Episode 9 The Apprentice: You're Fired

Where is your brains? That's Where is your brains? That's

nonsense. It's a disgrace. The failure is down to you. You are

fired, you're fired. You are also fired. You're fired.

Good evening and welcome to The Good evening and welcome to The

Apprentice You're Fired. We are three quarters of the

Lord Sugar's search for his business partner and we will be dissecting

the ingredients which led to the downfall of Bix Mix. Rarely on this

show do we see candidates as about the quality of their

Let's meet our panel, ready-made Let's meet our panel, ready-made

Let's meet our panel, ready-made entrepreneur, Perween Warsi, comic

entrepreneur, Perween Warsi, comic entrepreneur, Perween Warsi, comic

Let's meet our Bob Mortimer and Lord Sugar's aide,

Karren Brady. Welcome. Tonight's task of creating a new

brand of biscuits led to one candidate being dipped and dunked.

Zoe, I'm looking for someone to into business with and if someone

can't actually perform in the business that they are in, it's not

going to be able to perform with me. Zoe, you are fired. Thank you.

Please welcome, Zoe Beresford. Please welcome, Zoe Beresford.

How are you? Welcome, welcome, How are you? Welcome, welcome,

Please welcome, Zoe welcome, loving your hair. What's

your reaction? Another week, another smile really. Really happy,

yeah. Do you think you came across happier than that - do you think -

I'm normally a bit happier have been on this series,

say. There was one smile by the way. Really? Yes, there was one

smile but it was unfortunately the smile that let me know that this was

the week you were going to lose the task. It was this smile here.

I'm here to tell you about your next I'm here to tell you about your next

task. I want you to create a new brand of biscuit. Whenever the

candidate goes "Magic, that's the task for me", that's it. Drink

production is my background, thought I could do it. Obviously

not. Obviously over the the task, it didn't quite work out.

Let's look at where it fell apart for you. Zoe, three retailers, no

orders at all. Have you decision as to what scenario

could be aimed at? Family, friends, loved ones, school children,

anything. That's a lot of bases cover with one product. If you are

trying to appeal to everyone you have gone for very feminine

packaging. The only thing I'm let down by is the biscuit.

We were let down by the product. Which you signed off. It's a proper

old school biscuit, really wheaty, common horrible taste about it.

LAUGHTER. Zoe, as team leader, you should have been in the factory.

Let's talk about your taste buds. How over time the taste

biscuit becomes more brackish horrible as the memory

lingers. Oh! Did you initially like it or were you just being polite to

the other two? I mean I'm at fault there. I should have said something,

but at the end of the day think it was the best idea to go and

say: actually, it's a rubbish biscuit, don't sell it or anything,

because they've got to be passionate behind it and I think a badly

motivated salesperson isn't your best tool. But you work in

food production. As you may have hinted yourself, was the error

you didn't go to the factory? Totally. I should have stuck to my

guns. It was the letdown of this task, it was a bad decision. Yes,

game over. That's the whole thing. OK, grand. You have experience of

this, how vital is it that the product is right? That is what you

are selling, the product, and I was so disappointed to see you being

fired. I had really high hopes you. Thank you. So that

disappointing. I think you had the gut feel, you had the instinct, you

had the experience of the manufacturing, but you didn't go for

it, you didn't use it and you let somebody else go, and I didn't

really see the passion behind the quality because that's what

people pay for. Karren, what did you think of Zoe' performance?

You know I had really high hopes for You know I had really high hopes for

you and by the way you really lovely tonight. I think overall, the

difference I think between you and Helen, if you looked at Helen as

project manager, Helen was the kind of person that when she made a

decision she stuck with it and managed to take people with her.

What happened in your team is it all fell apart. You wanted to go to the

factory, your instinct was right, you got talked out of it. All of the

various different things that you questioned, you didn't see through.

I think that's how in the end the concept got confused, the product

got confused, and you didn't get orders.

