Business-based reality show. Lord Sugar sets the candidates their next task: to set-up beauty treatment businesses in Birmingham.
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This programme contains some strong language
It's not about getting a six-figure salary job with me. It's going to be about you providing your own salary.
Heading to London, 16 of Britain's entrepreneurial elite, keen to start a company.
I'm going to inject £250,000
into a business, your business. And you're going to run it.
On offer - a 50/50 partnership with the nation's toughest investor.
This is about courage. Have you got the balls to smell what's going on?
This is what I'm looking for.
Passionate about new money-spinning ventures, Lord Sugar's on the hunt for a winning business partner.
With the greatest respect, that's not professional. If the ship's sinking, I'd bloody jump in!
-We can do it!
-It's a deal worth fighting for.
Stop! We're not making any money!
-I don't appreciate you guys laughing your heads off.
You earn respect.
12 tough weeks.
-He wouldn't even take a penny off!
-One life-changing opportunity.
You're fired. ..I don't think I could go into business with you. You're fired.
Previously on The Apprentice:
The grand opening is in a few days' time. They need a few last-minute bits and pieces.
Nine hours to get ten bargains for a posh hotel.
There's a few I haven't got a clue. The likes of a cloch...clochay?
-Aiming to bid low...
-Whatever price they say, say like a fiver.
..leader Susan ended up paying tops.
-Can't you even negotiate just a few pounds off?
Unfortunately, no. This is St James's Street.
Leaving Jim to skin them alive.
-Thanks, Michael. Appreciate that. So we'll just do it for 170. It's an extra tenner. Good man.
-Gavin got his team out late...
-I was looking for somewhere to get a top hat from.
-Not round here.
-Not from Top Hat Dry Cleaners.
-..and failed to fill the order.
-We're currently five items down.
In the boardroom, small change saved Susan.
-It's a win, by eight quid.
-Keeping a low profile almost got Zoe sacked.
I didn't get a chance to shine.
That's your fault. If I see the ship sinking, I'd bloody jump in myself.
-But the Project Manager took the hit.
-You set the ground rules out and no one took any bloody notice!
-Gavin, you're fired.
Gavin became the third casualty of the boardroom. In the fight for Lord Sugar's £250,000 investment,
13 candidates remain.
-'This is Lord Sugar's office. Meet him at the British Museum.
-'The cars will be with you in 15 minutes.'
-Guys! Cars will be here in 15 minutes!
- We'll meet at the British Museum. - What's there? Dinosaurs and stuff.
I can't think what the task will be, to be honest.
I feel Tom will know a lot about the British Museum.
He looks like he knows about it.
Under one roof, probably the world's largest collection of human history and culture.
Images of how we looked through the ages.
- Good morning. - ALL: Good morning, Lord Sugar.
Behind me is the statue of Aphrodite, goddess of love and beauty.
And beauty is a massive business.
Your next task is to get a piece of that action. You'll set up your own beauty treatment service.
I have laid on a range of companies and you are going to choose two of their treatments.
You'll be professionally trained and tomorrow you're going to start selling to the public.
Here in London, we've got enough spas and salons.
So I'm sending you to the wonderful city of Birmingham, a less saturated market.
Zoe, last week you told me that you want to prove what you can do.
So I'm going to shift you and you will be team leader.
That makes eight of you over here against five, which is not fair.
So, Jim, come over here to Logic and Felicity, come and join this team.
You're going to be team leader.
Remember the ultimate goal. One of you is going to end up a 50/50 partner with me.
You saw a big contender go last week,
a person who started his own business from scratch, a man after my own heart.
But he went because he failed on the task. And you will go if you fail on the task also.
- Am I making myself clear to you? - ALL: Yes, Lord Sugar.
Off you go and I'll see you in a few days' time.
In a massive industry worth £14 billion a year, the low cost and high profits in hands-on treatment
make it attractive as a small business start-up.
WHOOPING I'm so happy about this task!
I have my own business in skincare. I've been doing demonstrations and getting people to try my products.
It's what I'm good at.
The reason we can't lose has just gone up sky high.
I'm really pleased to be Project Manager. I've got an excellent team.
I wanted an opportunity to shine.
I'm so happy that he singled me out and made me Project Manager.
I'm quite a girly girl. If there's a new product, I've bought it.
-Sounds like you're the right woman.
I'm not a girly girl at all. I don't get many beauty treatments.
I'm not a polished woman! I work in building construction. I'm not even used to skirts!
We've also got the most female boy of the lot.
I know my cosmetics. LAUGHTER
Tomorrow each team must run its own beauty business based in Birmingham.
Today, first job - decide where to set up shop.
I've lived there for two years.
-It's a city I'm very familiar with. The main shopping centre is right in the city centre.
-It's exactly what I had in mind.
