October 2011 Archives

Take a bunch of ambitious, ridiculously optimistic young people and put them in a strange house without a parent in sight. Have them overseen by a gruff, mega-rich businessman whose heart is melted by the plight of the kids and who comes to learn the value of compassion and kindness. In short, The Young Apprentice is nothing less than a remake of the musical Annie with his Lordship in the role of Daddy Warbucks but with the person to play the L'il Orphan yet to be determined.

The first episode, which unfortunately I was unable to view until last night (Thursday), was notable for two reasons. Firstly, the way the boys team engineered defeat from a potential victory primarily due to under-pricing their ice-cream. Secondly, the somewhat dubious selling practices of the girls team.

One member of the boys, the loud and over confident James McCullagh, expressed a strong opinion that the ice creams should be sold for £1 each. The calm and competent team leader, Harry Hitchens, felt it was too low and set the price at £1.50 instead. Despite being 50% higher than the figure James had suggested, this price was still too low and was the principal reason for the defeat. 

What we saw here was a cognitive bias known as anchoring. It occurs when people focus too much on one factor (in this case the price of £1) and use this as the starting point for their subsequent decisions. If they had started with the price at which such ice-creams typically sell i.e. £2.50 to £3.00, they would have arrived at a higher figure and won.

The strategy of the girls team was to charge customers extra for the cone and even more for the sprinkles and syrups which they would add on without saying they were more expensive. Whilst loyal sidekick Nick Hewer, charitably described this as "upselling" in fact it was pretty unscrupulous. If their careers continue in this vein the girls will make ideal candidates for door-stepping sales agents of the type used by energy companies. Other TV appearances will be assured but only on Anne Robinson's Watchdog.

The young people need to learn that making money is one thing, but the way you do it is equally important. But as Alan Sugar only emphasised money-making it was not a surprise that they engaged in dodgy practice. The message they were getting about business was not a good one.

The first firing was of poor Mahamed Awale who incredibly had a bigger ego than James McCullagh. Aggrieved and bitter at his dismissal he left warning that Lord Sugar would regret that decision. Don't get too despondent though Mahamed, remember: The sun'll come out tomorrow...

The Apprentice is back, this time in its more youthful guise. It starts on Monday 24 October and is named Young Apprentice, as opposed to Junior. It's an eight-week series, with 12 candidates, profiled in the usual way below...

THE GIRLS

Elizabeth Magee ('Lizzie')
Age: 16
Education: Studying for A-levels in Economics, History, Politics and General Studies
Lives: Liverpool

Published author and rounders champion, Elizabeth "Lizzie" Magee's first job was collecting glasses in a pub. She now has her own business designing personalised guitar straps and also breeds Jack Russell Terriers. A gym fanatic, she describes herself as impatient and a "time freak."

She says: "I'm very, very determined and if I know how to get something, I will get it."

Gbemi Okunlola
Age: 16
Education: Studying for a Fashion and Design Advanced BTEC and an A-level in Business Studies
Lives: London

Award-winning fashion designer Gbemi has already started her own clothing line and is involved in both designing and making the clothes. Listing Louis Vuitton as her inspiration, Gbemi describes herself as a 'diva' and feels her strength is that she always works to her full potential.

She says: "If I believe that what I'm saying is right I will argue until my full voice and my full opinion is heard."

Hannah Richards
Age: 16
Education: Studying for A-levels in Government and Politics, History, Economics, Philosophy and Ethics
Lives: Berkshire

Female footballer Hannah has made money re-selling vintage clothes and creating school leavers' hoodies. She plays for two football teams and also enjoys architecture, hoping to get involved in property management in the future.

She says: "I want to show that you can succeed in the business field, without relying on numerous qualifications. The right mind and attitude is ultimately a much more important quality than 12 A*s"

Haya Al Dlame
Age: 17
Education: Studying for A-levels in Maths, Further Maths, Economics, Biology and an Extended Project
Lives: London

Born in Iraq, Haya moved to England with her family at the age of 6. A self-proclaimed bossy-boots who is determined to succeed in business, she is also a keen eBay trader and wishes she was the brains behind MAC cosmetics.

