This week it's a catering task where teams have to decide what food to offer the high-end market. They have to provide a lunchtime service and SAS has also arranged for them to cater for 50 high flyers in an evening reception. The team that makes the most profit wins. Clearly this is about producing good quality food to people that are not short of a bob or two… simple!  You’d think!

Empire
PM: Rocky aged 21 impressed me in week 1; a young lad who left school at 16 and five years later has 15 outlets selling sandwiches and employing 150 people.  This should be right up his street given the lunchtime service is most likely to be sandwiches!

Ben says it should be the “Best of British” prompting Maj to suggest Olympic 2012 theme to which Ben concludes it’s the theme they are going to run with (run with… Olympics… get it???).  I think Rocky is now out of his depth and so decides to go with the flow.

Lunchtime service
Group B lead by Phil head out to pitch for lunchtime orders – whose bright idea was this??? Why didn’t Rocky pitch?  Client astounded by their lack of experience and Bright Spark Phil doesn’t use at his disposal the facts, actually scrap that, he doesn’t think to use the Joker in the old pack… his PM… Rocky the sandwich man… logic!  But no, who needs common sense when you have this team of bright sparks!  Unsurprisingly, they don’t win the pitch in fact they don’t win any business and are forced to sell on the streets of London.  Group A dressed in sports attire head off to Liverpool Street to sell their sandwiches to city folks but find it difficult to shift them - maybe something to do with your costume guys!  In stark contrast, Group B goes to a tourist hotspot and sells the lot.  Hopefully, that should tell them something… dress like twats won't get you anywhere, but you are comedy value for those you are trying to sell to.

In my view, its no surprise PM's sandwich business is doing so well; he certainly knows how to make a damn good sandwich and is very generous with his fillings.  (I loathe eating sandwiches when all that I can taste is the bread!).  I believe it’s all in the presentation and his sandwiches looked extremely professional.

Evening reception
PM decides on a fancy dress theme. You must be kidding; it’s a corporate event not fancy dress party.  Howard who works in hospitality calls a top class events company to understand pricing charges and is advised that it is currently - £50/£60 per head, what the hell?!  . The idiotic PM wants Group B to charge £60+ per head based on the information he has been given by one company who are top of their field and have been established for years.  Poor Phil, the designated pitcher for the team, has the painful job of relaying that figure to the client.  Opening his pitch at £65 pp, which is received with a stark ‘No’, he is forced to accept a more realistic figure to the company of £15pp but not before trying his luck at £35 and £17.50!

It’s a total shambles, any other business they would have been shown the door. Phil should have taken the opportunity to renegotiate the deal once it was reached at £15, as the costs are all stacking up.   PM and Howard have to take full responsibility for the costing.

Whilst, PM is busy making canapés with two teammates, the rest of them are decking out the venue with props.  I smell disaster here and think all hands should have been in the kitchen and not making it appears like a brothel!

The PM believes he is the bees knees of the canapé world and nominates Phil and himself in the kitchen.  This is definitely a mistake and one which he will regret, when he should have ensured that everything was running like clock work quality controlling everything that came out of the kitchen, rather than leaving it to some spotty toga wearing waiters.

Ignite
PM: Yasmina a restaurateur by trade justifies her position like all head chefs by overpowering her team and talking down to them. Her management style of being "rude, brash and blunt" suggests that there is only going to be one person running the show... Yasmina! She's the kind of person who likes to dish out orders but hates following them. 

PM says the food industry makes a 70% profit on whatever they sell but if you are going to use the cheapest value, lowest budget ingredients I’m not surprised! With poor ingredients and high-class market, this will go down like a lead balloon.

Lunchtime service
Group II win two contracts.  One of the Companies requiring 27 sandwiches and 10 salads for a meeting; a long way off the 400 “flat breads” that PM wants to make.  PM greatest strength lays in the kitchen but sometimes even that is questionable.  She’s doesn’t oversee production; Gordon Ramsey would have been right in there quality controlling every f’ing this, that and the other in that kitchen!!  Not PM, she’s doing the complete opposite, she’s busy rationing the amount of filling! I’m disgusted; I dread to think what she serves in her restaurant.

Fulfilling the orders the team won for lunch, they present the food to the clients who are not happy bunnies.  They are appalled at the insubstantial fillings in the sandwiches, the lack of dressing on the unappetising salad and the presence of a hair; who’s to say this only happened once!  Unsurprisingly, the client would rather starve than eat what’s on offer.

Evening reception 
Kate does such a lousy job at pitching to the client – its laughable. I’m in hysterics, she’s made a right dogs dinner of it and leaves the client sceptical of their ability to fulfil the job.  I would have thought that loud mouth Debra would have relished this.  She loves the sound of her own voice and is so opinionated it’s frustrating. Although PM would have been my choice as it’s an important event and she needs to win customer confidence.  The Client agrees on them fulfilling the contract, on the condition they meet his standards; quality of food, professionalism and service. Bearing in mind this is a catering event; the quality of the food is paramount.

PM turned master chef by night makes soggy, oversized canapés.  There is absolutely no one she can blame her team for her numerous errors in judgement as she has taken the lead all the way through.  The girls do a sterling job of welcoming guest and certainly look the part, but what can be said of the food? It doesn’t go down very well with loads of people leaving it to one side…

Results
Empire spent £821.37 made £660.61 loss £160.76
Ignite spent £347.77 made £1,006.20 profit £651.43
Girls won by making 200% profits. PM is applauded for her production in the kitchen and told it was an extremely efficient operation. PM brings James and Howard to the boardroom. SAS fires Rocky. 

Opinion of candidates

The task this week, is to invent a piece of portable home fitness equipment costing no more than £30.  They have 48 hours to design a prototype and market their product before pitching their invention to Britain's top retailers in sporting merchandise.  The team that makes the most orders win.  SAS decides its time to change the teams around a bit and swaps two people from either side.

Empire
James feels that he has a lot to prove and volunteers as PM (I suppose it helps that he has product development experience).  I think it was a tactical move on the rest of the team’s part; do they want him to fall flat on his face?  Is he a pushover? Perhaps they want to make him a scapegoat because they certainly don’t like him.

Brainstorm
Howard suggests the product should be integrated into everyday living i.e. when showering.  Seriously mate… what are you on? Ben took the suggestion one step up a notch and said it should evolve around sex!  Have you completely lost the plot – maybe this would be OK if you were promoting a product to a choice store in the red light district. Why didn’t James lead the session by giving direction or making a couple of sensible suggestions by way of example, he does have product development experience after all.  Running out of time, they run with a suggestion put forward by Ben, to encourage upper body strength.  PM has made a terrible decision to delegate the role of chief designer to Ben and should be running a far tighter ship.

As part of their market research, Group A head to a store to find out what fitness product sells best… complicated products – out, simple one purpose products - in.  PM is adamant that he does not want the product to be a “home gym”, so this clearly meant “go and over complicate things”, and that is what they did… in fact Maj ignores his PM’s request of keeping it simple and suggests the complete opposite – adding more features for added value.  Ben agrees to Maj’s idea of a box that you can step on with a couple of cables underneath it. 