-OK. So the Bullring?
-I think so.
-Brilliant. One thing off the list.
-Thank you to the Birmingham girls.
-So let's get on to the next pitch.
Reading through the detail, there's a few slight concerns about the location.
-Our treatment room is in a department store on the third floor and we have one treatment room.
-It won't be too bad. I envisage that it will be fine.
To be honest, guys, I'm happy with the Bullring.
-I think we'll be fine.
-Cool. Can I read a bit more to check we've got basins?
-I've read it.
-Thanks. If you can just pop that down, Tom.
-Let's move on.
Felicity goes for the city centre...
-..but Zoe's team looks out of town.
This shopping centre is very big.
- 220 stores. - Three separate treatment rooms previously used for massage...
-I'm going to go out of town.
-Anyone against that?
-Hello. Thanks for coming. We're so excited to see you.
-..eight companies ready to share their beauty secrets.
-If you just lie down for me, Tom.
What we're going to demonstrate today is the chocolate facial. This is pure molten chocolate.
Yes, it's divine, yes, it smells gorgeous,
but it actually is giving a rare feed to the skin.
-To build their businesses...
-..both teams must choose two money-making treatments.
If anybody wants to lose the odd inch from the thighs, buttocks, stomach, this is the solution.
We start at the ankles and go up to the shoulders, so our client is like a mummy.
I've been selling skincare products for three years and this is right up my street.
A girl can go in, get her hair blow dried and choose from a menu of styles.
We've brought with us today a clip-on winge. It's not super-technical to put in.
-And all of a sudden, you've got a fringe.
-Whatever they pick...
This is called Wavy Gravy. It's really easy to do.
-..they'll have to do the treatments themselves.
-Would I be able to try to do it?
- Susan, stay very still. - Please don't burn my face!
-So from the base...
-Just wrap it round. That's it. Fine.
We specialise in discreet men's cosmetics.
If we could have a volunteer of the male persuasion.
Go on, Leon. You need it.
The products are packaged in a very masculine way. This is a shine rescue powder.
We've got a lip moisturiser, we've got an eyebrow tamer, we've got an eye pencil.
-The guys love it.
-You can tell he looks better, but not that he's wearing makeup.
Would a lot of guys want to do this or feel embarrassed about doing it?
I felt very uncomfortable, only because it's unnatural.
Thank you very much.
I can't promote this product. I've got a girlfriend. If she realised I was wearing makeup...
I can't be part of this.
The lava shells are the world's first self-heating massage tool.
We put a little heated pack inside and that will activate to deliver a seamless massage of heat and touch.
As soon as we touch the person, they fall in love with the product.
They love the feel, the heat, they love the comfort.
-Can I please just ask how much the massage costs?
Generally, you can charge £1 a minute. It's about 15 minutes.
It would be easy enough to learn a nice, effective routine.
-Thank you so much. It was really nice.
-I think it's wonderful.
- I could sell one of those. - I could.
The treatment profit is 96% margin.
I'd like everyone to back me and go for the hot shell massage.
Today I'm going to talk to you about one of our most popular treatments.
-A revitalising cold stone pedicure.
I'm doing a massage on the bottom of the foot with the big stone.
It's great for tired feet, legs, swollen ankles.
- How are your feet feeling now? - Cool and tingly. I'm cooled down.
I think it can sell very well. It smells fantastic.
I think I have to go with Susie's knowledge and go with the pedicure. Excellent.
-Hi. Good afternoon.
-Both teams need one more treatment.
People think WAGs, chavs - it's not that sort of spray tan.
There's one company left to pitch.
-That's how easy it is to apply.
-Oh, my God!
-It's a big difference.
-Susie, do you want to say...?
-For three years I've worked in a skincare company
and I sell skincare products for a living. Looking at this,
I think I speak for all of us when I say we love it.
I think we'll be fantastic at selling it.
- Thank you very much. - It's the best product.
A full body treatment will take you 15 minutes.
If you charge £40 for that, you're making £37 profit.
Lovely. OK, we're tight on time, so thank you so much. We really appreciate it.
-I think that will be our winner.
-That is the best profit per minute in terms of the service.
Thank you. That's really good that you worked that out.
-PHONE RINGING OUT
-It's a hit with both teams,
-so the spray tan company will choose who gets it.
We would be delighted to take the treatment that you showed us.
-We wondered if you're cool with that.
-'I just felt the other team showed a real, real passion.'
OK, and have you let them know yet or is there anything we could do to persuade you?
-'I think that's my decision.'
-OK, thank you.
-How can they show any more passion than we did?
Susie's quite excitable. Maybe she gave more enthusiasm. I wasn't on form today.
-I'm just completely shocked.
-They might have been all, "Oooh!"
-Thank you so much!
Thank you very much.
