When it comes to bullshit, I've got natural immunity.
Lord Sugar is on the hunt for a brand-new business partner.
You don't get furloughed, you get fired.
Fighting it out for his funding,
16 ambitious entrepreneurs.
SHE SCREAMS
Whoa! Oh, my God!
It's a deal worth fighting for.
Have we got it all in? Just from that angle?
OK, you guys... There's some shit going down in here.
It's not quite there yet. Let's go. Let's go.
16 candidates... You're very sharp.
..12 tough tasks...
You don't know what you're bloody doing. This product is garbage.
..one life-changing opportunity.
You're fired. You're fired.
You messed it up.
You're fired.
Previously...
Your job is to come up with a marketing campaign
for a new cruise line.
..Admiral Akshay steered the advert.
This is going to be so quick, it's going to be three seconds.
But team spirit soon hit the rocks.
Actually, for me... Yeah.
..personally, you need to listen more, mate. Yeah.
For Akeem and Harry, choppy waters...
It's sophisticated, luxurious...
Harry, Harry, wave, I'm sticking to wave.
..and their work sank without trace.
Akeem, I'm very disappointed with this logo.
Captaining her crew...
I thought of Bouji Cruises.
..Kathryn's brand name bombed.
What is a Bouji experience?
And for director Amy, high drama.
I don't think we should do... OK. ..too much in the gaming room. OK.
So why not just the girls be in the gaming room?
But in the boardroom...
Ladies, you've won.
THEY GASP
..the girls' team cruised to victory.
On the losing side, Akshay sailed close to the wind.
I'm not sure whether you are as good as you say you are.
But it was Harry...
I really don't like disruption.
..who was cut adrift.
You're fired.
Now, 15 remain to fight for the chance to become
Lord Sugar's business partner.
PHONE RINGS
4am.
Hello, good morning.
Good morning. Lord Sugar would like you to make your way
to the Eastman Dental Institute in Central London.
The cars will be outside in 30 minutes.
OK, thank you. Thanks.
Guys, we've only got 30 minutes. Wake up!
Wake up. It's task two, boys.
Woo! Let's go.
The boys have got fire in their belly.
They've upped their game, haven't they?
After that last task, there's no way on God's Earth
I want to be stuck where we were last time.
Yeah, I think it's just made it more game on.
Let's bring our A-game, girls.
What do we think this task is all about?
Something obviously dental-related. Yeah, yes.
We need to remember that quite literally anything can happen.
That's right. Oh, that's scary!
I know!
THEY LAUGH
In the heart of Bloomsbury...
..the Eastman Dental Institute.
World-leading training centre for tomorrow's experts on teeth.
Turn and face your monitors, please.
ALAN SUGAR: Good morning.
Now, you already know, I'm a high flyer when it comes to business,
but I bet you didn't know that globally, the oral health market
is worth over £60 billion annually.
Now, toothbrushes have moved on since I was a child.
Today, they're all-singing and all-dancing, literally.
And some even come complete with apps, just like this one.
For your next task,
I want you to create a brand-new electric toothbrush
aimed at children between six and eight years old.
You'll also create an accompanying app, which encourages the children
to brush their teeth.
Let me show you what I mean.
Pick up your brushes and brush left.
Now, brush right.
Oi, watch out.
That's too hard.
Keep going.
Almost there.
OK, stop.
Very good.
Once you've created the electric toothbrush and app,
you're going to pitch it to two major buyers.
The team that secures the most orders, will win.
And on the losing team, at least one of you will be fired.
Off you go.
I will be drilling down into your performances, in the boardroom.
Two days to fill a hole in the children's market
by creating a high-tech toothbrush and app.
I love brushing my teeth! Hoping to take the crown...
I would absolutely love to put myself forward as a PM
for this task.
..nursery owner Shama. The line of work that I'm in,
I work with children. We encourage brushing teeth all the time.
I've... Actually was on the future leaders' programme for one
of the biggest consumer goods companies, working in oral care.
And on top of that, during my mathematics degree at Loughborough,
I actually designed a children's app.
So I feel like, I understand you have children,
you've really got that experience.
But at the same time, I feel like I've got the fundamental
oral care experience.
So shall we put it to a vote?
Yeah, if...yeah.
Just based on the range and diversity of the experience,
Francesca would be perfect.
Yeah, I'm happy to put my faith in you. Thank you.
Based on all the experience that you ladies have put forward,
I think Francesca is the person to lead us. That was easy!
THEY LAUGH
I'm really looking forward to getting my teeth into this one.
This is definitely a task for me.
I'm very excited.
I've had two young girls, got two young boys.
Taking on the top job for the boys...
It's a nightmare trying to make them brush their teeth
and get them engaging.
..flight operations instructor Aaron.
Is everyone happy for me... I'm on board with that.
Yeah, I'm totally happy with Aaron.
Next, a battle plan for their brand.
So I was thinking more like a wizard, a wand.
And magic's such an easy thing to imagine.
Yeah, I really like the idea of the toothbrush could be the wand.
Just one question, guys. You know in terms of gender, male or female,
are we making a gender, like, neutral...? Yes.
Let's just solidify that right now. It's a brown wand.
A wand is unisex. Yeah,
so that child, if it's a girl or a boy, can interpret it.
If we start focusing on gender, then we're leaving ourselves wide open.
Whereas if we don't have to mention the gender - because you're just
a wizard with a wand, doing spells.
So I don't have any design experience, but I certainly know
what kids in the market are looking for, to keep them engaged.
On the other team...
I think we're clear that we're going to go ahead with a space theme.
..blasting through ideas...
We can really go heavy on the imagination of the child.
..project manager Francesca.
So first of all, I really want it to be in cardboard packaging.
I want it to be sustainable.
It needs to be one bright colour. Smashing.
I really think that it would be a good idea to make it
the shape of a rocket. No, no rocket.
Sorry, girls, can I just get my ideas out to you?
Can you just make sure the colours are as bright
as possible, but unisex?
Yeah. I like the idea of an orange colour just because that stands
for confident, sociable...
I think Francesca definitely has a vision in her mind.
She did say a lot of ideas.
Her ideas.
However, it's important to take on board everyone's ideas.