Prototype
With the absence of PM at the prototype makers, Ben pushes forward with Maj’s idea of the multi-gym. This is probably the most important exercise of the entire task and whom does he delegate this role to? A numpty!!  When the prototype arrives, cheers of joy and glee!!!  Happy times maybe, well apart for the PM.

Marketing
Kate and Ben model for the poster, which is an important part of the pitch.  (Oh by the way Ben, CK Jeans will not be knocking on your door mate!)  The team run late (possibly due to Ben polishing his ego) and just have to go with any image and have given it little thought. 

Pitch
Kate steps up to the mark… good on you girl!

Ignite
Both Debra and Lorraine put themselves forward for PM.  Debra, who has the bigger mouth, appears to be the more domineering one of the two them is elected as PM.  Paula puts her neck on the line by commenting that PM needs to manage her own personality. Well-done Paula!  I get the feeling that something is stirring up between Lorraine and Debra – I see fisty cuffs happening here … only time will tell.

Brainstorm
Mona wants the product to focus on the leg area while Phil wants it to help the abs giving a demonstration of the circular motion he is thinking of.  He's a clever lad.  As usual PM (Debra) can’t make a decision and ignores Phil’s idea not realising that he is actually quite talented and suggests an ankle exerciser for the elderly.

As part of their market research, they have the opportunity to speak with a fitness instructor to gain a better insight.  Phil expands on his idea and suggests that it should be a cube.  Fitness instructor says that both ideas (including PM’s granny one) do nothing to improve fitness levels and so they need to go back to the drawing board.  Not Phil, he still wants to run with it!

Prototype
Group I are still undecided and with little choice at the prototype makers decide to expand Phil’s idea of developing something that involves a circular motion.  At last, they develop the idea of a bum ball.  I love it; it’s a fab idea!  PM is keen to run with Phil’s bum ball concept quickly dismisses any other idea thrown at her.  Prototype gets delivered the next morning and the team rebrand it from Bum Ball to the “Body Rocker”.  Shame “Bum Ball” is a classy name!!!   The prototype looks amazing and I’d get one… if I could be bothered to exercise!

Marketing
The poster to advertise the product is key to the pitch and once Group II searches for gymwear, they are responsible for making it.  Mona and Noorul are the models and Yasmina (pain in the bottom and week 2’s PM) is the photographer.  I said earlier that Yasmina was the kind of person that likes to dish the orders but can’t stand taking them.  She complains that PM is not fun to work with and all she does is bark at them.  Pot calling kettle black!

Pitch
Lorraine volunteers to present to the retailers but the PM is not convinced that she’s the right person for the job. In a rehearsal, Lorraine fails to mention what the product is which is worrying.  Presenting to the retailers, Lorraine appears very confident and it goes very well.

Results
Ignite: Powerhouse – 80, Totally Fitness – 100, John Lewis – 10,000
Empire: Powerhouse – 0, Totally Fitness – 0, John Lewis – 500
Ignite win.  Thanks to Phil and Lorraine.  Empire lost because it was a naff product.  PM brings Ben and Maj to the boardroom. SAS fires Maj.

Opinion of candidates

Leading botanical research centre, Kew Gardens, is the choice of venue this week.  Natural ingredients seem to appeal to the masses so the task is to manufacture and sell, two original and natural products to the general public. The team with the greater profit wins. They have one day to make their selection, brand and market their products then devoting Day 2 to selling.

Empire
PM: Paula (an HR Manager) suggests shower gel and soap for the products.  Ben makes his excuses and takes a back seat as he knows nothing about hygiene (well not literally… I hope!) but the PM has other ideas in store!  The products must contain a natural ingredient and the call is for seaweed.  James, who in my opinion has never said anything constructive to date, makes a valid contribution, to keep an eye on the cost, as its all going to add up.  PM appoints Yasmina and Ben (who was hoping to do as little work as possible) to keep a track of costs, as it’s her weakest link.   

Yasmina in all her wisdom and glory prefers sandalwood oil to cedarwood oil; only it costs a hell of a lot more.  I’m wondering if this was deliberate?  Once again logic should have prevailed but no…why on earth didn’t PM confirm the price of the oils? Why didn’t she get a second opinion from Ben?  So many questions, so little time.  Having made a decision on sandalwood oil, they have to work out the quantity.  Thinking they need 3 grams of oil, they actually need 3% oil (equating to 450 grams), which is a small fortune considering it costs over £1,200 a kilo.

I think Yasmina is probably the main culprit of the error made here, as PM relied on her to stay on top of the costs and she calculates to spending £2 on oil.  For someone who thinks she’s good at pricing, she’s got another thing coming!

Branding
PM nominates herself as chief designer.  She brands the products “Rock Poole” as all her natural ingredients were sourced from Poole, nice one! 

Pricing
PM thinks she’s spent the equivalent of £0.87p per item… bless her, she’s so proud of herself.  Nick has to step in to say that they have spent over £700 on fragrances and oils alone!  Their faces are an absolute picture!  Yasminia you are so responsible for this – where did you get £2 from?  Clearly you have sniffed way too much of the stuff.  Realising they have overspent, PM decides to double the price and thinks that it is probably quite fare as they are good quality products.

Business is steady at the market, charging £3 for a bar of soap that cost considerably more to make sounds like bad business.  It doesn’t take long before James comes up with a storming idea to charge more (my opinion of James is improving somewhat).    Paula makes the call to charge an extra £0.50p a piece.  I’m not going to complain, as something is better than nothing and it would have been worse if she had just outrightly ignored James’s suggestion.  Towards the end of the day, a woman decides to buy the remaining stock as a job lot and offers £350.  Pushing their luck, they ask for £400!  The woman knows that it’s a good deal and accepts.  Well-done guys!

Ignite
PM: Noorul, a chemistry graduate and science teacher thinks he’s a natural leader who can drive others to success and doesn’t need to be managed, OMG… Mr. Inspirational he is not.  He can’t make a decision to save his life.  PM doesn’t take charge, so Lorraine suggests the products should be a bubble bath and soap, which PM hesitantly agrees.  Time for another decision – name the natural ingredient you want in the products, I’m waiting, I’m still waiting.  PM toys with fruit but I think he’s not sure that its viable, so hesitates again.  Make a decision will you!  Phil attempts to make a decision, but PM just bumbles the whole way through. 

Manufacturing
Having wasted so much time, PM finally agrees to use honey.  Whoopee!  While Group I get to grips with mixing the formula, Group II gets the honey from local bees dressed in beekeeper outfits.  PM continues to dither.  I’m getting really frustrated with the guy.  If you can’t make a decision, delegate someone else to do it!  Phil springs to mind…  PM’s team must have done something right as far as deciding on their essential oils, as there is no mention of the team selecting the oils for their product.  However, chunks for sticky honeycomb form the bases of the soap.  It looks rubbish, looks slimy and way too gooey.  This is so not going to go down well.  They are going to have to do some clever marketing to get someone to buy this slime.