She says: "I have a big ego... I want to be known as Haya Al Dlame, the next deserving winner of Young Apprentice. "

Hayley Forrester
Age: 16
Education: Studying for A-levels in Biology, Maths, Business & Economics and ICT
Lives: Shrewsbury

Ambitious former head girl Hayley says her "life revolves around order." A farmer's daughter and member of Young Farmers herself, she passionately disagrees with people claiming benefits when they could be working. Inspired by drinks company Innocent, she sells free range, organic eggs from her own chickens.

She says: "I wear wellies, and I am not afraid to muck in"

Zara Brownless
Age: 16
Education: Studying for A Levels in English Literature, Maths, History and Theatre Studies
Lives: Hertfordshire

Film enthusiast Zara used to be a baby model and won a sock design competition when she was seven years old. She is inspired by Katherine Bigelow, the first female director to win an Oscar and currently produces films for charities. When she's not making movies, Zara enjoys running and playing table tennis.

She says: "Dreamers dream; people who achieve wake up, get out there and start doing stuff to make their dreams happen."

MEET THE BOYS

Ben Fowler
Age: 16
Education: Studying for a Business Diploma
Lives: Birmingham

A keen horticulturalist, Ben started a gardening business in his local area in 2008. He is involved in social enterprise projects providing voluntary services to the allotment association, having taken on his own allotment at a young age. In the future he hopes to help those with learning and behavioural problems study horticulture and agriculture.

He says: "I am an ordinary lad who wants to do the best not just for myself, but for everyone."

Harry Hitchens
Age: 17
Education: Studying for the International Baccalaureate
Lives: Brighton

Keen rugby player and scuba diver Harry also has an artistic side, and runs his own photography business. He has been working since he was nine, with jobs including gardening, selling at car boot sales and magazine delivery. He wishes he had invented the Cat's Eye road marker.

He says: "I aim high. I don't aim low ever. What are you ever going to gain from that? I aim high and I get there because of that determination, because I'm pretty ruthless in how I get there."

Harry Maxwell
Age: 16
Education: Studying for Pre-Us in Maths and Further Maths and A-levels in Geography and Economics and the Extended Project
Lives: Oxfordshire

School prefect Harry is a polo enthusiast and water-sports fanatic, as well as a talented singer and pianist. Inspired by Simon Cowell, entrepreneur Harry is a business veteran despite his young age. Starting his first business when he was ten, selling tickets on the internet, he has already started three successful businesses, encompassing travel, marketing, property and cosmetics.

He says: "In terms of my intellect, self-motivation, confidence and business instinct, for my age I am unrivalled. I have a pure entrepreneurial gift waiting to be unleashed and harnessed".

James McCullagh
Age: 17
Education: Studying for A=-levels in English, Economics, Spanish and Biology
Lives: County Derry, Northern Ireland

Irishman James describes himself as a risk-taker and always follows his gut instinct. He got the joint highest score in GCSE Economics in Northern Ireland and feels he is a natural businessman. He is a massive football fan and lists his passion as economics.

He says: "I have integrity, but when winning gets in the way of integrity, integrity goes out the window."

Lewis Roman
Age: 16
Education: Studying for A-levels in World Development, Psychology, Performing Arts, ICT
Lives: Merseyside

Describing himself as 'confident, charismatic and clever', Lewis's first foray into the business world was as an assistant stylist at a hair salon. A keen shopper and gym buff, Lewis now works in the food industry and hopes to change the world of business forever.

He says: "I'm not arrogant or backstabbing, I'm just a really great guy."

Mahamed Awale
Age: 16
Education: Studying for A-levels in Politics, Law, Economics and Psychology
Lives: Greater London

A keen inventor and fundraiser who describes himself as "competitive and charismatic," Mahamed who is the Youth Parliament Representative for his borough, has already made money buying and "selling TV satellites", although we presume he means satellite dishes. Inspired by Microsoft and Facebook, he hopes to bring about "monumental change" using politics and youth outreach schemes.

He says: "I have so many abilities and so many talents. I want to prove what an entrepreneurial person I am."

All pictures: © Talkback Thames / Jim Marks