The Apprentice UK S07E07 (2011)
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TVTranscript
00:00Previously on The Apprentice.
00:12You're gonna set up your own junk removal business.
00:15You've got the boys on board.
00:17It was down and dirty, turning garbage into gold.
00:21We are collecting any type of metal.
00:24I've got a barbecue here.
00:26We can't just take that, can we?
00:28Not at all, no.
00:29Team leader Helen weighed in early...
00:31We could clear away the stainless steel and the timber
00:34and there would be no charge for that.
00:36..to win valuable commercial contracts.
00:39Push!
00:40Leaving Zoe's team with scraps.
00:43We've had the most horrific time.
00:45We've messed the entire lot up.
00:46You give us £20 and we'll clear the whole lot.
00:48And we take the copper. The lot.
00:50But some heavy metal...
00:52Guys, we need to get a move on.
00:54If we weigh your copper first...
00:56..put them back in business.
00:58£915.
01:00I think we are happy with that.
01:02In the boardroom...
01:03£6. A kilo of copper.
01:05..Helen's team snatched a victory.
01:08Tom, you've had your first win.
01:10Helen, you're like the lucky mascot.
01:13Zoe came clean...
01:15I've put myself forward, I've put my neck on the line,
01:17I've got it wrong, sorry.
01:18..before things got dirty.
01:20Either you made the appointment or you didn't make the appointment.
01:22I sealed the job.
01:23Right, you sealed the job, but you didn't make the appointment.
01:26But Edna dropped a clanger.
01:28I have a proven track record.
01:30I train chief executives how to be better at their jobs.
01:33Do you need training? No, I don't think so.
01:35Finishing up on the scrap heap.
01:37I just don't think that me and you are going to gel in business.
01:41Edna, you're fired.
01:43Thank you, Roshan.
01:45Edna became the seventh casualty of the boardroom.
01:50Now nine remain to fight for the chance
01:53to become Lord Sugar's business partner.
02:045.45am.
02:11Hello?
02:12Good morning.
02:13Lord Sugar would like you to meet him at 65 Fleet Street.
02:17The cars will leave in 30 minutes.
02:21Cars will leave in 30 minutes.
02:23We're going to 65 Fleet Street.
02:26Something to do with newspapers, is it?
02:28Media or newsagents?
02:31I have no idea.
02:33Can you find out and get back to me in five minutes?
02:36LAUGHTER
02:46At the heart of Britain's newspaper industry until the mid-'80s,
02:50London's world-famous Fleet Street.
03:07Good morning.
03:08Good morning, Lord Sugar.
03:10Well, this building was once owned
03:14by the Rupert Murdoch's organisation.
03:17Roughly where you were standing,
03:19the printing presses used to churn out national newspapers
03:23every single day.
03:25And now the latest innovation in publishing
03:28is free premium magazines.
03:30In the trade, they're known as freemiums.
03:34And your task is to come up with a new freemium magazine
03:38and pre-sell the advertising space
03:40to some of the biggest media buyers in the country.
03:43The team that comes up with the highest amount of advertising revenue
03:47will win, and the one that brings in the least will lose,
03:51and in that team, one of you will be fired.
03:54OK, I'm going to tinker with the teams a little.
03:57Jim, you step over there to venture.
03:59And you're going to be team leader, Jim.
04:02Leon, pop over there to logic.
04:07And, Natasha, no choice, you are team leader.
04:11OK, good luck. Off you go.
04:19Today, both teams must create free magazines.
04:23Tomorrow, they'll have to decide
04:26Tomorrow, they'll pitch their publications
04:28to Britain's three biggest buyers of advertising space.
04:34Just thinking what is going to appeal to the advertisers
04:37and target market, that's all.
04:39Forget about everybody else, however tempting it might be
04:42to create something really well-rounded
04:44or something that we would enjoy reading.
04:48Base for both teams, free magazine publishers
04:52Both teams, free magazine publisher Shortlist Media.
04:57In just four years, it's gone from zero to a £16 million turnover.
05:03It's boss, Mike Souter.
05:06Welcome to Shortlist Media.
05:08For you to create the next big hit launch in this marketplace,
05:13first of all, you're going to have to understand your readers
05:16and their needs.
05:18So this is all about understanding your consumer.
05:21Also, in magazines, deadlines are absolutely critical.
05:26Miss your deadlines and the printing presses will roll without you.
05:329am.
05:3512 hours to the print deadline.
05:39I've never worked with you, Zoe.
05:40I've never worked with you, Tim.
05:44I'm sure you're very good.
05:47The whole point of this task is to get the most revenue from advertisers.
05:50You know, Quick Fit, Diageo, Kellogg's, Nivea...
05:52So they'd be paying a top analyst?
05:54At ASOS.
05:55First job, find a target market.
05:58I've worked in the baby industry before.
06:00It's a very lucrative market.
06:03Lads Mag, any benefits?
06:05Leading Team Logic, Natasha.
06:08I feel comfortable with Lads Mag.
06:10Yeah?
06:11We've got two lads.
06:12I don't read Lads Mags very often.
06:14I do.
06:15Guys, I'm going to make a decision and I'm going to go for Lads Mags.
06:18Yeah?
06:19Are we?
06:20So let's get moving.
06:22We're creating a Lads Mag.
06:24Lads Magazines are about lads, yeah?
06:27Any guy from sort of 21 through to about 35.
06:30The kind of guy that's got a bit of cash in his pocket,
06:33they like to get credit cards,
06:35they like to spend their money on fashion,
06:37on travel, you know, on gadgets.
06:40Let's get in the zone, Melody, let's become ladettes.
06:42Yeah, trust me, I'm trying my hardest.
06:44I mean, maybe we could feature in this.
06:46OK, let me stop you right there.
06:50On the other team, a more buttoned-up approach
06:53from project manager Jim.
06:55I'm leaning towards over-60s.
06:57What do any of us know about being over-60?
07:00That's the problem.
07:01If we were to pitch an over-60s magazine,
07:03I don't know how seriously they're going to take us.
07:05It gives us an opportunity to be classy rather than cheap,
07:08more intelligent.
07:09They've got the biggest circulation figures as well, I noticed.
07:14People need leadership.
07:15There are people who are happy to follow
07:17and they need to know what they're doing.
07:19Because there's health and there's fashion.
07:21They can take their hearts, they can take their minds.
07:23I'm good at making them do what I need them to do.
07:25I want people's genuine support.
07:27So who would you pitch it with?
07:29I think the over-60s will challenge us,
07:31but I think we could put more effort in
07:33and hopefully get more fruit out of that one.
07:35OK, Glenn.
07:36I think we could go with the over-60s.
07:38Are you strongly opposed to over-60s?
07:40No, I'm not strongly opposed to it at all.
07:42Grab a granny!
07:44Trying to nail anything on Jim
07:46is a bit like trying to nail a jelly to a wall.
07:50He never isolates himself to take his own decision.
