0:00:02 > 0:00:05This is not a job. I'm not looking for bloody salespeople.
0:00:05 > 0:00:09I'm looking for someone who's got a brain to start a business with me.
0:00:09 > 0:00:17Heading to London, 16 of Britain's entrepreneurial elite, keen to start a company.
0:00:19 > 0:00:27I'm going to inject £250,000 into a business, your business, and you're going to run it.
0:00:27 > 0:00:32On offer, a 50/50 partnership with the nation's toughest investor.
0:00:32 > 0:00:38If you sit in the office for three hours and do nothing, I ain't going to be a very happy bunny.
0:00:38 > 0:00:45Passionate about new money-spinning ventures, Lord Sugar's on the hunt for a winning business partner.
0:00:45 > 0:00:51If you see someone else who you think is superior to you, you might as well go home.
0:00:53 > 0:00:57- Yay!- We're not... - It's a deal worth fighting for.
0:00:57 > 0:01:00- Come on.- This is heavy.
0:01:00 > 0:01:0216 candidates.
0:01:02 > 0:01:04- Are you not understanding?- No...
0:01:04 > 0:01:08- On and on and on. - 12 tough weeks.
0:01:08 > 0:01:11DOG GROWLS Ted, chill out.
0:01:11 > 0:01:15- One life-changing opportunity. - You're fired.
0:01:15 > 0:01:20You're fired. I don't think I could go into business with you. You're fired.
0:01:28 > 0:01:31Previously on The Apprentice.
0:01:31 > 0:01:33We're off to Paris.
0:01:33 > 0:01:37- The task - export British design... - This is really lame.
0:01:37 > 0:01:40- Very kind of British. - ..to the French.
0:01:44 > 0:01:51- Team leader for the first time... - It's all right.- ..Tom lost out on the car seat-cum-rucksack...
0:01:51 > 0:01:55- It's very, very comfortable. - ..to Susan's team...
0:01:55 > 0:01:59You'll be the first people to bring this to France.
0:01:59 > 0:02:01..boosting their sales.
0:02:01 > 0:02:04I've got euro signs on my eyeballs!
0:02:04 > 0:02:08- French speaker Melody... - Melody, enchante.
0:02:08 > 0:02:14- ..kept the lion's share of appointments...- Fine bone china. - This has great potential.
0:02:14 > 0:02:20- ..leaving Leon lost for words... - It's so impressive that you can speak and understand them back!
0:02:20 > 0:02:25- ..and her Project Manager without a sale.- Not for me.
0:02:25 > 0:02:27In the boardroom, a massacre.
0:02:27 > 0:02:35- Thanks to the fantastic pitch that Helen did, they've placed an order of 214,000 euros.- Wow.
0:02:35 > 0:02:39- That's a big one. - Melody outshone the boys.
0:02:39 > 0:02:43You've got some aggression about you cos you want to win.
0:02:43 > 0:02:48- Tom teetered.- No sales, Tom. - I had no sales, indeed.
0:02:48 > 0:02:55- But Leon got lost in translation... - All I've heard is you couldn't speak French. I don't know what you did.
0:02:55 > 0:02:59- Leon, you're fired. - Thanks for an amazing opportunity.
0:02:59 > 0:03:02..to become the ninth casualty.
0:03:02 > 0:03:07He said, "You've done a lot of high-profile things," and read out each award.
0:03:07 > 0:03:13Now seven remain to fight it out to become Lord Sugar's business partner.
0:03:19 > 0:03:21Sunday evening.
0:03:24 > 0:03:27All day it's been rest and relaxation.
0:03:46 > 0:03:49- Good evening, Lord Sugar.- Hello.
0:03:51 > 0:03:54Call the folks into the kitchen.
0:03:54 > 0:03:55Hello!
0:03:57 > 0:04:03- Lord Sugar's asked that you all come to the kitchen. He's in the kitchen. - Are you serious?- Yep.
0:04:03 > 0:04:06You're dressed for the occasion!
0:04:08 > 0:04:11Melody! Quick as you can, please.
0:04:19 > 0:04:23I hope you're enjoying your rest day, but business carries on.
0:04:23 > 0:04:26I'm here to tell you about your next task.
0:04:26 > 0:04:29I want you to create a new brand of biscuit.
0:04:29 > 0:04:34Not only the biscuit, but also the packaging, the presentation.
0:04:34 > 0:04:39And then you're going to pitch it to three supermarkets I've laid on.
0:04:39 > 0:04:47The biscuit market is very crowded and if they're going to order yours over the ones they've already got,
0:04:47 > 0:04:52yours need to be different, distinct. Something that stands out.
0:04:52 > 0:04:56I've laid on a development kitchen for you in Wales and later today
0:04:56 > 0:05:00part of your teams will go off down there.
0:05:00 > 0:05:03What I'm going to do is mix the teams up.
0:05:03 > 0:05:08Helen, you'll be in the team with Natasha and Jim - Venture.
0:05:08 > 0:05:11The rest of you are Team Logic.
0:05:11 > 0:05:16The team that wins will be the one with the most amount of orders.
0:05:16 > 0:05:20The team that loses, one of you will be fired.
0:05:20 > 0:05:22- Everything clear? - ALL: Yes.
0:05:22 > 0:05:26Good. Off you go. I'll see you in a few days' time in the boardroom.
0:05:28 > 0:05:33Both teams have two days to invent and launch a brand of biscuit,
0:05:33 > 0:05:35retailing at £1.99...
0:05:35 > 0:05:40- What we want to do, guys, is create something new, exciting...- Exactly.
0:05:40 > 0:05:44..then pitch it to three of Britain's supermarket giants.
0:05:48 > 0:05:50Yeah.
0:05:50 > 0:05:53First, the new teams need leaders.
0:05:53 > 0:06:00- I've got some experience in biscuits.- Quick to step up, food retailer Helen.
0:06:00 > 0:06:06I have run food outlets before that would sell bakery products, for example.
0:06:06 > 0:06:11- Is everybody happy with me to be Project Manager on this one?- Yeah.
0:06:11 > 0:06:14TOM: This is a great task.
0:06:14 > 0:06:21I really want to put myself forward as Project Manager. This is what I do, I put ingredients together
0:06:21 > 0:06:28- and then I...- Susie, you work in the cosmetics industry.- Yeah. But it's a similar concept.
0:06:28 > 0:06:34- You're putting different ingredients together.- I'm really interested. I work in the food industry.
0:06:34 > 0:06:39I pitch to these people. I've got our own factory and, with respect,
0:06:39 > 0:06:42your last pitch was pretty dodgy.
0:06:42 > 0:06:47That's really unfair, Zoe. Don't bring up old pitches.
0:06:47 > 0:06:51- How many votes for Susie? - I'd vote for myself, obviously.
0:06:51 > 0:06:53- I'd vote for me.- I'd vote for you.
0:06:53 > 0:06:57Congratulations, Project Manager. Commiserations, Susie.
0:06:57 > 0:07:02Zoe slapped down Susan a couple of times,
0:07:02 > 0:07:05like she was a yapping puppy.
0:07:05 > 0:07:08But Zoe was clearly the strongest candidate.
0:07:08 > 0:07:15To break into the billion-pound biscuit business, they'll need to think up something different.
0:07:15 > 0:07:22- I like the idea of a kids' biscuit that you can give them after school. - It's a massive area.
0:07:22 > 0:07:29Our scheme could be sharing with your loved ones. You do the weekly shop and want to surprise your partner...
0:07:29 > 0:07:34On Valentine's Day it could be a major thing. Heart-shaped.
