The Apprentice UK S08E11 (2012)
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00:00Previously, on The Apprentice...
00:03Your next task, it's all about the new fashionable daily deal website.
00:10..the team's had one day to clinch cut-price deals.
00:14There's no way possible at all we could do the 35% off,
00:17plus a complimentary tea and coffee.
00:19Jade's team hunted out high-end trade.
00:23We're going to do it.
00:25The 50% rate is a far higher discount than we have ever, ever done.
00:29But made a meal of negotiating.
00:32You put a deal to me.
00:34I can work it out if it's round numbers.
00:36I can't run a business like this.
00:38On the other team...
00:39So you wouldn't be able to do any discount whatsoever?
00:41I wouldn't even give you 10%.
00:43..it was rough for Ricky...
00:45Just wanted to clarify that crystal clear.
00:47..and for Gabrielle and Stephen, pain.
00:49Splitting headache.
00:50Oh, my God.
00:53In the boardroom...
00:55So Phoenix win by over £8,000.
00:58..a clean sweep for Jade.
01:00Well done, and I'll see you on the next task.
01:03Ricky hit out.
01:04I think both of you are at fault.
01:06If I had to say who's stronger at fault, yourself.
01:08Stephen battled on.
01:09I'm a fighter and I'm going with it.
01:11Now, Gabrielle, for me, you're not demonstrating for me a fight.
01:14I'm not looking, you know, for a friend, Gabrielle.
01:17I'm not looking for a friend.
01:19I'm not looking, you know, for a friend.
01:21Gabrielle, you are fired.
01:23But with Gabrielle gone, had nowhere to hide.
01:26There was an air of panic.
01:28You told me you were going to win, you didn't win.
01:31You're lost.
01:32You're also fired.
01:34Now, five remain to fight for the chance
01:37to become Lord Sugar's business partner.
01:50One week to go.
01:56Last chance to win a place in Lord Sugar's final.
02:14Hello?
02:15Good morning, this is Lord Sugar's office.
02:17Lord Sugar would like you to meet him
02:19at the Burlington Arcade in Piccadilly.
02:21The cars will be with you in 30 minutes.
02:26Burlington Arcade in 30 minutes.
02:33Burlington Arcade in half an hour.
02:36This could be the last early start for us, couldn't it?
02:40Maybe for you.
02:48It's weird to be the last member of Stirling left.
02:51I'll be keen to see if Lord Sugar has just me on my own
02:54against the hit team.
02:56I think it will be a winning combination.
02:58I'll feel lost at JVU, mate.
03:18If you ask any of us at the beginning,
03:21how far would you like to get?
03:23You can't ask fairness, get an opportunity to be in the final.
03:27Let's separate some men from the boys today.
03:29I think it's going to be about getting your hands dirty, this task.
03:47Tucked away in the heart of London's West End, Burlington Arcade.
03:53For almost 200 years, home to the finest in luxury retail.
04:18Good morning. Good morning, Lord Sugar.
04:21Welcome to Burlington Arcade.
04:24This is a famous arcade,
04:27I suppose you would say the original shopping centre.
04:31Now, we are in recessionary times at the moment,
04:35but there's still a great market for luxury products.
04:39The key is that we're going to have a great time
04:42but there's still a great market for luxury products.
04:46The key is they have to be affordable luxury products.
04:51Your task this week is to create an affordable luxury product range.
04:58And then you'll be presenting to industry experts,
05:02and here's the bad news, and me,
05:05what your business model is all about.
05:08Now, Ricky looks a bit stranded there.
05:11So Tom, go over and join him.
05:15Adam, you're going to be project manager of Phoenix.
05:19Fantastic. Thank you.
05:21You decide amongst yourself who's going to be your project manager.
05:25The team that comes up with the best idea and business plan will win,
05:30and in the losing team, one of you will be fired.
05:35OK, everything clear? Yes, Lord Sugar.
05:38Good luck. Off you go.
05:42From chocolate to cosmetics,
05:45premium products with affordable price tags
05:48are a retail trend that keeps on growing.
05:52Each team must create a luxury product range,
05:55turn empty shells into prototype stores,
05:58then present their plans to industry experts and Lord Sugar.
06:04I'm very keen to take the lead on this one.
06:08First job for Tom and Ricky, decide who will lead.
06:12I feel like this is my time.
06:14Third time lucky, I'm going to win this.
06:16I feel like you and I are a lethal combination.
06:18Yeah, well, I'd be more than happy to put myself up for it as well,
06:21but I think time is the essence,
06:23so I think I'm happy for you to be project manager.
06:25It's extremely important for me that I win this task.
06:28We're one step away from the final.
06:30I'm that close to getting a bit of paper out and asking Lord Sugar to sign it.
06:33I'm not going to let that slip through my fingers.
06:35With Ricky running it, next, choose a market.
06:39Male grooming is increasingly popular these days.
06:43I think of all the boys in the house as well,
06:45it's something that's been quite common between all of us,
06:47and I think it's definitely a market we can get into.
06:49I love a bit of cosmetics, but they're down for men,
06:51so that's a product range I like.
06:53Ricky and Tom have gone for male grooming.
06:55They're the right sort of age groups, know all about that sort of thing,
06:58and looking at them with their sort of hair-gelled quiffs,
07:02they obviously have a personal interest in that particular sector.
07:06It's interesting routes go down, because I think with this,
07:08you can either go down the heritage route,
07:10or we go kind of more modern, futuristic.
07:12Even yourself, the way you hold your hair and the way you dress,
07:16that is quite in style at the moment.
07:18Yeah, I agree. Agree? Yeah.
07:20In charge of the other team, market trader Adam.
07:24Good task, exciting, a lot to it.
07:27Name, identity, logo, packaging.
07:30Any ideas?
07:33I'm feeling really confident, really happy to be chosen as PM.
07:36I'm very good at managing people, knowing where the skill sets lie.
07:40It's a big task, but I think we can win this.
07:43The biggest market is the confectionery market.
07:45I'm keen on confectionery.
07:47I like the sound of homemade hot chocolate,
07:49and then a glass display counter with individual chocolates.
07:52You know, a real gift tag.
07:54Do you know what I think you've hit on there,
07:56which is a very valid point, is hot chocolate.
07:58On the outside is a coffee company, and we do sell hot chocolates.
08:01I think it's a massively underserved market.
08:03Where do we want to go on this?
08:05I want to go down the road, I think, of chocolates,
08:08white chocolates, hot chocolate.
08:10I think it was also important for us to remember
08:12we're trying to create a brand that says one thing,
08:15and it's a clear message.
