The Apprentice 2015 Week 6 – Cleaned Out

The Apprentice 2015 Week 6 – Cleaned Out

chopping-wood-620x400So, the axe has finally fallen. It took until the mid-point of the series, but the long expected double firing turned out to be more of a cull – with 3 candidates fired this week!

Lord Sugar more or less chose the PMs this week. He moved Construction Operations Executive Elle Stevenson to Versatile (away from Brett (the Builder) Butler-Smythe) with Varna moving to Connexus. with a couple of strong hints in place, Elle and Brett the Builder took up their chosen roles, based on the fact that both had experience within construction. This experience of organising people, as stated on their CVs, was what made them the chosen offspring.

The task was to organise and run a “Handy-Man” business, selling cleaning, DIY and gardening services to businesses and the public. The team with the biggest profit would win.

Immediately, we saw a contrast in leadership styles, which I have commented on previously. Elle was the epitome of the Laissez-Faire style, delegating to the point of abdication. Brett, on the other hand, adopted his familiar Autocratic leadership style. Perhaps it is something to do with their shared Navy background, but both Brett and Charleine Wain have very directive leadership styles.

Brett at least had organisational skills, which Elle didn’t. In fact, I would go so far as to say that Elle misrepresented herself on her application. She described herself as a project manager, but under cross examination she turned out to be an administrator. Her actual job was to ensure the builders she was organising completed the tasks that someone else (the actual project manager) had identified. So, it was no real surprise that Versatile lost the task, despite the valiant efforts of plumber Joseph Valente, who stepped up to the mark. Elle eventually formally gave him the job when it came to organising the refurbishment of a theatre.  Joseph demonstrated real leadership, but it was too little too late.

So poor was Elle, that she didn’t even make it to her own final three! Once it was confirmed that Versatile had been well beaten, she was dispensed with immediately – a p037s73c surprise, but only in terms of timing! Elle’s body language suggested that she knew her time was up. She later admitted  (on You’re Fired) that she knew once she was appointed PM. In truth, I don’t see how she got on the programme. She is very young (21) so has a limited CV, and she mis-represented (lied about) her experience. Here is a brief litany of her sins as a PM;

  • No organisation
  • No time management (she ran out of time to produce a flyer to advertise the team’s services)
  • No plan
  • No strategy
  • No wins (lost every task)

With Elle dispensed with, it fell to sub-team leader Mergim Butaja to act as PM and select the final three. He chose David Stevenson (because he nearly caused a disaster on the Theatre re-furbishment by getting the lengths of the poles for clothes racks wrong – p037s78bluckily Joseph checked after the first pole was produced and saved the day) and April Jackson (who negotiated  a rate £3.33 per hour per worker for a task) to join him in the final three.

Again, it was no surprise that Megrim got fired. He demonstrated great enthusiasm but zero common sense in the task. He was responsible for two refunds – one for a messy painting job and the other for being unable to put up a shelf. Megrim impressed Lord Sugar with his drive and ambition (refugee wanting to be a millionaire) and he was fired “with sincere regrets”.

The cull was complete with the firing of April. She can probably feel a bit hard done to. In any other week, she could have survived, but the fact that she had been warned in Week 1 about p037s74kher lack of skills as a PM, coupled to her poor negotiation skills on this task,  was apparently enough to make her the third person to be fired.

So, 3 fired in one task! It made for great television.

In reality, Connexus didn’t really win the task; Versatile lost it. There were problems within the Connexus team, and had Joseph been PM from the start, the result may well have been different.

Interestingly, it is easy to see the three people could have been fired from Connexus too, had they lost the task;

  • PM Brett for poor organisation of the Football Ground tidy up – he focused on the wrong things and the team ran out of time and had to accept a reduced fee
  • Sam Curry for being generally useless and horrified at the prospect of actually, you know, doing physical work
  • Scott Saunders for over promising what could be delivered in a gardening job

I won’t be surprised if these three don’t last the course.

A quick re-count reveal that there are still 10 candidates to compete in the second half of the series.

The Apprentice 2015 Week 2 – Versatile Boys Are Head & Shoulders AboveThe Girls

markdecosemo's avatarmarkdecosemo.com

The Apprentice 2015 Week 2 – Versatile Boys Are Head & Shoulders AboveThe Girls

OLYMPUS DIGITAL CAMERA OLYMPUS DIGITAL CAMERA

Week 2 of this year’s competition started with Lord Sugar introducing gender-based teams. This resulted in builder Brett Butler-Smythe leaving the girls with the awful name he introduced – Connexus. The irony  of this name was plain to see, as the girls were anything but united. The boys became Versatile.

