0:00:03 > 0:00:06This is not a job. I'm not looking for bloody salespeople,
0:00:06 > 0:00:10I'm looking for someone who's got a brain and can start a business with me.
0:00:10 > 0:00:17'Heading to London, 16 of Britain's entrepreneurial elite, keen to start a company.'
0:00:19 > 0:00:24I'm going to inject £250,000 into a business.
0:00:24 > 0:00:27Your business. And you're going to run it.
0:00:27 > 0:00:30'On offer, a 50/50 partnership
0:00:30 > 0:00:32'with the nation's toughest investor.'
0:00:32 > 0:00:37If you go sitting in the office for three hours and do nothing or three weeks or three months,
0:00:37 > 0:00:39I ain't going to be a very happy bunny.
0:00:39 > 0:00:42'Passionate about new money-spinning ventures,
0:00:42 > 0:00:46'Lord Sugar's on the hunt for a winning business partner.'
0:00:46 > 0:00:51If you see someone else that you think is superior to you, you might as well go home.
0:00:53 > 0:00:54- Yay!- We...
0:00:54 > 0:00:57'It's a deal worth fighting for.'
0:00:57 > 0:01:00- Absolute storm! - We might have just got thrashed.
0:01:00 > 0:01:05- '16 candidates.' - Are you not understanding? - I don't think you understand.
0:01:05 > 0:01:07I am not having that at all!
0:01:07 > 0:01:12- '12 tough weeks.' - I didn't even take a penny off!
0:01:12 > 0:01:15'One life-changing opportunity.'
0:01:15 > 0:01:20You're fired. You're fired. I don't think I could go into business with you. You're fired.
0:01:28 > 0:01:30'Previously on The Apprentice...'
0:01:30 > 0:01:36- You're going to set up your own junk removal business. - You've got the boys on board.
0:01:36 > 0:01:40'It was down and dirty, turning garbage into gold.'
0:01:40 > 0:01:44"We are collecting any type of metal."
0:01:44 > 0:01:47- I've got a barbecue here. We can't just take that, can we?- Not at all.
0:01:47 > 0:01:50'Team leader Helen weighed in early.'
0:01:50 > 0:01:55We could clear away the stainless steel and the timber and there would be no charge for that.
0:01:55 > 0:01:58'To win valuable commercial contracts.'
0:01:58 > 0:02:02- Push! - 'Leaving Zoe's team with scraps.'
0:02:02 > 0:02:05We've had the most horrific time, messed the entire lot up.
0:02:05 > 0:02:08- You give us £20... - And we take the copper. The lot.
0:02:08 > 0:02:13- 'But some heavy metal...' - Guys, we need to get a move on.
0:02:13 > 0:02:16- If we weigh your copper first... - '..put them back in business.'
0:02:17 > 0:02:21- 915 quid. - I think we are happy with that.
0:02:21 > 0:02:25- 'In the boardroom...' - £6 for a kilo of copper.
0:02:25 > 0:02:27'..Helen's team snatched a victory.'
0:02:27 > 0:02:32Tom, you've had your first win. Helen, you're like the lucky mascot.
0:02:32 > 0:02:38- 'Zoe came clean.' - I put myself forward, I put my neck on the line, I got it wrong. Sorry.
0:02:38 > 0:02:42- 'Before things got dirty.' - Either you made the appointment or you didn't.
0:02:42 > 0:02:46- I sealed the job. - But you didn't make the appointment.
0:02:46 > 0:02:49- 'But Edna dropped a clanger.' - I have a proven track record.
0:02:49 > 0:02:52I train chief executives how to be better at their jobs.
0:02:52 > 0:02:57- Do you need training? - No, I don't think so. - 'Finishing up on the scrap heap.'
0:02:57 > 0:03:02I just don't think that me and you are going to gel in business. Edna, you're fired.
0:03:02 > 0:03:04Thank you, Lord Sugar.
0:03:04 > 0:03:08'Edna became the seventh casualty of the boardroom.
0:03:09 > 0:03:16'Now nine remain to fight for the chance to become Lord Sugar's business partner.'
0:03:19 > 0:03:22PHONE RINGS
0:03:23 > 0:03:26'5:45am.'
0:03:26 > 0:03:28PHONE RINGS
0:03:31 > 0:03:37- Hello? - "Good morning. Lord Sugar would like you to meet him at 65 Fleet Street.
0:03:37 > 0:03:40- "The cars will leave in 30 minutes." - Thank you.
0:03:41 > 0:03:45Cars will leave in 30 minutes. We're going to 65 Fleet Street.
0:03:45 > 0:03:48Something to do with newspapers, then.
0:03:48 > 0:03:52- Media or newsagents or... - I have no idea.
0:03:52 > 0:03:56- Can you find out and get back to me in five minutes? - SHE LAUGHS
0:04:04 > 0:04:09'At the heart of Britain's newspaper industry until the mid-80s,
0:04:09 > 0:04:13'London's world-famous Fleet Street.'
0:04:29 > 0:04:32- Good morning. - ALL: Good morning, Lord Sugar.
0:04:32 > 0:04:38Well, this building was once owned by Rupert Murdoch's organisation.
0:04:38 > 0:04:41Roughly where you are standing, the printing presses
0:04:41 > 0:04:46used to churn out national newspapers every single day.
0:04:46 > 0:04:49Now the latest innovation in publishing
0:04:49 > 0:04:51is free premium magazines.
0:04:51 > 0:04:55In the trade, they're known as freemiums.
0:04:55 > 0:04:59And your task is to come up with a new freemium magazine
0:04:59 > 0:05:05and pre-sell the advertising space to some of the biggest media buyers in the country.
0:05:05 > 0:05:09The team that comes up with the highest amount of advertising revenue will win.
0:05:09 > 0:05:12The one that brings in the least will lose
0:05:12 > 0:05:15and in that team, one of you will be fired.
0:05:15 > 0:05:18OK, I'm going to tinker with the teams a little.
0:05:18 > 0:05:20Jim, you step over there to Venture.
0:05:22 > 0:05:25And you're going to be team leader, Jim.
0:05:25 > 0:05:28Leon, pop over there to Logic.
0:05:30 > 0:05:35And Natasha, no choice, you are team leader.
0:05:35 > 0:05:37OK, good luck, off you go.
0:05:43 > 0:05:46'Today, both teams must create free magazines.
0:05:48 > 0:05:50'Tomorrow, they'll pitch their publications
0:05:50 > 0:05:54'to Britain's three biggest buyers of advertising space.'
0:05:55 > 0:06:00- Just thinking what is going to appeal to the advertiser's target market.- Yeah.- Yeah.
0:06:00 > 0:06:04That's all. Forget about everybody else, however tempting it might be
0:06:04 > 0:06:08to create something well-rounded or something we would enjoy reading.
0:06:10 > 0:06:16'Base for both teams - free magazine publisher Shortlist Media.
0:06:16 > 0:06:23'In just four years, it's gone from zero to a £16 million turnover.
0:06:23 > 0:06:27- 'Its boss, Mike Soutar.' - Welcome to Shortlist Media.
0:06:27 > 0:06:32For you to create the next big hit launch in this marketplace,
0:06:32 > 0:06:36first of all, you're going to have to understand your readers and their needs.
0:06:36 > 0:06:40So this is all about understanding your consumer.
0:06:40 > 0:06:45Also, in magazines, deadlines are absolutely critical.
0:06:45 > 0:06:49Miss your deadlines and the printing presses will roll without you.
0:06:51 > 0:06:53'9am.
0:06:53 > 0:06:57'12 hours to the print deadline.'
0:06:57 > 0:07:02- I've never worked with you, Zoe. - I've never worked with you, Jim. - Look forward to it.
0:07:02 > 0:07:05I'm sure you're very good.
0:07:07 > 0:07:11The whole point is to get the most revenue from the advertisers.
0:07:11 > 0:07:14- Kwik-Fit, Diageo, Kellogg's, Nivea... - They'll pay top-end.
0:07:14 > 0:07:17'First job - find a target market.'
0:07:17 > 0:07:22I've worked in the baby industry before. It's a very lucrative market.
0:07:22 > 0:07:24Lads' mag. Any benefits?
0:07:24 > 0:07:27'Leading Team Logic, Natasha.'
0:07:27 > 0:07:29I feel comfortable with lads' mag. Yeah?
0:07:29 > 0:07:34- We've got two lads. I don't read lads' mags very often.- I do.
0:07:34 > 0:07:38Guys, I'm going to make a decision and I'm going to go for lads' mags, yeah?
0:07:38 > 0:07:40So let's get moving.
0:07:42 > 0:07:47- We're creating a lads' mag.- Lads' magazines are about lads, yeah?
0:07:47 > 0:07:50Any guy from 21 through to about 35.
