- 5 months ago
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00:01I've had them all in here. Chancers, posers, brown noses.
00:06Lord Sugar is on the hunt for a brand new business partner.
00:10Never, ever underestimate me.
00:13Fighting it out for his funding, 16 ambitious entrepreneurs.
00:18I'm not impressed at all. You know, I can chuck the whole bloody lot of you out if I want to.
00:23Let's go, let's go, let's go!
00:24It's a deal worth fighting for.
00:26I've never seen a pair of boards like that.
00:29Action!
00:32Service!
00:33Pow!
00:34You should have come up with an idea, everyone!
00:36I was talking and you kept batting in.
00:39Who took my unicorn sparkle stars?
00:4216 candidates.
00:44Have some respect.
00:46Please, you don't know anything about respect.
00:4812 tough weeks.
00:51One life-changing opportunity.
00:54You're fired. You're fired. You've screwed it up. You're fired.
00:58Finally.
00:59You need to create and manufacture ice lollies.
01:12Ice-cream expert Kenner took the lead.
01:14Let's be positive.
01:15Let's bring the energy and let's take it forward.
01:18But the boy's luxury lollies sent temperatures soaring.
01:23What does premium mean to you?
01:25Everyone stop, stop, stop, stop.
01:27And sales stalled.
01:29I'm just going to have to just decline the product.
01:31Sure.
01:31I'm sorry.
01:33Karina became ice queen.
01:35They're going to want that foliar, that pretty.
01:37Look at the flowers.
01:37Yeah.
01:38But her reign proved rocky.
01:40What's everyone's right?
01:41So, label him.
01:42While Lottie's corporate lollies...
01:44Oh, my gosh, those are gorgeous.
01:46...were hard to swallow.
01:49Those ones aren't edible.
01:50No.
01:51But in the boardroom...
01:52545 pounds and 29 pounds.
01:56Sweet victory for the girls...
01:57...meant a second loss for the boys.
02:01I'm not impressed at all, quite frankly.
02:04Dean felt that icy blast.
02:07You've lost a potential of 300 pounds worth of profit.
02:11But it was Kenner.
02:12You lost complete control of your team.
02:16...who got frozen out.
02:18Kenner, you're fired.
02:20Now, 14 candidates remain...
02:23...to fight for the chance to become...
02:25...Lord Sugar's business partner.
02:274 a.m.
02:39Hello?
02:39Good morning.
02:41Lord Sugar would like to meet you...
02:42...at London's Cambridge Theatre.
02:44The cars will be outside in 20 minutes.
02:47Guys, wake up!
02:4920 minutes, Cambridge Theatre, Central London!
02:51What do you reckon it's going to be about?
02:56Something to do with fear.
02:58You good at acting?
02:58No, I'm not good at acting.
03:02I think they're going to mix the teams up.
03:04I hope not.
03:05I don't mind.
03:06I want to see what the boys are all about.
03:07I'm Tass.
03:07I want to see who's strong.
03:11We're definitely winning this task.
03:13Because if I'm in that boardroom again...
03:14I think it's girls for me.
03:27What you guys think about the boys...
03:29...because they're obviously two down...
03:30...and it's more of us.
03:31Do you think we're going to get mixed?
03:33Definitely.
03:34I'm not ready.
03:35I want my girls.
03:36I know, me too.
03:36I'm comfortable, I like it.
03:38I'm so much into this girl power thing.
03:40Yeah.
03:43Theatreland.
03:44The beating heart of London's West End.
03:49Home to hundreds of show-stopping performances every night.
03:54And waiting in the wings...
03:57...business's greatest showman.
04:04Good morning.
04:06Good morning, Joshua.
04:07Now, this wonderful theatre is home...
04:11...to the Royal Shakespeare Company as Matilda the Musical.
04:15It tells the story of an extraordinary little girl...
04:19...who had a sharp mind and a vivid imagination.
04:26Whoa.
04:27And imagination is exactly what you'll need for your next task.
04:38I want you to design a toy for six- to eight-year-olds.
04:43You'll also have to produce an online video to promote your brand.
04:48Once you've created your toy, you're going to pitch it to two major retailers.
04:54The team that secures the most orders will win...
04:57...and in the losing team, at least one of you will be fired.
05:03Now, for the first two tasks, the boys lost.
05:08And so I'm going to mix the teams up.
05:11Thomas, Ryan and Solomon, I want you to swap with Karina, Gemalyn, Pamela and Aisha.
05:19OK, everything clear?
05:25Yes, Mr. Gellar.
05:27Off you go. Good luck. I'll see you in a couple of days.
05:31Teams must create a new toy and promotional video...
05:34...before pitching tomorrow to two major retailers.
05:39All right, guys, we're all mixed up now.
05:41You're on the girls' team now, boys. We win.
05:43First, for the freshly formed teams...
05:46Team names.
05:46Has anyone got one that they're itching to like?
05:48Share.
05:49Create a new identity.
05:51I thought maybe, I don't know, like, Team Fabulous.
05:54No.
05:56I think we can be fabulous and be called something else.
05:58Yeah, I had Empower.
06:00Like, Empowering each other.
06:01Team Empower.
06:02I like it.
06:02I like that.
06:03Empower?
06:06OK, you're over.
06:09OK, Empower it is.
06:12I had the idea of Polaris.
06:14Polaris was a missile that Britain had in the 60s through the 90s.
06:20It had direction, it had a large impact, and it was very powerful.
06:26Yeah.
06:27You could go with something a little bit more peaceful, like unison, to suggest that we're all working in unison.
06:33Is everyone having a team unit?
06:34Yeah, mate.
06:35Yeah.
06:35Yeah.
06:37Next.
06:38Look, I design and make products, and I go and send them to retailers.
06:41Choose a chief.
06:42Toys specifically, you have experience...
06:44I've sold toys on the market.
06:46..that's all my experience with toys.
06:49I've never manufactured toys.
06:50I don't really deal with toys, you know, I've got furniture business, so I manufacture pillows.
06:54I have two products that I manufactured.
06:56I have a game and I have a drink item.
06:58I know they're not, obviously, you know, toys, but I also come from an entertainment background
07:02and have done commercials, and I know everything to do with that part of the task.
07:07OK, so let's take it to the vote.
07:08So, hands for Ryan.
07:13Hands for Thomas.
07:15That's made by any of you.
07:16I'm really excited about this task.
07:20I'm really excited to produce a toy, and I'm really excited to do a commercial.
07:23I think all round, this is such a Ryan task.
07:26Taking on the top job for the other team...
07:29I do cosmetic manufacturing, so I definitely have experience in packaging, branding, that kind of thing.
07:35Beauty boss, Pamela.
07:36Pamela?
07:38Oh, happy?
07:39Yeah.
07:39Ready, ready, guys.
07:41Really confident.
07:42Next, decide what type of toy to make.
07:44I quite like the idea of, you know, having a standard sort of girl's unicorn.
07:50But Lord Sugar did say this task is about imagination, so there's no point, you know, being boring.
07:55I think slimy stuff.
07:57Like, kids...
07:58Yeah, they love that.
07:59The slime market, I know, is a massive one.
08:01It's on the boom.
08:02You could maybe, like, where do unicorns live?