In recent years we have seen that the early gender-based teams can throw up interesting contrasts in approach. It is no different this year, with bitchiness and high emotion seeming to define the girls. The boys have at least worked out that they need each other and to work together. It’s not that they always agree and that there aren’t egos on show, but the approach is more passive-aggressive than the outright aggressive of Connexus.

The task this week was a traditional branding…

View original post 402 more words

The Apprentice 2015 Week 2 – Versatile Boys Are Head & Shoulders AboveThe Girls

The Apprentice 2015 Week 2 – Versatile Boys Are Head & Shoulders AboveThe Girls

OLYMPUS DIGITAL CAMERA

OLYMPUS DIGITAL CAMERA

Week 2 of this year’s competition started with Lord Sugar introducing gender-based teams. This resulted in builder Brett Butler-Smythe leaving the girls with the awful name he introduced – Connexus. The irony  of this name was plain to see, as the girls were anything but united. The boys became Versatile.

In recent years we have seen that the early gender-based teams can throw up interesting contrasts in approach. It is no different this year, with bitchiness and high emotion seeming to define the girls. The boys have at least worked out that they need each other and to work together. It’s not that they always agree and that there aren’t egos on show, but the approach is more passive-aggressive than the outright aggressive of Connexus.

The task this week was a traditional branding exercise, with both teams trying to market the same cactus-based shampoo. Unfortunately the girls got in a lather and PM Aisha Kasim was fired. This was hardly a surprise, as she was one of the most extreme examples of the Autocratic leadership style that can be seen in a one hour television programme!

For the boys, Marketing agency director, Richard Woods gave an impeccable demonstration of leading from the back with a style apparently so Democratic that Karen Brady questioned whether he had recently read a management text book. This was a bit harsh, but Richard expertly demonstrated the art of leadership; involving others, encouraging discussion, but gently nudging the team to his vision. Given that marketing is his area of expertise, it was no surprise that Lord Sugar described their product “Western” as one of the best examples of doing this exercise in the whole history of the series. A simple idea, well executed and produced in a classy bottle.

This is not to say that Versatile were not without their faults. The pitch led by Account Manager Scott Saunders was awful. His decision to wing-it backfired badly. Unfortunately, this is no surprise to anyone teaching Presentation Excellence; the old adage of “Preparation, Preparation, Preparation” still holds. That said, the stodgy pitch from Account Manager Natalie Dean (is there a pattern here?) was so boring it was unbelievable. Natalie admitted later that she did not believe in her product, and she gave a master class in how our body language conveys our internal thoughts much more than the words we use (see the work of Albert Mehrabian).

In the end, the boys won by a country mile. They were better at every step of the branding process, and Richard did a fine job as PM (although fellow Marketer David Stevenson resented not getting more credit for the TV advert he directed. In fact, he executed the PM’s vision in the most obvious example of Richard nudging the team’s direction).

p033wp1rIn the boardroom, Natalie was lucky to survive for owning up to not believing in the product (the crime of Corporate Disloyalty), but Lord Sugar questioned why social media entrepreneur Vana Koutsomitis was brought back. This sealed the fate of PM Aisha and she was fired. It is hard to disagree with this decision.

Going forward, the girls need to sort out their differences, or they are unlikely to win any tasks.

 

The Apprentice 2015 Week 1 – Nice Guys Finish First

The Apprentice 2015 Week 1 – Nice Guys Finish First

The Apprentice returned to BBC1 screens this week with 18 scarily enthusiastic and self-believing candidates, just in time for Halloween. Not only that, but we had the even scarier prospect of the ghost of The Apprentice past (Claude Littner) replacing Nick Hewer as one set of Lord Sugar’s “eyes on the task”. I suspect that some of Claude’s frightening reputation will be diminished in his new role. Just like (Bruce) the shark in “Jaws”, the more you see of Claude in this series, the less scary he will become. This is because fear of Claude is based on the way he has cross examined candidates and destroyed their self esteem through pithy put downs. The problem here is that Claude is a silent observer. We, the audience, get the benefit of his opinions, but the teams are protected. I look forward to seeing how this develops.

