Sportswear Young Apprentice


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Transcript


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It's an opportunity like no other.

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I don't like teachers' pets and I don't like school bullies.

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What I like is young people that have the potential to succeed in business.

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From all over the country, Britain's youngest aspiring entrepreneurs

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have come to London.

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Ow! Hold the door!

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-Aged 16 and 17...

-It was bad management.

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..all have a burning passion for business.

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-Next!

-Hi, Niamh!

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THEY LAUGH

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

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

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Where was the business sense here? It's been done before.

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

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

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In charge of a vast business empire, Lord Sugar started his career

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while still at school.

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Now he's on the hunt for his next Young Apprentice.

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That's not a loss, is it? It's a complete and utter annihilation.

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-It was my decision to make.

-No, it wasn't.

-Yes, it was.

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I hope you enjoy it when we lose.

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

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We've had some ideas we want to tell you about.

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-It's done now. We've just finished it.

-Well, that's annoying.

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-..but shine as individuals...

-Oh, my God.

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..because, in the end, there can only be one Young Apprentice.

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You're fired.

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You're fired.

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With regret, you're fired.

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Previously on Young Apprentice...

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Your task is all about selling at a festival.

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Ah.

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Aiming for lavatories and laundry, a very vocal Lucy.

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I think the thing with the washing machine is that it fits in well with the toilet.

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It does increase the comfortability of camping.

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Orchestrating the other group, Patrick played to the oldies.

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It didn't matter what this market research said cos you'd already booked 'em.

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Ashleigh got the blues.

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-You've gone and done it anyway.

-She causes a drama.

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At the festival...

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Why would you queue up for a smelly Portaloo when you can have this?

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-..Girls Aloud...

-She's basically just being a bull in a china shop.

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..Super Furry Animals...

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-Onesies.

-Get your onesies! You'll look great in a onesie.

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..and Dire Straits.

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-It's a glorified salad spinner.

-I couldn't pay people to take them off me.

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In the boardroom, Patrick's team hit gold.

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Congratulations. You three are in the final.

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Once on the rocks, Lucy got on a roll.

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I have so much to show you. I have real passion for business.

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I always have been a very hard worker.

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Out-performing Steven...

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You're fired.

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-..and Andrew.

-You're fired.

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Now just four remain in the battle to become Lord Sugar's Young Apprentice.

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6.45am.

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PHONE RINGS

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Good morning.

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'Good morning. Lord Sugar would like you to meet him at White Hart Lane football stadium

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'in 30 minutes.'

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Guys, White Hart Lane football station in 30 minutes.

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What was it? White Hart...? White Hart?

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No idea.

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'Lord Sugar's investment would change my life so much.'

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At the end of the day it's not just the money.

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It's to have his backing and have his insight on business.

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'I definitely deserve this investment off Lord Sugar.'

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It would really change my life and it would enable me

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to become one of the best fashion designers in this country.

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I hate to break it to you, but I think I might win.

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Like, I'm sorry, but...

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That's fine, Maria. That's fine. I'll let you think that!

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'I've got the best reputation out of the four.'

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I've only ever been on the losing team twice.

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I've only been in the bottom three once

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That's only because I were project manager.

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And I think Lord Sugar respects that.

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'I think my biggest competition is probably Ashleigh.

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'She's very loud and she's very confident.'

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It's not about who's loudest, who can shout loudest.

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I definitely think I should be here and I definitely think I should win.

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White Hart Lane.

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Home of legendary London football club, Tottenham Hotspur.

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On match days, 36,000 fans pack the stands.

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Today, two teams face one life-long supporter -

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former Spurs chairman...

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..Lord Sugar.

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-Well, good morning.

-ALL: Good morning, Lord Sugar.

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Very well done for getting into the final.

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You've come a very, very long way from when we started,

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and one of you is going to end up with my £25,000 investment.

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Now, looks a bit unfair at the moment

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with Lucy standing over there on her own.

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So, Ashleigh, join Lucy.

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So in the year where Britain took to the world stage in sports,

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your task is to come up with a brand-new range of sportswear

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that's going to go global.

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First, you're going to have to design your brand,

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and then you're going to have to come up with a logo

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or a strapline of some kind to say what your sports range stands for.

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And finally, you're going to put on a showcase event

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to launch your new brand in front of an audience of experts, including me.

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Now, it's a difficult task,

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so I've brought some old friends back for you.

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Now, the good news is, all this is taking place in Manchester,

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a fantastic city, known for its textile industry and its sports heritage.

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So, this is the final run-in for my £25,000 investment.

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And I'll be seeing you in a couple of days' time in the boardroom.

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-So, good luck and off you go.

-ALL: Thank you, Lord Sugar.

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From professional kit...

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to urban street fashion,

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the £4 billion UK sportswear market is big business.

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Each team has three days to come up with a new sportswear brand

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and apply it to plain garments supplied by Lord Sugar.

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By launching their printed sportswear to a panel of industry experts,

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the teams must prove their brand could go global.

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The two finalists in each team

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must work together as joint project managers.

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This should be an interesting task, I feel.

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-This should be a winning task.

-This HAS to be a winning task.

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But only one candidate can win Lord Sugar's £25,000 investment.

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First job for both teams - decide on a sportswear market to target.

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Firstly, I'm sort of attracted to the winter sports.

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There's whole continents that you can't do winter sports in.

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-That's true.

-I quite like wellbeing.

-I don't like wellbeing.

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-Streetwear has been done a lot.

-I really don't like streetwear.

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I think it's done, it's boring.

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I think the things we all wear

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and have most interest in is probably streetwear.

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I think we'd be daft if we didn't go for that.

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-Are you happy with streetwear?

-It's right. You've made the right decision.

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Awesome.

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Guys, I want to go with cycling. That's my gut instinct.

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Because of the Tour de France and the Olympics you can encourage people to get more...

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We could bring in the whole eco-friendliness of cycling.

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-We'll make a young cycling brand.

-Like a trendy cycling brand.

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That makes people want to cycle rather than take cars.

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I'm going to choose cycling. Patrick, are you happy with this?

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We have to be. We can't beat around the bush.

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We're in the final and Patrick and Maria have been teamed up together.

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Who's in charge? They both are.

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Who's really in charge?

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Maria.

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Manchester.