Branding
Kimberly the marketing director leads Group II into designing the labels.  As honey is the main ingredient, it inspires her to call it “Honey I’m Home”.  Personally, a company name would have been better! It’s so tacky and the label looks very cheap.  I’m disappointed with Kimberly’s efforts.   Phil becomes increasingly impatient with Kimberly’s inability to take charge in a field that she knows so much about.  Where’s PM in all of this?  Still trying to make a decision are we? I feel for Phil as its clearly obvious what needs to be done, but diplomatic Kimberly isn’t getting the results “skirting around the issues” invites even greater problems.  PM needs a good kicking.

Pricing
I don’t think PM has given pricing much thought as they offer a package deal of £5 for both items.

Sales day
Group I head for Carnaby Street and decide to make use of their beekeeper outfits, dressing up like idiots – clearly you didn’t learn from your mistakes in week 1!  Nonetheless, Mona and Lorraine do well selling, telling only a couple of porkies in the process.    They bluff their way through selling the only sticky honey bar that becomes soap when you’re in the shower, bloody miracle!!!  And no, their shower gel doesn’t retail for £12 in the shops.  After today, I don’t think you’re going to get hold of them – thank goodness!  Yet again, there’s only one person letting the team down… PM!  He’s hasn’t sold a thing.   What is this bloke good at!?!?  Anyway, they soon discover Carnaby street is a non starter, so head off for Bond Street… genius, move from a busy shopping area to a tube station where all that people want to do is get on a tube like sardines and get home, of course they are going to stop to look at your gooey miracle soap!

At the market, with two hours remaining, they still have over 100 bottles of shower gel to flog and decide drastic action is required.  Asking PM for approval, Group II suggest flogging the gels for £1 a piece, but PM insists it should be 2 bottles for £3… clever boy!  With little success and 30 minutes remaining, they end up giving them away!  PM has made lousy decisions throughout the task.  I have to hand it to his team for being so patient with him.  I would have lost it ages ago!  

Empire spent £1,141.24 made £1,073.20 loss £68.04
Ignite spent £406.88 made £900.85 profit £493.97
Ignite won but no thanks to PM.    Paula got the product and marketing right but pricing wrong.  PM brings Yasmina and Ben to the boardroom. SAS fires Paula.

Opinion of candidates

This week SAS summons candiates to the British Film Institute, IMAC cinema, to create a new brand identity for a breakfast cereal.  Teams have two days to come up with a name, a cartoon character, design a cereal box and a TV ad campaign for kids and health conscience parents before pitching to UK’s biggest advertising agencies.  The team that comes up with the best campaign wins - simple.

Empire
PM Kate, a licensing development manager asks her team for suggestions.  Ben sees the bling in dried fruits, rubies in bran flakes and James jumps on board sees rice puffs in diamonds – teamwork at its finest! I think Ben is onto a winner with a treasure hunt theme.  Group B is sent off to undertake some market research, visiting a supermarket and realises animals should form the basis of the cartoon character.  With that, they unanimously agree to go with James’ idea of a pirate parrot! 

Yasmina and James work well together to create a jingle for the TV ad, working quite well I hasten to add.  James, in my view is showing that he’s not quite as dippy as he first led me to believe. Back at the agency, PM directs the design of the cereal box and the brand name is “Treasure flakes”.  This compliments the pirate theme and in my view could seriously compete with other well known cereal on the shelves!  With time on their hands, Ben suggests that all sides of the cereal box be designed – not too sure why they think was an ingenious idea, isn’t that common sense?!  The cartoon character pirate theme is copied onto the box; together with the colour, font, and all that good nutrition stuff.

Day Two
Taking delivery of their mock up cereal box, my first impression is that their box looks great on face value.  It’s well designed and looks like your typical cereal box - good to see their market research paid off.  The set for shooting their commercial is a rain forest themed for their feisty parrot.  The parrot costume, which they designed, looks very good a definite  thumbs up from me. PM does a great job of directing the commercial and appears to have everything under control.

Morning of the pitch, Debra presents to the agency – albeit reading from notes.  I like the fact that they come in singing the jingle to give them a taste of what is to come.  I liked their pitch and Kate handled the Q&A session well, managing to covert a sceptical listener.

Ignite
PM Kimberly really ought to excel at this task – she’s a marketing consultant by profession and so I had high hopes for her.  Their brainstorming session is dominated by bickering – now there’s a surprise.  Phil’s (who has been leader of the pack in previous tasks) ego gets the best of him.  He rubbishes Lorraine’s idea of characterising fruit like Mr Men in favour of his more bizarre pants idea… what the hell?  I know I have championed Phil up to now, but his true colours are coming out…  It appears that Lorraine is the only one with brains in the team…and tries to put a stop to Phil’s plain stupid pants man idea so unfortunately she’s outnumbered.  Oh please, PM you should really know better! No market research has been undertaken, so you don’t even know what’s out there!  Where’s your intuition and foresight?  Where’s your creative flair?

PM is doing a disastrous job of motivating her team.  I know she has got her hand full with obstructive Phil, but why on earth does she insist on teaming Lorraine and Phil together?  There is clearly a clash in personalities and they are continuously at each other’s throats.  I wonder at what point PM realises that Phil is being negative, counterproductive and unprofessional?  Anyway, I’m increasingly getting pissed off with the PM for not thinking outside of the box.  I don’t understand why she’s justifying herself to Phil.  I certainly don’t understand the relationship between “pants man” the cartoon character and the name “wake up call”. 

PM is seriously screwing up this task up.  She doesn’t give herself time to design the cereal box leaving just basic instructions with the designer to do whatever he wants.  OMG!!  This is an integral part of the task and she’s decided against dividing the team into two groups to save time, you twat!

Day Two
Team takes delivery of their mock up cereal box. It’s a joke!  A blind chimp could have done better!  Shame on you all!  Go home, pack your stuff, because you know one of you will be fired.

PM directs the shoot and everyone seems to have a part to play – Phil (and Mona) head out to the recording studio so that Phil can sing his heart out.  Lorraine and Howard are the Mum and Dad for the shoot (I have to say they make a nice couple!) and Noorul takes the starting role dressed as pants man.  What could possibly go wrong… hmm lack of creativity?! 

The PM has made a right royal mess of this task.  Still she can redeem herself by pitching her heart out to the ad agency.   Oh no! She’s bottled it and decides to let Mona pitch…   I have seen stupid things in my time, but sweet Lord this one is right up there.  PM should have stepped up to the mark and done it herself considering this is what she does for a living.  Of course, PM is going to be critical of Mona’s efforts – she’s not you!  Give her a break will you!!!

At the pitch, the cereal and branding don’t correlate.  What does “wake up call” and “pants man” have to do with a nutritious cereal? … Phil, you so got it wrong!

Results
Empire’s pitch was poorly execution but they had a better advertising campaign. 
Ignite's pitch was well executed but was pants!
Ignite lost thankfully.  Kimberly brings Lorraine and Phil to the boardroom. SAS fires Kimberly.