08:17I'd like a bit of everything.
08:19Chocolate chosen, Adam's next decision, who does what?
08:24Nick, I'm going to go with you on,
08:26we're going to research a business model,
08:28we're going to do the brand identity together.
08:30I feel that's the main part of this, really,
08:32creating a brand, creating something that can go on
08:34and moving forward, business model.
08:36Jade, I'm going to put you on your own to create the product range.
08:39Yeah. You know what a nice chocolate is.
08:41You know what you'd like to give as a gift.
08:43I'm happy to go there.
08:45Come up with some really nice chocolates for us,
08:47which I'm sure you can do, yeah?
08:49OK, stay on the phones, and I'll see you soon.
08:52I feel as project manager, I have to be with the product.
08:55You're going to very much be thinking about the business model,
08:57I'm going to be looking at the products,
08:59but we both need to be thinking about a name for this now,
09:01brand identity. I think that name could be Make or Break.
09:03Plans in place, both teams divide.
09:06See you later. You too.
09:09Half head for factories to produce premium products.
09:13What's your ETA on the chocolate factory, Jade?
09:15That'll take a good hour and a half, two hours, I would have thought.
09:20What about using the word dapper?
09:22I do like the word dapper.
09:26The rest stay in London to create affordable luxury brands.
09:30My best efforts are probably going to be Debonair, After Club
09:33and the Grooming Guild.
09:35I wrote down new tradition.
09:37Traditional grooming for the modern man. OK.
09:40I also had man's choice.
09:42My only concern with men's choice is it might sound a bit like,
09:46you know, an adult magazine.
09:48Yeah, it sounds a bit cheap, doesn't it?
09:5111am.
09:55For Tom, at a luxury salon for men...
09:59Hi, there. Nice to meet you. I'm Tom.
10:01Hi, Tom. Jason Shankie.
10:03..face time with an expert.
10:05In the last year or so, there's definitely been an increase
10:08in heritage, traditional male grooming products
10:11getting out there on the market.
10:13You've got the very old-school style chairs here
10:15with the whole traditional hot shave.
10:17Yes.
10:18Has that been a good way for you to market your shaving products
10:20and let people test them out before they buy?
10:22Very much so. We have a number of channels to market.
10:24First and foremost, we have our own salons.
10:26And in the salons, we can use it on our customers
10:28and we find that gets the best results in terms of sales.
10:31Because once people experience the product, they become real fans.
10:35That's absolutely fantastic.
10:37While Tom brushes up on male grooming,
10:40on the other team...
10:42Obviously, chocolate, so chocolate-like.
10:45Yeah, quite clever.
10:47..a brand-name brainstorm for Nick and project manager Adam.
10:51Choc-a-local.
10:53Lovely chocolate. Choc-stop.
10:55I think what's important for us to remember
10:57is that we are creating a luxury brand.
10:59Things I've written down. Co-co-co.
11:01Co-co-cho. Cho-cho-cho.
11:03Sounds like a train.
11:05It is a bit like a train, but it's like a chocolate train.
11:07At the moment, what kind of...
11:09You could call it Chocolate Bar,
11:11as in Chocolate Bar and Chocolate Bar, do you know what I mean?
11:14The bar, the fact that you could have a counter
11:16in the style of maybe a bar.
11:18You could personalise the chocolate, again, like a bar.
11:21You can order it at the bar, Chocolate Bar.
11:26HE CLEARS THROAT
11:27Hi, Adam.
11:28Hi, Jade, you OK? Yeah, good, thank you.
11:30At the moment, we are struggling for a name.
11:32There's not too much about it.
11:33So, what names have you come up with?
11:35Sweet Thing.
11:36Sweet Thing?
11:38Like Sweet Thing, you know? Wild Thing, Sweet Thing.
11:41I just think Sweet Thing is quite cool, quirky.
11:44That's my favourite.
11:45I think that would be really good.
11:49First stop for the boys,
11:51a high-class chocolatier.
11:55And a chance to get a taste...
11:57That's beautiful.
11:58..of their chosen market.
12:00So, obviously, the main focus for yourself is chocolate.
12:04What kind of chocolates do you do? What flavours have you combined?
12:07We do a ginger, a lavender, a mint.
12:09I think mint is always good.
12:11We do a lemon.
12:12What's the most popular out of the chocolates that you do?
12:14Salted caramel.
12:16It's beautiful. I really like that.
12:19Adam and Nick had a wonderful opportunity to meet a businessman
12:22who's created a fantastic bespoke shop
12:25to help them put together their business model.
12:28What have they spent their time doing here?
12:30Tasting chocolate.
12:31They failed to grasp the opportunity.
12:34Jellies.
12:35There is a trend towards jellies,
12:38especially high-end jellies.
12:41It's quite a... It's a bit different to a jelly.
12:44It's got a much fuller flavour.
12:46Wow. That's fantastic.
12:51Lunchtime.
12:54East London.
12:58Tomorrow, teams can test their concepts
13:01on a cross-section of consumers.
13:03Today, each team gets an empty space...
13:06I believe this is what we call a blank canvas.
13:08This is the entrance to your salon.
13:10So this is a door here.
13:12..and an interior designer to help create their retail vision.
13:16We do male grooming products.
13:18We want to look back at a kind of luxury style,
13:20so we're looking at heritage, we're looking at tradition.
13:22At the moment, we're thinking kind of charcoal grey, dark woods.
13:25We're thinking very sharp, very bright colour schemes.
13:29We're thinking baby blue.
13:31Excuse me one second.
13:33Hi, Jade, we're just with our designer.
13:35Just to let you know, I have to confirm the product range.
13:38This is what I'm thinking. Tell me what you think.
13:41Marshmallows, hot chocolate, and then chocolate discs,
13:45like really thin plates of chocolate.
13:47Yeah, well, I really want to go for the jellies.
13:49The guy who spoke to the market research
13:51said jellies were, like, top seller.
13:53You know, he's doing really, really well.
13:55My opinion is that we should leave out jellies,
13:58but I'm happy to go with them.
13:59I don't think we need it.
14:01Jellies are the new big thing, though.
14:03It's going to be big.
14:05The product range is not bad,
14:07but I think where Adam and me have maybe disagreed
14:09is the inclusion of jellies.
14:11I don't think it's necessarily a bad idea to include them,
14:14but it could maybe detract a little bit from the focus of our task.
14:17I don't think we need them.
14:19If we have them, it's not a nightmare.
14:21No, I think we should go with all four.
14:23They do all tie in together, they're all sweet, you know,
14:26and it's nice.
