
13:57Right.
13:58Especially high-end jellies.
14:01It's a bit different to a jelly.
14:03It's got a much fuller flavour.
14:05Wow.
14:06That's fantastic.
14:10Lunchtime.
14:13East London.
14:17Tomorrow, teams can test their concepts on a cross-section of consumers.
14:22Today, each team gets an empty space.
14:25This is what we call black canvas.
14:27This is the entrance to your saddle.
14:29So this is the door here?
14:30Yeah.
14:31You'll be coming in through here.
14:32And an interior designer to help create their retail vision.
14:35We're doing male grooming products.
14:36We want to look back at a kind of luxury style.
14:39So we're looking at heritage.
14:40We're looking at tradition.
14:41At the moment, we're thinking kind of charcoal grey, dark woods.
14:44We're thinking very sharp, very bright.
14:47Colour schemes, we're thinking baby blue.
14:50Excuse me one second.
14:52Hi, Jade.
14:53We're just with our designer.
14:54Just to let you know, I have to confirm the product range.
14:57This is what I'm thinking.
14:58Tell me what you think.
14:59Marshmallows, hot chocolate, and then chocolate discs.
15:04Like really thin plates of chocolate.
15:06Yeah, well, I really want to go for the jellies.
15:08The guy who spoke to the market research said jellies were, like, top seller.
15:12You know, he's doing really, really well.
15:14My opinion is that we should leave out jellies, but I'm happy to go with them.
15:18I don't think we need it.
15:19Jellies are the new big thing, though.
15:21It's going to be big.
15:24The product range is not bad.
15:26But I think where Adam and me have maybe disagreed is the inclusion of jellies.
15:30I don't think it's necessarily a bad idea to include them,
15:33but it could maybe detract a little bit from the focus of our task.
15:36I don't think we need them.
15:37But if we have them, it's not a nightmare.
15:39No, I think we should go with all four.
15:41They do all tie in together.
15:42They're all sweet, you know, and it's nice.
15:47You know, some people don't like chocolate, so they can have a jelly.
15:50It's like heaven.
15:51Moulding Adam's jelly and chocolate range, Jade.
15:53I always wanted to have a sweet shop.
15:55I think every little girl who's slightly podgy did.
15:56Mmm.
15:57That's like one big creme brulee.
15:58Ooh, that looks very brown.
15:59Hold on, it's on fire.
16:00Hampshire.
16:01A cosmetic factory.
16:03Making up male grooming products, Ricky.
16:04It's going to be too fruity for a masculine product.
16:05It's going to be too fruity for a masculine product.
16:06The products have come up with...
16:07It's going to be too fruity.
16:08It's going to be too fruity for a masculine product.
16:09The products have come up with...
16:10It's going to be too fruity.
16:11A laverine shave cream.
16:12We've come up with a laverine shave cream.
16:13We've come up with an aftershave balm and a face moisturizer.
16:14It's going to be too fruity for a masculine product.
16:18The products have come up with a laverine shave cream.
16:23So all the products complement one another.
16:24And I think it's going to be really cool.
16:25It's going to be too fruity for a masculine product.
16:27The products have come up with a laverine shave cream.
16:28We've come up with an aftershave balm and a face moisturizer.
16:29I very much want to look at anti-inflammatory properties.
16:44They're revitalizing and skin protection.
16:46Once you've shaved, you can have an after balm and then you can moisturize.
16:50So all the products complement one another.
16:52And I think it's a winning product line.
16:55Actually, I feel like my hand's getting a bit more youthful when I'm doing that.
16:58Products finalized, but still no brand name.
17:02Hey, Tom.
17:03One last throw out of dice that you might want to think about is using the word gentry.
17:07Maybe I'm being silly, but I don't know if I completely get gentry.
17:10So shall we stick with what we've got?
17:12New tradition.
17:14New tradition.
17:16You don't like it though, do you?
17:19It's just not very, like, creative.
17:21What about, like, modern gentlemen?
17:23I really like that.
17:24I think that works very well, actually, mate.
17:27On the other team...
17:29My thoughts were a stencil cut out of a heart.
17:32Yeah.
17:33Drawn up by Adam and Nick, but suggested by Jade...
17:36Possibly have a stronger T and a stronger S.
17:39..the identity for their brand, Sweet Thing.
17:42It was a confectionary brand overall.
17:44Right.
17:45But there is a little bit of focus on chocolate.
17:47Hi, Jade.
17:48Just a quick one, cos I'm in the middle of doing all the...
17:50Oh, making all the stuff now.
17:52The jellies, I was thinking I can make them alcoholic,
17:54and I was thinking I can make spiced pear cider ones
17:57and peach schnapps and call them drunken jellies.
18:00I don't think we go drunken jellies.
18:02What do you think, Nick?
18:03I don't like it.
18:04Erm...
18:05I mean, Adam, you're the one who really wanted these jellies,
18:07so what are your thoughts on it?
18:08Yeah, yeah.
18:09I think drunken jellies sounds quite cool.
18:11Erm...
18:12I don't like drunken jellies.
18:13OK, come up with a different idea, then.
18:14I thought our brand is. I'm a bit worried about our brand,
18:16cos we've got so many different products,
18:17and they seem very random.
18:19What should we call it? So, jellies...
18:24OK, erm...
18:25Drunken jellies, yeah?
18:26OK, cool.
18:27So, you've got the names anyway.
18:29What's on the table?
18:30They're going to be doing branding.
18:32I thought they could have come up with a few names,
18:34but it seems I've done all of the names all day,
18:36and the products.
18:37Pear cider?
18:38They'll give you an idea of the two together.
18:40Oh, my God.
18:41That's really strong.
18:43I don't really know what they've done.
