Characters / The Apprentice UK Season 12

Alana

"All I've ever been interested in is having as much money and as much power as I can."

• Artistic License – Geography: Thought that Morocco was either a city or region in Turkey. Not only is Morocco its own country, it doesn't even exist on the same continent as Turkey.
• Beware the Quiet Ones: Was prepared to argue her winning case in the final, after Courtney claimed that his business was more profitable.
• The Bus Came Back: Returned twice in series 13: In the first episode as part of the Continuity Cavalcade of past winners, and in the last episode to advise one of the finalists.
• Dude, Where's My Respect?: Didn't receive any credit from any of her team members in week five for her idea concerning the promotional video. It was Claude who had to point it out in the boardroom.
• My Friends... and Zoidberg: In week five, Karthik admitted he couldn't even remember her name.
• My Greatest Second Chance: Had actually applied to take part in the Young Apprentice but failed to get on the show. When she actually applied for the show, it may not have been the most solid of performances but she went on to win the show.
• Skewed Priorities: Focused on selling as many antiques as quickly as possible during the first task, while completely neglecting to get a decent price for them.
• Took a Level in Badass: Stumbled badly in the first two weeks, and was brought back into the final boardroom on both occasions, but proved a very effective project manager on the third task. When she won, many commented on how she had become far more confident in herself.

Courtney

"We should be done by 3am at this rate."

• Culture Clash: He averts it, pointing out that black shoes are only worn in Italy to funerals.
• Gender-Blender Name: His first name leaves his gender rather ambiguous.
• Graceful Loser: Congratulated Alana on her victory.
• Last of His Kind: The only one of the men to make it through to the interviews this year. In fact, he was left as the last man as early as the final regular task, leading people both on the show and off to predict an all-female interview round (though that ultimately didn't come to pass; in fact, it didn't even end up being an all-female final).
  • Lampshaded by Grainne at the end of Week 9 who called him "Last man standing".
• Mellow Fellow: Doesn't seem to react too strongly to anything, even when his team only had fifteen minutes to get back to the Shard in the sixth week. While it came across as slightly unnerving for the team, they still ended up winning. Claude ended up calling him out on his overly passive nature in the interview week, finally pushing him into a strong justification of why he deserved the investment.
• Moment of Weakness: Despite his poor pitching in week five, his tedious tour in week eight, and his refusal to pitch in week nine, he still somehow thought that he was suitable to pitch in week ten. It's clear that public speaking isn't his strong point. He managed to largely fix this issue in the final week.

Frances

"*tearfully* A lot of people would have crumbled losing week after week, but I've still put..."

• Accidental Misnaming: Couldn't remember the name of the jet ski model that she rode, leading to the seller opting to give them to the other team.
• Artistic License – Geography: When making the label for the team's gin in the last regular task, she accidentally put a map of Africa on the label instead of India. Then, when Lord Sugar called her out on this, she tried to claim that India is located just below Africa; in actual fact, after you go south from Africa you won't reach another land mass until Antarctica.
• Beware the Nice Ones: In the interview round she came in for quite a bit of stick for her lack of organisational skills. Most of the other candidates rolled with the punches when getting similar criticisms, but Frances defended herself quite angrily from these complaints, which actually impressed the interviewers.
• Butt-Monkey: Along with Rebecca, she equalled the six-week losing streak of Elle from the previous season, by being on the losing team for the first six tasks. She subsequently went on to equal the record of eight losses overall that Tom racked up back in Series 7, and adding insult to injury, won one task fewer than he did (Series 7 had an extra task and then ended with the interview week).
• Crouching Moron, Hidden Badass: While she didn't come across as an especially poor candidate during her six-week losing streak, she never really stood out or impressed in any way. Then, in Week 7, she stepped up as project manager and steered the team to one of the show's biggest-ever wins, and in doing so got a team that had been fairly dysfunctional in the previous weeks working together well.
• Didn't Think This Through: The entire branding concept for the gin in week ten. She didn't seem aware of the negative connotations that would come with having a drink named Colony Gin with a map of Africa on it.
• Once per Episode: Since the fifth week, her losing streak has always been brought up by Lord Sugar.
• Professional Butt-Kisser: A downplayed example, but despite being on the losing team eight times, she'd only been in the boardroom twice (once, because there were only three people in the team anyway). She seemed to develop a strategy of kissing up to the project manager of the task to avoid being brought into the boardroom - which backfired magnificently in week eight.
• Tragic Mistake: Mentioning how terrible she was at finances in the interviews was this.
• Throw the Dog a Bone: Finally won a task in week seven, as project manager no less.
• Tiny Tyrannical Girl: Very petite and young-looking, but can also be quite brazen and assertive.

