The Apprentice (British TV series) series 7

The Apprentice
Series 7
Promo group shot of Alan Sugar, Nick Hewer and Karren Brady standing before the candidates for series 7
Starring
No. of episodes14
Release
Original networkBBC One
Original release10 May (2011-05-10) –
17 July 2011 (2011-07-17)
Series chronology

The seventh series of British reality television series The Apprentice was broadcast in the UK on BBC One, from 10 May to 17 July 2011. Due to a qualifying match for the 2011–12 UEFA Champions League set to be aired live on 20 July, the final episode was given an earlier broadcast date to avoid schedule clashing.

After six years of offering a six-figure job as a prize, this series was the first to offer a £250,000 business investment. The change in prize led to a revamp of the series format, with the Interviews stage being the final task, rather than the usual business task. The interviews were also extended to include a scrutiny of each candidate's business plans.[1] Alongside the standard twelve episodes, with the first two airing on consecutive days, two specials were aired alongside this series – "The Final Five" on 7 July; and a series exclusive, "How to Get Hired" on 15 July.

Of the sixteen candidates who took part, Tom Pellereau was crowned the series' winner.[2][3][4] Excluding the specials, the series averaged around 8.80 million viewers during its broadcast, and is the most watched series of The Apprentice to date.

Series overview

Following the end of the sixth series, Alan Sugar began to question the overall format of The Apprentice, especially after the controversy caused by series 5 winner, Stella English, who slated the legitimacy of the winning prize after becoming disillusioned with her new role under Alan Sugar. Therefore, the winning candidate would now receive a £250,000 investment towards a new business they wished to start, with Sugar taking a 50% stake in exchange for providing guidance and support, along with supplying a team of experts to help develop the winning candidate's plan.

The change in format was finalised during the processing of applications for the seventh series, between April and July 2011, with Sugar accepting the changes to remain with the programme.[5] For those applying for a place in the programme, the change in prize came as a surprise, as many still expected it to be the six-figure job, effectively leading those who became part of the final line-up having to come up with business plans before filming began. Furthermore, the Interviews stage was extended to include scrutiny of candidates' business plans, alongside the usual questions about their background, work experience and performance on tasks. The change in format also led to the Interviews stage being the final task overall, with the series winner decided in the conclusion of that episode. Following the last series, two of the interviewers – Bordan Tkachuk and Alan Watts – decided to leave the programme, with Mike Soutar and Matthew Riley assuming their roles. The sixteen candidates who were to compete in the series were revealed on 3 May 2011, a week before the series premiered. The team names for this series were Logic and Venture.

This series is notable for featuring a task in which the winning team was not given a prize, since the winning team had failed to perform to a high enough standard. One candidate established the programme's record for the most wins, both consecutive and total. Of those who took part, Tom Pellereau would become the eventual winner, launching a range of mani/pedi products with his new investment. [6][7] Susan Ma, the series' runner-up, would later receive an investment offer from Sugar, putting it towards creating her skincare company Tropic in 2012.[8]

Candidates

Candidate Background Age Result
Tom Pellereau Inventor 31 Winner
Helen Milligan Executive Assistant to CEO 30 Runner-up
Susan Ma Natural Skincare Entrepreneur 21 Fired in the Final
Jim Eastwood Sales and Market Manager 32
Natasha Scribbins Divisional Manager – Recruitment 31 Fired after eleventh task
Melody Hossaini Founder & Director – Global Youth Consultancy Business 26 Fired after tenth task
Zoe Beresford Project Manager – Drinks Manufacturer 26 Fired after ninth task
Leon Doyle Fast Food Marketing Entrepreneur 26 Fired after eighth task
Glenn Ward Senior Design Engineer 28 Fired after seventh task
Edna Agbarha Business Psychologist 36 Fired after sixth task
Vincent Disneur Software Entrepreneur 29 Fired after fifth task
Ellie Reed Managing Director 33
Felicity Jackson Creative Arts Entrepreneur 23 Fired after fourth task
Gavin Winstanley Managing Director – Opticians 27 Fired after third task
Alex Britez Cabral Estate Agent Manager 28 Fired after second task
Edward Hunter Accountant 25 Fired after first task

