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00:00Previously on The Apprentice...
00:02Your task is all about making money from flavoured beer.
00:07..two days to turn hops into hard cash...
00:10It's our first bottle of beer.
00:12Cheers!
00:13..Tim's girls poured profits down the drain.
00:16Bloody hell!
00:17We're having an absolute shocker at the factory.
00:20It's a real shocker.
00:21It's a real shocker.
00:22It's a real shocker.
00:23It's a real shocker.
00:24It's a real shocker.
00:25It's a real shocker.
00:26It's a real shocker.
00:27Bloody hell!
00:28We're having an absolute shocker at the factory.
00:30We haven't produced any beer yet.
00:33On the other team...
00:35So you haven't got any sample at all to show anyone?
00:38..empty brains and empty bottles...
00:40I'm surprised many have even turned up.
00:43..then things turned bitter.
00:45You've lost us money, mate.
00:46You've lost us money and you've once again proved that you're an amateur.
00:49But a dash for last orders...
00:51Guys! A pound of pints!
00:53A pound of pints!
00:54..had the boys toasting success.
00:57The girls' frustrations came to a head.
01:00I know you're all in cahoots.
01:02Oh, we're all in what? Four of you are, yes.
01:04But time was called on Tim.
01:06He didn't apply any thought to this task.
01:10Tim, you're fired.
01:12And he became the second casualty of the boardroom.
01:16Now 14 remain to fight for the chance
01:19to become Lord Sugar's business partner.
01:276pm.
01:29Do you speak Gothic?
01:30Is that why you've gone really dark with your nail polish?
01:33At the end of a day off, the candidates relax.
01:36Claudia, what are you doing to us?
01:39How pretty is Peter?
01:41That's right.
01:43PHONE RINGS
01:45Oh, my God!
01:47Go, go, go!
01:48Oh, my God!
01:49SCREAMS
01:51Please, please, please, can you hear me?
01:55Hello?
01:56Good evening. Lord Sugar would like you to meet him
01:59at the Angel Building in Islington.
02:01The cast will be with you in 30 minutes.
02:03Oh, my God!
02:04Oh, I didn't say thank you!
02:06Angel Building in Islington!
02:08The cast are going to be outside in 30 minutes!
02:11Come on, let's go!
02:12SCREAMS
02:18Come on!
02:20After two wins, I think you need to weaken it up.
02:24Well, the girls struggled a lot on the last test, didn't they?
02:27I don't know whether it'll be catfight or handbags at dawn.
02:30I think they think we'll win.
02:32They do.
02:33We're not.
02:34We had a good night's sleep last night.
02:36We should all be on the ball.
02:37We are literally game on.
02:48Islington, North London.
02:54DRAMATIC ORCHESTRAL MUSIC
03:15Good evening. Good evening, Lord Sugar.
03:18This is the home of the Design Council,
03:21one of the biggest revolutions in the last 50 years in design
03:25is the rise of the flat pack and self-assembly furniture market.
03:30And your task this week is to come up with an innovative
03:34flat pack piece of furniture.
03:36You're going to have to design the product,
03:39prototype it and pitch it to retailers.
03:42And it's very simple.
03:44The team that gets the most amount of orders will win.
03:48And the losing team, one of you will be fired.
03:52Now, ladies, a little polite note from me.
03:56Two weeks have gone by.
03:58You lost the last two tasks.
04:01It's time for you to show me what you can do.
04:05Everything clear?
04:07Yes, Lord Sugar.
04:08Well, good luck and I'll see you back in the boardroom
04:11in a couple of days' time.
04:13Off you go.
04:15Teams have two days to create a unique piece of flat pack furniture
04:20that must retail at £75 before pitching it to vendors.
04:28First, pick leaders.
04:30I feel quite confident about this. I like designing stuff.
04:33I think I'm quite good with ideas.
04:35Manufacturing. Quite forward thinking. Yeah, manufacturing.
04:38So, Natalie's our PM? Yeah. Good.
04:41I put myself forward because my business idea is focused
04:44around designing and manufacturing garments.
04:47So, I'm feeling really confident.
04:49Now, shall we have a think about ideas?
04:51Personally, I live in an apartment. Yep.
04:53I live city centre. Spacing is massive. That's a good idea.
04:57Down the hall...
04:58If people want to take just 30 seconds each
05:00to kind of explain an idea that they've had.
05:02If you don't have one, let's just keep moving efficiently, all right?
05:05..running the boys, business analyst Jordan.
05:08Kurt, I've got an idea, thinking of a chair,
05:11but then as a double use, recycling materials.
05:14We had a chair base and then at the bottom would be a barrel
05:17and then in the top, which we could put a cover,
05:20would be areas to recycle our stuff
05:22and then underneath each one would have a little area to catch that.
05:26Well, I've just stumbled out of the brainstorm.
05:28Ideas are fizzing away.
05:30Particularly horrible idea from Kurt.
05:33It was a chair that you sit on
05:35in which you put all your recycling material.
05:38Fish bones, tin cans, smelling of such and such.
05:41I personally wouldn't want a recycling thing in my living room.
05:46I've never come across such a revolting idea.
05:49Alex, do you want to show us your idea?
05:51Try and make it brief cos we've got a lot to get through, all right?
05:54OK, so if we say this is a chair, there'll be a kind of pin,
05:57a spring-release pin that you pull out to loosen this part.
06:00The idea is literally, pin out, fold it down,
06:02it's a table with storage facilities at the bottom.
06:04I actually really like that. It can be a bedside table,
06:07it can be a lamp table in the sitting room,
06:09it can be a chair for outside.
06:11It's so multifunctional that we can pitch 101 different ways of using it.
06:15I think it's really, really key to keep things simple.
06:18Assembling concepts for their flat pack, the girls.
06:21If it was just a cube, yeah? Yeah.
06:23And, you know, you can turn it round one side,
06:26pop up, that's your laptop, you turn the cube over,
06:29OK, that's got a dip in that side, you can put your drinks in that one.
06:32I love that idea. You flip the cube over, it's a more soft side.
06:35That's such a good idea. That is a good idea. I like that.
06:38OK, guys, so we've decided that we're doing
06:40a multifunctional cube-shaped table.
06:43And with it, I think, a bit of a wine rack, perhaps a bucket,
06:46where you could slot ice in.
06:48Even next to that, you could just have a hole for your cup.
06:50Because the thing is, if you don't have something...
06:52It would have a lot of functions. Yes!
06:54You could put wheels on it. One second.
06:56On this team, we've got a load of talkers,
06:58but unfortunately not many listeners.
07:00Francesca's come up with an idea of a cube that's multifunctional.
07:03One side's a chair, one side's a table, one side's storage.
07:06It's quite a good idea, but suddenly it's becoming very embellished.
07:10A cube could always stay with the top upright.
07:14Can I make a suggestion?
07:16That means you don't need to turn it over, flip it over.
07:18Can I say something?
07:20All it is is a space. Natalie.
07:22Natalie. Natalie.
07:25Can I make a suggestion? No. Natalie.