I have an idea on the app, which is about the child basically
gets to create their own planet, but also they're able to unlock
different, like, parts of it.
Sorry, my only concern is we need to educate them right, left, bottom.
That is the whole concept of having the app, so that does
need to be involved.
I've got experience designing apps.
Assigning his squadron their duties...
I'd like you to be sub-team leader as well, within the app team.
..Aaron. So to clarify, who's on the app?
Good stuff. If you're opening the app,
what I want is everything so interactive.
It's all working around... Magic. ..the magic,
the wizards, OK? Just don't go too far out of the box and go rogue.
Keep to our simple task.
If anyone gets this wrong, they're going to have to, like,
own the space, because it's a very simple message.
It's magic, it's wizard, it's wand.
I want you to be able to have the option
if you want to be a female or a male wizard. Yeah.
If we can pick a male and female on the app, we'll do that.
If we have to pick one, let's go for a male. Spot-on.
I do have a five-year-old. Fab, OK. Good!
Managing her manpower...
In terms of the branding and product design side...
..Francesca. ..Amy, Kathryn and Brittany,
I'd love to have you there.
And then, Shama, I would like to have someone who has a child
in that target market, on both sides.
So that's why I would like to put you onto the app team.
I've started up a business, a nursery, from scratch,
and with branding, I had to design all that.
So of course, if you want to put me in that team, I will put my heart
and soul into it and I'll do everything I possibly can
but I do strongly believe that I'll do a better job
being on the branding side.
You work with children all the time,
so I would like to just have you there. OK.
And, girls, just before we run off, we're all a team and team stands
for everyone achieves more when we're all working together,
so let's absolutely smash this.
Let's go. Come on, guys. Come on! Let's go!
11am.
Half of each team head off to build their prototypes...
I hope the app isn't too complex...
Mm. ..for children to engage in.
..while the rest will work their magic on the app.
I think we're going to have to go down a male route, because we're not
going to have time to do two characters. OK. Absolutely.
I can't think of a first name for the wizard, so ideally a name
beginning with W. But Willie the Wizard, I don't think is good.
Wilfred. Wilfred could work.
I don't like the name Wilfred. OK, maybe just...
I'm just using that as an example. Has to be, like, mythical. OK. Yeah.
So Wiffy the Wizard is
protecting the castle from, er, imaginary dragons.
Yeah, yeah, yeah, yeah, yeah.
Central London - helping both teams build brushes...
We are going for a space theme.
..award-winning designers, Innovate.
That wand is going to have a little toothbrush head on it. OK, fine.
So as they're brushing, they're making spells.
Yeah. Conjuring up their brush, Aaron and his boys.
So the base of the actual toothbrush,
I want it like a brown colour, to look like a wand.
Strong, bold, lightning bolt on the top, magic coming out.
Or like a wizard hat, maybe.
I don't want a wizard hat.
The tip, where the actual toothbrush is, to be like a green.
That's fine, you think, yeah?
Not a colour of anything red? No.
What do you think? We want to keep with that colour theme.
Shall we have anything like any sort of pictures or objects and stuff?
Or is it just plain?
If you look at all the ones that are out there, they're not
attractive, are they?
To be honest with you, I just feel like it's a bit too basic,
and I'm just really worried he's not taking my points on board,
so I do my bit,
but if he's not listening, then that's his fault.
If they just see a wand like that, without pictures
or anything in the toothbrush,
do you think they would still want to buy it?
I just don't want to add stuff for the sake of having stuff.
Hm.
Francesca said she wanted a plain toothbrush,
no shape, and an orange stem.
Charged with bringing Francesca's vision to life...
We need to attract a child, and the brief we were given
would not do that. How do you feel?
..Amy's half of the girls.
I'm just worried because Francesca is so specific with what she wants.
Yes. Yes.
I think we need something that a child aged six to eight
wants to pick up, they're interested in, and I don't think
a plain orange, basic toothbrush is going to do that.
So why don't we just get started?
Can we just get loads of planets, stars, rockets...
And sparkle.
So it's like a childly sketched rocket and a child-sketched plan?
Yes. Yeah.
Do you think the big ring around the button could be a rocket?
I think so, and some fire coming out.
Can we make one of the stars into, like, a shooting star?
I like that. That's a great idea.
How do you feel about a star top?
I like that idea. Yeah.
I think Francesca is going to be over the moon.
We added a little bit of zhoosh to it because I think she just doesn't
realise that a six to eight-year-old would not be drawn
to using a plain orange toothbrush.
I'm really happy with that.
Well done, everybody. Really nice.
I want it myself!
Salisbury. Hello.
Hi. Nice to meet you.
Next task for both teams...
The vision that we're going for is Wiffy the Wizard
and his magical wand.
..design an app to help keep kids' teeth tiptop.
So what colour are we going to put on the teeth, then,
is the only thing. I think go for the lighter yellow at the bottom.
I agree. Yeah. OK, cool.
We should have drips, as if it's got stuff stuck to the teeth.
Well, that to me, that looks good.
Not 100% of your teeth will have plaque. Erm, OK.
That's my only thinking behind it.
I think it'll look weird
if the wand is in the mouth. I... It'll have to be to the right.
I don't think so. I think it has to be...
I think it has to be within the picture.
Yeah, yeah, yeah. Done.
And I think it'll always stay black.
What are you boys thinking? I think orange. Yeah, yeah.
Orange? Orange. Orange. Yellow to orange I like.
Yellow to orange. Orange.
Like that.
Conor's taken up the lead of the sub team.
He wants to be a leader, but he's not really leading.
There's so many different ideas going on.
There is no focus.
And so the first one's going to say brush in small circle motions.
Can we make it more kid-friendly? Yeah, we can.
"Hey, brush in small circles." Yeah, yeah, yeah.
On the other team...
We could have four blocks... Yeah.
..so a square with four blocks.
..launching her app... And each of the blocks represent a part
of the mouth. ..project manager Francesca.
And what they're doing, as they brush... Yeah.
..each of the quadrants... Yeah.
..it basically starts to reveal the item that they want to add
to their planet.
There's a bowling alley, there's a trampoline park, there's a cinema,
go-karting. Like, random things like that.