08:04A cloud, I don't know.
08:05And then you're going to open your cloud, and then you've got, oh, this slime.
08:09And then what's in your slime?
08:10A little unicorn.
08:11I really like that, and I think it's attractive.
08:13It's different, as far as I know.
08:15I haven't heard of anything like that before in the world of unicorns and slime combined.
08:18No, yeah.
08:19So are we set?
08:20Yeah, yeah, yeah.
08:21OK, great.
08:21Yeah, sounds good.
08:23Although toys is not my field, I think there's a lot of similarities with what I do as my day-to-day job,
08:28which is kind of think of an idea of a cosmetic product and bring it to life,
08:31and so I can kind of play on my strengths.
08:32I think with slime, we're going to be very creative.
08:35Slime is coming.
08:37Gentlemen, we've got the slime.
08:40Letting their imaginations run wild...
08:42I think we should make it like an animal, but he talks like a person as well.
08:46...Ryan's team.
08:47The toy can be rewarding, so the toy can say, well done, you were very brave today.
08:52Yeah.
08:52And it can become really quite sweet.
08:53You know, that's fantastic.
08:55So, guys, this is what we're going to do.
08:57We're going to do a fun, interactive animal toy.
08:59It needs to look cool, the voice needs to be cool, OK?
09:02But it needs to be fun.
09:03Yeah.
09:04Concept confirmed.
09:05So the team's split in design and the video.
09:09Next, work out who does what.
09:12The toy design team will be Scarlet, Thomas and Lottie.
09:16Thomas, you will be taking over sub-team leader.
09:19Fantastic.
09:19Just watch and learn, girls.
09:21Listen, I'm always confident, aren't I?
09:24Do you know what I mean?
09:25We're going to get in there, we're going to smash it up,
09:27we're going to make it look the nuts,
09:29we're going to take it to the retail tomorrow and we're going to sell loads of them.
09:32I'd like to have Aisha, Karina and Dean and myself on the design team.
09:38Putting her people in their place, Pamela.
09:41I've got a Masters in Marketing.
09:43I'm great at things like promotional videos,
09:45and the branding and packaging side of it, I'm all over that.
09:47Unfortunately, boys, we've got to have a girl in charge of the sub-team.
09:51I think, Gemma Lynn, I'd like to put you in charge.
09:53I think you can whip the boys into shape.
09:56Yeah, that's fine.
09:56As I just said, I'm a marketing manager, I've got a team of marketing.
09:59It's just weird that.
10:00It's not about gender, it's about skill set.
10:02You've already been...
10:03It's about skill set, is it not?
10:04Yeah, but you've lost twice, so I'm going to make sure you're...
10:07It wasn't just me personally, so I'm just wondering why you dismiss it so fast,
10:09because I'm a boy.
10:10We need to win, ultimately.
10:11We need to win.
10:12Just so you know.
10:12Just so you can be arguing.
10:14On the design, let's respect her decision.
10:15Yeah, yeah.
10:17I think Pamela overlooked my obvious skills in this area
10:20because she wanted to have a female lead the team.
10:23That's fine, but I wouldn't overlook my skill set
10:25just because of what's between your legs.
10:27Team and power.
10:28Team, let's go.
10:29Team and power.
10:30What do you guys think about the brand name?
10:45I was going to think along the lines of, like, Animal Gang, Animal Team,
10:49because we're going to create a whole family of animals.
10:52What's another way you can describe a group of friends?
10:56Squad?
10:56Animal Squad?
10:58Animal Squad.
10:59I really like it.
11:00East London.
11:03Base for both teams.
11:06A leading digital design agency.
11:09Welcome to storyboard time.
11:12Yes, sir.
11:13Selling his vision for the video.
11:15The things that really do go viral are the dances.
11:18Project manager, Ryan.
11:20The vibe we're going for here is six to eight-year-olds,
11:25kind of, like, fun, quirky.
11:26So, I was thinking the dance...
11:29All of us are dressed as different animals with backdrops changing the scenery.
11:34I know it's super cheese, so cheesy, but it could work.
11:41But what are the actual dances?
11:42What is the hit?
11:43What is the narrative?
11:44We don't know yet.
11:45We haven't got to anything yet.
11:47I'm just trying to make it fun.
11:49Dance it is.
11:50I feel like a dance video is overdone.
11:57Getting to grips with slime.
12:00It is quite immature as well.
12:01We are appealing to children slightly older.
12:03Lewis, Gemalyn and Ryan Mark.
12:06I think we should stick with more of a story.
12:09Once upon a slime in a kingdom far, far away.
12:13Yeah, yeah, that's good.
12:14So, the king is arriving and he's like,
12:17Oh, where's my queen?
12:20Can we please think about for a second where we're going to incorporate a unicorn?
12:24Well, maybe the unicorn is being trapped by an evil villain
12:27and the villain is wanting slime in exchange for the unicorn.
12:32And the queen goes on a mission to save the unicorn.
12:35Yeah.
12:36Yeah, Slime Kingdom.
12:37I like it.
12:37This is a really good idea, yeah.
12:40Slime Kingdom is a kingdom of fantasy where everything can be possible.
12:45Kids love slime.
12:46And I just think it's brilliant.
12:50Central London.
12:52At a leading toy design company.
12:54So, we decided on a unicorn.
12:58Project manager Pamela takes the reins.
13:02Can we do something where the unicorn travels the world with his passport
13:05and then this land is this land.
13:07And he has wings, so he's a different kind of unicorn.
13:09He's a unicorn with a pegasus amalgamation into a unicorn.
13:14Are we not straying too much from the slime?
13:17Because the sub team was quite keen on slime.
13:19No, I think our slime is our addition.
13:21Slime is slime.
13:22And I think just try and make it as personalised as possible
13:25with the passport or whatever accessories we can add here.
13:31At their design house.
13:33So, what kind of animal are we thinking?
13:35I think we should go with a turtle.
13:37Thomas's team.
13:38I like the idea of the turtle.
13:39I think that's a really good idea.
13:41Flesh out their toy.
13:43Instead of the child maybe holding the toy,
13:45something that maybe goes onto the hand.
13:47I've just had a blinding idea.
13:49Let's make this, so this is the hand, right?
13:52Turtle sits on here, yeah?
13:53Yeah.
13:54Three buttons, you push down.
13:56Push that one.
13:56Well done, you've been really brave today, mate.
13:58And it gives the child confidence, right?
14:00That's lovely.
14:01We also need to think about the other toys it's going up against.
14:03That's action figures, dragons.
14:05I mean, is that going to appeal in comparison?
14:08We can make him super cool.
14:10He hasn't got to be a normal turtle.
14:11My daughter wouldn't buy it.
14:12Your daughter wouldn't.
14:13No, no, no.
14:14Would others?
14:15I don't know, potentially, but I would say it's a small amount.
14:18My main reservations are that it might not be that appealing
14:20to the target age group.
14:21I think they're going up against some toys
14:23that maybe look a lot more flashier or cooler.
14:26So I think the theory of it sounds really good,
14:28but the appeal, I think, is something we're going to have to get around.
14:31Tommy, the talking turtle.
14:33Is your friend...
14:34Did you just name it after your circle?
14:35Tommy.
