1 00:00:02,000 --> 00:00:05,120 When it comes to bullshit, I've got natural immunity. 2 00:00:05,120 --> 00:00:08,880 Lord Sugar is on the hunt for a brand-new business partner. 3 00:00:08,880 --> 00:00:12,120 You don't get furloughed, you get fired. 4 00:00:12,120 --> 00:00:14,000 Fighting it out for his funding, 5 00:00:14,000 --> 00:00:16,880 16 ambitious entrepreneurs. 6 00:00:16,880 --> 00:00:18,720 SHE SCREAMS 7 00:00:19,840 --> 00:00:21,600 Whoa! Oh, my God! 8 00:00:21,600 --> 00:00:24,040 It's a deal worth fighting for. 9 00:00:24,040 --> 00:00:26,080 Have we got it all in? Just from that angle? 10 00:00:26,080 --> 00:00:28,560 OK, you guys... There's some shit going down in here. 11 00:00:28,560 --> 00:00:30,640 It's not quite there yet. Let's go. Let's go. 12 00:00:30,640 --> 00:00:33,120 16 candidates... You're very sharp. 13 00:00:33,120 --> 00:00:35,120 ..12 tough tasks... 14 00:00:35,120 --> 00:00:38,240 You don't know what you're bloody doing. This product is garbage. 15 00:00:38,240 --> 00:00:40,880 ..one life-changing opportunity. 16 00:00:40,880 --> 00:00:42,840 You're fired. You're fired. 17 00:00:42,840 --> 00:00:44,440 You messed it up. 18 00:00:44,440 --> 00:00:45,760 You're fired. 19 00:00:53,800 --> 00:00:55,120 Previously... 20 00:00:55,120 --> 00:00:58,600 Your job is to come up with a marketing campaign 21 00:00:58,600 --> 00:01:01,240 for a new cruise line. 22 00:01:01,240 --> 00:01:04,040 ..Admiral Akshay steered the advert. 23 00:01:04,040 --> 00:01:06,600 This is going to be so quick, it's going to be three seconds. 24 00:01:06,600 --> 00:01:08,480 But team spirit soon hit the rocks. 25 00:01:08,480 --> 00:01:09,840 Actually, for me... Yeah. 26 00:01:09,840 --> 00:01:12,240 ..personally, you need to listen more, mate. Yeah. 27 00:01:12,240 --> 00:01:15,200 For Akeem and Harry, choppy waters... 28 00:01:15,200 --> 00:01:17,040 It's sophisticated, luxurious... 29 00:01:17,040 --> 00:01:19,120 Harry, Harry, wave, I'm sticking to wave. 30 00:01:19,120 --> 00:01:21,480 ..and their work sank without trace. 31 00:01:21,480 --> 00:01:24,360 Akeem, I'm very disappointed with this logo. 32 00:01:24,360 --> 00:01:25,800 Captaining her crew... 33 00:01:25,800 --> 00:01:27,520 I thought of Bouji Cruises. 34 00:01:27,520 --> 00:01:29,600 ..Kathryn's brand name bombed. 35 00:01:29,600 --> 00:01:33,640 What is a Bouji experience? 36 00:01:33,640 --> 00:01:36,640 And for director Amy, high drama. 37 00:01:36,640 --> 00:01:39,320 I don't think we should do... OK. ..too much in the gaming room. OK. 38 00:01:39,320 --> 00:01:41,320 So why not just the girls be in the gaming room? 39 00:01:41,320 --> 00:01:42,840 But in the boardroom... 40 00:01:42,840 --> 00:01:44,560 Ladies, you've won. 41 00:01:42,840 --> 00:01:44,560 THEY GASP 42 00:01:44,560 --> 00:01:47,080 ..the girls' team cruised to victory. 43 00:01:48,160 --> 00:01:52,520 On the losing side, Akshay sailed close to the wind. 44 00:01:52,520 --> 00:01:55,320 I'm not sure whether you are as good as you say you are. 45 00:01:55,320 --> 00:01:56,960 But it was Harry... 46 00:01:56,960 --> 00:01:59,000 I really don't like disruption. 47 00:01:59,000 --> 00:02:01,000 ..who was cut adrift. 48 00:02:01,000 --> 00:02:02,400 You're fired. 49 00:02:02,400 --> 00:02:06,160 Now, 15 remain to fight for the chance to become 50 00:02:06,160 --> 00:02:08,560 Lord Sugar's business partner. 51 00:02:13,320 --> 00:02:15,120 PHONE RINGS 52 00:02:15,120 --> 00:02:17,600 4am. 53 00:02:17,600 --> 00:02:19,160 Hello, good morning. 54 00:02:19,160 --> 00:02:21,800 Good morning. Lord Sugar would like you to make your way 55 00:02:21,800 --> 00:02:24,960 to the Eastman Dental Institute in Central London. 56 00:02:24,960 --> 00:02:27,200 The cars will be outside in 30 minutes. 57 00:02:27,200 --> 00:02:29,280 OK, thank you. Thanks. 58 00:02:31,480 --> 00:02:34,680 Guys, we've only got 30 minutes. Wake up! 59 00:02:34,680 --> 00:02:36,560 Wake up. It's task two, boys. 60 00:02:36,560 --> 00:02:39,600 Woo! Let's go. 61 00:02:39,600 --> 00:02:41,520 The boys have got fire in their belly. 62 00:02:41,520 --> 00:02:43,240 They've upped their game, haven't they? 63 00:02:43,240 --> 00:02:45,200 After that last task, there's no way on God's Earth 64 00:02:45,200 --> 00:02:46,840 I want to be stuck where we were last time. 65 00:02:46,840 --> 00:02:48,640 Yeah, I think it's just made it more game on. 66 00:02:48,640 --> 00:02:50,840 Let's bring our A-game, girls. 67 00:03:01,120 --> 00:03:03,600 What do we think this task is all about? 68 00:03:03,600 --> 00:03:06,840 Something obviously dental-related. Yeah, yes. 69 00:03:06,840 --> 00:03:09,400 We need to remember that quite literally anything can happen. 70 00:03:09,400 --> 00:03:11,320 That's right. Oh, that's scary! 71 00:03:11,320 --> 00:03:13,880 I know! 72 00:03:11,320 --> 00:03:13,880 THEY LAUGH 73 00:03:15,880 --> 00:03:17,720 In the heart of Bloomsbury... 74 00:03:18,760 --> 00:03:20,920 ..the Eastman Dental Institute. 75 00:03:22,320 --> 00:03:26,600 World-leading training centre for tomorrow's experts on teeth. 76 00:03:39,600 --> 00:03:41,600 Turn and face your monitors, please. 77 00:03:46,240 --> 00:03:47,760 ALAN SUGAR: Good morning. 78 00:03:47,760 --> 00:03:51,240 Now, you already know, I'm a high flyer when it comes to business, 79 00:03:51,240 --> 00:03:55,480 but I bet you didn't know that globally, the oral health market 80 00:03:55,480 --> 00:03:59,120 is worth over £60 billion annually. 81 00:03:59,120 --> 00:04:02,720 Now, toothbrushes have moved on since I was a child. 82 00:04:02,720 --> 00:04:06,480 Today, they're all-singing and all-dancing, literally. 83 00:04:06,480 --> 00:04:11,160 And some even come complete with apps, just like this one. 84 00:04:11,160 --> 00:04:12,680 For your next task, 85 00:04:12,680 --> 00:04:17,040 I want you to create a brand-new electric toothbrush 86 00:04:17,040 --> 00:04:20,840 aimed at children between six and eight years old. 87 00:04:20,840 --> 00:04:26,000 You'll also create an accompanying app, which encourages the children 88 00:04:26,000 --> 00:04:27,680 to brush their teeth. 89 00:04:27,680 --> 00:04:29,320 Let me show you what I mean. 90 00:04:29,320 --> 00:04:31,920 Pick up your brushes and brush left. 91 00:04:34,680 --> 00:04:36,000 Now, brush right. 92 00:04:37,120 --> 00:04:38,520 Oi, watch out. 93 00:04:38,520 --> 00:04:40,200 That's too hard. 94 00:04:40,200 --> 00:04:41,520 Keep going. 95 00:04:41,520 --> 00:04:43,120 Almost there. 96 00:04:43,120 --> 00:04:44,400 OK, stop. 97 00:04:44,400 --> 00:04:46,320 Very good. 98 00:04:46,320 --> 00:04:49,440 Once you've created the electric toothbrush and app, 99 00:04:49,440 --> 00:04:52,680 you're going to pitch it to two major buyers. 100 00:04:52,680 --> 00:04:55,640 The team that secures the most orders, will win. 101 00:04:55,640 --> 00:04:59,920 And on the losing team, at least one of you will be fired. 102 00:04:59,920 --> 00:05:01,440 Off you go. 103 00:05:01,440 --> 00:05:05,120 I will be drilling down into your performances, in the boardroom. 104 00:05:09,680 --> 00:05:13,120 Two days to fill a hole in the children's market 105 00:05:13,120 --> 00:05:16,240 by creating a high-tech toothbrush and app. 106 00:05:16,240 --> 00:05:19,840 I love brushing my teeth! Hoping to take the crown... 107 00:05:19,840 --> 00:05:23,200 I would absolutely love to put myself forward as a PM 108 00:05:23,200 --> 00:05:24,560 for this task. 109 00:05:24,560 --> 00:05:27,560 ..nursery owner Shama. The line of work that I'm in, 110 00:05:27,560 --> 00:05:31,080 I work with children. We encourage brushing teeth all the time. 111 00:05:31,080 --> 00:05:34,400 I've... Actually was on the future leaders' programme for one 112 00:05:34,400 --> 00:05:38,720 of the biggest consumer goods companies, working in oral care. 113 00:05:38,720 --> 00:05:42,520 And on top of that, during my mathematics degree at Loughborough, 114 00:05:42,520 --> 00:05:45,080 I actually designed a children's app. 115 00:05:45,080 --> 00:05:47,080 So I feel like, I understand you have children, 116 00:05:47,080 --> 00:05:48,680 you've really got that experience. 117 00:05:48,680 --> 00:05:51,160 But at the same time, I feel like I've got the fundamental 118 00:05:51,160 --> 00:05:53,120 oral care experience. 119 00:05:53,120 --> 00:05:55,360 So shall we put it to a vote? 120 00:05:55,360 --> 00:05:56,960 Yeah, if...yeah. 121 00:05:56,960 --> 00:06:00,720 Just based on the range and diversity of the experience, 122 00:06:00,720 --> 00:06:02,160 Francesca would be perfect. 123 00:06:02,160 --> 00:06:04,760 Yeah, I'm happy to put my faith in you. Thank you. 124 00:06:04,760 --> 00:06:07,240 Based on all the experience that you ladies have put forward, 125 00:06:07,240 --> 00:06:10,040 I think Francesca is the person to lead us. That was easy! 126 00:06:10,040 --> 00:06:11,720 THEY LAUGH 127 00:06:11,720 --> 00:06:14,600 I'm really looking forward to getting my teeth into this one. 128 00:06:14,600 --> 00:06:16,440 This is definitely a task for me. 129 00:06:16,440 --> 00:06:18,160 I'm very excited. 130 00:06:18,160 --> 00:06:21,600 I've had two young girls, got two young boys. 131 00:06:21,600 --> 00:06:23,960 Taking on the top job for the boys... 132 00:06:23,960 --> 00:06:26,160 It's a nightmare trying to make them brush their teeth 133 00:06:26,160 --> 00:06:27,600 and get them engaging. 134 00:06:27,600 --> 00:06:30,080 ..flight operations instructor Aaron. 135 00:06:30,080 --> 00:06:32,240 Is everyone happy for me... I'm on board with that. 136 00:06:32,240 --> 00:06:34,120 Yeah, I'm totally happy with Aaron. 137 00:06:34,120 --> 00:06:37,560 Next, a battle plan for their brand. 138 00:06:37,560 --> 00:06:41,440 So I was thinking more like a wizard, a wand. 139 00:06:41,440 --> 00:06:44,640 And magic's such an easy thing to imagine. 140 00:06:44,640 --> 00:06:47,880 Yeah, I really like the idea of the toothbrush could be the wand. 141 00:06:47,880 --> 00:06:50,680 Just one question, guys. You know in terms of gender, male or female, 142 00:06:50,680 --> 00:06:52,800 are we making a gender, like, neutral...? Yes. 143 00:06:52,800 --> 00:06:55,280 Let's just solidify that right now. It's a brown wand. 144 00:06:55,280 --> 00:06:56,520 A wand is unisex. Yeah, 145 00:06:56,520 --> 00:06:59,400 so that child, if it's a girl or a boy, can interpret it. 146 00:06:59,400 --> 00:07:03,520 If we start focusing on gender, then we're leaving ourselves wide open. 147 00:07:03,520 --> 00:07:06,120 Whereas if we don't have to mention the gender - because you're just 148 00:07:06,120 --> 00:07:09,000 a wizard with a wand, doing spells. 149 00:07:09,000 --> 00:07:12,200 So I don't have any design experience, but I certainly know 150 00:07:12,200 --> 00:07:15,800 what kids in the market are looking for, to keep them engaged. 151 00:07:15,800 --> 00:07:17,080 On the other team... 152 00:07:17,080 --> 00:07:19,760 I think we're clear that we're going to go ahead with a space theme. 153 00:07:19,760 --> 00:07:21,720 ..blasting through ideas... 154 00:07:21,720 --> 00:07:24,800 We can really go heavy on the imagination of the child. 155 00:07:24,800 --> 00:07:26,840 ..project manager Francesca. 156 00:07:28,560 --> 00:07:31,440 So first of all, I really want it to be in cardboard packaging. 157 00:07:31,440 --> 00:07:33,080 I want it to be sustainable. 158 00:07:33,080 --> 00:07:35,440 It needs to be one bright colour. Smashing. 159 00:07:35,440 --> 00:07:37,680 I really think that it would be a good idea to make it 160 00:07:37,680 --> 00:07:40,120 the shape of a rocket. No, no rocket. 161 00:07:40,120 --> 00:07:42,560 Sorry, girls, can I just get my ideas out to you? 162 00:07:42,560 --> 00:07:45,080 Can you just make sure the colours are as bright 163 00:07:45,080 --> 00:07:47,160 as possible, but unisex? 164 00:07:47,160 --> 00:07:50,400 Yeah. I like the idea of an orange colour just because that stands 165 00:07:50,400 --> 00:07:51,840 for confident, sociable... 166 00:07:51,840 --> 00:07:54,720 I think Francesca definitely has a vision in her mind. 167 00:07:54,720 --> 00:07:57,080 She did say a lot of ideas. 168 00:07:57,080 --> 00:07:58,480 Her ideas. 