0:07:50 > 0:07:53The kind of guy that's got a bit of cash in his pocket.
0:07:53 > 0:07:59They like to get credit cards, spend their money on fashion, travel, gadgets.
0:07:59 > 0:08:02Let's get in the zone, Melody. Let's become ladettes.
0:08:02 > 0:08:09- I'm trying my hardest. - Maybe we could feature in this. - OK, let me stop you right there.
0:08:09 > 0:08:14'On the other team, a more buttoned-up approach from project manager Jim.'
0:08:14 > 0:08:20- I'm aiming towards over-60s. - Yeah.- What do any of us know about being over 60?
0:08:20 > 0:08:24If we pitch an over-60s magazine, I don't know how seriously they'll take us.
0:08:24 > 0:08:28It's an opportunity to be classy rather than cheap. More intelligent.
0:08:28 > 0:08:31They have the biggest circulation figures, as well.
0:08:32 > 0:08:36People need leadership. Some people are happy to follow
0:08:36 > 0:08:38and they need to know what they're doing.
0:08:38 > 0:08:40There's health and there's fashion...
0:08:40 > 0:08:44I can take their hearts and minds. I'm good at making them do what I need them to do.
0:08:44 > 0:08:48I want people's genuine support. Who would you pick, Zoe?
0:08:48 > 0:08:52The over-60s will challenge us but I think we could put more effort in
0:08:52 > 0:08:55- and hopefully get more fruit out of that one.- OK. Glenn.
0:08:55 > 0:08:59- I think we could go with the over-60s.- Are you strongly opposed?
0:08:59 > 0:09:03- No, I'm not strongly opposed at all. - Grab a granny.
0:09:03 > 0:09:06Trying to nail anything on Jim
0:09:06 > 0:09:09is a bit like trying to nail a jelly to a wall.
0:09:09 > 0:09:12He never isolates himself
0:09:12 > 0:09:15to take his own decision. It's always with people around him.
0:09:15 > 0:09:21We need to think of a unique selling point for our lads' magazine. A USP.
0:09:22 > 0:09:25'Advertising buyers will want to see mock-ups,
0:09:25 > 0:09:30'a catchy title, pictures, headlines and dummy features.'
0:09:30 > 0:09:33I've never seen so many boobs in one mag.
0:09:33 > 0:09:36A lot of these mags have almost porn lines in the back.
0:09:36 > 0:09:42- Now, I don't...- If you're Mercedes Benz, you're not going to want to be associated with it as an advertiser.
0:09:42 > 0:09:47- Porn sells. - It would be quite difficult to create content with that tone.
0:09:47 > 0:09:51We could do an entrepreneurial side. A lot of people are starting businesses.
0:09:51 > 0:09:55Just more business-focused in general, not just entrepreneurs.
0:09:55 > 0:09:57Just for more professional lads.
0:09:57 > 0:10:00Does that translate into boring? I don't know.
0:10:03 > 0:10:05'11am.'
0:10:05 > 0:10:09It would be nice if you get a couple and you got them to do face-to-face shots and stuff.
0:10:09 > 0:10:15'While Jim and Zoe knock the layout into shape, Susan and Glenn head for a bowling club
0:10:15 > 0:10:18'to find out what older readers want.'
0:10:18 > 0:10:22- I can think of a million questions I want to ask them. - What's the first one?
0:10:22 > 0:10:26- Stuff like, "What do you guys do?" - Bowl.
0:10:35 > 0:10:38Hello! How many of you guys read magazines?
0:10:38 > 0:10:40My principal magazine is The Economist.
0:10:40 > 0:10:45- My principal magazine is Viz. - THEY LAUGH
0:10:45 > 0:10:49One basic problem. You're aiming a magazine at over-60s
0:10:49 > 0:10:54but over-60s who look at it don't feel that they're over 60.
0:10:54 > 0:11:00- Tell me what's good about getting old. I want holidays without kids. We can still ski.- Absolutely.
0:11:00 > 0:11:05What about something to aid you memory, like crosswords or little puzzles
0:11:05 > 0:11:08- to help your brains going?- No way.
0:11:08 > 0:11:11I don't want knitting patterns, either, thank you.
0:11:11 > 0:11:14The focus should be on fun and enjoyment.
0:11:14 > 0:11:18Humour. I don't know whether you guys take any notice of that,
0:11:18 > 0:11:21whether it's the difference between you picking it up or not.
0:11:23 > 0:11:27Just to quickly move onto the name of the actual magazine.
0:11:27 > 0:11:31- I'm just going to fire some at you. Free 60.- Keep going.
0:11:31 > 0:11:35- VitaLife.- Something I feed my cat.
0:11:35 > 0:11:37- Joy.- Hm.
0:11:37 > 0:11:40- First Lady.- Absolutely not!
0:11:40 > 0:11:42- Radiance.- Hm.
0:11:42 > 0:11:47- Eternal.- Oh, my God, they're all horrible.- They're all horrible! OK.
0:11:47 > 0:11:52- Any names of magazines that you do like?- You've got to hit the thing head-on, like The Oldies.
0:11:52 > 0:11:55- Zimmer. - THEY LAUGH
0:11:55 > 0:12:00- As long as it's a magazine title that you'd actually pick up. - THEY LAUGH
0:12:01 > 0:12:08'In Central London, tackling Natasha's lads' mag with a student rugby team, Tom and Helen.'
0:12:08 > 0:12:11What we're doing is, we're creating a traditional lads' magazine,
0:12:11 > 0:12:14but also have quite a lot of input in there about business.
0:12:14 > 0:12:19- Yeah.- Yeah, that's good. - I wouldn't in any way say that it was a lads' mag.
0:12:19 > 0:12:24- I wouldn't want to give it that sort of brand. - So altogether more tasteful.
0:12:24 > 0:12:29- Yeah.- But still girls in there, but maybe not so blatant.- Yeah.
0:12:29 > 0:12:33Would that be honest? You're not just saying that cos I'm a girl?
0:12:33 > 0:12:36Call it Boob-Free Business. THEY LAUGH
0:12:36 > 0:12:40What we're all saying is just raise the tone of the whole thing.
0:12:43 > 0:12:47They were quite keen on the business idea.
0:12:47 > 0:12:52Sort of, how to make money, how to set up in business. They liked that concept.
0:12:52 > 0:12:56- I think it would be a good read. - We can incorporate business.
0:12:56 > 0:13:00I still feel like our primary unique selling point is naked-free.
0:13:00 > 0:13:04The only problem with naked-free is that's what sells.
0:13:04 > 0:13:07But they wanted to "raise the tone" were their words.
0:13:07 > 0:13:12Is tasteful a strong enough USP to base our magazine around? I don't think it is.
0:13:12 > 0:13:15Helen, do you want to shoot your names at us?
0:13:15 > 0:13:17My name was Covered.
0:13:17 > 0:13:22It would be reflective of the content, wouldn't it? It'd be reflective of our USP.
0:13:22 > 0:13:25- OK, do you have an alternative, Tom? - I like Covered.
0:13:25 > 0:13:27- I know that's my name anyway. - I like Covered, too.
0:13:27 > 0:13:30- It's good. - Have you got it covered?- Covered.
0:13:31 > 0:13:34'Not covered, Jim's team.'
0:13:34 > 0:13:39OK, we ran through all the ideas we had for the name of the magazine and they hated every single one.
0:13:39 > 0:13:43They're all too cliche. We need to be satirical.
0:13:43 > 0:13:46Why don't we call it Coffin-Dodger?
0:13:46 > 0:13:48Pension Mention or something like that?
0:13:48 > 0:13:53- I don't think we should mention pensions.- The Old Boot or The Old Soak or The Old...
0:13:53 > 0:13:57- What's a term that you'd call an old person?- Old Boot?
0:13:57 > 0:14:00What about Golden Oldie? No?
0:14:00 > 0:14:02- For the young oldies. - For the young at heart.
0:14:02 > 0:14:05- For the young hearted. - For the young at heart.
0:14:05 > 0:14:08For the old-looking young-hearted.
0:14:08 > 0:14:11- I don't know.- I think for the young at heart.- Yeah.
0:14:11 > 0:14:15How about something to do with being hip? Be hip. Hip replacement.
0:14:17 > 0:14:21Zoe's thought of a good one. Hip Replacements.
0:14:21 > 0:14:23Yeah, Hip Replacement. I like that. Yes.
0:14:23 > 0:14:25We've found common ground there, yeah.
0:14:25 > 0:14:30- I'm just thinking, is that a bit of a sensitive topic? - No, I think it's...
0:14:30 > 0:14:35- All agreed on Hip Replacements say aye.- "Aye."- Was that an aye, Susie?
0:14:36 > 0:14:40No. But I'm happy to support it. No problem at all.
0:14:40 > 0:14:44'Hip Replacement fixed, next the text.'