07:54It's always with people around him.
07:56We need to think of a unique selling point for our lads' magazine,
08:00the USP.
08:02Advertising buyers will want to see mock-ups,
08:05a catchy title, pictures, headlines and dummy features.
08:11I've never seen so many boobs in one of my mags.
08:14A lot of these mags have almost porn lines in the back.
08:18If you're Mercedes-Benz, you're not going to want to be associated with it,
08:22are you, as an advertiser?
08:24It would be quite difficult to create content with that tone.
08:28We could do an entrepreneurial side,
08:30cos a lot of people are starting their own business at the moment.
08:33Just more business-focused in general, not just entrepreneurs.
08:36Just for more professional lads.
08:38Does that translate into boring? I don't know.
08:4411am.
08:45It would be nice if you got a couple
08:47and you got them to do face-to-face shots and stuff.
08:50While Jim and Zoe knock the layout into shape,
08:53Susan and Glenn head for a bowling club to find out what older readers want.
08:58I can think of a million more questions I want to ask.
09:01OK, yeah, stop, stop. What's the first one?
09:03Stuff like, what do you guys do?
09:06Bowl.
09:15Hello. Hello.
09:17How many of you guys read magazines?
09:19My principal magazine is The Economist.
09:22My principal magazine is this.
09:24I like this. I love this.
09:26One basic problem, you're aiming a magazine at over-60s,
09:30but over-60s who look at it don't feel that they're over-60s.
09:33You don't want to touch it with a bargepog.
09:35Tell me what's good about getting old.
09:37I want holidays without kids. We can still ski. Absolutely.
09:40We can still do bungee jumping.
09:42What about something to aid your memory,
09:44like crosswords or little puzzles... Puzzles and tests.
09:47..to help your brain going? No way.
09:49I don't want knitting patterns either. Absolutely not. Thank you.
09:52Their focus should be on fun and enjoyment. Yeah.
09:55Humour. I mean, I don't know whether you guys take any notice of that.
09:59Obviously, whether it's the difference between you picking it up or not.
10:03So, just to quickly move on to the name of the actual magazine.
10:06OK, I'm just going to fire some at you.
10:08360.
10:10Nature's Voice.
10:11Vital Life.
10:13I Feed My Cat.
10:15Joy.
10:17First Lady.
10:18Absolutely not.
10:19Radiance.
10:21Eternal.
10:23Oh, my God, they're all horrible. They're all horrible.
10:25They're all dreadful.
10:27Any names of magazines that you do like?
10:29You've got to sort of hit the thing head on, like the oldie.
10:33Zinner.
10:35As long as it's a magazine title that you'd actually pick up.
10:41In central London, tackling Natasha's lads mag
10:45with the student rugby team, Tom and Helen.
10:48What we're actually doing is we're creating a traditional lads magazine,
10:52but also have quite a lot of input in there about business.
10:55Yeah, that's good.
10:56I wouldn't in any way say that it was a lads mag.
10:59Like, I wouldn't want to give it that sort of brand.
11:01So, all together, more tasteful.
11:04Yeah, yeah, yeah.
11:05There's still girls in there, but maybe not so blatant.
11:08Yeah.
11:09Would that be your honest?
11:10You're not just saying that because I'm a girl?
11:13I'd call it a mood-free business, if I'm being honest.
11:16It seems that ultimately what we're all saying
11:18is just raise the tone of the whole thing.
11:21They were quite keen on the business idea.
11:25Sort of how to make money and set up a business.
11:29They liked that concept.
11:31I think, yeah, it would be a good read.
11:33We can incorporate business.
11:34I still feel like our primary unique selling point is naked free.
11:39The only problem with naked free is that's what sells.
11:42But they wanted to raise the tone with their words.
11:45Is tasteful a strong enough USP?
11:48Is tasteful a strong enough USP to base our magazine around?
11:52I don't think it is.
11:54Helen, do you want to shoot your names at us?
11:56My name was Covered.
11:59It would be reflective of the content, wouldn't it?
12:01It would be reflective of our USP.
12:03OK, do you have an alternative, Tom?
12:05I like Covered. I know that's my name, anyway.
12:07I like Covered too.
12:08That's good.
12:09Have you got it covered? It's covered.
12:12Not covered, Jim's team.
12:15We ran through all the ideas that we had for the name of the magazine
12:19and they hated every single one of them.
12:21They're all too cliche. We need to be satirical.
12:24Why don't we call it Coffin Dodger?
12:27Pension mention or something like that.
12:29I don't think we should mention pensions.
12:31The old boot or the old soak or the old...
12:34What's a term that you'd call an old person?
12:36Old boot.
12:38What about golden oldie? No.
12:40For the young oldies.
12:42For the young at heart.
12:44For the young-hearted. For the young at heart.
12:46For the old-looking young-hearted. I don't know.
12:49I think for the young at heart. Yeah.
12:51How about something to do with being hip, like be hip?
12:54Hip replacement.
12:57That's always thought of a good one.
12:59Hip replacements.
13:01Yeah, hip replacement. I like that. Yes.
13:04We've found a common ground there, yeah.
13:06I'm just thinking, is that a bit of a sensitive topic?
13:08No, I don't think it is. You don't think so?
13:10All agreed on hip replacements, say aye.
13:13Aye.
13:14Is that a no, Susie?
13:16No, but I'm happy to support it.
13:19No problem at all.
13:21Hip replacement fixed.
13:23Next, the text.
13:25I think it's got to be 60 is the new 30.
13:29Like...
13:31..get your arse out, get slimmed down, get active, get the fashion.
13:35You need to change your mental status.
13:38Like, everyone thinks, well, you die at 60.
13:40You need to change that.
13:42So, you start at 60.
13:44Legs begins, yeah.
13:45Front cover.
13:47Covered here.
13:48Laying out headlines to lure the lads, Leon.
13:51And then the work would have...
13:54How to make a thousand pounds.
13:56How to make a grand in a day.
13:58Love it.
13:59This is a lads' mag. We haven't, like, used innuendos.
14:02How do you blow your load, right?
14:04It sounds a bit rude, but it's also, like...
14:06Like it.
14:07..it's laddy, isn't it? Like, how do you spend your cash?
14:09What do you do for a release? I like that.
14:12With a picture deadline in two hours,
14:15Tom and Helen line up ladies for their cover shoot.
14:22So, when you're taking photos,
14:24you need to get a little bit appealing to lads.
14:27OK.
14:28And we're thinking that you could use Tom's suit jacket.
14:30Tom's glasses.
14:32Have a naked underneath.
14:34Kind of thinking dirty secretary.
14:36Well, is it fitting into our target audience
14:40as we sort of...
14:43Yeah, but I think one thing we do need to bear in mind
14:45is our focus group was quite focused.
14:47OK. I'll stick to what we've got, OK?
14:49I've genuinely got no idea what I'm doing here.
14:52That's good.
14:54OK, thank you.
