Cookery Book Young Apprentice

It's an opportunity like no other.

I don't like teacher's pets and I don't like school bullies.

What I like is young people

that have the potential to succeed in business.

From all over the country,

Britain's youngest aspiring entrepreneurs have come to London.

Has everybody signed on to the fact

that this task was all about making money?

-Stop acting like an idiot, you kept shouting over him!

-Guys, let it go!

Let it go, seriously.

Aged 16 and 17, all have a burning passion for business.

-Are you going to listen to me?

-Look, we're not doing this now.

Don't dodge the question. Did you lose control of the task?

-So listen for a second.

-We did listen.

There you go, you're not even listening again.

They'll battle it out for a prize worth £25,000...

Fabulous!

..the ultimate kick-start to a career in business.

Oh, I'm sweating like a pig at the butchers!

But, to succeed, they'll have to impress the boss - Lord Sugar.

You're trying to be too clever, and I'm afraid that it's backfired.

In charge of a vast business empire,

Lord Sugar started his career while still at school.

Now he's on the hunt for his next young apprentice.

Bottom line is, you totally went off the rails here.

To win, they have to work as a team...

-No, no.

-It's poor management.

It was bad management.

..but shine as individuals.

650. Cash in hand, now.

SHE SCREAMS

That is really...

Because in the end, there can only be one young apprentice.

With regret, you're fired.

You're fired. You're fired.

Previously on Young Apprentice...

I've got you a ton of discarded clothes,

and your task is to go through them and sell it in the marketplace.

Fashion fan Patrick blew the budget on quirky creations.

This is a vintage kimono, and this is a swimsuit.

While accountant Ashleigh kept the cash box shut.

I'm just going to put my foot down, for the team

and say we're not doing any tailoring.

The girls flogged their socks off...

-What do you think? Sold?

-Yeah, sold.

-Good!

-..while the boys...

-We don't need more than one person selling?

-Not at the moment.

-Selling makes money. We're here to make money.

-I know.

-..fell apart at the seams.

-We need to leave now.

-Yes, tell me, be patient, calm down.

-Put all the blazers in one bag.

-OK, thanks.

In the boardroom, the girls had victory sewn up...

Well done, ladies. The keys to this was the accountant here.

..Patrick got a dressing-down...

You have made something that I think even Lady Gaga would turn down.

..but it was Max who failed to fit.

Whether there's any business nous there, I don't know.

He became the first casualty of the boardroom.

Max, you're fired.

Thank you very much for the opportunity, Lord Sugar.

Now, 11 remain to battle it out to become

Lord Sugar's young apprentice.

PHONE RINGS

7am.

PHONE RINGS

-Hello?

-'This is Lord Sugar's office.

'He would like you to meet him

'at Sketch in Central London in 30 minutes.'

Thank you very much.

-Sketch, 30 minutes.

-Where we going?

I think it could be, like, an arty sort of task,

that we could maybe sell paintings, or things like that.

Loads of my friends are artists,

and they would come in pretty handy right now.

Being in the boardroom is like being in hell,

so we have to win this time, don't we?

I think the boys are actually weak, compared to us.

Yeah, I think they are. We're really very strong-minded women, all of us.

Yeah, I think they're like pushovers, compared to us.

I think they are as well.

The boardroom has only made us stronger.

And then that's given us some experience

that the girls don't have, so by no means are we the underdogs.

-STEVEN:

-We're the top dogs.

-Good morning.

-CONTESTANTS: Morning, Lord Sugar.

This is one of London's best restaurants.

Not only is it known for its good food,

but it's known for its good presentation.

And that's really what this next task is all about.

You're going to produce a cookery book.

And, in a couple of days time,

you'll present those cookbooks to three retailers that I have laid on.

And the team with the greatest amount of orders will win,

and the losing team...

Regretfully, one of you will be fired.

Right, I've decided that I'm going to mix the teams up a bit.

So, Maria, you come over here to Odyssey.

And Steven, you go over to Platinum.

Everything clear?

CONTESTANTS: Yes, Lord Sugar.

Well, good luck, and I'll see you in a few days time. Off you go.

Two days to design and print a new cookbook...

..then pitch it to three of the UK's top booksellers,

for a slice of Britain's £84 million cookbook market.

But first, both teams need leaders.

Well, can I just say, for this task,

I would happily put myself up for project manager.

I do think that, as the only woman on this team,

it is important that I have a real say in what's going on.

I would also want to put myself forward.

I've been in publishing for about two and a half years.

The magazine we work on has a lot of food,

so I know the kind of layout and presentation.

My biggest achievement

has been being named the World's Youngest Publisher.

I have a team of 12 writers currently working for me,

as well as the head of online.

Waking up and owning a business are the same thing for me.

It seems like a big chunk of it is publishing.

If I wasn't voting for myself, I would vote for Sean.

I'd vote for Sean.

-PATRICK:

-It's you, then, Sean.

OK, so who do you think should be PM for this task?

-STEVEN:

-Is anyone confident with being PM?

I do quite like to cook in my own time.

I make cakes, so presentation, especially with cupcakes,

is, like, absolutely key.

'I think it's important to be'

in control of situations at all time,

and there's a fine line between that

and being bossy.

And sometimes I fall under the bossy category.

I'd like to put myself in there as project manager, too.

Although it's not something I'd say is part of my business plan,

I have baked cakes in the past for people.

I'm quite happy for Lucy to be project manager.

I think she's got enough experience to handle this quite well.

-Yeah, I believe that as well.

-More than happy for Lucy.

So, if we go with Lucy, are you happy with that, Alice?