Courtesy of BBC

Courtesy of BBC

Carrying on the horror movie theme, just like in a slasher movie, I am not inclined to spend too much time examining each of the 18 candidates. Some will be dispatched and fade from our memory minutes after they have been fired and appeared on “You’re Fired” (by the way, Jack Dee is an excellent choice of host to replace Dara O’Briain). The editor of Week 1 agreeed, because only about 9 of the 18 got any significant air time. Unfortunately, some of those we did see were not very impressive.

The task this week was to buy fish from Billingsgate Market and turn it into lunch time snacks to sell. The team with the biggest profit wins.

Lord Sugar made things interesting by mixing up the teams. Rather than starting with the usual gender based teams, 3 boys and 3 girls made the move to mix things up. We ended up with a blue team (they wore blue overalls for the task) called Versatile and a yellow team (you guessed it, yellow overalls) called Connexus (because if you sat it fast it, you know, “connects-us”). I’ll stick to blue and yellow.

In Blue, it was a case of everyone take a step backwards when selecting Project Manager. Selena Waterman-Smith was last to do this and, reluctantly, became PM. The scramble to avoid being PM in both teams will embarrass some candidates as they watched this episode, but over in Yellow, Driving-style April Jackson was decisive, volunteered and was swiftly accepted before she could change her mind. Actually, changing her mind was not something we saw a lot of from April in this episode. Selena on the other hand was indecisive, but even0handed with it.

April decided that fish cakes and Salad Niçoise would be the products Yellow would sell and immediately cut off any other opinions. Over in Blue, the team eventually agreed on Calamari and fish finger sandwich, without much direction from Selena. Claude observed Blue and Karen followed Yellow.

The rest of the task went more or less as expected – April making all of the key decisions for Yellow without any obvious consultation or strategy. For instance, Yellow bought the first tuna they came across; no checking of alternative options, no negotiating. Typical of the Driving-style (from Social Styles) it was all about results and keeping to time. Quick decisions, few facts. Over in Blue there was more delegation but also more indecision. Ex-Royal Navy (but now running her own hair and beauty salon) Blue team member Charleine Wain took control of some of the decisions, but the whole thing was much more democratic. The decision to buy the cheapest squid proved a poor choice, but using coley as a cheaper alternative to cod showed an eye for a profit.

So the scene was set; two different leadership styles (autocratic Yellow, democratic Blue). Which would win out? Fortunately, Blue made the better choices (location, pricing, delegation of tasks) and despite carrying a few Muppets (Mergim Butaja trying to sell fish to a vegan restaurant comes to mind) they managed to turn a profit of £200, despite, the calamari going off and having to be disposed of because it hadn’t been kept below 5 Celsius!

In Blue, the editing focused on three characters; April’s leadership style (her non-negotiable pricing strategy was laughable – £9 for a tuna salad), team leader in the kitchen Brett Butler-Smythe (also ex-navy, but obsessed with following the “specifications” [sic] of the recipe) and hapless Dan Callaghan – who owned up to not being able to sell or cook in the boardroom. It was no surprise when we discovered they made a profit of only £1.87 [sic]! Yellow missed the lunch time rush because Brett (organising and preparing fish cakes) and Dan (in charge of calculations for ingredients) took too long to prepare the fish cakes and didn’t produce enough.

Fired this week - Dan Callaghan

Fired this week – Dan Callaghan

Having lost the task, it was no surprise that April brought Dan and Brett back with her. Brett and April fought their corner, but nice guy Dan as just too honest (and naïve in admitting to his short comings), so it was natural that he was fired. However, Brett and April were both lucky. They were worse than Dan and will have to learn soon or face being fired. Dan at least was a nice guy and seemed intelligent. But, in The Apprentice, nice guy’s get to finish (the series) first.

The Apprentice 2014 – Business Plans

Winner Mark Wright with Lord Sugar. Courtesy of BBC News

Winner Mark Wright with Lord Sugar. Courtesy of BBC News

The Apprentice 2014 – Business Plans

The semi-final and final of this year’s BBC Apprentice was all about the business plans. Although it has made for great entertainment, I remain a critic of the revised format. The decision to change from recruiting an Apprentice, to finding a business partner, makes the series look more like Dragon’s Den, and in this respect it fails.

There were attempts in the final last night to make the process look fit for purpose. Reference was made to winner Mark Wright‘s excellent people management skills, as well as his drive and determination, and it is true that these were identified across the weekly tasks. And this did differentiate Mark from runner up Bianca Miller.