0:07:34 > 0:07:38- But not too niche. We want it for the mass market.- I agree.
0:07:38 > 0:07:45With the biscuit laboratory in Swansea, they must decide who stays to create the packaging
0:07:45 > 0:07:47and who hits the road.
0:07:47 > 0:07:50I'll go to the development lab.
0:07:50 > 0:07:56But I think you should perhaps be where you declare the final brand, the logo, packaging.
0:07:56 > 0:08:00Branding is just as important. It needs to look good on the shelf.
0:08:00 > 0:08:04The best biscuit, if it has rubbish packaging, no one will pick it up.
0:08:04 > 0:08:10Yeah. I think the PM should be with the brand. If someone's neck is on the line, I'll do it.
0:08:10 > 0:08:16- So you two go to the development lab.- Yeah. - I strongly, strongly believe
0:08:16 > 0:08:20- that a good product sells itself. - Absolutely.
0:08:20 > 0:08:24I'm probably more happy working with Susie.
0:08:25 > 0:08:33- Charged with creating prototype biscuits, half of each team set off. - Right, Melody, let's go.
0:08:33 > 0:08:36Ahead, a three-hour drive.
0:08:38 > 0:08:45- We're looking at the after-school market. I thought of the name Munch Men.- That's quite good.
0:08:45 > 0:08:49- Mini Man. - I really like Mini Men.
0:08:49 > 0:08:53- Mini Munch Men!- Mini Munch Men. - Men that munch.
0:08:53 > 0:08:55It sounds a bit rude.
0:08:59 > 0:09:03I've done this. There's lots of different ones coming out here.
0:09:03 > 0:09:08The first one is an emergency biscuit called Emer-crunchy or something.
0:09:08 > 0:09:14To be eaten in an emergency. When there's an emergency, you buy this packet.
0:09:17 > 0:09:19- Right, guys. Bye!- Bye, Zoe.
0:09:19 > 0:09:25He's trying to think outside the box, but emergency sounds a bit lame.
0:09:31 > 0:09:336am.
0:09:35 > 0:09:37Swansea.
0:09:37 > 0:09:41Each team will work with a biscuit development boffin.
0:09:41 > 0:09:46- Hi.- Pleased to meet you.- Experts in the science of crunch and crumble,
0:09:46 > 0:09:50they'll help turn the teams' ideas into professional prototypes.
0:09:50 > 0:09:57We've got a list of ideas and we're trying to push the boundaries in creating something unique.
0:09:57 > 0:10:02You can see how delicate the flapjack is now, right?
0:10:02 > 0:10:03Nice.
0:10:05 > 0:10:09Experimenting with a biscuit for kids, Helen's head baker, Jim.
0:10:09 > 0:10:12I'll go with the small circles.
0:10:15 > 0:10:17Shake.
0:10:18 > 0:10:20How feasible is a biscuit for children?
0:10:20 > 0:10:23You can do anything. Never say never.
0:10:24 > 0:10:27This is this fizzy popping stuff.
0:10:30 > 0:10:36Have you got it yet? At the back of your throat? Isn't it weird?
0:10:36 > 0:10:40- So I can put any of those three bases through that for a star shape?- Yes.
0:10:40 > 0:10:46- In another part of the lab, Zoe's bakers.- This is butter crisp.
0:10:46 > 0:10:49- They have a very different texture. - Yeah.
0:10:49 > 0:10:54I'm going to make one with classic digestive.
0:10:55 > 0:10:59Still coming up with new ideas, inventor Tom.
0:10:59 > 0:11:05A biscuit within a biscuit. Digestive on the outside, a different biscuit in the middle.
0:11:07 > 0:11:12- Isn't this a bit complicated? - It's a very simple thing.
0:11:12 > 0:11:14'Yes, Tom's an inventor.'
0:11:14 > 0:11:17We keep saying that.
0:11:17 > 0:11:20'But we think in very different ways.'
0:11:20 > 0:11:27I think big, then work out details. He works out little details, then tries to fit a bigger picture.
0:11:29 > 0:11:32I'm going to do biscuits - the new popcorn.
0:11:36 > 0:11:43You can be snacking on it whilst watching TV or a movie. There's a gap in the market for that.
0:11:46 > 0:11:50In London, a later start.
0:11:50 > 0:11:56I'm feeling really confident. I've got a few ideas for biscuits that I'm hoping Zoe will like.
0:11:56 > 0:12:00When it comes to making biscuits, we'll be on roughly the same level.
0:12:00 > 0:12:07But on a personal level, she's one of the bitchiest and most backstabbing people I've ever met.
0:12:09 > 0:12:15While half their teams bake biscuits, the other half head off to brand them.
0:12:19 > 0:12:23OK, this is important. Let's look at the prices of these biscuits.
0:12:23 > 0:12:29£1.99 is actually quite expensive. This is quite a high-end biscuit that we're making.
0:12:29 > 0:12:32- What colour would jump out?- Pink.
0:12:32 > 0:12:36- I'm thinking pink and orange. - Purple is good.
0:12:37 > 0:12:41Back in Wales, crunch time for Jim's after school treats.
0:12:41 > 0:12:45- Hello, everybody. - With a panel of experts.
0:12:47 > 0:12:49Dig in, everybody.
0:12:49 > 0:12:51Go, go, go!
0:12:53 > 0:12:56BABY GURGLES Firstly...
0:12:56 > 0:12:59That's a good reaction!
0:13:00 > 0:13:05- What did you like?- The flapjack. - And yourself?- I liked the flapjack.
0:13:05 > 0:13:10- I didn't think the raisins went well with the cookie.- OK.
0:13:10 > 0:13:15If you got a star biscuit, is that a good thing to have or...?
0:13:15 > 0:13:16Yeah.
0:13:16 > 0:13:20You associate a star with what you get at school as a reward.
0:13:20 > 0:13:27- Do you still get stars at school? - Yeah.- You could put bright stars on the sides of the packets.
0:13:27 > 0:13:32- Like shooting stars that come out like 3D.- Shooting stars.
0:13:32 > 0:13:35I'll take credit for that one. LAUGHTER
0:13:35 > 0:13:38I'm only joking, I'm only joking.
0:13:38 > 0:13:41- Hi, guys. - Hi, Jim.
0:13:41 > 0:13:44The focus group love the flapjacks and the stars.
0:13:44 > 0:13:48In my mind, flapjacks stands out as the most unhealthy.
0:13:48 > 0:13:54- Was it really a massive, runaway success? They wanted flapjacks. - Yeah, a runaway success.
0:13:54 > 0:13:58OK, stick with the flapjack if that's the feedback you got.
0:13:58 > 0:14:02- And then Special Stars.- A universal sign.- That's our brand name.
0:14:02 > 0:14:07- We definitely need a slogan. - Any time is treat time.
0:14:07 > 0:14:14They're not dogs! "Any time is treat time," contradicts after school.
0:14:14 > 0:14:17Helen, you maybe have to make the call.
0:14:17 > 0:14:23- We'll go with that one. - I strongly disagree.- Unless you've come up with a great idea now.
0:14:23 > 0:14:29'Our strapline is a little bit contradictory. It's after school, but for any time.'
0:14:29 > 0:14:34Is it for after school or any time? Which one?
0:14:34 > 0:14:37I think it's a big risk sidelining someone in your team.
0:14:40 > 0:14:45Signed off and into production, Special Stars.
0:14:46 > 0:14:50Someone has to be bullish. Natasha's ideas weren't great.
0:14:50 > 0:14:55My ideas seemed to appeal to Helen. Maybe she thinks I'm a sharper cookie.
