The Apprentice (UK series seven)

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The Apprentice UK
Series Seven
The Apprentice (UK series seven) candidates.jpg

Series Seven of The Apprentice (UK) was a British reality television series. The series started on BBC One on 10 May 2011, and ran for 12 hour-long weekly episodes, as in all previous years. However, Episode 1 and 2 were aired the same week, and the final episode four days after the penultimate.

The winner was Tom Pellereau, with Helen Milligan as the runner-up.[1][2][3]

Pellereau holds the record of least successful winner of The Apprentice, losing eight tasks (including the first five) out of eleven. He is the only winner to have never won as project manager (although in the first series of Junior Apprentice, winner Arjun Rajyagor only won on a joint project managing job with Tim Ankers.) He is also the only winner (excluding Young Apprentice) to have only been project manager once during the series (this happened again in Series 9.), as well as the first winner to have won fewer tasks than the runner-up (this is also happened again in Series 8 as well Series 9.) Runner-up Helen Milligan won ten out of eleven tasks.

There were sixteen participants and the board consists of Alan Sugar, Nick Hewer and Karren Brady. The Apprentice: You're Fired! also returned on BBC Two, featuring Dara Ó Briain, who reprises his role of the interviewer of the fired candidate.

Filming of the series took place in Autumn 2010. Though all series usually begin in March, this series was postponed until May by the BBC, as the previous series had ended in December, only four months before. There was a change in prize as well. Instead of the £100,000 salary, the winner was given £250,000 to start his or her own business, with Lord Sugar being the joint owner.

On 5 July 2011, a show source detailed that the "interview" round will feature in the final show and that instead of the usual two finalists, there will be four.[4]

The first task was shown on 10 May 2011, and the candidates were given £250 to invest in fresh fruit and vegetables, making juices, fruit salads and soups, and pasta to tempt London's hungry workforce. The second task aired on the very next day; subsequent episodes were shown every Wednesday.


The original women's team was called Venture and the men's team was called Logic. Two candidates - Alex and Ellie - never had the chance to be project manager.

Candidate Background Original team Age Result
Tom Pellereau Inventor Logic 31 Hired by Sugar
Helen Milligan Executive Assistant to CEO Venture 30 Runner-up
Susan Ma Natural Skincare Entrepreneur Venture 21 Fired in week 12
Jim Eastwood Sales and Market Manager Logic 32 Fired in week 12
Natasha Scribbins Divisional Manager – Recruitment Venture 31 Fired in week 11
Melody Hossaini Founder & Director – Global Youth Consultancy Business Venture 26 Fired in week 10
Zoe Beresford Project Manager – Drinks Manufacturer Venture 26 Fired in week 9
Leon Doyle Fast Food Marketing Entrepreneur Logic 26 Fired in week 8
Glenn Ward Senior Design Engineer Logic 28 Fired in week 7
Edna Agbarha Business Psychologist Venture 36 Fired in week 6
Vincent Disneur Sales Manager – Telecoms Software Logic 29 Fired in week 5
Ellie Reed Managing Director Venture 33 Fired in week 5
Felicity Jackson Creative Arts Entrepreneur Venture 23 Fired in week 4
Gavin Winstanley Managing Director – Opticians Logic 27 Fired in week 3
Alex Britez Cabral Estate Agent Manager Logic 28 Fired in week 2
Edward Hunter Accountant Logic 25 Fired in week 1

Weekly results[edit]

Candidate Original team Week 3 team Week 4 team Week 6 team Week 7 team Week 8 team Week 9 team Week 10 team Application result Record as project manager
Tom Pellereau Logic Logic Logic Logic Logic Logic Logic Logic Hired by Sugar 0-1 (loss in week 8)
Helen Milligan Venture Venture Venture Logic Logic Venture Venture Logic Runner-up 3-0 (win in weeks 6, 9 & 11)
Susan Ma Venture Venture Venture Venture Venture Venture Logic Venture Fired in week 12 2-0 (win in weeks 3 & 8)
Jim Eastwood Logic Venture Logic Logic Venture Venture Venture Venture Fired in week 12 0-2 (loss in weeks 7 & 11)
Natasha Scribbins Venture Logic Logic Logic Logic Logic Venture Venture Fired in week 11 2-0 (win in weeks 7 & 10)
Melody Hossaini Venture Logic Logic Logic Logic Logic Logic Logic Fired in week 10 1-1 (win in week 1, loss in week 10)
Zoe Beresford Venture Logic Venture Venture Venture Venture Logic Fired in week 9 1-2 (win in week 4, loss in weeks 6 & 9)
Leon Doyle Logic Venture Venture Venture Logic Logic Fired in week 8 0-1 (loss in week 2)
Glenn Ward Logic Venture Venture Venture Venture Fired in week 7 1-0 (win in week 5)
Edna Agbarha Venture Venture Venture Venture Fired in week 6 1-0 (win in week 2)
Vincent Disneur Logic Logic Logic Fired in week 5 0-1 (loss in week 5)
Ellie Reed Venture Logic Logic Fired in week 5
Felicity Jackson Venture Venture Logic Fired in week 4 0-1 (loss in week 4)
Gavin Winstanley Logic Logic Fired in week 3 0-1 (loss in week 3)
Alex Britez Cabral Logic Fired in week 2
Edward Hunter Logic Fired in week 1 0-1 (loss in week 1)
Elimination chart
Candidate 1 2 3 4 5 6 7 8 9 10 11 12
Edward FIRED
     The candidate was on the winning team.
     The candidate was on the losing team.
     The candidate became Lord Sugar's new business partner and won The Apprentice.
     The candidate was the runner-up.
     The candidate won as project manager on his/her team.
     The candidate lost as project manager on his/her team.
     The candidate was brought to the final boardroom.
     The candidate was fired.
     The candidate lost as project manager and was fired.


