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00:00:00Good evening and welcome to a two-hour Whopper Apprentice Final special.
00:00:04Like an Agatha Christie mystery, 18 have now somehow become just two.
00:00:08And it's time for the final showdown.
00:00:10So join me here on You're Hired in an hour's time to hear firsthand
00:00:14from all the candidates, plus the Apprentice Dream Team will be here.
00:00:18Yes, Karen, Claude and Lord Sugar will all be joining me in the studio.
00:00:22But first, switch off the phone, put the dog on silent,
00:00:25sit back and enjoy James vs. Sarah in the final of The Apprentice 2017.
00:00:3111 weeks ago...
00:00:33This is not a holiday camp.
00:00:35This is a business proposition from heaven.
00:00:40Lord Sugar began his search for a brand-new business partner.
00:00:45We've got Brexit, but in this process,
00:00:47I'm the one who decides who's going to remain and who's going to leave.
00:00:5218 hopefuls...
00:00:55No, I would like to finish my point because you are interrupting.
00:00:58Boring, boring, boring.
00:01:00There was no bloody strategy.
00:01:02...took on testing tasks.
00:01:04Please, just keep...
00:01:04I'm not having a positive.
00:01:05Your behaviour is ridiculous.
00:01:07We all just stopped talking for a minute.
00:01:08This is a bloody shambles.
00:01:10Now for two candidates...
00:01:12Sarah and James.
00:01:13...the final hurdle.
00:01:14It is tough, very, very tough.
00:01:17Previously...
00:01:18I'd like you to hand over your business plans now.
00:01:29That was it.
00:01:30...candidates were critiqued...
00:01:32This makes you look like a rank amateur.
00:01:35You don't know how much you don't know, because you don't know.
00:01:39And proposals...
00:01:40So this is a unique product.
00:01:42That's correct.
00:01:43...poured over.
00:01:44Here's one of your competitors.
00:01:45Here's another one of your competitors.
00:01:47Six million, nine million.
00:01:48That's absolutely ridiculous.
00:01:50With all respect, I'd buy some...
00:01:52I don't think you're being very respectful.
00:01:53I think you should take your tone down.
00:01:56In the boardroom...
00:01:58At the end of the day, there's got to be two finalists.
00:02:01Joanna's fashion business...
00:02:03You have no experience whatsoever.
00:02:05...was mothballed.
00:02:07Joanna, you're fired.
00:02:09Florist Elizabeth...
00:02:10I can't see the scaling up.
00:02:12...was weeded out.
00:02:14You're fired.
00:02:15And Michaela's construction dreams...
00:02:17You've got all these businesses.
00:02:19...came tumbling down.
00:02:20And so whether I'm right or wrong, you're fired.
00:02:23Now Sarah and James will go head to head.
00:02:26They literally are the most proudest moment.
00:02:28It's just unfortunately you've come up against me in the final.
00:02:32Who will win Lord Sugar's investment?
00:02:446am.
00:02:50Hello?
00:02:51Good morning.
00:02:52Lord Sugar would like you to meet him at the Sky Garden.
00:02:54The cars will be leaving in 20 minutes.
00:02:57Wow.
00:02:58For the finalists...
00:02:59James?
00:03:01Oh!
00:03:02Sky Garden, 20 minutes.
00:03:04One last task.
00:03:05I have come here to win this.
00:03:08I've got the full expectation to all grow 250,000 pounds.
00:03:11I'm not going to drop at the final hurdle.
00:03:13It would be an incredible feeling to have Lord Sugar as a business partner.
00:03:18I just need to be clear on my passion and my drive.
00:03:22Failure is most definitely not an option.
00:03:41Sky Garden.
00:03:42Overlooking London's financial district.
00:03:48Location for Lord Sugar's final showdown.
00:03:52Good morning.
00:04:05Good morning, Lord Sugar.
00:04:07Well, congratulations again for making it into the final.
00:04:12Now, here we are in 20 Fenchurch Street.
00:04:16Now, in this building are some massive companies.
00:04:19And my objective is to make one of you a very, very successful company with my £250,000 investment.
00:04:28Now, in order for me to choose which one of you is going to be my business partner,
00:04:33you're going to have to present your business ideas to an audience of over 200 experts over there in City Hall.
00:04:41To do that, I'm going to give you some assistance.
00:04:53Now, let me get my coin out here.
00:04:58Ladies before gentlemen.
00:05:00Tails, please, Lord Sugar.
00:05:01It's heads, I'm afraid.
00:05:03So, James, pick one of these people as your first assistant.
00:05:09Charles, come over here.
00:05:11Thank you. Welcome.
00:05:12OK, Sarah.
00:05:14Michaela, please, Lord Sugar.
00:05:16Joanna, please.
00:05:19Harrison, please, Lord Sugar.
00:05:21Elizabeth, please.
00:05:22Andrew, please, Lord Sugar.
00:05:31Anissa, please.
00:05:36Siobhan, go and join Sarah.
00:05:41Now, Sarah, you've got a product.
00:05:43You already run a sweets gifting business,
00:05:47but I need convincing that you can grow your new business into a giant brand.
00:05:53James, you don't have a physical product, you have a service,
00:05:58but IT recruitment is a very crowded market.
00:06:01So, you need to prove to me that your new business can stand out.
00:06:06Everything clear?
00:06:07Yes, Lord Sugar.
00:06:08Well, good luck.
00:06:09I'll see you over in the mayor's office in a couple of days' time.
00:06:13Off you go.
00:06:17Two days to prove plans can become profitable partnerships.
00:06:24Well done, Sarah, we're getting to the final.
00:06:26Thank you. It's great to have you back.
00:06:27I'm so happy.
00:06:28Honestly, you're doing amazing, though.
00:06:29I said I couldn't have gone out to two better people,
00:06:31but mainly you.
00:06:32I mean, you're back.
00:06:33Mainly you.
00:06:35Just a great lad.
00:06:37Great lad.
00:06:38Glad to have you back both here.
00:06:40Life without you's been tough, man.
00:06:41Mate, it's been so tough.
00:06:42I've been a train wreck, to be honest.
00:06:44Do you two need some space?
00:06:47Base for James' team, design agency Rufus Leonard.
00:06:53I'm looking to relaunch my IT recruitment business.
00:06:57First job, inspire his team.
00:06:59It's a huge market, but it's also the most competitive market.
00:07:03And I think what Lord Sugar's looking for is for me to show
00:07:06how this business can stand out and differentiate itself.
00:07:09Next, James' new company...
00:07:12Highlights, Connect.
00:07:14...needs a standout name.
00:07:16I was looking at using IT as, like, it,
00:07:19to something like Recruit It, so Recruit IT.
00:07:21Like that.
00:07:22Merge them together and Connect It.
00:07:24The only thing I would say is, like,
00:07:25do you know when you put it all together and then look at that,
00:07:27you've got, like, tit?
00:07:28I just don't.
00:07:33I've 100% got the right team behind me.
00:07:35Not only do these guys buy into me and they want me to win,
00:07:38everyone comes with positive energy.
00:07:40I think we're going to smash it.
00:07:43Across London...
00:07:44I've got a business that is a confectionary repacking business.
00:07:47..sweetening up her team, Sarah.
00:07:49I'm sure you'll all identify with a lot of the product in this jar.
00:07:52If I told you about flowers or chocolates,
00:07:54there's probably a brand in your mind
00:07:55that you would go onto their website
00:07:57and purchase flowers or chocolates from.
00:07:59There's none.
00:07:59Nobody's doing it in sweets.
00:08:01And that's what we want to be and that's how big we want to be.
00:08:04No, I love them. I think they look great.
00:08:05They really do.
00:08:07Next job, concoct a tasteful new brand name.
00:08:11My initial ideas are things like City Sweets,
00:08:13The Sweet Boutique.
00:08:15So any ideas you've got, I'll write those on the board.
00:08:20This is kind of thinking of a word.
00:08:23What about, like, your surname in it?
00:08:24Like, Lin's Sweets?
00:08:28What Sarah really needs to create
00:08:29is a brand that is stylish, identifiable and has global appeal.
00:08:34But she's chosen a team that is completely devoid
00:08:36of any kind of creativity.
00:08:38That's not a good start.
00:08:40I need to split the team and I need somebody...
00:08:42I want to stay on branding because obviously that's cool.
00:08:45Michaela, I'd like you to direct and lead on the ad team side
00:08:48and I'd like Siobhan and Andrew to support you.
00:08:50I really don't want it to be trashy, novelty, tacky, cringey.
00:08:54Are you happy with that?
00:08:54Yeah, yeah, yeah, of course.
00:08:55Are you happy?
00:08:56Absolutely.
00:08:59Assigning roles for his team.