The truth is, though that in the end it all came down to the business plans, and in this respect the outcome became predictable, as Lord Sugar opted for the most coherent plan. It may appear to be a risk to go into SEO and website development, but Sugar has consistently invested in projects that are away from where he made his name. Not manufacturing products, but into the Service industry. Certainly this was true with Leah Totton (last year’s winner) and Ricky Martin from 2 years ago.

The truth is that Mark had the better thought out plan and, crucially, it was in his area of expertise. Bianca was very successful with a previous start-up (top 100) but had no track record in this field. Sugar prefers to play the odds, and in this respect, Mark was the safer bet. Of course, it is not without its risks, but is is not as risky as Bianca’s tights. Bianca was shown not to understand her market when she got the pricing strategy so wrong. It was a brave, or desperate, move to change the pricing strategy, but it maybe undermined Sugar’s confidence in the plan. In reality, she had lost the moment was clear the pricing was wrong, whatever she did.

Across the series, we have seen some excellent candidates (Mark, Katie, Roisin, Bianca), but very few (one?) decent business plan, and it is not earth shattering. Going forward, the programme needs to find candidates with better business plans because, ultimately, the best contestants had the poorest plans (Roisin?).

Finally, goodbye to Nick Hewer. He has ben an integral part of The Apprentice and he will be missed. Whoever replaces him, I hope the producers rain back on the contribution of them and Karen. This extra contribution from the eyes and ears of Lord Sugar is not welcomed by me.

 

The Apprentice 2014 Week 10 – The Business of Failure

Lord Sugar. Courtesy of bbc.c.uk

Lord Sugar. Courtesy of bbc.c.uk

The Apprentice 2014 Week 10 – The Business of Failure

We reached the quarter final stage of the Apprentice this week, with seven candidates remaining. Next week there are the much anticipated, or dreaded, interviews, but to get there the candidates had to survive one final traditional task.

The task this week was to produce a new premium / luxury dessert and sell it to three supermarkets (Asda, Waitrose and Tesco). Lord Sugar mixed things up by moving Daniel Lassman to Summit with Sanjay Sood-Smith moving in the opposite direction. He then appointed Katie Bulmer-Cooke and Roisin Hogan as PM of, respectively, Tenacity & Summit.

The task served to identify a losing team (Tenacity) but played only a small part in deciding who got fired. It was an interesting task, and the two PMs were chosen because food is central to their business plans. Here are some of the highlights from the task;

  • Katie experimenting with weird and wonderful ingredients, such as saffron, without a clue as to what they bring to the finished item (trifle). And this was despite a leading chef telling them that the public will only buy what it recognises
  • Mark and Katie in one car, with Sanjay in a separate car (why?) allowed Mark to manipulate Katie into allowing him to do the key pitch (by potential orders) at Tesco. Mark then failed massively in the task
  • Daniel receiving clear, unambiguous instructions from Roisin not to interrupt in a pitch, and completely ignoring her
  • Classy branding for their tea-cheesecake product from Summit (Roisin and Solomon) helped win the day over the insipid branding (Mark & Sanjay) of Tenacity’s trifle

Once in the boardroom, Summit won the task by securing more orders, principally a large order from Tesco. Tenacity only secured a good order from Asda, but nothing from the other two. Summit secured orders from both Tesco and Waitrose.

All three members of Tenacity are called back, and Katie is praised for her organisation, but her lack of expertise in the kitchen/lab severely undermined her credibility and she is fired. In reality, she was fired

Katie Bulmer-Cooke was fired. Courtesy of BBC

Katie Bulmer-Cooke was fired. Courtesy of BBC

because her business plan (a chain of healthy restaurants, starting in Sunderland) is not likely to be something Sugar would take a risk on, and Katie demonstrated no expertise in the area. Katie’s firing is deserved but is still a real shock as she has been a consistent performer, and it is right that she goes “with regret”. Under the old format she would have made an excellent “Apprentice”, but this business idea and her lack of experience were never going to appeal to Sugar.

That left Mark, who was very poor on the day but who has been good throughout, and Sanjay. It is no surprise that Sanjay is fired, but it is interesting that it is Mark, who has success in digital marketing, who is able to plant the seed of doubt into Sugar’s mind by his strong assertion that the numbers don’t add up. Again, a website / social media for fitness freaks doesn’t sound like a winner, and is not in an area Sugar is likely to

Sanjay Sood-Smith was also fired. Courtesy of BBC

Sanjay Sood-Smith was also fired. Courtesy of BBC

go for. Sanjay is fired, and Mark enters the last chance saloon. It will be interesting to see what the interview panel and Sugar make of Mark’s as yet unseen internet marketing plan.