14:39Hello.
14:40Hello.
14:40Hi, guys.
14:41Did you write?
14:41Oh, mate, we've really cracked right on here
14:44with design science special.
14:45He's called Tommy the talking turtle.
14:48Oh, I wonder where that name comes from.
14:50He's got three buttons on his back.
14:52The first one is brave,
14:53the second one is achieve,
14:55and the third one is kind.
14:57OK, perfect.
14:58All right, we're going to do the commercial now,
15:00so we'll speak to you soon.
15:01Bye.
15:02Bye.
15:02Bye.
15:043 p.m.
15:05OK, let's go.
15:06Shooting their viral video
15:08and putting slime front and centre.
15:11Who took my unicorn sparkle stars?
15:14Gemmeline, Lewis and Ryan Mark.
15:17Quaine, he's in the evil lair.
15:23That was really good.
15:25It's a new scene.
15:26This is so weird.
15:27It's a new scene.
15:28I'm going to say something and then you come in.
15:30OK.
15:31Ah, ha, ha, ha.
15:33I have the unicorn at last.
15:37I am here to demand my unicorn back.
15:41Ah, it's the crane of slime.
15:43You will never get your unicorn back
15:45unless I get more slime.
15:47Ha, ha, ha, ha.
15:48These videos help promote your brand
15:50because they go viral.
15:52I mean, I don't get it.
15:53Maybe a six to eight-year-old child
15:55will think it's hilarious
15:56and the best thing since sliced bread.
15:59Although I doubt it.
16:00One, two, three.
16:02One, two...
16:02Choreographing his viral video.
16:05You're going to come on, high five,
16:06and you're going to go like this.
16:08Project manager Ryan...
16:09One, two, three, turn.
16:11...puts his team through their paces.
16:13Guys, energy.
16:15OK.
16:15Real energy.
16:17Three, two, one, go.
16:19Guys, that's not in sync at all.
16:29Right, that's...
16:30I can't see shit.
16:31No, no, no.
16:33I can see this going viral,
16:35but for the wrong reasons.
16:36OK, listen.
16:37OK, Solomon, guys, seriously, like, concentrate.
16:41Solomon, do you know the moves?
16:42Yeah, I know the moves.
16:42I don't think we should do the whole come in thing
16:44because we can chop that.
16:45No, I know what I'm doing.
16:47You ready?
16:47Let's do it.
16:47OK, and action.
16:51Energy.
16:52Pose.
16:53No, at the same time, guys.
16:57I don't think RPM is seeing the bigger picture of things.
17:00It's all about energy, energy, energy.
17:03At the end of the day, there's no content,
17:05and if there's no content, it's not going to make sense.
17:10All right, let's go.
17:11Then we'll just use what we've got.
17:16Have we got a slimy font?
17:17Oh, yes.
17:18Oh, yes.
17:19While Slime Kingdom's film...
17:21Maybe you can have slime going down the screen.
17:25...gets its finishing touches...
17:27Oh, wow.
17:28I think the other team would really like this, honestly.
17:30...also in the cutting room...
17:32The beginning needs to be the penguin and the turtle
17:34doing the first dance.
17:35Sure.
17:35...lord of the dance, Ryan.
17:37And then it's the high-five at the end.
17:39How are we delivering the bravery, the empowerment message?
17:43Like, I'm happy to put, like, you know, like, bravery, kindness,
17:46like, achievement over each individual dance.
17:49Yeah.
17:49You know what I mean?
17:49OK.
17:50At its core, the age market that they're going for
17:53looks like more four- to six-year-old
17:56rather than six- to eight-year-old.
17:57It's so childlike.
17:59It's so babyish.
18:00I can't actually imagine anybody appreciating it.
18:09Oh, my God.
18:10I don't mind it.
18:11I think it's really good.
18:155 p.m.
18:18Bringing their toy to life...
18:20The figure will be inside a cloud.
18:25It's got to be cute.
18:27It's got to have, like, eyelashes, maybe coloured eyes.
18:29White colours.
18:30Yeah.
18:31Do you think the pink still needs to be pinkier?
18:33Yeah, maybe.
18:35A hot pink.
18:35Yeah.
18:36Perfect.
18:38Should there be stars all over the wing,
18:40or should it be glitter?
18:41I think stars, because it's, like, flying.
18:42It's a travelling uniform, isn't it?
18:44I think it's way too in-your-face.
18:46What?
18:47With a pink.
18:48No way.
18:49No way.
18:49This is a girl.
18:50No, I think too much glitter.
18:52The toy market is crowded.
18:54They have to come up with something punchy and innovative
18:57to break through and get those sales.
18:58What have they come up with?
19:00A glittery unicorn.
19:02I mean, frankly, it's been done to death.
19:04The slime is blue.
19:05Ties together nice.
19:06It works.
19:07Yeah?
19:08Yeah.
19:09Three buttons.
19:10That brave should be red.
19:12On the other team...
19:13Kind could be the blue.
19:15Kind blue.
19:16Thomas' talking turtle...
19:18And then achieve could be yellow,
19:19because it's the colour of a star.
19:21...take shape.
19:21Job done.
19:22Yeah.
19:22Well done, girls.
19:23OK?
19:24Next job...
19:25La-la-la-la-la-la-la-la-la-la-la...
19:27Help Tommy find his voice.
19:30OK?
19:31I travel the ocean all on my own.
19:33I'm brave, just like you.
19:35Perfect.
19:36Do you think it's OK that he sounds like a man
19:38and it's meant to be a schoolboy turtle?
19:41I'll do me age 13, yeah.
19:42Can you do that?
19:43Yeah, just let's compare them,
19:44just to make sure we've covered everything.
19:46I travel the ocean all on my own.
19:48I can't do that!
19:50Try it again.
19:51Try it again.
19:52I travel the ocean all on my own.
19:55I'm brave, just like you.
19:56Well, I think that one's better.
19:57That one?
19:58Yeah, I think that one's good.
20:026pm.
20:04Last task for the rest of the team...
20:06Can we change this brown?
20:08...create a logo for their brand.
20:10And then this animal squad will be white.
20:13It has to be different colours,
20:14the animal and the squad.
20:16It just looks too just stuck on there.
20:18I'm loving it.
20:20Can we move animal up a tiny bit?
20:22Yeah, kind of like that.
20:23It doesn't really look like a toy company.
20:25It looks like a rescue squad.
20:27That's what I'm seeing.
20:28Well, what do you think, then?
20:30I think we should have had a bit more colour and theme
20:32and, you know, faces of animals.
20:34I just think that that's simple and that looks fine.
20:37Remember, guys, we're appealing to 68-year-olds.
20:40This doesn't scream excitement or fun.
20:42I like that contrast.
20:42Let's go on to packaging.
20:43Yeah, we'll go on to packaging, please.
20:46I think the problem is it's all very well criticising something,
20:50but actually you've got to back that up with something positive.
20:52I've heard nothing positive from Solomon.
20:54Can we do a gradient green?
20:56Can we do that?
20:58Oh, OK.
20:59So, can we do a cast or just...
21:05Going through the middle.
21:07Ryan, Mark, Gemmeline and Lewis...
21:09See, that's not bad.
21:10That's nice, actually.
