0:00:02 > 0:00:05This is not about a job any more.
0:00:05 > 0:00:09I'm the investor and you have got to make me some money.
0:00:09 > 0:00:13- 'Confident...'- I would call myself the blonde assassin
0:00:13 > 0:00:16because I let people underestimate me just so I can blow them out of the water.
0:00:16 > 0:00:19- '..determined...' - They call me the master puppeteer
0:00:19 > 0:00:23because I have a habit of pulling people's strings and getting them to do what I want.
0:00:23 > 0:00:26'..looking for investment...'
0:00:26 > 0:00:29I've got a product for Lord Sugar that we can take international.
0:00:29 > 0:00:33I believe it's going to be huge and I mean business.
0:00:33 > 0:00:36'..16 hopefuls headed for London.
0:00:37 > 0:00:40'They came to battle for a quarter of a million pounds
0:00:40 > 0:00:43'to kick-start a business.
0:00:43 > 0:00:49'To get it, they had to impress Britain's toughest investor, Lord Sugar.'
0:00:49 > 0:00:54I'm not looking for a friend. If I want a friend, I get a dog.
0:00:54 > 0:00:57Shameful. You let the numbers out of your sight.
0:00:57 > 0:01:00You didn't know what your margins were. Sickening, that is, to me. Sickening.
0:01:00 > 0:01:03I put you into a piddly little business
0:01:03 > 0:01:08and you made a complete mess of the figures. I don't know what you were thinking.
0:01:09 > 0:01:12'Each week he set a business-based task.'
0:01:12 > 0:01:15- I feel physically sick. - I'm liking that, mate!
0:01:15 > 0:01:18Bellissimo! Come across and get this unbelievable deal!
0:01:18 > 0:01:20- 'Tough from the start.'- Go, go, go!
0:01:20 > 0:01:23You don't have to teach me how to suck eggs. I'm in a rush.
0:01:23 > 0:01:26'It kept getting tougher.'
0:01:26 > 0:01:30- Oh, my God.- It's the same thing happening again. We have an opinion and you don't like it.
0:01:30 > 0:01:33It's pissing me off. Why are the other team still here?
0:01:33 > 0:01:35'And someone always got the blame.'
0:01:35 > 0:01:38You're fired. You're fired. This is my boardroom,
0:01:38 > 0:01:41and by the way, this is my money. You're fired.
0:01:41 > 0:01:46'Tonight, Why I Fired Them - the boss explains.'
0:01:50 > 0:01:53'Week one.
0:01:53 > 0:01:56'For the candidates, a first chance to shine.'
0:01:56 > 0:01:59You look like you're sweating over there.
0:01:59 > 0:02:04- You're not nervous, are you? - No, not at all.- You sure?- Yeah.
0:02:04 > 0:02:09'And an early piece of advice from Lord Sugar.'
0:02:09 > 0:02:13Let me give you a warning. Don't try and hide.
0:02:13 > 0:02:19I'm not looking for Lord Lucan. I'm looking for somebody who's going to put themselves forward and show me
0:02:19 > 0:02:24that they have got the aggression, the nous and the business acumen
0:02:24 > 0:02:27to be my partner.
0:02:27 > 0:02:29I get to know these people over the course of 12 weeks
0:02:29 > 0:02:34and I invest in them as much as the idea.
0:02:39 > 0:02:41'The first task sounded simple.
0:02:41 > 0:02:45'Print onto blank products to add value.'
0:02:45 > 0:02:48- I think the teddy's quite a good idea.- I quite like the teddy bear.
0:02:48 > 0:02:52'But first, teams needed leaders.'
0:02:52 > 0:02:56- I would like to put myself up as project manager. - I wouldn't mind doing it.
0:02:56 > 0:02:58'Quick to take the risk, Gabrielle.'
0:02:58 > 0:03:04I'm an architect. I also, erm, have literally just opened up my new print and design store.
0:03:04 > 0:03:07- Wow.- All right, we'll go with you.
0:03:07 > 0:03:11Gabrielle put herself forward and quite rightly so,
0:03:11 > 0:03:14cos I've always preached that the project manager should be somebody
0:03:14 > 0:03:18who's actually familiar with the particular task in hand.
0:03:18 > 0:03:22- 'On the boys' team...' - Is there anyone that wants to be the project manager?
0:03:22 > 0:03:25'..a lack of volunteers.'
0:03:25 > 0:03:27Anyone screaming out?
0:03:27 > 0:03:33I don't want to be project manager because I'd be best used selling, on the stall. That's where I'll shine.
0:03:33 > 0:03:36Guys, this is shocking. I know typically...
0:03:36 > 0:03:40- We're going in to win. - I think we can win the task
0:03:40 > 0:03:44so is anybody at this stage willing to put themselves forward?
0:03:44 > 0:03:46I'll put myself forward if nobody wants to do it.
0:03:46 > 0:03:51I don't really want to do the first week's task, but I will do it.
0:03:51 > 0:03:54- Congratulations. Top man.- Nice one.
0:03:54 > 0:03:57'When it came to design, the girls had style...'
0:03:57 > 0:04:01- Aw. I actually quite like it. - I think it's lovely.
0:04:01 > 0:04:04- It looks like it's drawn by kids for kids.- Aw!
0:04:04 > 0:04:09- Hi, how are you? - 'But they fell down on the figures.'
0:04:09 > 0:04:13We we're slightly unsure exactly what we could buy.
0:04:13 > 0:04:17Do you want to do 80 T-shirts or 90 T-shirt and 30 bibs?
0:04:17 > 0:04:21- We're literally with the designer right now. - So what would you like us to do?
0:04:21 > 0:04:24- Erm...- We're just going to have to make a decision, then.
0:04:24 > 0:04:28Yeah, that's fine. I'm in agreement with that. Let's go with that.
0:04:29 > 0:04:31No-one owned the numbers.
0:04:31 > 0:04:35They were all too focused on jockeying for position
0:04:35 > 0:04:40and basically arguing about Gabrielle not being a great leader.
0:04:40 > 0:04:42I think Gabrielle is just losing control.
0:04:42 > 0:04:45She's an architect. She can draw. That's it.
0:04:45 > 0:04:49'And Gabrielle wasn't the only girl under scrutiny.'
0:04:49 > 0:04:52- Where is she?- Katie. Katie?
0:04:57 > 0:05:00I'm just getting really annoyed, cos we are doing everything.
0:05:00 > 0:05:05The feedback from Nick was that they couldn't, quite rightly, see what Katie was doing.
0:05:05 > 0:05:08If you're waiting, can you start packing?
0:05:08 > 0:05:12I'm not waiting. I'm putting this stuff in. It takes as long as it takes.
0:05:12 > 0:05:17That kind of message coming through to me was a bit like a red rag to a bull, really,
0:05:17 > 0:05:21because I don't want those type of people in the process.
0:05:24 > 0:05:28'On sales day, the boys scored a win.'
0:05:28 > 0:05:31Can I show you this teddy bear that we're selling today?
0:05:31 > 0:05:36- 'Charging top prices...' - It's, er, £15.- '..for tourist tat.'
0:05:36 > 0:05:40Would you like to take Jack home? Can you see Jack in Paris on the Champs-Elysees?
0:05:40 > 0:05:43From a quality point of view,
0:05:43 > 0:05:47the wrong product won this task. I mean, it was horrible.
0:05:47 > 0:05:51- Put it in!- We'll sell it to a gullible tourist.- Yeah. Nice doing business with you.
0:05:51 > 0:05:53It was poorly produced in some cases.
0:05:53 > 0:05:56What can we do with that?
0:05:56 > 0:06:01- They had to refund money. - These have marks on. They all have imperfections.
0:06:01 > 0:06:03- It's so unprofessional. - I do apologise.
0:06:05 > 0:06:10'Armed with baby clothes, the girls zeroed in on London Zoo.'
0:06:10 > 0:06:12I'll handle this one.
0:06:12 > 0:06:16'And it was the hard sell from risk analyst Bilyana.'
0:06:16 > 0:06:19- Hello! How's your day going? - Good, thank you.
0:06:19 > 0:06:25Can I interest you in some products that have been made? Our own design. We're selling them today.
0:06:25 > 0:06:28I got myself from a communist block of flats in Bulgaria
0:06:28 > 0:06:32to the top of a skyscraper in the heart of the financial city of London.
0:06:32 > 0:06:34I'm shrewd, adaptable
0:06:34 > 0:06:37and I have that raw business potential.
0:06:37 > 0:06:40Could I interest you in our organic cotton hand-pressed T-shirts?
0:06:40 > 0:06:45'But Bilyana's pushy style annoyed her new teammates.'
0:06:45 > 0:06:48I keep spotting a family and then she runs up and does it.
0:06:48 > 0:06:50No, that's not fair. We're taking it in turns.
0:06:50 > 0:06:52She needs to cop onto herself.
0:06:52 > 0:06:55Bilyana had this way of alienating people.
0:06:55 > 0:06:57She did so, for example,
0:06:57 > 0:07:01when she led them off on the wild goose chase around Primrose Hill.
0:07:01 > 0:07:04I don't know where I'm going here, so where are we going?
0:07:04 > 0:07:06Bilyana, where are we going from here?
0:07:06 > 0:07:10I know this area quite well so I already have a couple of shops in mind.
0:07:10 > 0:07:15- You know the shops. Are they posh? - Yes, that's why I said...- OK, we'll go on your local knowledge.