Performance chart

Candidate Task Number
1 2 3 4 5 6 7 8 9 10 11 12
Tom LOSS LOSS LOSS LOSS LOSS IN IN LOSE BR BR IN HIRED
Helen IN IN IN IN IN WIN IN IN WIN BR WIN RUNNER-UP
Susan IN IN WIN IN IN BR BR WIN LOSS IN BR FIRED
Jim LOSS LOSS IN LOSS LOSS IN LOSE IN IN IN LOSE FIRED
Natasha IN IN LOSS BR BR IN WIN LOSS IN WIN FIRED
Melody WIN IN LOSS LOSS LOSS IN IN BR BR FIRED
Zoe IN IN BR WIN IN LOSE LOSS IN FIRED
Leon BR LOSE IN IN IN LOSS IN FIRED
Glenn LOSS BR IN IN WIN LOSS FIRED
Edna IN WIN IN IN IN FIRED
Vincent LOSS LOSS BR LOSS FIRED
Ellie IN IN LOSS BR FIRED
Felicity IN IN IN FIRED
Gavin BR LOSS FIRED
Alex LOSS FIRED
Edward FIRED

Key:

  The candidate won this series of The Apprentice.
  The candidate was the runner-up.
  The candidate won as project manager on his/her team, for this task.
  The candidate lost as project manager on his/her team, for this task.
  The candidate was on the winning team for this task.
  The candidate was on the losing team for this task.
  The candidate was brought to the final boardroom for this task.
  The candidate was fired in this task.
  The candidate lost as project manager for this task and was fired.