14:56You're thinking business and you're thinking surfing.
14:59Can we try with the working hard hat as well?
15:05If I was PM on this task, it's not the avenue I would have got.
15:08It's not the avenue I would have gone down,
15:10but I have made my views clear.
15:12I thought it might look slightly tacky,
15:14but I'm hoping that they open it and it's what they want.
15:21Dear, oh, dear.
15:26I do wonder whether Logic have really understood
15:29the fact that this is a free magazine.
15:31They've seen the list of advertisers they have to pitch to.
15:34Are those the sort of people that want to stand
15:36alongside somebody in a bikini?
15:39Do you want me to...? Oh, fine.
15:42Oh! Oh, God!
15:48Brilliant!
15:513.30pm.
15:53Half an hour to the picture deadline.
15:57We do something spontaneous, like, whoa!
16:00Testing the stamina of her senior citizens, Susan.
16:04Big smiles, really, really happy.
16:06One, two, three, jump!
16:08Very happy, fantastic.
16:10I think we're wasting bloody time.
16:12You guys are going on, like, a really amazing holiday,
16:14just riding somewhere, maybe to the beach?
16:16OK. Suze? Yeah, very good.
16:18Do you want to direct? One of us can go through these photos.
16:21OK, so lift her up, lift her up.
16:23Very happy.
16:25Big smile, Simon, as though I just told a really funny joke.
16:28No. Brilliant.
16:30Oh! Get a little bit closer, guys.
16:32No. Big smiles, really, really happy.
16:36No. A little bit more love.
16:39No.
16:40Big happy smiles. Fantastic, guys.
16:43Yes.
16:46Are we done with all the shots, do you think?
16:48I think we are, yeah.
16:50I have no idea what was good and what wasn't,
16:52so that was all Glenn's decision, just go by Glenn.
16:565pm.
16:58I like this.
17:00OK. No, I don't.
17:02Right, let's turn it over.
17:04I like this angle.
17:06No, although...
17:08No, I don't.
17:10I think that's too teenage girl.
17:13I came up with the concept, hip replacement,
17:15and I came up with the out with the old and in with the new.
17:18It does worry me.
17:20There is a danger that we could stray off the concept,
17:22and I'm very worried about that.
17:24That's nice.
17:26Do you like that as well? Yeah, I do like it.
17:28What are you trying to do?
17:30I'm working on making it a bit classier.
17:32Do you like that font?
17:34I just think you're taking all the irony out of it.
17:36I was just playing with it there, Zoe.
17:38I don't like it, but if you want to change it, I'll be happy.
17:40No, I'm just playing with it.
17:44Out looking for lads, the editorial team from Covered.
17:48How do you blow your load?
17:50How do you blow your load?
17:52I'd rather not. That's fine, you don't have to say.
17:54Doing a feature on how do you blow your load,
17:57is that what you want to say you spend your money on?
17:59Not really, no. OK, brilliant.
18:01How do you blow your load?
18:03I blow my load going to the cinema, going to the theatre.
18:05How do you blow your load?
18:07I'm just very into fashion.
18:09Have you got your boxer shorts, Cornelia?
18:11Are you ready?
18:13Fashion!
18:15Perfect.
18:178pm.
18:19One hour to the print deadline.
18:21I'm going to take a print out of the contents page,
18:23but I'm just going to go over it again for you.
18:25One's called Pension Power.
18:27The second feature is Don't Forget the Kids.
18:29There's Taxing Stuff.
18:31That's basically Money Matters.
18:33And the two regulars that we've honed in on is
18:36It's Your Call, Love Technology.
18:39My concept is hip, as in hip-hop, as in young, as in funky.
18:44Ensure to insure.
18:46Ensure to insure.
18:48He's produced a medicinal health feature magazine,
18:51which just looks idiotic.
18:54I think we're pretty happy with the one where she's pulling underwear down.
18:57Love it, love it, love it.
18:59Good work.
19:00I never thought I'd be excited about LASMAG
19:02until I was involved in creating one,
19:04and now I think it's brilliant.
19:10Hi, we just wondered if you had a contents page for us.
19:13I need to make this pretty snappy now because we're running out of time.
19:16How to make a grand in a day.
19:18Finance geek.
19:19How do you blow your load?
19:21Happy with that.
19:22At this stage?
19:23Yeah.
19:24Myself and Helen are uncomfortable with the how to blow your load label.
19:29I've made a decision on that, guys.
19:31I just really want to check.
19:32Are we pitching this as raising the tone of LASMAG?
19:36Not particularly, no.
19:38Right, Helen, sorry, this is not a conversation that we need to have now,
19:41so I want to wrap it up, OK?
19:43OK.
19:44Oh, dear, what a day.
19:469pm.
19:49The print run has started.
19:52Tomorrow, the teams must pitch their magazine mock-ups to media buyers.
19:56Good morning, ladies and gentlemen.
19:58I'm here to tell you about our brand-new magazine called Hip Replacement.
20:01And try to pre-sell as much advertising space as possible.
20:05Hey, how you doing, guys?
20:08Yeah, man, it's all going good.
20:09The key critical thing and what we want to establish,
20:11where are you at with the pitch and who's buzzing to deliver it?
20:17I deliver pitches literally as I'm there.
20:22Do you think that's appropriate in this situation?
20:26Susie, have you given pitches of a professional nature before?
20:29Never.
20:31I was expecting to come in here and somebody to say,
20:34I'm doing it, I feel so hyped about it, and I haven't really got that.
20:37I'd like to do it, but if you ask me who I think would hit the nail on the head...
20:41And win the task. And I personally think you, Jim.
20:44Sorry?
20:46I think you.
20:48Do you think me?
20:49Yeah.
20:50OK.
20:52I think I've got three people who are happy to follow.
20:55Maybe they think I have all the answers,
20:57but I'm putting my neck on the chopping block.
20:59There's no hiding from that fact.
21:01I'm going to do the pitches tomorrow,
21:03but I want you tomorrow morning buzzing about it too, OK?
21:158am.
21:19Good morning. I'm the editor of Cupboard magazine.
21:22There you go.
21:23I've got a delivery of mine. Lovely. Thank you very much.
21:26Wow!
21:28Right, it's passed a couple of rounds.
21:30This is well on good guys.
21:32Brilliant.
21:33That's really very good.
21:34Looks appealing, doesn't it?
21:36Yeah.
21:37This is what it's all about.
21:39Oh, wow!
21:41Wow.
21:42Oh, my God.
21:43Glen, first impressions?
21:45I absolutely love it.
21:47That's a fantastic reaction.
21:49I absolutely love it.
21:51Armed with a rate card,
21:53the teams have ad space in 35 pages to sell.
21:56Total potential value, £100,000.
22:02The way I'm going to price this,
22:04it's going to be rate card price of £6,000...
22:07Yep.
22:08..and a reduced offer to 5,495.
22:11Lord Sugar has arranged three media buyers for the teams to pitch to.