21:11...take a first look at their toy.
21:14Oh!
21:14There is nothing that says slime about that picture, is there?
21:20It's not just me.
21:21There's nothing that says slime.
21:22No, not really.
21:24The slime is really secondary
21:25and we made the slime a big focus of the video as well.
21:28It was all about slime, the Queen of Slime.
21:30Slime Kingdom.
21:30And for them, it's nothing about slime.
21:32It's just so bland and done and overdone, in fact.
21:36It is, isn't it?
21:36There's nothing that stands out about that product.
21:39That is a My Little Pony.
21:42We started off with a product that was focused all around slime.
21:45That was its USP.
21:46We've moved completely away from slime.
21:48We now have a horse with wings and a horn
21:50and there's no mention of slime.
21:53Designs done.
21:55Thank you very much.
21:57Brands built.
21:58Thank you so much, Kai.
22:00Tomorrow, tempt retailers with their toys.
22:06Who took my unicorns, sparkle stars?
22:127am.
22:13Brand of slime.
22:15The unicorn is in the evil play.
22:18The premiere of Slime Kingdom.
22:21I will only give the unicorn back for more slime.
22:24Never!
22:30Guys, I really, really like that.
22:32I thought you did a great job.
22:34You mentioned slime a lot.
22:36Yeah.
22:36It was good that we didn't see.
22:37You don't need to see a lot of...
22:39Everyone knows what slime looks like.
22:41Slime's still a feature, right?
22:42Yeah, 100%.
22:43Do you know what?
23:03I don't think it's completely terrible.
23:07It's fun.
23:08Look, look, you're telling me we're going to go and pitch John Lewis and Emmons with her?
23:11Yeah.
23:12It's quite comical.
23:13I think we need to go with the comical stunt.
23:14Comical, exactly.
23:15Because he is a cheeky chappy.
23:16Yeah.
23:17The only reservation that I have is the age group that we're pitching it at, and that's
23:21something I think we might need to overcome that.
23:23It's not like we're pitching, like, an 18-year-old chair.
23:24Like, it could work.
23:26Do you know what I mean?
23:26Definitely.
23:28Next door.
23:29Okay, so this is her home, or where she sleeps.
23:32For Pamela's team, the big reveal.
23:35Got the wings, the backpack, and we've got the little passport in there as well.
23:39Is that the slime?
23:41That's the slime.
23:42Look how small the slime is compared to everything else.
23:43It was always going to be this size in a ton.
23:45There's hundreds of thousands of unicorns out there.
23:47The only difference between this unicorn and the other unicorns is that this one is called
23:51slime.
23:52That's why we wanted the slime a little bit more feature.
23:57Okay, slime is not our main feature of the product, but unicorn is so popular.
24:02It's not going to go away.
24:03The young girls love it.
24:04I think it's really good.
24:05I'd buy it.
24:05I think it's really good.
24:06Did you think that it looked like My Little Pony?
24:11So My Little Pony's a pony, so he doesn't have a horn.
24:16Wait, it won't be quiet.
24:18Presenting his pride and joy, Thomas.
24:21I'm lucky to be your friend, because you're always so kind.
24:25How sweet is that?
24:27My only single concern was that, you know, it wasn't really, like, a toy you play with
24:32and have fun with.
24:33What's not fun about having a turtle that lives on your hand?
24:36Once you've gone through the sounds and once you've heard everything, there's not, in terms
24:40of its reusability.
24:41This is going to be on every child's Christmas list this year, yeah?
24:44Tell me the talking turtle is what everyone wants, right?
24:47And that's how we sell it, yeah?
24:48Walking, talking, friend.
24:49He lives on your hand.
24:50He's your mate.
24:51This isn't a toy.
24:53This isn't playable.
24:54This is, you know, a turtle that makes sound effects.
24:56And I'm trying to address it, but it seems like they're trying to suppress it with, you
25:00know, let's sell it and let's be positive.
25:03In terms of the pitch, I would like to come along with you guys.
25:06Next, choose who pitches the product and who gets the measure of the market.
25:11I would also be happy to start the pitch in your team.
25:15This is really hard, guys, because I know how much you want to be on the pitching team.
25:19I would just be concerned bringing one of you in that maybe we haven't had enough time
25:23to agree on all of the levels of the storyline.
25:26So, it may be a spanner in the works if I moved you.
25:29You know, we can look at it for pitch to you.
25:30We didn't think you'd let us swap anyway.
25:32I'm a marketing expert.
25:33It's what I do for a living.
25:34I pitch to clients day in, day out.
25:36It makes sense to take me along as a marketing eye, yet those skills have been ignored time
25:41and time again.
25:42Let's do it.
25:4410 a.m.
25:47Half of each team set off to gather feedback on their toys.
25:51The rest head to their first pitch.
25:55My first thoughts were, that looks young.
25:58When you see the finished product?
25:59Yeah.
26:00When we were designing it and drawing it, you should have just made a bigger point about it.
26:03I did. I did mention it a number of times.
26:05When we were sitting on the design and drawing it?
26:07Yeah, about the demographic and about...
26:09If the buyer turns around to you and says,
26:10this don't look like a six to eight-year-old product,
26:12it looks like a three to four-year-old, what are you going to say?
26:15What are you going to say?
26:15What are you going to say?
26:18John Lewis and partners.
26:20With 50 stores nationwide...
26:22Hello there.
26:24An order with them could turn a toy...
26:27We're so excited to introduce you to Tommy the Talking Turtle.
26:30...into an overnight sensation.
26:33He's not just a toy, he's a friend as well.
26:36If I just show you, when you're feeling down or you're a bit discouraged or you're a bit nervous,
26:41just push this button.
26:42Well done!
26:43I'm extremely proud of you.
26:45He cheers you up.
26:46Not only is it innovative, imaginative and really, really fun,
26:50but also it really promotes a positive wellbeing and confidence building for children.
26:54We also made a viral video to go with it, so this is a perfect time to show you it.
27:00When I first saw the product, I kind of thought six to eight,
27:21maybe it's a little too young looking for a six to eight.
27:24That's definitely an older age than six and above.
27:26When I saw the video, I felt a bit more preschool when you see the animals,
27:30the playground, the play, the fun.
27:31I know I keep saying it, but it's not just a toy.
27:34It really is a friend because the friend is the main key.
27:37I think when you get to six to eight, it needs to be cool.
27:40Does it do anything else than just give you positive messages?
27:43Only lights up and it talks to you.
27:46Just gives you positive messages.
27:47That's all it does.
27:48But children are going to love it.
27:49It's going to be the biggest craze of 2019.
27:53Thomas is a very passionate guy
27:55and almost not accepting, not listening to any of the comments or criticism.
27:59Cheers.
28:02This is not a toy for a six to eight-year-old, although he believes strongly it is.
28:05I just see the positives out there, yeah?
28:07They didn't actually say, like, it's too young.
28:10They did touch on preschool, didn't they?
28:12But I think that we did very well in trying to overcome that, yeah?
28:15Come on in, let's go.
28:15OK, let's go.
28:16Hi.
28:19Hi, Harry.
28:19Harry, Pam, nice to meet you.
28:21Bean, how's it going?
28:22Next, through the department store doors...