-Yeah, but...

-Because more people have said Lucy.

No, I'm totally happy with that.

'I did put myself forward as project manager,'

but I knew Lucy would get it, because she's...

pretty persistent on what she wants.

I'm not willing to start a catfight for it.

Each year, almost 2,000 cookbooks are published.

It's a tough business,

and, to succeed, both teams need to decide on a target market.

Do we start going over some general themes

that we'd want the book to have?

I quite like targeting at a specific sector,

like the professional woman, or something.

Who's got experience in hitting their woman market?

-SEAN:

-Yeah, I think having Maria...

I think all of us can chip in more if we go for just the wider...

MARIA: But you need a target to make it stand out.

-PATRICK:

-Who's more likely to buy the book, a man or a woman?

Women are more likely to buy the book, definitely.

-SEAN:

-I mean, do we need to specify an age range?

-No.

-Great, OK.

That works, then.

I feel that Sean would be good at the task,

as he loves publishing,

but I'm not sure whether he'll show that in a confident way,

or whether Maria might overpower him.

So I really would be keen to stick with a woman,

but don't make it overly pink, as Maria says.

-That puts women off sometimes.

-Exactly.

Not all women are like Barbies.

-STEVEN:

-I think we should pick a market.

With students, there's a really strong focus.

If we're really going to do the same old boring cookbook...

-NAVDEEP:

-It has to be different.

For students, if we do it

in some sort of comic book style or something.

Something that's more student.

I've got to say, Steve, I really like your idea about the comic book.

It is really, really unique.

You know when you go away from home,

and things you miss is stuff that your mum does for you.

So you could have the title of, "Where's Mummy?"

And then as the stages go on, you cook her a dinner at the end.

I really like "Where's Mummy?" actually.

-ASHLEIGH:

-I like "Where's Mummy?"

See, I was thinking of having the title as a hashtag.

This hashtag business, that's Twitter?

Social networking.

So if you hashtag a word, or a phrase, it will start to trend.

With markets agreed...

the teams split.

One half to research recipes,

the other half to test their ideas on focus groups.

Having decided on a cookbook for the professional woman,

Sean sends Andrew and David...

Hello!

..to give some city professionals a taste of the team's concept.

Right, we're from team Odyssey, today,

and we're publishing a cookery book

for busy professionals just like yourselves.

We were thinking of calling it The Professional Woman.

How's your insight on this?

Although you could direct it to the female market

by saying "The Professional Woman,"

I think you're going to put off both men and women, I think.

As for the women, would you say you like to get home

and make a quick meal, at the end of a long day?

Probably not. When I get home late at night,

it's the last thing I want to do.

I wouldn't just limit it to women, cos looking at my group of friends,

actually a lot of the guys do most of cooking.

OK, I do a lot of the cooking, as well.

PHONE RINGS

1pm.

Hi, guys. It's us.

We just really quickly wondering what you

learned from the market research.

One, they didn't like the just girls, they wanted...

healthy but for busy professional men AND women.

'I think we need something that stands out and is marketable.'

We can't come in with another generic cookbook.

The focus group didn't agree with it.

And they didn't agree with it strongly,

so I think we should change.

I'm thinking we're going to have a quick chat between us,

because do both of you think that it should definitely be both genders?

Yeah, no-one in the market research was pro-woman.

-SEAN:

-Brilliant, OK. Call you soon. Cheers, guys!

-MARIA:

-Bye!

Why does he literally not want to listen to anything we say?

He's just annoyed, carrying on like a baby.

A big baby.

Already agreed on a market, Lucy sends Alice, Ashleigh and Amy

to meet food writer Ben Ebbrell.

-Hello. My name's Alice.

-Alice, nice to meet you. Ben.

The job - come up with recipes for the team's student cookbook.

-'Hiya.'

-Hi!

So, how did the appointment go with the chef?

Basically, we're still there.

We've kind of set ourselves on three ideas.

Can we talk how to make them first? The recipes for them.

Can we talk to you about that later?

We're in with the chef and we're wasting time as we speak.

'That's fine.'

We'll speak later. Try and get the recipes done soon.

-All right, no problem.

-OK. Bye, guys!

-Sorry about that.

-It's quite all right.

What are you sort of aiming for? What do students want?

We want something that's cheap and easily available,

as regards to the ingredients.

What about something that's so out there?

Because you know students, they just love sweet stuff

and quite like junk food.

Is this, like, really disgusting, but peanut butter on nachos?

It's one of those things, you're going to have to try it.

You'll have to make sure that you

and several other people like it and buy into it before you start

putting it in a cookbook and publishing it. Yeah?

I can imagine peanut butter and sweet chilli

going quite nicely together.

-Do you want to try it?

-Yeah.

I would love that in a stir-fry.

So I think we're all agreed on the stir-fry noodles.

Obviously, the sweet chilli and the peanut butter, we all love that.

-Bacon, cheese and potato bake, with barbecue.

-Nice.

The whole task is about innovation and creating something new,

-and this sounds fantastic.

-Making two worlds collide.

Something you guys like, something you've seen around,

-put the two together, see what you end up with.

-Yeah.

Heading to their photographic studio,

to shoot their student dishes,

Steven, Navdeep and project manager Lucy.

PHONE RINGS

-Hi, girls.

-Hello.

OK, can we get the recipes? Are you ready with the recipes?

-'Do you want us to tell you how to make them as well?'

-Yeah, we do.

Because the chef didn't actually tell us.

Surely the recipe tells you how to make it.

ASHLEIGH: 'We haven't got a recipe, we've just designed the meal.'