169 00:07:58,480 --> 00:08:02,440 However, it's important to take on board everyone's ideas. 170 00:08:02,440 --> 00:08:05,920 I have an idea on the app, which is about the child basically 171 00:08:05,920 --> 00:08:09,320 gets to create their own planet, but also they're able to unlock 172 00:08:09,320 --> 00:08:10,680 different, like, parts of it. 173 00:08:10,680 --> 00:08:16,240 Sorry, my only concern is we need to educate them right, left, bottom. 174 00:08:16,240 --> 00:08:19,200 That is the whole concept of having the app, so that does 175 00:08:19,200 --> 00:08:21,040 need to be involved. 176 00:08:21,040 --> 00:08:23,400 I've got experience designing apps. 177 00:08:23,400 --> 00:08:25,880 Assigning his squadron their duties... 178 00:08:25,880 --> 00:08:28,640 I'd like you to be sub-team leader as well, within the app team. 179 00:08:28,640 --> 00:08:32,040 ..Aaron. So to clarify, who's on the app? 180 00:08:32,040 --> 00:08:34,480 Good stuff. If you're opening the app, 181 00:08:34,480 --> 00:08:36,840 what I want is everything so interactive. 182 00:08:36,840 --> 00:08:39,760 It's all working around... Magic. ..the magic, 183 00:08:39,760 --> 00:08:43,880 the wizards, OK? Just don't go too far out of the box and go rogue. 184 00:08:43,880 --> 00:08:45,920 Keep to our simple task. 185 00:08:45,920 --> 00:08:48,640 If anyone gets this wrong, they're going to have to, like, 186 00:08:48,640 --> 00:08:51,600 own the space, because it's a very simple message. 187 00:08:51,600 --> 00:08:55,240 It's magic, it's wizard, it's wand. 188 00:08:55,240 --> 00:08:57,160 I want you to be able to have the option 189 00:08:57,160 --> 00:08:59,640 if you want to be a female or a male wizard. Yeah. 190 00:08:59,640 --> 00:09:01,920 If we can pick a male and female on the app, we'll do that. 191 00:09:01,920 --> 00:09:05,200 If we have to pick one, let's go for a male. Spot-on. 192 00:09:07,320 --> 00:09:10,440 I do have a five-year-old. Fab, OK. Good! 193 00:09:10,440 --> 00:09:12,480 Managing her manpower... 194 00:09:12,480 --> 00:09:15,920 In terms of the branding and product design side... 195 00:09:15,920 --> 00:09:18,680 ..Francesca. ..Amy, Kathryn and Brittany, 196 00:09:18,680 --> 00:09:20,360 I'd love to have you there. 197 00:09:20,360 --> 00:09:23,760 And then, Shama, I would like to have someone who has a child 198 00:09:23,760 --> 00:09:25,440 in that target market, on both sides. 199 00:09:25,440 --> 00:09:28,000 So that's why I would like to put you onto the app team. 200 00:09:28,000 --> 00:09:31,360 I've started up a business, a nursery, from scratch, 201 00:09:31,360 --> 00:09:34,120 and with branding, I had to design all that. 202 00:09:34,120 --> 00:09:38,000 So of course, if you want to put me in that team, I will put my heart 203 00:09:38,000 --> 00:09:40,320 and soul into it and I'll do everything I possibly can 204 00:09:40,320 --> 00:09:44,200 but I do strongly believe that I'll do a better job 205 00:09:44,200 --> 00:09:46,120 being on the branding side. 206 00:09:46,120 --> 00:09:47,840 You work with children all the time, 207 00:09:47,840 --> 00:09:49,840 so I would like to just have you there. OK. 208 00:09:49,840 --> 00:09:53,560 And, girls, just before we run off, we're all a team and team stands 209 00:09:53,560 --> 00:09:56,520 for everyone achieves more when we're all working together, 210 00:09:56,520 --> 00:09:58,200 so let's absolutely smash this. 211 00:09:58,200 --> 00:10:00,360 Let's go. Come on, guys. Come on! Let's go! 212 00:10:03,200 --> 00:10:04,440 11am. 213 00:10:05,680 --> 00:10:09,280 Half of each team head off to build their prototypes... 214 00:10:10,400 --> 00:10:13,000 I hope the app isn't too complex... 215 00:10:13,000 --> 00:10:15,880 Mm. ..for children to engage in. 216 00:10:15,880 --> 00:10:19,000 ..while the rest will work their magic on the app. 217 00:10:20,720 --> 00:10:24,080 I think we're going to have to go down a male route, because we're not 218 00:10:24,080 --> 00:10:26,800 going to have time to do two characters. OK. Absolutely. 219 00:10:26,800 --> 00:10:30,000 I can't think of a first name for the wizard, so ideally a name 220 00:10:30,000 --> 00:10:32,920 beginning with W. But Willie the Wizard, I don't think is good. 221 00:10:32,920 --> 00:10:35,520 Wilfred. Wilfred could work. 222 00:10:35,520 --> 00:10:37,680 I don't like the name Wilfred. OK, maybe just... 223 00:10:37,680 --> 00:10:40,640 I'm just using that as an example. Has to be, like, mythical. OK. Yeah. 224 00:10:40,640 --> 00:10:44,160 So Wiffy the Wizard is 225 00:10:44,160 --> 00:10:47,840 protecting the castle from, er, imaginary dragons. 226 00:10:47,840 --> 00:10:49,640 Yeah, yeah, yeah, yeah, yeah. 227 00:10:50,640 --> 00:10:54,440 Central London - helping both teams build brushes... 228 00:10:54,440 --> 00:10:57,760 We are going for a space theme. 229 00:10:57,760 --> 00:10:59,800 ..award-winning designers, Innovate. 230 00:10:59,800 --> 00:11:02,920 That wand is going to have a little toothbrush head on it. OK, fine. 231 00:11:02,920 --> 00:11:04,920 So as they're brushing, they're making spells. 232 00:11:04,920 --> 00:11:08,680 Yeah. Conjuring up their brush, Aaron and his boys. 233 00:11:09,680 --> 00:11:12,080 So the base of the actual toothbrush, 234 00:11:12,080 --> 00:11:15,080 I want it like a brown colour, to look like a wand. 235 00:11:15,080 --> 00:11:18,760 Strong, bold, lightning bolt on the top, magic coming out. 236 00:11:18,760 --> 00:11:20,640 Or like a wizard hat, maybe. 237 00:11:20,640 --> 00:11:22,680 I don't want a wizard hat. 238 00:11:22,680 --> 00:11:26,160 The tip, where the actual toothbrush is, to be like a green. 239 00:11:26,160 --> 00:11:27,840 That's fine, you think, yeah? 240 00:11:27,840 --> 00:11:30,200 Not a colour of anything red? No. 241 00:11:30,200 --> 00:11:33,440 What do you think? We want to keep with that colour theme. 242 00:11:33,440 --> 00:11:36,560 Shall we have anything like any sort of pictures or objects and stuff? 243 00:11:36,560 --> 00:11:38,360 Or is it just plain? 244 00:11:38,360 --> 00:11:41,000 If you look at all the ones that are out there, they're not 245 00:11:41,000 --> 00:11:42,920 attractive, are they? 246 00:11:42,920 --> 00:11:46,000 To be honest with you, I just feel like it's a bit too basic, 247 00:11:46,000 --> 00:11:49,400 and I'm just really worried he's not taking my points on board, 248 00:11:49,400 --> 00:11:51,400 so I do my bit, 249 00:11:51,400 --> 00:11:54,320 but if he's not listening, then that's his fault. 250 00:11:54,320 --> 00:11:56,960 If they just see a wand like that, without pictures 251 00:11:56,960 --> 00:11:58,600 or anything in the toothbrush, 252 00:11:58,600 --> 00:12:00,920 do you think they would still want to buy it? 253 00:12:00,920 --> 00:12:03,560 I just don't want to add stuff for the sake of having stuff. 254 00:12:03,560 --> 00:12:04,960 Hm. 255 00:12:06,200 --> 00:12:09,280 Francesca said she wanted a plain toothbrush, 256 00:12:09,280 --> 00:12:11,480 no shape, and an orange stem. 257 00:12:11,480 --> 00:12:14,400 Charged with bringing Francesca's vision to life... 258 00:12:14,400 --> 00:12:16,960 We need to attract a child, and the brief we were given 259 00:12:16,960 --> 00:12:19,000 would not do that. How do you feel? 260 00:12:19,000 --> 00:12:20,680 ..Amy's half of the girls. 261 00:12:21,640 --> 00:12:25,960 I'm just worried because Francesca is so specific with what she wants. 262 00:12:25,960 --> 00:12:27,320 Yes. Yes. 263 00:12:27,320 --> 00:12:30,680 I think we need something that a child aged six to eight 264 00:12:30,680 --> 00:12:33,160 wants to pick up, they're interested in, and I don't think 265 00:12:33,160 --> 00:12:36,320 a plain orange, basic toothbrush is going to do that. 266 00:12:36,320 --> 00:12:38,040 So why don't we just get started? 267 00:12:38,040 --> 00:12:40,560 Can we just get loads of planets, stars, rockets... 268 00:12:40,560 --> 00:12:42,080 And sparkle. 269 00:12:42,080 --> 00:12:45,160 So it's like a childly sketched rocket and a child-sketched plan? 270 00:12:45,160 --> 00:12:46,760 Yes. Yeah. 271 00:12:46,760 --> 00:12:49,440 Do you think the big ring around the button could be a rocket? 272 00:12:49,440 --> 00:12:52,120 I think so, and some fire coming out. 273 00:12:52,120 --> 00:12:55,200 Can we make one of the stars into, like, a shooting star? 274 00:12:55,200 --> 00:12:57,560 I like that. That's a great idea. 275 00:12:57,560 --> 00:13:00,000 How do you feel about a star top? 276 00:13:00,000 --> 00:13:02,200 I like that idea. Yeah. 277 00:13:03,880 --> 00:13:06,800 I think Francesca is going to be over the moon. 278 00:13:06,800 --> 00:13:10,240 We added a little bit of zhoosh to it because I think she just doesn't 279 00:13:10,240 --> 00:13:14,000 realise that a six to eight-year-old would not be drawn 280 00:13:14,000 --> 00:13:16,440 to using a plain orange toothbrush. 281 00:13:16,440 --> 00:13:18,760 I'm really happy with that. 282 00:13:16,440 --> 00:13:18,760 Well done, everybody. Really nice. 283 00:13:18,760 --> 00:13:20,240 I want it myself! 284 00:13:21,800 --> 00:13:23,720 Salisbury. Hello. 285 00:13:23,720 --> 00:13:25,240 Hi. Nice to meet you. 286 00:13:25,240 --> 00:13:27,520 Next task for both teams... 287 00:13:27,520 --> 00:13:30,440 The vision that we're going for is Wiffy the Wizard 288 00:13:30,440 --> 00:13:32,240 and his magical wand. 289 00:13:32,240 --> 00:13:36,000 ..design an app to help keep kids' teeth tiptop. 290 00:13:36,000 --> 00:13:38,720 So what colour are we going to put on the teeth, then, 291 00:13:38,720 --> 00:13:41,680 is the only thing. I think go for the lighter yellow at the bottom. 292 00:13:41,680 --> 00:13:43,280 I agree. Yeah. OK, cool. 293 00:13:43,280 --> 00:13:47,040 We should have drips, as if it's got stuff stuck to the teeth. 294 00:13:47,040 --> 00:13:48,640 Well, that to me, that looks good. 295 00:13:48,640 --> 00:13:51,480 Not 100% of your teeth will have plaque. Erm, OK. 296 00:13:51,480 --> 00:13:53,200 That's my only thinking behind it. 297 00:13:53,200 --> 00:13:54,440 I think it'll look weird 298 00:13:54,440 --> 00:13:57,800 if the wand is in the mouth. I... It'll have to be to the right. 299 00:13:57,800 --> 00:13:59,480 I don't think so. I think it has to be... 300 00:13:59,480 --> 00:14:01,080 I think it has to be within the picture. 301 00:14:01,080 --> 00:14:03,560 Yeah, yeah, yeah. Done. 302 00:14:03,560 --> 00:14:05,960 And I think it'll always stay black. 303 00:14:05,960 --> 00:14:08,560 What are you boys thinking? I think orange. Yeah, yeah. 304 00:14:08,560 --> 00:14:10,600 Orange? Orange. Orange. Yellow to orange I like. 305 00:14:10,600 --> 00:14:11,960 Yellow to orange. Orange. 306 00:14:11,960 --> 00:14:13,560 Like that. 307 00:14:13,560 --> 00:14:15,680 Conor's taken up the lead of the sub team. 308 00:14:15,680 --> 00:14:18,400 He wants to be a leader, but he's not really leading. 309 00:14:18,400 --> 00:14:20,240 There's so many different ideas going on. 310 00:14:20,240 --> 00:14:21,960 There is no focus. 311 00:14:21,960 --> 00:14:25,880 And so the first one's going to say brush in small circle motions. 312 00:14:25,880 --> 00:14:28,400 Can we make it more kid-friendly? Yeah, we can. 313 00:14:28,400 --> 00:14:32,400 "Hey, brush in small circles." Yeah, yeah, yeah. 314 00:14:32,400 --> 00:14:33,920 On the other team... 315 00:14:33,920 --> 00:14:35,800 We could have four blocks... Yeah. 316 00:14:35,800 --> 00:14:37,520 ..so a square with four blocks. 317 00:14:37,520 --> 00:14:41,360 ..launching her app... And each of the blocks represent a part 318 00:14:41,360 --> 00:14:44,440 of the mouth. ..project manager Francesca. 319 00:14:44,440 --> 00:14:46,360 And what they're doing, as they brush... Yeah. 320 00:14:46,360 --> 00:14:47,760 ..each of the quadrants... Yeah. 321 00:14:47,760 --> 00:14:50,360 ..it basically starts to reveal the item that they want to add 322 00:14:50,360 --> 00:14:51,640 to their planet. 323 00:14:51,640 --> 00:14:55,320 There's a bowling alley, there's a trampoline park, there's a cinema, 324 00:14:55,320 --> 00:14:58,280 go-karting. Like, random things like that. 325 00:14:58,280 --> 00:15:00,400 Would you want it to be a planet, on a planet? 