Week 1: £250 Business Start Up[edit]

  • Air Date: 10 May 2011
  • Venture: Melody (Project Manager), Susan, Edna, Ellie, Helen, Felicity, Natasha and Zoe.
  • Logic: Edward (Project Manager), Tom, Gavin, Leon, Glenn, Jim, Alex and Vincent.
  • Task: The candidates were given £250 to invest in fruits and vegetables in order to feed London's work force and earn profit.[5]
  • Result: Venture decided to sell fruits for breakfast, and vegetable pasta for lunch. Logic decided on tomato soup and orange juice. Venture decided not to spend all of their money due to a misunderstanding of the rules (thinking that they were being measured on profit instead of turnover), while Logic spent their entire £250 budget However Logic wasted most of their money on oranges as Edward spent the majority of their budget on them, forcing the men to bargin for soup ingredients, whilst Venture were more careful in buying their supplies. Venture started well in time for breakfast, while Logic were unable to start selling until lunchtime, after Leon accidentally broke their juicing equipment, forcing the team to spend the morning juicing the oranges by hand. Pasta sales for Venture fell, as they were not delivered on time, as Logic's soup and juice sales picked up. However, Logic's poor start and broken machinery proved to be too much to overcome, and they only made sales of £432.10, while Venture made sales of £592.
  • Winner: Venture
  • Reward: Champagne at the candidates' house.
  • Brought into the boardroom: Edward, Leon and Gavin
  • Fired: Edward, for poor leadership and decision making, insisting on being project manager when others were better-qualified and then refusing to use his accountancy skills, and for bringing Gavin back into the boardroom (for reasons unrelated to the task) instead of Alex.
  • Notes:
    • Had the teams been measured on profit rather than turnover, as Venture had assumed, their victory would have been even more decisive; Venture's profit was £422, and Logic's was just £182.10. It also should be noted that had Venture spent their entire budget the overall profit would be £362, meaning they would've won regardless.
    • Lord Sugar disliked the fact that Edward was project manager in a sales task, something more suited to Jim or Gavin's expertise, and that Edward did not ask anyone else about their experience before putting himself forward. Edward further harmed his cause by attempting to deny that Gavin had volunteered himself to be project manager, a claim that Leon challenged, and also offering bizarre excuses such as claiming he had found it harder to lead because he was the shortest person on the team.
    • Jim was the one member of Logic who Lord Sugar or Karren Brady felt had done particularly well in this task, as he not only sold the most, but had also negotiated a very good deal for soup ingredients after Edward spent £200 on oranges without consulting the rest of the team. However, it was also noted that Gavin had contributed the second-highest amount toward Logic's total, causing Lord Sugar to conclude that Edward at best hadn't been keeping track of who was doing what on the team, and at worst had brought Gavin back entirely due to personal reasons.
    • Edward's firing was partially due to him not bringing back Alex, who Lord Sugar and Nick Hewer strongly hinted deserved to be brought back (and possibly fired) since he spent the whole day serving soup and only contributed £8 out of Logic's revenue of £432.10.
    • In the final boardroom, Leon and Gavin repeatedly questioned whether Edward, as an accountant, was qualified to lead the team. Despite his otherwise heavy criticism of Edward, Lord Sugar defended him on this point, saying that many successful businesspeople have started out as accountants. After the firing, Lord Sugar told Edward that there was no shame in being an accountant, and that he should never feel that there was.
    • This was the third series in a row (Junior Apprentice included) where the team leader of the boys was fired in the first week.

Week 2: Mobile Phone Application[edit]

  • Air Date: 11 May 2011
  • Venture: Edna (Project Manager), Susan, Melody, Ellie, Helen, Felicity, Natasha and Zoe.
  • Logic: Leon (Project Manager), Tom, Gavin, Glenn, Jim, Alex and Vincent.
  • Task: The candidates had to develop a mobile phone application, and pitch it in front of three distributors to promote it as 'App of the Day'. With their apps downloadable for 24 hours, they also had to attempt to convince a huge crowd of bloggers and software experts at a major gaming fair to support their application in order to increase downloads further.[6]
  • Result: Logic's app, suggested by Glenn, was called "Slangatang" and featured a number of stereotypical characters from in the UK and around the world saying things in regional dialects. Venture's app, "Ampi-Apps," featured annoying noises paired up with random pictures. "Ampi-Apps" was felt to be somewhat pointless by two of the three distributors, and Edna's poor pitch at the gaming fair did not help their cause. However, "Slangatang" was felt to be extremely offensive by the largest of the distributors and most of the people at the gaming fair, despite the men giving a much better presentation. As a result, "Slangatang" had a strong start, with 3,000 downloads in the first few hours, but it rapidly fell away afterwards, only managing a total of 3,951 downloads by the following day. "Ampi-Apps" had a weaker start, with barely 1,000 downloads in the first few hours, but took off after the gaming fair and had a final total of 10,667 downloads, resulting in an easy victory for Venture.
  • Winner: Venture
  • Reward: Venture had a meal hosted by Michelin two-star chef Michel Roux, Jr.
  • Brought into the boardroom: Leon, Alex and Glenn
  • Fired: Alex, for taking a back seat in both of the tasks and making too many excuses as to why he hadn't contributed. Despite Leon losing as Project Manager on a task he should have been well suited to, and Glenn coming up with the app idea that caused the men to lose, Sir Alan felt Alex had shown no skills that would prove to be beneficial for starting a business with him.
  • Notes:
    • This was the first time in the history of the Apprentice that the boys team lost 2 tasks in a row (in previous series, when there were 7 boys and 8 girls for Week 2, the boys won: an exception is Series 5 as the boys won the first task, despite being a man down). This was also the first occasion since Series 1 that the same team had won both the first two tasks; this has continued to happen in every successive series to date.
    • Despite Venture winning, five members of the time said they were unhappy with the idea for the app in the final boardroom, feeling it was somewhat pointless. Edna was also criticised by her team for choosing to deliver the pitch instead of Melody, who pitched to people "on a day-to-day basis".
    • Leon initially decided to bring Alex and Jim back into the board room. However, Jim challenged Leon's decision, making him decide that Jim did not deserve to end up in the bottom three. Leon then decided on Glenn, who in turn tried to convince Leon that Tom should be brought back instead of him, but Leon kept with his choice this time.
    • At the beginning of the episode all of the members of team Logic with the exception of Alex implied they would be willing to take on the role of project manager.
    • After firing Alex, Lord Sugar told Leon that he was on his last warning.
    • Leon was at this point the only contestant in any series of the UK show to be in the final boardroom in both the first two weeks. This record would later be matched and then surpassed by David Odhiambo of the Young Apprentice.