Would you want it to be a planet, on a planet?
I think it needs to be a planet.
So if I bring these up. I like the one with the ring round it.
Yeah, Saturn. Let's go for Saturn. Yeah. Cool.
You want the planet across the whole screen?
Yes, and put the cinema stuff on the bottom.
We also want to have meteors, so rocks on there as well,
because it's like plaque on teeth. Cool.
What, kind of targeting the planet, I guess?
Yes. Exactly. Yeah.
Kids only brush their teeth for two minutes a day.
The app is meant to teach them about brushing their teeth,
but I can't see where the educational element comes into it.
It doesn't make any sense.
Would your six to eight-year-old play this?
Everything that we've included in this is something
that they would be interested in.
I have no doubt about that at all.
Back in London... Spark your magical journey. Your magical journey.
Yeah, spot-on. ..next job for both teams...
I've got Brushing Star.
So that's our number-one choice? Brushing Star.
..create packaging for their brands.
So with the logo, I was thinking kind of like a tooth
with, like, a star. Yeah. It's quite simple.
Make it look like a kid's almost drawn it.
How would it look if we put a smile on the tooth?
Shall we do a bright yellow star? Yeah.
Are we talking, like, three-year-olds,
if we just put a star? It's OK.
It's OK.
We need to obviously add in the brand name.
Could you do, like, scribbling, like, almost... Yeah.
With crayons? Yeah, like a crayon. Yeah, exactly that.
I think we should incorporate the logo into the brand name.
How do you guys like that?
Amy, is this six to eight-year-olds?
Yes. I am still worried
it's a little bit babyish, but then I don't really have any other ideas.
I don't think it's babyish. I have a five-year-old,
and I think he would really be attracted to this.
In Salisbury...
How we want Wiffy to look, we want it to look like a wizard.
..next for Conor's boys...
We have to make it super exciting, super animated.
..create a magical character for their app.
Do you want it chubby or skinny?
Erm... Chubby. Wizards are chubbier.
I'd say a bit chubbier than that.
Yeah.
A wizard is naturally a bit chubbier.
The three wizards I think of are in a film, and none of them are chubby.
Because it's meant to be an aspirational character.
OK, leave chubby. OK. No problem. Let's go.
I think it's very popular within the children's scene
to have quite wide eyes... Big eyes, big smile. And big eyes. Long hair.
And let's put a hat on him, please.
And we're talking triangle cone, sort of... Stereotypical.
Like a triangle cone.
We've got one here. With long hair.
One sec, please, lads.
Please, please. No, I don't like being bossy, but that's a wizard.
I think the character Wiffy is a little bit weak.
He looks a little bit odd, and he doesn't fully look
like a wizard.
I hope this works!
Higher, higher, higher...
On the other team... Just spin round,
spin round, just to show you're dizzy in space. OK, nice.
..bringing their character to life...
Yes. Yes. OK, just stop.
..Francesca's half of the girls.
Yes! Continuously spin is the best one.
Five, four, three, two... Yeah. ..one.
And you're done. Hey.
Well done. Shall we look at the branding, what the girls have done?
Yeah, I'd love to. Let's have a look.
The only concern I have is -
do you think it looks a little bit babyish?
It's really babyish. Yes.
It's not exactly the right... That looks like nursery to me.
Yeah, I don't think it's hitting the target market.
I think it is slightly younger.
Well, all I'm going to say is I kept shouting and screaming out
that I have experience with this, please put me in branding.
But now that I've seen the logo, I'm feeling quite frustrated,
to be honest with you, because I'm thinking if I was on the branding
side, it would have been different, without a shadow of a doubt.
Taking the lead role for the boys...
You're left is the right on the screen.
..Akshay. Three, two, one, go.
Now, to the left.
OK, so you've got 30 seconds working from the left
in towards the centre too, OK?
Now, to the right. This way, right?
No, no, no, no, no.
That's your right.
Look at the screen. Look at the screen.
This app is meant to be interactive, engaging and fun
for six to eight-year-olds, but all you've got is Wiffy
waving his wand around, and that's it.
Will it keep kids engaged?
I'm not too sure.
Keep scrubbing the teeth.
Keep scrubbing.
9pm.
Apps complete.
All right, lads, that's a wrap.
Prototypes in production.
Tomorrow, pitch brushes to buyers.
7am. For Francesca's team...
We followed your brief to a T,
so we are confident that you're going to love it.
..first look at their branding.
Drum roll!
So...
This is the packaging. Oh!
GASPS
Can I see? Let's have a look.
I'm just thinking they may feel that this looks too young
because to me, I feel like
I would think that's for a baby's first tooth. OK.
I do tend to agree.
Just looking at that, I would think that's more for a younger age group.
We were trying to think of a way it could stand out,
it was vibrant, it was eye-catching,
and that's why we've come up with the concept that kids like drawing,
and we thought if we could just do space-themed
and make it as bright and as colourful as possible,
we would cover kind of whatever you were to do on the...app. Yeah.
I don't have children, I don't know what six to eight-year-olds like,
so I worked with the information that I had, and my creative ideas,
and put the best forward that I could.
Oh, I like that! Hello!
What do you think?
I do just have a slight concern about the target audience
because I just think six-year-olds might love it,
but are they going to want to continue to use it
until they're eight-year-olds?
What we've got is our window here is where our wand will be.
Casting a spell over the boys...
That packaging is brilliant.
..Wizardybrush.
As you can see, we tried to make it look like a traditional wand.
Erm, the child can hold it,
so, it's more personalised to that particular child,
so, it's like, when he gets it, it'll be his wand,
he won't want anybody else to touch it.
What we want is the kid wanting to play with his wand.
This is better than I actually thought it'd come out as... Yeah.
It looks like... Can I take a look? Of course you can.
I feel the shape and colour of the toothbrush
are a little bit loggy, erm...!
Which, er, might be a bit of a concern
when it's in the bathroom, near a loo.
You can tell that is a wizard's wand. Yeah, yeah.
Across the hall...
First look at Francesca's high-octane app.
JAUNTY ELECTRONIC MUSIC ON APP
APP VOICE: Amazing! Keep on brushing!