Jessica

"Right, the reason we failed the task was because all of us, as a group, not just me, not just you, not just anyone..."

• Blatant Lies: When attempting to negotiate a deal on a pack of cigars in week six, she repeatedly stated that they were for her dad in a bid to get some sympathy from the salesman. It didn't work; never mind the fact that she had her sub-team, Claude and a cameraman with her, the salesman likely clocked on that they weren't for her dad.
  • Lied continuously in week seven to boost sales, such as lying about how many items she'd sold, and how much her kids loved said items. Lord Sugar was not impressed.
• Cheaters Never Prosper: Zig-zagged in the Week 2 task, when the team put the project manager's role to a vote. She discounted Rebecca's vote for herself, but didn't do the same for her own vote for herself, which no-one immediately realised. While no-one tried to remove her from the position, the team crashed and burned in the actual task, and Lord Sugar outright said that Rebecca should have been project manager. That said, Jessica just barely avoided being fired that week.
• FourthPlaceTakesItAll: Not that Alana has done badly by any means, but after she left the show, Jessica along with Karthik joined Big Brother, albeit in different seasons and while Jessica was eliminated, Karthik has just entered it.
• Genki Girl: Has a very excitable and manic personality, to the point where she described herself as the Distaff Counterpart of Jim Carrey.
• Heroic BSoD: After the team lost the set of jeans they were supposed to be photographing in their advertising campaign she suffered a brief breakdown and started hyperventilating, causing Karren to have to tell her to leave the building to cool down.
• Long Speech Tea Time: In the interviews, when asked by Claude to quickly summarise herself, she ended up giving a long speech about her life, starting from when she left school at sixteen.
• Motor Mouth: Tends to speak so fast and at such length that her team-mates, and even Lord Sugar and his advisers, have to tell her to slow down.
• Ms. Fanservice: Considered to be the most attractive female candidate from this series.
• Never Recycle Your Schemes: An unwise aversion; her business plan was just a slightly tweaked version of a business she had run previously, and had been forced to sell because it wasn't making a profit. This got her fired, with Sugar being baffled that she would want to try the same idea with little alteration.
• Only Sane Woman: Became this in week five among her sub team, in which Paul and Sofiane constantly clashed and argued. Not that it mattered, because the team lost anyway, but the sub-team wouldn't have done half of what they needed to, had she not been present. She was placed in a sub team with them again in the final, which went as well as one would guess.
• The Scapegoat: Paul attempted to make her this in week eight, due to her changing the prices of the tickets. It didn't work, as he was fired instead.
• Those Two Guys: With Dillon. While they only worked together twice, outside of the tasks, it was clear that they shared a strong friendship. Her reaction to Dillon's firing was rather moving.

Grainne

"You're not falling asleep in this car!"