0:14:57 > 0:15:03I like Helen's personality. Probably because it's passive. Who doesn't like that?
0:15:07 > 0:15:12- It's looking perfect.- Thank you. - You needed the practice, mind.
0:15:13 > 0:15:15They're delicious.
0:15:15 > 0:15:23- On the other team...- Hello! - ..an assortment of concepts, but no idea whose is best.
0:15:23 > 0:15:29- These are the first biscuits that we've just made. - To help choose, some Swansea locals.
0:15:29 > 0:15:34We'd love your really honest thoughts on the design, on names.
0:15:34 > 0:15:38The first one is this concept of an emergency biscuit.
0:15:38 > 0:15:43Something's gone wrong and you need an emergency biscuit.
0:15:43 > 0:15:49You put the phone down and think, "I have to have sugar." You go and get out a biscuit.
0:15:50 > 0:15:54OK, lead balloon. Moving on... LAUGHTER
0:15:54 > 0:15:58Then we have two different types of biscuit inside each other.
0:15:58 > 0:16:03I think it's very good. You're looking for something different.
0:16:03 > 0:16:09Who votes for a two-in-one biscuit? OK, that's a much better reaction than I was expecting!
0:16:09 > 0:16:11Thank you very much.
0:16:11 > 0:16:15Now to showcase her ideas, Melody.
0:16:17 > 0:16:22What we also could do is using biscuits as the new popcorn,
0:16:22 > 0:16:25so something like this.
0:16:27 > 0:16:32- Do you have a name for it? - What do we think of popscuit?
0:16:32 > 0:16:33No?
0:16:35 > 0:16:37They've all gone to sleep, Melody.
0:16:38 > 0:16:43What we also could do is the heart and split the biscuit up like this.
0:16:43 > 0:16:50- Half would be coated with chocolate, the other plain.- It's good if you want to make up with the wife!
0:16:50 > 0:16:55- I think it's a very good concept. - So who votes for the heart biscuit?
0:16:56 > 0:16:57OK.
0:16:57 > 0:16:59Brilliant.
0:16:59 > 0:17:02Result - stalemate.
0:17:02 > 0:17:07Hello. We had a fantastic focus group and they said the hearts were good.
0:17:07 > 0:17:14I think the hearts are the worst thing to do. I'm sorry, Melody, but I'm going to eliminate that.
0:17:14 > 0:17:17We'd like a round biscuit to break and share.
0:17:17 > 0:17:24Sorry? They thought that the hearts were much better than any other shape.
0:17:24 > 0:17:28Melody is a nightmare to work with. She's come up with one idea
0:17:28 > 0:17:31and she's pushing it and pushing it.
0:17:31 > 0:17:35'I don't like the idea, Tom doesn't like it and Susie doesn't like it.'
0:17:35 > 0:17:40I can imagine in the focus group she'll have talked them to death
0:17:40 > 0:17:44until they held up a white flag and said, "Go with the bloody heart!"
0:17:44 > 0:17:46They didn't like any other shape.
0:17:46 > 0:17:49Melody, could you let Tom speak?
0:17:49 > 0:17:53They loved the concept of two biscuits that fit inside each other.
0:17:53 > 0:17:55I don't like that. I don't like it.
0:17:55 > 0:18:02- OK, Tom, can you just make them? - We're talking a round digestive biscuit
0:18:02 > 0:18:08- with buttercrisp in the middle. And then milk chocolate on one side. - Yeah, definitely.
0:18:08 > 0:18:11I don't like that. I don't like it.
0:18:11 > 0:18:14MELODY: Zoe, I don't like that idea.
0:18:17 > 0:18:232pm. Windsor. For both teams, a branding and packaging agency.
0:18:23 > 0:18:26- Helen. Nice to meet you.- Graham.
0:18:26 > 0:18:31It's a biscuit for children. The name is Special Stars
0:18:31 > 0:18:35and our slogan is, "Any time is treat time."
0:18:35 > 0:18:40And going around the lid, "Any time treat for after school".
0:18:40 > 0:18:44'The slogan, "Any time is treat time," is slightly contradicted'
0:18:44 > 0:18:51by "After school treat". "Any time is treat time," says eat whatever you like, when you like.
0:18:51 > 0:18:56They'll find that very difficult to explain to the supermarkets.
0:18:56 > 0:19:02The occasion is after school. One the bell's gone and time's out, it becomes any time.
0:19:02 > 0:19:08So our Special Stars take away the restriction of time, so...
0:19:08 > 0:19:11we open up time, if that makes sense.
0:19:11 > 0:19:13- Kind of.- Kind of, yeah?
0:19:16 > 0:19:173.30pm.
0:19:17 > 0:19:23On Zoe's team, a decision - Tom's biscuit in a biscuit.
0:19:28 > 0:19:31Oh! It's too sticky.
0:19:34 > 0:19:36Shit.
0:19:36 > 0:19:39What names have you come up with?
0:19:39 > 0:19:43- How about Biclets? - Biclets...? Bix...
0:19:44 > 0:19:45Bixfix.
0:19:45 > 0:19:48Stackbix?
0:19:48 > 0:19:50Bixdix?
0:19:50 > 0:19:52No...
0:19:53 > 0:19:55What about Bix Mix?
0:19:57 > 0:20:00Feel like we've just made burgers.
0:20:02 > 0:20:07We've kind of pulled two ideas together and have gone for
0:20:07 > 0:20:10a middle to lower market, not luxury.
0:20:10 > 0:20:12What we've got is pretty interesting.
0:20:19 > 0:20:24- Looking good. - Melody, what do you think of that?
0:20:24 > 0:20:29Yeah, I think it's good. I give you...Bix Mix.
0:20:29 > 0:20:31They look wonderful.
0:20:31 > 0:20:34Now Bix Mix needs a box.
0:20:35 > 0:20:40The price point is £1.99, so it is at the higher end.
0:20:40 > 0:20:44We're looking at quite luxurious colours like purples, golds.
0:20:44 > 0:20:48Maybe make the X into purple ribbons that cross-cross?
0:20:48 > 0:20:51- Yeah. - That's exactly what I'm thinking!
0:20:51 > 0:20:56- Designed to be snapped, halved and shared.- Right.
0:20:56 > 0:21:00- Designed to snap and share. Do you like that?- I do.
0:21:00 > 0:21:06Lord Sugar made it absolutely clear that this product should stand out on the shelf
0:21:06 > 0:21:12and I think it's got a few things going for it. Different texture, you snap it and then half of it
0:21:12 > 0:21:19is covered in chocolate. There's three different things. It could grow into a strong biccy.
0:21:19 > 0:21:23- Bix Mix - snap'n'share. - I like it.- I love it.
0:21:24 > 0:21:265pm.
0:21:26 > 0:21:31Beamed up from Wales, Special Stars, the first pictures.
0:21:34 > 0:21:40The chocolate's a lot thicker than I thought. I'd imagine they're sickly.
0:21:40 > 0:21:42I hope not. He's tested them.
0:21:42 > 0:21:45Very crumbly and messy, aren't they?
0:21:49 > 0:21:51Back to London.
0:21:52 > 0:21:56And a plan for tomorrow's pitch from Melody.
0:21:56 > 0:22:02I definitely, definitely think we should do role play. I think we'd be silly not to.
0:22:04 > 0:22:09Am I coming in from next door? No, we're sat next to each other.
0:22:09 > 0:22:13And we've got them. "Ooh, do you want a Bix Mix?"
0:22:16 > 0:22:20You are doing it so cliched. You have to do it more natural.
0:22:20 > 0:22:26- "Ooh, do you want a Bix Mix?" - And the end will be...mmmm! - OK, but not so cheesy.