18:46Yeah, I'm kind of pretty much running the show.
18:48On the other team...
18:50Go with the white like that.
18:52I think this makes it stand out more.
18:53..in charge of branding Tom.
18:56Bring that down a little bit,
18:58so we've got the line carrying on afterwards.
19:02Mmm.
19:03Do you think it's too boring?
19:07The PM, Ricky, has taken himself off to the factory
19:10where he's concocting the product.
19:15Everything else is down to Tom.
19:17Design, the inspiration, the packaging, the branding.
19:21My only concern looking at it is, oh, it's a bit boring.
19:23It's a bit safe.
19:25That task is absolutely pivotal.
19:28Get that wrong and people will turn up their noses.
19:31Yeah, you happy?
19:32Yeah.
19:33You happy?
19:436am.
19:46Today, the teams must open their stores to selected shoppers.
19:50This is a dummy run, Rick, mate.
19:53This is it.
19:54Yeah.
19:55This is an opportunity to get it right,
19:56listen to the feedback, make changes where...
19:58Yeah.
19:59..where we need to.
20:01It's a chance to fine-tune plans ahead of tomorrow's pitches.
20:07I think our brand is indulgence, luxury, ethical and fun.
20:12Yeah?
20:13Yeah.
20:14Targeted at females, 15 to old.
20:179am.
20:23Three hours to go before doors must open.
20:28There you go.
20:29It's well, isn't it?
20:30So, obviously, this is your shop front, Jade, yeah?
20:32That's good, doesn't it?
20:33Sounds like it, yeah.
20:35Oh, I've already got paint all over my hands.
20:39So, Tom, how are you?
20:41Are you used to manual labour, a bit of painting?
20:43I've never painted before.
20:47Let's just get it done as quickly as we can.
20:50The better we can make it look, the quicker,
20:51the more time we can spend on the fluffy stuff,
20:53make it look nice.
20:54So, there are all the jellies, fantastic.
20:56For Adam and Nick, first chance to try Jade's sweet things.
20:59Very nice.
21:00And beautiful.
21:01These are the hot chocolate spoons.
21:02Your milk comes out of your urn, and you drop it in,
21:04and just stir it till it makes a lovely hot chocolate.
21:05This is the...
21:06Oh, the discs.
21:07The salted caramel with a honeycomb.
21:08What have you decided on your recommended retail price?
21:09299.
21:10It's tripling your money.
21:11What do you think, Nick?
21:12499.
21:13Would you pay 499 for them, yeah?
21:14Maybe you're right.
21:15Maybe 299 is nearer.
21:16So, what is the pricing strategy as it stands now?
21:17That is selling for, at the moment, you're thinking, 299 or 499?
21:19Exactly.
21:20Exactly.
21:21Exactly.
21:22Exactly.
21:23At Tom and Ricky's store.
21:24This is our moisturizer.
21:25I think it's subtle.
21:26I think it's very good.
21:27It's a good thing.
21:28What is the price of the trader's price on your recommended retail price?
21:30299.
21:31What do you think, Nick?
21:32499.
21:33Would you pay 499 for them, yeah?
21:34Maybe 499 for them, yeah?
21:35Maybe you're right.
21:36Maybe 299 is nearer.
21:37So, what is the pricing strategy as it stands now?
21:39That is selling for, at the moment, you're thinking, 299 or 499?
21:42Exactly.
21:43Exactly.
21:44At Tom and Ricky's store.
21:47This is our moisturizer.
21:49Yeah, I think it's subtle. I think it's exactly what we're going for. We didn't want to go for flowers and meadows and feminine.
21:54Yeah, I think we've got it there.
21:57To promote modern gentlemen, traditional wet shaves from a trained barber.
22:02The retail table is about getting people involved. It's about showing people the traditional way of grooming yourself.
22:08It's also about showcasing all of our products, so it's perfect, you know, it matches brilliantly with what we're doing.
22:12That's exactly what I want. We want people this evening to come here to feel the experience.
22:17Yeah. Adding punch to sweet thing.
22:20Exactly. Listen to your eyes.
22:22A cocktail expert booked by Jade.
22:25The idea is that in store, if you're popping in to have some sweets, you can pay £5 or whatever it might be for a little cocktail and the sweets and we'll tell you which ones complement each other.
22:37Mmm. That is amazing.
22:422pm.
22:45Anxious right before the first customer.
22:47Last-minute touches done.
22:50Brilliant.
22:51That looks well, mate.
22:53Good.
22:54Doors open.
22:55Good afternoon, everybody. Welcome to Modern Gentleman. Please come in.
22:58Here to sample the team's ranges, a cross-section of potential customers.
23:03Hi. How you doing?
23:04But hidden in the crowd, sent by Lord Sugar for a sneak preview, a scattering of industry experts.
23:13Welcome to sweet thing, giving you a full chocolate flavour. Hopefully the most chocolatey kind of chocolates you've ever tried.
23:21Quite nice, actually.
23:22Oh, God.
23:23These are called drunken jellies. Do you like the name?
23:25I'd like clear.
23:26Yeah.
23:26Have a little bit of this with it.
23:29That's nice.
23:30You like that?
23:31Just stir it. It'll just melt straight into the hot chocolate.
23:33We are planning to sell these in supermarkets.
23:36Well, this is very, very nice. I love it. I could sort of gobble it all up all day.
23:41Overall, are you impressed by it? Would you go into the shop?
23:44I like the drinks element.
23:47OK.
23:48Does anybody need a top-up?
23:49Yeah.
23:49At Modern Gentleman, a more sober affair.
23:59You can just smell that on my hand.
24:04This is our shaving cream.
24:06Smells nice.
24:08Where are you hoping to retail?
24:10Very much, we're going to start quite exclusively from the start of our process.