00:09:01I'm going to put myself in branding.
00:09:02James.
00:09:03Because I need to make sure I get the right brand,
00:09:05the right logo, the right strap line.
00:09:06Now, I need to have someone with me.
00:09:08I was leaning towards you, Joanna, unless you were thinking otherwise.
00:09:11I'm not the best at coming up with actual, like, names itself,
00:09:15but, yeah.
00:09:16So that would leave you three to do the digital billboards.
00:09:19Yeah.
00:09:19Elizabeth, I love you and I want you to be my sub-team lead.
00:09:23Oh, OK.
00:09:24Because I know that you'll lead the two from the front,
00:09:26but what I will say is just hear them, right?
00:09:29Anissa is very creative and so I know she's going to come with some good ideas
00:09:32and please take into account this is my baby, this is my business, right?
00:09:38It's like I need this to work.
00:09:40James has made Elizabeth sub-team leader, but that's risky.
00:09:43Lord Sugar needs to be convinced that James' business has a USP,
00:09:47but with Elizabeth in charge, other people's ideas could get railroaded.
00:09:52All right, see you later.
00:09:542pm.
00:09:56Half of each team set off to create a billboard advert for the businesses.
00:10:00You could have Siobhan, like, on her knees
00:10:02and the suite's, like, exploding onto her.
00:10:05Yes.
00:10:06An explosion like a spring.
00:10:07So they all shoot up.
00:10:08So they all go out in different directions.
00:10:12Back at the agency...
00:10:14So I've got, like, Linkus.
00:10:17..still on the hunt for a name.
00:10:19Erm...
00:10:20James.
00:10:21What ones did you have?
00:10:23It was more with, um, the word network.
00:10:26So maybe, like, the net...
00:10:28Might be tough too much.
00:10:29God, this name thing is, like...
00:10:31Er...
00:10:32Oh, my God.
00:10:36I hate this.
00:10:37Branding is the most stressful thing I've ever done.
00:10:40Hands down.
00:10:41Do I like branding?
00:10:43No.
00:10:43Mm-mm.
00:10:46Er...
00:10:474 p.m.
00:10:52Outdoor advertising company, Exterian.
00:10:55Realistically, Charles, I think you would be very good in this
00:10:58because you look pretty corporate.
00:11:00Priority for James's billboard ad, stand out from the crowd.
00:11:04Got some props, and we need, really, to be selecting things
00:11:07that relate to an IT industry.
00:11:08You could be like an IT ninja.
00:11:10That campaign needs to stand out.
00:11:11We can't be too boring, either.
00:11:12And it is not a pantomime.
00:11:13But we have to stand out.
00:11:14But we need to be credible.
00:11:16What says credible?
00:11:17King Charles.
00:11:18More than a guy in a suit wearing...
00:11:19King Charles, I vow to you.
00:11:21How are we looking?
00:11:22How are we looking?
00:11:23No.
00:11:24This campaign isn't about being serious.
00:11:25You're not going to stand out by being serious.
00:11:27Elizabeth really needs to lighten up
00:11:28and actually just get on board with it
00:11:30because it's driving us all nuts.
00:11:31You could be a lobster.
00:11:32Why does he have to be a lobster?
00:11:34The more random you are going to stand out.
00:11:36OK, let's put it this way.
00:11:38James is trying to launch his business model
00:11:40in the mayor's office in London.
00:11:41Do you think he will be impressed?
00:11:43Yes, potentially, because he will stand out.
00:11:45OK, Charles, leave it on.
00:11:46Let's get a photo.
00:11:46OK, fine, fine, fine.
00:11:48Lovely.
00:11:49You look great.
00:11:49You're not just a boring IT consultant.
00:11:51You're, like, standing out.
00:11:52OK, right.
00:11:53I think that's enough of you dressed up like that.
00:11:57At their design agency, Tapestry...
00:12:00It might be quite nice to use my name
00:12:01and having Sarah's in really small letters.
00:12:04Chewing over names, Sarah.
00:12:06Was there anything else you thought for?
00:12:07Just having the word sweet in it.
00:12:10Yeah.
00:12:11I did also think chic sweets,
00:12:13or we can go with Sarah's chic sweets
00:12:15if we want to add my name into it.
00:12:16Yeah.
00:12:17OK, so I think, really,
00:12:19we have Sarah's chic sweets at the moment.
00:12:21I think so.
00:12:22I'm definitely feeling the pressure today.
00:12:24I'd like more time.
00:12:25I would like to have thought it all through more.
00:12:27And thinking about the tasks that we've gone through,
00:12:29it would have been great to have
00:12:30one of the more creative people on board with me.
00:12:32It's not terrible at all.
00:12:34No.
00:12:34And with the name in front of it,
00:12:35I don't think it sounds that bad.
00:12:36So we've got Sarah's chic sweets,
00:12:38and then the strapline is saying it with sweets.
00:12:41I mean, there's a lot of sweets in there.
00:12:43I don't think it looks too bad at all.
00:12:49Tasked with creating a stylish billboard...
00:12:52I've potentially got an idea which might work, OK?
00:12:54Michaela, Andrew and Siobhan.
00:12:56We could have raining sweets on me,
00:12:58and then Andrew could be my boyfriend,
00:13:00and he could be protecting me.
00:13:01Why don't we just have a sweetie man with an umbrella?
00:13:04Because it's red, red, it looks good.
00:13:06Oh, yeah, and you could actually shield me.
00:13:08That's all right, that's better.
00:13:09But how can preventing sweetest falling on your head
00:13:11be related to this product?
00:13:13Do you understand what I mean?
00:13:14Yeah.
00:13:14We have to put him in it.
00:13:15How is any of it?
00:13:16Is any of it?
00:13:16She's just going to go mad.
00:13:18Yeah, but she can't, because it's...
00:13:19Rather than talk about it,
00:13:20just have a look how it looks.
00:13:21Yeah.
00:13:22We'd have to do it on our knees, obviously.
00:13:23I just don't know about the bolly,
00:13:25as if, like, that's going to...
00:13:26That's, like...
00:13:27Fucking hell, we've got no time.
00:13:29Michaela's been a little bit more stressed and uptight,
00:13:31which hasn't helped the situation,
00:13:33because she's been a bit snappy with me and Andrew.
00:13:35But final decision's won't happen, I suppose.
00:13:37Right, am I throwing these now?
00:13:39Yep.
00:13:43We're going to pick all these out.
00:13:44Back at base...
00:13:48It's Elizabeth.
00:13:50Hey, how you doing?
00:13:51We're good.
00:13:52Still stuck for words, James.
00:13:55Well, we're lacking a bit of inspirational names.
00:13:57What about something like first-tier recruitment?
00:14:01First-tier recruitment?
00:14:03Whose idea is that?
00:14:05I've just scribbled it down on a piece of paper
00:14:06as I've said it to you now.
00:14:08Casually.
00:14:09She's so casual.
00:14:10Well, guys, well, I'm going to have to wrap this up,
00:14:11so I'll speak to you shortly, all right?
00:14:13Good luck.
00:14:13All right, take care.
00:14:14Bye, James.
00:14:15Bye.
00:14:17Maybe first-tier talent rather than recruitment.
00:14:19Yeah, first-tier talent, that's just what it does.
00:14:22In order to win Lord Sugar's £250,000 investment,
00:14:25James needs to prove he can stand out
00:14:27in an already crowded market.
00:14:29But his brand name doesn't make clear
00:14:31it's a recruitment business.
00:14:33It's not a good start.
00:14:34First-tier talent, the champions of IT careers.
00:14:38And then we've got our brand.
00:14:395.30pm.
00:14:45Could we look at the logo and strapline, please?
00:14:47Getting a first glimpse of James' new logo, Elizabeth.
00:14:51First-tier talent.
00:14:52That's nice.
00:14:53I think that works really well.
00:14:55I like it.
00:14:55I like it a lot.
00:14:56Next, complete the billboard ad.
00:14:59We start with the people,
00:15:00and then amongst 1.2 million competitors,
00:15:03that fades in over the top of that.
00:15:05Then it goes to,
00:15:07how will you stand out?
00:15:08And then he fades in underneath it.
00:15:10You don't want to have them,
00:15:11like, all the things going on,
00:15:12like, the countess being another number.
00:15:14No.
00:15:14Just to make it more...
00:15:15OK, so...
00:15:16OK, OK.
00:15:17I am worried about how James is going to act
00:15:19for the digital billboard,
00:15:19because I am doing this for him.
00:15:21All right, we've got those two slides.
00:15:23Yes.
00:15:24Otherwise, it doesn't make sense.
00:15:25Yeah, yeah, yeah.