07:31I just think within the girls, there are a lot of girls
07:33who don't play as a team.
07:35We need to play as a team.
07:37And no bickering.
07:39Well, that's never going to stop, is it?
07:479.30am.
07:49One idea I did have with the name, just sort of something simple,
07:52like Foldo, so it's like the Foldo chair.
07:54I quite like that.
07:56Today, teams must find out what sits well with the market.
08:00Sophie, I think you want to go market research.
08:03I don't do selling, but I know what I can do.
08:06I've done a lot of market research for my dissertation.
08:09I think you can extract quite raw data.
08:12Then nail down the details.
08:14I've been thinking about the design side of it.
08:16I'm good at designing. It has to have a design feature to it.
08:19It's got to look nice in a room.
08:21I just think a cube is going to be cumbersome.
08:23It needs to capture the person's interest visually.
08:26But what are you saying?
08:28Well, I'm thinking a take on a table.
08:30Yeah, but we're thinking of storage as well, and on the wheels.
08:3610am.
08:38East London.
08:40The girls' design team, led by Natalie, outline their cube.
08:45We like this as being a lid function.
08:47So the top actually comes off as a separate thing.
08:50You can then flip it over or sit on it as a cushion
08:53if you've got people coming round for dinner
08:55and you need some more extra seating.
09:01Everyone was obsessed with the cube.
09:03I know. That's what I mean. I don't think the cube's the way forward.
09:06Still not sold on the concept, the market research team.
09:09I think we need to keep really fluid.
09:11I think we've got completely overexcited on the cube.
09:13Yeah, I agree.
09:17Shoreditch.
09:20First stop for the research girls, a boutique furniture store.
09:25So we're in the process of designing some furniture
09:28and we've come up with this multifunctional cube.
09:31Uh-huh. Yeah.
09:32You were thinking about having some storage.
09:34Yes, storage, really. Storage, yeah.
09:37Well, I must say the cube is quite a boring shape, really.
09:40I think that's quite a difficult height to work off, isn't it?
09:43Yes. It's like a coffee table height
09:45and if you're bending over on a sofa, it's not a comfortable situation.
09:48I think you're better having something that's desk height.
09:50Higher rather than wider or bigger.
09:52And I think if you can get your feet underneath it...
09:54I agree. ..amazing. Yeah? OK.
09:56Hi, girls. Hi, how are you doing?
09:59Storage was massive.
10:01Yes. One thing was the height of it.
10:03We're using it for a desk function.
10:05It does need to be higher than the knees so you can sit underneath it.
10:08But how can we...
10:10Yeah, how can we use this for storage space, then,
10:12if you're saying you want foot room?
10:14They wanted space for legs. They wanted leg room.
10:18OK, OK, OK.
10:20OK, one minute, one minute, one minute.
10:22This table, why wouldn't they just buy a table?
10:25Because, like, it's just a table that they want.
10:28No, no, no, they like...
10:30They like the idea of combining office space in your home with function.
10:35OK, thank you for the advice.
10:38It's really confusing if you're going to market this as a storage unit
10:42but then you've got leg room.
10:44I just think our initial idea is more practical
10:46and has more functions.
10:52A South London workshop.
10:54Hi, George. Nice to meet you. Hi, George.
10:56Unpacking his plans for Foldo, Alex.
10:59We've got a swivel bar here, so it folds over,
11:01in which it creates a kind of table.
11:03OK.
11:04It requires nothing more than about four screws.
11:06It's definitely Alex's idea, this product.
11:08He was very quick in the brainstorming session
11:10to sketch up this idea and show exactly how it worked.
11:13There's a groove running along the side of this,
11:15so you just unpin there.
11:17That simply then pivots there, as so, and it covers up like that.
11:21The good thing about the Foldo is it's very simple
11:24and very easy to understand.
11:25I'm not convinced about it, to be honest.
11:27Gathering public opinion on the chair, the rest of the team.
11:32I'd be puzzled and troubled by it,
11:35by wanting to sit when I wanted to put stuff down
11:38and wanting to put stuff down when I wanted to sit.
11:40I'd stand in my city room crying.
11:43The name we've come up with, we'd love to get your opinion on.
11:46Foldo chair, sit, fold and hold.
11:49No, the whole thing, no.
11:51It's the table holding the items of the lodging.
11:59Hello?
12:00You can't have the storage and the desk
12:02and the footroom that you wanted.
12:04Why can't we do that?
12:05The design, it wouldn't work.
12:07Down here, we're creating a cube,
12:09which is a table, but you could kind of flip the lid.
12:12So you're doing a table that turns into a chair and a lap tray?
12:16It doesn't really turn into a chair.
12:18It's multifunctional. It's a box with a lid.
12:21It's a box with a lid, yeah. Basically.
12:24So, just clarify for me, what is it we're doing?
12:27I don't even know what it is now.
12:29Are we table, are we desk, are we chair?
12:31Why are they not listening to market research?
12:33Have we not communicated articulately what we've found out?
12:36We have. Yeah?
12:40Lunchtime.
12:41Anything that could be of value that you could add to it?
12:44Is there anything else you think that might go on it?
12:46Still seeking out feedback on the photo, the boys.
12:49It says wooden. What about comfort?
12:51Upholstered on the seat itself? Yeah. OK.
12:54Hello! Hi, guys.
12:56We're looking at a upholstered seat, possibly cushions.
12:59We need to know if you need us to get materials.
13:02I'm really, really against upholstering.
13:05It's just too complicated. It adds cost.
13:08For me, it needs to have that upholstery, if we can get it.
13:11You need to upholster the seat. I'm really keen on that.
13:14See you later, guys. Bye-bye. Cheers, mate.
13:16I think it's too much fuss.
13:18We're going with the market research.
13:23With the padding approved, next stop for Z, Kurt and Miles...
13:27Hi, mate. How you doing? ..a fabric shop.
13:30The back of the chair and the seat of the chair,
13:33we want to upholster.
13:35Oh, mate, I really like this one. That will go nicely.
13:38Let's have a look. I quite like that. Yeah, I like that.
13:41Clean, crisp, minty-fresh kind of look, isn't it?
13:43Mate, in a minute, you're going to say you want diamond buttons on it.
13:46Mate, you're the king of bling.
13:51We need to build something that's going to retail at £75.
13:54But the aim is to make it as simple as possible, preferably tool-less.
13:59Focusing on ease of assembly...
14:01There'll be four screws coming through the bottom.
14:04..a brainwave from the girls.
14:06And then the rest is interlocking, so it's pretty tool-less.
14:09That could be one of our unique selling points as well.
14:12For it to slot together, it needs to overlap.
14:14Oh, I don't know. I don't know.
14:16I wouldn't ever put that in there. I wouldn't buy that.
14:18That's not what I was looking for.
14:20I was looking for something more rounded and more kind of dice-like.
14:23You've got to understand that it's quite difficult
14:25to round all the corners off and have it so that it just slots together.
14:28I think it looks too much like a trolley.