We need to make it now, so we need a recipe to base the entire meal on.

'I'm going to give you a recipe off the top of my...

' of how I think it should be done.'

Whatever, we've got to get on with it.

Don't "whatever," Lucy. That's not really helpful.

'We've done what we've been instructed to do.'

You haven't, I instructed you to do the recipes.

This is, to the best of our knowledge, how it should be done,

but if you feel it should be done differently,

then I'm very happy for you to change it.

How kind(!)

That is not good team management at any point, is it?

Didn't I say, quote, "Can you call me back with recipes?"

-What is a recipe?

-We're making a cookery book, we NEED recipes.

I wish I'd just pushed for project manager now.

It's just perfect for me, this task.

En route to design the layout for their book,

Sean's team must decide

between sticking with professional women or including men.

I liked The Professional Woman. Are you against it totally?

I'm not completely against it, but...

Are you against it?

You need to stand up and make a decision as project manager.

It's to do with the whole...

Everything we've been told in the focus group, we have to go on.

I think that when you're pitching to someone, especially retailers,

they have so many cookbooks in their shelves,

we need something that stands out.

They want something new, not something that's been done before.

Cos they have it.

Um, I don't know.

We're not being influenced by other people.

If we stick with what we thought was right from the start,

that's the way to go with this.

I was convinced by what Andrew said, but the way you just put that,

it completely blew his argument out of the water.

MOBILE RINGS

-Hello?

-Hi, guys.

-'Hey.'

Just a really quick thing. We're on our way to the publishers now.

I've made a decision that we'll stick with the female market,

because I think it's a lot more specific.

'Maria made a really good point in the car,

'so I'll let you hear what she said.'

We're just missing one point,

-and you never listen to everything from your market research.

-Exactly.

'We're taking 99% of our market research and using it effectively.'

Sean and Patrick, do you agree with Maria?

That's the decision, we need to draw a line. We need to move on, OK?

With their target markets agreed, both teams have just two hours

in professional studios to cook and photograph their recipes...

-Afternoon.

-Hello.

-Pigging out?

-No, I'm not allowed!

Yeah. Um, OK.

..then e-mail the pictures to their design teams at the publishers...

Let's get them on their way.

..so the books can be printed overnight,

ready for tomorrow's pitch.

Hunch over a little bit. Bend down a little bit to your food.

-Yeah?

-And look... Yeah, yeah.

Sean's cooking team are going for quick, healthy recipes...

Start frying the cod.

..to suit the theme of their Professional Woman cookbook.

I was a bit disappointed when Sean decided to ignore the focus group

and just go with what Maria decided in the first place.

And I still don't think that they can deny

that a more wider-base book will get more orders.

Yeah, let's get those photos going.

Oh, I'm sweating like a pig at the butchers!

Hammersmith, West London.

The design team arrive at HarperCollins,

one of the world's oldest book publishers.

-So, basically, we're designing a cookbook.

-Yeah.

-It's aimed at the professional, busy female.

-Right.

The Professional Woman.

Project manager Sean, with his publishing background,

is sticking to his editorial decision.

I think that after hearing the results of the market research,

I was convinced with the multi-gender thing,

but Maria made the great point that this does have to sell

to the people we're pitching to, therefore it has to be unique.

After hearing that,

I was convinced that we had to stick to our guns,

so I did so, and I think it was the right decision.

With the print deadline looming...

Ooh, that looks really good!

-..the pictures arrive from Andrew.

-That is really great.

I'm so happy now. I was worried.

Still setting up their pictures...

..Lucy's cookery team.

Six teaspoons of peanut butter, four tablespoons of sweet chilli sauce,

a tablespoon of oil and a little bit of water.

The shoot for the student cookbook, #where'smummy?, is running late.

Before we arrived at the kitchens,

I asked the sub-team for recipes for each of the dishes.

'Now, that did not happen at all, and instead we got an ingredient list.'

-Right.

-That looks awful.

Which completely delayed all of our cookings,

because we then had to write every single recipe,

so the last hour has been absolutely frantic.

Everyone has been hands-on and it has been crazy.

What is this?

-Don't eat that, it would probably give you food poisoning.

-Really?

-That's fine. I need to get a picture of...

-That's a problem.

With the publisher, the rest of Lucy's team.

We want the left-hand side to be comic-strip-like,

but with real pictures.

So it's showing you a step-by-step guide.

But, with the print deadline minutes away...

When are we getting pictures through?

Are they going to start coming through in a bit?

-I don't know, but I think they're about to take them.

-OK, right.

..the student cookbook is in danger of being half-baked.

The task is going down the pan at the moment.

'We can only do so much work until the other group send us images.'

Are they having a laugh?

How they spoke to us earlier,

I thought that were absolutely appalling for a leader to do that.

And it were absolutely bang out of order.

And I think it were...

That'll shoot her in the foot in the boardroom, if we do lose this task.

We're sending it through, can you just see what you can do, please?

It's 7.03.

-Just say we're going to sort it out.

-We're sorting it out now.

That's not on us, that one,

because we told you at quarter to that we needed them then.

You know why we didn't get them through, so...

'Why didn't you get them through?'

OK, we're not doing this now.

Those sort of comments are poor from a project manager, I'm sorry.

You're not motivating us at all.

You keep sending us these comments which are just rude.

You're being a really bad project manager.

This is not what we need right now.

You do not need to be telling her she's poor as a manager.

-All your...

-INDISTINCT SHOUTING ON THE PHONE

All your shouting down the phone...

You're saying shouting down the phone is not getting us... Will you listen?