00:15:26James has got a quarter-million pound investment
00:15:28and a business partnership on the line,
00:15:30and part of that rests on my shoulders
00:15:32to deliver for him.
00:15:33Yes, I'm worried.
00:15:34I want it right.
00:15:35It's fine, it's fine.
00:15:36Elizabeth, stop stressing.
00:15:37Just relax.
00:15:38I'm not stressing.
00:15:38What I'm saying is, that is fine as that is.
00:15:41We can always have amongst 1.2 million competitors
00:15:43underneath on a second line if we need to.
00:15:47Upstairs.
00:15:48She wanted to go classic.
00:15:50A first look at Sarah's new logo.
00:15:52She's done an amazing job.
00:15:53Yeah.
00:15:54For billboard design team,
00:15:55Siobhan, Andrew and Michaela.
00:15:58Maybe if we have the backdrop as, you know,
00:16:00like a night-time skyline.
00:16:02It's going to look weird,
00:16:04someone standing in front of a skyline,
00:16:05getting stuff caught on her.
00:16:06Yeah, it needs to be like,
00:16:07I don't think we want that.
00:16:08Let's just put the green back on
00:16:09and then fill it out with the sweets for now
00:16:11and then let's just get some things made up
00:16:13and we can come back to it
00:16:14because she wants it, like, classy and whatnot.
00:16:16I think just with the road and maybe this blue sky.
00:16:18Can we type in, like, New York Street?
00:16:20Right, okay, so you two,
00:16:21if you just tell me what you want
00:16:22and then I'll communicate to you
00:16:23so you're not going to get torn.
00:16:24So can you just please just try
00:16:26and replicate these sweets?
00:16:27We can take some of the other sweets
00:16:28and the pictures.
00:16:29So, Siobhan, do you remember when I just say,
00:16:30can you tell me,
00:16:31and then I'll tell him,
00:16:31can we please just try and stick to that idea
00:16:33because we're nowhere closer
00:16:34to any sort of billboard, yeah?
00:16:36I think Sarah will be doing her nut
00:16:38if she saw what they have actually produced.
00:16:40They've got carried away with some nonsensical idea.
00:16:43They're meant to be helping her,
00:16:44but nothing about this screen's stylish.
00:16:47Do you think Sarah's going to like this?
00:16:48I don't know.
00:16:50Probably not, no.
00:16:50I think chic sweets probably doesn't scream high-end
00:16:55and I think what we designed,
00:16:57it doesn't look right.
00:16:59Sarah's going to think we've done an absolute shocking job
00:17:01and I think one of us is probably going to get a slap tomorrow.
00:17:06Brands and billboards built tomorrow
00:17:08create video ads, website and product.
00:17:179am.
00:17:19So, guys, I'm really excited to see
00:17:20what you were working on.
00:17:21Billboards revealed.
00:17:22He stood out because he's dressed as a lobster.
00:17:24Yeah, yeah, yeah.
00:17:25I actually really like it.
00:17:26I think it's good.
00:17:26For both finalists.
00:17:28Want to see it?
00:17:28Let's have a look, yeah.
00:17:29Let's have a look.
00:17:32We had some problems with the farce,
00:17:34so it's not really in keeping with the theme.
00:17:38The image just isn't relevant.
00:17:39The questions I'm going to get are,
00:17:41what on earth is that?
00:17:42So, yeah, I'm not happy with the image.
00:17:45My brief was glamorous, sophisticated,
00:17:47but it's novelty
00:17:48and it's what I wanted to steer away from.
00:17:50So I'll have to deal with that in the pitch tomorrow.
00:17:53It's a nightmare.
00:17:54For tomorrow's pitch.
00:17:56We were thinking of starting it with a delivery man pressing doorbell.
00:18:00Both teams must make a 30-second promotional video.
00:18:04Lady opens it, looks a bit disappointed
00:18:06as she's just getting regular bills.
00:18:08Day two, answer the door, rubbish delivery of flowers.
00:18:11Day three, this time, she gets this gift of sweets,
00:18:14it brightens up her day,
00:18:14and then we could have a nice shot of the sweets at the end.
00:18:17Harrison was instrumental in helping me with this.
00:18:20I was thinking about switching you onto the TV ad team
00:18:22and swapping out, and maybe, Andrew, you coming with me?
00:18:26Yeah.
00:18:27Across the hall...
00:18:28Ta-da!
00:18:29...James outlines his video concept.
00:18:32Basically, it's going to be in a sports theme,
00:18:34so we're having a track race.
00:18:35Charles, you're going to sort of end up sprinting off,
00:18:37you win the race,
00:18:38and it's because you've gone with the right agency.
00:18:39Really good.
00:18:40And the voiceover towards the end,
00:18:42get a head start on your IT career with first-tier talent,
00:18:45the champions of IT careers.
00:18:46Oh, mate, so good.
00:18:47Yeah, it was lovely.
00:18:47Really good, really good.
00:18:48I'm actually going to switch Joanna across,
00:18:51and she could direct it.
00:18:53Elizabeth, I want you to come with me today.
00:18:56OK.
00:18:5911am.
00:19:01How was it yesterday working with Elizabeth?
00:19:03We need to do something to stand out and have fun.
00:19:05But then when you're trying to be creative,
00:19:07you should be like, no, we can't do that.
00:19:08And we kind of kept getting shut down.
00:19:12Central London.
00:19:13Working with a top website hosting company.
00:19:16Hi there.
00:19:16How you doing?
00:19:17James.
00:19:18With no product to present,
00:19:20he needs to create a standout website for his pitch.
00:19:25What do you want to tell people that you are about?
00:19:27It's just one sentence.
00:19:29Yeah.
00:19:31Find your dream job or find your perfect job.
00:19:34Right, first-tier job roles available here
00:19:35because you're first-tier and then your talent.
00:19:38We want to stay on brand.
00:19:39You've got the term talent,
00:19:40so submit your CV.
00:19:42Show us your talents.
00:19:43Um.
00:19:44James doesn't have a product.
00:19:46He has a service.
00:19:48So the website is absolutely crucial
00:19:50to his whole presentation.
00:19:52Just, just, just, just one second.
00:19:54But Elizabeth can't help but get involved in everything.
00:19:57Something, like, a bit quirky,
00:19:59so, like, top tips on...
00:20:00Help us to champion your talent.
00:20:01Help us to champion your talent.
00:20:05Yeah, I do like it.
00:20:06Yeah?
00:20:07Right, something like that.
00:20:08He's looking for a £250,000 investment,
00:20:11but he's listening too much to Elizabeth
00:20:12and he's getting pushed back further and further
00:20:15from his ideas and his direction.
00:20:17Top tips to champion your talent.
00:20:19To champion your talents.
00:20:22Yeah.
00:20:22OK.
00:20:26A North London sports track.
00:20:28We're on the same team
00:20:29because we've got the same colour on
00:20:30and then Charles walks up with the starting blocks
00:20:33and then we kind of move out of his way
00:20:35and he, and we're like, what?
00:20:37Racing to realise James' promo video.
00:20:40Action.
00:20:41Joanna.
00:20:43I had a vision of what it's going to look like.
00:20:45James really represents Charles' character in this video.
00:20:48You know, he's pacing ahead
00:20:49and he's definitely going to win the race.
00:20:50As soon as I say action, you go.
00:20:52So, action.
00:20:53I'll shout it.
00:20:54Action.
00:20:55I am bossy, but at the end of the day,
00:20:57James has put me the boss of this team.
00:20:59Hopefully we can present him as a really credible brand
00:21:01so that he can win the £250,000 investment.
00:21:04Cut.
00:21:04It's a wrap.
00:21:06That's a wrap.
00:21:07That's a wrap.
00:21:07That's a wrap.
00:21:08That's a wrap.
00:21:08Yeah.
00:21:11First tier talents video.
00:21:13Come on, guys.
00:21:13We need to edit it now, don't we?
00:21:15Yeah.
00:21:15On track.
00:21:1610am.
00:21:20Lord Sugar's concern with the business
00:21:21is just how scalable it is.
00:21:23I want to show him
00:21:24that there's so many avenues we can take.
00:21:25Aiming to create a brand new product
00:21:27in time for tomorrow's pitch, Sarah.
00:21:30What I'm trying to achieve is a gift inbox
00:21:32that will go through the post,
00:21:33have different sweeties in
00:21:34and a nice personalised message.
00:21:36Would you buy a card with sweets in?
00:21:38I'm a bit tight when it comes to stuff like that,
00:21:40so I'm probably the wrong person to ask.
00:21:41So what we want to create with the prototype
00:21:45is a card.
00:21:46You lift the flap
00:21:47and you've got four sets of products
00:21:48that all fits into the post box,
00:21:50so almost in the way you would send a card.