14:30The team wanted to design something functional,
14:32something multi-purpose, but everyone's saying,
14:34oh, I wouldn't use that, wouldn't have that in my living room.
14:36What's wrong with them?
14:38Come up with something inspirational, some ideas.
14:40They all say they manufacture, they all say they can design,
14:44but where is the proof of that?
14:46Not in this product at this stage.
14:48The design element of this is really, really crucial.
14:52We can't just give them a box with a reversible lid.
14:54We can't. It has to be, like, wow.
14:594pm.
15:01Can someone just take notes of these measurements?
15:03550 by 550.
15:05One hour before designs must be finalised.
15:08I'd say take it up maybe another 200.
15:10Put it against the back of the chair.
15:12That's very high. That chair is high.
15:14That's too high. No, the chair is high.
15:16Don't forget the chair is raised.
15:18Yeah, but it's still too high.
15:20I think it's too high.
15:22I think it's been really, really good that I've been here,
15:24being the lead designer, because it was originally my idea.
15:26As far as dimensions and such, I have felt really, really at home
15:29in showing that the product is a very good size.
15:31So, I mean, if I was sitting down there,
15:33it's more about the 450, which means it's about 500mm.
15:36Don't forget that women are smaller than men.
15:38We're talking centimetres, single centimetres.
15:40But it makes such a difference sometimes.
15:42Whoa, whoa, whoa! This is only 400.
15:44What? Who said it was 490?
15:46It's 400. I'm sitting on it now.
15:48There's no question whose design this is.
15:50Alex pushes, pushes, pushes,
15:52but he's pushing so hard that they're making mistakes.
15:55I don't know how you managed to get...
15:57Two seconds, two seconds, because I sat down.
15:59But don't sit. It doesn't matter.
16:01We know how you're sitting. Measure the chair.
16:04So, the width is definitely not 320.
16:07320 is there. 320 is too small.
16:09Not even Jordan can fit there.
16:11What will this end up like?
16:13Will it be like a camel, which, after all, is a horse,
16:16designed by a committee?
16:18Exactly, 460 by 460.
16:20460 is still tight. You've got arms coming up.
16:24Not you, Jordan. Somebody average size.
16:29At the moment, it's just a box with a lid.
16:31That's what I'm just afraid of.
16:33Trying to give their box a boost...
16:35It's got to look unique. It's got to look like a design feature.
16:38..Uzma...
16:39Once it's got a pattern on the side,
16:41something like that on each side, it'll look quite nice.
16:44Natalie put me in the creative group because she knows my strengths.
16:49Are we buying a cushion that we're sticking on? Yes.
16:52I've got a very good eye for detail.
16:54I'm very good at visualising things and then drawing it
16:57and showing people that, you know, this is what I'm talking about.
17:00I'm thinking grey. It just keeps it a bit neutral.
17:02You have final call. No, no, no.
17:04I want to go with the majority, so we'll go for all grey.
17:08And it looks nice.
17:10Off to get fixtures and fittings for their prototype cube,
17:13the rest of the girls.
17:15These are the coolest looking. Can someone grab that for me?
17:19Hello. Hi.
17:21We need to get a cushion upholstered.
17:23Didn't you listen to us before from the market research
17:26saying we wanted something that was to do with IT that turned into a table?
17:30I just think we're really at risk here
17:32of trying to make this way too complicated.
17:35Are you listening to market research or are you listening to Louisa?
17:38Why is it my fault?
17:40Listen to me really, really quickly.
17:42We have to have things in hand by five o'clock. Finished and named.
17:45We are not going to make it to an upholsteries
17:47and get the product made by that point.
17:49If we can find a suitable cushion that we can Velcro to the bottom of this...
17:53That's fine, yeah. OK.
17:57Here, cushions.
17:5958 by 58, too big.
18:01What's these up here? What's the size?
18:03This is 35. This is 35, yeah.
18:05They're too big, aren't they? That's just bloody awful.
18:07Is this the extent of our choice?
18:09We can't get one for 35 by 35.
18:12Nothing, not even one of those small dry cushions?
18:14No. We're looking around now. We're struggling to find one.
18:17We're looking. Can you just see, though, that there are...
18:20We're in a DIY store.
18:22If we'd have known we needed to go to an upholsteries,
18:24we'd have gone to an upholsteries.
18:26A call 45 minutes before is ridiculous.
18:28Two, three, four...
18:30You know, we've done the best that we can do
18:32with the limited time we had,
18:34and not even knowing what the product was,
18:36considering it was a desk one minute with an iPad,
18:38easel, and now it's a tray and a seat and a box.
18:43Fixtures found.
18:45Designs delivered.
18:47Overnight, prototypes will be produced.
18:52For now, it's back to the house.
19:038am.
19:06Fresh from the factory, flat-pack furniture.
19:11So exciting!
19:13For the girls, a multifunctional cube.
19:16Here we go!
19:18Branded Tidy Sidy.
19:20Is it really heavy? Is it light, gentle?
19:22It's not light.
19:24For the boys... Right, I present to you the Foldo.
19:27That slides back and then it tips up.
19:30And it just locks into there.
19:32That is awesome. Talk about easy. It looks nuts.
19:35Talk about easy. That's a really nice chair.
19:38My God, it hasn't collapsed. Look at that.
19:41Shall we lift it up a bit? Just lift it up.
19:43Oh! Oh, our cushion's not there.
19:45It is in there! It's not attached.
19:47Hi, girls, the cushion was a bit too big,
19:49so we've had to leave this for you to fit.
19:51Someone sit on it without the cushion
19:53and see whether or not it's doable,
19:55because that doesn't look good.
19:57Hated it. Honestly, I would not pay £75 for that.
20:02Everyone in the market research side of things,
20:04we knew what market research wanted,
20:06but they didn't listen to us fully.
20:08Let's just get the pillow size right first, OK?
20:10Natalie, I think you've got to be careful how much you take out,
20:13cos you don't want it to be uncomfortable.
20:15No, it won't be. Oh, my God, do you guys know what you're doing?
20:18Yeah, it's fine.
20:20I've done a fashion... I've studied fashion.
20:22That goes clickety-boo.
20:24That goes like that. Clickety-boo.
20:26Clickety-boo.
20:28Could we please write clickety-boo in our instructions?
20:31Clickety-boo.
20:33Oh, that looks better than it did.
20:37It fits.
20:38It looks all right, but if it's not upholstered, then don't put it in.
20:41We're selling to big retailers.
20:43You were one of the people who started pulling all the fluff out of it.
20:47I'm not denying that. Stop trying to pass the buck all the time.
20:50I'm not passing... We need to pull together and work as a team.
20:53That's really unfair, Lou.
20:55We're definitely losing the cushion.
20:57Let's just do it very carefully.
20:59It's still a stool. It's still a stool.
21:01It's still a lap table. It's still a table with storage.
21:03Is it still a lap table? Yeah.
21:05It's got a lid that comes off. You can store stuff inside it.
21:08You can wheel it around.
21:10Yeah. You know, it's a nice, multifunctional, sturdy item.
21:13There's a lot of brave faces going on in there.