Week 3: Discount Buying for the Savoy[edit]

  • Air Date: 18 May 2011
  • Venture: Susan (Project Manager), Edna, Leon, Glenn, Jim, Helen and Felicity.
  • Logic: Gavin (Project Manager), Tom, Melody, Ellie, Vincent, Natasha and Zoe.
  • Task: The candidates had nine hours to source ten last minute items at the lowest possible price prior to the Savoy's grand reopening; missing or incorrect items were subject to penalty fines. The task culminated with both teams dashing to the Savoy to have their purchases inspected by the scrupulous eye of the hotel's general manager.[7]
  • Result: Venture purchased 9 items, paying high prices in comparison with Logic's spending. In particular, they were criticised for spending nearly double the amount on tea than Logic and also suffered a heavy fine for not buying a large consignment of light bulbs. Logic purchased 6 items, saving a lot of money by negotiating well. However, they received large set value fines and additional penalties for the missing 4 items. In final figures, Logic lost to Venture by £8.
  • Winner: Venture.
  • Reward: Visit to a circus style Cabrera show in one of Covent Gardens trendy bars.
  • Brought into the boardroom: Gavin, Vincent and Zoe
  • Fired: Gavin, for his disorganisation, ineffective leadership, poor defence of himself, and not bringing Natasha back into the broadroom.
  • Notes:
    • Despite feeling that Susan had been a decent project manager overall, Lord Sugar sharply criticised her decision to buy the tea at such a high price, and not researching more potential suppliers. By contrast, Jim was commended for his persistence in getting numerous small discounts on various items, which given the narrow margin of victory ultimately proved vital to Venture's win.
    • After Venture left, Lord Sugar told Logic that they'd deserved to lose for only getting 6 items, hinting that even if they had won, he might have disqualified them and given the win to Venture.
    • Lord Sugar cited in the following episode, that Gavin had been a real "contender," but was fired purely from the results of this task.
    • Gavin was criticised for bringing Zoe back into the boardroom instead of Natasha. While it was agreed that Zoe hadn't contributed much to this task, Lord Sugar thought that Natasha had been more directly responsible for the loss, as she had wasted the team's time with a number of bad ideas (including trying to get a supplier list from a hotel) early in the task.

Week 4: Beauty Treatments[edit]

  • Air Date: 25 May 2011
  • Venture: Zoe (Project Manager), Susan, Edna, Leon, Glenn and Helen.
  • Logic: Felicity (Project Manager), Tom, Melody, Jim, Ellie, Vincent and Natasha.
  • Task: To set up beauty-treatment businesses at the Westfield Merry Hill centre in Dudley, West Midlands, and at the Bullring centre in Birmingham. The teams were also to sell sidelines of cosmetic products. At the briefing, Lord Sugar rebalanced the teams and personally appointed the project managers.[8]
  • Result: Venture chose an out-of-town shopping centre with a treatment room that could serve three customers at once, and enjoyed very good sales. Susan originally wanted more than half of the tanning supplies she received, and only reduced it after talking to Zoe. Even this quantity proved a poor decision, as though the products enjoyed good sales, they only shifted about half of their stock. Logic's location in Birmingham town centre offered more footfall, but worse facilities since they only had one treatment room and it was three floors up from their main sales point. Felicity made a serious error by choosing to focus the team on selling cosmetic products rather than the more profitable treatments, even pulling their therapists away to assist in selling the cosmetics. This, combined with an even bigger overspend on products than Venture, caused them to make a loss. Venture had a profit of £203, while Logic lost £247.
  • Winner: Venture
  • Reward: Dance lessons with the cast of Strictly Come Dancing
  • Brought into the boardroom: Felicity, Ellie and Natasha
  • Fired: Felicity, for her indecisiveness, poor choice of location, for missing the point of the task by focusing on selling cosmetics rather than treatments, failing to understand the overspend of the beauty products, and not bringing Tom back into the boardroom.
  • Notes:
    • Whilst Lord Sugar praised Venture's profit, he also mentioned that a profit of £203 in the beauty industry was not terrific. This was largely blamed on Susan, whose background in skincare products meant she played a key part in many of the decisions Zoe made at the start of the task, including a huge overestimate of how much product they could sell. Lord Sugar informed Susan that had she spent the amount she had first suggested, the team, like Logic, would have made a loss.
    • Both teams initially wanted a spray-tanning system, but the vendor chose to have Venture sell the product due to a perceived lack of enthusiasm on Logic's part. As a result, Venture had the spray-tanning system and a cold foot-massage product, while Logic had a heat massager and hair-styling products.
    • Felicity initially tried to blame their loss on the team's failure to secure the spray tanner, but Lord Sugar disagreed, feeling that their bad location and misguided strategy were more to blame.
    • Lord Sugar criticised Tom and Vincent's appearance in the losing team for four consecutive weeks. In the boardroom Melody tried to pin much of the blame for the loss on Tom, accusing him of failing to persuade customers to take the treatments when he was called down from the treatment room to do so; Nick was just as critical, feeling Tom did very little and took a back seat, preferring to sell products rather than take responsibility for decisions. However, Felicity refused to blame Tom, pointing out that his concerns about the location ultimately turned out to be correct. While Lord Sugar did not criticise Felicity for not bringing Tom in, it was hinted that had he been brought back, he would have likely been fired.
    • Leon was heavily insecure when it came to selling beauty products and performing treatments. However his valiant effort made him the most effective member of the sales team, earning praise from Karren Brady.
    • Although Ellie wasn't held responsible for the loss, she was criticised for staying in the upper floors for three hours, and not even trying to communicate with Felicity. Lord Sugar let her off with a severe warning to step up next task.