24:12We're going to look to roll it out, but we're not going to be too ambitious.
24:15We're going to be a small shop. We're going to look to position ourselves within London.
24:17Well, Ricky and Tom, where they're very strong, I think, is on the analytical side, on the business side.
24:24What we don't want to do, it's a luxury product, is throw it everywhere and anywhere.
24:28But when it comes to being creative, I think they really are pedestrian.
24:32The retail space seems to have hardly anything on display.
24:35It was their view that they should go for a minimalist look, and they certainly achieved that.
24:40It looks as though it was sort of a closing down sale or something.
24:44On the other team...
24:46Hi, Mullen. Welcome to Sweet Thing.
24:47Hi.
24:48Adam's treats are hitting the spot.
24:51That's really good.
24:53Yeah?
24:53You all right now?
24:53Really, really nice.
24:54Yeah?
24:55My first impression when I went in was it was really warm and very friendly, the atmosphere that they'd created.
24:59What did you think of the shop window? Did you have a look at it?
25:01I think it was quite exciting, actually, quite vibrant and quite different.
25:04Oh, I fancy it.
25:05The hot chocolate was my favourite, but that's overtaken it, definitely.
25:09I thought it was very classy.
25:11I really liked the colour and the labelling.
25:13I thought that was really bespoke, really nice.
25:14Mate, yeah, we've done it.
25:16We're definitely getting more of a clear vision now.
25:18Hotels, supermarkets.
25:20I like it, mate.
25:21I think the more arms to this business, the better.
25:23At Modern Gentleman...
25:25I'm just going to pop you up.
25:26If you want to sit back for a moment, I'm just going to lean you back slowly.
25:28Ricky gets to grips with grooming.
25:31Let me just a moment.
25:32I bring the hot towel over.
25:33Oh, you're going to actually do it?
25:34I'm going to be doing this, yeah.
25:35You've got me.
25:36Yeah, you've been stuck with me today.
25:38We're Modern Gentleman.
25:39This is our new grooming range.
25:42And Tom talks business.
25:44We've got three stages of the grooming range.
25:46We're focused on shaving.
25:50And relax.
25:51I'm really glad you popped it on.
25:53Is that too hard or is that nice and soft?
25:55No, it's fine.
25:56We've got the hot shave barber experience here.
26:00This is becoming extremely popular.
26:01We're going to have our own boutique shop initially set up
26:03so people can come and experience, you know, what we're about.
26:06In terms of the retail space, it seems very dull.
26:08I think it could do with some excitement.
26:11The colour schemes on the labelling is also very, very conservative.
26:15Grey is a colour that can be overlooked very easily.
26:18I'm not sure if I like the branding, to be honest.
26:20It's not distinctive enough.
26:21I think it's a little bit too bland.
26:22I wouldn't see that in a competitive retail environment
26:27really standing out.
26:306pm.
26:33Really good to meet you.
26:34Thank you for all your advice.
26:35The test day is over.
26:37Cheers, mate.
26:41Back at the house.
26:43Yeah, right up here on the puddles.
26:45We said £2.99.
26:46The sweet things regroup.
26:49Yeah, we've got marshmallows.
26:50£2.99, pants.
26:51Chunkin' jellies.
26:53Chunkin' jellies, £2.99.
26:54£2.99, yeah.
26:55Telly went really well.
26:56Good positive feedback on the whole.
26:58So we're looking at what's between 62% and 75% margin
27:01of those RRPs.
27:02I feel 100% confident about the task.
27:04I personally am happy with all the pricings.
27:07I've done all the hard work.
27:08Tomorrow's the easy bet.
27:10Brilliant.
27:10Can't wait for morning.
27:12And the modern gentleman.
27:14This pitch couldn't be any more important to us.
27:16We're this close to the final.
27:17Right, let's framework it then.
27:18What are we going with first?
27:19Get down to detail.
27:20So we've got vision, target market, product range, introduction to market.
27:25We received a lot of comments today, both positive and some very constructive.
27:29One of the biggest mistakes I think that we have made is the packaging.
27:32I might even say to him, look, as the product is launching, we would look to get this product
27:35within a cardboard box.
27:36Yeah.
27:37Like me, it does give out an element of luxury.
27:39Yeah.
27:39The pitch, we've structured it well.
27:41We just have to deliver it now.
27:42And unfortunately, if we screw up the delivery of this pitch, it can ruin everything.
27:46Let's hit the nail on the head with this one.
27:47Let's get some sleep so we can get up extremely fresh in the morning.
27:517am.
28:03It's been running through that pitch in my head all last night.
28:05I couldn't sleep because all I kept thinking about is exactly what I'm going to say.
28:08It's a big one, man. This goes wrong. No final.
28:20Come on.
28:29I think we've created a smart-looking retail experience,
28:33but I am slightly worried that our brand has been confused.
28:38So, I am, you know, I'm expecting some difficult questions today.
28:56East London.
29:01Here for the pitches, Lord Sugar.
29:08Already waiting, some of the biggest names in the business.
29:14Including chocolate brand Green and Blacks.
29:18Retailers Debenhams and House of Fraser.
29:22And male grooming range Bulldog.
29:26Welcome to Modern Gentleman.
29:28My name's Ricky Martin. This is Tom Geeran.
29:30Backstage.
29:32The teams wait to be called.
29:34It's the final hurdle now. It's every man for himself.
29:38It's written all over everyone's face.
29:40Everyone's here for themselves now.
29:42Do you want to do a little practice, Nick? Are you all right?
29:44You don't have to, no. Okay.
29:48The male grooming market is valued at around about £862 million in the UK.
29:53For Ricky and Tom, a last-minute run-through.
29:56I want to win this task more than anything.