0:14:44 > 0:14:49I think it's got to be 60 is the new 30, like...
0:14:51 > 0:14:55..get your arse out, get slimmed down, get active, get the fashion.
0:14:55 > 0:14:57You need to change your mental state first.
0:14:57 > 0:15:01Everyone thinks you die at 60. You need to change that.
0:15:01 > 0:15:03- No, you start at 60. - Life begins, yeah.
0:15:03 > 0:15:06Front cover. Covered here.
0:15:06 > 0:15:10'Laying out headlines to lure the lads, Leon.'
0:15:10 > 0:15:13And then the work would have...
0:15:13 > 0:15:17- How to make £1,000...- How to make a grand in a day.- Love it.
0:15:17 > 0:15:20This is a lads' mag. We haven't used innuendos.
0:15:20 > 0:15:25- How do you blow your load? It sounds a bit rude, but it's also laddy. - Like it!
0:15:25 > 0:15:29- How do you spend your cash?- What do you do for release? I like that.
0:15:34 > 0:15:37'With a picture deadline in two hours,
0:15:37 > 0:15:39'Tom and Helen line up ladies for their cover shoot.'
0:15:43 > 0:15:48When you're taking photos, we need to get a little bit appealing to lads.
0:15:48 > 0:15:53- OK.- And we were thinking that you could use Tom's suit jacket and Tom's glasses.
0:15:53 > 0:15:57Have her naked underneath. I'm thinking dirty secretary.
0:15:57 > 0:16:03Is it fitting into our target audience as we'd established from the focus group?
0:16:03 > 0:16:08Yeah, but one thing we need to bear in mind is our focus group was quite focused.
0:16:08 > 0:16:10OK? Stick to what we've got, OK?
0:16:10 > 0:16:13I've genuinely got no idea what I'm doing here.
0:16:13 > 0:16:17That's good. OK, thank you.
0:16:17 > 0:16:20You're thinking business and you're thinking surfing.
0:16:20 > 0:16:22Can we try with the working hard hat, as well?
0:16:25 > 0:16:29If I was PM on this task, it's not the avenue I would've gone down,
0:16:29 > 0:16:33but I have made my views clear. I thought it might look slightly tacky
0:16:33 > 0:16:36but I'm hoping they open it and it's what they want.
0:16:39 > 0:16:42Dear, oh, dear.
0:16:44 > 0:16:47I do wonder whether Logic have really understood
0:16:47 > 0:16:49the fact that this is a free magazine.
0:16:49 > 0:16:53They've seen the list of advertisers they have to pitch to.
0:16:53 > 0:16:58Are those the sort of people that want to stand right alongside somebody in a bikini?
0:16:58 > 0:17:01- Do you want me to...?- No, I'm fine.
0:17:01 > 0:17:04- Oh!- Oh!- Oh, God!
0:17:05 > 0:17:08- THEY LAUGH - Oh, brilliant!
0:17:10 > 0:17:15'3:30pm. Half an hour to the picture deadline.'
0:17:16 > 0:17:19Do something spontaneous, like "Whoa!"
0:17:19 > 0:17:23'Testing the stamina of her senior citizens, Susan.'
0:17:23 > 0:17:25Big smiles! Really, really happy!
0:17:25 > 0:17:28One, two, three, jump! Very happy! Fantastic!
0:17:28 > 0:17:34- I think we're wasting bloody time. - You guys are going on a really amazing holiday, riding somewhere.
0:17:34 > 0:17:39- OK. Yeah, very good. - Suze, do you want to direct? One of us can go through these photos.
0:17:39 > 0:17:41OK, so, lift her up! Lift her up!
0:17:41 > 0:17:46Very happy! Big smile, Simon! As though I just told a really funny joke.
0:17:46 > 0:17:50- No.- Brilliant. Ohh! Get a little bit closer, guys.
0:17:50 > 0:17:52Hm, no.
0:17:52 > 0:17:54Big smiles. Really, really happy.
0:17:54 > 0:17:56No.
0:17:56 > 0:18:00- A little bit more love.- No.
0:18:00 > 0:18:04- Big, happy smiles. Fantastic, guys. - Yes.
0:18:06 > 0:18:09- Are we done with all the shots? - I think we are, yeah.
0:18:09 > 0:18:11I have no idea what was good and what wasn't,
0:18:11 > 0:18:14so that was all Glenn's decision. I'll go by Glenn.
0:18:15 > 0:18:17'5pm.'
0:18:17 > 0:18:19- Hip Replacement.- I like this.
0:18:19 > 0:18:23- OK. No, I don't. - Right, turn it over.
0:18:24 > 0:18:28- I like this angle.- No, I don't.
0:18:28 > 0:18:31I think that's too teenage girl.
0:18:33 > 0:18:35I came up with the concept Hip Replacement
0:18:35 > 0:18:37and "out with the old, in with the new."
0:18:37 > 0:18:43It does worry me. There is a danger that we could stray off the concept and I'm very worried about that.
0:18:43 > 0:18:47- That's nice.- Do you like that, as well?- Yeah, I do like it.
0:18:47 > 0:18:50- What are you trying to do? - I'm making it a bit classier.
0:18:50 > 0:18:55Do you like that font? I just think you're taking all the irony out of it.
0:18:55 > 0:18:59- I was just playing with it, Zoe. - I don't like it, but if you want to change it...
0:18:59 > 0:19:01No, I'm just playing with it.
0:19:02 > 0:19:07'Out looking for lads, the editorial team from Covered.'
0:19:07 > 0:19:10- How do you blow your load? - How do you blow your load?
0:19:10 > 0:19:14- I'd rather not. - That's fine, you don't have to say.
0:19:14 > 0:19:20- Doing a feature on "How Do You Blow Your Load?" Do you want to say what you spend your money on?- Not really.
0:19:20 > 0:19:24- How do you blow your load? - I blow my load going to the cinema, going to the theatre.
0:19:24 > 0:19:29- How do you blow your load? - I am just very into fashion.
0:19:29 > 0:19:31Have you got your boxer shorts...?
0:19:31 > 0:19:34Are you ready? Perfect.
0:19:35 > 0:19:40'8pm. One hour to the print deadline.'
0:19:40 > 0:19:44I'll take a print-out of the contents page but I'll go over it again.
0:19:44 > 0:19:48One's called Pension Power. The second feature is Don't Forget The Kids.
0:19:48 > 0:19:52There's Taxing Stuff. That's basically money matters.
0:19:52 > 0:19:55And the two regulars that we've homed in on
0:19:55 > 0:19:58are It's Your Call and Love Technology.
0:19:58 > 0:20:03My concept is hip as in hip-hop, as is young, as if funky.
0:20:03 > 0:20:07Ensure to insure. E-N-sure to insure.
0:20:07 > 0:20:14He's produced a medicinal, health-feature magazine, which just looks idiotic.
0:20:14 > 0:20:19I think we're pretty happy with the one where she's pulling her underwear down. Love it. Good work.
0:20:19 > 0:20:21I never thought I would be excited about a lads' mag
0:20:21 > 0:20:25until I was involved in creating one and now I think it's brilliant.
0:20:27 > 0:20:30PHONE RINGS
0:20:30 > 0:20:33We just wondered if you had a contents page for us?
0:20:33 > 0:20:37We need to make this snappy, we're running out of time. How to make a grand in a day.
0:20:37 > 0:20:44Finance geek. How do you blow your load? Happy with that at this stage?
0:20:44 > 0:20:49Myself and Helen are uncomfortable with the "How to blow your load" label.
0:20:49 > 0:20:52- I've made a decision on that. - I just want to check.
0:20:52 > 0:20:55Are we pitching this as raising the tone of lads' magazines?
0:20:55 > 0:21:00Not particularly, no. Helen, this is not a conversation we need to have now
0:21:00 > 0:21:03- so I want to wrap it up, OK?- OK.
0:21:03 > 0:21:05Oh, dear, what a day.
0:21:05 > 0:21:07'9pm.
0:21:08 > 0:21:11'The print run has started.
0:21:11 > 0:21:16'Tomorrow the teams must pitch their magazine mock-ups to media buyers.'
0:21:16 > 0:21:21Good morning. I'm here to tell you about our new magazine called Hip Replacement.
0:21:21 > 0:21:25'And try to pre-sell as much advertising space as possible.'
0:21:25 > 0:21:29Hey! How you doing, guys? It's all going good.
0:21:29 > 0:21:35The key thing we want to establish, where are you at with the pitch and who's buzzing to deliver it?
0:21:37 > 0:21:43I deliver pitches literally as I'm there.
0:21:43 > 0:21:47Do you think that's appropriate in this situation?
0:21:47 > 0:21:51- Suzie, have you given pitches of a professional nature before?- Never.