21:15They're all saying it's fine, it's going to be great.
21:18Natalie declares that she loves it.
21:20But actually the cracks are beginning to show.
21:22Those that are pitching to high-end retailers
21:24are going to be standing there looking at a box on wheels
21:27and they're going to have to do a bloody good job
21:29to pitch this to get any sales.
21:31Did you just agree that the design makes it?
21:33Yeah, it does. It looks lovely.
21:35Armed with prototypes,
21:37teams must pitch to clients laid on by Lord Sugar...
21:40We're going to have Neil and Miles leading the pitches
21:43at the major retailer and the catalogue chain.
21:46..and hunt down retailers on the high street.
21:51We're then going to have Z, Kurt, Jason and I all pitching.
21:55Everyone doing one pitch, I don't really agree with that.
21:58It's not like a swing in a school that everyone should have a play on it.
22:01It's a business. If I turned around and said,
22:03Z, we don't need you to pitch today, how would you feel?
22:05If I'm not a good salesperson, why am I pitching in the first place?
22:08Like Kurt said, I'm not comfortable pitching on two occasions.
22:11You said it word for word. You're putting words in people's mouths.
22:14I'm not under pressure to pitch. You just said it yourself.
22:17Boys, boys, boys, boys, boys, boys.
22:19Let me finish.
22:21The truth is, everybody is comfortable selling.
22:24That's cool.
22:26So it's decided, half head north for Lord Sugar's first appointment.
22:32We're going to go in there, gauge the audience...
22:35Yeah. ..and, yeah, work it.
22:38It's called the sales orgasm, three yeses.
22:41So you get them to say yes three times
22:43and you know they like the product.
22:47Back in London, the rest of the boys hit the streets in search of orders.
22:53First to pitch...
22:55Hi, good afternoon. Zeeshan, nice to meet you.
22:57Hi, I'm Joe.
22:59So we have identified a problem and for that problem is a solution.
23:03We all have those days when we have some friends and family come over
23:06and you have a lack of seating.
23:08That's what the product is for, it's a versatile product
23:11capitalising on today's modern buyers' demands of space management.
23:15I think, unfortunately, you've made it too high.
23:18But you like the product and concept.
23:21My legs are very comfortably fitting under your table.
23:24So I'm nicely sat there, I can eat my food, I can do some work.
23:28My legs are comfortable underneath and I'm not pushing them under.
23:31It's definitely an interesting concept
23:34but the current design of it is difficult for us.
23:41Did they buy any?
23:43No. No, we didn't get any sales.
23:45OK, thanks for giving us a call.
23:47See, the salesman didn't deliver.
23:49Did you buy a car offsea?
23:51Like hell. I would imagine we'd have 100,000 more miles on the clock
23:55and about four times as many owners as he quoted.
24:00Heading for a high-end store, Francesca, Usma and Leah.
24:05We are really excited to be here today
24:08to show you a fantastic new product, the Tidy Siding.
24:13What it is, essentially, is a side table,
24:16but its two key elements is that it's multifunctional
24:19and it is extremely easy to assemble.
24:22Very simple.
24:23I like the function of it, I think that's great.
24:25I think in design terms, it's not.
24:27Do you think it would be better to sit in another part of the house?
24:30Part of the house you couldn't see, maybe.
24:32The designs on the side make it look a bit like a garden planter.
24:36What was the feedback?
24:38Our product is absolutely not good enough or glossy enough.
24:43Milton Keynes.
24:47First appointment for both teams, Argos.
24:53With almost 700 stores across the UK,
24:56pitch the right product and there's potential for big orders.
25:05Hi.
25:06Going in for the girls.
25:08Hi, guys, how are you?
25:10Business owner Louisa.
25:12I'd like to introduce you to the Tidy Siding.
25:14It's a multifunctional side table,
25:16which is really, really easy to assemble.
25:19It uses a really clever and seamless interlocking system
25:22and it just slots together.
25:24Storage is of the essence.
25:26And there's loads of space in there.
25:30This doubles up as a really nice laptop tray
25:32if you want to just have a look at the wood and feel that there.
25:37What made you choose a colour?
25:39We didn't want white, it gets dirty quite quickly and is so common as well.
25:43It's not largely a box on wheels.
25:45I think that you have to think outside the box.
25:48OK?
25:49I understand how you're positioning it as a box on wheels.
25:52However, I think the design is aesthetically pleasing
25:55and I would put this in my home.
25:57We really believe that this product would be a great fit with Argos.
26:03People are moving less, they're getting more stuff that's accumulating into stores.
26:06So I think as a storage unit, it's good.
26:08I think the ease of assembly is great.
26:12It's not the best-looking product I've ever seen,
26:14but actually the pitch is very convincing.
26:17They might just talk someone into stocking this product.
26:25Hello.
26:26Good afternoon.
26:27How's it going?
26:28Leading for the boys.
26:29Nice to meet you.
26:30Neil, nice to meet you.
26:31The Foldo gives a solution to that common problem
26:34of people running out of chairs.
26:36It could be at dinner parties, guests coming round.
26:39Yes, you do want these extra spare chairs,
26:41but where do you put them when you don't actually need them?
26:44So, stage one.
26:45Lay one leg panel down.
26:46Slot the seat into a leg panel grooves.
26:49Whilst the chair is on its side,
26:51insert two long screws into the top leg panel
26:54and tighten using the Allen key.
26:58So there's the long screws.
27:01I'm sure you're really enjoying this part.
27:05There.
27:06Come up from sitting down, you fold it,
27:09and there you go, nice table.
27:11You can also then either leave the cushion there
27:13or remove it then for more storage.
27:17It's quite high off, isn't it?
27:19You're certainly strapped in.
27:20What we hope to gain from today
27:22is that you're going to put in a very, very big order.
27:25So, is there any questions that you have for us?
27:28Not from me.
27:29No.
27:30No.
27:31I'm fairly clear, actually.
27:33There we go.
27:34Alex was given permission to start assembling Folder,
27:37and when he did, he started presenting his rather wide backside
27:41to the buying panel.
27:43I think it went really, really well.
27:45Yeah.
27:46The last thing they want to see is that.
27:48It was a clumsy effort on Alex's behalf.
27:52In London, trying his luck in a contemporary furniture chain,
27:56project manager Jordan.
27:59So this is a multifunctional chair.
28:02In a matter of seconds, this chair stows away as a table.
28:06It's a good idea. I like the idea of it.
28:09We'd love to do a deal with you today just to trial it.
28:11If we were trialing as it is, we'd start off with a smaller quantity.
28:14So we'd start off with an order for 200.
28:16We'd love to do that with you guys.
28:18Great.
28:19Thank you very much.
28:20Cheers.
28:21Thank you very much.
28:22So far, I'm very happy with the decision I made
28:24to come with this team rather than the other team
28:26because I was very happy with the way the pitch turned out.
28:28They ended up taking an order which was considerably larger
28:30than we were expecting.
28:31And for me, every sale counts here.
28:33Even if it's single digits,
28:34you never know what the difference might be in the boardroom.