00:21:52And then in a scribbly font,
00:21:54like a more handwritten font,
00:21:55we're going to have sweet.
00:21:56OK.
00:21:57And then underneath,
00:21:58we're going to have the logo.
00:22:00I am such a pro.
00:22:01Are you 100% happy with that name?
00:22:04No.
00:22:04I don't...
00:22:05I'm not happy with it.
00:22:06You're wanting to go for high-end...
00:22:08It's just too much of a mouthful.
00:22:10I'm just really uncomfortable with it
00:22:12and I would really like to make it better
00:22:14and to change it up.
00:22:16It wasn't really a case of when I woke this morning.
00:22:18It was a case of not sleeping all night,
00:22:20worrying about how bad it was.
00:22:21I'm feeling stressed out.
00:22:22Lord Sugar was looking for a brand
00:22:24that had growth and scalability
00:22:25and Sarah Chic Sweets just doesn't do it.
00:22:28I want it to be more global in feel and reach
00:22:31and I want it to have just more impact.
00:22:33Yeah.
00:22:33So I was thinking about things like
00:22:36Stylish Sweets, Sweet Stop.
00:22:38I also thought of Sweet Ease.
00:22:40Because it is the ease of doing it, isn't it?
00:22:42It's punchy, it's one word.
00:22:44It's not sort of touch your mouthful.
00:22:45I think that looks a lot better.
00:22:47I'm much happier with it.
00:22:48Much happier with this.
00:22:50Back at the house...
00:22:51All right, so the postman's going to be coming
00:22:53delivering the bills
00:22:54and then coming again with some flowers
00:22:55and again being a bit disappointed.
00:22:57Directing Sarah's Chic Sweets video, Michaela.
00:23:01And then the third shot where he's bringing sweets
00:23:03and be like buzzing with it, yeah?
00:23:05Yeah, the pressures really aren't after yesterday
00:23:07and the terrible photo shoot, you know?
00:23:08Like, I need to try and make it up to her.
00:23:10Action!
00:23:13What is she...
00:23:14Siobhan, are you taking the piss?
00:23:16Give her all of that!
00:23:16Give her here, Siobhan!
00:23:17Give him the flowers!
00:23:19Siobhan!
00:23:20You can't just do that!
00:23:22All right, I'll do it properly now!
00:23:23Do it properly!
00:23:23Stop being a bell!
00:23:24All right, come shut the door!
00:23:25All right, stop.
00:23:26All right, stop.
00:23:26All right, stop.
00:23:27Siobhan's just doing my head in
00:23:28She's really loud.
00:23:30She just does random things
00:23:31that don't make sense.
00:23:32She doesn't listen.
00:23:33Delivery?
00:23:34Are you kidding me?
00:23:34Send me this crap!
00:23:36She thinks it's funny,
00:23:37but, um, it's not.
00:23:39Action!
00:23:40No!
00:23:41I've got to ring the doorbell, man!
00:23:43Give over, Siobhan!
00:23:44You've been in all, yeah!
00:23:48Ready?
00:23:49Exciting, yes.
00:23:49For James...
00:23:53Ah, look at that.
00:23:56Website complete.
00:23:58For Sarah,
00:23:59sweet gift card prototype...
00:24:02Ta-da!
00:24:03Done.
00:24:03High-end, glamorous gifting.
00:24:06So let's give the sub team a quick call,
00:24:07update them on the logo change
00:24:08so they can make sure it sits across the TV advert
00:24:10and anything else they can change,
00:24:11and then we'll crack on.
00:24:16Hello?
00:24:17Hi, Michaela, it's Sarah.
00:24:18I've changed the name and the logo.
00:24:20I really wasn't happy with it,
00:24:21had another look at it today,
00:24:22so I've changed it,
00:24:24and I need that to be changed on the TV advert, please.
00:24:27Are you definitely sure?
00:24:27You're not having one of those Simon moments,
00:24:29are you, are you?
00:24:30I'm absolutely sure.
00:24:31Basically, I've changed the name to Sweeties.
00:24:34It talks about the gifting concept,
00:24:36sending sweets with ease, OK?
00:24:38See you later.
00:24:38Call me if you need me.
00:24:39Bye, bye.
00:24:40I feel a bit nervous for her.
00:24:42I wonder why she's changed her mind.
00:24:44I know, I'm interested to know.
00:24:45Five p.m.
00:24:49Just go 30 seconds from there to the end.
00:24:50Is that 30 seconds?
00:24:52Yeah, it's fine.
00:24:52Both teams edit their 30-second videos.
00:24:55Cut everything before it for now.
00:24:57I actually prefer it.
00:24:58Without the post and the flowers,
00:24:59I think that is so much better.
00:25:01Across the hall...
00:25:02I'm really happy with that, guys.
00:25:03I think we've hit the brief that James gave us.
00:25:05For first-tier talent's advert, deadline looms.
00:25:09You know, the storyboard has come to life within this.
00:25:11Where is your storyboard?
00:25:13Oh, good point, actually.
00:25:16The storyboard is back at the track.
00:25:20Doesn't that have James' voiceover and everything?
00:25:25I think I remember what the last thing was.
00:25:28So, it's a first-tier talent, sorry,
00:25:33the champions of IT recruitment.
00:25:35Let's just record it.
00:25:37Let's record it.
00:25:37We've got ten minutes.
00:25:38James spent a lot of time and energy
00:25:41working on a storyboard,
00:25:43writing out exactly what he wants the voiceover to say.
00:25:45The champions of IT recruitment.
00:25:47But they left the storyboard at the track.
00:25:49I mean, what a mistake.
00:25:51Joanna's sub-team leader, it's her responsibility.
00:25:54She should have thought about it, and she didn't.
00:25:56The champions of IT recruitment.
00:25:59Yay!
00:26:00OK, wait.
00:26:00The champions of IT recruitment?
00:26:02Yeah, we said recruitment, it's careers.
00:26:03It's careers.
00:26:04Can we quickly redo that?
00:26:06No.
00:26:06I didn't even notice that.
00:26:146pm.
00:26:16For each finalist...
00:26:18Hi, Sarah.
00:26:19How are you?
00:26:20Oh, goodness.
00:26:21For a candidate.
00:26:22James.
00:26:22Oh, hello, Ricky.
00:26:23How are you doing?
00:26:24A pre-pitch pep talk from former winners of Lord Sugar's Investment.
00:26:30Congratulations.
00:26:31For James...
00:26:32In simple terms, what is it?
00:26:33It's an IT recruitment business.
00:26:35Recruitment firm owner, Ricky Martin.
00:26:37It's what I've been doing, it's what I know.
00:26:39And then I will essentially have recruiters that are assigned to each specific skill set.
00:26:44Just consider your pitch.
00:26:45You'll have experts in that pitch and no recruitment.
00:26:47I bet you, at the bottom dollar, there'll probably be an IT person.
00:26:50100%.
00:26:50And they'll say, we're a specialist.
00:26:51We do these functions.
00:26:53Lord Sugar will need more.
00:26:54There has to be something else.
00:26:55I have got, like, a specialism that I'm focusing on, cyber security.
00:26:58Okay.
00:26:59What's the bigger picture of cyber security?
00:27:01You keep businesses safe.
00:27:02You're protecting data, right?
00:27:03Which is massive.
00:27:04And can that data cause problems for people if it gets in the wrong hands?
00:27:06Oh, yeah, yeah, yeah.
00:27:08That's the thing.
00:27:09Yeah.
00:27:10Meeting Ricky was really helpful.
00:27:12I feel like I kind of got a bit distracted with everything that was going on with the brand
00:27:16and the advert, and I was probably going to focus too much on that.
00:27:19But at the end of the day, this is about why am I different?
00:27:21So I need to focus more on cyber security.
00:27:24That's what he told me.
00:27:25So, yeah, I'm going to take that away.
00:27:27For Sarah...
00:27:28Is there anything that you included in your pitch that you felt was a real win?
00:27:32Bakery business owner, Alana Spencer.
00:27:35Lord Sugar wants to know how you're going to scale a business up.
00:27:40So delivering that with real passion.
00:27:41For me, that's been one of the criticisms is that getting across that energy and passion
00:27:45because I focus so much and I'm so keen to say what I need to say
00:27:48that sometimes I think that can get a bit lost.
00:27:49So I'll try and really put some passion into it.
00:27:51Just don't doubt yourself because you've got to this point
00:27:54because people think you're good.
00:27:57My driving factors in life are to be successful and to provide for my family.
00:28:04Oh, God, I'm going to get upset.
00:28:08I don't want to get upset.
00:28:09It's about just doing my best and being the best I can be
00:28:13and I know that we haven't touched the sides of the potential of the business
00:28:16and it excites me and drives me to want to create that change
00:28:19and do something really epic and for my son to be proud of me.