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Built on wealth from the textile trade...

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and home to the most valuable sports club in the world.

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2pm.

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Both teams split up.

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One half to research retailers...

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..the rest to meet a focus group.

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En route, Patrick and Maria's team brainstorm brand ideas.

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-Hi.

-Have you got any ideas for names?

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I'd like Rusty Chain, Puncture, um...

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-I like Puncture. I think it's got a ring to it.

-Are you serious?

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If you have a puncture on your bike you can't go anywhere.

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I had the same idea on Cyc, like C. Y. C.

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So, like, short for "cycle".

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It's not bad, that. It's not bad.

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It's simple and it's something that can catch on easily.

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What would be the tag line with it?

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Cyc, um...

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"Just do it." Oh, no, sorry!

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LAUGHTER

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Come on, be serious now. We've got to get this done. We need a tag line.

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I like "Lead the way". It's like new fashion statement.

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Nav suggested - this is really good - "Cyc, lead the way".

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-That's quite good.

-It's quite different, though.

-I like that.

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Evolve, Manchester - training-centre for urban street sport.

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Having chosen streetwear, it's time for Ashleigh to find out what her market wants.

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It doesn't matter about the clothing or the shoes or whatever.

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From a brand perspective, what do you want them to have?

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-So, like, the issue...

-Ethics.

-Yeah, ethics.

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Substance over style. It's not about style over substance.

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-Supporting people who do.

-I really like that.

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And the fact that there is actually thought going into it

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rather than just, "This is my brand, buy it."

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'I've been working in the sports industry for over 20 years'

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and if Ashleigh listens to this focus group

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and grasps the inspiration, the motivation,

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the credibility, the ethics,

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she could build a sports-brand image that could go global.

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If she doesn't listen, she hasn't got a hope in hell.

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Led by Lucy, the other half of the streetwear team take in the shops.

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-Show me your swagger.

-This is it. This is what you get.

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-That's not a swagger.

-I'm going to put... I'm going...

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-It's like they've got a limp, like they've hurt themselves.

-Put your swag on. Come on, do it.

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This is my swagger.

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Beautiful.

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-Hi, Ash.

-'Hi.'

-Hiya.

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If I explain to you the feedback that I got from the focus group...

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So, basically, they said they wanted something that had ethos and a meaning behind it,

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-rather than it being just a name.

-Right, OK.

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What about the tag line, "Strive Emerge Achieve"?

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Just them three words.

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To me it sounds more like a charity tag line.

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I get that we're helping and supporting, but it's not cool. I don't think it's very cool.

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-But they've said...

-They're not looking to be cool.

-They've said they don't care about...

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They don't want this brand that's trying to like just sell 'em crap.

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Just hang on. Give me a sec.

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I'm just trying to think if I can think of anything else.

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Lucy definitely should stand up a little bit more over Ash.

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If Ash has got an opinion and Lucy has got an opinion,

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it's Ash's opinion that's going to win.

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Oh, my God. It says, "Keep pedalling." I love it.

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Searching out the market for cycling-wear,

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Steven and Navdeep, led by Maria.

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-That's quite stereotypical.

-That's just a chain link on a bicycle.

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And a chance to try their ideas on the shopkeeper.

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I think sometimes when people think of cycling they think of, like, 30-40-year-olds

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who are, like, midlife crisis sort of thing.

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-But I think...

-More like work...

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More workers and stuff like that.

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You know any that are specifically made for people a bit younger?

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-So quite trendy cool-wear?

-Not off the top of my head.

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-I suppose that's good.

-That's good.

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-Because it means it's something unique that we're doing.

-Yes.

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-That went well.

-It was good.

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I really do feel like taking the risk by

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going for maybe a slightly more urban market,

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trying to rebrand cycling.

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It's going to grab the attention of the, like, industry experts

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and Lord Sugar much more than playing it safe.

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I mean, we're at the final stages of the process now.

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If you don't take risks, you're just foolish.

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Still in need of a brand name, Ashleigh calls Lucy.

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-Hiya.

-We need to think of something quick.

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I think we should do something a little bit cool, like Crash.

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Something that's a little bit less serious.

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I think me and you are on different pages, because I'm trying to go with what the market research told me.

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They don't want any crap name that don't mean anything.

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I'm not trying to come up with crap names,

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I'm literally just trying to come up with names.

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-What about the name Release?

-I quite like Release.

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It's like releasing your anger and frustration,

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and you're just showing yourself, and your self-confidence.

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Yeah...

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I think Release sounds more like a brand.

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OK. All right, then.

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-'Bye!'

-OK, bye.

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-It's a good name.

-Yeah.

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-You guys don't sound convinced.

-Neither do you.

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I do feel like I'm taking a much more grown-up approach than Lucy is to this task.

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I listened to the market research, because that's what people want.

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So I fed that back to Lucy and it went straight over her head, I think.

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5.00pm. Names are finally fixed.

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Streetwear brand Release, and cycling range Cyc.

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Next stage, a briefing for both teams at branding agency Creative Spark,

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specialists in viral marketing.

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So this is like your kind of traditional flash mob.

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Kind of placed actors in an environment,

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and it's kind of got that shock factor.

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Spreading to millions in minutes,

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an online viral campaign is the fastest way to get a brand noticed.

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Clever, funny, stirs emotion, stirs reaction,

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people pass it on, they pass to their friends et cetera,

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and then "Life's for Sharing". So always comes back to the brand,

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and I think that's what you've got to remember. Bring it back to that brand.

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-OK.

-Thank you very much.

-No problem at all.

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With access to a database of dancers, singers and actors,

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both teams must plan viral campaigns with the potential to go global.

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We've got five street dancers...

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Release is letting your dancers go.

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Say if you were in the middle and five people were to just randomly, "Mama do the hump..."

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You'd be like, what?! What is happening to me?!

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Just because it would be so socially awkward, you'd have to get involved.

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MARIA: 'Hi, guys.'

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I was thinking something like, we need a lot of people to make an impact.

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And one of the options is going with

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a 50-person choir that sings a cappella.

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-Unless they can sing, "I like to ride my bicycle, I like to ride my bike..."

-Steve!

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That would be good!

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We're looking for young people, we're not looking for...

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50 people in a choir, we could have some grannies.

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-Maria...