So the alternatives we can go for are the male facial, the clay body wrap or the hair blow drier.
-I'd say the clay body wrap.
-I'd go for the hair.
I'd go for the hair for the same reasons as Vince.
-Right, OK. Cool.
-I just wanted to make sure.
Training won't be hard at all. Just go...ssssh!
You'll be spraying naked ladies with fake tan.
Well, it's part of the task.
I'm finding it difficult holding this and rolling the hair.
A few hours with the professionals
-and they should have the skills to turn treatments into money.
-Ellie, that feels great.
This is going to be a winner.
Two sprays over the biceps.
Don't worry. Sometimes that happens.
Last up, Leon.
If two of you can do it...
- Leon, do it. - It's just going to be five minutes.
- I don't think it's necessary. - Leon, why are you here, then?
- I'm selling tomorrow. - It doesn't make you gay!
-Let's get this done, then.
-What would you provide a client with?
If you've got boobs, I'd give you, um, a paper bra. I could put you in some paper pants.
I think you're ready.
That actually wasn't so bad.
I really like this twisty thing. It's two styles with one product.
By tempting clients to buy associated products...
People can wear it like that. And you can put it right on the top.
..takings can be boosted.
Two light brown, two dark brown, two black. More blonde?
The prices are pretty high.
But spending on stock will be deducted from takings.
I wish we could get more, if I'm honest.
-Those are popular, are they?
-No, I'd go for more pastel colours.
When you sell a house, you put magnolia on the wall.
-I'm being modest with the figures here, but if we sell three tanning products
in an hour, per person, it's a total of 72.
-Helen, can you sell that amount?
-It's a lot.
-It's incredibly ambitious.
-That's how much I'd sell.
-Maybe bring it down to 65 or 60?
-I don't really want to spend more than 500 quid max.
You know what? Let's get... I think we should get 35 of the dark lotion, then.
Yeah, I'll roll with that, then.
-But I'm more than confident we will sell out of these.
Come on. Be confident. Go with what they're saying. We can sell.
I think we're making a mistake. I think we can sell it. I think we can sell a lot.
BRUMMIE ACCENT: Massage and curl your hair?
Come to Boots.
390 plus 350.
-So our total, best case, is just under £2,000.
That's good, eh?
Sorry. I wasn't really paying much attention.
- Have you been to the Bullring? - It's fantastic.
A really unusual building.
The city centre. Birmingham's busiest shopping complex.
-This is absolutely wicked.
-For Felicity's team, prime spot in the main concourse.
We've got these fringes. It looks like a real fringe.
It might not work - you've already got one!
These winges are £23.
-It's like a pet hamster, isn't it?
-I don't think it suits me.
Three floors up...
their one-bed treatment room.
- Can we do hair and a massage at the same time? - I think so.
Out of town, the West Midlands' biggest shopping complex.
We've got some spray tans and some pedicures.
-Location for Zoe's three-room beauty spa.
-OK, that's great. We'll see you at one o'clock.
Just round the corner, the team's retail unit.
Right, guys. There's 30 bottles of tan, plus one tester.
-We can't have product left over.
-The numbers, you did want to go double, so that's easy.
-- Fair enough. - Understood.
-OK? Off you go.
- You've got aloe vera, vitamin E... - I'm there, I'm there.
Oh, loads of lovely oils.
Interested in any spa treatments?
We can do two things for you today. We can get you naked and spray you.
I'll not be doing it! A girl will.
They remove all of that dry skin and they may even paint your toenails.
Your feet will come out revitalised. It'll be a brand-new you.
This is our little salon.
-With her sales team pulling in clients...
-You're interested in the pedicure? It sounds fabulous.
-We'll cool your feet down.
-..Project Manager Zoe gets hands on.
-Your feet will be amazing after this.
It's like a face mask for your feet. Then a cold stone massage.
Oh, can I come back tomorrow?
She's just going to be 10 minutes. Is that all right? I'll make sure you get your full time plus extra.
She never likes to leave them. It's a fantastic treatment.
-Back in the city centre...
-It's quite a relaxed look.
-..no takers for the hair styling
or hot shell massage.
What do you think to my new do, Tom?
- Wavy Gravy. - Hey!
Do you like it? - That side looks great.
-But on the concourse...
-Hi, guys. Want to look at some Lady Gaga hair clips we've got here?
Just because it's blonde, doesn't mean it doesn't look good.
The world's only massage tool that's always heated.
I guarantee you'll love it.
It does look weird, but when it's on, it's amazing. The hair is such good quality.
I'm so happy with our location. We're right in the hub.
We've got fashionable shops around. Great.
It gets very hot, you can use the edges...
-I'll give it a try.
-You'll have one? Good man. Cool.
Thank you very much. There we go. It's crazy.