22:17First up, mass market buyer Carrot.
22:21Hi, guys. Thanks for giving us the opportunity to speak with you both today.
22:24We've got a really exciting new magazine that we've been working on.
22:27We've called it Covered, and it's great looking at naked women,
22:31but we thought that it would be nice
22:33if there was an approach to a business side of things.
22:35Very, very busy marketplace.
22:37We think that this angle of work hard, play hard
22:40gives something that's really fascinating and very relevant for today.
22:43So we've run a three-page feature,
22:45and it's how to make £1,000 in a day.
22:47We managed to actually make £1,000 in a day,
22:49so it's based on a true story.
22:51Tell me about commercials.
22:53Our rates are starting from £1,500 for a half-page
22:57and going up to £5,200 for the back cover.
23:01OK, so how negotiable is that?
23:03What I would say is that if you purchase the 35 pages,
23:07we can include the back cover free.
23:10So what's the total amount of money we're talking about for 35 pages?
23:14£103,000. £103,000.
23:16I think you're a bit off the mark
23:18if I own the whole magazine with all our clients,
23:21but there's definitely a market.
23:23It's a tough market out there,
23:25but there is a gap in the market.
23:27Thank you very much. Thank you, guys.
23:31After the pitches, media buyers will tell Lord Sugar
23:34of any ad page space they'd like to buy.
23:37That was really good.
23:39Jim, pleased to meet you, Richard.
23:41Next, something new for oldies.
23:43Hi, I'm Zoe. Hi, Zoe.
23:45Right, gentlemen, firstly, thank you very much
23:47for giving us the opportunity to come in.
23:49I present to you Hip Replacement.
23:52And this is... That's the title?
23:54That's the title, correct.
23:56I don't like the title. I don't like the launch title.
23:59Just imagine me going to see one of our financial clients,
24:02one of our car clients. I think I'd be laughed out of the room.
24:05The demographic that we're targeting
24:07don't want to be patronised,
24:09and they appreciate the irony of the fact that they are of an age.
24:13What I mean by the strapline is out with the old and in with the new.
24:16I like the concept, yeah, just don't like the title.
24:19How much are you selling it to us for?
24:21We're selling it to you based on the prices listed.
24:23No negotiation on that?
24:25There are rate card prices.
24:27You'll find this when you go to many agencies, yeah?
24:29Of course. Rate card. We don't talk rate card.
24:32It's a difficult proposition, and I appreciate where you're coming from.
24:35To be fair across the market and for us to have a solid base,
24:38we're happy to exist with the rate cards.
24:40We're not looking for fair.
24:42Remember that we're trying to support you with your launch magazine, yeah?
24:45Yes. We really hope that your advertisers are interested in our concept.
24:48We really do. Thank you.
24:52Today's all about selling and negotiating.
24:56And he didn't negotiate at all, really.
24:58I'm just worried that we're being too greedy about the prices.
25:01They're buyers, they drive a hard bargain.
25:03Of course they're going to say you're dear cos they want a better price.
25:06Let's not lose our shirt straight off the bat.
25:08But what if the other two advertising agencies
25:10aren't interested at all because of the price?
25:12What if we lose out on all three?
25:14I'm happy to take the reins in that aspect.
25:16For me, we should really slash our pricing.
25:19Next up, with a client spend of over a billion pounds a year,
25:24MediaCom.
25:26I mean, I'm banking a lot on this one,
25:28so this one's got to be the creme de la creme.
25:31I'm deliberating, Leon,
25:33between me taking the pitch and you taking the pitch, yeah?
25:37I think we should stick with Leon.
25:39I vote me.
25:40I actually thought you did well.
25:42You know, it's a bit unfair to bring it up and say, you know,
25:44I might take it, cos the thing is, I'm just thinking, we've got five minutes.
25:47What I'm saying is, all I want is for us to win, yeah?
25:50So I'm uber, 100% taking the last one.
25:54Afternoon.
25:55My name's Natasha, I'm the editor.
25:57Hello, I'm Claudine. Hello.
25:59Hiya, I'm Leon. Nice to meet you.
26:01First of all, I think it's about time we uncovered our brand.
26:04And it's actually called Covered.
26:08So the USP is the work hard, play hard.
26:11We see it as a little bit of a gap in the market
26:14in regards to being able to combine both.
26:16In order to play hard,
26:18in order to play hard, you've got to work hard.
26:21Right.
26:22We're certainly going to talk about...
26:24Start from the top and take it. Yeah, sure.
26:26We're going to talk about the money,
26:28which is just the feature for the first launch.
26:30We're going to have, like a...
26:32Sorry. A finance geek.
26:34A finance geek.
26:35We've got, how do you spend your cash?
26:37What I would say, Leon, is certainly, we are a lads' magazine, yeah?
26:41And we don't want to hide from that,
26:43cos that's exactly what we want to project.
26:45So do you work with an existing lads' magazine?
26:48We work with all of them. You work with all of them? Yeah. OK.
26:51Our spend in this market has massively gone down year on year.
26:56Would you maybe suggest that the decline in the market
26:59is due to the economy?
27:00No, I think the decline in the market
27:02is down to people not understanding young guys as they are now.
27:06OK, which is more than fair comment.
27:09So do you think we've sort of missed
27:11that the tone isn't quite what they'd be looking for?
27:14That's a shame.
27:15I'd really be looking at about £1,500 a page,
27:18and that would have to be facing kind of some relevant editorial.
27:22We need to be hitting a benchmark, really,
27:25of at least £2,000 per page.
27:28That isn't going to happen.
27:29If you're telling me no... Yeah, I'm telling you no.
27:32..I will agree on 1,500 per page.
27:34OK.
27:36Fabulous.
27:38After a painful first step, another try for hip replacement.
27:44So our target market is the newly retired, say, from 60 to 70.
27:48This demographic that we're most interested in
27:51is the intellectual and the educated.
27:53Little granny sitting in a rocking chair knitting,
27:56that stereotype is long gone.
27:58So basically we're being a bit risky, a bit edgy,
28:00and it's a magazine for that demographic called Hip Replacement.
28:05And we wanted to be ironic.
28:07I kind of bought into it all the way up to there,
28:11but the name just gives it the whole kind of stereotype back again,
28:15and I'm not necessarily sure that they would think that that's,
28:18oh, a hip kind of funny play on words.
28:20So maybe when I see some of the kind of, like, editorial...
28:23Yes. Yes.
28:24We have an area called the old favourites,
28:26appreciating that you've got a phone network,
28:29love technology, clutting, beginner, intermediate and advanced.
28:33So the beginner wants to just be able to make calls,
28:36the intermediate might like to take pictures,
28:38and then the advanced might like to use it for email.
28:40It's a bit patronising.
28:42OK, you know, there is a gap in this market,
28:45so would you be willing to do a rate of around £2,000?
28:49Yes.
28:50OK.
28:52£500 a page better than Lads Mag covered.