-SHE CARRIES ON TALKING

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We want to rebrand cycling, and make it cool.

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So why are we going to have 50 people who, half of them could be over 40?

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How do you know that they're over 40? They're all different ages.

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Right, I'm sick of arguing, but I've made my point very clear.

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We're here now, so we're going to have to call you when we get out.

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Right, bye.

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She's so aggressive.

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Everything that comes out of her mouth is just like... Aaargh!

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He does not understand our brand.

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He does not understand what we're trying to do.

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-He's going to put a choir in a viral video.

-I don't think he will.

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I've decided that I want to book the choir.

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Regardless of what Maria said, you need to make people think.

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People need to look at it and think, and be interested enough to go

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and research whatever they see.

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Me and Maria are in the same team, but we're also competition.

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This is the final, and I need to show Lord Sugar that I've got a voice too.

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6.30pm. For today, work must stop.

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But with both teams at loggerheads over how to get

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their brands noticed, tomorrow will have to bring harmony.

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8.00am.

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-Did you book the choir?

-Yes.

-Right.

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Did you even find out anything about the choir, what age is the choir?

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-Are they relevant to our target...

-They're all different ages.

-So we're going to have a 60-year-old

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when we're trying to rebrand cycling, and make it cool for young people?

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Flip me!

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That is so bloody sly!

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Flip me, Patrick, the least you could have done was consult me.

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But you're not the PM, so why do we need to?

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You're not either, so why did you feel like you could make a decision?

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-Because it was my decision to make.

-No, it was our decision!

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-No, it was my decision.

-It was not your decision, Patrick.

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-That was where I went yesterday.

-I hope you enjoy it when we lose.

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Let's just move on, because you're both getting angry at each other.

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Well, it would have been nice to be consulted.

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-Yeah, but...

-I'm forgetting about it now.

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What's next?

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First job for both teams, design a logo to symbolise their brand.

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Giving graphic impact to her Release streetwear, Lucy.

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I think maybe Ash was thinking more like curvy graffiti, but I think that's much more cooler.

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Would it be worth seeing it sprayed, so it looks like...

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Cos then it matches what Ash suggested.

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-I actually think this kind of feels better.

-OK. Nice one.

0:20:470:20:51

I'm definitely in control at the moment, this is my area

0:20:520:20:54

and this is my job, so my opinion at the moment is the one that counts.

0:20:540:20:59

This is my idea, that the R would be part of the Release and it would be

0:21:000:21:04

the same font, so you can incorporate the logo into the actual brand name.

0:21:040:21:09

So how the brand's recognisable would be the R?

0:21:090:21:12

Yeah. Can we just try this and see what it looks like?

0:21:120:21:15

-DESIGNER:

-You need something quite bold.

0:21:150:21:17

Lucy's started to make great strides in this task.

0:21:170:21:19

The logo is hers to control.

0:21:190:21:21

She's thinking about it intelligently,

0:21:210:21:23

she's got global at the front of her mind,

0:21:230:21:25

and actually I think it's really coming together for her.

0:21:250:21:28

"Achieve" is spelt... Yeah.

0:21:310:21:32

-I before E.

-Except after C!

0:21:320:21:36

OK, I like it like that. It's simple and it's universal.

0:21:360:21:39

-You've got Release, Strive, Emerge, Achieve.

-Sorted. Well done.

-Cool.

0:21:390:21:44

I think you've done a really good job of this.

0:21:510:21:53

-You should feel really proud of yourself.

-Thank you.

-I agree.

0:21:530:21:55

I really like the logo. Team Lucy!

0:21:550:21:59

Team Lucy.

0:21:590:22:00

It has a ring to it, doesn't it?

0:22:020:22:03

Putting her stamp on the symbol for Cyc, Maria.

0:22:080:22:12

Do you have more of an emerald green?

0:22:120:22:14

-I think they look well together.

-I think it looks like a fruit squash.

0:22:160:22:22

The purple's young and it's modern, the green goes with the eco-ness.

0:22:220:22:25

It's symbolic, it makes our target market always remember

0:22:250:22:28

that they are leading, and doing something new.

0:22:280:22:30

I like it.

0:22:300:22:32

Logos sorted, it's off to the printers.

0:22:340:22:37

Let's get crack-a-lackin'.

0:22:380:22:39

-You did not just say "crack-a-lackin'"?

-I did.

-Oh, my goodness.

0:22:390:22:43

-Oh, those leggings.

-Oh, my word!

0:22:490:22:51

Both teams get a range of unbranded clothing,

0:22:510:22:55

aimed at their target markets.

0:22:550:22:57

-Model a pair for us, Steven.

-Go on, then, Nav.

0:22:570:23:00

Oh, are you serious?

0:23:010:23:03

The job - print logos onto the plain garments,

0:23:030:23:07

and transform them into global brands.

0:23:070:23:10

Good...

0:23:100:23:11

MARIA LAUGHS

0:23:110:23:12

These are actually quite comfortable!

0:23:150:23:19

-Your legs are so skinny.

-No, they're not, all right?

0:23:190:23:24

-It's muscle.

-Are they very flexible?

0:23:240:23:27

Yes, they're flexible. Look at that!

0:23:270:23:29

-When you're cycling, where are you going to see the logo?

-On the ankle.

0:23:320:23:36

-Oh, so when you're pedalling?

-Yeah.

0:23:360:23:40

I like that on both sides.

0:23:400:23:42

What are you doing with that pin?!

0:23:420:23:44

The centre of Manchester. Piccadilly Gardens.

0:23:490:23:53

Location for viral movie, Release.

0:23:530:23:57

Directing the urban action, Ashleigh.

0:23:570:24:00

Can we come a little bit out and a little bit to the right?

0:24:000:24:03

Yeah.

0:24:030:24:05

So I'm your gaffer today.

0:24:050:24:08

-Are you all large?

-Yeah.

0:24:080:24:10

Booked and ready to roll, a crew of street dancers.

0:24:100:24:13

There we are.

0:24:150:24:17

So what I want you to do is as soon as Sean gives you your cue,

0:24:170:24:20

you go up to the person that he points at

0:24:200:24:22

and start dancing around them, all six of you, so really block her in.

0:24:220:24:25

You've got to make sure they've got enough space to breathe,

0:24:250:24:27

we don't want any of you getting punched in the face.