There are two sides to the selling - the products and the treatments.
Which makes the most money? The treatments by a mile.
The margin upstairs is as high as 90%. It's fantastic.
Are they pushing the treatments? Haven't mentioned it yet. They're just selling the products.
-Hi, Ellie. How are you?
-I'm all right. We're a bit fed up, though. We haven't done any massages.
You haven't done any hair or any massages?
Nothing. Have you sent anybody up?
We've been sending quite a few people, telling them to go up.
Just one would do, Felicity.
-Ellie, what I'm going to do...
I'm going to pull Tom off your section and onto ours.
-OK? To help push you guys.
-On a more positive note, products are selling really well.
You know how quiet it is, so you can relay that to them.
- I'll try to send people up. - Yeah. Try to sell it to them.
-In the out-of-town shopping centre...
-Would you like a receipt?
-I'll take you through now for your spray tan.
-..first client for Executive Assistant Helen.
-What I want you to do is arms up. Strong man. OK?
I'll just do your arms first.
Sorry. Let me just have a little... My thing's not coming on.
Sorry, one second.
I've got to switch the machine on first. What a wally! "Why is it not working? It isn't switched on!"
Now down your front.
-I bet that feels a bit weird, doesn't it?
It stimulates circulation from the foot for the entire body.
-With both treatments up and running...
-There we go.
Let's go through.
-..Zoe's sales team can push tanning lotion...
-20 quid. OK with that?
-..and nail polish.
-I can't talk you through what they are. I just know they're pretty.
You're pretty, so you need to pick a colour.
I can give it to you for a tenner. £10. You're breaking my heart.
Hello, madam. Some tanning lotion?
-It's absolutely gorgeous.
-I won't be buying any.
-A little too expensive for you? Is that the problem?
-I'm not selling what I thought.
-You thought six an hour.
-I'm averaging three an hour.
Susan put herself forward as the beauty guru,
somebody who knows this industry inside out.
Would you like a quick demo of skincare lotion? OK.
If you set yourself up as something you're not, you're in for a fall.
Have a look at your wrists. See the difference?
We don't look like Oompa Loompas! And we're not orange at all.
-I ain't got the money!
-Oh, come on. Treat yourself.
No one has any money around here. Everyone seems so poor.
You can pin it into the top. Long, straight hair. It feels very natural.
- I can take cards or cash. - They're usually 55 in London.
For you, we'll do one for 30.
-Called down by the Project Manager,
it'll be Tom's job to get customers up to the treatment room.
This looks great. You've done a great job.
-We'll have you here demonstrating.
-Then you say, "If you'd like a full massage, go upstairs."
It's good to be down here. Very good.
Hey there, ladies. What do you think of this?
They're nice fake hair pieces to go on the front to look like... I can't remember her name.
One of the pop stars. Thank you.
Tom, who I've now called Mr Notebook-Calculator,
yesterday had all the figures. He knew absolutely everything. The real profit is the treatments.
What's he doing? He's selling bows!
-That looks very cool.
-Why? Because it's easier.
'What's going on?'
-We've been upstairs now for ages.
-You've done no treatments?
-We have two in the diary.
-In the diary, but you've done no treatments.
Do you want us to grab people here, escort them upstairs? What?
-Could we have just one of you up there?
-I can't do hair, though.
We could have just one of you so we know the massaging is up there.
I wouldn't gas. Get on with it.
I'm going to make a decision. Ellie, you stay upstairs. Melody, you stay here.
-And escort people upstairs. All right?
-Good luck, guys.
This place is filled, so I don't know why no treatments were sold.
I was slightly worried about Ellie. She's not a natural salesperson, in my opinion.
I'm trying to keep it inside. I don't want to worry my team, but...
..it's a bit of a pickle.
Out of town...
-That looks fab.
-I look like I've been on holiday!
-Did you like that scent?
-Yeah. It's sweet.
-That'll be over your whole body for 4 or 5 hours.
It's a lovely olive glow.
Despite the fact that Leon hates the thought of selling beauty products and isn't comfortable,
-he's really come out of his shell.
-Do that for me. ..OK, come and try a little bit of false tan.
From an awkward start, he's got into his patter, his weird finger trick seems to work and he's doing well.
- Thank you very much. - Thank you. Bye.
Can I tempt you with some fake tan? Half price over there?
Taking stock, team leader Zoe.
-How many have you sold for nail varnish?
-About five. Susie's struggling. She's only sold three
of the tanning lotions.
-Susie, last night you gave me a very strong phone call to push 60 products.
-This is really unfair.
-You came up with these optimistic numbers. You're in skincare. We trusted you, basically.
-This is so unfair, Zoe.
-No, it's not unfair. You've made your bed. You've got to lie in it.
-Try and get the sales.
-I gave you my advice and you took it.