14:28Some people don't like chocolate, so they can have a jelly.
14:34In Kent, a factory.
14:37Sugary specialist in all things sweet.
14:41It's like heaven.
14:43Moulding Adam's jelly and chocolate range, Jade.
14:47I always wanted to have a sweet shop,
14:49but I think every little girl who's slightly podgy did.
14:53Mmm!
14:55That's like one big creme brulee.
14:57Ooh, that looks very brown. Hold on, it's on fire.
15:01Hampshire.
15:03A cosmetic factory.
15:06Making up male grooming products, Ricky.
15:11It's going to be too fruity for a masculine product.
15:15The products we've come up with are a labyrinth shave cream,
15:18we've come up with an aftershave balm and a face moisturiser.
15:22I very much want to look at anti-inflammatory properties,
15:25the revitalising and skin protection.
15:27Once you've shaved, you can have an after balm
15:29and then you can moisturise, so all the products complement one another.
15:32And I think it's a winning product line.
15:34Actually, I feel like my hand's getting a bit more youthful
15:37when I'm doing that.
15:38Products finalised, but still no brand name.
15:42Hey, Tom.
15:43One last throw at a dice that you might want to think about
15:46is using the word gentry.
15:47Maybe I'm being sillier, but I don't know if I completely get gentry.
15:50So shall we stick with what we've got?
15:52New tradition.
15:55You don't like it, though, do you?
15:57It's just not very, like, creative.
15:59What about, like, modern gentlemen?
16:01I really like that. I think that works very well, actually, mate.
16:06On the other team...
16:07My thoughts were a stencil cutout of a heart.
16:10Yeah.
16:11..drawn up by Adam and Nick, but suggested by Jade...
16:14Possibly have a stronger T and a stronger S.
16:17..the identity for their brand, Sweet Thing.
16:21It was a confectionery brand overall. Right.
16:23But there is a little bit of focus on chocolate.
16:26Hi, Jade.
16:27Just a quick one, cos I'm in the middle of making all the stuff now.
16:30The jellies, I was thinking, I can make them alcoholic,
16:33and I was thinking I can make spiced pear cider ones
16:36and peach schnapps and call them drunken jellies.
16:39I don't think we go drunken jellies.
16:41What do you think, Nick? I don't like it.
16:43Erm...
16:44I mean, Adam, you're the one who really wanted these jellies,
16:47so what are your thoughts on them?
16:48I think drunken jellies sounds quite cool.
16:50Erm... I don't like drunken jellies.
16:52OK, come up with a different idea, then.
16:54I'm a bit worried about our brand, cos we've got so many different products,
16:57it doesn't seem very brand-like.
16:59What shall we call it? So, jellies...
17:03OK, erm... Drunken jellies, yeah?
17:06OK, cool.
17:08So, you've got the names ready, mate. What's on the table?
17:11They're meant to be doing branding.
17:12I thought they could have come up with a few names,
17:14but it seems I've done all of the names all day,
17:17and the products.
17:18Pear Cider.
17:19They'll give you an idea of the two together.
17:21Oh, my God.
17:23That's really strong.
17:25I don't really know what they've done.
17:27Yeah, I reckon I'm pretty much running the show.
17:29On the other team...
17:31Go with the white, like that. I think it makes it stand out more.
17:34..in charge of branding, Tom.
17:37Bring that down a little bit, so we've got the line carrying on afterwards.
17:42Hmm.
17:43Do you think it's too boring?
17:47The PM, Ricky, has taken himself off to the factory,
17:51where he's concocting the product.
17:55Everything else is down to Tom.
17:57Design, the inspiration, the packaging, the branding.
18:01My only concern looking at it is, oh, it's a bit boring.
18:04It's a bit south.
18:06That task is absolutely pivotal.
18:08Get that wrong and people will turn up their noses.
18:11Yeah, you happy?
18:236am.
18:26Today, the teams must open their stores to selected shoppers.
18:32This is a dummy run, Rick, mate. This is it.
18:34This is our opportunity to get it right.
18:36Listen to the feedback, make changes where we need to.
18:41It's a chance to fine-tune plans ahead of tomorrow's pitches.
18:46I think our brand is indulgence, luxury, ethical and fun.
18:52Yeah.
18:53Targeted at females, 15 to old.
18:599am.
19:009am.
19:04Three hours to go before doors must open.
19:09There you go. It's well, isn't it?
19:11Obviously, this is your shop front, Jade, yeah?
19:13It does look good, yeah.
19:16Oh, I've already got paint all over my hands.
19:20So, Tom, how are you?
19:22Are you used to manual labour, a bit of painting?
19:24I've never painted before.
19:31Let's just get it done as quickly as we can.
19:33The better we can make it look, the quicker,
19:35the more time we can spend on the fluffy stuff, make it look nice.
19:39So there are all the jellies, fantastic.
19:41For Adam and Nick, first chance to try Jade's sweet things.
19:45Very nice.
19:46And beautiful.
19:47These are the hot chocolate spoons.
19:49Your milk comes out your own and you drop it in
19:51and just stir it till it makes a lovely hot chocolate.
19:54This is the...
19:55Oh, the discs.
19:56The salted caramel with the honeycomb.
19:58What have you decided on your recommended retail price?
20:01£2.99, it's tripling your money. What do you think, Nick?
20:04£4.99.
20:05Would you pay £4.99 for them, yeah?
20:07You know, maybe you're right, maybe £2.99 is nearer.
20:10So what is the pricing strategy as it stands now?
20:14That is selling for, at the moment, you're thinking £2.99 or £4.99?
20:20Exactly, exactly.
20:22But Tom and Ricky's store...
20:24This is our moisturiser.
20:26Yeah, I think it's subtle. I think it's exactly what we're going for.
20:29We didn't want to go for flowers and meadows and feminine.
20:32Yeah, I think we've got it there.
20:34..to promote modern gentlemen,
20:36traditional wet shaves from a trained barber.
20:39The retail attainment is about getting people involved,
20:42it's about showing people the traditional way of grooming yourself.
20:45It's also about showcasing all of our products,
20:48so it's perfect, you know, it matches brilliantly with what we're doing.
20:51That's exactly what I want.
20:53We want people this evening to come here to feel the experience.
20:56Adding punch to sweet thing...
20:58Exactly, listen to your eyes.
21:00..a cocktail expert booked by Jade.
21:03The idea is that in-store, if you're popping in to have some sweets,
21:07you can pay £5, or whatever it might be,
21:10for a little cocktail and the sweets,
21:12and we'll tell you which one's comfortable for you.