-Bye.

-ASHLEIGH CONTINUES TALKING

TALKING CUTS OFF

-That is just ridiculous.

-Ugh...

ALICE GIGGLES

Lucy's hung up.

Ridiculous.

-Are you all right?

-I'm just really angry, do you know what I mean?

-So annoying.

-It's just people trying to deflect the blame already.

They're just saying, "You're project manager..."

Just leave it. Do you know what I mean?

Yeah.

8am.

-Hi.

-Delivery for Odyssey.

-Cheers, thank you.

Hot off the press...

It's like Christmas.

..a cookbook for the professional woman.

-That looks good.

-It looks amazing. I like the pink and purple.

-Cool! I am really happy with this.

-This looks like a winning book.

And, despite last night's delays...

Aww, I love this!

-This is so cool.

-..a box of #where'smummy?

-This is...

-This is really good.

-I do like it.

But in the rush to meet last night's deadline...

There's a few spelling mistakes, but I think we'll get away with it.

..Ashleigh, Amy and Alice failed to check the copy.

-OK, so "ratatouille" is spelt wrong.

-Yeah, that was me.

Oh, OK. It shouldn't matter too much, but...

-I'm being honest about it.

-Yeah, exactly.

Yeah, "courgette" is spelt wrong as well.

I've always had a problem with those pesky courgettes!

My sub-team were really careful to make everything how we wanted to,

and I just don't think the sub-team did that,

because there are misprints and stuff. That is really annoying,

and I don't think they paid as much attention to detail as we did.

"Og olive oil."

Well, I was typing these out in a rush...

We were just reading it, I didn't type anything.

I've made it very obvious to everyone that I am dyslexic.

Yeah, and I can't spell.

Today, both teams must pitch their cookbooks

to win as many orders as possible

from three of Britain's biggest booksellers.

-What are we aiming for - one million?

-Hopefully.

Yeah, I'm thinking one million, to be honest.

-Sounds good.

-Absolute minimum.

We need to decide who's going to pitch.

Whoever can get the best pitch and the most orders needs to do it.

I'd quite like to do the second one.

I think a woman needs to be in all the pitches.

I don't disagree with that...

-ANDREW:

-I disagree.

-The book is called The Professional Woman.

We can't just have a man in a suit standing there.

That's ridiculous! Are you honestly saying that...?

The first meeting of the day, and you're already bickering!

Oh, my word!

OK, what I want to happen

is we're going to have Maria talking about the idea of the book,

the essence of the female, the cooking and why it's needed,

to reaffirm that it is a woman's book and the whole business idea.

That sounds good.

I think Sean just agrees with the bigger characters in the group.

'I can't see any problem with me pitching rather than Maria.

'I don't think he really has the ability to control the group.'

There just doesn't seem to be the leadership there.

-OK, can we write this now? Cos we can't stand with blank pages.

-OK.

10am, Central London.

First stop for Lucy's team, with more than 1,000 stores nationwide,

supermarket chain Sainsbury's.

OK, guys, first of all,

if you don't have a precise answer for the question, don't answer it.

I don't want lots of fluffy answers.

Public speaker Navdeep will lead the pitch,

while Ashleigh demonstrates a recipe.

OK, come on guys, let's do this.

The supermarket sells millions of cookbooks every year.

Good afternoon, I just want to begin by saying thank you for your time,

and we hope you enjoy the pitch.

My name's Navdeep, and this is Ashleigh.

#where'smummy? has the potential to become a brand

because customers who are using it, students,

can literally take pictures of what they are doing,

and as Ashleigh is chopping her first-ever meal,

she can upload it to the #where'smummy? page on Twitter,

and it might become the dish of the day.

Looking at that side of it things, we think it has huge potential.

We think that your shop would be the perfect place

to launch our new cookbook.

I notice there are a couple of spelling mistakes in your book.

I don't know if you've noticed them.

Yeah, we noticed them. Unfortunately, we were under time constraints.

So, obviously, that would be changed and...

Eradicated completely.

How can you spell "of", which is two letters, wrong?

And "potatoes". How can you spell potatoes wrong?

-They really have done a terrible job.

-Shoddy job.

Absolutely shoddy job.

First up for Sean's team, online retailer Play.com.

Catering entrepreneur Andrew will demonstrate the recipes,

while Maria will head up the pitch.

I'm really nervous now.

The online retailer has more than 15 million customers.

The Professional Woman.

Who is the professional woman?

She's a confident, independent, strong woman,

but who unfortunately has no spare time.

We feel that our cookbook is full of fresh, quick

and healthy ingredients for women on the move.

Professional women are very, very busy people,

so they tend to shop online more frequently than go to shops.

This is why we believe that you would be the perfect retailers for our product. Andrew?

We've got the cod fillets, full of natural oils and omega-3.

We've got the avocado, which is full of minerals

as well as the vitamins in the rocket.

Do you think you may have limited your sales potential

by targeting just female professionals?

We had this discussion yesterday, and we felt we're pitching to people

who have thousands of generic cookbooks on their shelves.

That's why we felt that targeting just women and a niche market

would make it stand out way more than just targeting a general brand.

It has taken 15 minutes, so I'm quite impressed.

You lived up to the quick.

-Give us a hug.

-That was so good.

-Thanks.

You and Andrew worked perfectly together.

And when the two of you finished, you swapped seamlessly.

It was really, really great. I can't doubt that at all.

Next pitch for Sean's team - the supermarket.

Our tagline - "Fresh, quick and healthy" -

basically describes the professional woman herself

and the food she should be eating.

