The Apprentice-Ellie and Vincent fired in double eviction

It’s a dog eat dog world said Lord Sugar as he fired both Ellie and Vincent on last night’s show where the teams were set the task of designing and creating their own dog or cat food, producing an advert and pitching their ideas to industry experts.

Lord Sugar told Ellie he couldn’t go into business with her as he hasn’t seen much of her and she only pipes up to save herself when in the boardroom but takes a back seat in tasks. ‘She’s been here five weeks and I haven’t seen anything from her.’

Vincent, he said, was too in awe of the other contestants and playing a risky game. He went on to say that Vincent had brought the wrong people into the boardroom and wanted to make an example of him by firing him. ‘I’ve had it with Vincent. I like straight talking people’, Sugar said to his advisers Karen and Nick.

Natasha, who PM Vincent also took into the boardroom, was saved by Lord Sugar as he said she had done her job and couldn’t understand why Vincent had put her in the bottom three over Jim, whose error in choosing a name for the team’s dog food of EveryDog was the reason why Logic lost the task.

Feedback from the industry experts, which Lord Sugar based his decision on, was that Logic’s brand was ‘totally flawed’ and the name of the food insulting to owners as they see their pets as special. Sugar also asked the team why they choose to create a dog food that all types of dogs can eat after at their focus group a vet said it would be impossible to create food for all dogs as they need different things. ‘Who came up with the name’, asked Lord Sugar. Jim said it was his idea but not the meaning behind it, despite earlier claiming it was him who should be credited with choosing EveryDog. Lord Sugar told him he didn’t like people that tried to squirm out of things. But Vincent, who lingered on Jim’s every word during the task, earning them the name of Batman and Robin, stuck up for him and let him return to the house blame free. On leaving the boardroom Jim asked Lord Sugar is he could be PM for the next task to prove himself. Sugar replied, ‘I’ve got your card marked son. I’ll decide when your team leader.’

The winning team Venture, who created a cat food called Catsize, were told their brand had an unique selling point, but their advert, featuring a voice over as the star Ruby the cat, wasn’t well executed, however the foil packaging was very sell-able. Lord Sugar rewarded the team with a tennis lesson.

The Apprentice- Felicity is fired

Logic’s PM Felicity was axed on last night’s show for, according to Lord Sugar, ‘A disastrous task and not being decisive.’

‘There’s no way I could have gone into business with her’, Sugar told his advisers Karen and Nick. ‘If you did you would have to make all the decisions’, replied Karen.

Last night’s task challenged the two teams, lead by Felicity and Zoe, to choose two beauty products/treatments to sell in Birmingham. Zoe’s team-Venture, choose a spray tan and cold pedicure, while Felicity’s team, Logic, also chose the spray tan, which they lost to the other team, so went with a blow dry bar and a hot shell massage.

Venture spent £734 on products and made £937, a profit of £203.01. Logic spent a massive £924, made £677, which is a loss of £246.28.

PM Felicity blamed the failure of the task on team mates Ellie and Natasha, who she took in to the boardroom with her. Ellie she said had sat back and not shown any enthusiasm, while Natasha she claimed failed to sell any treatments, just products.

Lord Sugar questioned Ellie, whose job in the task was to give treatments, about what she had done for the three hours she was upstairs in the team’s treatment rooms without any customers, and asked her why she hadn’t called her colleagues downstairs to see what was going on. ‘It’s a very serious issue’, he said. However Sugar decided to give Ellie the benefit of the doubt and told her in future to come forward.

To Natasha, who Karen warned him was all talk, Lord Sugar asked why she had only been selling the products rather than the treatments. In which she replied that there was no strategy to sell treatments, Felicity claimed this was not true. ‘You didn’t catch on to the fact that the idea of the task was to sell treatments (the money maker)’, said Sugar. ‘I’m not looking for a receiver. I’m looking for someone that does something.

But it wasn’t only the loosing team who got a telling off. Lord Sugar told Venture that their profit was exactly great, particularly as they had Susan on their team, who sells beauty products for a living. Susan agreed with him, however the rest of the team blamed her for their poor result, with Zoe claiming that she had trusted Susan’s word in the amount of products they should buy. But Susan denied that it was her fault.

Next week the teams have to design and make a new brand of dog food. Don’t they say never work with children or animals?