21:15That is amazing.
21:182pm.
21:21Anxious waiting for the first customer.
21:24Last-minute touches done.
21:26Brilliant.
21:27That looks well, mate.
21:29Good.
21:30Doors open.
21:31Good afternoon, everybody.
21:33Welcome to Modern Gentlemen. Please come in.
21:35Here to sample the team's ranges,
21:37a cross-section of potential customers.
21:40Hi.
21:41Hi.
21:42But hidden in the crowd, sent by Lord Sugar for a sneak preview,
21:46a scattering of industry experts.
21:49Welcome to Sweet Thing.
21:51Giving you a full chocolate flavour.
21:54Hopefully the most chocolaty kind of chocolates you've ever tried.
21:57Quite nice, actually.
21:58Oh, God.
21:59These are called drunken jellies.
22:01Do you like the name?
22:02Yeah.
22:03Have a little bit of this with it.
22:05That's nice.
22:06Do you like that?
22:07Just a little bit of this.
22:10That's nice.
22:11Do you like that?
22:12Just stir it, it'll just melt straight into the hot chocolate.
22:15We are planning to sell these in supermarkets.
22:17This is very, very nice. I love it.
22:19I could sort of gobble it all up all day.
22:22Overall, are you impressed by it?
22:24Would you go into the shop?
22:26I like the drinks element.
22:28OK.
22:29Does anybody need a top-up?
22:31No.
22:32But Modern Gentlemen...
22:36..a more sober affair.
22:40You can just smell that on my hand.
22:45This is our shaving cream.
22:47Smells nice.
22:49Where are you hoping to retail?
22:51Very much we're going to start quite exclusively,
22:53from the start of our process.
22:54We're going to look to roll it out, but we're not going to be too ambitious.
22:56We're going to be a small shop.
22:57We're going to look to position ourselves within London.
22:59What Ricky and Tom, where they're very strong, I think,
23:02is on the analytical side, on the business side.
23:05What we don't want to do, it's a luxury product,
23:07so we just throw it everywhere and anywhere.
23:09But when it comes to being creative, I think they really are pedestrian.
23:13The retail space seems to have hardly anything on display.
23:16It was their view that they should go for a minimalist look,
23:20and they certainly achieved that.
23:22It looks as though it was sort of a closing down sale or something.
23:26On the other team...
23:27Hi, Madam, welcome to Sweet Thing.
23:29Adam's treats are hitting the spot.
23:33That's really good. Yeah?
23:35It's really nice.
23:36My first impression when I went in was it was really warm,
23:38very friendly, the atmosphere that they'd created.
23:40What did you think of the shop window?
23:42I think it was quite exciting, actually, quite vibrant and quite different.
23:45Ah, fantastic.
23:47The hot chocolate was my favourite, but that's overtaken it definitely.
23:50I thought it was very classy.
23:51I really liked the colour and the labelling.
23:53I thought that was really bespoke, really nice.
23:55Mate, yeah, we've done it.
23:56We're definitely getting more of a clear vision now.
23:58Hotels, supermarkets, I like it, mate.
24:01I think the more I answer this business, the better.
24:04At Modern Gentleman...
24:06I'm just going to pop you out if you want to sit back for a moment.
24:08I'm just going to lean you back slowly.
24:10..Ricky gets to grips with grooming.
24:12Bear with me just a moment. I'll bring the hot towel over.
24:14Oh, you're going to actually do this?
24:16I'm going to be doing this, yeah. You've got me.
24:18Yeah, you've been stuck with me today.
24:20We're Modern Gentleman. This is our new grooming range.
24:23And Tom talks business.
24:25We've got three stages of the grooming range.
24:27We focus on shaving.
24:30And relax. I'm really glad you popped along.
24:33Is that too hard or is that nice and soft?
24:35No, it's fine.
24:37We've got the hot shave barber experience here.
24:39This is becoming extremely popular.
24:41We're going to have our own boutique shop initially set up
24:43so people can come and experience, you know, what we're about.
24:46In terms of the retail space, it seems very dull.
24:48I think it could do with some excitement.
24:50The colour schemes on the labelling is also very, very conservative.
24:54Grey is a colour that can be overlooked very easily.
24:57I'm not sure if I like the branding, to be honest.
24:59It's not distinctive enough. I think it's a little bit too bland.
25:02I wouldn't see that in a competitive retail environment really standing out.
25:096pm.
25:11Really good to meet you. Thank you for all your advice.
25:14The test day is over.
25:16Cheers, mate.
25:20Back at the house.
25:22Yeah, we're happy on the puddles.
25:24Yeah, we're happy on the puddles.
25:26We said £2.99.
25:28The sweet things regroup.
25:30So we've got marshmallows, £2.99.
25:33Chunking jellies. Chunking jellies, £2.99.
25:35£2.99, yeah.
25:37Tally went really well, good positive feedback on the whole.
25:40So we're looking at, what, between 62% and 75% margin at those RRPs.
25:44I feel 100% confident about the task.
25:46I personally am happy with all the pricings.
25:48I've done all the hard work. Tomorrow's the easy bit.
25:51Brilliant. Can't wait for morning.
25:53And the modern gentlemen.
25:55This pitch couldn't be any more important to us, this close to the final.
25:58Right, let's framework it, then. What are we going with first?
26:00Get down to detail.
26:02So we've got vision, target market, product range, introduction to market.
26:06We received a lot of comments today, both positive and some very constructive.
26:10One of the biggest mistakes I think that we have made is the packaging.
26:13I might even say to them, look, as the product is launched
26:15and we would look to get this product within a cardboard box,
26:18it does give that element of luxury.
26:20The pitch, we've structured it well, we just have to deliver it now.
26:23And unfortunately, if we screw up the delivery of this pitch, it can ruin everything.
26:27Let's hit the nail on the head with this one.
26:29Let's get some sleep so we can get up extremely fresh in the morning.
26:407am.
26:44I've just been running through that pitch in my head all last night.
26:46I couldn't sleep because all I kept thinking about is exactly what I'm going to say.
26:57It's a big one, man. If this goes wrong, no final.
27:01No.
27:10I think we've created a smart-looking retail experience,
27:14but I am slightly worried that our brand is a bit confused.
27:19So I am expecting some difficult questions today.
27:36East London.
27:39Here for the pitches, Lord Sugar.
27:48Already waiting, some of the biggest names in the business,
27:54including chocolate brand Green & Blacks,
27:58retailers Debenhams and House of Fraser,
28:03and male grooming range Bulldog.
28:05Welcome to Modern Gentleman. My name's Ricky Martin. This is Tom Gearan.