Week 5: Pet Food[edit]

  • Air Date: 1 June 2011
  • Venture: Glenn (Project Manager), Susan, Edna, Leon, Helen and Zoe.
  • Logic: Vincent (Project Manager), Tom, Melody, Jim, Ellie and Natasha.
  • Task: To create, brand and pitch a new pet food.
  • Result: Venture created a brand of cat food called "Cat-Size", which was designed as a kind of diet cat food, while Logic created a dog food called "Every Dog" which was initially conceived of by Vincent and named by Jim and, as the name suggested, was designed for dogs of all shapes and sizes. Venture's execution of the task was weaker than their rivals, as Glenn struggled to gain the respect of his team-mates, their television advert was slightly unclear, and Leon stumbled through his pitch, in spite of a subteam spending five hours on it. By comparison, Logic's campaign was felt to be much more professional. However, their product had no clear target market, and as a vet pointed out to them early in the task, making a dog food suitable for every dog is impossible, resulting in them losing the task.
  • Winner: Venture
  • Reward: Playing tennis with Pat Cash
  • Brought into the boardroom: Vincent, Ellie and Natasha
  • Fired:
    • Ellie, for her consistent failure to contribute anything to the tasks and taking a back seat on the task despite working in the dog food business.
    • Vincent, for ignoring the advice of the vet and creating an unsellable product, continuously being on the losing team and for not bringing Jim back into the boardroom.
  • Notes:
    • This was the fifth consecutive week that Tom was on the losing team; by this point he was the only remaining candidate that had not yet won a single task (Vincent had also yet to win a task but was fired). By contrast, Helen, Susan and Edna had not lost a task thus far.
    • Glenn's victory made him the only successful male project manager in this series. Glenn was strongly criticised, however, as he went against Leon's sub-team's marketing choice about the brand, gave them very little to do and created a slogan which was deemed very weak, though it was noted that the sub-team were somewhat disrespectful to Glenn, which may have been a factor in his decision to give them little to do.
    • This was the third time since the introduction of multiple firings in Series 3 that two candidates have been fired together before the Interview stage. It was also the first instance where Lord Sugar fired two people at the end of the boardroom, as opposed to firing one halfway through the boardroom and one at the end.
    • After Lord Sugar criticised Jim, Jim asked to be team leader on the next task. Lord Sugar denied his request and said that he would choose when Jim would lead a team.
    • Lord Sugar severely criticised Vincent's decision to bring back Natasha, since she had directed the advert which had proved to be one of the only positive aspects of the team's performance.
    • This was also the second week in a row that Ellie and Natasha have appeared in the final boardroom. While Lord Sugar did have enough evidence to fire Ellie, he saw virtually no reason to Natasha and made it clear she wouldn't be fired. He also felt that while Vincent had led Logic better than any of the previous candidates, his failure to bring Jim in was a fatal mistake and that "a message needs to go back".
    • Vincent's firing at the time made him the least successful candidate in the history of the UK show, with no wins, five losses and a loss as a project manager. The previous least successful candidate had been Adele Lock from the first series, who also had no wins and a loss as project manager, but was only present for four tasks. In the second series of Young Apprentice, this record was exceeded by Harry Maxwell, who was on seven consecutive losing teams before being fired, including a loss as a project manager.

Week 6: Rubbish[edit]

  • Air Date: 8 June 2011
  • Venture: Zoe (Project Manager), Susan, Edna, Leon and Glenn.
  • Logic: Helen (Project Manager), Tom, Melody, Jim and Natasha.
  • Task: To operate waste disposal services. The team which makes the most profit wins.
  • Result: Logic decided to focus on obtaining waste with a high scrap value, and obtained two major clients set up by Lord Sugar by offering to dispose of their waste for nothing, relying solely on the profit from selling the high value scrap. A third client arranged by Melody proved less lucrative, as although Logic were able to charge £260 for their services, the team were then forced to dispose of more waste than they had expected, due to the builders adding worthless waste to the pile while the team were on their first trip to the dump. Venture lost out on the clients after Zoe ignored Susan's suggestion to pay them a small fee for their valuable scrap and insisted on charging for the team's services. They obtained two contracts themselves the following day, but were unable to make up the difference and lost to Logic by £6.
  • Winner: Logic
  • Reward: Trip to a thermal spa
  • Brought into the boardroom: Zoe, Susan and Edna
  • Fired: Edna, for falsely claiming credit for Venture's sales appointments, and for not living up to her claims about her abilities.
  • Notes:
    • Susan's suggestion to pay one of the clients for his furniture was shot down by Zoe, and at the time, even Susan agreed she had been foolish. However, when they learnt that they had been rejected by both clients, neither Edna nor Zoe apologised to or even commended Susan. In the boardroom Zoe brought up this incident and Lord Sugar chastised her for this and her lack of respect towards Susan, as paying the client might have proved decisive and given Venture the win. He also suspected that Zoe brought Susan back for mainly personal reasons, considering that Zoe berated Susan for much of the final boardroom, and Susan's attempts to defend herself were met with open aggression. Zoe's survival was largely down to her impressive defence, and acknowledging that she bore most of the blame for the failure to secure the two clients.
    • Edna sealed her fate in the boardroom by claiming she had secured a major appointment when it was in fact Leon and Glenn who did so. Nick Hewer accused Edna of "taking credit where it's not due", a view shared by many within Venture, while Lord Sugar felt she was too much of a glory seeker and would not "gel" with him in business.
    • Logic's decision not to charge clients arranged by Lord Sugar for their services was seen as an extremely risky move. Jason Mohr, an entrepreneur who acted as advisor for the task, noted on You're Fired that he would have charged for removal, and could well have ended up fired had he been a participant in the task.
    • Logic's victory margin was the second smallest in the show's history, beaten only by Team Eclipse's £0.97 margin in Series Three, Week 7.
    • This was Tom's first win, as well as the first win for team Logic. This was also Edna and Susan's first loss.