You never questioned the very idea You never questioned the very idea

of evening or night biscuits and me that's something that I can't get

my head round, the idea of a biscuit as an evening item. No. That kind

of - so by evening time what are you onto? Well, evening,

items are your cheeses, your crisps, perhaps even a couple of lamb chops.

LAUGHTER. I don't instantly think of biscuits. I thought it was

strange that that passed by everyone, they bought

into this idea that a biscuit could be an evening item. Chocolates

maybe? Would you eat chocolates at night? But not in its biscuity

format. Just the pure chocolate experience is fine, it's easy. They

are too difficult for night time. OK. We are not The X Factor, we

don't do a big backstory, but life hasn't been without challenges.

You have had cancer. Twice. Not just once, twice. Right.

you have it? I have it in the neck and the lymphatic system. Yes.

age were you? 15 and 18, so that kind of took care of school and

University. To a huge extent. Because throwing things in front of

yourself - you saw herself through the process? I think one of the

things with Zoe is you are an emotional person but it's having

that backbone to cover up some of your emotions, not to allow them to

come to the fore. I tell when observing the task if you

were in a good mood, bad mood, if you were cheesed off, if someone had

upset you, it was there written your face. Oh man, was it ever

there? We knew, right. We know they put you under stress, they pile you

into task after task - Indeed. it is difficult to get on with

everyone. There will always be somebody you don't get on with or in

your case really a number of people. You had a fantastic set of clashes.

I don't care about Mandy. I've said nicely - You haven't said anything

nicely. Melody is a nightmare to work with. Working with Natasha

an absolute nightmare. I wish it on my worst enemy. She is

everywhere, she gets can't. Can you recognise how much

you wind people up? On and on. It's not unfair, you have made your

and have to lie on it. Asking, asking, asking. You have sealed the

job but you didn't make appointment. APPLAUSE

Have we got a white flag down here Have we got a white flag down here

somewhere? No, no, you should never apologise for using a phrase "she

gets where dirt can't", and also you almost punched a phone. I'm telling

you, why I oughta! That's the passion. That's where it has come

out maybe. Maybe I should have used my passion for rallying instead.

Yes, but there were clashes. Obviously in business there's

to be clashes, presumably you have to handle that? In business,

you are working with a team, will have some people who are very

good at it, who use their initiative, who can do their job,

will completely finish it, but some people are not and you just have to

learn to manage people differently. Some you coach, some you mentor. You

can be can be assertive. I've seen that,

which is good, but when the pressure gets to you, you just blow up.

process involves big personalities, people who shout and clash. Even

more so than ever before because the prize is such a big prize this time,

it's a partnership with Alan and �250,000. A quarter of

pounds investment into a business, so it's such a huge prize. Actually,

the personalities are very different. They are not

want to be an employee, they are people that are

that have an entrepreneurial business, that have set up a

business, and I think that brought lots of very different

characters, lots of quite strong, quite strategic characters,

think particularly in this task you were trying to manage people that

had very set thoughts. Melody, she knows what she wants, she goes and

gets it. She has shown time and time again that she is ruthless in

championing her own ideas, and managing that is difficult. I really

warmed to Zoe because of those confrontations because it's

interesting that her confrontations were always with the people that I

think us as members of the would have wanted to confront. Tom

is a popular candidate he had a tough week one idea of

Emergency, emergency biscuit. So Emergency, emergency biscuit. So

something has gone wrong, and you need, like, an emergency biscuit.

Is there any emergency that would Is there any emergency that would

be an emergency? 999, I've an intruder in my house. I need a

biscuit. Captain Oates walks out and says "I may be gone some time but

when I come back I will have a biscuit". If you've suddenly

forgotten what a circle looks like, you could draw round one. What's

biscuit size, yes. How great would it be, you are up to your -

in snow "Oh my God, I might die, but what's this running towards me, it's

a St Bernard with my biscuits ready to help me through this." Is there

anything in that? There's something in thinking outside the box and then

there's not being in the room at all I think sometimes with Tom. I

I kind of understood the concept was trying to get at, but he does,

as I think I was saying to Alan the episode, at some point now we've

got to see Tom come through and let's see actually what exactly is

it that you are really good at, and let's see a bit more of his

character, I think. Melody is who we have to blame for possibly one of

the most incredible things that I have ever seen. I present to you a

new one act play, brand new to the stage, with the title

I'd Love a Biccy. I definitely, definitely think that we should do a

role play. This is my thing. I love communication skills.