326 00:15:00,400 --> 00:15:01,800 I think it needs to be a planet. 327 00:15:01,800 --> 00:15:04,280 So if I bring these up. I like the one with the ring round it. 328 00:15:04,280 --> 00:15:06,320 Yeah, Saturn. Let's go for Saturn. Yeah. Cool. 329 00:15:06,320 --> 00:15:08,200 You want the planet across the whole screen? 330 00:15:08,200 --> 00:15:12,040 Yes, and put the cinema stuff on the bottom. 331 00:15:12,040 --> 00:15:15,400 We also want to have meteors, so rocks on there as well, 332 00:15:15,400 --> 00:15:17,040 because it's like plaque on teeth. Cool. 333 00:15:17,040 --> 00:15:18,920 What, kind of targeting the planet, I guess? 334 00:15:18,920 --> 00:15:21,120 Yes. Exactly. Yeah. 335 00:15:21,120 --> 00:15:24,000 Kids only brush their teeth for two minutes a day. 336 00:15:24,000 --> 00:15:27,240 The app is meant to teach them about brushing their teeth, 337 00:15:27,240 --> 00:15:30,600 but I can't see where the educational element comes into it. 338 00:15:30,600 --> 00:15:32,240 It doesn't make any sense. 339 00:15:32,240 --> 00:15:34,560 Would your six to eight-year-old play this? 340 00:15:34,560 --> 00:15:36,960 Everything that we've included in this is something 341 00:15:36,960 --> 00:15:38,520 that they would be interested in. 342 00:15:38,520 --> 00:15:40,160 I have no doubt about that at all. 343 00:15:41,480 --> 00:15:44,880 Back in London... Spark your magical journey. Your magical journey. 344 00:15:44,880 --> 00:15:47,880 Yeah, spot-on. ..next job for both teams... 345 00:15:47,880 --> 00:15:49,760 I've got Brushing Star. 346 00:15:49,760 --> 00:15:52,240 So that's our number-one choice? Brushing Star. 347 00:15:52,240 --> 00:15:55,240 ..create packaging for their brands. 348 00:15:55,240 --> 00:15:57,600 So with the logo, I was thinking kind of like a tooth 349 00:15:57,600 --> 00:16:00,240 with, like, a star. Yeah. It's quite simple. 350 00:16:00,240 --> 00:16:02,560 Make it look like a kid's almost drawn it. 351 00:16:02,560 --> 00:16:04,800 How would it look if we put a smile on the tooth? 352 00:16:04,800 --> 00:16:07,120 Shall we do a bright yellow star? Yeah. 353 00:16:07,120 --> 00:16:08,880 Are we talking, like, three-year-olds, 354 00:16:08,880 --> 00:16:10,480 if we just put a star? It's OK. 355 00:16:10,480 --> 00:16:11,760 It's OK. 356 00:16:11,760 --> 00:16:14,280 We need to obviously add in the brand name. 357 00:16:14,280 --> 00:16:16,560 Could you do, like, scribbling, like, almost... Yeah. 358 00:16:16,560 --> 00:16:19,240 With crayons? Yeah, like a crayon. Yeah, exactly that. 359 00:16:19,240 --> 00:16:22,720 I think we should incorporate the logo into the brand name. 360 00:16:22,720 --> 00:16:24,120 How do you guys like that? 361 00:16:24,120 --> 00:16:26,400 Amy, is this six to eight-year-olds? 362 00:16:26,400 --> 00:16:28,000 Yes. I am still worried 363 00:16:28,000 --> 00:16:31,080 it's a little bit babyish, but then I don't really have any other ideas. 364 00:16:31,080 --> 00:16:33,400 I don't think it's babyish. I have a five-year-old, 365 00:16:33,400 --> 00:16:35,560 and I think he would really be attracted to this. 366 00:16:38,920 --> 00:16:40,640 In Salisbury... 367 00:16:40,640 --> 00:16:43,520 How we want Wiffy to look, we want it to look like a wizard. 368 00:16:43,520 --> 00:16:45,680 ..next for Conor's boys... 369 00:16:45,680 --> 00:16:48,640 We have to make it super exciting, super animated. 370 00:16:48,640 --> 00:16:51,320 ..create a magical character for their app. 371 00:16:51,320 --> 00:16:53,080 Do you want it chubby or skinny? 372 00:16:53,080 --> 00:16:54,800 Erm... Chubby. Wizards are chubbier. 373 00:16:54,800 --> 00:16:56,880 I'd say a bit chubbier than that. 374 00:16:56,880 --> 00:16:58,080 Yeah. 375 00:16:58,080 --> 00:17:00,160 A wizard is naturally a bit chubbier. 376 00:17:00,160 --> 00:17:02,960 The three wizards I think of are in a film, and none of them are chubby. 377 00:17:02,960 --> 00:17:05,160 Because it's meant to be an aspirational character. 378 00:17:05,160 --> 00:17:07,760 OK, leave chubby. OK. No problem. Let's go. 379 00:17:07,760 --> 00:17:10,320 I think it's very popular within the children's scene 380 00:17:10,320 --> 00:17:13,520 to have quite wide eyes... Big eyes, big smile. And big eyes. Long hair. 381 00:17:13,520 --> 00:17:16,240 And let's put a hat on him, please. 382 00:17:16,240 --> 00:17:19,640 And we're talking triangle cone, sort of... Stereotypical. 383 00:17:19,640 --> 00:17:21,000 Like a triangle cone. 384 00:17:21,000 --> 00:17:22,680 We've got one here. With long hair. 385 00:17:22,680 --> 00:17:24,040 One sec, please, lads. 386 00:17:24,040 --> 00:17:28,840 Please, please. No, I don't like being bossy, but that's a wizard. 387 00:17:28,840 --> 00:17:32,400 I think the character Wiffy is a little bit weak. 388 00:17:32,400 --> 00:17:36,640 He looks a little bit odd, and he doesn't fully look 389 00:17:36,640 --> 00:17:37,920 like a wizard. 390 00:17:37,920 --> 00:17:40,640 I hope this works! 391 00:17:40,640 --> 00:17:42,000 Higher, higher, higher... 392 00:17:42,000 --> 00:17:44,360 On the other team... Just spin round, 393 00:17:44,360 --> 00:17:47,200 spin round, just to show you're dizzy in space. OK, nice. 394 00:17:47,200 --> 00:17:49,160 ..bringing their character to life... 395 00:17:49,160 --> 00:17:50,760 Yes. Yes. OK, just stop. 396 00:17:50,760 --> 00:17:52,960 ..Francesca's half of the girls. 397 00:17:52,960 --> 00:17:55,240 Yes! Continuously spin is the best one. 398 00:17:55,240 --> 00:17:57,680 Five, four, three, two... Yeah. ..one. 399 00:17:57,680 --> 00:17:59,960 And you're done. Hey. 400 00:17:59,960 --> 00:18:02,680 Well done. Shall we look at the branding, what the girls have done? 401 00:18:02,680 --> 00:18:05,760 Yeah, I'd love to. Let's have a look. 402 00:18:05,760 --> 00:18:07,400 The only concern I have is - 403 00:18:07,400 --> 00:18:09,520 do you think it looks a little bit babyish? 404 00:18:09,520 --> 00:18:11,160 It's really babyish. Yes. 405 00:18:11,160 --> 00:18:13,920 It's not exactly the right... That looks like nursery to me. 406 00:18:13,920 --> 00:18:15,800 Yeah, I don't think it's hitting the target market. 407 00:18:15,800 --> 00:18:17,160 I think it is slightly younger. 408 00:18:17,160 --> 00:18:20,200 Well, all I'm going to say is I kept shouting and screaming out 409 00:18:20,200 --> 00:18:22,960 that I have experience with this, please put me in branding. 410 00:18:22,960 --> 00:18:26,120 But now that I've seen the logo, I'm feeling quite frustrated, 411 00:18:26,120 --> 00:18:28,400 to be honest with you, because I'm thinking if I was on the branding 412 00:18:28,400 --> 00:18:31,040 side, it would have been different, without a shadow of a doubt. 413 00:18:33,080 --> 00:18:35,520 Taking the lead role for the boys... 414 00:18:35,520 --> 00:18:39,160 You're left is the right on the screen. 415 00:18:39,160 --> 00:18:42,160 ..Akshay. Three, two, one, go. 416 00:18:42,160 --> 00:18:43,680 Now, to the left. 417 00:18:43,680 --> 00:18:46,960 OK, so you've got 30 seconds working from the left 418 00:18:46,960 --> 00:18:49,720 in towards the centre too, OK? 419 00:18:49,720 --> 00:18:52,000 Now, to the right. This way, right? 420 00:18:52,000 --> 00:18:53,280 No, no, no, no, no. 421 00:18:53,280 --> 00:18:54,480 That's your right. 422 00:18:54,480 --> 00:18:56,240 That's your right. That's your right. 423 00:18:56,240 --> 00:18:57,840 Look at the screen. Look at the screen. 424 00:18:57,840 --> 00:19:00,680 Look at the screen. 425 00:19:00,680 --> 00:19:03,120 This app is meant to be interactive, engaging and fun 426 00:19:03,120 --> 00:19:05,640 for six to eight-year-olds, but all you've got is Wiffy 427 00:19:05,640 --> 00:19:07,760 waving his wand around, and that's it. 428 00:19:07,760 --> 00:19:09,360 Will it keep kids engaged? 429 00:19:09,360 --> 00:19:10,800 I'm not too sure. 430 00:19:10,800 --> 00:19:13,280 Keep scrubbing the teeth. 431 00:19:13,280 --> 00:19:14,800 Keep scrubbing. 432 00:19:17,160 --> 00:19:19,040 9pm. 433 00:19:19,040 --> 00:19:20,720 Apps complete. 434 00:19:20,720 --> 00:19:22,280 All right, lads, that's a wrap. 435 00:19:22,280 --> 00:19:24,880 Prototypes in production. 436 00:19:24,880 --> 00:19:28,480 Tomorrow, pitch brushes to buyers. 437 00:19:36,800 --> 00:19:40,320 7am. For Francesca's team... 438 00:19:40,320 --> 00:19:42,000 We followed your brief to a T, 439 00:19:42,000 --> 00:19:44,520 so we are confident that you're going to love it. 440 00:19:44,520 --> 00:19:47,200 ..first look at their branding. 441 00:19:47,200 --> 00:19:48,720 Drum roll! 442 00:19:48,720 --> 00:19:50,520 So... 443 00:19:50,520 --> 00:19:52,800 This is the packaging. Oh! 444 00:19:52,800 --> 00:19:54,320 GASPS 445 00:19:54,320 --> 00:19:56,160 Can I see? Let's have a look. 446 00:19:56,160 --> 00:19:59,560 I'm just thinking they may feel that this looks too young 447 00:19:59,560 --> 00:20:01,280 because to me, I feel like 448 00:20:01,280 --> 00:20:04,600 I would think that's for a baby's first tooth. OK. 449 00:20:04,600 --> 00:20:06,120 I do tend to agree. 450 00:20:06,120 --> 00:20:09,760 Just looking at that, I would think that's more for a younger age group. 451 00:20:09,760 --> 00:20:12,760 We were trying to think of a way it could stand out, 452 00:20:12,760 --> 00:20:14,360 it was vibrant, it was eye-catching, 453 00:20:14,360 --> 00:20:17,280 and that's why we've come up with the concept that kids like drawing, 454 00:20:17,280 --> 00:20:19,320 and we thought if we could just do space-themed 455 00:20:19,320 --> 00:20:21,840 and make it as bright and as colourful as possible, 456 00:20:21,840 --> 00:20:26,640 we would cover kind of whatever you were to do on the...app. Yeah. 457 00:20:26,640 --> 00:20:30,400 I don't have children, I don't know what six to eight-year-olds like, 458 00:20:30,400 --> 00:20:34,040 so I worked with the information that I had, and my creative ideas, 459 00:20:34,040 --> 00:20:36,240 and put the best forward that I could. 460 00:20:36,240 --> 00:20:38,160 Oh, I like that! Hello! 461 00:20:38,160 --> 00:20:40,040 What do you think? 462 00:20:40,040 --> 00:20:43,240 I do just have a slight concern about the target audience 463 00:20:43,240 --> 00:20:45,840 because I just think six-year-olds might love it, 464 00:20:45,840 --> 00:20:47,720 but are they going to want to continue to use it 465 00:20:47,720 --> 00:20:49,480 until they're eight-year-olds? 466 00:20:52,120 --> 00:20:55,680 What we've got is our window here is where our wand will be. 467 00:20:55,680 --> 00:20:57,600 Casting a spell over the boys... 468 00:20:57,600 --> 00:20:59,400 That packaging is brilliant. 469 00:20:59,400 --> 00:21:01,880 ..Wizardybrush. 470 00:21:01,880 --> 00:21:06,480 As you can see, we tried to make it look like a traditional wand. 471 00:21:06,480 --> 00:21:08,120 Erm, the child can hold it, 472 00:21:08,120 --> 00:21:10,680 so, it's more personalised to that particular child, 473 00:21:10,680 --> 00:21:12,920 so, it's like, when he gets it, it'll be his wand, 474 00:21:12,920 --> 00:21:14,960 he won't want anybody else to touch it. 475 00:21:14,960 --> 00:21:18,200 What we want is the kid wanting to play with his wand. 476 00:21:18,200 --> 00:21:21,080 This is better than I actually thought it'd come out as... Yeah. 477 00:21:21,080 --> 00:21:23,080 It looks like... Can I take a look? Of course you can. 478 00:21:23,080 --> 00:21:25,160 I feel the shape and colour of the toothbrush 479 00:21:25,160 --> 00:21:27,920 are a little bit loggy, erm...! 480 00:21:27,920 --> 00:21:31,000 Which, er, might be a bit of a concern 481 00:21:31,000 --> 00:21:33,880 when it's in the bathroom, near a loo. 482 00:21:33,880 --> 00:21:37,480 You can tell that is a wizard's wand. Yeah, yeah. 483 00:21:38,960 --> 00:21:41,760 Across the hall... 484 00:21:41,760 --> 00:21:45,720 First look at Francesca's high-octane app. 485 00:21:45,720 --> 00:21:47,720 JAUNTY ELECTRONIC MUSIC ON APP 486 00:21:50,800 --> 00:21:54,040 APP VOICE: Amazing! Keep on brushing! 487 00:22:03,080 --> 00:22:06,080 Great job! You did it! 488 00:22:06,080 --> 00:22:08,280 So, girls, that was the app. 489 00:22:08,280 --> 00:22:10,400 Watching it, I was just a bit confused, like, what's the... 490 00:22:10,400 --> 00:22:13,600 What does the roller-coaster mean? What does the bowling alley mean? 491 00:22:13,600 --> 00:22:15,920 Erm... Because you wouldn't see that on a planet. 