At times, there is a very fine line drawn between being an 'assertive and confident business-person'; who knows what they want and will go and get it and being an 'out-an-out bully’. Luisa’s behaviour on this occasion very definitely crossed that line; I foresee many public appearances in that girls’ future… Sadly they are more likely to be at an Employment Tribunal than on television! We can but hope that she falls on the losing side next week when Karren is observing her; as I suspect that any repeat of this week’s performance will see her getting her ‘just-desserts’ and rightly so!
So what of the task itself? That was pretty much carnage too… Whilst both teams grasped the concept of ‘online dating services’; neither team actually understood their target market nor developed a product that met the needs of that market. For team Evolve, their market was the over 50’s and team Endeavour went with ‘young professionals’, specifically defined as 25 – 30 year olds.
Much to the bemusement of Karren, Jordan outlined his vision to the team as being a dating site that was attractive to ‘young, professional, busy females who don’t want to go into bars and wait for someone to come and talk to them, but wanted to be in control…’. They then decided to use the name ‘Cufflinks’ and in their logo, replaced the ‘I’ with an image of a ‘tie’ – a very gender-specific brand, which would quite clearly appeal to more men than women. Leah herself commented that it sounded 'more like a gentlemen’s clothing shop than a dating site' and I would tend to agree.
Team Evolve didn’t fare any better with appealing to their target demographic; who according to their approach and advertising appear to have been defined by the team as ‘coffin-dodgers’! For market research, they seemed to use a ‘safe’ group of individuals, perhaps at the higher end of the age spectrum (60/65 +?) and who dismissed the initial idea given by Jason of ‘fun and vibrant’ and replaced this with ‘Friendship & Flowers’, which then became their brand…
The team’s attitude to this particular demographic was at best ‘childish’ and reminded me of a child’s perception of ‘age’; you know, if 'you are in your twenties, you must be really, really OLD'!! As I type this now, one of my colleagues, who is in his early fifties is heading out to climb Kilimanjaro on a charity trek – does this sound like someone who would be interested in a dating site called ‘Friendship & Flowers’!!!!
Whilst I appreciate that they are not given access to the internet during these tasks, you would expect as budding entrepreneurs, they would have a reasonable handle on ‘the bigger picture’ and what is happening in the world or even just in this country. Even ‘pop culture’ provides us with some clues; groups from the 80’s and 90’s reforming and playing to packed crowds; not of new fans, but of those same fans from the first time around and who are now in their 30’s, 40’s and 50’s. You don’t have to be a statistician to understand what is going on with demographics; the information is readily available through all forms of the media: newspapers, television, internet etc; so it should be reasonable to expect that the candidates in a process such as this would come into it with some knowledge and understanding.
But no; perhaps that would be too much to expect from this particular group of individuals!!!!
With all the shenanigans going on in Team Evolve, much of the attention was focused on them this week, leaving Team Endeavour to their own devices. Alex was identified as a ‘date from hell’ for the purposes of their video and fitted remarkably well into this role… Their video was directed in a tongue-in-cheek style, using humour to get their point across and they achieved this, but were not consistent across their branding. So although they managed to win the task, it was more of a Pyrrhic victory and in Lord Sugar’s own words; was down to him giving them the ‘benefit of the doubt’. Lets’ hope they take these sombre words and use them to improve their performance in the next task...