0:22:31 > 0:22:37You and I, Tom, are going to be lovers tomorrow. You'd better get your act together.
0:22:37 > 0:22:39You and I, lovers!
0:22:43 > 0:22:459am.
0:22:50 > 0:22:53- Delivery for Logic.- Thank you.
0:22:54 > 0:22:58- Wow!- What do you guys think? What do you guys think?
0:22:58 > 0:23:03- That's really nice. - For Zoe's team, snap'n'share.
0:23:04 > 0:23:08Ah, beautifully! The proof's in the pudding, guys.
0:23:08 > 0:23:14- It's got the chocolate as well. - They're proper biscuits, aren't they?
0:23:14 > 0:23:18'I'm so happy with how it snapped'
0:23:18 > 0:23:22and also with the taste. It's nice, not too sweet. A proper biscuit.
0:23:24 > 0:23:26Mmm!
0:23:26 > 0:23:32- Have you made a decision as to what scenario it's aimed at?- Family, friends, loved ones, children.
0:23:32 > 0:23:38- That's the whole point of it. - Just in the beginning, really clearly say exactly what it is.
0:23:38 > 0:23:42And then go into all the details.
0:23:42 > 0:23:47For Helen's team, an any time treat for after school.
0:23:50 > 0:23:53- Mm, nice.- You like it?- Mm.
0:23:53 > 0:23:58Today the branded biscuits must be pitched to Britain's supermarket giants.
0:23:58 > 0:24:05I liked Melody's idea of when you start just give a quick one-liner of exactly what our biscuit is.
0:24:05 > 0:24:13- And when I ask Melody...- I couldn't give a shiny shit about Melody. - OK.- She's doing my head in.
0:24:15 > 0:24:20Family values are not just about a treat for academic achievement.
0:24:20 > 0:24:24- So we have the... This is crap. - No, it's fine.
0:24:26 > 0:24:32- First, a quick stop for a customer tasting.- Good morning. This is a customer announcement.
0:24:32 > 0:24:37I'm going to be sampling and demonstrating a new biscuit product
0:24:37 > 0:24:42so please come along and I look forward to seeing you very soon.
0:24:44 > 0:24:46- It looks really good.- Stunning.
0:24:46 > 0:24:53- Hello. Can we talk about Bix Mix? - OK.- The concept behind it is snap'n'share.
0:24:53 > 0:24:57Share between the two of you or your husband...
0:24:57 > 0:25:04Digestive on the outside and buttercrisp on the inside. Half is covered in milk chocolate.
0:25:05 > 0:25:08- It's a bit dry, that.- Yeah?
0:25:10 > 0:25:16Hello. Do you want to come over? I'm going to show you the new biscuits that we've made.
0:25:16 > 0:25:23I offered my services for pitching. However, Helen as Project Manager will be leading the pitch.
0:25:23 > 0:25:29I've come here today to sample our biscuit product, which is a very key part of the process.
0:25:29 > 0:25:35- Would you purchase them for the children?- Maybe as a treat, but they are a bit rich, I think.
0:25:35 > 0:25:40- Rich in flavour?- Yeah. And they're not exactly healthy.
0:25:41 > 0:25:45Britain's supermarkets dominate biscuit sales.
0:25:45 > 0:25:50Their buyers can make or break a new brand.
0:25:50 > 0:25:56Don't you think we should agree at who we're aiming at? You always have to aim at somebody.
0:25:56 > 0:26:02We've got kids, girls' night in, couples, families. I want it open for the mass market.
0:26:02 > 0:26:06Zoe's team's first pitch - Sainsbury's.
0:26:06 > 0:26:11Their buyers stock the shelves of 890 stores.
0:26:11 > 0:26:16- Oh, do you want to stick a movie on? - Hi, honey. Give me that. OK.
0:26:16 > 0:26:18What have we got on?
0:26:18 > 0:26:23- Oh, leave this on. I love this. - Oh, really?!- You like girly stuff.
0:26:23 > 0:26:29- As long as you have something decent to eat.- You know, I've been craving Bix Mix all day.
0:26:29 > 0:26:35- You know when you think about something all day and can't wait to eat it?- Bix Mix - brilliant.
0:26:35 > 0:26:39- I will share it with you. - Snap'n'share.- Go on. Perfect.
0:26:39 > 0:26:46- And because I love you, you can have the chocolate half. - I love the plain one.- Oh, OK.
0:26:46 > 0:26:51- Where was this manufactured? In heaven?- No, actually.
0:26:51 > 0:26:54This was manufactured by Logic here in the UK.
0:26:56 > 0:27:00'Tom and Melody started the pitch'
0:27:00 > 0:27:06with a little sort of playlet. The bemused look on the faces was something to witness.
0:27:06 > 0:27:09They looked puzzled and with good reason.
0:27:09 > 0:27:13Very, very odd way to carry on, really.
0:27:16 > 0:27:21We decided that we wanted a biscuit with the concept of sharing.
0:27:21 > 0:27:25You can share it with your loved ones, your friends, your family,
0:27:25 > 0:27:32share it between schoolchildren. If they take it in their lunchbox, they can share it with a friend.
0:27:32 > 0:27:38That's a lot of bases to cover and you've gone for a very feminine packaging.
0:27:38 > 0:27:42You need to be very clear who you're aiming at.
0:27:42 > 0:27:47- How do you feel that went? - They asked tougher questions.
0:27:47 > 0:27:51She's what I deal with daily. She's hard.
0:27:51 > 0:27:56Next pitch, Special Stars, led by food retailer Helen.
0:27:56 > 0:28:02We came up with a real gap in the market. This is an oatmeal-based flapjack biscuit
0:28:02 > 0:28:08with a chocolate star on the top and it's aimed at children for after school.
0:28:08 > 0:28:15- It's also applicable for an any time treat.- Lots of mothers would be turned off by "Any time is treat"
0:28:15 > 0:28:20because a treat is something that is special, a reward, not at any time.
0:28:20 > 0:28:26When the school bell rings it's an opportunity for the child to have their own time
0:28:26 > 0:28:31and for the treat time to be an any time treat.
0:28:31 > 0:28:37'Jim and Helen seem to be absolutely on the same wavelength, leaving Natasha very much on the end.'
0:28:37 > 0:28:43Every time she speaks, they have a "Here she goes again" attitude and I think she's feeling that.
0:28:45 > 0:28:51Unless somebody when answering has missed something absolutely vital, don't butt in.
0:28:51 > 0:28:55- If there's no room for improvement... - Just shut up.- That's it.
0:28:55 > 0:28:58Owned by the world's largest retailer,
0:28:58 > 0:29:03Asda sells 345 million packets of biscuits a year.
0:29:04 > 0:29:07It's next for Zoe's team.
0:29:07 > 0:29:12From any experience I do have, I would know they're going to ask who is your main market.
0:29:12 > 0:29:17It's who you're aiming for. If you don't know, they won't know.
0:29:18 > 0:29:24- I...- Let me say one thing really quickly. I strongly feel we should have a very clear target market.
0:29:24 > 0:29:30Let's say our product is targeted at "girls get together". Let's do what I said from the beginning.
0:29:30 > 0:29:34I said, "Let's have a clear target market," and some people said...
0:29:34 > 0:29:38Don't say you said that from the beginning. That's really naughty.
0:29:38 > 0:29:43- What I said was...- What you said from the beginning, you wanted heart-shaped biscuits.- Yes.
0:29:43 > 0:29:46So I am not having that at all.
0:29:46 > 0:29:51- What I don't appreciate... - What I'd like to do... - I'm asking whether it sells.