28:24Her name is Sparkle Star.
28:26...Pamela's hand-picked sales team.
28:29So she's, you know, a unicorn, but she travels,
28:31so she pops on her backpack, she pops on her wings.
28:34What I would say is the unicorn that looks a little bit like My Little Pony.
28:39No, it's a good point to mention, and I think we'll bring in Lewis.
28:42Lewis is going to talk about the trends and really why we chose this.
28:45As a toy, we wanted to make sure it was very on-trend,
28:48and we recognise the slime market is a booming market
28:51from a business perspective as well, really on-trend,
28:54and it's, you know, it's something which is sort of booming,
28:58and as a cut, you know, something in-trend, basically, yeah.
29:01Yeah.
29:01So I thought I'd play the video so you get sort of a better insight to it.
29:06Who took my unicorns, Sparkle Stars?
29:09I will only give the unicorn back for more slime.
29:15Can you just talk me through the video?
29:19I don't necessarily see the congruence between the Slime Kingdom and Sparkle Stars.
29:23They're almost...they could almost be two distinct brands.
29:26They almost confuse the message a bit.
29:28So you can imagine Slime Kingdom as this whole amazing fantasy land.
29:35There's, like, little tiny houses made from slime.
29:39It's like this whole kingdom that's built where their main material is slime,
29:45and that's where Sparkle Stars lives.
29:47And I think that's, er...that helps.
29:49The retailer didn't really understand what the product was,
29:53how everything fitted together.
29:54It was only when Aisha started to tell the story
29:57that it actually painted the picture,
29:59and it seemed to me as though a penny dropped for the retailer
30:02and thought, ah, I get it now.
30:05Thank you very much.
30:06Bye.
30:07Have I got a new name then?
30:08Lewis, right?
30:09Should we call you Lewis?
30:10Yeah, literally the whole way through.
30:12I'm so annoyed at Lewis, I'm calling everyone Lewis.
30:15In central London, Pamela's unicorn...
30:19So this character, Sparkle Star, lives in a cloud.
30:23...gets face time with a focus group.
30:26Tell me what you think.
30:27So that's Sparkle Star.
30:28...watching on the rest of the team.
30:30Say it's amazing!
30:31I'm sort of thinking they're stereotyping at girls.
30:36Oh, my gosh.
30:37Where did they get these kids from?
30:39I'm starting to get a bit confused
30:41because it says Slime Kingdom.
30:44I was imagining it might have said Sparkle Star.
30:47Who's into slime?
30:50And that's why we should have focused on the slime.
30:53Yeah, that's what we said in the start.
30:54I've said that a thousand million times.
30:55It doesn't match the name of the toy.
30:59How it's package doesn't make sense.
31:02Hands up who thinks they would like this toy.
31:06One person.
31:09Hi.
31:10Gathering feedback on their finished toy.
31:13This is Tommy the talking turtle.
31:16Half of team turtle.
31:18And you can press different buttons.
31:19It'll say different things and it kind of lights up.
31:22So, what do you think?
31:24I think it's a bit boring because it just talks and stays on your hand
31:29and it just lights up and that's it.
31:33I'm personally quite worried that the first word they used was boring.
31:37It's boring.
31:37If you're like seven, you might think that toy's a bit babyish for you.
31:42They're all about video games.
31:43They're all about challenges and levels and all that kind of stuff.
31:46They want something that's stimulating.
31:48They don't want to look and stare at a turtle.
31:49I just want to listen to you, to be honest.
31:51I can't hear the children.
31:52I think the buttons is a really cool idea.
31:55Yay!
31:56They have to make it a bit more interesting.
32:00I mean, we have repeatedly said
32:03we don't think it's hit the target market.
32:083pm.
32:09We asked them who wanted to buy the toy.
32:12Only one person put the hand up.
32:14Feedback gathered next for Slime Kingdom.
32:17I think one of us should be in your next speech.
32:19World famous toy retailer, Hamleys.
32:23I can't think of any one of you that should replace one of us.
32:28We spoke to the consumers, so...
32:30I know you have, but now we know.
32:31For me, I come in with a lot of knowledge around marketing.
32:35Yeah, that's what we mean.
32:36Around online marketing and offline marketing.
32:38But I just think for smoothness of this pitch,
32:40we just have to keep it with the same team.
32:42I think we did well, and trust in us that we'll smash it for you.
32:46OK?
32:47Next door.
32:48The first pitch went really well, we think.
32:50Yes!
32:51Talking through the turtle, Ryan's team.
32:54I mean, overall, they all thought that it was for a younger age range,
32:59potentially a baby.
33:00Interestingly, it was actually the eight-year-old
33:02that said that they really liked the phrases.
33:04Really?
33:04Yes.
33:05So what we're going to do, we're going to keep it as the three
33:07and bring Lottie on.
33:08Perfect, I was going to say that.
33:09And then you're going to give them
33:10some really positive consumer feedback.
33:12Yes, absolutely.
33:13Well done, everyone.
33:14First, through the toy store's doors...
33:19Hi, lovely to meet you.
33:20..slime kingdom.
33:22So, the brand and product name is Slime Kingdom.
33:26What's the relationship between the unicorn and the slime?
33:28So the kingdom is the slime.
33:30So we'll show you the video.
33:31It'll kind of become a little bit more clear.
33:33Well, they took my unicorns back with stars.
33:37Quite a slime.
33:38I want to give the unicorn back for more slime.
33:42Never!
33:44Ah!
33:48So I think Slime Kingdom tells me
33:50that there's some big element of slime incorporated in the toy.
33:54And if I bought it and I got that inside,
33:56I'd be really disappointed.
33:57No, that's true.
33:58And I think that that's where we saw the figurine,
34:00because a lot of children like to kind of fold in items
34:03within their slime.
34:04So there's a real chance to do that with this item.
34:06And then you collect her next pack,
34:08which might have a different colour of slime.
34:09So once you've put the slime over the toy...
34:12Well, you can kind of place her in it and fold it, like, you know...
34:15OK. I get the collectability thing.
34:16I get the slime thing.
34:17I don't see how the two things relate to each other.
34:21Brilliant.
34:21Thank you so much for your time.
34:23Thank you so much.
34:24Bye.
34:24Bye.
34:28You all right, guys?
34:29Hi, guys.
34:30You know, we handled it.
34:32I'm confident in the product.
34:33It will sell in this, you know, high-end retailer.
34:36And I hope they see that.
34:39Next, through the door...
34:41We are so excited to introduce to you Tommy the Talking Turtle.
34:44Ryan's sales team.
34:46We have a fun viral video to go with it.
34:56So, Tommy the Talking Turtle,
34:58he's not just a toy, but he's your friend as well.
35:01Do you think he's cool?
35:02I think he's cool.
35:03Yeah, I think I've just struggled that an eight-year-old's going to want to have that.
35:07Yes.
35:07Early today, we conducted a consumer feedback.
35:11Yes.
35:12So, we conducted customer research that consisted of six children,
35:15both boys and girls, between the ages of six and eight.
35:18Opinions were varied, but the general consensus was that they really liked the product.
35:21Mixed feedback in a group is a worry in itself, I think.
35:24I think what makes Tommy the Turtle great is he's a friend.