• Artistic Licence Statistics: Had to justify how 5 out of 6 people was equal to 90% l. She failed.
• Aloof Dark-Haired Girl: Has elements of this. She appears to have the most composure of the girls, effectively acting as the unappointed Project Manager in week three. It helps that her jet-black hair is always tied up into a ponytail, with high cheek bones to match.
• Big Sister Instinct: Developed one towards Alana in the final.
• Brutal Honesty: Outright admitted that she didn't find Samuel to be a good project manager in the fifth week.
• The Ditherer: Was extremely indecisive when deciding who to bring back into the boardroom in her first stint as project manager, changing her opinion three times.
• Graceful Loser: Seemed oddly content after being fired, leaving the boardroom with a smile on her face.
• Hypercompetent Sidekick: After Oliver floundered while managing the third task, she took over all the key decisions. It was only because she did so that the team didn't totally crash and burn. Surprisingly enough, Grainne made a number of major errors and lost both times when she was actually project manager, but her near-exemplary work in the prior tasks (combined with mistakes on the part of Mukai and Trishna respectively) saved her. While she didn't make it through the interview week, she did prove a major help to Alana on the final task.
• One-Man Band: In her business plan she seemingly claimed that she would be this, and that she would be actively involved in all five different markets her proposed business would operate in. Lord Sugar said that this was ludicrously infeasible, and fired her.
• Out of Focus: Despite making it all the way to the final five, she never got much attention.
• Shoot the Messenger: In week ten, she accused Frances of patronising her when she rang about her concern of the pitch. In fact, it was Trishna who was concerned, and Frances was simply passing along the message. Grainne later apologised for the assumption in the boardroom.
• The Worf Effect: Despite being a strong candidate, she had just three victories which were self confessed as not a good record.
• Teeth-Clenched Teamwork: Repeatedly argued with Samuel in week five. The team won, but not without them clashing again in the boardroom.
• You Are in Command Now: After Karthik's very quick firing, Lord Sugar asked Grainne who she thought should be brought back into the boardroom, as she was sub-team leader.

Trishna

"We're meant to be grown up women! We're acting like little schoolgirls!"

• Alliterative Name: Trishna Thakrar.
• Aside Glance: Looked covertly at the camera when she had her pitch taken from her in week five.
• Blatant Lies: In week ten, that the gin was orange because of the orange peels. In fact, the colouring had been added in later.
• Instant Expert: Learned a bunch of facts very quickly for her Madame Tussauds tour in week eight, with Claude even describing her as "faultless." She also remembered the facts of her video game in week nine, providing the information while Jessica could provide an engaging personality.
• Tragic Mistake: Insisted on making the gin orange in week ten, which cost their team a lot of orders.

Sofiane

"Sofiane looks after Sofiane."

Karren's view on him after he was brought back into the boardroom for the first time.

• Captain Oblivious: While negotiating with some representatives from Brighton & Hove Albion F.C. in the third task, they made it very clear that they couldn't spend more than £300 on sweets, only for Sofiane to repeatedly try to charge them £400. This nearly torpedoed the pitch altogether, forcing Courtney to jump in and rescue it.
• The Friend Nobody Likes: While he's a decent businessman, it's quite clear that he isn't very popular among the other candidates.
• Hidden Depths: Took a surprisingly good picture of London in week six.
• Hypercompetent Sidekick: In the first task, his sub-team alone sold more than the women's team did in their entirety. On top of that, he managed to get £175 for a vase that the show's staff had originally paid just £7 for.
• Insane Troll Logic: After the team's candy-shaping machine broke down while making a batch for the aforementioned football club, they were forced to use some semi-spheric moulds to create the rest of the batch. Sofiane then decided that these were "half-football" shapes, and that they could charge the club more for them. It was probably only because the sweets were delivered as the crowds were showing up for a match that they even agreed to fork over the agreed price.
• It's All About Me: Always insistent on getting his ideas across, regardless of whether or not they're welcomed.
• Reality Is Unrealistic: Played with during the virtual reality task; Sofiane was given an idea by Dillon as to what the central character of their videogame should be: a boy living under water who collected shells. For some reason, Sofiane decided to give their character a diving helmet, even though Dillon imagined that a person who’d spent their whole life under the ocean wouldn’t need one because they could breathe under water.

Dillon

"I'm the business equivalent of a diamond. I can sparkle and light up a room, but if you're not careful I could cut you."