So we are down to 5 candidates, and it is an open field. The rest has been preamble. Next week we get to see what business plans the candidates bring in everyone’s favourite episode.

I would just like to make a comment that I’m not a fan of the greater contributions from Nick and Karen. This has ranged from disclosing private conversations in the boardroom (Sanjay’s comment about Bianca) to twisting or misrepresenting facts. They may have always done this, but I preferred it when I didn’t see it.

The Apprentice 2014 Week 8 – Hot Water

Home-spaThe Apprentice 2014 Week 8 – Hot Water

This week on The Apprentice may prove to be a watershed for many of the candidates, with poor leadership and fear of defeat provoking candidates to reveal more of their real selves.

The task was to sell 2 debut products at the Bath and West Country Show, along with one established product. In Summit, multiple business owner James Hill persuaded his team mates that he has the passion and drive to be PM. For Tenacity, lawyer Felipe Alviar-Baquero is preferred to fitness entrepreneur Katie Bulmer-Cooke who also put herself forward.

The contrast in Leadership styles is plain to see throughout the episode, with neither PM covering themselves in glory. Felipe has a cool, approach, using analysis to correctly identify what to sell and who should work together. Unfortunately, he struggled to manage the ongoing conflict between pub quiz company director Daniel Lassman and digital marketing sales manager Mark Wright. James, on the other hand, made decision on intuition. Both end up with unhappy teams and there is no doubt whoever lost the task would be in for a bumpy ride in the boardroom.

In the end it was two members of the Tenacity team that ensured they got a massive win; firstly Katie, who is paired with Daniel, coached him to take a softer approach in negotiations after two pushy meetings, and they secure their first choice established product, Hot Tubs. Secondly, Mark manipulated Felipe, with whom he has spend the first day identifying 2 debut products, to allow him, not Daniel, to sell the Hot Tubs. This was a high risk strategy, which completely derailed Daniel who went into full blown meltdown on Day 2 (selling). There is no way he would have survived if Tenacity had lost the task, but Mark would have been vulnerable too. However, they won with 10 Hot Tubs sold, including 7 to one customer sold by Mark. Katie was impressive throughout the task, as was Mark when selling. Felipe was too nice and spent the day arguing with Daniel to such an extend that it kept customers away and they sold little.

Over in Summit. James showed his immaturity and, possibly, his true nature. He completely ignored the recommendation of the sub-team sourcing debut items to sell, despite not seeing the items, and refused to discuss why. This left the sub-team to sell items they didn’t believe in (folding wellies and a swinging chair). Not surprisingly, they struggled. Next, he completely ignored any advice from accountant Roisin Hogan, and his wide boy approach cost them the chance to sell  the Hot Tubs he desired. They end up selling Tractors, mostly due to James’ lack of attention to detail. He even managed to call the Hot Tub customer by the wrong name! Where is Felipe when you need him?

Autocratic doesn’t quite capture James leadership style; people had more freedom in the Soviet Union than the team members in Summit! In an amazing development, James commanded Roisin not to tell the sub-team that they lost out on the Hot Tubs, but to allow him to tell the team he changed his mind. She reluctantly agreed, but said she won’t lie if asked directly. In the end, the fact doesn’t come out until the boardroom. James showed himself to be immature, self serving with no regard for the team, with dubious ethics and deluded.

In the boardroom,  it is revealed that Tenacity had won the task. Daniel is saved and Mark’s profile is strengthened, but it is Katie who made the most telling contribution overall, with her timely coaching and back seat leading of the team at key moments.

Sugar informs Roisin that he wants to hear from her, and she gives it with both barrels. Roisin delivers a passionate, well argued and evidenced dissection of James’ (lack of ) leadership. She is brought back into the final three by James for her “attitude” along with Sanjay Sood-Smith, who again failed to contribute much, barely selling anything. The only surprise is that Sanjay survives, as this is nor merited, but inevitably James is fired. Right to the end, James is trying to manipulate Sugar into

James Hill - autocratic leader, was fired this week. Courtesy of BBC

James Hill – autocratic leader, was fired this week. Courtesy of BBC

a stay of execution, playing the victim and sharing that he started with nothing. We’ve seen Sugar manipulated in this way before (Baggs the Brand, anyone?) but though he is fired “with regret”, he is still fired. Rightly so. He has been great TV but was found out many weeks ago.