Week 7: Freemium Magazine Launch[edit]

  • Air Date: 15 June 2011
  • Venture: Jim (Project Manager), Susan, Glenn and Zoe.
  • Logic: Natasha (Project Manager), Tom, Melody, Leon and Helen.
  • Task: To create a free magazine and get advertisers to support their idea.
  • Result: Venture created a seniors' magazine called Hip Replacement, and Logic created a combined business and lads' mag called Covered. The advertisers thought that Covered was somewhat vulgar and had an outdated concept, and despite hating the title they thought that Hip Replacement had more market potential. However, Jim made a fatal mistake in negotiating with the largest advertising agency by refusing to offer any sort of bulk discount; consequently, the agency purchased all of the advertising space in Covered. Logic made £76,000, and Venture made £28,850.
  • Winner: Logic
  • Reward: Fencing lessons
  • Brought into the boardroom: Jim, Glenn and Susan
  • Fired: Glenn, for his insufficient input in most of the tasks. Lord Sugar decided that Glenn had nothing to offer due to his engineering background and lack of business experience, and his lack of presence within most tasks proved this.
  • Notes:
    • Susan was nicknamed "the mouse" by the other members of Venture, due to her constant failure to speak up in the tasks. Nick Hewer, however, spoke very strongly in her defense, particularly of her recognition of the need to "slash prices". This, along with her passionate defense of herself, resulted in Lord Sugar deciding to let her stay.
    • This was Helen's seventh consecutive win, an all-time Apprentice record. The previous record was six consecutive wins, which was held by James Max in Series One and Tre Azam in Series Three.
    • Glenn's firing was the third instance where Lord Sugar fired a candidate purely because he considered their working background unsuitable for his organisation. The first candidate to be fired in this way was Karen Bremner in Series Two, and the second was James McQuillan in Series Five.
    • A majority of the You're Fired audience disagreed with the decision (the first time this series) and felt that Jim should have been fired. In a clip recorded for the show, Sugar revealed that he had seen many engineers fail at business in the past, and that was the example he had also seen in Glenn over the previous seven weeks. Moreover, Sugar's opinions provoked much anger among the wider engineering community, and in the press immediately following the episode - James Dyson was commonly held up as a prime example of an engineer/inventor who also had been a hugely successful businessman.
    • This was the first occasion that Jim and Zoe worked together, making Jim the first contestant on any series of the UK Apprentice to work with every other candidate on a team at least once, Leah Totton from series nine also achieved this.
    • Tom, at this point, achieved the all-time record of surviving the longest into the competition without being a Project Manager at any point. He continued to hold this record until Series 9, when this was surpassed by Alex Mills.

Week 8: Paris[edit]

  • Air Date: 22 June 2011
  • Venture: Susan (Project Manager), Jim, Helen and Zoe.
  • Logic: Tom (Project Manager), Melody, Leon and Natasha.
  • Task: To choose 2 British products and sell them to the trade in Paris
  • Result: Logic pitched a teapot-based lamp and a postcard sown with cress seeds that unfolded into a "garden". Venture pitched a children's booster seat that folded into a backpack, and a stand to put various electronic devices such as an iPhone or iPod Touch in. Tom had wanted the backpack initially, but Melody disliked it, going so far as to deliberately skew her market research against the product. She then failed to give Tom any information on the major vendor that Lord Sugar had set up an appointment with, in addition to keeping all the sales appointments she had made for herself. Tom didn't sell anything, while Natasha and Leon sold only around €4,000 combined. On the other hand, Venture's execution of the task was near-flawless, earning large sales from independent retailers and earning a massive order from the appointment that Lord Sugar set up. The end result was a major win for Venture, who made sales of over €230,000, compared to just €11,000 for Logic.
  • Winner: Venture
  • Reward: Flying lessons
  • Brought into the boardroom: Tom, Leon and Melody
  • Fired: Leon, for taking a back seat on the task and trying to hide behind the excuse that he didn't speak French, as well as lacking the passion and desire that Tom and (in particular) Melody demonstrated.
  • Notes:
    • This was Helen's eighth consecutive win, and Tom and Melody's first appearance at the final boardroom. Helen was now the only candidate who had not appeared in the final boardroom.
    • Susan's victory as project manager marked the first time, this series, that a project manager has won more than one task.
    • Despite Susan winning as a project manager, Karren touched upon her immaturity in the task, especially when she was selecting products to sell, as she asked numerous bizarre and unnecessary questions, including whether the French were fond of their children. In contrast Helen was given much credit by securing the large order from the appointment, which proved to be the decisive factor from Venture's win
    • Leon's excuse that he didn't speak French was criticised by Karren, especially since Melody (who spoke French) had managed to sell reasonable quantities speaking English.
    • In absolute terms this was the second-biggest victory in the show's history, after Series 6 Week 2 (which ended with zero orders for Team Apollo versus 100 for Team Synergy). However, Venture earned €219,000 more than Logic, making this the biggest margin in terms of the cash earned by each team. The following week would see both statistics surpassed, again by Venture.
    • Despite Tom and Leon accusing Melody of repeatedly being insubordinate during the task, Lord Sugar stated that he admired her aggressiveness and strong personality, and made it clear relatively early in the final boardroom that she would not be fired.

