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The Apprentice 2014: Jemma Bird becomes ninth casualty of the boardroom

November 5, 2014
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Jemma Bird's dreams of becoming Lord Sugar's business partner came to an abrupt end as she became the ninth candidate to be fired from The Apprentice. The 26-year-old came under fire when Team Summit failed to impress on the Coach Tour task, having opted for a historical journey through Kent. Team Tenacity, led by Daniel, made a profit on £1037.99 for their Oxfordshire excursion, in comparison to Summit's £813.70.

The Apprentice Ep 5 1 © Photo: BBC

PM Sanjay decided to bring Jemma and Bianca back into the boardroom with him – but before the rest of Team Summit left, Lord Sugar had some stern words for James. "I have warned you a couple of time that this is supposed to be a serious business challenge, OK? You are this close for me invoking my right of getting rid of who I want, irrespective of who he's bringing back in here," he told the 26-year-old. "I'm telling you for the last time, clean your act up and stop being a clown!" Lord Sugar then turned his attention to the three candidates left behind. With pricing strategy identified as the team's big failing, Sanjay held his hands up to setting the price too low – and his two team mates admitted they too had failed to think it through fully. "I'm a bit disappointed to be honest with you, someone with the credentials that you have," Lord Sugar told Sanjay. "It was a diabolical experience for the 25 customers you had. You sold tickets too cheaply, the strategy was wrong. I'm finding it very difficult to place the blame elsewhere to be honest."

The Apprentice Ep 5 © Photo: BBC

But it was Jemma's failure to shine on previous weeks that sealed her fate. "Jemma, you've always been the girl that nearly wins," he told her. "And I'm sorry to say that you're not going to win on this occasion. Jemma, you're fired." The candidates dismissed, Lord Sugar concluded, "I don't wanna mess about in this particular process. I don't think she's contributed, and I cannot see her as my business partner."

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