0:07:17 > 0:07:20We're not near any shops. Do you really think there's shops down here?
0:07:20 > 0:07:24- I know where the shops are, I'm sure.- All right.- OK, let's run.
0:07:24 > 0:07:28'Bilyana walked the girls straight into the boardroom.'
0:07:28 > 0:07:31I really do know the area quite well and I promise you,
0:07:31 > 0:07:34I took them to the closest available shop.
0:07:34 > 0:07:39- The closest available shops to Regent Park Zoo is just down the road in Camden Town, surely.- Yes.
0:07:39 > 0:07:43No, Camden Town is further. It's further from London Zoo, Lord Sugar.
0:07:43 > 0:07:48- But anyhow...- I drive past it every day. Anyway...- Yes, exactly, anyway.
0:07:48 > 0:07:52'Isolated, Bilyana found herself fighting for survival.'
0:07:52 > 0:07:55This is a two-bob outing, this thing.
0:07:55 > 0:07:58Go and buy a bit of stuff, print your name on it
0:07:58 > 0:08:00and flog it to people in the street.
0:08:00 > 0:08:04- That's what really annoyed me... - It's not a takeover of Goldman Sachs.
0:08:04 > 0:08:07This is simple stuff, right?
0:08:07 > 0:08:10I completely agree. I think it was a no-brainer.
0:08:10 > 0:08:13Gabrielle failed to take time-critical decisions.
0:08:13 > 0:08:16I was very much in control. I never had an argument with anybody.
0:08:16 > 0:08:22I made sure everyone that was under my eye worked to the very maximum.
0:08:22 > 0:08:26They worked to the best, the worked till there was blood, sweat and tears...
0:08:26 > 0:08:30Gabrielle looks like a bit of a flustery person.
0:08:30 > 0:08:33She gets a bit carried away with herself sometimes, I'm afraid.
0:08:33 > 0:08:36But she's a good girl, you know.
0:08:36 > 0:08:41She came across as a genuine, sincere girl who wanted to get the job done.
0:08:41 > 0:08:45'Also called to account, research and development manager Katie.'
0:08:45 > 0:08:48OK, Katie, what did you do?
0:08:48 > 0:08:50I thought you were sort of missing, really.
0:08:50 > 0:08:52I just struggled to get a word in edgeways a lot
0:08:52 > 0:08:58and, for me, I've put my professionalism probably above putting my neck on the line,
0:08:58 > 0:09:02because I'm not going to shout over people in order to simply get my voice heard.
0:09:02 > 0:09:04It's just not what I want to do.
0:09:07 > 0:09:13The person leaving today may feel that they haven't had enough time to show themselves, but that's tough.
0:09:13 > 0:09:15That's what this process is about.
0:09:15 > 0:09:20And I did say at my introduction that I don't want anybody to hide.
0:09:20 > 0:09:24- And on that basis... - If you give me just one chance to be a project manager...
0:09:24 > 0:09:27- No, I'm sorry. - Gabrielle had it and she failed.
0:09:27 > 0:09:31Bilyana done herself in. She really done herself in.
0:09:31 > 0:09:33But if you give me the opportunity...
0:09:33 > 0:09:36- I don't wish to hear any more. - I'm a solid project manager. - I'm not listening.
0:09:36 > 0:09:39For a clever person, she should've shut her mouth.
0:09:39 > 0:09:42Stop, stop, stop, stop, stop, stop.
0:09:42 > 0:09:46She's got herself to blame and I hope that she learns from this experience.
0:09:46 > 0:09:49- You don't do yourself any favours. - I'll show you.
0:09:49 > 0:09:53I'm telling you what the situation is whether you like it or not.
0:09:54 > 0:09:58Bilyana, you are fired.
0:09:58 > 0:10:02That's a shame, but thank you for the opportunity.
0:10:04 > 0:10:09I'll tell you what, Bilyana did me the biggest favour in the world because she buried herself.
0:10:09 > 0:10:12I owe her a drink, to be honest.
0:10:16 > 0:10:20'Week two. Next from Lord Sugar...'
0:10:20 > 0:10:26- Rubber gloves, OK, with scourers on the fingertips. - '..design a household gadget.'
0:10:26 > 0:10:29- I'd rather just buy a sponge, to be honest.- Thanks for that.
0:10:29 > 0:10:34- We have the Eco Press.- That is a product. Is that a product?
0:10:34 > 0:10:36A very simple task.
0:10:36 > 0:10:39I wanted to see the people's creativity here.
0:10:40 > 0:10:43We have a bit of dilemma here.
0:10:50 > 0:10:52Are you OK? Do you have ideas that you want to add?
0:10:52 > 0:10:55I'm thinking, I'm thinking. I'm trying to, like... I'm thinking.
0:10:55 > 0:10:59Does anybody have any specific ideas?
0:11:00 > 0:11:04- 'Short on inspiration...'- Hmm.
0:11:06 > 0:11:12- It's here!- '..the girls came up with a bath-time splash guard for kids.'
0:11:12 > 0:11:16- This is perfect! Oh, I love it! - It's exactly what I pictured.
0:11:16 > 0:11:19They ended up with that piece of rubbish which was a lump of plastic
0:11:19 > 0:11:22which was a toy at best.
0:11:22 > 0:11:28I'll be perfectly frank, the minute I saw that product, I knew they were dead in the bath water. Dead.
0:11:28 > 0:11:31I mean, absolute garbage, that product was.
0:11:31 > 0:11:37- CLAPPING - You know what's ironic? There's water all over the floor.
0:11:37 > 0:11:42'Stuck with the splash guard, next task for the girls, sell it to the trade.'
0:11:42 > 0:11:46From 0 to 20,000 units, it's £9.01.
0:11:46 > 0:11:49All we need to do is get them to make orders
0:11:49 > 0:11:53and impress them with the product and the pitch. That is it.
0:11:53 > 0:11:57Do you know what, they can do the figures. Tell them to do the figures.
0:11:58 > 0:12:04These retailers are open for good ideas, particularly for gadgets.
0:12:04 > 0:12:07Of course it's difficult to get an audience with them,
0:12:07 > 0:12:10but if you've got the determination, you fight your way in.
0:12:10 > 0:12:12Your product does the talking, that's the thing.
0:12:12 > 0:12:16- It's quite light, as well. - 'Pitching their piece of plastic
0:12:16 > 0:12:19'and going for big numbers, project manager Jane.'
0:12:19 > 0:12:24Ideally, if you were to order a million units, then you will sell them.
0:12:24 > 0:12:27This particular customer's an online seller.
0:12:27 > 0:12:30There's no way they're going to take in millions of anything.
0:12:30 > 0:12:34They take in the first batch, they stick it up on their website
0:12:34 > 0:12:39and they see whether people want to buy it or not. If they buy it, they buy some more.
0:12:39 > 0:12:42I think a million units is a big commitment.
0:12:42 > 0:12:46What could you do if we were to go lower than that?
0:12:46 > 0:12:49If you were to order 500,000 units,
0:12:49 > 0:12:52it is a margin of 225 percent.
0:12:52 > 0:12:57Where are the brains? She went down in my estimation immediately there and then,
0:12:57 > 0:12:59not understanding the marketplace.
0:12:59 > 0:13:03'And when they got down to details, it went from bad to worse.'
0:13:03 > 0:13:08Just in terms of the numbers you quote, and particularly the gross margin numbers,
0:13:08 > 0:13:11are you sure about the gross margin you've quoted us?
0:13:13 > 0:13:15Well, it doesn't quite add up, the numbers.
0:13:16 > 0:13:21I'll just refer you over to our financial team.
0:13:21 > 0:13:24Completely and utterly lost the plot.
0:13:24 > 0:13:27- Do you know when you said... - The costings.
0:13:27 > 0:13:30Mentioning a million units, you should've seen their face.
0:13:30 > 0:13:32That's a nine-million-pound order.
0:13:32 > 0:13:36- I don't want to be laughed at. - You think you're going to go in the boardroom with nine million pounds?
0:13:36 > 0:13:39'Facing the firing line were youngest candidate Maria,
0:13:39 > 0:13:42'Jane and Jenna.'
0:13:42 > 0:13:46Basic business principles went right down the drain on this thing.
0:13:46 > 0:13:49'Jane's poor pitch got picked apart.'
0:13:49 > 0:13:51You let the numbers out of your sight.
0:13:51 > 0:13:57And also, the product basically sucks as far as I'm concerned. It's not a good product.
0:13:57 > 0:13:59I've put you into a piddly little business
0:13:59 > 0:14:02and you've let it go, you've screwed it up.
0:14:02 > 0:14:07'Backed against the wall, Jane and Jenna turned on Maria.'
0:14:08 > 0:14:13If you're going on who to be fired on contribution to the task, I would have to say Maria.
0:14:13 > 0:14:18On the first day, she was very... You know, just didn't really want to be involved,
0:14:18 > 0:14:20was falling asleep in the car, and it wasn't...
0:14:20 > 0:14:24No, Maria, that was the reality of it.
0:14:24 > 0:14:28That is rubbish, cos if you had said to me, "I want you to do the figures" I would've gone, "Fine".
0:14:28 > 0:14:32- Oh, actually, Maria, we did. In the car...- Oh, my God!
0:14:32 > 0:14:35No, Maria, when you were giving out in the car, we said,
0:14:35 > 0:14:38"Please, will you do the figures?" Would you do them? No.