Opinion of candidates

SAS instructs candidates to meet him at an auctioneers warehouse in West London. The task this week is about selling.  Of the 10 items, some are valuable antiques and some are cheap tat.  It’s a one day task and the object is to find out what they are worth and sell them.  The team that comes back with the highest number of sales wins.  Hold on that’s a contradiction because SAS doesn’t expect them to sale all items, he just wants the ones that are sold, to be sold for the right price - I wonder if he told them that!?

Empire
PM Ben understands the importance of knowing the fair value of the items.  He gets his team to ring around to find out how much items are worth.  Congratulating Noorul for realising the skeleton is worth £159.95 plus VAT.  Ready to go, PM divides the team into two and decides to take seven of the 10 items.  I’m a little concerned that he’s not split items 50/50, but I appreciate his reasoning that certain items can be sold in the same location (i.e. at the market) whereas the others require specialist visits – so off to retailers.

PM takes the right approach of going straight to leading bookshops to value the books, but impatience gets the better of him and he loses it.  Changing this tactics, he wants to sell the books regardless and manages to do well by selling the book for £100 albeit with help from Debra.

Group B’s approach to flogging their items to specialist outlet for 50% below the asking price is going to cost them dearly.  Selling a Frank Lampard poster from £80 to £40 and jellied eels originally for £50 to £30 for two bowls is so going to wind SAS up!  He’s going to have a field day laying into them.  It’s about getting a fair price not whatever you can get to make a sale.

PM is yet to sell the skeleton and go-getter Noorul finds a prospective buyer who I quote says he’s “prepared to pay a price at least”… did you clarify what that might be?  It’s always best to get an indication of what it is before wasting your time travelling to Timbuktu.  When they arrive at the meeting point they are greeted by a student who wants a good price… £50!  Selling at £60, that’s £100 cheaper than the retail price.  You pratt!!!

After numerous attempts of selling the rug to retailers, Group B finally sells the rug for £55 to a chap who obviously knows its real worth.  With time running out and five items remaining, Group A resort to practically giving the items away – shouting "£1" to sell all the shoes at Greenwich market.

Ignite
PM Phil acknowledges that he had a problem with Lorraine in the last task and doesn’t want a repeat performance.  That’s good to hear – it has finally clicked… well done son!!   Well he listened for a little bit, he’s all mouth and no action.  He’s undermining Lorraine already and all she’s doing is trying to identify the value of the rug.  Why doesn’t he just leave her alone, what wrong with being over precautious?  Its not causing any harm and why is it that he picks at everything that she does – what’s the problem?  Can’t handle someone knowing more than you and having an ounce of common sense.  To make matters worse, PM decides to team up with Lorraine (and Mona). PM splits items 50/50, taking the antiques to a valuer and trying to flog the more contemporary items to any Tom, Dick or Harry.    

PM is convinced the skeleton is the most expensive item in his box; stopping at an antique dealer, he’s promptly directed to a more specialised gaff like a medical college.  Nothing wrong there, but do you even know how much its worth?  Meanwhile, Lorraine is still hooked on the rug so it’s obviously not going down well.  Clash between PM and Lorraine strikes again but this time there is no one supporting her.  Fending for herself, she retreats while PM sees the opportunity to sell the skeleton in a bar for £160.

Group II head off to the market to sell their wares.  Without a stall they pitch to market traders who are only interested if it’s for a bargain… not the right move!  PM (an estate agent by profession who has probably seen a few hundred rugs in his time) is adamant that the rug is cheap tat heads to a market in East London.  Lorraine is positive that it’s a high-end purchase and would prefer to go to Hammersmith or Fulham, which is quickly dismissed by PM… again.  Unsuccessful selling door to door, they end up selling the rug to a passerby on the street for £50!

Results
FYI, the vintage shoes, the 1st edition book and the Indian rug were the gems of the pack with the rug being the most valuable, at £200.  SAS judges the winner by what the items was worth compared to how much they were sold for.
Empire made £78 profit on some items but a loss of £272 on others giving a net loss of £169.
Ignite made £96 profit but undersold on two items (rug) giving a net loss of £34.
Empire lost.  Ben brings Noorul and James… sorry Noorul and gobby Debra to the boardroom - Ben's mistake! SAS fires Noorul.

Opinion of candidates

Task this week leads them to London gateway where they are required to pack an overnight bag.  Wonder where they are going this year… somewhere nice and hot…  nope, they are going up North!  SAS has laid on 12 companies who have invented innovative products and teams have to choose two companies to represent.  Everyone has to sell on this task.   The team that comes back with the most orders wins.  SAS gives a helping hand by setting up two appointments with two major retailers (a hardware store and a furniture chain).

Empire
PM Mona has real passion and can’t trust anyone to do a better job than her.  She’s a woman after my own heart; my attitude is if I can do it, then I’ll do it (more can be said of Kimberly who got Mona to pitch to ad executives in the previous task)!  I’m rooting for you Mona!  Oh, why didn’t the PM see the opportunity in the drill mate?  I love it and I’d buy one.  I think that would have gone down like a treat with the hardware shop!  PM has made such a bad move…  

The lovers lead is a great invention (if you have got a dog) and it’s an added bonus that Battersea Dogs home have endorsed it.  Bearing in mind most people have heard of the dogs home – there’s a close affinity here so I’m not surprised that PM takes a shine to this product.

For her second items, PM tries out a sleeping bag with arms and legs geared towards campers, festival groovers or couch potatoes that feel the cold.  Howard expresses concern over the products choice for the afternoon appointments set up by SAS, but James confirms the selection by saying cold calling the next day may generate more money.  I’m still not convinced though.  These are reputable companies who will have x outlets and substantial buying power... Hmmmm

While Group A make sales calls for the following day, Group B heads to the hardware store for their appointment.  Group B are unsuccessful in trying to secure orders from the owner/manager.  Will they have any luck with the second appointment?  You have got to be joking me – it’s an upmarket furniture shop, they are so not interested!  Now that was a wasted opportunity if ever I saw one.

Group A go to the camping store, an appointment they secured the day before.  The sleeping bag goes down a treat and the owner is happy to try them out.  With the minimum order being 24 units costing £49.50 each, the owner wants a discount.  PM manages to convince the owner to buy 45 units for £48 each – she’s just made an extra £972!  That is a fantastic result as PM only reduced the unit price by £1.50.  Leading by example, well done!

Group B head to UK’s biggest pet store with 220 stores to pitch the lovers lead.  They stock 60 different types of dog leads but have never come across this one.  They decide to give it a trial, so order 200 – that’s not even one per store...  They definately could have done better than that! 

Ignite
PM Lorraine stands her ground and informs the team that her decisions will be followed through – that put Phil in his place.  They choose not to go for the ball that doubles up as a beanbag. I think that's a mistake... why on earth didn’t they go for it?