28:38Still chasing their first sale.
28:40Hello.
28:41Francesca and the girls.
28:43I live in a city centre apartment, always short on space.
28:46If anyone comes round, trying to find somewhere anywhere to sit
28:48is always a bit of a struggle.
28:50We've got this great amount of storage in it.
28:52You can keep cushions, soft furnishings, anything in there.
28:55It's definitely simple.
28:56If Fernando agrees, we could take four.
28:59Four?
29:00And we'll take it from there.
29:01I mean, if it works, we'll see how it goes.
29:03Come on, girls. Next place. We can do this now.
29:06Good news?
29:07We've got four.
29:08Oh, really?
29:10Hey, it's four and we're on to our next one.
29:12Now, we're not trying to reinvent the wheel.
29:14It's a box on wheels.
29:15However, you can keep things tidy
29:17and the colour of it can basically go anywhere.
29:2020. We're going for 20.
29:21We'll make it 20. Thank you very much.
29:23Lee, you're a star.
29:24The uniqueness of this is the absolute simplicity of it.
29:27It's virtually tool-less
29:28and we've kept it really neutral, really plain
29:30and a little bit industrial with the colouring.
29:32I think it's great. I think it's really, really good.
29:34I'm impressed.
29:35Could we go to maybe 50?
29:37OK. I think we could do 50.
29:39Yeah? Yeah.
29:41Mid-afternoon.
29:44The second appointment laid on by Lord Sugar.
29:48Retail giant, John Lewis.
29:51A lot of people are looking for storage space
29:54and something that's very, very robust.
29:56First in, The Girls.
29:58It's mobile. You can use it anywhere in your home.
30:01You've got quite a nice big space there.
30:03It's got rivets in, you can put your pens in, etc.
30:06So, yeah, the tidy-sidey.
30:08Well, lovely to meet you. Thank you for your time.
30:10This is something you can put together in ten minutes
30:13and you can convert it from position to position
30:15within ten seconds.
30:16We've made the product very solid.
30:18Good.
30:20That's quite a high sit.
30:22So what age group is this product aimed at?
30:24We're looking at between 16 and 40.
30:28A 16-year-old buying furniture?
30:31Potentially someone who's coming into the student market, yeah.
30:34I think from a student 16-year-old,
30:37to have £75 is probably a big ask.
30:40Do you think it's something that you could consider stocking?
30:43I think we'd have to have a chat about that.
30:45No worries. Thank you very much.
30:496pm.
30:51It's functional.
30:53Actually, I think it's really innovative.
30:55I've never seen anything quite like it.
30:57Can we tempt you with two or three?
30:59OK.
31:0060-minute selling time left.
31:02I just think, unlucky with the first one.
31:04From there, I've supported everyone else.
31:06So, Jordan, this pitch...
31:08Just don't get two ducks in a row.
31:11Second chance at a sale. Proceed.
31:15Now, simplicity is the ultimate sophistication.
31:18It's a multi-purpose chair that doubles up as a table as well.
31:21I don't think it's for our target market, unfortunately.
31:24But as an idea, as a concept, this is ingenious.
31:27Let's shake hands, let's do some business,
31:29let's start a relationship.
31:30I'm really not convinced.
31:32I think it's more your British Home Stores.
31:34Ooh!
31:37Honestly, I'm a little disappointed with Z.
31:39I think that he'll be very quick to try and say
31:41that it was the wrong places and that it wasn't his fault,
31:44but in the end, it comes down to the sales, and he didn't deliver.
31:48I want you to do this one, Kurt.
31:50Um, no, what I'd like to say is, look,
31:52I don't see any reason why there's any problem
31:54in giving me a third opportunity with these.
31:56Because I don't think your pitch was noticeably better than the others,
31:59if at all, and I would rather have Kurt take it.
32:02Style is now a massive thing, and this is what we've been focusing on.
32:05It's a good idea. Yeah. We do sixes or twelves.
32:08Twelve would be great. Thank you.
32:10Right, guys, got a sale for the end of the day.
32:12Well played. Well played.
32:13Well played. Well played, dude.
32:15Hello!
32:16For the girls, last pitch of the day, led by Leah.
32:19Hi, I'm Christopher. Nice to meet you.
32:21You can see here that we have a fantastic storage facility,
32:24which you can see here, we really have the depth.
32:26What do you think? It's a nice piece, isn't it?
32:28It is, yeah. It's actually a nice concept. I like it.
32:31We can do an initial order of 200. Would that be something we could go with?
32:34I think probably 200 would be too many.
32:36I think 100 would be a nice starting figure. We don't have to go to the 200.
32:39Yeah, I think 100 is more. Wonderful.
32:41OK, guys, thank you very much. Thank you very much.
32:43It's been lovely. Thank you very much. Amazing.
32:45Can we just have a look?
32:51Hi, girls.
32:52Hi, how are you doing?
32:54Last time we rang you, we'd only sold four.
32:57Yeah.
32:58We've now sold 174.
33:01Oh, my God! Oh, my God!
33:04Oh, my God!
33:08Boys, boys, boys.
33:10We're just at a department store pitch. Not great, really.
33:12Oh, no.
33:13We'll just have to wait and see what happens on the order front.
33:18Tonight, flat pack orders will be finalised.
33:22Tomorrow, an assembly in the boardroom.
33:44You can go through to the boardroom now.
34:06Good afternoon.
34:09This is your team's one, yeah?
34:12Yes.
34:16Right. And I take it, gentlemen, this is yours, right?
34:20Yes, Lord Sugar.
34:22That converts into a table, yeah?
34:24Correct. That's correct.
34:26Got it.
34:29So, I'll start off with you, ladies.
34:31Tell me what happened.
34:33I believe, Natalie, you were the project manager, yeah?
34:35Yes.
34:36How did we get to this product?
34:38We talked about different ideas.
34:40It was Francesca who came up with the cube idea.
34:43So, what's the multifunction of it?
34:45It's a side table. The lid can double up as a lap tray.
34:48It's got storage, and we wanted to build it
34:51so that it was good for a seat for people
34:53with maybe small flats or apartments.
34:55The main selling point of the product also
34:57is that you need no screws to assemble it.
34:59It's got a very clever interlocking system
35:01and the screws are only there for it to be reinforced.
35:04That's smart.
35:05That is good, because the pain in the neck
35:07on flat-pattern assembled furniture
35:09is all these screws and things like that.
35:11So, its description is?
35:13The Tidy Sidy, a multifunctional side table.
35:16I suppose I could call this
35:18a portable handheld beverage interface.
35:21Is that right?
35:23You know, of all the products I've ever produced,
35:25comes the moment that the prototype turns up
35:28and you see it for the first time and you know...
35:32..this is the right lemon.
35:34Or, yep, we're on the right lines here.
35:37Mm-hm.
35:38At that time, were all of you, deep in your heart,
35:40happy with the product? No.
35:42Rebecca, you said no, you weren't convinced of it.
35:45I didn't want a box.
35:47When we first saw it, you know, it's not aesthetically wonderful.