Episodes

No.
overall		No. in
series		TitleOriginal release dateUK viewers
(millions) [9]
851"£250 Business Start Up"[10]10 May 2011 (2011-05-10)8.79
Lord Sugar begins his hunt for a new apprentice, offering the new batch of sixteen candidates a £250,000 business investment. Their first task gives them a taste of this reward – each team is given £250 to invest in produce from New Covent Garden Market, turning this into meals to sell around London. Venture create fruit salads and vegetable pastas, while Logic opt for tomato soup and orange juice, but make a slow start on sales after missing out on the morning trade due to a manufacturing issue. In the boardroom, the women make a substantial turnover, leaving the men to face questions on their performance. Of the final three, Edward Hunter becomes the first to be fired for his terrible leadership.
862"Mobile Phone Application"[11]11 May 2011 (2011-05-11)8.30
Teams face the challenge of coming up with their own mobile phone app, with each team promoting their concept to experts and bloggers at a gaming fair. Venture opt for an app combining annoying sounds with random pictures, achieving a moderate number of downloads, despite providing a poor pitch and facing criticism over the concept. Logic opt for an app featuring stereotypical British dialects, but achieve few downloads after their concept is condemned for its limited marketing potential. In the boardroom, the women's concept proves more attractive after achieving a higher number of downloads, leaving the men to face criticism over their app. Of the final three, Alex Britez Cabral is fired for demonstrating no notable skills and for his lack of contribution within the team.
873"Discount Buying for the Savoy"[12]18 May 2011 (2011-05-18)8.10
Lord Sugar asks the teams to procure ten items, all required for the refurbishment of the Savoy Hotel before its grand reopening. Venture secure all but one item, conducting poor negotiations in the process. Logic secure six items, negotiating well. Despite Venture receiving a heavy fine, Logic receive more financial penalties, causing them to lose the task. Of the losing team, Gavin Winstanley is ejected from the process after being deemed an ineffective team leader.
884"Beauty Treatments"[13]25 May 2011 (2011-05-25)8.62
This week, the teams are tasked with setting up a beauty treatment business in a Birmingham shopping centre. Venture focus on spray-tanning and cold foot-massages and experience decent sales, yet only sell half of their accompanying tanning products and nail polish. Logic opt for hot-shell massages and hair-styling, but receive fewer sales due to limited retail space and poor sales strategy. Logic lose the task, and Felicity Jackson is fired for her indecisive leadership and the mistakes she made that contributed to her team's loss.
895"Create, Brand and Launch a Pet Food"[14]1 June 2011 (2011-06-01)7.59
The teams must create a new brand of pet food, complete with a promotional campaign, and pitch their concept to industry experts. Venture opt for dietary cat food, but face questions over an unclear advertising. Logic focus on dog food, receiving praise for a professional advertising campaign, but face criticism over lacking a proper target market and making a false claims about their product. Feedback from the experts leaves Lord Sugar deeming Venture's brand as the more effective design. Logic lose the task and, of the final three, two candidates are fired: Ellie Reed and Vincent Disneur.
906"Rubbish"[15]8 June 2011 (2011-06-08)8.62
This week's task is to operate a waste disposal service, later selling any valuable scrap they find. Venture acquire little custom on the first day, owing to the decision to charge for their services. Logic enjoy reasonable custom on both days, securing contracts by offering a free service, and focusing on selling high-profit scrap. Venture lose the task and, of the final three, Edna Agbarha is fired after falsely claiming credit for contributions made by other members.
917"Freemium Magazine Launch"[16]15 June 2011 (2011-06-15)8.40
The candidates are tasked with creating a new free magazine, while also selling advertising space in it. Venture create a magazine targeted at senior citizens and achieve moderate sales, yet face concerns over the magazine's title. Logic create a magazine targeted at young businessmen and, despite criticism over their concept being outdated and vulgar, they manage to receive considerable sales orders for advertising space. Venture lose the task and, of the final three, Glenn Ward is fired for lack of business experience, and for his failure to make significant contributions.
928"Paris"[17]22 June 2011 (2011-06-22)8.78
The teams are tasked with selling British products to the French market. Venture focus on selling a transformable child booster seat and an electronics device stand and secure sizeable orders. Logic focus on selling a teapot-shaped lamp and postcards, but achieve fewer sales. Upon their return to the boardroom, the sale figures show Venture excelled, leaving Logic to face questions over their execution of the task. In the losing team, Leon Doyle is fired for his lack of sales and enthusiasm.
939"Biscuit"[18]29 June 2011 (2011-06-29)8.98
The teams must manufacture a brand new type of biscuit, complete with packaging, and pitch their concept to retailers. Venture create a flapjack topped with a thick chocolate star, securing a large order despite most retailers raising concerns over the unclear message of their marketing scheme. Logic create a digestive and buttermilk hybrid biscuit partially coated in chocolate, and are praised for a clear marketing scheme but receive no orders due to criticism of their cheap production costs against their proposed sales price. In the losing team, Zoe Beresford is fired for poor strategy.
9410"Flip It"[19]6 July 2011 (2011-07-06)9.42
This week, the teams must "smell what sells", and are given £250 worth of wholesale stock to sell, reinvesting the profits in more stock. Venture find success with umbrellas and nodding dogs statues, but are hindered by the team leader's decision to hold off on reinvesting profits until the last minute. Logic fail to reinvest in their most profitable products. Although Venture made more profit Lord Sugar strips them of their prize, since they won by default, rather than with an impressive performance. Of the losing team, Melody Hossaini is fired.
95SP–1"The Final Five"[20]7 July 2011 (2011-07-07)5.29
As the series finale draws closer, this special episode profiles the five remaining candidates. Discussing their backgrounds, experiences, personalities, and strengths and weaknesses, are a selection of candidates' friends, family and colleagues, as well as Lord Sugar's aides, Nick Hewer and Karren Brady.
9611"Fast Food Chain"[21]13 July 2011 (2011-07-13)9.73
In their penultimate task, the teams must establish a fast-food outlet, operating a trial run, before pitching their concept to industry experts. Venture focus on offering Mexican cuisine, but provide a poor service and unappetising food due to a greater focus on their outlet's decoration. Logic focus on offering a selection of traditional British pies, providing a flawless service and good quality food during their trial run, along with delivering an impressive pitch. Venture lose and, of them, Natasha Scribbins is fired for her lack of contributions despite her hospitality background.
97SP–2"How to Get Hired"[22]15 July 2011 (2011-07-15)N/A
With the final looming, comedian and Apprentice fan Dara Ó Briain analyses the common mistakes made by candidates, and some of the clever tactics they used to keep them in the process and out of Lord Sugar's firing line.
9812"The Final"[23]17 July 2011 (2011-07-17)10.24

After facing tasks as teams, the four finalists now face their final task as individuals – a series of tough, gruelling interviews with four of Lord Sugar's most trusted associates to determine who is worthy of investment. The candidates face scrutiny over their backgrounds, work experience, track record, and business proposals. Jim Eastwood is fired for his weak business skills and his business proposal being more suited to a charity, and Susan Ma is fired for concerns over her proposal's scaleability. Of the remaining two, Tom Pellereau is crowned the series' winner for his established track record as an inventor and businessman, leaving Helen Milligan to finishing as runner-up due to concerns over her lack of expertise in her proposal's chosen industry.