-You've given Zoe advice
-and the advice is now wrong. You've got to take accountability.
-Why are you having a go at me?
This is not good for team morale.
Zoe, I AM in skincare. I sell it for a living.
-I know exactly what I'm doing. You told me to sell.
-Good luck. OK?
-How do you fancy a free massage?
-On Felicity's team, to lure customers upstairs, a new strategy.
What we've agreed is three minutes free for each of the ladies. Past that, it's £1 a minute.
I'll leave them in your capable hands.
-Right, I'll use the shell.
-Oh! It's warm, isn't it?
-Is that OK?
-Yeah, that's fine.
That's really nice.
-Good, isn't it?
-I've never had a massage from a woman before! It's different.
-Haven't you? From a bloke?
-It normally leads to something else!
-Does it? It won't do this time, I assure you!
An extra ten minutes is ten quid. An extra five minutes...
We could do a good deal to do both of you as well, OK?
Thanks very much.
-All right, then. Pop downstairs and get that pack.
-Thank you very much.
-Cheers. Lads, you both want a massage?
-How long are you having each?
-Then see what happens after that.
Right then, lads.
-Lie face down, take your top off.
-Four hands are better than two. I'll do one of the guys as well.
-Is that all right with you two?
- I want you. - Then I'm with him.
Feel the heat?
You'd need to be made of leather not to feel that.
Looks good, man.
All right, see you later. Bye!
-Have you been away anywhere this year?
-I went to Spain in July.
It's absolutely amazing. No orange.
The final push.
Gently rub that into your face with the mitt. Do it all over.
Come on! Do me a favour - £8. Right now.
-You look really brown now. Happy?
You've got nice hair. Have a free... Someone must want a free massage!
You just come in here. Take a seat.
- Just go up to the top there. - I'm doing Mira's hair here, so we can do it simultaneously.
This is stretching "better late than never" to its absolute extreme.
You're doing a good job of it.
The penny dropped and now the treatment area is not big enough!
-Can you feel the heat there?
-I can, yes.
Will it be enough? It's just possible, but my word, it'll be a close-run thing.
-That's just where I suffer.
-I nearly broke my neck when I was learning to water-ski.
When did you learn to water-ski?!
I hope you enjoy it.
-Trading is over.
-We've got 80 quid in leftover stock, so that'll be struck off our profits.
Tonight, back to London.
Tomorrow, the boardroom.
You can go through to the boardroom now.
- Good afternoon. - ALL: Good afternoon, Lord Sugar.
Well, you've done your beauty stuff and now you've got to deal with the beast side of things - me.
Yeah? This is my cup of tea, this is.
I'll go on record on this. If I wasn't in the electronics industry,
I'd be in the beauty business. Massive, massive margins.
-Zoe, you were the team leader.
-I made you the team leader.
You said you'd demonstrate what you can do. How was Zoe?
- She was good. - Yeah?
I sort of like the whole enthusiasm and morale that the PM can maybe give to boost the team.
I didn't recognise any of that, but it didn't matter. I was capable of selling by myself.
- How did you take to it? - It's selling, so I took to that quite well, I think.
But, obviously, it was quite unnatural. I didn't really know what I was talking about.
-You had an awkward start, I think.
- And? - And then I think it came good.
-I've not seen sales figures. From what I've heard, excellent.
Apart from that, Zoe, it's kind of fallen in your lap that you've got Susan there
who is in the beauty business. Job done, right?
-Initially, I thought all my birthdays had come at once.
On reflection, I regret a lot of the decisions made on Susan's advice.
She didn't seem to be aware of her own business with quantities.
We initially were advised by Susan to place an order for 60 products. I thought that was too high.
The reason why I said 60 was there were four sales people and eight hours.
I calculated two products per hour.
Your exact words were, "I can sell 60 on my own."
-Did you buy what she recommended?
-No, I said, "I really don't want you to spend more than £500."
Susan initially came back with a quote of £600 or £700. I said, "No way, it's not happening."
Then we compromised on 520, but I regret this decision.
-Did you have stuff over?
OK. Logic - how about Felicity as a team leader, then?
- She was good. - She's a good person manager.
-Let's get on to what you chose.
-Initially, we wanted the spray tan and the shell massage.
-And you lost the spray tan.
Looks like Vincent had one before you lost it.
-Anyway, you lost it.
-Yeah. They felt that there was a lack of enthusiasm from our team.
Let me help you. For them to know we wanted to sell their product, we needed to get up.
- Following the Susan approach? - I'm sure they did.
We are not girly girls compared to the girls over there. I knew they'd be excited. Susie's excitable.
- It was the key product we wanted. - We were just...
Look, look, OK. I don't want to get into details at the moment. It may be academic.
-Karren, just run me through the numbers on Venture.