Oh God, do you want to stick a movie on tonight? Hi honey,

right? Shall we see what's on TV? Leave this on, I love this. Really?

I love this, I know you want to watch this. OK. They must have

called a bloke with a white coat you? Do you want a Bix Mix?

been craving Bix Mix all day. It's not going to be that cheesy.

There we go, tear and share. because I love you - a very odd way

to carry on really. That was nice. APPLAUSE

It would give me great pleasure to It would give me great pleasure to

perform your script tonight. Myself and Bob will take the roles of

Melody and Tom within this. Bob? Oh God, do you want to stick a movie

tonight? Hi honey, what have we on? Leave this on, you know I

a bluey. OK. LAUGHTER. You know I love this. OK. But as long as

you've got something decent to eat. Do you know what I have

craving? Bix Mix all day. Yes, evening biscuit. LAUGHTER. You

know, when you think about something all day and evening comes, you just

can't wait to eat it. Bix Mix, mmm, brilliant. Brilliant. Hey, and

don't worry, I'll snap it first and then I'll share it. Snap and share!

Ah. And because I love you, I love you, you can have

chocolate half. Oh actually, I'll stick to the plain one. I've had

quite a lot of chocolate today. Oh, I do love you. Where was this

You are kidding me, right? And then You are kidding me, right? And then

did you pick up from that and go "No, in Swansea". Is that

essentially what happened? Erm, Melody is the communications expert

and she is an excellent, excellent sales woman. She persuades anyone

and, you know, I got done. She persuaded me. It was the weirdest

thing. Perween, have you ever seen pitch that involved a small one act

play? I've never experienced, never heard such a stupid pitch. APPLAUSE

When I first saw it, I thought the hell is going on?", I just

couldn't understand that. You could see the facial expression of the

buyers and traders, who were so well trained, so experienced, they

what they are doing, and they sit there like - have a child's play.

It's silly. When we were at Waitrose, Nick and I sitting

waiting for the pitch to start, and the

the look of complete and utter bewilderment, there was no

introduction where they said this might show how a product might be

used, they just went straight into it and everyone thought what is

happening? It was ridiculous. There's only one reaction to

pitch like that, which is that I will never have dealings with

people ever in the few. Do you know what would have been great, if the

people from the supermarkets had gone: mmm, do you know what I

don't want to buy? Ah, what do you not want to buy? I don't want to

anything from these people! If Melody had her way, it wouldn't

be Bix Mix that we would be looking at but her own unique concept which

might have gone global as always. Could we make biscuits the new

popcorn? Biscuits, the new popcorn. Using biscuits as the new popcorn,

so something like this: MUSIC

No? I think there's a gap in the No? I think there's a gap in the

market for that. Any biscuit when you bring it to a focus group

make as old woman look scared, aaagh, no! I am surprised she didn't

run out through the window, race down the street. It was the most

petrifying thing I've ever What was it? She was completely

of touch with customers. She did not understand that, she doesn't

listen. She believes believes and that's what

to do and she goes on and on it. I mean, I'm still, although the

size of the company is big, still involved in

development because I would not let any product leave the factory from

my kitchen until I've tasted them to make sure I'm happy with it and if

I'm not we have to start all over again. So it's so important to

that. I think the interesting thing about that clip is

that Melody's view is: well, what do 10 people in Swansea know? What do

they know? She didn't get reaction she wanted from her

product. Instead of actually realising the product doesn't work,

her view was: well, the marketing, the research group they put

together, what do they know? it's really important in business

that you listen to the What is the point of having market

research if then you say: well, not going to listen to anything you

say and I'm going to go and do something that I know you don't

believe in. Bob, what did you think? It's a

lovely idea. I am incredibly interested in the "new popcorn"

at the same time I know it's not a lump of biscuit dough

marshmallow in it. If she could have seen that through, yes, that

have been great. OK, now, you really shone, one of the finest

things you did was back in week 7. I think it has got to be 60 is the

new 30. My concept is hip, as in hip-hop, as in young, as in funny.