So, 8 candidates remain. For me, Katie is the best all round candidate, with Mark and Roisin looking strong. Daniel, Felipe and Sanjay are dead men walking. Solomon, who again used his charm to sell, and Bianca are yet to convince me.

The Apprentice 2014 Week 7 – Bitter Sweet Drinks

empire-state-building-19109_640The Apprentice 2014 Week 7 – Bitter Sweet Drinks

This year’s foreign trip sees half of each team going to New York to try and “launch” a new soft drink into the US Market. However, although this task bears similarities to last week’s Board Games task, the crucial difference was the possible effect the time difference would have on communication between sub-teams.

In Tenacity, there’s an immediate battle between board room survivors from last week; Mark Wright and Lauren Riley both want need to be PM as both were accused of ducking the task by Lord Sugar. Both use what turns out to be “exaggeration” to try and secure the role, but whereas Lauren’s extensive knowledge of New York is based on only 4 visits, Mark does NOT have a background in advertising. Mark gets the vote and again he has managed to manipulate things to his advantage. Now we will see what he is made of.

Over in Summit,personal branding expert Bianca Miller gets the role of PM for the first time.

The first task of each PM is to decide who stays and who goes…to New York. The UK sub-teams will design a drink based on the brief agreed and the US sub-team will road test the product, shoot an advert and pitch to an advertising agency.

For Tenacity, it is no surprise that Mark puts himself in a different sub-team to Daniel Lassman, given their strained relationship. However, he does offer them “100% support” for any decisions they make. Katie Bulmer-Cooke stays with Daniel. Mark takes lawyers Felipe Aviar-Baquero and Lauren with him to NY.

Summit PM Bianca leaves Sanjay Sood-Smith with the creative Roisin Hogan and takes James Hill and Solomon Akhtar to the Big Apple.

Ultimately, the task will be decided less on the recipe of the drink, and more on its branding and advertising. Tenacity go for a healthy drink and Summit for an energy drink. Both products are British versions of what the teams think Americans will buy. This is followed up by excruciating adverts which are at best stereotypical but border on insulting. Surely, the teams would have been better drawing on their UK heritage and pitching a UK product?

Both PMs are disappointed by the products produced and shipped to New York ,and the brief market testing does not give either any confidence. What is interesting, though, is the  different approach that the 2 PMs take; Mark maintains his “Laissez-Faire” leadership style (more abdicate than delegate) whereas Bianca becomes much more Autocratic and directive.

The time difference always meant that immediate feedback and course correction to the product recipe had to be taken on trust, but this would be true if both teams were based in the UK. What needs to be clear in any situation is that the brief the recipe sub-team is working to is clear and as unambiguous as possible. As the PM can’t be in 2 places at once, the recipe has to be less of an issue in this task. The PM can be more hands on with the UK sub-team around the branding (log, packaging, digital advert etc.) and part of the pitching process. This is the right way to proceed.

At the pitches, Mark’s decision to be accompanied by 2 lawyers is interpreted by the Madison Avenue audience as safe and cautious. Lauren fluffs her lines, just about  the only thing Mark has allowed her to do. Given that she wanted to be PM, perhaps she should have pushed to be sub-team leader in the UK? Their advert, directed by Felipe at least has some energy to it.

The Summit pitch is better, but the advert is boring and does not convey enough energy, given the type of drink and market they are aiming at. The decision not to include music is misplaced.

Both teams design Digital adverts for Times Square. Again, the Big Dawg energy drink of Summit looks better than the insipid yellows of Tenacity’s Aqua Fusion.

Back in the boardroom, Sugar uses all of the available feedback from the Advertising agency and his aides to decide that Summit win the task. Mark has no problem in choosing Lauren to come back. However, how does he choose between Katie and Daniel? Was it ever in doubt that he would choose Daniel?

Mark comes under pressure for the poor product and the decision to take 2 lawyers for the pitch in New York. He gets support from Nick Hewer for his project management, but his “100% support” for Daniel lasts about 1 minute as he blames him for the poor product. This doesn’t hold water (sorry) as his choice of Daniel over Katie is based on personal feelings and no evidence. In a surprise tactic, Daniel points the finger of blame at Lauren. Mark agrees that she did little, and made a mistake in the pitch. Both men survive and Lauren ends up fired.