35:50And that was apparent, I think, to all of us.
35:53OK, so we got the product, let's move on now.
35:56I laid on two major retailers, big buyers, these people.
36:00For the clients that you had laid on for us,
36:03I needed to have our best sellers.
36:05Now, I pride myself on being a salesperson,
36:07but I wanted to put all my efforts into project managing.
36:10Rebecca pitches on a day-to-day basis with her job.
36:13So Rebecca was one of your choices? Rebecca was one of my choices.
36:16And Louisa... So, as the project manager,
36:18you made the brave decision not to go along to the main pitchers?
36:22I did go. Oh, you did go along? Yes, I wanted to go.
36:24OK, you went along. Fair enough, fair enough.
36:26But I felt there were stronger people to pitch.
36:28Rebecca is, overall, a good team leader?
36:30Very. I thought Natalie was very good.
36:33I say, when I've got a lot of creative people around me,
36:36I can't have enough of them, quite honestly.
36:38It's the management of them is the key thing.
36:41Where you get into trouble is if everybody is calling their shots.
36:45Did you call the shots? I did call the shots.
36:47And you feel like you had good cooperation from your team? Yes.
36:50I really did. OK. Let's move on, then.
36:52Gentlemen, Jordan, I believe you ended up project manager.
36:55Yes, Lord Sugar. I think we have a fantastic group of guys here,
36:57and what I wanted to do was have a structured session
36:59so that everyone could get some ideas across
37:01and that we didn't jump too quickly into anything.
37:03But the honest truth is that Alex came up with an idea
37:05that was not only a good idea, but it was also well thought out
37:08from a design and assembly point of view.
37:10So one of the ideas is for the odd guest that pops round.
37:12You know, Christmas parties.
37:14If the mother-in-law pops in, for example.
37:16It doesn't turn into a cage. It's a bit tall, isn't it?
37:19I mean, I'm a short bloke, Jordan.
37:21If you sit on that, do your feet dangle like mine would?
37:24I think we both know that I'd struggle to sit on that chair.
37:27For me, it looks rather like an electric chair.
37:29Like old Sparky.
37:32So you've done the manufacturing, you've done the design.
37:35Who did you select as your head honchos of selling and presenting?
37:38Absolutely, Lord Sugar.
37:40And as you said, it was a key thing to find those experts,
37:43and Neil and Miles are expert salesmen. OK.
37:45And much like Natalie, I was very strong
37:47in that I wanted to be there for those pitches.
37:49I thought it would be extremely important.
37:51But pitching is one of my key skills as well,
37:53and I don't want to be a waste of a good salesperson.
37:55The only observation I would make there, Jordan,
37:57is it's all very well I'm going to go off and find my own customers.
38:00But the two people that I introduce you to
38:03are two massive organisations that have got the capability
38:06of placing very, very big orders,
38:08which could make other orders pale into insignificance.
38:11Absolutely, Lord Sugar.
38:12You don't think you needed to be there?
38:14I agree that it would have been good for me to be there,
38:16but I think I put my trust in the guys for their sales,
38:18and I wouldn't have added any value in the sales.
38:20We'll find out soon.
38:22So, you pitched to the catalogue company.
38:24That's correct, yes.
38:26Miles, you did the other pitch, yeah?
38:28Unfortunately, they picked up on a couple of points I raised.
38:32The demographic we were suggesting was between 16 and 40.
38:35On the other hand, I wasn't saying
38:37that it was a product specifically for 16-year-olds.
38:40Knocked the credibility of the pitch a bit, didn't it?
38:42So, look, in conclusion, gentlemen, good team leader.
38:46He's very organised and structured, Lord Sugar.
38:49OK, now the proof of the pudding is going to be in the numbers.
38:55So, Karen, starting with Evolve's sub-team,
38:58how many units did they sell?
39:00They did quite well. 174 units on the day.
39:03OK. And Nick, sub-team of Endeavour?
39:07Yep, Jordan led that team and came back with sales of 216.
39:12Right. And whilst we're on Endeavour, Nick,
39:15how did they get on in the department store?
39:17Yeah, they weren't keen on the styling,
39:19they thought the proportions were wrong,
39:21but they loved the concept and they've placed an order for 500 subjects
39:25with a few tweaks.
39:27Right, OK.
39:29And Karen, the department store for Evolve?
39:32No orders, I'm afraid, Alan.
39:34Zero. Hmm.
39:37Nick, the catalogue store, then?
39:39Well, they clearly see some future,
39:42because they've placed an order for 2,500.
39:482,500 for a piece of furniture? Yeah.
39:51OK. And, well, Karen, the catalogue chain for Evolve?
39:55They really loved your pitch.
40:00And they really liked you guys.
40:06They hated the product.
40:09And they didn't place any orders.
40:11Yes!
40:14If I understand things correctly,
40:17Endeavour has sold 3,216
40:20and the ladies 174.
40:25Anyway, look, as this has been a design task,
40:28we'll talk about another iconic design, which is the O2.
40:31You're going to be climbing up it,
40:33giving yourself 360-degree views of the beautiful city of London, OK?
40:38And, Alex, this is one of the best products that I've seen
40:42in all the years that I've been in this ballroom.
40:44Thank you. Very, very good indeed. OK.
40:50Come on! Well done.
40:54Ladies, this is getting very disappointing.
40:57It doesn't matter how good your pitch, if your product sucks,
41:01it's like going into a war with a pea shooter.
41:04At least one of you is going to be going today.
41:07So off you go.
41:13Hey, anyone who's created a box has to get fired.
41:16Do you think they're sat there thinking,
41:18I can't believe we didn't sell any boxes?
41:20Yeah, exactly! No, no, no, it was a box with wheels.
41:23And also, you can eat your dinner off the top, so it's a table as well.
41:26Oh, that was handy, wasn't it?
41:29Yeah!
41:30It's like the Rocky video.
41:32That's a nice view.
41:34That's a cool view, isn't it?
41:36That's a cool view.
41:38I think the girls will be absolutely gutted.
41:40Three losses on the trots, it's going to be hard to take.
41:42One is bad enough, but three on the trot
41:44will be really hard to pick themselves up again.
41:46I don't care about the result, I just want to get out there.
41:49I think the girls will be absolutely gutted.
41:51Three losses on the trots, it's going to be hard to take.
41:54One is bad enough, but three on the trot
41:56will be really hard to pick themselves up again.
41:58Right, boys, to the hat trick.
42:00Success!
42:01One, two, three, cheers!
42:08Well, this is rubbish. Any thoughts?
42:10I think we could pick a lot of faults out.
42:12There's a lot of negatives going on.
42:14I delegated, I trusted people.
42:16Unfortunately, the product wasn't right and we didn't win.
42:19I'm not passing the buck. You always pass the buck.
42:21No, I don't always pass the buck, actually. That's a bit out of order.
42:24I just went with what the majority agreed to.
42:27I think the functions were just slightly confused.
42:29I think there was a little bit too many that we just went away from.
42:32If I was Lord Sugar, I'd have to fire Sophie.
