Lord Sugar calls the teams to Burlington Arcade, a luxury shopping centre in London's West End. He spells out that in the current economic climate Britain still has a taste for the finer things in life, but they should come with an affordable price tag. He reveals that the candidates' latest task is to consider affordable luxury retail markets and come up with a new product range.
One team opts for male grooming products and takes its research very seriously, while the other team chooses sweets but gets carried away with tasting chocolates rather than exploring how the business of confectionary actually works. As the competing products take shape, the race is on to perfect the design and branding. And when one team is stuck for ideas, it falls to just one candidate to come up with the goods.
Both teams must create prototype retail spaces that will showcase their products to trial customers. Their verdict is that one product has the wow factor but the other shows a distinct lack of creativity. And when they face industry experts and Lord Sugar to explain their business plans, both teams face some difficult questions.
In the boardroom, the winners know they are through to the final, while the losers fight for the last chance to become Lord Sugar's business partner. For one candidate, though, it is the end of the road, clearly signposted with the words 'You're fired'.