The lovers lead, which is a great invention is rejected by PM and branded as “embarrassing” – I don’t think so.  Instead she goes for the cat playhouse!  Kate prefers it to the lovers lead and Ben thinks the margins are better…  I don’t think so chaps! Her second item, the “Pod” is an expandable bag tailored to bike enthusiast to carry their shopping.  Yasmina makes a fair point about weight, but the inventor says they have done testing and haven’t had any problems…  

Afternoon appointment at the hardware store – Group I present the pod to the owner who is a keen cyclist.  Again the weight issue is brought to light and cleverly Yasmina suggests purchasing two pods – which I have to say, is a little bit cheeky but an excellent response!  PM introduces the cat playhouse and surprisingly it appeared to have generated some interest as the client asked about minimum orders.  PM overstepped the mark by suggesting they order too many – is it enough to put them off I wonder.  Well-done girls!  Meanwhile Group II sit around twiddling their thumbs.  They manage to secure one appointment in the whole afternoon.  When quizzed how many calls they made, Ben says 10; Phil says 15 and Kate says more like 20… talk about think of a number… any number!  Come on guys you are letting the side down.  I’m not impressed, Phil would prefer to go to the pub… he wouldn’t be saying that if he (or Kate was) was the PM!  

At the stylish designer furniture store, Group I do their stuff and I can see how the manager would like the Pod.  I’m surprised they liked the playhouse, but being funky trendy and all things nice you should never underestimate the power of the right place at the right time.

Group II head to the one appointment they secured the day before - at the Cycle superstore while Group I make telesales calls and get appointments.  Enroute, Ben manages to secure a slot for Group I to pitch to the biggest pet retailer in the UK.  Well done Ben!  At the cycle superstore, Group II fail to impress the owner and walk away empty handed – so much so for putting all your eggs in one basket!

Results
Empire total sales £4,501
Ignite total sales £1,302
Empire won.  PM brings Phil and Kate to the boardroom for not making any sales. SAS fires Phil. 

Opinion of candidates

Ship Ahoy at 5.15am, taking no prisoners, SAS gets his crew to muster at the old Millennium Dome, which was successfully rebranded as the 02.  A tired eye SAS tells candidates that their challenge is to rebrand the town of Margate.  They have 48 hours to do a marketing makeover before pitching to industry experts and town folk.  The team that comes up with the best branding concept wins. 

Empire
Debra bulldozes her way to the role of PM.  She’s so up herself, it’s frustrating.  I’m really disappointed Howard didn’t stand his ground and give Debra a taste of her own medicine, clearly a gentleman he concedes.  Margate is Mona’s stomping ground, so you would think that people would take the lead from her as to how it should be targeted.  Oh no, not this bunch.  Whilst Mona knows it to be a family resort, the rest of the team want to appeal to the homosexual market.  Lashing out that the point of the exercise is to rebrand it – that doesn’t mean you can’t rebrand it into being a tourist spot!  Rebranding doesn’t mean that you have to re-write the books with something completely different, it’s about showing a different side and projecting a different image to its current facade.  I think targeting the family market would have been spot on.  Unfortunately, egotistical dimwits outnumber the few remaining logical ones and on this occasion, Mona’s input is squashed.

Day One
Group B head to Margate for some research and planning, whilst Group A cast for the photo shoot. Once in Margate, the task in hand is to find out what locals think of marketing it to homosexuals.  With positive vibes and inside information from a local who says there was a gay parade in March, I would have asked a few more questions… How long has it been running?  How many people took part?  What publicity was there surrounding it?  Who organised it?  Any photos?

After a day’s work Group B report back and Howard picks up on James' feedback as to how Margate is changing.  He suggests incorporating “things are changing” in the slogan, oh the beauty of teamwork – picking up where someone left off…!

Day Two
With an early start to cram in as much as they can, Group B spends the day directing the shoots for the posters and leaflets.  Group A struggle with their leaflet; I think PM is out of her depth and clearly struggling.  She shouldn’t have put herself forward for PM as she lacks imagination.  It’s clear for everyone to see that Howard would have excelled as PM.  He wants clarity not quantity!!   Howard is right; PM refuses to listen or doesn't know how to listen... It’s slowly becoming clear is that Debra put herself as PM so that she could take ‘control’ in the boardroom as opposed to succeed in the task. 

PM is happy with the pictures and but still doesn’t know what message to give her target audience.  Lacking creativity and imagination, she relies on Howard to come up with all the ideas.  All I have can say, is you should have fought harder to be PM!

Time being of the essence, I’m bewildered what Group I have been doing since they received the photos.  With most of their time spent on the poster, PM leaves less than 30 minutes to work on the leaflet.  Needless to say it’s too late and two thirds of the leaflet is incomplete – totally blank. 

Pitch
Howard does the pitch and I have to say for what was produced, he did okay.  It should have been punchier and slick but their literature was nothing like that.  He tried to give an honest interpretation of how the gay community would fit into Margate but there was only so much that he could do.

Ignite
PM Yasmina thinks this task is right up her street and opens the floor for ideas.  Lorraine who in my opinion can be rather obtrusive at the best of time is one of the more logical ones.  Given the current economic climate, people are having to cost-cut their spending and finding cheaper alternatives.  I’m pleased that the team promptly agreed with her suggestion of targeting to the family market and her narrative of execution.  I’m not convinced the PM is utilising her as well as she should.  Sending her on a jolly with Ben to look around Margate rings alarm bells to me. 

Day One
While Group I cast for their idealistic mother and father, Group II search for picturesque spots to add to their leaflet and poster.  Ben comes up with some pretty silly catchphrases, not realising that the whole point of catchphases is that they are ment to be catchy...  Slogans like “If anyone can, canon can”, “Just do it” “Because your worth it” spring to my mind… Lorraine unimpressed by Ben's attempt reals off “see Margate through children’s eyes”. Does she really have to do everything?! 

Day two
It makes me wonder the validity of Group I’s efforts. Group II have to travel to Margate, direct the shoots and have come up with the slogan, all that Group I have to do is put it all together. While Ben takes control by directing the actors in the photos with his very able assistant (Lorraine) aimlessly applauding him.  Group I draft a mock-up leaflet, focusing on font, colour and slogan giving little thought on the design.  Ben's pea sized imagination only stretches to still shots, were as Lorraine, obviously the more creative of the pack wants action poses, which I have to say, works very well. 

PM doesn’t like the pictures complaining that there isn’t enough space in the pictures for text. I can understand her point of wanting one entire picture as the background for the poster, but she doesn’t have vision.  It begs the question, why didn’t she send Kate to Margate instead of Lorraine?  Lorraine is afterall taking the leading role in this task.

When Group II arrive to preview Group I’s work, unsurprisingly PM is quite pissed when Lorraine says she doesn’t like it.  Lorraine has a valid point, which is beyond PM’s comprehension.  PM doesn’t get the purpose of the leaflet and the difference between a concept and product… 

Results
Marketing experts, Officials and Residents of Margate marked the total pitch out of 20.
Empire received 8/20
Ignite received 14/20
Ignite won.  PM brings James and Mona to the boardroom. SAS fires Mona. 