28:09Backstage, the teams wait to be called.
28:13It's the final hurdle now, and it's every man for himself.
28:16It's written all over everyone's face. Everyone's here for themselves now.
28:19Do you want to do a little practice, Nick? Are you all right?
28:22You don't have to, no? OK.
28:25The male grooming market is valued at around about £862 million in the UK.
28:30For Ricky and Tom, it's a big deal.
28:34For Ricky and Tom, a last-minute run-through.
28:37I want to win this task more than anything, so to get this pitch right, it's crucial.
28:42We could move into the accessory world, coming out with our own razor blade.
28:46This is the most important task of the whole process.
28:49This is the last chance for any of us to impress Lord Sugar.
28:52To actually fall this final hurdle, it would crush me.
28:55Good luck in there, Tom. Good luck, Ricky, mate.
28:58We'll win this together, this one. Absolutely, yeah.
29:01Here's the final.
29:16Good morning, ladies and gentlemen. Good morning, Lord Sugar.
29:19Tom and I would both classify ourselves as a modern gentleman.
29:23We both like to groom, we like to take pride in our appearance,
29:27but one thing that I don't necessarily do, and Tom doesn't either,
29:30is talk a lot about with our friends and our families about our grooming methods.
29:34Modern gentleman is a concept which is going to target traditional grooming visions and values
29:39and bring that to the modern man.
29:41The UK's market is 862 million right now and growing,
29:45and what we'd like to do is take this outside of the UK,
29:47and start it within Europe gives us the advantage because the export links are extremely good.
29:52Thank you much, Ricky. Just with regards to the pricing,
29:55the pricing for the shaving cream and the after-balm are £8 each,
29:58and the pricing for the moisturiser is £10.
30:01We did try to take elements from the luxury grooming products out there on the market
30:05and bring them into an affordable range.
30:07In our first year, we would look to have a boutique flagship store,
30:10which we would offer a service of a full-shaven experience.
30:14We had this store open yesterday to the public,
30:17and every single person who had the full-shaven experience walked away extremely satisfied,
30:21so we feel that's a key way for us to attract a new customer base
30:26and build brand loyalty.
30:28What's the ratio going to be in revenue between product sales and barbering services?
30:33Something around the range of 60-70%, and the barber experience being more 30%.
30:38I very much see that the price of what the grooming experience would be,
30:41would very much be of similar cost as it would be for all three products put together.
30:45When launching a new brand into the market,
30:48it's very important that you get strong standout.
30:51The branding, I think it lacks distinctiveness.
30:53Can you tell us about your thinking around the packaging design?
30:56We kind of looked at the bottom end and the top end and tried to find a balance between the two.
31:01One thing we'd like to do with our packaging,
31:03we would like to slot it within some type of little box,
31:05which would make it more synonymous with luxury product.
31:08Thank you very much.
31:12Modern Gentleman launched.
31:14I thought the presentation was really strong, actually, and they worked well together.
31:19Time for some expert feedback.
31:22Having retail tainment is a great way of getting people really engaged with a brand.
31:27I think Sterling really understood their business, their model, their positioning in the market.
31:32In terms of actual product, I thought it was quite forgettable in terms of brand.
31:37I do question whether it's got the uniqueness.
31:41Next, some sweet talk from Adam's team.
31:46Good morning, ladies and gentlemen.
31:48Thank you for giving us the time to introduce our brand, Sweet Thing.
31:55Obviously, this is our conceptual view of what our Sweet Thing shops would look like.
31:59When people come here, we want them to obviously be bombarded by visual stimulation,
32:04by gorgeous smells, but also by our retail entertainment centre,
32:09adding some cocktails and possibly alcohol to the sweet environment.
32:15Really, it's complementing the sweets.
32:17It's about being forward-thinking and really bringing this confectionery store to life.
32:22What we've tried to achieve is affordable luxury,
32:26ideal for Christmas, birthdays, Easter and Valentine's Day,
32:34which we think will be our busy periods.
32:38Our target market, hopefully, will appeal to absolutely everyone,
32:43whether that's coming back from the office and buying a treat,
32:46to give us a gift at any special occasion,
32:49or just for a girly night in, or whatever you fancy, to be honest.
32:54Jade, I really like your presentation about the entertainment area,
32:56and I love the idea of the complementary cocktail.
32:58I just wonder how much that would improve the experience.
33:01Really, I don't think it would be a complementary cocktail.
33:04It's something minimal, like £2 or £1.50, just to complement the sweets.
33:09So, just so I understand, you're going to sell the alcohol in the store as well?
33:12We'd obviously have to get some licensing agreements to go with that.
33:16Nick, pricing, please.
33:18We'll have a flagship store in London and in Manchester.
33:20What we've done, we've looked at what prices are currently out there
33:23with low-end sweets and supermarkets.
33:25We've priced it at £1.50.
33:27What prices are currently out there with low-end sweets and supermarkets.
33:30We've priced it slightly above that to give it a luxury feel for the consumer.
33:33We are, however, significantly cheaper than the confectioners
33:37and luxury chocolatiers out there.
33:39So what we're offering is a very high-quality product
33:41at a reasonable, affordable price in supermarkets and in other stores.
33:47Your flagship shops, do I understand that these are loss-making?
33:51In other words, you have no chance of actually covering your overheads
33:56from the retail sales there.
33:58£2.99, we've got to sell a hell of a load of those to pay the rent.
34:03I was actually a little bit confused.
34:05How did you put the range together and why those specific products?
34:09We are branded as confectioners, not as a chocolatier,
34:12so it is an all-encompassing brand.
34:14It's not just a chocolatier and it's not just a sweet company, it's actually both.
34:17Thanks.
34:24Time to chew over Sweet Thing.
34:26The shame on this one is that you were confused after the pitch.
34:29They hadn't done as much homework, I don't think, as the Green team.
34:33It was much more about the product.
34:35The best thing about this is actually the chocolate and the sweets.
34:38You know, they're delicious.
34:40There's no lead product.
34:42There's hot chocolates, there's a bar.
34:44It's all one product to the forefront.
34:47Final stop for both teams, the boardroom.
34:51And the results.
35:08You can go through to the boardroom now.
35:33Evening. Good evening, Roger.
35:37Well, we've had a busy day.
35:41I'll start with Sterling, yeah?
35:43Ricky, you put yourself forward as the project manager.
35:46I did, yes, Lord Sugar.
35:47I've been project manager twice before.
35:49I really felt like it was my time to lead as a project manager,
35:51have a successful result.
35:52You've lost that on the last two occasions.