0:14:38 > 0:14:40- You are ridiculous. - "I'm not good at figures."
0:14:40 > 0:14:44Maria was good when it came to talking and rowing and arguing.
0:14:44 > 0:14:47That's not what the process was about.
0:14:47 > 0:14:51What I've sat listening to here is diabolical.
0:14:51 > 0:14:54Trust me, if you put me in charge of just one project,
0:14:54 > 0:14:58I guarantee you I will impress you, and if not, I will gladly walk out that door.
0:14:58 > 0:15:01It was an absolute gut feeling here.
0:15:01 > 0:15:04If Jane and Jenna were clueless,
0:15:04 > 0:15:08then I'm afraid she was more than clueless and that's why she had to go.
0:15:10 > 0:15:13Maria, you're fired.
0:15:13 > 0:15:15Thank you.
0:15:15 > 0:15:21'Mariah's mauling meant a stay of execution for Jenna and Jane.'
0:15:21 > 0:15:25They were allowed to stay because I couldn't believe they are that bad.
0:15:25 > 0:15:27I am not at all happy.
0:15:27 > 0:15:30Why did you get this wrong?
0:15:30 > 0:15:33Give me a credible reason why you should stay here.
0:15:33 > 0:15:36I started a business from nothing and I've made a very successful company.
0:15:36 > 0:15:40I take them on face value that they're not lying in their CVs
0:15:40 > 0:15:42of what they've got and what they've achieved
0:15:42 > 0:15:44and I put it down to they had a bad day out
0:15:44 > 0:15:47and let them come through and gave them another chance.
0:15:49 > 0:15:54- 'After two catastrophic weeks for the girls...'- Morning.
0:15:54 > 0:15:57'..Lord Sugar shuffled the pack.'
0:15:57 > 0:16:00Duane and Nick, go and join Stirling,
0:16:00 > 0:16:04and Katie, you come over here and join Phoenix and the boys.
0:16:04 > 0:16:08- OK, Katie, I'd like to officially welcome you to Team Phoenix. - Why, thank you.
0:16:08 > 0:16:10We do things a bit differently here, like winning.
0:16:10 > 0:16:13- This is Tom, Azhar. - Thanks for being such winners.
0:16:13 > 0:16:16I'd like to put myself up for project manager.
0:16:16 > 0:16:20'But Katie's confidence wasn't shared by the boys.'
0:16:20 > 0:16:23I'd happily take a second project in the sub-team for you
0:16:23 > 0:16:25and take charge of that, to give you a bit of structure.
0:16:25 > 0:16:30- It is very, very complicated. There's a lot to take on board. - Yeah, all right. Very complicated.
0:16:30 > 0:16:34- No, I'm saying it in a positive way. - I think I'd do a really good job.
0:16:34 > 0:16:38'The task - produce, brand, bottle and sell
0:16:38 > 0:16:40'a new type of condiment.'
0:16:40 > 0:16:43Sugar, white wine vinegar, onion and water, please.
0:16:43 > 0:16:48- It's making my eyes water. - 'In the other team's kitchen...'
0:16:48 > 0:16:52- Oh, my God.- '..Duane's chutney proved too hot to handle.'
0:16:52 > 0:16:55- Even though... - HE COUGHS
0:16:56 > 0:16:59HE COUGHS
0:17:00 > 0:17:05'Under Ricky's supervision, the boys just cooked up problems.'
0:17:06 > 0:17:10- Ricky!- Yeah? - There's something wrong with it.
0:17:10 > 0:17:13There's something missing. The consistency's all wrong.
0:17:13 > 0:17:16It's not boiling right. It's boiling like an omelette.
0:17:16 > 0:17:19'Their production process was flawed.'
0:17:19 > 0:17:22Agh! Too much wastage. There's too much wastage from the product.
0:17:22 > 0:17:24We're getting about 20 percent coming back to us.
0:17:24 > 0:17:27But the fact was, they got lumbered with a small quantity...
0:17:27 > 0:17:30We've lost one fifth of our product.
0:17:30 > 0:17:35'But I think that Katie turned out to be a reasonable project manager.'
0:17:35 > 0:17:39Because we've got limited product, the plan is to sell very expensive at market.
0:17:39 > 0:17:43She'd assessed the situation that we have a problem here.
0:17:43 > 0:17:47We haven't produced many but we've spent the money.
0:17:47 > 0:17:50- It's £3.99 or three for £10. - I'll go for your offer.
0:17:50 > 0:17:52Ah, fantastic!
0:17:52 > 0:17:55The only way to win, then, is to increase the price
0:17:55 > 0:17:58and make the margin big to have half a chance of winning.
0:17:58 > 0:18:01So I think credit to her there.
0:18:01 > 0:18:04If we need to clear these out, what price are you comfortable to go down to?
0:18:04 > 0:18:07Erm, well, the absolute lowest would be £1.99.
0:18:08 > 0:18:13'Told to claw back costs when selling to trade, Michael.'
0:18:13 > 0:18:16At the end of the day, all we've got to do is sell 80 bottles,
0:18:16 > 0:18:18so it should be plain sailing for our end.
0:18:18 > 0:18:22I really would want to pay not much more than about £1.95.
0:18:22 > 0:18:25'I think he got offered something like five pence less and he refused.'
0:18:25 > 0:18:27Yeah, we definitely couldn't do it for £1.95.
0:18:27 > 0:18:31If you're a business person and you're there in front of somebody
0:18:31 > 0:18:33and they're prepared to buy,
0:18:33 > 0:18:36you should say, "Yeah, OK, deal."
0:18:36 > 0:18:40It's different, of course, if someone offers you half the price of what you've been told to sell for.
0:18:40 > 0:18:43But you should have a little bit of a tolerance there.
0:18:43 > 0:18:46We're left with 23 bottles.
0:18:46 > 0:18:49- What? Left?- We sold everything!
0:18:49 > 0:18:51Really? Wicked. How did you do that?
0:18:53 > 0:18:58'On judgement day, it boiled down to excuses.'
0:18:58 > 0:19:00It was very hard going in to a trade customer
0:19:00 > 0:19:04trying to sell at the prices we were given. They just didn't want to buy at them prices.
0:19:04 > 0:19:06Here's a man who's in the kitchen business.
0:19:06 > 0:19:11He should have some understanding of the trade, how to deal with the trade and he clearly didn't.
0:19:11 > 0:19:14You under-delivered. You sold rubbish figures.
0:19:14 > 0:19:16I'd be embarrassed with those figures that you sold.
0:19:16 > 0:19:18I'm not the best salesman in the world.
0:19:18 > 0:19:21I can sell, but it's not my best sort of, er, skill.
0:19:21 > 0:19:24I'll ask you a very simple, straightforward,
0:19:24 > 0:19:28good old East End question. Do you think you're out of your depth here
0:19:28 > 0:19:31- in this process with these people? - Not at all.
0:19:31 > 0:19:33He wasn't managerial,
0:19:33 > 0:19:39he wasn't the type of person to grab the bull by the horns and stick up for himself a little bit.
0:19:39 > 0:19:42You've been a passenger the whole way through this. You've sat on the fence.
0:19:42 > 0:19:45I think you guys underestimate me.
0:19:45 > 0:19:49- 'He made a final claim for clemency...'- I wasn't born with a silver spoon in my mouth.
0:19:49 > 0:19:53I just think there's a lot of people here who are highly educated. That's all well and good.
0:19:53 > 0:19:56No, no, don't run that... Don't run that past me.
0:19:56 > 0:20:01- '..but his plea fell on deaf ears.' - That don't bother me at all.
0:20:01 > 0:20:06I don't care where you come from, I don't care whether you got a 2.1 at Oxford or Cambridge
0:20:06 > 0:20:10or whether you're just a streetwise person. That doesn't bother me at all.
0:20:10 > 0:20:14I think at this stage of the process you've got to eliminate people
0:20:14 > 0:20:18who you don't think have got it in them to be my business partner
0:20:18 > 0:20:21and I didn't think he had it in him to be my business partner.
0:20:23 > 0:20:26Michael, you're fired.
0:20:26 > 0:20:29OK. Thank you for the opportunity, Lord Sugar.
0:20:34 > 0:20:38- 'Week four.'- How you doing, mate? You well?- You all right?- Morning.
0:20:38 > 0:20:41'It was junk shops and car boot sales...'
0:20:41 > 0:20:44- GLASS SMASHES - '..as both teams looked for cast-offs.'
0:20:44 > 0:20:46I found some great stuff in the skip.
0:20:46 > 0:20:51'..to fix up and flog in London's trendy East End.'
0:20:51 > 0:20:54- I'll pay you £1 for it, but I can't pay more.- You can have it for £1
0:20:54 > 0:20:56as long as you promise you'll go away.
0:20:56 > 0:21:02This was to test the people's ability to see whether they signed on to it, yeah?
0:21:02 > 0:21:07- In terms of the colouring of it... - That's perfect. - I think it's quite a nice piece.
0:21:07 > 0:21:10'Running his team, fine wine investor Tom
0:21:10 > 0:21:12'went for quality over quantity.'
0:21:12 > 0:21:16Just cleaning. I think this is worth £7.
0:21:16 > 0:21:19I just don't like it. I really don't like it.
0:21:19 > 0:21:22He made sure they selected the right kind of product.