We know you're such a big company with over 1,000 stores in the UK,

so we really do think

you'd be the absolutely perfect retailer for a brand like ourselves.

-It tastes gorgeous and is very pretty on the plate.

-Thank you.

Do you guys want to try some?

Yeah, absolutely.

Trying to tempt the online retailers, Lucy's team.

Give us your honest feedback on that.

-Good?

-That's very good, thank you.

I think the way it's written is quite conversational,

but my only concern would be that that might detract again

and make it more difficult to follow the instructions.

Final chance for both teams

to take a bite out of the British cookbook market,

high-street giant Waterstones.

So what's your thinking on the next pitch, then?

I know you're eager to do the next one.

From a personal point of view, do you think you can match that?

Um...yeah, I think so.

For Sean, a last-minute change to his pitching team.

David, you're going to be doing the cooking.

-Patrick, you'll be doing the pitching. Is that OK?

-Yes.

-Are you happy with that?

-Uh-huh.

-Are you happy?

-Yep.

-Great. And will you...?

-Oh...

-Sorry.

Would you call me and Maria a good working team? Does it work?

It's a risky decision but I think everybody needs to...get heard.

-It's cool, yeah.

-We all know how it goes now.

-You've got the notes, you cooked yesterday, right?

-Yes.

Me and Maria have been complementing massively.

Sean's used the word "perfect" many times

and I think you shouldn't really mess with a winning combination.

If we are doing perfectly, surely we should do all three pitches.

The Professional Woman...

Our cookery book is full of fresh,

quick and healthy food for women on the move.

But who is the professional woman?

She's a confident, independent lady

but unfortunately she does not have any spare time.

Our tagline best describes...

..the professional woman and the food she will be eating.

The recipes are all in note form so they're really easy...

just so people can just refer to them

and kind of change them if they want to.

That's why there's some space at the bottom of the pages.

It's really not meant to be a...

BLENDER WHIRS NOISILY

Oh.

It's not... It's really not meant... Sorry about that.

It's really not meant to be exact instructions.

It's just meant to be something quick

that they can refer to when they get home from work.

'That pitch was an absolute disaster.'

Our pitch was very drab and dreary.

On the other ones, we had a very conversational style going along.

It was quite...like, up...

Like, it was quite uplifting,

whereas this one was very boring and drab.

Finally, Lucy's student cookbook team.

It would be good if we'd sort of... Could spell courgette and...

Yeah, unfortunately we was on...

We'll let you off ratatouille. That's tricky, but...

-Ratatouille wasn't me.

-..potatoes...

-That wasn't me either

but the courgette definitely was me.

So you're targeting parents to buy it for the students,

so when you imagine a kind of a Waterstones customer, do you think you've hit them?

We know you sort of target more the older, sort of, middle-class audience.

-Ooh, I'm not so sure about that.

-I'm not so sure about that.

We're certainly not middle-class.

We want appeal to everybody. We've got shops all over the country.

We're the most prodigious book chain out there.

-Thank you very much.

-Thanks.

-Thank you.

Tonight, time for the teams to chew it over.

-When I called their shop middle-class...

-Yep.

-..that didn't go down well.

-No.

I meant it... I thought it would be a bit of a compliment.

Tomorrow, the boardroom.

-Good morning.

-ALL: Good morning, Lord Sugar.

Right, this task was all about cookery books.

You had to come up with the recipes,

you had to produce the books and publish them,

and then you had to go and pitch these books

to three retailers that I've laid on for you.

So, Team Odyssey...

This book here...

..The Professional Woman.

This is what you came up with. So, tell me, the team leader is?

-That was me, Lord Sugar.

-How did you come about being the team leader?

The reason I put myself forward

is that I have experience in overseeing publishing.

-Publisher?

-That's right.

-Young Publisher of the Year.

That's good.

Stick to what you know. Yeah? I've always said that in this boardroom.

The person that's got experience in something

should put themselves forward.

How was the project manager? Was he a good project manager? What?

-He was calm and collected throughout the task.

-Yeah?

I felt Sean was a good project manager overall.

I just thought maybe sometimes the decision-making

was left down to other people, but...

-Who's the other people, then?

-Just the other members in the team generally.

Bit narrow, isn't it, The Professional Woman?

I mean, who was the champion saying it should be The Professional Woman?

The Professional Woman was my idea.

I felt targeting something at a niche market might actually appeal

to the buyers rather than just something

like a grey, old boring cookbook.

I mean, it don't actually say "cookbook" on here at all.

It says, "The Professional Woman - fresh, quick and healthy".

Sounds like a lonely hearts club plea, doesn't it, really?

So, Andrew, were you happy with the way this whole thing went here?

The initial decision with The Professional Woman, we went to the focus group,

the focus group hated the idea and, er,

it seemed like it was Maria's decision to cancel it out.

Well, to be honest, I was told from the project manager

that my argument did blow Andrew's out of the water - quote.

That's right.

You backed Maria then or was she very forceful in persuading you?

She was forceful but it was my decision at the end of the day.

OK. Nothing wrong with a forceful woman, you know.

Tell me about who did the pitching in front of the three retailers.

The initial two pitches, which were the online retailer and the supermarket,

Maria headed up the pitch which were great,

and then Andrew did the cooking,

and then on the third one, Patrick took over the pitch

and David, as he has cooking experience, did the cooking on that one.

-Happy?

-ALL: Yeah.

-I think we did as well as we could've done.

-Did well?

-It wasn't as good as Maria but he did a...he did a good job.

He's got that cheeky smile again. I never know whether he...