0:29:51 > 0:29:54- I've said nicely... - You haven't said anything nicely.
0:29:54 > 0:29:58- I don't want to have a full-blown argument.- Don't wind me up.
0:29:58 > 0:30:01You can't keep them waiting any more.
0:30:01 > 0:30:03- Hello.- Hello.
0:30:03 > 0:30:09Target market revised, now Bix Mix is for best female friends.
0:30:11 > 0:30:16I've been craving Bix Mix all day! You know when you think about something all day
0:30:16 > 0:30:22- and you can't wait to have it? - Definitely. What are these? - Do you want to snap and share?- Wow!
0:30:22 > 0:30:26- Snap and share, that's amazing! - Why do you get the chocolate?
0:30:26 > 0:30:28Because I'm special.
0:30:28 > 0:30:32Bix Mix is what we've come up with. We've used the concept of sharing
0:30:32 > 0:30:36between two ladies, as you can see from our girly tiff there.
0:30:36 > 0:30:39Girls can use this to share during their sleepovers,
0:30:39 > 0:30:43during nights in, during morning coffee breaks.
0:30:43 > 0:30:51Our products are... Recommended retail price at £1.99, so it'll be at the higher end of the biscuits.
0:30:51 > 0:30:56I'm just a bit confused cos I feel it's... You talk about it as an indulgent product.
0:30:56 > 0:31:02If I was sharing with my girlfriends, having digestives on a night in, I'd feel a bit cheated.
0:31:02 > 0:31:07We tried to go for a product that is the nation's favourite and you can snap it.
0:31:07 > 0:31:10No other biscuits in the market do this.
0:31:13 > 0:31:19- Zoe did sort of lash out at me in public and I didn't really appreciate that.- No.
0:31:19 > 0:31:24- You should remain dignified. - She's had a bit of a problem with you the whole time.
0:31:24 > 0:31:29I feel that we've been paired because she doesn't want to work with you.
0:31:31 > 0:31:35For Helen's team, upmarket supermarket Waitrose.
0:31:36 > 0:31:41- Good afternoon.- Hello.- We are Venture Biscuits. My name is Helen.
0:31:41 > 0:31:45We have a really special product, one that fits a gap in the market.
0:31:45 > 0:31:51Special Stars are what children are all about. Every child to their parent is a special star.
0:31:51 > 0:31:56Stars are synonymous with treats. They're used to this concept for school
0:31:56 > 0:31:59and to receiving it on charts in the home.
0:31:59 > 0:32:03Health and well-being is a really important message for Waitrose.
0:32:03 > 0:32:07In terms of percentages, it might be more chocolate than biscuit.
0:32:07 > 0:32:13Would you be confident to be so overtly marketing a kids' product that's very heavily sugar-based?
0:32:13 > 0:32:18We want a treat to be a treat. We don't need that much educating any more.
0:32:18 > 0:32:24If we want something really healthy for our children, we'll give them a banana or an apple.
0:32:26 > 0:32:28Next up...
0:32:29 > 0:32:31..Bix Mix.
0:32:31 > 0:32:37We looked for something new. We looked for something that can break the mould and push the boundaries.
0:32:37 > 0:32:43We've got the concept of sharing where we can snap the product and share on a girls' night in.
0:32:43 > 0:32:47The "snap and share" is a very interesting concept.
0:32:47 > 0:32:49What inspired you to come up with that?
0:32:49 > 0:32:56To snap it in half and have one half chocolate, one half not chocolate, it brings more variety. It's more fun.
0:32:56 > 0:33:01Given that list of ingredients and the high quality packaging and the pitch,
0:33:01 > 0:33:05the only bit I'm disappointed in is the biscuit.
0:33:05 > 0:33:06No?
0:33:09 > 0:33:126.30pm.
0:33:12 > 0:33:15For Special Stars, one last bite.
0:33:15 > 0:33:17Hello.
0:33:17 > 0:33:21Project manager Helen steps aside for experienced salesman Jim.
0:33:21 > 0:33:26We're here today to launch our fabulous new biscuit Special Stars.
0:33:26 > 0:33:30We want to be positioned with the mass market of biscuits,
0:33:30 > 0:33:34so we came up with dynamic packaging with the silver and the purple.
0:33:34 > 0:33:39If that were to launch on to Asda's shelves, how would you actually launch it?
0:33:39 > 0:33:45We envisage a very significant, mass market structured and strategic marketing approach.
0:33:45 > 0:33:50We have to do above and below the line marketing. There has to be TV advertising.
0:33:50 > 0:33:56We can get our product endorsed at an aspirational level with whatever's current with kids in terms of movies
0:33:56 > 0:34:01and integrating it with our brand. "Stars" lends itself to the likes of Harry Potter.
0:34:01 > 0:34:04And we'll be very unashamed about this.
0:34:04 > 0:34:10We want to encourage you, based on our strategy and on our product, to make a significant initial order.
0:34:12 > 0:34:14Go big or go home.
0:34:14 > 0:34:18'Jim needs to be really careful on all the claims that he's making.'
0:34:18 > 0:34:25"We can change the product, we can advertise on TV, re-package it, make the chocolate bigger, smaller."
0:34:25 > 0:34:28He's trying to be everything to everyone.
0:34:28 > 0:34:32Orders, if any, will be placed tonight.
0:34:35 > 0:34:38Tomorrow, they'll find out in the boardroom.
0:34:54 > 0:34:58From my point of view, Melody contributed least.
0:34:58 > 0:35:04I don't think she's very creative or very practical. I found it very hard to work with her on this task.
0:35:04 > 0:35:08- HELEN: - I have won eight out of eight tasks and on the Parisian task,
0:35:08 > 0:35:11I made £250,000,
0:35:11 > 0:35:14so I'm hoping I will win a ninth.
0:35:30 > 0:35:32You can go through to the boardroom now.
0:35:51 > 0:35:53Good afternoon.
0:35:53 > 0:35:55ALL: Good afternoon, Lord Sugar.
0:35:55 > 0:35:58Now, Logic...
0:35:59 > 0:36:02- This is yours here.- Bix Mix.
0:36:02 > 0:36:05Bix Mix and, um...
0:36:05 > 0:36:07- Team leader was?- I was, Lord Sugar.
0:36:07 > 0:36:12I'm in the food and drink industry and I pitch to major retailers,
0:36:12 > 0:36:16so I felt compelled to step up as project manager.
0:36:16 > 0:36:18Good team leader?
0:36:18 > 0:36:21I think it was... it was a tough one.
0:36:21 > 0:36:26Zoe has strengths as project manager, but I think her weaknesses let her down.
0:36:29 > 0:36:35- So tell me what happened. - I sent Melody and Tom to the manufacturing facility.
0:36:35 > 0:36:38Susie and I stayed to do the design.
0:36:38 > 0:36:44We had quite a big debate before we left to go to Swansea in terms of what the product's USP should be.
0:36:44 > 0:36:48- What is it?- We couldn't decide... - Describe it to me quickly.
0:36:48 > 0:36:52- The USP is "snap and share". - You might be interested to know
0:36:52 > 0:36:58that particularly the final supermarket said that the concept of sharing was smack on the target.
0:36:58 > 0:37:00- Really?- Yeah.
0:37:00 > 0:37:05Then you see the three supermarkets. Good pitches, do you think?
0:37:05 > 0:37:10Obviously, with my experience of buyers, it's how I personally would have expected it.
0:37:10 > 0:37:18- They were very tough on us.- I heard that you played out an imaginary television advertising campaign.