29:58So, to get this pitch right, it's crucial.
30:01We could move into the accessory world,
30:03coming out with our own razor blade.
30:05This is the most important task of the whole process.
30:08This is the last chance for any of us to impress Lord Sugar.
30:11To actually fool this final hurdle, it would crush me.
30:14Good luck in there, Tom.
30:16Good luck, Ricky, mate.
30:17Win this together, this one.
30:18Absolutely, yeah.
30:19Win this.
30:20Hopefully it's the final.
30:35Good morning, ladies and gentlemen.
30:37Good morning, Lord Sugar.
30:39Tom and I would both classify ourselves as a modern gentleman.
30:42We both like to groom.
30:44We like to take pride in our appearance.
30:46But one thing that I don't necessarily do, and Tom doesn't either,
30:49is talk a lot about with our friends and our families
30:51about our grooming methods.
30:52Modern gentleman is a concept which is going to target
30:55traditional grooming visions and values
30:58and bring that to the modern man.
31:00The UK's market is £862 million right now and growing.
31:04And what we'd like to do is take this outside of the UK
31:06and starting within Europe gives us the advantage
31:08because the export links are extremely good.
31:10Thank you much, Ricky.
31:12Just with regards to the pricing,
31:14the pricing for the shaving cream and the after balm
31:16are £8 each and the pricing for the moisturiser is £10.
31:20We did try to take elements from the luxury grooming products
31:23out there on the market and bring them into an affordable range.
31:26In our first year, we would look to have a boutique flagship store
31:29which we would offer a service of a full shaving experience.
31:33We had this store open yesterday to the public and every single person
31:37who had the full shaving experience walks away extremely satisfied.
31:41So we feel that's a key way for us to, you know, attract a new customer base
31:45and build brand loyalty.
31:47What's the ratio going to be in revenue between product sales and barbering services?
31:51Something around the range of 60 to 70% and the barber experience would be more than 30%.
31:57I very much see that the price of what the grooming experience would be
32:00would very much be of similar cost as it would be almost for all three products put together.
32:04When launching a new brand into the market, it's very important that you get strong standout.
32:10The branding, I think it lacks distinctiveness.
32:12Can you tell us about your thinking around the packaging design?
32:15We kind of looked at kind of the bottom end and the top end
32:18and tried to find a balance between the two.
32:20One thing we'd like to do with our packaging,
32:22we would like to slide it within some type of little box
32:24which would make it more synonymous of luxury product.
32:26Thank you very much. Thank you.
32:28Modern gentleman launched.
32:33I thought the presentation was really strong actually and they worked well together.
32:38Time for some expert feedback.
32:41Having retailtainment is a great way of, you know, getting people really engaged with a brand.
32:46I think Sterling really understood their business, their model, their positioning in the market.
32:51In terms of actual product, I thought it was quite forgettable in terms of brand.
32:56I do question whether it's got the uniqueness.
33:01Next, some sweet talk from Adam's team.
33:08Good morning, ladies and gentlemen.
33:10Thank you for giving us the time to introduce our brand, Sweet Thing.
33:15Obviously this is our conceptual view of what our Sweet Thing shops would look like.
33:21And when people come here, we want them to obviously be bombarded by visual stimulation,
33:26by gorgeous smells, but also by our retail entertainment centre.
33:30Adding, you know, some cocktails and possibly alcohol to the sweet environment.
33:36And really it's complementing the sweets.
33:39It's about being forward thinking and really bringing this confectionery store to life.
33:43What we've tried to achieve is affordable luxury.
33:48Ideal for Christmas, birthdays, Easter and Valentine's Day, which we think will be our busy periods.
33:59Our target market, hopefully, will appeal to absolutely everyone, whether that's coming back from the office and buying a treat,
34:08to give us a gift at any special occasion, or just for a girly night in, or whatever you fancy, to be honest.
34:16Jade, I really like your presentation about the entertainment area, and I love the idea of the complementary cocktail.
34:21I just wonder how much that would impact the profitability of the store.
34:24Really, I don't think it would be a complementary cocktail.
34:27It's something minimal, like, you know, £2 or £1.50, just to complement the sweet.
34:32So just so I understand you're going to sell the alcohol in the store as well.
34:35We'd obviously have to get some licensing agreements to go with that.
34:39Nick, pricing, please.
34:41We'll have a flagship store in London and in Manchester.
34:44What we've done, we've looked at what prices are currently out there with low-end sweets in supermarkets.
34:49We've priced it slightly above that to give it a luxury feel for the consumer.
34:52We are, however, significantly cheaper than the confectioners and luxury chocolatiers out there.
34:58So what we're offering is a very high-quality product at a reasonable, affordable price in supermarkets and in other stores.
35:04Your flagship shops, do I understand that these are loss-making?
35:10In other words, you have no chance of actually covering your overheads from the retail sales there.
35:17$2.99, we've got to sell a hell of a load of those to pay the rent.
35:22I'm really, I was actually a little bit confused.
35:25How did you put the range together and why those specific products?
35:29We want to have a, we are branded as confectioners, not as a chocolatier.
35:32So it is an all-encompassing brand.
35:33It's not just a chocolatier and it's not just a sweet company, it's actually both.
35:42Time to chew over sweet thing.
35:45The shame on this one is that you were confused after the pitch.
35:48They hadn't done as much homework, I don't think, as the agreement team.
35:51It was much more about the product.
35:53The best thing about this is actually the chocolate and the sweets.
35:57You know, they're delicious.
35:58There's no lead product.
36:00There's hot chocolates, there's a bar.
36:02They haven't put one product to the forefront.
36:05Final stop for both teams, the boardroom and the results.
36:15You can go through to the boardroom now.
36:29Evening.