Opinion of candidates

University College London Hospital marks the start of the task.  Gathered in the new Maternity wing, the task this week is to sell two products at the Baby Show at Earls Court.  SAS has generously lined up various suppliers to pitch their baby equipment to the teams to sell at the exhibition.  A two-day task; day one, spent sourcing the items; day two reserved for selling their hearts out on their stand in the Exhibition Centre – which incidentally is in prime locations.  SAS selects the PMs this week; the mummy and daddy of the show are to lead their brood!   As always, the team that makes the most money wins, one member of the loosing team gets the flick.

Empire
PM James gives a clear message to this team – I’m the leader and I’m going to make the decisions.  Debra and Ben were trying their level best to move him off his post, but PM is clear in his mind that the focus of the day is to get the product right. 

Group A head to see a birthing pool while Group B see a protective head cap for toddlers.  Clearly PM sees the potential in the birthing pools; especically when he discovers that it was hit in the show in previous years making £5K and the show price is only £84.95. 

With almost half a million head injury accidents from 0-3 year olds, the cap (called the Thud Guard) is excellent for first time mum with no experience of motherhood, mums with two or more kids roughly the same age, accident-prone kids or toddlers who are learning to stay on their feet.  I agree with Ben and James who say its fine for kids to take a tumble now and again.  However, it’s a completely different story when it comes to the head!  Personally, I think it’s a grand product and very saleable. 

Group B’s next stop is handmade rocking horses for parents who have got zillions in the bank.  Quality craftsmanship using the finest wood – the owners are known as the best rocking horse makers in the world selling to Royalty worldwide.  Starting at £1,500 that what I call exclusive!  Aabsolutely stunning products, would you ever dream of seeing these horse at the Show for regular folks like you and me?  Nuff said…  What do Debra and Ben want to do…? Run with it!!!  Whilst I agree that a single sale will clinch the win, it’s a big gamble to think that a customer is going to want to part with that much money at the Show!

Running out of time, while Group A try out the “takeoff” collapsible buggy, Group B head to see cradles made out of cardboard before reporting back on their preferred product choice.  Unanimously Debra and Ben opt for the rocking horses and dislike all the other items trailed.  PM doesn’t see the significance of a pushchair that folds differently and favours the birthing pool. Debra thinks it’s a mistake… you have no idea!  The rocking horse is the vatal error my dear!!!

Day Two
I wonder what’s the main focus of the day pool or horse? Horse!  You have got to be kidding me. I think it’s a massive error of judgement.  Focus on the sales, the products that are going to make you money.  The birthing pool, which has been specifically discounted for the Show is steadily selling.  PMs’ knowledge of delivering a baby works like a treat!  The horse on the other hand is on its lonesome… removing the price tag of £1,700 off the horse is a swell idea but it just welcomes kids to have a go… why don’t you charge a £1 a go!!!  Prime location, beautiful horse, kids wanna have fun… it will definitely attract more attention and may even lead to a sale. 

There’s a clear devision in the team, whilst Group A are busy making sales, Group B are busy (or not as the case may be) trying to prove they made the right decision of backing the horses.  From what I can see, Debra is more likely to seal the deal so redundant Ben should have concentrated his efforts on selling the pools - the only sales the team has generated thus far. 

In the eleventh hour, an exhibitor is keen to make a deal on a horse albeit at the right price.  But silly billy Ben and Debra didn’t negotiate a show price and loose the sale.  What complete plonkers!  The only person remotely interested in the sale and you have to turn the bloke away… nice one!

Ignite
PM Lorraine has a competitive advantage over everyone else in that she visited the Baby Show to buy furniture for her little girl and ended up buying items at a wimp.  PM has got the right idea of going for one high-end product and one novelty product as an impulse purchase to get punters through the doors. 

Group I and II head out to visit the suppliers and it’s interesting to see that PM decides to work alone.  So there won’t be any complaints this week!  PM must be in her element right now as she can follow her gut instinct without the fear of someone shouting her down.  First stop, buggy demonstration of a collapsible pushchair for easy transportation.  PM is immediately impressed by it to the point that she would buy one!  The only downfall is that she can’t get to grips with how to operate it… maybe its not as simple as the chap makes out!!!  PM wants value for money and negotiates a £10 discount.  Group II check out heeled shoes for toddlers.  Appealing to heel crazed mums, it’s definitely a niche market – if Victoria Beckham had a girl I’m sure she’d buy every style going!!!  Girls like to dress like their mums so I’m not going to knock it…In saying that they definitely won’t win the task if they took it on. 

PM demos the birth pool next but it doesn’t look like she’s going to select it based on the length of TV coverage it gets!  Group II visit the inventor of the protective cap made of high-density impact foam.  Getting a real understanding of how the idea came about is a real eye opener for most parents.  Kid learns to walk, falls and ends up in A&E – no parent wants to go through that!  With £15.99 being the special show price, they are on a winner! 

One last chance to try out samples and Group B choose to giddy up to the rocking horses.  It’s decision time and PM takes on board the comments from her team and selects the pushchair and the thud guard.

Day Two
All team members check out the competition at the Exhibition Centre and discover that another stand, with a wider variety of prams is selling exactly the same buggy as them.  Oh no!  But it’s not the end of the world… Assuming of course they are retailing for exactly the same price.  Not likely considering, the other stand maybe able to offer promotions whereas PM can’t – her price has been set for the Exhibition.  They just have to get on with it doing the best them can.  The only problem is they don’t know how it works so they are off to a very bad start.  Asking customers for help, I wouldn’t buy from them! It takes a while but they soon get to grips with the pram and start to generate sales. 

The Thud Guard seems to be selling although I can’t help wondering if there was a demonstration of its necessity, which may have accelerated the sales. A video clip of a kid wearing the thud guard playing and banging its head but continuing to play compared against the same kid without the thud guard crying after falling screaming for mummy would have put the message across very clearly!

Results
Empire total sales £722
Ignite total sales £1,660.69
Ignite won.  PM brings Ben and Debra (though he would have brought Debra in twice if he could!). SAS fires Ben.   

Opinion of candidates

Meeting at Alexandra Palace, they have to select and sell products on primetime TV – live to the public.  It’s about selecting the right products to entice the target audience to buy; working under immense pressure and still having the ability to stay focused.  The team that sales the greatest amount, wins.   

At the TV Channels main HQ, they get to see the experts in action before they all take their turn presenting in the studio and directing from the gallery.  SAS also throws in that the groups can only present what the other half of the team has selected.

Product selection
The teams view products in the warehouse and select which ones they wish to sell.  I don’t think it’s a simple process of browsing through a catalogue and selecting the ones they like; there must be some constraints as to which products they can choose – the warehouse stock over 10,000 items after all! 

Empire
Gosh this is a first; gobby Debra doesn’t get her way! Yasmina is forceful enough to overpower domineering Debra to the role of PM.  Well done Yasmina!

PM lays down the foundations, she doesn’t want a repeat of the previous week and she falls short of pointing the finger at Debra (remember the rocking horse escapade of last week?!)   Removing all elements of risk, PM only wants low-value items.