Get your arse out, get the fashion. I like this angle. I thought we came

up with this hip, which was the digital font, and then I came back

and it was Vanity Fair text. Do you like that font? Yes, I do. I

think you are taking all the out of it. He has produced a

medicinal health feature which just looks idiotic

name Hip Replacement. I think there was something in Hip Replacement. If

it was hip, it could have been He designed it in the most flat way

imaginable so it became Hip Replacement. Coffin Dodger

- LAUGHTER. I'm not sure there's a market for Coffin Dodger

magazine. That may have been little too much of a reminder for

people at that stage. However, the moment of truth, we are going

what Lord Sugar and your former colleagues have to say about you.

Zoe made a fundamental mistake. Zoe made a fundamental mistake.

Where wasn't she? She wasn't in the factory. That's what she does for

day job. She has her own business making stuff. It always bothers me

when people aren't able with other pee. I'm not

at all. She was not very good for bringing the team together. Zoe

does have strengths, however she is in this business, she does this day

in day out, were her words, yet she failed to have a clear target

market. I'm looking for a business partner who trusts their instincts.

Zoe didn't do that. That's had to go.

What's your reaction to that? What's your reaction to that?

Totally agree. Totally agree. Really? Yes, I should have stuck to

my guns. I think it was a particularly unique team, shall we

say. Yes. And I literally tried to be all things to all men and I was

always taught that if everyone wants something different, do what you

want and then at least one person's happy and maybe I should have stuck

to that advice. Not a bad piece of advice in this situation. Yes. In

terms of starting a business, starting with something that you

believe in, you are passionate about, your company began in your

kitchen, am I right? with half a dozen samosas, the

investment of �2.50. It wasn't bad. So when I was looking at the

supermarkets and saw one supermarket having some samosas, it gave me the

idea that there was - the people were ready to eat Indian food but I

was so appalled with the quality of samosas in those days that it was a

bit of mashed potatoes and carrot shoved in a pastry, I thought how

embarrassing. This is not Indian food. Indian good is

delicious, so I went after it the way I did it was testing

market first. So I sold it to a takeaway, just to see how it would

sell. Once I was more confident that my products were the right products

for the market then I started pitching to supermarkets. When I

pitched to Asda, the company I supply to, I was still at home.

From �2.50. What's the turnover now? 70 million. OK. APPLAUSE

The people we are looking for in The people we are looking for in

this process, for example, and for the next series on, you have

said they are slightly because of the nature of the prize?

I think the candidates that Alan is looking for this time are people

that can sit opposite him table, that have a passion, a

commitment, have a business idea he is going to give them a quarter

of a million pounds to turn that into a reality. Actually, I

even more exciting than a quarter of a million pounds is having him

your partner. He will give you the guidance, the honesty, and he will

certainly give you the respect to step up to the plate and deliver

something. And for the next series, the deadline is? Well actually very

close now. The closing date for new candidates is this Sunday. So anyone

at home who is thinking "This is easy, I can do better than that",

come and have a go. I would strongly encourage anyone to apply because I

was that person. I sat there, week after week, after week, going "What

are these idiots doing, all running round, not having a clue?" That was

me. Was it a good boot camp, as it were, to learn different roles

business? Yes, it was a fantastic experience and one that only a

handful of people have ever got would strongly encourage anyone to

apply. OK. We will give details the end of the show on how to apply.

Now we move to the winning team. fantastic week for Helen but Jedi

Jim was the one. His global ideas for his Special Stars biscuits.