Lauren Riley was fired this week. No commercial acumen. Courtesy of BBC

Lauren Riley was fired this week. No commercial acumen. Courtesy of BBC

Once again, the firing is based more on Sugar’s instinct that he can’t see Lauren as a viable business partner than on this task in particular. It’s hard to disagree with this. A good tour guide, but no commercial acumen. If the decision was based on this week, then Mark should probably have been fired. He said as much during the programme.

The star of this week’s programme was probably Roisin for her creativity and calmness when Bianca got autocratic . The contrast with the emotional Sanjay was clear to see, but does she have what it takes to win? Remember, in Week 3 (Fragrances) Roisin lost as PM and demonstrated some poor commercial skills. She looks the best of the bunch so far, but has she learned from her past mistakes? Katie is another good, quiet candidate, but it’s hard to see a winner from the boys.

The Apprentice 2014 Week 6 – Relationship Woes

board-48117_640The Apprentice 2014 Week 6 – Relationship Woes

At the end of last week’s exciting episode of Soap Reality TV show The Apprentice, the hostility between team “mates” Mark Wright and Daniel Lassman was out in the open. It was always going to be interesting to see how it would impact on this week’s task. We weren’t disappointed. Instead we were treated to a clash of 2 different strategies, played out in almost Shakespearean tones. Or Cane and Abel if you prefer a biblical reference. Mark is not alone in team Tenacity in not trusting Daniel, but he is the one stoking the fire. For his part, Daniel is so blunt and direct, it is easy to see how he unites his team against him.

The task this week is to design a board game, and Mark manages to manipulate branding assistant Pamela Uddin to lead a task nobody wants to. Tenacity have their PM. After last week’s narrow escape, multiple business owner James Hill chooses to become PM for Summit and immediately demonstrates his style – decisive and paternalistic – by choosing the type of game – fun and educational for the family.

Meanwhile, back in Tenacity, Mark suggests a game based on relationships. Sub teams are set, with James again showing his decisive, direct style. Half of each team  go off to do at some market research, half start to design the game.

The challenge in marketing here is that if you take one idea – like both teams did –  and it isn’t liked, then you have nowhere else to go and you’ve lost a lot of time – so either go out with an open mind and no fixed idea, or give the focus group some choice and measure preference. Both teams opt to take out a single offering. Summit’s idea about a geography based family game is well received, Tenacity’s idea of a dating game is not. Tenacity PM Pamela, in a fatal error that will ensure no brand assistant manager loses the word “assistant” in their job title, decides to ignore the market research and go with their idea “The Relationship Guru”. This is her first mistake. Her second is to allocate Daniel to write the questions (which are based on subjective, not objective data, so are guaranteed to annoy and cause argument) without checking every single one. In these two decisions, Pamela has almost guaranteed that she will be fired if Tenacity lose the task.

And so it proves to be. In a rare case of everything turning out just as it appears to be unfolding, Summit win the task by almost double the sales to shops and big chains compared to Tenacity. James led the task well, but it helped to have a good idea, well thought out and in line with what the target audience – both retail and public -would buy. In this respect, accountant Roisin Hogan came across well and deserves a lot of credit.

In the boardroom, Pamela chooses to bring Daniel (no surprise) and “glamorous solicitor” (sounds illegal) Lauren Riley back. Despite Pamela trying to push the blame on Daniel, the combination of his direct-in-your-face street fighting defence, and Lauren’s steely cross examination, as well as a poor performance as PM, it is the end for Pamela and she is rightly fired. Both Daniel and Lauren receive warnings about future conduct from the judge Lord Sugar, but they survive. After a poor week as PM last week, and with Sugar’s warnings about his need to take feedback ringing in his ears, Daniel lives to fight another week.