492 00:22:15,920 --> 00:22:21,480 Yeah. I was just a bit confused, I think, by the... All of it. 493 00:22:21,480 --> 00:22:23,560 To be honest, kids, they don't want loads of words. 494 00:22:23,560 --> 00:22:25,080 They're a lot smarter than we think. 495 00:22:25,080 --> 00:22:27,800 They will understand what the story is, what they have to do, 496 00:22:27,800 --> 00:22:30,040 over time, when they're playing it. 497 00:22:30,040 --> 00:22:32,560 I really do think that we completely underestimate kids. 498 00:22:32,560 --> 00:22:35,920 They are smart, and they will understand that, by brushing, 499 00:22:35,920 --> 00:22:38,640 a building appears, and then it goes on to their planet. 500 00:22:38,640 --> 00:22:40,520 It's actually a very simple concept. 501 00:22:40,520 --> 00:22:42,960 We're trying to teach a child how to brush, 502 00:22:42,960 --> 00:22:45,760 and the instructions aren't that clear. 503 00:22:47,640 --> 00:22:50,680 Taking his time over tooth-brushing technique... 504 00:22:50,680 --> 00:22:53,360 APP VOICE: Hello, wizard. Abrush-cadabra. 505 00:22:53,360 --> 00:22:54,720 ..Wiffy the Wizard. 506 00:22:54,720 --> 00:22:56,920 Now...to the left. 507 00:22:58,400 --> 00:23:00,800 ENCHANTING MELODY ON APP 508 00:23:05,840 --> 00:23:07,720 As you're brushing, 509 00:23:07,720 --> 00:23:10,280 you can see that's removing some of the plaque. 510 00:23:10,280 --> 00:23:12,520 APP VOICE: Great work! Keep on going. 511 00:23:19,200 --> 00:23:22,920 Great work. Your Wizardybrush is ready to cast a spell. 512 00:23:24,360 --> 00:23:25,800 What are your thoughts, boys? 513 00:23:25,800 --> 00:23:27,400 It was cool. It was spot-on. 514 00:23:27,400 --> 00:23:28,880 Guys, I know when we left last time, 515 00:23:28,880 --> 00:23:32,200 we were obviously talking about it being unisex. 516 00:23:32,200 --> 00:23:35,000 What was the reason why we couldn't focus on that? 517 00:23:35,000 --> 00:23:37,400 Like, we could've gone for a unisex character. 518 00:23:37,400 --> 00:23:39,560 I feel it's difficult to create. Yeah. 519 00:23:39,560 --> 00:23:43,040 We just go strong on that one focus... On a young boy, yeah. 520 00:23:43,040 --> 00:23:46,440 Wiffy's memorable, right. Yeah. Wiffy the Wizard. 521 00:23:46,440 --> 00:23:49,760 We've brought a new concept to the market that I've never seen before, 522 00:23:49,760 --> 00:23:53,160 that I think will appeal to the boys' demographic, 523 00:23:53,160 --> 00:23:56,800 and we'll just pitch our hearts out and hopefully get some orders. 524 00:23:56,800 --> 00:23:58,840 Guys, obviously, with the pitching team, 525 00:23:58,840 --> 00:24:01,280 I would like to switch you with Conor 526 00:24:01,280 --> 00:24:05,600 so that will have Conor, myself, and Alex on the pitching team. 527 00:24:05,600 --> 00:24:08,240 I obviously need someone from the branding team, 528 00:24:08,240 --> 00:24:10,680 who understands the product, and talk about the packaging, 529 00:24:10,680 --> 00:24:14,640 so, I would love to have Amy to come over to the pitching team 530 00:24:14,640 --> 00:24:17,720 and then, Shama, if you could please go over to the consumer research. 531 00:24:17,720 --> 00:24:21,760 That's absolutely fine. I would... I was really, really looking forward 532 00:24:21,760 --> 00:24:23,280 to go and do the pitch today. 533 00:24:23,280 --> 00:24:24,480 You've worked with children, 534 00:24:24,480 --> 00:24:26,360 you'll be switched on to whatever they're saying, 535 00:24:26,360 --> 00:24:28,880 so, I'd love you over to that team. So let's go out there. 536 00:24:28,880 --> 00:24:32,960 We're going to smash it. Come on. Thanks, Francesca. Yes. Thank you. 537 00:24:32,960 --> 00:24:35,560 10am. 538 00:24:35,560 --> 00:24:39,440 Half of each team head off to their first pitch. 539 00:24:39,440 --> 00:24:42,800 I have a five-year-old. He wouldn't know how to brush correctly. 540 00:24:42,800 --> 00:24:44,240 Even if he gets a little older, 541 00:24:44,240 --> 00:24:46,360 I just think it should be they're talking 542 00:24:46,360 --> 00:24:47,880 giving initial instructions. 543 00:24:47,880 --> 00:24:49,560 We're not going to talk about anything missing 544 00:24:49,560 --> 00:24:50,920 unless they bring it up. 545 00:24:50,920 --> 00:24:53,920 The rest will flash out feedback on their brushes. 546 00:24:56,720 --> 00:24:58,960 I mean, I like the wand, and I get the brownness... Yeah. 547 00:24:58,960 --> 00:25:02,440 ..but there's... Is it too...st... Are you...? 548 00:25:02,440 --> 00:25:06,360 Yeah, I see what you're saying. Does it look like something...bad? 549 00:25:06,360 --> 00:25:08,680 It doesn't look like a turd. No? Doesn't look like a turd. 550 00:25:08,680 --> 00:25:11,680 Is that what you were thinking? 551 00:25:11,680 --> 00:25:14,760 First stop for the boys - Bupa... 552 00:25:14,760 --> 00:25:16,800 Hello, guys. Great to be here. 553 00:25:16,800 --> 00:25:20,560 ..one of the UK's biggest health-care brands. 554 00:25:20,560 --> 00:25:25,200 We're here to present you today our new product, which is Wizardybrush. 555 00:25:25,200 --> 00:25:28,480 So, with our design, we wanted to make it original, 556 00:25:28,480 --> 00:25:32,160 but still it looking like a wand. 557 00:25:32,160 --> 00:25:34,400 So, as you can see, you've got a personalised grip here, 558 00:25:34,400 --> 00:25:36,840 so the child can actually feel the wand. 559 00:25:36,840 --> 00:25:40,600 You can actually just see...how cool it can actually be. 560 00:25:41,520 --> 00:25:43,520 What I'm going to present to you guys now 561 00:25:43,520 --> 00:25:46,600 is an extension of this brilliant product, the Wizardybrush. 562 00:25:46,600 --> 00:25:48,720 ENCHANTING MELODY ON APP 563 00:25:55,840 --> 00:25:57,360 APP VOICE: Great work. 564 00:25:57,360 --> 00:25:59,960 Your Wizardybrush is ready to cast a spell. 565 00:26:01,920 --> 00:26:04,560 So, I have a seven-year-old, right, 566 00:26:04,560 --> 00:26:07,840 and when I look at the stuff that she has, and she's engaged with, 567 00:26:07,840 --> 00:26:09,280 it's very colourful, vibrant, 568 00:26:09,280 --> 00:26:11,840 and that doesn't strike me as something that, 569 00:26:11,840 --> 00:26:15,560 from the colour aspects of it, that she would find very interesting. 570 00:26:15,560 --> 00:26:18,760 My child, when they were seven and eight, the whole thing 571 00:26:18,760 --> 00:26:20,800 that he was and she was interested in 572 00:26:20,800 --> 00:26:24,000 was the famous wizard that we all know quite highly about. 573 00:26:24,000 --> 00:26:26,840 So, what they wanted in all wands, when you think of wand - 574 00:26:26,840 --> 00:26:28,280 and when I say wand to my kids - 575 00:26:28,280 --> 00:26:31,800 the first thing that they have in their mind is a brown wand. OK. 576 00:26:31,800 --> 00:26:34,240 Now, if I'm going to give honest feedback, 577 00:26:34,240 --> 00:26:37,000 that was a very boring two minutes for me. OK. 578 00:26:37,000 --> 00:26:39,400 I felt your pain there that we're sitting here 579 00:26:39,400 --> 00:26:42,440 watching someone brush their teeth, but let's not overcomplicate it! 580 00:26:42,440 --> 00:26:45,480 Let's not create a PlayStation game or an Xbox game. 581 00:26:45,480 --> 00:26:49,960 We're just trying to get them to turn a typically mundane task 582 00:26:49,960 --> 00:26:53,080 into something a little bit magical. OK, thank you. 583 00:26:53,080 --> 00:26:55,920 SIGHS, LAUGHS 584 00:26:55,920 --> 00:26:57,720 Mate! 585 00:26:55,920 --> 00:26:57,720 LAUGHS 586 00:26:57,720 --> 00:26:59,200 That was intense, wasn't it! 587 00:26:59,200 --> 00:27:01,200 How do you think that went? How good was that, though? 588 00:27:01,200 --> 00:27:02,640 Just dodging bullets! 589 00:27:02,640 --> 00:27:05,240 Have some of that! 590 00:27:05,240 --> 00:27:07,040 Next through the door... 591 00:27:07,040 --> 00:27:10,600 If you have children, please, can you put your hand up? 592 00:27:10,600 --> 00:27:11,960 All of you. Great! 593 00:27:11,960 --> 00:27:14,600 ..Francesca's Brushing Stars. 594 00:27:14,600 --> 00:27:17,800 And keep your hand up if they ever have struggled to brush their teeth 595 00:27:17,800 --> 00:27:19,360 or don't like brushing their teeth. 596 00:27:19,360 --> 00:27:20,840 All of you. Great. 597 00:27:20,840 --> 00:27:25,160 Because of this, we together have created Brushing Star. 598 00:27:25,160 --> 00:27:27,400 And our product is gender-neutral. 599 00:27:27,400 --> 00:27:31,440 We wanted to go quite vibrant with the pictures on it. 600 00:27:31,440 --> 00:27:34,440 Very engaging primary colours. 601 00:27:34,440 --> 00:27:35,760 If you just give me a moment, 602 00:27:35,760 --> 00:27:38,600 I would love to set up and show you the app. 603 00:27:39,840 --> 00:27:42,520 What the aim is - is if you brush well, 604 00:27:42,520 --> 00:27:45,560 you'll be able to end up earning a building or a product 605 00:27:45,560 --> 00:27:47,840 to add on to your planet. 606 00:27:47,840 --> 00:27:49,760 APP VOICE: Great job, you did it! 607 00:27:50,840 --> 00:27:53,680 How do you see that they will continue to be 608 00:27:53,680 --> 00:27:56,880 engaged with your product when, you know, 609 00:27:56,880 --> 00:27:58,960 the same sort of stuff just keeps popping up, 610 00:27:58,960 --> 00:28:01,440 and there's not really an end goal to it? 611 00:28:01,440 --> 00:28:04,160 The amenities will change as they continue to use the app, 612 00:28:04,160 --> 00:28:09,600 so, I'm sure we will incorporate more space-related activities 613 00:28:09,600 --> 00:28:11,360 out from outer space. 614 00:28:11,360 --> 00:28:13,360 The app is definitely aimed at six to eight-year-olds 615 00:28:13,360 --> 00:28:15,160 and appeals to that age group, 616 00:28:15,160 --> 00:28:17,640 but looking at the toothbrush, it appears to be maybe more 617 00:28:17,640 --> 00:28:19,440 for a younger age range. 618 00:28:19,440 --> 00:28:22,680 Everything that you've just mentioned is completely adaptable. 619 00:28:22,680 --> 00:28:26,040 They're small tweaks. In terms of making that less childish, 620 00:28:26,040 --> 00:28:27,560 that's honestly just one design change 621 00:28:27,560 --> 00:28:29,000 that can happen really quickly. 622 00:28:29,000 --> 00:28:31,320 If you do want to work with us, then, we're definitely willing 623 00:28:31,320 --> 00:28:33,200 to design a product and work with you on that. 624 00:28:33,200 --> 00:28:34,520 OK, thank you. Thank you. 625 00:28:34,520 --> 00:28:36,760 Thank you for your time. Thank you. Bye-bye. 626 00:28:39,080 --> 00:28:41,080 Every objection that the client had - 627 00:28:41,080 --> 00:28:42,680 they said, "Don't worry, we'll change it." 628 00:28:42,680 --> 00:28:44,920 Well, that's quite normal in a prototype, 629 00:28:44,920 --> 00:28:49,800 but normally you're only changing a couple of things, not everything. 630 00:28:49,800 --> 00:28:53,240 Central London - ahead of the next pitch... 631 00:28:53,240 --> 00:28:55,680 This is the Brushing Star. 632 00:28:55,680 --> 00:28:59,880 ..the girls' brush gets face time with a focus group. 633 00:28:59,880 --> 00:29:02,080 So, tell me, what do you think of that? 634 00:29:02,080 --> 00:29:04,200 It's a little bit youngish 635 00:29:04,200 --> 00:29:07,600 because there's like space rockets, an astronaut, 636 00:29:07,600 --> 00:29:10,080 but I like the head on it. 637 00:29:10,080 --> 00:29:13,840 It's not for me, like, I think it's for young people, 638 00:29:13,840 --> 00:29:16,000 like, three-year-olds. 639 00:29:16,000 --> 00:29:18,960 So, the toothbrush has an app that goes with it. 640 00:29:19,960 --> 00:29:24,960 The, like, music... I think it would help inspire you. 641 00:29:24,960 --> 00:29:26,680 And what do you think is going on? 642 00:29:26,680 --> 00:29:28,800 Not much was going on. 643 00:29:28,800 --> 00:29:31,560 There's, like, the picture of space. 644 00:29:31,560 --> 00:29:34,160 It doesn't really describe how to brush your teeth. 645 00:29:34,160 --> 00:29:36,680 They're engaged by the music, they're engaged by the imagery 646 00:29:36,680 --> 00:29:39,240 but, beyond that, I don't think they understand the concept. 