I never know whether he's actually saying, "He did do well

"but I'm smiling at you to say, 'Hmm, not really.' "

Right, now, then, moving on to Team Platinum.

-Who was the project manager?

-That was myself, Lord Sugar.

-Lucy?

-Yep.

Good team leader?

I think she was.

I think she was good. We all knew what we was doing.

First day, I was appalled. I was really upset, actually.

Second day, complete reverse.

-I think she really learnt.

-Mm.

OK, well, look...

whose design was this, the sleeve of the book?

I originally came up with the style as a sort of comic book theme.

Yes. This is like... Where's Mummy?

What kind of students is this for, then? This is university students?

-Yeah...

-Nursery school, is it? Or what?

I think when you go from home,

for the first time, everybody's a bit like,

"Oh my God, where's my mum?" So I think...

-You're going to turn up in university with this book, with Where's Mummy?

-Yeah!

-It was meant to be a joke book.

-OK, I got it, I got it.

I mean, I think the concept here, #where'smummy,

is quite clever.

Now, who actually went off to see the chefs

-and come up with the recipes?

-We did.

So what happened? Let's hear about this properly.

Lucy told the sub-team that when they were speaking to the chef,

to get recipes for us,

and they told us the three dishes they had come up with.

They gave us the ingredients but there was no, like, steps. There was no recipe.

-We told you how it was made...

-No, you didn't.

There was absolutely no way that they told us.

I vaguely remember being hung up on twice

and told at least three times, "Whatever", and then hung up on.

-No...

-Lord Sugar, this is what happens a lot.

They get in a conflict and argue over each other

and that was what was what was happening,

and the aggression just took over and we didn't actually get anywhere.

I see.

Now, a little bit of a problem here with spelling.

I mean, we've got here "8 to 12 RASHES of bacon".

I tell you what, you wake up and you've got eight rashes, you'll need to see a bloody doctor!

LAUGHTER

Who type-set this book?

I take full responsibility for the spelling mistakes as Alice is dyslexic,

I knew Ashleigh isn't so good at spelling, and I should've known in hindsight.

How many potential A-levels and GCSEs

you got amongst the bunch of you?

If I remember rightly from looking at all your CVs,

you've got to have about 100 amongst the bunch of you!

I was definitely the courgettes!

-I'm just going to...

-Yeah, except it's not terribly funny, is it, really?

-No, it's not funny.

-I'm absolutely embarrassed.

The problem we found is later we went to pitch to a bookstore

and they were really unimpressed by the spelling mistakes.

-THEY ALL TALK AT ONCE

-I imagine they were.

-Sorry, I'm sorry...

-How can you blame HER because YOU guys didn't spell properly?

What you're doing is just dishing out blame...

I'm useless at spelling and I know how to spell rashers and potatoes.

Right, we didn't write those...

Are we getting into this? Because we were under so much time pressure,

the spell-check would've... You didn't have pictures in time so we didn't have...

Cos we had to write recipes simultaneously!

Listen. Can I just say one thing?

I'm not the greatest...

person in the world when it comes to spelling

but I do know that if I'm publishing a book to the general public,

then I'd better make sure there's no spelling mistakes in there

and if someone is not so good at spelling, which we can all be,

then somebody should have had the final read of it

before it went to press who's better at spelling.

OK, well let's get some results now, shall we?

So, Nick, start me off.

Team Platinum.

Right, the high-street book chain...

..they ordered 1,000 copies.

Thousand, right. And, Karren?

Team Odyssey?

They didn't order any, I'm afraid. Zero.

We then go on to the online retailer....

1,500 copies.

Right.

-Karren?

-Well, they did place an order.

800 copies.

Supermarket, Nick?

They said that, subject to an addition of healthier recipes...

..has ordered 5,000 copies of that.

5,000? Wow!

Really? And the supermarket for your team, Karren?

Um...

No orders, Alan. Zero.

Oh, dear, oh, dear, oh, dear, oh, dear, oh, dear.

So we've got a total of 7,500 orders

for Team Platinum and 800 only for...

Team Odyssey.

Amongst all your arguing there, your concept,

and I think it might have impressed people a bit

with that front cover from Steven initially there,

because your spelling didn't impress anybody, I can assure you,

that you came through.

So very well done. Very well done.

And your treat for this is I'm going to send you

to London's only dessert bar

because you've been cooking main courses all day long

so now you go off and enjoy yourself having desserts.

OK? So very well done and I'll see you on the next task.

-Thank you very much.

-Thank you, Lord Sugar.

-Whoa!

-Oh!

Oh, my God, I've made it!

A disaster, no?

A recipe for disaster, I suppose, you could say.

You have to go off now

and discuss amongst yourself

what you think was the reason for the failure of this

because we will come back in this boardroom here

and I will go back into a lot more detail,

and ultimately I'm going to decide which one of you

will be leaving the process. OK?

-All right, off you go.

-ALL: Thank you, Lord Sugar.

-Team Platinum, another win.

-Team Platinum!

-Yeah, another win!

To #where'smummy!

-Chocolate...

-Oh, my God!

You've just made my life!

I think it's obvious who I would have blamed

the failure of the task on if we were to fail.

However, we didn't fail, so...

-But, look! Look what you left of my ice cream?!

-That wasn't me!

You left me a runny, runny ice cream! It was not Nav!

The moral of this story is never let Amy anywhere near your food.

Being project manager was a big job.

'I think I was leading some really very independent-minded ladies'

who had quite a strong fight in them.

But I think I did well under the circumstances.

-Cheers!

-Definitely well-deserved.

-Yep.