• Camp Gay: Very flamboyant, and spent most of the second task flirting with the male model.
• Crippling Overspecialization: Great with creative tasks, not so much at selling.
• Distracted by the Sexy: Spent so much time ogling the models during the team's casting call in Week 2 that he left it until the very end of the day to send the other half of the team a model, leaving them next to no time to carry out their photo shoot.
• Honor Before Reason: When asked who he thought should be brought back into the boardroom in week seven, he nominated himself, and then quickly justified it by saying that he and Alana had made the least amount of sales, bringing both of them back. A little earlier, he began defending Samuel, with Karren calling him out on not defending himself instead. He was in serious danger of being fired that week, as Lord Sugar felt that he was too much of a Nice Guy.
• Ignored Expert: Despite having a degree in design, and being an illustrator as his day job, he wasn't selected by Sofiane to work on the creative aspect of the video game in week nine.
• Nice Guy: His downfall. Lord Sugar felt that he was too nice of a guy to be his business partner, and fired him with regret.
• Those Two Guys: With Jessica. While they only worked together twice, outside of the tasks, it was clear that they shared a strong friendship.

Paul

"If anyone goes but Mukai today, that's a travesty."

• The Bully: Became this in week eight towards Jessica. After being voted as project manager over her, he constantly talked badly about her behind her back, demoted her as sub-team leader for seemingly no reason, and argued loudly with her in the middle of the party. Things continued in the boardroom in which he constantly interrupted her and barely let her speak, leading her to cry in frustration.
• Captain Oblivious: Denied being aggressive and having a temper, despite it being the biggest contributing factor as to why he's been brought into the final boardroom. Twice.
• Crazy Enough to Work:
  • Stepped up as project manager on the first task, which involved selling antiques, on the grounds that he was a fan of Bargain Hunt. It actually worked, too, as the team won.
  • In the "buy a list of items" task in Week 6, he spotted that the team wasn't required to buy any particular size for an item of clothing, and so bought one in a children's size. Unfortunately, this time it didn't entirely work; while the item was accepted, the team badly overspent on everything else, failed to buy two items and showed up late, causing them to lose badly.
• Enemy Mine: For some odd reason, he and Mukai decided to turn against Aleksandra and blame her for everything the team did wrong in the third task. It didn't work, as both were brought into the boardroom, although it hardly mattered as there was never any doubt that Oliver was facing the chop.
• Everyone Has Standards: He makes it clear to Jessica that he doesn't approve of her lying to customers.
• Even Bad Men Love Their Mamas: Downplayed. Upon his firing, he described his future plans as going back to his day job but was said to "just looking forward to seeing my mum."
• False Friend: To Frances. Up until the week eight task, the two got on extremely well, with Paul going as far to say that she's the only one on the team that he trusts. So it only made sense for him to bring her into the boardroom and indirectly insult her.
• Hair-Trigger Temper: A downplayed example, but it doesn't take much to irritate him; especially when Sofiane is involved. Became far more pronounced in week eight, when he started an argument with Jessica in public, and repeatedly answered back to Lord Sugar in the boardroom.
• Jerkass: Turned into this in the third task, when he repeatedly badmouthed Mukai's sub-team leadership behind his back.
  • Jerkass Has a Point: While he's certainly less than pleasant about it, he is right that Mukai's negotiating strategy was an Epic Fail.
• One-Hit Wonder: Outside of winning as project manager in the first task and a decent performance as sub-team leader on the seventh, he had never really done anything spectacular during his time on the show.
• Picked Last: No doubt due to his temper, he was the last person to get picked in the finale, behind even Oliver.
• "The Reason You Suck" Speech: Delivered two in the third task, one to Mukai after the task ended and another about the aforementioned Oliver.
• That Came Out Wrong: Attempted to defend himself by mentioning how he'd won a project manager in the first week, unlike other candidates who lost week after week. Next to Frances, who was exactly that.
• This Is Going to Suck: Admitted during confession cam after the boys had finished the advertising task in Week 2 that "we're the losing team". He was half-right, as both teams were declared to have lost.
• Too Dumb to Live: Much like Ghazal in Series 3 and Phillip in Series 5, managed to get himself fired for answering back to Lord Sugar. Ross in Series 13 also did this, but managed to get away with it because of Jeff digging himself a hole.