Notes: Due to live coverage of a UEFA Champions League qualifying match on 20 July, this episode was aired three days earlier to avoid a schedule clash. The series finale was originally broadcast as part of a two-hour crossover special with the programme's sister show, You're Fired; following the special, subsequent repeats broadcast only the final episode.

Ratings

Official episode viewing figures are from BARB.[9]

Episode
no.		 Airdate Viewers
(millions)		 BBC One
weekly ranking
1 10 May 2011 8.79 4
2 11 May 2011 8.30 7
3 18 May 2011 8.10 5
4 25 May 2011 8.62 4
5 1 June 2011 7.59 1
6 8 June 2011 8.62 3
7 15 June 2011 8.40 5
8 22 June 2011 8.78 2
9 29 June 2011 8.98 1
10 6 July 2011 9.42 1
11 13 July 2011 9.73 2
12 17 July 2011 10.24 1

Specials

Episode Airdate Viewers
(millions)		 BBC One
weekly ranking
The Final Five 7 July 2011 5.29 12
How To Get Hired 15 July 2011 N/a N/a

References

  1. ^ "The Apprentice 2011: Why the final will be very different this year". New Magazine. New. Archived from the original on 9 October 2011. Retrieved 5 July 2011.
  2. ^ "The Apprentice won by non-stop ideas factory Tom Pellereau". The Guardian. 17 July 2011. Retrieved 19 July 2011.
  3. ^ Dyson, James (17 July 2011). "Tom Pellereau strikes a blow for great British inventors". The Daily Telegraph. London. Retrieved 19 July 2011.
  4. ^ "Tom Pellereau wins The Apprentice". RTÉ News. 17 July 2011. Retrieved 19 July 2011.
  5. ^ Michael Hogan (13 March 2012). "The Apprentice 2012: Lord Sugar – revitalising Apprentice prize gave me a new lease of life". The Daily Telegraph. London. Retrieved 3 October 2018.
  6. ^ Stylfile: Nail Care Innovation from Tom Pellereau and Lord Sugar
  7. ^ "Apprentice winners through the years – and where they are now". Daily Star. 1 October 2018. Retrieved 2 October 2018.
  8. ^ "Lord Sugar invests in The Apprentice loser Susan Ma's skincare range". 19 March 2012. Retrieved 20 December 2016.
  9. ^ a b "Weekly Top 30 Programmes". Broadcasters' Audience Research Board. Retrieved 16 September 2015.
  10. ^ "£250 Business Start Up, Series 7, The Apprentice – BBC One".
  11. ^ "Mobile Phone Application, Series 7, The Apprentice – BBC One".
  12. ^ "Discount Buying for the Savoy, Series 7, The Apprentice – BBC One".
  13. ^ "Beauty Treatments, Series 7, The Apprentice – BBC One".
  14. ^ "Create, Brand and Launch a Pet Food, Series 7, The Apprentice – BBC One".
  15. ^ "Rubbish, Series 7, The Apprentice – BBC One".
  16. ^ "Freemium Magazine Launch, Series 7, The Apprentice – BBC One".
  17. ^ "Paris, Series 7, The Apprentice – BBC One".
  18. ^ "Biscuit, Series 7, The Apprentice – BBC One".
  19. ^ "Flip It, Series 7, The Apprentice – BBC One".
  20. ^ "The Final Five, Series 7, The Apprentice – BBC One".
  21. ^ "Fast Food Chain, Series 7, The Apprentice – BBC One".
  22. ^ "How to Get Hired, Series 7, The Apprentice – BBC One".
  23. ^ "The Final, Series 7, The Apprentice – BBC One".
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