0:21:51 > 0:21:56I was expecting to come in here and somebody to say, "I'm doing it, I feel so hyped about it"
0:21:56 > 0:21:59- and I haven't really got that. - I'd like to do it,
0:21:59 > 0:22:02but if you ask me who I think would hit the nail on the head, I'd say you.
0:22:02 > 0:22:05- I personally think you, Jim.- Zoe?
0:22:05 > 0:22:10- I think you. SHE LAUGHS - Do you think me?- Yep.- OK.
0:22:11 > 0:22:16I think I've got three people who are happy to follow. Maybe they think I have all the answers.
0:22:16 > 0:22:21But I'm putting my neck on the chopping block. There's no hiding from that fact.
0:22:21 > 0:22:27I'm going to do the pitches tomorrow, but I want you tomorrow morning buzzing about it, too, OK?
0:22:36 > 0:22:38'8am.'
0:22:40 > 0:22:46- Good morning! I'm the editor of Covered Magazine.- There you go. - Lovely. Thank you very much.
0:22:47 > 0:22:50- Wow!- Right, pass a couple around.
0:22:50 > 0:22:52- This is well good, guys!- Brilliant!
0:22:52 > 0:22:57- That's really very good. - Looks appealing, doesn't it?- Yeah!
0:22:57 > 0:23:01This is what it's all about. Oh, wow!
0:23:01 > 0:23:04- Wow!- Oh, my God!
0:23:04 > 0:23:06- Glenn, first impressions?- Love it.
0:23:06 > 0:23:11- I absolutely love it! - That's a fantastic reaction! - I absolutely love it.
0:23:12 > 0:23:18'Armed with a rate card, the teams have add space in 35 pages to sell.
0:23:18 > 0:23:22'Total potential value, £100,000.'
0:23:23 > 0:23:28The way I'm going to price this, it's going to be rate card price of £6,000
0:23:28 > 0:23:32and a reduced offer to £5,495.
0:23:33 > 0:23:38'Lord Sugar has arranged three media buyers for the teams to pitch to.
0:23:39 > 0:23:43'First up, mass-market buyer Carat.'
0:23:43 > 0:23:46Hi, guys. Thanks for giving us the opportunity to speak to you.
0:23:46 > 0:23:51We've got a really exciting new magazine that we've been working on. We've called it Covered.
0:23:51 > 0:23:53It's great looking at naked women,
0:23:53 > 0:23:59- but we thought it'd be nice if there was an approach to a business side of things.- Very busy marketplace.
0:23:59 > 0:24:02We think that this angle of work hard, play hard
0:24:02 > 0:24:06gives something that's really fascinating and very relevant for today.
0:24:06 > 0:24:10We've run a three-page feature and it's "How To Make £1,000 In A Day".
0:24:10 > 0:24:13We managed to make £1,000 in a day, so it's based on a true story.
0:24:13 > 0:24:19- Tell me about commercials. - Our rates are starting from £1,500 for a half-page
0:24:19 > 0:24:23and going up to £5,200 for the back cover.
0:24:23 > 0:24:26OK. So how negotiable is that?
0:24:26 > 0:24:30What I would say is that if you purchase the 35 pages,
0:24:30 > 0:24:37- we can include the back cover free. - So what's the total amount of money we're talking about for 35 pages?
0:24:37 > 0:24:39- £103,000.- £103,000.
0:24:39 > 0:24:44I think you're a bit off the mark if I owned the whole magazine with all our clients
0:24:44 > 0:24:50- but there's definitely a market, it's a tough market, but there is a gap in the market.- Thank you.
0:24:50 > 0:24:52- Thank you, guys.- Thank you.
0:24:52 > 0:24:56'After the pitches, media buyers will tell Lord Sugar
0:24:56 > 0:25:00- 'of any ad page space they'd like to buy.'- That was really good!
0:25:00 > 0:25:05- Jim. Pleased to meet you. - 'Next, something new for oldies.' - Hi, I'm Zoe.
0:25:05 > 0:25:10Gentlemen, firstly, thank you very much for giving us the opportunity to come in.
0:25:10 > 0:25:14I present to you Hip Replacement.
0:25:14 > 0:25:16- That's the title? - That's the title, correct.
0:25:17 > 0:25:22I don't like the title. I don't like the launch title at all.
0:25:22 > 0:25:25Imagine me going to see one of our clients, I'd be laughed out of the room.
0:25:25 > 0:25:30The demographic that we're targeting don't want to be patronised
0:25:30 > 0:25:34and they appreciate the irony of the fact that they are of an age.
0:25:34 > 0:25:38What I mean by the strapline is "Out with the old, in with the new".
0:25:38 > 0:25:42I like the concept, I just don't like the title. How much are you selling it to us for?
0:25:42 > 0:25:46- We're selling it to you based on the prices listed. - No negotiation on that?
0:25:46 > 0:25:50- They are our rate card prices. - You'll find this when you go to agencies.
0:25:50 > 0:25:55- We don't talk rate card. - It's a difficult proposition and I appreciate where you're coming from.
0:25:55 > 0:26:00To be fair across the market and give us a solid base, we're happy to exist with the rate card.
0:26:00 > 0:26:06We're not looking for fair. Remember that we're trying to support you with your launch magazine.
0:26:06 > 0:26:12- We really hope that your advertisers are interested in our concept. - Thank you. Good.
0:26:12 > 0:26:16Today is all about selling and negotiating.
0:26:16 > 0:26:18And he didn't negotiate at all, really.
0:26:18 > 0:26:21I'm worried we're being too greedy about the prices.
0:26:21 > 0:26:25They're buyers. They drive a hard bargain. They want a better price.
0:26:25 > 0:26:30- Let's not lose our shirt straight off the bat.- What if the other two advertising agencies
0:26:30 > 0:26:34aren't interested at all because of the price and we lose out on all three?
0:26:34 > 0:26:38- I'm happy to take the reins on that. - For me, we should really slash our pricing.
0:26:40 > 0:26:46'Next up, with a client spend of over a billion pounds a year, Mediacom.'
0:26:46 > 0:26:50I mean, I'm banking a lot on this one, so this one's got to be the creme de la creme.
0:26:51 > 0:26:57I'm deliberating, Leon, between me taking the pitch and you taking it.
0:26:57 > 0:27:01- I think we should stick with Leon. - I vote me.
0:27:01 > 0:27:05I thought you did well. It's a bit unfair to bring it up and say, "I might take it".
0:27:05 > 0:27:07Cos the thing is, we've got five minutes.
0:27:07 > 0:27:11What I'm saying is, all I want is for us to win. Yeah?
0:27:11 > 0:27:14So I'm uber, 100 percent taking the last one.
0:27:15 > 0:27:18- Afternoon. - My name's Natasha, I'm the editor.
0:27:18 > 0:27:22- Hello, I'm Claudine.- Hiya, I'm Leon. - This is Leon.- Nice to meet you.
0:27:22 > 0:27:26First of all, I think it's about time we uncovered our brand.
0:27:26 > 0:27:29It's actually called Covered.
0:27:29 > 0:27:32The USP is the work-hard, play-hard.
0:27:32 > 0:27:35We see it as a little bit of a gap in the market
0:27:35 > 0:27:37in regards to being able to combine both.
0:27:37 > 0:27:40In order to play hard, you've got to work hard.
0:27:40 > 0:27:46- Right, we're certainly going to talk about... - Start from the top.- Yeah, sure.
0:27:46 > 0:27:52We're going to talk about the money, which is the feature for the first launch. We're going to have, er...
0:27:52 > 0:27:56- Sorry.- Finance geek. - A finance geek. We've got "How do you spend your cash?"
0:27:56 > 0:28:01What I would say, Leon, is certainly we are a lads' magazine. Yeah?
0:28:01 > 0:28:04We don't want to hide from that. That's what we want to project.
0:28:04 > 0:28:08So do you work with an existing lads' magazine?
0:28:08 > 0:28:10- We work with all of them. - All of them. OK.
0:28:10 > 0:28:15Our spend in this market has massively gone down year on year.
0:28:15 > 0:28:19Would you suggest that the decline in the market is due to the economy?
0:28:19 > 0:28:26No, I think the decline in the market is down to people not understanding young guys as they are now.
0:28:26 > 0:28:29OK, which is more than a fair comment.
0:28:29 > 0:28:34- So do you think we've missed... The tone isn't quite what they'd be looking for?- Yeah.
0:28:34 > 0:28:39- That's a shame.- I'd really be looking at about £1,500 a page
0:28:39 > 0:28:42and that would have to be facing some relevant editorial.
0:28:42 > 0:28:48We need to be hitting a benchmark, really, of at least £2,000 per page.
0:28:48 > 0:28:52- That isn't going to happen. - If you're telling me no... - I'm telling you no.
0:28:52 > 0:28:54I will agree on £1,500 per page.