Pamela Uddin, Inept Branding Assistant and PM was fired this week. Courtesy of BBC

Pamela Uddin, Inept Branding Assistant and PM was fired this week. Courtesy of BBC

Back in the house, Mark is telling everyone why it is unlikely that Daniel will survive, as the failure of the task and the woes of the world in general are down to last week’s PM. The look on his face is priceless when a humbled Daniel walks into the room. I have been a fan of Mark in this series, and once again this week his salesmanship is outstanding. However, the way he tried to manipulate things this week and his modus operandi in general are now out in the open for all to see. He is as scheming and determined as Daniel, but is pretending to be a team player – a wolf in sheep’s clothing. Or should that be a dingo? It will be interesting to see what happens when he is PM. And this must be soon, as Sugar has cottoned on to his tactics. Maybe a change in strategy? Cane and Abel Part 3 is next week…

 

 

The Apprentice 2014 Week 5 – Coach Trip

Coach - Bus The Apprentice 2014 Week 5 – Coach Trip

After the shock of last week’s triple firing, The Apprentice now feels like the programme we are used to. Yes, the tasks in Weeks 1-4 have been familiar, but the after contrivance of an unwieldy 20 candidates, pre-chosen PMs and a culling of 8 candidates in the first 4 tasks, this week felt more familiar. For instance, with 2 teams of 6, there are fewer places for people to hide.

This week, the teams had to organise competing coach tours aimed at the burgeoning tourist market, and try to sell as many of the 25 places on each coach. The team with the biggest profit would win the task. I say teams, but this week would stretch the concept to the limit, especially in Tenacity.

Sugar moved Mark Wright into Tenacity to balance the teams. He was keen to be PM, but lost out to Daniel Lassman, who persuaded the team that his experience in organising events would guarantee success. For Summit, Sanjay Sood-Smith got the job as PM. Both teams decided to tap into England’s rich heritage and go for history-themed tours.

The success of this task would ultimately be down to clarity of strategy, especially around pricing and the ability to sell the tour as good value for money. In short, maximise profits by selling a quality product for as much as possible, and minimise costs. The real surprise this week was that the winning team (Tenacity) always looked like winning. So often in The Apprentice we are used to the editing suggesting one winner, but the results showing the opposite.

Tenacity had clear WIN positions for their negotiations on ticket price. WIN stands for;

  • What do I WANT or what would be a good result (£80+)
  • What would be an IDEAL result (£99.50)
  • What do I NEED (later in the day they went as low as £65 to try to fill the bus)

Tenacity also used this price guide to inform their negotiations with the venues around Oxford that they wanted to partner with. It all seemed thought out, but was driven more by Mark than Daniel.

Over in Summit, Sanjay plucked the target price of £60 out of the air, and despite his banking background, the rest of the strategy as outlined above, was not obvious. This lower ticket price was to prove fatal for Summit, as they desperately tried to maximise profits by an aggressive negotiation with the venues, this time in Kent. Bianca Miller committed the cardinal sin of informing one group that they were the last chance for a sale, and their price was pushed down to £40 per person. The Summit starting price was lower than the minimum achieved by Tenacity. However, they did sell all of their 25 seats. Tenacity only sold 20 of 25 seats.

The second key factor was being able to negotiate discounts from the venues. In tenacity, Mark again showed his commercial acumen getting a discount of 60% at Blenheim Castle. He did this with a Collaborative Win / Win approach, by linking it to volume. By way of contrast, wide boy James Hill adopted a more aggressive I Win / You Lose Competitive negotiation style, starting off by asking for a ludicrous 80% discount with one venue. This approach might work for a one off like this, but it is not something that is likely to build an ongoing partnership. In the end, he failed to get any reduction above the regular group discount.This is the problem with playing your cards too early and negotiation on a position rather than on both party’s interests.

Tenacity delivered a quality experience but maximised profits by offering a poor quality (cheap) lunch. The highlight was the informative and note free tour of Blenheim narrated by Lauren Riley. Summit were disorganised and offered children’s songs on the bus, and Jemma Bird’s poorly prepared commentary. James again showed his lack of maturity and commercial acumen and resorted again to his “sell at any price” approach.

In the boardroom, it was revealed that though had Tenacity won, the team gave Daniel no credit. For his part, he refused to accept this, despite not selling any tour tickets. His relationship with Mark in particular is strained as the latter continues to calmly stick the knife in at any opportunity.

Jemma was fired for lack of contribution. She didn't seem surprised. Courtesy of BBC

Jemma was fired for lack of contribution. She didn’t seem surprised. Courtesy of BBC

For losing team Summit, Sanjay chose to ignore James’ poor performance, much to Sugar’s surprise. Sugar warned James that he must improve. Sanjay brought back Bianca for her mistake with the group ticket sell, and Jemma for a lack of contribution. Jemma was fired, and it was hard to argue with, as she was anonymous over the first 4 weeks and incompetent this week. However, a case could be made for sacking all 3.

So, Mark continues to shine, Lauren strengthened her position but James and Sanjay look out of their depths.