Samuel

"Is it clear I'm cycling?"

• Blatant Lies: Claimed both during the week 5 pitch and the boardroom that their mime PR stunt garnered an audience, even though it was pointed in the latter that there was clearly almost no-one paying attention in the video of the stunt.
• Break the Haughty: A downplayed example, but despite being on the winning team every single week (bar week two), it's difficult to say what he actually contributed throughout the tasks. His win as project manager in week five raised eyebrows, and undoubtedly came back to bite him when he was brought him into the boardroom.
• Brutal Honesty: Admitted in the boardroom that Grainne was the only team member who didn't co-operate.
  Lord Sugar: Good co-operation from the rest of the team?
  Samuel: [casually] Not from Grainne.
• Crazy Enough to Work: Decided to charge more for the sweets than his team, who were selling right next to him. His team ended up winning.
• Everyone Hates Mimes: For some odd reason, he thought that a mime act would be a good idea for a PR stunt in an attempt to get people's attention. The rest of the team, and even the board, found the idea rather ridiculous.
• Ignored Expert: Had experience with selling high end products, yet wasn't chosen by Karthik to sell such items in week seven.
• Teeth-Clenched Teamwork: Repeatedly argued with Grainne in week five. The team won, but not without them clashing again in the boardroom, and him making a vow to attempt to work more cohesively with her.

Karthik

"I saw people not pulling their weight. And that's what leads to frustration because it feels like I'm pushing custard up a hill."

• Big Ol Monobrow: Lampshaded; he points out how that he didn't shave his monobrow because he didn't want to be like everybody else - everybody else wants to be like him.
• The Ditherer: Had extreme difficulty making decisions as project manager, constantly relying on his team members to do so.
• Epic Fail: Flopped as project manager in week seven. So much that Lord Sugar didn't even let him decide who to bring back into the final boardroom, firing him in a blink-and-you-miss-it moment. The team lost by a whopping £40,291.78, making it one of the largest defeats in the history of the show.
• The Friend Nobody Likes: His temper and abrasive attitude earned him this status early on, to the point where Grainne openly stated in Week 4 that she was bringing him back into the boardroom almost entirely because she didn't find him very pleasant to work with. While he certainly improved over the course of the show, he was an extremely poor project manager in the seventh week, leaving his team voiceless when asked about the quality of his project management.
• Funny Foreigner: Combined with Plucky Comic Relief, was regarded as one of the funnier contestants from this year's seasons with his quirky metaphorical sayings. He also falls into this category because of his Indian background.
• Graceful Loser: Accepted his firing without argument, highlighting how much his general attitude had changed.
• It's All About Me: In addition to coming across as very self-centred (even by the show's usual standards) in the Confession Cam inserts, during the Week 2 task he seemed determined to impose his opinions on the rest of the team and behaved like a huge Jerkass when he didn't get his way.
• Large Ham
• Miles Gloriosus: Had traits of this in his time as PM in which he bombed horribly.
• Once per Episode: He'll always bring up a ridiculous metaphor at least once an episode, sometimes even making the other candidates laugh in the boardroom.
  Karthik: I'm like water. Put water in a cup, it becomes a cup. Put water in a bottle, it becomes a bottle.
• Pre-Mortem One-Liner: In the second task. Given that both teams lost horribly, he was right.
  Courtney: If we are working with Italians, we should put brown shoes on, because you only wear black shoes in Italy to a funeral.
  Karthik: I am going to a funeral... of the other team.
• "The Reason You Suck" Speech: Lord Sugar gave him a scalding one:
  Lord Sugar: "You've been a diabolical project manager. I don't even trust you to decide who to bring into this boardroom."
• Took a Level in Kindness: Slowly became a lot nicer and calmer during his time on the show; his personality in week one vastly different to his personality in his final week. Even Karren was impressed by his Character Development.
• Third-Person Person: In his audition, he had one moment of this. Strangely enough, this never happened during his time on the show:
  Karthik: I've got a nice little, well nice big monobrow. For the last ten years, people have been telling me "Pluck it out, be like everybody else, have two eyebrows". But Karthik, or the big K, is not somebody who's like everybody else."