28:59I'm wondering whether we should take sort of like a softer approach.
29:03We're not going to change our magazine based on one pitch?
29:06No, not change our magazine,
29:07but the way in which it's presented is important, I think.
29:10Is a soft approach basically an insurance approach
29:13where we have no conviction?
29:15We don't want to drop our pants before we're in there, do we?
29:18Did you like my pitch or not?
29:20I just think, you know, you stumbled a little bit and it is what it is.
29:23Yeah, let's just hope you can actually do the full pitch
29:25without getting interrupted.
29:26Hey, sorry, say that again, Leon.
29:28Well, actually, it was more of a joke.
29:30Yeah, no, I think you'll be fine.
29:33Final pitch, Maxus, a boutique buyer with blue-chip clients.
29:40Hello there. Hello. Here we go.
29:42Work hard, play hard is our unique selling point.
29:46Let's face it, lots of guys like to get a bit of dollar in their pocket,
29:50yeah, to impress the ladies.
29:52Yeah, so we feature in our Lads magazine,
29:55how do you blow your lows?
29:57Yeah, which translates into how do you spend your cash?
30:00Are you happy with that?
30:02We embrace that we are a Lads magazine.
30:04How do you think advertisers will feel about that phrase?
30:07Blow your load.
30:08I think it's a Lads magazine.
30:11I do feel like I've gone back to the 90s.
30:13You know, that's what Loaded was doing in 1995
30:16and I think men have grown up.
30:18You have straight away alienated probably 80% of our client base.
30:22Right.
30:23We believe that the business aspect, yeah, balances everything out.
30:28Our advice would probably be in the future to tone that down.
30:32Yeah.
30:34Stepping up with hip replacement, Glenn.
30:40Now, the reason we've picked the over-60s
30:42is because we feel that they are a massively untapped resource
30:46and we've come up with hip replacement,
30:49with the tagline, out with the old and in with the new.
30:52Basically, we want to dispel this image.
30:55We want it out that the old are done and dusted.
30:58We want to say that they're in with the new, basically.
31:01This is the front cover, by the way.
31:03Could we give you some immediate feedback?
31:06My heart slightly sank and I think John's jaw dropped.
31:09This does look like Viz have done a magazine for the over-60s.
31:14You've got a picture of someone in a cardigan.
31:16We're showing to the both sexes here.
31:19We're trying to get it through to people.
31:21We feel that...
31:24..basically, the content is what sells it.
31:27That looks pretty good.
31:29You like this? Yeah, I like that.
31:31We're taking the demographic who are, by their very nature,
31:34becoming more modern and we're keeping it modern and keeping it fresh.
31:38I'm interested in this. I think there is a gap in the market.
31:41If I went to my client and said,
31:43the rate card's five grand for the inside front cover,
31:45I said, we're getting a 50% discount off of that,
31:47that might be able to sell in.
31:49OK, well, 50% is bold in terms of what we were considering.
31:53Quite a lot of launch magazines just give away their advertising
31:56for free to encourage other advertisers in.
31:58I preferred when we were talking about 50% as opposed to free.
32:01That's your final offer.
32:03Everybody in agreeance with that? Yeah.
32:05OK, we'll take that back and talk to clients.
32:10You know, we weren't on the back foot in the negotiation
32:13because he liked it.
32:14So that kept us in a strong position.
32:17Tomorrow, given away free in the boardroom, the results.
32:47You can go through to the boardroom now.
33:18Good afternoon. Good afternoon, sir.
33:23Well, there's been a big shift in the market
33:26towards these free magazines.
33:29Very popular thing these days.
33:31The media has changed tremendously over the years
33:33and, of course, the main commercial aspect of that
33:36is the advertising revenue.
33:38Now, I'm not going to go into too much detail
33:40about the advertising revenue.
33:43Now, Natasha, I made you team leader.
33:46Natasha was a good team leader?
33:48Yeah. She was. She made a very good editor.
33:51Your team came up with this, right?
33:53Covered, that's right.
33:54You want to tell me about it?
33:56Yeah, we came up with the concept and the unique selling point
33:59of work hard, play hard for lads' magazines.
34:02It's for the lads in finance.
34:04It's a bit like a business...
34:06Just like a work hard, play hard.
34:09It was trying to be business-related,
34:11entrepreneurial-related, work-related.
34:14Who went to the focus group? Helen and Tom.
34:16Right, OK. What did you glean from the focus group?
34:18Mainly what they were saying was, stop underestimating us.
34:21They said, we read these lads' magazines
34:23but we're actually interested in our careers.
34:25Don't be condescending, in other words.
34:27Don't talk down to us.
34:28We are interested in finance, we're interested in our careers.
34:31They told you, don't talk down to us,
34:33and you're coming up with this.
34:35They told you, don't talk down to us,
34:37and you're coming up with the same old stuff.
34:39Bearing in mind your business model
34:41is all about being supported by advertising,
34:44tell me about who you think the potential advertisers
34:47are going to be in the book.
34:48So we had the three agencies
34:50and we had a list of their different clients.
34:52There was a lot of finance clients.
34:54You've got articles on here, how to blow your load.
34:56Who would be advertising next to that, then, do you think?
34:59There's companies that sell alcohol.
35:02There's a strip club in one of them.
35:04But, I mean, banks wouldn't go anywhere near that.
35:06Hindsight is a lovely thing.
35:08Helen and I pushed hard at one stage
35:10to move away from the blow your load,
35:13but we obviously didn't push hard enough, unfortunately.
35:16I think I was the one most strongly against the concept.
35:20One of the articles in here, to make £1,000 from rubbish.
35:23Whose idea was to include that in there?
35:25That was my feature.
35:26Good. That is entrepreneurial spirit, you see.
35:29You found out how to do it from the previous tasks
35:32and you decided to make a feature of it.
35:34I think that's quite smart.
35:35Excellent idea.
35:36Jim.
35:37Venture.
35:38Yes.
35:39OK.
35:40You feel you had a good team leader?
35:42Yes.
35:43Yeah, definitely.
35:44Speak up.
35:45OK.
35:46I said, let's go for over 60s.
35:48Zoe said, let's go for over 60s.
35:50Glenn says, over 60s.
35:52And Susan was sort of sitting on the fence
35:54but then backed us on over 60s.
35:56I mean, it's a good market, right?
35:58I mean, us over 60s, you know, we are a huge market.
36:01Yeah.
36:02A lot of disposable income.
36:03So I want to know, where did you get this name from?
36:05I somehow came up with this hip replacement
36:08but this came and developed into a whole concept
36:12as in replacing where hip is.
36:14It's a play on words, isn't it?
36:16Meaning it's quite cool.
36:17Exactly.
36:18And it's also the medical connotations, right?
36:20But, I mean, unfortunately, you know, in my opinion,
36:22it's kind of backfired here, hip replacement.
36:25I'm reading it exactly what it means.
36:27I mean, you know...