PM pairs with James, while Debra gets to work alone and they’re off in search of the items to sell.  Meeting with representatives from the Channel, they are given demos and info on items before making their selection.  They ensure they don’t select products over £30. 

At rehearsals, PM and James do a fine double act as a couple and Debra does an excellent job of presenting without assistance.  She’s a natural!

Day Two
PM and James demo an infrared car – PM’s got the case of verbal diarrhoea.  She rabbits on, giving little time for James to give the price and product number.  Next they demo the hairgrip.  PM has made a whooping error of saying its £9.99 when the screen says its £17.99!  Debra should have noticed that immediately, instead the pair of them seem amazed by the price say its “only £9.99” a staggering 5 time in 30 seconds!  It’s almost like they couldn’t believe it themselves for the amount of times they rattled off the price.  To make matters worse, PM gives the most appalling demonstration of it – it doesn’t hold the hair and looks so messy!

Ignite
Howard finally gets to be PM again!  Taking turns at presenting and directing, first to rehearse is Lorraine.  She does a hash of following direction and miserably fails to think on her feet.  Kate’s attempt isn’t that much better, she struggles to demo the Sat Nav prompting a break.  PM saves the day and takes to the camera quite well – the best of the bunch.  PM nominates Kate to present alone while he has to spoon feed Lorraine.

Time to source their products, while PM and Lorraine are on the hunt for low-value items, Kate’s only interested in high-valued priced items.  It’s a good job Howard’s not teamed up with Kate as he would have stopped her selecting anything over £100.  Lorraine is interested in a toy retailing over £200 but Howard isn’t having any of it.  He’s of the opinion that because his team doesn’t watch home shopping channels, they are clueless.  What exactly is he basing his products selection on if he thinks personal taste is irrelevant in this task? 

Day Two
PM and Lorraine’s first product is the designer jacket and they seem to have got their act together courtesy of PM’s sales pitch that he prepared.  Good for you mate – I just hope Lorraine doesn’t fall under pressure and loose her lines!  My one criticism would be that they keep speaking on top of one another and so it gets confusing at times.  Moving swiftly on to the low fat fryer, it’s an excellent product choice.  But they spend too much time talking about the chips and not enough on the fryer, price, product number, phone number, website so whose going to call when they don’t know what the number is...

Kate’s turn, she demos the pet craft kit the best she can, but really lets herself go with the guitar.  She does a hilarious job of being a rocker – adding humour to the mix!

Results
Empire total sales £1,541.88
Ignite total sales £1,376.73
Empire won.  SAS says that Ignite chose the best products but didn’t sale them well enough.  SAS fires Howard. 

Opinion of candidates

Interview week, SAS has got four of his oldest colleagues from Industry, to interrogate the life out of the five remaining candidates.  Dependent upon their feedback and how much each candidate can fight for their life in the boardroom, will determine whom SAS selects for the grand finale.    

My interpretation of the interviews:

Karren is upfront and tells it as it is… qualities, I have to say, I like.  She blatantly tells Debra that SAS would be concerned about employing someone like her; no doubt she’d alienate everyone.  Contrary to Debra’s belief, she is not a team player… a colleague said “Debra was aggressive and rude… lots of people hate her…. she thinks she’s the dogs bollocks… people put in complaints about her”.  Ouch! That can’t be good for business and must have knocked her ego somewhat.  I think Debra composed herself extremely well, considering she received a battering.  

She tells Lorraine that her gift of reading people is called ‘intuition’ but picked up on the fact that Lorraine overstated her employment dates by one year.  So she fibbed, it’s not the end of the world… Lee McQueen got away with it…

I think Karren’s aim was to get candidates to open up to her – a feminine touch.  

Bordan Tkachuk, CEO of Viglen
A charming business man with a calm and collected exterior.  He’s the type of person you would hope to be interviewed by.  Impressed by Kate’s achievements he asks the question why you want to work for SAS to which Kate gives a plausible answer.

Claude Littner, Global Troubleshooter
He’s hardcore and doesn’t take any prisoners.  I would have hated to be interviewed by him.  He’s not your typical interviewer, actually very scary in the interviews.  It almost felt like he was Mike Tyson in the boxing ring throwing punch after punch and forbidding you going back to your corner for a break.  He was relentless and vicious.  He tore Yasmina to shreds, firstly by questioning her on net and gross profit, then shocking her into silence by examining her company accounts, proving she exaggerated on her CV!  Evil! 

Claude then slams James for being too technical in his CV – come on, he does work for the telecommunications industry.  With headmaster like tendencies, he made James feel like a schoolboy who pulled one too any pranks.  Calling Lorraine, delusional, seriously now how can you defend yourself against someone who’s foul playing?  I think Debra met her match with Claude.  I feel he was a bit too harsh with Debra looking for a fight like that?  Interviews aren’t supposed to be like that!  He doesn’t lighten up with Kate either even though she is the perfect interviewee!  There’s just no pleasing him.

Claude’s  sole purpose was to be critical and put the candidate’s backs up.  He wants to see how well they perform under pressure and in unfamiliar territories.

He justifiably questions Debra’s attitude towards work.  Describing her characteristics through the eyes of workmates, one colleague referred to her as being loud, obnoxious and inexperienced, someone who swears a lot and tells people to ‘F’ off.  Unsurprisingly Alan concludes that Debra is arrogant and on this point I’d have to agree with you. 

Next up, Alan’s obviously ethical nature, interviews Yasmina and is disturbed to hear that she asked her mother to re-mortgage her home in order to finance Yasmina’s restaurant (albeit with her brother).  If I’m being completely honest, I kind of agree with Alan’s point.  Parents tend not to refuse their kids anything so the onus should be on the kid not to ask… 

Alan does have a softer side though and I suppose his objective was to see how truthful candidates are.

Feedback

Results
All candidates present in the boardroom. SAS fires James, followed by Lorraine and then Debra. Kate and Yasmina are in the final.

Opinion of remaining candidates

Both Yasmina and Kate are plausible contenders. 

Yasmina’s biggest blunder was that she was entirely responsible for the cock up in the costing of Sandalwood oil in week 4.  That error cost the team a win because ‘Rock Poole ‘products were miles better than ‘Honey I’m home’!

Kate’s only fault was that she didn’t make a single sale in week 7.  Preferring to have fun with Phil; she was called to the Boardroom only once during the whole process.  Nevertheless, she didn’t make any catastrophic mistakes.

However, Yasmina owes her mother a shed load of money and runs a family business.  The family aren’t going to sell up just because Yasmina’s SAS apprentice.  So her mind will always be elsewhere.  Like she said in her interview, she will work night and day to give every penny back to her mother.  Kate, on the other hand, doesn’t have this burden and therefore will always be focused in delivering to SAS. 

Under these circumstances, Kate should be Apprentice 2009 Winner.