I think our biggest flaw was the concept.

I completely agree.

Out of every other idea we had,

I think the concept we chose was the best one we could have.

There was, like, zero other ideas on the table

so I really am not understanding why people think the concept

was the main reason for the failure of this task.

Do you admit, Sean, that if you had listened to me, it might've gone a lot better?

You know, we lost and I can't really doubt anybody's work in the team.

We all worked really hard.

'Everybody can easily blame things on me'

but I won't sit around and be blamed for things

which I wasn't responsible for.

The concept was pretty poor, to be honest. But, also...

it could not have been not putting the concept across in the pitch as well.

Yes, would you send the candidates in, please?

-RECEPTIONIST:

-'Yes, Lord Sugar.'

You can go through to the boardroom now.

Disastrous, to say the least.

800 orders and two of the biggest retailers in the country - zero.

Zero.

So, Sean, where did it go wrong

and who do you think was responsible for it going wrong?

When it comes down to who I think is responsible,

I think that Maria really did push the idea forward,

she pushed the title forward.

And she is a, quote, "professional woman,"

so I was taking the trust that, you know, this would sell.

She's not a professional woman, she's just come out of school.

-Can I just say...

-Yeah.

-..I completely disagree with you.

The professional woman was my idea and I take responsibility for that idea.

What I don't take responsibility for

is basically how much of a pushover Sean was.

And basically, at the end of the day,

I think the responsibility of the concept

should be taken by Sean and not myself.

But, Andrew, you had a strong opinion on this, didn't you?

Yes, I did.

As soon as me and David got into the car,

it hit me that we were narrowing our market down more and more.

Every person in the focus group hated the idea,

-you came off the phone and decided to stick with Maria's idea.

-Yeah.

That seems, from my point of view,

that Maria shouted so loud that you just agreed with her.

You just heard what he said and she said. What's your answer to this?

So what I did, I took on both sides of the feedback

and I really did consider in my head for a while

what we'd be doing and I think going for the female at the time

definitely did seem the right decision.

Was it because Maria was shouting?

No, it was because Maria was making a very good point to me.

Well, it wasn't a good point, though, was it?

-You're conceding that it was a bad point.

-Andrew was right.

-I do accept that now. And I apologise for ignoring your point.

-OK.

Simple facts of life, people. OK?

When you sell something, you want to sell to the widest market possible.

You're going to see mass book retailers -

they are not interested in niche markets, you know?

Hobby Weekly or something like that.

-David.

-Yes?

-In your opinion...

..what do you think you did in this task

and why don't you think that you are culpable for the failure of it?

I went, on the first day,

I asked excellent questions in the focus group.

I went and we cooked excellent meals

with the given instructions that we had.

-We took pictures.

-Don't you think I was doing the picture taking?

Both of us did the picture taking, Andrew.

I didn't hear a lot from David.

Would it be fair to say, David, that you were a bit of a quiet mouse during the task?

-No.

-Cos I didn't hear any of this.

I feel that you guys were shouting to get your voice heard

and everything that I wanted to say, I said it calmly,

despite the fact that I wasn't shouting that you guys were.

So when it gets down to the pitching to the three retailers,

I understand that Andrew was doing the cooking

and, Maria, you were doing the pitching. Right?

And I think you did the first two and I think they went quite well.

And then Patrick, for some reason or other,

wanted to do the pitch for the third one.

And I heard that that was not very good at all.

Clearly reflected in the fact you got no orders.

What was all that about?

-We decided that that I was going to do one of the pitches.

-Why?

Well, just because obviously there were different facts

that needed to go in, so I wrote up the one that...

But, Patrick, this is not a kind of talent show

that everybody's got to do something. This is business.

When you're not good at something, you shouldn't put yourself forward.

And from a project manager point of view,

the reason I made that decision is,

early on in the day, Patrick said he was keen to do it.

Yeah, but you are the project manager. Right?

And no matter whether he was keen to do it or not, right,

you should have said no.

You should have said, "Sorry, these two are doing very, very well,

"you're not doing it,"

because you don't stop something that's going well.

Did you think it went well, Sean, Patrick's pitch?

I think, at the beginning, Patrick was very quiet,

he was very timid, but as it went on, I think he did improve

and, towards the end, it was a good pitch.

Just a tip, when you're doing a pitch to a business -

you need a lot of energy, enthusiasm, humour, facts.

Patrick, with the greatest of respect, you know,

you always sounds like it's Monday.

You shouldn't have put yourself forward there.

We just felt that it would have been better to kind of spread the load.

Sean, very shortly,

I'm going to be asking you to make a decision, right?

And when you make that decision, you need to think very, very carefully,

cos I will be asking you afterwards to justify those decisions.

So, Sean, who you bringing back into this boardroom?

Lord Sugar, I'm going to be bringing back Maria and David.

Right.

Anything that I will admit that I have done wrong,

you backed up, 100 percent.

So, basically, I really don't think that I should be in here.

I'm going to bring you in anyway.

-DAVID:

-Everything that you asked me to do, Sean, I did it with 110...

-That's your decision, is it?

-That's right, Lord Sugar.

-Yeah?

-Yeah.

-OK.

You two gentlemen go back to the house, OK?

-Thank you, Lord Sugar.

-Thank you, Lord Sugar.

Well, look, I'm going to have a chat with Karren,

who followed you around on this task.

And Nick will also assist me

because of his experience in this process.

Just step outside and I'll call you back in shortly.

But one of you is going to be fired, OK?

ALL: Thank you, Lord Sugar.

Maria is reluctantly admitting that it was her fault,

but she says she still stands by it.

