Rose from working as a teenager on her uncle’s Covent Garden market stall.
Career: Business Psychologist
Edna obviously enjoyed the beauty task so much that she decided to bring some of those ideas into the cat food brainstorming session. Suggesting that her team enlist the help of a long haired cat, so that they could put hair rollers in its fur for the TV commercial, she blamed her moment of madness on the fact that there was ‘no structure’ to the brainstorming session.
Firmly agreeing with the rest of her team on the out of town shopping complex being the best place to set up their stand and treatment room, Edna set about getting involved in the pitches from the beauty manufacturers.
Selecting herself as Project Manager, Edna admitted that she was ‘tough and didn’t suffer fools gladly’. This character trait was proven when Susan struggled to get her concept for her App across to the rest of the team and was sternly silenced by Edna. Splitting the girls in two, Edna took the lead from her market research team and Felicity who came up with the idea for Ampi-App - noises to shock, annoy and surprise.
When faced with the decision of who should pitch to the industry experts at the gaming fair, Edna selected herself, despite Melody’s insistence that she was the more qualified. Edna’s pitch was more of a giant glitch and as well as forgetting to mention where they could download the App, she even made Karren Brady go as far as to say she had ‘wasted a great opportunity’.
Edna looked a little relieved when it was announced that the girls had won the task and was sent back to the house to enjoy a special culinary treat. Let’s hope humble pie wasn’t the first course.
Edna was on wining team Venture.
App Downloads after 6 hours: just under 1000
Total downloads after 24 hrs: 10667
Edna claimed that she loved to ‘challenge herself’ and would rather ‘seek out pain than pleasure’, so it wasn’t a great surprise when she opted to take charge of the whole money side of the girls’ fruit and pasta venture.
Taking on a ‘very important task’, Edna locked horns with Melody and Susan when she felt decisions were being made without her say-so. She also made the executive decision not to invest the whole budget into product.
Instead, she chose to keep some of Lord Sugar’s money back, claiming ‘it doesn’t matter how much we’ve got left, it matters how much we’re selling it for’. Edna headed up the pasta team and despite missing the lunch-time rush and not getting stock delivered to the other location, the girls won the task. Edna was safe to return to the house, but not before Lord Sugar had pointed out that if they had have invested more of his money, they could have more than tripled their return.
Edna was on the winning team Venture. Their total profit was £592.
One of ten siblings, London born Edna rose from working as a teenager on her uncle’s Covent Garden market stall to her first position as a Business Psychologist and coach. Edna holds a Bachelors degree in Psychology, two Masters degrees and enjoys cycling in her free time.
Check back for weekly updates on Edna during the series ...
I'm the type of person who likes to get to the root cause of the problem
Lord Sugar returns to our screens with the next batch of hopefuls competing to be his new apprentice.
06 Oct 2010
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