36:29Well, we've got the tagline at the bottom as well,
36:31out with the old, in with the new.
36:33It makes it worse, doesn't it?
36:35Out with the old hip and in with the new one.
36:37It's satirical.
36:39It's like a do-it-yourself hip replacement.
36:41The feedback...
36:43They came up with some very tedious names,
36:45things like pension, mention.
36:47Somebody, I can't remember who it was now,
36:49came up with coffin dodgers.
36:50Coffin dodgers?
36:51They said really push the boundaries, really break the mould.
36:54We felt we were coming out fading with something risky and edgy
36:57and with a medical connotation that is applicable to that age group.
37:01All right, well, look.
37:03You went and pitched your magazines to the professionals
37:06and so we're going to find out what the professionals thought,
37:09where they put their money.
37:14So, I'm going to start off with Maxis.
37:18Karen, how did Logic do?
37:20They didn't really like it.
37:22Didn't like the how-to-blow-your-load angle,
37:25but did say they'd take £9,000.
37:27£9,000.
37:29And Maxis for Venture?
37:31More impressed, they would take £12,000.
37:36Mediacom, Karen?
37:38Again, they thought it was dated,
37:40they thought it was very stuck in the 1990s.
37:43They decided to take £7,500 worth of advertising.
37:46Nick on Mediacom?
37:48Claudine at Mediacom was prepared to put a toe in the water
37:52to the tune of £16,850.
37:56All right.
37:58OK, so we've got £28,000 on the clock against 16.
38:02While I'm with you, Nick, Carrot?
38:05Carrot loathed it and weren't prepared to buy anything.
38:11Nothing? Nothing.
38:14For Logic, Karen?
38:16Well, they liked it so much
38:20that they wanted to buy every page in the book
38:23and they offered £60,000 to do that.
38:26For a kind of an exclusive?
38:28For an exclusive, yeah.
38:31That's a very, very good deal.
38:33Yeah. I'm not sure about the front cover.
38:36Do you ever go to work looking like that, Karen, in your 20 years?
38:39I'd safely say no, I have never been to work looking like that.
38:42No.
38:43Well, look, having battled it out in the world of publishing,
38:46I've got a treat for you, something a bit unique.
38:49I'm going to send you into some gentlemanly sport.
38:53You're going to be trained by some British champions
38:56in the art of fencing.
38:59Brilliant.
39:00So have a good time and I'll see you on the next task, OK?
39:05And I'll be looking forward to hear who is the Errol Flynn amongst you.
39:16I'm surprised, to be honest, because I think you had the biggest market.
39:20Jim, take your team away, go and have a chat about what went on.
39:25I'll see you back here shortly.
39:27One of you will be leaving today, OK? Off you go.
39:30MUSIC PLAYS
39:38En garde. Bravo.
39:40So two steps forward, stop. One, two.
39:43Good. Two steps back. Hop. Very good.
39:46MUSIC PLAYS
40:01Hop.
40:04Hop.
40:05CHEERING
40:08Well done, girls. Great effort.
40:10Guys, congratulations.
40:12We certainly haven't been given the booby prize,
40:15but it was, I think, the boobies that made us win the treat,
40:18so congratulations.
40:20Well done.
40:30Yeah, guys.
40:31We lost?
40:32Is there anything you would have changed, Glenn?
40:34Maybe that first pitch.
40:36They did say to us, you know,
40:38we could fill all 35 pages if you give us a cheap price,
40:40and, to be honest, it went straight over Jim's head.
40:42If we'd gone in at a bottom price...
40:44The reason we didn't get the first pitch is cos he hated the name.
40:46We all endorsed the name. I'm just saying that's the reason why.
40:49Cos Zoe thought of the name, OK?
40:51We backed it, but she thought of it.
40:53We tried to tap into a market that none of us knew anything about.
40:57I completely disagree with you.
40:59I don't think you can back out at this late stage and say,
41:02oh, well, the whole thing was wrong.
41:04I was the only one who opposed the name Hip Replacement.
41:07Everyone else seemed to be really, really gunning for that.
41:10I'm not backing out, I'm just trying to understand why.
41:12Every single view that I had, the entire team was opposed.
41:15We lost, and it is what it is.
41:17We know what happens next.
41:26Hello?
41:27Yes, could you send the four of them in, please?
41:29Yes, Lord Sugar.
41:32Lord Sugar's ready for you now.
41:49OK, well, Jim,
41:51clearly something went wrong with the pitching to the advertising agencies.
41:56Any thoughts?
41:57Yeah, I do have thoughts.
41:58They made a point straight off the bat
42:00that they felt that their advertisers would not want to be placed
42:03in a magazine with that name.
42:05The name Hip Replacement is bad.
42:07It is bad.
42:08I'm disappointed that all four of you stuck to that title.
42:12I think I was the only person who disagreed with the name.
42:15But you didn't make yourself... I didn't hear anything.
42:17Your voice must have been lost in translation.
42:19I absolutely didn't. I didn't hear it.
42:21I definitely did not hear that.
42:22Did you hear you were in her company?
42:24I think she wasn't agreed with it,
42:25but there was no real strength behind it.
42:27It's a whisper in the night.
42:28Zoe, you started off with a concept of sixes, the new thirties, right?
42:32Yeah.
42:33Now, when I look at this, I don't see that being projected in here.
42:36I don't either.
42:37So who didn't project it properly?
42:39That's actually what I don't understand,
42:41because I thought we came up with this hip,
42:43which was the digital font,
42:45and then I came back and it was Vanity Fair text,
42:48and I genuinely don't understand.
42:50You were actually there for that change?
42:52No, I wasn't. I was sat at the table behind.
42:54I said to you when we put the digital font on,
42:56I goes, that doesn't look right, and you said, I agree.
42:58I goes, we'll revert back to the text which is more legible.
43:01You said, that's OK.
43:02No.
43:03You were there, Zoe?
43:04No.
43:05Jim, Jim, this must have come about by your direction.
43:07It's not exactly how it went, Lord Sugar, but yes,
43:10the finished cover has got more of my hand on it than anybody else's.
43:14But at all stages of that, Zoe contributed.
43:17I personally wanted a different front cover.
43:20That photo's awful.
43:21This is pretty old-fashioned stuff here.
43:23I gave a brief, tighter than the ducks behind,
43:25and what I wanted from the photo shoot.
43:27A young couple who are younger than their age,
43:30and the only shot that we could use was that shot.
43:33We gave you a selection of photos, and that was your choice.
43:36And they were based on your brief.
43:38So if we give you what you want, you can't complain.
43:40My brief was single shots as well.
43:42Let me give you a scenario.
43:43I don't need single shots.
43:44I showed the piggyback shot on that with a title hip replacement.
43:47A piggyback and hip replacement.
43:49It's ironic. It probably would have done better.
43:51Jim, what did you want to see?
43:53I wanted people like that, actually.