0:21:22 > 0:21:26I'm happy with the stuff we've bought, but I don't think we've got enough.
0:21:26 > 0:21:30There were times when other people were saying to him, "No, let's buy a bit more"
0:21:30 > 0:21:33but he didn't. He held the purse strings, literally,
0:21:33 > 0:21:37and said, "No, I'm only spending my money on the right things."
0:21:37 > 0:21:41- OK. What about that chest in the window.- The trunk?- Yeah.
0:21:41 > 0:21:45'Leading the other team, bridal shop owner Laura
0:21:45 > 0:21:47'set off on a shopping spree.'
0:21:47 > 0:21:51- The pieces we're interested in, two suitcases at the top here. - The two top ones.
0:21:51 > 0:21:54The camel stool, the side tables, the trunk and this retro table.
0:21:54 > 0:21:59- I like that suitcase. - The chair and the glass table which would match the tall one here.- Yeah.
0:21:59 > 0:22:03Can we take them? And the four stool plus one.
0:22:03 > 0:22:05The broken table in the back, as well.
0:22:05 > 0:22:07- And the broken table. - OK.- There's 100, mate.
0:22:07 > 0:22:12The complete opposite to Tom's team. Tom bought about 50 items.
0:22:12 > 0:22:14We've bought a hell of a lot of stuff.
0:22:14 > 0:22:18She went out and bought everything in sight, like 200 items. It was panic.
0:22:18 > 0:22:23- Can we take what we like? - Is it possible that we can strip the curtains?
0:22:23 > 0:22:26- Can we rip some of this carpet up? - Some of this stuff I can't imagine buying personally.
0:22:26 > 0:22:29But nothing ventured, nothing gained. It was free.
0:22:29 > 0:22:31Like the expression - don't look a gift horse in the eye.
0:22:31 > 0:22:36- Could we have some leaves coming in, like a path?- Of leaves?- Yeah.
0:22:36 > 0:22:40'And Laura's less-than-selective approach showed in her shop.'
0:22:40 > 0:22:46It didn't look quality. It looked like they'd gone from one junk yard into another junk yard
0:22:46 > 0:22:48- 120?- I've got no clue in this.
0:22:48 > 0:22:51I don't buy this shit.
0:22:51 > 0:22:54'On sales day, Tom's minimalist store
0:22:54 > 0:22:57'racked up maximum returns.'
0:22:57 > 0:22:59Vintage hole punch for £40. OK?
0:22:59 > 0:23:03Tom's team made a profit of over £1,000.
0:23:03 > 0:23:07And it just goes to show, you don't need any great big business plans
0:23:07 > 0:23:11and merchant bankers and investment bankers.
0:23:11 > 0:23:13That's what this is all about.
0:23:13 > 0:23:17Do you want to sit down in it? What if we did a deal on it for you? Are you sure?
0:23:17 > 0:23:22'For food manufacturer Jane, it was the losing team for a third time
0:23:22 > 0:23:24'and another bad day.'
0:23:24 > 0:23:27Hi. How are you? Do you want to have a look in our pop-up vintage store?
0:23:27 > 0:23:30We're literally only here for today. Really funky stuff.
0:23:30 > 0:23:33There's lots of different sales techniques going on here
0:23:33 > 0:23:35but Jane's I find the most uncomfortable.
0:23:35 > 0:23:38- Do you want to have a quick look? - She's very pushy,
0:23:38 > 0:23:42she's very aggressive with the customers and they don't like it.
0:23:42 > 0:23:48It's not a hugely easy sale for any item so you've got to sell hard.
0:23:48 > 0:23:50They're actually lampshades from the 1970s.
0:23:50 > 0:23:53- I'll have a look around and get back to you.- OK.
0:23:53 > 0:23:55You have to be quite pushy and really try to convince them.
0:23:55 > 0:23:58- What about a chair?- No!
0:24:01 > 0:24:04'In the boardroom, despite running her own company...'
0:24:04 > 0:24:09Jane, you're the businesswoman here and you sold 10 quid's worth of stuff.
0:24:09 > 0:24:14'..poor sales on the task left Jane lost for words.'
0:24:15 > 0:24:17- I... You know...- Right.
0:24:17 > 0:24:21I really want this and I fought extremely hard.
0:24:21 > 0:24:24The credentials look good on paper
0:24:24 > 0:24:28but she never demonstrated in the four weeks to me that she was there
0:24:28 > 0:24:30that she could actually apply any of it.
0:24:30 > 0:24:33I'm quite a serious person. I'm not a market trader.
0:24:33 > 0:24:39I haven't done that before. I am more comfortable in the business-to-business environment.
0:24:39 > 0:24:41I thought, "No, sorry, you had your chance."
0:24:41 > 0:24:44She wasn't going to hack it with me.
0:24:44 > 0:24:49- Jane, you're fired. - OK. Thank you anyway.
0:25:02 > 0:25:07'Next to disappoint the boss was drinks entrepreneur Duane Bryan.'
0:25:07 > 0:25:10I am a winner. I'm a fighter. I don't give up easy.
0:25:10 > 0:25:13I have what it takes to go the distance in business. To be the best, you have to beat the best.
0:25:13 > 0:25:16I came up with this task
0:25:16 > 0:25:22to come up with some innovative fitness regime and present it to fitness clubs.
0:25:22 > 0:25:25And where's the money? I'll tell you where the money is.
0:25:25 > 0:25:30You are going to go and try and license your new fitness trend
0:25:30 > 0:25:34to some of the country's leading health club chains.
0:25:36 > 0:25:40'For project manager Ricky, the task played to his strengths.'
0:25:40 > 0:25:45Is there a unique move to Thai kickboxing? Cos we don't want it to look like boxercise.
0:25:45 > 0:25:49Outside of work, I am a professional wrestler. They call me The Fitness.
0:25:49 > 0:25:53I've been heavyweight champion of the wrestling world. I'll be champion of the business world.
0:25:53 > 0:25:54Jab. Jab.
0:25:57 > 0:26:00You'll always witness the fitness with Ricky Martin.
0:26:00 > 0:26:04'But Ricky left the video directing to Duane.'
0:26:04 > 0:26:06HE LAUGHS
0:26:06 > 0:26:10Three, four. But you're just wanting to show...
0:26:10 > 0:26:12Show it as it would be delivered in the class.
0:26:12 > 0:26:15- Which would be me facing them. - Yeah. OK. Thank you. Yeah.
0:26:15 > 0:26:19'Instead of creating a hit, the team created friction.'
0:26:21 > 0:26:23I disagree, but that doesn't mean...
0:26:23 > 0:26:25As I say, one person leads it, I'm happy to go with it.
0:26:25 > 0:26:29I feel like everything's being questioned and it's making it increasingly difficult.
0:26:29 > 0:26:32I don't feel like we're working together, if I'm honest.
0:26:32 > 0:26:35That was so stressful for me, guys. It was really, really difficult.
0:26:35 > 0:26:37There was a disagreement at every single stage.
0:26:37 > 0:26:41It's the same thing happening again. We have an opinion and you just don't like it!
0:26:41 > 0:26:43- No, no, no, stop that.- It is!
0:26:43 > 0:26:46Duane, listen, people have got an opinion and you have to listen.
0:26:46 > 0:26:50'When Ricky stepped up to sell his routine,
0:26:50 > 0:26:53'Duane's video lacked punch.'
0:26:53 > 0:26:55Beat battle. Fight to the music.
0:26:55 > 0:26:58You say this product is unique.
0:26:58 > 0:27:01Have you had a look at what else is out there?
0:27:01 > 0:27:04We did look at a number of classes, things like boxercise.
0:27:04 > 0:27:07It's different to boxercise with the dance element.
0:27:07 > 0:27:09Looking at the quick demo, it looks very similar.
0:27:09 > 0:27:14What you needed to do here was to innovate something that had not been seen before
0:27:14 > 0:27:17and Duane kind of messed it up.
0:27:17 > 0:27:20He made it into some samey type of thing.
0:27:20 > 0:27:25He didn't actually put across the novelty, the newness of it.
0:27:25 > 0:27:30'In the boardroom, director Duane got his chance to view the competition.
0:27:30 > 0:27:34Welcome to The Groove Train. The dance floor entrance.
0:27:34 > 0:27:37Working the shoulders, back and hamstrings.
0:27:37 > 0:27:41The other team came up with a retro 80s idea
0:27:41 > 0:27:45and there was nothing really else on the market like it.
0:27:45 > 0:27:48The hula hoop. Working the core abdominal area.
0:27:50 > 0:27:55The funky squat. Let's work those hamstrings!
0:27:55 > 0:28:00The Groove Train. Working that core abdominal area.
0:28:01 > 0:28:04- Can I ask you a question?- Yes. - When you compare your video
0:28:04 > 0:28:07to Phoenix's video, don't you think your video looks a bit dull?
0:28:07 > 0:28:10I also think the other one looks very cheesy and it wouldn't attract me.
0:28:10 > 0:28:14I'd be much more inclined, personally, to go to the one that we presented.
0:28:14 > 0:28:17I think you're missing the point. It might have been a bit cheesy
0:28:17 > 0:28:20- and that's why they bought it.- Yeah.
0:28:20 > 0:28:23The fact is that on this particular task, the video was it.
0:28:23 > 0:28:26'Then Duane missed his chance to pass the buck.'
0:28:26 > 0:28:29Lord Sugar, this is risky, but Laura shouldn't be here.