Week 9: Biscuit Manufacturing[edit]

  • Air Date: 29 June 2011
  • Venture: Helen (Project Manager), Jim and Natasha.
  • Logic: Zoe (Project Manager), Susan, Tom and Melody.
  • Task: To create and manufacture a biscuit and its packaging.
  • Result: Venture's biscuit, created by Jim, was called Special Stars and featured a star-shaped chocolate lump on a flapjack. On Logic, Tom created a two-in-one biscuit called Bix Mix, which was made of digestive biscuit with a core of butter biscuit, and partially coated in chocolate. The retailers (Sainsbury's, Asda and Waitrose) felt that Venture's marketing message was unclear, but Jim pulled off a risky move by convincing Asda to commit to a large-scale marketing strategy, and Asda agreed to an order of 800,000 packs if they were granted exclusivity (whether Sainsbury's or Waitrose ordered from the team was not stated). Logic, on the other hand, ended up failing to secure a single order from any of the retailers, all of whom agreed that the biscuit was well-marketed, but produced far too cheaply for the high price.
  • Winner: Venture
  • Reward: Country House Visit
  • Brought into the boardroom: Zoe, Tom and Melody
  • Fired: Zoe, for being project manager of the worst defeat in the show's history (an 800,000:0 margin), and for electing to manage marketing instead of the product's manufacturing, despite her background in the food and drink industry.
  • Notes:
    • Special Stars' slogan "Anytime is treat time" was criticised as being contradictory by Natasha, Karren, one of the head Waitrose retailers and Lord Sugar. Jim suggested the slogan after the market research, and though Natasha opposed it immediately, she did not come up with an alternative suggestion, leaving Helen with no other choice but to run with it.
    • This was Helen's ninth consecutive win. Coincidentally, she had faced off against Zoe during her first victorious stint as project manager in Week 6. Her victory also meant that she set a record of nine wins overall in the competition, beating the previous record of eight which had been held jointly by James Max from Series One, along with Lee McQueen and Lucinda Ledgerwood from Series Four.
    • This was the second consecutive week in which Tom and Melody were brought back to the final boardroom.
    • During the boardroom, Karren told Lord Sugar that Jim was "carried away" with one of his pitches when convincing Asda to commit to a large-scale marketing strategy, in response to queries about Special Stars' slogan. Both Karren and Lord Sugar found this humorous, though this caused Venture to win.
    • Lord Sugar seemed surprised as to the results of the task, as he thought Logic had done a much better job marketing their biscuit, although he soon found fault with the biscuit, and the considerable friction within the team.
    • Lord Sugar dubbed Zoe a "contender," (second only to Gavin Winstanley) and noted that he had several reasons to fire Tom, including his horrendous win-loss record (2-7) and for being most responsible for the biscuit design; However, the fact that Zoe lost on a task that she was the most qualified person to lead, and especially by such a large margin, led to her dismissal. This is the second time Lord Sugar has fired a project manager entirely on that basis, with the first being Rocky Andrews of Season 5. However Tom was warned that he was on his last chance.
    • For the second week in a row, Lord Sugar made it clear that he did not see Melody as being responsible for the loss in any real fashion (even implying that he thought Susan should have been in the final boardroom instead), and did not seriously consider firing her. Despite this, he warned her that he was now having serious issues with her abrasiveness and continued refusal to listen to others, and that he would find it difficult to invest in her unless she quickly addressed these issues. Melody was in constant conflict with Zoe throughout the task, refusing to concede ground even after decisions on the product and target market had been made. This culminated in a loud argument on the shop floor of Asda, which eventually had to broken up by Nick so the pitch could start.
    • This is also the second time in the series that the You're Fired audience disagreed with the decision on who should be fired. They felt Tom was most deserving to be fired due to the poor biscuit design, and even firing Melody would've been easily justified due to her abrasive attitude.

Week 10: Flip It[edit]