35:54I certainly have. I'm honest to say I've lost twice
35:56and I thought third time I'm going to make a good result.
35:58I'm very passionate about male grooming.
36:00I jumped out to Australia where we both felt like we'd have a very strong interest into the market,
36:03but we also felt like we could probably jump into that market quickly
36:06and deliver a good product.
36:07I obviously saw the end product.
36:09My initial reaction was a little bit boring.
36:14A quality product looks the business.
36:16That didn't look the business to me.
36:18Tom, you were in charge of the design of the product?
36:21Yeah, I mean, OK, the bottle doesn't look fantastic.
36:23I hold my hands up to that.
36:25As a business going forward, what we'd like to have done is
36:27if we could have the box that we could present each product on,
36:29on the back it would include a brief description of the key active ingredient
36:33and how it helped the user.
36:36Initially, when I walked into the shop, it didn't kind of come across to me as, wow.
36:40There was three products, a couple of towels, a cigar humidor.
36:46That was it.
36:47So was this minimalistic look a deliberate thing?
36:50It certainly was. It's a luxury product.
36:52We felt like if we just stacked the shelf completely,
36:54one side to the other full of the bottles, it takes away the element of luxury.
36:57So, Phoenix, Adam, I made you project manager.
37:02Thank you for that.
37:03Your shop, it was stark contrast to their shop.
37:07Sure, yeah.
37:08In the sense that it was bright, quite full, had lots of things in it.
37:12Yeah.
37:13I think that when I and the business and industry experts walked in there,
37:16the kind of initial was, whoa, this looks interesting.
37:19I'm pleased that it looked interesting.
37:21So who did what then?
37:22Me and Nick went off to research a business.
37:24How did you do that?
37:25We went to a boutique chocolate shop and confectioners,
37:28and we listened to his ideas.
37:29Did you talk through the business model with this guy?
37:32We did ask a few questions on the business model
37:34in terms of how he wholesaled his products.
37:36Well, actually, you didn't.
37:37You didn't discuss figures, margins or the business model per se, did you?
37:41You were much more interested in the experience and so on.
37:44I think that's a fair comment, yeah.
37:46Who went to the factory to actually make the stuff then?
37:48I went to the factory and came up with, pretty much,
37:51I came up with almost all the ideas for our product.
37:53You came up with the shop name, didn't you?
37:55Yeah.
37:56I just wanted to come up with something that was really forward thinking,
37:59and I think the name Sweet Thing is, you know,
38:01there's sweet things in the shop.
38:02What's your sweet thing?
38:03Sweet thing is a term of endearment sometimes.
38:06You know, it really had quite a few meanings.
38:08So, yeah, I think...
38:09No, I mean, absolute credit to Jade.
38:11I mean, you know, she came up with the name.
38:12She came up with quite a few of the product ideas.
38:14I think, you know, the ideas we had weren't as good as her.
38:18We had 100 names on the table, didn't we?
38:20No, your names weren't as good as Jade's.
38:22We had Chocker Holster, Chocolate Heaven, Cho-Cho-Choc.
38:26Yeah.
38:28We was running for ideas. Sweet thing.
38:30I wasn't falling behind at first, but it grew on me and it did,
38:33and I'm happy with it.
38:34It was the best of a bunch, and I think it did work.
38:36Yeah, yeah, definitely.
38:40I obviously was there today.
38:44But the business advisers give me another view of what is going on,
38:50yeah, and I take a lot of notice of what they had to say.
38:54The reaction to your stuff was they thought your presentation,
38:57both of your presentations, was very good.
39:00What came across was that you had researched the business.
39:03You definitely had researched the business from top to bottom.
39:07I thought the shop seemed a bit sparse.
39:11It was your choice to go minimalistic,
39:14but not that sometimes it does what it says on the tin.
39:17Yeah.
39:18This tin didn't have anything on it.
39:20Your thing was a bit of a wow factor.
39:24We thought to ourselves, hmm, wow, this looks good.
39:29But as soon as you all opened your mouths,
39:31it started to go downhill a little bit.
39:35So it's a difficult one for me there.
39:40But I felt in the end that Sterling,
39:44yours was the better business proposition.
39:46It was far more professional.
39:48Far more thought out and, I think, good, justifiable winners.
39:54Look, good news and bad news.
39:56Bad news, first of all, no treat cos you're going to be very, very busy.
40:00Good news is you're in the final, OK?
40:03So go home now, have a bit of relaxation
40:05and I'll see you on the final, OK?
40:08Thank you very much.
40:10Good luck.
40:11All right, thank you, Gary.
40:13Good luck.
40:17It's going to seem profitable, that bit.
40:19Oh, mate, that's awesome. That's awesome.
40:28You know what disappoints me was the lack of cohesion,
40:33no real plan, no attention to detail.
40:36But, look, it's late, so I think we'll pick this up in the morning, OK?
40:42And we'll discuss this in more detail,
40:44but one of you will be leaving the process tomorrow.
40:48Thank you, sir.
41:02Last time I was PM, I lost. I was gutted.
41:05This time I'm PM, I lost again. Yeah, I'm gutted again.
41:08I don't think we did a bad job all round, you know.
41:11I think Adam was a detriment to the whole task.
41:13His pitch was poor, his contribution was poor.
41:16Unfortunately, I think he has to be fired.
41:19I'm still impressed with what we did.
41:21I'm actually quite looking forward to going into the boardroom.
41:24I have been accountable for almost every decision
41:27and I think what I've done is pretty impressive.
41:30One of us is going tomorrow, the other two in the final and...
41:33That's it.
41:34..what will be will be. Yeah.
41:36There's no way on the planet that it will be me that goes tomorrow.
41:40No way.
41:53PHONE RINGS
41:55Yes, could you send the candidates in, please?
41:57Yes, Lord Sugar.
41:59You can go through to the boardroom now.
42:07MUSIC FADES
42:18I'd like to go, first of all, to pricing,
42:22to who would be in charge of defining the pricing.
42:26That was, um, Jade was in charge...
42:29Was I? Yeah, just let me finish.
42:31OK. Let's not, you know... No, no, it's fine.
42:35Jade was in charge of manufacturing,
42:37so Nick did ask you for the prices.
42:39That's not the question I'm asking.
42:41I'm asking about the strategy of pricing.
42:44Where did you see your affordable luxury products pricing?
42:47We wanted to price it above what it would cost in the supermarket
42:50for the average sweet and chocolate cost,
42:52but below what it would cost in the luxury chocolatiers.
42:55Tell me where you're all at sea here.