647 00:29:41,000 --> 00:29:43,600 Gathering feedback on their finished brush... 648 00:29:43,600 --> 00:29:46,760 If you saw that, what's your first reaction? 649 00:29:46,760 --> 00:29:48,480 ..half of Team Wiffy. 650 00:29:48,480 --> 00:29:51,800 Does that make you think of a magic wand when you look at it? No. 651 00:29:51,800 --> 00:29:53,240 Oh, really - why? 652 00:29:53,240 --> 00:29:56,240 I don't really like the brown. 653 00:29:56,240 --> 00:30:00,200 I like the colour green and brown together. It's very cool. 654 00:30:00,200 --> 00:30:02,560 Can you see what's happening to the teeth on the left? 655 00:30:02,560 --> 00:30:04,360 It is kind of a bit boring. 656 00:30:04,360 --> 00:30:06,560 It's not very interesting for me. 657 00:30:06,560 --> 00:30:08,240 Can we do a hands up, now? 658 00:30:08,240 --> 00:30:10,720 Who thinks they would ask their parents to get it, 659 00:30:10,720 --> 00:30:12,480 if they saw it in the store? 660 00:30:12,480 --> 00:30:15,160 Oh, hand's gone up. 661 00:30:15,160 --> 00:30:17,400 Savage! 662 00:30:17,400 --> 00:30:20,240 Only one out of five wanted to buy it, and that is a bit of a shame. 663 00:30:20,240 --> 00:30:23,600 But there was only two boys in the group, and so, 664 00:30:23,600 --> 00:30:26,760 one out of two, that's 50% - which is actually not too bad. 665 00:30:26,760 --> 00:30:28,960 I mean, I'd take that as a positive. 666 00:30:28,960 --> 00:30:30,520 3pm. 667 00:30:30,520 --> 00:30:33,320 They didn't understand the app at all. 668 00:30:33,320 --> 00:30:36,080 Next for Francesca's foot soldiers... 669 00:30:36,080 --> 00:30:38,720 So, girls, thank you so much for all that consumer research. 670 00:30:38,720 --> 00:30:42,440 ..a pitch to high-street giants Superdrug. 671 00:30:42,440 --> 00:30:48,000 I do know that your experience with the children is really valuable. 672 00:30:48,000 --> 00:30:51,040 However, we have just gone into a pitch, 673 00:30:51,040 --> 00:30:54,440 it went really well, and I do think right now switching out someone else 674 00:30:54,440 --> 00:30:57,360 and getting someone else to fill those boots would be far too much 675 00:30:57,360 --> 00:31:00,040 to put on to someone. I do think, personally, it's useful 676 00:31:00,040 --> 00:31:01,920 to have someone in there with consumer research. 677 00:31:01,920 --> 00:31:03,960 I think it's really powerful when you're pitching. 678 00:31:03,960 --> 00:31:05,320 I'm under the impression, 679 00:31:05,320 --> 00:31:07,520 if something isn't broke, let's not fix it. 680 00:31:09,280 --> 00:31:10,640 Next door... 681 00:31:10,640 --> 00:31:12,120 How are the kiddywinks? 682 00:31:12,120 --> 00:31:14,480 ..massaging the figures from their focus group... 683 00:31:14,480 --> 00:31:16,680 Boys liked it. Girls, not so much. 684 00:31:16,680 --> 00:31:18,080 ..numbers man, Nick. 685 00:31:18,080 --> 00:31:20,360 Now, this is quite interesting - 686 00:31:20,360 --> 00:31:23,520 50% of the boys liked it, which is powerful stuff. OK. 687 00:31:23,520 --> 00:31:25,600 So, that is... I mean, those are some stats, 688 00:31:25,600 --> 00:31:27,200 some real ammunition for you guys. 689 00:31:27,200 --> 00:31:29,280 But is that two boys out of two boys? 690 00:31:29,280 --> 00:31:32,200 That's one boy said yes. And he was like, maybe. 691 00:31:32,200 --> 00:31:36,040 OK. So, when you say 50%, one boy said they'd ask. Yes. OK. 692 00:31:36,040 --> 00:31:39,000 So, let's not focus on sample size. 693 00:31:39,000 --> 00:31:41,960 Nick, in terms of all the stats that you've got, 694 00:31:41,960 --> 00:31:44,880 I want you, with us three, actually pitching. 695 00:31:44,880 --> 00:31:49,080 Yeah. But I want you to go really in with that. OK. 696 00:31:49,080 --> 00:31:50,640 First through the doors... 697 00:31:50,640 --> 00:31:52,520 Hello. Thank you for having us. 698 00:31:52,520 --> 00:31:54,160 ..Francesca's sales squad. 699 00:31:54,160 --> 00:31:56,680 We created Brushing Star. 700 00:31:58,040 --> 00:31:59,800 We decided to go gender-neutral, 701 00:31:59,800 --> 00:32:02,200 so, we used an orange-based background, 702 00:32:02,200 --> 00:32:04,840 but we still wanted it to be quite vibrant, 703 00:32:04,840 --> 00:32:06,800 so we added this gorgeous design. 704 00:32:06,800 --> 00:32:10,000 We all know children get bored really easily. 705 00:32:10,000 --> 00:32:11,480 I hope they like the app. 706 00:32:11,480 --> 00:32:13,120 APP VOICE: I'm ready to start brushing. 707 00:32:13,120 --> 00:32:16,680 JAUNTY ELECTRONIC MUSIC ON APP 708 00:32:16,680 --> 00:32:18,760 Once you brush your quadrant correctly, 709 00:32:18,760 --> 00:32:22,600 the sort of products that you could earn are things like bowling alleys, 710 00:32:22,600 --> 00:32:24,920 a swimming pool, roller-coasters - 711 00:32:24,920 --> 00:32:27,400 all the sorts of things that children would want to have 712 00:32:27,400 --> 00:32:28,840 on their own world. 713 00:32:28,840 --> 00:32:31,320 APP VOICE: You did it! 714 00:32:31,320 --> 00:32:34,920 So, girls, I do think that character is a little bit too scary. 715 00:32:34,920 --> 00:32:37,000 You kind of see that character, and I'm not sure - 716 00:32:37,000 --> 00:32:38,520 personally as a mum as well - 717 00:32:38,520 --> 00:32:40,000 whether that resonates. 718 00:32:40,000 --> 00:32:41,960 If this is something that's really important, 719 00:32:41,960 --> 00:32:43,720 we would actually love for our character 720 00:32:43,720 --> 00:32:45,880 to look more like the one on the packaging 721 00:32:45,880 --> 00:32:48,360 and, as soon as we can, incorporate that onto the app, 722 00:32:48,360 --> 00:32:50,840 that is something that we 100% would like to do. 723 00:32:50,840 --> 00:32:53,160 I just hope that the experts 724 00:32:53,160 --> 00:32:55,560 believe the changes which are going to be made. 725 00:32:55,560 --> 00:32:57,240 And then, just going on to the app, 726 00:32:57,240 --> 00:32:59,800 I just feel that the child would get lost when brushing their teeth. 727 00:32:59,800 --> 00:33:01,800 I feel like there's no guidance of 728 00:33:01,800 --> 00:33:04,120 whereabouts they should be brushing in their mouth. 729 00:33:04,120 --> 00:33:06,720 So, this is currently a prototype that we've come with you. 730 00:33:06,720 --> 00:33:09,200 So there are things that we are able to change. OK. 731 00:33:09,200 --> 00:33:11,040 Thank you. Thank you very much. Bye. 732 00:33:12,640 --> 00:33:15,720 APP VOICE: Hello, wizard. My name is Wiffy the Wizard. 733 00:33:15,720 --> 00:33:18,120 Next, to try to win over the buyers... 734 00:33:18,120 --> 00:33:21,320 ..your Wizardybrush is ready to cast a spell. 735 00:33:21,320 --> 00:33:23,120 ..Wiffy the Wizard. 736 00:33:23,120 --> 00:33:25,840 What's incredibly exciting about our product is that 737 00:33:25,840 --> 00:33:30,760 during our research, we found 50% of our target demographic 738 00:33:30,760 --> 00:33:32,800 said that they would actually ask their parents 739 00:33:32,800 --> 00:33:35,400 to buy them the product, if they saw it in a shop. 740 00:33:37,480 --> 00:33:38,840 I want to be honest with you 741 00:33:38,840 --> 00:33:40,880 - because, I guess, as a brand, we always are - 742 00:33:40,880 --> 00:33:43,040 I genuinely don't get it. 743 00:33:43,040 --> 00:33:45,000 I look at the brush... 744 00:33:45,000 --> 00:33:47,400 And, for me, it looks like a turd. 745 00:33:49,160 --> 00:33:52,920 What? A turd! You're joking! 746 00:33:52,920 --> 00:33:56,280 I'm just really interested why you went with the colour brown. 747 00:33:56,280 --> 00:33:57,560 Fantastic feedback. 748 00:33:57,560 --> 00:34:00,160 The reason why we went with that colour, quite simply, 749 00:34:00,160 --> 00:34:02,920 is when you think of a wand, it's a brown wand. 750 00:34:02,920 --> 00:34:06,720 So, we didn't really want it to look much like a turd 751 00:34:06,720 --> 00:34:09,480 but, at the same time, we also wanted to keep it original 752 00:34:09,480 --> 00:34:11,080 to being a wand. 753 00:34:11,080 --> 00:34:13,880 So you're not prepared to change the colour of the brush now? 754 00:34:13,880 --> 00:34:16,040 No, the colour of the actual main body 755 00:34:16,040 --> 00:34:19,160 is something we'll always keep, because it's the wand colour. OK. 756 00:34:19,160 --> 00:34:20,960 Aaron, I'd just like to jump in as well. 757 00:34:20,960 --> 00:34:22,640 In the consumer research, 758 00:34:22,640 --> 00:34:26,520 those colours were described as cool by our target demographic, 759 00:34:26,520 --> 00:34:29,400 so, we went based on the facts. 760 00:34:30,840 --> 00:34:33,440 I guess you've targeted this at boys. Correct. 761 00:34:33,440 --> 00:34:36,840 Why have you decided to alienate half of your market, immediately? 762 00:34:36,840 --> 00:34:40,960 We want girls or sisters of that particular wizard to want more. 763 00:34:40,960 --> 00:34:43,240 So the next thing, have a new, different character, 764 00:34:43,240 --> 00:34:44,480 so, it's a female wizard. 765 00:34:44,480 --> 00:34:46,680 That's something where we can build upon that as well. 766 00:34:46,680 --> 00:34:48,560 Thanks, guys. Brilliant. 767 00:34:48,560 --> 00:34:50,600 Cheers, thank you. Thank you very much, cheers. 768 00:34:53,680 --> 00:34:56,160 I think you guys answered the questions really well 769 00:34:56,160 --> 00:34:57,760 and onto the, you know, to the point. 770 00:34:57,760 --> 00:34:59,680 Firstly, you smashed it with your confidence. 771 00:34:59,680 --> 00:35:01,800 You did really well, yeah. Delivery was really good. 772 00:35:01,800 --> 00:35:03,840 The panel thought that the wand looked like a turd 773 00:35:03,840 --> 00:35:05,120 in terms of its colour. 774 00:35:05,120 --> 00:35:08,200 But, unfortunately, Aaron did take his decision to stick with brown 775 00:35:08,200 --> 00:35:09,840 because of the colour of the wand. 776 00:35:09,840 --> 00:35:12,360 So I'm just worried that that could be the negative impact 777 00:35:12,360 --> 00:35:14,000 of us failing the task. 778 00:35:14,000 --> 00:35:17,480 The only thing that concerns me was there was a lot of, 779 00:35:17,480 --> 00:35:20,560 "We'll change that, we'll change that, we'll change that." 780 00:35:20,560 --> 00:35:24,000 But I think what we also explained, they're just kind of like add-ons, 781 00:35:24,000 --> 00:35:26,640 or little tiny tweaks that won't be too intensive. 782 00:35:26,640 --> 00:35:29,000 I think the packaging and the brand and the logo, 783 00:35:29,000 --> 00:35:30,400 I think we did the best that we could, 784 00:35:30,400 --> 00:35:31,960 and we got that quite spot-on. 785 00:35:31,960 --> 00:35:34,440 But the app is really, really concerning. 786 00:35:34,440 --> 00:35:36,880 I still don't think it's clear enough for our target market. 787 00:35:37,960 --> 00:35:41,000 Pitches over. 788 00:35:41,000 --> 00:35:44,560 Tonight, orders - if any - will be totalled. 789 00:35:44,560 --> 00:35:47,640 Tomorrow...the boardroom. 790 00:35:56,120 --> 00:35:58,400 WOMAN: You can go through to the boardroom now. 791 00:36:17,720 --> 00:36:19,320 So, for this task, 792 00:36:19,320 --> 00:36:23,160 I wanted you to create a brand-new electric toothbrush 793 00:36:23,160 --> 00:36:27,480 aimed at children between six and eight years old. 794 00:36:27,480 --> 00:36:29,480 I'm going to kick off with you, ladies. 795 00:36:29,480 --> 00:36:31,720 Francesca. Hello, Lord Sugar. 796 00:36:31,720 --> 00:36:34,880 Right, you made yourself the project manager, is that right? 797 00:36:34,880 --> 00:36:36,400 Yeah. There were a few other people 798 00:36:36,400 --> 00:36:40,400 that wanted to go for project manager, but I was voted in as PM. 799 00:36:40,400 --> 00:36:42,920 Yes, I come from a childcare background, 800 00:36:42,920 --> 00:36:44,800 and in terms of the educational side 801 00:36:44,800 --> 00:36:46,760 and the learning and development of a child, 802 00:36:46,760 --> 00:36:49,280 and looking on the branding side as well, 803 00:36:49,280 --> 00:36:53,240 I felt like I would've done a real good job working as a PM. Hm. 804 00:36:53,240 --> 00:36:57,040 Now, can you tell me about what theme you wanted to go with? 805 00:36:57,040 --> 00:36:59,440 Yeah. So, we wanted to go for a space theme, 806 00:36:59,440 --> 00:37:02,360 because six to eight-year-olds love imagining things, 807 00:37:02,360 --> 00:37:04,760 they want to immerse themselves in a new world. 