43:55I wanted people like that,
43:56but anything that could show a bit of action and activity.
43:59And I said, guys, you want to show that they're having fun
44:01and they're doing things that aren't in their age group.
44:03And did those photos not contain that? They did.
44:05No, they really didn't. I wish to God they did.
44:07Susan?
44:08We had bikes, we had boxing gloves,
44:10we had lifts, like princess lifts.
44:12They were there.
44:13I took so many different types of scenes.
44:15I think you're missing the point that some of the content in here
44:18is condescending to say the least.
44:20I mean, technology, you're a bit of a technologist, aren't you?
44:23Do you think us people who are 60 years old are so bleeding thick
44:26we need to know how to make a phone call?
44:29Are you taking the piss or what?
44:31I'm supposed to be this 60 thinking I'm 30.
44:33But, Lord Sugar, you know, you were in the technology industry.
44:36You'd probably look at the experts.
44:37I'd look at him as a classic example.
44:39And even he has glided through technology.
44:42He'd be insulted if you said to him how to make a bloody phone call.
44:46I pitched to three different companies,
44:48and I think, Jim, you did two of the pitches,
44:51and Glenn, you did one, right?
44:53Well, actually, this is the essence of the failure of this task, Lord Sugar.
44:56Two factors, contribution and cowardliness.
44:59Contribution, 60%, 25%, 10%, 5%.
45:03Cowardliness...
45:05Cowardliness, I'm... Let me finish.
45:07I'll pitch, but you'd be better, Jim, you'd be much better.
45:10OK, you had five hours to prepare a pitch, but I'd be much better.
45:13That next morning, I manned up and I took it on.
45:15Susie never stepped up at all.
45:17Why didn't you do it, Susan?
45:18I did actually put my hand forward.
45:20The reason... No, that's incredibly unfair.
45:22Don't even... No.
45:24But please, be true to yourself with your answers.
45:26Yeah, I will.
45:27It's incredibly unfair for you guys to say that I didn't contribute to the pitch.
45:30I'm going to make a valid point here,
45:31because it looks as if we're all trying to shoot Bambi.
45:34Which one is Bambi, have you identified?
45:36Susie is Bambi, because of her lack of contribution
45:39and her half-hearted nature. That's so unfair.
45:41It's not unfair, Susie. I wish it were unfair.
45:44It's your mother that got shot.
45:46I did honestly put myself forward for the pitch.
45:49Others are saying you didn't, right?
45:51I did say it. I did honestly say it.
45:53To give you a deuce, you did say it,
45:55but it was less than half-hearted, no disrespect.
45:57I felt as if if I didn't pitch these, and I was going to do all three...
46:00I put myself forward.
46:01Before you get terribly carried away with the pitching side, Jim,
46:04you might be interested to know that one of the major media buying companies,
46:07in fact, the one that didn't give you any money,
46:10said that you were inflexible,
46:13that you weren't prepared to negotiate, and that was a considerable...
46:16This is on the prices matter, yeah. I was going to bring that up.
46:19What discount did you offer them out of interest?
46:21They weren't interested in taking the full one.
46:23They said to us, what was your bottom line price?
46:26And we didn't offer any discount at all.
46:28Yeah, nothing.
46:29They did not like the title, OK?
46:31Perceiving that the second pitch...
46:33This is business acumen now, Jim.
46:35The business talk in this industry is,
46:37what's your discount from the rate card?
46:39Am I hearing things correctly here,
46:41that you didn't offer them anything at all?
46:43You expected them to pay rate card for a brand-new magazine?
46:46We offered them discount.
46:47If they gave us 10 hours, we'd give them 10%.
46:49One of the people you did get an order from,
46:51what did you give them, by way of discount?
46:53We gave them a more aggressive discount, yes.
46:55Why?
46:56Because we were in a more informed position.
46:58In other words, you suddenly, the penny dropped,
47:00that you'd made a cock-up on your first pitch.
47:02Jim, who's responsible for the failure of the task out of this four, then?
47:06Who would you say should be going home today?
47:08I would happily bring all three back,
47:10but who's responsible for the failure of this task
47:12is the meek little mouse, and that's Susan,
47:14followed closely by Glenn, and followed not too far behind by Zoe.
47:18I was the project manager that they loved, and I led them to defeat.
47:21I'm gutted about that, but I'm passionate...
47:23Let's not get carried away in love.
47:25I mean, you've been doing enough talking today
47:27that some of it is on my behalf, really.
47:29My question, really, is, who are you bringing back with you?
47:32I'm certainly bringing back Susan and Glenn.
47:34OK, Zoe, I'll see you on the next task, OK?
47:37Thank you, no trigger.
47:41OK, you three step outside, and I'll call you back in a bit.
47:46I want to talk to Karen and Nick about it. OK.
47:54I tell you what, he can talk back, Jim, can't he?
47:57But the thing is also, he always covers his arse.
48:00He never takes a unilateral decision.
48:03It's interesting, Susan comes into the boardroom time and time again
48:07with all these wonderful task-saving ideas.
48:10You've turned into a mouse. This is the mousetrap. Yeah.
48:14The thing about Glenn is, he always falls back to,
48:17I've never done it before, this is the first time I've ever done it.
48:20To be honest, his pitch was very, very average.
48:24PHONE RINGS
48:25Lord Sugar will see you now.
48:37PHONE RINGS
48:43Right, Jim, you said, in a rather derisory manner,
48:47referring to Susan as, I think, the mouse, is that right?
48:50I didn't mean to be offensive, my point was...
48:53It wasn't complimentary, was it?
48:55No, but it was to highlight her meek attitude.
48:58I think during the tasks, I do try to voice myself,
49:01but I think I lack respect from the rest of my team members.
49:04But in actual respect, I actually have my own business,
49:07and that is something that these two can't say for themselves.
49:10They've only ever worked for other people,
49:12they've never taken the initiative to work for themselves.
49:15Fair comment. The mouse that roared.
49:17What do you go and say about that, Jim?
49:19I think what she said there now was refreshing,
49:21it was interesting to hear the mouse roar.
49:23But there's some times where she whispers and maybe goes unheard,
49:27and there's some times where she doesn't say the things...
49:30That she says she does.
49:31Like, for example, I started the discussion about pricing,
49:34and Susan said, I brought up pricing.
49:36That's just not true.
49:37Susan said, let's slash the price.
49:41We must slash the price.
49:43She was at it all the time.
49:45Thank you very much, Nick.
49:46Nick, what you're saying and what I'm saying is both true.
49:49Yes, I brought up...
49:50In the third pitch, I brought up the topic on price,
49:53and I said, we need to have a discussion around this
49:55to see how to price too aggressively.
49:57Susan's still pushing for greater percentage,
49:59but we've got to come away with something.
50:01Well, I actually said that, Nick.
50:03I said, half a look's better than no bread at all.
50:05Glenn, it's your dream to be in business, right?
50:08100%.
50:09You described yourself as a barrow boy who'd done well.