35:31Not just a toy, he's a friend, yeah?
35:32But also, this is going to be the next big craze.
35:35I can just see it now.
35:36Hey, guys.
35:41How was that?
35:42I think that we tried our best, but the difficulty was obviously the age group,
35:47and they kept referring back to that, and that's a difficult one to overcome.
35:50I would like to think that Tommy the Talking Turtle was popular.
35:55However, I'm not here to butter things up and make it look like everything's fine and dandy.
36:00I genuinely do worry that we haven't made enough orders.
36:04Tonight, orders totaled.
36:07Tomorrow in the boardroom, playtime's over.
36:18You can go through to the boardroom now.
36:20So, this task was to design a toy targeted at the six- to eight-year-old market,
36:47and then you had to go and present them
36:49in front of two retailers, yeah?
36:52So, I think I'll start with Karen's team here,
36:56and now I believe we've got names now to our teams, is that right?
37:00Empower. Team Empower.
37:01Empower, yeah?
37:03Yes.
37:03Sounds like a mobile phone charger, but still.
37:07Tell me what went on from there on, then.
37:09I put myself forward for project manager.
37:11I've experienced in pitching products and creating products,
37:15so I thought it was a perfect fit.
37:16Lewis, I understand you got a little bit naff that you wasn't chosen as the sub-team leader there.
37:22Well, I said I'd like to put myself forward,
37:25and I was told that one of the girls had to be in charge of the boys to keep us in line.
37:29Lewis, I think you're taking it completely out of context, to be honest.
37:32One second, let me just answer the question.
37:34So, I was a little bit annoyed at first and frustrated
37:36because I thought it wasn't chosen on a skill set, it was just premeditated.
37:39That's completely incorrect.
37:40Gemmeline, you felt, was the right fit?
37:42I thought Gemmeline was the best fit, yeah.
37:44All right, so, what'd you do?
37:46We created a unicorn.
37:47Right, a unicorn.
37:49Yes, so we immediately thought of, you know, what's on trend,
37:52what could we link in with our product,
37:54and it was actually Gemmeline who thought slime was, you know, a massive trend.
38:00This is a little bit. What are you supposed to do with this little bit?
38:02A lot of children are placing items in their slime and, you know, interacting with it.
38:07The only concern I had, Lord Sugar, was that I thought that it was overdone.
38:11The unicorn is seen time and time again.
38:12You didn't write it, then, when you saw it?
38:14Well, I thought it was an attractive unicorn,
38:16but I thought it could have been a bit more imaginative.
38:19What is an unattractive unicorn?
38:21That'd be me watching that.
38:23Yes, Lewis.
38:23Anyway, part of your brief, as the marketing team,
38:28was that you had to make a video also.
38:30That's great, right?
38:30So, let's have a look at it.
38:32Who took my unicorns, pack of stars?
38:36When the slime, the unicorn is in the evil plan.
38:41I am here to demand my unicorn back.
38:44I will only give the unicorn back for my slime.
38:48Never!
38:49Ah!
38:50Did you hire Alan Carr in that?
38:58You sounded just like him.
39:00Who, me?
39:01Yeah.
39:02Anyway.
39:02That was my evil plan.
39:03That was you wrestling with him, was it?
39:05Yes, it was.
39:06You look like a climate change protester being manhandled by the police.
39:11That's what that looked like.
39:12Well, we tried to portray the storyline.
39:13What was that?
39:14What was it all about?
39:15So, we were featuring heavily slime in the video, because initially we were going forward with
39:19the slime products.
39:20Who was the king of slime?
39:21Piers Morgan.
39:22There was no king.
39:23Anyway, you got your product, and now you're going to go off to a major department store.
39:31Yes, that's right.
39:32Aisha.
39:32From what I heard from Karen, you were quite useful in the end, in that pitch, in the sense
39:38that, like me, I'm confused as hell about this thing.
39:43And I think you brought it together and explained the plot.
39:48One of my skills is winging it.
39:51Winging it?
39:52She did that pretty impressively, actually.
39:55Yeah.
39:55Okay.
39:56You then went off to the toy retailer.
39:59Yes.
39:59Is that right?
40:00Lewis wanted to be in the meeting.
40:02As a team, we all wanted to.
40:03We all wanted to.
40:04I know.
40:05We all put ourselves on.
40:05You all put yourself forward.
40:07I couldn't figure out who I would sub out for another person.
40:10So, you didn't make him sub team leader.
40:11You didn't want him in the pitch.
40:13Is there a message there coming to you?
40:15I think she likes me.
40:17Oh, of course you do.
40:19Okay.
40:19So, we now have the other team here.
40:23Yeah.
40:23First thing, you come up with a name.
40:25Is that right?
40:26Yes.
40:26So, our team is called...
40:27And your name is?
40:28Team Unison.
40:29Unison.
40:29Yes.
40:30Well, working together...
40:31Meaning in complete agreement.
40:33Yes.
40:34I heard you can't even agree with yourself.
40:37And this is the toy, was it?
40:39Tommy the talking title, yes.
40:40So, what we thought about doing was making a toy that can be with you at all times.
40:45He's like, he's not just a toy, he's your friend as well.
40:48I enjoy the ocean, all on my own.
40:50I'm brave, just like you.
40:52I can see it being a really good line.
40:55Listen, this is my boardroom here.
40:57We're not in Petticoat Lane now.
40:59Sorry, sorry.
40:59I'm not one of your punters.
41:01Sorry.
41:01I'm a bit concerned about the age group here on this one.
41:05Don't forget, we're talking about six to eight years old.
41:08Scarlett did come up and said, look, listen, I think that the age could be a problem.
41:12But it wasn't a big enough concern of Scarlett.
41:14Like, obviously, it wasn't...
41:15No, it was a concern.
41:17If you said to me, look, that's a problem, we'd have changed it.
41:20I have no experience in designing product.
41:23However, I do have a seven-year-old daughter.
41:25And for me, I was concerned that the character, age-wise, was just not going to fit.
41:29And I did voice that a number of times.
41:31That was a repeated concern of mine.
41:33I've, you know, flagged up numerous times, this isn't for six to eight-year-olds.
41:36This was after the toy arrived, so there was very limited things we could do,
41:41so we could only back it up and form a story around to be able to pitch it from what we have.
41:45I mean, look, maybe I'm just passionate in what I do and I really like the product, but...
41:49Oh, OK.
41:50All right, we've certainly had no problem coming out of your shell since then, that's for sure.
41:54Yeah.
41:55Anyway, the video.
41:57We decided to do a dance and you feel free to play it.
42:01Yes, I will. Don't worry.
42:06Solomon, you had a red tie on there. You looked like the turtle's accountant.
42:33Yeah, I did. I think that was great.
42:34What I got to do with the product.
42:37We wanted it to be like a fun, you know, viral video to go along with it.
42:40The video is, I would call it turtle crap, not total crap.
42:45Anyway, let's talk about the pitches.
42:48Yes, I mean, look, the first pitch, there was three of us, right?
42:51And it flowed lovely.
42:53We got to get the points across, the USPs across.
42:55I fought with my feet, as I always do.
42:57Change, made the product better, more suitable, you know, because I do believe in the product.
43:00Good. All right, then, let's see how many of our toys we sold, shall we?