808 00:37:04,760 --> 00:37:08,480 And we also thought that the theme was very gender-neutral as well. 809 00:37:08,480 --> 00:37:11,360 OK. Let's talk about the product team, first of all. 810 00:37:11,360 --> 00:37:14,240 I was the sub-team leader but I was encouraging everyone 811 00:37:14,240 --> 00:37:17,080 to share their ideas, and I think we all came together. 812 00:37:17,080 --> 00:37:21,080 We were just... It was so lovely that we all had the same vision. 813 00:37:21,080 --> 00:37:25,920 I explicitly said that I didn't want loads of symbols on the product, 814 00:37:25,920 --> 00:37:27,960 so, when I did see it, I was shocked. 815 00:37:27,960 --> 00:37:30,360 Didn't like it? I thought it looked too childish. 816 00:37:30,360 --> 00:37:32,680 Erm, I just think, from what you gave us, 817 00:37:32,680 --> 00:37:34,800 I'm not sure what more we could have done. 818 00:37:34,800 --> 00:37:37,400 Like, you wanted it the standard toothbrush shape 819 00:37:37,400 --> 00:37:38,600 and you wanted it orange. 820 00:37:38,600 --> 00:37:40,680 But if we just did it orange, it would be so plain. 821 00:37:40,680 --> 00:37:43,040 So, we just tried to add as much colour 822 00:37:43,040 --> 00:37:45,280 and just kind of make it stand out as much as we could, 823 00:37:45,280 --> 00:37:46,800 while staying within your brief. 824 00:37:46,800 --> 00:37:49,880 Yeah. So, I expected it just to be an orange toothbrush. 825 00:37:49,880 --> 00:37:51,280 Wouldn't that have been a bit boring? 826 00:37:51,280 --> 00:37:53,560 It could have been... I have a five-year-old... 827 00:37:53,560 --> 00:37:56,360 It would have looked like Donald Trump's face! 828 00:37:56,360 --> 00:37:59,160 OK, this is the logo there, right? 829 00:37:59,160 --> 00:38:03,240 So, the name Brushing Star relates to how your child will become a star 830 00:38:03,240 --> 00:38:04,640 at brushing their teeth. 831 00:38:04,640 --> 00:38:05,840 When I saw that logo, 832 00:38:05,840 --> 00:38:08,680 I was very concerned that it didn't meet the age range, 833 00:38:08,680 --> 00:38:10,880 but I do think we brought it back with the app 834 00:38:10,880 --> 00:38:13,760 because the app definitely meets the six to eight-year-old age range. 835 00:38:13,760 --> 00:38:15,520 You know the thing about kids, don't you, 836 00:38:15,520 --> 00:38:16,840 who are six to eight years old? 837 00:38:16,840 --> 00:38:19,200 They want to be treated as if they're a little bit older, 838 00:38:19,200 --> 00:38:21,680 so, they felt it was condescending, a little. 839 00:38:21,680 --> 00:38:25,880 Anyway, let's move on to this app, shall we, now? 840 00:38:25,880 --> 00:38:28,240 JAUNTY ELECTRONIC MUSIC ON APP 841 00:38:31,240 --> 00:38:34,160 APP VOICE: Amazing! Keep on brushing. 842 00:38:37,600 --> 00:38:40,240 Great job! You did it! 843 00:38:40,240 --> 00:38:44,240 Hm. Children - we want to encourage them to brush their teeth 844 00:38:44,240 --> 00:38:47,120 before they go to bed at night, is that right? Yes, that's right. 845 00:38:47,120 --> 00:38:50,160 And the music is a little bit upmarket and racy - 846 00:38:50,160 --> 00:38:52,240 it will keep them awake. 847 00:38:52,240 --> 00:38:55,800 Do you give them Red Bull as a mouthwash, also? 848 00:38:55,800 --> 00:38:58,680 How's that going to attract me as a child 849 00:38:58,680 --> 00:39:00,640 to make me want to do that every day? 850 00:39:00,640 --> 00:39:03,560 The whole story was, as they brush their teeth, 851 00:39:03,560 --> 00:39:08,160 they release a...building, which then they can add to a planet. 852 00:39:08,160 --> 00:39:09,720 I wouldn't know what it was. Yeah. 853 00:39:09,720 --> 00:39:13,200 And I think the flaw here is that no-one knew what it was. 854 00:39:13,200 --> 00:39:14,480 All right. 855 00:39:14,480 --> 00:39:16,960 Let's move on to the gentlemen. 856 00:39:16,960 --> 00:39:20,200 Now, then, Aaron - you became the PM, 857 00:39:20,200 --> 00:39:22,040 and you came up with this thing here. 858 00:39:22,040 --> 00:39:25,560 Yes, Lord Sugar. We wanted it to be and replicate a wand. 859 00:39:25,560 --> 00:39:27,680 Obviously, Harry Potter has a brown wand, 860 00:39:27,680 --> 00:39:29,200 and so do the rest of the wizards, 861 00:39:29,200 --> 00:39:32,800 so we wanted to keep it along that kind of feel, really, Lord Sugar. 862 00:39:32,800 --> 00:39:35,040 I'm thinking of getting a psychiatrist for you lot 863 00:39:35,040 --> 00:39:38,520 because you seem to be obsessed with turds. 864 00:39:38,520 --> 00:39:41,240 You were going to Saturn, right? Yes. 865 00:39:41,240 --> 00:39:43,240 This thing looks like it came from Uranus. 866 00:39:44,640 --> 00:39:48,000 I knew that was coming! It was... Exactly, it was... Yeah. 867 00:39:48,000 --> 00:39:51,040 No offence, Lord Sugar, in terms of the toothbrush, 868 00:39:51,040 --> 00:39:52,640 we stick with the wizard and wand 869 00:39:52,640 --> 00:39:56,320 because, obviously, Aaron, and as a team, we agreed to that. 870 00:39:56,320 --> 00:40:00,440 The only thing I did emphasise was just to put in extra, like, objects 871 00:40:00,440 --> 00:40:02,520 or just a bit more colour and... 872 00:40:02,520 --> 00:40:04,240 Can I just interject on that? 873 00:40:04,240 --> 00:40:06,560 That didn't actually happen, did it, Navid? 874 00:40:06,560 --> 00:40:09,040 So, let's stick to the actual facts that, 875 00:40:09,040 --> 00:40:11,800 in terms of your input, in terms of the designing of the toothbrush, 876 00:40:11,800 --> 00:40:14,320 there was quite little. No, actually, as a matter of fact... 877 00:40:14,320 --> 00:40:16,840 I have to agree with that as well. ..I did give my ideas 878 00:40:16,840 --> 00:40:19,200 and Aaron was, then, "he says, "good idea, good idea, 879 00:40:19,200 --> 00:40:20,440 "but just let's wait on that." 880 00:40:20,440 --> 00:40:22,360 So, basically, you got the brush-off! 881 00:40:22,360 --> 00:40:24,440 Yeah, brushed off, that was the one. 882 00:40:24,440 --> 00:40:27,600 OK, well...let's get on to the app. 883 00:40:27,600 --> 00:40:30,360 Before we went about creating the app, Lord Sugar, 884 00:40:30,360 --> 00:40:33,480 we wanted it to be engaging, educational and interactive. 885 00:40:33,480 --> 00:40:39,360 What I've heard was that you've got the wizard is collecting the plaque 886 00:40:39,360 --> 00:40:42,000 by the brushing, and you use it to kill the dragon 887 00:40:42,000 --> 00:40:44,520 to protect the castle. Correct. 888 00:40:44,520 --> 00:40:47,240 And all this happens on a Thursday afternoon in Scarborough, 889 00:40:47,240 --> 00:40:50,040 I suppose, with your left leg out of the window, yeah, 890 00:40:50,040 --> 00:40:51,680 while you've got this in your hand. 891 00:40:51,680 --> 00:40:53,480 How long are they brushing for - 20 minutes? 892 00:40:53,480 --> 00:40:54,840 Oh... 893 00:40:54,840 --> 00:40:57,800 Let's take a look. Let's take a look. 894 00:40:57,800 --> 00:41:00,560 APP VOICE: Hello, wizard, my name is Wiffy the Wizard. 895 00:41:00,560 --> 00:41:02,440 WHIMSICAL MELODY ON APP 896 00:41:08,640 --> 00:41:10,080 HE SIGHS 897 00:41:10,080 --> 00:41:11,480 APP VOICE: Great work. 898 00:41:11,480 --> 00:41:14,560 Your wizarding brush is ready to cast a spell. 899 00:41:16,520 --> 00:41:18,720 Right. Getting back to what this looks like - 900 00:41:18,720 --> 00:41:22,720 Wiffy is rather appropriate, isn't it, when you think about it? 901 00:41:22,720 --> 00:41:25,560 Yeah. Where did you get Wiffy from? Wilfred or what? 902 00:41:25,560 --> 00:41:28,680 I wanted it to be...the name to begin with a W for... 903 00:41:28,680 --> 00:41:31,200 Alliteration is quite a powerful marketing tool, 904 00:41:31,200 --> 00:41:33,520 so Wiffy the Wizard and his magical brushing wand. 905 00:41:33,520 --> 00:41:36,000 Lord Sugar, at no time did anybody stop back and think 906 00:41:36,000 --> 00:41:38,240 of any of the connotations of that name. No. 907 00:41:38,240 --> 00:41:42,200 No-one stopped and thought, maybe you might want to reconsider. 908 00:41:42,200 --> 00:41:46,320 Yeah. Nicholas, you're very quiet up there. 909 00:41:46,320 --> 00:41:48,960 You're exhibiting the enthusiasm 910 00:41:48,960 --> 00:41:51,160 of a trip to the hygienist at the moment. 911 00:41:51,160 --> 00:41:53,320 I was just going to add - touching on the name - 912 00:41:53,320 --> 00:41:55,800 ultimately, I didn't know that they'd have 913 00:41:55,800 --> 00:41:58,680 the negative connotations with the, erm, toiletry, 914 00:41:58,680 --> 00:42:01,640 so I was in support of Wiffy. Hm. 915 00:42:01,640 --> 00:42:04,400 Aaron - Francesca said to her team, 916 00:42:04,400 --> 00:42:06,280 "I don't want it to be like a rocket." 917 00:42:06,280 --> 00:42:09,040 And they did, they made it like a rocket. 918 00:42:09,040 --> 00:42:12,160 You said it's got to be gender-neutral 919 00:42:12,160 --> 00:42:13,960 and your sub-team leader's gone straight into, 920 00:42:13,960 --> 00:42:16,120 "No, we're going to make it for boys." 921 00:42:16,120 --> 00:42:19,320 At first, initially, I was like, well, we've gone against the grain 922 00:42:19,320 --> 00:42:20,760 for what we actually wanted. 923 00:42:20,760 --> 00:42:22,520 Just on that, very quickly, Lord Sugar, 924 00:42:22,520 --> 00:42:25,480 we said that we wanted to go for a unisex product, 925 00:42:25,480 --> 00:42:27,480 and then, within the app, we'd have the option 926 00:42:27,480 --> 00:42:30,320 of going down a female character or a male character. 927 00:42:30,320 --> 00:42:32,720 But because of time constraints, we couldn't do that. 928 00:42:32,720 --> 00:42:34,360 Hm. All right. 929 00:42:34,360 --> 00:42:39,080 So, let's see if the experts bought into your concepts. 930 00:42:39,080 --> 00:42:44,400 Tim, how did the boys' team do with the health-care provider? 931 00:42:44,400 --> 00:42:46,320 Well, Aaron went to the health-care providers 932 00:42:46,320 --> 00:42:49,280 and, unfortunately, they didn't like it. 933 00:42:49,280 --> 00:42:52,400 They got zero orders. Oh. 934 00:42:52,400 --> 00:42:54,560 All right. Karren, how about the girls' team? 935 00:42:54,560 --> 00:42:57,080 Well, look, you know, the health-care provider 936 00:42:57,080 --> 00:42:59,840 did have reservations about the product, 937 00:42:59,840 --> 00:43:01,440 but they really liked the pitch 938 00:43:01,440 --> 00:43:03,880 and they really thought you had credibility - 939 00:43:03,880 --> 00:43:05,560 particularly you, Francesca - 940 00:43:05,560 --> 00:43:09,280 and they ordered 1,000 units. 1,000 units? 941 00:43:09,280 --> 00:43:11,920 So, while I'm with you, Karren, 942 00:43:11,920 --> 00:43:16,840 how did the girls' team do with the high-street retailer? 943 00:43:16,840 --> 00:43:20,640 Well, the high-street retailer also loved the pitch, 944 00:43:20,640 --> 00:43:23,440 and they really liked the product, 945 00:43:23,440 --> 00:43:26,360 and they ordered...10,000 units. 946 00:43:26,360 --> 00:43:27,600 Wow! 947 00:43:27,600 --> 00:43:29,120 GASPS FROM TEAM 948 00:43:29,120 --> 00:43:31,640 That's a total of 11,000, then, right? 949 00:43:31,640 --> 00:43:33,440 Right. All down to you, Tim. 950 00:43:33,440 --> 00:43:36,440 Well, unfortunately, they should have taken some tips from the girls. 951 00:43:36,440 --> 00:43:38,560 The high-street retailer made zero orders. 952 00:43:42,840 --> 00:43:45,360 Well done, ladies. Very well done. 953 00:43:45,360 --> 00:43:48,400 So, I hope you've got a sweet tooth... We do! 954 00:43:48,400 --> 00:43:53,000 ..because I'm sending you for afternoon tea in Chelsea, 955 00:43:53,000 --> 00:43:56,040 so, enjoy it, and I'll see you on the next task. 956 00:43:56,040 --> 00:43:58,280 Thank you, Lord Sugar. Thank you. Thank you. 957 00:44:01,160 --> 00:44:03,360 SCREAMS OF DELIGHT, LAUGHTER 958 00:44:03,360 --> 00:44:06,880 Well, gentlemen, a bit of a disaster, really, isn't it? 959 00:44:06,880 --> 00:44:09,440 Second task, yeah? 960 00:44:09,440 --> 00:44:11,640 Go away, talk amongst yourselves. 