0:24:270:24:31

Ash's idea is to release her dancers onto the unsuspecting public,

0:24:310:24:36

and get them involved in dancing.

0:24:360:24:38

We'll have to wait and see whether the public really want to get involved.

0:24:380:24:42

So we need to turn over as Sean walks in.

0:24:450:24:48

MUSIC STARTS: "Mama Do The Hump" by Rizzle Kicks

0:24:530:24:55

Oh, no, she's done a runner. She's done a runner. She's doing a runner!

0:24:590:25:03

Not good enough. Awww!

0:25:060:25:09

Sean, be ready straight away. Get back over there.

0:25:090:25:12

GRANDIOSE RELIGIOUS MUSIC

0:25:120:25:14

The Trafford Centre.

0:25:180:25:19

With more than 30 million visitors a year,

0:25:210:25:23

Manchester's cathedral to consumerism.

0:25:230:25:26

In charge, Patrick.

0:25:330:25:35

Here to rebrand cycle wear as urban, cool and young.

0:25:350:25:39

LOUD HAILER WAILS

0:25:420:25:44

What we're going to get you to do is come out in small groups and just

0:25:460:25:49

look like you're shopping, and then a group of you will start singing.

0:25:490:25:52

And then another group and another group

0:25:520:25:54

and then we're going to get you to form a C, Y and a C shape

0:25:540:25:58

at the end, so you can all finish in the shape of our brand.

0:25:580:26:02

Just make sure you're really happy, smiley,

0:26:020:26:04

looking really enthused by it.

0:26:040:26:06

And just be really excited by it, cos it's a great choir

0:26:060:26:08

and you're doing a really great thing today. Thank you!

0:26:080:26:12

You three go out now, and make it look really natural like you're just shopping.

0:26:150:26:20

Lots of energy. Last few minutes now.

0:26:210:26:25

So David, just film initial reaction.

0:26:280:26:31

You need to be more over this way and up at the top, zoom in at the people at the top.

0:26:310:26:35

We're going to start it off now, so if you stand here for me.

0:26:350:26:38

Now please, we need to start right now. Right now!

0:26:380:26:44

THEY SING "Bad Romance" by Lady Gaga

0:26:440:26:47

# Ma ma ma ma

0:26:470:26:50

# Oh oh oh oh oh

0:26:500:26:52

# Oh oh oh oh oh oh

0:26:520:26:54

# Show me what I got

0:26:540:26:57

# I want your love

0:26:570:27:00

# Love, love, love I want your love... #

0:27:000:27:02

Do a big sweep across everyone at the top...

0:27:020:27:05

WHOOPING

0:27:190:27:21

Cyc!

0:27:230:27:24

Bebo, Facebook, Twitter. Social media - Cyc!

0:27:240:27:28

I think it went amazingly well. Everybody stopped and looked.

0:27:310:27:34

We got a lot of attention.

0:27:340:27:36

Everybody's drawn to us, and it proved

0:27:360:27:38

that Maria's thing about the choir being old is not right.

0:27:380:27:41

I'm really proud of every single one of you, because it was amazing.

0:27:430:27:46

Thank you very much!

0:27:460:27:48

Back at Piccadilly Gardens,

0:27:580:27:59

still trying to get her movie to work, Ashleigh.

0:27:590:28:02

I want you all to spread out a little bit more,

0:28:020:28:05

just to get the better effects.

0:28:050:28:07

If you'd all just spread out, so no-one's next to each other.

0:28:070:28:10

If you could run up to the lens with your tagline,

0:28:100:28:12

that would be really cool.

0:28:120:28:14

Are we set with the cameras? Are all the cameras set?

0:28:160:28:19

we're just getting this one.

0:28:190:28:23

MUSIC STARTS: "Mama Do The Hump" by Rizzle Kicks

0:28:230:28:25

That's going well. That's ace.

0:28:410:28:44

This marketing stunt best work. We're having so much fun.

0:28:490:28:52

We've been wet, got in rain, got covered in bird poo.

0:28:520:28:56

So it best work!

0:28:560:28:57

-Garments branded...

-Thank you very much.

0:29:010:29:04

-We'll get those ready for the morning for you.

-Thank you.

0:29:040:29:06

..videos ready to go viral.

0:29:060:29:10

Tomorrow, both teams must launch their new sportswear brand

0:29:100:29:14

to industry experts and Lord Sugar.

0:29:140:29:17

7am.

0:29:260:29:27

Two teams.

0:29:330:29:34

Two brands.

0:29:360:29:37

And from the boss, a surprise boost for both.

0:29:390:29:44

Oh, my God! That's so cool!

0:29:440:29:47

I love it. I really love it. And it just makes you so proud, don't it?

0:29:490:29:53

Yeah. I feel like a proud mother.

0:29:530:29:57

Oh, I'm so happy!

0:29:570:29:59

That's our advert thing!

0:29:590:30:02

It looks really good. I'm really pleased with it when I see that.

0:30:020:30:05

I am really, really pleased with it.

0:30:050:30:08

We definitely couldn't have done it without yous.

0:30:080:30:11

Preview over, it's back to business.

0:30:130:30:16

I'm so nervous about this pitch.

0:30:160:30:18

-Oh, God.

-You just need to stay calm.

0:30:180:30:20

You know you've done pitches before and you're good at them.

0:30:200:30:24

8am.

0:30:260:30:27

Before the launch, a delivery from the printers...

0:30:380:30:43

"Release" from the front in small and then big on the back.

0:30:430:30:45

-"Strive, emerge, achieve" on arm.

-"Strive, emerge, achieve" down the arm.

0:30:450:30:48

-Love it.

-Cool. Great.

0:30:480:30:51

..a stage set to design...

0:30:510:30:54

We'd like the audience quite dark.

0:30:540:30:57

-On the catwalk have a strong spot.

-Yeah, like that.

0:30:570:31:00

-We said red, blue and green.

-..models to dress and rehearse...

0:31:000:31:05

Left leg and at the start, it's helmet right, left. Yeah.

0:31:050:31:12

..and pitches to perfect.

0:31:150:31:17

Our brand name doesn't just have to be sportwear. One more time.

0:31:170:31:23

Yep, one more time. Ready?

0:31:230:31:25

This is Ben.