0:37:18 > 0:37:22It was sort of like a role play at the beginning to gain impact.
0:37:22 > 0:37:28- They must have called a bloke with a white coat for you.- It's a really effective technique, Lord Sugar.
0:37:28 > 0:37:31I'm maybe in a different time warp, but if I'd tried that out
0:37:31 > 0:37:35in front of the boss of Dixons, I'd have been thrown out.
0:37:35 > 0:37:39Right, Venture... Who was the team leader?
0:37:39 > 0:37:43I put myself forward quite quickly as project manager.
0:37:43 > 0:37:47- Cos you're in the bakery business? - I work for a bakery retailer.
0:37:47 > 0:37:53I'm not on the manufacturing or the marketing side, but I have knowledge of what would sell in the market.
0:37:53 > 0:37:59- Good team leader?- I've been with Helen when she's been a stronger team leader, but yeah, I was happy.
0:37:59 > 0:38:06- Whose idea was this star-shaped biscuit?- It was Jim's idea to use the actual star shape itself.
0:38:06 > 0:38:10We quickly came up with the after-school treats for children,
0:38:10 > 0:38:13so it would be a reward at school or at home.
0:38:13 > 0:38:16"Any time is treat time."
0:38:16 > 0:38:19That's... It's kind of contradictory, isn't it?
0:38:20 > 0:38:27- Good pitches to the supermarkets? - Mm-hm. I think they wanted us to be clear on our unique selling points.
0:38:27 > 0:38:30My pitch was clean and crisp and received well.
0:38:30 > 0:38:35I've had a bit of feedback from Karren that you got a bit carried away, Jim.
0:38:35 > 0:38:41Jim had an unlimited budget, nationwide television advertising, links with films and film stars.
0:38:41 > 0:38:47- I stand by that.- Jim, you get the BBIW Award, the Biggest Bullshitter In The World Award.
0:38:47 > 0:38:52Do you know what you're talking about - 20, 30 million pounds of promotion?
0:38:52 > 0:38:55Yeah, but we're pitching it with a bit of clout.
0:38:55 > 0:38:58I could go to any retailer and say to them,
0:38:58 > 0:39:03"I'll spend 20 million quid on TV and drive them into your shops." Anybody could do that.
0:39:03 > 0:39:09- It doesn't help the initial order, Lord Sugar.- It does. Excuse me, that's what it does do!
0:39:09 > 0:39:13Quite frankly, if you're prepared to spend millions and millions of pounds
0:39:13 > 0:39:18to drive customers into their stores, they'll buy anything.
0:39:19 > 0:39:23Let's see what went on. Have you got some details for me?
0:39:23 > 0:39:26- What about you, Nick?- Yeah.
0:39:32 > 0:39:35Bloody hell!
0:39:43 > 0:39:46Well, here's the surprise.
0:39:46 > 0:39:50Bix Mix, Zoe, three retailers,
0:39:50 > 0:39:53no orders at all, none at all.
0:39:57 > 0:40:00Amazing!
0:40:00 > 0:40:04But the biggest surprise is this. We are back in business here.
0:40:04 > 0:40:06We are back in business.
0:40:06 > 0:40:10Helen, you have got yourself an order for 800,000 units...
0:40:12 > 0:40:15..if we give exclusivity to Asda.
0:40:15 > 0:40:17We'll agree to that.
0:40:17 > 0:40:20That's very nice of you. It's unbelievable.
0:40:20 > 0:40:27I've never seen anything like that. That is a launch of a mega product. They must have loved this product.
0:40:27 > 0:40:31Very, very well done. So I've booked you a luxury country hotel
0:40:31 > 0:40:35where you can indulge yourself. Very, very well done.
0:40:35 > 0:40:38- Off you go.- Thank you very much.
0:40:39 > 0:40:41Helen, you haven't lost a task yet.
0:40:41 > 0:40:44I'm delighted!
0:40:44 > 0:40:46Well done, girls. Well done.
0:40:46 > 0:40:50No orders from any of the three retailers.
0:40:50 > 0:40:54There's something fundamentally wrong here.
0:40:54 > 0:40:59You need to go and work out what the real reason is yourself
0:40:59 > 0:41:03because at least one of you will be leaving this process today.
0:41:03 > 0:41:05OK? Off you go.
0:41:14 > 0:41:16- 800,000 units?- Yeah.
0:41:16 > 0:41:20- Unbelievable, unbelievable. - Versus zero on the other team?- Yeah.
0:41:20 > 0:41:26I felt good for all of us as it was a team effort, but it's good to know it was on the pitch I delivered.
0:41:26 > 0:41:29Yeah, it felt amazing.
0:41:29 > 0:41:36This was my best win. I think the others will be feeling absolutely devastated. I really feel for them.
0:41:36 > 0:41:38- Well done, guys.- Well done, girls.
0:41:38 > 0:41:40That takes the biscuit.
0:41:40 > 0:41:42- LAUGHTER - I got you!
0:41:52 > 0:41:56SIGHS LOUDLY It's... It's really disappointing.
0:41:57 > 0:42:03Zoe said that she does this day in, day out. She made it very clear that this is the business she's in,
0:42:03 > 0:42:09yet she failed to see that we need a target market and that the product should be in line with that.
0:42:09 > 0:42:14The product and the packaging, there was a disconnect.
0:42:14 > 0:42:18I'm sure that certain individuals will try and push the finger at me,
0:42:18 > 0:42:23saying Tom made the biscuit, but a couple of Melody's ideas bombed.
0:42:23 > 0:42:28Whilst the project manager didn't combine the whole thing, one member of the team shouldn't be here.
0:42:28 > 0:42:32Sharing wasn't the problem. That part was good.
0:42:32 > 0:42:34No, it was the actual biscuit.
0:42:34 > 0:42:38Ultimately, the product team are responsible.
0:42:38 > 0:42:44No matter how good your concept is, your packaging is, if the product's bad, it won't sell.
0:43:02 > 0:43:05PHONE RINGS
0:43:05 > 0:43:09- Hello?- Could you send the four of them in, please?- Yes, Lord Sugar.
0:43:09 > 0:43:12You can go through to the boardroom now.
0:43:23 > 0:43:26I've had a good debriefing here from Nick,
0:43:26 > 0:43:32in particular, the feedback from the three supermarkets, so I've got an understanding of what's gone wrong.
0:43:32 > 0:43:35Do you know what's gone wrong?
0:43:35 > 0:43:39The main thing that's gone wrong is the product. The quality wasn't premium.
0:43:39 > 0:43:45In the words of the retailer, "Love the pitch, love the brand, hate the product."
0:43:45 > 0:43:50- The quality of the biscuit was not good enough.- Nor did we have a clear target market.
0:43:50 > 0:43:52That was another issue.
0:43:52 > 0:43:57- If the product was wrong, whose fault was it?- That would be down to Tom and Melody.
0:43:57 > 0:44:04They should have figured out what basis to use in the biscuit to make it premium to match our packaging.
0:44:04 > 0:44:10If I'm honest, I didn't realise that I was supposed to be making a really exclusive, luxury product.
0:44:10 > 0:44:16If I had realised that, I wouldn't have selected "digestive" and gone forward.
0:44:16 > 0:44:21But the thing is, Zoe, if you're placing the blame on the factory,
0:44:21 > 0:44:24I want to know why you didn't go there.
0:44:24 > 0:44:30- You've got a factory. You've got production knowledge, production techniques for your day job.- Indeed.
0:44:30 > 0:44:36- Why didn't you go and do it? - I said I wish I could split myself in half because I believe...
0:44:36 > 0:44:41- You split the biscuit in half! - I believe the product is as important as the branding.