0:28:54 > 0:28:57- OK.- Fabulous.
0:28:59 > 0:29:03'After a painful first step, another try for Hip Replacement.'
0:29:04 > 0:29:09So our target market is the newly-retired, say, from 60 to 70.
0:29:09 > 0:29:14This demographic that we're most interested in is the intellectual and the educated.
0:29:14 > 0:29:18Little granny sitting in a rocking chair knitting, that stereotype has long gone.
0:29:18 > 0:29:21So basically, we're being a bit risky, a bit edgy,
0:29:21 > 0:29:25and it's a magazine for that demographic called Hip Replacement.
0:29:25 > 0:29:27And we wanted to be ironic.
0:29:27 > 0:29:31I kind of bought into it all the way up to there,
0:29:31 > 0:29:34but the name just gives it the whole stereotype back again.
0:29:34 > 0:29:40And I'm not necessarily sure that they would think that that's a play on words.
0:29:40 > 0:29:43- So maybe when I see some of the editorial...- Yes.
0:29:43 > 0:29:48We have an area called The Old Favourites, appreciating that you've got a phone network.
0:29:48 > 0:29:52Love Technology, Claudine. Beginner, intermediate and advanced.
0:29:52 > 0:29:56So the beginner wants to just be able to make calls.
0:29:56 > 0:30:00The intermediate might like to take pictures. The advanced might like to use it for email.
0:30:00 > 0:30:04It's a bit patronising. OK, there is a gap in this market
0:30:04 > 0:30:09so would you be willing to do a rate of around £2,000?
0:30:09 > 0:30:11- Yes.- OK.
0:30:11 > 0:30:16'£500 a page better than lads' mag Covered.'
0:30:18 > 0:30:22I'm wondering if we should take a softer approach.
0:30:22 > 0:30:25We're not going to change our magazine based on one pitch.
0:30:25 > 0:30:30Not change our magazine, but the way in which it's presented is important, I think.
0:30:30 > 0:30:34Is a soft approach basically an insurance approach where we have no conviction?
0:30:34 > 0:30:37We don't want to drop our pants before the end.
0:30:37 > 0:30:39- PHONE RINGS - Did you like my pitch or not?
0:30:39 > 0:30:42I think you stumbled a bit and it is what it is.
0:30:42 > 0:30:45Let's just hope you can do the full pitch without getting interrupted.
0:30:45 > 0:30:51- Hey? Sorry, say that again, Leon. - It was more of a joke. Yeah, I think you'll be fine.
0:30:53 > 0:30:58'Final pitch - Maxus, a boutique buyer with blue-chip clients.'
0:31:00 > 0:31:06- Hello there.- Hello.- Here we go. "Work hard, play hard" is our unique selling point.
0:31:06 > 0:31:13Let's face it, lots of guys like to get a bit of dollar in their pocket to impress the ladies. Yeah?
0:31:13 > 0:31:17So we feature in our lads' magazine, "How do you blow your load?"
0:31:17 > 0:31:20which translates into, "How do you spend your cash?"
0:31:20 > 0:31:24- Are you happy with that?- We embrace that we are a lads' magazine.
0:31:24 > 0:31:28- How do you think advertisers will feel about blow your load? - That phrase?
0:31:28 > 0:31:31I think it's a lads' magazine.
0:31:31 > 0:31:33I do feel like I've gone back to the 90s.
0:31:33 > 0:31:38That's what Loaded was doing in 1995 and I think men have grown up.
0:31:38 > 0:31:42You have straight away alienated probably 80 percent of our client base.
0:31:42 > 0:31:48We believe that the business aspect balances everything out.
0:31:48 > 0:31:53- Our advice would probably be, in the future, to tone that down.- Yeah.
0:31:54 > 0:31:58'Stepping up with Hip Replacement, Glenn.'
0:31:59 > 0:32:03Now, the reason we've picked the over-60s is because we feel
0:32:03 > 0:32:06that they are a massively untapped resource
0:32:06 > 0:32:08and we've come up with Hip Replacement
0:32:08 > 0:32:12with the tagline, "Out with the old and in with the new".
0:32:12 > 0:32:18We want to dispel this image. We want it out that the old are done and dusted.
0:32:18 > 0:32:21We want to say that they're in with the new, basically.
0:32:21 > 0:32:25- This is the front cover.- Could we give you some immediate feedback?
0:32:25 > 0:32:29My heart slightly sank, and I think John's jaw dropped.
0:32:29 > 0:32:34This does look like Viz have done a magazine for the over-60s.
0:32:34 > 0:32:39- You've got a picture of someone in a cardigan.- We're showing that... We're showing both sexes.
0:32:39 > 0:32:44We're trying to get through to people. We feel that, erm...
0:32:44 > 0:32:47..basically, the content is what sells it.
0:32:47 > 0:32:49That looks...pretty good.
0:32:49 > 0:32:51- You like this?- Yeah, I like that.
0:32:51 > 0:32:55We're taking the demographic who are, by their very nature, becoming more modern
0:32:55 > 0:32:58and we're keeping it modern and keeping it fresh.
0:32:58 > 0:33:01I'm interested in this. I think there is a gap in the market.
0:33:01 > 0:33:05If I went to my client and said the rate card's £5,000 for the inside front cover,
0:33:05 > 0:33:09we've getting 50 percent discount off that, it might be something I can sell.
0:33:09 > 0:33:14OK. 50 percent is bold in terms of what we were considering.
0:33:14 > 0:33:19A lot of launch magazines give their advertising for free to encourage other advertisers in.
0:33:19 > 0:33:23- I preferred when it was 50 percent as opposed to free. - That's your final offer.
0:33:23 > 0:33:25Everybody in agreement with that?
0:33:25 > 0:33:29OK, we'll take that back and talk to clients.
0:33:30 > 0:33:34We weren't on the back foot in the negotiation because he liked it.
0:33:34 > 0:33:37That kept us in a strong position.
0:33:37 > 0:33:41'Tomorrow, given away free in the boardroom,
0:33:41 > 0:33:43'the results.'
0:34:23 > 0:34:26You can go through to the boardroom now.
0:34:46 > 0:34:49- Good afternoon. - ALL: Good afternoon, Lord Sugar.
0:34:52 > 0:34:57Well, there's been a big shift in the market towards these free magazines.
0:34:57 > 0:35:01A very popular thing these days. The media has changed tremendously over the years
0:35:01 > 0:35:06and, of course, the main commercial aspect of that is the advertising revenue.
0:35:06 > 0:35:11Now, Natasha, I made you team leader. Natasha was a good team leader?
0:35:11 > 0:35:14- Yeah, very passionate. - She made a good editor.
0:35:14 > 0:35:17- Your team came up with this, right? - Covered, that's right.
0:35:17 > 0:35:22- Tell me about it.- We came up with the concept and the unique selling point
0:35:22 > 0:35:26of "work hard, play hard" for lads' magazines.
0:35:26 > 0:35:29- It's for the lads and finance. So it's... - The work hard, play hard balance.
0:35:29 > 0:35:33- Like the FT with a swimwear section in it?- Not exactly, no.
0:35:33 > 0:35:37It was trying to be business related, entrepreneur related, work related.
0:35:37 > 0:35:42- Who went to the focus group? - Myself and Tom.- What did you glean from the focus group?
0:35:42 > 0:35:44They were saying stop under-estimating us.
0:35:44 > 0:35:48They read lads' magazines but they're interested in careers...
0:35:48 > 0:35:51Don't be condescending, don't talk down to us.
0:35:51 > 0:35:54We are interested in finance and our careers.
0:35:54 > 0:35:58They told you, "Don't talk down to us," and you're coming up with the same old stuff.
0:35:58 > 0:36:04Bearing in mind your business model is all about being supported by advertising,
0:36:04 > 0:36:08tell me about who you think the potential advertisers are going to be in the book.
0:36:08 > 0:36:13We had the three agencies and a list of their clients. There was a lot of finance clients.
0:36:13 > 0:36:16You've got articles in here, "How to blow your load".
0:36:16 > 0:36:23- Who would be advertising next to that, then?- There's companies that alcohol, there's a strip club.
0:36:23 > 0:36:25Banks wouldn't go anywhere near that.
0:36:25 > 0:36:29Hindsight is a lovely thing. Helen and I pushed hard at one stage
0:36:29 > 0:36:35- to move away from the "blow your load", but we didn't push hard enough.- You did, to be fair.
0:36:35 > 0:36:39I think I was the one most strongly against the concept.
0:36:39 > 0:36:42I see one of the articles, "How to make £1,000 from rubbish".
0:36:42 > 0:36:46- Whose idea was it to include that? - That was my feature.
0:36:46 > 0:36:49Good. That is entrepreneurial spirit.
0:36:49 > 0:36:54You found out how to do it from the previous tasks and you decided to make a feature of it.