0:28:29 > 0:28:32And because he took everything on his own shoulders,
0:28:32 > 0:28:34as nice a fella as he is,
0:28:34 > 0:28:39there was no-one else that was culpable for the failure of the task.
0:28:39 > 0:28:42Duane, I personally believe that the video
0:28:42 > 0:28:44was the main cause of the failure of this task.
0:28:44 > 0:28:49Therefore, Duane, you're fired.
0:28:49 > 0:28:53Thank you, Lord Sugar. Thank you, Karen. Thank you, Nick.
0:28:53 > 0:28:55Take care.
0:29:01 > 0:29:03'Week six began with a surprise.'
0:29:03 > 0:29:07- Guys!- 'When the boss popped round.' - Hello.
0:29:08 > 0:29:10Hi!
0:29:10 > 0:29:15So your next task is all about setting up a mobile restaurant.
0:29:15 > 0:29:18Now, this is quality food.
0:29:18 > 0:29:21I don't want any junk served up here.
0:29:21 > 0:29:26'Taking charge of the losing team, fruit and veg man Adam.'
0:29:26 > 0:29:29It's street selling. I'm perfect.
0:29:29 > 0:29:32My favourite street food is probably something quick and easy.
0:29:32 > 0:29:34Probably a burger.
0:29:34 > 0:29:38I don't think we should go too over the top with this, keep it simple.
0:29:38 > 0:29:42'Plans in place, it was off to sell in Scotland.'
0:29:42 > 0:29:45I keep coming back to pasta really, guys.
0:29:45 > 0:29:49'On board, Adam talked the team through his choices.'
0:29:49 > 0:29:52I mean, it's cheap, you can slop it out on trays like school dinners.
0:29:53 > 0:29:58All this talk about food's made me hungry. I hope the trolley dolly will be round soon.
0:30:01 > 0:30:06'But before they could sell, it was mass-produce meatballs.'
0:30:06 > 0:30:09We've got this stuff down to 47p a portion using local ingredients.
0:30:09 > 0:30:14- How come you got it down so cheap? - Best in the business. Let's go. Let's crack on.
0:30:15 > 0:30:19Adam, he's a greengrocer, he's a market trader,
0:30:19 > 0:30:24and I think the problem that he had on this task was, he didn't adapt.
0:30:24 > 0:30:28He didn't realise that we need to deal with a quality product here
0:30:28 > 0:30:32and he went for the cheap angle.
0:30:32 > 0:30:35- Each one of them, for me, that's £2. £2 coins.- £2 coins on there, mate.
0:30:37 > 0:30:40'In charge of finding a spot for Adam's mobile kitchen,
0:30:40 > 0:30:42'Katie championed a football pitch.'
0:30:42 > 0:30:47If we don't get football tomorrow, we've lost. You'd be a fool not to go for football.
0:30:47 > 0:30:51I just think you can sell anything when you've got that many people walking past.
0:30:52 > 0:30:55- 'But on match day...'- Come and get your meatballs now, guys!
0:30:55 > 0:31:00- '..their pricey pasta...'- £5.99. - '..proved a flop with the fans.'
0:31:00 > 0:31:03Meatballs and pasta now. Come and try some here.
0:31:03 > 0:31:06Pre-match meatballs now, boys.
0:31:06 > 0:31:08Get yourself something to eat before the match.
0:31:09 > 0:31:13- 'Calling in, Katie pushed for bigger profits.'- Hello?
0:31:13 > 0:31:18Just a quick one, mate. Katie believes you should be going at a much higher price. £7.99.
0:31:18 > 0:31:23I'll stop you there. There's cafes round here doing full brekkies for £2.99.
0:31:23 > 0:31:26On the bus, everybody!
0:31:26 > 0:31:32'With sales stalling, Katie's next tactic was to target tourists.'
0:31:32 > 0:31:35Right, hello, everybody. My name's Katie.
0:31:35 > 0:31:39Before I get started, I've got to ask, what food do you think I might be bringing to you?
0:31:39 > 0:31:44- Pizza. - No, actually, you need to think outside the pizza box on this one.
0:31:44 > 0:31:46It's actually meatballs.
0:31:46 > 0:31:50- Can I tempt you with any meatballs? - No? OK.
0:31:50 > 0:31:55It was quite obvious that Adam and Katie were culpable for the failure of the task.
0:31:55 > 0:32:00Right, I see this as two problems here. One is you can't sell,
0:32:00 > 0:32:04and two, you've just done this cheap, cheap, cheap thing
0:32:04 > 0:32:07thinking that you were going to make a load of money.
0:32:07 > 0:32:10I've had some pictures shown to me of these meatballs,
0:32:10 > 0:32:16and I've got to tell you, I've seen things like that at the zoo in the elephant pen on the floor.
0:32:16 > 0:32:19Even though on the face of it, as the project manager,
0:32:19 > 0:32:22people might think Adam's responsible,
0:32:22 > 0:32:26Katie came up with some ridiculous ideas.
0:32:26 > 0:32:30Katie, you chose the football ground.
0:32:30 > 0:32:35- I go to football games. It's £6 a burger.- £6 a burger? Where do you go, Chelsea?
0:32:36 > 0:32:41You're not getting it, are you? Katie, you're fired.
0:32:44 > 0:32:46'I forgave Adam...'
0:32:46 > 0:32:50- You've got away with it on the borderline here, OK?- I understand.
0:32:50 > 0:32:55..because he's a hard-working good salesman.
0:32:55 > 0:32:57and he wants to learn by his mistakes.
0:32:57 > 0:33:00I felt that he should remain in the process.
0:33:00 > 0:33:04- Off to the house, see you on the next task.- Thank you, Lord Sugar.
0:33:07 > 0:33:13'After Edinburgh, Essex and a wholesale warehouse.'
0:33:13 > 0:33:16Now this is one of my favourite tasks.
0:33:16 > 0:33:20I gave them £150 each, loads of stuff to choose from.
0:33:20 > 0:33:22Vibrating novelty toys.
0:33:22 > 0:33:24And I gave them a van. That's it.
0:33:24 > 0:33:27It replicates how I started my business.
0:33:27 > 0:33:30This is the tan. Shall we give it a little go? It's certainly instant.
0:33:30 > 0:33:34- Essex do love tans.- Being in beauty, I'll be great at selling this.
0:33:34 > 0:33:37'With just one day to trade...'
0:33:37 > 0:33:41We've got some domestic items to sell to you. Excuse the feedback.
0:33:41 > 0:33:44'..the teams set about sweet-talking the locals.'
0:33:44 > 0:33:47- Have you got a bad back, Stephen? - Unbelievable, Ricky.
0:33:47 > 0:33:50- So your back is hurting?- Killing me. - I've got a cure for that.
0:33:50 > 0:33:54Shout out a number. Not your phone numbers, girls. A price.
0:33:54 > 0:33:57Some hair clippers or some beard trimmers? No?
0:33:57 > 0:34:01I've got the extractable, extendable, blue supermop.
0:34:01 > 0:34:04- You must have a friend that has a beard.- No.
0:34:04 > 0:34:09During the course of the business day, it's important to keep an eye on your stocks
0:34:09 > 0:34:12and see what is selling.
0:34:12 > 0:34:16It's very natural. Selling these at £10 each or two for £16.
0:34:16 > 0:34:18- There you go, madam. Thanks very much.- Cheers.
0:34:18 > 0:34:23And that's what I call "smell what sells". You keep your eyes on what's going.
0:34:23 > 0:34:26- What are your thoughts on tan? - As much money as we can straight into tan.
0:34:26 > 0:34:28They want that tan as soon as they can.
0:34:28 > 0:34:33'A runaway hit for Jade's team, toy insects.'
0:34:33 > 0:34:35£3 each or three for £8.
0:34:35 > 0:34:39Jade bought these little bugs and they're getting a massive margin for them.
0:34:39 > 0:34:44- How much are they?- They are £3 or they're three for £8. Great. OK.
0:34:44 > 0:34:48What I'm smelling right now is bugs. They're going like hot cakes.
0:34:48 > 0:34:50We're buying them at 60p each
0:34:50 > 0:34:53and selling them for between £2 and £3.
0:34:53 > 0:34:57To me, I would've said,
0:34:57 > 0:35:01"Wow, this margin is brilliant, and people are buying so many of them,
0:35:01 > 0:35:03"I'm going to throw all my effort into these.
0:35:03 > 0:35:08"Go back to the warehouse and buy as many bugs as you can get." She didn't do that.
0:35:08 > 0:35:10Just to let you know what we've got, we've got 21 MP3 players...
0:35:10 > 0:35:13'Project manager Jade bought a bit of everything.'
0:35:13 > 0:35:18Ten of the fake tan. Ten of the hot water bottles. And 15 chargers.
0:35:18 > 0:35:20I think it's good to have a few different things,
0:35:20 > 0:35:23cos if they don't like insects, you can sell them the other things.
0:35:23 > 0:35:26'But teammate Azhar was after just one thing.'
0:35:26 > 0:35:29So just run through me the strategy again.
0:35:29 > 0:35:31From a strategy perspective... That's a risky strategy.
0:35:31 > 0:35:34I just wanted to find out the strategy... What's our strategy?
0:35:34 > 0:35:36How many times does he want the strategy?
0:35:36 > 0:35:39Without strategy, you're running blind into the dark.
0:35:39 > 0:35:41He's so annoying. Anyway...