Quite clearly, she has swayed Sean.

I think he bends with the wind, that's the problem.

-He let Patrick go.

-Nuts. Nuts.

And I don't get it.

I mean, Patrick said, "I did a pitch that was bad."

And yet he lets him go.

David was very quiet on this task, Alan.

I think he's lost a bit of confidence this week.

Could you send the three of them in, please?

'Yes, Lord Sugar.'

Sean...

..I'd like a explanation from you

as to why Patrick is back in the house

and him and her are sitting here,

wondering whether they're going to survive this process.

For example, why's David here? Why did you bring him back?

Can you explain to me why? I'm sure did he'd want to know.

I'd like to know as well, actually, yeah.

The reason I brought David back

is it seemed that David didn't take a great part

in either the market research or the photography

and I just didn't hear what he did in this task.

I completely disagree with that.

I just think Sean's trying to say maybe it is your LACK of culpability

that you are here for this task,

cos maybe you just sat in the background.

The failure of this task didn't happen

because of my side of the sub-team.

Whatever I did, I did with full conviction.

Karren, in the focus group, did I not ask questions?

Well, you did ask you questions.

But Andrew did lead the questions at the focus group.

Sean, what have you got to say? Who should be fired for this task?

I genuinely think that, although I made the mistake

of listening to Maria too much,

because she shouted and she tried to get her own way,

I do think Maria definitely pushed the idea forward,

so I think Maria should be fired.

I had the idea to target at women, but we all came up with the idea.

You cannot just point this on my head.

I am referring to the long conversation in the car,

where you're pushing and pushing.

It wasn't a very long conversation.

I made a point and you said it was very good.

How do you solve a problem like Maria?

I think you solve a problem like Maria

by making sure she knows where she's gone wrong. We all made mistakes...

No, I mean the problem being

that she seems to always be talking you down,

making you change your mind.

No, I think that was one case and I learned from that.

Maria is louder than me as a person.

That doesn't mean her ideas are always better.

I was thrown into a team with four boys - I had to shout louder.

Being a woman, I really love being heard.

I'm strong and I'm a domineering person,

and I won't apologise for that.

Forcefulness and chirpiness and all of that stuff is all very good,

but sometimes a bull in a china shop doesn't mean you're right.

-No, I understand that.

-Good. I hope you do!

I recognise that mistake.

And the thing is, when you're producing a product like this,

the retailers are going to say, "Very limited market here."

The fatal error was the market.

David, where do you think

the responsibility lies for your failure?

I think the failure of this task lies on Sean,

because we gave them some very critical information

from the focus group,

but some decisions were made that didn't reflect what we told them.

Look, all of you have done very well getting here.

Thousands and thousands and thousands have applied

and one of you is going to go home today.

Sean, a project manager is someone

who is supposed to assert their authority.

You are here to try and win a task, yeah?

I get the distinct impression that you are bit of a diplomat,

or try to be a bit of a diplomat, and try to make everybody happy.

Maria, there is no question in my mind here,

no question in my mind, that the idea was flawed,

that you forced the project manager to do things that they wouldn't,

in a normal walk of life, have done, because of your forcefulness.

You know, at the end of the day,

you've got to know when to admit you've made mistakes

and when to tone down a bit.

And, David, I get the feeling here

that from what I've heard from Karren

and what I've heard from your other colleagues,

that some of the stuff you're claiming that you did or didn't do

maybe didn't occur and for that reason, I'm struggling.

But, Maria, I think this is very, very tough situation for me

and thousands of people have applied for this position

and I do admire your forcefulness, bubbliness and all of that stuff.

And, on that basis, I'm going to...

let you remain in this process.

Sean...

..I think you mistake today was bringing the wrong person back

and taking your eye off the ball

of what you're supposed to be good at doing.

And, on that basis, Sean, it is with regret that...

you're fired.

Thank you, Lord Sugar.

You...

learn a bit, I hope.

Listen to other people.

It's not always you, you, you and your ideas.

But, um...

I've given you another chance, OK? Because you're a fiery character.

And, David, I think that he brought the wrong person back in.

-Thank you.

-Go back to the house and I'll see you on the next task, OK?

-Thank you so much.

-I won't disappoint you, Lord Sugar.

Well done. Good luck.

Although Lord Sugar fired me today,

I think I can walk out here with my head held high.

I'll go home, continue working on all of the things I have coming up

and make sure that in five, ten years' time,

I'm going to be successful.

-Who do you think is going home?

-Who do you guys want to come back?

I want Maria back.

She did make a pretty big slip-up on this task,

but she can definitely fight her own corner.

Everyone makes mistakes, though.

-ALL:

-Oh, my God!

Is it just you?!

-No!

-No, don't joke, that's not funny.

It's just you?!

THEY ALL SCREAM IN DELIGHT

Oh, my God!

-So what did you say to Sean?

-Yeah, so we've lost Sean.

-Sean's gone! It's weird to think.

-It's horrible.

It is horrible, it's like someone died,

because you genuinely don't see them again.

Now ten candidates remain in the fight

to become Lord Sugar's Young Apprentice.

Next time...

Your task today is to go out and to procure items.

They're going to be used in an opera.

With ten theatrical props to find...

-Do you know what a "candle-brum" is?

-'No, I don't.'

-..at rock-bottom prices...

-Why should I give you a discount?!

-No!

-Come back!

..as the drama unfolds...

-That's actually ridiculous.

-Thank you. See you in a bit.

You were stupidly slow.

..it's curtains for someone.

You have completely messed it up.

You're fired.

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