Great job! You did it!
So, girls, that was the app.
Watching it, I was just a bit confused, like, what's the...
What does the roller-coaster mean? What does the bowling alley mean?
Erm... Because you wouldn't see that on a planet.
Yeah. I was just a bit confused, I think, by the... All of it.
To be honest, kids, they don't want loads of words.
They're a lot smarter than we think.
They will understand what the story is, what they have to do,
over time, when they're playing it.
I really do think that we completely underestimate kids.
They are smart, and they will understand that, by brushing,
a building appears, and then it goes on to their planet.
It's actually a very simple concept.
We're trying to teach a child how to brush,
and the instructions aren't that clear.
Taking his time over tooth-brushing technique...
APP VOICE: Hello, wizard. Abrush-cadabra.
..Wiffy the Wizard.
Now...to the left.
ENCHANTING MELODY ON APP
As you're brushing,
you can see that's removing some of the plaque.
APP VOICE: Great work! Keep on going.
Great work. Your Wizardybrush is ready to cast a spell.
What are your thoughts, boys?
It was cool. It was spot-on.
Guys, I know when we left last time,
we were obviously talking about it being unisex.
What was the reason why we couldn't focus on that?
Like, we could've gone for a unisex character.
I feel it's difficult to create. Yeah.
We just go strong on that one focus... On a young boy, yeah.
Wiffy's memorable, right. Yeah. Wiffy the Wizard.
We've brought a new concept to the market that I've never seen before,
that I think will appeal to the boys' demographic,
and we'll just pitch our hearts out and hopefully get some orders.
Guys, obviously, with the pitching team,
I would like to switch you with Conor
so that will have Conor, myself, and Alex on the pitching team.
I obviously need someone from the branding team,
who understands the product, and talk about the packaging,
so, I would love to have Amy to come over to the pitching team
and then, Shama, if you could please go over to the consumer research.
That's absolutely fine. I would... I was really, really looking forward
to go and do the pitch today.
You've worked with children,
you'll be switched on to whatever they're saying,
so, I'd love you over to that team. So let's go out there.
We're going to smash it. Come on. Thanks, Francesca. Yes. Thank you.
10am.
Half of each team head off to their first pitch.
I have a five-year-old. He wouldn't know how to brush correctly.
Even if he gets a little older,
I just think it should be they're talking
giving initial instructions.
We're not going to talk about anything missing
unless they bring it up.
The rest will flash out feedback on their brushes.
I mean, I like the wand, and I get the brownness... Yeah.
..but there's... Is it too...st... Are you...?
Yeah, I see what you're saying. Does it look like something...bad?
It doesn't look like a turd. No? Doesn't look like a turd.
Is that what you were thinking?
First stop for the boys - Bupa...
Hello, guys. Great to be here.
..one of the UK's biggest health-care brands.
We're here to present you today our new product, which is Wizardybrush.
So, with our design, we wanted to make it original,
but still it looking like a wand.
So, as you can see, you've got a personalised grip here,
so the child can actually feel the wand.
You can actually just see...how cool it can actually be.
What I'm going to present to you guys now
is an extension of this brilliant product, the Wizardybrush.
ENCHANTING MELODY ON APP
APP VOICE: Great work.
Your Wizardybrush is ready to cast a spell.
So, I have a seven-year-old, right,
and when I look at the stuff that she has, and she's engaged with,
it's very colourful, vibrant,
and that doesn't strike me as something that,
from the colour aspects of it, that she would find very interesting.
My child, when they were seven and eight, the whole thing
that he was and she was interested in
was the famous wizard that we all know quite highly about.
So, what they wanted in all wands, when you think of wand -
and when I say wand to my kids -
the first thing that they have in their mind is a brown wand. OK.
Now, if I'm going to give honest feedback,
that was a very boring two minutes for me. OK.
I felt your pain there that we're sitting here
watching someone brush their teeth, but let's not overcomplicate it!
Let's not create a PlayStation game or an Xbox game.
We're just trying to get them to turn a typically mundane task
into something a little bit magical. OK, thank you.
SIGHS, LAUGHS
Mate!
LAUGHS
That was intense, wasn't it!
How do you think that went? How good was that, though?
Just dodging bullets!
Have some of that!
Next through the door...
If you have children, please, can you put your hand up?
All of you. Great!
..Francesca's Brushing Stars.
And keep your hand up if they ever have struggled to brush their teeth
or don't like brushing their teeth.
All of you. Great.
Because of this, we together have created Brushing Star.
And our product is gender-neutral.
We wanted to go quite vibrant with the pictures on it.
Very engaging primary colours.
If you just give me a moment,
I would love to set up and show you the app.
What the aim is - is if you brush well,
you'll be able to end up earning a building or a product
to add on to your planet.
APP VOICE: Great job, you did it!
How do you see that they will continue to be
engaged with your product when, you know,
the same sort of stuff just keeps popping up,
and there's not really an end goal to it?
The amenities will change as they continue to use the app,
so, I'm sure we will incorporate more space-related activities
out from outer space.
The app is definitely aimed at six to eight-year-olds
and appeals to that age group,
but looking at the toothbrush, it appears to be maybe more
for a younger age range.
Everything that you've just mentioned is completely adaptable.
They're small tweaks. In terms of making that less childish,
that's honestly just one design change
that can happen really quickly.
If you do want to work with us, then, we're definitely willing
to design a product and work with you on that.
OK, thank you. Thank you.
Thank you for your time. Thank you. Bye-bye.
Every objection that the client had -
they said, "Don't worry, we'll change it."
Well, that's quite normal in a prototype,
but normally you're only changing a couple of things, not everything.
Central London - ahead of the next pitch...
This is the Brushing Star.
..the girls' brush gets face time with a focus group.
So, tell me, what do you think of that?
It's a little bit youngish
because there's like space rockets, an astronaut,
but I like the head on it.
It's not for me, like, I think it's for young people,
like, three-year-olds.
So, the toothbrush has an app that goes with it.
The, like, music... I think it would help inspire you.
And what do you think is going on?
Not much was going on.
There's, like, the picture of space.
It doesn't really describe how to brush your teeth.