0:44:41 > 0:44:44- Whoa!- I said, "Can I put my faith in you?"- Whoa, whoa!
0:44:46 > 0:44:51At the end of the day, packaging, marketing, it's all superficial
0:44:51 > 0:44:55if what's in the box is a load of rubbish.
0:44:55 > 0:45:03So the most important thing to make sure is what you've got in the box represents great value for money.
0:45:03 > 0:45:07- Indeed.- Then all the glitz is added on afterwards.
0:45:07 > 0:45:10In hindsight, it was a mistake and I wish I'd gone.
0:45:10 > 0:45:14But I tried to go with my team, I put my case forward for going,
0:45:14 > 0:45:17but everyone assured me that this was the best solution.
0:45:17 > 0:45:23One of the biggest problems the first supermarket had was that when you break it open,
0:45:23 > 0:45:27you've always got to have somebody who likes that or likes this.
0:45:27 > 0:45:34The split should have been that way, so that when you broke it off, you had a bit of chocolate on each one.
0:45:34 > 0:45:38The concept to go for half chocolate and half not came from the fact
0:45:38 > 0:45:42that we merged about three different ideas together.
0:45:42 > 0:45:48I personally believe that I did a huge amount of the ideas and I'm not sure that Melody was quite there.
0:45:48 > 0:45:52- Excuse me?- In many respects... - You did a huge amount of the ideas?
0:45:52 > 0:45:56- Yes.- I had a whole concept built up. You came up with random names.
0:45:56 > 0:46:00Which scored zero when we went for it.
0:46:00 > 0:46:02It doesn't mean I didn't have ideas.
0:46:02 > 0:46:08Because you were so keen on one of your ideas, we created a biscuit that was only chocolate on one half.
0:46:08 > 0:46:13- You want to put that on me as well? - Had we completely created a chocolate biscuit,
0:46:13 > 0:46:19this prospect of someone getting the raw end of the stick may not have come up.
0:46:19 > 0:46:23The three supermarkets said the packaging was not very good.
0:46:23 > 0:46:29It didn't stand out on the shelves. There was no clarity as who you were trying to reach. What was the market?
0:46:29 > 0:46:35The concept was "snap and share", yet the packaging was very much "girls' night in" communication.
0:46:35 > 0:46:40- That was designed by these two? - Indeed. It didn't communicate the "snap and share",
0:46:40 > 0:46:46so on the second and third pitches, we had to change it to suggest "snap and share between women".
0:46:46 > 0:46:51- That was how the packaging described it.- You gleaned that at the first two pitches?- Indeed.
0:46:51 > 0:46:56I started off when I was pitching and I said it was a product that can be snapped and shared
0:46:56 > 0:47:00and it can be shared by all types of people.
0:47:00 > 0:47:03It was suitable for elderly, for children, for couples alike.
0:47:03 > 0:47:10But Tom and Melody had organised the role play. The communications expert Melody suggested that would be good.
0:47:10 > 0:47:14With all due respect, communication is a part of what I do. Absolutely.
0:47:14 > 0:47:20But the misdirection and unclarity as to what our target market is, that's not down to me.
0:47:20 > 0:47:26It was my strong suggestion and Tom's to say that we need to really choose a strong market.
0:47:26 > 0:47:31- That's when Zoe jumped in out of nowhere...- That's all very dramatic.
0:47:31 > 0:47:37- It was very dramatic. I'm not used to that behaviour in a public place where we're pitching.- Oh, please!
0:47:37 > 0:47:41- She was shouting her head off in the middle of Asda.- I wasn't.
0:47:41 > 0:47:44However, I feel that you disturbed the team a lot
0:47:44 > 0:47:50and when you've realised the ship's sinking, you're like, "I didn't want to be on that ship."
0:47:50 > 0:47:55- You've got a reputation for it, Melody.- No. I haven't worked with you since Week Three.
0:47:55 > 0:48:00Any reputation I have is because you've built your alliances. That's not my style.
0:48:00 > 0:48:03No, your style is to slate other members of the team.
0:48:03 > 0:48:07Lord Sugar, I can look you in the face and say that's an absolute lie.
0:48:07 > 0:48:10I do not lie. You can ask anyone in this process.
0:48:10 > 0:48:13- I am very honest.- Someone's lying. - Yes, Melody.
0:48:13 > 0:48:19- I would never do that.- I wouldn't worry because as you came back from the boardroom last time,
0:48:19 > 0:48:24- you said Lord Sugar had nothing but praise for you.- I didn't say that. - You're safe. I wouldn't worry(!)
0:48:24 > 0:48:30It's getting ridiculous. This is not to do about the business. This is to do about personalities.
0:48:30 > 0:48:35I can assure you I have no personal problems with Melody. However...
0:48:35 > 0:48:38- Really? You could have fooled me. - She was shouting her head off.
0:48:38 > 0:48:45- Have you got an agreement with her, Susan, that she's not bringing you in the boardroom today?- No.- No.
0:48:45 > 0:48:50- She's built her alliances. - I haven't built alliances. - I answer when I'm spoken to.
0:48:50 > 0:48:54I absolutely understand that our focus should have been more concise.
0:48:54 > 0:48:58I don't think Zoe communicated the concept across the entire task.
0:48:58 > 0:49:03I don't think we had a full-on focus with regards to our target market or our USP.
0:49:03 > 0:49:07But at the end of the day, it was all down to the product.
0:49:09 > 0:49:15Zoe, you'd better make sure you have very good reasons why you're bringing the people back in
0:49:15 > 0:49:20and it shouldn't be anything to do with personality or whatever else, so who is it?
0:49:20 > 0:49:24- Lord Sugar, there's no allegiances...- Who is it?
0:49:24 > 0:49:26Melody and Tom.
0:49:28 > 0:49:33Right, thank you. Susan, go back to the house. I'll see you on the next task.
0:49:33 > 0:49:37You three wait outside and I'll call you back in shortly.
0:49:42 > 0:49:48As far as Tom is concerned, he does know what he's talking about. That's the frustrating thing about Tom.
0:49:48 > 0:49:51I don't know why he can't get it over when he's in the task.
0:49:51 > 0:49:56Every week we hear, "I'm learning. Next time, it'll all be great."
0:49:56 > 0:49:59At some point, he's actually got to get it right.
0:50:01 > 0:50:04Zoe's been a strong project manager before.
0:50:04 > 0:50:10But in the drinks industry with her own factory, she should know better. The product's got to be good.
0:50:10 > 0:50:13Alan, she said as much. She said as much.
0:50:16 > 0:50:20As far as Melody is concerned, again she talks a lot of sense.
0:50:20 > 0:50:23But we have to watch her very carefully
0:50:23 > 0:50:28- because her interaction with some of the other candidates is not good.- No.
0:50:31 > 0:50:33Lord Sugar will see you now.
0:50:41 > 0:50:46Zoe, you've been in the final three three times. You've been the project manager three times.
0:50:46 > 0:50:49- You've lost as project manager twice. - Mm-hm.
0:50:49 > 0:50:54- Tom, you've been in here twice.- Once. This is my second.- Yeah.- Sorry.
0:50:54 > 0:50:59I'll give you the opportunity to tell me why I should let you remain in this process.
0:50:59 > 0:51:03On this task, I came up with a huge number of very powerful ideas
0:51:03 > 0:51:06and I'm a bit surprised as to why I'm here.
0:51:06 > 0:51:10It wasn't communicated that we were making a luxury product,
0:51:10 > 0:51:14so there is a disparity between the packaging and the biscuit.