0:31:250:31:27

He's a 22-year-old student who's just left university.

0:31:270:31:31

-Unfortunately, he has no money.

-Don't say they've got no money.

0:31:310:31:35

They need money.

0:31:350:31:36

Yeah.

0:31:360:31:37

Let's do this, Ash. We can do this. We've got a really good brand

0:31:400:31:42

and we've got a really cool pitch.

0:31:420:31:44

Here to take in the pitches, marketing experts,

0:31:500:31:55

representatives from top global brands, including Adidas,

0:31:550:32:00

Lacoste and O'Neill.

0:32:000:32:02

And from the world of professional sport, some familiar faces.

0:32:060:32:11

Flying in from London, football fan, avid cyclist

0:32:150:32:20

and always alert to new markets, Lord Sugar.

0:32:200:32:24

First up, out to rebrand cyclewear, Cyc.

0:32:370:32:41

DANCE MUSIC PLAYS

0:32:410:32:43

# Let's go

0:32:430:32:44

# Let's go

0:32:500:32:52

# Let's go. #

0:32:570:32:59

APPLAUSE

0:32:590:33:02

From the year 2000, cycling has grown by 117% due to

0:33:050:33:09

the increase in popularity of the sport, but we feel that

0:33:090:33:13

the cluttered market lacks a product for the fashionable urban customer.

0:33:130:33:18

This is Ben. He is 22, he's just finished university.

0:33:180:33:22

He can't afford a car and he is crippled with student debt.

0:33:220:33:25

He has never cycled before cos there was nothing relevant to his age.

0:33:250:33:30

That was until Cyc.

0:33:300:33:31

Now he cycles every day, looking good and reducing his carbon footprint.

0:33:310:33:37

Now I'm going to introduce you to our viral marketing stunt.

0:33:370:33:40

# Mum-mum-mum-mah

0:33:450:33:47

# Mum-mum-mum-mah

0:33:480:33:50

# I want to hold them like they do in Texas, please

0:33:500:33:53

# Fold em', let em' hit me Raise it, baby, stay with me

0:33:530:33:57

# Luck and intuition play the cards with spades to start

0:33:570:34:00

# And after he's been hooked

0:34:000:34:02

# I'll play the one that's on his heart

0:34:020:34:04

-# P-P-Poker face Mum-mum-mum-mah.

-#

0:34:040:34:08

CHEERING AND APPLAUSE

0:34:080:34:09

Our marketing stunt shocked, energised

0:34:170:34:19

and enticed our target market of the young customer.

0:34:190:34:22

He instantly began to research

0:34:220:34:24

and explore our brand through social media, uploading his videos

0:34:240:34:29

eager to be the first one to share this new, different experience.

0:34:290:34:33

If you believe in Cyc as much as we do,

0:34:330:34:36

you will be leading the way for the new generations of cyclists.

0:34:360:34:40

I will now open the floor to questions. Thank you very much.

0:34:400:34:43

Hiya. Just one thing that concerned me in that the colours are very

0:34:430:34:47

similar to the Wimbledon colours.

0:34:470:34:49

Does that hold any worries for you maybe going forward?

0:34:490:34:52

Well, when we were creating the colours

0:34:520:34:54

we didn't really think of any other brand that was out there.

0:34:540:34:56

We've used the green for the environmental aspect

0:34:560:34:59

and we have used the purple as we felt it related to our target market

0:34:590:35:04

and I'm really only noticing that now. So, sorry.

0:35:040:35:07

Just a question about the young guy, 22 years old,

0:35:070:35:10

hasn't got much money to spend

0:35:100:35:11

so it needs to be a product which is quite cheap.

0:35:110:35:13

It's difficult to have a very good quality product at a very low price.

0:35:130:35:18

What is more important for you?

0:35:180:35:20

Well, it's really for us coming up with a compromise between the two

0:35:200:35:23

to create a product that is well priced but also well made.

0:35:230:35:27

Would you be cheapest on the market?

0:35:270:35:29

I would say that we are a budget brand

0:35:290:35:32

but I wouldn't say we would be the cheapest on the market.

0:35:320:35:35

Probably things priced between £20 and £50.

0:35:350:35:39

APPLAUSE

0:35:390:35:40

I think they've done a great job tapping into the boom sport in the country.

0:35:460:35:49

Mmm, yeah.

0:35:490:35:52

A group of middle-aged women singing, that's not going to grab

0:35:520:35:54

the attention of some cool, 20-something urbanite.

0:35:540:35:59

Well done. You were excellent.

0:35:590:36:00

Next stop, urban streetwear brand Release.

0:36:030:36:06

I would like to introduce to you our new ethical streetwear brand

0:36:110:36:14

Release, supported by the tagline, "Strive, emerge, achieve."

0:36:140:36:18

MUSIC: "Bonkers" by Dizzee Rascal

0:36:200:36:22

APPLAUSE

0:36:460:36:47

The reason we are so passionate about the brand Release

0:36:530:36:56

is because we feel it allows individuals to express themselves

0:36:560:37:00

and I believe that our marketing stunt will show this.

0:37:000:37:04

Music: "Mamma Do The Hump" by Rizzle Kicks

0:37:090:37:11

We didn't just walk into this busy market with our eyes closed.

0:37:440:37:48

We listened to the market research that we had.

0:37:480:37:50

They feel let down by other brands

0:37:500:37:52

and say they would buy streetwear that helps street kids.

0:37:520:37:55

It's the message that people will want to buy.

0:37:550:37:58

We also aim to promote our brand through the use of heavy

0:38:000:38:03

advertisement, which shows our ethics, the fact that we care

0:38:030:38:07

about the buyers and also the more inspirational side of our brand.

0:38:070:38:11

Thank you for listening, guys. If anyone has any questions,

0:38:110:38:14

I'm sure we'll be able to answer it for you.

0:38:140:38:17

I wanted to pick up on the ethical claim you make around the brand

0:38:170:38:21

and just wondered how that manifests itself.

0:38:210:38:23

Obviously as a business, we are only going to be very small now

0:38:230:38:26

but this time next year, we want to be setting up sports clubs

0:38:260:38:30

and want to be doing free lessons for kids to learn how to street dance.

0:38:300:38:34

Obviously, the more money we make,

0:38:340:38:36

the more people we will be able to help.