Rebecca

"At the end, I think I went because I'm not a twat basically. I think that's my downfall, haven't been enough of a twat."

• Butt-Monkey: Claude called her this in her final week, although not to her face. During the pre-boardroom discussions with Lord Sugar and Karren, Claude felt that people had no respect for her.
• The Load: Gradually evolved into this over her time on the show. After selling very little in weeks one and four, producing a poorly filmed video in week five, and sending her sub-team to a store that didn't stock either of the necessary items in week six, her firing became inevitable. It even continued when she came back for the final, where the only thing of note she contributed was a rather generic brand name that Alana had to heavily rework.
• Poor Communication Kills: Along with her failing to step up as project manager the week after promising to do so, she was fired largely because she failed to make sure that a store actually carried a tagine and African soap; in actuality they sold tahini and African soup.
• The Scapegoat: Michelle and Alana tried to turn her into this during the first task's boardroom, blaming her quite aggressively for the loss. It didn't help that she'd sold the least on either team, however, and Sugar came within an inch of firing her.
• Too Good for This Sinful Earth: Invoked this during her taxi ride, claiming that the main reason she didn't succeed was because she "wasn't enough of a twat" while on the show.
• Two First Names: Her surname is Jeffrey.

J.D.

"Karthik, please for the love of God, stop talking!"

• Bystander Syndrome: Was called out in Weeks 1, 4 and his final weeks for doing nothing and in Week 2, Lord Sugar stated he was merely giving him "the benefit of the doubt".
• Graceful Loser: Openly admitted in the boardroom that multiple instances were his fault as project manager in the fifth week. So much so that Lord Sugar declared that he couldn't go into business with someone who makes mistakes.
• Nice Guy: Arguably the nicest of the men this year. Sadly, this is likely what got him fired, along with making multiple mistakes as project manager.
  • Nice Guys Finish Last: Acknowledged in a post show interview where he claimed that "Nice guys don't win The Apprentice." This would have been true, if Tom didn't win Series 7.
• Only Sane Man: During the Week 2 task he seemed to be the only member of the men's team with any solid ideas on what they should do. He got brought back into the final boardroom anyway, and continued to be this while there, as he was the only person who actually bothered to justify his actions and identify what the team did wrong, whereas all the other candidates either froze up or engaged in mud-slinging.

Mukai

"Day After...Yesterday..."

• Cunning Like a Fox: Called himself this at one point, although his performances in the second and third tasks were far from foxworthy.
• Epic Fail: He decided, for some bizarre reason, to charge less for the sweets than the previously agreed price. This resulted in a "The Reason You Suck" Speech from Paul after the task ended.
• Insane Troll Logic: After most of his team opted for scarves in the Liberty sales task, Mukai suggested they go for handbags, claiming they could sell one handbag for the same price as twenty scarves. For some reason, Grainne believed him.
• It's All About Me: While Karthik fit this trope in Week 2, so did Mukai according to advertising businessman Zaid Al-Zaidy on You're Fired.
• Never My Fault: Accused Grainne of this in his last week. Played straight when he was brought into the boardroom for the third time and refused to accept any responsibility for the task.
• Rule of Three: Fired after his third consecutive appearance in the boardroom
• Sore Loser: Okay, maybe not as sore as some other contestants on reality television, but after the show ended, it was reported that Mukai wasn't happy with the attention he received and the moment he was fired, he moved back to Japan and didn't even appear on You're Fired.
• The Load: Was called out for doing nothing in the first task, performed poorly as both team leader and sub-team leader in the second and third tasks respectively, and made an ultimately ill-advised suggestion that the team should focus on selling handbags in the fourth task. This poor track record helped ensure his firing in the fourth week, despite Grainne making several major errors herself.
• Precision F-Strike: Inverted in Week 2; he flubbed his lines at the start of the men's presentation and then swore, setting an awkward mood for the rest of the presentation.