43:06So, Karen, tell me, how did your people get on with the department store?
43:12Well, once they understood the story, they quite liked the toy and the concept, and they made an order.
43:192,000 units.
43:22Right. Oh, that's good.
43:23Claude, same thing for Unison.
43:25The department store felt that Unison's toy was much younger for the target market, and placed no orders.
43:35Zero.
43:36And, Karen, your team with the toy retailer?
43:39Well, they thought the product was confused, not enough slime, and not original.
43:45So, they didn't like the product, and they didn't make any orders.
43:49No orders there?
43:50No.
43:51Claude, well, the major toy reader really liked the toy, and they would have placed orders if it were something they were looking for for preschool.
44:01But they weren't, and therefore placed no orders.
44:03Well, well done.
44:11You're probably sick and tired of toys at the moment, but I'm going to send you off to a toy shop bar, where you'll sample some colourful cocktails,
44:20and go back to your childhood with a balloon modelling masterclass from Miss Ballooniverse.
44:27Enjoy yourself, and I'll see you on the next house.
44:31Thank you, Richard.
44:32Yes.
44:33I'm so happy.
44:37Well done, everyone.
44:38Well done, boys and boys.
44:39Well done.
44:43This is a real cock-up.
44:46Make a toy.
44:49First point.
44:50For six to eight-year-olds.
44:53Second point.
44:54That's the biggest point.
44:56And that's why you didn't get any orders.
45:00Go away.
45:01Have a chat amongst yourselves.
45:02I'll see you back here shortly, and we'll go through it in more detail.
45:15Come on in.
45:16Grab a seat.
45:17Today, we're going to be learning the classic balloon dog.
45:20Oh, my God.
45:21Oh, my God.
45:22I feel elated.
45:23Three wins.
45:24You know, our team was really strong, and we really stuck together, and, you know, I'm
45:28just so over the moon.
45:29I was annoyed that I couldn't pitch, because that's one of my fortes, and I really felt I could've
45:37added value and really showcased everything that I can do.
45:41That's your silent assassin.
45:42Don't name me the silent assassin.
45:44I convinced that retailer that the story actually tied into the product, and I winged that a
45:50bit, but it got us the sale, and we won because of that.
45:54How does it feel, boys, to win for the first time?
45:56Good.
45:57Cheers!
46:03You know, we didn't make enough orders due to the fact that it was targeted at the
46:06wrong age range.
46:07I'll tell you what, look.
46:08I designed the product, and, yes, all right, maybe it is for the wrong age, but at least
46:11they had a go.
46:12What did you do?
46:13Listen, I can see Tom in the Turk.
46:15I could sell thousands of them, but it is what it is that we got the age group wrong.
46:18They can't rely on me to do everything all the time.
46:20You know, I am human.
46:21I do make mistakes.
46:22Solomon, what I find a lot about you, negativity, straight away.
46:25Negative, negative, negative.
46:26Yes, I understand.
46:27I told you the truth.
46:28I told you what I thought of the product.
46:29But do you know what?
46:30I think you need to let us listen.
46:31Lottie, please let me finish.
46:32We have to figure a way how we're going to do it, but you're not there.
46:34It's negative, negative.
46:35I contributed positively in the branding, which was the best part of this whole thing.
46:38Solomon.
46:39I did contribute a lot.
46:40I did give a lot of ideas, but unfortunately, the PM didn't want to listen, didn't give the
46:44design team any vision of what the product should be.
46:46Lottie, with all due respect, I did ask you to come in with consumer feedback, yeah,
46:50and I said before, start with the positive.
46:52The first thing that came out your mouth was a negative.
46:55No, no, no.
46:56It was the first thing.
46:57You said we had mixed reviews.
46:59I cannot lie.
47:00I agree that I did make some decisions that I have to take responsibility for,
47:04but I think that a decision maker who is still hardworking and contributes is better
47:08than somebody who does nothing at all.
47:10Yes, Lord Sugar?
47:21Can you send the candidates in, please?
47:23I said I want you to design a toy for the six- to eight-year-old market.
47:45So what's gone badly wrong here is not understanding the brief.
47:52Look, what we've done is we've actually made a product that would be the best-selling
47:55Christmas present this year for four-plus.
47:57I didn't ask you to make it for four-plus.
47:59I know.
48:00I know you didn't, but in my head, I thought that was a six- to eight-plus time.
48:03Honestly, honestly, it did.
48:04Maybe it would have been better for both of you to say, Tom, you're going down the wrong
48:07path here.
48:08Let's slow it down.
48:09Let's start again.
48:10Would you ever listen to it?
48:11Of course I would have, 100%.
48:13I feel like the only way that I could have been more forceful was to have got Thomas
48:17and started to shake him and maybe put him in sort of headlock to stop talking and start
48:22listening, because he's so passionate.
48:23I still think it's a good product, but it's not.
48:26It wasn't good enough.
48:27You still don't get it, do you?
48:29I do get it.
48:30I do get it.
48:31You do not get it.
48:32It's not the product.
48:33The product is a good product.
48:34OK, I'll give it to you.
48:35The product is a good product, but it's not for the target age I told you to make it for.
48:39Yes.
48:40I know, I know.
48:41Now, Ron, could you explain to me what that video has got to do with this product?
48:47We were trying to go on the context of just having a fun video that we would hope would
48:53go viral and there would be a dance trend to make people interested into the product.
48:58But it's got nothing to do with the toy, right?
49:01I mean, it's just a video of people dancing.
49:04The PM said he's an actor.
49:05He's worked on sets.
49:06He's choreographed.
49:07So, for me personally, I let him take control of that.
49:10What ideas do you have then, Solomon?
49:12My main contribution was with the packaging of the product.
49:15I did say it should be green and I also said it should be gradient green simply because
49:21it has a lot more colour and texture to it.
49:23There was no ideas about how we...
49:24I did give my initial impressions, but I also said it's a team affair and I will do the
49:28best I can to make sure we make sales.
49:29But there's a difference between just identifying problems, identifying a series of problems,
49:33and coming up with solutions.
49:34And so, rather than finding...
49:35But that's what we did as a team.
49:36We went to the consumer research and we found those solutions.
49:39Now, Solomon, you're the opposite to Tommy the Turtle.
49:42You know, you just press the buttons and tell everyone how crap they are.
49:47Lottie, second pitch, you finally got in on the second pitch.
49:51Yes, Lord Sugar.
49:52You started talking about the negative aspects of the product.
49:55Lord Sugar, I said we had conducted consumer research and that the opinions were varied
50:02due to the fact that I did not want to lie to the retailer.
50:04Any product you sell, you've got to believe in a product to sell it.
50:07I genuinely did, and when I said mixed reviews, I did not mean it negatively at all, but I
50:12understand why it sounds like that and I apologise.
50:14But that's not music to our ears.
50:15That was just a mess up in vocabulary.
50:20Where does the failure of this task lay then?
50:22I've got it wrong, but it just can't be put on me as well.
50:28I mean, like, Solomon, the first thing you've done was pointing the finger at me
50:31and I just said, yeah, I know.
50:32Because it was wrong and I had to be honest.
50:34But what did you do?
50:35What did you do?
