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  • 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.

  • Subtitles by Red Bee Media Ltd

It's an opportunity like no other.

Subtitles and vocabulary

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