0:35:41 > 0:35:45I think, from a strategic perspective, my views were slightly overheard.
0:35:45 > 0:35:48'Even in the boardroom, he failed to make his point.'
0:35:48 > 0:35:52Azhar just kept butting in on the phone to speak about strategy
0:35:52 > 0:35:54but no solutions.
0:35:54 > 0:35:57- I gave you the solution.- You've got a big long sentence you say...
0:35:57 > 0:36:02- I said to you... - "Let's see how it goes," that was your answer to every question.
0:36:02 > 0:36:05On all of the tasks, strategy is very important.
0:36:05 > 0:36:08But if he can't communicate properly with his team
0:36:08 > 0:36:11then he's not going to be able to communicate with me.
0:36:11 > 0:36:14At the end of the day, it's about being able to communicate with people,
0:36:14 > 0:36:18being able to present yourself in a good way, being able to get on with people around you,
0:36:18 > 0:36:22which is really important in any business aspect
0:36:22 > 0:36:26and I think that's traits I have which I don't think that you do.
0:36:26 > 0:36:31'Jade, I think she spoke up quite well for herself.'
0:36:31 > 0:36:35- I tried coming up with so many solutions, I got to the end of my tether.- What were your solutions?
0:36:35 > 0:36:38- I was just saying, "What is our strategy?" - They came after everything.
0:36:38 > 0:36:42'Azhar, nice enough fella, but who wants to go into business
0:36:42 > 0:36:46'with someone that no-one wants to listen to? Certainly not me.'
0:36:46 > 0:36:50- Azhar, you're fired. - Thank you very much, Lord Sugar.
0:37:02 > 0:37:07'Next, from the art of selling on the streets to selling street art.'
0:37:10 > 0:37:12That guy up there, his teeth are coming out.
0:37:12 > 0:37:16What they had to do here was to come completely out of their comfort zone.
0:37:16 > 0:37:21I think we are looking quite corporate. I don't mind. It's professional.
0:37:21 > 0:37:24- I think we should take off our ties. - Run that past Gabi, yeah.
0:37:24 > 0:37:29- Pure?- I am the artist known as Pure Evil, yeah.- Evil?- How you doing?
0:37:29 > 0:37:32'First the teams had to compete for the best works to sell.'
0:37:32 > 0:37:34I love this. I really love this.
0:37:34 > 0:37:38Now, this is a very, very difficult science
0:37:38 > 0:37:45because this is not a kind of bang your hands on the table, hard-nosed, commercial transaction.
0:37:45 > 0:37:49'Leading the losing team, urban art enthusiast Tom.'
0:37:50 > 0:37:54Myself, I'm a big fan of obviously Space Invader from France. I think it's absolutely excellent.
0:37:54 > 0:37:58So when you went to California, who did you take your inspiration from?
0:37:58 > 0:38:02Cos obviously you have people like Shepard Fairey over on the west coast with his Andre the Giant
0:38:02 > 0:38:05and Obey, that's become huge, absolutely mammoth.
0:38:05 > 0:38:10Here's a classic example of trying to be a bit too clever.
0:38:10 > 0:38:13Tom may have had a little limited knowledge of art
0:38:13 > 0:38:17but he tried to put across to this fella that he was an expert.
0:38:17 > 0:38:20- Hello, is that Pure Evil? - "Yes, it is."
0:38:20 > 0:38:25'But Tom's top choice had been put off by his boasting.'
0:38:25 > 0:38:29I'm just giving you a call just to see what your thoughts are on exhibiting with us.
0:38:29 > 0:38:32"Well, I think I'm going to go with Stirling."
0:38:36 > 0:38:40I'm not happy at all. At the end of the day, having expertise, knowledge, rapport with people
0:38:40 > 0:38:43obviously counts for nothing, which doesn't make any sense to me.
0:38:43 > 0:38:47I actually think he's mental for going with them.
0:38:47 > 0:38:51This is my latest piece I'm very proud of. Horror!
0:38:51 > 0:38:53'Plan B for Tom's team - go big.'
0:38:53 > 0:38:56Cor, look at that!
0:38:56 > 0:39:02- 'When Tom lost Pure Evil and he went for giant-size pieces of art...' - Yeah.
0:39:02 > 0:39:06'..they were also quite expensive, so there was a risk there.'
0:39:06 > 0:39:08It creates quite a striking impact
0:39:08 > 0:39:12- and you've got a nice space behind your office desk.- Yeah.
0:39:12 > 0:39:17Not a bad idea to take the risk on high-value,
0:39:17 > 0:39:21but a bad idea to mix it with giant-size,
0:39:21 > 0:39:26cos you're really narrowing down the opportunities of who you're going to sell it to.
0:39:26 > 0:39:28- Which one do you want, sweetheart? - The bottom one.
0:39:28 > 0:39:33'While seasoned salesman Adam racked up returns...'
0:39:33 > 0:39:38- Do you want one of those?- Yes, please.- '..the art of selling turned out to be a struggle for Laura.'
0:39:38 > 0:39:41If you need anything or think you want to go ahead with a purchase,
0:39:41 > 0:39:44- I'll be in the area, just grab me again, OK?- Thank you very much.
0:39:44 > 0:39:46I'll let you have a wee think about it.
0:39:46 > 0:39:50- 'In complete contrast to Adam, there's Laura.'- How are you doing?
0:39:50 > 0:39:53She's got her own wedding dress business,
0:39:53 > 0:39:57one where you have to understand what the customer's requirement is,
0:39:57 > 0:40:01one where you have to mould yourself to get in the deal.
0:40:01 > 0:40:05- How are you getting on here? Enjoying it?- Er, yes. Thank you. - Good. Good.
0:40:05 > 0:40:09- Well, she didn't sell much on this task at all.- Erm...
0:40:09 > 0:40:13It's very different sales. We have a chat, test the water,
0:40:13 > 0:40:18let them have a look around. Before you know it, Adam's on them.
0:40:18 > 0:40:21You're going to get me shot, you lot. I've agreed it.
0:40:21 > 0:40:26- 65?- Yeah.- Good man! - Deal. Thank you. Cheers.
0:40:26 > 0:40:29'In the boardroom, Tom's high-risk strategy
0:40:29 > 0:40:31'got him into deep trouble.'
0:40:31 > 0:40:34If we sell one of his items for £8,000 or £10,000, that's the aim of our evening,
0:40:34 > 0:40:38to sell one of those pieces, and if we do, we'll more than likely win.
0:40:38 > 0:40:41- You took a gamble. I think you said you rolled the dice on it.- I did.
0:40:41 > 0:40:45'But Laura's low sales looked bad.'
0:40:45 > 0:40:48You only sold £750 worth.
0:40:48 > 0:40:51I can't really pinpoint what went wrong. All I can say is...
0:40:51 > 0:40:56- Maybe you're just not a good salesperson.- I would honestly like to say that is the wrong judgement.
0:40:56 > 0:40:59The fact she claims to be a great salesperson
0:40:59 > 0:41:03led me to believe that she did nothing good on this task at all.
0:41:03 > 0:41:06It would be an absolute travesty if I was to go home today.
0:41:06 > 0:41:09You are a great talker.
0:41:09 > 0:41:12I tell you what, if there was a prize for taking...
0:41:12 > 0:41:16- And I don't know whether it's talking too late.- Well, I hope not.
0:41:16 > 0:41:19You know, you run out of excuses in the end
0:41:19 > 0:41:22when you can't do what you claim you're best at doing.
0:41:22 > 0:41:26I'm not totally convince that you should remain in the process
0:41:26 > 0:41:30so, Laura, you're fired.
0:41:33 > 0:41:34Take care.
0:41:38 > 0:41:42Tom stayed because I like the fact that he likes to have a gamble
0:41:42 > 0:41:45and go for it sometimes.
0:41:45 > 0:41:49I think he learnt on this occasion, when you're having a gamble,
0:41:49 > 0:41:53make sure that you're not making the bet too hard for yourself.
0:41:53 > 0:41:56'The following week, keen to redeem himself,
0:41:56 > 0:42:00'Tom became project manager.'
0:42:00 > 0:42:03'On this particular task, what I wanted them to do
0:42:03 > 0:42:10'was to generate interest on behalf of the English sparkling wine producers.'
0:42:11 > 0:42:13Little mouthful, swish it round.
0:42:13 > 0:42:16'Tom's team took in the spirit of the product.'
0:42:18 > 0:42:21HE LAUGHS
0:42:21 > 0:42:25We've really got to grips with the English wine sparkling... Sorry.
0:42:25 > 0:42:28We've really got to grips with English wine sparking...
0:42:28 > 0:42:31HE LAUGHS
0:42:31 > 0:42:34What else can we say when we're discussing English sparkling wine?
0:42:34 > 0:42:37'Ricky took in the message.'
0:42:37 > 0:42:42- Really the emphasis is on quality, quality, quality. - Yep.- That is the key.
0:42:42 > 0:42:46'And the rest of his team took liberties with the language.'
0:42:47 > 0:42:51- Grandeur is the bottle name. - One of Stephen's few contributions
0:42:51 > 0:42:54was the word grandeur
0:42:54 > 0:42:57as a generic name of English sparkling wines.
0:42:58 > 0:43:00It's a French word.
0:43:00 > 0:43:02'On the video shoot...'
0:43:02 > 0:43:06- "Grand-drerr," is that how you pronounce it?- Grandeur.