00:28:239am.
00:28:30Morning, everyone.
00:28:31Pitch day.
00:28:32The big day has finally arrived.
00:28:34For Sarah...
00:28:35OK.
00:28:36...a special delivery...
00:28:38Oh, God.
00:28:38Let's see what you think.
00:28:39...of her new card gifting concept.
00:28:41Do you like this?
00:28:42Yeah.
00:28:42So good.
00:28:43And then you can personalise with the photo, you can have your message inside,
00:28:46you obviously pick your sweets if you want to.
00:28:48And this is obviously postage size, so it goes straight in the post.
00:28:51It doesn't have to be courier to listen.
00:28:52That's so good.
00:28:53I would love that.
00:28:54Honestly, Sarah, that looks high-end.
00:28:56For James...
00:28:57One thing to note is we did alter the voiceover.
00:29:01First-tier talent, the video ad.
00:29:06Get a head start on your career with first-tier talent,
00:29:10the champions of IT recruitment.
00:29:14Guys, you've done a really, really good job.
00:29:17Honestly, I really love it.
00:29:18I think that it'll come across really well in the pitch.
00:29:20So I need to decide on the team split for today.
00:29:23There's just a reference that you might want to bear in mind.
00:29:26Charles is in a lobster suit.
00:29:27Lobsters mate for life.
00:29:29So that nods to the fact that you're about long-term relationships
00:29:32with your clients and candidates.
00:29:34OK.
00:29:34On the pitch side, Joanne, I want you with me.
00:29:36We're going to stay here.
00:29:37We're going to do the pitch prep.
00:29:39We're going to do the presentation.
00:29:41And then you three guys are going to be out getting your feedback
00:29:44for digital billboards, which will be really helpful in my pitch.
00:29:48So we'll watch that for you.
00:29:49Mm-hmm.
00:29:49All right.
00:29:50We couldn't do what you wanted.
00:29:54We cut out the first two scenes and just had the delivery of the box
00:29:57and the sweeties.
00:30:00Sweeties, leading the way in confectionery gifting.
00:30:04Actually, it's just nice that you spent a few seconds on the opening
00:30:06and the whole concept of the reveal.
00:30:08So thank you.
00:30:09Mikaela, if you wouldn't mind helping me with the pitch for an hour or so.
00:30:12Andrew Harrison and Siobhan, if you wouldn't mind doing my consumer testing for me.
00:30:15I got criticised on previous pitches for not listening to the negative,
00:30:18so I definitely need some negative feedback.
00:30:20Is that OK?
00:30:20Yeah, brilliant.
00:30:22So have a good day, guys, and I'll see you later.
00:30:24See you, mate.
00:30:26Subteams head out to get customer feedback.
00:30:29For the finalists...
00:30:31When I met with Ricky, he basically said cyber security was just so important.
00:30:36He was like, don't be afraid to say that.
00:30:38Last chance for pitch prep.
00:30:40So how are you going to end that?
00:30:42So I'm going to end with why Lord Sugar should invest in me.
00:30:44This is an investment in me as a person,
00:30:45and I would hope that I've demonstrated to you in this process
00:30:48what us, you know, whatever I am.
00:30:50How great you are.
00:30:51Yes!
00:30:54Canary Wharf Station.
00:30:56Oh, my God, it looks amazing.
00:30:58Time to see if first-tier talent hits top spot.
00:31:02What do you think of the advertisement itself?
00:31:04They're very bright.
00:31:06Speaking loud.
00:31:07OK.
00:31:07Yeah, that's the right word.
00:31:08Does the brand stand out?
00:31:10It never stood out as a brand to me, frankly.
00:31:11What is advertising?
00:31:12I've absolutely no idea.
00:31:14I'm assuming IT.
00:31:15Like, is it a brand or does it like just a statement?
00:31:18I don't know.
00:31:18I'm not sure what it is.
00:31:20I'll tell you what we've got.
00:31:21We've got some really useful feedback from a couple of key people
00:31:24that's going to be very helpful to James in the presentation.
00:31:27It's mixed, but that's natural.
00:31:29And it's subjective as well.
00:31:30I think let's go telling.
00:31:31Yeah, fantastic.
00:31:32Let's go.
00:31:3312 o'clock.
00:31:35Obviously, I've never done a pitch to this extent.
00:31:37I would definitely swerve it given the opportunity.
00:31:39For the finalists.
00:31:41Oh, my God.
00:31:43Pitch pending.
00:31:44I now know what nerves feels like.
00:31:46You're good at selling.
00:31:47Yeah.
00:31:48And it's a pitch.
00:31:49To 250 people.
00:31:51Don't forget to smile through it.
00:31:53Yeah, well...
00:31:54I've done a pageant before, and it really makes a difference.
00:31:58Yeah.
00:32:01Also at Canary Wharf...
00:32:03Oh, God.
00:32:04I know, that's what I...
00:32:05There we are, she bought them.
00:32:06Serving up sweeties...
00:32:08If somebody sent you this, would you like it?
00:32:10Yeah, I would, actually.
00:32:11I actually quite like that package.
00:32:13Sarah's team.
00:32:14What do you think of the billboards?
00:32:16Yeah, it's OK.
00:32:17I wouldn't look at it and think, oh, wow, I've got to buy that.
00:32:20I just think there's too much going on.
00:32:21It's, like, too busy.
00:32:23I'm guessing straight away, no, the brand was sending sweets.
00:32:26Uh, yeah.
00:32:28And do you think kind of high-end sweets or low-end sweets?
00:32:30Just think pick and mix.
00:32:31I don't know what you're doing.
00:32:32I don't know what it is.
00:32:33Right.
00:32:35Awful feedback for the billboard, I think.
00:32:37Yeah.
00:32:37I think when we relay it to Sarah, I do think we need to keep it positive.
00:32:40She's in, you know, she must be stressing.
00:32:43The last thing we want to do is add to that.
00:32:45I think we need to put her at ease to say that everyone loves the product.
00:32:47She did say that she did want to know if there was any negative,
00:32:51so Harrison is going to maybe leave that in Harrison's hands.
00:32:57City Hall.
00:33:00Three hours till finalists pitch their businesses to Lord Sugar.
00:33:06Wow.
00:33:07And 20 industry experts.
00:33:10This definitely makes it real.
00:33:12It's your last chance, but prove yourself in a minute.
00:33:14Bring it on. Bring it on.
00:33:16Let's get it done.
00:33:16I'm excited for you.
00:33:18Oh, my days.
00:33:20That's a big, big walk-in.
00:33:22Hello and welcome.
00:33:26I'll be fine.
00:33:28Yeah, yeah, yeah.
00:33:29I'll be fine.
00:33:29First...
00:33:30Hi.
00:33:31Hey, ladies.
00:33:32A chance to filter through the feedback.
00:33:34Tell me how the consumer research went.
00:33:37Good.
00:33:37Really good.
00:33:38Really good.
00:33:39All positive.
00:33:40They all know what to do with sweets, so that's obviously a great start.
00:33:43What were the negatives?
00:33:43Um, to be fair, about your actual boxing, nothing.
00:33:48People loved it.
00:33:49I wish you were there to actually hear it first, Dan.
00:33:51Genuinely, every single person we spoke to, when we showed them the box, like, wow, this is actually really good.
00:33:55If you haven't seen it before, everyone loves what you're doing, everyone would buy it.
00:33:58Brilliant.
00:33:58So, when they watched it, did they know it was an IT recruitment company?
00:34:04No.
00:34:05People want a real, in-your-face, this is what it's about advert.
00:34:10It's not, we're an IT recruitment company.
00:34:12Okay.
00:34:13That's the honest feedback, James.
00:34:14Yeah, yeah, yeah.
00:34:15So, even when they saw the brand, which said IT careers, they still were unsure.
00:34:19We've got, does the brand stand out?
00:34:20We've got, we've got 40% of people say yes.
00:34:23Yeah.
00:34:23Okay.
00:34:24So, you need to know that when you go forward, your advertising has to be even more standout.
00:34:28What you're, I think you're getting carried away with, you're trying to stand out completely.
00:34:32What we're trying to do is stand out from a very boring, mundane competition.
00:34:36That's basically what I was looking for.
00:34:38Okay.
00:34:38Maybe I should have said that.
00:34:394 p.m.
00:34:48Doors open to some of the biggest names in British business, including experts from the
00:34:55worlds of confectionery and recruitment.
00:35:00Introducing the sweeties.
00:35:02I'm ready to drive huge profit and growth with little sugar and make this brand a global success.
00:35:07Hold that a minute.
00:35:09Come on.
00:35:15Okay.
00:35:18First to pitch.