They're engaged by the music, they're engaged by the imagery
but, beyond that, I don't think they understand the concept.
Gathering feedback on their finished brush...
If you saw that, what's your first reaction?
..half of Team Wiffy.
Does that make you think of a magic wand when you look at it? No.
Oh, really - why?
I don't really like the brown.
I like the colour green and brown together. It's very cool.
Can you see what's happening to the teeth on the left?
It is kind of a bit boring.
It's not very interesting for me.
Can we do a hands up, now?
Who thinks they would ask their parents to get it,
if they saw it in the store?
Oh, hand's gone up.
Savage!
Only one out of five wanted to buy it, and that is a bit of a shame.
But there was only two boys in the group, and so,
one out of two, that's 50% - which is actually not too bad.
I mean, I'd take that as a positive.
3pm.
They didn't understand the app at all.
Next for Francesca's foot soldiers...
So, girls, thank you so much for all that consumer research.
..a pitch to high-street giants Superdrug.
I do know that your experience with the children is really valuable.
However, we have just gone into a pitch,
it went really well, and I do think right now switching out someone else
and getting someone else to fill those boots would be far too much
to put on to someone. I do think, personally, it's useful
to have someone in there with consumer research.
I think it's really powerful when you're pitching.
I'm under the impression,
if something isn't broke, let's not fix it.
Next door...
How are the kiddywinks?
..massaging the figures from their focus group...
Boys liked it. Girls, not so much.
..numbers man, Nick.
Now, this is quite interesting -
50% of the boys liked it, which is powerful stuff. OK.
So, that is... I mean, those are some stats,
some real ammunition for you guys.
But is that two boys out of two boys?
That's one boy said yes. And he was like, maybe.
OK. So, when you say 50%, one boy said they'd ask. Yes. OK.
So, let's not focus on sample size.
Nick, in terms of all the stats that you've got,
I want you, with us three, actually pitching.
Yeah. But I want you to go really in with that. OK.
First through the doors...
Hello. Thank you for having us.
..Francesca's sales squad.
We created Brushing Star.
We decided to go gender-neutral,
so, we used an orange-based background,
but we still wanted it to be quite vibrant,
so we added this gorgeous design.
We all know children get bored really easily.
I hope they like the app.
APP VOICE: I'm ready to start brushing.
JAUNTY ELECTRONIC MUSIC ON APP
Once you brush your quadrant correctly,
the sort of products that you could earn are things like bowling alleys,
a swimming pool, roller-coasters -
all the sorts of things that children would want to have
on their own world.
APP VOICE: You did it!
So, girls, I do think that character is a little bit too scary.
You kind of see that character, and I'm not sure -
personally as a mum as well -
whether that resonates.
If this is something that's really important,
we would actually love for our character
to look more like the one on the packaging
and, as soon as we can, incorporate that onto the app,
that is something that we 100% would like to do.
I just hope that the experts
believe the changes which are going to be made.
And then, just going on to the app,
I just feel that the child would get lost when brushing their teeth.
I feel like there's no guidance of
whereabouts they should be brushing in their mouth.
So, this is currently a prototype that we've come with you.
So there are things that we are able to change. OK.
Thank you. Thank you very much. Bye.
APP VOICE: Hello, wizard. My name is Wiffy the Wizard.
Next, to try to win over the buyers...
..your Wizardybrush is ready to cast a spell.
..Wiffy the Wizard.
What's incredibly exciting about our product is that
during our research, we found 50% of our target demographic
said that they would actually ask their parents
to buy them the product, if they saw it in a shop.
I want to be honest with you
- because, I guess, as a brand, we always are -
I genuinely don't get it.
I look at the brush...
And, for me, it looks like a turd.
What? A turd! You're joking!
I'm just really interested why you went with the colour brown.
Fantastic feedback.
The reason why we went with that colour, quite simply,
is when you think of a wand, it's a brown wand.
So, we didn't really want it to look much like a turd
but, at the same time, we also wanted to keep it original
to being a wand.
So you're not prepared to change the colour of the brush now?
No, the colour of the actual main body
is something we'll always keep, because it's the wand colour. OK.
Aaron, I'd just like to jump in as well.
In the consumer research,
those colours were described as cool by our target demographic,
so, we went based on the facts.
I guess you've targeted this at boys. Correct.
Why have you decided to alienate half of your market, immediately?
We want girls or sisters of that particular wizard to want more.
So the next thing, have a new, different character,
so, it's a female wizard.
That's something where we can build upon that as well.
Thanks, guys. Brilliant.
Cheers, thank you. Thank you very much, cheers.
I think you guys answered the questions really well
and onto the, you know, to the point.
Firstly, you smashed it with your confidence.
You did really well, yeah. Delivery was really good.
The panel thought that the wand looked like a turd
in terms of its colour.
But, unfortunately, Aaron did take his decision to stick with brown
because of the colour of the wand.
So I'm just worried that that could be the negative impact
of us failing the task.
The only thing that concerns me was there was a lot of,
"We'll change that, we'll change that, we'll change that."
But I think what we also explained, they're just kind of like add-ons,
or little tiny tweaks that won't be too intensive.
I think the packaging and the brand and the logo,
I think we did the best that we could,
and we got that quite spot-on.
But the app is really, really concerning.
I still don't think it's clear enough for our target market.
Pitches over.
Tonight, orders - if any - will be totalled.
Tomorrow...the boardroom.
WOMAN: You can go through to the boardroom now.
So, for this task,
I wanted you to create a brand-new electric toothbrush
aimed at children between six and eight years old.
I'm going to kick off with you, ladies.
Francesca. Hello, Lord Sugar.
Right, you made yourself the project manager, is that right?
Yeah. There were a few other people
that wanted to go for project manager, but I was voted in as PM.
Yes, I come from a childcare background,
and in terms of the educational side
and the learning and development of a child,
and looking on the branding side as well,
I felt like I would've done a real good job working as a PM. Hm.
Now, can you tell me about what theme you wanted to go with?
Yeah. So, we wanted to go for a space theme,
because six to eight-year-olds love imagining things,
they want to immerse themselves in a new world.
And we also thought that the theme was very gender-neutral as well.
OK. Let's talk about the product team, first of all.