36:39Good evening, Marsha.
36:42Evening.
36:52Good evening, Lord Sugar.
36:56Well, we've had a busy day.
36:59I'll start with Sterling, yeah?
37:02Ricky, you put yourself forward as the project manager.
37:05I did, yes, Lord Sugar.
37:06I've been project manager twice before.
37:08I really felt like it was my time to lead as a project manager
37:11and have a successful result.
37:12You've lost on the last two occasions.
37:13I certainly have.
37:13I'm honest to say I've lost twice,
37:15and I thought the third time I'm going to make a good result.
37:17I'm very passionate about male grooming.
37:18I jumped out to Australia where we both felt like
37:20we'd have a very strong interest into the market,
37:22but we also felt like we could probably jump into that market quickly
37:25and deliver a good product.
37:26I obviously saw the end product.
37:28My initial reaction was a little bit boring.
37:33A quality product looks the business.
37:36That didn't look the business to me.
37:38Tom, you was in charge of the design of the product.
37:41Yeah, I mean, okay, the bottle doesn't look fantastic.
37:43You know, I'll hold my hands up to that.
37:44As a business going forward, what we'd like to have done
37:46is obviously if we could have the box that we could present each product on
37:49on the back, it would include a brief description of the key active ingredient
37:52and how it helped the user.
37:56Initially, when I walked into the shop,
37:58it didn't kind of come across me as, wow.
38:00There was three products, a couple of towels, a cigar humidor.
38:06That was it.
38:06So was this minimalistic look a deliberate thing?
38:10It certainly was.
38:10It's a luxury product.
38:11We felt like if we just stack the shelf completely one side to the other
38:14full of the bottles, it takes away the element of luxury.
38:16Hmm.
38:18So, Phoenix, Adam, I made you project manager.
38:21Yeah, thank you for that.
38:22Um, your shop, it was a stark contrast to their shop.
38:27Sure, yeah.
38:27In the sense that it was, you know, bright, quite full, had lots of things in it.
38:31Yeah.
38:32I think that when I and the business and industry experts walked in there,
38:36it was a kind of initial was, whoa, this looks interesting.
38:39I'm pleased that it looked interesting.
38:40So who did what then?
38:41Me and Nick went off to research a business.
38:43So we went to a...
38:44How did you do that?
38:44We went to a boutique chocolate shop and confectioners,
38:47and we listened to his ideas.
38:48Did you talk through the business model with this guy?
38:51We did ask a few questions on the business model in terms of how he wholesaled his products.
38:55Well, actually, you didn't.
38:56You didn't discuss figures, margins, or the business model per se, did you?
39:00You were much more interested in the experience and so on.
39:04I think that's a fair comment, yeah.
39:05Who went to the factory to actually make the stuff then?
39:08I went to the factory and came up with, pretty much,
39:10I came up with almost all the ideas for our products.
39:13You came up with the shop name, didn't you?
39:15Yeah.
39:15I just wanted to come up with something that was really forward-thinking,
39:18and I think the name Sweet Thing is, you know, there's sweet things in the shop.
39:21What's your sweet thing?
39:23Sweet thing is a term of endearment sometimes.
39:25You know, it really had quite a few meanings, so, yeah, I think...
39:28No, I mean, I think absolute credit to Jade.
39:30I mean, you know, she came up with the name.
39:31She came up with quite a few product ideas.
39:33I think, you know, we...
39:35The ideas we had were as good as her name.
39:37We had a hundred names on the table, didn't we?
39:39No, your names weren't as good as Jade's.
39:41We had Choc-A-Holster, Chocolate Heaven, Cho-Cho-Choc.
39:45Yeah.
39:46We were struggling for ideas.
39:48Sweet thing.
39:49I wasn't falling behind it at first, but it grew on me, and it did,
39:51and I'm happy with it.
39:52It was the best of a bunch, and I think it did work.
39:54Yeah, it was, yeah, definitely.
39:58I obviously was there today.
40:02But the business advisors give me another view of what is going on, yeah?
40:09And I take a lot of notice of what they had to say.
40:12The reaction to your stuff was, they thought your presentation,
40:16both of your presentations, was very good.
40:19What came across was that you had researched the business.
40:23You definitely had researched the business from top to bottom.
40:26I thought the shop seemed a bit sparse.
40:30It was your choice to go minimalistic.
40:33But, you know what they sometimes say?
40:35It does what it says on the tin.
40:37Yeah.
40:37But this tin didn't have anything on it.
40:41Your thing was a bit of a wow factor.
40:45We thought to ourselves, hmm, wow, this looks good.
40:49But as soon as you all opened your mouths,
40:52it started to go downhill a little bit.
40:54So it is a difficult one for me there.
41:01But I felt in the end that, Sterling,
41:05yours was the better business proposition.
41:07It was far more professional, far more thought out,
41:10and I think good, justifiable winners.
41:13Look, good news and bad news.
41:18Bad news, first of all, no treat,
41:20because you're going to be very, very busy.
41:22Good news is you're in the final, OK?
41:24So go home now, have a bit of relaxation,
41:27and I'll see you on the final, OK?
41:30Thank you very much, Carol.
41:31Thank you, sugar.
41:32Good luck.
41:33You know what disappoints me was the lack of cohesion,
41:52no real plan, no attention to detail.
41:55But, look, it's late,
41:57so I think we'll pick this up in the morning, OK?
41:59And we'll discuss this in more detail,
42:03but one of you will be leaving the process tomorrow.
42:07Thank you, sugar.
42:21Last time I was PM, I lost. I was gutted.
42:25This time at PM, I lost again.
42:26Yeah, I'm gutted again.
42:28I don't think we did a bad job all round, you know.
42:31I think Adam was a detriment to the whole task.