00:35:22Sarah Lynn.
00:35:23Of course, I'm nervous.
00:35:25I'm filled with utter dread.
00:35:26But I'm within arm's reach of winning a quarter of a million pounds investment.
00:35:29It would just be a life-changing moment, and I just have to show Lord Sugar that I'm the
00:35:34person to invest in.
00:35:37Hi, everybody.
00:35:38God, that was a walk.
00:35:41Good evening.
00:35:42I'm really proud to present to you my business proposal to Lord Sugar.
00:35:46If I was to ask anybody in this room what brand you would associate with sending flowers online,
00:35:52I'm sure a brand instantly comes to all of your minds.
00:35:56But if I was to ask you what brand you would go to to send beautifully packaged, amazing confectionery
00:36:01gifts online, I'm sure not any of you could answer me.
00:36:04Introducing Sweeties.
00:36:07You're going to be able to hop online, see a range of beautifully packaged, unique sweet
00:36:11gifts that you can personalise with photos, messages, quite literally sweetening their
00:36:16day.
00:36:17Before I talk any further about the brand, my team have created some billboards for me
00:36:21to show you.
00:36:22And they've created something that shows you what we can achieve.
00:36:26Retro candies, saying it with sweets.
00:36:28Creating memories.
00:36:29The whole concept of Sweeties is about sending a smile in a jar.
00:36:33They also created a television advert that I hope communicates the concept of the brand
00:36:37a little bit more for you.
00:36:41Delivery.
00:36:55Sweeties.
00:36:56Leading the way in confectionery gifting.
00:37:00So what are the USPs about Sweeties?
00:37:03It's all about the quirky gift messaging that sits alongside the sweets.
00:37:06It's the way that they're packaged.
00:37:08You have some samples on your table that I'd love you to have a look at.
00:37:11And they basically demonstrate how personalised sweets can be.
00:37:15The team did some consumer testing this morning and they took out the boxes that were on your
00:37:19desk and 100% of people said they would like to receive this box.
00:37:23Not one person said they wouldn't.
00:37:24And I really feel with Sweeties, when we've captured the UK market, we have an international
00:37:28focus.
00:37:29People could send and receive sweets anywhere throughout the world.
00:37:32So on that note, I'd like to say thank you and open the floor to questions.
00:37:36So my name's Lisa Mayer.
00:37:38I'm the head of marketing in Nestle Confectionery.
00:37:40What's your ambition for the size of this business?
00:37:42Is it potentially just a niche idea?
00:37:45The market is huge and it's not being captured by any single confectionery company.
00:37:50It needs a leader in its field and it needs somewhere that everybody in this audience sits
00:37:54and thinks, if I want to send sweets, I will go to Sweeties.
00:37:57Why would they go to your company just for sweets?
00:38:00And they could go to the companies that you've referred to in your pitch for existing chocolate
00:38:05ranges, for flowers, for champagne and the like.
00:38:08And indeed, if they care to, sweets also.
00:38:10I mean, it's ridiculous how many people are searching for sweets for dad, sweets for mum.
00:38:14And there's nobody that comes up at the top of those search rankings.
00:38:17That's where Sweeties should be sitting.
00:38:19Thank you so much for listening to my pitch and for asking me questions.
00:38:24Lord Sugar, I hope I've demonstrated that I would be a fantastic business partner for you.
00:38:28I'm very passionate, I'm very driven and I will make this business a success.
00:38:36It's over.
00:38:40Honestly, I can't thank you all enough.
00:38:41It felt amazing.
00:38:43I was trying to get across that passion.
00:38:44It was so good.
00:38:46Honestly, amazing.
00:38:46For Lord Sugar.
00:38:49What do you think of Sarah's business idea?
00:38:52Expert feedback.
00:38:53Personalisation is absolutely here and now.
00:38:57She's right.
00:38:58There is no one doing this particularly well within the industry.
00:39:02I'm concerned about the scalability of this.
00:39:04It's possible to scale if she created a brand that actually becomes more of an aspirational item.
00:39:09It becomes more of a lifestyle item.
00:39:11It's easy to acquire one customer, but unless she gets that six or seven time repeat purchase, the business model just doesn't scale.
00:39:21Next to take the floor, James White.
00:39:25Sales is my thing.
00:39:28Sales is my business.
00:39:29And today, ultimately in this pitch, I've got to sell myself.
00:39:33I can't sell my own business.
00:39:35I don't deserve the investment.
00:39:36So I'm going to go in there and I'm just going to own it.
00:39:38Hello.
00:39:43I'm here to unveil my new IT recruitment business, First Tier Talent.
00:39:48Now, the name comes from the bout that we want to be First Tier.
00:39:50We want to be the best.
00:39:51We want to stand out from the rest.
00:39:54We are the champions of the IT careers.
00:39:56So, our unique selling point is the specialism that we have.
00:40:02We're carving out a niche within IT.
00:40:03And I think you'd all agree that cyber security is one of the biggest problems that we currently face.
00:40:08Companies being targeted, data getting hacked.
00:40:12And what we're actually doing is providing a solution because we're providing the best quality people to these companies.
00:40:17You might be wondering, why is there a guy in a lobster costume?
00:40:21So the idea behind this is about standing out.
00:40:23The lobster has a lifelong partner and from our business, we want to be a partner with both our clients and our candidates for life.
00:40:32The next thing I've got to show is actually an advert that we've put together.
00:40:35It's a little bit different, but I hope that you enjoy it.
00:40:53Get a head start on your career with First Tier Talent, the champions of IT recruitment.
00:41:02Good, right?
00:41:03Look, the idea behind this is that we want the whole message of standing out and being different.
00:41:10And when you're in a highly competitive market, it is about standing out and being remembered.
00:41:14And I saw you had a little bit of a laugh, so hopefully you'll remember that advert.
00:41:18A key part of the recruitment business would be a website.
00:41:21If you as a candidate come to our website, the things that you'd look for is your jobs available, submit your CV and build your CV.
00:41:27That's the kind of one-stop shop for me, the three things that they would look for.
00:41:32I think that's me opening up to some questions.
00:41:35I'm Nita Patel.
00:41:36I run a foundation that develops young entrepreneurs.
00:41:39This is the sixth pitch I've seen this week for a recruitment agency.
00:41:43Yeah.
00:41:43And each one says, I'm going to be unique in a different way.
00:41:47How are you going to be different?
00:41:48I think the defence share of factors, you're coming to someone who's an expert in that little field.
00:41:53We'd go in and say, look, we've got the best cyber security consultants on the market and then start in the relationship that way.
00:41:59Nine out of ten start-ups actually fail.
00:42:02They don't make the end of their first year.
00:42:04What's going to make you different?
00:42:05But what's going to make me different is me.
00:42:07I started off in a company from absolutely nothing and I went from zero to the top biller in the space of two years.
00:42:14That's unheard of.
00:42:15I had the highest contract business around.
00:42:17I broke into the biggest clients.
00:42:19It's my ambition, my drive, my background.
00:42:22Everything that this business will be a success is from me.
00:42:25Yeah, I'll just give it my all.
00:42:26That's why we won't fail.
00:42:28And Lord Sugar, what I would like to say to you is you've made a point to me out there about rookie mistakes,
00:42:33but I'll be the first to hold my hand up to that and say that once I've made them, I won't make them again.
00:42:38Well, thank you everyone for listening today.
00:42:40I will make this a success.
00:42:42Bye.
00:42:51I was so nervous, but as soon as I actually got through that door, I was sitting on the balcony, I was like, yeah.
00:42:57I was like, I'm ready.
00:42:58I'm ready for this.
00:43:02Can he stand out in the industry?
00:43:05Well, it's highly competitive.
00:43:06He needs to be very, very focused.
00:43:08He came in to me tomorrow, giving him some business.
00:43:10He's not going to struggle from an employer side.
00:43:12Where he might struggle is with the key people.
00:43:14There's a massive skill shortage in that area and he's going to a very competitive market.
00:43:18It's a very well-defended hill.
00:43:20Sure.
00:43:20How's he going to make sure that he gets to the top of it?
00:43:24Pitch is over.
00:43:25I feel like me and Lord Sugar are made to be in business with each other and it would mean the absolute world to actually come away with Lord Sugar saying, you know what, James, I'm going into business with you.
00:43:35I really hope I showed my passion today.
00:43:37I really tried.
00:43:38There's a quarter of a million on the line and I'm very confident that my pitch will have convinced Lord Sugar to invest in me.
00:43:44I mean, it's substance over style.
00:43:46Tonight, there's no more the candidates can do.
00:43:52Tomorrow, the final boardroom.
00:43:55You can go to the boardroom now.
00:44:06Well, here we are in the twelfth week.
