I think my concept takes an idea that's 'relevant' right now but adds something to it - I wanted to create a publishing house that took what's out there now and expanded on it, created to appease an existing fanbase and also to attract new fans to a fanbase. Louise's idea is very current, but it's literally just that. It doesn't 'add' to anything, it's very much for people who like 'dark' novels and want to read them, it does nothing to attract new people. My idea is original, pushes boundaries and I worked hard on a marketing plan that got my work to the audience it'd like, as well as potential new markets, something Louise's doesnt.

I feel my idea is better due to the fact that

1) There's more of an interest and a buzz around my selected genres at the moment. I don't think this is a disadvantage at all. People will be willing to check it out and see what the books are like.

2) There's also a wider market for it. While the books would be quite mature and aimed at adults, there are a huge amount of adults, possibly a mature YA, that would love to read these books.

I just think the idea is more marketable.

This is quite a direct post - Louise, do you have anything to say in response?

I think I've really came into my own on the past few tasks, I've project managed well, demonstrated my creative side and my practical side and also that I can think outside of the box and can recognise a winning idea. I've worked hard on all of my faults, put maximum effort in, and have, I feel, worked out all the flaws people suggested to me. I really think I'm among the candiates that have improved the most in the competition now, my output now compared to at my 'low' in the competition is a million percent better, which I would hope demonstrates how passionate I am about this competition and how much work I've put in. Louise is a great candidate, but I genuinely think I'm better. I think as a candidate I work on every level, and I really think I'd be an incredible choice to be your apprentice.

My response to this would be that I don't particularly feel this genre is that relevant right now. While it's certainly somewhat original, I can't see it having mass appeal and selling, which is the main aim with any company. You need to sell and make money and I know that my genres are extremely marketable and would sell incredibly well. You can't really lose.


I think it's clear that over the course of the competition I have been an extremely good candidate. I have maintained a strong dedication to the competition, as well as always trying to better myself each task. I have shown a lot of talent and skill and as I've stated numerous times in my interviews and such, I also have a very strong record to back this up. I've shown that I have a lot of intelligence and drive. I don't think there would be any disadvantages to hiring me. You can guarantee you would have a strong level of dedication and drive as well as the creativity, management abilities and pure common sense to back it up. Not only have I shown these things, but I've performed just as strongly, if not stronger than Gav in many of the past tasks. I really think I've been an extremely strong candidate and I'd be very disappointed to lose now. I would be a great Apprentice, I've given my all to prove it to you and I think I've succeeded.

I don't think anyone could argue that you're not a very strong candidate, Louise, but Gav raises a valid point - how do you think you've developed throughout the process?

I should, in all honesty, have gone to an internet cafe or something and sent a PM, but I had a lot of other real life things going on, and in all honesty this wasn't my top priority. I think it raises a very valid point I can't really argue against, all I can really say is that I AM dedicated to this process, have thrown literally everything into this within the last few tasks anyway, and I don't think I can be faulted on my effort within the past few tasks.


I think your product does have a mass appeal, but I think my product is original, and has potential to access a major market - my idea is much more daring, and there's a lot more to gain from an idea like mine, which I think delivers both on a creative front and although is a bit riskier on a sales front, could potentially deliver there to. It would have been easy to create an idea that would lead to mass sales for me, but I also wanted to add an idea that was a bit more challenging, and I don't think I should be penalised for taking a risk.

I have definitely developed. At the start, I was extremely apprehensive about leading a DSA team and it was something I was dreading, quite frankly. However, I think I've developed very well in the leadership and management areas and have shown a lot of growth. I am not naturally that assertive but I made myself be that way and to great success.

Another point I'd like to raise is, I don't think it's bad to have a smaller amount of development if you're already strong from the start. It's impossible to develop in huge ways if you don't have a particular weak spot to begin with. I don't think it shows you're "better" if you start off very badly and progress to average or even to very good. I think more often than not I have been a great candidate. I have always been around and gotten things in and done on time, which is extremely important. I have tried very hard every week and it shows.

To quickly reference that point - I think my plan WAS viable on a financial level, the aspect of corporate sponsorship would have increased the budget, and things such as the university tour would have been realtively cost free, but I accept your point here, perhaps I was a little ambitious.

Secondly, I think I AM the candidate because I bring a lot of different skills to the table - creativity, hard work, ability with finance, the intuition to back a winning idea, management skills - which I can now say with a lot of confidence that I'm good at, the ability to learn new things - I really think that as a candidate I have everything. My idea tonight I think exemplifies where I am as a candidate and the task acts as a great analogy for the competition- Louise had a good idea and would be brilliant as your apprentice, but a relatively safe bet, whereas for me it's not a safe pick, it's a little bit challenging but has the potential to grow into something a lot more rewarding, and ultimately I think that's why I should be hired.

Firstly, if you believe my concept was slightly weaker than Gav's, I'd really like to say I really believe in my concept and I know it could do really well!

As for why I'm the candidate for you, I'm very intelligent, I'm hard-working, I'm excellent at researching the market, I'm extremely dedicated and I get results. I would be an absolutely fantastic addition to your team, whether I'm leading or just as a team player. I don't get it wrong very often and I am such a reliable worker. I can guarantee you would have no regrets about picking me. I have very rarely slipped up in this competition and I feel I've done myself great justice and improved on things that have needed to be improved on. I'm very creative and I absolutely love a challenge. All in all, I'd say I'm close to the perfect Apprentice!

Well done LOUISE - totally deserved to win! Commiserations Gav though, I preferred your final task actually.

Thanks for putting me through to this stage Lord Sugar! 3rd last year, 2nd this year, maybe next year I'll win hahah!

In all seriousness, Louise makes an excellent winner, it's been a huge pleasure to work with her and it's a thoroughly deserved win! It's a pleasure to have competed against her! Huge congratulations to you, Louise!

Huge congratulations to Louise! Very well deserved and also a big commiserations to Gav! You were a fantastic candidate and would have been an equally worthy winner.

Thank you SO much!!!

I've loved being part of this process and this is a fantastic ending, thank you!

Commiserations to Gav, but obviously you know what I think of you. Amazing and would have been a worthy winner, no doubt!

I've also enjoyed working with all of the other candidates and advisers, thanks all round!

Well done Louise. Thought it was obvious you'd win and I think your a worthy winner and I've enjoyed working with you (gaming task aside). Congratulations and well done.

Commiserations Gav but well done on getting so far and I think the final 3 being the final 3 was definitly the right decision.

Also thanks to Ana, Tyjet and Pete (yes Pete I'm not accidently ignoring you like on MSN ) for spending all the time you did on the game.

Congrats, Louise! You've been great throughout, and this was very well deserved. Also congrats to Gav who was a worthy runner-up.