42:57You've got a shop which you kept saying
42:59is going to be some prestigious type of shop,
43:01so clearly, by definition, that means you can't sell stuff cheap in there.
43:05But in the same breath, you're saying,
43:08eventually we're going to end up selling it
43:10in the mass-market superstores, right?
43:12Well, the price don't stand up in the mass-market superstores,
43:18cos it's too expensive,
43:20and the price in this luxury store that you had
43:24was, in fact, not expensive enough.
43:27We went for affordable luxury.
43:29We tried to get in there just in between,
43:31and, you know, if the pricing was wrong,
43:33then a whole man's up. It was wrong, you know.
43:36But it may be wrong for some reason that you still don't understand.
43:40I mean, there are products in this world that cost a penny to make
43:44and they get sold for £5, OK?
43:48There are products in this world that cost a pound to make
43:51and they get sold for £1.10, right?
43:55So I'm asking the question as whether you understood
43:58the strategy on the pricing.
44:00The honest truth is we had very little strategy.
44:02Our aim was to go into the supermarkets and make a mass-market product,
44:05but, you know, with that feedback, the answer is our price was too expensive.
44:09We were trying to go for the supermarket luxury.
44:12Nick, I'm a bit confused, because I think you're a bit of a technical man,
44:16you're a man with the numbers, and I'm wondering,
44:18where was you on this pricing strategy if you wanted this team to win?
44:22Yeah, I found it very, very hard on this task.
44:24There's a lot of ideas. We didn't have any strategy.
44:26I did mention throughout the entire time we don't have any strategy.
44:29What is our brand?
44:31Everyone uses the word strategy when things go wrong.
44:33There was no strategy, there was no strategy.
44:35It's all anyone ever says in every single task.
44:37We are the same vision.
44:39Right, OK, so let me move on to the next thing,
44:42and that is the product range itself, OK?
44:44And this is where another mistake was made,
44:46because when I look into your shop there,
44:49you've got the hot chocolate, you've got marshmallows,
44:53you've got the drunken jellies,
44:55and you've got the chocolate puddles, OK?
44:58What were you known for?
45:00We were known for Holtford being a high-class confectioner.
45:03It's not a chocolatier's or a confectioner's or a sweet shop.
45:06But each of these high-class places
45:08tends to get known for one particular flagship product.
45:11I think initially we were looking at doing the chocolate and the marshmallows,
45:15so it was just a chocolatey feel, so it was more just down that line.
45:18But because you've obviously found out that jellies were really popular,
45:21you wanted to do those as well?
45:23I pushed through jellies.
45:24Jayden and Nick, to be fair, only wanted to do chocolate.
45:27Maybe we would have had more of a brand, more of a name,
45:29if we'd just been known as a chocolatier's.
45:31It did get a bit confused. Too many ideas came in.
45:33The brand was very, very diluted, I thought.
45:35Look, your shop, to me, it was what I would call a bit of a mug's eye for.
45:39It was kind of glitzy and sparkling.
45:42I thought, hmm, this has got potential here.
45:44And, you know, when you opened your mouths, you threw it all away.
45:47Tom and Ricky drilled each other for an hour and a half before the presentation.
45:53They threw at each other every question they could conceivably think of.
45:57Had you done the same, your business strategy might have actually evolved
46:01and meant something when those experts walked in.
46:05Adam, the pricing was all over the place.
46:08There was no strategy. The products, there was no lead product.
46:12So, with that in mind, where did it go wrong?
46:14It's hard to say, really. It was a small team.
46:16We all had good input.
46:21To be fair, I think everyone pulled the weight, you know.
46:24We all thought it'd work. It hasn't worked.
46:26Did you all think it worked?
46:27My honest opinion, and sorry, Adam, but...
46:29It's all right, mate.
46:30I think it was just total lack of any direction.
46:33It was confusing. We weren't all on the same page.
46:36I thought, I think, ultimately, it is your fault.
46:38First I've heard of it.
46:39You put Nick where you knew he could design, me where the product was,
46:42and you kind of just told me you didn't have a specific role in it.
46:45It would have been better if you'd gone to the product.
46:47I could have helped Nick with the design
46:49and we could have worked on maybe the business strategy between us
46:52and then you could have taken control of that side.
46:54You should have said that first thing in the morning.
46:56Karen, as an observation, you kind of sidelined Jade a little bit.
46:59I don't think you took it like that, did you, Jade?
47:01I said, tell me where you're best suited.
47:03You actually said you're going to go with Nick
47:05because that's the most important sub-team.
47:07You said to Jade,
47:08you go off, Jade, and make us some really nice chocolates.
47:12I don't remember saying it quite like that.
47:16Nick, I'm looking at your application here.
47:20You've got a coffee shop already?
47:23Yeah, my first business was a coffee shop.
47:25So you've actually dealt with a kind of a speciality kind of product, really?
47:31I have, yeah.
47:32In a shop?
47:33We sell high quality ethical coffee.
47:35High quality?
47:36Yes, so you could say, similar to the brief you've asked for,
47:40but it is a very different business, obviously.
47:43Selling high quality coffee and creating a luxury brand of chocolate...
47:46We're thinking of doing high quality hot chocolate as the theme,
47:50as the lead product.
47:51That was my preferred option, is what I put forward,
47:54tried to put forward strongly.
47:55The rest of the team didn't believe that was the right thing to do,
47:58which, fair enough.
47:59I would have thought you would have been more persuasive.
48:03No, I mean, I did try and put myself forward strongly,
48:06but when two team members say, no, we want to go down this route,
48:09then I think, you know, as a team member, the best option for me
48:13and the most productive for the whole team
48:15is to buy into the strategy as a group.
48:17I did try, but I failed.
48:19We didn't try that hard.
48:23I'm going to ask you to step outside.
48:25I'm going to have a chat with Karen and Nick.
48:28All right, so step outside. Thank you, Roger.
48:42Jade, she'd done a good job. She made the chocolate.
48:45She did make good products and she came up with ideas
48:48and no-one could fault her energy level or actually her contribution
48:52to what actually was the good parts of this task.
48:55Adam, he hasn't got a particular skill other than selling,
48:59so he's put himself in with this sort of enormous amounts of enthusiasm,
49:03but actually, to see Adam's leadership skills,
49:06you've had to appoint him as the project manager.
49:09Yeah.
49:10Were you prized at, Nick, the fact that he's got a coffee shop?
49:14That's what kind of confused me as to why he didn't kind of jump in
49:18and take over.
49:20If he would have jumped in, they may have come in with a win.
49:23I wonder whether he's playing a kind of a clever game here.