0:36:54 > 0:36:56I think that's quite smart.
0:36:56 > 0:36:59Jim, Venture.
0:36:59 > 0:37:03- Yes, Lord Sugar.- Do you feel you had a good team leader? - Yes.- Yeah, definitely.
0:37:04 > 0:37:09- Speak up.- OK. I said, "Let's go for over-60s". Zoe said, "Let's go for over-60s".
0:37:09 > 0:37:15Glenn says, "Over-60s" and Susan was sitting on the fence but then backed us on over-60s.
0:37:15 > 0:37:20It's a good market. Us over-60s, we are a huge market.
0:37:20 > 0:37:25- Mm-hm.- Lot of disposal income. I want to know, where did you get this name from?
0:37:25 > 0:37:28I somehow came up with this Hip Replacement,
0:37:28 > 0:37:31but this developed into a whole concept,
0:37:31 > 0:37:34as in replacing where hip is.
0:37:34 > 0:37:38- It's a play on words, isn't it? Meaning it's quite cool.- Exactly.
0:37:38 > 0:37:43- And it's also... - But unfortunately, in my opinion, it's kind of backfired here.
0:37:43 > 0:37:46Hip Replacement. I'm reading it exactly what it means.
0:37:46 > 0:37:53- I mean, you know... - We've got the tagline at the bottom, "Out with the old, in with the new".
0:37:53 > 0:37:58- That makes it worse, doesn't it? Out with the old hip and in with a new one!- It's satirical.
0:37:58 > 0:38:01It's like a do-it-yourself hip replacement.
0:38:01 > 0:38:06- The feedback...- They came up with some very tedious names, like Pension Mention.
0:38:06 > 0:38:11- Somebody, I can't remember who it was, came up with Coffin Dodgers. - Coffin Dodgers?
0:38:11 > 0:38:17- They said, "Really push the boundaries, really break the mould." - We felt it was risque and edgy
0:38:17 > 0:38:21and with a medical connotation that is applicable to that age group.
0:38:21 > 0:38:26All right. Look, you went and pitched your magazines to the professionals.
0:38:26 > 0:38:30So we're going to find out what they thought and where they'd put their money.
0:38:33 > 0:38:38So, I'm going to start off with Maxus.
0:38:38 > 0:38:40Karren, how did Logic do?
0:38:40 > 0:38:46They didn't really like it. Didn't like the "How to blow your load" angle but said they'd take £9,000.
0:38:46 > 0:38:519,000. And Maxus for Venture?
0:38:51 > 0:38:54More impressed. They would take £12,000.
0:38:56 > 0:38:59- Mediacom. - Again, they thought it was dated.
0:38:59 > 0:39:02They thought it was very stuck in the 1990s.
0:39:02 > 0:39:06They decided to take £7,500 worth of advertising.
0:39:06 > 0:39:10- Nick, on Mediacom? - Claudine at Mediacom was prepared to
0:39:10 > 0:39:15put her toe in the water to the tune of £16,850.
0:39:15 > 0:39:20Right. OK, so we've got 28 grand on the clock against 16.
0:39:20 > 0:39:23While I'm with you, Nick, Carat.
0:39:23 > 0:39:31- Carat loathed it and weren't prepared to buy anything. - Nothing?- Nothing.
0:39:33 > 0:39:35For Logic, Karren?
0:39:35 > 0:39:39Well, they liked it so much,
0:39:39 > 0:39:42they wanted to buy every page in the book
0:39:42 > 0:39:44and they offered £60,000 to do that.
0:39:46 > 0:39:49- For kind of an exclusive. - For an exclusive, yeah.
0:39:49 > 0:39:54That's a very, very good deal. Yeah. Now, I'm not sure about the front cover.
0:39:54 > 0:39:58Did you ever go to work looking like that, Karren, in your 20 years?
0:39:58 > 0:40:01- I can safely say no, I have never been to work looking like that.- No.
0:40:01 > 0:40:06Well, look, having battled it out in the world of publishing, I've got a treat for you.
0:40:06 > 0:40:12Something a bit unique. I'm going to send you into some gentlemanly sport.
0:40:12 > 0:40:17You're going to be trained by some British champions in the art of fencing.
0:40:18 > 0:40:23So have a good time and I'll see you on the next task, OK?
0:40:23 > 0:40:28- Thank you.- And I'll be looking forward to hearing who is the Errol Flynn amongst you.
0:40:36 > 0:40:41I'm surprised, to be honest, because I think you had the biggest market. Jim, take your team away.
0:40:41 > 0:40:44Go and have a chat about what went on.
0:40:44 > 0:40:48I'll see you back here shortly. One of you will be leaving today.
0:40:48 > 0:40:51OK? Off you go.
0:40:57 > 0:41:02En garde! Bravo! So two steps. One, two.
0:41:02 > 0:41:05Good. Two steps back. Very good.
0:41:24 > 0:41:27THEY LAUGH
0:41:27 > 0:41:30- APPLAUSE - Well done, girls, great effort.
0:41:30 > 0:41:32Guys, congratulations.
0:41:32 > 0:41:34We certainly haven't been given the booby prize
0:41:34 > 0:41:37but I think it was the boobies that made us win the treat,
0:41:37 > 0:41:41- so congratulations! - Well done!- Well done.
0:41:48 > 0:41:54Right, guys, we lost. Was there anything you would've changed, Glenn?
0:41:54 > 0:41:56Maybe that first pitch.
0:41:56 > 0:42:00They did say, "We could fill the 35 pages if you give us a cheap price"
0:42:00 > 0:42:02and it went straight over Jim's head.
0:42:02 > 0:42:06- If we'd gone in at bottom price... - We didn't get it cos he hated the name.
0:42:06 > 0:42:08We all endorsed the name. That's the reason why.
0:42:08 > 0:42:11Zoe thought of the name, OK?
0:42:11 > 0:42:13We backed it, but she thought of it.
0:42:13 > 0:42:17We tried to tap into a market that none of us knew anything about.
0:42:17 > 0:42:22I completely disagree. I don't think you can back out at this late stage and say, "The whole thing was wrong".
0:42:22 > 0:42:26I was the only one who opposed the name Hip Replacement.
0:42:26 > 0:42:29Everyone else seemed to be really gunning for that.
0:42:29 > 0:42:31I'm not backing out, I'm just trying...
0:42:31 > 0:42:34Every single view that I had, the entire team was opposed.
0:42:34 > 0:42:38We lost and it is what it is. We know what happens next.
0:42:43 > 0:42:46- PHONE RINGS - Hello?
0:42:46 > 0:42:49Yes, could you send the four of them in, please?
0:42:49 > 0:42:51Yes, Lord Sugar.
0:42:51 > 0:42:53Lord Sugar's ready for you now.
0:43:08 > 0:43:15OK, well, Jim, clearly something went wrong with the pitching to the advertising agencies.
0:43:15 > 0:43:20- Any thoughts? - Yeah, I do have thoughts. They made a point straight off the bat
0:43:20 > 0:43:24that their advertisers would not want to be in a magazine with that name.
0:43:24 > 0:43:26The name Hip Replacement is bad.
0:43:26 > 0:43:32- It is bad.- It's... - I'm disappointed that all four of you stuck to that title.
0:43:32 > 0:43:34I was the only person who disagreed with the name.
0:43:34 > 0:43:37- But you didn't...- I did. - I didn't hear...
0:43:37 > 0:43:42- Your voice must have been lost in translation.- I absolutely did. - I definitely did not hear. Did you?
0:43:42 > 0:43:47- She did say she wasn't agreed with it but there was no strength. - It's a whisper in the night.
0:43:47 > 0:43:52- Zoe, you started off with a concept of "60 is the new 30".- Yeah.
0:43:52 > 0:43:56- When I look at this, I don't see that being projected.- I don't, either.
0:43:56 > 0:44:00- Who didn't project it properly? - That's what I don't understand.
0:44:00 > 0:44:03I thought we came up with this "hip" which was the digital font
0:44:03 > 0:44:07and then I came back and it was Vanity Fair text
0:44:07 > 0:44:12- and I genuinely don't understand... - You were there. - Were you in front of the screen?
0:44:12 > 0:44:17- I was sat at the table behind. - I said when we put the digital font on, "That doesn't look right"
0:44:17 > 0:44:21and you agreed and I said, "We'll revert back to the text which was more legible" and you said OK.
0:44:21 > 0:44:26- No.- Jim, Jim. This must have come about by your direction.
0:44:26 > 0:44:33It's not exactly how it went, but yes, the finished cover has got more of my hand on it then anybody else's
0:44:33 > 0:44:39- but at all stages of that, Zoe contributed.- I personally wanted a different front cover.
0:44:39 > 0:44:43- That photo's awful. - This is pretty old-fashioned stuff.