961 00:44:11,640 --> 00:44:13,200 We're going to come back here. 962 00:44:13,200 --> 00:44:17,040 At least one of you will be going today, OK? 963 00:44:17,040 --> 00:44:18,760 Off you go. 964 00:44:26,760 --> 00:44:28,840 INDISTINCT EXCLAMATIONS, LAUGHTER 965 00:44:28,840 --> 00:44:30,680 Oh, my God, guys, look at the cake! 966 00:44:30,680 --> 00:44:32,440 Oh, wow! 967 00:44:32,440 --> 00:44:33,920 Wow! 968 00:44:33,920 --> 00:44:35,640 We won! 969 00:44:33,920 --> 00:44:35,640 LAUGHTER 970 00:44:35,640 --> 00:44:39,080 I literally never want to see an electric toothbrush again, though. 971 00:44:39,080 --> 00:44:40,680 I'm so glad that the girls 972 00:44:40,680 --> 00:44:43,440 actually stuck to my original vision in that first meeting... 973 00:44:43,440 --> 00:44:45,640 You did do a fantastic job with the pitch. 974 00:44:45,640 --> 00:44:48,600 ..and my leadership skills to keep the bloody girls in tack. 975 00:44:48,600 --> 00:44:51,960 I really do feel like that led to us getting 11,000 orders. 976 00:44:51,960 --> 00:44:54,280 Open your mouth. What is this? 977 00:44:54,280 --> 00:44:55,600 You need to try this. 978 00:44:55,600 --> 00:44:59,000 I've come forward with the idea of the logo... 979 00:44:59,000 --> 00:45:00,160 Yum! 980 00:45:00,160 --> 00:45:02,000 ..with the tooth and the planet around it. 981 00:45:02,000 --> 00:45:05,560 So, all in all, I think I've really contributed to the sub-team. 982 00:45:05,560 --> 00:45:09,360 Aren't you guys nervous when they change up the teams... Yes. 983 00:45:09,360 --> 00:45:12,200 ..and we're going to be working with the guys? It seems like... I know! 984 00:45:12,200 --> 00:45:14,640 ..there could be... They'll probably end up winning a task! 985 00:45:14,640 --> 00:45:16,040 LAUGHTER 986 00:45:16,040 --> 00:45:17,880 ALL: Cheers! 987 00:45:20,760 --> 00:45:24,080 A thing that was pointed out quite a lot is the unisex thing, 988 00:45:24,080 --> 00:45:26,000 and I think that's completely shot us down. 989 00:45:26,000 --> 00:45:27,680 I just couldn't get my head around, 990 00:45:27,680 --> 00:45:30,560 how could we create a gender-neutral character? Yeah. 991 00:45:30,560 --> 00:45:32,400 Conor could have delivered a little bit better. 992 00:45:32,400 --> 00:45:34,280 He could have took ownership, and said, "Listen, 993 00:45:34,280 --> 00:45:36,000 "let's stick to a unisex product." 994 00:45:36,000 --> 00:45:38,560 Why he didn't, and why it was against my complete instruction 995 00:45:38,560 --> 00:45:40,680 is another reason why we failed this task. 996 00:45:40,680 --> 00:45:42,600 The wand didn't look like a wand. 997 00:45:42,600 --> 00:45:45,560 Are you completely content with your contribution, then? 998 00:45:45,560 --> 00:45:48,000 Let me just... No, no, just, are you? 999 00:45:48,000 --> 00:45:49,680 Everyone was throwing in ideas. 1000 00:45:49,680 --> 00:45:51,640 It wasn't a case of it was one man's idea. 1001 00:45:51,640 --> 00:45:54,200 No, I weren't on about other people, I asked you a simple question. 1002 00:45:54,200 --> 00:45:55,480 My contribution... 1003 00:45:55,480 --> 00:45:57,760 Are you happy with your contribution, was my question. 1004 00:45:57,760 --> 00:45:59,280 Aaron was the project manager, 1005 00:45:59,280 --> 00:46:03,080 and he said he wants to keep the wand simple and plain, 1006 00:46:03,080 --> 00:46:05,720 and that's why we're in this crap now. 1007 00:46:05,720 --> 00:46:07,880 Nick, not heard a single pipe from you. 1008 00:46:07,880 --> 00:46:10,120 I looked after the educational side. 1009 00:46:10,120 --> 00:46:12,360 In what respect? Telling them how to brush their teeth? 1010 00:46:12,360 --> 00:46:14,920 You then put me in charge of conducting the consumer research. 1011 00:46:14,920 --> 00:46:17,000 Was that strong, do you think, that pitch? 1012 00:46:17,000 --> 00:46:20,400 The product didn't stand up. So, yeah, I'd be pretty pissed off 1013 00:46:20,400 --> 00:46:22,800 if anyone tries coming at me in the boardroom, 1014 00:46:22,800 --> 00:46:25,240 because no-one said boo to me the whole way through. 1015 00:46:30,000 --> 00:46:31,840 PHONE RINGS 1016 00:46:31,840 --> 00:46:33,400 WOMAN: Yes, Lord Sugar. 1017 00:46:33,400 --> 00:46:35,760 Could you send the candidates in, please? 1018 00:46:45,360 --> 00:46:48,800 Well, it's my turn to be the wizard 1019 00:46:48,800 --> 00:46:50,800 because I'm going to make one of you 1020 00:46:50,800 --> 00:46:52,880 disappear today, that's for sure. 1021 00:46:52,880 --> 00:46:56,080 I'm so bloody disappointed with the lot of you - 1022 00:46:56,080 --> 00:47:00,960 highly-qualified people that have come up with this piece of rubbish. 1023 00:47:00,960 --> 00:47:02,640 So, I put myself forward. 1024 00:47:02,640 --> 00:47:04,480 Never done anything like this before, 1025 00:47:04,480 --> 00:47:06,240 but I knew that I had a bit of a vision. 1026 00:47:06,240 --> 00:47:08,840 Never done anything like this before... 1027 00:47:08,840 --> 00:47:11,280 In terms of making a toothbrush, I've never designed... 1028 00:47:11,280 --> 00:47:14,400 OK, so completely contravenes what I've been saying 1029 00:47:14,400 --> 00:47:16,040 in the last two weeks. 1030 00:47:16,040 --> 00:47:18,880 Don't put yourself forward if you've got no bloody clue. 1031 00:47:18,880 --> 00:47:20,200 I... 1032 00:47:20,200 --> 00:47:23,400 The more...the more I look at it, the more embarrassed I get. 1033 00:47:23,400 --> 00:47:26,440 Erm, quite simply, it's just not good enough, 1034 00:47:26,440 --> 00:47:30,400 but not one of you said, "Aaron, that is...that looks like a turd." 1035 00:47:30,400 --> 00:47:33,200 I feel that I've been fed to the lions in that respect, personally. 1036 00:47:33,200 --> 00:47:35,400 I want to ask you something, Navid. Yes. 1037 00:47:35,400 --> 00:47:39,200 You've got chemists' shops, is that right? Correct, Lord Sugar. Yeah. 1038 00:47:39,200 --> 00:47:42,600 Would you put this piece of crap in your shop or what? 1039 00:47:42,600 --> 00:47:45,960 Erm... To... Yes or no? 1040 00:47:45,960 --> 00:47:47,560 Er... 1041 00:47:47,560 --> 00:47:50,400 You're trying to be... You trying to be kind and polite 1042 00:47:50,400 --> 00:47:52,120 to your colleagues or what? 1043 00:47:52,120 --> 00:47:54,080 No, I just... No, I mean, 1044 00:47:54,080 --> 00:47:57,360 with what we've heard in terms of the feedback at the end, 1045 00:47:57,360 --> 00:47:59,280 no, I wouldn't sell it. No. 1046 00:47:59,280 --> 00:48:01,520 So, when you saw it, first of all, 1047 00:48:01,520 --> 00:48:03,880 why didn't you say, "Is this a joke or what? 1048 00:48:03,880 --> 00:48:06,040 "Stop! Stop, stop, stop." 1049 00:48:06,040 --> 00:48:07,360 In all fairness, Lord Sugar, 1050 00:48:07,360 --> 00:48:10,000 I did keep emphasising on the colour, even when... 1051 00:48:10,000 --> 00:48:12,520 So they weren't listening to you, no-one was listening? I mean... 1052 00:48:12,520 --> 00:48:15,160 I just want to make a point. You were so behind on what we was doing, 1053 00:48:15,160 --> 00:48:17,000 it was as if he wasn't even present. 1054 00:48:17,000 --> 00:48:20,520 Where was he, then? He was just in his own little world. 1055 00:48:20,520 --> 00:48:22,920 And it's difficult when you're in the market, 1056 00:48:22,920 --> 00:48:25,040 and I'm not going to say it because you're an easy target 1057 00:48:25,040 --> 00:48:27,720 and I'm not going to bring myself to that level, 1058 00:48:27,720 --> 00:48:30,280 but at that point, you really could have helped us out there, mate, 1059 00:48:30,280 --> 00:48:31,720 you really could. 1060 00:48:31,720 --> 00:48:34,640 OK, well, let's get on to the app. 1061 00:48:34,640 --> 00:48:37,200 What did you lot think of the app when you first saw it? 1062 00:48:37,200 --> 00:48:38,720 It weren't what I wanted it to be. 1063 00:48:38,720 --> 00:48:42,000 I wanted the spells and a gender-neutral wizard. 1064 00:48:42,000 --> 00:48:44,200 I didn't have that. Can I...? Aaron, I just want to say... 1065 00:48:44,200 --> 00:48:45,920 Sorry, Nick, I just want to address this. 1066 00:48:45,920 --> 00:48:47,720 When we left to create the app, 1067 00:48:47,720 --> 00:48:50,760 what we were told is, "I want wizards and I want magic." 1068 00:48:50,760 --> 00:48:53,960 Everyone knew they had to create an app just based on wizards and magic. 1069 00:48:53,960 --> 00:48:55,440 Yeah, and we did that. 1070 00:48:55,440 --> 00:48:57,840 The app was better than the girls'. 100%, it was better. 1071 00:48:57,840 --> 00:49:01,280 In your opinion, but not in the opinion of the most important person 1072 00:49:01,280 --> 00:49:03,720 which was the customer. Lord Sugar, I was just going to say, 1073 00:49:03,720 --> 00:49:05,880 I mean, yes, I think we missed the mark. 1074 00:49:05,880 --> 00:49:08,240 But Aaron's looking this way, saying, 1075 00:49:08,240 --> 00:49:09,800 "Why didn't anyone interject?" 1076 00:49:09,800 --> 00:49:12,920 But, obviously, we weren't there when the product was getting created 1077 00:49:12,920 --> 00:49:16,400 so I don't think it's fair to say, why didn't we jump in? 1078 00:49:16,400 --> 00:49:20,680 So, anyway, you start off gender-neutral. Yeah? 1079 00:49:20,680 --> 00:49:24,520 And then, Conor, you decide, yourself, that, 1080 00:49:24,520 --> 00:49:26,640 "No, I'm actually going to focus on boys." 1081 00:49:28,080 --> 00:49:31,400 I know the value of sticking to a plan, and... 1082 00:49:31,400 --> 00:49:34,080 But he made the plan - gender-neutral. 1083 00:49:34,080 --> 00:49:36,360 No... Can I just tell you what happened? 1084 00:49:36,360 --> 00:49:39,240 I can tell you one thing you succeeded on - it is gender-neutral 1085 00:49:39,240 --> 00:49:41,360 because neither a boy or a girl 1086 00:49:41,360 --> 00:49:43,360 would buy this bloody thing, that's for sure! 1087 00:49:43,360 --> 00:49:46,360 I came in and said, "Look, let's build a neutral product. 1088 00:49:46,360 --> 00:49:48,800 "In the app, we'll have a male and a female character. 1089 00:49:48,800 --> 00:49:51,080 "If we don't have time, we'll go down the male route." 1090 00:49:51,080 --> 00:49:53,520 You could have done a gender-neutral character. 1091 00:49:53,520 --> 00:49:55,840 Yeah, well, I'll take that on the chin. 1092 00:49:55,840 --> 00:49:58,760 Hm. Let's get down to the pitch, shall we? 1093 00:49:58,760 --> 00:50:01,880 There was a lot of harsh questions, and I remember at one point 1094 00:50:01,880 --> 00:50:04,240 I looked at Nick to try and bail us out a little bit 1095 00:50:04,240 --> 00:50:07,720 or give us something, and you was completely absent on that. 1096 00:50:07,720 --> 00:50:10,120 I don't think that's completely fair because 1097 00:50:10,120 --> 00:50:13,240 they commented on the colour looking turd-like-ish. 1098 00:50:13,240 --> 00:50:17,480 And I jumped in at the end and said, well, in fact, our consumer research 1099 00:50:17,480 --> 00:50:20,320 has shown that the kids liked our green-and-black logo. 1100 00:50:20,320 --> 00:50:21,680 They thought it was very cool. 1101 00:50:21,680 --> 00:50:23,840 So I tried to deflect there. And when they came to the app... 1102 00:50:23,840 --> 00:50:25,240 The damage had already been done. 1103 00:50:25,240 --> 00:50:27,560 I'd already defused the turd comment. Oh, OK. 1104 00:50:27,560 --> 00:50:30,640 I tried to put a spin on it to try and deviate away. 1105 00:50:30,640 --> 00:50:33,360 So, yeah... Right, OK. Even with the science and stats, 1106 00:50:33,360 --> 00:50:35,240 the damage had been done. 1107 00:50:35,240 --> 00:50:37,040 So, Aaron, I'm going to ask you 1108 00:50:37,040 --> 00:50:40,280 which two people you're bringing back into this boardroom. 1109 00:50:40,280 --> 00:50:44,440 I'm going to be bringing, Lord Sugar, Nick into the boardroom, 1110 00:50:44,440 --> 00:50:48,320 and because of the unisex side of it, and the Wiffy - 1111 00:50:48,320 --> 00:50:51,120 the app was horrendous - I'd have to bring Conor back. 1112 00:50:52,240 --> 00:50:54,600 Uh...what reason are you bringing me back in? 1113 00:50:54,600 --> 00:50:57,920 Because you've been completely absent on this, on this whole task. 1114 00:50:57,920 --> 00:51:00,440 But does...? I've made my decision. OK. Does anyone...? 