Aleksandra

"The sheer energy that I am going to bring is going to mimic that of a nuclear explosion."

• Follow the Leader: Since leaving the show, she has joined this year's winner Alana, Karthik and Joseph in writing a column covering this year's series of The Apprentice for the Buckinghamshire Free Press.
• History Repeats: All the way back in the first UK series, Adele resigned in the fourth week, during a task which involved the teams selling in a major department store, because she was (supposedly) missing her family. Aleksandra did exactly the same thing in this series, except that she resigned at the start of the task, whereas Adele did it during the boardroom after the task.
• The Scapegoat: Mukai and Paul tried to gang up on her in Week 3, likely in an attempt to distract from the fact that the former had severely mismanaged their sub-team, and the latter had sold nothing. However, team leader Oliver, in perhaps the only smart decision he made on the show, decided against bringing her back.
• Screw This, I'm Outta Here: Resigned at the beginning of Week 4, immediately after the task had been announced.

Oliver

• Bystander Syndrome: Lord Sugar called him out on his passiveness in the second task.
• Cordon Bleugh Chef: Chose "Salt & Vinegar" as a flavour for fudge. While it evidently wasn't a complete example of this trope, as Oliver's own sub-team sold out of it, their trade sales sub-team failed to even sell a single bag.
• Didn't Think This Through: Chose to manufacture and sell rock in the third task, likely because it's such an iconic and popular seaside treat, but failed to realise that it was also by far the hardest sweet to manufacture.
• Graceful Loser: Despite his firing, Oliver admitted that he himself deserved to be fired and after being fired commented in his taxi interview that he was feeling upbeat.
• Throw the Dog a Bone: Despite being rather useless during his time on the show proper, he did a really good job designing Alana's packaging in the final week, as many pointed out.
• "The Reason You Suck" Speech: Received one of the show's most stinging firings:
  Lord Sugar: "Your best hope for 250 grand is to buy yourself a scratch card."
• Upperclass Twit: Not as obnoxious an example of this as some of the show's past candidates, but he proved generally invisible in the first two tasks, and then did woefully as project manager on the third.

Natalie

"That's bullshit! Bullshit darling!" (despite the fact she said she never swore on You're Fired)

• Bystander Syndrome: Got the chop in Week 2 for not contributing much of note across both the first two tasks.
• Epic Fail: On the first task she sold a pair of vases worth £300 for just £15. She was always going to struggle to make up for such a severe blunder, and when she did next to nothing on the task that followed, it was game over.
• Genre Blind: Admitted that she'd never seen an episode of the show, and regretted her decision to apply from the moment the cameras started rolling. The only reason she didn't commit Suicide by Cop in the Week 2 boardroom was because she didn't want to look like a quitter.
• Precision F-Strike: After Lord Sugar told her that the vases she sold for £15 were valued at £300, she had an Oh, Crap! moment which was this as she swore under her breath which the board didn't catch up on oddly enough.

Michelle

• Epic Fail: After ignoring an antiques expert's advice and deciding to sell at Camden Market instead of Portobello Market, she decided to stop off on the way in order to sell some of their stuff to a trader. Unfortunately, she neglected to actually tell this to the driver of the van carrying all their antiques, and so her sub-team got to the trader, only to find that the van had gone to the market.
• Never My Fault: Tried to claim in the boardroom that she was in no way responsible for what the sub-team did, as Alana was the sub-team leader and therefore everything they did (or failed to do) was her fault. This claim likely pushed Lord Sugar into firing her.