0:44:43 > 0:44:46I gave a brief tighter than a duck's behind for the photo shoot.
0:44:46 > 0:44:52A young couple who were younger than their age. The only shot we could use was that shot.
0:44:52 > 0:44:55We gave you a selection of photos and that was your choice.
0:44:55 > 0:44:57And they were based on your brief.
0:44:57 > 0:45:02- If we give you what you want, you can't complain.- My brief was single shots, as well.
0:45:02 > 0:45:06I showed the piggyback shot with the title Hip Replacement.
0:45:06 > 0:45:10- A piggyback and Hip Replacement... - It's ironic. It probably would've done better.
0:45:10 > 0:45:14- Jim, what did you want to see? - I wanted people like that.
0:45:14 > 0:45:18People like that, but anything that could show a bit of action or activity.
0:45:18 > 0:45:22- And fun.- I said, "Show that they're having fun and doing things that aren't in their age group."
0:45:22 > 0:45:26- Did those photos not contain that? They did.- They didn't. I wish they did.
0:45:26 > 0:45:31- Susan.- We had bikes, we had boxing gloves, we had princess lifts.
0:45:31 > 0:45:34- They were there. - So many different types of scenes.
0:45:34 > 0:45:39I think you're missing the point. Some of the content in here is condescending to say the least.
0:45:39 > 0:45:43- Technology. You're a bit of a technologist.- And that's...
0:45:43 > 0:45:48Do you think us people who are 60 are so bleeding thick, we need to go, "How do make a phone call"?
0:45:48 > 0:45:52Are you taking the piss or what? I'm supposed to be 60 thinking I'm 30.
0:45:52 > 0:45:55But Lord Sugar, you're in the technology industry.
0:45:55 > 0:45:58- You'd probably... - I look at him as a classic example
0:45:58 > 0:46:01and even he has glided through technology.
0:46:01 > 0:46:05He'd be insulted if you said to him how to make a bloody phone call!
0:46:05 > 0:46:07You pitched to three different companies
0:46:07 > 0:46:11and I think, Jim, you did two of the pitches, and Glenn, you did one.
0:46:11 > 0:46:15Actually, this is the essence of the failure of this task.
0:46:15 > 0:46:18Two factors - contribution and cowardliness.
0:46:18 > 0:46:22Contribution - 60 percent, 25 percent, 10 percent, 5 percent.
0:46:22 > 0:46:26- Cowardliness...- Cowardliness, I'm... - Let me finish.
0:46:26 > 0:46:28"I'll pitch, but you'll be better, Jim."
0:46:28 > 0:46:32You had five hours to prepare a pitch, but I'll be much better.
0:46:32 > 0:46:34The next morning, I manned up and took it on.
0:46:34 > 0:46:37- Susie never stepped up at all. - Why didn't you do it, Susan?
0:46:37 > 0:46:42- I did actually put my hand forward. The reason... - You know what?- Don't even...
0:46:42 > 0:46:45- The reason...- Please, be true to yourself with your answers.- I will.
0:46:45 > 0:46:48It's unfair to say that I didn't contribute to the pitch.
0:46:48 > 0:46:52I'm going to make a valid point, because it looks as if we're all trying to shoot Bambi.
0:46:52 > 0:46:57- Which one is Bambi?- Susie is Bambi because of her lack of contribution
0:46:57 > 0:47:00- and her half-hearted nature. - That's unfair.
0:47:00 > 0:47:04- It's not unfair, Susie. I wish it were.- It was actually Bambi's mother that got shot.
0:47:04 > 0:47:08I did honestly put myself forward for the pitch.
0:47:08 > 0:47:12- Others are saying you didn't. - I did say it! Honestly!
0:47:12 > 0:47:19You did say it, but it was less than half-hearted, no disrespect. I felt if I didn't pitch all three...
0:47:19 > 0:47:24Before we get terribly carried away with the pitching side, Jim, you might be interested to know that
0:47:24 > 0:47:29one of the major media buying companies, the one that didn't give you any money, said you were,
0:47:29 > 0:47:34"Inflexible, not prepared to negotiate..."
0:47:34 > 0:47:37This is on the prices matter. I was going to bring that up.
0:47:37 > 0:47:39What discount did you offer them?
0:47:39 > 0:47:43- They weren't interested in taking... - They said to us...
0:47:43 > 0:47:47"What's your best price?" and we didn't offer any discount at all.
0:47:47 > 0:47:50- Yeah, nothing. - They did not like the title. OK?
0:47:50 > 0:47:53This is business acumen now.
0:47:53 > 0:47:58- The business talk in this industry is, "What's your discount from the rate card?"- Yes.
0:47:58 > 0:48:01Am I hearing correctly, that you didn't offer them anything?
0:48:01 > 0:48:05- We did offer...- Expected them to pay rate card for a brand new magazine?
0:48:05 > 0:48:08- We offered them discount if they... - Ten percent.
0:48:08 > 0:48:12One of the people you did get an order from, what did you give them by way of discount?
0:48:12 > 0:48:15- We gave them more aggressive discount.- Why?
0:48:15 > 0:48:17Because we were in a more informed position.
0:48:17 > 0:48:21In order words, the penny dropped that you'd made a cock up on your first pitch.
0:48:21 > 0:48:26- We...- Jim, who's responsible for the failure of the task out of this four? Who should go home today?
0:48:26 > 0:48:31I would happily bring all three back, but who's responsible for the failure of this task
0:48:31 > 0:48:37is the meek little mouse and that's Susan, followed closely by Glenn and not too far behind by Zoe.
0:48:37 > 0:48:41I was the project manager that they loved and I led them to defeat.
0:48:41 > 0:48:43It's not about love. Let's not get carried away.
0:48:43 > 0:48:48Love? You've been doing enough talking today that some of it is on my behalf, really.
0:48:48 > 0:48:50My question is, who are you bringing back with you?
0:48:50 > 0:48:54- I'm certainly bringing back Susie and Glenn.- OK.
0:48:54 > 0:48:58- Zoe, I'll see you on the next task, OK?- Thank you, Lord Sugar.
0:49:02 > 0:49:09OK, you three, step outside and I'll call you back in a bit. I want to talk to Karren and Nick.
0:49:14 > 0:49:17I tell you what, he can talk, that Jim, can't he?
0:49:17 > 0:49:21But the thing is, he always covers his arse.
0:49:21 > 0:49:23He never takes a unilateral decision.
0:49:23 > 0:49:27It's interesting Susan comes into the boardroom time and time again
0:49:27 > 0:49:31- with all these wonderful task-saving ideas...- And turns into a mouse.
0:49:31 > 0:49:33- This is the mousetrap.- Yeah.
0:49:34 > 0:49:40The thing about Glenn is, he always falls back to, "I've never done it before, this is my first time".
0:49:40 > 0:49:43To be honest, his pitch was very, very average.
0:49:43 > 0:49:47- PHONE RINGS - Lord Sugar will see you now.
0:50:01 > 0:50:06Right, Jim, you said in a rather derisory manner,
0:50:06 > 0:50:09referring to Susan as a mouse, is that right?
0:50:09 > 0:50:13- I didn't mean to be offensive. My point was... - It wasn't complimentary, was it?
0:50:13 > 0:50:17No, but it was to highlight her meek attitude.
0:50:17 > 0:50:20I think, during the tasks, I do try to voice myself,
0:50:20 > 0:50:26but I think I lack respect from the rest of my team members. But I actually have my own business
0:50:26 > 0:50:31and that is something that these two can't say. They've only ever worked for other people.
0:50:31 > 0:50:36- They've never taken the initiative to work for themselves. - Fair comment. The mouse that roared.
0:50:36 > 0:50:41- What have you got to say about that, Jim?- It was refreshing. It was interesting to hear the mouse roar.
0:50:41 > 0:50:46But there are some times where she whispers and maybe goes unheard
0:50:46 > 0:50:49and there are some times where she doesn't say things.
0:50:49 > 0:50:53- She says she does.- For example, I started the discussion about pricing
0:50:53 > 0:50:56and Susan said, "I brought up pricing". That's not true.
0:50:56 > 0:51:02Susan said, "Let's slash the price. We must slash the price."
0:51:02 > 0:51:06- She was at it all the time. - Thank you very much, Nick.
0:51:06 > 0:51:09Nick, what we're both saying is true.
0:51:09 > 0:51:12- Really?- In the third pitch, I brought up the topic of price
0:51:12 > 0:51:15and I said, "We need to have a discussion..."
0:51:15 > 0:51:20Susan's still pushing for greater percentage, "We've got to come away with something".
0:51:20 > 0:51:23- I actually said that, Nick.- Oh, God.
0:51:24 > 0:51:27- Glenn, it's your dream to be in business, right?- 100 percent.
0:51:27 > 0:51:30You described yourself as a barrow boy who done well.