I was the sub-team leader but I was encouraging everyone
to share their ideas, and I think we all came together.
We were just... It was so lovely that we all had the same vision.
I explicitly said that I didn't want loads of symbols on the product,
so, when I did see it, I was shocked.
Didn't like it? I thought it looked too childish.
Erm, I just think, from what you gave us,
I'm not sure what more we could have done.
Like, you wanted it the standard toothbrush shape
and you wanted it orange.
But if we just did it orange, it would be so plain.
So, we just tried to add as much colour
and just kind of make it stand out as much as we could,
while staying within your brief.
Yeah. So, I expected it just to be an orange toothbrush.
Wouldn't that have been a bit boring?
It could have been... I have a five-year-old...
It would have looked like Donald Trump's face!
OK, this is the logo there, right?
So, the name Brushing Star relates to how your child will become a star
at brushing their teeth.
When I saw that logo,
I was very concerned that it didn't meet the age range,
but I do think we brought it back with the app
because the app definitely meets the six to eight-year-old age range.
You know the thing about kids, don't you,
who are six to eight years old?
They want to be treated as if they're a little bit older,
so, they felt it was condescending, a little.
Anyway, let's move on to this app, shall we, now?
JAUNTY ELECTRONIC MUSIC ON APP
APP VOICE: Amazing! Keep on brushing.
Great job! You did it!
Hm. Children - we want to encourage them to brush their teeth
before they go to bed at night, is that right? Yes, that's right.
And the music is a little bit upmarket and racy -
it will keep them awake.
Do you give them Red Bull as a mouthwash, also?
How's that going to attract me as a child
to make me want to do that every day?
The whole story was, as they brush their teeth,
they release a...building, which then they can add to a planet.
I wouldn't know what it was. Yeah.
And I think the flaw here is that no-one knew what it was.
All right.
Let's move on to the gentlemen.
Now, then, Aaron - you became the PM,
and you came up with this thing here.
Yes, Lord Sugar. We wanted it to be and replicate a wand.
Obviously, Harry Potter has a brown wand,
and so do the rest of the wizards,
so we wanted to keep it along that kind of feel, really, Lord Sugar.
I'm thinking of getting a psychiatrist for you lot
because you seem to be obsessed with turds.
You were going to Saturn, right? Yes.
This thing looks like it came from Uranus.
I knew that was coming! It was... Exactly, it was... Yeah.
No offence, Lord Sugar, in terms of the toothbrush,
we stick with the wizard and wand
because, obviously, Aaron, and as a team, we agreed to that.
The only thing I did emphasise was just to put in extra, like, objects
or just a bit more colour and...
Can I just interject on that?
That didn't actually happen, did it, Navid?
So, let's stick to the actual facts that,
in terms of your input, in terms of the designing of the toothbrush,
there was quite little. No, actually, as a matter of fact...
I have to agree with that as well. ..I did give my ideas
and Aaron was, then, "he says, "good idea, good idea,
"but just let's wait on that."
So, basically, you got the brush-off!
Yeah, brushed off, that was the one.
OK, well...let's get on to the app.
Before we went about creating the app, Lord Sugar,
we wanted it to be engaging, educational and interactive.
What I've heard was that you've got the wizard is collecting the plaque
by the brushing, and you use it to kill the dragon
to protect the castle. Correct.
And all this happens on a Thursday afternoon in Scarborough,
I suppose, with your left leg out of the window, yeah,
while you've got this in your hand.
How long are they brushing for - 20 minutes?
Oh...
Let's take a look. Let's take a look.
APP VOICE: Hello, wizard, my name is Wiffy the Wizard.
WHIMSICAL MELODY ON APP
HE SIGHS
APP VOICE: Great work.
Your wizarding brush is ready to cast a spell.
Right. Getting back to what this looks like -
Wiffy is rather appropriate, isn't it, when you think about it?
Yeah. Where did you get Wiffy from? Wilfred or what?
I wanted it to be...the name to begin with a W for...
Alliteration is quite a powerful marketing tool,
so Wiffy the Wizard and his magical brushing wand.
Lord Sugar, at no time did anybody stop back and think
of any of the connotations of that name. No.
No-one stopped and thought, maybe you might want to reconsider.
Yeah. Nicholas, you're very quiet up there.
You're exhibiting the enthusiasm
of a trip to the hygienist at the moment.
I was just going to add - touching on the name -
ultimately, I didn't know that they'd have
the negative connotations with the, erm, toiletry,
so I was in support of Wiffy. Hm.
Aaron - Francesca said to her team,
"I don't want it to be like a rocket."
And they did, they made it like a rocket.
You said it's got to be gender-neutral
and your sub-team leader's gone straight into,
"No, we're going to make it for boys."
At first, initially, I was like, well, we've gone against the grain
for what we actually wanted.
Just on that, very quickly, Lord Sugar,
we said that we wanted to go for a unisex product,
and then, within the app, we'd have the option
of going down a female character or a male character.
But because of time constraints, we couldn't do that.
Hm. All right.
So, let's see if the experts bought into your concepts.
Tim, how did the boys' team do with the health-care provider?
Well, Aaron went to the health-care providers
and, unfortunately, they didn't like it.
They got zero orders. Oh.
All right. Karren, how about the girls' team?
Well, look, you know, the health-care provider
did have reservations about the product,
but they really liked the pitch
and they really thought you had credibility -
particularly you, Francesca -
and they ordered 1,000 units. 1,000 units?
So, while I'm with you, Karren,
how did the girls' team do with the high-street retailer?
Well, the high-street retailer also loved the pitch,
and they really liked the product,
and they ordered...10,000 units.
Wow!
GASPS FROM TEAM
That's a total of 11,000, then, right?
Right. All down to you, Tim.
Well, unfortunately, they should have taken some tips from the girls.
The high-street retailer made zero orders.
Well done, ladies. Very well done.
So, I hope you've got a sweet tooth... We do!
..because I'm sending you for afternoon tea in Chelsea,
so, enjoy it, and I'll see you on the next task.
Thank you, Lord Sugar. Thank you. Thank you.
SCREAMS OF DELIGHT, LAUGHTER
Well, gentlemen, a bit of a disaster, really, isn't it?