42:33His pitch was poor, his contribution was poor.
42:36Unfortunately, I think he has to be fired.
42:39I'm still impressed with what we did.
42:40I'm actually quite looking forward to going into the boardroom.
42:43I have been accountable for almost every decision,
42:47and I think what I've done is pretty impressive.
42:49One of us is going tomorrow, the other two in the final, and...
42:52That's it.
42:53What will be, will be.
42:55Yeah.
42:56There's no way on the planet that it will be me that goes tomorrow.
43:00No way.
43:00Yes, could you send the candlelight in, please?
43:18Yes, Lord Sugar.
43:19You can go through to the boardroom now.
43:21I'd like to go, first of all, to pricing.
43:41So who would be in charge of defining the pricing?
43:45That was, um, Jade was in charge...
43:47No.
43:48Was I?
43:48Yeah, just let me finish.
43:50That's not, you know...
43:51No, no, that's fine.
43:52...one over to shreds just yet, and I'll explain.
43:54Jade was in charge of manufacturing,
43:56so I mean, Nick did ask her for the prices.
43:57That's not the question I'm asking.
43:59Right, OK.
43:59I'm asking about the strategy of pricing.
44:03Where did you see your affordable luxury products pricing?
44:06We wanted to price it above what it would cost in the supermarket
44:09for the average sweet and chocolate costs,
44:10but below what it would cost in the luxury chocolatiers.
44:13Tell me where you're all at sea here.
44:15You've got a shop which you kept saying
44:17is going to be some prestigious type of shop,
44:20so clearly, by definition,
44:21that means you can't sell stuff cheap in there.
44:24But, in the same breath, you're saying,
44:27eventually, we're going to end up selling it
44:29in the mass-market superstores, right?
44:31Well, the price don't stand up
44:34in the mass-market superstores,
44:37cos it's too expensive,
44:39and the price in this luxury store that you had
44:43was, in fact, not expensive enough.
44:47We went for affordable luxury.
44:48We tried to get in there just in between,
44:51and, you know, if the pricing was wrong,
44:52then a whole man's up.
44:53It was wrong, you know.
44:55But it may be wrong for some reason
44:57that you still don't understand.
44:59I mean, there are products in this world
45:01that cost a penny to make,
45:03and they get sold for £5.
45:06Yeah.
45:06OK?
45:07There are products in this world
45:08that cost a pound to make,
45:10and they get sold for £1.10, right?
45:14So, I'm asking the question
45:16as whether you understood the strategy on the pricing.
45:19The honest truth is we had very little strategy.
45:21Our aim was to go into the supermarkets
45:23and make a mass-market product,
45:24but, you know, with that feedback,
45:26the answer is our price was too expensive.
45:28We were trying to go for the supermarket luxury.
45:31I'm a bit confused,
45:32because I think you're a bit of a technical man,
45:35you're a man with the numbers,
45:37and I'm wondering,
45:38where was you on this pricing strategy
45:39if you wanted this team to win?
45:41Yeah.
45:41I found it very, very hard on this task.
45:43There was a lot of ideas.
45:44We didn't have any strategy.
45:45I did mention throughout the entire time,
45:47we don't have any strategy.
45:48What is our brand?
45:50Everyone uses the word strategy when things go wrong.
45:52There was no strategy.
45:53There was no strategy.
45:54It's all anyone ever says in every single task.
45:56We are the same vision.
45:58Right, OK.
45:59So let me move on to the next thing,
46:01and that is the product range itself, OK?
46:04And this is where another mistake was made,
46:05because when I look into your shop there,
46:08you've got the hot chocolate,
46:09you've got marshmallows,
46:12you've got the drunken jellies,
46:14and you've got the chocolate puddles, OK?
46:18What were you known for?
46:19We were known for Holtfoy being high-class confectioners,
46:22not a chocolatier's or a confectioner's or a sweet shop.
46:24But each of these high-class places
46:27tends to get known for one particular flagship product.
46:30I think initially we were looking at doing the chocolate
46:32and the marshmallows,
46:34so it's just a chocolatey feel,
46:35so it's more just down that line.
46:37But because you've obviously found out
46:38that jellies were really popular,
46:40you wanted to do those as well.
46:42I pushed through jellies, you know.
46:44Jade and Nick, to be fair, only wanted to do chocolate.
46:45Maybe we would have had more of a brand,
46:47you know, more of a name
46:47if we'd just been known as the chocolatiers.
46:49It did kind of get a bit confused.
46:50Too many ideas came in.
46:52The brand was very, very diluted, I thought.
46:54Look, your shop, to me,
46:56it was what I would call a bit of a mug's eye for.
46:58It was kind of glitzy and sparkling.
47:01I thought, hmm, this has got potential here.
47:03And, you know, when you opened your mouths,
47:05you threw it all away.
47:06Tom and Ricky drilled each other
47:09for an hour and a half before the presentation.
47:12They threw at each other
47:13every question they could conceivably think of.
47:16Had you done the same,
47:18your business strategy might have actually evolved
47:20and meant something when those experts walked in.
47:24Adam, the pricing was all over the place.
47:27There was no strategy, the products.
47:30There was no lead product.
47:31So with that in mind, where did it go wrong?
47:34It's hard to say, really.
47:35It was a small team.
47:36We all had good input.
47:38To be fair, I think everyone pulled the weight, you know.
47:44We all thought it'd work.
47:45It hasn't worked.
47:45Did you all think it worked?
47:47My honest opinion, and sorry, Adam,
47:49but I think it was just total lack of any direction.
47:53It was confusing.
47:54We weren't all on the same page.
47:55I thought, I think ultimately it is your fault.
47:57First I've heard of it.