  • Air Date: 6 July 2011
  • Venture: Natasha (Project Manager), Susan and Jim.
  • Logic: Melody (Project Manager), Tom and Helen.
  • Task: Given a pallet of wholesale items, the teams must find out what product sells best, reinvest their profits and sell more of that product.
  • Result: Venture found early on that the umbrellas and nodding toy dogs sold the best, and purchased more to sell the following day. Although Susan wasted the first day by trying to sell door-to-door in Knightsbridge, she took a successful gamble for Venture by buying some bracelets outside of the wholesaler market. She and Jim sold well, but Natasha handicapped the team by refusing to allow any further reinvestment until all the items had been sold. At the end of the second day, after Natasha finally allowed Jim to try and reinvest, he bought a dozen umbrellas to start selling again, but he arrived at the place he was planning to sell at 18:00, at which point the task ended. He himself acknowledged in the boardroom that his effort was too late, and he hadn't had enough stock in any case. Tom, of Logic, found the toy dogs sold well, but his discovery was ignored by Melody and Helen, who focused on a flawed strategy of selling to retailers. The team had more success with selling to the public, but Melody decided not to reinvest the bulk of the profit from the first in anything they had started with and instead sold a new line of travel accessories and digital picture frames, with moderate, but untested success. Helen then wasted a lot of time on the second day by travelling across London to buy duvet covers to sell to a retailer she and Melody had made a commitment to the day before. She bought the duvet covers only to discover on the way to the retailer that he had already closed for business. Although Lord Sugar fined Venture £100 for ignoring the task rules by failing to re-invest, they still won with a profit of £751 to Logic's £728.
  • Winner: Venture
  • Reward: Despite winning the task, Venture's failure to reinvest any significant amount of their profit angered Lord Sugar, who called their victory "hollow" and as a result, the team were not allowed on their reward, which would have been a helicopter trip to Goodwood and riding in vintage cars.
  • Brought into the boardroom: Melody, Tom and Helen (the entirety of Logic)
  • Fired: Melody, with regret, for her lack of understanding of the task, failing to heed Lord Sugar's previous warnings to listen to others, overly abrasive nature, and as Lord Sugar did not see her as being a viable business partner.
  • Notes:
    • This week's challenge broke Helen's chain of victories, putting an end to her record, resulting in 9 consecutive wins. (As she was on the winning team for the next, final task, this was the only occasion in the series that she was on a losing team.)
    • This was Tom's eighth time on the losing team, breaking the record number of defeats that was previously held by Ruth Badger of Series 2, and Michael Sophocles of Series 4. Despite this, Tom was judged to be the least at fault for the loss, single-handedly accounting for nearly half of the team's sales and being the only person who pushed for re-investment of the items the team had on the first day.
    • This was the first time the winning team's reward was cancelled due to bad performance. Susan and Jim had repeatedly pushed Natasha to reinvest, and although Lord Sugar identified the problem lay with Natasha and made it clear that she would have been fired had Venture lost, she later attempted to direct blame on Susan, with little success. (Incidentally, as this was Helen's only occasion on a losing team, this meant that she received every reward that was given.)
    • Helen attempted to take over as project manager from Melody at the start of the second day, feeling that the team had no strategy after the bizarre purchasing decisions made at the end of the first day. Melody refused to let her do so. In the boardroom, Helen told Lord Sugar that had she been allowed to take over she would have focused the team exclusively on selling to retailers, but Sugar told her that this was a terrible idea, firstly because retailers are used to buying directly from wholesalers anyway, and secondly because the margins from any such sales would be much smaller than from sales made to the public.
    • This was Melody and Tom's third consecutive week in the final boardroom. Melody and Helen's working backgrounds were also highlighted as an issue, with Lord Sugar being especially concerned that Helen's experience was mostly in administration rather than actually running a business, and that she showed no real understanding of why her strategy of selling to retailers was a poor idea. Ultimately though, Helen's exceptional track record saved her, and Melody was fired essentially by default as the losing project manager, though Melody's cause was not helped by her being unable to articulate what exactly her existing businesses did.

Week 11: Fast Food Chain[edit]

  • Air Date: 13 July 2011
  • Venture: Jim (Project Manager), Susan and Natasha.
  • Logic: Helen (Project Manager) and Tom.
  • Task: To invent an outlet, develop a unique cuisine, open it to the public and pitch the concept to Lord Sugar and experts from the fast-food industry. The teams would be scored in four categories, with the team that scored the highest winning.
  • Result: Team Venture decided on a Mexican theme calling it "Caraca's" (not knowing it was the Venezuelan capital), while Team Logic decided on British themed pies, naming it "MyPy". Logic's run-through and actual service were both virtually flawless, though there were questions about the profit margins that would be attainable with the premium ingredients used in their pies. They also fell into trouble by advertising one of their pies under the title 'Columbus' despite the explorer's Italian heritage. Logic then went on to pitch a clear pitch, which all the experts agreed was of a good standard. On the other hand, Venture's run-though was a total disaster and their actual service wasn't much better, mostly because the food was unappetising (as it was cold) and very slow to come out. This was due to the fact that Jim had insisted on prioritising the actual theming and decor of the restaurant as opposed to the food. Venture then did an average pitch, until they were asked about finance, in which they had no plan whatsoever (unlike Logic, who made a clear document about finance). Jim then made a huge mathematical mistake when asked about how much money the company would make in an hour (thinking 60 times 7 was 4,800, when in actuality it was 420) which Lord Sugar said would still be a poor profit margin. The end result was a clear victory for Logic, who scored an average result of 7/10 and beat Venture (who only scored an average of 4/10) in every single category.
  • Winner: Logic
  • Reward: No reward, but the winning team are automatic candidates for the final.
  • Brought into the Boardroom: Jim, Susan and Natasha (the entirety of Venture).
  • Fired: Natasha, for taking a backseat in the task despite having more experience in the hospitality business than Jim or Susan, for having lost the energy and enthusiasm she displayed earlier in the process, and probably because of her poor performance as project manager from the last week.
  • Notes:
    • Unlike the previous six series, episode 11 was not made up of interviews.
    • This is the second time that the finals has consisted of four candidates (instead of the usual two), the first being Series 4.
    • Helen's win on this task made her the second Apprentice candidate to hold a 3-0 win record as a Project Manager, the first candidate to achieve this was Yasmina Siadatan from Series five.
    • Lord Sugar pointed out that the Mexican food market was actually a good choice, though this was destroyed by how poorly it had been performed
    • Despite Susan and Natasha disliking each other, they both said Jim most deserved to be fired for being a poor project manager, a view agreed by a majority of the panel on You're Fired.
    • Natasha was criticised due to the fact that the only reason she didn't get involved with the food-making of the process was because she "didn't like" it, even though she had a hospitality degree. Lord Sugar likened this to a paramedic refusing to perform CPR.
    • Jim's defeat in this task, meant that he had lost two tasks as Project Manager, making him the least successful project manager in Series 7.
    • Of all the finalists on the show's entirety, Tom lost the most amount of tasks (8 losses to 3 wins). Tom and Jim also became the first candidates since Saira Khan in the first series to make the final despite never winning as a project manager.