Second task, yeah?
Go away, talk amongst yourselves.
We're going to come back here.
At least one of you will be going today, OK?
Off you go.
INDISTINCT EXCLAMATIONS, LAUGHTER
Oh, my God, guys, look at the cake!
Oh, wow!
Wow!
We won!
LAUGHTER
I literally never want to see an electric toothbrush again, though.
I'm so glad that the girls
actually stuck to my original vision in that first meeting...
You did do a fantastic job with the pitch.
..and my leadership skills to keep the bloody girls in tack.
I really do feel like that led to us getting 11,000 orders.
Open your mouth. What is this?
You need to try this.
I've come forward with the idea of the logo...
Yum!
..with the tooth and the planet around it.
So, all in all, I think I've really contributed to the sub-team.
Aren't you guys nervous when they change up the teams... Yes.
..and we're going to be working with the guys? It seems like... I know!
..there could be... They'll probably end up winning a task!
LAUGHTER
ALL: Cheers!
A thing that was pointed out quite a lot is the unisex thing,
and I think that's completely shot us down.
I just couldn't get my head around,
how could we create a gender-neutral character? Yeah.
Conor could have delivered a little bit better.
He could have took ownership, and said, "Listen,
"let's stick to a unisex product."
Why he didn't, and why it was against my complete instruction
is another reason why we failed this task.
The wand didn't look like a wand.
Are you completely content with your contribution, then?
Let me just... No, no, just, are you?
Everyone was throwing in ideas.
It wasn't a case of it was one man's idea.
No, I weren't on about other people, I asked you a simple question.
My contribution...
Are you happy with your contribution, was my question.
Aaron was the project manager,
and he said he wants to keep the wand simple and plain,
and that's why we're in this crap now.
Nick, not heard a single pipe from you.
I looked after the educational side.
In what respect? Telling them how to brush their teeth?
You then put me in charge of conducting the consumer research.
Was that strong, do you think, that pitch?
The product didn't stand up. So, yeah, I'd be pretty pissed off
if anyone tries coming at me in the boardroom,
because no-one said boo to me the whole way through.
PHONE RINGS
WOMAN: Yes, Lord Sugar.
Could you send the candidates in, please?
Well, it's my turn to be the wizard
because I'm going to make one of you
disappear today, that's for sure.
I'm so bloody disappointed with the lot of you -
highly-qualified people that have come up with this piece of rubbish.
So, I put myself forward.
Never done anything like this before,
but I knew that I had a bit of a vision.
Never done anything like this before...
In terms of making a toothbrush, I've never designed...
OK, so completely contravenes what I've been saying
in the last two weeks.
Don't put yourself forward if you've got no bloody clue.
I...
The more...the more I look at it, the more embarrassed I get.
Erm, quite simply, it's just not good enough,
but not one of you said, "Aaron, that is...that looks like a turd."
I feel that I've been fed to the lions in that respect, personally.
I want to ask you something, Navid. Yes.
You've got chemists' shops, is that right? Correct, Lord Sugar. Yeah.
Would you put this piece of crap in your shop or what?
Erm... To... Yes or no?
Er...
You're trying to be... You trying to be kind and polite
to your colleagues or what?
No, I just... No, I mean,
with what we've heard in terms of the feedback at the end,
no, I wouldn't sell it. No.
So, when you saw it, first of all,
why didn't you say, "Is this a joke or what?
"Stop! Stop, stop, stop."
In all fairness, Lord Sugar,
I did keep emphasising on the colour, even when...
So they weren't listening to you, no-one was listening? I mean...
I just want to make a point. You were so behind on what we was doing,
it was as if he wasn't even present.
Where was he, then? He was just in his own little world.
And it's difficult when you're in the market,
and I'm not going to say it because you're an easy target
and I'm not going to bring myself to that level,
but at that point, you really could have helped us out there, mate,
you really could.
OK, well, let's get on to the app.
What did you lot think of the app when you first saw it?
It weren't what I wanted it to be.
I wanted the spells and a gender-neutral wizard.
I didn't have that. Can I...? Aaron, I just want to say...
Sorry, Nick, I just want to address this.
When we left to create the app,
what we were told is, "I want wizards and I want magic."
Everyone knew they had to create an app just based on wizards and magic.
Yeah, and we did that.
The app was better than the girls'. 100%, it was better.
In your opinion, but not in the opinion of the most important person
which was the customer. Lord Sugar, I was just going to say,
I mean, yes, I think we missed the mark.
But Aaron's looking this way, saying,
"Why didn't anyone interject?"
But, obviously, we weren't there when the product was getting created
so I don't think it's fair to say, why didn't we jump in?
So, anyway, you start off gender-neutral. Yeah?
And then, Conor, you decide, yourself, that,
"No, I'm actually going to focus on boys."
I know the value of sticking to a plan, and...
But he made the plan - gender-neutral.
No... Can I just tell you what happened?
I can tell you one thing you succeeded on - it is gender-neutral
because neither a boy or a girl
would buy this bloody thing, that's for sure!
I came in and said, "Look, let's build a neutral product.
"In the app, we'll have a male and a female character.
"If we don't have time, we'll go down the male route."
You could have done a gender-neutral character.
Yeah, well, I'll take that on the chin.
Hm. Let's get down to the pitch, shall we?
There was a lot of harsh questions, and I remember at one point
I looked at Nick to try and bail us out a little bit
or give us something, and you was completely absent on that.
I don't think that's completely fair because
they commented on the colour looking turd-like-ish.
And I jumped in at the end and said, well, in fact, our consumer research
has shown that the kids liked our green-and-black logo.
They thought it was very cool.
So I tried to deflect there. And when they came to the app...
The damage had already been done.
I'd already defused the turd comment. Oh, OK.
I tried to put a spin on it to try and deviate away.
So, yeah... Right, OK. Even with the science and stats,
the damage had been done.
So, Aaron, I'm going to ask you
which two people you're bringing back into this boardroom.
I'm going to be bringing, Lord Sugar, Nick into the boardroom,
and because of the unisex side of it, and the Wiffy -
the app was horrendous - I'd have to bring Conor back.
Uh...what reason are you bringing me back in?