47:58You put Nick where you knew he could design,
48:00me where the product was,
48:01and you kind of just told me,
48:03you didn't have a specific role in it.
48:04It would have been better if you'd have gone to the product.
48:06I could have helped Nick with the design,
48:07and we could have worked on maybe the business strategy between us,
48:11and then you could have taken control of that side.
48:13You should have said that first thing in the morning.
48:15Karen, that is an observation that you kind of sidelined Jade a little bit.
48:18I don't think you took it like that, did you, Jade?
48:20I said, tell me where you're best suited.
48:21You actually said you're going to go with Nick
48:23because that's the most important sub-team.
48:25I thought it was, yeah.
48:25And you said to Jade,
48:27you go off, Jade, and make us some really nice chocolates.
48:30Well, I don't even remember seeing it quite like that.
48:33Nick, I'm looking at your application here.
48:39You've got a coffee shop already?
48:43Yeah, my first business was a coffee shop.
48:45So you've actually dealt with a kind of a speciality kind of product, really, yeah?
48:50I have, yeah.
48:51In a shop.
48:52So we sell high-quality ethical coffee.
48:54High quality?
48:55Yes.
48:56So, I mean, you could say, you know, similar to the brief you've asked for,
49:00but it is a very, very different business, obviously, you know,
49:02selling high-quality coffee and creating a luxury brand of chocolate is too...
49:05You were thinking of doing high-quality hot chocolate...
49:08That was my...
49:09...as the theme, as the lead product.
49:11That was my preferred option, is what I put forward.
49:14Try to put forward strongly.
49:15You know, the rest of the team didn't believe that was the right thing to do,
49:17which, fair enough.
49:18I would have thought you would have been more persuasive.
49:23No, I mean, I did try to put myself forward strongly,
49:25but when the two...
49:26When two team members say, no, we want to go down this route,
49:28then I think, you know, as a...
49:30Being as a team member, the best option for me
49:32and the most productive for the whole team
49:34is to buy into the strategy as a group.
49:36I did try, but I failed.
49:38Hmm.
49:38We didn't try that hard.
49:42I'm going to ask you to step outside.
49:44I'm going to have a chat with Karen and Nick.
49:47All right, so step outside.
49:48Thank you, Roger.
50:00Jade, she'd done a good job.
50:02She made the chocolate.
50:03She did make good products and she came up with ideas,
50:06and no-one could fault her energy level
50:08or actually her contribution
50:10to what actually was the good parts of this task.
50:13Adam, he hasn't got a particular skill
50:16other than selling,
50:17but he throws himself in
50:18with this sort of enormous amounts of enthusiasm.
50:21Yeah.
50:21But actually, to see Adam's leadership skills,
50:24you've had to appoint him as the project manager.
50:27Yeah.
50:28Well, you prized out of Nick
50:30the fact that he's got a coffee shop.
50:32That's what kind of confused me
50:34as to why he didn't kind of jump in and take over.
50:38If he would have jumped in,
50:39they may have come in with a win.
50:41I wonder whether he's playing a kind of a clever game here.
50:44Could you send these three of them in, please?
50:49Yes, Lord Sugar.
50:50You can go through to the boardroom now.
51:06Right, Adam, tell me why
51:08I should consider that you remain in the process
51:12and go into the final.
51:13I think I'm the best candidate overall.
51:16I think I'm better than Jade and Nick.
51:18I've got to pick holes in this, so I will.
51:20I think Nick's fluked his way to the final, to be fair.
51:22He's not really showing you much.
51:24He's got certain skills,
51:25but, you know, there's 10 million other people in the UK
51:27that are good on computers and good at logos and stuff.
51:30Jade, unfortunately, you know,
51:31promotion, advertising specialist, marketing specialist.
51:34I've seen no, you know, no special talents in any of those
51:38through the whole process.
51:40Do you know what?
51:40Through this process,
51:42I think I've worked across many more areas than Adam.
51:44Unfortunately, I would say out of the two,
51:47if I was to choose one to go, it would be Adam
51:49because, do you know what?
51:49He is probably the best face-to-face salesman here,
51:52but actually, is that the best thing that you need?
51:55You need to be able to work with strategy,
51:57be creative, come up with ideas.
51:5813 years business experience, you know,
52:00I've had the ups, the downs.
52:02I know what business is like.
52:03I know what it's about.
52:03Jade hasn't proved that she's got what she says she's got at.
52:06You don't even know what I do, that's why.
52:08Well, you tell me you do that many things.
52:09You say you're a marketing expert.
52:11I don't say I'm a marketing expert.
52:12I work in direct marketing, which is, you knew what it was.
52:14It's actually, I work in consumer data, so I sell that.
52:17So, of the two, you would say that she should leave today?
52:20Jade should leave today.
52:21And, Jade, your opinion is that it should be Adam
52:23should leave today, is that right?
52:24Yeah.
52:25And, Nick, I would say, if it wasn't just on this task,
52:30I would say, Jade, I think you say you're good at sales
52:35and building relationships with people.
52:37When I've worked with you, I haven't really had that impression,
52:40you know, on the vouchers project that we worked together.
52:43I sat there with the spa company,
52:44and actually, I think the relationship I built there
52:47was the one that won it, actually.
52:48And that got £8,000 and beat the other team hands down.
52:51Yeah, absolutely.
52:52We did, I think that was, I guess, it's a personal opinion,
52:55but I think that was me more than you.
52:57Oh, do you? OK.
52:58So, you were there together, and it was joint pitch.
53:00I think, Adam, this task, I think you have been the weakest,
53:02but I think, overall, Jade.
53:04It's interesting, Jade, two people that have been with you
53:08for the last 11 weeks have got that opinion.
53:11I find it strange that they listened to every single thing I said
53:13on the last task and just went with it, though.
