The reality show comes to a conclusion, as Alan Sugar summons the two front-runners back to the heart of London's financial district to face their final challenge to win a £250,000 investment. The contestants have three days to launch their own business, with a team of their defeated rivals on hand to help. They must create a brand, produce a digital screen for the London Underground, direct an advert, and impress a room full of industry experts. However, both projects are undermined by power struggles, confusing product names and bland branding. Last in the series.