1115 00:51:00,440 --> 00:51:03,560 I'm not changing my decision. That's fine, but does anyone agree 1116 00:51:03,560 --> 00:51:06,040 I should be brought back in? Doesn't matter what anybody else says, 1117 00:51:06,040 --> 00:51:07,560 I'm bringing you into the boardroom. 1118 00:51:07,560 --> 00:51:11,440 I don't think... We'll ask him. He will have to elaborate. 1119 00:51:11,440 --> 00:51:14,480 So, the rest of you, go back to the house. 1120 00:51:21,400 --> 00:51:25,440 So, gentlemen, I want you to step outside. 1121 00:51:25,440 --> 00:51:28,600 I'm going to have a chat with Tim and Karren, 1122 00:51:28,600 --> 00:51:32,200 and then I'm going to bring you back in here and... 1123 00:51:32,200 --> 00:51:35,680 ..well, at least one of you is going to be fired. 1124 00:51:35,680 --> 00:51:37,440 OK? Off you go. 1125 00:51:42,720 --> 00:51:44,760 So, what do you think about Aaron? 1126 00:51:44,760 --> 00:51:46,720 Aaron was responsible for this product, 1127 00:51:46,720 --> 00:51:48,360 and it's a terrible product. 1128 00:51:48,360 --> 00:51:51,560 You know, what really shocks me is the lack of common-sense. 1129 00:51:51,560 --> 00:51:54,120 How they couldn't have looked at that thing and said, 1130 00:51:54,120 --> 00:51:56,600 "This is terrible." They were deluded. 1131 00:51:56,600 --> 00:51:58,440 And what do you think about Conor? 1132 00:51:58,440 --> 00:52:00,400 You know, it's quite dangerous in business 1133 00:52:00,400 --> 00:52:02,360 when you claim to be an expert at something. 1134 00:52:02,360 --> 00:52:04,120 And Conor said he was an expert in apps. 1135 00:52:04,120 --> 00:52:07,160 Well, there's no evidence of that based on the app he produced. 1136 00:52:07,160 --> 00:52:08,360 Nicholas? 1137 00:52:08,360 --> 00:52:11,240 He was really defensive giving the feedback on the consumer research 1138 00:52:11,240 --> 00:52:12,920 and actually alienated the customers, 1139 00:52:12,920 --> 00:52:14,640 and that could have cost them sales. 1140 00:52:14,640 --> 00:52:17,600 Yeah. I'll bring them back in here 1141 00:52:17,600 --> 00:52:20,680 and we'll see who is going to be leaving today. 1142 00:52:20,680 --> 00:52:22,720 PHONE RINGS 1143 00:52:22,720 --> 00:52:26,040 Can you send the three of them in, please? 1144 00:52:32,240 --> 00:52:37,880 Aaron, I understand that when the pharmaceutical retailer 1145 00:52:37,880 --> 00:52:43,320 asked you, point-blank, would you change the colour, you said, no. 1146 00:52:43,320 --> 00:52:45,640 The second I said no, I'm like... 1147 00:52:45,640 --> 00:52:48,040 And I was considering, shall I go back on it? 1148 00:52:48,040 --> 00:52:51,440 But I'd just completely lose any credibility if I went back on it, 1149 00:52:51,440 --> 00:52:53,800 so I had to just stick on it. Why? You wouldn't. No. Why? 1150 00:52:53,800 --> 00:52:56,480 I didn't want to turn round... You'd have said, "Do you know what? 1151 00:52:56,480 --> 00:52:59,040 "Thinking about it now, we could spray it any colour you want. 1152 00:52:59,040 --> 00:53:01,480 "What colour would you prefer actually?" We all sat down... 1153 00:53:01,480 --> 00:53:03,600 Anyway, brown and green, brown and green - 1154 00:53:03,600 --> 00:53:04,920 twice you've done it. 1155 00:53:04,920 --> 00:53:08,040 So, unless the next task is selling medical waste, 1156 00:53:08,040 --> 00:53:10,280 we're all going to be in trouble. Right? 1157 00:53:10,280 --> 00:53:13,840 Conor. Yeah. You claim to be an expert in apps 1158 00:53:13,840 --> 00:53:16,120 and you produced something which was quite terrible, 1159 00:53:16,120 --> 00:53:19,280 and you changed from gender-neutral to boys. 1160 00:53:19,280 --> 00:53:20,800 I didn't go rogue. 1161 00:53:20,800 --> 00:53:24,280 I said that we would try and get a female and a male character in. 1162 00:53:24,280 --> 00:53:26,160 If we couldn't, we'd go down the male route. 1163 00:53:26,160 --> 00:53:29,600 I think, at the time, I set out a plan, and my plan was a wizard. 1164 00:53:29,600 --> 00:53:31,520 If you look at Harry Potter or anything, 1165 00:53:31,520 --> 00:53:33,680 it doesn't have to be for boys or girls, 1166 00:53:33,680 --> 00:53:36,360 we could have made that for both markets. 1167 00:53:36,360 --> 00:53:38,480 You were happy with how the app turned out. 1168 00:53:38,480 --> 00:53:41,440 You were like, "Mate, you've nailed it," and everyone else did the same. 1169 00:53:41,440 --> 00:53:43,560 The thing is, I mean, just, in my opinion, 1170 00:53:43,560 --> 00:53:46,200 I am confused why Conor and myself are here. 1171 00:53:46,200 --> 00:53:50,360 After the professionals said that they really didn't like the product, 1172 00:53:50,360 --> 00:53:52,960 surely the responsibility was within your design. 1173 00:53:52,960 --> 00:53:54,440 The reason you're here is because 1174 00:53:54,440 --> 00:53:56,840 you've been absent on the actual task... Let me finish. 1175 00:53:56,840 --> 00:53:59,480 You've been absent... Everyone's played a little bit part, 1176 00:53:59,480 --> 00:54:02,800 some have played more, but you've played no part in it whatsoever, 1177 00:54:02,800 --> 00:54:05,120 but don't go on that the app was the best in the world... We... 1178 00:54:05,120 --> 00:54:06,800 Aaron, Aaron, can I just say, 1179 00:54:06,800 --> 00:54:09,680 I honestly can't believe how you think I've done nothing. 1180 00:54:09,680 --> 00:54:12,640 I contributed as much as everyone to design the app, 1181 00:54:12,640 --> 00:54:14,640 got the key messages of education across. 1182 00:54:14,640 --> 00:54:16,480 I then led the consumer research. 1183 00:54:16,480 --> 00:54:18,320 I then jumped in on the second pitch. 1184 00:54:18,320 --> 00:54:19,880 And you said I was articulate. 1185 00:54:19,880 --> 00:54:22,040 What? You've asked two kids what they like about the product 1186 00:54:22,040 --> 00:54:24,240 is not leading it. I mean, if you're going to disregard 1187 00:54:24,240 --> 00:54:26,160 focus groups before product launches, 1188 00:54:26,160 --> 00:54:28,480 then I'm sorry, but your business acumen isn't up to scratch. 1189 00:54:28,480 --> 00:54:31,360 Erm, Nicholas, tell me why I shouldn't fire you. 1190 00:54:31,360 --> 00:54:33,440 I don't know why I've been brought back in here. 1191 00:54:33,440 --> 00:54:35,680 The app team is not at fault, it's the design team. 1192 00:54:35,680 --> 00:54:39,960 I wanted a unisex toothbrush. We didn't get it. 1193 00:54:39,960 --> 00:54:43,040 You never said that after. That's not correct, Aaron. 1194 00:54:43,040 --> 00:54:45,400 Well, look, I think... It is not correct. That's not correct. 1195 00:54:45,400 --> 00:54:47,720 So, did I not say we wanted a unisex product at the start? 1196 00:54:47,720 --> 00:54:49,560 What did you say if it didn't work? No, no... 1197 00:54:49,560 --> 00:54:51,800 Did I ask for a unisex product at the start? Yes, you did. 1198 00:54:51,800 --> 00:54:53,240 Did I end up with one? Yes, you did. 1199 00:54:53,240 --> 00:54:55,240 But what happens if we couldn't deliver unisex? 1200 00:54:55,240 --> 00:54:57,000 I'm just confused. But that... 1201 00:54:57,000 --> 00:55:00,080 When it turns around in terms of a unisex product, 1202 00:55:00,080 --> 00:55:02,240 there's nothing on that app that couldn't be unisex. 1203 00:55:02,240 --> 00:55:04,760 It would have been absolutely fine if the product didn't look 1204 00:55:04,760 --> 00:55:07,880 like a turd. It's ridiculous. You made it... Gentlemen... 1205 00:55:07,880 --> 00:55:09,360 I've had enough, gentlemen. 1206 00:55:09,360 --> 00:55:14,360 I'm going to summarise, and I don't want to hear any more from anybody. 1207 00:55:14,360 --> 00:55:19,560 So, Aaron, you were the project manager for this product, 1208 00:55:19,560 --> 00:55:22,920 and this product is garbage. 1209 00:55:22,920 --> 00:55:27,360 Conor - do you really know anything about apps? 1210 00:55:27,360 --> 00:55:29,480 The customers didn't get it, 1211 00:55:29,480 --> 00:55:31,240 and they thought it was boring. 1212 00:55:32,600 --> 00:55:37,160 Nicholas - you disagreed with the customer. 1213 00:55:37,160 --> 00:55:40,120 That certainly could have cost you not getting any orders. 1214 00:55:41,440 --> 00:55:43,680 And, for that reason, I'm struggling. 1215 00:55:45,280 --> 00:55:49,840 Conor - you changed from gender-neutral to boys, 1216 00:55:49,840 --> 00:55:52,480 disregarding the project manager's view. 1217 00:55:53,840 --> 00:55:55,640 But Aaron... 1218 00:55:58,560 --> 00:56:00,280 ..it's a tough one... 1219 00:56:02,040 --> 00:56:04,280 ..and I'm going to conclude that... 1220 00:56:07,000 --> 00:56:09,240 ..Conor, you're fired. 1221 00:56:12,280 --> 00:56:14,480 Thank you for the opportunity, Lord Sugar. 1222 00:56:18,960 --> 00:56:22,480 You - I'll be watching you, do you understand? 1223 00:56:22,480 --> 00:56:26,360 Nicholas, I don't care what the next task is, 1224 00:56:26,360 --> 00:56:28,440 you are going to be the project manager. 1225 00:56:28,440 --> 00:56:30,480 Do you understand me? Understood, Lord Sugar. 1226 00:56:30,480 --> 00:56:32,240 This is going to give you the opportunity 1227 00:56:32,240 --> 00:56:34,200 to show me what you can do. All right? Off you go. 1228 00:56:34,200 --> 00:56:35,520 Thank you, Lord Sugar. 1229 00:56:48,320 --> 00:56:50,040 Aaron, he should have gone home. 1230 00:56:50,040 --> 00:56:51,360 It is a tough one to take 1231 00:56:51,360 --> 00:56:53,840 but I've had plenty of setbacks in my rugby career. 1232 00:56:53,840 --> 00:56:57,720 This is the first major one in my new career, 1233 00:56:57,720 --> 00:56:59,840 and I'll bounce back from it. 1234 00:57:01,360 --> 00:57:04,120 So, who do you think is going to be coming back tonight? 1235 00:57:04,120 --> 00:57:06,560 Unfortunately, Aaron is probably going to go home. 1236 00:57:06,560 --> 00:57:11,840 I feel he's going to fight, but...it's the products. 1237 00:57:11,840 --> 00:57:13,760 I think if someone calls your product a turd, 1238 00:57:13,760 --> 00:57:16,080 and then says, "Are you going to change your colour?" 1239 00:57:16,080 --> 00:57:18,280 I think you say yes. A turd! 1240 00:57:16,080 --> 00:57:18,280 LAUGHTER 1241 00:57:18,280 --> 00:57:20,400 So, by the sounds of it, you sound pretty confident 1242 00:57:20,400 --> 00:57:23,200 Conor's going to be walking back. Conor will be back, yeah, for sure. 1243 00:57:23,200 --> 00:57:26,800 THEY GASP AND EXCLAIM 1244 00:57:26,800 --> 00:57:28,320 Nick! Oh, my gosh. 1245 00:57:28,320 --> 00:57:30,200 Aaron's gone home, Aaron's gone home. 1246 00:57:30,200 --> 00:57:32,160 Oh, my God! 1247 00:57:34,800 --> 00:57:36,440 Tell us everything. 1248 00:57:36,440 --> 00:57:39,880 Well, I fought like I've never fought before. 1249 00:57:39,880 --> 00:57:42,800 Probably the hardest thing I've ever had to do. 1250 00:57:42,800 --> 00:57:45,240 He's made me PM for the next task. 1251 00:57:45,240 --> 00:57:47,520 Oh! Has he, really? Yeah, yeah. 1252 00:57:47,520 --> 00:57:49,080 Yeah, yeah, baby! 1253 00:57:49,080 --> 00:57:52,080 LAUGHTER 1254 00:57:49,080 --> 00:57:52,080 Pressure's on, then. Yeah. 1255 00:57:52,080 --> 00:57:54,120 To be honest, I'm actually really looking forward to it 1256 00:57:54,120 --> 00:57:56,720 because the girls definitely need a beating now, so...! 1257 00:57:56,720 --> 00:57:59,440 LAUGHTER 1258 00:57:59,440 --> 00:58:03,280 Now 14 candidates remain. 1259 00:58:03,280 --> 00:58:09,840 The search for Lord Sugar's next business partner...continues. 1260 00:58:09,840 --> 00:58:11,280 Next time... 1261 00:58:11,280 --> 00:58:15,200 For this task, you'll be creating a non-alcoholic drink. 1262 00:58:15,200 --> 00:58:16,440 ..high spirits... 1263 00:58:16,440 --> 00:58:18,720 No, no, get another one going now. No, we haven't got time. 1264 00:58:18,720 --> 00:58:19,880 ..low shots... 1265 00:58:19,880 --> 00:58:22,440 I literally just gave it to you. Cos there's two beakers here. 1266 00:58:22,440 --> 00:58:24,160 You don't agree, I get it. 1267 00:58:24,160 --> 00:58:25,360 ..and in the boardroom... 1268 00:58:25,360 --> 00:58:26,840 The thing tastes like crap. 1269 00:58:26,840 --> 00:58:28,080 ..a sour taste. 1270 00:58:28,080 --> 00:58:29,480 You're fired.