53:15So, if I'm the person that actually should go,
53:18why would they listen to every single thing I said
53:19and actually went with all of it?
53:21Yeah, on this task, I agree.
53:21Every single thing, on this task, but this is a task
53:23that we're fighting for £250,000.
53:26Yeah.
53:26So, why would you not put yourself forward,
53:28say what you think, and get that said?
53:30Jade, on this task, the ideas that you came up with
53:32were better than the ideas we had.
53:33Yeah, but this was the final.
53:34I agree with that, I agree with that.
53:34Actually, this is the one to win it.
53:36Now, this is the one to get through and get to the final.
53:39OK, if you want to look at this task, then,
53:41I mean, strategy-wise, you threw in alcohol.
53:44We haven't discussed that at all.
53:44I asked you if you wanted alcohol.
53:46The ideas were better than the rest of the ideas we had.
53:47If you're going to have some ideas.
53:48I can't say that your ideas were terrible
53:50because we didn't have any better ones.
53:52But it was a mishmash of different things
53:54that came together.
53:54I came up with ideas and you all said,
53:56yes, yes, yes, yes, yes, yes.
53:57So, if you're such leaders in business,
53:59why would you not say, actually, we'll do this?
54:02I haven't run my own business,
54:03and this is me wanting to start a new business,
54:05something that will make money.
54:07I've got a very good business plan.
54:08I've seen other people making money from this,
54:10and I know exactly how they do it.
54:12Well, look, it's very, very tough.
54:19It's a very tough one,
54:21and it gets tough when we get down to the 11th week
54:24because, well, to be frank,
54:26the better people do tend to come to the top.
54:32Adam, I've got to tell you
54:34that you have impressed me
54:36in the manner in which you have thrown yourself
54:38into everything headfirst.
54:40That aggression and that ambition,
54:43that enthusiasm,
54:44and that, you know, in itself is fantastic, really.
54:47And you're a good salesman also.
54:50However, there are other areas
54:53I have to consider.
54:55The shrewdness, the awareness,
54:58the getting the plot,
55:00and that's maybe where you're a little bit lacking.
55:05Jade,
55:05you've obviously got a passion
55:08to remain in the process,
55:11and I agree
55:12that a lot of your ideas were implemented.
55:19But some of them weren't very good ideas.
55:24Nick,
55:25you are a bit of a strategist,
55:29and I'm still at sea
55:30as to why you didn't step in
55:32and assert some authority.
55:34Yeah.
55:35You win the task.
55:36You don't get fired.
55:37Simple as that.
55:40So,
55:41I think all in all,
55:45on this very, very difficult decision
55:47I've got to make,
55:49I'm going to have to say that,
55:58Adam,
56:00I think it's time for you
56:02to leave the process.
56:05You're fired.
56:06Thank you a lot, sugar.
56:07I wish you all the best for the future, Adam,
56:09and I hope you do well.
56:10Thank you very much.
56:11And keep in touch.
56:12If you ever need a salesman,
56:13you know I am.
56:14Okay.
56:15Thanks very much.
56:17Well done, yeah.
56:17Well done, mate.
56:18All right.
56:28Well, congratulations.
56:30You're in the final.
56:32Go back to the house.
56:33I'll be in touch shortly.
56:48Take care, guys.
56:48I'm sad to be going home,
57:05but I respect Lord Sugar.
57:06If it was my time to go,
57:07then it was my time to go.
57:08I've always been a do-and-not-a-talker.
57:10I never give up.
57:11Maybe me and Lord Sugar
57:11will meet again one day.
57:13You never know.
57:15From a selfish point of view,
57:17who would you like to see leave?
57:19I'd probably say Nick.
57:21I'd agree.
57:22Strategically,
57:23I'd probably say Nick
57:24was the strongest out of those three
57:26in terms of competition.
57:30How are you going?
57:32Oh.
57:33Oh.
57:34Congratulations.
57:35Congratulations.
57:36Oh, look at all this food for us.
57:37Congratulations.
57:38So what went down in this boardroom?
57:40Basically, we had no strategy.
57:42Did you guys point that at Adam?
57:44Absolutely.
57:45He had no strategy,
57:45and it was his fault,
57:46but when it came to
57:48who should get fired,
57:48I did say Jade.
57:51Anyway,
57:52it's over now.
57:54Champagne time?
57:55Cheers, guys.
57:56Cheers.
57:57To finals.
57:57To finals.
57:58To finals.
58:01Now,
58:02just four remain in the fight
58:04to become
58:05Lord Sugar's business partner.
58:10Next time.
58:10Today is all about convincing me
58:13on your business ideas.
58:15It's face to face.
58:17I've been looking forward
58:18to this encounter.
58:19As the final four come under fire.
58:21Are you doing it on that website?
58:24Are you smoking something?
58:25In six months, you've blown it.
58:27You've blown it in six months.
58:28Three must fall.
58:29It's like being in a war zone.
58:31You're fired.
58:32You're fired.
58:33One will win.
58:35You're going to be
58:36my business partner.
58:41Go on,
58:41indulge yourself.
58:42Daro Brin's waiting
58:43over on BBC Two now
58:45with The Apprentice.
58:45You're fired.
58:46And don't miss that
58:47interview from hell.
58:48The Apprentice final,
58:50Sunday night at eight
58:51here on BBC One.
58:52After that.
58:54We'll be having a little bit more
58:54on the chat.
58:58If you don't miss
59:07it.
59:08You would like to know
59:09what's up here on BBC One
59:11where you can see
59:12gefährdestky star.
59:13And I think
59:14you could also recognize
59:14that between
59:16the two moves
59:18you may get
59:19that you
59:20might get
59:20the way
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