00:44:31Welcome back to some of our past candidates.
00:44:36Sarah and James have made it to the final and it is my very tough decision in the next few hours to decide which one of them is going to be my business partner.
00:44:48Right.
00:44:50I'll start with Sarah.
00:44:51Sarah, now, that was your pick and mix, this lot here.
00:44:55Yes.
00:44:56Is that right?
00:44:56Yes?
00:44:57Yes.
00:44:58Willy Wonka and Oompa Loompas.
00:45:00Yeah?
00:45:01I hope that's not the town.
00:45:02It's a bit orange.
00:45:04Anyway, you ended up with all sorts, that's for sure.
00:45:07Yes.
00:45:07Right.
00:45:08Now, I understand from Claude that the branding side was yourself and Harrison, is that right?
00:45:14Yes, that's right.
00:45:15And we had problems with the name.
00:45:17Yes.
00:45:17The name that we picked in the end was Chic Sweets.
00:45:20So it was Chic Sweets saying it was sweets.
00:45:24It was awful.
00:45:24Sounds like she sells seashells.
00:45:28Chic Sweets saying it was sweets.
00:45:30And that's what you kind of went to bed with on the first night.
00:45:33Yeah.
00:45:33Well, I didn't go to bed.
00:45:34I didn't sleep all night because of it.
00:45:36But, yes, it was awful.
00:45:38Right.
00:45:38So, the others, what were you doing?
00:45:41Michaela was my sub-team leader and the guys went off to do a billboard campaign.
00:45:45The billboard campaign?
00:45:46Yes.
00:45:46Yeah.
00:45:46The theory was better than what it came out like.
00:45:50You look like Dick Van Dyke and Mary Poppins there, the pair of you.
00:45:54Not in a good way.
00:45:55No, sorry.
00:45:56Thought it was a compliment.
00:45:57Sarah, what did you feel when you saw this then?
00:46:00I was really disappointed with the image because it had no relevance.
00:46:03We tried to make it fun.
00:46:04Maybe we'll let it down.
00:46:06All right.
00:46:07Day two, Chic Sweets.
00:46:10You changed it?
00:46:11Yes.
00:46:11So, on day two, I changed the teams up a little bit and Andrew and I decided to make a very
00:46:15quick change within half an hour.
00:46:16So, you've gone from Chic Sweets to Sweeties.
00:46:20I wanted it to have a global feel.
00:46:21But I wanted it to be able to be scalable, sort of after and homemade.
00:46:24Sweeties.
00:46:25I think it's good, actually.
00:46:26But I'll tell you what I also think is good.
00:46:28You weren't happy with this and you got up the next morning and you said, I'm going to
00:46:32change it.
00:46:33And that's what you did.
00:46:33Yes.
00:46:34And I quite like the name.
00:46:35Shall we talk about the box that you produced?
00:46:38Yes.
00:46:39So, Andrew and I went off to create something to show you the sort of ideas that I have.
00:46:43And one of those was the sweet card.
00:46:45Yeah.
00:46:45It was plain white packaging.
00:46:47Like a delivery from Ann Summers, actually.
00:46:50Very discreet.
00:46:51How do you know that?
00:46:51It comes in brown pink.
00:46:52I heard.
00:46:54You told me.
00:46:56You told me.
00:46:59And then we got the TV advert.
00:47:01Yes.
00:47:02One of the adverts that sticks out in my mind for confectionery was the milk tray advert,
00:47:06where the guy flies in on a helicopter, jumps in the window and presents the lady with
00:47:12milk tray.
00:47:12We just didn't have that budget.
00:47:14You've got some bloke with an old shoebox who dumped it down on the table and that was
00:47:19it.
00:47:20Strong message.
00:47:21I was happy with the TV ad.
00:47:22Simple but effective.
00:47:24Okay.
00:47:24Was you all surprised that Sarah was going to end up in the final, you people?
00:47:29No.
00:47:29Not one bit.
00:47:30Not one bit.
00:47:30She was number one from day one.
00:47:32Really?
00:47:32Yeah.
00:47:33What do you hang around for then?
00:47:34Just thought I'd try and get in a bit of an inconvenience.
00:47:42And you obviously know the depth of her business.
00:47:47You rate it?
00:47:48Yeah.
00:47:48100%.
00:47:49With this consumer research, not one person could name a household name that does it in
00:47:53suites, so...
00:47:54And everybody said that they buy the product.
00:47:56And they'd like to receive it.
00:47:58All right.
00:47:59Let's move on to James then.
00:48:02Now, I heard you got into a bit of a flap with your brand name.
00:48:06Yeah.
00:48:07Took a while to get a name.
00:48:08First tier talent.
00:48:10Yeah.
00:48:11First tier kind of sounds as if it's...
00:48:13Entry level.
00:48:14Yeah, entry level.
00:48:16And I have no idea that this is an IT recruiting site.
00:48:20Yeah.
00:48:21And then we go on to dress Charles up as a lobster.
00:48:26Is that right?
00:48:27Lobsters make for life, Lord Sugar.
00:48:29Looking at that, I think you'd be the last one in the tank in the restaurant, to be honest with you.
00:48:35Yeah.
00:48:36Well, then you went on to make the television advert.
00:48:39Yeah.
00:48:39We decided to go with sport and track.
00:48:42I got your advert a little bit more than I got their advert.
00:48:47There was a mistake in the voiceover where you said champions of IT recruitment as opposed to IT careers because you left James' storyboard at the track.
00:48:55And the problem was the lack of correlation between the poster and the television advert.
00:49:00Now, who developed the website?
00:49:04Myself and Elizabeth.
00:49:06And you went for Orange.
00:49:07Yeah.
00:49:07So you're the easy jet of IT recruitment.
00:49:10Yeah.
00:49:12So, look, you've had a lot more understanding about what his business idea is for the future.
00:49:17How do you see it?
00:49:18He's got some fantastic ideas and his market is huge.
00:49:21You think he's a justified winner of this process?
00:49:24Without question.
00:49:24Personally, Lord Sugar, I think you've got the two best people in front of you, but James is our boy.
00:49:28Well, listen, ladies and gentlemen, thank you very much indeed for coming back and assisting the two finalists.
00:49:35It's been nice working with you.
00:49:37I've now got to get on and talk to these two people alone.
00:49:40So, thanks a lot.
00:49:41Thanks very much.
00:49:42Cheers.
00:49:42See you later.
00:49:43Thank you so much.
00:49:44See you later.
00:49:46See you, mate.
00:49:47See you.
00:49:47Good to see you, Harry.
00:49:48Thanks.
00:49:49See you, Charles.
00:49:50Good luck, Sarah.
00:49:51Thanks.
00:49:58OK, well, you are giving me a very big headache, I've got to tell you, because you're both very, very credible candidates.
00:50:08So, I'm going to go for more of a deep dive discussion with you now, because I do have a very, very difficult position.
00:50:17Um, now, Sarah, you want to become the equivalent of the famous flower company in sweets.
00:50:26My question to you is, who cares?
00:50:29People, when they're thinking of a gift, I don't think they wake up thinking, oh, I'll send sweets.
00:50:34They go to a gifting website and, oh, that looks nice.
00:50:39I'll send them.
00:50:39The demand is there.
00:50:40People do search for sweet gifts, sweet baskets.
00:50:43They are searching for these things, and there's nothing coming up.
00:50:46Nobody is nailing that market.
00:50:48Nobody's leading in it.
00:50:49And that's why I think there's huge potential to be that brand.
00:50:51Fair enough.
00:50:52But, you know, with respect, Sarah, I don't know of any company selling a product that don't have a proper e-commerce website.
00:51:00I really don't.
00:51:01We haven't spent lots of investment, mainly because of lack of expertise in how to scale the website up.
00:51:06And it's so important that that is right, because otherwise, you know, people will come on and it won't deliver.
00:51:11So we've focused on brand awareness, getting people to know our products, love our products, and eventually to drive traffic, which is why I'm here now.
00:51:18But the volume and the, it's limitless.
00:51:21Right, well, that leads me into a bigger issue.
00:51:24If you've got tens of thousands of orders, which may include a customised message or may even include a picture, how are you going to process that?
00:51:32To start with, I mean, you could have a label that just gets stuck straight in, which is how we operate now.
00:51:36But with scalability and with growth, you could have machinery that does that for you on the box.
00:51:40Well, how much is that machinery?
00:51:41I don't know the exact cost of the machinery at the moment.
00:51:44Right.
00:51:45Well, let's talk to you, James, now, shall we?
00:51:49So just walk me through.
00:51:50You go in to see the IT manager.
00:51:52Yeah.
00:51:53And you say to him, look, I can provide you this, I can provide you that, blah, blah, blah, blah, blah.