42:34I don't think she contributes anything.
42:36I don't think she has in the past three weeks.
42:38I think she's the weakest link in the group.
42:40So who's to blame?
42:41This task wasn't really anything I do.
42:43I don't design, I don't manufacture and I don't sell and I don't pitch.
42:47However, I did my best in the market research.
42:49It's her mistake if she didn't listen to me.
42:55MUSIC PLAYS
43:00Lord Sugar will see you now.
43:16Well, ladies, I don't know where your head is on this thing here.
43:20Tidy-sidey, wishy-washy, poxy-boxy.
43:24That's what I would call it, because that's what it is.
43:27How did this product come about?
43:29We started thinking of multifunctional furniture.
43:33We came up with the cube idea.
43:35Francesca, it was your idea, wasn't it?
43:37I said a cube for easy assembly and function with multifunctional sides.
43:42But this has turned out to be a box on wheels.
43:45What is that colour called, by the way? It looks like a military boat.
43:48It looks like something you'd expect to see in the 1970s in East Germany.
43:53Take me through this design process.
43:55As a project manager, I listened to what everyone's skills were.
44:00I listened to Uzma, who is harping on about being a designer and that's her strength,
44:06and obviously you, Louisa.
44:08And as a project manager, you have to trust the people that you're taking that are telling you...
44:12I agree. How many do you have to trust?
44:14And my strengths are creative.
44:16Well, you've done design work.
44:18I've got a very... Is that your piece of artistic genius?
44:21Not really, Lord Sugar. Not really?
44:23No, no. Well, whose is it then? It was not mine.
44:25Well, I did try and put my input forward and I drew pictures
44:28and I pushed towards the crisscross and also the interlocking system, which I supported.
44:33What you did say was the product had to be glueless.
44:36Yeah.
44:37Glueless? More like bloody clueless.
44:39Let me try to find someone here that I can hang my hat on and say
44:44you did a good job in the clipping together aspect of it.
44:47How did this come about? Was this you or was it the design house that sent you to?
44:51I think Natalie and I had a discussion about grooves so that it would groove into place
44:54and those grooves then developed into an interlocking and slotting system.
44:57That was something that we really wanted to sell, you know, tool-less.
45:00Probably the only good thing about the product.
45:02It's the only good thing about the product.
45:03Then I could say that I was pushing that forward.
45:05You can't claim it as your idea when it wasn't your idea.
45:07You pass the buck and then you jump on good ideas.
45:09Not really, not really.
45:10Who's passing the buck?
45:11Uzma.
45:12Not really.
45:13How is she passing the buck?
45:15She just always passes the buck for everything.
45:16Oh, really?
45:17Yes, you do, though.
45:18Well, explain that. How am I passing the buck?
45:19Because it's never your fault. Nothing is ever your fault.
45:21As a project manager, I have to trust people and I have to listen to people.
45:24Okay, so you trusted to put me in this group.
45:26I trusted to put you in the group because you're a designer.
45:28Because you claim to be a designer.
45:29I said it's got to have a wow factor.
45:31We've got to aim it at a target market.
45:33I even pushed the mirrors.
45:35You say the most obvious thing.
45:37Louisa, what did you put forward?
45:39Other than the cushion that didn't happen, what did you put forward?
45:41A strong team member should have said,
45:43this is rubbish, this idea is rubbish, Rebecca.
45:47You didn't like it from the beginning.
45:49That's correct.
45:50But there's no point.
45:51Did she ever tell me that she didn't like the product?
45:53I'm actually asking her that question now
45:55because you're in a team of people
45:57and if you don't like something,
45:59you have to be forceful in explaining.
46:01I did say that I wasn't happy with the cube idea.
46:04I didn't think it was a good idea.
46:05The reason I pick you is because
46:07it's the only bit of feedback I've had from Karen
46:09of a person that actually piped up
46:11and said it right from the very beginning.
46:13Why wasn't it shut down straight away?
46:15Honestly, I think we just didn't have anything better,
46:17to be completely honest.
46:19We wanted work at home.
46:20I think the problem is not this,
46:22that you try to amalgamate everybody's idea into one cube.
46:26Seat, storage, laptop, tray.
46:31So what came out of the market research then?
46:34We were more focused around the work function.
46:38We got a lot of feedback about height, storage.
46:40If it's used as a workstation, it needs to be a certain height.
46:43They wanted leg space.
46:44Leg space and storage?
46:46You can't have leg space and storage.
46:48The feedback from the market research was very contradictory.
46:51If you come out of a market research thing saying,
46:53right, I want it to be good-looking, leg space,
46:56plus I want storage, plus I want it to be an ATM machine,
46:59plus I want it to be a lawnmower,
47:01plus I want it to be a colour television,
47:03I mean, it's ridiculous.
47:05Sophie, you did your dissertation in market research.
47:08Surely you understand that when you come out of market research,
47:12there needs to be very clear direction and guidelines
47:16to the manufacturing side of the business, no?
47:18Yeah, absolutely.
47:19So what was the clear, defined recommendations?
47:23So the ease of assembly in terms of flat-pack furniture.
47:26Right.
47:27Good-looking design and functional.
47:29Functional?
47:30Yeah, it's functional in the sense that it's on wheels
47:33and I can wheel it straight out to the skip and throw it away.
47:38Natalie, who are you bringing back in this boardroom with you?
47:41I'm going to bring back Uzma and Sophie.
47:45Right.
47:46The rest of you, I don't want to see your face in here any more.
47:49I really don't.
47:51You must be embarrassed, some of you, no?
47:54Three weeks down the line, embarrassed.
47:57Go back to the house.
47:59Thank you, Lord Shug.
48:04Step outside and I'll call you back in a few moments' time.
48:10What a mess, no?
48:12How do I deal with this?
48:14I mean, the thing about Natalie is, you know,
48:16she says she wants to come into business with me
48:18designing and making something,
48:20and here she's taken the project manager role
48:22and not done a very, very good job.
48:24Disappointed in Sophie. I had some hopes for her.
48:27I don't know who she is. I don't know who she is, really.
48:30Certainly, Uzma seems to be somebody who is never wrong.
48:34There's been a couple of issues with her and the girls
48:37over the last few times.
48:38Well, you know what women are like.
48:40Excuse me.
48:41PHONE RINGS
48:43Could you send the three candidates in, please?
48:46Yes, Lord Shugger.
48:47Lord Shugger will see you now.
49:01Natalie, this is a design task,
49:04where, to use all these business clichés,
49:07you're supposed to think outside of the box,
49:09and all you thought of was a bloody box.
49:12Now, I'd like to know what these two people are doing here.
49:15Well, I brought them both back because I feel that both of them
49:18have something in common and they hide away from responsibility.
49:21They stay safe.
49:23Uzma, I brought back this task because you're very convincing
49:28that you're a designer and that you're good at design
49:30and you lead design and I trusted you as a project manager...
49:33That's the case.
49:34Why did you not listen to any of the things that I told you
49:37during the design process?
49:38Uzma, you said this is what you came up with.