Week 12: The Final[edit]

  • Air Date: 17 July 2011[9]
  • Finalists: Helen, Susan, Jim and Tom.
  • Task: The four finalists each had to face a gruelling interview process on their own. Each candidate also had their business ideas tested, as their plans for their business with Lord Sugar were put to verification.
  • Result: Helen's business proposal was a personal concierge service, which would help busy working people organise their day-to-day lives. While Helen herself got hugely positive feedback from all four interviewers, they saw a major flaw in her plan, namely that she did not have the connections to make such a business work, and were baffled as to why she didn't create a business plan based on her background in the baking industry. Matthew also saw the fault that one of the major things her business plan would offer was making appointments, which it would be equally as easy to do without the service. Jim's plan was to create a business called AMSmart, which would have specialised in delivering training aids and employability skills to schoolchildren. While the interviewers felt that it was a good business for the current economic climate, where jobs are hard to come by, they were concerned by the low profit margins and Jim's lack of market research. They also had a lot of problems with Jim himself, as they considered him to be full of clichés and to be hard to get answers out of (particularly Matthew, whom asked Jim a simple question about market research which Jim gave a lot of unnecessary answers to). Susan's business plan got a lot of praise, as it played off her experience in the cosmetics industry, but she shot herself in the foot with her outlandish claims, particularly the fact that she thought she could make a net profit of a million pounds in the first year. When prompted by Claude, she admitted it was a foolish mistake, though still said she could make half a million pounds in the first year. Susan also was agreed to have very little experience, in particular that the only main endeavour she had produced was merely for a weekend. Tom got praise for his prior success in creating and selling nail files to major retailers, but was accused of being unable to focus himself properly, and the interviewers felt that his plan, to create a company supplying specialist products for people with back problems, was poorly written up. Ultimately, the only definite conclusion that the interviewers came to was that Jim was the weakest candidate and completely unworthy of investment; otherwise, they considered Helen to be the strongest candidate but have the weakest plan, Susan to have an excellent (albeit slightly flawed) plan but a stubborn, immature attitude, and that while Tom had faults in both his plan and as a candidate, the problems that he did have were the least severe of the four candidates.
  • Final Decision: Jim was the first person to be fired, as Lord Sugar felt that he was unconvincing overall, and had not given enough thought to his plan. Susan went next; while Lord Sugar and the interviewers agreed that she had presented the best overall plan, she still refused to admit that her figures were unrealistic, which Sugar felt was proof that she needed more real-world experience before he could go into business with her. However, he predicted that Susan would go on to do great things in the future. Despite her business proposal getting by far the worst reports from the interviewers, Helen made it to the last two due to her exceptional record in the competition, and suggested an alternative plan that would have involved creating a chain of bakeries, playing to her strengths. However, her poor initial idea and lack of hands-on experience in running a business counted against her in the end, and despite feeling that his business plan needed to be heavily tweaked, Lord Sugar named Tom as his new business partner.
  • Fired:
    • Jim, for coming across as "clichéd" in the interviews, and for suggesting a plan more suited to a charity than a business.
    • Susan, for her inexperience, and for making unrealistic claims about the potential profits her business could make.
  • Runner-Up: Helen, for proposing a business plan that did not play to her strengths, and having a background more suited to business administration and operation than setting up a whole new company.
  • Hired: Tom, for his prior business experience, and for his innovation and creativity.
  • Notes:
    • It was noted that in the very final boardroom, Tom explained to Lord Sugar how his business idea came around and what inspired him to do so, and this ultimately turned out to be one of the major factors for him winning.
    • Unlike the previous six series, the fired candidates did not make a last appearance to help the finalists.
    • Margaret Mountford and Claude Littner once again returned to interview the candidates, this time joined by Daisy Group CEO Matthew Riley and Short List Media Ltd Founder and CEO Mike Soutar.
    • Tom was noted to have been a "candidate to watch over" as the only times he had been on a winning team he had been with Helen, who had had the best track record, and who Karren noted was "extremely organised". Even then, the only time Helen lost was when she was on a team with Tom, although on this occasion the loss was mostly down to Helen and Melody missing the point of the task, and then completely overruling Tom's legitimate concerns.
    • On You're Hired!, Lord Sugar said that if the prize had been a job in one of his companies like in the previous series, Helen would have won. He also suggested during the same show that he may look to do some form of business with Susan in the future. He took this offer up, and invested in Susan's existing business Tropic Skincare in April 2012.


Episode Viewing figures from Broadcasters' Audience Research Board (BARB).[10]

Episode No. Airdate Total Viewers
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
Series average 8.80 N/A


  1. ^ "The Apprentice won by non-stop ideas factory Tom Pellereau". Guardian. 17 July 2011. Retrieved 19 July 2011. 
  2. ^ "Tom Pellereau strikes a blow for great British inventors". Daily Telegraph. 17 July 2011. Retrieved 19 July 2011. 
  3. ^ "Tom Pellereau wins The Apprentice". RTÉ News. 17 July 2011. Retrieved 19 July 2011. 
  4. ^ "The Apprentice 2011: Why the final wil be very different this year". New Magazine. New. Retrieved 5 July 2011. 
  5. ^ "Episode 1: £250 Business Start Up". The Apprentice: Episodes. London, UK: BBC. 10 May 2011. Retrieved 19 May 2011. 
  6. ^ "Episode 2: Mobile Phone Application". The Apprentice: Episodes. London, UK: BBC. 11 May 2011. Retrieved 19 May 2011. 
  7. ^ "Episode 3: Discount Buying for the Savoy". The Apprentice: Episodes. London, UK: BBC. 18 May 2011. Retrieved 19 May 2011. 
  8. ^ "Episode 4: Beauty Treatments". The Apprentice: Episodes. London, UK: BBC. 25 May 2011. Retrieved 19 May 2011. 
  9. ^ "The Apprentice final - live blog". Guardian. 17 July 2011. Retrieved 19 July 2011. 
  10. ^ "Broadcasters' Audience Research Board (BARB)". BARB. 

External links[edit]