0:43:06 > 0:43:09'..Ricky's quality message got lost in translation.'
0:43:09 > 0:43:12You're going to be like, "What is this?
0:43:12 > 0:43:15"This is not my English sparkling wine I ordered!" Like in disgust.
0:43:15 > 0:43:20Ricky put Jenna in charge of directing the video.
0:43:20 > 0:43:21And action.
0:43:21 > 0:43:26'What she produced was total rubbish.'
0:43:26 > 0:43:28Urgh! What is this?
0:43:28 > 0:43:32Darling, this isn't the English sparkling wine that I ordered!
0:43:32 > 0:43:36It was diabolical. Absolutely diabolical.
0:43:36 > 0:43:41- Darling! Darling! Get him! - OK! Waiter!
0:43:42 > 0:43:45Do exactly the same thing, but clink the glasses to each other.
0:43:45 > 0:43:49Stephen, he's quite an intelligent person,
0:43:49 > 0:43:53and he was standing there watching this ridiculous video being made.
0:43:53 > 0:43:57- Less fizz and more sparkle! - ALL: Cheers!
0:43:58 > 0:44:00- Great. That's good, that. - I'm happy with that.
0:44:00 > 0:44:03'To judge the campaign,
0:44:03 > 0:44:06'Lord Sugar called in experts from the world of wine.'
0:44:06 > 0:44:09Good morning, ladies and gentlemen. My name's Ricky Martin
0:44:09 > 0:44:15and our vision is to ultimately make people aware that English sparkling wine is a quality product.
0:44:15 > 0:44:18We want that message to be crystal clear to people.
0:44:19 > 0:44:24To be fair to Ricky, he was doing great until he pressed the button and played the video.
0:44:24 > 0:44:26What I'd like to do is just take you onto our homepage
0:44:26 > 0:44:29and there'll be a 30-second video.
0:44:29 > 0:44:32So I'll let you have a look at that and then I'll start talking again.
0:44:32 > 0:44:36- Urgh! That's horrible!- No, no.
0:44:36 > 0:44:40This isn't the English sparkling wine I ordered! Darling!
0:44:40 > 0:44:45She obviously needs English sparkling wine , oozing luxury with every pour.
0:44:46 > 0:44:50'They couldn't believe it. They could not believe it at all.'
0:44:50 > 0:44:54Do you think you could go and find a champagne website
0:44:54 > 0:44:57which would portray itself in that way?
0:44:57 > 0:44:59'The movie was a flop.
0:44:59 > 0:45:03'Its director and her assistant were forced to face the boss.'
0:45:03 > 0:45:06This video was going to be either love it or hate it.
0:45:06 > 0:45:10I took risk in business. I'm a risk-taker. I took it and I made a mistake.
0:45:10 > 0:45:12I know you're out there to try and impress me
0:45:12 > 0:45:15and I also know I might remind you of Sid James,
0:45:15 > 0:45:18but I didn't tell you to make a Carry On Boozing movie.
0:45:18 > 0:45:22I was expecting Kenneth Williams to pop in and say,
0:45:22 > 0:45:27"Ooh, maitre d'! Where's my Grandeur gone? Someone's nicked my Grandeur!"
0:45:27 > 0:45:29I mean, it is a total... I don't know what you were thinking!
0:45:29 > 0:45:33'Under fire, Stephen ducked and dived.'
0:45:33 > 0:45:35Lord Sugar, I'm guessing, in terms of the process here,
0:45:35 > 0:45:39we have people who actually have an input and make decisions,
0:45:39 > 0:45:42OK, you've maybe had a bad day at the office, you've made a mistake,
0:45:42 > 0:45:45and then you have people who don't make any decisions at all and have no input.
0:45:45 > 0:45:49'Stephen showed me a side of him which I was starting to dislike.
0:45:49 > 0:45:52'He came across as a little bit slippery.'
0:45:52 > 0:45:56He was quite good at pointing out that it wasn't his fault, it was someone else's.
0:45:56 > 0:45:59- In terms of that... - Who made no decisions, then?
0:45:59 > 0:46:02Well, for me, very simply, in terms of the task, I think Gabrielle,
0:46:02 > 0:46:06I mean, she's sitting here now quite quiet, but Gabrielle for me is,
0:46:06 > 0:46:09in our team, from a contribution point of view, it's lacking.
0:46:09 > 0:46:13I started to wonder whether he's an honourable fellow
0:46:13 > 0:46:19in the sense of the way he tries to deflect the responsibility away from himself.
0:46:19 > 0:46:23'But Jenna just got the tone completely and utterly wrong.'
0:46:23 > 0:46:28You didn't realise that this was a high-quality product
0:46:28 > 0:46:33and you should not have been making a humorous video in the beginning.
0:46:33 > 0:46:35Jenna, I'm sending you home. You're fired.
0:46:35 > 0:46:38Thank you, Lord Sugar.
0:46:43 > 0:46:47'And just as I was about to also let Stephen go,
0:46:47 > 0:46:49'he kind of leapt across the table...'
0:46:49 > 0:46:52All I can say to you, if I was project manager again,
0:46:52 > 0:46:57- I would definitely deliver another victory and...- Definitely?- I would definitely deliver another victory.
0:46:57 > 0:47:00You've thrown the gauntlet down. You are the project manager next
0:47:00 > 0:47:02and I expect you to win.
0:47:04 > 0:47:08'The next morning, an early start.'
0:47:08 > 0:47:12I'm so positive today. I'm so motivated. I can't wait to get out.
0:47:12 > 0:47:16'It was Stephen's last chance.'
0:47:18 > 0:47:21I was on the edge of a cliff, one foot over the edge,
0:47:21 > 0:47:25pulled back in, so I'm going to give 110 percent.
0:47:26 > 0:47:30'The task - find and negotiate cut-price offers
0:47:30 > 0:47:33'for a daily deals website.'
0:47:33 > 0:47:37It's very simple, this task. It's about negotiation and persuasion, fundamentally.
0:47:37 > 0:47:41We're going to win this. How much we're going to win it by is all I'm thinking about.
0:47:41 > 0:47:44'Ricky had a rough start.'
0:47:44 > 0:47:47- So you wouldn't be able to do any discount whatsoever? - Not even ten percent.
0:47:49 > 0:47:51OK. Just wanting to clarify that crystal clear...
0:47:51 > 0:47:54The product we use is a power whitening system.
0:47:54 > 0:47:58'While Stephen went for a multi-deal strategy.'
0:47:58 > 0:48:00So you've got your deluxe option with the homecare kit,
0:48:00 > 0:48:04then we could perhaps have a deal without the homecare kit, so you've got two options.
0:48:04 > 0:48:07- Is that something that sounds quite good?- Absolutely.
0:48:07 > 0:48:10'It's not a bad idea on the face of it.'
0:48:10 > 0:48:14One particular company might have offered three or four different packages.
0:48:14 > 0:48:16Not a bad idea at all.
0:48:16 > 0:48:22What the bad idea was was that the stuff that they found had all been done, all been seen.
0:48:22 > 0:48:25Oh, Jesus, that's horrible!
0:48:25 > 0:48:28- That feels... - It's tickly.- Oh, my God. - SHE LAUGHS
0:48:28 > 0:48:33- Gabrielle really pushed for the fish pedicure. - That is very popular at the moment.
0:48:33 > 0:48:39But the CEO of the website was really clear that they only want luxury experiences.
0:48:39 > 0:48:42- Thank you very much, Ben. - It didn't surprise me one moment
0:48:42 > 0:48:46that the website turned round and said, "No, thanks, we've seen all that before."
0:48:46 > 0:48:49Stephen and Gabrielle, they went off the rails.
0:48:49 > 0:48:53I'm feeling a bit of pressure, I've got to be honest.
0:48:53 > 0:48:55Bloody hell.
0:48:55 > 0:48:58'In the boardroom, a crushing defeat.'
0:48:58 > 0:49:04The winning team came in with £14,000 worth of business
0:49:04 > 0:49:07compared to Stephen's £7,000,
0:49:07 > 0:49:12so it wasn't just a little loss, it was a big, big loss.
0:49:12 > 0:49:15The dentist and the fish thing - did you not understand
0:49:15 > 0:49:19the need for something special on this website?
0:49:19 > 0:49:21I've never been to a fish spa in my life.
0:49:21 > 0:49:25'Again, under pressure, Stephen tried to shift the blame.'
0:49:25 > 0:49:28Gabrielle very much gave the advice that it would be a good seller.
0:49:28 > 0:49:32- He was so indecisive, chopping and changing.- Just focus on yourself...
0:49:32 > 0:49:37- No, no, can you let me finish, please? - Of course, but think about you.
0:49:37 > 0:49:40- Yes, can you let me finish? - Stop being so condescending, let her speak.
0:49:40 > 0:49:45- In every task, I do try and adapt myself to the person I'm dealing with.- Yeah, OK.
0:49:45 > 0:49:48'Gabrielle is a very bubbly person.'
0:49:48 > 0:49:52I just get the feeling that she had reached...
0:49:52 > 0:49:57..hit the wall in the process, as far as I was concerned.
0:49:57 > 0:49:59Gabrielle, as nice a person as you are,
0:49:59 > 0:50:03it is with regret that you are fired.
0:50:04 > 0:50:06Well, I'd like to thank you very much for the opportunity,
0:50:06 > 0:50:10and well done, boys, and thank you very much.