49:40That's really unfair.
49:41I don't care if it's unfair, it's the truth.
49:43It isn't the truth. Yes, it is.
49:45Look me in the eyes, this is the truth.
49:47I am looking you in the eyes.
49:48Uzma, in your application to this,
49:50you have graphic design and branding.
49:52Create all marketing and branding of all products and literature,
49:55design logos, web design, literature, branding concept.
49:59This is the killer.
50:01Keeping up to date with current trends for design.
50:04That's exactly what I do, Lord Sugar, and this is exactly...
50:07You're out of date.
50:08This is what I did relay to the team.
50:10You're in a time warp if that's what you call keeping up to date.
50:13I did not design that. I helped them design it and I did relay it.
50:16Who designed it?
50:17It was a group effort.
50:18I went there to oversee the project management.
50:20Why did you support a design that you didn't agree with then
50:23as project manager?
50:24You are the designer.
50:25And you're calling me, passing the buck.
50:27Well, you put Louisa in the team.
50:29Why isn't she here if she's the designer as well?
50:31Louisa came up with me, came up with the only thing that looked good about that.
50:35You're too scared of coming up with your...
50:37I'm not scared.
50:38Can I say something?
50:39I wouldn't be in this process if I was you.
50:41Just one moment, please.
50:42Speak and then you can speak. You speak.
50:44You are too scared with coming up with an idea that's fully your own
50:48because you don't want to be held accountable if it goes wrong.
50:51I tried my best to tell these girls that you have to make it unique.
50:56I'm in the look-good industry and I understand.
50:59Really?
51:00Yeah, I am.
51:01You know, I've got a shovel under here, actually,
51:04would you like to have that?
51:05Because that don't look good, that thing.
51:07I've tried my best to put it...
51:09You've tried your best?
51:10Listen, can I speak? Is that OK with you?
51:12You, as project manager, should have listened to my creative...
51:16But you're not giving me anything to listen to.
51:18Oh, really?
51:19It wasn't me.
51:20You designed it.
51:21Excuse me, excuse me, excuse me.
51:24What is Sophie doing here, Natalie?
51:26Sophie, I felt that the market research, it wasn't good enough
51:30and because I feel you do stay safe.
51:32I think, could I have done this without you?
51:34Yes, I probably could.
51:35I did exactly what you wanted me to do.
51:37What you're saying is passing the buck to me and Sophie,
51:39that's what you're saying.
51:40Shall I misspeak for a little bit because I haven't...
51:42I did exactly what you wanted me to do and I said,
51:44right, I don't design for a living and I don't pitch, OK,
51:47so why do I...
51:48But I did market research and I honestly believe
51:50that even if we got different answers,
51:52I don't think you would have even listened to the market research
51:55because you were so influenced by Louisa.
51:58OK, listen, Sophie, you tell me why you don't think
52:02that you are responsible for the failure of this task.
52:05The failure of this task lies within design.
52:07I don't design and I don't pitch.
52:09What I have done is conduct market research
52:12and I think it's a bit unfair that I'm here.
52:14So, not down to you?
52:16Not down to you hiding away?
52:18No, because... Are you Sophie Stay Safe?
52:20I know that I'm not as creative as these other girls, you know,
52:23she's got beauty, she's meant to be designing clothes.
52:25I run a restaurant, obviously they're more creative than me.
52:28I just think it's quite unfair.
52:29Who actually designed this?
52:30I didn't know. That's unfair.
52:33The design is down to you.
52:34OK, so why did you go with it, seeing that you've got a creative eye?
52:38I'm not a designer, right?
52:40I didn't go to the design studio...
52:42If you're in the fashion business, you're supposed to have a creative eye.
52:45No, because I'm not in the fashion business.
52:47You want to be in the fashion business. I want to be.
52:49So you want to be, so now you're telling me you want to be my business partner,
52:52you want me to get my £250,000 investment,
52:54but you haven't got a creative eye?
52:56No, I do have a creative eye for fashion.
52:58But the creative people are creative in all sense, right?
53:02They can adapt.
53:03If I took a dress designer, if I said to them,
53:05design a car or design a piece of furniture, they would jump at it.
53:09In fact, there have been glowing examples of designers
53:12showing how they can turn their hands to different products.
53:15But, Lord Sugar, my business idea isn't to do this because I'm a designer,
53:19it's because I've got an eye for business.
53:21So do you think you led this task properly?
53:23I did lead this task properly. I did the best that I could do...
53:26Listen to Louisa, Mr Turner. I'm not talking to you, I'm talking to her.
53:29I did the best that I could do with the tools that I was given.
53:32OK, ladies, I've heard enough.
53:36Natalie, you claim that you're not a designer.
53:39You claim that you wanted to manage the designers.
53:42But what you didn't manage to do is produce a good product, right?
53:48Usma, I've had a lot of complaints
53:50that you seem to be never responsible for anything,
53:53never going to be your fault.
53:55In your own words, you are a design person.
53:58You should have done much better in this.
54:00Much, much better in this.
54:02And Sophie, I think market research is a way
54:05of not being responsible for selling,
54:08not being responsible for the design of the product,
54:11not being responsible for manufacturing.
54:13I think you're hiding a little bit.
54:15No, I didn't... Oh, no, I think you are, OK?
54:17I don't want to hear any more.
54:20But, Natalie, this was a disaster,
54:24an unforgivable disaster.
54:27I've come to a conclusion
54:29that out of the three of you here today,
54:32and this may be unfair,
54:35that my gut feeling tells me that...
54:39..Sophie, you're fired.
54:41Thank you, Lord Sugar. Thank you.
54:51I'm going to give you the benefit of the doubt here, Natalie.
54:54And you, it's your credentials that have kept you in this process.
54:58You understand what I'm saying? Yes, Lord Sugar.
55:01Go back to the house, the pair of you. I've got my eyes on you.
55:17It is difficult in these situations,
55:19but it's my £250,000, OK?
55:22The only fare that goes on in here is the cab fare home.
55:25CHEERING
55:33I do feel hard done by.
55:35I honestly did what the project manager wanted me to do,
55:38and I did try.
55:40It's just we've got a lot of stubborn characters,
55:42a lot of bitchiness going on,
55:44and I like to keep my dignity and my class.
55:49You sold 200. Who sold the other 16?
55:51Everyone apart from Z.
55:53Oh!
55:56That's interesting.
55:58I expect Natalie and Sophie to be coming back.
56:01I think Sophie will go, but Isma should go.
56:04I'm just not sure Sophie's fight would be as good as Isma's.
56:07CHEERING
56:11Wasn't sure. It was hard.
56:13It was mad. I wasn't sure.
56:15What happened? Come on. Did you have a good fight?
56:17A little spitfire, this one. I thought you would bring me in.
56:20Yeah, well, I was going to. I really thought you were going to bring me back.
56:22I was going to. Yeah, you knew I denialate you, that's why.
56:24Absolutely not, Louisa. Absolutely not.
56:30Now 13 candidates remain.
56:33Lord Sugar's search for his next business partner continues.