49:30Yes, Lord Sugar.
49:31You can go through to the boardroom now.
49:47Right, Adam, tell me why I should consider that you remain in the process
49:52and go into the final.
49:54I think I'm the best candidate overall.
49:56I think I'm better than Jade and Nick.
49:58I've got to pick holes in this, so I will.
50:00I think Nick's fluked his way to the final, to be fair.
50:03He's not really shown you much.
50:04He's got certain skills, but, you know, there's 10 million other people
50:07in the UK that are good on computers and good at logos and stuff.
50:10Jade, unfortunately, you know, promotion, advertising specialist,
50:14marketing specialist.
50:15I've seen no, you know, no special talents in any of those three
50:19through the whole process.
50:21Do you know what?
50:22Through this process, I think I've worked across many more areas than Adam,
50:25and, unfortunately, I would say out of the two,
50:27if I was to choose one to go, it would be Adam, because, do you know what?
50:30He is probably the best face-to-face salesman here,
50:33but, actually, is that the best thing that you need?
50:35You need to be able to work with strategy, be creative, come up with ideas.
50:3913 years' business experience, you know, I've had the ups, the downs.
50:42I know what business is like, I know what it's about.
50:44Jade hasn't proved that she's good at what she says she's good at.
50:47You don't even know what I do, that's why.
50:49Well, you tell me you do that many things.
50:51You say you're a marketing expert, advertising expert.
50:53I work in direct marketing, which, if you knew what it was,
50:55it's actually I work in consumer data, so I sell that.
50:58So, of the two, you would say that she should leave today.
51:01Jade should leave today.
51:02And, Jade, your opinion is that it should be Adam should leave today,
51:05is that right?
51:06Yeah.
51:07And, Nick?
51:08I would say, if it wasn't just on this task, I would say Jade.
51:13I think you say you're good at sales and building relationships with people.
51:18While I've worked with you, I haven't really had that impression,
51:21you know, on the vouchers project that we worked together.
51:24I sat there with the spa company and, actually,
51:26I think the relationship I built there was the one that won it, actually.
51:29That got £8,000 and beat the other team hands down.
51:32Yeah, absolutely.
51:33I think that was, I guess it's a personal opinion,
51:36but I think that was me more than you.
51:38Oh, do you?
51:39You were there together and it was a joint pitch.
51:41I think Adam, this task, I think you have been the weakest,
51:44but I think overall, Jade.
51:46It's interesting, Jade, two people that have been with you
51:49for the last 11 weeks have got that opinion.
51:51I find it strange that they listen to every single thing I said
51:54on the last task and just went with it, though.
51:56So, if I'm the person that actually should go,
51:58why would they listen to every single thing I said
52:00and actually went with all of it?
52:02Every single thing.
52:03On this task, I agree.
52:04But this is a task that we're fighting for £250,000.
52:07So, why would you not put yourself forward,
52:09say what you think and get that said?
52:11Jade, on this task, the ideas that you came up with
52:13were better than the ideas we had. I agree with that.
52:15Actually, this is the one to win it.
52:17Now, this is the one to get through and get to the final.
52:20If you want to look at this task, then,
52:22strategy-wise, you threw in alcohol.
52:24I asked you if you wanted alcohol.
52:26The ideas were better than the rest of the ideas we had.
52:28If you're going to have some ideas...
52:30I can't say that your ideas were terrible,
52:32because we didn't have any better ones,
52:34but it was a mishmash of different things that came together.
52:36I came up with ideas and you all said yes, yes, yes, yes.
52:38So, if you're such leaders in business,
52:40why would you not say, actually, we'll do this?
52:42I haven't run my own business,
52:44and this is me wanting to start a new business,
52:46something that will make money.
52:48I've got a very good business plan.
52:50I've seen other people making money from this
52:52and I know exactly how they do it.
52:55Hmm.
52:57Well, look, it's very, very tough.
53:00It's a very tough one,
53:02and it gets tough when we get down to the 11th week,
53:05because, well, to be frank,
53:07the better people do tend to come to the top.
53:11Adam, I've got to tell you that you have impressed me
53:15in the manner in which you have thrown yourself into everything,
53:18head first.
53:20That aggression and that ambition, that enthusiasm,
53:23and that, you know, in itself is fantastic, really.
53:26And you're a good salesman also.
53:29However, there are other areas I have to consider.
53:34The shrewdness, the awareness,
53:37the getting the plot,
53:39and that's maybe where you're a little bit lacking.
53:44Jade, you've obviously got a passion to remain in the process,
53:50and I agree that a lot of your ideas were implemented.
53:58But some of them weren't very good ideas.
54:01Nick, you are a bit of a strategist,
54:06and I'm still at sea as to why you didn't step in
54:10and assert some authority.
54:12Yeah.
54:13You win the task, you don't get fired. Simple as that.
54:18So, I think, all in all,
54:22on this very, very difficult decision I've got to make,
54:28I'm going to have to say that, Adam,
54:32I think it's time for you to leave the process.
54:36You're fired.
54:37Thank you very much.
54:38I wish you all the best for the future, Adam,
54:41and I hope you do well.
54:42Thank you very much.
54:43And keep in touch.
54:44If you ever need a salesman, you know where I am.
54:47OK.
54:57Thanks very much.
54:58Well done, yeah.
54:59Well done, mate.
55:09Well, congratulations.
55:11You're in the final.
55:13Go back to the house.
55:14I'll be in touch shortly, OK?
55:27All right.
55:28Take care, guys.
55:43I'm sad to be going home, but I respect Lord Sugar.
55:46If it was my time to go, then it was my time to go.
55:48I've always been a doer, not a talker.
55:50I never give up.
55:51Maybe me and Lord Sugar will meet again one day.
55:53You never know.
55:57From a selfish point of view, who would you like to see leave?
56:00I'd probably say Nick.
56:02I'd agree.
56:03Strategically, I'd probably say Nick was the strongest
56:06out of those three in terms of competition.
56:11How are you doing?
56:13Oh!
56:14Oh!
56:15Congratulations.
56:16Congratulations.
56:17Oh, look at all this food for us.
56:18Congratulations.
56:20So what went down in this boardroom?
56:22Basically, we had no strategy.
56:23Did you guys point that at Adam?
56:25Absolutely.
56:26He had no strategy, and it was his fault,
56:28but when it came to who should get fired, I did say Jay.
56:32Anyway, it's over now.
56:35Champagne time?
56:36Cheers, guys.
56:37Cheers.
56:38To finals.
56:39To finals.
56:43Now just four remain in...