0:51:14 > 0:51:17I think I'll classify you as The Hindsight Man.
0:51:17 > 0:51:23In this boardroom, you keep talking about all the things that should have happened,
0:51:23 > 0:51:26what we should have done and shouldn't have done.
0:51:26 > 0:51:31- It's like a broken record.- Indeed. I've learnt a great deal from this process.
0:51:31 > 0:51:38- This is not a learning process. This is an elimination process for me to find a business partner.- Absolutely.
0:51:38 > 0:51:41- This is not school.- I know. It...
0:51:41 > 0:51:48In that respect, I've learnt that I've got to be much more in tune and listen to my gut reactions.
0:51:48 > 0:51:52Lord Sugar, Tom said he didn't realise it was a premium product.
0:51:52 > 0:51:57I don't believe at this stage you should be learning how to know the price of biscuits.
0:51:57 > 0:52:03£1.99 is a premium product. We developed premium packaging to go with the premium product.
0:52:03 > 0:52:05But we were let down by the product.
0:52:05 > 0:52:09- Which you signed off.- I signed off the theory of the product.
0:52:09 > 0:52:13I had not tasted the cheap, horrible chocolate.
0:52:13 > 0:52:17And I didn't realise how thick the digestive ring was around it
0:52:17 > 0:52:21which gave it a really wheaty, common, horrible taste.
0:52:21 > 0:52:27You spotted it straight away when it came back? You said, "We're dead in the water here"?
0:52:27 > 0:52:33- There was no feedback about the product when it came back. - She said it was great.
0:52:33 > 0:52:38- I heard no mention of, "I hate this."- As soon as you saw it, you thought, "Oh, blimey"?
0:52:38 > 0:52:42Not as soon as I saw it. When I tasted it, I didn't enjoy it.
0:52:42 > 0:52:48I stressed so much the importance of a good product, but I couldn't control the product.
0:52:48 > 0:52:52- You could if you went down there as the manufacturer.- I know I could...
0:52:52 > 0:52:59- We didn't have the direction of the fact it's high luxury.- You didn't understand it was high luxury?
0:52:59 > 0:53:03- What part of £1.99...- RRP £1.99? - What part of that doesn't mean luxury to you?
0:53:03 > 0:53:09- I didn't realise that £1.99 meant high luxury.- If you don't know the price of biscuits...
0:53:09 > 0:53:13Lord Sugar, may I just say what I've contributed to this task?
0:53:13 > 0:53:19Firstly, the concept of sharing. Secondly, I came up with quite daring concepts.
0:53:19 > 0:53:26What were the daring concepts? You came up with the sharing which was the first concept we all went with.
0:53:26 > 0:53:31- Can I just finish?- Yeah, go on. - Sharing we went with, absolutely. - What were the daring ones?
0:53:31 > 0:53:37- Making biscuit the new popcorn.- Which was voted down by every single person in the room that we spoke to.
0:53:37 > 0:53:39Yes, by the ten people in Swansea.
0:53:39 > 0:53:44They said they'd want a sour, a savoury version, so it was very daring,
0:53:44 > 0:53:51- but it was completely unpopular. No-one liked it.- Yes, ten people out of 60 million people in the UK.
0:53:51 > 0:53:58And the final thing was before Tom, before anybody, I said we need to agree on a clear target market.
0:53:58 > 0:54:00Who should go on this task, Melody?
0:54:00 > 0:54:06I feel that Zoe should go because we went in there with no clear target market.
0:54:06 > 0:54:09We went in there with disparity between the product and packaging.
0:54:09 > 0:54:15- Who are you saying is responsible? - The fact that there was disparity between the two...
0:54:15 > 0:54:18- Tom, be decisive. Who should go? - The project manager, Zoe.
0:54:18 > 0:54:23It's a scapegoat. Why are you just choosing the project manager? Your product was awful.
0:54:23 > 0:54:26Out of these two then, who should go?
0:54:26 > 0:54:32I don't know. Melody was incredibly disruptive, but if Tom decided on the digestive, then Tom should go.
0:54:40 > 0:54:47Tom, I've got over the stage now that you're a charming man, nice man, polite man and all that stuff,
0:54:47 > 0:54:51but I don't see you asserting your authority if you have any at all
0:54:51 > 0:54:57- because you seem to always be talking about what we should have done and what we could have done.- Right.
0:54:57 > 0:55:00And that is no good to me at all.
0:55:00 > 0:55:02Yeah?
0:55:05 > 0:55:10Melody, I'm thinking about this business partner that I'm going to be in with.
0:55:10 > 0:55:15I've got lots of concerns. There's too many arguments amongst your colleagues.
0:55:15 > 0:55:18And you seem to be always saying that nothing's your fault.
0:55:21 > 0:55:25Zoe, you are a good contender in the sense that you have a business,
0:55:25 > 0:55:30you manufacture something and you've brought it to market already.
0:55:30 > 0:55:34- Yeah?- Yes.- But as team leader, you should have been in the factory.
0:55:41 > 0:55:42Tom...
0:55:44 > 0:55:47It's regretful that...
0:55:48 > 0:55:50I can give so much, Lord Sugar.
0:55:50 > 0:55:56I don't want to hear any more from you. It's regretful that I haven't seen much from you.
0:55:58 > 0:56:02And this has fallen down on the product.
0:56:05 > 0:56:09But Zoe, I'm looking for someone to come into business with
0:56:09 > 0:56:13and someone who can't actually perform in the business that they're in
0:56:13 > 0:56:17is not going to be able to perform with me.
0:56:17 > 0:56:19Zoe, you're fired.
0:56:19 > 0:56:20Thank you.
0:56:23 > 0:56:25Thank you.
0:56:30 > 0:56:34I am flexing my muscles because somebody
0:56:34 > 0:56:39- who is supposed to be expert in a subject has failed. Do you get it?- Yes, Lord Sugar.
0:56:39 > 0:56:45- Do you get it?- Yes.- Good. Go back to the house and I'll see you on the next task.- Thank you.
0:57:07 > 0:57:13The product wasn't good enough. If I could go back and change it, I'd go back and I'd be in the factory.
0:57:13 > 0:57:18But I was swayed by them. I went against my gut instinct. I shouldn't have done.
0:57:18 > 0:57:21The right person definitely went.
0:57:21 > 0:57:26That sort of behaviour is childish, it's personal, it's unnecessary.
0:57:26 > 0:57:32I don't rate that sort of behaviour and I certainly wouldn't want that to be a reflection on my business.
0:57:35 > 0:57:37All three have a reason to be fired.
0:57:39 > 0:57:41Hello.
0:57:41 > 0:57:44- Welcome back.- Good to see you.
0:57:44 > 0:57:46Well done - Special Stars!
0:57:47 > 0:57:52In the fight for Lord Sugar's quarter million pound investment,
0:57:52 > 0:57:54six candidates remain.
0:57:57 > 0:57:59Next time...
0:57:59 > 0:58:05I expect you to sell that stuff and smell the best seller. Buy some more and just keep going.
0:58:05 > 0:58:08- Nodding dogs.- Hey... Bye!
0:58:08 > 0:58:11First umbrella sold for £10, folks.
0:58:11 > 0:58:17- Cat fights.- Stop being such an angry person.- I'm just telling you how I feel.- Stop embarrassing yourself.
0:58:17 > 0:58:20Is it best if I take over as project manager?
0:58:20 > 0:58:22And one unhappy bunny.
0:58:22 > 0:58:27There's no balls, no guts, no reinvestment. You're fired.
0:58:47 > 0:58:51Subtitles by Subtext for Red Bee Media Ltd 2011
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