0:38:360:38:38

The logo looks amazing, it looks really good, but how are you

0:38:380:38:41

going to translate that globally to countries that are not English?

0:38:410:38:46

Of course, I purposely did the R bold.

0:38:460:38:49

Globally the R can be used on its own perhaps,

0:38:490:38:52

and the fact that it's quite recognisable as well can

0:38:520:38:55

definitely go with our streetwear brand abroad.

0:38:550:38:58

APPLAUSE

0:38:580:38:59

If the ethos of the brand is to empower young kids and bring out

0:39:050:39:10

their inner confidence, the youth of today might buy into that concept.

0:39:100:39:13

I question whether there's just enough uniqueness in the brand

0:39:150:39:18

right now that gives it stand-out from the massive products that are in those stores already.

0:39:180:39:23

They're going to have two sell a lot of product to be able to fund

0:39:230:39:26

the charity work.

0:39:260:39:28

Tomorrow, hardball in the boardroom.

0:39:310:39:35

For Ashleigh, Lucy, Maria and Patrick,

0:39:560:40:01

one final journey to face Lord Sugar.

0:40:010:40:05

At stake, £25,000 to kick-start a career in business.

0:40:080:40:14

If I don't win the investment today I will be gutted.

0:40:170:40:20

Me and Maria pulled out all the stops.

0:40:200:40:22

We worked through our differences

0:40:220:40:24

and came up with a great brand and concept.

0:40:240:40:26

In a perfect world, I'd go into the boardroom,

0:40:290:40:33

win and just go on to be the greatest businesswoman ever.

0:40:330:40:35

But at the end of the day, this isn't a perfect world.

0:40:350:40:38

I'm going to have to go into the boardroom and fight for my place

0:40:380:40:41

and that's what I'm going to do so I make sure that I win.

0:40:410:40:43

I've learnt a hell of a lot while I have been here

0:40:480:40:50

and I think Lord Sugar sees how much I've developed.

0:40:500:40:52

I think I've definitely showed enough to win.

0:40:520:40:55

I've been a massive input to the outcomes of every single task.

0:40:550:40:58

I've not been carried, I've worked for it.

0:40:580:41:01

I am an A-grade student.

0:41:050:41:07

I have my own business and I make a really good profit.

0:41:070:41:09

I can be led but I'm also a very good leader

0:41:090:41:12

and I don't think everyone in this process can say that.

0:41:120:41:14

-Now, good morning.

-ALL: Good morning, Lord Sugar.

0:41:480:41:51

Well, welcome back.

0:41:540:41:57

The task was to come up with a new brand of sportswear

0:41:570:42:00

that you could sell throughout the world.

0:42:000:42:02

You had to pitch your ideas to an audience of industry experts,

0:42:020:42:08

including Mr Rio Ferdinand who came along to judge also,

0:42:080:42:13

and I suppose it's fair to say that he's worked for two miserable bosses now.

0:42:130:42:18

Now, I'm going to start with Patrick and Maria.

0:42:200:42:24

You chose cycling, you agreed on that straightaway.

0:42:240:42:28

We did the pros and cons of everything

0:42:280:42:30

and there seemed to be a better vibe toward cycling.

0:42:300:42:33

I think Maria was peddling a little bit faster for cycling

0:42:330:42:36

than Patrick initially, is that right?

0:42:360:42:39

Yeah, I did agree with cycling quicker because I thought,

0:42:390:42:41

like, initially I just thought of targeting the younger market

0:42:410:42:44

because they hadn't been targeted before.

0:42:440:42:46

I didn't want it to be just another plain old cycling brand.

0:42:460:42:49

I wanted it to be something new and something exciting,

0:42:490:42:51

so we might have taken a risk with that and,

0:42:510:42:54

well, we thought it worked.

0:42:540:42:56

So, you two, were you riding along in a tandem

0:42:560:43:00

in this exercise or not?

0:43:000:43:03

I think we had a fair few arguments.

0:43:030:43:06

But then again I think it made our products better because if you

0:43:060:43:09

get all the negative points out, then you can just improve on them.

0:43:090:43:13

-I think, although...

-You had some arguments with Maria.

0:43:130:43:17

I'm not so surprised to hear that, but carry on.

0:43:170:43:20

When we did the planning for the marketing stunt,

0:43:200:43:23

I think that Maria was not happy with what

0:43:230:43:25

I had done in terms of booking the choir.

0:43:250:43:29

Tell me what went on there, about the choir?

0:43:290:43:31

I was just more upset that you booked it behind my back

0:43:310:43:33

-rather than telling me.

-We did discuss it.

0:43:330:43:36

Was that you asserting your authority eventually, Patrick?

0:43:360:43:39

You had a very tough lady here to contend with.

0:43:390:43:42

Obviously, I didn't want to lose, I felt really strongly

0:43:420:43:45

about getting the choir so I just booked it straightaway.

0:43:450:43:48

You four colleagues that came back, how do you think it was?

0:43:480:43:51

It was good. They both worked really hard. They had their differences

0:43:510:43:55

but they really managed to pull through that.

0:43:550:43:57

Working as a team when you're both leaders is very difficult.

0:43:570:44:00

-All right. So generally, you think your team did well?

-Definitely.

0:44:000:44:06

-Very good.

-OK.

0:44:060:44:08

So, Ashleigh and Lucy, you chose?

0:44:100:44:15

-We chose street wear.

-And we thought it was age-appropriate for us.

0:44:160:44:19

-We may as well stick to what we know.

-What was the ethos?

0:44:190:44:23

I went to a focus group and we asked what they wanted from a brand

0:44:230:44:28

and ran with that.

0:44:280:44:30

They wanted an ethical brand that was offering support, rather than

0:44:300:44:34

a brand not caring about them.

0:44:340:44:35

We thought, go with the ethics and give something back.

0:44:350:44:39

-Your brand name was?

-Release.

-OK.

0:44:390:44:42

We debated about names all morning and it got to the stage where

0:44:420:44:47

I wanted something from the feedback I had.

0:44:470:44:49

It needed to mean something.

0:44:490:44:52

I think because Lucy was not there we all threw different names about.

0:44:520:44:56

We did have...

0:44:560:44:57

I mentioned Release

0:44:570:44:58

and we both said we liked that, let's roll with that.

0:44:580:45:01

Who did the logo?