50:36What did you do, Solomon?
50:37I contributed a lot to the packaging.
50:38I contributed a lot to the video.
50:39I made it great.
50:40There are some people that I don't have any tangible thing to show for what they did for
50:43this task.
50:44I do.
50:45Ryan, tell me which two people you're bringing back into this boardroom.
50:49I think I'm going to bring back with me Solomon and Lottier.
50:52Right.
50:53OK.
50:54Now, listen here, you.
50:55I like your passion, but you've got to bloody listen.
50:59Listen.
51:00Do you understand?
51:01Because otherwise you are not going to last here much longer.
51:05I will do.
51:07OK.
51:08Off you go, the rest of you.
51:10I'd like you three people to step outside.
51:23When you come back in, at least one of you will be fired.
51:29Off you go.
51:31Well, Ryan, he didn't give direction to the design team.
51:43He was a project manager.
51:44He's the one who should have shown leadership, and I don't think he did.
51:47Hmm.
51:48Young Lottie, she has a lot to say for herself.
51:52There was lots of positive things she could have fed in about the consumer research,
51:56but who says, oh, well, we put it to customers and we have mixed reviews?
52:00Hmm.
52:01Now, Solomon, I think the biggest issue for me is that he was negative throughout,
52:06he didn't come up with any solutions to problems,
52:09and the thing about business is that's what you need to do.
52:12Hmm.
52:17Can you send the three of them in, please?
52:19Well, Ryan, you say you've designed games, for example.
52:33Yes.
52:34What was the name of the game, Haven't Got A Cluedo?
52:36At the end of the day, the product is the hero of the task.
52:39Mm-hm.
52:40And yet you didn't put yourself on the product team.
52:42Yeah, I understand that, and obviously that was a mistake.
52:45But Lottie had her ideas, Scarlett was creative and come from a different point of view,
52:48and Thomas is manufactured, so I was confident in those teams going off to create something amazing
52:53for us to also do it on the other side.
52:55Why did you bring him back in?
52:57Because of the contribution and the negative.
52:59I contributed.
53:00Why did you bring her back in?
53:01Because of the failure of the pitch and the part of the design she did.
53:04That's two things.
53:05But you also failed in the first pitch, so I don't think that I am the sole reason to blame for the failure of this cast.
53:09No, but you were also on the design team.
53:11I was also on the design team, and I will say that in the design team, Thomas was the forefront of the...
53:18But you know I put all of you in there for a very specific reason.
53:21But as PM, you should have taken on the responsibility...
53:23No.
53:24Well, I haven't said I'm not taking responsibility.
53:26I'm saying I put responsibility in each of you for the roles you had.
53:30Solomon, I can sometimes be too over-analytical.
53:35Critical.
53:36These are your words.
53:38And it was continuous throughout, Solomon.
53:40And the issue is that when we have got...
53:42If I may answer your question, you should go about that.
53:44That is correct.
53:45That is part of my personality trait.
53:47But I feel like, you know, I have contributed the best I can.
53:50And I've tried to highlight some of the negatives in the hope that we can turn them, you know, into positives.
53:54Solomon, you are very negative.
53:55It was the ice lollies, and it was this one.
53:57Because it was true, and we did fail both of those tasks.
53:59Everyone knows it's true, because we're also...
54:01If you were negative...
54:02Am I not allowed to force my concerns, even though I see them before...
54:04Of course you can.
54:05You're very abrupt.
54:06You're very abrupt in your concerns.
54:07And we all had the same concerns, because we had to figure out how we were going to go over it, right?
54:10But I never hear any ideas...
54:11I wasn't constantly negative.
54:13I just pointed out three or four things...
54:14No, but Solomon, if you were negative, and you were still cooperative and hardworking, and you tried to help in the team, and you put forward ideas, we could cope with negativity.
54:24But negativity brings team morale down.
54:26You think he was a good project manager?
54:28I think that there was a lack of decision-making, and I had to be very flexible.
54:34I was forced into a position where I had to be very flexible, because I was drawn from one team to the other.
54:39I put myself forward to be sub-team leader.
54:40You were drawn from the other team purely on the consumer feedback.
54:42So, in retrospect, I wish I took Marianne in.
54:45I think you also didn't utilise our skill set.
54:47You knew I was a speaker, you didn't put me on the pitch.
54:49You didn't also...
54:50I did exactly what you told me when it came to you.
54:51OK, look, I'm going to summarise now, and I don't want to hear any more from anybody.
54:57Ryan, this task was a total failure, a complete and utter failure.
55:02And, you know, it's very difficult for me not to just say,
55:05well, that's it, simple.
55:07You're fired.
55:10Now, Solomon, you are very good at criticising.
55:14You're like a commentator, not a participator.
55:17And I've been trying to search for what you actually did in this particular task.
55:23Lottie, you know, it's very difficult for me
55:26to think to myself, someone of inexperience like yours
55:31that tells the people the negative points in market research
55:37is it's unforgivable.
55:39And I'm trying to, in my mind, work things out.
55:45Now, look, Solomon, quite honestly, to put yourself forward to come into this process
55:54was a giant leap and brave.
55:57Having said that, you're a sportsman, right?
56:00Solomon, and you know positivity is a very, very strong point in teams.
56:06And yet, you weren't bringing any positivity to the team.
56:10And it's for that reason, Solomon, it is with regret you're fired.
56:16Ryan, here I'm struggling.
56:35I think you're really messed up.
56:37I understand I messed that up.
56:38Yeah, be quiet, be quiet.
56:39I'll dig yourself a hole.
56:43You can go back to the house also, the pair of you.
56:45Off you go.
56:46Thank you, Lord Sugar.
56:47Solomon, we wish you the best of luck.
57:03Next time Lord Sugar sees me, I will be a champion in athletics with a gold medal
57:07and I will also be a champion in business with a big fat check.
57:12Tommy the turtle was fantastic.
57:14I swam the ocean all by myself.
57:17No, listen, it was like...
57:18My brain!
57:19Just like you.
57:21Listen, there was nothing...
57:24I think Ryan's coming back.
57:25I think Ryan will come back.
57:26Oh, nice.
57:27You're very good.
57:33Cheers, cheers.
57:35You all look like you've had a nice time.
57:37We did.
57:39That was really brutal.
57:41Three tars down, we've made it through.
57:43Cheers.
57:44Cheers.
57:45And let's crack on to the next one, yeah?
57:48Yeah.
57:49Cheers.
57:50Cheers.
57:54Now, 13 candidates remain.
57:58Lord Sugar's search for his next business partner continues.
58:04Next time...
58:06I want you to design a new electric bike.
58:10Who chose a Red Wheel?
58:11Sparks fly.
58:12I said that there should not be coloured wheels.
58:15No.
58:16But that looks ghastly.
58:17It's very harsh.
58:18Sales fall flat.
58:20You have to really like that colour to want to buy that bike.
58:23And in the boardroom...
58:24Why didn't you follow the money?
58:25The wheels come off.
58:27You're fired.
58:32If you sprint over to BBC Two now, you can see Solomon have his say with Tom Allen on You're Fired.
58:37After the news, we're into the three zone on BBC One.
58:42Pressure's on in the world of breaking fashion.
58:44Here at 10.40.
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