The Apprentice: cuulis and cat fights

By: Rachel Miller

Date: 15 October 2010

Missed the second episode? Catch up here.

The task

Heathrow Terminal Five. The candidates are hoping to jet off somewhere hot. But Sir Alan is just messing with their minds. The two teams are staying in London to design and produce a beach accessory and try and sell it to three retailers — Boots, online retailer Kit2Fit and World Duty Free.

The best bits

Product design always entertains. The boys plus Stella English come up with a multi-purpose towel/bag/cooler which they call the Cuuli complete with umlauts. They’ve succumbed to the temptation to create a product that does several different things. It makes for an entertaining if amateur pitch. But this multi-function approach rarely works in the real world. It fails to impress two of the retailers but Kit2Fit does put in an order for 100 units.

The worst bits

The girls come up with a product that is almost as bad as the cardboard camping shelving unit of the last series of Junior Apprentice. It’s a device to hold your book. But it doesn’t do that very well and the girls get no orders at all. Worst of all, however, is the moment when the mighty Boots offer to work with the girls on improving the design as long as they are prepared to offer exclusivity. An amazing offer. And team leader Laura Moore turns it down. Accusations fly in the boardroom. It’s not cool — or even cuuli.

The losers

The girls have blown it and Laura brings Joanna Riley and Joy Stefanicki back into the boardroom with her. Joanna’s crime is to be a self-confessed “gobshite”. Joy’s, it seems, is that she hasn’t pulled her weight. Laura made a colossal mistake turning down Boots’ offer of exclusivity. But she says, “I never make the same mistake twice”. The result? Joy gets fired and Joanna gets a warning from Sir Alan to work on her aggression. The girls as a whole get a massive telling off from Karren Brady for making business women everywhere look bad.

The one to watch

Stella English absolutely shines this week. She is in her element on the boy’s team and starts by saying, “I have no problem whatsoever in whipping these boys into shape”. Sure enough, she quickly establishes herself as team leader and the boys are putty in her hands. She does a great job of managing the project and as a result, she gets a big thumbs up from her team in the boardroom.

Quote of the week

“I’ve been called the battering ram, the bulldozer and the bulldog. I tend to stick my teeth in and I tend not to let go.” Melissa Cohen

Missed this episode? Watch it on BBC iPlayer here.