-They spent £734.
And they made in sales
So they brought you in a profit of £203.01.
Well, it's a profit.
It's... It's a profit.
-Nick, give me the numbers on Team Logic.
Logic spent £924 - slightly more than Venture.
Sales were less. 677.
Bringing in a pig-ugly loss
A loss. No contest there, then.
Yeah, OK, Zoe.
Your team won.
Susan, you should know better than anyone else a profit margin of...
£203 on 734 quid, in cosmetics,
- is not that great. - Absolutely not.
You were lucky to not spend all that money or you'd also have a loss.
Anyway, a win's a win. This is interesting.
You need to put your dancing shoes on. I've lined up a couple of stars of Strictly Come Dancing.
Katya and Robin are going to train you to see if you can be dancers.
So have a good time and I'll see you on the next task.
Thank you, Lord Sugar.
Well, Jim, welcome to Team Titanic here.
Vincent and Tom, we really have to stop meeting like this. You're like a couple of stalkers.
- All I keep seeing is you two. - Tell me about it. It's a shambles.
OK, well, you go off and talk about your shambles and be back shortly
because one of you is going to be fired. OK? Off you go.
LATIN MUSIC PLAYS
Cha-cha-cha! And turn!
Two, three, start again! Step, step!
What a turn! Yes!
I was incredibly shocked.
Step, step! Cha-cha-cha!
But we understand it's business. There's no friends in this place.
I'm getting fed up of this place.
'I need to be Project Manager so I'm not in this situation again.'
I've delivered every time
and I don't feel it's anything to do with me that I keep being here.
We had four girls on our team, but not girly girls. That's what that girl would have liked.
I asked, "Have we read all the details?" because it's not just about the location.
-It's how many treatment rooms we have. You had it covered.
Where did "got it covered" come from? Yourself? The local experts? Did we definitely read...?
You're not an "expert" on Birmingham or an expert on any city.
TOM: I was told not to read that part of the dossier.
'I believe we're equally responsible for the failure of this task.'
Everyone said I did a good job and they were happy.
-Would you send them in, please?
-You can go through to the boardroom now.
Vincent, just before you left, you said this was a shambles.
Do you want to elaborate on that?
Well, we overspent and, em...we made a loss. That's the shambles of it.
-OK, I've got that. Thank you for that.
-I thought you were being more specific. That was generic.
Specifically, we were very keen on getting the spray tan to win this task.
You think that's a big loss? It was.
-To add insult to injury, that was most of their money.
Apart from that, you seem to have lost the plot on this task.
This was not about selling peripherals. It was treatments.
And you didn't do any treatments. Or hardly any at all.
-We didn't know they'd been neglected.
-We were so busy...
-You started at 11 o'clock.
-And from what I heard from Nick,
the first treatment wasn't actually implemented until 3.30!
-What the hell was going on for four hours?!
Did you go for a sleep? Isn't the first principle of any business to do a kind of a wake-up call?
You know, "How am I doing today? Have I sold anything today?
"Are we doing anything?"
-Did you wait till the end of the day? Where was your brain?
-After one hour, I was asked to come down.
Tom went down there, so we were thinking, "Great, now something will start shifting."
-I heard when you came down, you spent two minutes talking about treatments and began selling the product.
So you've come down after an hour. Ellie and Melody, two hours.
You're sitting up there. You're there for three hours.
When did it dawn upon you? Were you hiding up there?
-Not at all.
-Whatever goes wrong, can't blame us cos we were sent up there.
Nothing to do with us. We'll just wait and place the blame on everyone else.
Lord Sugar, the phone call was made after one hour.
Felicity chose Tom to come downstairs...
-You waited another two hours before something started shifting.
-I thought, "Enough is enough."
-I would have thought after another 15 minutes!
-We might have gone through all the day, had I not done that.
In this business I'll start with somebody, if you sit in the office for three hours and do nothing
-or three weeks or three months, I won't be a happy bunny.
-Can I just say something?
-We're missing a big point.
-A massive problem was we chose a location with brilliant footfall...
-Stop going on about the location.
But selling the treatments was difficult because they weren't being done anywhere near.
This is a bunch of business people I'm looking at, a bunch of potential partners of mine. Unbelievable.
Every single one of you should have said, "What is going on?
"What is going on here?!"
In my view,
there was no sales process implemented,
so nobody identified, when we sold a treatment, how it would process through to the treatment room.
-There was no strategy in place.
-Natasha, I think I actually disagree with you.
The strategy was that we would sell, for example, a hairpiece,
then tell them we could blow-dry their hair and put it in for them.
-So there was a strategy.
-Yes, but it was lastminute.com. There was no strategy...
-There's seven of you.
You could have, once you've found that fault, allocated one person to grab the person by the arm
and walk them to the treatment room. Why didn't you do that?