0:50:13 > 0:50:16'For a moment, Stephen looked safe.'
0:50:18 > 0:50:22You asked me for the chance to be the project manager, I gave you the chance.
0:50:22 > 0:50:25You told me you were going to win, you didn't win.
0:50:25 > 0:50:29You lost. You're also fired.
0:50:37 > 0:50:41'That left five to fight for a place in the final.'
0:50:43 > 0:50:45This was the penultimate task
0:50:45 > 0:50:49and so this was a bit of a sink-or-swim situation.
0:50:49 > 0:50:53The pressure was on and they had to get it right.
0:50:53 > 0:50:58Your task is to create an affordable luxury product range.
0:50:58 > 0:51:05- Adam, you're going to be project manager of Phoenix. - Fantastic. Thank you.- OK?
0:51:05 > 0:51:08- Good luck. Off you go. - Thank you, Lord Sugar.
0:51:08 > 0:51:11Good task. Exciting. A lot to it.
0:51:11 > 0:51:16Name, identity, logo, packaging. Any ideas?
0:51:16 > 0:51:23I have a lot of admiration for Adam in the way that he's grown throughout the course of the process.
0:51:23 > 0:51:27So I put him in charge because he's a good salesman,
0:51:27 > 0:51:31but was he an all-round good business manager?
0:51:31 > 0:51:36I want to go down the road, I think, of chocolates, white chocolates
0:51:36 > 0:51:38with a nice fold-up box with a ribbon on.
0:51:38 > 0:51:42'Sold on selling sweets, Jade headed up production.'
0:51:42 > 0:51:45It's like heaven!
0:51:45 > 0:51:51I always wanted to have a sweet shop. I think every little girl who was slightly podgy did. Mm!
0:51:51 > 0:51:55'And Adam brainstormed brand names.'
0:51:55 > 0:51:59- Obviously, it's chocolate. So Chocolike?- Yep.
0:51:59 > 0:52:01Quite clever. Chocoloco.
0:52:01 > 0:52:03Erm, Lovely Chocolate. ChocStop.
0:52:03 > 0:52:06It's important for us to remember we are creating a luxury brand.
0:52:06 > 0:52:12The things I've written down - CoCoCo. CoCoCho. ChoChoCho.
0:52:12 > 0:52:15- It sounds like a train.- It is a bit, but it's like a chocolate train.
0:52:15 > 0:52:19- At the moment... - We could call it Chocolate Bar.
0:52:19 > 0:52:22As in chocolate bar and chocolate bar, do you know what I mean?
0:52:22 > 0:52:26The bar, the fact that we could have the counter in the style of a bar,
0:52:26 > 0:52:32you could personalise the chocolate, again, like a bar, and order it at the bar, a chocolate bar.
0:52:35 > 0:52:41'Next job for the two boys, the chance to get a taste of their chosen market.'
0:52:41 > 0:52:45- That's beautiful.- What kind of chocolates do you do? What flavours?
0:52:45 > 0:52:49We do a ginger, a lavender, a mint.
0:52:49 > 0:52:52Adam and Nick had a wonderful opportunity to meet a businessman
0:52:52 > 0:52:54who's created a fantastic bespoke shop
0:52:54 > 0:52:57to help them put together their business model.
0:52:57 > 0:53:00What have they spent their time doing here? Tasting chocolate.
0:53:00 > 0:53:04'Called Sweet Thing, their shop was a hit.'
0:53:04 > 0:53:09Welcome to Sweet Thing, giving you a full chocolate flavour,
0:53:09 > 0:53:12hopefully the most chocolaty chocolates you've ever tried.
0:53:12 > 0:53:18'When I first saw their shop, I thought to myself, "Ooh, wow, this looks interesting."
0:53:18 > 0:53:20Colourful, lots of products.
0:53:20 > 0:53:23Superficially, it looked quite good.
0:53:23 > 0:53:26'But on the business front, it was a bit "suck it and see".
0:53:26 > 0:53:30What have you decided on your recommended retail price?
0:53:30 > 0:53:34- £2.99, it's tripling your money. What do you think, Nick?- £4.99.
0:53:34 > 0:53:37- Would you pay £4.99 for them?- Maybe you're right, maybe £2.99 is nearer.
0:53:37 > 0:53:42So what is the pricing strategy as it stands now?
0:53:42 > 0:53:45That is selling for, at the moment,
0:53:45 > 0:53:49- you're thinking £2.99 or £4.99? - Exactly.
0:53:51 > 0:53:54'On the other team...'
0:53:54 > 0:53:57It's going to be too fruity for a masculine product.
0:53:57 > 0:54:00'..a men's grooming range from Ricky and Tom.'
0:54:00 > 0:54:05So you've got the shaving cream, the after balm and the moisturiser at the end.
0:54:05 > 0:54:09Just to let you know, we do have a grooming experience for you this afternoon if you'd like to try it.
0:54:09 > 0:54:14- And it will be me who'll be giving you the experience, so you're in safe hands.- Excellent.
0:54:14 > 0:54:18Relax. I'm really glad you popped along.
0:54:19 > 0:54:23These two fellas, Ricky and Tom, were quite dabber chaps
0:54:23 > 0:54:27and I got the feeling they were quite into it themselves.
0:54:27 > 0:54:30- Is that too hard or is that nice and soft?- No, that's fine.
0:54:34 > 0:54:37'After two days perfecting brands,
0:54:37 > 0:54:40'teams had to present them to retail experts...'
0:54:40 > 0:54:44- Good morning, ladies and gentlemen. - '..and to Lord Sugar.'
0:54:44 > 0:54:50Modern Gentleman is a concept which is going to target traditional grooming visions and values
0:54:50 > 0:54:52and bring that to the modern man.
0:54:52 > 0:54:55'Ricky and Tom really had thought up their plan.'
0:54:55 > 0:54:59The UK's market is 862 million right now and growing.
0:54:59 > 0:55:02So it actually worked, it actually had legs.
0:55:02 > 0:55:06What we'd like to do is take this outside the UK, and starting within Europe
0:55:06 > 0:55:10gives us the advantage, because the export links are extremely good. Please feel free to ask questions.
0:55:12 > 0:55:15'Next to face the experts, Adam.'
0:55:15 > 0:55:19Good morning, ladies and gentlemen. Thank you for giving us the time
0:55:19 > 0:55:23to introduce our brand, Sweet Thing.
0:55:23 > 0:55:27Regretfully, Adam didn't put up a very good pitch.
0:55:27 > 0:55:31What we tried to achieve is affordable luxury.
0:55:31 > 0:55:35- HE CLEARS THROAT - Ideal for Christmas,
0:55:35 > 0:55:40birthdays, Easter and Valentine's Day,
0:55:40 > 0:55:44- which we think will be our busy periods. - HE CLEARS THROAT
0:55:44 > 0:55:49Our target market, hopefully, it will appeal to absolutely everyone,
0:55:49 > 0:55:53whether that's coming back from the office or just for a girly night in
0:55:53 > 0:55:56or whatever you fancy, to be honest.
0:55:58 > 0:56:04When you looked into his eyes, you saw a man who I think himself realised
0:56:04 > 0:56:09that he'd kind of reached the end of a great journey.
0:56:10 > 0:56:13Adam, I've got to tell you that you have impressed me
0:56:13 > 0:56:17in the manner in which you have thrown yourself into everything head-first.
0:56:17 > 0:56:23However, there are other areas I have to consider,
0:56:23 > 0:56:26the shrewdness, the awareness,
0:56:26 > 0:56:28the getting the plot,
0:56:28 > 0:56:31and that's maybe where you're a little bit lacking.
0:56:31 > 0:56:36He himself might have realised in the end that it was time for him to go.
0:56:36 > 0:56:39I think, all in all,
0:56:39 > 0:56:43on this very, very difficult decision I've got to make,
0:56:43 > 0:56:45erm...
0:56:45 > 0:56:49..I'm going to have to say that, Adam...
0:56:51 > 0:56:54- ..you're fired. - Thank you, Lord Sugar.
0:56:54 > 0:56:58- I wish you all the best for the future, Adam, and I hope you do well. - Thank you.
0:56:58 > 0:57:02- And keep in touch.- If you ever need a salesman, you know where I am.- OK.
0:57:02 > 0:57:05Thanks very much. Well done. Well done, lad.
0:57:16 > 0:57:19Right, I'm down to my final four now.
0:57:19 > 0:57:23I've seen these people throughout the past 11 weeks
0:57:23 > 0:57:25and they've all got different qualities.
0:57:25 > 0:57:30Ricky is a great salesperson, a great presenter.
0:57:30 > 0:57:34Tom - smart, seems to have ideas.
0:57:34 > 0:57:38He's shown some great work in the past. Another good contender.
0:57:38 > 0:57:40Nick - a technical man.
0:57:40 > 0:57:45Big on the web where he deployed his expertise throughout the course of the process.
0:57:45 > 0:57:49And then there's Jade. She can sell, she's creative.
0:57:49 > 0:57:52Very quick, very fast-thinking.
0:57:52 > 0:57:56So I've got four very, very good candidates to go forward to the final
0:57:56 > 0:58:02where I will be delving much deeper into their business plan ideas
0:58:02 > 0:58:06and to see which of the four is going to be my business partner.
0:58:08 > 0:58:12Subtitles by Red Bee Media Ltd
0:58:12 > 0:58:12.