50:12I've promoted live music.
50:13I'm a social secretary at a football club.
50:15They'd both turn money over.
50:17So you're not a bit of a del boy, then?
50:19I'm not a del boy. I've just managed to...
50:21I was wondering if you were one of those people
50:23that thought Fools and Horses was a business document.
50:25No, I've reached a position where I work now,
50:28I have started ventures on my own,
50:30and I have not failed in anything I've tried.
50:33The pitch that I went forward for, where I've had no experience,
50:36we managed to pull money away from,
50:37and I think that's pretty good for a first go.
50:39I wonder would Nick agree that when you were looking for your words,
50:43I stepped in and come to the negotiation, I led that, and you were...
50:46Because, Jim, you were a bit of a control freak, mate.
50:48You never let anyone finish a sentence.
50:50Do you honestly believe that?
50:52To be honest, given the chance...
50:54I had a little...
50:56..from Nick here when you said that.
50:58Have you come across him as a bit of a control freak?
51:00Yes.
51:01You are what I would call a passive-aggressive.
51:04You charm people into going along with your ideas.
51:08OK, I don't try to deceive anybody, Karen or Nick.
51:11I put myself out there.
51:12I don't think that these two punters to my left and right
51:14can say that, certainly in this house.
51:16Oh, they can't. I really don't, because...
51:18You wouldn't let anyone... This is what I'm saying.
51:20I wouldn't let anyone... I asked you to do the pitches.
51:22And, yes, we make mistakes, and I hold my hand up and say,
51:24you know what, maybe if I had more industry experience,
51:27that I might have given more discount.
51:29And I feel the noose tightening on that point.
51:31One could argue that is the biggest error.
51:33You said the noose is around your neck.
51:35You've got her in the mousetrap here.
51:37It sounds like a Bleak Naggerford Christie play here.
51:39Who should get fired, then?
51:41I'm sure that you're going to exclude yourself.
51:43Susie should be fired for the obvious reasons,
51:46that she's front of house and all style, no substance.
51:49All style, no substance. What's yours?
51:51Every single thing that you asked me to do on this task,
51:53I did to the best of my ability.
51:55Pitch. Pitch.
51:57Do you honestly think that the fact that I didn't put myself forward
51:59for the pitch as strongly as Glenn did,
52:01I admit that I lacked a little bit of confidence,
52:03and I should have put myself forward more.
52:05You lack passion, enthusiasm, contribution, getting involved.
52:08I feel that throughout this entire process,
52:10every single thing that I have done has been overlooked.
52:12I don't get given credit for any of the things that I've done.
52:14You have a tunnel vision. You put blinkers on and ignored everyone else.
52:17I want this. I don't believe it for one minute.
52:19I want your investment more than anyone else in this room.
52:22No, that's untrue. I have had my own business.
52:24I know what it is like to have a taste of creating something
52:27that you've produced yourself.
52:29I am 21, and I have had... Stop using your age.
52:31It doesn't make any difference. I'm saying...
52:33We're all in this process together.
52:35When you guys were 21, you didn't have the initiative
52:37to do anything that I have done so far.
52:39But where's your initiative in this process?
52:41I'm not doing too bad now. I mean, you beat her up before.
52:44She's got no support from you lot.
52:46What sticks in my mind is finding yourself in this position all the time
52:50where no-one's ever agreeing with what you're saying.
52:52I honestly feel that they look at me and they think,
52:55young, naive, no experience.
52:57Let's pick on her. Let's get rid of her. She's an easy target.
53:00I actually think, Susan... That's exactly how I feel.
53:02Every single time. You're just marginally worse than Glenn.
53:05So I'm not picking on you. I actually say...
53:07He gave... That's ridiculous.
53:09I'm going to say something... You're a different class, son.
53:12You never make a decision without passing it out to everyone else.
53:15You never just say, that was my idea.
53:17At the end of the day, Lord Sugar... Don't take responsibility, Jim.
53:20You want to go to someone who has natural business acumen.
53:23You don't know how to do business with the advertising agents.
53:26You didn't even think to discount the price.
53:28OK, look, I think I've had enough.
53:32Jim, I'm starting to think about whether I want to be in business
53:36with somebody who finds it difficult to admit that he's done something wrong.
53:41The greater deflecting questions away... May I speak, Lord Sugar?
53:45No, no, I don't want any more speaking now.
53:47It's not once, it's several times that I've been told by Nick in particular
53:51that you have this kind of...
53:53I suppose the word I'm talking about is manipulative manner
53:56to get everybody on side and never make a decision on your own.
53:59And anybody that goes into business with me
54:01is going to have to make decisions on their own.
54:05Glenn, you said that you'd run some social club and all that type of thing.
54:09I mean, that's not real business.
54:11I've had a problem in the past few weeks
54:13grasping what your USP is, really.
54:19Susan, it's not an excuse, your age, yeah?
54:23Cos I was younger than you when I started my business
54:27and no-one shoved me around, OK?
54:30You want to play in a big person's world,
54:33you have to become a big person.
54:36HE SIGHS
54:41Susan, I may have heard it too many times and you may be too young,
54:46but I think that...
54:49Glenn, I have never yet come across an engineer
54:53that can turn his hands to business.
54:56So, Glenn, you're fired.
54:59Thank you for the opportunity, Lord Sugar.
55:06HE SIGHS
55:12Now, you can talk the hind legs off a donkey, OK?
55:15But what I've forgotten about bullshit, you ain't even learnt yet.
55:19Do you understand me? I do. Yeah?
55:21So, you know what I like?
55:23I've saw a glimmer in you of some kind play to it, yeah?
55:27And, Susan, it's what you've done in the past,
55:30outside of this process, that has left you here.
55:33You have to show me that you can actually do what you claim
55:36on this piece of paper you've done.
55:38Hi, Grady. Go back to the house. I'll see you on the next task.
55:41Thank you very much, Lord Sugar. Good luck, mate.
55:43All the best.
55:46Well, I'll see you as you go on, mate.
55:49Glenn, I don't know, I didn't see much from him.
55:52I think you've given Susan an opportunity now
55:55to actually stamp her personality on this process.
55:59If she doesn't do it, then I think you're quite entitled to it.
56:13It's not the ending I wanted.
56:15He just doesn't want to work with an engineer.
56:17I don't know why. I honestly don't know why.
56:20I didn't fail at one thing.
56:22Obviously, I failed at impressing Lord Sugar, but, you know...
56:27Jim kind of went, Lord Sugar, you're implying that it's ass-covering
56:31and Lord Sugar was like, yeah, that's exactly what I'm implying.
56:35And Jim kind of took exception to that.
56:38I think Jim has been fired.
56:41I think Susie's probably gone.
56:43Who knows? Who knows?
56:45Cheers!
56:47Let's go!
56:51Oh, my God!
56:53In the fight for Lord Sugar's quarter-million-pound investment,
56:57eight candidates were selected.