-I thought that was going to happen when Tom went down.
-When I found out that there was no treatment,
I went feeling like I was the cavalry. That's not blowing my trumpet.
-What do you claim to have done?
-I got two girls buying perfume and said, "Girls, massages, let's go in here."
You persuaded each of them to have a ten-minute massage for £7.
-That was £14 you hauled in so bravely on that exercise.
-You know why it was only 7?
Because you didn't sell any more.
Let's step back a moment here.
I've repeatedly stated here this task was all about providing treatments, yeah?
You spent £800 on the other stuff which has got low, low margin.
OK? Now, how did that come about? Who decided to spend nearly £800 on the other stuff?
We definitely ended up overspending on our products because as a team...
-Whose fault was that?
-As a team, all of us.
-What is all this "as a team"?
Us four as a team decided how much we wanted to spend on the shelves.
Well, as a team, one of you is leaving today.
You're the team leader. You are going to tell me
which one of these people that you feel is responsible for the failure of this task.
-The two people that I feel are responsible for the failure of this task is Ellie...
-Who did all the massages.
-Anyone could have done the massaging.
OK, I'm going to take in...
This is so hard.
-Just stick to me because I'm going for it.
-I am sticking to you. I'm worried about my second one.
I'm worried for my second one. As far as business goes, I do believe that you were not a team player
in this task or any other task I've worked with you in.
-The second person is where I'm really struggling and it's...
OK, come on.
I'm going to be decisive. The two people I'm going to be taking in are Ellie and, for not selling enough,
my next person will be Natasha.
I sold more... I sold more than Jim.
The job role that I gave you was to drive the sales.
-And also one point I'd like to make is...
-You can make all your points when you come back in this boardroom.
The rest of you, leave the boardroom now. Go back to the house.
I'll see you on the next task. You other three, I'll bring you back in later on. OK?
Thank you, Lord Sugar.
'Did you get her, this Felicity?'
Her problem is she will not take a decision on her own. She wants everybody to vote on it.
I still wonder what Ellie was doing, sitting up in that room for three hours?
And Natasha, she's a bloody good talker.
Let me tell you, keep a very close eye on Natasha because she comes in here, she talks the talk.
All of the things she says that she saw, she would have done differently... It's all talk.
-Could you send the three of them in, please?
-Yes, Lord Sugar.
Lord Sugar will see you now.
Right, well, I'll start off with you, Ellie.
-Do you have any idea what you're doing here?
-Yeah, I want to be your business partner.
-Yeah, I got that.
-What I'm doing in the boardroom, you mean?
-You want to be my business partner?
-In here, you say you've got two businesses that you run.
-One of your claims is that you manage up to 30 men out on site and all that type of thing.
What business person hangs around for three hours wondering what's going on?
We rang as soon as we could. We sent somebody down and he should have... I don't know why he's not here now.
He should have been driving business up to us. He knew what it was like.
He was supposed to be selling the 100% mark-up service that we were all supposed to be selling.
Nobody bothered. They sold hair products that were too expensive.
Felicity, in your pontification about who to bring in here, you were adamant about bringing her.
-Can you tell me why you were so adamant?
During the pitches, Ellie sat there. She showed no passion towards any products, including the fake tan.
I did, but you wouldn't let me get a word in edgeways. You wanted to lead every pitch.
-Did she not, Natasha?
-I do feel there were a few people essentially sidelined in this task.
-You were one.
-Stuck in a treatment room.
-And I was one.
-Give me an example.
-I suggested in the salon that we were buying too much product.
Why did we spend £500 on hair products that were too expensive and had a really small mark-up?
What was the reason for the expenditure on the stuff?
I tried to work out... We had four salespeople and with the hours that we had,
it would work out to sell per person three items an hour which I thought was achievable.
Lord Sugar, would you want to go into business with someone who can't do figures?
I can do figures. If I couldn't do figures... I've got two small businesses.
-You didn't understand the mark-up of the treatments.
-Why didn't you sell it?
If you understand that the task was to sell the treatments,
why did you rubber-stamp somebody putting a promotion together for free treatments?
The free treatments were almost a loss leader to sell products.
-Did you know about this freebie?
-Nothing until the first person was chaperoned up and they said
these two girls had a free massage, but they'll pay an extra few pounds if they want to.
They were students with no money just there for the freebie.
-They weren't just students.
-They were all students.
-I sent a lot of people up.
-They didn't come.
-You didn't chaperone them.
Why didn't you start chaperoning from the time I spoke to you at about half past 12?
-You were too focused on products.
-Natasha, you were on the shop floor.
-Why didn't you protest?
-I did protest.
-That's not true.
-What would be the first thing you'd do on a Monday morning
if you had a retail business?