0:45:010:45:02

-That was myself.

-Right.

0:45:020:45:04

We thought because we had Release as an English word and the R

0:45:040:45:09

could be more global, it stands out, it is quite young in stencil graffiti.

0:45:090:45:14

These two people you were assisting, you four, what do you think? Andrew?

0:45:170:45:23

They are both great people. They work together so well.

0:45:230:45:27

Ash leads more and Lucy is a bit more inclusive.

0:45:270:45:29

At the end of the day it is what type of person

0:45:290:45:31

you are looking for, Lord Sugar.

0:45:310:45:34

Mm-hm. Thanks. OK.

0:45:340:45:36

Listen, I want to thank you eight people that have come back

0:45:360:45:40

and I obviously wish you all the best for the future.

0:45:400:45:45

ALL: Thank you.

0:45:450:45:47

-Good luck.

-Good luck.

-Good luck.

0:45:470:45:50

Well, now, we have got to get down to some real serious business.

0:45:590:46:04

I have got to decide which team has won.

0:46:040:46:08

Patrick, can you talk me through the idea of your marketing stunt?

0:46:110:46:17

I thought that the choir was a good idea

0:46:170:46:19

because they could filter out into the shopping centre looking

0:46:190:46:23

like shoppers and then gradually start to sing and really interest

0:46:230:46:27

hundreds of people into the brand.

0:46:270:46:30

I am a little bit lost, and so were some of the advisers,

0:46:300:46:34

as to what that had to do with cycling.

0:46:340:46:37

-I got the C-YC. Then you had a choir that was singing.

-Mm-hm.

0:46:370:46:42

What has that got to do with cycling?

0:46:420:46:45

The point is that it doesn't have the relevance to cycling,

0:46:450:46:49

it was the relevance to the brand and the urban man likes to look up

0:46:490:46:52

things, to be given a clue and then find out things for himself.

0:46:520:46:56

Why have you got middle-aged women in a choir?

0:46:560:46:59

That was one of the risks we took. We did not know the ages.

0:46:590:47:01

She said she didn't want to give you permission.

0:47:010:47:04

From the very beginning I knew everything that I pointed out

0:47:040:47:06

to you, Patrick, that would be wrong with this choir, actually came true.

0:47:060:47:11

I am not going to fight against him any more, but I said my piece.

0:47:110:47:15

I thought it was wrong and I still stand by that.

0:47:150:47:18

I am going to forgive you for the fact that it did not actually

0:47:180:47:22

come out very well. I have got the idea and I have got the fact

0:47:220:47:25

that if you are going to go forward with it, you would get a lot

0:47:250:47:28

more people and they would be dressed in the same colours.

0:47:280:47:31

What I do not get is what that has got to do with cycling.

0:47:310:47:34

Ashleigh, your street wear range,

0:47:370:47:41

tell me why it has not been done before.

0:47:410:47:46

-What is different about it?

-It's up and coming now.

0:47:460:47:48

Three years ago you would never have heard of it.

0:47:480:47:51

Street wear is not just narrowing it down to one market.

0:47:510:47:54

You've got dance groups, skateboarders,

0:47:540:47:57

all your street sports.

0:47:570:47:58

It can also be weekend wear.

0:47:580:48:01

You can sell it a lot, not just for one specific thing.

0:48:010:48:04

Yes.

0:48:040:48:07

The charitable side of things that you are going to run past me

0:48:070:48:10

one more time for me to understand,

0:48:100:48:13

how are you going to translate that to the public?

0:48:130:48:15

In our pitch I mentioned the fact that we wanted a strong

0:48:150:48:20

advertising campaign that went alongside it

0:48:200:48:24

that really explained the ethical side of our brand

0:48:240:48:26

and what we are about and how we help people.

0:48:260:48:29

It is difficult trying to translate it, trying to get across,

0:48:290:48:33

but once you fully understand, it is a brilliant idea.

0:48:330:48:36

It is getting down to the stage now where

0:48:390:48:42

I have got to make a very, very difficult decision.

0:48:420:48:47

I listened to what the experts had to say to me

0:48:510:48:54

about both of your brands.

0:48:540:48:56

Yeah? I do have to take their advice really.

0:48:580:49:01

And I had to think about which concept was international, which

0:49:050:49:10

concept was going to work in a very crowded and competitive market.

0:49:100:49:14

I am sorry to disappoint one of you.

0:49:160:49:19

But that is how it is. Business is business.

0:49:190:49:22

But the team that won the day...

0:49:250:49:29

..was Ashleigh and Lucy.

0:49:320:49:36

OK? That was for a much better brand with a much stronger idea behind it.

0:49:390:49:47

So it is kind of like a sad moment that

0:49:490:49:53

I ask you two to leave this process.

0:49:530:49:55

When you do, I want you to leave with your head held very, very high.

0:49:550:50:00

Patrick, I somehow think I am going to hear a lot about Patrick McDowell

0:50:000:50:04

the designer.

0:50:040:50:06

I want you to carry on with that dream.

0:50:060:50:09

Because I know that somewhere down the line, a lady like Karren

0:50:090:50:14

is going to be wearing one of your garments one day. So very well done.

0:50:140:50:19

Maria, I am sure that with your bubbly personality backed up

0:50:190:50:26

with your academic achievements, you are going to go a very long way also.

0:50:260:50:31

Very, very well done. I am pleased to have been associated with you. OK?

0:50:310:50:36

-Thank you very much.

-Off you go.

-Thanks, Karren. Thank you, Nick. Thank you, Lord Sugar.

0:50:360:50:41

(It's all right.)

0:50:530:50:56

It was a very tough decision and now I have got an even bigger problem.

0:51:020:51:08

I am going to talk with Nick and Karren about this

0:51:080:51:13

and they're going to come back in here

0:51:130:51:15

and I am going to announce who is the winner of my £25,000 investment.

0:51:150:51:21

OK?

0:51:210:51:23

Ashleigh, we have seen a lot of Ashleigh

0:51:400:51:43

and even today Ashleigh seems to want to jump in and lead the talking.

0:51:430:51:48

Lucy tends to sit back.

0:51:490:51:50

She is like the dark horse really that has come through,

0:51:500:51:54

but deservedly, I think, because we have seen that she had a lot

0:51:540:51:58

to do with this final task and has had a lot of input.