You. You got a bit carried away, Jim. We envisaged a special

marketing approach. TV You are talking about 20,

million of promotion. Whatever is current in terms of movies with

at the moment. Jim had an unlimited budget, links with films and film

stars. The likes of Harry Potter, the stars and the wizard and

wand and the which had arid's hat. - wizard. Jim, you get the BBIW award,

the Biggest Bull In The World award. I stand by that.

That was a little on the cheeky That was a little on the cheeky

side, wasn't it? Well, there were boundaries and then there's pushing

the boundaries. I was listening to him in amaze.. It was like: yes, you

like that film? Yes, we can do that. You don't like the chocolate?

will change it, change anything you like. He was on a roll, put it that

way. But actually it wasn't his bull, as Alan called it, that got

them the order. It's a great concept, a really good concept,

I think what people really don't understand about the process is they

have two days to make brand, package and sell a product like that and for

two days of work that amount of sales is very good. And it is slick

and polished. Yes, and they do taste good. I know they are in

prototype, but they taste good, the chocolate quality was good and

interestingly they listened to the market research. All the kids said:

flapjacks. Helen said: that's we are going with. So let's hear

with some of the fans of Wimbledon, which candidates they are backing.

For men, I like Jim, I love accent. A good talker. The

his nickname is Jedi Jim is really apt. I think he is really

hope he wins? I like Tom. He knows what's going on. Helen. Helen is

my favourite. Favourite of mine is Melody. A little too full of

herself. Quite annoying and whiny. You're fired! You're fired. You

We found the dorkiest tennis fans. We found the dorkiest tennis fans.

Andy Murray by the way mentioned it on his blog. Thank you very much,

Andy, saying he got back late one night and watched it. A bit of a

shock as they used Wandsworth tip, which my old department used to

overlook. Happy memories for you, Andy. Apparently he is hooked now.

Focus, Andy. Time for the vote. Perween, do you think Lord Sugar was

right to fire Zoe? Yes, I think so. Bob? No, I think he should have

fired Tom. He was right and I think you know it Zoe, don't you, but good

luck for the future. Thank you. AUDIENCE: Ah.

An ah before the vote. OK, red for fired and green for hired. It's

close one. In fact I'm going to give it to you and say you are hired.

Every week we present the candidates Every week we present the candidates

with a gift and something to some work they have done

sometimes to reflect a possible opportunity that they have missed.

This is definitely the latter. This is something that I think actually

could work. It is the first and only and possibly will remain the only

copy of the magazine Coffin Dodger". APPLAUSE

They have done a bit of work on it. They have done a bit of work on it.

It features articles like "No that's not the phone, that's the

channel changer", and "How to remember the name of that nice lady

from the health centre", so that is yours to take away as a memory of

our process. That's for you. Zoe, you got all the way

through to week 9, you've done very, very well, let's look at

Ambition is just something I was Ambition is just something I was

born with. Come on, it's that angel on your shoulder going: eat me, eat

me. I thrive under pressure.

Well done, do you want some sweets? Well done, do you want some sweets?

Being cheeky, young man, your mother would be very disappointed. Oh my

God! That was really good. Does my bum look big in this? Oh, hello.

Ladies and gentlemen, Zoe Beresford. Ladies and gentlemen, Zoe Beresford.

Ladies and gentlemen, Zoe Beresford. That is all for tonight. Thanks to

That is all for tonight. Thanks to That is all for tonight. Thanks to

Ladies and gentlemen, all my guests. Zoe will be on BBC

Breakfast tomorrow morning and if you want to take part in the next

series, go to our website. You will find details of how to apply. The

deadline is this Sunday coming, Sunday 3rd July so if you have

great business idea for Lord you only have a few days to get your

application in. There's a quarter of a million pounds investment at

stake. Next week's task is all about selling and re-investing

I expect you to sell that stuff and I expect you to sell that stuff and

smell the bestseller, buy some more and just keep going. First umbrella

sold for �10, folks. Stop being such an angry person today.

just telling you how I feel. Stop embarrassing yourself. Is it