-You start at nine o'clock. Would you not check at ten o'clock if you had taken any money?
-Why didn't you ask?
-I did on a number of occasions.
I said, "This is all very slow and we are not making enough sales. Where is the strategy?"
Whether you choose to listen to that or not is your decision.
Everyone in the team said I have been a good project manager and I've managed the people well.
-Was she a good project manager?
-I said it to be nice, but you weren't.
You're saying that because I brought you back in.
-Was she good?
-She had enthusiasm and motivation, but no strategy.
If any of you survive this, in future, if I ask if someone's a good project manager,
I'm not asking if they wear nice clothes. This is not a game
to sit there before the results come out, then change your mind.
-Who caused the failure of this task?
-They're just saying that...
-Felicity, who is responsible for the failure of this task?
-As I said, Ellie is.
-I was in the treatment area carrying out massages, sweating all day.
But you had someone there...
I'll give you one more chance to tell me.
Why are you so adamant about her being the reason for the failure of this task?
She gave no help throughout the pitches.
-She did not tell me that the people we sent up there did not arrive.
-I rang you after an hour.
-She failed to upsale on the massages that we sent to her.
-The free ones.
-Do you let me ever finish?
-The free ones. Go on.
She failed to do that and she spent more time moaning than anything else while working.
-Did I moan?
-You've moaned on every task I've worked with you on.
I've heard enough here. I've heard enough.
Felicity, all you've told me since you've been in this boardroom today
is that the team agreed this, the team agreed that and the team...
The person that I'm looking for to partner with me, there ain't no team.
That person is on their own, yeah?
Ellie, I can't get over the fact that you're sitting up in that room for three hours, right?
Anybody with passion and desire to want to succeed in this process,
if it was me, I'd be running down that floor
and shaking my colleagues round the neck, saying, "What is going on?"
And for that, Ellie... You know, I think it's a very serious issue.
Now, Natasha, I don't really believe that you caught on to the fact
that this thing was all about selling a treatment.
You've gone along with what you've heard me say in this boardroom.
I'm not looking for a receiver telling me what went wrong, but for someone that actually does something.
This was a disastrous task
and a lot of decisions weren't really made here.
For that reason, Felicity...
-Thank you for this opportunity.
Ellie, I'm giving you the benefit of the doubt here.
I don't know what you were doing up there for three hours, but I'm not going to labour the point.
You've got to come forward in future, OK? Off you go back to the house.
Thank you, Lord Sugar.
There's no way I could have started a business with her.
-Very pleasant girl. No leadership qualities.
-You saw how indecisive she was.
If you went into business with her, you'd have to make all the decisions.
As soon as I brought those two back in, they stabbed me in the back
and just said that I was a bad project manager
which is completely going against what they had just said minutes before.
I thought she was going to bring in Tom and I think that would have been a very different dynamic.
She would have been in a lot of trouble if she had, but I'm very surprised that she didn't.
-I hope Ellie's back.
-The only one Felicity was sure about was Ellie.
-Well done, babe.
She went to town on me big style. This is someone I class as a friend.
-She's going to feel real bad now.
-We didn't say bye to her.
-You didn't say goodbye to her?
You won't see anybody for real until you get in that boardroom.
This isn't a popularity contest. This is about business.
In the fight to become Lord Sugar's business partner,
12 candidates remain.
I want you to make and brand your own unique pet food.
Every dog has its day.
-It's really nice.
-We made a dog's dinner out of it!
-DOG GROWLS Ted, chill out, would you?
-This is a business task. It needs to be more professional.
-The respect works two ways.
-I've got the feeling that you're strategising. A message needs to go back. You're fired.
Subtitles by Subtext for Red Bee Media Ltd 2011
Email [email protected]
Lord Sugar gathers the candidates under the statue of Aphrodite at the British Museum, and reveals their next task: to set-up beauty treatment businesses in Birmingham. At the briefing, he re-balances the teams and personally appoints the project managers.
The British beauty industry is worth 14 billion pounds annually, with the best margins in hands-on treatments, so Lord Sugar demands both teams offer these and sell cosmetic products off the back of them. After a choice of professional treatments have been offered to the teams, followed by a short wrangle over total body spray tan, the teams choose two treatments each and get down to some hands-on training. But one of the boys feels that touchy-feely beauty challenges his masculinity, and could worry his girlfriend.
Under the watchful eye of Nick and Karren, the teams take their choices to Birmingham. One team goes for the city centre, while the other chooses an out-of-town mall. From now on it's a race to capture customers and get them into the treatment rooms. Products turn out to be easier to shift than getting the public to strip off, but in a desperate struggle to make money, juggling jobs and slashing prices puts profits at risk.
In the boardroom the battle to survive gets ugly, until Lord Sugar calls it to order and declares: "You're Fired!".