00:51:57I'd usually ask them what they need, because if they're willing to meet me, they're obviously having a problem.
00:52:01So, and then what I would do is I'd always use the situations that I've come from.
00:52:05So if I work with X retail client, I'll say, look, I know that you're doing similar things.
00:52:08This is what I've just done with them.
00:52:10I built their whole team around them.
00:52:11I can do this for you as well.
00:52:13You know, this is a very crowded market.
00:52:15100%.
00:52:15But I'd hope that you'd probably see it the whole time I've been here.
00:52:18I'm very charismatic.
00:52:19I think I'm quite endearing.
00:52:21It might be all right for a drink down the pub, but the last thing that the world is waiting for is James White's new recruitment company.
00:52:29But I go into a client and I own that client.
00:52:31I become the only person I use.
00:52:33And that's not just by chance.
00:52:34That's because of the way I go about my business and the way I can network.
00:52:38I looked at your business plan, and a lot of your future depends upon two of these previous customers continue working with you.
00:52:45Yeah, 100%.
00:52:46I would definitely do want to work with them.
00:52:47But what makes you think they're going to deal with a small-time Charlie?
00:52:50I'm not backing myself just to get these clients.
00:52:52When I went in and worked at my previous company, I had no clients.
00:52:55I had to go out there and get them.
00:52:57This business is going to be built on going out and getting new clients.
00:52:59We're not going to put all our eggs in one basket.
00:53:01Right, so Sarah's run a business.
00:53:03Yeah.
00:53:03Okay.
00:53:04She's employed people, deals with her PAYE, she deals with her VAT.
00:53:08Yeah.
00:53:09You haven't done any of this?
00:53:10So, yeah, I haven't done specifically what Sarah's done, but even when I was internally employed, I was dealing with all of these different teams because I headed up my team.
00:53:16I think you'll find the principles of being a manager very different to being a business owner.
00:53:24I really do have a dilemma.
00:53:27So, I'm going to ask you to take a break now, if you don't mind, and I'll have a talk with Karen and Claude, and then we'll come back in.
00:53:36And one of you will be hired as my business partner.
00:53:48It is quite obvious that there are two fantastically skilled people there.
00:53:56Sarah is very eloquent.
00:53:58She knows her business inside out, although why she hasn't done the commercial website properly, I don't get.
00:54:05What she needs is that push to take her out of her comfort zone.
00:54:10With James, a very, very crowded market, but he has proved that he can do it when he works for someone.
00:54:16I don't know.
00:54:17What do you think, Claude?
00:54:18Well, I think you have got a problem because, as it's turned out, I think they're both investable.
00:54:22With Sarah, I think you've got slow and steady, but I think with James, you've got somebody who's going to go out and really go for it.
00:54:29But James is more risky.
00:54:31Sarah is an expert in her field.
00:54:33She's spotted a gap in the market.
00:54:34She has all the skills of entrepreneur needs.
00:54:37But, I mean, I don't envy you.
00:54:39I mean, is it down to this?
00:54:42Shouldn't be, should it?
00:54:43And the truth is, Alan, in the end, your gut tells you everything.
00:54:46All right, well, let's get them back in and we'll see who my business partner's going to be.
00:54:57Yes, Lord Shigger.
00:54:58Could you send the two of them in, please?
00:54:59Yes, Lord Shigger.
00:55:01Lord Shigger will see you now.
00:55:02It boils down to this.
00:55:17I've got two very credible people in front of me.
00:55:20One is a big gamble and one where the issue is the scaling.
00:55:24Lord Shigger, this won't just be an investment for you.
00:55:26This, I will be the most successful apprentice candidate there has been.
00:55:29Why will it scale up, Sarah?
00:55:31Because you've come across as a really steady person.
00:55:34You don't come across as a risk taker.
00:55:37I'm definitely a risk taker.
00:55:38I've grown that business on my own.
00:55:39I've got those sales in £430,000 worth of sales whilst working, whilst being a full-time mum.
00:55:44And whilst I've been here alone in these weeks, we've got new customers coming on board.
00:55:49And we've got two more lined up that I'm working on at the moment.
00:55:51And just those alone will mean I hit the numbers that I promised you in year one without your investment.
00:55:55So with your investment, it's limitless.
00:55:57If my business was going for seven years, I would scale it a lot quicker.
00:56:00My investment will be spent on people.
00:56:02These people will be earning money from day one.
00:56:05Will they?
00:56:06Well, from the first month, they'll be earning money.
00:56:08I'm hungry for this.
00:56:09This is everything that I know.
00:56:10She's hungry for it also.
00:56:11Yeah, but I'm the best recruitment consultant out there.
00:56:13I know this industry like the back of my hand.
00:56:15The experts yesterday said their problem is the USP, really.
00:56:21Yeah.
00:56:21And so you're telling me your USP is the cyber security.
00:56:25Yeah.
00:56:26How many of you placed in cyber security in the past?
00:56:29Over 100 consultants.
00:56:30Really?
00:56:31Yeah.
00:56:31It's the hottest skill demand at the moment within my industry.
00:56:34I think, Lord Sugar, if I was looking at us as two candidates, it's the difference between an employee and an entrepreneur.
00:56:40I have...
00:56:41An entrepreneur with £400,000 turnover.
00:56:43Well, it's £400,000 more than you have, James.
00:56:46I know this industry.
00:56:47I've taken my time to take all the steps to make sure...
00:56:49You don't take risks.
00:56:50I do take risks.
00:56:51I make mistakes on my own time and my own money so that by the time I've come to you now, everything is in place to really use this investment wisely, not make rookie mistakes, not make naive statements.
00:57:01There's no USPs in the IT recruitment business.
00:57:03Everything about it is naive.
00:57:04So why has your business taken seven years to get to a £400,000 profit?
00:57:06It hasn't.
00:57:06I've done multiple things in between.
00:57:08I've learnt my industry...
00:57:09Because my business would be there a lot, lot quicker and it's a lot bigger industry.
00:57:12No, I've shadowed good people.
00:57:12I've learnt my industry so that now I will make a huge...
00:57:14...in a lot quicker time.
00:57:15...a huge global brand.
00:57:17You won't need to hold my hand, Lord Sugar.
00:57:18I need the investment and some mentoring and some guidance on where to really hit and what markets, and then I will do it all on my own.
00:57:24And this business will be a huge success.
00:57:26Lord Sugar, the stat is 1.5 million skill shortages by 2020 within cyber security.
00:57:32It's a huge, huge market.
00:57:34I don't think that you would find a better candidate to front a company in my industry, an industry that you know works, that you know is extremely profitable if you get it right.
00:57:41Well, I've got to tell you that this year's final is really, really giving me a dilemma.
00:57:54James, crowded market, but I've had some experience with a similar person of a similar age and is making a lot, a lot of money.
00:58:05Sarah, sweets, I don't have any experience of your business, okay?
00:58:17I'm going to say that I'm a gambler and I've always been a gambler in business.
00:58:28This particular year, I'm going to double my investment.
00:58:38I'm going to start a business with both of you.
00:58:43I won't let you down, Lord Sugar.
00:58:44It means the world to me.
00:58:46Well done.
00:58:48You have done tremendously well.
00:58:50Yeah.
00:58:51I'll be seeing you both shortly.
00:58:53Off you go.
00:58:58Well done.
00:58:59Well done.
00:58:59Well done, yeah?
00:59:02Honestly, it was so, so, so close.
00:59:06I really could not decide.
00:59:08So, I have two wonderful business partners.
00:59:12James picked an industry which is very, very hot at the moment, and he's probably the man to take it forward.
00:59:18Sarah spent all of those years building up.
00:59:20Now you can really help her launch this business and make it special.
00:59:23Yeah.
00:59:24Should we have her sweets at our board meetings in future?
00:59:27I will assist upon it.
00:59:28Yeah, absolutely.
00:59:30I have always, since I was a young boy, looked up to Lord Sugar as a businessman.
00:59:36And to now be his business partner, this is literally a dream that I've always had.
00:59:40And for that dream to come true, it's just very, very humbling.
00:59:47It feels incredible.
00:59:49I'm just shocked and amazed and so proud that Lord Sugar found enough in both of us to make a double investment.
00:59:57The future is definitely sweet, and it's going to be a great adventure.
01:00:01Well, there I was, Tom, I just couldn't choose between one or the other.
01:00:09The only fair thing to do is to choose them both.
01:00:12Thing is, of course, it's now going to cost me half a million pound, but it's worth it.
01:00:16Eighteen candidates, two investments.
01:00:25Finally, Lord Sugar's search is over.
01:00:29Bye-bye.
01:00:29Bye-bye.
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01:00:42Bye-bye.