Because you've been completely absent on this, on this whole task.
But does...? I've made my decision. OK. Does anyone...?
I'm not changing my decision. That's fine, but does anyone agree
I should be brought back in? Doesn't matter what anybody else says,
I'm bringing you into the boardroom.
I don't think... We'll ask him. He will have to elaborate.
So, the rest of you, go back to the house.
So, gentlemen, I want you to step outside.
I'm going to have a chat with Tim and Karren,
and then I'm going to bring you back in here and...
..well, at least one of you is going to be fired.
OK? Off you go.
So, what do you think about Aaron?
Aaron was responsible for this product,
and it's a terrible product.
You know, what really shocks me is the lack of common-sense.
How they couldn't have looked at that thing and said,
"This is terrible." They were deluded.
And what do you think about Conor?
You know, it's quite dangerous in business
when you claim to be an expert at something.
And Conor said he was an expert in apps.
Well, there's no evidence of that based on the app he produced.
Nicholas?
He was really defensive giving the feedback on the consumer research
and actually alienated the customers,
and that could have cost them sales.
Yeah. I'll bring them back in here
and we'll see who is going to be leaving today.
PHONE RINGS
Can you send the three of them in, please?
Aaron, I understand that when the pharmaceutical retailer
asked you, point-blank, would you change the colour, you said, no.
The second I said no, I'm like...
And I was considering, shall I go back on it?
But I'd just completely lose any credibility if I went back on it,
so I had to just stick on it. Why? You wouldn't. No. Why?
I didn't want to turn round... You'd have said, "Do you know what?
"Thinking about it now, we could spray it any colour you want.
"What colour would you prefer actually?" We all sat down...
Anyway, brown and green, brown and green -
twice you've done it.
So, unless the next task is selling medical waste,
we're all going to be in trouble. Right?
Conor. Yeah. You claim to be an expert in apps
and you produced something which was quite terrible,
and you changed from gender-neutral to boys.
I didn't go rogue.
I said that we would try and get a female and a male character in.
If we couldn't, we'd go down the male route.
I think, at the time, I set out a plan, and my plan was a wizard.
If you look at Harry Potter or anything,
it doesn't have to be for boys or girls,
we could have made that for both markets.
You were happy with how the app turned out.
You were like, "Mate, you've nailed it," and everyone else did the same.
The thing is, I mean, just, in my opinion,
I am confused why Conor and myself are here.
After the professionals said that they really didn't like the product,
surely the responsibility was within your design.
The reason you're here is because
you've been absent on the actual task... Let me finish.
You've been absent... Everyone's played a little bit part,
some have played more, but you've played no part in it whatsoever,
but don't go on that the app was the best in the world... We...
Aaron, Aaron, can I just say,
I honestly can't believe how you think I've done nothing.
I contributed as much as everyone to design the app,
got the key messages of education across.
I then led the consumer research.
I then jumped in on the second pitch.
And you said I was articulate.
What? You've asked two kids what they like about the product
is not leading it. I mean, if you're going to disregard
focus groups before product launches,
then I'm sorry, but your business acumen isn't up to scratch.
Erm, Nicholas, tell me why I shouldn't fire you.
I don't know why I've been brought back in here.
The app team is not at fault, it's the design team.
I wanted a unisex toothbrush. We didn't get it.
You never said that after. That's not correct, Aaron.
Well, look, I think... It is not correct. That's not correct.
So, did I not say we wanted a unisex product at the start?
What did you say if it didn't work? No, no...
Did I ask for a unisex product at the start? Yes, you did.
Did I end up with one? Yes, you did.
But what happens if we couldn't deliver unisex?
I'm just confused. But that...
When it turns around in terms of a unisex product,
there's nothing on that app that couldn't be unisex.
It would have been absolutely fine if the product didn't look
like a turd. It's ridiculous. You made it... Gentlemen...
I've had enough, gentlemen.
I'm going to summarise, and I don't want to hear any more from anybody.
So, Aaron, you were the project manager for this product,
and this product is garbage.
Conor - do you really know anything about apps?
The customers didn't get it,
and they thought it was boring.
Nicholas - you disagreed with the customer.
That certainly could have cost you not getting any orders.
And, for that reason, I'm struggling.
Conor - you changed from gender-neutral to boys,
disregarding the project manager's view.
But Aaron...
..it's a tough one...
..and I'm going to conclude that...
..Conor, you're fired.
Thank you for the opportunity, Lord Sugar.
You - I'll be watching you, do you understand?
Nicholas, I don't care what the next task is,
you are going to be the project manager.
Do you understand me? Understood, Lord Sugar.
This is going to give you the opportunity
to show me what you can do. All right? Off you go.
Thank you, Lord Sugar.
Aaron, he should have gone home.
It is a tough one to take
but I've had plenty of setbacks in my rugby career.
This is the first major one in my new career,
and I'll bounce back from it.
So, who do you think is going to be coming back tonight?
Unfortunately, Aaron is probably going to go home.
I feel he's going to fight, but...it's the products.
I think if someone calls your product a turd,
and then says, "Are you going to change your colour?"
I think you say yes. A turd!
LAUGHTER
So, by the sounds of it, you sound pretty confident
Conor's going to be walking back. Conor will be back, yeah, for sure.
THEY GASP AND EXCLAIM
Nick! Oh, my gosh.
Aaron's gone home, Aaron's gone home.
Oh, my God!
Tell us everything.
Well, I fought like I've never fought before.
Probably the hardest thing I've ever had to do.
He's made me PM for the next task.
Oh! Has he, really? Yeah, yeah.
Yeah, yeah, baby!
LAUGHTER
Pressure's on, then. Yeah.
To be honest, I'm actually really looking forward to it
because the girls definitely need a beating now, so...!
LAUGHTER
Now 14 candidates remain.
The search for Lord Sugar's next business partner...continues.
Next time...
For this task, you'll be creating a non-alcoholic drink.
..high spirits...
No, no, get another one going now. No, we haven't got time.
..low shots...
I literally just gave it to you. Cos there's two beakers here.
You don't agree, I get it.
..and in the boardroom...
The thing tastes like crap.
..a sour taste.
You're fired.