0:51:30 > 0:51:36I've promoted live music, I'm a social secretary at a football club, they both turn money over.
0:51:36 > 0:51:39- So you're not a bit of a Del Boy, then?- I'm not a Del Boy.
0:51:39 > 0:51:44I thought you were one of those people who thought Fools And Horses was a business documentary.
0:51:44 > 0:51:47- I've reached a position which is reserved...- You're an engineer.- Yes.
0:51:47 > 0:51:52I have started ventures on my own and I have not failed in anything I've tried.
0:51:52 > 0:51:57The pitch that I went forward for where I've had no experience we pulled money away from.
0:51:57 > 0:52:01- I think that's pretty good for a first go.- I wonder, would Nick agree
0:52:01 > 0:52:06that when you were looking for your words, I stepped in, and come the negotiation, I led that.
0:52:06 > 0:52:10Because you're a control freak. You never let anyone finish a sentence.
0:52:10 > 0:52:17- Do you honestly believe that?- To be honest...- I heard a little "Mm" from Nick here when you said that.
0:52:17 > 0:52:20- Have you come across him as a bit of a control freak?- Yes.
0:52:20 > 0:52:27You are what I would call a passive aggressive. You charm people into going along with your ideas.
0:52:27 > 0:52:29I don't try to deceive anybody, Karren and Nick.
0:52:29 > 0:52:34I put myself out there. I don't think that these two punters to my left and right can say that.
0:52:34 > 0:52:37- I think they can.- I really don't...
0:52:37 > 0:52:41- You wouldn't let anyone. - I asked you to do the pitches.
0:52:41 > 0:52:44And, yes, we make mistakes, and I hold my hand up and say,
0:52:44 > 0:52:48"If I had more industry experience, I might have given more discount"
0:52:48 > 0:52:52- and I feel the noose tightening. - One could argue that is the biggest error.
0:52:52 > 0:52:56You said the noose is around your neck. You've got her in the mousetrap.
0:52:56 > 0:52:58It sounds like a bleeding Agatha Christie play.
0:52:58 > 0:53:03Who should get fired, then? I'm sure you're going to exclude yourself.
0:53:03 > 0:53:08Susie should be fired for obvious reasons. She's front of house and all style, no substance.
0:53:08 > 0:53:10All style, no substance.
0:53:10 > 0:53:16- Every single thing that you asked me to do on this task, I did to the best of my ability.- Pitch?
0:53:16 > 0:53:20- Do you think...- I asked you to pitch.- I didn't put myself forward as strongly as Glenn.
0:53:20 > 0:53:24I admit I lacked confidence and I should've put myself forward more.
0:53:24 > 0:53:28You lacked passion, enthusiasm, contribution, getting involved.
0:53:28 > 0:53:32I feel that every single thing I have done has been overlooked.
0:53:32 > 0:53:35- I don't...- You have tunnel vision.
0:53:35 > 0:53:39- You put blinkers on and ignored everyone else...- I want this.
0:53:39 > 0:53:42I want your investment more than anyone else in this room.
0:53:42 > 0:53:47- That's untrue.- That's untrue. - I've had my own business, I know what it is like to create something
0:53:47 > 0:53:52- that you've produced yourself. I am 21 and I have had...- Stop using your age. It doesn't make any difference.
0:53:52 > 0:53:57- We're all in this process together. - You didn't have the initiative to do what I've done.
0:53:57 > 0:54:00Where's your initiative in this process?
0:54:00 > 0:54:05She ain't doing too bad now. You beat her up before. She's got no support from you lot.
0:54:05 > 0:54:09But what sticks in my mind is finding yourself in this position all the time
0:54:09 > 0:54:15- where no-one's ever agreeing with what you're saying.- I honestly feel that they look at me and they think,
0:54:15 > 0:54:19"Young, naive, no experience, let's pick on her, let's get rid of her, she's an easy target."
0:54:19 > 0:54:26- That is how I feel.- I think that you're just marginally worse than Glenn, so I'm not picking on you.
0:54:26 > 0:54:29- I said... - ALAN CHUCKLES - That's ridiculous.
0:54:29 > 0:54:34- Hang on.- You are a different class, son.- You never make a decision without passing it out to everyone.
0:54:34 > 0:54:38You never just say, "That was my idea". You don't take responsibility.
0:54:38 > 0:54:41You want to go to someone who has natural business acumen.
0:54:41 > 0:54:47You don't know how to do business. With the agents, you didn't even think to discount the price.
0:54:47 > 0:54:50OK, look, I think I've had enough.
0:54:50 > 0:54:55Jim, I'm starting to think about whether I want to be in business with somebody
0:54:55 > 0:55:00who finds its difficult to admit that he's done something wrong.
0:55:00 > 0:55:04- You're great at deflecting questions away.- May I speak, Lord Sugar?
0:55:04 > 0:55:09No, I don't want any more speaking now. It's not once, it's several times
0:55:09 > 0:55:15that I've been told by Nick that you have, I suppose, this manipulative manner
0:55:15 > 0:55:18to get everybody on side and never make a decision on your own
0:55:18 > 0:55:22and anybody who goes into business with me has to make decisions on their own.
0:55:24 > 0:55:28Glenn, you said that you run some social club and all that type of thing.
0:55:28 > 0:55:32That's not real business. I've had a problem in the past few weeks
0:55:32 > 0:55:36grasping what your USP is, really.
0:55:39 > 0:55:43Susan, it's not an excuse, your age, yeah?
0:55:43 > 0:55:46Cos I was younger than you when I started my business.
0:55:46 > 0:55:49And no-one shoved me around, OK?
0:55:49 > 0:55:54You want to play in a big person's world, you have to become a big person.
0:56:01 > 0:56:05Susan, I may have heard it too many times and you may be too young.
0:56:06 > 0:56:12But I think that Glenn, I have never yet come across
0:56:12 > 0:56:16an engineer that can turn his hand to business.
0:56:16 > 0:56:19So, Glenn, you're fired.
0:56:19 > 0:56:22Thank you for the opportunity, Lord Sugar.
0:56:30 > 0:56:33Now, you can talk the hind legs off a donkey.
0:56:33 > 0:56:39- But what I've forgotten about bullshit you ain't even learnt yet. Do you understand me?- I do.
0:56:39 > 0:56:45So you know what I like. I saw a glimmer in you of some kind.
0:56:45 > 0:56:47Play to it, yeah? And Susan,
0:56:47 > 0:56:51it's what you've done in the past outside of this process that's left you here.
0:56:51 > 0:56:57- I understand.- Now you have to show me that you can actually do what you claim you've done.- I will.
0:56:57 > 0:57:00- Go back to the house. I'll see you on the next task.- Thank you.
0:57:02 > 0:57:04All the best.
0:57:07 > 0:57:11Glenn, I don't know, I didn't see much from him.
0:57:11 > 0:57:18I think you've given Susan an opportunity now to actually stamp her personality in this process.
0:57:18 > 0:57:21- If she doesn't do it, you're quite entitled...- And him, also.
0:57:32 > 0:57:36It's not the ending I wanted. He just doesn't want to work with an engineer.
0:57:36 > 0:57:38I honestly don't know why.
0:57:38 > 0:57:41I didn't fail at one thing.
0:57:41 > 0:57:45Obviously, I failed at impressing Lord Sugar, but, you know...
0:57:46 > 0:57:50Jim kind of went, "Lord Sugar, you're implying that it's arse-covering going on"
0:57:50 > 0:57:54and Lord Sugar was like, "Yeah, that's exactly what I'm implying."
0:57:54 > 0:57:56And Jim took exception to that.
0:57:57 > 0:57:59I think Jim has been fired.
0:58:01 > 0:58:03- I think Susie's probably gone. - Who knows?
0:58:03 > 0:58:07- Oh, God. - THEY CHEER
0:58:08 > 0:58:12Oh, my God!
0:58:12 > 0:58:16'In the fight for Lord Sugar's quarter-million-pound investment,
0:58:16 > 0:58:19'eight candidates remain. Next time...'
0:58:19 > 0:58:24- I hope you've got your passports cos we're off to Paris.- Oh, wow!
0:58:24 > 0:58:29- 'It's the fast track to France...' - Bonjour. Er...
0:58:29 > 0:58:30Er...
0:58:30 > 0:58:33'..with the best of British.'
0:58:36 > 0:58:38He said it's not nice.
0:58:38 > 0:58:41I've got Euro signs in my eyeballs now.
0:58:41 > 0:58:44'And for one, it's the guillotine.'
0:58:45 > 0:58:48You should've stuck with your guns because you're fired.
0:58:49 > 0:58:53Subtitles by Red Bee Media Ltd
0:58:53 > 0:58:57E-mail subtitling@bbc.co.uk
0:58:57 > 0:58:57.