Finely polished Kate and Yasmina are reunited with 8 of their team mates (previously fired) to assist them to that final place.  Yasmina in my view selects the best of the bunch; only selecting Phil because Kate doesn’t want any distractions this week… nudge, nudge, wink, wink!  SAS wants them to create and launch a new box of chocolates; and come up with a marketing campaign to pitch to the Chocolate and Advertising gurus in three days.  With the final showdown in the Boardroom, its time for SAS to hold the hired card.

PM Yasmina
Whilst brainstorming with her team I can clearly see why James and Phil were fired… not the brightest there!  James thinks it’s best to target men over women (Margate springs to mind); Phil wants to go for something fun, different and quirky (remember Pantsman?  That gem of an idea!!).  Both ideas cost the team a win and so what does PM conclude… a box of chocolates targeted towards men.  Men… chocolate… the perfect match!!  There is a reason why this concept hasn’t been done before…

Researching to see if their idea is going to work, PM with her dream team ask a bunch of City Slickers if their ‘significant other’ would ever buy them chocolates.  They received a unanimous “No”.  Phil still wants to run with a “dude thing” and has the nerve, guts or balls to compare it with “Pantsman”.  Puzzled as to how to proceed, PM convinces herself that it’s a great idea but wants to make it sexy, racy and raunchy.  Throwing a few suggestions in the air, “coco for men is chocolate for men”, “Dr Coco”, “Captain Coco”.  James suggests “Shockolate” i.e. chocolate that shocks you, get it?!  Shock… Choc… anyway PM thinks it’s a little tacky.  PM suggests and then runs with “coco electric” with electric shocks and lightening.  Not too sure how sexy that is but the name ties in with the campaign… how?
 
Not wanting to shift from the proposed target market, PM pays a visit to a handmade chocolate shop for their input.  Chocolate simply isn’t a fetish adored by men, you would think a woman would know! Phil finally accepts that it’s going to be a struggle to make it work with the guy thing almost like he opposed the idea from the very beginning and says it’s all about the flavours… Hooray, at last the group sees sense.  Concept now: chocolate aimed at everyone but introducing new shocking flavours. 

Group B are responsible for designing the box and Howard suggests an expandable box that gets bigger as you pull it, with a light bolt off the centre.  A neat idea.  Meanwhile PM and Group A head to the chocolate makers for their flavours.  PM only wants to spend £5 a box.  Penny pinching as ever when it’s her task, she knows that is what SAS is looking for above all else.  PM, a restaurateur selects ingredients that you would only hope to find it the kitchen such as coriander seeds, chilly and basil. 

TV campaign and Pitch
While PM and Howard head to a bar down my neck of the woods in Balham to shoot the TV commercial, self appointed choreographer- Phil, is on a mission to lighten the load by giving Lorraine and James a taste of his blue suede shoes.  PM wants professional dancers at the pitch and used her time wisely by getting ¾ of her team directing the dancers.  Yasmina on the other hand tries to convince a bunch of actors to like her chocolates.  The look on their faces is enough… they want to chuck up!

PM and Howard edit the commercial, while Phil, James and Lorraine come up with the poster.  Lorraine, takes the view that it doesn’t need to be overcomplicated - simple is best – brand name only.  I have to say, that’s a tremendous act of bravery considering her arch enemy (Phil) used to question her every move.  Phil sings nothing but praises and if the Phil the Pantman said, “Yes”, then it’s a goer. 

The ambiance of the setting looks fantastic and the dancers kick off the pitch getting their groove on while Yasmina nervously waits for her cue. Introducing the flavours designed to shock, SAS is definitely shocked by them – he practically chokes on it! Priced at £6 for a box of 18 chocolates, cocoa electric it’s a commercially viable product, but you get what you pay for when it only cost £1.26 to make.

PM Kate
During their brainstorming sessions, Ben suggests a very clever idea of taking the sharing caring route.  Typical Ben wants to have a threesome with chocolates… classy mate… real classy!  Debra highjacks Ben’s idea by suggesting different compartments in the chocolate box, turning it into his and her concept.  Sounds pretty good to me. 

Target market agreed upon, next item on the agenda is deciding on a brand name and designing the box.  Ben the saucy devil, heads down the “69” route… PM swiftly puts a stop of his saucy imagination!!

Market research is conducted by visiting a grocery store to see how their chocolates would fair with the competition.  Targeted at women who want a night it, the flavours in the chocolates signify “lurve and romance”.  As the chocolates are priced between £6-£16 in the store, PM wants to position her chocs between £8-£9.  I think that is a tad pricey considering we are in a recession and chocolates are quite a luxurious item.

PM hasn’t come up with a brand name, but designs the box as if it’s a chest of draws, one for him, one for her and one to share or fight over, which is actually a very good idea.  Group II meanwhile, taste ingredients for his and her chocolates, – week 2 springs to mind and costs spiralling out of control. They go for sophisticated ingredients, which invariably mean costs are going to be exorbitant.  Why not change the ingredients so that it’s not as expensive?  Instead Debra calls PM to extend the budget to £13 a pop.  Don’t be daft!  Clearly PM thinks Debra is the best thing since slice bread, asking her if it’s a commercially viable product… what is she on, Debra thought the Rocking Horses would go down like a treat in the baby show and we all know what a mistake that was… is she suffering from memory loss?  PM should have said to go for cheaper ingredients but instead agrees to £13 for 18 chocolates in a box.

With no brand name PM is forced to go with Ben’s suggestion of “Intimate” – clearly he’s still got sex on the brain… again.  Kimberly, whom to date has shown no credible expertise just nods saying its fine…, this is only going to go pear shaped!!  Debra to the rescue, she rightly says intimate hasn’t got anything to do with chocolate and that the colours are naff... no sh*t Sherlock!  I have to congratulate PM for not loosing her rag with Debra.  Kate works extremely well under pressure whilst remaining calm. Whereas in week 8, Yasmina throw a wobbly when Lorraine said she didn’t like the leaflet… 

Debra’s positive attitude of trying to think of a brand name in 10 minutes is really encouraging albeit she’s the only one coming up with suggestions.  Reeling off “his and her chocolates”, “share and share alike”, “chocolate desires”, “chocolate love”, “I love chocolate”.  Deciding to go French, Ben prefers “Choc d’ Amour”… done deal - Excellent!  I don’t like the colours of the box – it looks cheap and doesn’t reflect the cost or the sophistication of the ingredients.

TV campaign and pitch
Debra and Ben are out on the hunt to find suitable props to set the scene to their romantic setting leaving Kimberly to direct the shoot for the TV commercial.  Kimberly, who reckons herself as the new Spielberg lacks imagination, requiring PM to take charge.  PM, in my opinion does a sterling job of showing creativity. 

Kate gives an excellent presentation.  The ambiance is very tranquil and reflects the romantic night in.  With 6 different scrumptious flavours, it’s over priced at £13.  Wow, that’s expensive and it makes me wonder who’s going to buy it.  PM has decided to go for the top-end of the market, but in this recession I have doubt as to whether they would buy it. The commercial came together very well and the feedback from the chocolates was that they were delicious.

Results
SAS hires Yasmina