The Apprentice UK Episode 4 – Business lessons review

To Watch Apprentice UK 2011 Episode 4 click here to be taken to the BBC iplayer site. (You may have to search for a UK proxy if it denies you access – Search Google for a UK Proxy then try the link again).

It’s the same regular format. I review The UK Apprentice, 2011 season and look for any business lessons that are worth remembering.

This episode brought the team to my birth city, Birmingham. They were each given a choice of plot from where to sell and had to choose from a number of cosmetic products. The cosmetic products were introduced to the teams and they then had to secure two which they liked the most.

The twist with the plot of course was that they would be performing the lucrative cosmetic treatments themselves alongside selling add ons.

The teams by now are completely mixed so it’s very hard to keep track of who is on each team, and to be honest yesterday I did not really care as it was such a boring episode that if it wasn’t for this blog I would have switched off.

So one team choose the ‘Bullring’ in Birmingham and I have no real idea where the other place was as the show really focused on promoting the Bullring.It was mentioned once, but so fast I never clung onto it. Poor marketing for the second venue.

Anyway the products and treatments chosen are really irrelevant and the business lessons focused on something else.

The key money-maker in this task were the cosmetic treatments. They had the most lucrative markup and a winning profit per minute combination.

Naturally, both teams seemed to lose sight of this fact with one team in particular not pushing or selling any treatments for over three hours. They did however have a little disadvantage, their treatment rooms were some three floors away so although customer were told where to go, they neither took a deposit to ensure they would get there or took the initiative to escort them there.

There was only one moment of genius in the show, which was actually quite bizarre. Leon used a little finger technique to beckon girls over and entice them into product sales. Fun and laughable at the same time but it worked. Something confident men might use in a club really…

So we got to the boardroom and one team actually made a loss. disappointing considering the markup on cosmetic treatments is so high. It was naturally the team which did not concentrate on the cosmetic treatments and instead concentrated on selling add ons.

The boardroom again was irritating to watch and ultimately the project manager took the chop as she was both indecisive and failed to take a step back and look at the big picture.

So that leaves us to the business lessons. Very obvious this week but still worth reminding yourself (although I do not advise this week to watch the show if you missed it):

Business lessons from Apprentice UK 2011, Episode 3

1) Focus on real objective

The objective of the task was to make the most money and not to sell the most product. With at least six people in the group the main focus should always have been on the treatments as they made the most profit. Going for what was easier t sell is never a winning policy when you most profitable items are left in reserve.

This is a good reminder to businesses to always step back, and not be happy that you are busy but really consider if you are busy doing the right things. If the team had defined their aim clearly as making the most profit then they could step back and keep asking if what they were doing was bringing the most profit.

2) Know everything about your task

When the teams had to choose locations they really took lead from the member in the group who said they knew Birmingham. (Primarily the team that chose the Bullring shopping centre). When another member Tom, tried to present an argument why it may not be suitable (because he was actually reading the document provided), he was shut down. Had they actually listened to his concerns properly they could have formulated a strategy to overcome it, which would have meant they would win the task. They didn’t as they lost.

If I had been on this task I would have perhaps sucked. I can direct sell but I would not say it was my greatest strength. I would however have realised where their most profit was to be made and ensured we focused on it. That alone would have helped my team win. But neither am I on the Apprentice and neither do I have a desire to join in. If this show does not improve next week, I may have to reconsider this blog series.

Bring on the business lessons people, it’s what made the show great in the first place.