0:51:580:52:01

-She pitched well, didn't she?

-Excellent.

0:52:010:52:03

The first time we really heard her coming strongly at it.

0:52:030:52:08

On one side you've got Ashleigh.

0:52:080:52:10

She is an incredibly passionate, driven, resourceful young woman.

0:52:100:52:15

On the other hand, Lucy, she's a little bit quieter, very creative,

0:52:150:52:20

very good at bringing together a team of people.

0:52:200:52:24

-I do not envy your decision.

-No, two very, very different people.

0:52:240:52:27

And it's a very difficult decision for me to make.

0:52:270:52:31

PHONE RINGS

0:52:340:52:36

Yes, Lord sugar?

0:52:370:52:39

-Can you send the two people in, please?

-'Yes, Lord Sugar.'

0:52:390:52:42

Lord Sugar will see you now.

0:52:440:52:46

OK.

0:53:110:53:12

Hello again, finalists.

0:53:140:53:16

Lucy, you say in here, "It's my way or the highway. I work for myself."

0:53:180:53:23

Do you think you've learnt much from this process about leading people?

0:53:230:53:26

I think in my cake business I obviously work by myself

0:53:260:53:29

and I think since I've been here I've realised there's no point

0:53:290:53:32

working by yourself when you've got a strong team backing you up.

0:53:320:53:35

That's why I take a step back and listen to what's going on around me,

0:53:350:53:38

then mould those ideas to myself.

0:53:380:53:40

I get on really well with people around me

0:53:400:53:42

and that is a very important thing to be able to do in business.

0:53:420:53:45

Hmm. Ashleigh, why do you believe you're a more deserving case than Lucy?

0:53:450:53:52

I think my track record of how well I've done throughout the tasks

0:53:520:53:56

definitely shows I've not been carried through one task.

0:53:560:54:00

I believe I've made major decisions in every task and I believe

0:54:000:54:03

if it weren't for those decisions, I definitely wouldn't have won six out of eight tasks.

0:54:030:54:08

And that shows exactly how hard I'm willing to work

0:54:080:54:12

and squeeze every last bit of my energy out.

0:54:120:54:15

So, Lucy, what are you going to do with my £25,000 investment?

0:54:150:54:20

Assuming you won.

0:54:200:54:22

I'm 16 at the moment,

0:54:220:54:23

I really want to get my grades to get to a really good uni.

0:54:230:54:27

I want to start in law, it gives you a different perspective.

0:54:270:54:31

-What kind of business do you want to be in?

-I'd like to work in a company that involves food, restaurants,

0:54:310:54:36

that's really my business, what I do at the moment.

0:54:360:54:38

It's where my passion is. I love food and it's a great way of making money.

0:54:380:54:42

Ashleigh, what have you got mapped out to do if you were to win my investment?

0:54:420:54:47

I either want to set up my own business in property management

0:54:470:54:51

and rental of properties, but I'd also like to keep with

0:54:510:54:54

the accountancy and I'd like to set up my own accountants as well.

0:54:540:54:58

-Your own accountancy firm?

-Yes.

0:54:580:55:00

And do real estate at the same time?

0:55:000:55:03

-No, one or the other, I'm not sure which one yet.

-Right.

0:55:030:55:06

When do you think you're going to work out which direction you want to go?

0:55:060:55:10

By this time next year, I'll definitely know what I want to do.

0:55:100:55:13

I'd just like to say quickly, I know Ashleigh has a lot of experience working in businesses,

0:55:130:55:17

but I do also have my own cupcake company.

0:55:170:55:19

I make a good amount of money from that and started it myself.

0:55:190:55:22

I invested a lot of time in it and I've been doing this

0:55:220:55:25

on the side of getting my achievements academically as well.

0:55:250:55:29

I know Ashleigh is very strong, but I'm just a strong if not stronger.

0:55:290:55:32

I'm just very good at business.

0:55:320:55:34

I will spend your money in the best way and it will be turned,

0:55:340:55:39

25 grand will be turned into a lot more than that.

0:55:390:55:42

All right, look, ladies,

0:55:430:55:45

I'm not going to prolong this wait for you much longer.

0:55:450:55:50

Lucy, I do believe that you are very intelligent and very articulate.

0:55:570:56:02

And I do think that you are a worthy winner.

0:56:020:56:07

There is no question of that. No question of that at all.

0:56:070:56:11

And Ashleigh, I've seen you take over things,

0:56:130:56:16

take over tasks during the course of the last seven weeks

0:56:160:56:20

and sometimes bring them through.

0:56:200:56:22

I've seen you controlling what's going on in tasks

0:56:220:56:25

and it's been a great privilege to have had you here in this process.

0:56:250:56:31

But the problem is is that I've really got to think

0:56:310:56:34

about where the £25,000 investment is going to be best spent, yeah?

0:56:340:56:40

And on that basis...

0:56:450:56:47

a very, very tough call.

0:56:470:56:50

But what I'm going to say is this, that...

0:56:500:56:54

..for sheer and utter graft, Ashleigh, you are the winner

0:57:040:57:09

of this year's Young Apprentice.

0:57:090:57:12

Thank you, Lord Sugar.

0:57:140:57:15

Thank you, thank you.

0:57:200:57:22

-Very, very, very well done. Very well done.

-Congratulations.

0:57:240:57:29

Thank you.

0:57:290:57:30

Thank you, Lord Sugar. Thanks, Nick and Karren.

0:57:300:57:33

-Well done again.

-Well done.

-Well done.

0:57:330:57:36

It's just absolutely amazing to know that I'm the winner

0:57:510:57:54

and that Lord Sugar is willing to invest in me.

0:57:540:57:57

It's the best experience I've ever had.

0:57:580:58:00

You can have as much work experience as you like,

0:58:000:58:03

but the skills I've learnt while being here is just unbelievable.

0:58:030:58:07

I can't wait to get home and tell family and friends.

0:58:100:58:13

I'm so excited to get home and see my parents, my little brothers.

0:58:130:58:17

They'll all be so proud.

0:58:170:58:19

12 candidates...

0:58:210:58:24

..one winner,

0:58:250:58:27

Lord Sugar's search for his Young Apprentice is over.

0:58:270:58:31

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0:58:490:58:52

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